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All Journal JURNAL BERKALA ILMIAH EFISIENSI Applied Quantitative Analysis (AQA)
Pulukadang, Amelia
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Mathematics Social Sciences

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PENGARUH FAKTOR-FAKTOR PSIKOLOGIS TERHADAP KEPUASAN KONSUMEN DI HOTEL QUALITY MANADO Pulukadang, Amelia; Soegoto, Agus Supandi; Raintung, Michael Ch.
Jurnal Berkala Ilmiah Efisiensi Vol 21, No 6 (2021)
Publisher : Sam Ratulangi University

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Abstract

Kepuasan konsumen akan terpenuhi apabila proses penyampaian jasa dari perusahaan (pemberi jasa) kepada konsumen sesuai dengan apa yang dipresepsikan konsumen. Berbagai faktor seperti: subjektivitas pemberi jasa, kondisi umum psikologis (konsumen maupun pemberi jasa), kondisi lingkungan eksternal dan sebagainya tidak jarang turut mempengaruhi sehingga jasa sering disampaikan dengan cara yang berbeda dengan yang dipresepsikan oleh konsumen. Penelitian ini bertujuan untuk mengetahui Pengaruh faktor-faktor psikologis terhadap kepuasan pengguna di hotel quality manado. Metode dalam penelitian ini menggunakan regresi linear berganda koefisien korelasi (r),  uji asumsi klasik serta pengujian hipotesis, menggunakan uji F dan t.  Sampel dalam penelitian ini berjumlah 100 responden. Teknik Slovin digunakan sebagai metode pengambilan sampel. Hasil penelitian ini menunjukkan bahwa Secara Simultan variabel Motivasi, Persepsi, Keyakinan, Sikap dan Pengetahuan berpengaruh secara positif dan signifikan terhadap Kepuasan Konsumen di Hotel Quality Manado. Variabel  Motivasi secara parsial berpengaruh signifikan terhadap Kepuasan Konsumen dengan nilai Sig. (0.02<0.05). Variabel persepsi secara parsial berpengaruh signifikan terhadap Kepuasan Konsumen dengan nilai Sig. (0.02<0.05). Variabel Keyakinan secara parsial tidak berpengaruh signifikan terhadap Kepuasan Konsumen dengan nilai Sig. (0.795>0.05). Variabel Sikap secara parsial tidak berpengaruh signifikan terhadap Kepuasan Konsumen dengan nilai Sig. (0.656>0.05). Variabel Pengetahuan secara parsial tidak berpengaruh signifikan terhadap Kepuasan Konsumen dengan nilai Sig. (0.175>0.05). Variabel Motivasi (X1) memiliki pengaruh yang paling tinggi terhadap variabel Kepuasan Konsumen (Y) dengan Nilai koefisien regresi 0.304
The Impact of Social Media Marketing on Purchase Decision: Exploring the Moderating Role of Brand Awareness among Instagram Users: English Pulukadang, Amelia
Applied Quantitative Analysis Vol. 5 No. 2 (2025): July - December Issue
Publisher : Research Synergy Foundation

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31098/quant.3841

Abstract

The rapid development of digital technology has significantly transformed consumer behavior in accessing information and making purchasing decisions. Among various platforms, Instagram has emerged as a dominant medium where social media marketing (SMM) strategies are widely employed to reach and influence consumers. However, the effectiveness of SMM is not always straightforward, as its impact on purchase decisions can be strengthened or weakened by other factors, particularly brand awareness. Consumers tend to favor brands they recognize, making brand awareness a critical element in the decision-making process. This study investigates the influence of SMM on purchase decisions with brand awareness as a moderating variable. The population consisted of 1,196 customers of Teman Publikasi – Research Synergy Institute (RSI) within the period of November 2024 to April 2025. Using Krejcie and Morgan’s sampling table, 64 respondents were selected and surveyed with a Likert scale questionnaire. Data were analyzed through multiple linear regression and moderated regression analysis (MRA) to assess both direct and moderating effects. The findings reveal that the five SMM dimensions; entertainment, interaction, trendiness, customization, and word of mouth positively and significantly influence purchase decisions. Furthermore, brand awareness significantly moderates this relationship but in a negative direction, suggesting that higher consumer brand awareness tends to reduce the effectiveness of SMM strategies. This research contributes to the literature by offering empirical evidence on the dual role of brand awareness in digital marketing effectiveness. For practitioners, the study highlights the importance of designing SMM strategies that align with consumer familiarity to avoid diminishing returns.
Co-Authors Agus Supandi Soegoto Raintung, Michael Ch.