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Sari Listyorini
Departemen Administrasi Bisnis, Fakultas Ilmu Sosial Dan Ilmu Politik, Universitas Diponegoro
Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Social Sciences Other

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PENGARUH NCT 127 SEBAGAI BRAND AMBASSADOR DAN VIRAL MARKETING TERHADAP KEPUTUSAN PEMBELIAN NATURE REPUBLIC DI KOTA JAKARTA Destrianita, Mayra Regita; Listyorini, Sari; Wijayanto, Andi
Jurnal Ilmu Administrasi Bisnis Vol 13, No 1 (2024)
Publisher : Universitas Diponegoro

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jiab.2024.39906

Abstract

The cosmetic industry is an industry that can be said to have experienced rapid development from time to time. Therefore, every company must have an appropriate and attractive marketing strategy in order to win the competition. Nature Republic, a brand from South Korea that is quite popular in Indonesia, has continued to experience a downward trend since 2019. This is allegedly because many new brands from abroad and domestic have continued to emerge. This study aims to determine the effect of NCT 127 as a Brand Ambassador and Viral Marketing on purchasing decisions for Nature Republic. This type of research is explanatory research, sampling using non-probability sampling technique and purposive sampling method. Data collection was carried out by distributing questionnaires to 100 respondents who are Nature Republic consumers and NCT 127 fans who are in the city of Jakarta and are≥17 years old. Both brand ambassador and viral marketing variables have a positive and significant influence. However, the influence exerted by each variable individually or collectively is not great. Therefore, Nature Republic needs to maximize the utilization of NCT 127 as Brand Ambassadors and carry out interesting marketing innovations so that more people are familiar with Nature Republic.Industri kosmetik merupakan salah satu industri yang dapat dikatakan mengalami perkembangan pesat dari waktu ke waktu. Oleh karena itu, setiap perusahaan harus memiliki strategi pemasaran yang tepat dan menarik agar dapat memenangkan persaingan. Nature Republic sebagai brand asal Korea Selatan yang cukup populer di Indonesia terus mengalami penurunan trend sejak tahun 2019. Hal tersebut diduga karena banyaknya brand baru asal luar negeri maupun dalam negeri terus bermunculan. Penelitian ini bertujuan untuk mengetahui pengaruh NCT 127 sebagai Brand Ambassador dan Viral Marketing terhadap keputusan pembelian Nature Republic. Tipe penelitian ini adalah explanatory research, pengambilan sampel menggunakan teknik non-probability sampling dan metode purposive sampling. Pengambilan data dilakukan dengan menyebarkan kuesioner pada 100 responden yang merupakan konsumen Nature Republic dan penggemar NCT 127 yang berada di Kota Jakarta serta berumur ≥17 tahun. Variabel brand ambassador dan viral marketing keduanya bersama-sama mempunyai pengaruh positif dan signifikan. Namun, pengaruh yang diberikan masing – masing variabel secara individu maupun bersama tidak besar. Oleh karena itu Nature Republic perlu memaksimalkan pemanfaatan NCT 127 sebagai Brand Ambassador serta melakukan inovasi – inovasi pemasaran yang menarik agar lebih banyak masyarakat yang mengenal Nature Republic
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

Abstract

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 Celebrity Endorser dan Brand Awareness Terhadap Keputusan Pembelian Produk Somethinc (Studi Pada Konsumen Somethinc di Kota Semarang) Damayanti, Annisa Rahmadila; Listyorini, Sari; Ngatno, Ngatno; Nurseto, Sendhang
Jurnal Ilmu Administrasi Bisnis Vol 12, No 3 (2023)
Publisher : Universitas Diponegoro

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jiab.2023.39645

Abstract

Persaingan industri kosmetik di Indonesia yang semakin ketat membuat perusahaan harus mengembangkan strategi pemasarannya dan membangun kesadaran merek agar konsumen dapat mengetahui dan menyadari eksistensinya di tengah-tengah mereka. Celebrity endorser dan brand awareness diduga memiliki pengaruh terhadap keputusan pembelian. Penelitian ini bertujuan untuk mengetahui celebrity endorser dan brand awareness terhadap keputusan pembelian produk Somethinc di Kota Semarang. Tipe penelitian ini adalah explanatory research dengan teknik pengambilan sampel probability sampling yaitu proportionate stratified sampling. Sampel pada penelitian ini berjumlah 100 konsumen Somethinc di Kota Semarang. Penelitian ini diolah menggunakan SPSS for windows version 25.0. Hasil penelitian menunjukkan bahwa celebrity endorser dan brand awareness secara stimultan memberikan pengaruh positif dan signifikan terhadap keputusan pembelian. Disarankan agar Somethinc perlu memperhatikan penggunaan celebrity endorser selanjutnya yang mampu meyakinkan dan membuat konsumen suka dengan produk Somethinc. Selanjutnya, Somethinc dapat meningkatkan brand awareness melalui social media seperti Instagram dan Tik Tok untuk mempengaruhi keputusan pembelian konsumen agar terus memilih dan menggunakan produk Somethinc.The competition in the cosmetics industry in Indonesia is getting tighter, so companies must develop their marketing strategies and build brand awareness so that consumers can know and realize their existence in their midst. Celebrity endorser and brand awareness are suspected as factors that can influence purchasing decisions. This research was conducted with the aim of knowing the impact of celebrity endorser and brand awareness on Somethinc products purchasing decision in Semarang City. This type of research is explanatory research with a probability sampling technique, namely proportionate stratified sampling. The sample in this study amounted to 100 consumers of Somethinc in Semarang City. This research was processed using SPSS for windows version 25.0. The conclusion from this study is that the celebrity endorser and brand awareness can simultaneously have a positive and significant influence on the purchasing decision variable. It is recommended that Somethinc needs to pay attention to the use of the next celebrity endorser who is able to convince and make consumers like Somethinc’s products. Furthermore, Somethinc can increase brand awareness through social media such as Instagram and Tik Tok to influence consumer purchasing decision to keep choosing and using Somethinc's products.
Pengaruh E-Security dan E-Service Quality terhadap E-Repurchase Intention pada Jasa E-Commerce Tokopedia (Studi Kasus pada Pembeli Tokopedia di Kota Semarang) Juventia, Dilla Anggie; Listyorini, Sari; Widiartanto, Widiartanto; Nurseto, Sendhang
Jurnal Ilmu Administrasi Bisnis Vol 12, No 1 (2023)
Publisher : Universitas Diponegoro

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jiab.2023.37145

Abstract

Perkembangan teknologi di Indonesia menyebabkan pertumbuhan internet yang tinggi dan merubah gaya berbelanja masyarakat dari konfensional ke modern yaitu e-commerce. Perkembangan ini tidak disia-siakan oleh Tokopedia, mengembangkan bisnisnya berupa website dan aplikasi online memberikan kesempatan kepada penjual untuk menawarkan produknya. Kebocoran data yang terjadi hingga saat ini, dan pada tahun 2020 menyeret nama Tokopedia. Pelayanan berupa promosi yang tidak selalu bisa digunakan oleh pengguna baru dan produk yang tidak sesuai saat diterima pembeli, sehinggga terdapat penilaian buruk pada kolom penilaian playstore. Penelitian ini memiliki maksud untuk mengetahui pengaruh dari ­e-security dan e-service quality terhadap e-repurchase intention pada jasa e-commerce Tokopedia. Tipe pada penelitian ini berupa eksplanatori dengan tehnik pengambilan non probability sampling dan purposive sampling yang melibatkan 100 responden pembeli Tokopedia. Tekhnik analisis penelitian menggunakan alat SPSS versi 26. Hasil penelitian ini e-security berpengaruh signifikan positif terhadap e-repurchase intention, e-service quality berpengaruh signifikan positif terhadap e-repurchase intention, e-security dan e-service quality berpengaruh signifikan positif terhadap e-repurchase intention.Technological developments in Indonesia have led to high internet growth and changed people's shopping styles from conventional to modern, namely e-commerce. This development was not wasted by Tokopedia, developing its business in the form of websites and online applications provides an opportunity for sellers to offer their products. Data leaks that have occurred to date, and in 2020 dragged the name Tokopedia. Services in the form of promotions that new users cannot always use and products that are inappropriate when buyers receive them, so that there is a bad rating in the playstore assessment column. This study aims to determine the effect of e-security and e-service quality on e-repurchase intention in Tokopedia e-commerce services. The type in this study is explanatory with non-probability sampling and purposive sampling techniques involving 100 respondents who buy Tokopedia. Research analysis techniques using SPSS version 26. The results of this study e-security has a significant positive effect on e-repurchase intention, e-service quality has a significant positive effect on e-repurchase intention, e-security and e-service quality have a significant positive effect on e- -repurchase intention.
PENGARUH KUALITAS PELAYANAN DAN KUALITAS PRODUK TERHADAP MINAT BELI ULANG DI HYPERMART SEMARANG (STUDI PADA KONSUMEN HYPERMART PARAGON MALL SEMARANG) Maulida, Maria; Prihatini, Apriatni Endang; Listyorini, Sari
Jurnal Ilmu Administrasi Bisnis Vol 12, No 3 (2023)
Publisher : Universitas Diponegoro

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jiab.2023.39652

Abstract

Persaingan bisnis ritel terus berjalan semakin ketat. Para pelaku bisnis ritel harus mampu meningkatkan minat beli ulang konsumen agar perusahaan tetap bisa bersaing pada pasar. Hypermart merupakan salah satu gerai hipermarket yang memiliki nilai peningkatan TBI yang kurang maksimal dibandingkan dengan kompetitor sejenisnya, yang mana menandakan kekuatan Hypermart dalam mindshare, marketshare, dan commitment share kurang baik. Penelitian ini bertujuan untuk bertujuan untuk menjelaskan pengaruh kualitas pelayanan dan kualitas produk terhadap minat beli ulang di Hypermart Paragon Mall Semarang. Tipe penelitian ini menggunakan explanatory research dengan teknik pengambilan sampel purposive sampling. Pengumpulan data menggunakan kuesioner. Sampel pada penelitian ini berjumlah 100 yang merupakan konsumen Hypermart Paragon Mall Semarang. Teknik analisis data yang digunakan adalah regresi linier. Hasil penelitian ini menunjukkan bahwa: (1) kualitas pelayanan berpengaruh terhadap minat beli ulang dan signifikan. (2) kualitas produk berpengaruh terhadap minat beli ulang dan signifikan. (3) kualitas pelayanan dan kualitas produk berpengaruh terhadap minat beli ulang secara simultan dan signifikan. Kesimpulan dari penelitian ini yaitu untuk meningkatkan minat beli ulang maka perusahaan harus memperhatikan kualitas pelayanan dan kualitas produknya.Retail business competition continues to run tighter. Retail business people must be able to increase consumer repurchase intention so that the company can still compete in the market. Hypermart is one of the hypermarket outlets that has an increase in TBI value that is less than its peers, which indicates Hypermart's strength in mindshare, marketshare, and commitment share is not good. This study aims to explain the effect of service quality and product quality on repurchase interest at Hypermart Paragon Mall Semarang. This type of research uses explanatory research with purposive sampling techniques. Data collection using questionnaires. The sample in this study amounted to 100 consumers of Hypermart Paragon Mall Semarang. The data analysis technique used is linear regression. The results of this study show that: (1) service quality affects repurchase intention and is significant. (2) product quality affects repurchase intention and is significant. (3) Service quality and product quality affect repurchase intention simultaneously and significantly. The conclusion of this study is that to increase repurchase intention, companies must pay attention to the quality of service and product quality.
Pengaruh E-Service Quality dan Customer Experience terhadap Keputusan Pembelian (Pengguna Layanan GoFood Mahasiswa FISIP Universitas Diponegoro Semarang) Sagala, Nur Cholis Rina Irawan; Purbawati, Dinalestari; Listyorini, Sari; Nurseto, Sendhang
Jurnal Ilmu Administrasi Bisnis Vol 12, No 1 (2023)
Publisher : Universitas Diponegoro

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jiab.2023.37303

Abstract

Gojek is a company that takes advantage of opportunities through technological developments with various achievements and advantages through one of the services provided, namely GoFood, which is undeniable that it will be a competitor in a similar field. Seeing the advantages of Gojek should make GoFood superior to its competitors. This study aims to determine the influence of e-service quality and customer experience on purchasing decisions for GoFood service users in FISIP Diponegoro University Semarang students. This study used the Explanatory research type with a total sample of 100 respondents with nonprobability sampling techniques and data collection techniques with questionnaires and literature studies. The data analysis methods used are correlation test, simple linear regression test, multiple linear regression test, T test, and F test with the help of SPSS For Windows version 21.0. The results showed e-service quality and customer experience partially and simultaneously have a positive and significant influence on purchasing decisions. In this study, the variables of e-service quality and customer experience were in the very good category and the variables of purchasing decisions with good categories. The suggestion of this study is that it should optimize aspects that are still below the average score of variables and conduct further research by other parties.Gojek merupakan perusahaan yang memanfaatkan peluang melalui perkembangan teknologi dengan berbagai prestasi dan keunggulan melalui salah satu layanan yang disediakan yaitu GoFood yang tidak dapat dipungkiri bahwa aka nada kompetitor pada bidang sejenis. Melihat keunggulan yang dimiliki Gojek harusnya membuat GoFood lebih unggul dari kompetitornya. Penelitian ini bertujuan untuk mengetahui pengaruh e-service quality dan customer experience terhadap keputusan pembelian pada pengguna layanan GoFood pada mahasiswa FISIP Universitas Diponegoro Semarang. Penelitian ini menggunakan tipe penelitian Explanatory research dengan jumlah sampel 100 responden dengan teknik sampling nonprobability sampling dan teknik pengumpulan data dengan kuisioner dan studi pustaka. Metode analisis data yang digunakan adalah uji korelasi, uji regresi linear sederhana, uji regresi linear berganda, uji t dan uji F dengan bantuan SPSS For Windows versi 21.0. Hasil penelitian menunjukkan bahwa e-service quality dan customer experience secara parsial dan simultan memiliki pengaruh yang positif dan signifikan terhadap keputusan pembelian. Pada penelitian ini variabel e-service quality dan customer experience berada dalam kategori sangat baik dan variabel keputusan pembelian dengan kategori baik. Saran penelitian ini yaitu hendaknya mengoptimalkan aspek yang masih berada dibawah skor rata rata variabel dan diadakan penelitian lanjutan oleh pihak lain. 
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

Abstract

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.
PENGARUH KUALITAS PRODUK DAN KUALITAS PELAYANAN TERHADAP LOYALITAS PELANGGAN (STUDI PADA KONSUMEN DAK NALGAE TEMBALANG KOTA SEMARANG) Febryanti, Atifa Alif; Hadi, Sudharto Prawata; Listyorini, Sari
Jurnal Ilmu Administrasi Bisnis Vol 13, No 1 (2024)
Publisher : Universitas Diponegoro

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jiab.2024.40011

Abstract

The intense competition caused several companies to experience fluctuating sales. The decline in customer loyalty is reflected in fluctuating sales and the number of visitors which has tended to decrease over the last two months. Problems that arise: Does product quality affect customer loyalty? Does service quality affect customer loyalty? Does product quality and service quality affect customer loyalty? Quantitative research with the type of explanatory research, which is research conducted in order to find out the reasons behind something happening and what influences it to happen. The population in this study were Dak Nalgae Tembalang visitors who had bought Dak Nalgae Tembalang products and the samples taken by the researchers were 100 respondents. The research data analysis method used SPSS version 28.0. The results showed that product quality had a positive and significant effect on customer loyalty. Each service quality variable has a positive and significant effect on customer loyalty. Then, the variables of product quality and service quality have a positive and significant effect on customer loyalty. The suggestion from this research is that companies need to pay attention to several supporting facilities to support product quality and service quality so that consumers remain loyal to the company.Keywords: product quality, service quality, customer loyaltyKetatnya persaingan menyebabkan beberapa perusahaan mengalami penjualan yang fluktuatif. Dengan menurunnya loyalitas pelanggan tercermin dari penjualan yang fluktuatif dan jumlah pengunjung yang cenderung menurun selama dua bulan terakhir. Masalah yang muncul: Apakah kualitas produk berpengaruh terhadap loyalitas pelanggan? Apakah kualitas pelayanan berpengaruh terhadap loyalitas pelanggan? Apakah kualitas produk dan kualitas pelayanan berpengaruh terhadap loyalitas pelanggan? Penelitian kuantitatif dengan tipe explanatory research, yang mana penelitian yang dilakukan agar dapat mengetahui alasan dibalik terjadinya sesuatu hal dan apa yang mempengaruhi terjadinya hal tersebut. Populasi dalam penelitian ini adalah pengunjung Dak Nalgae Tembalang yang pernah membeli produk Dak Nalgae Tembalang dan sampel yang diambil peneliti sebanyak 100 responden dengan metode analisis data penelitian ini menggunakan SPSS versi 28.0. Hasil penelitian menunjukkan bahwa kualitas produk berpengaruh positif dan signifikan terhadap loyalitas pelanggan. Variabel kualitas pelayanan masing-masing berpengaruh positif dan signifikan terhadap loyalitas pelanggan. Lalu, variabel kualitas produk dan kualitas pelayanan berpengaruh positif dan signifikan terhadap loyalitas pelanggan. Adapun saran dari penelitian ini adalah perusahaan perlu memperhatikan beberapa fasilitas pendukung untuk menunjang kualitas produk dan kualitas pelayanan agar konsumen tetap loyal terhadap perusahaan tersebut.kata kunci: kualitas produk, kualitas pelayanan, loyalitas pelanggan 
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

Abstract

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.
Pengaruh E-Service Quality dan E-Trust Terhadap E-Customer Satisfaction Dalam Meningkatkan E-Customer Loyalty ( Pada Aplikasi Penyedia Layanan Transportasi Online Grabbike di Jakarta Barat ) Putri, Della Anisa; Farida, Naili; Listyorini, Sari
Jurnal Ilmu Administrasi Bisnis Vol 13, No 4 (2024)
Publisher : Universitas Diponegoro

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jiab.2024.43738

Abstract

Abstract : Transportation services are now very developed with the emergence of online transportation booking services, one of which is the emergence of the Grab application. Grab is a company that utilizes technology to provide transportation booking services only through applications. One of the services provided is delivery by two-wheeled vehicles (GrabBike). Based on the data, Grab experienced a decrease in the index in the top Brand Index data from 2020 to 2023 in the face of its competitors This study was conducted to determine the effect of e-service quality and e-trust on e-customer satisfaction in increasing e-customer loyalty of GrabBike service users in West Jakarta. the type of research is explanatory research. Samples were taken from 100 respondents who had used GrabBike in West Jakarta, using non-probability sampling techniques and purposive sampling approaches. The sample collection technique used a questionnaire which was analyzed using validity test, reliability test, correlation coefficient test, determination coefficient test, two-stage regression test, t test, and path analysis with the help of SPSS For Windows 29.0.2. The results of hypothesis testing show the conclusion that: there is a significant effect of e-service quality on e-customer satisfaction, there is a significant effect of e-service quality on e-customer loyalty, there is a significant effect of e-trust on e-customer satisfaction, there is a significant effect of e-trust on e-customer loyalty, there is a significant effect of e-customer satisfaction on e-customer loyalty, there is an insignificant effect of e-service quality on e-customer loyalty through e-customer satisfaction, there is an insignificant effect of e-trust on e-customer loyalty through e-customer satisfaction. The advice given is that Grab provides service improvements in its application, and pays attention to the risks that can occur in order to increase customer loyalty.Keywords: e-service quality; e-trust; e-customer satisfaction; e-customer loyalty Abstrak : Layanan transportasi kini menjadi sangat berkembang dengan munculnya layanan pemesanan transportasi online, salah satunya kemunculan aplikasi Grab. Grab menjadi perusahaan yang memanfaatkan teknologi untuk menyediakan jasa layanan pemesanan transportasi hanya lewat aplikasi. Salah satu layanan yang diberikan adalah pengantaran dengan kendaraan roda dua (GrabBike). Berdasarkan data, Grab mengalami penurunan indeks pada data top Brand Indeks dari tahun 2020 sampai 2023 dalam menghadapi pesaingnya. Penelitian ini dilakukan guna mengetahui pengaruh e-service quality dan e-trust terhadap e-customer satisfaction dalam meningkatkan e-customer loyalty pengguna layanan GrabBike di Jakarta Barat. tipe penelitian adalah explanatory research. Sampel diambil kepada 100 responden yang pernah menggunakan GrabBike di Jakarta Barat, dengan teknik non probability sampling dan pendekatan purposive sampling. Teknik pengumpulan sampel digunakan kuesioner yang di analisa menggunakan uji validitas, uji reliabilitas, uji koefisien korelasi, uji koefisien determinasi, uji regresi dua tahap, uji t, dan analisa jalur dengan bantuan SPSS For Windows 29.0.2. Hasil pengujian hipotesis menunjukkan kesimpulan bahwa: terdapat pengaruh signifikan e-service quality terhadap e-customer satisfaction, terdapat pengaruh signifikan e-service quality terhadap e-customer loyalty, terdapat pengaruh signifikan e-trust terhadap e-customer satisfaction, terdapat pengaruh signifikan e-trust terhadap e-customer loyalty, terdapat pengaruh signifikan e-customer satisfaction terhadap e-customer loyalty, terdapat pengaruh tidak signifikan e-service quality terhadap e-customer loyalty melalui e-customer satisfaction, terdapat pengaruh tidak signifikan e-trust terhadap e-customer loyalty melalui e-customer satisfaction. Adapun saran yang diberikan adalah Grab memberikan perbaikan layanan dalam aplikasinya, serta memperhatikan risiko-risiko yang dapat terjadi agar mampu meningkatkan loyalitas konsumen.Kata kunci : e-service quality; e-trust; e-customer satisfaction; e-customer loyalty
Co-Authors Agung Budiatmo Agus Hermani Agustiono Agustiono Alfaricha, Tita Ali Djamhuri Andi Wijayanto Anggraeni, Octovia Dwi Apong Utami Apriatni Endang Prihartini Apriatni Endang Prihatini Ari Pradhanawati Ari Pradhanawati Ariani Puspita Dewi Arisa Kristitanti, Arisa Arofani Hidayah Audi Surya Krissabda Bebet Wijayanto Bill Ovid Panjaitan Budjang, Ichwan Nugraha Bulan Prabawani Chaerunissa, Sabrina Diany Cikita Amalia Kalista Citra Aprilliani Putri, Citra Aprilliani Damayanti, Annisa Rahmadila Destrianita, Mayra Regita Dwi Oktaviana Sari, Dwi Oktaviana Dwi Susilowati Fauzia, Sabila Hayyu Febryanti, Atifa Alif Gultom, Sofia Grace Caroline Handoyo Djoko Waluyo Hari Susanta Nugraha Harviyanto, Fakhruddin 'Azzam Heppy Widya Antika Ibnu Jatmiko Ifrina Kurniasari Wahyudien, Ifrina Kurniasari Ilham Ainuddin Iman, Clara Monica Intan Nur Maharani Inyustisia, Adhila Ismi Nabila Juventia, Dilla Anggie Kamila, Devi Shifa Marchella Dwichandra Trixie Maulana Ichsan Maulida, Maria Missfala Rahmatina, Missfala Mreta Azizah Larasrini Muhammad Ivan Aliyan Naili Farida Nandha Meta K. D. Natalia Sari Pujiastuti Nawazirul Lubis Ngatno Ngatno Noviasari Dewi Eka Nur Fadhilah Ramadhini Rahman Nurul Ami Widiyasari, Nurul Ami Pangaribuan, Kheren Pinem, Robetmi Jumpakita Prananda Putri, Jessica Novin Pujiastuti, Natalia Sari Pusaka, Semerdanta Puspa Yudha Utama Putra, Hega Bintang Pratama Putri, Amanda Rizkya Putri, Della Anisa Rahemas Pamesti Rahman, Akbar Taufikur Rahmawati, Astri Renggowati, Wyanet Jolieane Robetmi Jumpakita Pinem Rodhiyah Rodhiyah Sagala, Nur Cholis Rina Irawan Saputro, Hashfi Prasetyo Whido Saryadi Saryadi Sendhang Nurseto Sri Suryoko Sri Swasta Sudharto P Hadi Sulistiowati Sulistiowati Swasta, Sri Wahyu Hidayat Wibowo, Ardy Widayanto Widayanto Widiartanto Widiartanto Widyadana, Danis Yassar, Muchamad Chico Demas Yuniar Indah Suhartini, Yuniar Indah Zahra, Keviana Fatmanissa