Articles
Membangun Brand Loyalty pada Konsumen Mobile coffee (Kopi Keliling) modern: Investigasi Peran Brand Experience, Product Quality, dan Brand Reputation?
Muhamad Rafli Putra Santosa;
Usep Suhud;
Nofriska Krissanya
EKOMA : Jurnal Ekonomi, Manajemen, Akuntansi Vol. 4 No. 2: Januari 2025
Publisher : CV. Ulil Albab Corp
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DOI: 10.56799/ekoma.v4i2.6975
Penelitian ini bertujuan untuk menganalisis pengaruh pengalaman merek (brand experience), kualitas produk (product quality), dan reputasi merek (brand reputation) terhadap kepercayaan merek (brand trust) dalam membentuk loyalitas merek (brand loyalty). Dengan menggunakan pendekatan kuantitatif, data dikumpulkan melalui kuesioner dari 250 responden yang merupakan konsumen mobile coffee modern di Jakarta. Data dianalisis menggunakan model persamaan struktural (SEM) melalui perangkat lunak AMOS. Hasil analisis menunjukkan bahwa pengalaman merek, kualitas produk, dan reputasi merek secara signifikan memengaruhi kepercayaan merek, yang pada gilirannya memengaruhi loyalitas merek. Penelitian ini memberikan wawasan teoretis tentang pengelolaan merek dan implikasi praktis bagi strategi pemasaran di sektor kopi keliling modern.
Membangun Revisit Intention Pada Restoran Korea All You Can Eat: Bagaimana Peran Customer Experience, Service Quality, Dan Perceived Value
Ade Rizki Shabiha;
Usep Suhud;
Dewi Agustin Pratama Sari
EKOMA : Jurnal Ekonomi, Manajemen, Akuntansi Vol. 4 No. 6: September 2025
Publisher : CV. Ulil Albab Corp
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DOI: 10.56799/ekoma.v4i6.10651
Penelitian ini bertujuan untuk menganalisis pengaruh customer experience, service quality, perceived value, dan customer satisfaction terhadap resvisit intention pada restoran Korea all you can eat di DKI Jakarta. Penelitian ini menggunakan pendekatan kuantitatif serta pengumpulan data melalui kuesioner dengan skala 1 – 6 serta melakukan penyebaran kuesioner secara full daring melalui media sosial. Sampel diambil menggunakan teknik non probability sampling dengan total 308 responden yang pernah mengunjungi restoran Korea all you can eat minimal satu kali dan berdomisili di DKI Jakarta. Analisis data dilakukan menggunakan Structural Equation Modeling (SEM) dengan bantuan software AMOS. Hasil penelitian menunjukkan bahwa customer experience, service quality, dan perceived value dan customer satisfaction berpengaruh positif dan signifikan terhadap revisit intention. Temuan penelitian ini diharapkan dapat memberikan implikasi mengenai pengaruh masing – masing variabel terhadap kunjungan ulang pada restoran Korea all you can eat dan menambah wawasan bagi industri makanan dan minuman.
Membangun Brand Trust dan Purchase Decision Produk Parfum Lokal: Analisis Peran Brand Image, Electronic Word of Mouth Dan Product Quality
Namira Putri Rinjani;
Usep Suhud;
Nofriska Krissanya
EKOMA : Jurnal Ekonomi, Manajemen, Akuntansi Vol. 4 No. 6: September 2025
Publisher : CV. Ulil Albab Corp
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DOI: 10.56799/ekoma.v4i6.10652
Penelitian ini bertujuan untuk menganalisis faktor-faktor yang memengaruhi keputusan pembelian produk parfum lokal Mykonos di wilayah DKI Jakarta dengan menggunakan metode kuantitatif. Pengumpulan data melalui kuesioner dengan skala penilaian 1-6. Populasi dalam penelitian ini adalah individu berusia 15–40 tahun yang telah membeli dan menggunakan produk parfum lokal Mykonos di wilayah DKI Jakarta. Teknik pengambilan sampel menggunakan metode non-probability sampling, dengan total responden sebanyak 261 orang. Penelitian ini mempunyai tujuan untuk membuktikan hipotesis mengenai adanya pengaruh variabel independen terhadap variabel dependen yaitu purchase decision. Hasil analisis menunjukan bahwa brand image, electronic word of mouth (EWOM), product quality, memiliki pengaruh positif dan signifikan terhadap brand trust. Selanjutnya, brand image, electronic word of mouth (EWOM), product quality, dan brand trust juga memiliki pengaruh positif dan signifikan terhadap purchase decision. Hasil penelitian ini diharapkan dapat memberikan pengetahuan mengenai pengaruh masing-masing variabel terhadap keputusan pembelian produk parfum lokal Mykonos di DKI Jakarta dan dapat menjadi implikasi praktis untuk industri produk parfum lokal di Indonesia.
Analisis Faktor-Faktor yang Mempengaruhi Kepuasan Konsumen dalam Keputusan Pembelian Sepeda Motor Listrik di Jakarta
Fajri Harahap;
Usep Suhud;
Nofriska Krissanya
EKOMA : Jurnal Ekonomi, Manajemen, Akuntansi Vol. 4 No. 6: September 2025
Publisher : CV. Ulil Albab Corp
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DOI: 10.56799/ekoma.v4i6.10763
Penelitian ini bertujuan untuk menganalisis faktor-faktor yang memengaruhi kepuasan konsumen produk sepeda motor listrik di wilayah DKI Jakarta. Fokus utama penelitian adalah mengkaji hubungan antar price perception, service quality, product quality, dan purchase decision terhadap customer satisfaction. Penelitian ini menggunakan pendekatan kuantitatif, dengan pengumpulan data melalui kuesioner yang berisi pertanyaan tertutup dengan skala penilaian. Populasi dalam penelitian ini adalah individu berusia 18–60 tahun yang sudah pernah membeli produk sepeda motor listrik minimal 1 kali yang berada di DKI Jakarta. Teknik pengambilan sampel menggunakan metode non-probability sampling, dengan total responden sebanyak 260 orang. Analisis data dilakukan dengan metode Structural Equation Modeling (SEM) menggunakan perangkat lunak AMOS dan SPSS 25. Penelitian ini mempunyai tujuan untuk membuktikan hipotesis yang dirancang mengenai adanya pengaruh variabel independen terhadap variabel dependen yaitu customer satisfaction. Temuan penelitian ini diharapkan dapat memberikan wawasan mengenai pengaruh masing-masing variabel terhadap kepuasan konsumen produk sepeda motor listrik dan dapat menjadi wawasan baru untuk industri produk sepeda motor listrik di Indonesia.
Predicting Customers’ Intention to Revisit A Vintage-Concept Restaurant
Usep Suhud;
Arifin Wibowo
Journal of Consumer Sciences Vol. 1 No. 2 (2016): Journal of Consumer Sciences
Publisher : Department of Family and Consumer Sciences, Faculty of Social and Human Ecology, IPB University
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DOI: 10.29244/jcs.1.2.56-69
Restaurants with a vintage concept become an option for urban people who want to enjoy dining out. To present this vintage atmosphere, restaurant management and owners decorated their stores with antiques and anything vintage, such as signboards, utensils, furniture, posters, and even the menu. The objective of this study is to investigate the impact of perceived value, restaurant atmosphere on satisfaction and revisit intention. This study attracted 200 respondents visiting a vintage-concept restaurant. The data were collected in Jakarta and analysed with exploratory and confirmatory factor analyses. As a result, three hypotheses were accepted and two hypotheses were rejected: customer satisfaction was influenced by perceived value and restaurant atmosphere and revisit intention was significantly influenced by customer satisfaction.
Impact of Ethnocentrism and Other Factors on Willingness to Buy Chinese Cars
Ricky Humisar Siahaan;
Usep Suhud;
Unggul Purwohedi
Journal of Consumer Sciences Vol. 6 No. 1 (2021): Journal of Consumer Sciences
Publisher : Department of Family and Consumer Sciences, Faculty of Social and Human Ecology, IPB University
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DOI: 10.29244/jcs.6.1.62-76
This study aims to determine the effect of ethnocentrism, animosity, product country image, and brand image on the willingness to buy Chinese car products. Data were collected from Chinese car users and potential car buyers. The purposive sampling technique was chosen in this study, which resulted in 300 respondents for analysis. Data were analysed using exploratory factor analysis and structural equation modelling. The results showed that ethnocentrism had a significant positive effect on animosity and had a significant negative effect on brand image, animosity had a significant negative effect on willingness to buy, the brand image had a positive and significant effect on willingness to buy, and product country image had a significant positive effect on brand image. Meanwhile, ethnocentrism and product country image do not affect willingness to buy. This study helps to improve our understanding of consumer behaviour regarding the purchase of foreign products.
PREDICTING THE REPURCHASE INTENT OF LOCAL BRAND SKINCARE CONSUMERS: Does Brand Image and Service Quality Influence?
Dewi Nur Indah Safitri;
Usep Suhud;
Andi Muhammad Sadat
JOURNAL OF MANAGEMENT, ACCOUNTING, GENERAL FINANCE AND INTERNATIONAL ECONOMIC ISSUES Vol. 2 No. 2 (2023): MARCH
Publisher : Transpublika Publisher
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DOI: 10.55047/marginal.v2i2.589
The purpose of this study is to examine the effect of brand image and service quality on repurchase intention and customer satisfaction, and investigate whether customer satisfaction mediates the influence of brand image and service quality on repurchase intention. The data collection method uses a survey instrument in the form of a questionnaire. The object of this study is consumers of local brand skincare products, namely MS Glow, with samples who have purchased these products. Data analysis uses Amos to process and analyze research data. The results of the analysis show that brand image and service quality have a partial effect on repurchase intention, and that they also have a partial effect on customer satisfaction. Additionally, repurchase intention is found to mediate the relationship between brand image and service quality variables and customer satisfaction.
Peran Influencer Gaming Dalam Meningkatkan Customer Engagement dan Purchase Intention pada Pemain Mobile Legends
Alya Chantika;
Usep Suhud;
Meta Bara Berutu
Ekopedia: Jurnal Ilmiah Ekonomi Vol. 2 No. 1 (2026): JANUARI-MARET
Publisher : Indo Publishing
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DOI: 10.63822/qc692y59
This study aims to examine the effects of influencer attributes, attractiveness, expertise, trustworthiness, and credibility on customer engagement and purchase intention among Mobile Legends players. A quantitative approach with an explanatory research design was employed. Data were collected through an online questionnaire distributed to 252 Mobile Legends players who met the research criteria. The measurement instrument used Likert scale, and data were analyzed using Structural Equation Modeling (SEM) with the assistance of IBM SPSS and AMOS. The findings indicate that influencer attributes have a positive and significant impact on both customer engagement and purchase intention. However, customer engagement shows a positive but insignificant effect on purchase intention. These results suggest that high levels of engagement do not necessarily translate directly into purchase intention in the context of online gaming.
Analisis Green Marketing, Green Advertising, dan Brand Image dalam Membentuk Purchase Decision dan Customer Satisfaction dalam Studi Kasus Pengguna Skincare di DKI Jakarta
Michael Lambok;
Usep Suhud;
Meta Bara Berutu
Ekopedia: Jurnal Ilmiah Ekonomi Vol. 2 No. 1 (2026): JANUARI-MARET
Publisher : Indo Publishing
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DOI: 10.63822/w33k8117
This study aims to analyze the effects of green marketing, green advertising, and brand image on purchase decision and customer satisfaction among The Body Shop skincare users in the DKI Jakarta area. A quantitative approach was employed using a survey method through online questionnaires. The population consisted of The Body Shop skincare users aged 21–55 years living in DKI Jakarta, with 400 respondents selected using purposive sampling. Data were analyzed through validity and reliability tests, as well as hypothesis testing using SEM. The results indicate that green marketing and brand image have a positive and significant effect on purchase decision, while green advertising has no direct effect. Furthermore, brand image and purchase decision positively and significantly influence customer satisfaction. In contrast, green marketing and green advertising do not have a direct effect on customer satisfaction.
Pengaruh Expertise, Trustworthiness, dan Attractiveness Influencer, Terhadap Brand Expected Value Terhadap Purchase Intention pada Studi Kasus Influencer Dr Tirta dan Merek Sepatu Lokal
Dennis Trama Karindra;
Usep Suhud;
Meta Bara Berutu
Ekopedia: Jurnal Ilmiah Ekonomi Vol. 2 No. 1 (2026): JANUARI-MARET
Publisher : Indo Publishing
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DOI: 10.63822/s576r946
This study aims to examine and analyze the influence of influencer expertise, trustworthiness, and attractiveness on brand expected value and purchase intention, using the case of Dr. Tirta and local footwear brands. The study involved 250 respondents who had previously viewed local footwear review content by Dr. Tirta on social media and were domiciled in DKI Jakarta. The analytical methods employed included validity and reliability testing using SPSS, as well as model fit and hypothesis testing using AMOS 29. The data were analyzed using Structural Equation Modeling (SEM). The findings indicate that expertise has a direct effect on purchase intention and also significantly influences brand expected value, along with the attributes of trustworthiness and attractiveness. However, brand expected value does not have a significant effect on purchase intention, suggesting the presence of other variables that influence this relationship. Therefore, factors such as brand preference and promotional strategies remain important in shaping consumer purchase decisions.