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PERILAKU MASYARAKAT DALAM MENGGUNAKAN JASA OJEK ONLINE DI INDONESIA [SOCIETY BEHAVIOR IN USING ONLINE OJEK SERVICES IN INDONESIA] Bernadine Lorena Yanwar; Effed Darta Hadi; Sularsih Anggarawati
DeReMa (Development Research of Management): Jurnal Manajemen Vol 16, No 1 (2021): May
Publisher : Universitas Pelita Harapan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.19166/derema.v16i1.2747

Abstract

There have been studies on the effects of some elements on customer satisfaction and loyalty; however, there is a scarcity of studies that investigate the combined effects of the former variables on the latter variables. Therefore, this study aimed to investigate the effect of service quality, trust, and risk perception on satisfaction; the effect of service quality, trust in risk perception, and satisfaction on customer loyalty; and the effect of satisfaction in  mediating the effect of service quality, trust, and risk perception on satisfaction. The design was a descriptive research. The respondents consisted of 382 Grab users, selected through purposive sampling. The instrument was a questionnaire, distributed online. In data analysis, LISREL 8.7 program was used. The results were as follows. Service quality did not affect satisfaction; both service quality and trust did not affect loyalty; satisfaction did not mediate the effect of service quality on loyalty. However, trust, and risk perception affected satisfaction; risk perception and satisfaction affected loyalty; satisfaction mediated the effects of both perceived risk and trust on loyalty. The implication is that the Grab management needs to guide its aspiring drivers to give their best services to the customers.Abstrak dalam Bahasa Indonesia Ada berbagai penelitian tentang pengaruh beberapa elemen pada kepuasan dan loyalitas pelanggan; namun, masih ada kelangkaan penelitian atas efek gabungan dari variabel-variabel sebelumnya pada variabel terakhir. Jadi, penelitian ini bertujuan mengetahui pengaruh kualitas layanan, kepercayaan, dan persepsi risiko terhadap kepuasan; pengaruh kualitas layanan, kepercayaan pada persepsi risiko, dan kepuasan terhadap loyalitas pelanggan; serta pengaruh kepuasan dalam memediasi pengaruh kualitas layanan, kepercayaan, dan persepsi risiko terhadap kepuasan. Desain penelitian adalah penelitian deskriptif. Responden terdiri dari 382 pengguna Grab, yang dipilih melalui purposive sampling. Instrumen berupa kuesioner yang dibagikan secara online. Dalam analisis data, digunakan program LISREL 8.7. Hasil penelitian sebagai berikut. Kualitas layanan tidak mempengaruhi kepuasan; kualitas layanan dan kepercayaan tidak mempengaruhi loyalitas; kepuasan tidak memediasi pengaruh kualitas layanan terhadap loyalitas. Namun, kepercayaan, dan persepsi risiko mempengaruhi kepuasan; persepsi risiko dan kepuasan mempengaruhi loyalitas; kepuasan memediasi efek dari persepsi risiko dan kepercayaan pada loyalitas. Implikasinya, manajemen Grab perlu membimbing para calon pengemudi untuk memberikan layanan terbaik kepada para pelanggan.
PELUANG PENGEMBANGAN ECOPRENEURSHIP MENGGUNAKAN PERSPEKTIF KREATIFITAS LAYANAN Muhammad Yasser Iqbal Daulay; Fachri Eka Saputra; Sularsih Anggarawati
Management Insight: Jurnal Ilmiah Manajemen Vol 15, No 1 (2020): Managament Insight: Jurnal Ilmiah Manajemen
Publisher : Unib Press Universitas Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (138.637 KB) | DOI: 10.33369/insight.15.1.108-119

Abstract

Ecotourism offers a different form of travel than mass tourism. Ecotourism also provides a learning process to protect and care for nature, and improve the welfare of local communities around or within the ecotourism destination. This study was conducted to find the right approach to developing ecotourism. The main focus is given to the potential of regional ecotourism, including human, cultural, and supporting resources. Research is also conducted to determine the perspective of tourists because meeting their needs cannot be sustainably separated from business goals. This study uses data sources grouped into two, namely primary and secondary data. Primary data obtained through several instruments such as surveys, interviews, and observations.Keywords: Social innovation, ecological tourism, entrepreneurial innovation, 
PENGARUH EXPERIENTIAL MARKETING TERHADAP LOYALITAS KONSUMEN RESTORAN ORIENTAL DI BENGKULU Yayuk Winarsih; Sularsih Anggarawati
Management Insight: Jurnal Ilmiah Manajemen Vol 12, No 1 (2017): Managament Insight: Jurnal Ilmiah Manajemen
Publisher : Unib Press Universitas Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33369/insight.12.1.113-123

Abstract

This research is conducted to analyze the influence of experiential marketing to customer loyalty at sumpit mas restaurant in Bengkulu. The population of the research is the customer of sumpit mas restaurant. The amount of samples are selected 150 costumers by using accidental sampling. The research consists of a dependent variable that is customer loyalty and five independent variables which are dimension of experiential marketing : sense, feel, think, act and relate. Data analysis was carried out quantitatively, using multiple regression analysis with previously tested for validity and reliability. The result showed that sense,feel,think,act and relate towards of the customer loyalty respectively. The result of this research convey that all of the independent variables simultaneously affect the customer loyalty positif and significantly. Partially test proved that all variables affect positif and significant to costumer loyalty where sense variable has affected most significantly. Therefore sumpit mas restaurant should be pay attetion seriously to increase all independent variables to enhance the customer loyalty such as to give cheff sharingpayment system, set the time standar in order taking, serve customer more friendly, hold costumer gathering event at sumpit mas. Management of the companies should improve experiental marketing so in the future customer loyalty more improve and better.
INOVASI LAYANAN SEBAGAI VARIABEL PEMEDIASI HUBUNGAN ANTARA BUDAYA LAYANAN DAN KINERJA ORGANISASI Sularsih Anggarawati; Fachri Saputra
The Manager Review Vol. 1 No. 2 (2019)
Publisher : UNIB Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33369/tmr.v1i2.9327

Abstract

Nowadays, public sector organizations have been exposed with tremendous pressure toadapt to significant change from the external environment (Valle, 1999). The dynamismof public service needs that are getting better is a demand and necessity at this time,because of technological developments, consumer preferences, fast service, transparentand simple bureaucratic systems, and good service governance are demands for thepublic as end consumers. Problems related to the complicated bureaucracy in publicsector organizations will be overcome if the organization has a good service culture.The attitude and behavior of employees is a reflection of the service culture instilled bythe organization. A good service culture will support service innovation by employeeswhich in turn impacts on organizational performance. Therefore, service culture isbelieved to have a significant effect on shaping employee service performance inIndonesian public agencies.This study is a quantitative descriptive study that aims to confirm the relationshipbetween variables in empirical research for the reliability testing of a theory. This studywill only be conducted at one specific time which will show a phenomenon to answer theresearch questions to be studied, so that it uses a cross sectional research design.Respondent samples used in this study were 250 respondents. To answer the researchobjectives, researchers used Structural Equation Modeling as a data analysis tool. Dataanalysis was performed using PLS Graph 3.0. The results of the study found that one ofthe three hypotheses proposed proved significant in this study. The hypothesis thatproved significant was the effect of service innovation on organizational performance,while the influence of service culture on service innovation and organizationalperformance was not proven in this study.
Analisis Pengaruh Citra Merek Dan Kualitas Produk Terhadap Loyalitas Konsumen Melalui ¬_Kepuasan Konsumen Produk Kopi Kapal Api Mustika Hidayat; Effed Darta Hadi; Sularsih Anggarawati
The Manager Review Vol. 4 No. 1 (2022)
Publisher : UNIB Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33369/tmr.v4i1.25827

Abstract

Abstract the current study aimed to examine the effect of brand image and product quality to consumer loyalty through consumer satisfaction of kapal api product. A quantitative approach and a survey method were employed to collect data. consumer who were use Kapal Api product for the sample for this study. Using online survey questionnaire. data were gathered from 185 consumer. Hierarchical multiple regression analysis was employed to test the hypotheses formed. The results statistically showed that: (1) Brand image has a positive and significant effect on consumer satisfaction for Kapal Api products in Bengkulu City. This means that if the brand image of the product perceived by consumers is higher, then consumer satisfaction will also be higher.then nurses’ performances will also be higher; (2) Product quality has a positive and significant effect on consumer satisfaction for Kapal Api products in Bengkulu City. This means that if the quality of the product perceived by consumers is higher, then customer satisfaction will also be higher; (3) Brand image has a positive and significant effect on consumer loyalty for Kapal Api products in Bengkulu City. This means that if the brand image of the product perceived by consumers is higher, then consumer loyalty will also be higher; (4) Product quality has a positive and significant effect on consumer loyalty for Kapal Api products in Bengkulu City. This means that if the quality of the product perceived by consumers is higher, then consumer loyalty will also be higher; 5) Consumer satisfaction has a positive and significant effect on consumer loyalty for Kapal Api products in Bengkulu City. This means that if consumer satisfaction is higher, then consumer loyalty will also be higher; 6) Consumer satisfaction has a mediating role on the influence of brand image on consumer loyalty of Kapal Api products in Bengkulu City. This means that if the brand image is getting higher and providing satisfaction for consumers, then consumer loyalty will also be getting higher; and 7) Consumer satisfaction has a mediating role on the effect of product quality on consumer loyalty for Kapal Api products in Bengkulu City. This means that if the product quality is getting higher and providing satisfaction for consumers, then consumer loyalty will also be getting higher. Keyword: brand image, product quality, consumer loyalty, satisfaction, Kapal Api. Abstrak penelitian ini bertujuan untuk menguji pengaruh citra merek dan kualitas produk terhadap loyalitas konsumen melalui kepuasan konsumen produk kapal api. Pendekatan kuantitatif dan metode survei digunakan untuk mengumpulkan data. konsumen yang menggunakan produk Kapal Api sebagai sampel penelitian ini. Menggunakan kuesioner survei online. data dikumpulkan dari 185 konsumen. Analisis regresi berganda hierarki digunakan untuk menguji hipotesis yang terbentuk. Hasil penelitian secara statistik menunjukkan bahwa: (1) Citra merek berpengaruh positif dan signifikan terhadap kepuasan konsumen produk Kapal Api di Kota Bengkulu. Artinya semakin tinggi citra merek produk yang dirasakan konsumen maka kepuasan konsumen juga akan semakin tinggi, maka kinerja perawat juga akan semakin tinggi; (2) Kualitas produk berpengaruh positif dan signifikan terhadap kepuasan konsumen produk Kapal Api di Kota Bengkulu. Artinya jika kualitas produk yang dirasakan konsumen semakin tinggi, maka kepuasan konsumen juga akan semakin tinggi; (3) Citra merek berpengaruh positif dan signifikan terhadap loyalitas konsumen produk Kapal Api di Kota Bengkulu. Artinya jika citra merek produk yang dirasakan konsumen semakin tinggi, maka loyalitas konsumen juga akan semakin tinggi; (4) Kualitas produk berpengaruh positif dan signifikan terhadap loyalitas konsumen produk Kapal Api di Kota Bengkulu. Artinya jika kualitas produk yang dirasakan konsumen semakin tinggi, maka loyalitas konsumen juga akan semakin tinggi; 5) Kepuasan konsumen berpengaruh positif dan signifikan terhadap loyalitas konsumen produk Kapal Api di Kota Bengkulu. Artinya jika kepuasan konsumen semakin tinggi, maka loyalitas konsumen juga akan semakin tinggi; 6) Kepuasan konsumen memiliki peran mediasi terhadap pengaruh citra merek terhadap loyalitas konsumen produk Kapal Api di Kota Bengkulu. Artinya jika citra merek semakin tinggi dan memberikan kepuasan bagi konsumen, maka loyalitas konsumen juga akan semakin tinggi; dan 7) Kepuasan konsumen memiliki peran mediasi terhadap pengaruh kualitas produk terhadap loyalitas konsumen produk Kapal Api di Kota Bengkulu. Artinya jika kualitas produk semakin tinggi dan memberikan kepuasan bagi konsumen, maka loyalitas konsumen juga akan semakin tinggi. Kata kunci: citra merek, kualitas produk, loyalitas konsumen, kepuasan, Kapal Api.
Pengaruh Country Of Origin Image, Product Quality, Brand Familiarity Terhadap Consumer Purchase Intention Pada Produk Televisi Sharp Wulan Aka Yuana; Muhartini Salim; Sularsih Anggarawati
Student Journal of Business and Management Vol. 4 No. 1 (2021)
Publisher : Universitas Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33369/sjbm.4.1.181-217

Abstract

The purpose of this study is to determine the influence of country of origin, product quality, brand familiarity of consumer purchase intention Sharp television. The type of research used is quantitative research.  This study is with primary data. Samples in this study as many 150 respondents who are taken from interested and attention communities will make a purchase intention of Sharp television. The sampling technique using snowball sampling methods of collecting data with online questionnaires. Data analysis  using multiple linear regression analysis. The result of this study indicate that the variable of origin country significant 0.000 then effects consumer purchase intention. Product quality value significant level 0,006 then effects consumer purchase intention and brand familiarity value of 0,000 significant level effect consumer purchase intention. This means that the higher purchase intention, the higher country of origin image, product quality and brand familiarity. Therefore, country of origin image, product quality, and brand familiarity have relationship to strengthen the level of purchase intention. the implications of this study will help companies improve purchase intention in sharp television by optimizing country of origin image, product quality, and brand familiarity.
Praktik Green Human Resource Management Pada Pt Bank Bengkulu Edyar Prasaputra Utama; Meiliani; Sularsih Anggarawati
Student Journal of Business and Management Vol. 5 No. 3 (2022)
Publisher : Universitas Bengkulu

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Abstract

Abstract : The sustainability of the company has become one of the issues in the world of work, and every company is now focusing on environmental issues to the competitiveness and success of company. Human resources are at the forefront of realizing successful environmental management. The purpose of the study was to determine the practices of GHRM, and to identify and analyse the extent to which the practice of green human resource management at PT Bank Bengkulu. The research employed a descriptive quantitative approach. the population in this study were all employees of PT Bank Bengkulu, while the sample used was 95 employees of Bank Bengkulu. Data collection using surveys were distributed online via a google form link. Green Human Resource Management (GHRM) refers to the positive environmental outcomes as the consequences of the human beings’ activities. It categorises into; (1) developing the ability of environmentally friendly employees, (2) motivating environmentally friendly employees, and (3) providing green opportunities. The collected data were analysed using descriptive analysis. The results found that, on overall, the practice of GHRM respected management at PT Bank Bengkulu was very low. Dimension green recruitment, it was found that Bengkulu Bank has not actively implemented a recruitment system by including elements of caring for the environment, the recruitment system carried out by Bank Bengkulu so far is only limited to meeting the human resource needs required by the Bank. For specific criteria, it is only based on the results of the test scores given to prospective employees. Second, the green training at Bank Bengkulu obtained a very low assessment, there was no form of training that included environmental elements, the form of training only focused on employee understanding of the jobdesk to be carried out. Third, on the green performance management at Bank Bengkulu also obtained a very low rating, employee performance appraisal does not include environmental elements, employees are only assessed through the performance produced, for example the target is achieved or the job desk understanding of each employee. This study also found that green involvement in Bengkulu Bank with very low scores, in which employees are not involved in caring for the environment, Bengkulu Bank does not provide company awareness to protect the environment that led to the flow of communication. Further, there was no special action from the leadership that regulated regulations to direct all employees to be concerned about environmental issues. Finally green rewards were also found to be very low, employees did not see or feel rewards for their behavior that cared about the environment, there were no forms of financial or non-financial rewards for behavior, then the company did not communicate that the company would give rewards to employees who have environmentally friendly behavior. This study also found that no form of incentive would be given to employees who behaved in an environmentally friendly manner. Keyword: Green Human Resource Management, Green Recruitment, Green Training, Green Performance Management, Green Involvement, Green Reward. Abstrak : Keberlanjutan perusahaan menjadi salah satu isu di seluruh dunia kerja, dan setiap perusahaan sekarang fokus pada masalah lingkungan terhadap daya saing dan keberhasilan perusahaan. Sumber daya manusia (SDM) merupakan garda terdepan dalam mewujudkan pengelolaan lingkungan yang sukses. Tujuan penelitian ini adalah untuk mengetahui praktik Green Human Resource Management pada PT Bank Bengkulu dan mengidentifikasi sekaligus menganalisis sejauh mana praktik green human resource management di PT Bank Bengkulu. Penelitian ini dilakukan dengan pendekatan kuantitatif, populasi dalam penelitian ini adalah seluruh karyawan PT Bank Bengkulu, sedangkan sampel yang digunakan adalah 95 karyawan Bank Bengkulu. Pengumpulan data menggunakan survei yang didistribusikan secara online melalui link google form. Data yang terkumpul dianalisis menggunakan analisis deskriptif. Green Human Resource Management merupakan kegiatan pengelolaan sumber daya manusia dalam suatu perusahaan yang memiliki hasil lingkungan yang positif. Praktik GHRM dalam riset ini dikategorikan menjadi tiga aktivitas utama, yaitu: (1) Mengembangkan kemampuan karyawan ramah lingkungan, (2) Memotivasi karyawan ramah lingkungan, dan (3) Memberikan peluang hijau. Hasil penelitian ini menemukan bahwa, secara keseluruhan praktik green human resource management pada PT Bank Bengkulu sangat rendah. Pertama pada dimensi green recruitment ditemukan bahwa Bank Bengkulu belum secara aktif menerapkan sistem recruitment dengan memasukkan unsur peduli terhadap lingkungan, sistem recruitment yang dilakukan oleh Bank Bengkulu sejauh ini hanya sebatas, pada pemenuhan kebutuhan sumber daya manusia yang diperlukan oleh Bank. Untuk keriteria secara khusus hanya berpatokan pada hasil nilai tes yang diberikan kepada calon karyawan. Kedua pada dimensi green training pada Bank Bengkulu diperoleh penilaian sangat rendah, tidak ada bentuk training yang memasukkan unsur lingkungan, bentuk training hanya berfokus pada pemahaman karaywan terhadap jobdesk yang akan dilakukan. Ketiga, pada dimensi green performance management pada Bank Bengkulu juga diperoleh penilaian sangat rendah, penilaian kinerja karyawan tidak memasukkan unsur lingkungan, karyawan hanya dinilai melalui kinerja yang dihasilkan misalnya target tercapai ataupun pemahanan jobdesk dari masing-masing karyawan. Penelitian ini juga menemukan bahwa green involvement pada Bank Bengkulu dengan perolah nilai sangat rendah, karyawan tidak dilibatkan untuk berperilaku peduli terhadap lingkungan, Bank Bengkulu tidak memberikan kesadaran perusahaan untuk menjaga lingkungan, yang ini juga akan mengarah pada aliran komunikasi yang timbul, lebih kanjut tidak ada tindakan khusus dari pimpinan yang mengatur regulasi untuk mengarahkan semua karyawan untuk bersikap peduli terhadap issu lingkungan. Terakhir green reward juga ditemukan sangat rendah, karywan tidak melihat atau merasakan reward atas perilakunya yang peduli terhadap lingkungan, bentuk reward finansial atau non finansial atas perilaku tersebut juga tidak ada, kemudian perusahaan tidak mengkomunikasi bahwa perusahaan akan memberikan reward kepada karyawan yang memiliki perilaku ramah lingkungan, penelitian ini juga menemukan bahwa tidak ada bentuk insentif yang akan diberikan kepada karyawan yang berperilaku ramah lingkungan. Kata Kunci: Green Human Resource Management, Green Recruitment, Green Training, Green Performance Management, Green Involvement, Green Reward.
PENGARUH KUALITAS LAYANAN, KUALITAS PRODUK DAN BRAND IMAGE TERHADAP LOYALITAS PELANGGAN DI CAFE WELL THE FOOD (WTF) BENGKULU Theresia Devi Yanti; Rina Suthia Hayu; Sularsih Anggarawati
Student Journal of Business and Management Vol. 5 No. 3 (2022)
Publisher : Universitas Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

Abstract : This study aims to analyze the effect of service quality, product quality and brand image on customer loyalty at Café Well The Food (WTF) Bengkulu. The research was built using four hypotheses which were then tested for their truth. A total of 25,200 customers who became the study population were determined as many as 185 customers as a sample using accidental sampling techniques and questionnaires were selected to be used as a data collection tool. The research analysis was carried out using descriptive analysis in the form of means and hypothesis testing methods using multiple linear regression assisted by the application of SPSS ver. 20. The findings reveal that service quality has a partial significant effect on customer loyalty, product quality has a partial significant effect on customer loyalty, brand image has a partial significant effect on customer loyalty and service quality, product quality and brand image has a simultaneous significant effect on customer loyalty. For this reason, Café Well The Food (WTF) Bengkulu needs to pay special attention to service quality, product quality and brand image that is built in order to maintain customer loyalty. Keywords: Service Quality, Product Quality, Brand Image and Customer Loyalty Abstrak : Penelitian ini bertujuan untuk menganalisis pengaruh service quality, product quality dan brand image terhadap loyalitas pelanggan di Café Well The Food (WTF) Bengkulu. Penelitian dibangun dengan menggunakan empat hipotesis yang kemudian diuji kebenarannya. Sebanyak 25.200 pelanggan yang menjadi populasi penelitian ditentukan sebanyak 185 pelanggan sebagai sampel dengan menggunakan teknik accidental sampling dan kuesioner dipilih untuk digunakan sebagai alat pengumpulan data. Analisis penelitian dilakukan dengan menggunakan analisis deskriptif berupa mean dan metode pengujian hipotesis menggunakan regresi linier berganda dibantu dengan aplikasi SPSS ver. 20. Hasil penelitian menunjukkan bahwa kualitas pelayanan berpengaruh signifikan secara parsial terhadap loyalitas pelanggan, kualitas produk berpengaruh signifikan secara parsial terhadap loyalitas pelanggan, citra merek berpengaruh signifikan secara parsial terhadap loyalitas pelanggan dan kualitas pelayanan, kualitas produk dan citra merek berpengaruh secara simultan berpengaruh signifikan terhadap loyalitas pelanggan. Untuk itu, Café Well The Food (WTF) Bengkulu perlu memberikan perhatian khusus terhadap kualitas pelayanan, kualitas produk dan brand image yang dibangun demi menjaga loyalitas pelanggan. Kata Kunci : Kualitas Layanan, Kualitas Produk, Citra Merek dan Loyalitas Pelanggan
Pengaruh Celebrity Endorser Dan Brand Image Terhadap Keputusan Pembelian Konsumen Di- Youtube Untuk Produk Kosmetik Wardah Dan Maybelline Di Kota Bengkulu Amirah Herniati Zahra; Sularsih Anggarawati; Praningrum Praningrum
Student Journal of Business and Management Vol. 6 No. 1 (2023)
Publisher : Universitas Bengkulu

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Abstract

The purpose of this study was to examine 1) the effect of Celebrity Endorser on purchasing decisions 2) the effect of Brand Image on purchasing decisions 3) the effect of Celebrity Endorser and Brand Image simultaneously on purchasing decisions. The analysis method used is non probability sampling, namely purposive sampling. Hypothesis analysis using multiple linear regression, coefficient of determination, difference test, t test, and f test. The unit of analysis is respondents who use Wardah cosmetic products and Maybelline cosmetic products in Bengkulu City. The questionnaire that can be processed is 200. The results found that 1) Celebrity endorsers influence purchasing decisions on Wadah and Maybelline products. This means that the more visible and credible the endorser is in promoting the product, the higher the level of purchasing decisions for Wardah and Maybelline cosmetic products 2) Brand image has no effect on purchasing decisions on Wardah cosmetic products. Meanwhile, in Maybelline cosmetic products, brand image affects purchasing decisions. 3) Celebrity endorsers and brand image simultaneously influence purchasing decisions on Wardah and Maybelline cosmetic products. The better the celebrity endorser and attractive brand image, the higher the purchasing decision. This means that the more attractive the endorser promotes the product and has an attractive brand image, the higher the level of purchasing decisions for Wardah and Maybelline cosmetic products.
Pengaruh Social Media Marketing terhadap Purchase Decision melalui Brand Trust: Studi Kasus pada Produk SKECHERS di Indonesia Christian Sumarto; Sularsih Anggarawati
Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Vol. 6 No. 4 (2024): Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/alkharaj.v6i4.1062

Abstract

SKECHERS is a popular brand in Indonesian market, offering a diverse range of products for lifestyle and sport needs. The brand features hundreds of shoe models with attractive designs, along with hats, bags, sandals, clothes, and sports equipment. With the development of the internet and the prevalence of social media, this research aims to examine the influence of social media marketing on purchase decisions, with brand trust as a mediating variable, specifically for SKECHERS products in Indonesia. The research was conducted online, and data were collected by distributing questionnaires through Google Forms. The sampling technique employed was purposive sampling, with a total of 257 respondents. The analysis technique used was Structural Equation Modeling (SEM) based on components, utilizing Partial Least Squares (PLS) as the analytical tool. The results of hypothesis testing from the research indicate partial mediation, where social media marketing has a significant and positive influence on purchase decisions. Additionally, social media marketing also affects purchase decisions through brand trust.