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Damar, Haunan
Universitas Dain Nuswantoro
Agriculture, Biological Sciences & Forestry Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Public Health Social Sciences Other

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Journal : Dinamika

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PENGARUH CITRA MEREK, KUALITAS PRODUK DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PIZZA HUT Arifiana, Latifa; Aqmala, Diana; Cahya, Handy Nur; Damar, Haunan
Dinamika: Jurnal Manajemen Sosial Ekonomi Vol. 5 No. 1 (2025): DINAMIKA : Jurnal Manajemen Sosial Ekonomi
Publisher : LPPM Sekolah Tinggi Ilmu Ekonomi - Studi Ekonomi Modern

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51903/mf78py29

Abstract

The reason for this study was to determine the impact of brand image, product quality, and promotion on purchasing decisions of Pizza Hut consumers. The population is Pizza Hut customers, with a sample of 150 respondents taken using non-probability sampling techniques with purposive sampling method. PLS was used as an analytical tool in this study. This study shows that brand image has a positive, but insignificant, impact on purchasing decisions of Pizza Hut consumers. On the other hand, product quality has a positive and significant impact on purchasing decisions of Pizza Hut consumers. In addition, promotion also has a positive and significant impact on purchasing decisions of Pizza Hut consumers.
KUALITAS LAYANAN, ATMOSFER TOKO, DAN KEWAJARAN HARGA SEBAGAI PENENTU KEPUASAN DAN LOYALITAS DI KAISAR BARBERSHOP SEMARANG Caesar, Jovanda; Hariyadi, Guruh Taufan; Nuryanto, Imam; Damar, Haunan
Dinamika: Jurnal Manajemen Sosial Ekonomi Vol. 5 No. 1 (2025): DINAMIKA : Jurnal Manajemen Sosial Ekonomi
Publisher : LPPM Sekolah Tinggi Ilmu Ekonomi - Studi Ekonomi Modern

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51903/fq6h4z68

Abstract

This study analyzes the impact of service quality, store atmosphere, and price fairness on customer satisfaction and its effect on loyalty at Kaisar Barbershop Semarang. A quantitative approach using PLS-SEM was employed, with 145 purposively sampled respondents (criteria: customers who used the service at least twice in the last three months). Data was collected via a 7-point Likert scale questionnaire and analyzed using SmartPLS. Results show that service quality is the most dominant factor (path coefficient 0.732), followed by store atmosphere and price fairness (each 0.135). Customer satisfaction also significantly influences loyalty (0.935). These findings assist management in improving strategies to maintain customer loyalty in a competitive market
Co-Authors Adilla Kustya Ulfa Adzim, Leon Islamey Alesi, Nipinoya Anggi Permata Sari Anggi, Lusi Setia Arifiana, Latifa Awanis Linati Haziroh Caesar, Jovanda Cahya, Handy Nur Della Christine Parhusip Diana Aqmala Eko, Dwi Eric Suryakencana Wibowo, Mochammad Ervina, Mareta Fakhmi Zakaria Fatmawati, Elia Resha Febrianur I F S Putra Febrianur Ibnu Fitroh Sukono Putra Fitrianah, Dian Foza Hadyu Hasanatina Handy Nur Cahya Hariyadi, Guruh Taufan Hertiana Ikasari Ida Farida Imam Nuryanto Imam Nuryanto Intan Aprilia Kinasih, Restu Kumala, Khofifah Ela Kusuma, Pradana Jati Mujib, Miftachul Mulyono, Fauzi Riyanto, Fery Roymon Panjaitan Safitri, Maria Suhita Whini Setyahuni Umar - Farouk Usman Usman Wardani, Nizia Kusuma Wibowo, Mochammad Eric Suryakencana Winarto - Winarto Zakaria, Fakhmi