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PENGARUH LOKASI DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN (Studi Kasus Pada Konsumen KFC Dermaga Point Palembang) Puspitasari Puspitasari; Dian Eka; Welly Nailis
JEMBATAN Vol 15, No 1 (2018)
Publisher : Jurusan Manajemen Fakultas Ekonomi Universitas Sriwijaya

This study was conducted to determine and analyze the effect of Location (X1) and Brand Image (X2) on The Purchase Decision (Y) on the consumer KFC Pier Point Palembang. This study uses primary data obtained through questionnaires, samples taken by 100 respondents using method purposive sampling. The analysis technique used is multiple regression analysis, F test and T test results of research on the F test showed a significant value of 0.000, which means independent variables consisting of Location (X1) and Brand Image(X2) together (simultaneously) the positive effect and significant impact on Purchase Decision (Y) in purchase and consume products in KFC Pier Point Palembang. The study also showed partial that variable Location (X1) and Brand Image (X2) has positive and significant influence on the Purchase Decision (Y) in purchase and consume products in KFC Pier Point Palembang. Keywords : location and brand image, purchase decision

ANALIS PENERAPAN BLUE OCEANS STRATEGY PADA SERVICE MARKETING MIX TERHADAP KEPUTUSAN PENGGUNAAN JASA GOJEK Abdul Qadir; zakaria wahab; welly nailis
JEMBATAN Vol 14, No 1 (2017)
Publisher : Jurusan Manajemen Fakultas Ekonomi Universitas Sriwijaya

The main objective of this research was to determine the effect of service marketing mix to the decision to use services of go-jek. The sample used in this study were 120 respondents from consumer Go-jek. The sampling method used is purposive sampling due to the homogeneity of the consumer. The coefficient of determination show that 53.9% indicates the use of services affected by the decision variable service marketing mix (product, price, place, promotion, people, process,and physical evidence). Data analysis technique used is multiple regression analysis. Results of research showed that service marketing mix decisions affect the use of the service simultaneously. Partially, only the variable price, people, and physical evidence that has a significant influence on the decision to use services of Go-jek. Keyword : service marketing mix, promotion, decision to use services.

PENGARUH KEMASAN, LABEL HALAL, DAN PENGETAHUAN PRODUK TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN (Studi pada Konsumen Kosmetik Wardah di Kota Palembang) Rani Nur Khasanah; Zakaria Wahab; Welly Nailis
JEMBATAN Vol 11, No 2 (2014)
Publisher : Jurusan Manajemen Fakultas Ekonomi Universitas Sriwijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29259/jmbt.v11i2.3129

The purpose of this research is to find out how big the influence of Packaging (X1), Halal Label (X2), and Product Knowledge (X3) On The Purchasing Desicion (Y) and who is a variable that has a dominant influence on purchasing decisions between Packaging, Halal Label, And Product Knowledge (study at consumer of Wardah cosmetic in Palembang city). This research use primary data retreived directly from the respondent through the questionnaire. The number of samples as much as a hundred respondents, sampling technique used is purposive sampling. Analysis technique used in this research is multiple regression analysis, F test and t test. The result obtained show that the magnitude of the influence of variable Packaging (X1), Halal Label (X2), And Product Knowledge (X3) as simultan On The Purchasing Decision (Y) is 58,4 %. The variable that has a dominant influence of the Purchasing Decision is Product Knowledge variable with the value of coefficient of 0,781.Keywords : Packaging, Halal Label, Product Knowledge, Purchasing Decision.

Analisis Pengaruh Brand Image dan Brand Awareness terhadap Brand Equity Obat Herbal Ekstrak Kulit Manggis â€œMastinâ€ (Studi Kasus Masyarakat Kota Palembang) Dika Setiagraha; Zakaria Wahab; Welly Nailis
JEMBATAN Vol 12, No 2 (2015)
Publisher : Jurusan Manajemen Fakultas Ekonomi Universitas Sriwijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29259/jmbt.v12i2.3088

Penelitian ini bertujuan untuk mengetahui pengaruh brand image dan brand awareness terhadap brand equity obat herbal ekstrak kulit Manggis Mastin. Variabel yang digunakan dalam penelitian ini adalah variabel brand image (X1), brand awareness (X2), dan brand equity (Y1). Penelitian ini merupakan penelitian deskriptif kausal. Populasi penelitian ini adalah masyarakat kota Palembang yang pernah melihat iklan atau informasi lain yang terkait tentang merek Mastin dengan jumlah responden sebanyak 100 orang. Hasil analisis menunjukkan bahwa variabel brand image (X1) dan brand awareness (X2) secara simultan berpengaruh positif signifikan terhadap brand equity (Y1). Hasil uji t menunjukkan bahwa variabel brand image (X1) memiliki pengaruh positif signifikan terhadap brand equity (Y1), sedangkan variabel brand awareness (X2) tidak berpengaruh positif signifikan terhadap brand equity (Y1). Secara keseluruhan variabel brand image (X1) dan brand awareness (X2) memiliki pengaruh kontribusi sebesar 39,6% terhadap brand equity (Y1), sedangkan 61,4% lainnya dipengaruhi oleh variabel-variabel lain yang tidak diteliti dalam penelitian ini.Kata Kunci: Brand Image, Brand Awareness, Brand Equity

PENGARUH CITRA MEREK, HARGA DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE SAMSUNG (Studi Kasus Mahasiswa Universitas Sriwijaya Indralaya) Doni Defriansyah; Islahuddin Daud; Welly Nailis
JEMBATAN Vol 13, No 2 (2016)
Publisher : Jurusan Manajemen Fakultas Ekonomi Universitas Sriwijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29259/jmbt.v13i2.4023

This research aims to know the influence of brand, price, and quality of product toward buying decision Samsung smartphone partially and stimultanously. Independent variable in this research was brand (X1), price (X2), and quality of product (X3) and dependent variable was buying decision (Y). Technique for sampling in this research was Purposive Sampling. Questionnaire distributed to Sriwijaya University student in Indralaya about 100 respondent. Technique for analyzing the data in this research was using multiple linier regression, F test and t test. The result of this reseach showed that brand, price, and quality of product stimultanously has significant influence toward buying decision nevertheless, partially, only price which did not significantly influence the buying decision. Keywords: Brand, Price, Quality of Product, Buying decision

PENGARUH BRAND IMAGE DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK PIZZA HUT DI KOTA PALEMBANG Indra Kurniawan; Zakaria Wahab; Welly Nailis
JEMBATAN Vol 13, No 1 (2016)
Publisher : Jurusan Manajemen Fakultas Ekonomi Universitas Sriwijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29259/jmbt.v13i1.4019

Penelitian ini bertujuan untuk menganalisis pengaruh brand image dan kualitas produk secara parsial dan simultan terhadap keputusan pembelian (y) konsumen Pizza Hut di kota Palembang. Sampel dalam penelitian ini adalah 105 konsumen yang pernah melakukan pembelian produk Pizza Hut di kota Palembang minimal dalam satu tahun terakhir. Metode pengambilan sampel yang digunakan adalah metode purposive sampling. Metode analisis data yang digunakan adalah analisis regresi linier berganda dan uji asumsi klasik dengan bantuan program SPSS 16,0 for windows. Hasil penelitian menunjukkan bahwa secara simultan (uji F) keputusan pembelian dapat dipengaruhi oleh semua variabel independen dan secara parsial menunjukkan hanya variabel kualitas produk (ð‘¥2) yang berpengaruh terhadap keputusan pembelian(y) sedangkan variabel brand image(ð‘¥1) tidak berpengaruh. Variabel kualitas produk (ð‘¥2) memiliki tingkat signifikasi sebesar 0.000 sedangkan variabel brand image tidak memiliki pengaruh yang signifikasi terhadap keputusan pembelian (y) karena dilihat dari tingkat sig t yaitu 0.090 lebih besar dari 0.05. Dengan koefesien determinasi R Square (R2) sebesar 30,9% yang berarti variable keputusan pembelian (y) dapat dipengaruhi oleh kedua variabel independen sedangkan sisanya 69,1% dijelaskan oleh faktor-faktor lain yang tidak dijelaskan dalam penelitian ini. Pihak manajemen Pizza Hut disarankan untuk terus melakukan pembaruan kualitas citra perusahaan dan citra merek agar dapat membentuk persepsi yang positif dimata pelanggan, sehingga dapat membantu menjaga citra perusahaan dan mampu meningkatan penjualan. Kata Kunci : Brand image, Kualitas Produk dan Keputusan Pembelian

ANALISIS FAKTOR YANG MENENTUKAN MINAT BELI KONSUMEN TERHADAP E-COMMERCE FASHION DI KOTA PALEMBANG prili sinta prastiwi; zakaria wahab; welly nailis
JEMBATAN Vol 14, No 2 (2017)
Publisher : Jurusan Manajemen Fakultas Ekonomi Universitas Sriwijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29259/jmbt.v14i2.5294

This research aim to know the factor analysis of the factors wich determine the consumer buying towards the e-commerce fashion. The attributes in this research were the quality of statisfied products (X1.01), the variety types of products (X1.02), having good brand image (X1.03), the products customized with the lates model (X1.04), the product display looks interesting on the websites (X1.05), the product description is obvisious and convincing (X1.06), the products can be orderer easily (X1.07), the costs is same as in departement store (X1.08), affordable by the consumers (X1.09), there is discount or free shiping (X1.10), easy acces of the website (X1.11), easy acces of the reservation items (X1.12), an extensive distribution network of e-commerce fashion (X1.13), a good website display (X1.14), easy verification of payments (X1.15), interesting brand ambassador (X1.16), interesting advertisment (X1.17), the promotion is often aired in the printed and electronic media (X1.18), the promotion of free shipping the items (X1.19), there are many monthly and special promotions (X1.20). The thecniques analysis that was used in this research was factor analysis, the result of the analysis done into 20 attributes showed that there were four variables including; quality, accessibility and service (X1), brand and product display (X2), promotion (X3), prices and discount (X.4). Keyword: Buying interest, E-commerce fashion, Factor analysis

PENGARUH KEPERCAYAAN, KEMUDAHAN, DAN KUALITAS INFORMASI TERHADAP KEPUTUSAN PEMBELIAN DI TOKO ONLINE LAZADA Agustinus Mulyadi; Dian Eka; welly nailis
JEMBATAN Vol 15, No 2 (2018)
Publisher : Jurusan Manajemen Fakultas Ekonomi Universitas Sriwijaya

Penelitian ini bertujuan untuk mengetahui pengaruh kepercayaan, kemudahaan, dan kualitas informasi terhadap keputusan pembelian di toko online Lazada. Populasi pada penelitian ini adalah seluruh mahasiswa Universitas Sriwijaya yang pernah membeli produk melalui toko online Lazada. Teknik pengambilan sampel menggunakan purposive sampling dengan jumlah sampel sebanyak 100 orang. Teknik analisis data yang digunakan adalah Regresi Linear Berganda. Hasil penelitian ini yaitu secara simultan menunjukkan bahwa variabel kepercayaan, kemudahan, dan kualitas informasi berpenaruh signifikan terhadap keputusan pembelian di toko online Lazada. Variabel yang berpengaruh dominan adalah variabel kualitas informasi. Kata kunci : kepercayaan, kemudahan, kualitas informasi, keputusan pembelian

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