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All Journal Jurnal Online Mahasiswa (JOM) Bidang Ilmu Ekonomi
Alvi, Alwie Furwanti
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Economics, Econometrics & Finance

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PENGARUH INOVASI PRODUK, STORE ATMOSPHERE DAN WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN DAN KEPUASAN KONSUMEN PADA WARUNK UPNORMAL PEKANBARU M, Aidil Rizki; Alvi, Alwie Furwanti; Henni, Noviasari
Jurnal Online Mahasiswa (JOM) Bidang Ilmu Ekonomi Vol 7, No 2 (2020): (Juli - Desember 2020)
Publisher : Jurnal Online Mahasiswa (JOM) Bidang Ilmu Ekonomi

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Abstract

The rapid development of the culinary business in Indonesia has resulted in increased and tighter competition in the culinary business. It requires culinary businesses to develop and innovate the products offered according to the need and desires of consumers. One of the café that has innovated their product is Warunk Upnormal Pekanbaru. The purpose of this research is to examine the influence of Product Innovation, Store Atmosphere and Word Of Mouth on Purchasing Decisions and Customer Satisfaction at Warunk Upnormal Pekanbaru. The analysis technique used is path analysis and supported by sobel test. The number of samples taken is 100 respondents using purposive sampling method. Data was collected by distributing questionnaires. Based on the result of the research found that Product Innovation Variables, Store Atmosphere and Word Of Mouth has a significant effect on Purchasing Decisions, Purchasing Decision has a significant effect on Customer Satisfaction, and Product Innovation Variables, Store Atmosphere and Word Of Mouth has a significant effect on Customer Satisfaction through Purchasing Decision.Keywords : Product Innovation, Store Atmosphere, Word Of Mouth, Purchasing Decision, Customer Satisfaction.
PENGARUH IKLAN TELEVISI DAN ENDORSER VALENTINO ROSSI TERHADAP BRAND AWARENESS DAN KEPUTUSAN PEMBELIAN SEPEDA MOTOR YAMAHA NMAX DI PEKANBARU Alvi, Alwie Furwanti; Aida, Nursanti
Jurnal Online Mahasiswa (JOM) Bidang Ilmu Ekonomi Vol 7, No 2 (2020): (Juli - Desember 2020)
Publisher : Jurnal Online Mahasiswa (JOM) Bidang Ilmu Ekonomi

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Abstract

This study aims to determine the effect of Television Advertising and Endorser Valentino Rossi on Brand Awareness and Purchase Decisions of Yamaha NMAX Motorbikes in Pekanbaru. The population in this study were all Yamaha N-Max motorbike users in Pekanbaru, amounting to 937 in 2019. This study used a sample of 109 respondents using the Slovin formula. The types of data used are primary and secondary data, while data collection techniques use questionnaires and literature study. Data analysis using path analysis (path analysis). The results showed that television advertising and endorser Valentino Rossi partially had a significant effect on Brand Awareness, Television Advertising and Endoirser Valentino Rossi partially had a significant effect on purchasing decisions, Brand Awareness had a significant effect on purchasing decisions. Television Advertising and Endorser Valentino Rossi have a significant effect on purchasing decisions through Brand AwarenessKeywords: Television Advertising, Endorser Brand Awareness, Purchasing Decisions
Co-Authors Aida, Nursanti Henni, Noviasari M, Aidil Rizki