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PENGARUH INOVASI PRODUK, STORE ATMOSPHERE DAN WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN DAN KEPUASAN KONSUMEN PADA WARUNK UPNORMAL PEKANBARU Aidil Rizki M; Alwie Furwanti Alvi; Noviasari Henni
Jurnal Online Mahasiswa (JOM) Bidang Ilmu Ekonomi Vol 7, No 2 (2020): (Juli - Desember 2020)
Publisher : Jurnal Online Mahasiswa (JOM) Bidang Ilmu Ekonomi

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The rapid development of the culinary business in Indonesia has resulted in increased and tighter competition in the culinary business. It requires culinary businesses to develop and innovate the products offered according to the need and desires of consumers. One of the café that has innovated their product is Warunk Upnormal Pekanbaru. The purpose of this research is to examine the influence of Product Innovation, Store Atmosphere and Word Of Mouth on Purchasing Decisions and Customer Satisfaction at Warunk Upnormal Pekanbaru. The analysis technique used is path analysis and supported by sobel test. The number of samples taken is 100 respondents using purposive sampling method. Data was collected by distributing questionnaires. Based on the result of the research found that Product Innovation Variables, Store Atmosphere and Word Of Mouth has a significant effect on Purchasing Decisions, Purchasing Decision has a significant effect on Customer Satisfaction, and Product Innovation Variables, Store Atmosphere and Word Of Mouth has a significant effect on Customer Satisfaction through Purchasing Decision.Keywords : Product Innovation, Store Atmosphere, Word Of Mouth, Purchasing Decision, Customer Satisfaction.

PENGARUH KELOMPOK REFERENSI, KUALITAS PRODUK DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN DAN KEPUASAN KONSUMEN PADA PRODUK SUSU FORMULA NESTLE LACTOGROW DI KOTA PEKANBARU Sagala Putri Indah Nancy; Zulkarnain Zulkarnain; Noviasari Henni
Jurnal Online Mahasiswa (JOM) Bidang Ilmu Ekonomi Vol 6, No 1 (2019): (Januari - Juni 2019)
Publisher : Jurnal Online Mahasiswa (JOM) Bidang Ilmu Ekonomi

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This study aims to determine the effect of Reference Group, ProductQuality and Promotion on Buying Decision and Costumer Satisfaction in usingNestle Lactogrow Formula Milk in Pekanbaru City. The population in this studyincludes all consumers who buy and use Nestle Lactogrow Formula Milk inPekanbaru City, while totally samples in this study is 100 people. The samplingtechnique in this study is Purposive Sampling, which is the selection of samplesbased on certain criteria. Data taken from respondents using questioners. Theanalytical method used in this research is path analysis using SPSS (StatisticalPackage for Social Science) aplication. The result show that: (1) ReferenceGroup has significant effect on Buying Decision. (2) Product Quality hassignificant effect on Buying Decision. (3) Promotion has significant effect onBuying Decision. (4) Buying Decision has significant effect on CustomerSatisfaction. (5) Reference Group has significant effect on Customer Satisfactionthrough Buying Decision as a variable intervening. (6) Product Quality hassignificant effect on Customer Satisfaction through Buying Decision as a variableintervening, and (7) Promotion has significant effect on Customer Satisfactionthrough Buying Decision as a variable intervening in using Nestle LactogrowFormula Milk in Pekanbaru City.Keywords : Refererence Group, Product Quality, Promotion, Buying Decision andCustomer Satisfaction

PENGARUH HARGA, TRUST IN BRAND TERHADAP KEPUTUSAN PEMBELIAN DAN LOYALITAS KONSUMEN MINYAK GORENG MEREK BIMOLI DI KOTA PEKANBARU Efiana Efiana; Jushermi Jushermi; Noviasari Henni
Jurnal Online Mahasiswa (JOM) Bidang Ilmu Ekonomi Vol 8, No 2 (2021): (Juli - Desember)
Publisher : Jurnal Online Mahasiswa (JOM) Bidang Ilmu Ekonomi

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The study was to examinet the effect of price, Trust in Brand on Purchasing Decisions and Custumer Loyalty of Bimoli Brand Cooking Oil in Pekanbarru City. Primary data was collected by questionnaires to 120 custumers as a sample. Secondary data comes from the literature related to this study. The test hypotesis in this research is Path Analysiis with SPSS version 23. The result showed that 1) Price has a negative and significant on Purchase Decision of Bimoli brand cooking oil in Pekanbaru City 2)Trust In Brand has a positive and significant on Purchase Decision of Bimoli brand cooking oil in Pekanbaru City 3)Purcahase Decision has a positive and significant on Custumer Loyalty of Bimoli brand cooking oil in Pekanbaru city 4)Price has a negative and significant efeect on Custumer Loyalty through Purchasing Decision of Bimoli brand cooking oil in Pekanbaru City 5) Trusi in Brand positive and significant efeect on Custumer Loyalty trough Purchasing Decision of Bimoli brand cooking oil in Pekanbaru City.Keywods: Price, Trust in Brand, Purchasing Decision, Custumer Loyalty.

PENGARUH BAURAN PEMASARAN TERHADAP KEPUTUSAN PEMBELIAN SERTA DAMPAKNYA TERHADAP KEPUASAN KONSUMEN RUMAH MEBEL PEKANBARU jordan Kevin; Nursanti Aida; Noviasari Henni
Jurnal Online Mahasiswa (JOM) Bidang Ilmu Ekonomi Vol 8, No 1 (2021): (Januari - Juni)
Publisher : Jurnal Online Mahasiswa (JOM) Bidang Ilmu Ekonomi

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This reasearch aims to find out : 1) the effect of the marketing mix on purchasing decisions. 2) the effect of purchasing decisions on customer satisfaction. 3) the effect of the marketing mix on customer satisfaction through purchasing decisions. The population in this reasearch includes all Rumah Mebel consumers. Primary data were collected using a questionnaire as an instrument to prove the results of the study, to test the hypothesis in this study was to use path analysis and using SPSS program. The sampling technique used a purposive sampling method with the criteria that respondent had shopping furniture at the Rumah Mebel and live in the city of Pekanbaru with a total sample of 115 respondents. The results showed that: 1) Marketing Mix has a positive and significant effect on purchasing decisions for furniture products at Rumah Mebel. 2) Purchasing decisions have a positive and significant effect on consumer satisfaction who buys furniture products at Rumah Mebel. 3) Marketing Mix has a positive and significant effect on customer satisfaction through purchasing decisions.Keywords: Marketing Mix, Purchasing Decision, Customer Satisfaction

ANALISIS KOMPARASI FAKTOR-FAKTOR YANG MEMPENGARUHI KINERJA KARYAWAN BADAN USAHA MILIK DESA (BUMDes) DI KECAMATAN SINGINGI KABUPATEN KUANTAN SINGINGI Aprilina Ela; Garnasih Lestari Raden; Noviasari Henni
Jurnal Online Mahasiswa (JOM) Bidang Ilmu Ekonomi Vol 8, No 2 (2021): (Juli - Desember)
Publisher : Jurnal Online Mahasiswa (JOM) Bidang Ilmu Ekonomi

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This study aims to determine the comparative anlysis of the factors that affect the permormance of employees of BUMDes in Singingi Kuantan Singingi Regency. In this study there are 3 variables, namaley Innovation (X1), Sosial Capital (X2) and Employee permormance (Y). The population was employees of three BUMDes in Singingi. The sample of this research was 26 employees of BUMDes. The samples was carried out by using the total sampling technique method. To collet the data, this study used interview and questionnaires to the respondents. Meanwhile, in terms of data analysis, this study used descriptive, quantitative and comparative analysis, multiple regression to produce instrument test, classical assumptions and proving hypoyhesis testing, by using the SPSS program. The result showed that: 1). The three BUMDes of Singingi produced employees performance and innovation variables which have been implemented very well, and while the social capital have been implemented properly, there is also the performance of each BUMDes in Singingi District, where the variables are innovation, social capital, the highest permormance is in BUMDes Sejahtera Sungai Sirih Village, 2). The Variable thas has the most dominant influence on employee performance is the variable of innovation, 3). The application of employee permormance, innovation, and social capital has differences in the three BUMDes in Singingi.Keywords: Innovation, Sosial Capital, Employee Performance.

PENGARUH KEMUDAHAN PENGGUNAAN, HARGA DAN KEPERCAYAAN TERHADAP MINAT BELI PADA SITUS BELANJA ONLINE LAZADA (Studi Kasus Pada Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Riau) Pratama Eko; Wijayanto Gatot; Noviasari Henni
Jurnal Online Mahasiswa (JOM) Bidang Ilmu Ekonomi Vol 8, No 2 (2021): (Juli - Desember)
Publisher : Jurnal Online Mahasiswa (JOM) Bidang Ilmu Ekonomi

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The purpose of this study was to determine the effect of Ease to Use, Price and Trust in Buying Interest on the Lazada online shop site among students. The population in this study were all students of the Faculty of Economics and Business, University of Riau who used the Lazada application and the samples taken were 100 people. To test the hypothesis in this study is to use multiple linear analysis with the help of SPSS.17 program.The results of the study show that: 1) Ease of Use has a positive but not significant effect on Buying Interest on Lazada's online shopping site, 2) Price has a positive but not significant effect on Buying Interest on Lazada's online shopping site, 3) Trust has a positive and significant effect on buying interest on Lazada's online shopping site. 4) Simultaneously Ease of Use, Price and Trust has an affect of Buying Interest on the Lazada online shopping site.Keywords: Ease to Use, Price, Trust and Buying Interest

PENGARUH BRAND IMAGE DAN KUALITAS PRODUK TERHADAP KEPUASAN DAN LOYALITAS PELANGGAN PRODUK LIPSTICK REVLON DI KOTA PEKANBARU Pasaribu Fernanda Nella; Zulkarnain Zulkarnain; Noviasari Henni
Jurnal Online Mahasiswa (JOM) Bidang Ilmu Ekonomi Vol 8, No 1 (2021): (Januari - Juni)
Publisher : Jurnal Online Mahasiswa (JOM) Bidang Ilmu Ekonomi

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This study aims to find out the influence of Brand image, product quality on customer satisfaction and customer loyalty of Revlon lipstick products in Pekanbaru City. The samples in this study were 114 people with the condition, consumers who were in Pekanbaru City, consumers who were over 17 years old and who had used Revlon for at least 6 months. The determination of the number of respresentative samples is dependent on the number of indicators multiplied by 5 to 10. Based on the calculation above obtained for a minimum sample using 114 samples of respondents. This research uses data analysis method using path analysis processed using SmartPLS (Partial Least Square) software version 2.0.m3 that is run with computer media. The results showed that: 1) the better the Brand image will increase customer satisfaction and vice versa, the worse the Brand image of customer satisfaction will also decrease.2) the better the product quality, the better the customer satisfaction and vice versa, the worse the quality of customer satisfaction products will also decrease. 3) The better the brand image will increase customer loyalty and vice versa, the worse the brand image then customer loyalty will also decrease 4). Product quality does not have a significant effect on customer loyalty of Lipstick Revlon products in Pekanbaru City. 5) The better customer satisfaction will increase customer loyalty and vice versa, the worse customer satisfaction then customer loyalty will also decrease. 6) Customer satisfaction is able to mediate brand image relationship to customer satisfaction 7) Customer satisfaction is not able to mediate the relationship Of product quality to customer satisfaction.Keywords: Product, Revlon Lipstick, Brand Image, Product Quality, Customer Satisfaction, Customer Loyalty

ANALISIS PENGARUH CITRA MEREK DAN HARGA TERHADAP KEPUASAN KONSUMEN MELALUI KEPUTUSAN PEMBELIAN SEPATU OLAHRAGA MEREK ADIDAS DI KOTA PEKANBARU safirma Raffi; Nursanti Aida; Noviasari Henni
Jurnal Online Mahasiswa (JOM) Bidang Ilmu Ekonomi Vol 8, No 2 (2021): (Juli - Desember)
Publisher : Jurnal Online Mahasiswa (JOM) Bidang Ilmu Ekonomi

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This research aims to find out, (1) the effect of Brand Image on purchasing decisions, (2) the effect of price on purchasing decisions, (3) the influence of purchasing decisions on consumer satisfaction, (4) the influence of Brand Image on consumer satisfaction through purchasing decisions, (5) the influence of price on consumer satisfaction through purchasing decisions. The object of this research is Adidas sporth shoes consumers in Pekanbaru City. This research used Non probality sample and use accidental sample to chouse the sample. This research used SPSS as a data analysis method. Based on the results of testing, Brand Image has a positive and significant influence on purchasing decisions, Price has a positive and significant influence on purchasing decisions, Purchasing decisions have a positive and significant influence on consumer satisfaction, Brand Image has a positive and significant influence on consumer satisfaction through variable purchasing decisions, Price has a positive and significant influence on consumer satisfaction through variable purchasing decisions.Keyword: Brand Image, Price, Purchase Decision, Consumer Satisfaction

PENGARUH CELEBRITY ENDORSER DAN KUALITAS PRODUK TERHADAP BRAND IMAGE DAN KEPUTUSAN PEMBELIAN MOBIL MITSUBISHI XPANDER DI KOTA PEKANBARU Luhut Jerrywanto; Restuti Sri; Noviasari Henni
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 technology and increasing public knowledge and everchanging consumer tastes cause business competition to be increase ngly tight. One business that is experiencing very stiff competition today is the automotive sector. Automotive manufacturers must apply the right marketing strategies and maintain the quality of products in the car products that will be produced in order to be able to maintain their market share. In Indonesia, Low Multi Purpose Vehicel (LMPV) cars are in high demand by the public because this type of car is designed to be a family car and has a fairly affordable price. Car products contained in the type of Low Multi Purpose Vehicel (LMPV) are Avanza, Xpander, Xenia, Ertiga, and Mobilio. In this study the object chosen for research was a Mitsubishi Xpander car. This research aims to find out the influence of Celebrity Endorser and Product Quality on Brand Image and Purchasing Decisions for Mitsubishi Xpander cars in Pekanbaru City. This research uses a quantitative approach. The sample in this study was 130 people who were owners of Mitsubishi Xpander cars and had a minimum age of 30 years. Sampling uses non-probability sampling methods and purposive sampling techniques. This research instrument uses questionnaires and is analyzed using path analysis with the help of SPSS software version 21. The results of this study showed that the variables celebrity endorser and product quality have a positive and significant effect on brand image. Celebrity Endorser and Product Quality variables have a positive and significant effect on Purchasing Decisions both directly and through Brand Image, as well as Brand Image variables have a positive and significant effect on Purchasing Decisions.Keywords : Celebrity Endorser, Product Quality, Brand Image, Purchasing Decisions, Path Analysis

PENGARUH PERSEPSI HARGA, DAN KEMUDAHAN TRANSAKSI TERHADAP KEPUTUSAN PEMBELIAN PRODUK FASHION DAN KEPUASAN KONSUMEN DI APLIKASI SHOPEE (Studi Kasus Pada Mahasiswa FEB Universitas Riau) Asnita Yuli Nova; Taufiqurrahman Taufiqurrahman; Noviasari Henni
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 aims to analyze the effect of the Perceived Price and Perceived Easeof Transactions on the Purchase Decision of Fashion Products and ConsumerSatisfaction at Shopee Aplication. This research was conducted on all activeundergraduate students of the Faculty of Economics and Business, University ofRiau who use the Shopee market place in shopping for unknown fashion products.This research consists of four variables : Purchase Decision (Y1), ConsumerSatisfaction (Y2), Perception of Transaction Ease (X2), and Perception of Price(X1). This research was conducted using a sample of 130 respondents. This studyuses a purposive sampling method, namely the determination of the sample basedon respondents who have certain criteria. Meanwhile, in terms of data analysis,this study uses the Path Analysis method with the help of SPSS (Statistical Packageof Social Science) version 25. Based on the hypothesis test carried out, the resultsshow that Perception of Transaction Ease has a Positive and Significant Effect onPurchase Decisions, Price Perception has a Positive Effect and Significant toConsumer Satisfaction through Purchase Decisions, Perception of Ease ofTransactions has a positive and significant effect on Consumer Satisfaction throughPurchase Decisions, Purchase Decisions have a positive and significant effect onConsumer Satisfaction. Keywords: Perception of Price, Perception of Transaction Ease, PurchaseDecision, Consumer Satisfaction.

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