Articles
<![CDATA[Pengaruh Pemasaran Viral Dan Kualitas Produk Terhadap Keputusan Pembelian ]]>
<![CDATA[Siahaan, Hassya Albachrie Ramadhan]]>;
<![CDATA[Moko, Wahdiyat]]>
<![CDATA[ Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 3 No. 2 (2024) ]]>
Publisher : <![CDATA[Fakultas Ekonomi dan Bisnis Universitas Brawijaya ]]>
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DOI: 10.21776/jmppk.2024.03.2.21
<![CDATA[This study aims to explain the effect of Viral Marketing and Product Quality on Purchasing Decisions. This research is explanatory research with a quantitative approach. The variables used in this study are Viral Marketing (X1), Product Quality (X2), and Purchase Decision (Y). Data collection was obtained by distributing questionnaires online to tourists who had purchased food and beverage products at Bakso President in Malang City. The sample in this study amounted to 120 respondents using a purposive sampling technique. Data analysis used is descriptive analysis and multiple linear regression analysis. The results of this study indicate that the Viral Marketing (X1) and Product Quality (X2) variables each have a positive and significant effect on Purchase Decision (Y). Based on the results of this study, Bakso President should maintain viral marketing activities and implement product quality that has been carried out to further strengthen purchasing decisions for food and beverage products at Bakso President in Malang City. Abstrak Penelitian ini bertujuan untuk menjelaskan pengaruh Pemasaran Viral dan Kualitas Produk terhadap Keputusan Pembelian. Penelitian ini merupakan penelitian eksplanatori (explanatory research) dengan pendekatan kuantitatif. Variabel yang digunakan dalam penelitian ini adalah Pemasaran Viral (X1), Kualitas Produk (X2), dan Keputusan Pembelian (Y). Pengumpulan data diperoleh melalui penyebaran kuesioner secara online pada wisatawan yang pernah melakukan pembelian produk makanan dan minuman di Bakso President di Kota Malang. Sampel dalam penelitian ini berjumlah 120 responden dengan menggunakan teknik purposive sampling. Analisa data yang digunakan adalah analisis deskriptif dan analisis regresi linier berganda. Hasil penelitian ini menunjukkan bahwa variabel Pemasaran Viral (X1) dan Kualitas Produk (X2) masing- masing berpengaruh positif dan signifikan terhadap Keputusan Pembelian (Y). Berdasarkan hasil penelitian ini, sebaiknya Bakso President mempertahankan aktivitas pemasaran viral dan implementasi kualitas produk yang telah dilakukan untuk semakin memperkuat keputusan pembelian produk makanan dan minuman di Bakso President di Kota Malang.]]>
<![CDATA[Pengaruh Celebrity Endorser, Brand Image Dan Brand Trust Terhadap Repurchase Intention ]]>
<![CDATA[Astuti, Ardilla Devi Lisandra Tri]]>;
<![CDATA[Moko, Wahdiyat]]>
<![CDATA[ Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 3 No. 3 (2024) ]]>
Publisher : <![CDATA[Fakultas Ekonomi dan Bisnis Universitas Brawijaya ]]>
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DOI: 10.21776/jmppk.2024.03.3.20
<![CDATA[This study aims to determine the influence of Celebrity Endorser, Brand Image and Brand Trust on consumer Repurchase Intention of Scarlett Whitening products in Sangatta City, East Kalimantan. This type of research is explanatory research with a quantitative approach that uses data in the form of numbers as an analytical tool to determine the relationship between variables through hypothesis testing. This study used a sample of 120 respondents. Sampling using purposive sampling technique is probability sampling test with the characteristics of having bought Scarlett Whitening products at least once. The test tools used are research instrument test, classical assumption test and hypothesis test. From the results of this test, it can be concluded that Celebrity Endorser has an effect on Repurchase Intention. Brand Image also affects Repurchase Intention. Brand Trust also affects Repurchase Intention. Abstrak Penelitian ini bertujuan untuk mengetahui pengaruh Celebrity Endorser, Brand Image dan Brand Trust terhadap Repurchase Intention konsumen produk Scarlett Whitening di Kota Sangatta Kalimantan Timur. Jenis penelitian ini adalah penelitian eksplanatori dengan pendekatan kuantitatif yang menggunakan data berupa angka sebagai alat analisis untuk menentukan hubungan antar variabel melalui uji hipotesis. Penelitian ini menggunakan sampel sebanyak 120 responden. Pengambilan sampel menggunakan teknik purposive sampling yaitu uji probability sampling dengan karakteristik pernah membeli produk Scarlett Whitening minimal satu kali. Alat uji yang digunakan adalah uji instrument penelitian, uji asumsi klasik dan uji hipotesis. Dari hasil pengujian ini dapat disimpulkan bahwa Celebrity Endorser berpengaruh terhadap Repurchase Intention. Brand Image juga berpengaruh terhadap Repurchase Intention. Brand Trust juga berpengaruh terhadap Repurchase Intention.]]>
<![CDATA[ANALISIS STRATEGI PENGEMBANGAN BISNIS PADA UMKM MENGGUNAKAN PENDEKATAN ANALISIS SWOT DAN QSPM MATRIKS ]]>
<![CDATA[Moko, Wahdiyat]]>;
<![CDATA[Dhara Dyah Wulandari]]>
<![CDATA[ Jurnal Kewirausahaan dan Inovasi Vol. 1 No. 1 (2022) ]]>
Publisher : <![CDATA[Fakultas Ekonomi dan Bisnis Universitas Brawijaya ]]>
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DOI: 10.21776/jki.2022.01.1.01
<![CDATA[The rapid growth of fashion has led to intense business competition in the fashion industry in Indonesia. The existence of intense competition with competitors requires business owners in the fashion industry to always pay attention to the needs and desires of consumers and understand their business to achieve competitive advantage in the midst of intense competition in the fashion business. The objective of this qualitative descriptive research is to identify the correct business development strategies for Cloura, an MSME engaged in fashion industry. Business competition in Indonesian fashion industry is one of the toughest competitions in the country. In order to win the competition and to gain competitive advantage, Cloura needs to have the appropriate business development strategies, which can be determined through analyses on IFE Matrix, EFE Matrix, SWOT, and QSPM Matrix. This study finds that the QSPM Matrix suggested final business development strategy, that is increasing market share for the existing products by conducting more intensive marketing campaigns.]]>
<![CDATA[PENGARUH ORIENTASI KEWIRAUSAHAAN DAN ORIENTASI PASAR TERHADAP KINERJA USAHA MEBEL ]]>
<![CDATA[Hibatullah, Muhammad Faisol]]>;
<![CDATA[Moko, Wahdiyat]]>
<![CDATA[ Jurnal Kewirausahaan dan Inovasi Vol. 1 No. 3 (2022) ]]>
Publisher : <![CDATA[Fakultas Ekonomi dan Bisnis Universitas Brawijaya ]]>
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DOI: 10.21776/jki.2022.01.3.06
<![CDATA[This research aims to identify the effects of entrepreneurial orientation andmarket orientation on the performance of furniture companies. The population of this studyis45furniture business owners in Bukir, an urban village in Pasuruan city. The data was harvestedthrough questionnaires and library research and was analyzed using multiple linear regressionin SPSS 26 for Windows. The research instruments were assessed using validitytest, reliability test, and classical assumption test. The hypothesis testing was performedusingFtest and t test, from which beta coefficient and relationship between variables were obtained. This study finds that entrepreneurial orientation (which consists of proactive, risk-taking, andanticipative indicators), market orientation (which consists of market information, customerorientation, and responsiveness) positively and significantly influence business performance.]]>
<![CDATA[PERUMUSAN STRATEGI PENGEMBANGAN BISNIS DAUR ULANG LOGAM ALUMINIUM ]]>
<![CDATA[Bagaskara, Mohammad Zoga]]>;
<![CDATA[Moko, Wahdiyat]]>
<![CDATA[ Jurnal Kewirausahaan dan Inovasi Vol. 1 No. 2 (2022) ]]>
Publisher : <![CDATA[Fakultas Ekonomi dan Bisnis Universitas Brawijaya ]]>
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DOI: 10.21776/jki.2022.01.2.13
<![CDATA[Business developments in modern era have occurred in all categories of companies. The current fierce competition between companies is related to the growth of production volumes with sustaining attention to product quality will at least maintains the achieved selling figures. Various methods have been used to meet the goal, e.g. product planning, material procurement, promotion, price setting, and development of product required and desired by the market. The objective of this research is to identify the appropriate strategy to be applied by PT. Barokah Subur Jaya using strategy formulation approach. The data of this descriptive qualitative study was harvested through interviews and documentation in the research site, i.e. an aluminum recycling company. This study finds that PT. Barokah Subur Jaya need to apply the hold-and-maintain strategy.]]>
<![CDATA[PENGARUH STRATEGI BISNIS DAN INOVASI TERHADAP KEUNGGULAN KOMPETITIF PERUSAHAAN ]]>
<![CDATA[Firanda, Brilian Setia]]>;
<![CDATA[Moko, Wahdiyat]]>
<![CDATA[ Jurnal Kewirausahaan dan Inovasi Vol. 2 No. 2 (2023) ]]>
Publisher : <![CDATA[Fakultas Ekonomi dan Bisnis Universitas Brawijaya ]]>
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DOI: 10.21776/jki.2023.02.2.11
<![CDATA[Micro, Small, and Medium Enterprises (MSMEs) have become one of the most rapidly growing industries in several ASEAN countries. The increase in the number of MSME units has resulted in increased business competition. The potential issue is the risk of MSMEs being pushed out of the competition. Therefore, competitive advantage is essential for MSMEs to remain competitive in the industry. Some researchers believe that competitive advantage is influenced by business strategy and innovation. This study aims to determine the influence of business strategy and innovation on competitive advantage among owners of culinary MSMEs in the snack and pastry sector. The research utilizes a non-probability sampling technique called purposive sampling. The sample size used consists of 150 respondents from culinary MSMEs in the snack and pastry sector in Malang City. The data analysis method employed is multiple linear regression analysis using SPSS 26 software. The research instrument is tested for validity, reliability, and classical assumptions. Hypothesis testing is conducted using the F-test and t-test. Based on the analysis results, it shows that (1) business strategy has a significant influence on competitive advantage, and (2) innovation has a significant influence on competitive advantage.]]>
<![CDATA[PENGARUH INOVASI PRODUK DAN CORPORATE SOCIAL RESPONSIBILITY TERHADAP CITRA PERUSAHAAN ]]>
<![CDATA[Sungandi, Vincent Meidian]]>;
<![CDATA[Moko, Wahdiyat]]>
<![CDATA[ Jurnal Kewirausahaan dan Inovasi Vol. 2 No. 3 (2023) ]]>
Publisher : <![CDATA[Fakultas Ekonomi dan Bisnis Universitas Brawijaya ]]>
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DOI: 10.21776/jki.2023.02.3.12
<![CDATA[This research aims to identify the effect of product innovation & Corporate Social Responsibility (CSR) on the corporate image of PT Goto Gojek Tokopedia Tbk. The respondents of this quantitative case study are 100 university students. The data was harvested from Likert-scaled questionnaires & was analyzed using multiple linear regression. The results of the analysis indicate that product innovation (X1) & Corporate Social Responsibility (X2) simultaneously have positive & significant effects on corporate image (Y) as the F statistics is greater than the F table with 49.760>3.09, & the F significance value of 0.000 is smaller than 0.05 (5%). The results of the t test show that the t statistics is greater than the t table with 4781>1.90, or the sig. t (0.000) is smaller than the α value (0.05). This means that Corporate social responsibility (X2) positively & significantly affects corporate image (Y). The result of the t test for product innovation is that the t statistics is greater than the t table with 5.341>1.90, or the sig. t (0.000) is smaller than the α value (0.05). This means that product innovation (X1) positively & significantly influences corporate image (Y).]]>
<![CDATA[PENGARUH EMPLOYER BRANDING, SOCIAL MEDIA, DAN CORPORATE REPUTATION TERHADAP INTENTION TO APPLY JOB ]]>
<![CDATA[Pitaloka, Rafida Tri]]>;
<![CDATA[Moko, Wahdiyat]]>
<![CDATA[ Jurnal Kewirausahaan dan Inovasi Vol. 2 No. 4 (2023) ]]>
Publisher : <![CDATA[Fakultas Ekonomi dan Bisnis Universitas Brawijaya ]]>
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DOI: 10.21776/jki.2023.02.4.19
<![CDATA[The number of job applicants in Indonesia far exceeds the available vacancies. This condition creates competitions among the job seekers, so prospective job providers consider several factors that can attract them or increase their intention, particularly the alumni of Universitas Brawijaya to apply. The objective of this research is to identify the effects of employer branding, social media, and corporate reputation on the intention of Universitas Brawijaya’s alumni to apply for jobs. This explanatory research elucidates the causal relationship between its dependent and independent variables through hypothesis testing. Using purposive technique, 90 people were selected as the respondents. The data analysis was performed through multiple linear regression in SPSS version 27. The results of the finding led to conclusions that employer branding, and social positively and significantly influence the intention to apply for jobs and that corporate reputation positively yet insignificantly affects the intention to apply for jobs. The results of the study can provide considerations regarding employer branding, social media, and corporate reputation in companies that Brawijaya University alumni want to apply for.]]>
<![CDATA[Influencing Factors of Patient Safety Culture: A Quantitative Study ]]>
<![CDATA[Makiah, Makiah]]>;
<![CDATA[Noermijati, Noermijati]]>;
<![CDATA[Hadiwidjojo, Djumilah]]>;
<![CDATA[Moko, Wahdiyat]]>
<![CDATA[ Journal of International Conference Proceedings Vol 6, No 6 (2023): 2023 WIMAYA Yogyakarta Proceeding ]]>
Publisher : <![CDATA[AIBPM Publisher ]]>
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DOI: 10.32535/jicp.v6i6.2731
<![CDATA[Patient safety culture is an important aspect in healthcare organizations. This study aims to determine the factors that influence the implementation of patient safety culture in a regional public hospital on Lombok Island. This study is a quantitative study with an analytic survey using a cross-sectional design. The sample in this study was 127 inpatient room nurses using proportionate random sampling technique. Data collection was carried out by distributing questionnaires, then analyzing the data using multiple linear regression with the research findings of leadership effectiveness, work motivation and knowledge management have a significant effect on the implementation of patient safety culture. That the leadership effectiveness variable is the dominant variable influencing the implementation of patient safety culture in regional public hospitals on Lombok Island.]]>
<![CDATA[Organizational Attractiveness, Social Media, dan Corporate Reputation sebagai Mediasi Employer Branding terhadap Intention to Apply For a Job ]]>
<![CDATA[Abanan, Muchammad Zuhri Ramadhani]]>;
<![CDATA[Moko, Wahdiyat]]>;
<![CDATA[Firanda, Brilian Setia]]>;
<![CDATA[Aini, Maya Faridhotul]]>
<![CDATA[ Reviu Akuntansi, Manajemen, dan Bisnis Vol. 4 No. 2 (2024): Desember ]]>
Publisher : <![CDATA[Penerbit Goodwood ]]>
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DOI: 10.35912/rambis.v4i2.3781
<![CDATA[Purpose: To determine the direct influence of employer branding, social media, organizational attractiveness, and corporate reputation on the intention to apply for a job. Additionally, the study aims to investigate the indirect effect of employer branding on the intention to apply for a job through social media, organizational attractiveness, and corporate reputation. Research methodology: The research was conducted on university alumni in Malang. It employed a survey method using a questionnaire as the data collection tool. The study involved 210 respondents from both public and private universities in Malang. A Likert scale ranging from 1 to 5 was used for measurement. The analysis was performed using Structural Equation Modeling (SEM) with PLS software. Results: The study reveals that employer branding significantly boosts job application intentions, with social media serving as a mediator that amplifies this impact. Organizational attractiveness, emphasizing product quality and workplace environment, emerges as the most influential factor. Corporate reputation also positively influences job application intentions and mediates the relationship with employer branding. These interconnected factors offer valuable guidance for enhancing recruitment strategies. Limitations: The study has limitations, including its focus university alumni in Malang. Contribution: This research can be seen from several aspects that are relevant to both theory and practice in the fields of human resource management and organizational marketing, particularly related to employer branding and recruitment.]]>
