Articles
<![CDATA[Faktor-faktor yang mempengaruhi minat berwirausaha pada mahasiswa fakultas ekonomi universitas tarumanagara ]]>
<![CDATA[Ayuningtias, Hazirah Amalia]]>;
<![CDATA[Ekawati, Sanny]]>
<![CDATA[ Jurnal Ekonomi Vol 20, No 1 (2015): March 2015 ]]>
Publisher : <![CDATA[Fakultas Ekonom dan Bisnis, Universitas Tarumanagara ]]>
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DOI: 10.24912/je.v20i1.307
<![CDATA[The purpose of this study was to determine whether there is a minimum of one variable influence of family environment, campus environment, personality, and entrepreneurship motivation towards entrepreneurship interest students of the Faculty of Economics, University Tarumanagara. This research was conducted using judgmental sampling method. Researchers distributed questionnaires to 310 respondents. From the research we concluded that the variables that most influence the interest in entrepreneurship students of the Faculty of Economics, University Taruamanagara is entrepreneurship motivation. The influence of the variable in sequence is personality, family environment and the campus environment. The results also showed that all variables have a positive and significant impact on the interest in entrepreneurship students of the Faculty of Economics, University Tarumanagara.]]>
<![CDATA[Pengaruh brand image, brand awareness, dan kualitas produk terhadap keputusan pembelian produk planet popcorn pada mahasiswa fakultas ekonomi universitas tarumanagara jakarta ]]>
<![CDATA[Ekawati, Sanny]]>;
<![CDATA[Aryadirda, Yoga]]>
<![CDATA[ Jurnal Ekonomi Vol 20, No 3 (2015): November 2015 ]]>
Publisher : <![CDATA[Fakultas Ekonom dan Bisnis, Universitas Tarumanagara ]]>
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DOI: 10.24912/je.v20i3.308
<![CDATA[This study was conducted to investigate the effect of brand image, brand awareness, and product quality on the consumer’s purchase decision. The population of this research were students of Tarumanagara University in Jakarta. The sampling frame was limited to those of the Economic Faculty. The non-probabilistic convenience sampling method was used in this research. The method of data collection was conducted by distributing questionnaires to 100 respondents. The technique of data analysis used was the multiple regression analysis. The findings of this research showed that purchase decision is positively and significantly affected by brand image, brand awareness, and product quality.]]>
<![CDATA[IMPLEMENTASI STRATEGI MANAJEMEN RITEL DALAM MENINGKATKAN KEUNGGULAN BERSAING ]]>
<![CDATA[Ekawati, Sanny]]>;
<![CDATA[Sha, Thio Lie]]>
<![CDATA[ Jurnal Bakti Masyarakat Indonesia Vol 2, No 1 (2019): Jurnal Bakti Masyarakat Indonesia ]]>
Publisher : <![CDATA[Lembaga Penelitian dan Pengabdian kepada Masyarakat, Universitas Tarumanagara ]]>
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DOI: 10.24912/jbmi.v2i1.4316
<![CDATA[Tujuan kegiatan adalah memberdayakan pengecer dalam memahami manajemen ritel yang digerakkan oleh pelanggan, membuat kemasan produk yang lebih baik dari pesaing. Mengingat kondisi usaha ritel menghadapi persaingan yang sangat tajam, maka untuk memenangkan persaingan perlu memahami siapa dan apa yang diinginkan oleh konsumen. Kajian dilakukan pada mitra usaha kecil ritel yang terdapat di pasar tradisional Kosambi. Mengingat permasalahan yang dihadapi mitra minimnya pengetahuan tentang manajemen ritel yang berorientasi pelanggan, kemasan produk yang kurang baik. Menyebabkan mitra sulit untuk menghadapi persaing. Berdasarkan permasalahan yang terdapat pada mitra tersebut, maka Tim PKM Untar merasa perlu dalam melakukan kegiatan PKM dalam upaya meningkatkan pengetahuan mitra. Metode yang ditawarkan dalam kegiatan ini adalah pemberian pengetahuan tentang strategi manajemen ritel. Melakukan pendampingan membuat kemasan produk yang lebih bagus, tahan lama ,bermerek dan tidak cepat robek. Hasil kegiatan menujukkan mitra sangat berantusias mengikuti sosialisasi dan sangat menyukai kemasan produk yang telah berhasil dibuat oleh Tim. Sehingga dari kegiatan tersebut masalah yang dihadapi mitra dapat segera teratasi. Dengan demikian diharapkan mitra dapat meningkatkan keunggulan bersaing berkelanjutan.]]>
<![CDATA[Pengaruh Country of Origin Image dan Brand Image terhadap Purchase Intention Brand Toyota di Jabodetabek ]]>
<![CDATA[Immanuel, Sandy]]>;
<![CDATA[Ekawati, Sanny]]>
<![CDATA[ Jurnal Manajerial Dan Kewirausahaan Vol. 6 No. 1 (2024): Jurnal Manajerial dan Kewirausahaan ]]>
Publisher : <![CDATA[Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara ]]>
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DOI: 10.24912/jmk.v6i1.28600
<![CDATA[Penelitian ini mengenai pengaruh faktor citra negara asal dan citra merek terhadap minat beli konsumen pada brand Toyota di Jabodetabek. Data diambil melalui media daring dalam bentuk kuesioner google form yang terdiri atas indikator variabel penelitian. Pengambilan sampel menggunakan teknik purposive sampling dengan ukuran 150 responden di daerah Jabodetabek. Analisis data menggunakan SmartPLS 4.0. Analisis data SEM-PLS terbagi menjadi 2 (dua), yaitu outer model dan inner model. Hasil penelitian menunjukkan bahwa country of origin image berpengaruh positif tetapi tidak signifikan terhadap purchase intention brand Toyota dan brand image berpengaruh positif signifikan terhadap purchase intention brand Toyota di Jabodetabek. This research is about the influence of country of origin and brand image factors on consumer buying interest in the Toyota brand in Jabodetabek. Data was collected via online media in the form of a Google Form questionnaire consisting of research variable indicators. Sampling used a purposive sampling technique with a size of 150 respondents in the Jabodetabek area. Data analysis uses SmartPLS 4.0. SEM-PLS data analysis is divided into 2 (two), namely the outer model and the inner model. The research results show that country of origin image has a positive but not significant effect on Toyota brand purchase intention and brand image has a significant positive effect on Toyota brand purchase intention in Jabodetabek.]]>
<![CDATA[Faktor Penentu Loyalitas Merek McDonald’s di Jakarta ]]>
<![CDATA[Kristiadi, Raynaldo]]>;
<![CDATA[Ekawati, Sanny]]>
<![CDATA[ Jurnal Manajerial Dan Kewirausahaan Vol. 6 No. 2 (2024): Jurnal Manajerial dan Kewirausahaan ]]>
Publisher : <![CDATA[Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara ]]>
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DOI: 10.24912/jmk.v6i2.29849
<![CDATA[Tujuan dari penelitian ini adalah untuk mengetahui pengaruh citra merek, kepercayaan merek, dan kepuasan pelanggan terhadap loyalitas merek McDonald's di Jakarta. Penelitian ini menggunakan desain penelitian kausal dengan metode pengumpulan data cross sectional. Sampel diambil dengan tehnik purposive sampling yang merupakan data primer sebanyak 171 responden yang berdomisili di Jakarta. Instrumen penelitian yang digunakan adalah kuesioner dalam bentuk google form. Analisis data dilakukan dengan menggunakan Partial Least Square-Structural Equation Modeling (PLS-SEM). Hasil dari penelitian ini menunjukkan bahwa citra merek dan kepercayaan merek memiliki pengaruh positif namun tidak signifikan terhadap loyalitas merek, sedangkan kepuasan pelanggan memiliki pengaruh yang positif dan signifikan terhadap loyalitas merek. The purpose of this research is to determine the influence of brand image, brand trust, and customer satisfaction on McDonald's brand loyalty in Jakarta. This research uses a causal research design with a cross-sectional data collection method. The sample was taken using a purposive sampling technique which is primary data from 171 respondents who live in Jakarta. The research instrument used a questionnaire in Google form. Data analysis was carried out using Partial Least Square-Structural Equation Modeling (PLS-SEM). The results of this research show that brand image and brand trust have a positive but not significant influence on brand loyalty, while customer satisfaction has a positive and significant influence on brand loyalty.]]>
<![CDATA[Media Communication dan Brand Passion terhadap Purchase Intention pada Brand Netflix di JABODETABEK ]]>
<![CDATA[Jennifer, Jennifer]]>;
<![CDATA[Ekawati, Sanny]]>
<![CDATA[ Jurnal Manajerial Dan Kewirausahaan Vol. 6 No. 3 (2024): Jurnal Manajerial dan Kewirausahaan ]]>
Publisher : <![CDATA[Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara ]]>
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DOI: 10.24912/jmk.v6i3.31614
<![CDATA[Pada tahun 2022 netflix kehilangan 970 ribu pelanggan yang disebabkan oleh ketatnya persaingan diantara bisnis layanan streaming. Tujuan penelitian ini adalah untuk menguji secara empiris pengaruh aktivitas social media communication dan brand passion terhadap purchase intention pada Netflix. Desain yang digunakan dalam penelitian ini adalah deskriptif melalui pendekatan kuantitatif. Pengambilan sampel dengan teknik purposive sampling dan ukuran sampel dalam penelitian ini 108 responden. Data diperoleh dengan menggunakan instrumen kuesioner dalam bentuk google form yang disebar melalui media sosial. Analisis data dilakukan dengan menggunakan Evaluasi Model Struktural (Inner Model). Hasil uji penelitian menunjukkan bahwa social media communication dan brand passion berpengaruh signifikan pada purchase intention brand Netflix. In 2022, Netflix lost 970,000 subscribers due to fierce competition among streaming service businesses. The purpose of this study is to empirically examine the effect of social media communication activities and brand passion on purchase intention on Netflix. The design used in this research is descriptive through a quantitative approach. Sampling using purposive sampling technique and the sample size in this study was 108 respondents. Data was obtained using a questionnaire instrument in the form of a google form distributed via social media. Data analysis was carried out using Structural Model Evaluation (Inner Model). The results of the research test show that social media communication and brand passion have a significant effect on the purchase intention of the Netflix brand.]]>
<![CDATA[DETERMINANTS OF REPURCHASE INTENTIONS THROUGH CUSTOMER TRUST ON BRAND X’S WEBSITE ]]>
<![CDATA[Amaris, Jessica Sarah]]>;
<![CDATA[Ekawati, Sanny]]>
<![CDATA[ International Journal of Application on Economics and Business Vol. 2 No. 3 (2024): Agustus 2024 ]]>
Publisher : <![CDATA[Graduate Program of Universitas Tarumanagara ]]>
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DOI: 10.24912/ijaeb.v2i3.357-367
<![CDATA[This research was conducted to determine the direct and indirect influence of web design quality and service quality on repurchase intentions, through trust in brand X’s website in Jakarta. This study was conducted by distributing questionnaires. The sample used in this study was 100 respondents in Jakarta who had purchased products on the brand X’s website. This study used a non-probability sampling with purposive sampling techniques. Data is processed using Partial Least Squares-Structural Equation Modeling (PLS-SEM) software. The result of this study shows that web design quality can affect trust, yet it cannot affect repurchase intentions directly. Furthermore, service quality can affect trust and repurchase intentions directly. Then trust can influence repurchase intentions. Web design quality can influence repurchase intentions indirectly through trust, however service quality cannot influence repurchase intentions through trust. The benefit of this research is to encourage e-commerce companies to pay more attention to their web design and service quality, as this can increase customers' desire to make repurchases.]]>
<![CDATA[Pengaruh Customer Review dan Brand Trust terhadap Purchase Intention Nature Republic E-Commerce Sociolla ]]>
<![CDATA[Chandra, Marcella Nasya]]>;
<![CDATA[Ekawati, Sanny]]>
<![CDATA[ Jurnal Manajerial Dan Kewirausahaan Vol. 6 No. 4 (2024): Jurnal Manajerial dan Kewirausahaan ]]>
Publisher : <![CDATA[Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara ]]>
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DOI: 10.24912/jmk.v6i4.32743
<![CDATA[Penelitian ini bertujuan untuk menguji pengaruh ulasan pelanggan online dan kepercayaan merek terhadap minat pembelian produk Nature Republic di e-commerce Sociolla. Ukuran sampel berjumlah 178 konsumen produk Nature Republic di Jakarta. Metode pengambilan sampel yang digunakan adalah non-probability sampling dengan teknik purposive sampling dan instrumen penelitian yang digunakan kuesioner yang kemudian diolah menggunakan SEM-PLS. Temuan penelitian ini menunjukkan bahwa ulasan pelanggan online tidak memiliki pengaruh yang signifikan terhadap minat pembelian, sedangkan kepercayaan merek berpengaruh positif signifikan terhadap minat pembelian. This study aimed to examine the effect of online customer reviews and brand trust on the purchase intention of Nature Republic products in Sociolla e-commerce. The sample size was 178 consumers of Nature Republic products in Jakarta. The sampling method used is non-probability sampling with purposive sampling techniques and research instruments used questionnaires which are then processed using SEM-PLS. The findings of this study indicate that online customer reviews do not have a significant effect on purchase intention, whereas brand trust have a significant positive effect on purchase intention.]]>
<![CDATA[Faktor-Faktor Pengaruh Minat Beli Konsumen terhadap Souvenir Band Fourtwnty ]]>
<![CDATA[Ravenica, Safa]]>;
<![CDATA[Ekawati, Sanny]]>
<![CDATA[ Jurnal Manajerial Dan Kewirausahaan Vol. 7 No. 1 (2025): Jurnal Manajerial dan Kewirausahaan ]]>
Publisher : <![CDATA[Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara ]]>
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DOI: 10.24912/jmk.v7i1.33003
<![CDATA[Penelitian ini bertujuan untuk mengetahui pengaruh sikap, pengaruh sosial, dan persepsi harga terhadap minat beli konsumen. Penelitian ini merupakan penelitian deskriptif dengan pendekatan kuantitatif. Populasi penelitian ini adalah masyarakat yang mengetahui band fourtwnty. Pengambilan sampel dilakukan dengan purposive sampling dan ukuran sampel sebanyak 130 responden. Instrumen dalam penelitian ini adalah kuesioner. Pengujian dan pengolahan data menggunakan aplikasi Smart-PLS dengan metode PLS SEM (Partial Square-Structural Equation Modelling). Hasil penelitian ini menunjukan bahwa variabel sikap, pengaruh sosial, dan persepsi harga memiliki pengaruh positif dan signifikan terhadap minat beli konsumen. This research aims to determine the influence of attitudes, social influence, and price perceptions on consumer buying intention. This research is descriptive research with a quantitative approach. The population of this study were people who know the fourtwnty band. Sampling was carried out using purposive sampling and the sample size was 130 respondents. The instrument in this research is a questionnaire. Data analyzing and processing uses the Smart-PLS application with the PLS SEM (Partial Square-Structural Equation Modeling) method. The results of this research show that the variables of attitude, social influence, and price perception have a positive and significant influence on consumer purchase intention.]]>
<![CDATA[Pengaruh Perceived Service Quality dan Perceived Price Fairness terhadap Consumer Loyalty pada Restoran X di Jakarta Barat Melalui Consumer Satisfaction ]]>
<![CDATA[Valentino, Fernando]]>;
<![CDATA[Ekawati, Sanny]]>
<![CDATA[ Jurnal Manajerial Dan Kewirausahaan Vol. 7 No. 2 (2025): Jurnal Manajerial dan Kewirausahaan ]]>
Publisher : <![CDATA[Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara ]]>
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DOI: 10.24912/jmk.v7i2.34008
<![CDATA[Penelitian ini bertujuan untuk menganalisis pengaruh Perceived Service Quality dan Perceived Price Fairness terhadap Consumer Satisfaction dan Consumer Loyalty pada konsumen restoran X di Jakarta Barat, serta peran mediasi Consumer Satisfaction dalam hubungan tersebut. Penelitian menggunakan metode kuantitatif dengan pendekatan deskriptif dan desain cross-sectional, serta teknik purposive sampling. Hasil analisis menunjukkan bahwa Perceived Service Quality berpengaruh positif dan signifikan terhadap Consumer Satisfaction dan Consumer Loyalty, baik secara langsung maupun melalui mediasi Consumer Satisfaction. Sebaliknya, Perceived Price Fairness memiliki pengaruh negatif yang tidak signifikan terhadap Consumer Satisfaction dan Consumer Loyalty. Temuan ini menegaskan pentingnya kualitas layanan dalam meningkatkan kepuasan dan loyalitas konsumen, sementara kewajaran harga tidak memiliki pengaruh signifikan. This study aims to analyze the effect of Perceived Service Quality and Perceived Price Fairness on Consumer Satisfaction and Consumer Loyalty in X restaurant consumers in West Jakarta, as well as the mediating role of Consumer Satisfaction in the relationship. The study used a quantitative method with a descriptive approach and cross-sectional design, as well as purposive sampling technique. The results of the analysis show that Perceived Service Quality has a positive and significant effect on Consumer Satisfaction and Consumer Loyalty, both directly and through the mediation of Consumer Satisfaction. In contrast, Perceived Price Fairness has an insignificant negative effect on Consumer Satisfaction and Consumer Loyalty. This finding confirms the importance of service quality in increasing consumer satisfaction and loyalty, while price fairness has no significant effect.]]>
