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PENGARUH MEDIA SOSIAL DAN e-WOM TERHADAP MINAT BELI DAN KEPUTUSAN PEMBELIAN PRODUK UMKM MAKANAN AYAM GEPREK DI KOTA PEKANBARU Satryawan Edo; Nursanti Aida; Musfar Firli Tengku
Jurnal Online Mahasiswa (JOM) Bidang Ilmu Ekonomi Vol 9, No 2 (2022): (Juli - Desember)
Publisher : Jurnal Online Mahasiswa (JOM) Bidang Ilmu Ekonomi

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This study aims to determine the effect of Social Media and e-WOM onpurchasing decisions through interest in buying UMKM Ayam Geprek productsin the city of Pekanbaru. The population in this study was the entire Pekanbarucommunity who knew, had used or were currently buying UMKM Ayam Geprekproducts, both men and women, totaling 105 people. Primary data was collectedby using a questionnaire as an instrument to prove the results of the study, to testthe hypothesis in this study using path analysis (path analysis) with the help of theSPSS program. The sampling technique that has been selected is the NonProbality Sampling technique where sampling is carried out on the basis ofcertain objectives or considerations. The results of this study indicate that: 1)there is a positive and significant effect of Social Media on interest in buyingUMKM Ayam Geprek products in the city of Pekenbaru, 2) there is a positive andsignificant effect on e-WOM on interest in buying UMKM Ayam Geprek productsin the city of Pekanbaru, 3) there is a positive influence and significant SocialMedia on purchasing decisions for UMKM Ayam Geprek products in the city ofPekanbaru, 4) there is a positive and significant influence on e-WOM onpurchasing decisions for UMKM Ayam Geprek products in Pekanbaru City, 5)there is a positive and significant influence on buying interest on purchasingdecisions for UMKM Ayam Geprek products in Pekanbaru City, 6 ) there is apositive and significant effect of Social Media on purchasing decisions throughbuying interest as an intervening variable for UMKM Ayam Geprek products inthe city of Pekanbaru, 7) there is a positive and significant influence on e-WOMon purchasing decisions through buying interest as an intervening variable forUMKM Ayam Geprek products in the city of Pekanbaru. Keywords: Social Media, e-WOM, Purchase Interest, and Purchase Decision.

ANALISIS PERBANDINGAN SIKAP KONSUMEN TERHADAP ATRIBUT PRODUK KOPI GOOD DAY DAN LUWAK WHITE COFFEE DI KOTA PEKANBARU Halim M Aulia; Restut Sri; Nursanti Aida
Jurnal Online Mahasiswa (JOM) Bidang Ilmu Ekonomi Vol 9, No 2 (2022): (Juli - Desember)
Publisher : Jurnal Online Mahasiswa (JOM) Bidang Ilmu Ekonomi

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This Study aime to compare the the consumer attitude toward product attributesof kopi Good Day and Luwak White Coffee Ready to Drink in Pekanbaru city.This research sample is the society of Pekanbaru city was consumed one coffeebrand between of kopi Good Day and Luwak White Coffee was randomly selected.Data analysis using descriptive analysis with quantitative analysis, multiattributesmodel Fishbein, Mann Whitney test using SPSS (Statistical Package For theSocial Sciences) version 20.00. The result showed that overall consumer has agood attitude on product attributes toward kopi Good Day and Luwak WhiteCoffee. Score of taste variance attribute of kopi Good Day is better than LuwakWhite Coffee, while the score of expired date attributes of Luwak White Coffee isbetter than kopi Good Day. Overall points score of attributes product of GoodDay is higher than Luwak White Coffee. Keyword : Product Attributes, Consumer Attitude

PENGARUH VIRAL MARKETING DAN ELECTRONIC WORD OF MOUTH TERHADAP BRAND TRUST DAN KEPUTUSAN PEMBELIAN PADA PRODUK SCARLETT DI KOTA PEKANBARU Zam Zam Rahmi; Restuti Sri; Nursanti Aida
Jurnal Online Mahasiswa (JOM) Bidang Ilmu Ekonomi Vol 9, No 2 (2022): (Juli - Desember)
Publisher : Jurnal Online Mahasiswa (JOM) Bidang Ilmu Ekonomi

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This research is conducted to determine the effect of Viral Marketing andElectronic Word of Mouth on Brand Trust and Purchase Decisions on ScarlettProducts in Pekanbaru City. In this study there are four variables, namely ViralMarketing (X1), Electronc Word of Mouth (X2), Brand Trust (Y1) and PurchaseDecision (Y2). The population in this study were all users of Scarlett products witha sample of 126 respondents who were selected using the purposive samplingmethod with the criteria that users of Scarlett products in Pekanbaru city andaged over 17 years. Collecting data in this study is by giving a questionnaire tothe respondents. Meanwhile, in terms of data analysis, this study uses pathanalysis method with the help of SPSS version 26. The results of this studyindicate that: 1) Viral Marketing has positive and significant effect on BrandTrust, 2) Electronic Word of Mouth has a positive and significant effect on BrandTrust, 3) Viral Marketing has positive and significant effect on PurchaseDecisions, 4) Electronic Word of Mouth has positive and significant effect onPurchase Decisions, 5) Brand Trust has positive and significant effect onPurchase Decisions, 6) Viral Marketing has positive and significant effect onPurchase Decisions through Brand Trust, 7) Electronic Word of Mouth onpositive and significant Purchase Decisions through Brand Trust. Keywords: Viral Marketing, Electronic Word of Mouth, Brand Trust andPurchase Decision

PENGARUH KEMUDAHAN PENGGUNAAN DAN KEPERCAYAAN TERHADAP KEPUASAN KONSUMEN DAN MINAT BELI ULANG KONSUMEN E-COMMERCE SHOPEE DI KOTA PEKANBARU Wulangi Wilang; Jushermi Jushermi; Nursanti Aida
Jurnal Online Mahasiswa (JOM) Bidang Ilmu Ekonomi Vol 9, No 1 (2022): (Januari - Juni)
Publisher : Jurnal Online Mahasiswa (JOM) Bidang Ilmu Ekonomi

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This study aims to determine the effect of ease of Use and trust onconsumer satisfaction and buying interest in e-Commerce Shopee in Pekanbaru.The population in this study is all consumers who have shopped online on ecommerce Shopee in Pekanbaru city whose number is unknown. Samplingtechnique used is non probability sampling with purposive sampling method. Thisstudy used primary data by distributing questionnaires to 105 respondents andthen the data was processed using Sructural Equation modeling analysis methodwith the help of warppls version 6.0 software. The results showed that: (1) ease ofuse had a positive and significant effect. on consumer satisfaction (2) trust has apositive and significant effect on consumer satisfaction (3) ease of use has apositive and significant effect on repurchase interest (4) trust has a positive andsignificant effect on repurchase interest (5) consumer satisfaction has a positiveand significant effect on interest repurchase (6) ease of use has a positive andsignificant effect on repurchase intention by mediating consumer satisfaction (7)trust has a positive and significant effect on repurchase interest by mediatingconsumer satisfaction. Keywords : Ease of Use, Trust, Consumer Satisfaction, Consumer RepurchaseInterest.

PENGARUH LAYANAN MOBILE BANKING DAN RELATIONSHIP MARKETING TERHADAP LOYALITAS NASABAH MELALUI KEPUASAN NASABAH PADA PT. BANK NEGARA INDONESIA (PERSERO) Tbk, PEKANBARU Meliansari Tiya; Nursanti Aida; Taufiqurrahman Taufiqurrahman
Jurnal Online Mahasiswa (JOM) Bidang Ilmu Ekonomi Vol 9, No 1 (2022): (Januari - Juni)
Publisher : Jurnal Online Mahasiswa (JOM) Bidang Ilmu Ekonomi

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This research is driven by the acknowledgment of banking ecosystem development inIndonesia, especially in Pekanbaru, which amplifies the competition between the localbanks. Every player gives everything on the table, so which leads the customer toconfusion and disloyalness. This study concentrated on finding the relationship betweenthe quality of Mobile Banking products with customer satisfaction and loyalty by usingRelationship Marketing as an intermediary variable. The insight is gathered from 112BNI Pekanbaru customers using the purposive sampling method. Data that has beencaptured is being analyzed using the Path Analysis method by using the 25th version ofSPSS software. The result shows that the quality of Mobile Banking products somehowinfluences customer satisfaction and loyalty. Furthermore, by using the Path Analysis,Relationship Marketing also can be a go-between the quality of Mobile Banking productsand customer loyalty. Keywords: Mobile Banking Services, Relationship Marketing, Customer Loyalty,Customer Satisfaction

PENGARUH KUALITAS PRODUK DAN HARGA TERHADAP LOYALITAS KONSUMEN DENGAN KEPUASAN KONSUMEN SEBAGI VARIABEL MEDIASI PADA USAHA RUMAH MAKAN MAK ICUN TEMBILAHAN Friananda Wahyu; Nursanti Aida; Musfar Firli Tengku
Jurnal Online Mahasiswa (JOM) Bidang Ilmu Ekonomi Vol 9, No 1 (2022): (Januari - Juni)
Publisher : Jurnal Online Mahasiswa (JOM) Bidang Ilmu Ekonomi

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The development of the culinary business is currently very fast, manybusiness people see a big opportunity in this business that can be used to make aprofit. The development of this culinary business, of course, is influenced by theneeds of the community, this is because culinary or food is a basic human need toget energy used in daily activities. This study aims to determine how big theinfluence of product quality, price on consumer loyalty with consumer satisfactionas a moderating variable. The type of data used is primary data collected with aquestionnaire as an instrument and structured interviews are used as acomplement in proving the results of the study. This study uses 120 consumers ofMak Icun Tembilahan Restaurant with the Non-Probability Sampling. The dataanalysis used is the classical assumption test, hypothesis testing, and pathanalysis as a data testing flow and is assisted by the SPSS application in terms ofdata processing. The results of this study indicate that product quality has asignificant positive effect on consumer satisfaction at the Mak Icun Restaurant inTembilahan. Price has a significant positive effect on consumer satisfaction at theMak Icun Restaurant in Tembilahan. Consumer Satisfaction has a significantpositive effect on Consumer Loyalty at the Mak Icun Restaurant in Tembilahan.Consumer Satisfaction has a significant effect as a mediation between ProductQuality and Consumer Loyalty with the calculation results being bigger than thedirect effect on the Mak Icun Restaurant in Tembilahan. Consumer Satisfactionhas a significant effect as a mediation between Price and Consumer Loyalty withthe calculation results being bigger than the direct effect on the Mak IcunRestaurant in Tembilahan. Keywords: Product Quality, Price, Consumer Loyalty, Consumer Satisfaction

PENGARUH KUALITAS PRODUK DAN LOKASI TERHADAP KEPUTUSAN PEMBELIAN DAN KEPUASAN KONSUMEN RUMAH MAKAN SUP TUNJANG DWI SIDOMULYO KECAMTAN LIRIK Alvionita Rina Mei; Nursanti Aida; Promalessy Rika
Jurnal Online Mahasiswa (JOM) Bidang Ilmu Ekonomi Vol 9, No 1 (2022): (Januari - Juni)
Publisher : Jurnal Online Mahasiswa (JOM) Bidang Ilmu Ekonomi

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This study aims to find empirical evidence related to the influence ofproduct quality, location on purchasing decisions and consumer satisfaction atthe Sup Tunjang Dwi Sidomulyo restaurant,Lyrics sub-district. The population ofthis study were all customers or consumers who had bought at the Tunjang DwiSidomulyo Soup Restaurant,Lyrics sub-district. The sample of this study wasselected using the sampling technique used, namely Probability Sampling usingthe Slovin formula of 10%. that is as many as 102 samples. Hypothesis testing wascarried out with the help of the SPSS 25 statistical test tool, while the data usedwas a questionnaire that had been filled out by each consuming Sup Tunjang DwiSidomulyo restaurant,Lyrics district. The results of this study indicate that 1)product quality affects purchasing decisions, 2) location affects purchasingdecisions, 3) product quality affects consumer satisfaction through purchasingdecisions, 4) location affects consumer satisfaction through purchasing decisions,5) decisions affect consumer satisfaction through purchasing decisions. consumersatisfaction. Keywords: product quality, location, purchasing decisions, consumer satisfaction.

PENGARUH BRAND EXPERIENCE DAN PRODUCT QUALITY TERHADAP KEPUASAN KONSUMEN MELALUI KEPUTUSAN PEMBELIAN PADA PRODUK SEPEDA MOTOR HONDA DI KOTA PEKANBARU Saputra Ramadhan Awal; Nursanti Aida; Musfar Firli Tengku
Jurnal Online Mahasiswa (JOM) Bidang Ilmu Ekonomi Vol 9, No 2 (2022): (Juli - Desember)
Publisher : Jurnal Online Mahasiswa (JOM) Bidang Ilmu Ekonomi

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This study aims to determine how much influence the things that affectPurchase Decision and Consumer Satisfaction on users of Honda MotorcycleProducts in Pekanbaru City. Primary data were collected using a questionnaireas an instrument and structured interviews were used as a complement in provingthe results of the study. This study uses 114 Honda motorcycle users in Pekanbaruas respondents with the Non-Probability Sampling technique. With the conditionthat you have a Honda Motorcycle vehicle product, are over 17 years old anddomiciled in Pekanbaru City. The method used by Explanatory Research is dataanalysis test, classical assumption test, hypothesis test, and path analysis as thedata testing flow and is assisted by SPSS version 25 application in terms of dataprocessing. The results of this study indicate that the Brand experience andProduct Quality variables have a significant effect on Purchase Decision andConsumer Satisfaction. Keywords: Brand experience, Product Quality, Purchase Decision, ConsumerSatisfaction.

PENGARUH IKLAN TELEVISI DAN CITRA MEREK TERHADAP KESADARAN MEREK SERTA DAMPAKNYA PADA KEPUTUSAN PEMBELIAN AIR MINUM DALAM KEMASAN MEREK LE MINERALE DI KOTA PEKANBARU Marhamah Umi; Restuti Sri; Nursanti Aida
Jurnal Online Mahasiswa (JOM) Bidang Ilmu Ekonomi Vol 9, No 1 (2022): (Januari - Juni)
Publisher : Jurnal Online Mahasiswa (JOM) Bidang Ilmu Ekonomi

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This research aimed to analysze Television Advertising and Brand Imageon Brand Awareness and Purchase Decision, research applied on consumers whohave seen and bought an unknown amount of Le Minerale water. This researchconsist of four variables: one dependent variable, one intervening variable andtwo independent variables. They are Employees Purchase Decision (Y2), BrandAwareness (Y1), Brand Image (X2), and Television Advertising (X1). Thisresearch was conducted using a sample of 120 people. This research useporposing sampling method that mean sample depends on some criteria. In termsdata analysis, this research used path analysis method using SPSS (StatisticalPackage for Social Science) version 25. Based on the hypothesis test conducted,research show that Television Advertising and Brand Image has simultaneousand partial significant positive effect on Brand Awareness, Television Advertisingand Brand Image has simultaneous and partial significant positive effect onPurchase Decision, Brand awareness has has a positive and significant effect onPurchase Decision, Television Advertising and Brand Image has a positive andsignificant effect on Purchase Decision are moderated by Brand Awareness. Keywods: Television Advertising, Brand Image, Brand Awareness, PurchasingDecision.

PENGARUH SOCIAL MEDIA INFLUENCER DAN BRAND IMAGE TERHADAP BRAND TRUST DAN KEPUTUSAN PEMBELIAN PRODUK SCARLETT WHITENING (Studi Pada Generasi Z Kota Pekanbaru) Putri Irvania Yurike; Nursanti Aida; Wasnury Rendra
Jurnal Online Mahasiswa (JOM) Bidang Ilmu Ekonomi Vol 9, No 2 (2022): (Juli - Desember)
Publisher : Jurnal Online Mahasiswa (JOM) Bidang Ilmu Ekonomi

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This study aims to determine how the influence of Social Media Influencers andBrand Image on Purchase DecisionsforScarlett Whitening Products with Brand Trustas anIntervening Variable in Generation Z Pekanbaru City, either partially orsimultaneously.The population in this study were users of Scarlett Whitening productsin Pekanbaru City.The sampling technique used the lameshow formula with a total sample of 100 people. Thedata collection technique used a questionnaire in which theresearch method used was aquantitative method, this study used primary data with a path analysis model. The findingsof this study obtained the influence of social media influencers on brand trust andpurchasing decisions and the influence of brand image on brand trustand purchasingdecisions, while brand trust had an effect on purchasing decisions forscarlett whiteningproducts. For indirect effects, it was found that there was an influence of social mediainfluencers on purchasing decisions through brand trust, andalso the influence of brandimage on purchasing decisions through brand trust. Key Words: Social Media Influencer, Brand image, Brand Trust, PurchasingDecisions

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