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All Journal Jurnal Bisnis dan Ekonomi SEIKO : Journal of Management & Business YUME : Journal of Management Indonesian Management and Accounting Research Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Journal of Ekonomics, Finance, and Management Studies
Mulyo Budi Setiawan
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Religion Agriculture, Biological Sciences & Forestry Civil Engineering, Building, Construction & Architecture Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Health Professions Industrial & Manufacturing Engineering Social Sciences

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Journal : YUME : Journal of Management

 1 
Pengaruh Decoy Effect, Endowment Effect Dan Anchoring Effect Terhadap Keputusan Pembelian Paket Netflix Pada Masa Pandemi Di Daerah Semarang Muhammad Jihad Aniq Hanif; Mulyo Budi Setiawan
YUME : Journal of Management Vol 5, No 1 (2022)
Publisher : Pascasarjana STIE Amkop Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37531/yum.v5i1.1404

Abstract

Abstrak Penelitian ini bertujuan menguji pengaruh decoy effect, endowment effect dan anchoring effect terhadap keputusan pembelian paket Netflix pada masa pandemi di Semarang. Populasi pada penelitian ini adalah calon konsumen ataupun konsumen netflix pada area semarang dengan jumlah 100 responden. Data primer diperoleh dari kuisioner yang disebarkan melalui google form dengan menggunakan metode skala likert dari angka satu hingga lima. Hasil penelitian menunjukan bahwa seluruh variabel valid dan reliabel, serta hasil pengujian analisis regresi berganda membuktikan bahwa decoy effect berpengaruh positif signifikan terhadap keputusan pembelian paket Netflix sedangkan endowment effect dan anchoring effect tidak berpengaruh dengan arah negatif terhadap keputusan pembelian paket Netflix.  Kata Kunci: Decoy Effect, Endowment Effect, Anchoring Effect, Keputusan Pembelian, Paket Netflix AbstractThis study aims to examine the effect of the decoy effect, endowment effect and anchoring effect on the decision to purchase Netflix packages during the pandemic in Semarang. The population in this study are potential consumers or netflix consumers in the Semarang area with a total of 100 respondents. Primary data was obtained from questionnaires distributed through google form using the Likert scale method from numbers one to five. The results showed that all variables were valid and reliable, and the results of multiple regression analysis showed that the decoy effect had a significant positive effect on the Netflix package purchase decision, while the endowment effect and anchoring effect had no negative effect on the Netflix package purchase decision. Keywords: Decoy Effect, Endowment Effect, Anchoring Effect, Purchase Decision, Netflix Package
Pengaruh Gaya Hidup, Fitur Dan Brand Ambassador Terhadap Keputusan Pembelian Handphone Samsung (Studi Pada Konsumen di Kabupaten Pati) Idayatul Maf’aroh; Mulyo Budi Setiawan
YUME : Journal of Management Vol 5, No 1 (2022)
Publisher : Pascasarjana STIE Amkop Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37531/yum.v5i1.1464

Abstract

AbstrakTujuan pada penelitian ini yaitu untuk menganalisis pengaruh gaya hidup, fitur, dan brand ambassador terhadap keputusan pembelian handphone samsung. Populasi dalam penelitian ini adalah konsumen handphone samsung di Kabupaten Pati dan dibutuhkan sebanyak 97 sampel. Sampel akan diambil dengan metode purposive sampling. Data dalam penelitian ini diperoleh dari kuesioner dan akan diolah dengan SPSS 25. Berdasarkan pengujian dihasilkan uji validitas menunjukkan semua indikator valid dan uji reliabilitas menunjukkan semua variabel reliabel. Hasil uji F menunjukkan gaya hidup, fitur, dan brand ambassador terhadap keputusan pembelian berpengaruh positif dan signifikan dan model dikatakan layak atau fit. Hasil uji koefisien determinasi sebesar 0,561 yaitu gaya hidup, fitur, dan brand ambassador mampu menjelaskan keputusan pembelian sebesar 56,1 %. Dari hasil uji T menunjukkan gaya hidup, fitur, dan brand ambassador berpengaruh secara positif dan signifikan terhadap keputusan pembelian handphone samsung di kabupaten pati.Kata Kunci: Gaya Hidup, Fitur, Brand Ambassador, Keputusan Pembelian AbstractThe purpose of this study is to analyze the influence of lifestyle, features, and brand ambassadors on purchasing decisions for samsung mobile phone. The population in this study is samsung mobile consumers in Pati Regency and ittakes as many as 97 samples. Samples will be taken by purposive sampling method. The data in this study were obtained from questionnaires and will be processed with SPSS 25. Based on the test, the validity test show that all indicators are valid and the reliability test shows all the variables are reliable. The result of the F test simultaneously lifestyle, features, and brand ambassadors on purchasing decisions have a positive and significant effect and the model is said to be feasible or fit. The result of the coefficient of determination test is 0,561, namelyt lifestyle, features, and brand ambassadors are able to explain purchasing decisions by 56,1%. From the result of the T test, it shows that lifestyle, features, and brand ambassador have a positive and significant effect the purchasing decisions for samsung mobile phones in Pati regency.Keywords: Lifestyle, Features, Brand Ambassador, Purchase Decision
Co-Authors Ali Maskur Bambang Sudarsono Dilla Dienul Haq Idayatul Maf’aroh Muhammad Jihad Aniq Hanif Regita Amalia Putri Sulistyo Resta Azzahra Zuhrotun Nisa Riska Okhtavia Santoso, Ignatius Hari ukudi . Ulqi Luqmatun Risqina Umi Nandhifatul Muna