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All Journal Jurnal Ilmiah Mahasiswa FEB PERCIPIENCE International Journal of Social, Administration, & Entrepreneurship
Bimo Hardianto
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Humanities Decision Sciences, Operations Research & Management Education Environmental Science Social Sciences

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PENGARUH EKUITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN PADA STARBUCKS COFFEE DI MALANG CITY POINT (Studi Pada Konsumen Starbucks Coffee di Malang City Point) Bimo Hardianto
Jurnal Ilmiah Mahasiswa FEB Vol 10, No 2: Semester Genap 2021/2022
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh elemen ekuitas merek yang terdiri dari empat dimensi yaitu kesadaran merek, asosiasi merek, persepsi kualitas, dan loyalitas merek terhadap keputusan pembelian konsumen. Sampel penelitian ini adalah 100 responden penguunjung di gerai Starbuks Coffee di Malang City Point. Data penelitian ini dianalisis menggunakan regresi linier berganda dengan program SPSS. Hasil penelitian menunjukkan bahwa elemen ekuitas merek yang terdiri dari kesadaran merek, asosiasi merek, persepsi kualitas, dan loyalitas merek berpengaruh siknifikan baik secara parsial maupun simultan terhadap keputusan pembelian. Dari hasil perhitungan koefisien determinasi dapat diketahui bahwa elemen ekuitas merek mempengaruhi keputusan pembelian sebesar 80,2%, sedangkan sisanya dipengaruhi oleh faktor lain yang tidak diteliti. Implikasi dari penelitian ini adalah perlunya meningkatkan kualitas dan mutu produk Starbuck sesuai dengan yang diharapkan konsumen. Selanjutnya manajemen Starbuks Coffee di Malang City Point juga dapat meningkatkan kenyamanan pengunjung saat mengkonsumsi produk di Starbuck dengan cara memperhatikan lagi tata kelola ruangan yang lebih sesuai dengan konsep dengan memprioritaskan kenyamanan pengunjung.Kata kunci : ekuitas merek, keputusan pembelian, hubungan konsumen
INFLUENCE OF LEADERSHIP QUALITY, MOTIVATION, COMMUNICATION, AND LOYALTY TO EMPLOYEE PERFORMANCE IN PT. SARI WARNA ASLI II Bimo Hardianto; Kartika Hendra Titisari; Istiatin Istiatin
PERCIPIENCE International Journal of Social, Administration, & Entrepreneurship Vol 1, No 1 (2021): PERCIPIENCE
Publisher : University of Islam Malang

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Abstract

The purpose of this study is to determine the effect of leadership quality, motivation, communication, and loyalty on employee performance in the office department at PT Sari Warna Asli II. This research is quantitative research and the type of research used in this research is explanatory research. The data source used in this study is derived from primary data, namely questionnaires that are shared with employees of PT. Sari Warna Asli II Boyolali. The time used in this study is January 24 to February 6, 2021. The population in this study is the entirety of pt office department employees. Sari Warna Asli unit II, Boyolali. The population in this study was 81 employees and all were sampled.  Data collection techniques in this study include, documentation, questionnaires, interviews, and library studies. Data analysis using multiple linear regressions, model feasibility tests, hypothesis tests, determination coefficient tests using SPSS.. The results showed that the variables of leadership quality, motivation, communication, had a positive and significant effect on the performance of employees in the office department of PT Sari Warna Asli II, but the loyalty variable had no effect on the performance of employees in the office department of PT Sari Warna Asli II. The coefficient of determination test or Adjusted R Square in this study is 75%.
Co-Authors Istiatin Istiatin Kartika Hendra Titisari