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All Journal Ekonomi Bisnis Gadjah Mada International Journal of Business MIX : Jurnal Ilmiah Manajemen DeReMa (Development Research of Management) Jurnal Manajemen Jurnal Komunikasi Jurnal Bisnis dan Akuntansi MBIA Prologia Jurnal Muara Ilmu Sosial, Humaniora, dan Seni Jurnal Muara Ilmu Ekonomi dan Bisnis Business Management Journal Program Studi Manajemen Jurnal Manajemen Bisnis dan Kewirausahaan Jurnal Akuntansi Jurnal Manajemen Jurnal Bakti Masyarakat Indonesia Jurnal Manajerial Dan Kewirausahaan Jurnal Manajemen dan Pemasaran Jasa
KENI KENI
Faculty Of Economic And Business, Universitas Tarumanagara, Jakarta
Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences Other

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Pengaruh Retail Atmospherics, Shopper Trust, dan Corporate Reputation terhadap Repatronage Intention di Minimarket Jakarta Jorken Jorken; Keni Keni
Jurnal Bisnis dan Akuntansi Vol 24 No 2 (2022): Jurnal Bisnis dan Akuntansi
Publisher : Pusat Penelitian dan Pengabdian Masyarakat Sekolah Tinggi Ilmu Ekonomi Trisakti

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34208/jba.v24i2.1407

Abstract

Retail industry is an industry with a fairly rapid development. Among the various classes in the retail industry, minimarket retail stores have the highest growth. Hence, the competition in minimarket class is very tight. So, in order to face the competition, then it is necessary to create repatronage intention towards customers. To do so, there are various factors that could create repatronage intention such as retail atmospherics, shopper trust, and corporate reputation. The purpose of this study is to understand the role of retail atmospherics, shopper trust, and corporate reputation as repatronage intention’s predictors at Jakarta minimarket. Descriptive study is used with cross-sectional approach in data collection process. There are 160 valid questionnaires were collected with non-probability sampling method and convenience sampling is used as sampling technique. Furthermore, collected data were analyzed using Partial Least Square-Structural Equation Modelling method. Based on the results, can be concluded that retail atmospherics, shopper trust, and corporate reputation could positively predict towards repatronage intention at Jakarta minimarket.
PENGARUH PRODUCT QUALITY, ATTITUDE OF CUSTOMERS DAN PERCEIVED BEHAVIORAL CONTROL TERHADAP PURCHASE INTENTION PADA UMKM PRODUK KUE Calvin Johari; Keni Keni
Jurnal Muara Ilmu Ekonomi dan Bisnis Vol. 6 No. 2 (2022): Jurnal Muara Ilmu Ekonomi dan Bisnis
Publisher : Lembaga Penelitian dan Pengabdian Kepada Masyarakat, Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/jmieb.v6i2.21215

Abstract

Penelitian ini memiliki tujuan untuk menganalisa apakah variabel product quality, attitude of customers serta perceived behavioral control memiliki pengaruh terhadap variabel dependen yaitu purchase intention pada UMKM produk kue. Penelitian ini menggunakan populasi dari seluruh konsumen UMKM produk kue. Sample dari penelitian ini dikumpulkan dengan cara convenience sampling yang menghasilkan 172 responden yang dijadikan sample penelitian ini yang sesuai dengan kriteria yang diinginkan peneliti. Metode analisis data yang digunakan di penelitian ini adalah SEM (Structural Equation Model) dan uji hipotesis pada software SmartPLS. Hasil dari penelitian ini menyimpulkan bahwa variabel product quality, attitude of customers dan perceived behavioral control memiliki pengaruh yang positif dan signifikan terhadap variabel dependen purchase intention.   Industry performance in the food and beverage sector is one of the leading industries and continues to experience movement resulting in creating a very tight competition. Every business is competing to win the hearts of consumers and be the best in their industry. Therefore, an analysis is needed that will produce a strategy for business in carrying out their operations. This research has the objective to analyze the variables of product quality, attitude of customers and perceived behavioral control have influence to the dependent variable which is purchase intention at Small and Medium Enterprise (SME) that provides cake. This research using the population of all customers at Small and Medium Enterprise (SME) that provides cake. The sample from this research was collected by convenience sampling and there were 172 respondents who were used as samples in this study. Respondents from this research were all consumers of Small and Medium Enterprise (SME) cake products. The data analysis method that used in this research are SEM (Structural Equation Model) and hypothesis testing on SmartPLS software. The result of this research concludes that the variables of product quality, attitude of customers
Cover Jurnal Manajerial dan Kewirausahaan Vol. 5 No 1 Keni Keni
Jurnal Manajerial Dan Kewirausahaan Vol. 5 No. 1 (2023): Jurnal Manajerial dan Kewirausahaan
Publisher : Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

Cover Jurnal Manajerial dan Kewirausahaan Vol. 5 No 1
IMPLEMENTASI SOCIAL MEDIA MARKETING PADA PEMASARAN PRODUK HASBRO MELALUI PROGRAM MBKM DI PT MITRA ADIPERKASA TBK Rafaela Winata; Keni Keni
Jurnal Bakti Masyarakat Indonesia Vol. 5 No. 3 (2022): Jurnal Bakti Masyarakat Indonesia
Publisher : Lembaga Penelitian dan Pengabdian kepada Masyarakat, Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/jbmi.v5i3.20473

Abstract

Covid-19 pandemic had caused PT Mitra Adiperkasa Tbk a decline in sales because consumers were unable to purchase at the retail stores. The pandemic also affected the sales of Hasbro (a business line of PT Mitra Adiperkasa) and disrupted its marketing activities on toy products. In selling toy products for children, the purchasing power belongs to children who see the toys at retail stores. Meanwhile, consumer trends in using social media and the desire of Hasbro to optimize marketing activity on social media encouraged the author to implement social media marketing for Hasbro products through Instagram. This activity aims to increase brand awareness and purchase decisions of children and parents towards Hasbro products. This activity was initiated on February 7, 2022 and ended on July 17, 2022, and the activity consisted of managing Hasbro’s social media account, which is Instagram account @hasbroactiveid. We managed the account by planning the marketing content that would be uploaded to social media. The contents were in the form of Instagram story, reel, and post which contained promotional, education, interaction, holiday celebration, event announcement, campaign, lifestyle image, and Instagram live. Based on the marketing content created, the results of social media marketing are an increase in total accounts reached, impressions, accounts engaged, content interactions, and followers. The progress implies the development of Hasbro in marketing its products digitally, thereby this activity is expected to assist Hasbro in maximizing the use of social media and determining the marketing strategy in order to achieve marketing goals. Hasbro can optimize its social media by improving the contents’ quality and expand its marketing activity by using other social media ABSTRAK: Pandemi Covid-19 membuat PT Mitra Adiperkasa Tbk mengalami penurunan penjualan karena konsumen tidak dapat membeli barang secara langsung di gerai. Kondisi tersebut juga berdampak terhadap penjualan produk Hasbro (salah satu lini bisnis PT Mitra Adiperkasa) dan menghambat kegiatan pemasaran produk mainan anak. Dalam menjual produk mainan anak, kekuatan pembelian berada pada anak yang melihat langsung produk mainan saat mengunjungi gerai. Sementara itu, tren konsumen dalam menggunakan media sosial dan keinginan mitra untuk mengoptimalkan pemasaran di media sosial, mendorong penulis untuk mengimplementasikan social media marketing pada pemasaran produk Hasbro melalui Instagram. Kegiatan ini bertujuan untuk meningkatkan brand awareness dan purchase decision anak dan orang tua terhadap produk Hasbro. Kegiatan ini dilaksanakan sejak 7 Februari 2022 sampai dengan 17 Juli 2022, dimana kegiatan PKM yang dilakukan berupa mengelola media sosial Hasbro, yaitu akun Instagram @hasbroactiveid. Pengelolaan yang dilakukan berupa perencanaan konten pemasaran yang akan diunggah ke media sosial Hasbro.  Konten dibuat dalam bentuk Instagram story, reel, dan post yang terdiri dari konten promosi, edukasi, interaksi, perayaan hari besar, pengumuman event, campaign, lifestyle image, dan Instagram live. Berdasarkan konten pemasaran yang dibuat, hasil dari kegiatan social media marketing yang dilakukan berupa meningkatnya total accounts reached, impressions, account engaged, content interactions, dan jumlah followers. Peningkatan tersebut menunjukkan perkembangan bagi Hasbro dalam memasarkan produknya secara digital, sehingga kegiatan ini diharapkan dapat membantu mitra untuk memaksimalkan penggunaan media sosial dan menentukan strategi pemasaran yang akan dilakukan untuk mencapai tujuan pemasaran. Hasbro dapat mengoptimalkan penggunaan media sosial tersebut dengan meningkatkan kualitas konten dan memperluas kegiatan pemasaran dengan menggunakan media sosial lain
CUSTOMER BRAND ENGAGEMENT DAN BRAND EXPERIENCE UNTUK MEMPREDIKSI BRAND LOYALTY SKINCARE LOKAL: VARIABEL BRAND TRUST SEBAGAI VARIABEL MEDIASI Vellisa Yolanda; Keni Keni
Jurnal Muara Ilmu Ekonomi dan Bisnis Vol. 6 No. 2 (2022): Jurnal Muara Ilmu Ekonomi dan Bisnis
Publisher : Lembaga Penelitian dan Pengabdian Kepada Masyarakat, Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/jmieb.v6i2.19506

Abstract

Penelitian ini bertujuan untuk mengkaji pengaruh brand experience, customer brand engagement, dan brand trust sebagai prediktor brand loyalty, dan juga untuk memahami peran mediasi brand trust dalam prediksi customer brand engagement terhadap brand loyalty serta brand experience terhadap brand loyalty. Penelitian ini merupakan penelitian deskriptif dengan pendekatan cross-sectional dalam proses pengumpulan data. Terdapat sebanyak 211 kuesioner valid yang terkumpul dengan metode non-probability sampling dan teknik pemilihan sampel menggunakan convenience sampling. Selanjutnya, analisis data dilakukan dengan metode Partial Least Square-Structural Equation Modelling. Berdasarkan hasil analisis data, dapat disimpulkan bahwa customer brand engagement dapat memprediksi brand loyalty secara positif, sedangkan brand experience tidak dapat memprediksi brand loyalty secara positif. Selanjutnya, customer brand engagement dan brand experience dapat memprediksi brand trust secara positif, brand trust dapat memprediksi brand loyalty secara positif, dan brand trust merupakan mediator prediksi customer brand engagement dan brand experience terhadap brand loyalty.   The purpose of this study is to examine the role of customer brand engagement, brand trust, and brand experience as predictors of brand loyalty, and also to study the role of brand trust in mediating predictions of brand experience on brand loyalty and customer brand engagement on brand loyalty. This study is a descriptive study with a cross-sectional in the data collection process. This study also uses non-probability sampling method and the sample selection technique using convenience sampling. Furthermore, the data that was collected was analyzed using the PLS-SEM method. This study concluded that customer brand engagement can positively predict brand loyalty, while brand experience cannot positively predict brand loyalty. Furthermore, customer brand engagement and brand experience can positively predict brand trust, brand trust can positively predict brand loyalty, and brand trust can mediate predictions of customer brand engagement and brand experience on brand loyalty.
Daftar Isi Jurnal Manajerial dan Kewirausahaan Vol. 5 No. 1 Keni Keni
Jurnal Manajerial Dan Kewirausahaan Vol. 5 No. 1 (2023): Jurnal Manajerial dan Kewirausahaan
Publisher : Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara

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Abstract

eWOM dan Trust sebagai Prediktor terhadap Purchase Intention: Brand Image sebagai Variabel Mediasi Hendro Hendro; Keni Keni
Jurnal Komunikasi Vol. 12 No. 2 (2020): Jurnal Komunikasi
Publisher : Fakultas Ilmu Komunikasi Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/jk.v12i2.7760

Abstract

Purchase Intention is an evaluation stage where consumers describe the preferences between brands within a choice and allow it to be able to present an intention in making a purchase of the brand that is most in demand. Purchase Intention is very important for a brand because it can describe the impression of retention from consumers. The advantage for companies in knowing consumer retention so that companies can maintain relationships with consumers in the long term. The purpose of this research is to examine 1) e-WOM and trust can predict purchase intention, 2) e-WOM can predict brand image, 3) brand image can predict purchase intention, 4) brand image mediates the prediction E-WOM on purchase intention. The sampling collection used in this study is the non-probability sampling technique. Conceptual models and analyzes related to hypotheses using convenience sampling. Data collected using a questionnaire with a total of 151 respondents. The sample of this study is consumers who have used or are currently using the brand sport shoes. The results of this study indicate that trust is a positive and significant predictor towards purchase intention. E-WOM is a positive but not significant predictor towards purchase intention. E-WOM is a positive and significant predictor towards brand image. Brand image is a positive and significant predictor of purchase intentions. Brand image can mediate positively and significantly between E-WOM towards purchase intention. This research shows that the existence of E-WOM in an era that is sophisticated as it is today is not necessarily fully able to have a positive impact on communication between companies and consumers in delivering excellence and advantages in using products that are owned by the company. This is because in increasing consumer purchase intentions for company products there are so many aspects or factors that can influence them besides E-WOM. The results of this study are expected to provide advice and input to companies in making planning and decision making going forward. Purchase Intention adalah suatu tahapan evaluasi dimana konsumen menggambarkan preferensi antara merek di dalam sebuah pilihan dan memungkinkan untuk dapat menghadirkan suatu niat dalam melakukan pembelian terhadap merek yang paling diminati. Purchase Intention sangat penting bagi suatu merek karena dapat menggambarkan kesan retensi dari konsumen. Keuntungan bagi perusahaan dalam mengetahui retensi konsumen agar perusahaan dapat menjaga hubungan dengan konsumen dalam jangkah waktu panjang. Tujuan penelitian adalah untuk menguji apakah 1) e-WOM dan kepercayaan dapat memprediksi niat beli. 2) E-WOM dapat memprediksi citra merek. 3) citra merek dapat memprediksi niat beli. 4) citra merek memediasi prediksi E-WOM pada niat beli. Pengumpulan sampling yang digunakan pada penelitian ini ialah dengan teknik non-probability sampling. Model konseptual dan analisis terkait dengan hipotesis menggunakan convenience sampling. Data dikumpulkan menggunakan kuesioner dengan total 151 responden. Sampel penelitian ini adalah konsumen yang pernah atau sedang menggunakan sepatu olahraga merek tersebut. Hasil penelitian menunjukkan bahwa kepercayaan adalah prediktor positif dan signifikan terhadap niat pembelian. E-WOM adalah prediktor positif tetapi tidak signifikan terhadap niat beli. E-WOM adalah prediktor positif dan signifikan terhadap citra merek. Citra merek adalah prediktor positif dan signifikan dari niat beli. Citra merek dapat memediasi secara positif dan signifikan antara E-WOM terhadap niat beli. Penelitian ini menunjukkan bahwa adanya E-WOM pada jaman yang sudah canggih seperti saat ini, tidak sepenuhnya dapat memberikan dampak yang positif terhadap komunikasi antara perusahaan dengan kon sumen dalam penyampaian keunggulan dan keuntungan dalam menggunakan produk yang dimiliki oleh perusahaan. Hal ini dikarenakan dalam meningkatkan niat pembelian konsumen terhadap produk perusahaan terdapat beberapa aspek atau faktor lain yang dapat mempengaruhinya selain E-WOM.Hasil penelitian ini diharapkan dapat memberikan saran dan masukan kepada perusahaan dalam membuat perencanaan dan pengambilan keputusan kedepannya.
PENGARUH RELATIVE ADVANTAGE DAN PERCEIVED EASE OF USE TERHADAP ATTITUDE DENGAN TRUST SEBAGAI VARIABEL MEDIASI Sri Wulandari; Keni Keni; Ai Ping Teoh
Jurnal Muara Ilmu Ekonomi dan Bisnis Vol. 7 No. 1 (2023): Jurnal Muara Ilmu Ekonomi dan Bisnis
Publisher : Lembaga Penelitian dan Pengabdian Kepada Masyarakat, Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/jmieb.v7i1.21228

Abstract

Aplikasi mobile banking adalah inovasi pada industri perbankan yang telah meningkatkan efisiensi aktivitas keuangan. Perusahaan perbankan telah mengadopsi inovasi tersebut untuk meningkatkan layanan kepada nasabah, sehingga mobile banking telah dianggap sebagai platform modern yang menggantikan interaksi fisik antara bank dan nasabah. Di Indonesia, hampir setiap bank telah meluncurkan layanan tersebut untuk mengembangkan operasi mereka, sehingga penelitian ini ingin menguji pengaruh relative advantage (RA) dan perceived ease of use pada attitude nasabah terhadap aplikasi mobile banking, serta peran trust dalam memediasi pengaruh relative advantage dan perceived ease of use pada attitude nasabah terhadap aplikasi tersebut. Sampel dipilih secara non-probabilitas terhadap 162 responden yang pernah menggunakan mobile banking. Data yang diperoleh dianalisis menggunakan metode PLS-SEM dan mengungkapkan bahwa relative advantage dan perceived ease of use berpengaruh positif dan signifikan pada attitude, sementara trust dapat memediasi pengaruh tersebut. Hasil tersebut mengimplikasikan bahwa nasabah akan bersikap positif terhadap aplikasi mobile banking yang dapat memberikan manfaat yang lebih baik dibandingkan dengan layanan perbankan konvensional dan mobile banking yang dapat dipahami dan digunakan secara mudah. Selain itu, peran mediasi trust menunjukkan bahwa manfaat dan kemudahan tersebut didasari oleh kepercayaan nasabah terhadap mobile banking, dimana Nasabah tidak akan bersikap positif terhadap mobile banking jika nasabah tidak mempercayai aplikasi tersebut, walaupun aplikasi tersebut memberikan relative advantage dan mudah digunakan.   Mobile banking application is an innovation in the banking industry which has improved the efficiency of financial activities. Banks have adopted this innovation to provide their customers better services, thereby mobile banking has been perceived as a modern platform that has displaced the need for physical interaction between banks and customers. In Indonesia, almost every bank has been offering mobile banking to enhance their operations. Therefore, this research aims to identify the influence of relative advantage (RA) and perceived ease of use on customers’ attitude toward mobile banking application, and the mediating role of trust on the influence of relative advantage and perceived ease of use on customers’ attitude toward the application. Sampels were selected by using non-probability method toward 162 respondents who have used mobile banking. The data were analyzed by using PLS-SEM and revealed that perceived ease of use and relative advantage positively and significantly influence attitude towards the application, while trust is mediating the influences. The results implied that customers will have positive attitude toward mobile banking if it offers more benefit than conventional banking and it can be easily understood and utilized. Moreover, the mediating role of trust implied that the benefit and ease are based on customers’ trust toward the application. Customers won’t have positive attitude toward the application if they don’t trust it, eventhough it offers relative advantage and is easy to use.
PENGARUH BRAND COMPETENCE, BRAND TRUST, BRAND EXPERIENCE, DAN E-WOM TERHADAP BRAND LOYALTY DOMPET DIGITAL Nico Michael Bryan; Keni Keni; Edi Surya Negara; Purnama Dharmawan
Jurnal Muara Ilmu Ekonomi dan Bisnis Vol. 7 No. 1 (2023): Jurnal Muara Ilmu Ekonomi dan Bisnis
Publisher : Lembaga Penelitian dan Pengabdian Kepada Masyarakat, Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/jmieb.v7i1.22067

Abstract

Berbagai merek dompet digital telah mendukung transisi dari pembayaran konvensional ke digital, tetapi keragaman tersebut menjadi penghalang bagi pelanggan untuk setia terhadap merek tertentu. Penelitian ini bertujuan untuk menguji peran kompetensi merek, kepercayaan merek, pengalaman merek, dan E-WOM terhadap loyalitas merek dompet digital di Jakarta. Pengumpulan data dilakukan dengan menggunakan kuesioner secara online melalui Google Form. Melalui kuesioner tersebut, responden diminta untuk memberikan tanggapan terhadap 24 indikator yang digunakan untuk mengukur variabel penelitian. Pemilihan sampel dilakukan secara non-probability sampling dengan teknik convenience sampling kepada 175 pengguna dompet digital di Jakarta. Penelitian ini menganalisis data dengan menggunakan metode PLS-SEM pada program SmartPLS 4. Penelitian ini menyimpulkan bahwa kompetensi merek, kepercayaan merek, pengalaman merek, dan E-WOM berpengaruh positif dan signifikan terhadap loyalitas merek. Oleh sebab itu, dalam rangka meningkatkan loyalitas merek, perusahaan dompet digital dapat meningkatkan faktor-faktor tersebut. Secara umum, perusahaan dompet digital dapat melakukan upaya tersebut dengan secara konsisten menyediakan sistem pembayaran yang tidak berkendala, serta memperhatikan dan menyediakan kebutuhan konsumen yang dapat dipenuhi melalui dompet digital. Lebih lanjut, penelitian ini diharapkan dapat mendukung perusahaan dompet digital dalam menciptakan loyalitas merek dan menjadi referensi bagi penelitian selanjutnya yang ingin mengkaji mengenai pengaruh kompetensi merek, kepercayaan merek, pengalaman merek, dan E-WOM terhadap loyalitas merek dompet digital.   Various brands of digital wallet have supported the transition from conventional to digital payment, but that variety itself has been a barrier for customers to be loyal towards a certain brand. This study aims to examine the role of brand competence, brand trust, brand experience, and E-WOM on digital wallet brand loyalty in Jakarta. Data collection was conducted by using online questionnaire through Google Form, whereas respondents were asked to respond 24 indicators of this research’s variables. The respondents were selected by using non-probability method method with convenience sampling technique to 175 digital wallet users in Jakarta. This study analyzed the data by using PLS-SEM method in the SmartPLS 4 program. This study concluded that brand competence, brand trust, brand experience, and E-WOM have a positive and significant influence on brand loyalty. Therefore, in order to enhance brand loyalty, digital wallet companies can increase those factors beforehand. Generally, digital wallet firms can attempt that by consistently providing transaction system with no errors, as well as learning and providing consumers’ needs that can be met with digital wallet. Moreover, this research is expected to support digital wallet companies on creating brand loyalty and become a reference for future researches regarding the influence of brand competence, brand trust, brand experience, and E-WOM on brand loyalty of digital wallet.
Pengaruh Brand Awareness, Brand Image, dan Marketing Mix terhadap Purchase Intention Kopi Bubuk Lokal di Bali Gaus Gunawan; Keni Keni
Jurnal Manajemen Bisnis dan Kewirausahaan Vol 6 No 4 (2022): Jurnal Manajemen Bisnis dan Kewirausahaan
Publisher : Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/jmbk.v6i4.19314

Abstract

This study aims to analyze the effect of Brand Awareness, Brand Image, and Marketing Mix variables on Purchase Intention. This type of research is descriptive with a cross-sectional approach. The sample used as the respondent is a local ground coffee drinker in Bali, while the number of respondents was 160 respondents from a total of 179 respondents who answered the questionnaires that had been distributed. The data analysis technique used in this study was Partial Least Squares-Structural Equation Modeling (PLS-SEM) using SmartPLS software (3.3.3). Data analysis of this research was carried out in three stages, namely: an outer model analysis, inner model analysis, and hypothesis submission. Based on the results of the study, it was found that there was an insignificant positive effect of brand awareness on purchase intention, and there was a significant positive effect of brand image and marketing mix on purchase intention. Penelitian ini bertujuan untuk menganalisis pengaruh variabel Brand Awareness, Brand Image, dan Marketing Mix terhadap Purchase Intention. Jenis penelitian ini deskriptif dengan pendekatan cross-sectional. Sampel yang dijadikan responden adalah peminum kopi bubuk lokal di Bali, adapun jumlah responden sebanyak 160 responden dari total 179 responden yang menjawab kuesioner yang telah disebarkan. Teknik analisis data yang digunakan dalam penelitian ini yaitu Partial Least Squares-Structural Equation Modeling (PLS-SEM) dengan menggunakan software SmartPLS (3.3.3). Analisis data penelitian ini dilakukan dalam tiga tahap yaitu: analisis outer model, analisis inner model, dan pengajuan hipotesis. Berdasarkan hasil penelitian, ditemukan bahwa terdapat pengaruh positif tidak signifikan brand awareness terhadap purchase intention, dan terdapat pengaruh positif signifikan brand image dan marketing mix terhadap purchase intention.
Co-Authors Ai Ping Teoh Alex Santana Alexandra Fenetta Alvin Putra Winata Anastasia Kristinawati Anastasia Silvi Andrea Anthony Halim Bella Sutanto Burmansah Burmansah Caecelia Cynthia Limanan Callista Callista Calvin Johari Chandra Yudha Cahyadi Christian Halim Christopher Edbert Ang Clarence Clarence Clarissa Cynthia Cynthia Delvin Valentino Agustinus Edi Surya Negara Evelina Larisa Sidharta Fidelius Marlfel Fidelius Marlfel Fincent Sutanto Fransisca I. R. Dewi Fransisca Iriani Roesmala Dewi Gaus Gunawan Halbert Kurniadi Helen Veronica Hendra Wijaya Hendro Hendro I Made Genta Wedangga Ika Nurul Febrianti Ivan Adrian Jacky Sona Putra Jap Tji Beng Jimmy Jap JONATHAN WILSON CHANDRA Jorken Jorken Juliana Juliana Kanto Kanto Kristian Wibisono Leonardo Lantang Leonardo Tan Marlyn Marlyn Martono Martono Meilia Japiana Meilia Japiana Michael Finley Mira Bella Mirtsa Zahara Hadi Nicco Dhitya Arya Winata Nicholas Wilson Nico Michael Bryan Nina Perlita Paulina Kristiani Purnama Dharmawan Rafaela Winata Rasji Rasji Rian Tanjung Rita Markus Idulfilastri Rita Markus Idulfilastri Sherly Sherly Sherly Sherly Silvia Agustina SOFIA PRIMA DEWI Solikhah, Nafiah Sri Tiatri Sri Tiatri Sri Wulandari Stanly Hidajat Sudarman Kosasih Tan, Pauline H. Pattyranie Theophilus Alpha Kristiawan Valentino Wijaya Valentino Wijaya Vanya Dwi Nanda Vellisa Yolanda Verena Sandra Esmeralda Vincent Vincent Vinka Vanlia Sianata VITA BRILIANA Wei Kiong Wendy Olivia Suherli Willi Nathanael Febrian Winnie Winnie Wulan Purnama Sari Yohanes Nuhadriel