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Faizal Ardiyanto
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Economics, Econometrics & Finance

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ONO REGO ONO RUPO: EFEK PLASEBO HARGA DAN KONSUMSI HEDONIS DI MAL KOTA YOGYAKARTA Faizal Ardiyanto
Jurnal Manajemen Vol 8 No 2 (2018): JURNAL MANAJEMEN VOL. 8 NO. 2 DESEMBER 2018
Publisher : Fakultas Ekonomi Universitas Sarjanawiyata Tamansiswa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26460/jm.v8i2.644

Abstract

There are interesting phenomena related to consumer behavior in Yogyakarta. One of them is price placebo effect. In Javanese language can be found words in relevance with price placebo effect, that is ”ono rego ono rupo” which can be translated to where there is price, there is quality. Therefore, this research is aimed to prove the influence of price placebo effect on brand equity and hedonic consumption, atmospheric cues on hedonic consumption, and also the influence of hedonic consumption on brand equity and impulsive buying behavior. Path analysis is used to test the hypotheses and the total of 506 respondents are participated in this research. The result indicated that all of this research hypotheses are supported.
ANALISIS FAKTOR-FAKTOR BAURAN PEMASARAN (7P) YANG MEMPENGARUHI KEPUTUSAN PELAKU USAHA UMKM DALAM PEMILIHAN PENGAJUAN KREDIT PADA BANK DI DAERAH ISTIMEWA YOGYAKARTA Ahsan Sumantika; Faizal Ardiyanto
Jurnal Manajemen Vol 7 No 2 (2017): JURNAL MANAJEMEN VOL. 7 NO. 2 DESEMBER 2017
Publisher : Fakultas Ekonomi Universitas Sarjanawiyata Tamansiswa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26460/jm.v7i2.277

Abstract

Abstract This research aimed to test the influence of factors in marketing mix which consist of product, price, place, promotion, people, physical evidence, and process toward the loan selection decision by SME businessmen in Yogyakarta Special Region bank. The sampling method is purposive sampling with 99 respondents. Multiple regression analysis is utilized to test the hypotheses. The testing result shows that there are 2 variables : product and physical evidence, significantly which is positively influence dependent variable. However, price, place, promotion, people, and process do not have significance influence towards dependent variable. Keywords: SME, product, price, place, promotion, people, physical evidence, process, and marketing mix
Co-Authors Ahsan Sumantika