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Mochamad Malik Akbar Rohandi
Fakultas Ekonomi Dan Bisnis Universitas Islam Bandung
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Pengaruh Product Quality, Online Customer Review, dan Price Discount terhadap Impulse Buying pada Marketplace Shopee Reytha Ulfa Nurqia Ginting; Dedy Ansari Harahap; Mochamad Malik Akbar Rohandi
Bandung Conference Series: Business and Management Vol. 3 No. 2 (2023): Bandung Conference Series Business and Management
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcsbm.v3i2.8031

Abstract

Abstract. With the presence of e-commerce among the public in buying and selling products to meet their daily needs easily, consumers experience a change in behavior from shopping directly to conventional stores to shopping through e-commerce. This has led to the growth of online shopping and an increase in impulse buying with some indications that product quality, online customer reviews and price discounts will be factors in consumers making impulse buying. So this study aims to find out how product quality is described, online customer reviews and price discounts at Shopee and to determine the effect of product quality, online customer reviews and price discounts on Shopee. This research is a type of research with quantitative methods. The sampling technique used is non-probability sampling, namely purposive sampling. The population in this study were consumers who had made a purchase at least once and obtained a sample of 220 people. The data analysis used is descriptive analysis using multiple linear regression analysis. The results of this study indicate that product quality partially has a significant effect on impulsive purchases, online customer reviews partially have a significant effect on impulse purchases, and price discounts partially have a significant effect on impulse buying. And simultaneously product quality, online customer reviews and price discounts have a significant effect on impulse buying. Abstrak. Dengan adanya e-commerce dikalangan masyarakat dalam menjual dan membeli produk untuk memenuhi kebutuhan sehari-hari secara mudah, membuat konsumen mengalami perubahan perilaku dari berbelanja secara langsung ke toko konvensional menjadi berbelanja melalui e-commerce. Hal tersebut menyebabkan pertumbuhan belanja online dan peningkatan pembelian impulsif dengan beberapa indikasi bahwa product quality, online customer review dan price discount akan menjadi faktor konsumen melakukan pembelian impulsif. Penelitian ini bertujuan untuk mengetahui bagaimana gambaran product quality, online customer review dan price discount pada Shopee serta untuk mengetahui pengaruh product quality, online customer review dan price discount pada Shopee. Penelitian ini merupakan jenis penelitian dengan metode kuantitatif. Teknik sampling yang digunakan adalah nonprobability sampling yaitu purposive sampling. Populasi pada penelitian ini adalah konsumen yang telah melakukan pembelian minimal 1 kali dan didapatkan sampel sebanyak 220 orang. Analisis data yang digunakan adalah analisis deskriptif menggunakan analisis regresi linear berganda. Hasil penelitian ini menunjukkan bahwa product quality secara parsial berpengaruh signifikan terhadap impulse buying, online customer review secara parsial berpengaruh signifikan terhadap impulse buying, dan price discount secara parsial berpengaruh signifikan terhadap impulse buying. Serta secara simultan product quality, online customer review dan price discount berpengaruh signifikan terhadap impulse buying.
Pengaruh Kualitas Pelayanan dan Lokasi terhadap Kepuasan Konsumen pada Cafe Teras Sentani Ramanda Jundi Wafi; Nina Maharani; Mochamad Malik Akbar Rohandi
Bandung Conference Series: Business and Management Vol. 3 No. 2 (2023): Bandung Conference Series Business and Management
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcsbm.v3i2.9428

Abstract

Abstract. This study aims to determine the implementation and responses of respondents about the quality of Service and location at Café Teras Sentani. To determine the effect of partial and simultaneous quality of Service and location on customer satisfaction at Café Teras Sentani. The research method used is survey method. The type of research used is quantitative. The sampling technique is Purposive Sampling technique and the sample in this study is 100 respondents who have been to Batas Kata Cafe. Data collection techniques used are questionnaires and interviews. Data analysis method used is multiple linear regression analysis to determine the effect of independent variables and dependent variables. The results of this study stated that the implementation and responses of respondents regarding the quality of Service and location are considered good. Service quality and location partially and simultaneously significantly affect customer satisfaction.Keyword: Service Quality, Location, Customer Satisfaction. Abstrak. Penelitian ini bertujuan untuk mengetahui Penerapan dan tanggapan responden mengenai kualitas pelayanan dan lokasi pada Café Teras Sentani. Untuk mengetahui besar pengaruh secara parsial dan simultan kualitas pelayanan dan lokasi terhadap kepuasan konsumen pada Café Teras Sentani. Metode penelitian yang digunakan adalah metode survey. Jenis penelitian yang digunakan bersifat kuantitatif. Teknik pengambilan sampel yang dilakukan yaitu Teknik Purposive Sampling dan Sampel dalam penelitian ini adalah 100 orang responden yang pernah berkunjung ke Batas Kata Cafe. Teknik pengumpulan data yang digunakan adalah Kuesioner dan wawancara. Metode analisis data yang digunakan adalah analisis regresi linier berganda untuk mengetahui pengaruh variabel independen dan variabel dependen. Hasil penelitian ini menyatakan bahwa penerapan dan tanggapan responden mengenai kualitas pelayanan dan lokasi dinilai baik. Kualitas pelayanan dan lokasi secara parsial dan simultan berpengaruh signifikan terhadap kepuasan konsumenKata Kunci: Kualitas Pelayanan, Lokasi, Kepuasan Konsumen.
Pengaruh Social Media Marketing dan Marketing Campaign WIB (Waktu Indonesia Belanja) terhadap Keputusan Pembelian di Marketplace Tokopedia Nur Fitriani Hidayat; Mochamad Malik Akbar Rohandi; Nindya Saraswati
Bandung Conference Series: Business and Management Vol. 4 No. 1 (2024): Bandung Conference Series Business and Management
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcsbm.v4i1.9920

Abstract

Abstract. Competition conditions in the business world are increasingly competitive, especially transformation in the era of globalization and technological advances, especially in the world of telecommunications. Business people are required to be able to adapt, be innovative, and become increasingly sensitive to developments that occur so that companies must open new strategies and plan carefully. This research is included in the type of quantitative research using a quantitative approach. The data collection technique in this research was carried out through distributing questionnaires. The sampling technique used in this research is non-probability sampling, namely purposive sampling. The population in this study were students in West Java with a sample of 150 respondents. The data analysis used is descriptive and verification analysis as well as statistics, namely using multiple linear regression analysis, t test, f test, and coefficient of determination. The results of this research show that the Social Media Marketing variable partially has a significant effect on purchasing decisions, the WIB Marketing Campaign (Indonesia Shopping Time) partially has a significant effect on purchasing decisions, and the Social Media Marketing and WIB Marketing Campaign (Indonesia Shopping Time) simultaneously have an effect significant impact on purchasing decisions on the Tokopedia marketplace. Abstrak. Kondisi persaingan dalam dunia bisnis yang semakin kompetitif terlebih transformasi di era globalisasi serta kemajuan teknologi khususnya dalam dunia telekomunikasi. Para pelaku bisnis dituntut untuk dapat beradaptasi, inovatif, dan semakin peka akan perkembangan yang terjadi sehingga perusahaan harus membuka strategi baru dan perencanaan yang matang. Penelitian ini termasuk ke dalam jenis penelitian kuantitatif dengan menggunakan pendekatan kuantitatif. Teknik pengumpulan data dalam penelitian ini dilakukan melalui penyebaran kuesioner. Teknik sampling yang digunakan dalam penelitian ini adalah non-probability sampling yaitu purposive sampling. Populasi dalam penelitian ini adalah mahasiswa di Jawa Barat yang dengan sampel sebanyak 150 responden. Analisis data yang digunakan adalah analisis deskriptif dan verifikatif serta statistik yaitu dengan menggunakan analisis regresi linier berganda, Uji t, Uji f, dan koefisien determinasi. Hasil dari penelitian ini menunjukkan bahwa variabel Social Media Marketing secara parsial berpengaruh signifikan terhadap keputusan pembelian, Marketing Campaign WIB (Waktu Indonesia Belanja) secara parsial berpengaruh signifikan terhadap keputusan pembelian, serta Social Media Marketing dan Marketing Campaign WIB (Waktu Indonesia Belanja) secara simultan berpengaruh signifikan terhadap Keputusan Pembelian di Marketplace Tokopedia.
Pengaruh Promotion, Brand Awareness, dan Price Discount terhadap Purchase Decision Produk Raja Ngemil di E-Commerce TikTok Nisha Fadila; Mochamad Malik Akbar Rohandi; Dedy Ansari Harahap
Bandung Conference Series: Business and Management Vol. 4 No. 1 (2024): Bandung Conference Series Business and Management
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcsbm.v4i1.10180

Abstract

Abstract. This research was conducted based on the phenomenon that occurred, namely that there was a decline in sales of Raja Ngemil products on E-commerce Tiktok in the Promotion, Brand Awareness and Price Discount variables. So this research aims to determine the influence of Promotion, Brand Awareness, and Price Discount on Purchase Decisions for Raja Ngemil products in Tiktok E-commerce, as well as analyzing how big the influence of Promotion, Brand Awareness, and Price Discount are on Raja Ngemil products in Tiktok E-commerce. This research is a type of descriptive and verification research with quantitative methods. The sampling technique used is nonprobability sampling, namely purposive sampling. The population in this study were consumers who had purchased Raja Ngemil products on Tiktok e-commerce at least once and obtained a sample of 180 people. Then the data collection technique in this research is by distributing questionnaires. The results of this research can be concluded that: Simultaneously, there is a positive and significant influence between the variables Promotion, Brand Awareness, and Price Discounts on Purchase Decisions for Raja Ngemil products on E-commerce Tiktok. Abstrak. Penelitian ini dilakukan berdasarkan fenomena yang terjadi bahwa terdapat penurunan pada penjualan Produk Raja Ngemil di E-commerce Tiktok pada variabel Promotion, Brand Awareness, dan Price Discount. Sehingga penelitian ini bertujuan untuk mengetahui pengaruh Promotion, Brand Awareness, dan Price Discount terhadap Purchase Decision pada produk Raja Ngemil di E-commerce Tiktok, serta menganalisis seberapa besar pengaruh Promotion, Brand Awareness, dan Price Discount pada produk Raja Ngemil di E-commerce Tiktok. Penelitian ini merupakan jenis penelitian deskriptif dan verifikatif dengan metode kuantitatif. Teknik sampling yang digunakan adalah nonprobability sampling yaitu purposive sampling. Populasi pada penelitian ini adalah konsumen yang telah melakukan pembelian produk Raja Ngemil di e-commerce Tiktok minimal 1 kali dan didapatkan sampel sebanyak 180 orang. Lalu teknik pengumpulan data pada penelitian ini adalah dengan cara penyebaran kuesioner. Hasil dari penelitian ini dapat disimpulkan bahwa: Secara simultan, terdapat pengaruh positif dan signifikan antara variabel Promotion, Brand Awareness, dan Price Discount terhadap Purchase Decision pada produk Raja Ngemil di E-commerce Tiktok.
Pengaruh Shopping Lifetsyle dan Price Discount terhadap Impulse Buying pada E-commerce Lazada di Bandung Ramdan, Pratiwi Fauziah; Rohandi, Mochamad Malik Akbar
Bandung Conference Series: Business and Management Vol. 4 No. 1 (2024): Bandung Conference Series Business and Management
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcsbm.v4i1.10484

Abstract

Abstract. This research aims to find out the description of shopping lifestyle, price discount and impulse buying on Lazada e-commerce in Bandung, as well as how influence shopping lifestyle and price discount have on impulse buying partially and simultaneously. This research is a type of descriptive and verification research using quantitative research method. The sampling technique used in this research is purposive sampling. The population in this research is people who live in bandung with a sample of 100 respondents. Then the data collection technique in this research is by distributing questionnaires. The data analysis used is descriptive and verification analysis, namely by using multiple regression analysis, t test, F test, and coefficient of determination. The results of this research show that the shopping lifestyle variable partially has a significant influence on impulse buying, price discount partially have a significant influence on impulse buying, and shopping lifestyle and price discount simultaneously have a significant influence on impulse buying on Lazada e-commcer in Bandung. Abstrak. Penelitian ini bertujuan untuk mengetahui bagaimana gambaran shopping lifestyle, price discount dan impulse buying pada e-commerce Lazada di bandung, serta seberapa besar pengaruh shopping lifestyle dan price discount terhadap impulse buying secara parsial dan simultan. Penelitian ini merupakan jenis penelitain deskriptif dan verifikatif dengan menggunaakan metode penelitian kuantitatif, teknik sampling yang digunakan dalam penelitian ini yaitu purposive sampling. Populasi dalam penelitian ini adalah masyarakat yang berdomisili di Bandung yang dengan sampel sebanyak 100 responden. Lalu Teknik pengumpulan data pada penelitian ini adalah dengan cara penyebaran kuesioner. Analisis data yang digunakan adalah analiss deskriptif dan verifikatif yaitu dengan menggunakan analisis regresi berganda, uji t uji F, dan koefisien determinasi. Hasil dari penelitian ini menunjukan bahwa variabel shopping lifestyle secara parsial berpengaruh signifikan terhadap impulse buying, price discount secara parsial berpengsruh signfikan terhadap impulse buying, serta shopping lifestyle dan price discount secara simultan berpengaruh signifikan terhadap impulse buying pada e-commerce Lazada di bandung.
Pengaruh Brand Ambassador Stray Kids dan Interaksi Sosial di Instagram terhadap Keputusan Pembelian Produk Skincare Nacific Indonesia Nardin Najla; Mochamad Malik Akbar Rohandi; Nindya Saraswati
Bandung Conference Series: Business and Management Vol. 4 No. 1 (2024): Bandung Conference Series Business and Management
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcsbm.v4i1.10497

Abstract

Abstract. Achieving the success of a company, one of which is by increasing company sales, there are several ways that companies can do in an effort to achieve this. One of them is by planning a good marketing strategy. That is what Nacific Indonesia wants to achieve, based on the results of observations Nacific Indonesia has made various marketing efforts to increase sales, for example the use of brand ambassadors and social interaction on Instagram. This research focuses on brand ambassador variables, social interactions, and purchasing decisions. The purpose of the study was to determine the relationship between Stray Kids brand ambassadors and social interactions on purchasing decisions for Nacific skincare products. The method used in this research is a survey method with a questionnaire instrument as the data collection technique. The object of this research is the 257,291 followers of the @nacificofficial.id Instagram account which is stripped back based on the sampling criteria to 100 people. The data analysis used in this research is descriptive and verification analysis using multiple linear regression analysis, f test, t test, and the coefficient of determination The results of this study indicate that Stray Kids brand ambassadors partially have a significant effect on purchasing decisions, and social interactions partially have a significant effect on purchasing decisions. Then simultaneously brand ambassadors and social interaction, have a significant and positive effect on purchasing decisions. Abstrak. Tercapainya keberhasilan suatu perusahaan salah satunya adalah dengan meningkatkan penjualan perusahaan, terdapat beberapa cara yang dapat dilakukan oleh perusahaan dalam upaya meraih hal tersebut. Salah satunya adalah dengan melakukan perencaan strategi pemasaran yang baik. Hal itulah yang ingin dicapai oleh Nacific Indonesia, berdasarkan hasil observasi Nacific Indonesia telah melakukan berbagai upaya pemasaran untuk peningkatan penjualan sebagai contoh penggunaan brand ambassador dan interaksi sosial di Instagram. Penelitian ini berfokus kepada variabel brand ambassador, interaksi sosial, dan keputusan pembelian. Tujuan dari penelitian adalah untuk mengetahui hubungan antara brand ambassador Stray Kids dan interaksi sosial terhadap keputusan pembelian produk skincare Nacific. Metode yang digunakan pada penelitian ini adalah metode survei dengan instrumen kuesioner sebagai teknik pengumpulan datanya. Objek penelitian ini adalah pengikut akun instagram @nacificofficial.id 257.291 yang dilucutkan kembali berdasarkan kriteria sampling menjadi 100 orang. Analisis data yang digunakan dalam penelitian ini adalah analisis deskriptif dan verifikatif menggunakan analisis regresi linier berganda, Uji f, Uji t, dan koefisien determinasi. Hasil penelitian ini menunjukkan bahwa brand ambassador Stray Kids secara parsial berpengaruh signifikan terhadap keputusan pembelian dan interaksi sosial secara parsial berpengaruh signifikan terhadap keputusan pembelian. Kemudian simultan brand ambassador dan interaksi sosial, berpengaruh signifikan dan positif terhadap keputusan pembelian.
Pengaruh Citra Merk terhadap Keputusan Pembelian Ulang yang Dimoderasi oleh Kepuasan Konsumen Arkan Rasyid Nur Falah; Dwi M, Hendarti; Akbar Rohandi, Mochamad Malik
Bandung Conference Series: Business and Management Vol. 4 No. 1 (2024): Bandung Conference Series Business and Management
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcsbm.v4i1.10799

Abstract

Abstract. In Indonesia at this time there is an increase in business competition. Business actors try to offer attractive products and services in terms of price, quality and service. Then the competition between companies today is no longer oriented towards how to increase sales volume but is more oriented towards how to satisfy customer needs. There are three variables used in this study, namely Brand Image, Repurchase Decision, and Consumer Satisfaction. The purpose of this study was to determine the effect of brand image on repeat purchase decisions moderated by consumer satisfaction for KFC consumers at the Buahbatu Bandung branch. The method used is the survey method and the data collection technique uses a questionnaire. The object of this research is KFC consumers at the Buahbatu Bandung branch, totaling 220 respondents. The sampling technique in this research uses nonprobability sampling with purposive sampling technique. there are two hypotheses in the research tested using a simple linear regression approach and MRA (Moderated Regression Analysis). The results showed that there was a positive and significant influence between brand image and repurchase decisions for KFC Buahbatu Bandung consumers. Furthermore, customer satisfaction strengthens the relationship between brand image and repurchase decisions for KFC Buahbatu Bandung consumers. Abstrak. Di Indonesia pada saat ini sedang terjadi peningkatan persaingan usaha. Para pelaku usaha berusaha menawarkan produk dan jasa yang menarik baik dari segi harga, kualitas dan pelayanan. Kemudian persaingan antar perusahaan pada masa kini bukan lagi berorientasi pada cara meningkatkan volume penjualan tetapi lebih berorientasi bagaimana memuaskan kebutuhan pelanggan. Terdapat tiga variabel yang digunakan dalam penelitian ini yaitu Citra Merk, Keputusan Pembelian Ulang, dan Kepuasan Konsumen. Tujuan dari penelitian ialah untuk mengetahui Pengaruh Citra Merk terhadap Keputusan Pembelian Ulang yang dimoderasi oleh Kepuasan Konsumen pada konsumen KFC di cabang Buahbatu Bandung. Adapun metode yang digunakan ialah metode survei dan teknik pengumpulan datanya menggunakan kuesioner. Objek penelitian ini ialah konsumen KFC di cabang Buahbatu Bandung berjumlah 220 responden. Teknik sampling dalam penelitian menggunakan Nonprobability sampling dengan teknik purposive sampling. terdapat dua hipotesis dalam penelitian yang diuji menggunakan pendekatan regresi linier sederhana dan MRA (Moderated Regression Analysis). Hasil penelitian menunjukkan bahwa terdapat pengaruh positif dan signifikan antara citra merk terhadap keputusan pembelian ulang pada konsumen KFC Buahbatu Bandung. Selanjutnya, kepuasan konsumen memperkuat hubungan antara citra merk terhadap keputusan pembelian ulang pada konsumen KFC Buahbatu Bandung.
Pengaruh Kualitas Website dan Electronic Word Of Mouth terhadap Minat Berkunjung Muhamad Wahid Ramadhani; Dede R. Oktini; Mochamad Malik Akbar Rohandi
Bandung Conference Series: Business and Management Vol. 4 No. 1 (2024): Bandung Conference Series Business and Management
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcsbm.v4i1.10820

Abstract

Abstract. With the transition from the pandemic period to the new normal, there has been an increase in the level of tourist destinations among the public and accompanied by existing technological developments, this can increase digital marketing innovation carried out by each tourist destination, namely Kampung Batu Malakasari. This has led to the growth of innovation in the field of digital marketing, one of which is determining the application of website quality and electronic word of mouth to visiting interest. This research aims to determine the influence of website quality and electronic word of mouth on interest in visiting Kampung Batu Malakasari. This research is included in the type of descriptive and verification research with quantitative methods. The sampling technique used was nonprobability sampling, namely purposive sampling. The population in this study are consumers who are interested in visiting Kampung Batu Malakasari aged 18-45 years who live in Bandung Regency and Bandung City. So a sample of 99 people was obtained. The data analysis used is descriptive and statistical analysis, namely by using multiple linear regression analysis, F test and T test. The research results show that website quality partially has a significant effect on visiting interest, and electronic word of mouth has a significant effect on visiting interest. Then simultaneously the quality of the website and electronic word of mouth have a significant effect on visiting interest. Abstrak. Dengan adanya perpindahan pandemic ke new normal terjadi pertumbuhan tingkat destinasi parawisata dikalangan masyarakat dan disertai dengan perkembangan teknologi yang ada, hal ini dapat meningkatkan inovasi pemasaran digital yang di lakukan oleh setiap destinasi wisata, yaitu Kampung Batu Malakasari. Hal tersebut menyebabkan pertumbuhan inovasi di bidang pemasaran digital, salah satunya untuk mengetahui penerapan kualitas website dan electronic word of mouth terhadap minat berkunjung. Penelitian ini bertujuan untuk mengetahui pengaruh kualitas website dan electronic word of mouth terhadap minat berkunjung di Kampung Batu Malakasari. Penelitian ini termasuk ke dalam jenis penelitian deskriptif dan verifikatif dengan metode kuantitatif. Teknik sampling yang digunakan adalah nonprobability sampling yaitu purposive sampling. Populasi pada penelitian ini adalah konsumen yang berminat mengunjungi Kampung Batu Malakasari dengan usia 18-45 tahun yang berdomisili di Kabupaten Bandung dan Kota Bandung. Kemudian didapatkan sampel sebesar 99 orang. Analisis data yang digunakan adalah analisis deksriptif dan statistik yaitu dengan menggunakan analisis regresi linier berganda, uji F dan uji T. Hasil penelitian ini menunjukkan bahwa kualitas website secara parsial berpengaruh signifikan terhadap minat berkunjung, dan electronic word of mouth berpengaruh signifikan terhadap minat berkunjung. Lalu secara simultan kualitas website, dan electronic word of mouth berpengaruh signifikan terhadap minat berkunjung.
Evaluasi dan Strategi Pengembangan Bisnis “Cokelat Pena” Vira Setya Puspa Anggreani; Mochamad Malik Akbar Rohandi; Rezi Muhamad Taufik Permana
Bandung Conference Series: Business and Management Vol. 4 No. 1 (2024): Bandung Conference Series Business and Management
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcsbm.v4i1.11182

Abstract

Abstract. Culinary as part of the creative industry is currently emerging in many big cities. The culinary beverage business that is growing rapidly in Indonesia is processed chocolate. Cokelat Pena has also made innovations regarding processed chocolate drinks which prioritize its beneficial aspects for society. So it becomes an instant and brewed drink that is efficacious and has many benefits, which combines herbal plants such as vetiver (Vetiveria Zizanoides) and cinnamon (Cinnamomum Verum) for health in it and is known as herbal chocolate "Cokelat Pena". The fierce competition means that Cokelat Pena needs to redefine its business development strategy by reviewing various aspects. This report presents the results of the "Cokelat Pena" business project which aims to improve business management through various business analyzes and strategies such as Market and Competitor Analysis, SWOT Matrix, Five Forces, and Balanced Score Card, and Boston Consulting Group Matrix. Business performance evaluations and financial metrics measurements have also been carried out to measure the success of business model implementation and identify areas that require improvement in the future. Keywords: Cokelat Pena, Business Evaluation, Business Development Abstrak. Kuliner sebagai bagian industri kreatif saat ini banyak bermunculan di kota – kota besar. Bisnis kuliner minuman yang marak berkembang di Indonesia adalah olahan Cokelat. Cokelat Pena pun melakukan inovasi, terhadap minuman olahan Cokelat yang mengutamakan aspek kebermanfaatannya bagi masyarakat. Sehingga menjadi minuman instan dan seduh berkhasiat serta banyak manfaat, yang dimana mengkolaborasikan tumbuhan herbal seperti akar wangi (Vetiveria Zizanoides) dan kayu manis (Cinnamomum Verum) untuk kesehatan didalamnya dan dikenal dengan cokelat herbal “Cokelat Pena”. Sengitnya persaingan membuat Cokelat Pena perlu meredefinisi strategi pengembangan bisnis dengan meninjau berbagai aspek. Laporan ini menyajikan hasil dari proyek bisnis "Cokelat Pena" yang bertujuan untuk meningkatkan pengelolaan bisnis melalui berbagai analisis dan strategi bisnis seperti Analisis Pasar dan Kompetitor, SWOT Matrix, Five Forces, dan Balanced Score Card, dan Boston Consulting Group Matrix. Evaluasi kinerja bisnis dan pengukuran metrik keuangan juga telah dilakukan untuk mengukur keberhasilan implementasi model bisnis dan mengidentifikasi area yang memerlukan perbaikan di masa depan. Kata Kunci: Cokelat Pena, Evaluasi Bisnis, Pengembangan Bisnis
Pengaruh Kualitas Produk terhadap Keputusan Pembelian yang Dimoderasi oleh Brand Image Ahlil Kahfi; Dwi Mulyaningsih, Hendrati; Akbar Rohandi, Mochamad Malik
Bandung Conference Series: Business and Management Vol. 4 No. 1 (2024): Bandung Conference Series Business and Management
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcsbm.v4i1.11297

Abstract

Abstract. This study aims to find out how the application of product quality to purchasing decisions using brand image moderation techniques on Samsung Smartphone consumers. This research is included in the descriptive and verification research using a quantitative approach, the sampling technique used is non-probability sampling with a purposive sampling approach. The population used is consumers who have purchased Samsung Smartphones who are domiciled in the city of Bandung. The sample used in this study amounted to 165 respondents. The data analysis used is descriptive and statistical analysis using simple regression analysis and MRA (Moderated Regression Analysis). The results of this study indicate that there is a positive and significant influence between product quality and purchase decisions on Samsung Smartphones. Furthermore, brand image strengthens the relationship between product quality and purchase decisions on Samsung Smartphones. Abstrak. Penelitian ini bertujuan untuk mengetahui bagaimana penerapan kualitas produk terhadap keputusan pembelian dengan menggunakan teknik moderasi brand image pada konsumen Smartphone Samsung, Penelitian ini termasuk ke dalam penelitian deskriptif dan verifikatif menggunakan pendekatan kuantitatif, teknik sampling yang digunakan yaitu nonprobability sampling dengan pendekatan purposive sampling. Populasi yang digunakan merupakan konsumen yang pernah melakukan pembelian Smartphone Samsung yang berdomisili di Kota Bandung. Sample yang digunakan pada penelitian ini berjumlah 165 responden. Analisis data yang digunakan adalah analisis deskriptif dan statistic dengan menggunakan analisis regresi sederhana dan MRA (Moderated Regression Analysis), Hasil dari penelitian ini menunjukkan bahwa terdapat pengaruh positif dan signifikan antara kualitas produk terhadap keputusan pembelian pada Smartphone Samsung, selanjutnya, brand image memperkuat hubungan antara kualitas produk terhadap keputusan pembelian pada Smartphone Samsung.
Co-Authors Agung Riza Bahari Suryana Ahlil Kahfi Alena Aenusiffa Salsabil Alivia Nurhaliza Arif Allya Roosallyn Assyofa Alya Fathia Ikhwani Amalya , Safira Rizki Amelia Khoerunnisa Arkan Rasyid Nur Falah Azriel Muhamad Sani Dede R Oktini Dedy Ansari Harahap Dedy Ansari Harahap Detria Aliifah Rifdah Dwi M, Hendarti Dwi Mulyaningsih, Hendrati Elsa Solia Putri Elvira Azis Gheanissa Aulia Luthfani Giraliyandi, Maudina Putri Handri, Handri Helmi Aziz Hendrati Dwi Mulyaningsih Hendrati Dwi Mulyaningsih Ichsanul Hakim Ihsan Padilah Ira Aulia Puspitasari Kautsar Rafa Nusaibah Kunanti Nurul Arifin Mahani, Nina Mahani, Septiana Ayu Estri Mochamad Irfan Fauzie Mochammad Imron Awalludin Muhamad Wahid Ramadhani Muhammad Daffa Azhar Muhammad Rifan Mutaqin Mukhamad Satrio Harditiyanto Nadia Meirani Nadri Taja Nadya Fitriani Nardin Najla Nina Maharani Nindya Saraswati Nisha Fadila Nur Fitriani Hidayat Nyi Raden Sheila Salsabilla Permana, Rezi Muhamad Taufik Putry Yuliani Rachel Aldilla Yastin Rafliansyah Irfandi Ramanda Jundi Wafi Ramdan, Pratiwi Fauziah Reytha Ulfa Nurqia Ginting Rezi Muhamad Taufik Permana Rifaldi, Moch Fikri Rina Julianti Rizka Estisia Pratiwi Rizky Anugrah Pratama Roid Sadad Ruliansyah Ruliansyah Septiana Ayu Estri Mahani Siti Fitrianti Sri Nur Fahmi Sri Suwarsi Sutina, Hani Taufik, Rezi Muhamad Tia Yuliawati Tresna, Eka Vinka Fitria Nuryani Vira Setya Puspa Anggreani Yudha Dwi Nugraha