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Politeknik Wilmar Bisnis Indonesia
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PENGARUH MERK DAGANG DAN STRATEGI HARGA TERHADAP MINAT BELI KONSUMEN PADA PRODUK GADGET MERK APPLE HENDRA .
JURNAL ILMIAH SIMANTEK Vol 3 No 4 (2019): JURNAL ILMIAH SIMANTEK
Publisher : LP2MTBM MAKARIOZ

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (355.289 KB)

Abstract

This study aim to analyze the influenze of Brand and Price Strategy on Consumer Buy Interest of Gadget Product Apple’s Brand. Research variable include : Consumer Buy Interest (Y) as the dependent variable, Brand (X1) as the independent variable, and Price Strategy (X2) as the independent variable. This study adopted the Marketing Management theory, as it pertaining to the Brand, Price Strategy, and Consumer Buy Interest. This research applies a survey approach with a descriptive and qualitative method and uses an explanation power as it characteristics. The method of collecting the data is done by using interview, questionaires, and documentation study. The method of data analysis used is the multiple regression analysis and the simple regression analysis. The population number is unknown and sample search using the limeshow formula as many as 96 people The first hypotesis finding shows the brand influences significantly on the Consumer Buy Interest of Gadget Product Apple’s Brand The second hypotesis shows that Price Strategy influences significantly on the Consumer Buy Interest of Gadget Product Apple’s Brand The third hypotesis shows that the Brand and Price Strategy simultaneously influence significantly on the Consumer Buy Interest of Gadget Product Apple’s Brand In partial, the Price Strategy variable shows more dominantly than the Brand of Gadget Product Apple’s. This means that the Consumer Buy Interest of Brand of Gadget Product Apple’s are influenced highly by the Price Strategy and it is the Price Strategy that gives mostly.
SERVICE QUALITY AND CUSTOMER SATISFACTION AT INDONESIAN FRANCHISE CUISINE Hendra
Juremi: Jurnal Riset Ekonomi Vol. 2 No. 1: Juli 2022
Publisher : Bajang Institute

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Abstract

Whether in times of peace or turbulence, most SME focus on customer satisfaction have bring up interest, intention to purchase and loyalty. Since it is highly competitive industry, customer tend to choose better service quality that provided. The purpose is to empirically examine the relationship between service quality and customer satisfaction at one of the Indonesia Franchise Cuisine, in city of Medan, North Sumatera. Method used is a quantitative analysis to study the relationship between two variables, through distributing online questionnaires and interviews with adaptation of purposive or judgement sampling, which is investigated with linear regression, coefficient determination and hypothesis testing. It is concluded that service quality portrays strength of 79.2% in determining customer satisfaction and the remaining is influenced by other factors as example from price, product quality; finally results justify the existence of service quality influence towards customer satisfaction in Indonesian Franchise cuisine. It is recommended the franchise to improve the performance to achieve better result as this will increase the competitive advantage in the market, so that it is also ready for International Market, for example in Asia or other countries in the world. In addition, hiring more staff to improve the service delivery and provide training experience will increase performance.
DIGITALIZATION OF COFFEE SME IN LAKE TOBA AREA Hendra Hendra; Vinsensius Matondang; Bilson Pandiangan; Binsar Sihombing
Media Bina Ilmiah Vol. 17 No. 3: Oktober 2022
Publisher : LPSDI Bina Patria

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (345.264 KB) | DOI: 10.33578/mbi.v17i3.150

Abstract

The research studies Coffee SME Strategy’s Implementation in Lake Toba Area in facing challenges posed by Covid-19 pandemic. The Data is collected using google form and focus group discussion, originates from 6 districts of Lake Toba Area, namely Toba, Humbang Hasundutan, Samosir, Taput, Karo and Simalungun districts, would be compared to SME data nationally during the pandemic period. It is found that Coffee SME is able to survive and develop in the midst of pandemic, by applying strategy shift in their enterprise, especially in digitalization, utilizing integrated digital marketing, building marketplace existence, and carrying out continuous innovation.
Consumer Perceptions Analysis On Products Purchasing Interest in Citimall Matahari Department Store, Dumai City Madhuri Nafasya Suswanda; Asmara Wildani Pasaribu; Hendra Hendra; Dany Perdana Sitompul
SOSMANIORA: Jurnal Ilmu Sosial dan Humaniora Vol. 2 No. 1 (2023): Maret 2023
Publisher : Yayasan Literasi Sains Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55123/sosmaniora.v2i1.1755

Abstract

Citimall Matahari Department Store  is the largest contemporary retailer in the city of Dumai.So that every purchase of its  products will certainly be based on their perception or assessment of the products sold and bought by Matahari Department Store. So this study aims to analyze the effect of perceived price, perceived quality and perceived lifestyle on purchase intention. The population in this study were visitors to Citimall Matahari Department Store  in the city of Dumai who had purchased products. The number of samples is 100 respondents, using non-probability sampling method, accidental sampling. Respondent data was collected by distributing questionnaires. The data analysis technique was in the form of multiple linear regression analysis, with the help of IBM SPSS 26 software. The results showed (1). Price perception has a partial and simultaneous positive influence on the intention to buy Citimall Matahari Department Store products with a tcount of 3.681 (2). Perceived quality has a partial and simultaneous positive influence on the intention to buy Citimall Matahari Department Store products with a tcount of 3.665 (3). Perceptions of lifestyle have a positive influence partially and simultaneously on buying interest in Citimall Matahari Department Store products with a tcount of 4.233. The result of the adjusted R2 value is 0.490 while the remaining 0.510 is influenced by other variables not examined in this study Perceived quality has a partial and simultaneous positive influence on the intention to buy Citimall Matahari Department Store products with a tcount of 3.665 (3). Perceptions of lifestyle have a positive influence partially and simultaneously on buying interest in Citimall Matahari Department Store products with a tcount of 4.233. The result of the adjusted R2 value is 0.490 while the remaining 0.510 is influenced by other variables not examined in this study Perceived quality has a partial and simultaneous positive influence on the intention to buy Citimall Matahari Department Store products with a tcount of 3.665 (3). Perceptions of lifestyle have a positive influence partially and simultaneously on buying interest in Citimall Matahari Department Store products with a tcount of 4.233. The result of the adjusted R2 value is 0.490 while the remaining 0.510 is influenced by other variables not examined in this study.
Analisis Brand Awareness Terhadap Keputusan Pembelian pada Mehuli Kitchen Kabanjahe Frandika Sitepu; Hendra Hendra; Dany Perdana Sitompul; Vinsensius Matondang
MAMEN: Jurnal Manajemen Vol. 2 No. 2 (2023): April 2023
Publisher : Yayasan Literasi Sains Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55123/mamen.v2i2.1784

Abstract

This study was conducted to determine the effect of Brand Awareness on purchasing decisions at Mehuli Kitchen Kabanjahe. The type of research used in this study is quantitative, which is used to examine certain populations and samples. The study was conducted with a sample of 100 respondents, sampling using the slovin formula and data collection using research instruments. Data processing techniques using SPPS version 25. Data analysis techniques used are classical assumption test, multiple linear regression test and hypothesis test which includes t test, F test, and determination test. Based on the t test it is known that partially variable recall, recognition, and consumption significant effect on purchasing decisions at Mehuli kitchen Kabanjahe. And based on the F test that brand awareness variables include recall, recognition, purchase, and consumption simultaneously significant effect on purchasing decisions at Mehuli kitchen Kabanjahe with a percentage of influence of 66.1% and the remaining 33.9% influenced by other variables outside this study.
ANALISIS PENGARUH HARGA DAN KUALITAS LAYANAN TERHADAP KEPUASAN MAHASISWA PENGGUNA GORIDE GOJEK DI KABUPATEN DELI SERDANG Armando, Rocky; Hendra, Hendra; Matondang, Vinsensius
Surakarta Management Journal VOLUME 2 NO. 2 DESEMBER 2020
Publisher : Universitas Of Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (985.892 KB) | DOI: 10.52429/smj.v2i2.481

Abstract

The development of business in the online transportation sector is in great demand by the public. In this case, the researcher conducted research on one of the online transportation companies, namely Gojek. This research aims to determine and analyze the effect of price and service quality on student satisfaction of Gojek goride users in Deli Serdang Regency. The type of research used is quantitative research. The sampling technique used is nonprobability sampling technique with accidental sampling approach. Data were collected using a questionnaire / questionnaire with a sample of 100 respondents. This study uses multiple linear regression analysis methods, and hypothesis testing is carried out using the T test and F test. The results of the study using the T test show that price (X1) has a positive  effect on student satisfaction (Y), while the quality of service (X2) has a positive and significant effect on student satisfaction (Y). This shows that the service quality variable (X2) has a dominant influence in influencing student satisfaction (Y). While the F test price (X1) and service quality (X2) simultaneously affect student satisfaction by comparing. And this can also be seen from the value of the Adjusted R Square, which is 0.665.
The Role of Marketing Campaigns Through Social Media and Perceived Usefulness on Purchase Intention of Electric Vehicle Hendra Hendra; Nurul Fadhilah; Indri Yani; Vivid Violin; Riesna Apramilda; Kushariyadi Kushariyadi
International Journal of Engineering, Science and Information Technology Vol 5, No 2 (2025)
Publisher : Malikussaleh University, Aceh, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52088/ijesty.v5i2.766

Abstract

This study investigates consumers' perceptions of the utility of electric vehicles and the effectiveness of social media marketing efforts on EV purchase intentions. Marketers and lawmakers must understand the drivers of electric vehicle adoption in light of increasing concerns about environmental sustainability and technological development. The research strategy adopted for the study is a quantitative approach based on a survey. A cross-section of social media users exposed to advertisements regarding electric vehicles were surveyed. The perceived utility of EVs includes environmental advantages, cost savings, and performance measured by the questionnaire, as well as the exposure to social media marketing activities and intention to purchase. Regression analysis is used as the analytical approach to finding how the variables relate. Therefore, a positive relationship exists between social media marketing efforts and perceived usefulness intending to purchase. In instances where consumers are subjected to persuasive social media advertisements describing the benefits of EVs, and when they view an EV as practical, they show a greater tendency to express an intention to buy. The practical implications of this study will help marketers devise social media ads that successfully promote electric vehicle adoption; it also adds to the literature on sustainable consumerism. This study's results will benefit politicians who want to encourage the switch toward electric mobility.  
The Role of E-Service Quality and Brand Image on Purchase Intention of Smartphone Products Sulistyo Budi Utomo; Bekti Setiadi; Enny Diah Astuti; Ratu Nadya Wahyuningratna; Hendra Hendra; Nusyirwan Nusyirwan
International Journal of Engineering, Science and Information Technology Vol 5, No 1 (2025)
Publisher : Malikussaleh University, Aceh, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52088/ijesty.v5i1.714

Abstract

The smartphone industry has witnessed remarkable growth over the past decade, becoming one of the most dynamic and competitive markets globally. With technological advancements and increasing internet penetration, consumers increasingly rely on e-commerce platforms to purchase smartphones. Consequently, the quality of e-services provided by companies has emerged as a critical determinant of consumer purchase behaviour. Simultaneously, brand image remains a key factor influencing consumer preferences and loyalty. This study investigates the impact of e-service quality and brand image on consumers' purchase intentions for smartphone products. In an era where online shopping has become a dominant trend, understanding how these factors influence consumer behaviour is crucial for businesses seeking a competitive edge. Data for this research was collected from 100 respondents using structured questionnaires, and multiple regression analysis was employed to assess the relationships between the variables. The findings reveal that e-service quality and brand image significantly positively affect purchase intention. High-quality e-services, characterized by website functionality, responsiveness, and security, enhance consumer trust and encourage purchasing decisions. Simultaneously, a strong brand image fosters consumer loyalty and preference, further amplifying purchase intention. Moreover, the interplay between e-service quality and brand image shows a synergistic effect, where combining both factors results in even higher purchase intention. This research underscores the importance of seamless online experiences and robust branding strategies for companies operating in the smartphone market. Practical implications include businesses needing to continually improve their e-service platforms by investing in user-friendly designs, efficient customer service, and secure transaction systems. Maintaining a consistent and appealing brand image through targeted marketing and corporate social responsibility initiatives is critical. These efforts attract new customers and retain existing ones, driving long-term success in the competitive landscape of smartphone products. By addressing both e-service quality and brand image, companies can effectively influence consumer behaviour, enhance satisfaction, and foster brand loyalty.
The Effects of Customer Trust, Customer Service Responsiveness, and Omnichannel Integration on the Live Commerce Experience of Retail Customers Using Live Shopping Services Bekti Setiadi; Anita Bawaiqki Wandanaya; Andriya Risdwiyanto; Enny Diah Astuti; Sonya Sidjabat; Hendra
Best Journal of Administration and Management Vol 4 No 4 (2026): Best Journal of Administration and Management
Publisher : International Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56403/bejam.v4i4.537

Abstract

This study investigate the effect of Customer Trust, Customer Service Responsiveness and Omnichannel Integration on the experience of live shopping services among live commerce retail customers. The research was conducted with quantitative methods through survey methods on retail consumers in Indonesia who had used live shopping services. The technique used was purposive sampling where the selection of the respondents was based on the criteria of having attended live shopping sessions, having interacted with the hosts or customer services, having obtained product information through these services and having experience of making or continuing purchases through the company’s digital channels. Data were collected using an online questionnaire using Google Form. Data were analyzed by multiple linear regression. Results reveal that Customer Trust, Customer Service Responsiveness and Omnichannel Integration have good and substantial influence on Live Commerce Experience. The results confirm that customer trust, speed and quality of service responses and the integration of different retail channels strongly influence the formation of a good live shopping experience. The findings also suggest that retail companies enhance service transparency and reliability, become more responsive to customer needs, and integrate product information, transactions, inventory, customer data, payment, fulfillment and after-sales services across multiple channels to deliver a seamless, consistent and valuable customer journey to sustainably enhance the Live Commerce Experience.
Co-Authors Andriya Risdwiyanto Anita Bawaiqki Wandanaya Armando, Rocky Asmara Wildani Pasaribu Astuti, Enny Diah Bekti Setiadi Binsar Sihombing Dany Perdana Sitompul Dany Perdana Sitompul Frandika Sitepu Indri Yani Kushariyadi Kushariyadi Madhuri Nafasya Suswanda Matondang, Vinsensius Nurul Fadhilah Nusyirwan nusyirwan Pandiangan, Bilson Riesna Apramilda Sidjabat, Sonya Sulistyo Budi Utomo Vivid Violin Wahyuningratna, Ratu Nadya