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All Journal JSEH (Jurnal Sosial Ekonomi dan Humaniora) JMM UNRAM (Jurnal Magister Manajemen Universitas Mataram) Jurnal Pengabdian Magister Pendidikan IPA ALEXANDRIA: Journal of Economics, Business, and Entrepreneurship Eastasouth Journal of Impactive Community Services Amwaluna: Jurnal Ekonomi dan Keuangan Syariah Journal of Sharia Economy and Islamic Tourism
Retnowati, Weni
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Humanities Economics, Econometrics & Finance Education Social Sciences Other

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Pengaruh Brand Image Dan Brand Awareness Terhadap Brand Loyalty Pada Produk Kosmetik Sariayu di Kota Mataram Raniaziza, Tansya; Retnowati, Weni; Maryanti, Sri
ALEXANDRIA (Journal of Economics, Business, & Entrepreneurship) Vol. 6 No. 1 (2025): April
Publisher : Postgraduate, University of Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29303/alexandria.v6i1.926

Abstract

This research aims to determine and explain the significant influence of Brand Image and Brand Awareness on Brand Loyalty in Sariayu Cosmetic Products in Mataram City. This type of research is associative quantitative with the data collection method used, namely a survey using a questionnaire via Google Form as a research instrument with a total sample of 100 respondents and analyzed using multiple linear regression analysis via the SPSS version 25 program. The results of this research analysis show that the brand image and brand awareness variables have a positive and significant effect on brand loyalty in Sariayu cosmetic products. This shows that the better the brand image that Sariayu has, the higher the customer loyalty to the product. Apart from that, high brand awareness makes customers more likely to make repeat purchases and recommend Sariayu products to others. The results of instrument tests and classical assumption tests show that the data in this study is proven to be valid and all data is normally distributed. These findings have the implication that to increase brand loyalty, companies need to carry out effective marketing strategies to strengthen brand image and increase brand awareness of their products. It is hoped that this research can become a reference for PT. Martina Berto Tbk as a Sariayu producer in increasing competitiveness and maintaining customer loyalty amidst increasingly tight competition in the cosmetics industry.
Pengaruh Kualitas Pelayanan dan Promosi Terhadap Keputusan Pembelian Pada Meekow di Mataram Darul Amimi Aziz, Muhammad; Retnowati, Weni
JMM UNRAM - MASTER OF MANAGEMENT JOURNAL Vol. 14 No. 3 (2025): JMM September 2025
Publisher : Fakultas Ekonomi dan Bisnis Universitas Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29303/jmm.v14i3.830

Abstract

Penelitian ini ditujukan untuk mengetahui pengaruh kualitas pelyanana dan promosi terhadap keputusan pembelian pada Meekow di Mataram. Populasi dalam penelitian ini adalah seluruh pengunjung Meekow di Mataram dengan sampel sebanyak 100 konsumen yang pernah berkunjung ke Meekow di Mataram dengan menggunakan teknik pengambilan sampel non-probability sampling dengan jenis purposive sampling. Jenis penelitian ini merupakan penelitian kuantitatif asosiatif. Pengolahan data pada penelitian ini menggunakan SPSS 26.0, dimana dilakukan uji validitas, uji reabilitas, uji asumsi klasik, analisis regresi linear berganda, uji signifikansi (uji t), dan uji koefisien determinasi (R Square). Hasil penelitian ini menunjukkan bahwa (1) Kualitas Pelayanan berpengaruh positif dan signifikan terhadap keputusan pembelian hal ini berdasarkan hasil uji t diperoleh t hitung=53.133 dan nilai sig 0.000 dimana t hitung > t tabel (53.133 > 1.697) atau nilai sig < 5% (0,000 < 0,05). (2) Promisi berpengaruh positif dan signifikan terhadap keputusan pembelian hal ini berdasarkan hasil uji t diperoleh t hitung = 0.000 dan nilai sig 0.000 dimana t hitung > t tabel (3,764 > 1.697) atau nilai sig < 5% (0,000 < 0,05).
Co-Authors Ayunda, Nur Baiq Saripta Wijimulawiani Darul Amimi Aziz, Muhammad Darwini, Sri Dian Rahmawati Dwi Yanti, Yuni EMI SALMAH Faizah (Mahasiswa), Maizatun Nurul Fatimah, Hj. Siti Ilhamudin, Muhamad Irwan Irwan Iwan Kusuma Negara mawati, War minah, Rus Nurfitri (Mahasiswa), Utari Permadi, Lalu Adi Rahmawati, Dini Sari Raniaziza, Tansya Rusminah Hs Santy Nururly Septiani, Emilia Sri Maryanti Wahyulina, Sri Widiana, Harmi