Articles
<![CDATA[Prediksi Brand Experience Dan Brand Image Terhadap Brand Loyalty: Brand Trust Sebagai Variabel Mediasi ]]>
<![CDATA[Christopher Edbert Ang]]>;
<![CDATA[Keni Keni]]>
<![CDATA[ Jurnal Manajerial Dan Kewirausahaan Vol 3, No 1 (2021): Jurnal Manajerial dan Kewirausahaan ]]>
Publisher : <![CDATA[Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara ]]>
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DOI: 10.24912/jmk.v3i1.11286
<![CDATA[The purpose of this study is to examine whether 1) Brand experience and brand image can predict brand loyalty of Adidas shoes in Jakarta. 2) brand experience and brand image can predict brand trust of Adidas shoes in Jakarta. 3) brand trust can predict brand loyalty of Adidas shoes in Jakarta. 4) brand trust mediates the prediction brand experience and brand image on brand loyalty of Adidas shoes in Jakarta. The sample in this study was 150 respondents in Jakarta who was selected by using the convenience sampling method. The result of this study show that 1) brand experience can positively predict the brand loyalty of Adidas shoes in Jakarta. While brand image cannot positively predict Adidas shoes in Jakarta. 2) Brand experience and brand image can positively predict brand trust of Adidas shoes in Jakarta. 3) Brand trust can positively predict the brand loyalty of Adidas shoes in Jakarta. 4) Brand trust can positively mediate brand experience on brand loyalty of Adidas shoes in Jakarta. While brand trust cannot positively mediate brand image on brand loyalty of Adidas shoes in Jakarta.Penelitian ini bertujuan untuk untuk menguji apakah 1) brand experience dan brand image dapat memprediksi brand loyalty sepatu Adidas di Jakarta. 2) brand experience dan brand image dapat memprediksi brand trust sepatu Adidas di Jakarta. 3) brand trust dapat memprediksi brand loyalty sepatu Adidas di Jakarta. 4) brand trust memediasi prediksi brand experience dan brand image terhadap brand loyalty sepatu Adidas di Jakarta. Sampel pada penelitian ini berjumlah 150 responden di Jakarta yang dipilih menggunakan metode convenience sampling. Penelitian ini memperoleh hasil berupa 1) brand experience dapat memprediksi secara positif terhadap brand loyalty sepatu Adidas di Jakarta. Sementara brand image tidak dapat memprediksi secara positif terhadap brand loyalty sepatu Adidas di Jakarta. 2) brand experience dan brand image dapat memprediksi secara positif terhadap brand trust sepatu Adidas di Jakarta. 3) brand trust dapat memprediksi secara positif terhadap brand loyalty sepatu Adidas di Jakarta. 4) brand trust dapat memediasi prediksi secara positif brand experience terhadap brand loyalty sepatu Adidas di Jakarta, sedangkan brand trust tidak dapat memediasi prediksi secara positif brand image terhadap brand loyalty sepatu Adidas di Jakarta.]]>
<![CDATA[Prediksi E-Wom dan Subjective Norm terhadap Purchase Intention: Brand Attitude Sebagai Variabel Mediasi ]]>
<![CDATA[Leonardo Tan]]>;
<![CDATA[Keni Keni]]>
<![CDATA[ Jurnal Manajerial Dan Kewirausahaan Vol 2, No 3 (2020): Jurnal Manajerial dan Kewirausahaan ]]>
Publisher : <![CDATA[Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara ]]>
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DOI: 10.24912/jmk.v2i3.9590
<![CDATA[The purpose of this paper is to examine whether 1) E-WOM and subjective norm can predict purchase intention 2) E-WOM and subjective norm can predict brand attitude 3) brand attitude can predict purchase intention 4) brand attitude mediates the prediction E-WOM and subjective norm on purchase intention. The conceptual model and the analysis of related hypotheses were based on a convenience sampling of one of bubble tea brand’s consumers based in Jakarta. The data were collected using quetionnaire. In total, 153 participants responded to the survey. Structural equation modelling (SEM), specifically partial least square (PLS) was employed to analyze the data. The results indicate that E-WOM and subjective norm are positive and significant predictors towards brand attitude. E-WOM and brand attitude are positive and significant predictors towards purchase intention. brand attitude is positive and significant mediate E-WOM and subjective norm towards purchase intention. While subjective norm is negative and significant predictors towards purchase intention. Theoretical and practical contributions are discussed. Tujuan dari penelitian ini adalah untuk menguji apakah 1) E-WOM dan subjective norm dapat memprediksi purchase intention 2) E-WOM dan subjective norm dapat memprediksi brand attitude 3) brand attitude dapat memprediksi purchase intention 4) brand attitude dapat memediasi prediksi E-WOM dan subjective norm terhadap purchase intention. Penelitian ini menggunakan metode convenience sampling terhadap konsumen salah satu merek minuman boba yang berdomisili di Jakarta. Data dikumpulkan menggunakan kuesioner dan data yang terkumpul sebanyak 153 responden. Teknik analisis data yang digunakan dalam penelitian ini yaitu menggunakan structural equation modelling (SEM), tepatnya yaitu partial least square (PLS). Hasil dari penelitian ini menunjukkan bahwa EWOM dan subjective norm memprediksi secara positif dan signifikan terhadap brand attitude. E-WOM dan brand attitude memprediksi secara positif dan signifikan terhadap purchase intention. brand attitude memediasi prediksi E-WOM dan subjective norm terhadap purchase intention secara positif dan signifikan, sedangkan subjective norm memprediksi secara signifikan dan negatif terhadap purchase intention. Kontribusi teoritikal dan praktikal juga dibahas dalam penelitian ini.]]>
<![CDATA[Prediksi Kualitas Pelayanan Dan Kepercayaan Terhadap Loyalitas Pelanggan: Kepuasan Pelanggan Sebagai Variabel Mediasi ]]>
<![CDATA[Juliana Juliana]]>;
<![CDATA[Keni Keni]]>
<![CDATA[ Jurnal Manajerial Dan Kewirausahaan Vol 2, No 1 (2020): Jurnal Manajerial dan Kewirausahaan ]]>
Publisher : <![CDATA[Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara ]]>
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DOI: 10.24912/jmk.v2i1.7451
<![CDATA[The purpose of this research is to examine whether 1) service quality and trust can predict customer loyalty, 2) servie quality and trust can predict customer satisfaction, 3) customer satisfaction can predict customer loyalty and 4) customer satisfaction can mediate service quality and trust on customer loyalty. The samples are 153 respondents by online questionnaires with the nonprobability sampling technique with convenience sampling. Overall, the result of this study are 1) service quality and trust can not positively and significantly predict customer loyalty, 2) service quality and trust can positively and significantly predict customer satisfaction, 3) customer satisfaction can positively and significantly predict customer loyalty, 4) customer satisfaction can mediate the positive prediction of service quality and trust on customer loyalty. Tujuan dari penelitian ini adalah untuk menguji apakah 1) kualitas pelayanan dan kepercayaan dapat memprediksi loyalitas pelanggan, 2) kualitas pelayanan dan kepercayaan dapat memprediksi kepuasan pelanggan, 3) kepuasan pelanggan dapat memprediksi loyalitas pelanggan dan 4) kepuasan pelanggan dapat memediasi kualitas layanan dan kepercayaan pada loyalitas pelanggan. Sampel penelitian adalah 153 responden dengan kuesioner online dengan teknik nonprobability sampling dengan convenience sampling. Secara keseluruhan, hasil penelitian ini adalah 1) kualitas layanan dan kepercayaan tidak dapat secara positif dan signifikan memprediksi loyalitas pelanggan, 2) kualitas layanan dan kepercayaan dapat memprediksi secara positif kepuasan pelanggan, 3) kepuasan pelanggan dapat secara positif dan signifikan memprediksi loyalitas pelanggan, 4) kepuasan pelanggan dapat memediasi prediksi positif kualitas layanan dan kepercayaan terhadap loyalitas pelanggan.]]>
<![CDATA[Variabel yang Memprediksi Intention to Use Brand E-Payment di Jakarta ]]>
<![CDATA[Willi Nathanael Febrian]]>;
<![CDATA[Keni Keni]]>
<![CDATA[ Jurnal Manajerial Dan Kewirausahaan Vol 4, No 1 (2022): Jurnal Manajerial dan Kewirausahaan ]]>
Publisher : <![CDATA[Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara ]]>
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DOI: 10.24912/jmk.v4i1.17200
<![CDATA[Penelitian ini bertujuan untuk mengkaji mengenai prediksi trust, perceived usefulness, dan perceived ease of use terhadap intention to use e-payment di Jakarta. Unified Theory of Acceptance dan Use of Technology (UTAUT) menjadi dasar dari penelitian ini, dimana teori tersebut menggambarkan bahwa terdapat hubungan antara penerimaan produk dan kepercayaan pengguna yang kemudian menjadi nilai yang penting bagi perusahaan e-payment. Penelitian ini merupakan penelitian deskriptif dengan pendekatan cross-sectional design. Pengumpulan sampel dilakukan dengan metode non-probability sampling dengan teknik convenience sampling. Data yang dikumpulkan dan kemudian dianalisis untuk menjawab hipotesis penelitan sebanyak 170 responden yang sudah pernah menggunakan e-payment untuk melakukan transaksi. Hasil penelitian ini menunjukkan bahwa trust dan perceived usefulness dapat memprediksi intention to use secara positif dan siginfikan, sedangkan perceived ease of use tidak dapat digunakan untuk memprediksi intention to use secara signifikan. This study aims to examine the predictions of trust, perceived usefulness, and perceived ease of use on the intention to use e-payment in Jakarta. The Unified Theory of Acceptance and Use of Technology (UTAUT) is the basis of this research, whereas the theory illustrates that there is a relationship between product acceptance and user trust which then becomes an important value for e-payment companies. This research is a descriptive study with a cross-sectional design approach. The sample was collected using a non-probability sampling method with a convenience sampling technique. Data were collected and then analyzed to answer the research hypothesis as many as 170 respondents who had used e-payments to make transactions. The results of this study indicate that trust and perceived usefulness can predict intention to use positively and significantly, while perceived ease of use cannot be used to predict intention to use significantly.]]>
<![CDATA[Brand Image Dan Self-Expressive Untuk Memprediksi Word Of Mouth: Brand Love Sebagai Mediasi ]]>
<![CDATA[Silvia Agustina]]>;
<![CDATA[Keni Keni]]>
<![CDATA[ Jurnal Manajerial Dan Kewirausahaan Vol 1, No 1 (2019): Januari 2019 ]]>
Publisher : <![CDATA[Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara ]]>
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DOI: 10.24912/jmk.v1i1.2793
<![CDATA[The purpose of this research is to examine whether 1) brand image can predict brand love 2) self-expressive can predict brand love 3) brand love can predict word of mouth 4) brand love mediates the effect on brand image on word of mouth 5) brand love mediates the effect on self-expressive on word of mouth. Sample was selected using convenience sampling method amounted to 159 respondents at Jakarta dan Tangerang. Data processing techniques using structural equation modeling what using by SmartPLS.3.2.7 program. The result of this study shows that brand image and self-expressive have significant effect to predict brand love, brand love mediates the effect on brand image and self-expressive on word of mouth.Tujuan dari penelitian ini adalah untuk menguji apakah 1) citra merek dapat memprediksi word of mouth 2) ekspresi diri dapat memprediksi word of mouth 3) kecintaan merek dapat memprediksi word of mouth 4) kecintaan merek dapat memediasi prediksi citra merek terhadap word of mouth 5) kecintaan merek dapat memediasi prediksi ekspresi diri terhadap word of mouth. Sampel dipilih dengan metode convenience sampling sebesar 159 responden di Jakarta dan Tangerang. Teknik pengolahan data menggunakan structural equation modeling yang dibantu oleh program SmartPLS.3.2.7. Hasil penelitian ini menunjukkan bahwa citra merek dan ekspresi diri berpengaruh signifikan terhadap kecintaan merek, kecintaan merek dapat memediasi pengaruh citra merek dan ekspresi diri terhadap word of mouth.]]>
<![CDATA[Prediksi Brand Experience Dan Perceived Quality Terhadap Brand Loyalty: Brand Trust Sebagai Variabel Mediasi ]]>
<![CDATA[Winnie Winnie]]>;
<![CDATA[Keni Keni]]>
<![CDATA[ Jurnal Manajerial Dan Kewirausahaan Vol 2, No 2 (2020): Jurnal Manajerial dan Kewirausahaan ]]>
Publisher : <![CDATA[Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara ]]>
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DOI: 10.24912/jmk.v2i2.7944
<![CDATA[The purpose of this research is to examine whether 1) brand experience can predict brand loyalty. 2) perceived quality can predict brand loyalty. 3) brand experience can predict brand trust. 4) brand trust can predict brand loyalty. 5) brand trust mediates the prediction brand experience on brand loyalty. Sample was selected using convenience sampling method amounted to 150 respondents. The result of this study show that brand experience has significant effect to predict brand loyalty, brand experience has significant effect to predict brand trust, perceived quality and brand trust have significant effect to predict brand loyalty, and brand trust mediates the prediction of brand experience on brand loyalty. Tujuan dari penelitian ini adalah untuk menguji apakah 1) pengalaman merek dapat memprediksi loyalitas merek. 2) persepsi kualitas dapat memprediksi loyalitas merek. 3) pengalaman merek dapat memprediksi kepercayaan merek. 4) kepercayaan merek dapat memprediksi loyalitas merek. 5) kepercayaan merek memediasi prediksi pengalaman merek pada loyalitas merek. Sampel dipilih menggunakan metode convenience sampling berjumlah 150 responden. Hasil penelitian ini menunjukkan bahwa pengalaman merek memiliki pengaruh signifikan untuk memprediksi loyalitas merek, pengalaman merek memiliki pengaruh signifikan untuk memprediksi kepercayaan merek persepsi kualitas dan kepercayaan merek memiliki pengaruh signifikan untuk memprediksi loyalitas merek, dan kepercayaan merek memediasi prediksi pengalaman merek pada loyalitas merek.]]>
<![CDATA[Prediksi Social Media Marketingdan Brand Uniqueness Terhadap Brand Loyalty: Brand Consciousness Sebagai Variabel Mediasi ]]>
<![CDATA[Stanly Hidajat]]>;
<![CDATA[Keni Keni]]>
<![CDATA[ Jurnal Manajerial Dan Kewirausahaan Vol 1, No 2 (2019): April 2019 ]]>
Publisher : <![CDATA[Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara ]]>
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DOI: 10.24912/jmk.v1i2.5093
<![CDATA[The purpose of this research is to examine whether 1) Social media marketing can predict brand loyalty 2) brand uniqueness can predict brand loyalty. 3) brand consciousness can predict brand loyalty. 4) brand consciousness mediates the prediction social media marketing on brand loyalty. Sample was selected using convenience sampling method amounted to 200 respondents. The result of this study show that social media marketing has significant effect to predict brand loyalty, brand uniqueness and brand consciousness have significant effect to predict brand loyalty, and brand consciousness mediates the prediction of social media marketing on brand loyalty.Tujuan dari penelitian ini adalah untuk menguji apakah 1) Pemasaran sosial mediadapat memprediksi loyalitas merek. 2) keunikan merekdapat memprediksi loyalitas merek. 3) kesadaran merek dapat memprediksi loyalitas merek. 4) kesadaran merekdapat memediasi prediksi pemasaran sosial mediaterhadap loyalitas merek. Sampel dipilih dengan menggunakan convenience sampling dengan total jumlah 200 responden. Hasil dari penelitian ini menunjukan bahwa pemasaran sosial mediamemiliki efek yang signifikan untuk memprediksi loyalitas merek, keunikan merekdan kesadaran merekmemiliki efek yang signifikan untuk memprediksi loyalitas merek, dan kesadaran merekmemediasi prediksi pemasaran sosial mediaterhadap loyalitas merek.]]>
<![CDATA[Apakah Country Of Origin, Celebrity Endorsement, dan eWOM yang Dimediasi oleh Citra Merek dapat Memprediksi Niat Membeli Produk Skincare? ]]>
<![CDATA[Christian Halim]]>;
<![CDATA[Keni Keni]]>
<![CDATA[ Business Management Journal Vol 18, No 1 (2022): Business Management Journal ]]>
Publisher : <![CDATA[Universitas Bunda Mulia ]]>
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DOI: 10.30813/bmj.v18i1.3156
<![CDATA[The increasing awareness of the Indonesian people to preserve their facial skin has invite many brands of skincare products to compete in the Indonesian market make the competition among them are increasingly fierce. So to excel in the competition, it is necessary to build a consumer's purchase intention. There are various factors that can lead to consumer purchase intentions, including country of origin, celebrity endorsement, and electronic word of mouth (eWOM) which can also form a brand image. The purpose of this study is to investigate the role of country of origin, celebrity endorsement, and electronic word of mouth (eWOM) on purchase intention either directly or through brand image. The study used a quantitative research design. Data collection used a cross sectional approach. A total of 192 respondents filled out a online questionnaire through the google form that was sent to the respondents. The data were analyzed using a structural equation model using Smart-PLS. The results showed that country of origin, celebrity endorsement, and electronic word of mouth (eWOM) can positively predict purchase intention, but country of origin cannot predict positively brand image, while celebrity endorsement and electronic word of mouth (eWOM) can positively predict brand image. In addition, brand image can also positively predict purchase intention. Country of origin and electronic word of mouth (eWOM) cannot positively predict purchase intention through brand image, while celebrity endorsements can positively predict purchase intention through brand image.]]>
<![CDATA[Pengaruh Brand Image Terhadap Kepuasan dan Loyalitas Pelanggan pada PT. Brand X di Jakarta ]]>
<![CDATA[Alex Santana]]>;
<![CDATA[Keni Keni]]>
<![CDATA[ Jurnal Manajemen Bisnis dan Kewirausahaan Vol 4, No 4 (2020): Jurnal Manajemen Bisnis dan Kewirausahaan ]]>
Publisher : <![CDATA[Universitas Tarumanagara ]]>
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DOI: 10.24912/jmbk.v4i4.8678
<![CDATA[The aim of this study are : First, to explore the effect of brand image on customer loyalty. Second, to explore the effect of brand image on customer satisfaction. Third, to explore the effect of customer satisfaction towards customer loyalty. Fourth, to find out if customer satisfaction can mediate brand image towards customer loyalty. The method of data collection is convenience sampling. The samples of this research are collected from 135 respondens, who are the customers of Brand x in Jakarta. The technique of data analysis used in this study was regression analysis and mediating test to find put the hypotheses. The results are : (a) the effect between brand image have a significant and positive impact toward customer loyalty; (b) the effect between brand image have a significant and positive impact toward customer satisfaction; (c) customer satisfaction has a positive impact on customer loyalty; (d) customer satisfaction will mediate the effect of brand image towards customer loyalty.]]>
<![CDATA[Brand Image dan Country of Origin untuk Memprediksi Purchase Decision Konsumen : Variabel Perceived Quality Sebagai Variabel Mediasi ]]>
<![CDATA[I Made Genta Wedangga]]>;
<![CDATA[Keni Keni]]>
<![CDATA[ Jurnal Manajemen Bisnis dan Kewirausahaan Vol 4, No 6 (2020): Jurnal Manajemen Bisnis dan Kewirausahaan ]]>
Publisher : <![CDATA[Universitas Tarumanagara ]]>
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DOI: 10.24912/jmbk.v4i6.9793
<![CDATA[The purpose of this research is to examine whether 1) brand image and country of origin can predict purchase decision 2) brand image can predict perceived quality 3) perceived quality can predict purchase decision and 4) perceived quality can mediate the effect of brand image on purchase decision. Sample was selected using convenience sampling method amounted to 200 respondents at Jakarta and Tangerang. Data processing techniques using structural equation modeling what helped by SmartPLS.3.2.8 program. The result of this study shows that 1) brand image and country of origin have significant effect to predict purchase decision 2) brand image have significant effect to predict perceived quality 3) perceived quality have significant effect to predict purchase decision and 4) perceived quality can mediate the effet of brand image on purchase decision.]]>
