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I Ketut Nurcahya
Fakultas Ekonomi dan Bisnis Universitas Udayana
Decision Sciences, Operations Research & Management

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PENGARUH PRICE DISCOUNT DAN STORE ATMOSPHERE TERHADAP EMOTIONAL SHOPPING DAN IMPULSE BUYING Wayan Aris Gumilang; I Ketut Nurcahya
E-Jurnal Manajemen Vol 5 No 3 (2016)
Publisher : Program Studi Manajemen Fakultas Ekonomi dan Bisnis Universitas Udayana

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Abstract

Tujuan penelitian ini adalah untuk mengetahui pengaruh Price Discount dan Store Atmosphere terhadap Emotional Shopping dan Impulse Buying di Matahari Department Store Cabang Denpasar. Penelitian ini berbentuk asosiatif dan dilakukan di Matahari Department Store Cabang Denpasar. Sampel dalam penelitian ini berjumlah 128 orang. Dilakukan dengan menggunakan Structural Equation Modeling (SEM) dengan program AMOS 16.00. Hasil penelitian menunjukkan bahwa seluruh hipotesis diterima. Emotional Shopping memiliki pengaruh secara langsung terhadap Impulse Buying sebesar 0,425, Price Discount memiliki pengaruh secara langsung terhadap Emotional Shopping sebesar 0,410, Store Atmosphere memiliki pengaruh secara langsung terhadap Emotional Shopping sebesar 0,482, Price Discount terhadap Impulse Buying sebesar 0,305, dan Store Atmosphere terhadap Impulse Buying 0,289. Penting bagi pihak Matahari untuk memastikan bahwa penerapan Price Discount dan Store Atmosphere telah dilakukan dengan baik dan tepat sehingga ke depannya dapat secara konsisten menciptakan Emotional Shopping dan dapat membuat konsumen melakukan pembelian impulsif ketika mengunjungi Matahari Department Store Cabang Denpasar.
PRIVATE BRAND: BRAND EQUITY MEMEDIASI STRATEGI PRIVATE BRAND DAN BRAND PERSONALITY DENGAN BRAND PREFERENCE Ni Kadek Dwi Suputri Duryana; I Ketut Nurcahya
E-Jurnal Manajemen Vol 6 No 1 (2017)
Publisher : Program Studi Manajemen Fakultas Ekonomi dan Bisnis Universitas Udayana

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Abstract

Produk private brand yang biasa ditemukan pada produk kebutuhan sehari-hari kini telah berkembang ke arah sektor fashion. Konsumen bebas memilih brand manapun yang ingin mereka gunakan, sehingga menimbulkan brand preference konsumen terhadap suatu brand. Penelitian ini memiliki tujuan untuk memahami hubungan antar variabel strategi private brand, brand personality, brand equity, dan brand preference, serta peran brand equity dalam memediasi hubungan antar variabel. Penelitian ini dilakukan di kota Denpasar dan Badung dengan 100 sampel konsumen pengguna produk private brand Nevada. Data diolah dengan teknik analisis Structural Equation Modeling. Hasil penelitian membuktikan bahwa strategi private brand secara positif dan signifikan memengaruhi brand preference sebesar 26.1% dan brand equity sebesar 29%. Brand personality secara positif dan signifikan memengaruhi brand preference sebesar 33.1% dan brand equity sebesar 63%. Brand equity memberikan pengaruh sebesar 9.7% terhadap hubungan tidak langsung antara strategi private brand dengan brand preference serta 21.1% terhadap hubungan brand personality dengan brand preference.
Pengaruh Corporate Social Responsibility terhadap Corporate Image dan Perilaku Word of Mouth Lily Sura Ningrum; I Ketut Nurcahya
E-Jurnal Manajemen Vol 3 No 3 (2014)
Publisher : Program Studi Manajemen Fakultas Ekonomi dan Bisnis Universitas Udayana

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Abstract

Business paradigm is changing. CEO was only oriented to the shareholder. Today, CEO must be oriented to the stakeholders too. Business people are having a good deal by doing the social responsibility or known as Corporate Social Responsibility (CSR). CSR is the effort that corporate did to decrease the negative impact and increase positive impact from their activity. The purpose is analyzing the influence of CSR to corporate image and WOM behavior and also to analyze the mediation of corporate image through CSR and WOM behavior. Using the structural equation modeling method, the result shows that CSR influenced to corporate image and WOM behavior whereas corporate image has the role of mediation. Keywords: corporate social responsibility, corporate image, WOM
PENGARUH CELEBRITY ENDORSER, BRAND IMAGE DAN KEPERCAYAAN TERHADAP KEPUTUSAN PEMBELIAN PRODUK PEMBERSIH WAJAH MEN’S BIORE Kadek Ayu Dwi Sudias Kumala Sukma; I Ketut Nurcahya; Alit Suryani
E-Jurnal Manajemen Vol 5 No 7 (2016)
Publisher : Program Studi Manajemen Fakultas Ekonomi dan Bisnis Universitas Udayana

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Abstract

The development of information technology which is increasingly sophisticated drives the customers to be able to absorb the information regarding a product or service more easily. Consumers are more selective in choosing the product to be used or consumed nowadays so that consumers will provide a positive response toward a product. The aim of this study is to find out how a celebrity endorser, brand image and trustworthiness affecting toward the decision to purchase the product of Men’s Biore facial cleanser. The research was conducted in Denpasar with data analysis technique of multiple linear regression by using the program of Statistical Package of Social Science (SPSS) version 17.0 for Windows. The determination of sample number was through non probability sampling technique particularly purposive sampling, of 135 respondents. The result of analysis proved that celebrity endorser, brand image and trustworthiness partially affected positively and significantly toward the decision to purchase the product of Men’s Biore facial cleanser in Denpasar city.
Co-Authors Alit Suryani Kadek Ayu Dwi Sudias Kumala Sukma Lily Sura Ningrum Ni Kadek Dwi Suputri Duryana Wayan Aris Gumilang