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A NAZARUDDIN .
FAKULTAS EKONOMI JURUSAN MANAJEMEN UNIVERSITAS SRIWIJAYA
Decision Sciences, Operations Research & Management

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ANALISIS SIKAP KONSUMEN TERHADAP MOTOR MATIK DI KOTA PALEMBANG A NAZARUDDIN .; M EKO FITRIANTO
JURNAL MANAJEMEN DAN BISNIS SRIWIJAYA Vol 12, No 2 (2014): Jurnal Manajemen dan Bisnis Sriwijaya
Publisher : Program Studi Magister Manajemen FE Unsri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29259/jmbs.v12i2.3211

Abstract

This study attempts to examine how consumer attitudes toward automatic motorcycle. In conducting the study, researchers used a descriptive conclusive research in a single cross-sectional shape. Conclusive research is used to test specific hypotheses and test the connection. The sample used is the general public who were in the city of Palembang as many as 100 respondents using convenience sampling method. The analysis used in this study is the analysis of the theory of Fishbein-Ajzen attitude. In this analysis will be seen how the trend of consumer attitudes are positive or negative affect marketing mix variables automatic motorcycle. Results of the study showed consumer attitudes toward automatic motor generally neutral (7 variables) and positive in 3 variables, namely: Motor matic easy to use (3453), Motor matic comfortable ride (3384) and Motor matic cool design (3076)
ANALISA PENGARUH BRAND EQUITY TERHADAP KEPUTUSAN PELANGGAN MEMBELI SEMEN PT. SEMEN BATURAJA PADA MASYARAKAT PALEMBANG A NAZARUDDIN .; M FIKRI RIDHA PUTRA
JURNAL MANAJEMEN DAN BISNIS SRIWIJAYA Vol 11, No 2 (2013): JURNAL MANAJEMEN DAN BISNIS SRIWIJAYA
Publisher : Program Studi Magister Manajemen FE Unsri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29259/jmbs.v11i2.3206

Abstract

This research aims at knowing the effects of the elements of brand equity, which consists of brand awareness, perceived quality and brand loyalty on the costumers’ decision to buy the product of Semen Baturaja. This research is based on the condition where the need for cement increasing that has made high competition among firms in the industry. Of the total cement industry, PT Semen Baturaja has a low market share which accounts for only 2,2 percent. However, Semen Baturaja has become a market leader in South Sumatera, especially in Palembang city. Theoretically, the condition can be induced by strong brand equity of the firm’s product.This research is based on multiple linear regression analysis by using SPSS 16.0 program. The regression analysis has resulted in an estimate of the decision function, Y = 3.001 + 0.402X1 + 0.439X3. The result shows that the variable brand awareness (X1) and brand loyalty (X3) have significant positive effect on the consumers’ decision. The variable brand loyalty has more dominant effect than brand awareness on the buying decision for Semen Baturaja with coefficient of 0.439. Based on the result of t-test, both brand awareness and brand loyalty have significant effect, but the variable perceived quality has no significant effect on the costumers’decision. Coefficient Adjusted R2 of 0.596 shows that the independen variables influence the costumers’ buying decision by 59.6%, while the rest is influenced by other variables beyond this research
ANALISA PENGARUH EKUITAS MEREK TERHADAP KEPUTUSAN PELANGGAN MEMBELI KARTU AS TELKOMSEL DI PALEMBANG KHOLID .; A NAZARUDDIN .
JURNAL MANAJEMEN DAN BISNIS SRIWIJAYA Vol 11, No 1 (2013): Jurnal Manajemen dan Bisnis Sriwijaya
Publisher : Program Studi Magister Manajemen FE Unsri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29259/jmbs.v11i1.3186

Abstract

Penelitian ini  dilakukan dengan tujuan untuk  mengetahui seberapa besar pengaruh brand equity Kartu AS terhadap keputusan pembelian dan  mengetahui faktor apa yang paling berpengaruhi dari dimensi brand equity Kartu AS terhadap keputusan pembelian. Penelitian ini bersifat deskritif  menjelaskan pengaruh sebab akibat varibel independen dan variabel dependen. Hasil penelitian menunjukkan bahwa dari sampel sebanyak 100 responden yang membeli dan menggunakan Kartu AS maka dari empat variabel yang diujikan yaitu brand awareness, brand association, perceived quality, dan brand loyalty, hanya satu variabel yang tidak mempunyai pengaruh terhadap keputusan pembelian yaitu perceived quality. Sedangkan dimensi yang paling berpengaruh adalah asosiasi merek ( brand association).
Co-Authors KHOLID . M EKO FITRIANTO M FIKRI RIDHA PUTRA