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All Journal Jurnal Ilmiah Satyagraha
Ella Anastasya Sinambela
Program Studi Manajemen, Fakultas Ekonomi, Universitas Sunan Giri Surabaya
Economics, Econometrics & Finance Social Sciences

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PERAN ATRIBUT PRODUK DAN SIKAP MEREK TERHADAP PENINGKATAN EKUITAS MEREK Utami Puji Lestari; Ella Anastasya Sinambela
Jurnal Ilmiah Satyagraha Vol. 6 No. 1 (2023): Jurnal Ilmiah Satyagraha
Publisher : Universitas Mahendradatta

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High brand equity becomes the company's strength to stay in themarket competition. Increasing brand equity is one of the company's strategiesthat is carried out all the time. Increasing the supporting factors of brand equityis a way to strengthen brand equity. This study aims to determine the role ofproduct attributes and brand attitudes in increasing brand equity. The researchpopulation is the consumer of the Rinnai brand gas stove. Obtained 85respondents as research samples with purposive sampling technique. Researchdata obtained through the distribution of questionnaires will then be analyzedusing multiple linear regression analysis. The results show that product attributesplay a significant role in the development of brand equity. Furthermore, brandequity is significantly influenced by brand attitudes. Product attributes and brandattitudes have a significant role in the joint formation of brand equity.
KEPUTUSAN TEMPAT PEMBELIAN BERDASARKAN KUALITAS LAYANAN, SUASANA TOKO, DAN PERSEPSI HARGA Utami Puji Lestari; Ella Anastasya Sinambela
Jurnal Ilmiah Satyagraha Vol. 5 No. 2 (2022): Jurnal Ilmiah Satyagraha
Publisher : Universitas Mahendradatta

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Purchase decisions become things that must be observed by customerswhen the process of meeting the needs of products or services. Increasedpurchasing decisions on a product and service are expected by all companies.This is what Hypermart wants for the products they offer. There are severalfactors in purchasing decisions that can affect consumers. These factors includeservice quality, store atmosphere and price perception. This survey was done inthe Hypermart Royal Plaza Surabaya with a sample size of 100 participants, andthe results are in. The author of this research used a non-probability samplingstrategy in conjunction with an incidental sampling approach. Multiple linearregression was used to assess the study data that had been obtained. The findingsof this research revealed that the quality of service, the environment of the shop,and the impression of the pricing had a favorable and substantial impact onpurchase choices at Hypermart Royal Plaza Surabaya. The findings of this studymay be used to further expand this research by including more factors that, inprinciple, have an impact on purchase choices.
Co-Authors Utami Puji Lestari