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All Journal E-Jurnal Manajemen Universitas Udayana Management Studies and Entrepreneurship Journal (MSEJ)
Bariocha Benaya Brendana Putra
Unknown Affiliation
Decision Sciences, Operations Research & Management

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Peran Kepercayaan Merek Dalam Memediasi Pengaruh Kepuasan Pelanggan Terhadap Loyalitas Produk Telepon Pintar Merek Apple di Kota Denpasar Bariocha Benaya Brendana Putra; Eka Sulistyawati
E-Jurnal Manajemen Vol 3 No 9 (2014)
Publisher : Program Studi Manajemen Fakultas Ekonomi dan Bisnis Universitas Udayana

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (422.725 KB)

Abstract

This study aims to analyze the influence of customer satisfaction on brand trust ,brand trust on brand loyalty, customer satisfaction on brand loyalty, and the mediating role of brand trust on Apple smart phone products in Denpasar. This research is an associative study aimed to examine the relationship of each variable. Sampling technique is purposive sampling by adding certain criteria that are considered representative of the population. The results showed that:First, customer satisfaction has positive and significant effect on brand trust. Second, brand trust has positive and significant effect on brand loyalty Third, customer satisfaction has positive and significant effect on brand loyalty.Fourth, brand trust has signficant effect on mediates the effect of customer satisfaction on brand loyalty with a significant level variables. Based on the discussion and the conclusion it is suggested to the manager of Apple to continuously innovate in order to improve consumer satisfaction and loyalty. Keywords :Customer Satisfaction , Brand Trust , Brand Loyalty
Pengaruh Personal Selling Dan Digital Marketing Terhadap Keputusan Pembelian Polis Asuransi PT BNI Life Insurance Cabang Denpasar Putra, Bariocha Benaya Brendana; Trianasari, Trianasari; Telagawathi, Ni Luh Wayan Sayang
Management Studies and Entrepreneurship Journal (MSEJ) Vol. 5 No. 1 (2024): Management Studies and Entrepreneurship Journal (MSEJ)
Publisher : Yayasan Pendidikan Riset dan Pengembangan Intelektual (YRPI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37385/msej.v5i1.4320

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh Personal Selling dan Digital Marketing terhadap Keputusan Pembelian. Data dikumpulkan dengan menggunakan kuesioner. Populasi dalam penelitian ini adalah nasabah PT BNI Life Cabang Denpasar. Sampel dalam penelitian ini berjumlah 100 sampel. Penelitian ini menggunakan teknik purposive sampling. Teknik analisis yang digunakan adalah regresi linier berganda dan sebelumnya dilakukan pengujian instrumen dan uji asumsi klasik untuk keakuratan hasil analisis regresi dengan program SPSS. Hasil penelitian menunjukkan bahwa Personal Selling berpengaruh positif signifikan terhadap Keputusan, Digital Marketing berpengaruh positif signifikan terhadap Keputusan Pembelian,dan Personal Selling dan Digital Marketing berpengaruh secara simultan terhadap Keputusan Pembelian polis.
Co-Authors Eka Sulistyawati Ni Luh Wayan Sayang Telagawathi Trianasari