Jurnal Ilmiah Mahasiswa Manajemen
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PENGARUH EXPERIENTIAL MARKETING DAN EXPERIENTIAL VALUE TERHADAP CUSTOMER LOYALTY MELALUI CUSTOMER SATISFACTION PADA HOTEL GRAND DARMO SUITE SURABAYA
Get PDFThe hotel business is currently growing, many hotels provide interesting experiences for their consumers. The more it develops, the more interesting it is to know how a hotel can offer something different from its competitors to get loyal customers. This research aims to analyze the influence of experiential marketing and experiential value on customer loyalty through customer satisfaction at the Grand Darmo Suite Hotel Surabaya. The sampling technique uses non-probability sampling with a purposive sampling method to determine the responses of each respondent. The sample used was 167 respondents. The data collection tool used was a questionnaire distributed to guests staying at the Grand Darmo Suite Hotel Surabaya. The data analysis technique uses Structural Equation Modeling - Partial Least Square (SEM PLS) with the SMARTPLS 3.0 application. Result of the research show that experiential marketing and experiential value directly have a positive and significant effect on customer satisfaction and customer loyalty. Customer satisfaction does not have a significant effect on customer loyalty. Experiential marketing and experiential value do not have a significant effect on customer loyalty through customer satisfaction
PENGARUH KUALITAS PRODUK DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN SEPATU ADIDAS YANG DI MEDIASI BRAND TRUST
Get PDFTujuan Penelitian ini adalah menganalisis pengaruh Kualitas Produk terhadap Brand Trust, pengaruh Brand Image terhadap Brand Trust, pengaruh Kualitas Produk terhadap Keputusan Pembelian, pengaruh Brand Image terhadap Keputusan Pembelian, pengaruh Brand Trust terhadap Keputusan Pembelian, peran mediasi Brand Trust pada pengaruh Kualitas Produk terhadap Keputusan Pembelian, dan peran mediasi Brand Trust pada pengaruh Brand Image terhadap Keputusan Pembelian. Obyek penelitian ini adalah responden kalangan muda berumur 17 tahun keatas dengan kualifikasi yang pernah membeli atau mengunakan sepatu Adidas. Teknik pengumpulan data dilakukan dengan menggunakan kuesioner dan diperoleh data 197 data responden. Teknik analisis data menggunakan software SmartPLS version 3.0. Hasil penelitian ini menunjukkan Kualitas Produk dan Brand Image berpengaruh positif dan signifikan pada Brand Trust ; Brand Trust berpengaruh positif dan signifikan pada Keputusan Pembelian ; dan Brand Trust memediasi pengaruh Kualitas Produk dan Brand Image pada Keputusan Pembelian. Tetapi, Brand Image tidak dapat berpengaruh positif dan siginifikan pada Keputusan Pembelian. Saran yang bisa diberikan untuk Sepatu Adidas yakni iklan yang lebih interaktif dan kreatitf untuk mengenalkan brand Adidas ini kepada konsumen, Sepatu Adidas juga harus up to date dalam tren yang ada di masa sekarang dan bisa menambah varian atau edisi terbaru pada produknya. Maka dari itu, sepatu Adidas harus bisa mempertahankan kualitas produk dan brand image agar konsumen dapat membentuk brand trust dan melakukan keputusan pembelian pada produk tersebu
ANALISIS PENGARUH BRAND ATTITUDE DAN BRAND QUALITY TERHADAP BRAND VALUE DAN BRAND LOYALTY PADA SMARTPHONE SAMSUNG DI SURABAYA
Get PDFThe purpose of the research was to determine the effect of Brand Attitude, Brand Quality on Brand Value and Brand Loyalty on Samsung smartphone products. The research was conducted using a quantitative approach with the number of samples analyzed, namely 150 Samsung smartphone users in Surabaya. Data collection techniques were carried out using questionnaires and partial least squares analysis as data analysis techniques. The results showed that 1) Brand Attitude has a significant effect on Brand Value, 2) Brand Attitude has a significant effect on Brand Loyalty, 3) Brand Quality has a significant effect on Brand Value, 4) Brand Quality has a significant effect on Brand Loyalty, and 5) Brand Value has a significant effect significantly significant to Brand Loyalty
PENGARUH SOCIAL MEDIA MARKETING TERHADAP PURCHASE INTENTION DENGAN BRAND EQUITY, BRAND ENGAGEMENT, DAN CUSTOMER BONDING SEBAGAI MEDIATOR PADA MEDIA SOSIAL INSTAGRAM SOMETHINC
Get PDFThe existence of social media has influenced social life in society. Something is one of the local brands that implements social media marketing through Instagram. With Instagram followers of more than 1 million followers, they use the social media platform as one of the steps to promote their business. This study aims to examine and analyze the influence of social media marketing variables on purchase intentions mediated by brand equity, brand engagement, and customer bonding on the social media Instagram Somethinc. The sampling method uses a non-probability sampling technique with a purposive sampling technique. The sample used in this study was 115 respondents who live in Surabaya. Data collection tool used is a questionnaire. The data analysis technique used is Structural Equation Modeling – Partial Least Square (SEM PLS). The research results obtained are hypothesis 1, hypothesis 2, hypothesis 3, hypothesis 4, hypothesis 5, hypothesis 6 accepted. In addition, the results of the study also show that social media marketing has a positive and significant effect on purchase intentions through brand equity, brand engagement, and customer bonding
PENGARUH BRAND IMAGE DAN PRODUCT QUALITY TERHADAP BRAND LOYALTY MELALUI BRAND TRUST PADA PRODUK FACE WASH MEREK WARDAH DI SURABAYA
Get PDFThe sampling technique used is non-probability sampling by purposive sampling. The tool used is a questionnaire. The sample used was 200 respondents, namely consumers of face wash products in Surabaya. The data analysis technique used is Structural Equations Modeling using the LISREL program.The results of the study prove that brand image has a significant effect on brand loyalty, product quality has a significant effect on brand trust, brand image does not have a significant effect on brand loyalty, product quality does not have a significant effect on brand loyalty, brand trust does not have a significant effect on brand loyalty, and brand image does not significant effect to brand loyalty through brand trust, and product quality does not significant effect to brand loyalty through brand trust
PENGARUH BUDAYA ORGANISASI ETIS TERHADAP ORGANIZA-TIONAL CITIZENSHIP BEHAVIOR (OCB) DENGAN KOMUNIKASI TRANSPARAN SEBAGAI VARIABEL INTERVENING PADA PERUS-AHAAN PERBANKAN DI KABUPATEN GRESIK
Get PDFDigitalization has affected all aspects of business including the banking business. Digitalization has increased efficiency in work, especially regarding the need for human resources. Digitalization has reduced the quantity of human resources needed thereby increasing the demand for quality employees. One of the required employee characteristics is high organizational citizenship behavior (OCB). This study analyzes the influence of ethical organizational culture on OCB with transparent communication as an intervening variable in banking companies in Gresik district. Data were collected from 160 respondents using a non-probability sampling technique using purposive sampling. SEM-PLS is used in the analysis of research data. The research results obtained are hypotheses 1 and 2 are accepted, while hypotheses 3 and 4 are rejected. The results also show that ethical organizational culture has a positive and significant effect on transparent communication, ethical organizational culture has a positive and significant effect on organizational citizenship behavior, transparent communication has a positive but not significant effect on organizational citizenship behavior, and transparent communication has no mediating effect on organizational culture. ethical on organizational citizenship behavior
PENGARUH FITUR IKLAN MEDIA SOSIAL TERHADAP NIAT PEMBELIAN MELALUI KETERLIBATAN MEREK PADA KFC SURABAYA
Get PDFThis study aims to examine the effect of social media advertising features on purchase intentions through brand involvement at KFC Surabaya. The sampling technique used in this study was purposive sampling, with data analysis techniques using Smart PLS (Partial Least Square) software. The sample used in this study was 260 respondents, the sample criteria determined were actively using social media accounts and being followers of KFC social media accounts aged over 17 years living in the city of Surabaya. The results of this study state that advertising features on social media have a positive effect on purchase intention, advertising features on social media have a positive effect on brand involvement, brand involvement has a positive effect on purchase decisions, brand involvement mediates the influence of social media advertising features on purchase intentions. The results of this study support hypothesis 1, hypothesis 2, hypothesis 3, and hypothesis 4
PENGARUH BRAND AWARENESS DAN BRAND IMAGE TERHADAP PURCHASE INTENTION PADA WULING AIR EV MELALUI MEDIASI CUSTOMER TRUST.
Get PDFNowadays technology has developed very rapidly and over time is able to produce products that are more environmentally friendly, for example in the automotive industry one of the contributors to pollution is motorized vehicles but with technological developments they are now able to present electric motorized vehicles that are environmentally friendly. The purpose of this study is to determine the effect of brand awareness and brand image on purchase intention at Wuling Air EV through mediation of customer trust. The population used in this study were people who knows and have interest in Wuling Air EV in Surabaya. The sampling technique uses non-random sampling with a purposive sampling technique. The number of samples obtained was 200 respondents. The variables examined in this study are brand awareness, brand image, customer trust and purchase intention
PENGARUH GREEN PRODUCT INNOVATION DAN GREEN MARKETING TERHADAP BRAND IMAGE DALAM PURCHASE DECISION PRODUK AVOSKIN PADA KONSUMEN DI SURABAYA
Get PDFThe increased interest in using skincare has resulted in an increase in consumer skincare waste that is consumable and cannot be recycled as a whole. Therefore, this study aims to analyze and test the effect of green product innovation and green marketing on brand image in the purchase decision of Avoskin products for consumers in Surabaya. Data collection was for 160 respondents located in Surabaya, the data collection tool used in this study was distributing questionnaires via Google Form using the Non-Probability Sampling method with the Purposive Sampling technique. Analysis techniques and hypothesis testing using SEM with the SmartPLS3 program. The results of this study indicate that green product innovation has a positive and significant effect on brand image but does not have a significant effect on purchase decision. In addition, green marketing has a positive and significant effect on brand image and purchase decision
DETERMINAN SHARE RETURN PADA INDUSTRIAL GOODS CONSUMP-TION SECTOR
Get PDFThe paper determined the effect of the exchange rate, inflation, and interest rate on the go-public share return. The researchers used the industrial goods consumption sector during 2019-2021 as the sample. There were three independent variables for this study such as the exchange rate, inflation, and interest rate. In addition, the dependent variable was share return. Multiple regression was used to run the parameter. The research used 133 go public companies during those 3 years. According to the research results of this paper, the inflation variable was excluded since the data remain the same for all samples during the research period. The research result showed that the exchange rate has no significant effect on share returns, yet the interest rates variable has a significant positive effect on share returns. So, thus if the value of interest rates in the country is increasing, the share returns in the industrial goods consumption sector will also increase