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All Journal Asian Journal of Management Analytics Jurnal Mahkota Bisnis (Makbis)
Shinju Valentino Moksa
Universitas Mahkota Tricom Unggul
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Library & Information Science

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Pengaruh Brand Awareness terhadap Keputusan Pembelian Produk Dimsum di Restoran Nelayan: Studi pada Konsumen di Kota Medan: Indonesia Yosua Manullang; Shinju Valentino Moksa
Jurnal Mahkota Bisnis (Makbis) Vol 4 No 2 (2025): Jurnal Mahkota Bisnis (Makbis)
Publisher : MTU PRESS

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59929/mm.v4i2.110

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh brand awareness terhadap keputusan pembelian produk dimsum di Restoran Nelayan, salah satu pelopor restoran kuliner di Kota Medan. Brand awareness menjadi elemen penting dalam strategi pemasaran karena menciptakan kedekatan konsumen terhadap merek dan memengaruhi perilaku pembelian. Metode penelitian yang digunakan adalah pendekatan kuantitatif dengan teknik analisis regresi linear sederhana. Sampel penelitian sebanyak 80 responden diperoleh melalui metode incidental sampling. Instrumen pengumpulan data berupa kuesioner dengan skala Likert yang telah diuji validitas dan reliabilitasnya. Hasil penelitian menunjukkan bahwa brand awareness memiliki pengaruh positif dan signifikan terhadap keputusan pembelian, dengan nilai koefisien determinasi (R²) sebesar 0,645 yang berarti 64,5% variasi keputusan pembelian dapat dijelaskan oleh brand awareness. Uji t dan uji F juga menunjukkan nilai signifikansi < 0,05, yang menegaskan bahwa variabel brand awareness secara statistik signifikan memengaruhi keputusan pembelian. Model regresi memenuhi seluruh uji asumsi klasik. Penelitian ini menyimpulkan bahwa peningkatan brand awareness secara langsung berdampak terhadap peningkatan minat dan keputusan pembelian konsumen, sehingga strategi komunikasi merek perlu diperkuat untuk meningkatkan daya saing di pasar kuliner lokal. Keywords: Brand Awareness, Keputusan Pembelian, Dimsum, Restoran Nelayan, Pemasaran
Minister of Finance Reshuffle and the Purbaya Effect: A Reflection of Market Confidence and Indonesia’s Economic Stability through an Event Study Approach Shinju Valentino Moksa; Yosua Parhorasan Manullang
Asian Journal of Management Analytics Vol. 5 No. 1 (2026): January 2026
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/ajma.v5i1.15965

Abstract

This study examines the reaction of the Indonesian capital market to the reshuffle of the Minister of Finance on 8 September 2025 and the appointment of Purbaya Yudhi Sadewa, known as the “Purbaya Effect.” Using an event study approach, abnormal returns of 45 LQ45 stocks are analyzed over an 11-day window (t−5 to t+5) around the announcement. Expected returns are estimated with a historical mean model, and abnormal returns are tested using one-sample t-tests, while differences between pre- and post-event periods are assessed with the Wilcoxon signed-rank test. The results show significant abnormal returns on several days, including a strongly negative reaction on the event day, followed by partial recovery in the post-event period. The significant difference between pre- and post-event abnormal returns indicates that the cabinet reshuffle had a material impact on market valuations. These findings provide empirical evidence of a “Purbaya Effect” and support the semi-strong form Efficient Market Hypothesis in the context of political shocks in an emerging market.
Co-Authors Yosua Manullang Yosua Parhorasan Manullang