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All Journal Hasanuddin Journal of Applied Business and Entrepreneurship SEIKO : Journal of Management & Business HASANUDDIN JOURNAL OF BUSINESS STRATEGY Paulus Journal of Accounting (PJA) Jurnal Pengabdian kepada Masyarakat Scientium Management Review The Scientia Journal of Economics Issues Scientia Human Capital and Organizational Behavior Journal of Entrepreneurship and Financial Technology
Nuraeni Kadir
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Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Mathematics Public Health Social Sciences Other

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Journal : SEIKO : Journal of Management

 1 
Pengaruh Digital Marketing dan Merchandise Mix Terhadap Kepuasan Konsumen Melalui Kualitas Pelayanan pada Departement Store Kharisma Austin Makaba; Nuraeni Kadir; Abdul Razak Munir
SEIKO : Journal of Management & Business Vol 4, No 2 (2021): July - December
Publisher : Program Pascasarjana STIE Amkop Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37531/sejaman.v4i2.1122

Abstract

Abstrak Pandemi Covid-19 membatasi Mobilitas dan Aktivitas kita sebagai masyarakat tak terkecuali berbagai bisnis. Saat ini berbagai sector ekonomi sedang mengalami kelesuan, satu diantaranya dari sector perdagangan seperti bisnis ritel yaitu Departement Store yang sekarang sedang berjuang menghadapi penurunan penjualan. Penelitian ini bertujuan untuk menganalisis pengaruh Digital Marketing dan Merchandise Mix terhadap Kepuasan Konsumen melalui Kualitas Pelayanan pada Ramayana Departement Store. Sampel dalam penelitian ini sebanyak 384 responden yang merupakan konsumen yang pernah melakukan transaksi baik elektronik maupun konvensional minimal 2 kali serta mengetahui dan sering melihat informasi mengenai ramayana department store di berbagai media. Analisis data dalam penelitian ini menggunakan Path Analysis, Uji T dan Sobel Test. Hasil penelitian menunjukkan bahwa Digital Marketing tidak berpengaruh signifikan secara langsung terhadap kepuasan konsumen sedangkan Variabel Merchandise Mix berpengaruh secara langsung namun kurang signifikan terhadap kepuasan konsumen begitupun juga secara parsial kedua variabel tersebut tidak berpengaruh terhadap Kepuasan konsumen. Hasil penelitian ini juga menunjukkan bahwa Variabel Digital marketing dan Merchandise Mix berpengaruh signifikan secara tidak langsung terhadap kepuasan konsumen melalui kualitas pelayanan. Kata Kunci: Digital Marketing, Merchandise Mix, Kualitas Pelayanan, Kepuasan Konsumen Abstract The COVID-19 pandemic limits our mobility and activities as a society, including various businesses. Nowadays, various economic sectors are experiencing declines, including the trade sector. Retail business, such as the Department Store is currently struggling with declining sales. The objective of this study was to analyze the effect of Digital Marketing and Merchandise Mix on Customer Satisfaction through Service Quality at Ramayana Department Store. The samples in this study were 384 respondents. They were customers who had made electronic and conventional transactions at least 2 times. They also knew and often saw information about Ramayana Department Store in various media. Data analysis used Path Analysis, T-Test, and Sobel Test. The results found that Digital Marketing has an insignificant direct effect on customer satisfaction. Meanwhile, the Merchandise Mix variable has a direct but less significant effect on customer satisfaction. Partially, the two variables do not affect customer satisfaction. The results of this study also found that the Digital marketing and Merchandise Mix variables have a significant indirect effect on customer satisfaction through service quality. Keywords: Digital Marketing, Merchandise Mix, Service Quality, Customer Satisfaction
Pengaruh Pemasaran Digital Terhadap Keputusan Pembelian Melalui Kesadaran Merek Lumier Skincare Dimasa Pandemi Covid –19 Andi Furqan Ashari Rahman; Indrianty Sudirman; Nuraeni Kadir
SEIKO : Journal of Management & Business Vol 4, No 2 (2021): July - December
Publisher : Program Pascasarjana STIE Amkop Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37531/sejaman.v5i2.1968

Abstract

Abstrak Covid – 19 telah mengubah dunia, terutama gaya hidup masyarakat. Salah satunya adalah aktivitas pembelian. Bentuk transisi offline menjadi online. Penelitian ini telah melangkah maju dengan memasukkan dalam penelitian analisis pengaruh pemasaran digital terhadap keputusan pembelian periode covid – 19 pada Lumier skincare baik langsung mauput tidak langsung. Jumlah sampel merupakan pelanggan Lumier Skincare pada masa pandemi covid – 19 di Indonesia pada bulan maret 2020 – September 2021 sebanyak 385 orang. Dengan menggunakan teknik analisis jalur program smartPLS. Hasil Studi penelitian mengetahui bagaimana variabel pemasaran digital mempengaruhi keputusan pembelian melalui kesadaran merek secara signifikan, dan juga membantu memahami saling ketergantungan dan tingkat pengaruh antara elemen-elemen tersebut, yang dapat membantu manajer pemasaran untuk menyiapkan rencana, strategi, dan praktik baik yang meningkatkan penjualan dalam situasi pandemi covid – 19. Kata kunci: pemasaran digital; kesadaran merek; Keputusan Pembelian; pandemi covid-19 Abstract Covid-19 has changed the world, especially people's lifestyles. One of them is purchasing activity. The offline to online transition form. This research has stepped forward by including in research the analysis of the influence of digital marketing on purchasing decisions during the covid-19 period on Lumier skincare both directly and indirectly. The number of samples were Lumier Skincare customers during the covid-19 pandemic in Indonesia in March 2020 - September 2021 as many as 385 people. By using the smartPLS program path analysis technique. Results The research study finds out how digital marketing variables significantly influence purchasing decisions through brand awareness, and also helps to understand the interdependence and degree of influence between these elements, which can help marketing managers to prepare plans, strategies and good practices that increase sales in Covid-19 pandemic situation. Keywords: Digital Marketing; Brand Awareness; Purchasing Decision; Covid-19 Pandemic
Co-Authors A. Nurul Asma Dini Abdul Rahman Kadir Abdul Razak Munir Aldo Barik Risal ANDI ASWAN Andi Furqan Ashari Rahman Andi Nur Ichsan Alqadri Andi Nur Massepe Andris Soma Usyor Asty Almaida Awal Zulqadri Arief Baginda Hamzah Dian Tri Saputri Djabir Hamzah Farhanah Ramdhani Sumardi Fauziah Fauziah Fauziah Umar hendra winarta Indrianty Sudirman Inna Mutmainna Cahyani Thahir Insany Fitri Nurqamar Isnawati Osman jefri barung tappi Kharisma Austin Makaba M. Iqbal Marini Soeid Muhammad Ali Muhammad Arif Rahmat Muhammad Daefnur Hafsir Mukhlisah Noviyanti Kahar Nurdin Brasit Otto R. Payangan Otto Randa Payangan Rahman Kadir Rani Rifani Arifuddin rubson ST. Nafilah Sumardi . Wahda, Wahda Wardhani Hakim