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Djakasaputra, Arifin
Fakultas Ekonomi Dan Bisnis, Universitas Tarumanagara
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Pengaruh Citra Merek, Harga, dan Kualitas terhadap Minat Beli Sepeda Motor Elektrik Selis di Jakarta Yesaya Arkananta; Arifin Djakasaputra
Jurnal Manajerial Dan Kewirausahaan Vol. 7 No. 4 (2025): Jurnal Manajerial dan Kewirausahaan
Publisher : Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/snxdce76

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh citra merek dan harga terhadap individu yang memiliki minat beli sepeda motor listrik di Jakarta. Mengingat peningkatan penggunaan kendaraan listrik sebagai alternatif ramah lingkungan di Indonesia, memahami faktor-faktor yang mempengaruhi minat beli menjadi penting. Penelitian ini menggunakan pendekatan kuantitatif dengan teknik purposive sampling dan analisis regresi untuk mengumpulkan dan menganalisis data 191 responden. Hasil penelitian menunjukkan bahwa citra merek dan harga memiliki pengaruh signifikan terhadap minat beli sepeda motor listrik. Temuan ini diharapkan dapat memberikan kontribusi bagi pengembangan strategi pemasaran yang efektif dalam meningkatkan adopsi kendaraan listrik di Indonesia. This study aims to analyze the influence of brand image, price, and quality on individuals’ purchase intention toward electric motorcycles in Jakarta. Considering the increasing adoption of electric vehicles as an environmentally friendly alternative in Indonesia, understanding the factors influencing purchase intention is crucial. This research employs a quantitative approach using purposive sampling and regression analysis to collect and analyze data from 191 respondents. The results reveal that brand image and price significantly influence the purchase intention of electric motorcycles. These findings are expected to contribute to the development of effective marketing strategies to promote the adoption of electric vehicles in Indonesia.
Pengaruh Brand Image, Store Atmosphere dan EWOM terhadap Purchase Intention pada Produk Pizza Hut di Jakarta Barat Frendo Guirando; Arifin Djakasaputra
Jurnal Manajerial Dan Kewirausahaan Vol. 7 No. 4 (2025): Jurnal Manajerial dan Kewirausahaan
Publisher : Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/jq2e7q92

Abstract

Tujuan dari penelitian ini adalah pertama, untuk menguji pengaruh dari brand image, store atmosphere dan ewom terhadap purchase intention pada produk Pizza Hut di Jakarta Barat. Penelitian ini juga bertujuan untuk memberikan pemahaman lebih mendalam mengenai faktor-faktor yang mempengaruhi keputusan pembelian pelanggan di sektor restoran cepat saji, khususnya Pizza Hut. Jumlah sampel yang digunakan dalam penelitian ini sebesar 160 responden berupa pelanggan Pizza Hut di Jakarta Barat yang diambil menggunakan metode non-probability sampling dengan teknik purposive sampling. Responden yang dipilih memiliki pengalaman berkunjung dan membeli produk dari Pizza Hut di Jakarta Barat. Teknik pengolahan data dalam penelitian ini menggunakan metode persamaan structural dengan melalui software SmartPLS 4.0 untuk menganalisis hubungan antar variabel. Hasil penelitian menunjukkan bahwa pertama, store atmosphere tidak memiliki pengaruh positif terhadap purchase intention pada produk Pizza Hut di Jakarta Barat. Hal ini mengindikasikan bahwa faktor suasana toko tidak berpengaruh signifikan terhadap niat beli pelanggan. Namun, brand image berpengaruh positif terhadap purchase intention produk Pizza Hut di Jakarta Barat, yang mengindikasikan bahwa persepsi positif terhadap merek dapat meningkatkan minat beli. Selain itu, EWOM juga berpengaruh positif terhadap purchase intention pada produk Pizza Hut di Jakarta Barat, menunjukkan bahwa informasi yang dibagikan melalui word-of-mouth elektronik dapat memperkuat keputusan pembelian pelanggan. The aim of this study is first, to examine the effect of brand image, store atmosphere, and ewom on purchase intention for Pizza Hut products in West Jakarta. This study also aims to provide a deeper understanding of the factors that influence customer purchasing decisions in the fast-food sector, specifically Pizza Hut. The sample used in this study consists of 160 respondents who are customers of Pizza Hut in West Jakarta, selected using a non-probability sampling method with purposive sampling technique. The respondents have visited and purchased products from Pizza Hut in West Jakarta. Data analysis in this study uses structural equation modeling through SmartPLS 4.0 software to analyze the relationships between variables. This study showed that first, store atmosphere does not have a positive effect on purchase intention for Pizza Hut products in West Jakarta. This indicates that the store ambiance does not significantly influence customers' purchase intentions. However, brand image has a positive effect on purchase intention for Pizza Hut products in West Jakarta, suggesting that a positive perception of the brand can increase purchase interest. Additionally, EWOM has a positive effect on purchase intention for Pizza Hut products in West Jakarta, indicating that information shared through EWOM can strengthen customers' purchasing decisions.
Pengaruh Inovasi Produk dan Harga Melalui Citra Merek terhadap Minat Beli Mobil di Jakarta Utara Reymend Reymend; Arifin Djakasaputra
Jurnal Manajerial Dan Kewirausahaan Vol. 8 No. 1 (2026): Jurnal Manajerial dan Kewirausahaan
Publisher : Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/jmk.v8i1.36909

Abstract

Industri otomotif di Indonesia menunjukkan pertumbuhan yang signifikan dengan kehadiran berbagai merek otomotif. Hingga saat ini, merek asal Jepang, terutama Toyota masih menjadi pemimpin dalam penjualan mobil di tanah air. Namun, data dari Gaikindo (Gabungan Industri Kendaraan Bermotor Indonesia) mengungkapkan bahwa penjualan mobil pada periode Januari hingga Juli 2024 mengalami penurunan. Hal ini menandakan rendahnya tingkat permintaan konsumen pada tahun 2024. Penurunan ini juga berdampak pada Toyota. Penelitian ini bertujuan untuk mengetahui pengaruh inovasi produk dan harga terhadap minat beli serta mengetahui pengaruh citra merek sebagai mediasi antara inovasi produk dan harga terhadap minat beli. Penelitian ini mengumpulkan data dari 278 responden yang merupakan konsumen pengguna mobil di Jakarta Utara. Metode purposive sampling digunakan dengan cara menyebarkan kuesioner secara online. Data yang terkumpul diolah menggunakan partial least square structural equation modeling (PLS-SEM) pada program SmartPLS 3. Hasil studi ini menunjukkan bahwa variabel inovasi produk memiliki pengaruh signifikan terhadap minat beli dan harga memiliki pengaruh terhadap minat beli. Terdapat pengaruh signifikan antara variabel citra merek terhadap minat beli. Inovasi produk dan harga juga memiliki pengaruh signifikan terhadap minat beli dengan mediasi citra merek. Hasil lain menunjukkan bahwa variabel inovasi produk memiliki pengaruh signifikan terhadap citra merek dan harga memiliki pengaruh signifikan terhadap citra merek. The automotive industry in Indonesia shows significant growth with the presence of various automotive brands. Until now, Japanese brands, especially Toyota are still the leaders in car sales in Indonesia. However, data from Gaikindo (Indonesian Automotive Industries Association) reveals that car sales in the January to July 2024 period have decreased. This indicates low levels of consumer demand in 2024. This decline also had an impact on Toyota. This research aims to determine the influence of product innovation and price on purchasing interest and to determine the influence of brand image as a mediator between product innovation and price on purchasing interest. This research collected data from 278 respondents who are consumer car users in North Jakarta. The purposive sampling method was used by distributing questionnaires online. The data collected was processed using Partial Least Square Structural Equation Modeling (PLS-SEM) in the SmartPLS 3 program. The results of this research show that the product innovation variable has a significant influence on purchase intention and price has an influence on purchase intention. There is a significant influence between brand image variables on purchase intention. Product innovation and price also have a significant influence on purchasing interest mediated by brand image. Other results show that the product innovation has a significant influence on brand image and price has a significant influence on brand image.
Influencer Marketing, Brand Image, dan E-WOM: Faktor Penentu Purchase Intention Produk Softlens XYZ Risa Pratiwi; Arifin Djakasaputra
Jurnal Manajerial Dan Kewirausahaan Vol. 8 No. 3 (2026): Jurnal Manajerial dan Kewirausahaan
Publisher : Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/jmk.v8i3.37886

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh influencer marketing dan brand image terhadap purchase intention produk softlens XYZ di e-commerce, dengan electronic word of mouth (e-WOM) sebagai variabel mediasi. Pendekatan kuantitatif digunakan dengan metode purposive sampling, melibatkan 302 responden yang merupakan pengguna aktif Shopee dan memiliki pengalaman dengan produk softlens. Data dikumpulkan melalui kuesioner daring berbasis skala ordinal dan dianalisis menggunakan Partial Least Squares-Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa influencer marketing dan brand image secara langsung berpengaruh positif terhadap purchase intention. Selain itu, e-WOM terbukti menjadi mediator yang signifikan dalam hubungan variabel antara influencer marketing dan brand image terhadap purchase intention. Penelitian ini memberikan wawasan penting terkait strategi pemasaran digital, yang mengutamakan peran influencer dalam membangun brand image dan mendorong e-WOM, sehingga dapat meningkatkan niat beli konsumen. Temuan ini menyarankan bahwa produk softlens XYZ perlu lebih memaksimalkan peran influencer marketing serta memanfaatkan e-WOM untuk meningkatkan kepercayaan konsumen dan Keputusan pembelian produk melalui platform e-commerce, terutama Shopee. This study aims to analyze the influence of influencer marketing and brand image on purchase intention of XYZ softlens products in e-commerce, with electronic word of mouth (e-WOM) as a mediating variable. A quantitative approach was used with a purposive sampling method, involving 302 respondents who are active Shopee users and have experience with softlens products. Data was collected through an ordinal scale-based online questionnaire and analyzed using Partial Least Squares-Structural Equation Modeling (PLS-SEM). The results showed that influencer marketing and brand image directly positively influence purchase intention. In addition, e-WOM proved to be a significant mediator in the variable relationship between influencer marketing and brand image on purchase intention. This research provides important insights into digital marketing strategies, which prioritize the role of influencers in building brand image and encouraging e-WOM, thereby increasing consumer purchase intention. The findings suggest that XYZ softlens products need to further maximize the role of influencer marketing and utilize e-WOM to increase consumer trust and product purchase decisions through e-commerce platforms, especially Shopee.
Pengaruh Persepsi Harga, Kualitas Produk, dan Citra Merek terhadap Loyalitas Melalui Kepuasan Pelanggan Rafa Aulia Damar Gusti; Arifin Djakasaputra
Jurnal Manajerial Dan Kewirausahaan Vol. 8 No. 3 (2026): Jurnal Manajerial dan Kewirausahaan
Publisher : Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/jmk.v8i3.38149

Abstract

Industri fashion di Indonesia berkembang pesat seiring meningkatnya konsumsi masyarakat, khususnya di kalangan Gen Z dan Milenial yang memandang pakaian sebagai sarana ekspresi diri. Uniqlo menjadi salah satu merek global yang dinikmati, namun tingkat pembelian ulang di Jakarta Barat masih tergolong rendah, sehingga penting untuk menganalisis faktor-faktor yang memengaruhi loyalitas pelanggan. Penelitian ini bertujuan untuk menguji pengaruh persepsi harga, kualitas produk dan citra merek terhadap loyalitas pelanggan, serta menganalisis peran kepuasan pelanggan sebagai variabel mediasi. Metode penelitian menggunakan pendekatan kuantitatif dengan penyebaran kuesioner online kepada 231 responden di Jakarta Barat yang pernah membeli produk Uniqlo sebanyak 3-6 kali dalam enam bulan terakhir. Data dianalisis menggunakan Structural Equation Modeling (SEM) melalui software SmartPLS versi 4.1.1.5. Hasil penelitian menunjukkan bahwa persepsi harga berpengaruh positif namun tidak signifikan, sedangkan kualitas produk, citra merek dan kepuasan pelanggan berpengaruh positif serta signifikan terhadap loyalitas pelanggan. Selain itu, kualitas produk juga terbukti berpengaruh positif signifikan terhadap kepuasan pelanggan. Temuan penelitian ini juga mengonfirmasi bahwa kepuasan pelanggan memediasi secara parsial hubungan antara kualitas produk dan loyalitas pelanggan. Secara keseluruhan, loyalitas pelanggan lebih di pengaruhi oleh pengalaman nilai produk dan persepsi merek dibandingkan oleh harga. The fashion industry in Indonesia is rapidly growing alongside increased consumer spending, particularly among Generation Z and Millennials who view clothing not only as a basic need but also as a form of self-expression. Uniqlo is one of the most popular global brands; however, customer repurchase rates in West Jakarta remain relatively low, making it important to identify the factors influencing customer loyalty. This study aims to examine the effect of price perception, product quality, and brand image on customer loyalty, as well as the mediating role of customer satisfaction. A quantitative method was employed by distributing online questionnaires to 231 respondents in West Jakarta who purchased Uniqlo products 3–6 times within the last six months. The data were analyzed using Structural Equation Modeling (SEM) with SmartPLS version 4.1.1.5. The results show that product quality, brand image, and customer satisfaction have a positive and significant effect on customer loyalty, while price perception demonstrates a positive but insignificant effect. Product quality also significantly affects customer satisfaction, and customer satisfaction partially mediates the relationship between product quality and loyalty. Overall, customer loyalty is influenced more by product value and brand perception rather than price considerations.
Family Cohesion and Entrepreneurial Orientation for Family Business Longevity Arifin Djakasaputra; Ronnie Resdianto Masman; Sarwo Edy Handoyo; Hadi Cahyadi; Juliana Juliana
Reviu Akuntansi, Manajemen, dan Bisnis Vol 6 No 2 (2026): Juni
Publisher : Goodwood

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/rambis.v5i4.6711

Abstract

Purpose: This study examines the influence of family cohesion and entrepreneurial orientation on family business longevity through the mediating roles of family harmony and innovation capability. It addresses the limited integration of socio-emotional and entrepreneurial perspectives in explaining the sustainability of family businesses. Research Methodology: A quantitative approach was employed using survey data from 255 Indonesian family business owners and managers. Data were analyzed using Partial Least Squares-Structural Equation Modeling (PLS-SEM) to test the proposed relationships. Results: The findings revealed that family cohesion significantly enhanced family harmony, and entrepreneurial orientation positively influenced innovation capability. Family harmony and innovation capability have significant positive effects on family business longevity. Mediation analysis confirmed that family harmony and innovation capability mediated the relationships between family cohesion and family business longevity and between entrepreneurial orientation and family business longevity, respectively. Conclusions: Family business longevity is shaped by both socioemotional and entrepreneurial dimensions, with family harmony and innovation capability serving as key mechanisms supporting intergenerational continuity. Limitations: The cross-sectional design and Indonesian context may limit the generalizability of these findings. Contributions: This study integrates socio-emotional wealth and entrepreneurial perspectives into a unified framework of family business longevity and provides practical insights into strengthening family harmony, innovation, and long-term business sustainability across generations.
Co-Authors Afrilya, Bely Albert Albert Alimin, Erina Amelda Pramezwary Andriano Wijaya Angleque, Britney Antonio, Ferdi Ardiansyah Rasyid Assaly, Arifin Avisca, Gemitalia B.M.A.S. Anaconda Bangkara Broto Mudjianto Bunga Aditi Chandra, Jimmy Chelsea Laurent Kurniawan Cherry Darmawan Christania Naftali Cinsi Christinio , Elizabeth Christinio, Elizabeth Cicilia Angelisca Clara Angelita Darma Darmawan, Cherry Darwan Tanady Dea Novera Diena Mutiara Lemy Djaja, Tara Clarisa Dwi Septi Haryani Effendy, Linda Eka Hendrayani Elyzabeth , Elyzabeth Erina Alimin Fachrurazi Fachrurazi Farrellio, Fiore Felix Leonardi Florensia Irena Frans Sudirjo Frendo Guirando Frenick Halim Gelion, Gelion George Nicholas Gunawan Prabowo Gunawan Prabowo, Gunawan Hadi Cahyadi Halim Putera Siswanto Hendrayani, Eka Hendriarto, Prasetyono Hubner, Ira B. Hulu, Meitolo Indra, Febryola Innocentius Bernarto, Innocentius Ivander, Axel James Austin Jayanti , Yunia Arinda Jayanti, Yunia Arinda Jefry Jefry Jessalonica , Chennan Jessica Novia Widjaja Jessica Virgiana Wijaya Jimmy Muller Hasoloan Situmorang Juliana Juliana Juliana Juliana Juliana Juliana Juliana Juliana Juliana Juliana, Juliana July Hidayat Luh Komang Candra Dewi M. Tony Nawawi M.Tony Nawawi Mahanani, Zenita Dian Maleachi, Sandra Mas’ad, Muhammad Aunurrochim Nasib Nova Bernedeta Sitorus Nova Bernedeta Sitorus Nurmilah, Rina Patty, Putri Syane Pramezwary, Amelda Pramono, Rudy Prasetyono Hendriarto Presilla Puspita, Elizabeth Christinio Putri, Anggraini Prastika Putri, Nadira Aulia Putridita, Vicka Raden Mohamad Herdian Bhakti Rafa Aulia Damar Gusti Refaldy, Alvin Reymend Reymend Rico Candra Risa Pratiwi Rocky Nagoya Ronnie Resdianto Masman Rosianna Sianipar Rosmita Rasyid Rosyada, Maulin Amrina Sabil Sabil sabil sabil, sabil Sabrina O Sihombing Sandra Maleachi Sandra Maleachi Sanny Ekawati Saputra, Sonny Saraliandra, Junita Sardjana Orba Manullang Sarwo Edy Handoyo Satriohantoro, Mikael Senduk, Gerda Annisa Silvia Ekasari Sitorus, Nova Sitorus, Nova Bernedetta Situmorang, Jimmy Muller Hasoloan Sonny Saputra Sri Aprianti Tarigan Stephanie, Angelina Stephanie, Hergian Suandi, Calista Devana Syahri, Anggun Aisyah Tan, Catherine Ardelia Tanti Widia Nurdiani Theng, Bestadrian P Theng Tjakra, Nathanael Valentina Veronica Sjarifudin Veronica, Natasya Wiwik Handayani Yesaya Arkananta YUNIARWATI YUNIARWATI