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simamora, virgo
Universitas 17 Agustus 1945 Jakarta
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PENGARUH STRATEGI PRODUK TERHADAP MINAT PRODUK DAN DAMPAKNYA TERHADAP SUSTAINABLE PRODUK HIBURAN BERBASIS BUDAYA PENONTON WAYANG KULIT PADA MASYARAKAT SOLO JAWA TENGAH Lovia Oktaviyana; Virgo Simamora
MEDIA STUDI EKONOMI Vol 21, No 1 (2018): MEDIA STUDI EKONOMI
Publisher : MEDIA STUDI EKONOMI

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ABSTRAKPenelitian ini bertujuan untuk mengetahui pengaruh strategi produk terhadap minat produk dan dampaknya terhadap sustainable produk hiburan berbasis budaya penonton wayang kulit pada masyarakat Solo, Jawa Tengah. Populasi dalam penelitian ini adalah penonton wayang kulit masyarakat jawa di Solo, Jawa Tengah, dengan metode pengambilan sampel adalah non-probability. Sampel yang diperoleh sebesar 200 responden. Data yang diperoleh dianalisi dengan menggunakan teknik analisis structural equation model (SEM) dengan alat uji statistik PLS (Partial Least Square) melalui software SmartPLS . Data yang dikumpulkan dengan kuisioner yang telah diuji validitas dan reliabilitasnya.Hasil penelitian menunjukkan bahwa: ada pengaruh positif dan signifikan strategi produk terhadap minat produk, ada pengaruh positif dan signifikan strategi produk terhadap sustainable poduk, ada pengaruh sustainable produk terhadap minat produk, ada pengaruh yang tidak signifikan dari strategi produk terhadap minat produk yang berdampak terhadap sustainable produk.Kata Kunci : Strategi Produk, Minat Produk dan Sustainable Produk.ABSTRACTThis study aims to determine the effect of product strategy on product interest and its impact on sustainable entertainment products based on wayang kulit audience culture in the people of Solo, Central Java. The population in this study is the Javanese wayang kulit audience in Solo, Central Java, with the method of sampling is non-probability. The sample obtained was 200 respondents. The data obtained were analyzed using structural equation model (SEM) analysis technique with PLS (Partial Least Square) statistical test equipment through SmartPLS software. Data collected with questionnaires that have been tested for validity and reliability.The results showed that: there was a positive and significant influence on the product strategy on product interest, there was a positive and significant influence on the product strategy on sustainable product, there was a sustainable influence of the product on product interest, there was an insignificant influence of the product strategy on product interests that impacted sustainable product.Keywords: Product Strategy, Interest in Products and Sustainable Products.
PENGARUH DESAIN PRODUK DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN PADA TEH BOTOL SOSRO DENGAN KUALITAS PRODUK SEBAGAI VARIABEL MODERATING (Studi PadaMahasiswa di Universitas 17 Agustus 1945 Jakarta Utara) Virgo Simamora; Elli Kusmiyati
MEDIA STUDI EKONOMI Vol 20, No 1 (2017): MEDIA STUDI EKONOMI (JANUARI-JUNI 2017)
Publisher : MEDIA STUDI EKONOMI

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ABSTRAKPenelitian ini merupakan studi tentang “Pengaruh desain produk, dan brand image, terhadap keputusan pembelian dengan kualitas produk sebagai variabel moderating’’.Variabel dependen dalam penelitian ini adalah keputusan pembelian.Variabel independen dalam penelitian ini adalah desain produk dan brand image.Sedangkan variabel moderating dalam penelitian ini adalah kualitas produk.Populasi penelitian ini dilaksanakan di Universitas 17 Agustus 1945 Jakarta. Total kuesioner yang dikumpulkan dan diolah sebanyak 100 kuesioner. Metode pengambilan sampel pada penelitian ini adalah metode convenience samplingyaitu peneliti memilih individu terdekat untuk dijadikan sebagai sampel penelitian sampai ukuran sampel yang diinginkan tercapai dan memilih individu yang ada di tempat dan dapat diakses selama waktu penelitian.Penelitian ini dilakukan dengan beberapa tahap.Tahap pertama adalah untuk mengenali teori dari pustaka atau dengan menggunakan statistik deskriptif dan penggumpulan data dari objek yang diteliti.Tahap kedua adalah untuk menguji kelayakan data dengan menggunakan Uji Validitas dan Uji Reliabilitas.Tahap ketiga adalah tahap pengujian hipotesis baik secara parsial maupun simultan.Selanjutnya dihitung koefisien determinasi yang disesuaikan dan persamaan regresi dari data hasil penelitian.Hasil penelitian ini menunjukan bahwa, desain produk berpengaruh signifikan terhadap keputusan pembelian, brand image berpengaruh signifikan terhadap keputusan pembelian. Desain produk dan brand image secara bersama-sama berpengaruh signifikan terhadap keputusan pembelian.Kualitas produk sebagai variabel moderating tidak mampu memperkuat (memperlemah) desain produk terhadap keputusan pembelian dan kualitas produk sebagai variabel moderating mampu memperkuat brand image terhadap keputusan pembelian.Kata kunci ;Desain Produk, Brand Image, Kualitas Produk dan Keputusan Pembelian.ABSTRACT This research is a study of the "The Effects of product design and brand image, on purchase decision with product quality as moderating variable ''. The dependent variable in this study is purchase decision. The independent variable in this study is product design and brand image. The moderating variable is product quality. Population in this research was carried out on Universitas 17 Agustus 1945 Jakarta. Total questionnaires were collected and processed 100 questionnaire. The sampling method in this research is convenience sampling method, researcher choose the closest individual as the sample until the sample size is achieved, then choose the individual that is in place and can be accessed during the study period. This research was carried out by several stages. The first stage is to recognize the theory of literature or by using descriptive statistics and data collection of objects examined. The second stage is to test the feasibility of data using validity and reliability test. The third stage is the stage of hypothesis testing either partially or simultaneously. Then calculated the coefficient of determination adjusted and regression equation of research data. The results of this study indicates that, product design significantly influence the purchasing decision, a significant effect on brand image. Product design and brand image together significantly influence the purchase44decision, product quality as moderating variable is not able to strengthen (weaken) the design of products to purchasing decision. Keywords ; Product Design, Brand Image, Purchase Decision and Product Quality
PENGARUH KEUNIKAN KAPABILITAS DAN TURBULENSI LINGKUNGAN TERHADAP STRATEGI KORPORASI DAN DAMPAKNYA PADA KINERJA UNIVERSITAS (Studi Tentang Universitas di Kopertis Wilayah III Jakarta) Virgo Simamora
JOURNAL OF BUSINESS STUDIES Vol 1, No 2 (2016)
Publisher : Universitas 17 Agustus 1945 Jakarta

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Abstract As the title implies, this study aims to examining the effect of the distinctive capabilities and environmental turbulences on the university performances through corporate strategy. Distinctive capability is a unique capability by which an organization distinguishes itself from its competitors. This study defines that the uniqueness of capabilities is created through the long term routine activities in such a way that an organization is capable of developing a skill that is hard to duplicate. Environmental turbulence is a situation characterized by dynamic changes in which the organization facing a complex and uncertain environment that may lead to potential turbulences. The higher educational industry in Indonesia faces turbulences as the effects of globalization, information technology changes and frequent regulatory changes. It is found that most universities in Jakarta have no unique capability yet. This research found that distinctive capabilities and environmental turbulences are the exogenous variables that directly effect corporate strategy. The research also reveals that the corporate strategy effect the performance of university. Furthermore, this research also found that the university performances are indirectly influenced by the distinctive capabilities through corporate strategy. Similarly, the university performances are indirectly influenced by environmental turbulences through corporate strategy. The research shows that the effect of the distinctive capabilities are higher than the effect of the environmental turbulences. To summarize, the distinctive capabilities and environmental turbulences have influenced the performances of universities through corporate strategy in Jakarta. To improve their performances, the universities have to enhance their distinctive capabilities and increase their ability in responding to the environmental changes. Keywords : distinctive capabilities, environmental turbulences, corporate strategy, organizational    performances Abstrak   Keunikan kapabilitas adalah kapabilitas istimewa yang menunjukkan bahwa organisasi dapat melakukan sesuatu lebih baik dari kompetitornya. Di dalam penelitian ini, keunikan kapabilitas terbentuk dari aktivitas rutin universitas yang diselenggarakan dalam jangka waktu yang panjang sehingga menjadi keahlian yang sulit ditiru, Turbulensi lingkungan adalah situasi yang ditandai dengan terjadinya lingkungan yang dinamis, kompleks dan tidak pasti yang berpotensi menimbulkan turbulensi lingkungan. Di industri pendidikan tinggi, turbulensi terjadi akibat globalisasi, perubahan tekologi informasi dan perubahan regulasi dalam intensitas yang tinggi dan waktu yang cepat. Menurut hasil penelitian terdapat pengaruh keunkan kapabilitas dan turbulensi lingkungan terhadap strategi korporasi. Dalam hal ini, keunikan kapabilitas memberikan kontribusi yang lebih besar dalam mempengaruhi strategi korporasi. Penelitian ini juga menemukan bahwa terdapat pengaruh strategi korporasi terhadap kinerja universtias, Hasil penelitian juga menunjukkan bahwa ada pengaruh tidak langsung keunikan kapabilitas terhadap kinerja universitas melalui strategi korporasi dan ada pengaruh tidak langsung turbulensi lingkungan terhadap kinerja universitas terhaap strategi korporasi. Hasil penelitian telah memberikan pemikiran baru bahwa kinerja universitas di lingkungan Kopertis Wilayah III Jakarta dapat diperbaiki dengan meningkatkan keunikan kapabilitas universitas, meningkatkan kemampuan universitas merespon lingkungan sebagai peluang yang mempengaruhi strategi korporasi universitas. Kata kunci : keunikan kapabilitas, turbulensi lingkungan, strategi korporasi, kinerja
Pengaruh Consumptive Habit dan Kemudahan Transaksi Online Terhadap Business Productivity dengan Fasilitas Kemudahan IT sebagai Variable Moderasi Virgo Simamora; Tri Wahyuningsih
JOURNAL FOR BUSINESS AND ENTREPRENEURSHIP Vol 3, No 1 (2019): Journal For Business and Entrepreneurship
Publisher : JOURNAL FOR BUSINESS AND ENTREPRENEURSHIP

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The growth of e-commerce in Indonesia makes the number of business people in e-commerce also increase. Along with this growth, it has an impact on competition among increasingly competitive e-commerce players. Although the development of e-commerce is high, Indonesian people are still afraid to make online purchasing decisions, because of the low level of consumer confidence in shopping online. This study aims to analyze the effect of consumptive habbit and ease of online transactions on business productivity with IT facilities as a facility variable moderation. with the consumptive habbit, online transactions, and the ease of IT will make a company grow and increase its productivity in accordance with technological developments. In this study using a survey. The population of this research was conducted at the University of August 17 Jakarta students. While the sample in the study This is a student who already has a job. In this study also uses Rondom Sampling, which is that any writer found can be used as a sample. Data collection can also be done by giving questions n to respondents and tested by the analysis method of validates test and SmartPLS reliability. Keyword : consumptive habit, transaksi online,kemudahan IT dan business produktifity
PENGARUH DIGITAL MARKETING TERHADAP DAYA SAING PELAKU UMKM KRIPIK SINGKONG DI KECAMATAN KEBON BAWANG, JAKARTA UTARA. Virgo Simamora; Muhammad Ulul Albab; Rio Johan Putra; Diansyah Diansyah
JOURNAL FOR BUSINESS AND ENTREPRENEURSHIP Vol 4, No 2 (2020): Journal For Business and Entrepreneurship
Publisher : JOURNAL FOR BUSINESS AND ENTREPRENEURSHIP

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Penelitian ini adalah penelitian eksplanasi yang bertujuan untuk melihat pengaruh digital marketing terhadap daya saing pelaku Usaha Mikro, Kecil Dan Menengah (UMKM) di Kelurahan Kebon Bawang, Jakarta Utara dan Kelurahan Utan Panjang di Jakarta Pusat. Penelitian ini adalah penelitian sensus karena seluruh anggota populasi menjadi objek penelitian. Terdapat 18 UMKM yang berpartisipasi pada penelitian ini. Sebelum dilakukan uji analisis regresi sederhana, dilakukan uji asumsi klasik yang menunjukkan terpenuhinya syarat regresi linear. Hasil penelitian menemukan bahwa digital marketing berpengaruh positif dan signfikan terhadap daya saing UMKM sebesar 92.1% dan sisanya 7.9% disebabkan oleh variabel lain yang tidak diteliti pada penelitian ini.
Pengaruh E-Service Quality Dan E-Wom Terhadap Keputusan Pembelian Serta Implikasinya Terhadap E-Customer Loyalty Pada E-Commerce Virgo Simamora; Syifa Fauziah
JOURNAL FOR BUSINESS AND ENTREPRENEURSHIP Vol 3, No 3 (2019): Journal For Business and Entrepreneurship
Publisher : JOURNAL FOR BUSINESS AND ENTREPRENEURSHIP

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This sresearch aims to determine the effect of e-service quality, e-wom (electronic word of mouth), purchasing decisions, and e-customer loyalty in online shopping and transactions. The rapid development of technology has a big impact on various aspects, including the business world. This research is a quantitative study using explanative type. The sampling technique uses non probability sampling and the purposive sampling approach. Where the population is all e-commerce consumers such as Shopee, Tokopedia, Lazada, BliBli.com, Bukalapak, and so forth. While the sample is 99 consumers with certain criteria. Data collection techniques using Google Form and by distributing questionnaires. This research uses the validity and reliability and path coefficients test, the results obtained from this study indicate that E-Service Quality parcially influences Purchasing Decision is not significant with insignificant value of 0.073, E-Customer Loyalty with Purchase Decision parcially influences Decision Purchases with a significant value of 0.001, and E-WOM (electronic word of mouth) Purchasing Decisions parcially affect Purchasing Decisions with a significant value of 0.003.Keyword : e-service quality, e-wom, buying decision , dan e-customer loyalt
Pengaruh Relational Benefits Terhadap Kepuasan Pelanggan Dalam Meningkatkan Loyalitas Pelanggan Studi Kasus Pada Pengguna Aplikasi Grab Virgo Simamora; Juita Verawati
JOURNAL FOR BUSINESS AND ENTREPRENEURSHIP Vol 5, No 1 (2021): Journal For Business and Entrepreneurship
Publisher : JOURNAL FOR BUSINESS AND ENTREPRENEURSHIP

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This study aims to determine the Effect of Relational Benefit on Customers in increasing Loyalty. Relational Benefit is the dependent variable in this study. Further data analysis using smart PLS. The population in this study are Grab users in the Cilincing Village, North Jakarta. The number of samples in this study were 100 Grab users using purposive sampling. The results of this study indicate that Relational Benefit has a significant positive effect on Customer Loyalty, Relational Benefit has a significant positive effect on customers, Furthermore, Relational Benefit has a significant positive effect on Customer Loyalty through customer goals.Keywords: Relational Benefit, Customer Satisfaction, Customer Loyalty
Pengaruh Celebrity Endorse Dan Trust In Platfrom Terhadap Minat Menggunakan Grab Melalui Brand Awarness Sebagai Variabel Mediasi Virgo Simamora; Widiastuti Widiastuti
JOURNAL FOR BUSINESS AND ENTREPRENEURSHIP Vol 3, No 3 (2019): Journal For Business and Entrepreneurship
Publisher : JOURNAL FOR BUSINESS AND ENTREPRENEURSHIP

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This study aims to examine the effect of Celebrity Endorser and Trust in Platfrom on Interest in Using Grab and Brand Awarness as a mediator. The population in this study is the Students of the University of August 17 Jakarta who already have income. The sampling technique uses the Random Sampling method. The amount of data is 80 respondents taken through a questionnaire using partial least square (PLS) data analysis. Based on statistical tests, the results of the study show that Selebrity Endorser significantly influences the Interest in Using Grab, Trust in Platfrom significantly influences the Interest in Using Grab, Brand Awarness significantly influences the Interest in Using Grab. Brand Awarness mediation has a significant effect and is to strengthen the influence of Celebrity Endorser on Interest in Using Grab. Brand Awarness mediation has a significant effect and is to reinforce the influence of Trust in Platform on Interest in Using Grab.Keywords: Celebrity Endorser, Trust in Platform, Brand Awarness, Interest in Using Grab.
Pengaruh Influencer Dan Social Media Sebagai Strategi Marketing Baba Rafi Enterprise Terhadap Keputusan Pembelian Produk Ngikan Dengan Brand Awareness Sebagai Variabel Moderating Virgo Simamora; Riska Aulia Umry
JOURNAL FOR BUSINESS AND ENTREPRENEURSHIP Vol 4, No 1 (2020): Journal For Business and Entrepreneurship
Publisher : JOURNAL FOR BUSINESS AND ENTREPRENEURSHIP

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This study aims to examine the influence of Influencers and Social Media as Baba Rafi Enterprise's Marketing Strategy on Ngikan Product Purchase Decisions with Brand Awarness as Moderating Variables. The population in this study are consumers ngikan products. The data collection technique was carried out by purposive sampling by distributing questionnaires to 100 respondents of Ngikan consumers using partial least square (PLS) data analysis. Based on statistical tests, The results showed that influencers had a significant effect on Ngikan Product Purchase Decisions, Social Media did not significantly influence Ngikan Product Purchasing Decisions, Brand Awareness had a significant effect on Ngikan Product Purchase Decisions. Moderation of Brand Awareness has insignificant effect and weakens the influence of Influencers on Ngikan Product Purchase Decisions. Brand Awareness moderation has a significant effect and has the character of strengthening the influence of Social Media on the Ngikan Product Purchase Decision.
Pengaruh Influencer Dan Social Media Sebagai Strategi Marketing Baba Rafi Enterprise Terhadap Keputusan Pembelian Produk Ngikan Dengan Brand Awareness Sebagai Variabel Moderating Virgo Simamora; Riska Aulia Umry
JOURNAL FOR BUSINESS AND ENTREPRENEURSHIP Vol 4, No 1 (2020): Journal For Business and Entrepreneurship
Publisher : JOURNAL FOR BUSINESS AND ENTREPRENEURSHIP

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This study aims to examine the influence of Influencers and Social Media as Baba Rafi Enterprise's Marketing Strategy on Ngikan Product Purchase Decisions with Brand Awarness as Moderating Variables. The population in this study are consumers ngikan products. The data collection technique was carried out by purposive sampling by distributing questionnaires to 100 respondents of Ngikan consumers using partial least square (PLS) data analysis. Based on statistical tests, The results showed that influencers had a significant effect on Ngikan Product Purchase Decisions, Social Media did not significantly influence Ngikan Product Purchasing Decisions, Brand Awareness had a significant effect on Ngikan Product Purchase Decisions. Moderation of Brand Awareness has insignificant effect and weakens the influence of Influencers on Ngikan Product Purchase Decisions. Brand Awareness moderation has a significant effect and has the character of strengthening the influence of Social Media on the Ngikan Product Purchase Decision. Kata Kunci : Brand Awareness, Influencer, Purchase Decisions, Social Media, Baba Rafi Enterprise’s Marketing Strategy
Co-Authors Abriandi, Abriandi Adelia, Fika Ari Soeti Yani Ariani, Jihan Ayu Dwi Astuti Ayu Dwi Astuti Bayu Dwi Saputra Bayu Dwi Saputra, Bayu Dwi Bima Setyahardi, Paulus Bobby Reza Celeste Celeste Diansyah Diansyah Dina Maryana Eka Sulastri Sitanggang Eka Sulastri Sitanggang Eka Susanti Elli Kusmiyati Elvina Recha Anjani Fika Adelia Indrianti Sulistianingsih Irene Octavia Juita Verawati Kaylasalma, Nazla Khalisah Visiana Lani Diana Wijaya Lovia Oktaviyana Lukiyana, Lukiyana Maria Prudensia Leda Muga Maulinda Bulan Muga, Maria Prudensiana Leda Muhammad Dipo Lukito muhammad junaid kamaruddin Muhammad Ulul Albab Muhammad Yunior Alfabet Mulyani, Shindi Sri Nazla Kaylasalma Novi Theresia Kiak Paras Islami Paras Islami Paulus Bima Setyahardi Permatasari, Sheila Silvia Pravitasari, Endyastuti Putra, Bagas Putri, Camelia Qiven Daud Qiven Daud Rahmadan, Yanuar Rana Sadilah Rio Johan Putra Riska Aulia Umry Salini, S Sarwita Siti Aisyah Siti Aisyah Syifa Fauziah Tri Wahyuningsih Widiastuti Widiastuti