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All Journal Jurnal Ekonomi Jurnal Bakti Masyarakat Indonesia Jurnal Manajerial Dan Kewirausahaan International Journal of Application on Economics and Business Jurnal Serina Ekonomi dan Bisnis
Ekawati, Sanny
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Agriculture, Biological Sciences & Forestry Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Social Sciences Other

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Pengaruh Kualitas Pelayanan dan Kualitas Produk terhadap Kepuasan Pelanggan Brand Mortar Utama pada PT KA Frisca, Laurentia; Ekawati, Sanny
Jurnal Manajerial Dan Kewirausahaan Vol. 7 No. 2 (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/jmk.v7i2.34030

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh kualitas produk dan kualitas pelayanan terhadap kepuasan pelanggan Brand Mortar Utama yang didistribusikan oleh PT KA. Penelitian menggunakan pendekatan kuantitatif dengan metode survei cross-sectional. Data dikumpulkan melalui kuesioner yang melibatkan 74 responden, dipilih menggunakan teknik purposive sampling. Variabel yang diteliti mencakup kualitas pelayanan dan kualitas produk sebagai variabel independen, serta kepuasan pelanggan sebagai variabel dependen. Analisis data dilakukan dengan bantuan Smart PLS. Hasil penelitian menunjukkan bahwa kualitas pelayanan dan kualitas produk memiliki pengaruh positif dan signifikan terhadap kepuasan pelanggan. Kualitas produk mampu memenuhi ekspektasi pelanggan dan pelayanan yang responsif dalam memenuhi kebutuhan pelanggan berkontribusi positif terhadap kepuasan pelanggan. This study aims to analyze the effect of product quality and service quality on customer satisfaction of Brand Mortar Utama distributed by PT KA. The study used a quantitative approach with a cross-sectional survey method. Data were collected through a questionnaire involving 74 respondents, selected using a purposive sampling technique. The variables studied included service quality and product quality as independent variables, and customer satisfaction as the dependent variable. Data analysis was carried out with the help of Smart PLS. The results showed that service quality and product quality had a positive and significant effect on customer satisfaction. Product quality is able to meet customer expectations and responsive service in meeting customer needs contributes positively to customer satisfaction.
Pengaruh Brand Ambassador, E-WOM, dan Brand Awareness terhadap Purchase Decision Pengguna Platform E-Commerce di Jakarta Fang, Gabriel; Ekawati, Sanny
Jurnal Manajerial Dan Kewirausahaan Vol. 7 No. 3 (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/jmk.v7i3.34631

Abstract

Penelitian ini dilatarbelakangi oleh maraknya pengguna e-commerce di Indonesia yang telah menjadi bagian dari kehidupan masyarakat dalam memenuhi kebutuhannya. Shopee, sebagai salah satu platform e-commerce terbesar di Indonesia, terus bersaing untuk menarik perhatian konsumen melalui strategi pemasaran seperti penggunaan brand ambassador dan electronic word of mouth (E-WOM). Penelitian ini bertujuan untuk meneliti pengaruh brand ambassador dan E-WOM terhadap purchase decision dengan mediasi brand awareness. Subjek penelitian ini adalah pengguna e-commerce Shopee di Jakarta. Desain penelitian menggunakan asosiatif kausal dengan pendekatan kuantitatif, data dikumpulkan melalui metode purposive sampling. Sampel berjumlah 138 responden diperoleh melalui kuesioner daring. Analisis data dilakukan menggunakan metode PLS-SEM dengan aplikasi Smart PLS 4.0. Hasil penelitian menunjukkan bahwa brand ambassador, E-WOM, dan brand awareness berpengaruh positif dan signifikan terhadap purchase decision. Selain itu, brand awareness memediasi pengaruh brand ambassador dan E-WOM terhadap purchase decision. Temuan ini memberikan kontribusi bagi pengembangan strategi pemasaran digital, khususnya dalam memanfaatkan brand ambassador dan E-WOM untuk meningkatkan kesadaran merek dan keputusan pembelian. This research is motivated by the increasing number of e-commerce users in Indonesia that have become part of people's lives in meeting their needs. Shopee, as one of the largest e-commerce platforms in Indonesia, continues to compete to attract consumers' attention through marketing strategies such as brand ambassadors and electronic word of mouth (E-WOM). This study aims to examine the effect of brand ambassadors and E-WOM on purchase decisions with brand awareness as mediation. The subjects of this study were Shopee e-commerce users in Jakarta. The research design used associative causal with a quantitative approach, data were collected through a purposive sampling method. A sample of 138 respondents was obtained through an online questionnaire. Data analysis was carried out using PLS-SEM method with SmartPLS 4.0 application. The results showed that brand ambassadors, E-WOM, and brand awareness had a positive and significant influence on purchase decisions. In addition, brand awareness is able to mediate the influence of brand ambassadors and E-WOM on purchase decisions. These findings contribute to the development of digital marketing strategies, especially in utilizing brand ambassadors and E-WOM to increase brand awareness and purchase decisions.
PENGARUH E-WOM, BRAND ATTITUDE DAN BRAND IMAGE TERHADAP PURCHASE INTENTION PRODUK ACE HARDWARE DI JAKARTA Willinna, Marcelly; Ekawati, Sanny
Jurnal Serina Ekonomi dan Bisnis Vol 2 No 2 (2024): September 2024
Publisher : Lembaga Penelitian dan Pengabdian kepada Masyarakat Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/jseb.v2i2.35260

Abstract

Penelitian ini bertujuan untuk menguji pengaruh, E-WOM, Brand attitude, dan Brand image terhadap Purchase intention produk Ace Hardware di Jakarta. Responden ini diambil sampelnya menggunakan teknik nonprobability sampling dengan desain yang digunakan dalam penelitian ini adalah deskriptif melalui pendekatan kuantitatif. Pengambilan sampel dengan teknik purposive sampling dan ukuran sampel dalam penelitian ini 105 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 E-WOM, Brand attitude dan Brand image berpengaruh signifikan terhadap purchase intention produk Ace Hardware di Jakarta. This study aims to examine the influence, E-WOM, Brand attitude, and Brand image on Ace Hardware's purchase intention products in Jakarta. These respondents were sampled using a non-probability sampling technique with the design used in this study being descriptive through a quantitative approach. Sampling by purposive sampling technique and sample size in this study was 105 respondents. Data was obtained using a questionnaire instrument in the form of a google form distributed through social media. Data analysis was carried out using Structural Model Evaluation (Inner Model). The results of the research test show that E-WOM, Brand attitude and Brand image have a significant effect on Ace Hardware's purchase intention in Jakarta.
Co-Authors Amaris, Jessica Sarah Aryadirda, Yoga Ayuningtias, Hazirah Amalia Chandra, Marcella Nasya Fang, Gabriel Frisca, Laurentia Immanuel, Sandy Jennifer Jennifer Kristiadi, Raynaldo Ravenica, Safa Thio Lie Sha Valentino, Fernando Willinna, Marcelly