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All Journal International Journal of Artificial Intelligence Research Jurnal Riset Ekonomi dan Bisnis Khadimul Ummah Journal of Social Dedication
Kuswardani, D.C.
Faculty Of Economic, Universitas Semarang
Agriculture, Biological Sciences & Forestry Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Public Health Social Sciences Other

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PERAN KONSUMSI HEDONIS DAN EMOSI POSITIF BELANJA DALAM MENINGKATKAN PEMBELIAN IMPULSIF Irfan Saputra; D.C Kuswardani; Endang Rusdianti
Jurnal Riset Ekonomi dan Bisnis Vol 14, No 2 (2021): AGUSTUS
Publisher : Universitas Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26623/jreb.v14i2.4227

Abstract

The purpose of this study was to analyze the role of hedonic consumption and positive shopping emotions in increasing impulse buying. The population of this research is the consumers of H&M DP Mall Semarang. The sample used is 100 respondents. The sampling technique is purposive sampling. The type of data used is primary data. The data collection method is a questionnaire. The analysis technique used is a structural equation model (SEM) with Smart PLS data processing tools. The results of the data analysis will later explain the causal relationship between the variables being developed in this research model. The results of this study are 1.) Shopping lifestyle has an effect on hedonic consumption, 2.) Shopping lifestyle has no effect on positive shopping emotions, 3.) Sales promotion affects positive shopping emotions, 4.) Hedonic consumption affects impulse buying, 5.) Positive shopping emotion has an effect on impulse buying.Tujuan penelitian ini untuk menganalisis peran konsumsi hedonis dan emosi positif belanja dalam meningkatkan pembelian impulsif. Populasi penelitian ini adalah konsumen H&M DP Mall Semarang. Sampel yang digunakan sebanyak 100 responden. Teknik pengambilan sampel adalah purposive sampling. Jenis data yang digunakan yaitu data primer. Metode pengumpulan datanya kuesioner. Teknik analisis yang digunakan adalah structural equation model (SEM) dengan alat pengolahan data Smart PLS. Hasil analisis data tersebut nantinya akan menjelaskan hubungan kausalitas antara variabel  yang sedang dikembangkan dalam model penelitian ini. Hasil dari penelitian ini adalah 1.) Gaya hidup berbelaja berpengaruh terhadap konsumsi hedonis, 2.) Gaya hidup berbelaja tidak berpengaruh terhadap emosi positif belanja, 3.) Sales promotion berpengaruh terhadap emosi positif belanja, 4.) Konsumsi hedonis berpengaruh terhadap pembelian impulsif, 5.) Emosi positif belanja berpengaruh terhadap pembelian impulsif.
PKM Usaha Ekonomi Produktif Kelompok PKK Desa Cepiring Kecamatan Cepiring Kabupaten Kendal Wyati Saddewisasi; Sri Haryati; D.C. Kuswardani
Khadimul Ummah Vol 2, No 2 (2019): Mei
Publisher : Universitas Darussalam Gontor

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (165.717 KB) | DOI: 10.21111/ku.v2i2.3517

Abstract

The member of Family Empowerment for Welfare (PKK) at RT 05 RW 03 Cepiring Village, Cepiring Sub-District, Kendal Regency currently (October 2018) is 20 people. They are conducting productive economic activities on batik, snacks (cookie and pastry), ginger drink, catering, tailoring, grocery and accessories. 60% of the total members are engaging in food field. Semarang University Community service team has conducted PKM (Community Partnership Program) avtivities using funds from the Ministry of Research, Technology and Higher Education, specifically for the food business. The problems faced by the group members such as: production and packaging, finance and marketing. The offered solution is to increase production and good product packaging, to provide assistance tools, to provide understanding on finance field and good marketing. The service methods performed including Evaluating Business Activities, Training and Counselling, Monitoring. Activities evaluation was performed both before implementation fo service to the community, The service result indicated that both quantity and quality of production have increased. As an illustration of this service result, a new oven can increase total production in one process up to 4 (four) times higher than used old oven. Bisides, new tools namely vacuum, sealer and spiners can improve the production quality. Furthermore, the understanding of financial and marketing fields still needs further assistance.
Go-Food Digital Application and Its Role in Promotional Communication Strategy Aprih Santoso; Maria Assumpta Wikantari; D.C. Kuswardani; Wyati Saddewisasi
International Journal of Artificial Intelligence Research Vol 6, No 1.2 (2022)
Publisher : STMIK Dharma Wacana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29099/ijair.v6i1.2.586

Abstract

This study aims to dig deeper into the Go-Food application-based online promotional tricks for the Bandeng Presto cluster in Semarang city. This is a case study with a qualitative approach. Data collection techniques with interviews, observation, documentation and literature study. The number of informants was 57 informants. The results of this study indicate that online promotion tricks are based on the Go-Food application in the Bandeng Presto cluster in the city of Semarang. has benefits, namely: increasing the number of consumers, expanding the market, increasing income, as a promotional medium, time efficiency and increasing credibility, while the disadvantages can be overcome by technology development carried out on the Go-Food application. Thus the advantages gained by online promotion tricks based on the Go-Food application are more than the losses, so it can be concluded that the online promotional tricks based on the Go-Food application are suitable for use by the Bandeng Presto cluster in the city of Semarang
Experiential Marketing To Build Customer Loyalty Through Customer Satisfaction In Higher Education Tri Endang Yani; Diah Cori Kuswardani; Wyati - Saddewisasi; Witjaksono Eko Hartoto; Adijati - Utaminingsh
International Journal of Artificial Intelligence Research Vol 6, No 1.2 (2022)
Publisher : STMIK Dharma Wacana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29099/ijair.v6i1.2.773

Abstract

This study aims to analyze the effect of Experiential Marketing on customer loyalty through customer satisfaction as an intervening variable in universities. The population in this study were students who were still active at the University of Semarang. The data collection technique used is purposive sampling with the criteria of respondents being students who have taken at least the fourth semester. The analytical method used is multiple linear regression and path analyses. The results showed that Experiential Marketing had a positive effect on Customer Satisfaction, Experiential Marketing had no effect on Customer Loyalty and Customer Satisfaction had a positive effect on Customer Loyalty. Meanwhile, based on path analyses, it is known that Customer Satisfaction is able to mediate the effect of Experiential Marketing on Customer Loyalty
Co-Authors Adijati - Utaminingsh Aprih Santoso Endang Rusdianti Irfan Saputra Maria Assumpta Wikantari Sri Haryati Tri Endang Yani Witjaksono Eko Hartoto Wyati Saddewisasi