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All Journal Bandung Conference Series: Business and Management
Dwi Mulyaningsih, Hendrati
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Economics, Econometrics & Finance

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Pengaruh Kualitas Produk terhadap Keputusan Pembelian yang Dimoderasi oleh Brand Image Ahlil Kahfi; Dwi Mulyaningsih, Hendrati; Akbar Rohandi, Mochamad Malik
Bandung Conference Series: Business and Management Vol. 4 No. 1 (2024): Bandung Conference Series Business and Management
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcsbm.v4i1.11297

Abstract

Abstract. This study aims to find out how the application of product quality to purchasing decisions using brand image moderation techniques on Samsung Smartphone consumers. This research is included in the descriptive and verification research using a quantitative approach, the sampling technique used is non-probability sampling with a purposive sampling approach. The population used is consumers who have purchased Samsung Smartphones who are domiciled in the city of Bandung. The sample used in this study amounted to 165 respondents. The data analysis used is descriptive and statistical analysis using simple regression analysis and MRA (Moderated Regression Analysis). The results of this study indicate that there is a positive and significant influence between product quality and purchase decisions on Samsung Smartphones. Furthermore, brand image strengthens the relationship between product quality and purchase decisions on Samsung Smartphones. Abstrak. Penelitian ini bertujuan untuk mengetahui bagaimana penerapan kualitas produk terhadap keputusan pembelian dengan menggunakan teknik moderasi brand image pada konsumen Smartphone Samsung, Penelitian ini termasuk ke dalam penelitian deskriptif dan verifikatif menggunakan pendekatan kuantitatif, teknik sampling yang digunakan yaitu nonprobability sampling dengan pendekatan purposive sampling. Populasi yang digunakan merupakan konsumen yang pernah melakukan pembelian Smartphone Samsung yang berdomisili di Kota Bandung. Sample yang digunakan pada penelitian ini berjumlah 165 responden. Analisis data yang digunakan adalah analisis deskriptif dan statistic dengan menggunakan analisis regresi sederhana dan MRA (Moderated Regression Analysis), Hasil dari penelitian ini menunjukkan bahwa terdapat pengaruh positif dan signifikan antara kualitas produk terhadap keputusan pembelian pada Smartphone Samsung, selanjutnya, brand image memperkuat hubungan antara kualitas produk terhadap keputusan pembelian pada Smartphone Samsung.
Pengaruh Social Media Marketing terhadap Repurchase Intention dengan Customer Experience sebagai Variabel Moderasi Alfina Mutiara Harunnisha; Dwi Mulyaningsih, Hendrati; Dwi Nugraha, Yudha
Bandung Conference Series: Business and Management Vol. 4 No. 2 (2024): Bandung Conference Series: Business and Management
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcsbm.v4i2.14602

Abstract

Abstract. This research focuses on the variables Social Media Marketing, Customer Experience and Repur-chase Intention. The aim of this research is to determine the influence of social media marketing on repurchase intention which is moderated by customer experience among Korean skincare users. The method used is a survey method and data collection tech-niques using a questionnaire distributed via Google Form. The object of this research was 150 Korean Skincare users in the city of Bandung, who were narrowed down again based on sampling criteria to 140 people. The sampling technique in the research used Nonprobability Sampling with Purposive Sampling technique. There are two hy-potheses in the research which were tested using a simple linear regression approach and Moderated Regression Analysis (MRA). The research results show that there is a positive and significant influence between the Social Media Marketing variables on Repurchase Intention among Korean Skincare users. Furthermore, the Customer Expe-rience variable does nott strengthening the relationship between Social Media Market-ing and Repurchase Intention among Korean Skincare users. Abstrak. Penelitian ini berfokus kepada variabel Social Media Marketing, Customer Experience dan Repurchase Intention. Tujuan dari penelitian ini ialah untuk mengetahui Pengaruh Social Media Marketing terhadap Repurchase Intention yang dimoderasi oleh Custom-er Experience pada pengguna Skincare Korea. Metode yang digunakan ialah metode survei dan teknik pengumpulan data menggunakan kuesioner yang disebar melalui Google Form. Objek penelitian ini adalah pengguna Skincare Korea di kota Bandung berjumlah 150 orang yang dikerucutkan kembali berdasarkan kriteria sampling menjadi 140 orang. Teknik sampling dalam penelitian menggunakan Nonprobality Sampling dengan teknik Purposive Sampling. Terdapat dua hipotesis dalam penelitian yang diuji menggunakan pendekatan regresi linier sederhana dan Moderated Regression Analysis (MRA). Hasil penelitian menunjukan bahwa terdapat pengaruh positif dan signifikan antara variabel Social Media Marketing terhadap Repurchase Intention pada pengguna Skincare Korea. Selanjutnya, variabel Customer Experience tidak memperkuat hub-ungan antara Social Media Marketing terhadap Repurchase Intention pada pengguna Skincare Korea.
Pengaruh Social Media Marketing Instagram dan Electronic Word of Mouth terhadap Purchase Intention Pahrul Albi Suhara; Dwi Mulyaningsih, Hendrati; Dwi Nugraha , Yudha
Bandung Conference Series: Business and Management Vol. 4 No. 2 (2024): Bandung Conference Series: Business and Management
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcsbm.v4i2.14718

Abstract

Abstract. This research focuses on the variables of social media marketing, electronic word of mouth and purchase intention. This research aims to test and find out how social media marketing and electronic word of mouth influence purchase intention among Russ & Co Instagram consumers. in Bandung City. This research is included in the type of descriptive and verification research with quantitative methods. The sampling technique used is nonprobability sampling, namely purposive sampling. The data collection method used in this research is a survey method with a questionnaire instrument. The objects of this research are Russ & Co consumers. Instagram users who live in Bandung City and follow or follow Instagram Russ & Co. with a total of 160 respondents who were narrowed down again based on sampling criteria to 150 respondents. The data analysis used is descriptive and verification analysis, namely by using multiple linear regression analysis, T test, F test, and coefficient of determination. The results of this research show that social media marketing partially has a positive and significant effect on purchase intention, electronic word of mouth has a positive and significant effect on purchase intention. Then simultaneously social media marketing and electronic word of mouth have a positive and significant effect on purchase intention. Abstrak. Penelitian ini berfokus pada variabel social media marketing, electronic word of mouth dan purchase intention. Penelitian ini bertujuan untuk menguji dan mengetahui bagaimana pengaruh social media marketing dan electronic word of mouth terhadap purchase intention pada konsumen Instagram Russ & Co. di Kota Bandung. Penelitian ini termasuk ke dalam jenis penelitian deskriptif dan verifikatif dengan metode kuantitatif. Teknik sampling yang digunakan adalah nonprobability sampling yaitu purposive sampling. Metode pengumpulan data yang digunakan dalam penelitian ini yakni metode survey dengan instrument kuesioner. Objek pada penelitian ini adalah konsumen Russ & Co. pengguna Instagram yang berdomisili di Kota Bandung dan mengikuti atau mem-follow Instagram Russ & Co. dengan jumlah 160 responden yang dikerucutkan Kembali berdasarkan kriteria sampling menjadi 150 responden. Analisis data yang digunakan adalah analisis deskriptif dan verifikatif yaitu dengan menggunakan analisis regresi linier berganda, uji T, uji F, dan koefisien determinasi. Hasil penelitian ini menunjukkan bahwa social media marketing secara parsial berpengaruh positif dan signifikan terhadap purchase intention, electronic word of mouth berpengaruh positif dan signifikan terhadap purchase intention. Kemudian secara simultan social media marketing dan electronic word of mouth berpengaruh positif dan signifikan terhadap purchase intention
Co-Authors Ahlil Kahfi Alfina Mutiara Harunnisha Dwi Nugraha , Yudha Dwi Nugraha, Yudha Mochamad Malik Akbar Rohandi Pahrul Albi Suhara