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All Journal EDUNOMIC : JURNAL ILMIAH PENDIDIKAN EKONOMI FAKULTAS KEGURUAN DAN ILMU PENDIDIKAN Industrial Research Workshop and National Seminar EDUNOMIC : JURNAL ILMIAH PENDIDIKAN EKONOMI FAKULTAS KEGURUAN DAN ILMU PENDIDIKAN
Eddy Syah Yahya
Politeknik Negeri Bandung
Humanities Chemical Engineering, Chemistry & Bioengineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Industrial & Manufacturing Engineering Mechanical Engineering Social Sciences Other

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Analisis Pengaruh Iklan Endorser terhadap Intensitas Pembelian Sepeda Lipat di Bandung Eddy Syah Yahya
Prosiding Industrial Research Workshop and National Seminar Vol 11 No 1 (2020): Prosiding 11th Industrial Research Workshop and National Seminar (IRWNS)
Publisher : Politeknik Negeri Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (715.794 KB) | DOI: 10.35313/irwns.v11i1.2171

Abstract

Dewasa ini kegiatan promosi yang dilakukan oleh perusahaan semakin bervariatif. Salah satu promosi yang unik pada saat ini yaitu menggunakan endorsment sebagai alat pendukung kegiatan promosi. Penelitian ini mengambil tema menganalisis pengaruh endorsment sepeda lipat terhadap intensitas pembelian di Kota Bandung. Terdapat tiga atribut didalam endorsment antara lain kredibilitas, atraktif dan power. Ketiga atribut dari endorsment tersebut dijadikan sebagai operasional variabel. Untuk itu penelitian ini menggunakan metode kuantitaif dari data yang didapat melalui pengumpulan kuesioner sebanyak 238 responden dengan rentang usia <20 hingga 50 tahun. Lebih jauh penelitian ini menggunakan analisis deskriptif, uji korelasi dan uji regresi. Hasilnya, atribut atraktifmerupakan atribut dengan rata-rata nilai yang paling besar. Selanjutnya, dari uji regresi diketahui bahwa promosi endorsement Sepeda Lipat memiliki pengaruh moderat terhadap intensitas pembelian oleh konsumen di Kota Bandung. Maka luaran yang didapat dari penelitian ini adalah pembuatan sebuah program atau event yang melibatkan endorser pengguna sepeda lipat, yang bertujuan untuk meningkatkan kesadaran merek (brand awareness) pengguna sepeda lipat yang akhirnya dapat meningkatkan minat beli konsumen di Kota Bandung.
Sikap dan Niat Perilaku Generasi Milenial dalam Adopsi Platform Telemedicine untuk Layanan Konsultasi Kesehatan Mental Cintya Ananda Putri; Eddy Syah Yahya; Rafiati Kania
Prosiding Industrial Research Workshop and National Seminar Vol 12 (2021): Prosiding 12th Industrial Research Workshop and National Seminar (IRWNS)
Publisher : Politeknik Negeri Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (453.437 KB)

Abstract

Sikap dan Niat Perilaku Generasi Milenial dalam Adopsi Platform Telemedicine untuk Layanan Konsultasi Kesehatan Mental
Analisis Pengaruh Kualitas Layanan Elektronik dan Persepsi Nilai terhadap Kepuasan dan Loyalitas Konsumen pada Beauty E-Commerce Shilfa Firizkia Pebriany; Eddy Syah Yahya; Rafiati Kania
Prosiding Industrial Research Workshop and National Seminar Vol 12 (2021): Prosiding 12th Industrial Research Workshop and National Seminar (IRWNS)
Publisher : Politeknik Negeri Bandung

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Abstract

Analisis Pengaruh Kualitas Layanan Elektronik dan Persepsi Nilai terhadap Kepuasan dan Loyalitas Konsumen pada Beauty E-Commerce
Analisis Loyalitas Wisatawan Studio Alam PAL 16 Cikole Lembang Dhani Ramadhan; Eddy Syah Yahya; Widi Senalasari
Prosiding Industrial Research Workshop and National Seminar Vol 12 (2021): Prosiding 12th Industrial Research Workshop and National Seminar (IRWNS)
Publisher : Politeknik Negeri Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (286.25 KB)

Abstract

Analisis Loyalitas Wisatawan Studio Alam PAL 16 Cikole Lembang
Proyek Perancangan Promosi Pemasaran Virtual Menggunakan Webinar Untuk Meningkatkan Kesadaran Merek Karya Noesantara (KARTARA) Yehan Cyntya Permata; Eddy Syah Yahya; Rafiati Kania
Prosiding Industrial Research Workshop and National Seminar Vol 12 (2021): Prosiding 12th Industrial Research Workshop and National Seminar (IRWNS)
Publisher : Politeknik Negeri Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (276.915 KB)

Abstract

Proyek Perancangan Promosi Pemasaran Virtual Menggunakan Webinar Untuk Meningkatkan Kesadaran Merek Karya Noesantara (KARTARA)
APAKAH ATRIBUT PRODUK COFFEE SHOP MAMPU MENDORONG MINAT PEMBELIAN?: STUDI KASUS PADA PEMBELIAN KOPI LOKAL Eddy Syah Yahya; Arie Indra Gunawan
Edunomic : Jurnal Ilmiah Pendidikan Ekonomi Fakultas Keguruan dan Ilmu Pendidikan Vol 9 No 2 (2021): EDISI SEPTEMBER
Publisher : FKIP Unswagati

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33603/ejpe.v9i2.5193

Abstract

AbstractThe research conducted tries to explore the coffee shop's attributes in influencing the lokal coffee purchase intention. Attributes consist of 5 variable dimensions such as product quality, service quality, brand equity, facilities and atmosphere. The research design used a descriptive design with a questionnaire distributed to 230 respondents to coffee shop customers. Statistical analysis was used to test the variables using multiple linear regression analysis to determine the effect of lokal coffe attributes in coffee shop on purchase intention. The results of this study indicate that the lokal coffe product attributes in coffee shop have a strong advantage in building consumer buying intention. The results of further research show that only three variables in product attributes have a positive influence on consumer purchase intention, there are product quality, service quality, and facilities. The research finding is that the purchase intention of local coffee products is indeed less when compared to imported coffee products. Customers tend to be low in stating that they will buy local coffee products, and respondents are less interested in searching for information on local coffee in coffee shops. However, the product attributes associated with local coffee served in coffee shops have resulted in a purchase intention of 52.6%.Keywords: Product Attribute, Buying Intention, Coffe shop.
APAKAH ATRIBUT PRODUK COFFEE SHOP MAMPU MENDORONG MINAT PEMBELIAN?: STUDI KASUS PADA PEMBELIAN KOPI LOKAL Eddy Syah Yahya; Arie Indra Gunawan
Edunomic : Jurnal Ilmiah Pendidikan Ekonomi Fakultas Keguruan dan Ilmu Pendidikan Vol 9 No 2 (2021): EDISI SEPTEMBER
Publisher : FKIP Unswagati

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33603/ejpe.v9i2.5193

Abstract

AbstractThe research conducted tries to explore the coffee shop's attributes in influencing the lokal coffee purchase intention. Attributes consist of 5 variable dimensions such as product quality, service quality, brand equity, facilities and atmosphere. The research design used a descriptive design with a questionnaire distributed to 230 respondents to coffee shop customers. Statistical analysis was used to test the variables using multiple linear regression analysis to determine the effect of lokal coffe attributes in coffee shop on purchase intention. The results of this study indicate that the lokal coffe product attributes in coffee shop have a strong advantage in building consumer buying intention. The results of further research show that only three variables in product attributes have a positive influence on consumer purchase intention, there are product quality, service quality, and facilities. The research finding is that the purchase intention of local coffee products is indeed less when compared to imported coffee products. Customers tend to be low in stating that they will buy local coffee products, and respondents are less interested in searching for information on local coffee in coffee shops. However, the product attributes associated with local coffee served in coffee shops have resulted in a purchase intention of 52.6%.Keywords: Product Attribute, Buying Intention, Coffe shop.
Co-Authors Arie Indra Gunawan Cintya Ananda Putri Dhani Ramadhan Rafiati Kania Shilfa Firizkia Pebriany Widi Senalasari Yehan Cyntya Permata