12 research outputs found
The Analisis Ekuitas Merek Dan Komunikasi Pemasaran Terpadu Terhadap Keputusan Pembelian Smartphone Samsung
No full textThe research was aimed at describing brand equity, integrated marketing communications and purchase decisions. The research was also conducted to analyze the influence of brand equity and integrated marketing communications towards purchase decisions for Samsung smartphones in Sukabumi. The methods applied in the research were descriptive and associative research methods with quantitative approach. Moreover, by using non-probability sampling method with purposive sampling technique, questionnaires were distributed to 398 respondents who were Samsung smartphone users in Sukabumi city. The techniques of analyzing data used by the researcher were multiple linear regression, determination coefficient, and hypothesis testing. The results of the research show that the correlation coefficient analysis is amounted to R-0.777 which has a strong interpretation. Subsequently, the determination coefficients of brand equity and integrated marketing communications toward purchase decisions is aggregated to 60.3%, while the rest of 39.7% is influenced by other factors not included in the research. The result of the simultaneous test (F-Test) indicate that brand equity and integrated marketing communication influence purchase decisions altogether. Moreover, the result of the partial test (t-test) obtain the value of sig. < 0.050 so it states that there is a significant and positive influence between brand equity toward purchase decisions and there is an influence from integrated marketing communication towards purchase decisions.
Keywords: Brand Equity, Integrated Marketing Communication, Purchase Decision
Analisis Brand Image dalam Memediasi Electronic Word of Mouth Terhadap Online Purchase Intention
No full textPenelitian ini dilakukan dengan tujuan untuk mengetahui seberapa besar pengaruh citra merek dalam memediasi hubungan antara e-WOM terhadap minat beli online. Metode penelitian yang digunakan adalah metode deskriptif dan asosiatif dengan pendekatan kuantitatif. Populasi pada penelitian ini merupakan mahasiswi followers instagram @scarlett_whitening di Perguruan Tinggi di Kota Sukabumi, dengan menggunakan metode probability sampling. Penelitian ini dilakukan dengan cara membagikan kuesioner online kepada 400 responden. Structural Equational Modeling (SEM) digunakan sebagai teknik analisis data dalam penelitian ini dengan bantuan pengolahan data menggunakan software IBM SPSS AMOS 24. Hasil dari penelitian ini menujukkan bahwa e-WOM berpengaruh secara positif dan signifikan terhadap citra merek, citra merek berpengaruh secara positif dan signifikan terhadap minat beli online, dan citra merek memediasi secara positif dan signifikan hubungan antara e-WOM terhadap minat beli online.
Kata kunci: Electronic Word of Mouth, Citra Merek, Minat Beli Onlin
ANALYSIS OF STRATEGIC PARTNERSHIPS MEDIATING THE UNIQUENESS OF RESOURCES ON TOURISM COMPETITIVE IN SUKABUMI REGENCY
No full textCompetition for business activities in the tourism sector is increasingly tight and competitive, so that every region and country is required to be able to compete in creating a competitive advantage. Tourist attractions in Sukabumi Regency experience fluctuations in visitors to tourism destinations every year, with increases and decreases, which means there is no stability. It is known that there are many competitors for other tourist attractions, so it is feared that in the future there will be a decrease in the number of tourists visiting Sukabumi Regency. The aim of this research is to determine the mediating effect of strategic partnerships in the relationship between resource uniqueness and competitive advantage. The research method used is a quantitative research method with a descriptive and causal approach. The sampling technique used was saturated sampling by distributing questionnaires to 100 tourist attraction managers in Sukabumi Regency. The data analysis technique used is structural equation modeling (SEM) with the help of software (PLS) 4. The results of this research show that tourist attractions in Sukabumi Regency have succeeded in building unique resources, strategic partnerships and good competitive advantages in the eyes of tourists. Resource uniqueness has a positive and significant effect on strategic partnerships of 0.810. Strategic partnerships have a positive and significant effect on competitive advantage of 0.640 and strategic partnerships mediate the relationship between resource uniqueness and competitive advantage of 0.518. So it can be concluded that strategic partnerships act as a mediator in the relationship between resource uniqueness and competitive advantage
ANALYSIS OF CROSS CULTURAL LEADERSHIP AND ORGANIZATIONAL CULTURE ON EMPLOYEE LOYALTY THROUGH JOB SATISFACTION AS MEDIATION VARIABLES
No full textIn the era of globalization, manufacturing companies face challenges in maintaining employee loyalty amidst cultural diversity. The phenomenon of low employee loyalty is evident from high turnover rates, absenteeism, and non-compliance with company regulations. This study aims to analyze the influence of cross-cultural leadership and organizational culture on employee loyalty, with job satisfaction as a mediating variable in the manufacturing industry in Cianjur Regency. The method used is descriptive analysis with a population of 8,400 employees. The sample selection was carried out randomly and analyzed using Structural Equation Modeling (SEM) with a sample size of 200 respondents. The results of the study indicate that cross-cultural leadership does not have a significant direct effect on employee loyalty, but it has a significant impact on job satisfaction. Organizational culture has a significant effect on both employee loyalty and job satisfaction. Job satisfaction is proven to mediate the effect of cross-cultural leadership and organizational culture on employee loyalty. These findings underscore the importance of leadership that can manage cultural diversity and a positive organizational culture in creating job satisfaction, ultimately enhancing employee loyalty. This research provides insights for manufacturing companies in Cianjur to focus on leadership and organizational culture aspects to improve employee loyalty through job satisfaction
Perancangaan Rute Pengiriman Optimal dengan Vehicle Routing Problem (VRP) untuk Efisiensi Distribusi di Jaya Abadi Fruits
No full textThis study focuses on optimizing the distribution routes at Jaya Abadi Fruits using the Vehicle Routing Problem (VRP) method with a Saving Matrix approach. The primary issue is the manual route management that relies solely on the drivers\u27 memory, leading to frequent wastage of travel distance, time, and operational costs. Moreover, the stochastic nature of customer demand complicates daily supply planning and results in suboptimal fulfillment of customer needs. This research utilizes primary data collected through direct observation and interviews to gain an accurate understanding of the distribution process. The Saving Matrix analysis is applied to identify optimal routes, reducing the travel distance from 109.4 km to 61.8 km (a savings of 43.51%), cutting travel time from 4.46 hours to 2.20 hours (a savings of 50.67%), and lowering distribution costs from IDR 279,400 to IDR 231,800 (a savings of 17.04%).
Keywords: Distribution, Efficiency, Saving Matrix, Vehicle Routing Proble
Kredibilitas dan Kekuatan Selebgram dalam Meningkatkan Minat Beli pada Toko Online di Instagram
No full textOne of the strategy that can be use in increasing consumer buying interest is by increasing the attractiveness of advertisements on Instagram, one of them is the endorsement strategy. The study aims to determine about the selebgram credibility and power to increase purchase intention on online store in instagram, as well as to see how much the influence of credibility and power of selebgram to purchase intention partially or simultaneously. The method use in this research is descriptive verificative and quantitative approaches with multiple linear regression as a data analysis technique. Research result obtained show that credibility, power and purchase intentions of online store on instagram in the good category. The magnitude of the effect of credibility and power on purchases intention on instagram by Rachel Vennya after testing simultaneously and partially have a positif and significant influence. It’s amounted to 51,2%, while the remaining 48,8% are influenced by other variables not examined in this research.
Keywords: Credibility, Power, Selebgram, Celebrity Endorsement, Purchase Intentio
Pengaruh Electronic Word Of Mouth Terhadap Online Purchase Intention Melalui Brand Image Sebagai Variabel Mediasi
No full textThe research was aimed at determining the mediation’s influence of brand image in the relationship of electronic word of mouth on online purchase intention. The research method used in the research was descriptive and associative with quantitative. The populations in the research were college student in Sukabumi as a followers @scarlett_whitening instagram account, while using probability sampling method by distributing online questionnaires to 400 respondents. The technique of analyzing data applied by the researcher was Structural Equation Modelling (SEM) by using software IBM SPSS AMOS 24. The results of the research show that electronic word of mouth positively and significantly toward brand image, brand image influences positively and significantly toward online purchase intention, and brand image mediates the relationship between electronic word of mouth on online purchase intention.
Keywords: Electronic Word of Mouth, Brand Image, Online Purchase Intentio
Kapabilitas Relasional dan Inovasi Produk dalam Meningkatkan Keunggulan Bersaing Pada Masa Covid-19 (Studi Pada Industri Kreatif Fesyen Busana Kota Sukabumi)
No full textPada saat ini Pandemi covid-19 saat ini melanda dunia terutama negara kisendiriyaitu negara Indonesia sendiri yang menimbulkan berbagai dampak termasuk perekonomian. Dampak virus corona bagi perekonomian di Indonesia mengakibatkan potensi pertumbuhan perekonomian sebesar 0,4% yang merupakan sebuah scenario buruk. Dengan adanya covid-19 banyak yang terkena dampaknya yang mengakibatkan banyaknya perusahaan yang melakukan pemutusan hububgan kerja (PHK(Sumarni, 2020)(Panday, 2020). Penelitian dilakukan untuk mengetahui Kapabilitas Relasional dan Inovasi Produk apakah mempunyai pengaruh terhadap Keunggulan Bersaing pada masa Covid-19. Metode yang digunakan peneliti menggunakan metode kuantitatif. Dengan jumlah sample 35 Industri Kreatif Fesyen Busana di Kota Sukabumi. Peneliti menggunakan Teknik analissi regresi linear berganda dan pengujian hipotesis (Uji F dan Uji T) Penelitian ini dengan menggunakan program SPSS versi 25. Dari hasill penelitian ini menunjukan bahwa terdapat pengaruh yang signifikan dan positif antara Kapabilitas Relasional terhadap Keunggulan Bersaing terdapat pengaruh namun tidak signifikan antara Inovasi Produk terhadap Keunggulan Bersaing pada masa Covid-19.
Kata Kunci : Kapabilitas Relasional, Inovasi Produk, Keunggulan Bersain
PENGARUH RELIGIUSITAS DAN PRODUK HALAL TERHADAP KEPUTUSAN MEMILIH KOSMETIK PADA KONSUMEN MUSLIM
No full textThe purpose of this research was conducted to determine the effect of religiosity and halal products on the decision to choose cosmetics on muslim consumer. The variables in this research are Religiosity (X1), Halal Products (X2) and Purchase Decisions (Y). The research usesnon probability sampling techniques with the type of purposive sampling. Analysis of the data research is multiple linear regression. Primary data collection techniques applied by distributing questionnaires to 97 muslim women. The results of the research shows the coefficient determination obtained an R square value of 0,781 or 78,1% on the purchase decision (Y), and the remaining value is 21,9% another factor that is not examined in this study. Based on the results of hypothesis shows a religiosity variable has a significant influence on the purchase decision, and the halal product variable has a significant on the purchase decision
The Effect of Product Knowledge, Perceived Benefits, and Perceptions of Risk on Indonesian Student Decisions to Use E-Wallets for Warunk Upnormal
No full text(1) Background: The purpose of this research is to find out how product knowledge, benefit perception, and risk perception variables affect the decision to use e-wallets (Go-Pay). (2) Methods: The population used in this study is Indonesian students who used Go-Pay to carry transactions at Warunk Upnormal of Dipatiukur Branch, West Java, Indonesia. The sampling technique used by the author is a non-probability sampling technique. Meanwhile, the type of sampling used by the author is accidental sampling. Based on the calculations made, the sample used in this study is 100 Indonesian students. Furthermore, the research method used in this study is quantitative methods. Data analysis was carried out using structural equation modeling (SEM). (3) Results: this study indicates that the final product knowledge and perception of risk have a positive and significant effect on user satisfaction. The latent variable of perceived benefits has a negative and insignificant impact on the decision to use. (4) Conclusions: the latent variables of product knowledge and risk perception have a positive and significant effect on user satisfaction. Meanwhile, the latent variable of perceived benefits has a negative and insignificant impact on the decision to use the e-wallet
