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Bulan Prabawani
Business Administration Studies, Universitas Diponegoro, Semarang, Central Java, Indonesia
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PENGARUH KUALITAS PRODUK DAN PERSEPSI HARGA TERHADAP BRAND SWITCHING MELALUI KETIDAKPUASAN KONSUMEN SEBAGAI VARIABEL INTERVENING (STUDI PADA BRAND SWITCHING LAPTOP MEREK ASUS KE MEREK LAIN DI KOTA SEMARANG) Istiq Meidea, Zhurna Auliya; Dewi, Reni Shinta; Prabawani, Bulan
Jurnal Ilmu Administrasi Bisnis Vol 13, No 1 (2024)
Publisher : Universitas Diponegoro

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jiab.2024.40567

Abstract

The development of technology makes more and more diverse products to support human needs, one of which is the type of laptop. In 2020 laptop users increased to 1.77 billion units, in 2021 ASUS laptops became the brand that topped the Top Brand Index and controlled the Indonesian laptop market share of 43.59%. However, in 2022 it was shifted by other brands, this was also supported by complaints on Twitter and the results of a pre-survey of 30 respondents regarding several aspects such as battery and product performance. After respondents used the ASUS brand laptop, 36.67% of respondents moved to the Lenovo brand laptop. The purpose of this study was to determine the effect of product quality and price perception on brand switching through consumer dissatisfaction as an intervening variable. The sample size was 100 respondents who were taken using non-probability sampling techniques. The research method is purposive sampling and open ended. This type of research is explanatory research. Data analysis in this study using SmartPLS 3.0 for Windows. The results showed that product quality and price perceptions have a positive and significant effect on brand switching through consumer dissatisfaction. This research supports the theory of consumer behavior in the evaluation process. The limitation of this research is that the data collection only contains respondents who meet the criteria. Suggestions for further research can be carried out in other regions to get diverse results and can add other variables such as customer experience.Keywords: product quality;price perception; brand switching; consumer dissatisfaction Adanya perkembangan teknologi menjadikan semakin banyak produk yang beragam untuk menunjang kebutuhan manusia, salah satunya jenis laptop. Pada tahun 2020 pengguna laptop meningkat hingga 1,77 miliar unit, pada tahun 2021 laptop ASUS menjadi merek yang menduduki peringkat teratas Top Brand Index dan menguasai pangsa pasar laptop Indonesia sebesar 43,59%. Namun pada tahun 2022 tergeser merek lain, hal ini juga didukung keluhan di Twitter dan hasil pra-survey terhadap 30 responden mengenai beberapa aspek seperti baterai dan kinerja produknya. Setelah responden menggunakan laptop merek ASUS, 36,67% responden berpindah ke laptop merek Lenovo. Tujuan penelitian ini untuk mengetahui pengaruh kualitas produk dan persepsi harga terhadap brand switching melalui ketidakpuasan konsumen sebagai variabel intervening. Jumlah sampel sebanyak 100 responden yang diambil dengan menggunakan teknik non-probability sampling. Metode penelitian purposive sampling dan open ended. Jenis penelitian ini explanatory research. Analisis data dalam penelitian ini menggunakan SmartPLS 3.0 for Windows. Hasil penelitian menunjukkan kualitas produk dan persepsi harga berpengaruh positif dan signifikan terhadap brand switching melalui ketidakpuasan konsumen. Penelitian ini mendukung teori perilaku konsumen dalam proses evaluasi. Keterbatasan penelitian ini yaitu dalam pengumpulan data hanya berisi responden yang memenuhi kriteria. Saran untuk penelitian selanjutnya dapat dilakukan di wilayah lain untuk mendapat hasil beragam dan dapat menambahkan variabel lain seperti customer experience.Kata Kunci: kualitas produk; persepsi harga; brand switching; ketidakpuasan konsumen.
Pengaruh Green Promotion dan Green Packaging terhadap Keputusan Pembelian Produk MILO Activ-Go UHT (Studi pada Konsumen di Kota Semarang) Amalia, Andrea Putri; Hadi, Sudharto Prawata; Prabawani, Bulan
Jurnal Ilmu Administrasi Bisnis Vol 12, No 4 (2023)
Publisher : Universitas Diponegoro

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jiab.2023.39862

Abstract

Meningkatnya permintaan akan susu cair dalam kemasan menjadikan produsen terus berinovasi dalam menciptakan produk dengan berbagai macam varian rasa yang diminati konsumen. Hal tersebut tidak sejalan dengan adanya tren penurunan pendapatan penjualan produk MILO Activ-Go UHT di Kota Semarang selama tahun 2018 hingga 2021. Penelitian ini dilakukan untuk mengetahui keputusan pembelian produk MILO Activ-Go UHT di Kota Semarang yang dipengaruhi oleh green promotion dan green packaging. Tipe penelitian yang digunakan adalah explanatory research. Sampel pada penelitian ini diambil sebanyak 100 orang responden yang pernah mengkonsumsi produk MILO Activ-Go UHT dengan teknik pengambilan sampel purposive sampling. Pengumpulan data dilakukan dengan menyebar kuesioner secara online. Hasil dari penelitian yang telah dilakukan menunjukkan bahwa green promotion dan green packaging memiliki pengaruh positif signifikan terhadap variabel keputusan pembelian. Demi keberlanjutan dan peningkatan keputusan pembelian, diperlukan evaluasi strategi penyampaian informasi produk dengan memberikan pelatihan pada salesperson agar lebih tanggap dalam menyampaikan informasi seputar produk ramah lingkungan. Perusahaan juga dapat menjalin mitra bisnis untuk menciptakan wadah penampungan sampah minuman karton bagi produk MILO Activ-Go UHT maupun merek susu cair kemasan karton lainnya.The increasing demand of packaged liquid milk has forced producers to continue the innovation in creating various flavors products that are in demand by consumers. This phenomenon is not in the line with the trend of declining sales revenue for MILO Activ-Go UHT product in Semarang City from 2018 to 2021. This research was conducted to determine the purchasing decisions of MILO Activ-Go UHT product in Semarang City which are influenced by green promotion and green packaging. The type of this research is explanatory research. The sample in this research is taken using a purposive sampling technique to 100 respondents who had consumed MILO Activ-Go UHT product. Data collection was carried out by distributing online questionnaires. The results of this research show that the green promotion and green packaging have a significant positive influence on the purchase decision variable. For the sake of sustainability and increasing purchasing decisions, it is necessary to evaluate the product information delivery strategy by providing training to salespersons, so they can be more responsive in conveying information about environmentally friendly products. Company can also establish business partners to create trashcan for carton waste of MILO Activ-Go UHT product and other carton-packed liquid milk brands.
THE INFLUENCE OF BRAND AMBASSADOR TOWARDS PURCHASE DECISION THROUGH BRAND IMAGE AS THE MEDIATOR AT WHITELAB Aisyah, Hanun; Prabawani, Bulan
Jurnal Ilmu Administrasi Bisnis Vol 13, No 1 (2024)
Publisher : Universitas Diponegoro

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jiab.2024.40202

Abstract

The product of cosmetics and skincare sector is currently growing well in Indonesia. A growing number of people aware of how important it is to keep healthy skin, particularly women. Skincare manufacturers are competing to develop and supply products that may satisfy the demands of potential customers due to the increasing needs of the skincare market. One of Whitelab's marketing strategies is to increase product sales by utilizing brand ambassadors to attract consumer purchasing decisions. Whitelab collaborated with Sehun as a brand ambassador to release an exclusive collaboration package. But, Whitelab's position is still at the bottom of competitors who also use brand ambassadors as a promotion tool. Then, this research aims to know the influence of brand ambassador towards the customers purchase decision through brand image as the mediator at Whitelab, tested based on variables but explained through the influence of each dimension/indicator on each variable. The total sample in this research is 100 respondents with the sampling techniques is non-probability sampling which is purposive sampling. The data collection techniques are through questionnaire, literature review, and interview.  The type of this research is explanatory research that processed used SmartPLS 3.2.9 software with the result indirect effects brand ambassador influences positive significantly on the customers purchase decision through brand image as the partial mediation. Recommendation for Whitelab company is expected to pay more attention to the brand ambassadors used, companies need to select local brand ambassadors.Keywords: Brand Ambassador, Brand Image, Purchase Decision
PENGEMBANGAN TALENT MANAGEMENT UNTUK MEMBENTUK KOMITMEN ORGANISASI : (STUDI KASUS PADA PT BANK MEGA Tbk. SEMARANG DIVISI CARD COLLECTION) Sekar Widyasari Putri; Bulan Prabawani; Hari Susanta Nugraha
Fair Value: Jurnal Ilmiah Akuntansi dan Keuangan Vol. 4 No. 6 (2022): Fair Value: Jurnal Ilmiah Akuntansi dan Keuangan
Publisher : Departement Of Accounting, Indonesian Cooperative Institute, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (328.885 KB) | DOI: 10.32670/fairvalue.v4i6.1094

Abstract

Organizational commitment to individual talent is important to ensure that the organization has future candidates. The problem of employee turnover needs special attention from the company because it is an indicator of low organizational commitment. Turnover fluctuations during 2016 - 2018 at PT. Bank Mega Semarang showed an increase in the past year. The purpose of this study is to find out how talent management practices are and how the results of talent management are developed to shape organizational commitment at PT. Bank Mega Semarang, card collection division. This study uses a qualitative method with a type of descriptive research that describes the practice of Talent Management. Data collection techniques with interview methods (unstructured), observation and document analysis. The Talent Management model which consists of four stages, namely Talent Acquisition, Talent On Board, Talent Development and Talent Retention is used as a reference to analyze each process of talent management practices that are run. The results show that Talent Management in the division card collection of PT. Bank Mega Semarang produces individual talent for regeneration in leadership, but there are still employees who resign before the contract expires. In the Talent Acquisition and Talent Retention stage it has not been effective.
Analisis Talent Development Strategy di Era Revolusi Industri 4.0 (Studi Kasus Pada PT Telkom Indonesia Regional IV Jateng-DIY) Washillah, Muhammad Hafidz; Prabawani, Bulan; Nugraha, Hari Susanta
Jurnal Administrasi Bisnis Vol 13, No 2 (2024)
Publisher : Universitas Diponegoro

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jab.v13i2.58536

Abstract

The rapid development of technology in the world makes companies look for competent human resources for technology development, qualified skills and a good desire to learn. Telkom Indonesia as the telecommunications market leader in Indonesia needs to pay attention to employee digital competency in maintaining competitive advantage. Telkom Indonesia with a strategic approach implemented a corporate university concept with Telkom Corporate University as a learning unit that provides employee development programs. This research aims to determine the application of the talent development strategy in the industrial era 4.0 at PT Telkom Indonesia Regional IV Jateng-DIY by using the talent management framework as a reference material for analysis. This research is qualitative research with a literature review of various scientific articles and reports published by trusted organizations. The findings show that good talent management can support the talent development system or strategy at telecommunications companies in Indonesia. A strategic approach with the corporate university concept is the key in the talent development strategy of telecommunications companies facing the industrial revolution. The results of this research can be developed by paying attention to corporate culture activation programs that influence talent development programs in the industrial era 4.0.Perkembangan teknologi membuat perusahaan mencari karyawan yang kompeten dalam teknologi dan keinginan untuk belajar yang baik. Telkom Indonesia sebagai market leader telekomunikasi di Indonesia perlu untuk memperhatikan kompetensi digital karyawan sebagai modal manusia dalam menjaga keunggulan kompetitif di era industri 4.0. Telkom Indonesia dengan pendekatan strategis menjalankan konsep corporate university dengan Telkom Corporate University sebagai learning unit yang menyuguhkan program-program pengembangan karyawan. Penelitian ini bertujuan untuk mengetahui penerapan talent development strategy di era industri 4.0 pada PT Telkom Indonesia Regional IV Jateng-DIY dengan menggunakan talent management framework sebagai bahan acuan analisis. Penelitian ini merupakan penelitian kualitatif dengan tinjauan literatur berbagai artikel ilmiah dan laporan yang diterbitkan oleh organisasi terpercaya yang membahas terkait manajemen talenta khususnya talent development. Temuan menunjukkan bahwa talent management yang baik dapat mendukung sistem atau strategi talent development pada perusahaan telekomunikasi di Indonesia yaitu PT Telkom Indonesia. Pendekatan strategis dengan konsep corporate university & learning & development framework menjadi kunci dalam strategi talent development perusahaan telekomunikasi menghadapi revolusi industri 4.0. Diperlukan culture activation perusahaan yang baik pada setiap lini guna mendukung talent development strategy yang optimal. Hasil dari penelitian ini dapat dikembangkan dengan memperhatikan program aktivitas budaya yang mempengaruhi program talent development.
Analysis Of The Effect Of Perceived Risk, Service Quality and Customer Trust Toward Customer Loyalty After A Cyber Attack (Study In Bank Sharia Indonesia) Rahman, Baskoro Saputra; Prabawani, Bulan; Nugraha, Hari Susanta
Jurnal Ilmu Administrasi Bisnis Vol 13, No 4 (2024)
Publisher : Universitas Diponegoro

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jiab.2024.44725

Abstract

Abstract: This research aims to analyze the influence of perceived risk, service quality, and customer trust on customer loyalty after a cyberattack on Bank Syariah Indonesia (BSI). The research method used is quantitative, conducted at Bank Syariah Indonesia. The study attempts to address four research questions: how perceived risk, service quality, and customer trust affect customer loyalty after a cyberattack on BSI; to what extent perceived risk affects customer loyalty; how service quality plays a role in influencing customer loyalty; and whether customer trust affects customer loyalty after a cyberattack on BSI. The variables examined include perceived risk, service quality, customer trust, and customer loyalty. The findings of this research are expected to provide a better understanding of the impact of these factors on customer loyalty after a cyberattack on BSI. The benefits of this research include theoretical contribution, business strategy guidelines, customer protection, and improved banking security. The results of this study are expected to benefit practitioners in the banking industry, especially BSI, as well as academics and researchers in the fields of management, finance, and cyber security.Keywords: Perceived Risk; Service Quality; Customer Trust; Customer Loyalty; Cyberattack; Bank Syariah Indonesia.Abstraksi: Penelitian ini bertujuan untuk menganalisis pengaruh risiko yang dirasakan, kualitas layanan, dan kepercayaan pelanggan terhadap loyalitas pelanggan setelah terjadinya serangan cyber pada Bank Syariah Indonesia (BSI). Metode penelitian yang digunakan adalah kuantitatif dengan mengambil lokasi penelitian di Bank Syariah Indonesia. Penelitian ini mencoba menjawab empat rumusan masalah, yaitu bagaimana risiko yang dirasakan, kualitas layanan, dan kepercayaan pelanggan mempengaruhi loyalitas pelanggan setelah terjadi serangan cyber pada BSI, sejauh mana risiko yang dirasakan mempengaruhi loyalitas pelanggan, bagaimana kualitas layanan berperan dalam memengaruhi loyalitas pelanggan, dan apakah kepercayaan pelanggan memengaruhi loyalitas pelanggan setelah terjadi serangan cyber pada BSI. Variabel yang diteliti meliputi risiko yang dirasakan, kualitas layanan, kepercayaan pelanggan, dan loyalitas pelanggan. Temuan dari penelitian ini diharapkan dapat memberikan pemahaman yang lebih baik tentang dampak faktor-faktor tersebut terhadap loyalitas pelanggan setelah terjadinya serangan cyber pada BSI. Manfaat dari penelitian ini meliputi kontribusi teoritis, panduan strategi bisnis, perlindungan pelanggan, dan peningkatan keamanan perbankan. Hasil penelitian ini diharapkan dapat memberikan manfaat bagi praktisi di industri perbankan, terutama BSI, serta bagi akademisi dan peneliti di bidang manajemen, keuangan, dan keamanan cyber.Kata Kunci: Risiko yang Dirasakan; Kualitas Layanan; Kepercayaan Pelanggan; Loyalitas Pelanggan; Serangan Cyber; Bank Syariah Indonesia.
Pengaruh Kualitas Produk dan Harga Terhadap Loyalitas Konsumen Dengan Kepuasan Konsumen Sebagai Variabel Antara (Studi Kasus Pada Pengguna Smartphone Merek Samsung di Kota Bogor) Maharani, Rania Rizqika; Nugraha, Hari Susanta; Prabawani, Bulan
Jurnal Ilmu Administrasi Bisnis Vol 13, No 3 (2024)
Publisher : Universitas Diponegoro

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jiab.2024.43204

Abstract

Abstract: One clear evidence of progress in information technology is the popularity of smartphones which is supported by the emergence of various brands, one of which is Samsung. The decline in Samsung's market share shows intense market competition.One important factor for a company to win in the market competition is to produce high-quality products at a reasonable price so that consumers keep satisfied and loyal. This research aims to understand the influence of product quality and price on consumer loyalty through consumer satisfaction among Samsung smartphone users in Bogor. This research uses an explanatory approach with a sample size of 100 respondents. The sampling technique used is non-probability sampling with purposive sampling method. The data collected is processed using SmartPLS SEM 3.2.9 software. The results show that both product quality and price have a positive and significant influence on consumer satisfaction. Additionally, both product quality and price have a positive and significant influence on consumer loyalty. Furthermore, consumer satisfaction also has a positive and significant influence on consumer loyalty. The research also found that there is an influence between product quality and price on consumer loyalty through consumer satisfaction with partial mediation. The suggestion from this research is that Samsung needs to pay attention to the quality of its products and the pricing strategy to ensure that consumers feel that the offered price aligns with what is provided.Keywords:; consumer loyalty; consumer satisfaction; product qualityAbstraksi: Salah satu bukti nyata dari kemajuan teknologi informasi adalah kepopuleran smartphone yang didukung dengan munculnya berbagai macam merek, salah satu diantarnya Samsung. Permasalahan penurunan market share yang dialami Samsung menunjukkan ketatnya persaingan pasar. Salah satu hal yang perlu diperhatikan perusahaan untuk memenangkan persaingan pasar adalah menghasilkan produk berkualitas dengan harga yang sebanding sehingga konsumen merasa puas dan mempertahankan loyalitas mereka. Penelitian ini bertujuan untuk mengetahui pengaruh kualitas produk dan harga terhadap loyalitas konsumen melalui kepuasan konsumen pada pengguna smartphone Samsung di Kota Bogor. Tipe penelitian ini adalah explanatory research dengan sampel sebanyak 100 responden. Teknik pengambilan sampel menggunakan non-probability sampling dengan metode purposive sampling. Data yang diperoleh diolah menggunakan software SmartPLS SEM 3.2.9. Hasil penelitian menunjukan bahwa kualitas produk maupun harga memiliki pengaruh positif dan signifikan terhadap kepuasan konsumen, kualitas produk maupun harga memiliki pengaruh positif dan signifikan terhadap loyalitas konsumen, dan kepuasan konsumen memiliki pengaruh positif dan signifikan terhadap loyalitas konsumen. Pada penelitian ini juga ditemukan bahwa terdapat pengaruh antara kualitas produk maupun harga terhadap loyalitas konsumen melalui kepuasan konsumen dengan mediasi parsial. Saran dalam penelitian ini adalah Samsung perlu memperhatikan kualitas produk dan harga yang ditawarkannya agar konsumen merasa bahwa harga yang ditawarkan sesuai dengan apa yang diberikan.Kata Kunci: kepuasan konsumen; kualitas produk; loyalitas konsumen
PENGARUH HARGA, KUALITAS PRODUK, DAN ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN PRODUK SKINCARE SOMETHINC DI KOTA SEMARANG Karimah, Luthfiah; Hadi, Sudharto Prawata; Prabawani, Bulan
Jurnal Ilmu Administrasi Bisnis Vol 13, No 2 (2024)
Publisher : Universitas Diponegoro

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jiab.2024.41210

Abstract

The beauty care industry has been growing rapidly and consumers have been increasingly paying attention to the needs of their skin so that consumers will search for products that suitable for their skin needs. This has led to intense competition between cosmetic companies including skincare Somethinc, causing a decline in sales during 2022. Therefore, a strategy is needed for purchasing decisions, namely by having a price strategy, product quality, and electronic word of mouth. This study aims to identify the effect of price, product quality, and electronic word of mouth on purchasing decisions. The type of research used is explanatory research. Sampling technique using purposive sampling. In addition, the offline respondent questionnaire sampling methods use accidental sampling and online use snowball sampling. Respondents in this study amounted to 100 respondents. Collecting data using a questionnaire with a Likert Scale measurement. This study uses the auxiliary program from SPSS software (Statistical Package for Social Sciences) version 27.0 and used to test the validity, reliability, correlation coefficient, coefficient of determination, simple and multiple regression analysis, and significance test (t test and F test). The results of this study indicate that there is a positive and significant effect of price on purchasing decisions, there is a positive and significant influence of product quality on product purchasing decisions skincare Somethinc, there is a positive and significant effect of electronic word of mouth on product purchasing decisions skincare Somethinc, and there is a positive and significant influence on price, product quality, and electronic word of mouth to product purchase decisions skincare Somethinc. Based on the results, it is recommended for Somethinc to adjust prices to the target market and product size, develop product designs, clearly inform consumers about product-related complaints, and continue to innovate according to the needs of consumers.Keywords: Price; Product Quality; Electronic Word of Mouth; Purchase Decision.Industri perawatan kecantikan semakin berkembang pesat dan konsumen semakin memperhatikan kebutuhan kulitnya sehingga konsumen akan melakukan pencarian terhadap produk yang sesuai dengan kebutuhan kulit. Hal ini menyebabkan persaingan yang ketat antar perusahaan kosmetik termasuk pada skincare Somethinc sehingga menyebabkan penurunan penjualan selama tahun 2022. Oleh karena itu, diperlukan strategi untuk keputusan pembelian yaitu dengan adanya strategi harga, kualitas produk hingga electronic word of mouth. Penelitian ini bertujuan untuk mengetahui pengaruh dari harga, kualitas produk, dan electronic word of mouth terhadap keputusan pembelian. Tipe penelitian yang digunakan adalah explanatory research. Teknik pengambilan sampel menggunakan purposive sampling. Selain itu, metode pengambilan sampel kuesioner responden secara luring menggunakan accidental sampling dan secara daring menggunakan snowball sampling. Responden dalam penelitian ini berjumlah 100 responden. Pengumpulan data menggunakan kuesioner dengan pengukuran Skala Likert. Penelitian ini menggunakan program bantu dari software SPSS (Statistical Package for Social Sciences) versi 27.0 dan digunakan untuk melakukan uji validitas, reliabilitas, koefisien korelasi, koefisien determinasi, analisis regresi sederhana dan berganda, dan uji signifikansi (uji t dan uji F). Hasil dari penelitian ini menunjukkan bahwa terdapat pengaruh positif dan signifikan harga terhadap keputusan pembelian, terdapat pengaruh positif dan signifikan kualitas produk terhadap keputusan pembelian produk skincare Somethinc, terdapat pengaruh positif dan signifikan electronic word of mouth terhadap keputusan pembelian produk skincare Somethinc, dan terdapat pengaruh positif dan signifikan harga, kualitas produk, dan Electronic Word of Mouth terhadap keputusan pembelian produk skincare Somethinc. Berdasarkan hasil maka disarankan untuk Somethinc agar menyesuaikan harga dengan target pasar dan ukuran produk, mengembangkan desain dari produk, menginformasikan secara jelas kepada konsumen mengenai komplain terkait produk, serta terus berinovasi menyesuaikan dengan kebutuhan dari konsumen.Kata Kunci: Harga; Kualitas Produk; Electronic Word of Mouth; Keputusan Pembelian
Pengaruh Tarif Integrasi, Promosi, dan Kemudahan Transaksi Terhadap Keputusan Penggunaan Jasa Pada Aplikasi Jaklingko (Studi Pada Konsumen Aplikasi Jaklingko Di Kota Jakarta) Yassar, Muchamad Chico Demas; Prabawani, Bulan; Listyorini, Sari
Jurnal Ilmu Administrasi Bisnis Vol 13, No 3 (2024)
Publisher : Universitas Diponegoro

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jiab.2024.42828

Abstract

The increase in the number of people in the city of Jakarta has become a problem in itself, such as traffic jams. The best solution to reduce traffic jams is to use public transportation. Many modes of transportation require an integrated tariff and payment system. Jaklingko is an integrated transportation system in Jakarta which is considered to provide benefits, especially since fares are much cheaper than competitors. The presence of Jaklingko provides an easy transportation payment system in mobility. However, losses occurred in 2021 as well as disappointment with the Jak Lingko application due to inadequate application services. The aim of this research is to determine the influence of tariff integration promotions and ease of transaction on the decision to use services on the Jaklingko application. This type of research is explanatory research with a quantitative approach. The total sample is 100 respondents taken using non-probability sampling techniques with purposive sampling research method. The data collection technique uses a questionnaire and is processed using SmartPLS 3.0 for Windows. The research results show that tariff integration, promotions and ease of transactions have a positive and significant effect on the decision to use services. This research supports consumer behavior theory. The limitation of this research is that it is cross-sectional. Suggestions that can be implemented include improvements to the tariff calculation system, regular promotions and applications that need to be designed so they can be used flexibly. Apart from that, futute research can add other variables that influence the decision to use services.Keywords: Tariff Integration; Promotion; Ease Of Transaction; Purchase Decision Peningkatan jumlah masyarakat Kota Jakarta menjadi problema tersendiri seperti kemacetan lalu lintas. Solusi terbaik dalam mengurangi kemacetan dengan menggunakan transportasi umum. Banyaknya moda transportasi memerlukan sistem tarif dan pembayaran terpadu. Jaklingko merupakan sistem transportasi terintegrasi di Jakarta yang dinilai memberikan manfaat terlebih tarif jauh lebih murah dibanding kompetitor. Hadirnya Jaklingko memberikan kemudahan sistem pembayaran transportasi masyarakat dalam bermobilitas. Namun kerugian bisnis transportasi terjadi pada tahun 2021 serta kekecewaan pada aplikasi Jak Lingko atas pelayanan aplikasi yang kurang memadai. Tujuan penelitian ini untuk mengetahui pengatuh tarif integrasi, promosi dan kemudahan transkasi terhadap keputusan penggunaan jasa pada aplikasi Jaklingko. Tipe penelitian ini adalah explanatory research dengan pendekatan kuantitatif. Jumlah sampel sebanyak 100 responden yang diambil menggunakan teknik non-probability sampling. Metode penelitian purposive sampling. Teknik pengumpulan data menggunakan kuesioner dan diolah menggunakan SmartPLS 3.0 for Windows. Hasil penelitian menunjukkan tarif integrasi, promosi dan kemudahan transaksi berpengaruh positif dan signifikan terhadap keputusan penggunaan jasa. Penelitian ini mendukung teori perilaku konsumen. Keterbatasan penelitian ini yaitu bersifat cross-sectional. Saran yang dapat diterapkan seperti perbaikan pada ssitem perhitungan tarif, promosi secara berkala dan aplikasi yang perlu dirancang agar dapat digunakan secara flexible. Selain itu dapat menambahkan variabel lain yang mempengaruhi keputusan penggunaan jasa.Kata Kunci: Tarif Integrasi; Promosi; Kemudahan Transaksi; Keputusan Penggunaan Jasa
Pengaruh Brand Image dan Electronic Word of Mouth Terhadap Keputusan Pembelian (Studi pada Generasi Z Pengguna Layanan Traveloka di Kota Semarang) Hikmawan, Muhammad Rifqi; Prabawani, Bulan; Widayanto, Widayanto
Jurnal Ilmu Administrasi Bisnis Vol 13, No 3 (2024)
Publisher : Universitas Diponegoro

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jiab.2024.42451

Abstract

This study aims to evaluate the impact of brand image and electronic word of mouth as independent variables on purchasing decisions as the dependent variable on the online travel agent Traveloka. The population that is the focus of the research is generation Z in Semarang City who have used Traveloka at least twice. This type of research is explanatory research and non-probability sampling techniques using Accidental and Purposive Sampling methods. The research sample consisted of 97 Traveloka user respondents who live in Semarang City. Data analysis using SPSS for Windows Version 25.0. The research results show that: (1) brand image (X1) has a positive and significant influence on purchasing decisions (Y), (2) electronic word of mouth (X2) has a positive and significant influence on purchasing decisions (Y), (3) Brand Image and Electronic Word of Mouth simultaneously have a positive and significant effect on purchasing decisions (Y). The suggestion in this research is that Traveloka can better optimize its brand image and electronic word of mouth in order to improve Traveloka purchasing decisions.Keywords: Brand Image; Electronic Word of Mouth; Purchase Decisions Penelitian ini bertujuan untuk mengevaluasi dampak brand image dan electronic word of mouth sebagai variabel independen terhadap keputusan pembelian sebagai variabel dependen pada online travel agent Traveloka. Populasi yang menjadi fokus penelitian adalah generasi Z di Kota Semarang yang telah menggunakan Traveloka minimal 2 kali. Tipe penelitian ini adalah explanatory research dan teknik pengambilan sampel non-probability sampling dengan metode accidental dan purposive sampling. Sampel pada penelitian berjumlah 97 responden pengguna Traveloka yang berdomisili di Kota Semarang. Analisis data menggunakan SPSS for Windows Versi 25.0. Hasil penelitian menunjukkan bahwa: (1) brand image (X1) memiliki pengaruh positif dan signifikan terhadap keputusan pembelian (Y), (2) electronic word of mouth (X2) memiliki pengaruh positif dan signifikan terhadap keputusan pembelian (Y), (3) brand image dan electronic word of mouth secara simultan berpengaruh positif dan signifikan terhadap keputusan pembelian (Y). Saran dalam penelitian ini adalah Traveloka dapat mengoptimalkan brand image dan electronic word of mouth secara lebih baik agar dapat meningkatkan keputusan pembelian Traveloka.Kata Kunci: Brand Image; Electronic Word of Mouth; Keputusan Pembelian
Co-Authors Achmad Ulil Khodlro Adila Yeni Rosy D. Adisti Nurul Aulia Adityan Dwi Purnomo Agtriani, Nadia Nur Agung Meiyanto S Agus Hermani Aisyah, Hanun Alifa Noor Amelia Amalia, Andrea Putri Amilia Riyaningrum, Amilia Andi Wijayanto Andiani Ken Astri Amanda Angga Maulana Angga Setyawan A, Angga Setyawan Anis Qomariyah Anita Ariyani Apriatni Endang Prihatini Apriatni Endang Prihatini Ardhian Sasmita Ari Pradhanawati Ari Pradhanawati Ari Pradhanawati Arief Darmawan Aulya Rachman Avi Puspita Desifrida Bunga Maharani Christina Dessy Permatasari Cintia Maharani Putri, Cintia Maharani Dessy Sembiring Elsa Wilna Endang Larasati Erinda Fauzia Fandi Ichwan Sidqi Fania Mutiara Savitri Fauzan Ramadhani Fauziyah, Zahra Putri Febrisa Pawestri Manggiasih, Febrisa Pawestri Fernanda Florencia Pramono Firman Aji Sasongko Fitria Apriliani Yulinda Fitriyadi Fitriyadi Frederick Ido Hamonangan Gigih Wahyu Utomo Handoyo Djoko Waluyo Hapy Septia Nugraheni Hari Susanta Nugraha Hari Susanta Nugraha Hari Susanta Nugraha Henny Diana Erlany Hikmawan, Muhammad Rifqi Hilda Atika Kusumawardhani Hindarsah, Ida I Ketut Suada Indi Djastuti Intan Hidayatillah Isna Armawati Istiq Meidea, Zhurna Auliya Jamadi Jessica Talenta Agustina Tambunan Jihan Mirta Puasantika Jonas Niko Nugroho Karen Arum Septiani, Karen Arum Karimah, Luthfiah Kartika Putri Kasamira, Dhiya Alya Khaerudin Khaerudin Laely Hidayah Lutfitona Ridho Pambudi M. V. I. Ron Olivia Mega Christy Maharani, Rania Rizqika Maria Ursula Mai Cruz Maria Ursula Mai Cruz Maulidia, Ana Mayranni Rizky Puspitasari Mia Darmianti Muhammad Ashari Muhammad Habib Mahendra Muhammad Istifau Maulana Muhammad Shendy Alvian Muslim, Muhammad Agil Naili Farida Naili Farida Nawazirul Lubis Ngatno Ngatno Nikho Ardhyanto Nurita Hertina Novia Sari Nurul Ulfa Zahro Oktaria Diyah Pratiwi, Oktaria Diyah Ompusunggu, Martalina Zwita Pinem, Robetmi Jumpakita Pinka Morina Prawata Hadi, Sudharto Pritta Aprilia Hapsari Pujiastuti, Natalia Sari Putra, Ijai Pratama Rahman, Baskoro Saputra Ratih Nur Setyaningsih Renata, Tasya Rizky Reni Shinta Dewi Renita Helia Reski Pratiwi Rifa'atussa'adah Rifa'atussa'adah Rio Sri Whisnu Sjahputra Rizky, Setya Anugrah Robetmi Jumpakita Pinem Rossi, Figo Fadlillah Rosyid Wasiun Saikoo Muhammad, Saikoo Sandy Salsabila Khaerunissa Sant, Alifia Safira Rahmadanti Saputro, Hashfi Prasetyo Whido Sari Listyorini Sari Listyorini Saryadi Saryadi Saryadi Saryadi Sebastian Mardeta Ferandi Sekar Widyasari Putri Sendhang Nurseto Septia Caesari, Septia Sianturi, Nathania Reandra Silaen, Elsa Singgih Priambodo Sri Suryoko Sri Suryoko Sudharto P Hadi Sudharto Prawata Hadi Sudharto Prawata Hadi Sulistia Suwondo Sungkar, Jessica Valery Tasa Ushuaia Tasa Ushuaia Tasa Ushuaia Tia Agustina Faricha Very Torganda Tampubolon Wahyu Hidayat Wahyu Hidayat Waluyo, Handojo Djoko Washillah, Muhammad Hafidz Wibowo, Krisna Adi Widayanto Widayanto Widiartanto Widiartanto Widiartanto Widiartanto Widiartanto Widiartanto Wiranti M.S Hutabarat Yassar, Muchamad Chico Demas Yudha Widyantoro Prabowo Yudhistira, Indra Yunita Kartikasari Yuwanto Yuwanto Zahro, Nurul Ulfa