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All Journal Jurnal Administrasi Bisnis Jurnal Ilmu Administrasi Bisnis EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis HARMONI Jurnal Mantik Ideas: Jurnal Pendidikan, Sosial dan Budaya Jurnal Pengabdian kepada Masyarakat Nusantara Journal of Economics and Business UBS Jurnal Ekonomi Journal of Applied Business, Taxation and Economics Reseach Dharma: Jurnal Pengabdian Masyarakat Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Jurnal Penelitian Pendidikan Indonesia

Sari Listyorini

Departemen Administrasi Bisnis, Fakultas Ilmu Sosial Dan Ilmu Politik, Universitas Diponegoro

Author-ID : 308130

Agriculture, Biological Sciences & Forestry Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Social Sciences Other

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Pelatihan Kerajinan Tangan untuk Meningkatkan Kreativitas Pelaku Usaha sebagai Sumber Pendapatan Masyarakat Robetmi Jumpakita Pinem; Naili Farida; Agung Budiatmo; Sari Sulistyorini; Widayanto Widayanto
Ideas: Jurnal Pendidikan, Sosial dan Budaya Vol 7 No 4 (2021): Ideas: Jurnal Pendidikan, Sosial, dan Budaya (November)
Publisher : Ideas Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32884/ideas.v7i4.490

In the era of growing globalization, people's mindsets are getting more creative, one of which is developing handicrafts from recycled materials as a source of income because the materials come from the surrounding environment. Glagah Wangi Beach in Demak has views of white sand and mangrove forests making this beach the most popular destination in 2020 with an average of 5,000 visitors in one week. The number of visitors and natural beauty can be a high potential for the demand for souvenirs. The service team of the Department of Administration provides training on handicrafts from mangrove trees. When there are no souvenir sellers from Glagah Wangi Beach, Istanbul, Tambakbulusan Village, it becomes a high opportunity for business actors to get additional sources of income and can become memories for tourists. Di era globalisasi yang semakin berkembang, pola pikir masyarakat semakin kreatif, salah satunya mengembangkan kerajinan tangan bersumber bahan daur ulang sebagai sumber pendapatan karena bahan berasal dari lingkungan sekitar. Pantai Glagah Wangi di Demak memiliki pemandangan pasir putih dan hutan mangrove menjadikan pantai ini sebagai destinasi terpopuler di tahun 2020 dengan rata-rata 5.000 pengunjung dalam satu minggu. Banyaknya pengunjung dan keindahan alam dapat menjadi potensi yang tinggi untuk permintaan oleh-oleh. Pengabdian masyarakat memberikan pelatihan kerajinan tangan dari pohon bakau sebanyak 20 orang dengan metode ABCD. Saat tidak adanya penjual oleh-oleh dari Pantai Glagah Wangi, Istambul, Desa Tambakbulusan, maka menjadi peluang yang tinggi bagi para pelaku usaha untuk mendapatkan sumber pendapatan tambahan dan dapat menjadi kenangan bagi wisatawan.

PENGARUH E-SERVICESCAPE DAN E-SERVICE QUALITY TERHADAP E-SATISFACION PADA TOKOPEDIA (Studi pada Pengguna Aplikasi Tokopedia di Kota Semarang) Nur Fadhilah Ramadhini Rahman; Sari Listyorini
Jurnal Ilmu Administrasi Bisnis Vol 10, No 3 (2021)
Publisher : Universitas Diponegoro

Abstract: The rapid growth of the marketplace has led to intense competition between marketplaces in Indonesia. Marketplace business competition is getting tougher, making customer satisfaction one of the important factors for the company. Tokopedia is one of the local marketplaces that has managed to reach the market in Indonesia. The company tries to increase consumer satisfaction through e-servicescape packaging and e-service quality. This study aims to determine the effect of e-servicescape and e-service quality on e-satisfaction of Tokopedia application users in Semarang City. The type of research used is explanatory research. Whereas the sampling technique used non probability sampling method and purposive sampling. The sample of this study used 100 respondents who were users of Tokopedia Application in Semarang City. Data collection technique is using Google Form. This study uses the analysis of the validity test, reliability test, correlation coefficient, determination coefficient, simple linear regression, multiple linear regression, t test and f test, with the help of the SPSS software version 24. The results of this study indicate that there is an effect of e-servicescape on e-satisfcation, there is an effect of e-service quality on e-satisfaction, and there is an influence between e-servicescape and e-service quality on e-satisfaction for Tokopedia application users. Keywords: e-servicescape, e-service quality, e-satisfaction Abstrak: Pertumbuhan marketplace yang semakin cepat, menyebabkan adanya persaingan yang ketat antar marketplace pula di Indonesia. Persaingan bisnis marketplace yang semakin ketat, menjadikan kepuasan konsumen sebagai salah satu faktor penting bagi perusahaan. Tokopedia adalah salah satu marketplace lokal yang berhasil menjangkau pasar di Indonesia. Perusahaan mencoba meningkatkan rasa kepuasan konsumen melalui pengemasan e-servicescape dan e-service quality. Penelitian ini bertujuan untuk mengetahui pengaruh e-servicescape dan e-service quality terhadap e-satisfaction pada pengguna aplikasi Tokopedia. Tipe penelitian yang digunakan adalah explanatory research. Sedangkan teknik pengambilan sampel yang digunakan adalah metode non probability sampling dan purposive sample. Penelitian ini menggunakan 100 responden yang merupakan pengguna aplikasi Tokopedia di Kota Semarang. Pengumpulan data dilakukan secara online dengan menggunakan google form. Penelitian ini menggunakan analisis uji validitas, reliabilitas, koefisien korelasi, koefisien determinasi, regresi linear sederhana, regresi linear berganda, uji t, dan uji F dengan bantuan software SPSS versi 24. Hasil penelitian menunjukkan bahwa terdapat pengaruh e-servicescape terhadap e-satisfaction, terdapat pengaruh e-service quality terhadap e-satisfaction, dan terdapat pengaruh antara e-servicescape dan e-service quality terhadap e-satisfaction pengguna aplikasi Tokopedia. Kata Kunci e-servicescape, e-service quality, e-satisfaction

PENGARUH HARGA DAN KUALITAS PRODUK TERHADAP LOYALITAS PELANGGAN SHAMPO PANTENE (Studi Kasus pada Mahasiswi Fakultas Ilmu Sosial dan Ilmu Politik Universitas Diponegoro Angkatan 2012-2015) Marchella Dwichandra Trixie; Agus Hermani; Sari Listyorinim
Jurnal Administrasi Bisnis Vol 5, No 2 (2016)
Publisher : Universitas Diponegoro

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jab.v5i2.16210

Shampoo is a beauty product used by all the society, Shampoo has an important role in helping to keep your hair healthy and clean. P&G Indonesian Company has produced a Shampoo named Pantene. Pantene has leading the Indonesian market share in 2012 – 2014 regarding Top Brand Index (TBI), however in 2015 Pantene is no longer taken place at the first position and also the percentage of Pantene’s user has declining year by year. It caused by the existence of the competitors who offer lower price with higher quality of product hence the society will switch their Shampoo to the competitors.This research aims to discover the influence of price and quality product toward customer loyalty of Pantene’s Shampoo. The sampling technique used accidental and purposive sampling. This type of research is explanatory with the help of Questionnaires and Google docs as the tools in collecting data. The amount of the sample used in this research is 100 respondents which consist of female student in Faculty of Social and Political Science, Diponegoro University, Semarang. This research used qualitative and quantitative analysis technique, quantitative analysis technique uses validity test, reliability test, correlation coefficient, coefficient of determination, simple and multiple regression analysis, significance test (t-test and F-test). The result of this research shows that price and product quality severally has significant, strong and positive influence toward customer loyalty. Two variables have been tested gradually or even together show that price (0,795) and product quality (0,753) simultaneously have strong relation with customer loyalty. Amount of the value owned by price is greater than product quality, coefficient of determination value (R²) for price is 63% and product quality is 56,7%. The suggestions in this research is the company allowed to increase the sales price if the economic condition of the society is increasing, but the company is not allowed to increase the price higher than what the competitor has offered. The company also suggested to improve their quality of product related to the suitability of the benefit which printed on the package to the benefit received by the society, the company also suggested to improve the durability of fragrance and package of Pantene Shampo so it could maintain the product quality

Pengaruh Customer Experience terhadap Customer Loyalitas Pelanggan melalui Kepuasan Pelanggan sebagai Variabel Intervening (Studi pada Masyarakat Semarang Pengguna LinkAja) Agustiono Agustiono; Sari Listyorini; Hari Susanta Nugraha
Jurnal Ilmu Administrasi Bisnis Vol 11, No 2 (2022)
Publisher : Universitas Diponegoro

In the midst of intense mobile wallet competition that is present in Indonesia, LinkAja was born as a result of the collaboration of seven well-known SOEs in Indonesia, the birth of LinkAja is expected to match, even rival the dominance of Go-Pay and Ovo, to be able to compete with its competitors LinkAja needs to increase customer loyalty by improving customer experience and customer satisfaction. The background of this research is due to a decrease in the number of LinkAja users and from the results of a survey it is stated that the loyalty of LinkAja users is in the lowest order compared to its competitors. The purpose of this study is to explain the effect of customer experience on customer loyalty through customer satisfaction as an intervening variable for LinkAja users in the city of Semarang. This type of research is explanatory research. Data were collected by using a questionnaire, the sample was taken using purposive sampling with a total of 100 respondents using LinkAja in the city of Semarang. The analysis technique uses validity, reliability, correlation coefficient, determination coefficient, simple linear regression analysis, t test and Sobel test using SPSS 25.0 software for Windows. The results of this study indicate that customer experience has a positive and significant effect on customer satisfaction. Customer satisfaction has a positive and significant effect on customer loyalty. Customer experience has a positive and significant effect on customer loyalty. Di tengah ketatnya persaingan mobile wallet yang hadir di Indonesia, LinkAja lahir sebagai hasil dari kolaborasi tujuh BUMN ternama di Indonesia, lahirnya LinkAja diharapkan dapat menyamai, bahkan menyaingi dominasi Go-Pay dan Ovo, untuk dapat menyaingi kompetitornya LinkAja perlu untuk meningkatkan loyalitas pelanggannya dengan cara meningkatkan customer experience dan kepuasan pelanggannya. Latar belakang dari penelitian ini dikarenakan adanya penurunan jumlah pengguna LinkAja dan dari hasil sebuah survei menyatakan bahwa loyalitas pengguna LinkAja berada pada urutan terendah dibandingkan dengan para kompetitornya. Tujuan dari penelitian ini adalah untuk menjelaskan pengaruh customer experience terhadap loyalitas pelanggan melalui kepuasan pelanggan sebagai variabel intervening pengguna LinkAja di kota Semarang. Tipe penelitian ini adalah explanatory research. Data dikumpulkan dengan dengan kuesioner, sampel diambil dengan menggunakan purposive sampling dengan jumlah 100 responden pengguna LinkAja di kota Semarang. Teknik analisis menggunakan uji validitas, reliabilitas, koefisien korelasi, koefisien determinasi, analisis regresi linier sederhana, uji t dan uji sobel dengan menggunakan software SPSS 25.0 for Windows. Hasil dari penelitian ini menunjukkan bahwa customer experience berpengaruh positif dan signifikan terhadap kepuasan pelanggan. Kepuasan pelanggan berpengaruh positif dan signifikan terhadap loyalitas pelanggan. Customer experience berpengaruh positif dan signifikan terhadap loyalitas pelanggan.

PELATIHAN PENGELOLAAN SAMPAH SEBAGAI WUJUD PENGEMBANGAN EKOWISATA BERBASIS MANGROVE DI PANTAI GLAGAH WANGI KABUPATEN DEMAK Sari Listyorini; Bulan Prabawani; Andi Wijayanto; Robetmi Jumpakita Pinem
Dharma: Jurnal Pengabdian Masyarakat Vol 3, No 1 (2022): Mei
Publisher : Universitas Pembangunan Nasional "Veteran" Yogyakarta

Nature tourism requires precision in managing it into a decent destination and has a high attractiveness. The previously owned potential becomes the impetus for better management. Glagah Wangi Beach is a type of marine tourism located in Demak. The attractions are in the form of a beach area, mangroves, and several beach rides. With the development of beaches with many tourist visits, new problems will arise, namely garbage that pollutes the beach area and has not been managed properly by tourism managers. Improvements are made around waste management for the realization of this destination as ecotourism tourism. Community-based management which is the focus of this activity aims to build the capacity of the local village community to continue to exist in the management of the ecotourism tourism industry. This community service is carried out in multi-years for 3 years with the first year's activities being to develop ecotourism potential through tourism waste management awareness through training in the manufacture of liquid fertilizer and composting. The goal is that people are aware of cleanliness and are able to utilize waste and beach waste into useful products. The result of this community service is an increase in knowledge, community insight in waste management, especially the manufacture of liquid fertilizer and composting. Keywords: waste management training; liquid fertilizer; composting; ecotourism

Pemanfaatan Mangrove sebagai Kegiatan Pengelolaan Limbah Berbasis Masyarakat dan Pemanfaatan Hasil Tambak di Desa Tambakbulusan Kabupaten Demak Sari Listyorini; Dinalestari Purbawati; Ilham Ainuddin
Jurnal Pengabdian kepada Masyarakat Nusantara Vol. 3 No. 2.1 Desember (2022): SPECIAL ISSUE
Publisher : Cv. Utility Project Solution

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

Mangrove is a type of plant that has a fairly strong root structure and can absorb storm waves and tsunamis. Mangroves function as abrasion protectors. It turns out that they have many benefits, one of which is processed into healthy food. Mangrove is one of the plants that thrives around Glagah Wang Beach, Tambakbulusan Village, where it can be used as a basic ingredient for processed food or healthy snacks. Another potential that is owned is the existence of fish ponds that are capable of producing one of which is milkfish. Milkfish can be used with various processed foods, one of which is dimsum. This Community Service aims to increase the potential of the local village to increase the attractiveness of culinary tourism around Glagah Wangi beach by facilitating training on mangrove waste management and pond products in the form of processed food with added value. The target of this community service is aimed at PKK mothers in Tambakbulusan Village with the hope of increasing knowledge and skills in processing mangrove and fish ingredients into healthy and economically valuable snacks

THE EFFECT OF ENTREPRENEURIAL ORIENTATION AND MARKET ORIENTATION ON SME BUSINESS PERFORMANCE THROUGH PRODUCT INNOVATION AS A MEDIATING VARIABLE IN JEPARA'S FURNITURE CRAFTSMEN Sri Swasta; Andi Wijayanto; Sari Listyorini
Jurnal Ekonomi Vol. 12 No. 3 (2023): Jurnal Ekonomi, 2023, September
Publisher : SEAN Institute

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

Market orientation refers to entrepreneurs' efforts to understand market needs, develop products to meet consumer demands, and build relationships with customers. The aim of this research is to examine how entrepreneurial orientation and market orientation influence the business performance of SMEs in the context of furniture craftsmen in Jepara. This study investigates whether product innovation plays a mediating role in the relationship between entrepreneurial orientation, market orientation, and business performance. The research method employed is survey or interviews with furniture craftsmen in Jepara. The research sample can be selected randomly or using appropriate sampling techniques. To gather data, entrepreneurs can be provided with open-ended questionnaires on entrepreneurial orientation, market orientation, product innovation, and business performance. Data collection techniques can be analyzed using triangulation techniques. The results of the study can provide insights into the importance of entrepreneurial orientation and market orientation in enhancing the business performance of SMEs in the furniture craftsmen sector. Furthermore, this research can identify the role of product innovation as a mediating variable that connects entrepreneurial orientation and market orientation with business performance.

Pengaruh Electronic Word Of Mouth (E-Wom) Dan Kemudahan Penggunaan Aplikasi Shopee Terhadap Keputusan Penggunaan E-Commerce Shopee Renggowati, Wyanet Jolieane; Prihatini, Apriatni Endang; Listyorini, Sari
Jurnal Ilmu Administrasi Bisnis Vol 12, No 4 (2023)
Publisher : Universitas Diponegoro

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jiab.2023.39759

Perdagangan saat ini dapat dilakukan secara online melalui ¬e-commerce. Saat ini sudah banyak perusahaan e-commerce yang menjalankan bisnisnya di Indonesia dan salah satu yang terbesar, yaitu Shopee. Shopee Indonesia mengalami penurunan jumlah pengunjung dan tergeser oleh kompetitor e-commerce lainnya, karena adanya ulasan bernilai negatif dan keluhan dari pengguna mengenai penggunaan aplikasi e-commerce Shopee. Penelitian ini bertujuan untuk mengetahui pengaruh E-WOM dan kemudahan penggunaan aplikasi Shopee terhadap keputusan penggunaan e-commerce Shopee. Tipe penelitian ini adalah explanatory research. Teknik pengambilan sampel menggunakan teknik non-probability sampling dengan purposive sampling. Adapun jumlah sampel yang diambil sebanyak 100 responden, yang merupakan pengguna Shopee. Penelitian ini menggunakan statistik dengan bantuan IBM SPSS versi 26. Hasil penelitian menunjukan bahwa E-WOM berpengaruh positif dan signifikan terhadap keputusan penggunaan. Kemudahan penggunaan berpengaruh positif dan signifikan terhadap keputusan penggunaan. Secara simultan E-WOM dan kemudahan penggunaan berpengaruh positif dan signifikan terhadap keputusan penggunaan. Semakin baik E-WOM dan kemudahan penggunaan maka semakin tinggi keputusan penggunaan e-commerce Shopee. Saran dalam penelitian ini adalah agar Shopee dapat menyelesaikan keluhan yang disampaikan oleh penggunanya melalui media online dengan tanggap, Shopee juga dapat dapat melakukan pembaruan fitur yang diimbangi dengan dibuatnya prosedur penggunaan aplikasi, sehingga akan semakin dapat mempermudah penggunanya dalam menggunakan aplikasi e-commerce Shopee.Trade can now be done online through e-commerce. Currently, many e-commerce companies are doing business in Indonesia and one of the biggest is Shopee. Shopee Indonesia experienced a decrease in the number of visitors and was displaced by other e-commerce competitors, due to negative reviews and complaints from users regarding the use of the Shopee e-commerce application. This study aims to determine the influence of E-WOM and the ease of use of the Shopee application on the decision to use Shopee e-commerce. This research type is explanatory research. The sampling technique used non-probability sampling technique with purposive sampling. The number of samples taken was 100 respondents who were Shopee users. This study uses statistics with the help of IBM SPSS version 26. The results show that E-WOM has a positive and significant effect on usage decisions. Ease of use has a positive and significant effect on usage decisions. Simultaneously E-WOM and ease of use have a positive and significant effect on usage decisions. The better E-WOM and ease of use, the higher the decision to use Shopee e-commerce. The suggestion in this study is that Shopee can resolve complaints submitted by its users through online media responsively, Shopee can also update features that are offset by making procedures for using the application, so that it will make it easier for users to use the Shopee e-commerce application.

Pengaruh Green Product dan Social Media Advertising Terhadap Keputusan Pembelian Produk Emina Natura Pal Series (Studi pada Konsumen di Kota Semarang) Putri, Amanda Rizkya; Listyorini, Sari; Prihatini, Apriatni Endang
Jurnal Ilmu Administrasi Bisnis Vol 12, No 4 (2023)
Publisher : Universitas Diponegoro

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jiab.2023.39786

Kosmetik merupakan industri yang paling pesat peningkatannya dari segi permintaan konsumen dan dengan semakin banyaknya isu kerusakan lingkungan, Natura Pal Series merupakan salah satu produk kosmetik ramah lingkungan yang diluncurkan oleh Emina. Kurangnya pengetahuan dan ketertarikan konsumen akan green product dan iklan di media sosial menjadi salah satu penyebab penurunan penjualan Emina di Kota Semarang, dimana hal tersebut berpengaruh terhadap keputusan pembelian, Penelitian ini bertujuan untuk mengetahui pengaruh green product dan social media advertising terhadap keputusan pembelian Emina Natura Pal Series di Kota Semarang. Tipe penelitian ini adalah explanatory research dan teknik pengambilan sampel non-probability sampling dengan metode accidental dan purposive sampling. Sampel pada penelitian berjumlah 100 responden pengguna Emina Natura Pal Series yang berdomisili di Kota Semarang. Analisis data menggunakan SPSS for Windows Versi 25.0. Hasil penelitian menunjukkan bahwa: (1) green product (X1) memiliki pengaruh positif dan signifikan terhadap keputusan pembelian (Y), (2) social media advertising (X2) memiliki pengaruh positif dan signifikan terhadap keputusan pembelian (Y), (3) green product dan keputusan pembelian secara simultan berpengaruh positif dan signifikan terhadap keputusan pembelian (Y). Saran dalam penelitian ini adalah Emina dapat mengoptimalkan green product dan social media advertising secara lebih baik agar dapat meningkatkan keputusan pembelian Emina Natura Pal Series.Cosmetics is the fastest increasing industry in terms of consumer demand and with the increasing number of environmental damage issues. Natura Pal Series is one of the environmentally friendly cosmetic products launched by Emina. The lack of knowledge and consumer interest in green products and advertisements on social media is the cause of the decline in sales of Emina in Semarang City, which affects purchasing decisions. This study aims to determine the influence between green products and social media advertising on the purchase decision of Emina Natura Pal Series in Semarang City. This type of research is explanatory research and non-probability sampling techniques with accidental and purposive sampling methods. The sample in the study amounted to 100 respondents of Emina Natura Pal Series users who were domiciled in Semarang City. Data analysis was processed using SPSS for Windows Version 25.0. The results showed that: (1) green product (X1) had a positive and significant influence on the purchase decision (Y), (2) social media advertising (X2) had a positive and significant influence on the purchase decision (Y), (3) green product and purchase decision simultaneously had a positive and significant effect on the purchase decision (Y). The suggestion in this study is that Emina can optimize green product and social media advertising better in order to improve the purchase decision of Emina Natura Pal Series.

The Effect of Brand Trust and Brand Awareness on Bear Brand Dairy Products Purchasing Decisions in the Era of the Covid-19 Pandemic (Study on Bear Brand Milk Consumer in Semarang City) Iman, Clara Monica; Listyorini, Sari; Prihatini, Apriatni Endang
Jurnal Ilmu Administrasi Bisnis Vol 12, No 4 (2023)
Publisher : Universitas Diponegoro

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jiab.2023.39746

Pandemi Covid-19 menjadi tantangan besar yang dihadapi setiap negara. Selama puncak gelombang pandemi, masyarakat melakukan panic buying terhadap produk yang dianggap penting untuk menghadapi virus, salah satunya adalah susu Bear Brand. Brand trust dan brand awareness diduga sebagai faktor yang dapat memengaruhi keputusan pembelian. Penelitian ini bertujuan untuk mengetahui pengaruh brand trust dan brand awareness terhadap keputusan pembelian produk susu Bear Brand di Kota Semarang. Tipe penelitian menggunakan explanatory research dengan teknik pengambilan sampel menggunakan non-probability sampling dengan teknik purposive sampling. Sampel berjumlah 100 responden yang merupakan konsumen susu Bear Brand di Kota Semarang. Penelitian ini diolah melalui SPSS versi 24.0. Hasil penelitian menunjukkan bahwa variabel brand trust (X1) memiliki pengaruh signifikan dan positif terhadap variabel keputusan pembelian (Y), variabel brand awareness (X2) memiliki pengaruh signifikan dan positif terhadap keputusan pembelian (Y), serta variabel brand trust (X1) dan brand awareness (X2) memiliki pengaruh signifikan dan positif terhadap keputusan pembelian (Y). Saran dalam penelitian ini adalah Bear Brand dapat meningkatkan brand trust dan brand awareness untuk dapat meningkatkan keputusan pembelian.The Covid-19 pandemic is a big challenge faced by every country. During the peak of the pandemic wave, people panic bought products that were considered important to deal with the virus, one of which was Bear Brand milk. Brand trust and brand awareness are thought to be factors that can influence purchasing decisions. This study aims to determine the influence of brand trust and brand awareness on the purchase decision of Bear Brand dairy products in Semarang City. This type of research uses explanatory research with sampling techniques using non-probability sampling using purposive sampling techniques. The sample amounted to 100 respondents who were consumers of Bear Brand milk in Semarang City. This research was processed through SPSS version 24.0. The results showed that the brand trust variable (X1) had a significant and positive influence on the purchase decision variable (Y), the brand awareness variable (X2) had a significant and positive influence on the purchase decision (Y), and the brand trust (X1) and brand awareness (X2) variables had a significant and positive influence on the purchase decision (Y). The suggestion in this study is that Bear Brand can increase brand trust and brand awareness to be able to improve purchasing decisions.

Co-Authors Agung Budiatmo Agus Hermani Agustiono Agustiono Alfaricha, Tita Ali Djamhuri Andi Wijayanto Apong Utami Apriatni Endang Prihartini Apriatni Endang Prihatini Apriatni Endang Prihatini Ari Pradhanawati Ari Pradhanawati Ariani Puspita Dewi Arisa Kristitanti, Arisa Arofani Hidayah Audi Surya Krissabda Bebet Wijayanto Bill Ovid Panjaitan Bulan Prabawani Cikita Amalia Kalista Citra Aprilliani Putri, Citra Aprilliani Dwi Oktaviana Sari, Dwi Oktaviana Dwi Susilowati Elsa Salsa Dila Fauzia, Sabila Hayyu Handoyo Djoko Waluyo Hari Susanta Nugraha Hariffa Mahanani Purwanto Heppy Widya Antika Ibnu Jatmiko Ifrina Kurniasari Wahyudien, Ifrina Kurniasari Ilham Ainuddin Iman, Clara Monica Intan Nur Maharani Ismi Nabila Marchella Dwichandra Trixie Maulana Ichsan Missfala Rahmatina, Missfala Mreta Azizah Larasrini Muhammad Ivan Aliyan Naela Nurul Izzah Naili Farida Nandha Meta K. D. Natasha Sonia Putri Aurellia Nawazirul Lubis Noviasari Dewi Eka Nur Fadhilah Ramadhini Rahman Nurul Ami Widiyasari, Nurul Ami Pinem, Robetmi Jumpakita Pujiastuti, Natalia Sari Pusaka, Semerdanta Puspa Yudha Utama Putra, Hega Bintang Pratama Putri, Amanda Rizkya Rahemas Pamesti Raisya Rahma Aulia Ratih Amalia Widhi Hapsari Renggowati, Wyanet Jolieane Reyhan Adimas Agung Robetmi Jumpakita Pinem Rodhiyah Rodhiyah Saryadi Saryadi Sri Suryoko Sri Swasta Sulistiowati Sulistiowati Swasta, Sri Wahyu Hidayat Wibowo, Ardy Widayanto Widayanto Widiartanto Widiartanto Yuniar Indah Suhartini, Yuniar Indah Zahra, Keviana Fatmanissa

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