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All Journal RJABM (Research Journal of Accounting and Business Management)
Silvana Kardinar Wijayati
Sekolah Tinggi Ilmu Ekonomi Tenggarong
Economics, Econometrics & Finance

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PENGARUH GAYA HIDUP, KONSEP DIRI, KELAS SOSIAL DAN HARGA TERHADAP KEPUTUSAN KONSUMEN BERKUNJUNG KE KEDAI KOPI (Studi Kasus Pada Kedai Kopi XYZ di Samarinda) Silvana Kardinar Wijayati; Widya Hana Fahleti; Johan Arianto
RJABM (Research Journal of Accounting and Business Management) Vol 3, No 2 (2019)
Publisher : LPPM University 17 Agustus 1945 Samarinda

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (648.562 KB) | DOI: 10.31293/rjabm.v3i2.4427

Abstract

Coffee has been becoming a popular commodity in Indonesia. The shift of people’s lifestyles and preferences have been creating new trend in business. Coffee shops are now almost everywhere in urban areas. Marketers need to study variables affecting customer purchase/visit decision to coffee shop so they can come up with maketing programs suit to target market. The purpose of this study is to determine the effect of lifestyle, self concept, social class and price simultanously and partially on customer visit decision to coffee shop. Data collected with self-administered questionnaire distributed to 73 customers of a coffee shop in Samarinda City. Sample was collected using accidental sampling technique. Multiple linear regression in SPSS Version 22 used to analyze the data and it is revealed that social class and self concept positively and significantly affect customer purchase/visit decision. On the other hand, price found negatively and significantly affect customer purchase/visit decision to coffee shop XYZ. Whie lifestyle negatively but insignificanty affects purchase/visit decision. The results of this study suggest marketeres to use different marketing programs to different target markets.
KEPUTUSAN PEMBELIAN ASURANSI JIWA PADA KONSUMEN RURAL: PENGARUH BAURAN PEMASARAN JASA Silvana Kardinar Wijayati
RJABM (Research Journal of Accounting and Business Management) Vol 3, No 1 (2019)
Publisher : LPPM University 17 Agustus 1945 Samarinda

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (241.736 KB) | DOI: 10.31293/rjabm.v3i1.4225

Abstract

Indonesia is one of the most promising markets for the growth of life insurance business in Southeast Asia. Low penetration rate and huge population that is scattered in many islands emerge as opportunity and challenge for any company that is willing to operate its insurance business in this country. This study aims to examine the effects of services marketing mix namely product, price, place, promotion, people, process and physical evidence on life insurance purchase decision of rural customers in Kutai Kartanegara Regency, East Kalimantan Province. Data collected through self-administered survey to 76 life insurance policyholders in 3 sub-districts in Kutai Kartanegara Regency such as Tenggarong, Kota Bangun and Sebulu that represented cluster-rural area of East Kalimantan. Multiple linear regression model was used to analyze the data and the results revealed that product, price, people, and physical evidence positively and significantly affect life insurance purchase decision, while place shown negative and significant effect. On the other hand, we found that promotion and process do not significantly affect purchase decision on life insurance.
Co-Authors Johan Arianto Widya Hana Fahleti