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All Journal Jurnal Manajemen dan Bisnis Sriwijaya Journal of Management and Business Review Fair Value: Jurnal Ilmiah Akuntansi dan Keuangan Jurnal Scientia Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences
Muchsin Saggaf Shihab
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Religion Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Mathematics Social Sciences

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The Influence of Brand Positioning and Integrated Marketing Communication on Brand Equity and The Students’ Decisions in Choosing of Palembang Tourism Polytechnic Febriyeni Febriyeni; Zakaria Wahab; Muchsin Saggaf Shihab
JURNAL MANAJEMEN DAN BISNIS SRIWIJAYA Vol 17, No 3 (2019): 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.v17i3.11900

Abstract

Tujuan penelitian – Penelitian ini bertujuan untuk mengetahui pengaruh posisi merek dan integrated marketing communication terhadap keputusan memilih mahasiswa Politeknik Pariwisata Palembang baik secara langsung maupun dimediasi oleh brand equity. Desain/Metodologi/Pendekatan – Penelitian ini dilakukan di Politeknik Pariwisata Palembang. Populasi penelitian merupakan seluruh mahasiswa Politeknik Pariwisata Palembang berjumlah 858 mahasiswa. Sampel penelitian sebanyak 205 mahasiswa dari karakteristik responden laki - laki dan perempuan, program studi pengelola konvensi dan acara, seni kuliner, tata hidang, divisi kamar dan karakteristik semester 1-2, 3-4 dan 5-6. Temuan – Hasil penelitian ini menunjukkan bahwa brand positioning memiliki pengaruh positif terhadap brand equity. Integrated Marketing Communication berpengaruh positif terhadap brand equity. Keterbatasan penelitian – Penelitian ini hanya menggunakan variabel brand positioning, integrated marketing communication, dan brand equity. Penelitian selanjutnya disarankan untuk menambah variabel baru misalnya perilaku mahasiswa yang dipengaruhi oleh factor budaya, sosial dan pribadi. Originality/value – Penelitian ini fokus pada peningkatan nilai brand equity Politeknik Pariwisata Palembang yaitu situs Web dan media sosial yang sudah terbentuk. Keywords: Brand positioning, integrated marketing communication, brand equity, the students decision making. 
ANALISIS BRAND EQUITY DAN KEPUTUSAN PEMBELIAN (STUDI PADA PEGADAIAN SYARIAH DI KOTA PALEMBANG) Nedi Yansah; Zakaria Wahab; Muchsin Saggaf Shihab
Journal of Management and Business Review Vol 15, No 1 (2018)
Publisher : Research Center and Case Clearing House PPM School of Management

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34149/jmbr.v15i1.113

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh brand positioning dan sales promotion terhadap brand equity dan keputusan pembelian konsumen. Ada pun yang menjadi studi kasus penelitian ini adalah Pegadaian Syariah di Kota Palembang. Data penelitian ini terdiri dari data primer dan data sekunder. Data primer diperoleh dengan menggunakan kuesioner, yang dibagikan pada responden menggunakan teknik convenience sampling. Sampel penelitian ini berjumlah 100 responden. Data sekunder diperoleh dari berbagai sumber seperti jurnal, buku dan publikasi terkait lainnya. Teknik analisis pada penelitian mengunakan teknik Structural Equation Modeling (SEM). Hasilnya menunjukkan bahwa brand positioning memiliki pengaruh positif dan signifikan terhadap brand equity; sebaliknya sales promotion memililki pengaruh negatif. Selanjutnya, ditemukan bahwa brand positioning tidak berpengaruh pada keputusan pembelian, sales promotion memiliki dampak negatif dan signifikan terhadap keputusan pembelian. Brand equity tidak berpengaruh terhadap keputusan pembelian. Disarankan agar perusahaan lebih memperhatikan pembentukan brand positioning dengan menerapkan standarisasi pelayanan, terutama yang berkaitan dengan kecepatan, kenyamanan, dan fleksibilitas pelayanan. Perusahaan juga harus meningkatkan kompetensi karyawan dasi sisi pemahaman syariah. Sebaliknya, dalam hal kegiatan promosi penjualan perusahaan harus melakukan evaluasi yang mendalam, dikarenakan kegiatan promosi penjualan yang dilaksanakan selama ini terbukti kurang efektif mendorong keputusan pembelian.
Factors that Mediate the Effect of Eco-Label on Green Purchase Behavior Generation Z of Green Cement Products in Indonesia Putri Rahmi Mardius; Sulastri Sulastri; Muchsin Saggaf Shihab
Budapest International Research and Critics Institute-Journal (BIRCI-Journal) Vol 6, No 1 (2023): Budapest International Research and Critics Institute February
Publisher : Budapest International Research and Critics University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33258/birci.v6i1.7495

Abstract

First, this study aims to see Green Purchase Behavior of Gen-Z in Indonesia towards green cement. Second, the study measures the indirect effect of  Eco-Label variable on the Green Purchase Behavior of Gen Z in Indonesia.Third this study measures the direct effect of the Perceived Customer Effectiveness (PCE), Product Attribute (PA), and Environmental Concern (EC) variables on the Green Purchase Behavior of Gen-Z in Indonesia.Fourth this study  also measure the ability of the PCE, Product Attribute, and Environmental Concern variables to mediate the Eco-label variable on Green Purchase Behavior.This study used an online questionnaire to conduct an empirical study by collecting and analyzing 411 samples using structural equation modeling (SEM).The findings in this study show that Eco-label has an indirect influence on Green Purchase Behavior Gen-Z in Indonesia, Eco-label also has a positive and significant influence on Environmental Concern (EC), Product Attribute (PA), and Perceived Customer Effectiveness (PCE) variables. These three variables are also able to significantly mediate the Eco label variable on Gen-Z’s Green Purchase Behavior (GPB) in Indonesia. The results of this study are expected to be able toserve as a guide for viewing dimensions” of the existing factors that most influence green purchasing behavior in generation Z”so as to increase sales of green products. The results of this study can also be used by policy makers in the field of marketing strategies for environmentally green products towards increasing the use of Eco-labels on their products and selecting suitable approaches to target Gen-Z in Indonesia through product attributes, environmental concerns, and Perceived Customer Effectiveness (PCE). What is new from this research in the observation of the Green Purchase Behavior of Gen Z in Indonesia, and also of green cement products as objects in this study.
Pengaruh kualitas pelayanan elektronik dan kepuasan terhadap kepercayaan konsumen serta dampaknya terhadap loyalitas konsumen Siti Marwanah; Muchsin Saggaf Shihab
Fair Value: Jurnal Ilmiah Akuntansi dan Keuangan Vol. 4 No. 7 (2022): Fair Value: Jurnal Ilmiah Akuntansi dan Keuangan
Publisher : Departement Of Accounting, Indonesian Cooperative Institute, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (634.049 KB) | DOI: 10.32670/fairvalue.v4i7.1274

Abstract

The development of banking digitalization continues and has a significant impact on the market, plus the pandemic situation that has changed people's consumption and daily lifestyles. In addition, the use of smartphones as a daily necessity has changed the perspective of seeing the banking industry, which is a provider of financial services that collect public funds. The factors of service quality and Trust are also determinants of customer loyalty. This study aimed to determine the effect of E-Servqual and Satisfactions on Trust and their impact on Loyalty. This research is causal, and the research instrument is a questionnaire with a purposive sampling technique with 165 respondents. This research method uses path analysis with SPSS tools. The results showed a positive relationship between E-Servqual on the formation of Trust, the effect of Satisfaction on the formation of Trust, the influence of Satisfaction on the formation of Loyalty, the influence of Trust on the formation of Loyalty. Another finding is that E-Servqual does not affect the formation of Loyalty. Therefore, the Trust acts as a mediator or intermediary that can form a Loyalty if it already exists. If there is no Trust, then there will be no Loyalty, even though the quality of service is good and Satisfaction already exists in the users, but without Trust, Loyalty will not be created.
The Influence Of Customer Trust On Customer Satisfaction Through Word Of Mouth At PT Asoka Perkasa Kemala Cipta Fitri Karnila; Muchsin Saggaf Shihab
Jurnal Scientia Vol. 13 No. 03 (2024): Education and Sosial science, June - August 2024
Publisher : Sean Institute

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Abstract

The increasingly rapid development of business strategies using marketing communications in this era of globalization has led companies to carry out direct marketing using Outdoor Media Advertising services. PT Asoka Perkasa Kemala Cipta is a company operating in the field of outdoor media advertising services which is required to face quite tight competition with other similar companies. This research aims to determine the effect of customer trust on customer satisfaction through word of mouth at PT Asoka Perkasa Kemala Cipta. This type of research is quantitative research. The data presented in this research was obtained through a questionnaire distributed to 100 respondents. Statistical analysis uses the Smart-PLS method to test models and hypotheses. The results of this research show that customer trust has a positive and significant effect on customer satisfaction. Customer trust has a positive and significant effect on word of mouth. Customer satisfaction has a positive and significant effect on word of mouth.
The Influence Of Green Marketing Mix On The Decision To Purchase Cosmetic Products The Body Shop In Jakarta Lucky Dhananjaya; Muchsin Saggaf Shihab
Jurnal Scientia Vol. 13 No. 03 (2024): Education and Sosial science, June - August 2024
Publisher : Sean Institute

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Abstract

Consumer purchasing decisions are important for companies. For this reason, it is important to carry out an analysis of the factors that influence consumer purchasing decisions on The Body Shop products. The aim of this research is to analyze the influence of the green marketing mix consisting of environmentally friendly products, prices, environmentally friendly distribution channels and environmentally friendly promotions on purchasing decisions. The research method used was a quantitative method with sampling using simple random sampling with a sample of 250 respondents, then the data was analyzed using SEM-PLS analysis. Based on the results and discussion, it can be concluded: (1) The Influence of Green Products on Purchasing Decisions. There is a significant positive influence between green products on purchasing decisions. (2) The Effect of Green Prices on Purchasing Decisions. There is a significant positive influence between green prices on purchasing decisions. (3) The Influence of Green Place on Purchasing Decisions. There is a significant positive influence between green place on purchasing decisions. (4) The Effect of Green Promotion on Purchasing Decisions. There is a significant positive influence between green promotion on purchasing decisions.
Co-Authors Febriyeni Febriyeni Fitri Karnila Lucky Dhananjaya Nedi Yansah Putri Rahmi Mardius Siti Marwanah Sulastri Sulastri Zakaria Wahab