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Widiastuti Widiastuti
Universitas 17 Agustus 1945 Jakarta
Economics, Econometrics & Finance Social Sciences Other

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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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Abstract

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 Store Atmosphere dan Kualitas Pelayanan Terhadap Loyalitas Konsumen Dengan Kepuasan Konsumen Sebagai Variabel Moderating Risqy Aziz Basuki; Widiastuti Widiastuti
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 empirically examine the effect of store atmosphere and service quality on consumer loyalty with customer satisfaction as a moderating variable (Survey at Caffe Pabbo & Co Jakarta). The population in this study are Caffe Pabbo & Co Jakarta customers. The characteristics in this study are Caffe Pabbo & Co Jakarta customers 2 times or more who have made a purchase transaction. The sampling technique was carried out using a non-probability sampling technique with a purposive sampling technique. Using the Marchin & Campell formula (Population unknown). This research will use Partial Least Square software (PLS). The results of this study indicate that the store atmosphere has a negative and insignificant effect on consumer loyalty, service quality has a positive and significant effect on consumer loyalty, consumer satisfaction has a positive and significant effect on consumer loyalty, consumer satisfaction has a positive and significant effect on the store atmosphere moderated by consumer loyalty, consumer satisfaction has a positive and significant effect on service quality moderated by consumer loyaltyKeywords: Store Atmosphere, Service Quality, Consumer Satisfaction, Consumer Loyalty
Co-Authors Rizqy Aziz Basuki simamora, virgo