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All Journal Jurnal Riset Manajemen Sekolah Tinggi Ilmu Ekonomi Widya Wiwaha Program Magister Manajemen
MF. Shellyana Junaedi
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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EFEK PEMASARAN DAN PERAN KELUARGA DALAM PEMBENTUKAN EKUITAS MEREK Siane Ivana Hartanto; MF. Shellyana Junaedi
Jurnal Riset Manajemen Sekolah Tinggi Ilmu Ekonomi Widya Wiwaha Program Magister Manajemen Vol 4 No 2 (2017): Jurnal Riset Manajemen
Publisher : Program Magister Manajemen STIE Widya Wiwaha Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32477/jrm.v4i2.46

Abstract

This study aims to determine wheter the ads and family’s effect in the form of brand awareness and brand association and how the advertising, price promotions, and family influence in shaping the perception of quality. Brand awareness, brand associations, and perceived quality will also be tested the significant effect directly and indirectly the brand equity through brand loyalty. This research was conducted in the Yogyakarta where respondents are students. This study uses a quantitative method by distributing questionnaires to 200 respondents. Data retrieval technique using purposive sampling. Data processing techniques using regression analysis. The results of this study indicate that advertising and family has significant effects positively on brand awareness, but only a significant effect of family on brand association. Advertisements, family and the price also proved significant effect on the perception of quality. Brand awareness, brand associations and perceived quality have a significant effect directly or indirectly on brand equity through brand loyalty.
PENGARUH KREDIBILTAS SELEBRITI ENDORSER NASIONAL VS INTERNASIONAL PADA NIAT BELI LUWAK WHITE KOFFIE Novia Moliana Saragih; MF. Shellyana Junaedi
Jurnal Riset Manajemen Sekolah Tinggi Ilmu Ekonomi Widya Wiwaha Program Magister Manajemen Vol 4 No 1 (2017): Jurnal Riset Manajemen
Publisher : Program Magister Manajemen STIE Widya Wiwaha Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32477/jrm.v4i1.67

Abstract

The reseach of this study to analysing of credibility effect (attractiveness, trusworthiness and expertise) and different analysing national endorser nor international endorser to consumer purchase intention. This reseach using the student respondent of several university in Yogyakarta city. The valid sample are 277 respondent. The result of study using multiple linear regression showed that trusworthiness expertise of national endorser celebrity significant effect on consumer purchase intention on Luwak White Koffie product. But attractiveness of celebrity national endoser no significant effect on consumer purchase intention on Luwak White Koffie product. The result used independent sample t-test showed national endoser celebrity more trusworthy and more capable advertised product compare with international endoser celebrity. It is just, international endoser celebrity attractiveness more of consumer compare national endoser celebrity.
EFEK PEMASARAN DAN PERAN KELUARGA DALAM PEMBENTUKAN EKUITAS MEREK Siane Ivana Hartanto; MF. Shellyana Junaedi
Jurnal Riset Manajemen Sekolah Tinggi Ilmu Ekonomi Widya Wiwaha Program Magister Manajemen Vol. 4 No. 2 (2017): Jurnal Riset Manajemen
Publisher : Program Magister Manajemen STIE Widya Wiwaha Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32477/jrm.v4i2.46

Abstract

This study aims to determine wheter the ads and family’s effect in the form of brand awareness and brand association and how the advertising, price promotions, and family influence in shaping the perception of quality. Brand awareness, brand associations, and perceived quality will also be tested the significant effect directly and indirectly the brand equity through brand loyalty. This research was conducted in the Yogyakarta where respondents are students. This study uses a quantitative method by distributing questionnaires to 200 respondents. Data retrieval technique using purposive sampling. Data processing techniques using regression analysis. The results of this study indicate that advertising and family has significant effects positively on brand awareness, but only a significant effect of family on brand association. Advertisements, family and the price also proved significant effect on the perception of quality. Brand awareness, brand associations and perceived quality have a significant effect directly or indirectly on brand equity through brand loyalty.
PENGARUH KREDIBILTAS SELEBRITI ENDORSER NASIONAL VS INTERNASIONAL PADA NIAT BELI LUWAK WHITE KOFFIE Novia Moliana Saragih; MF. Shellyana Junaedi
Jurnal Riset Manajemen Sekolah Tinggi Ilmu Ekonomi Widya Wiwaha Program Magister Manajemen Vol. 4 No. 1 (2017): Jurnal Riset Manajemen
Publisher : Program Magister Manajemen STIE Widya Wiwaha Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (310.711 KB) | DOI: 10.32477/jrm.v4i1.67

Abstract

The reseach of this study to analysing of credibility effect (attractiveness, trusworthiness and expertise) and different analysing national endorser nor international endorser to consumer purchase intention. This reseach using the student respondent of several university in Yogyakarta city. The valid sample are 277 respondent. The result of study using multiple linear regression showed that trusworthiness expertise of national endorser celebrity significant effect on consumer purchase intention on Luwak White Koffie product. But attractiveness of celebrity national endoser no significant effect on consumer purchase intention on Luwak White Koffie product. The result used independent sample t-test showed national endoser celebrity more trusworthy and more capable advertised product compare with international endoser celebrity. It is just, international endoser celebrity attractiveness more of consumer compare national endoser celebrity.
Co-Authors Novia Moliana Saragih Siane Ivana Hartanto