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All Journal JURNAL BISNIS STRATEGI JURNAL SAINS PEMASARAN INDONESIA Diponegoro Journal of Management Return : Study of Management, Economic and Bussines Research Horizon
Susilo Toto Rahardjo
Jurusan Manajemen Fakultas Ekonomika Dan Bisnis Universitas Diponegoro
Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Law, Crime, Criminology & Criminal Justice Social Sciences

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ANALISIS PENGARUH CITRA MEREK, PRODUK, HARGA, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN (Studi pada Konsumen Bandeng Juwana Elrina) Yuliantiningsih, Arum; Rahardjo, Susilo Toto
Diponegoro Journal of Management Volume 5, Nomor 3, Tahun 2016
Publisher : Faculty of Economics and Business Diponegoro University

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Abstract

This study aimed to analyze the influence of brand image, product, price, and promotion to purchasing decision study case on consumer of Bandeng Juwana Elrina. This study used four independent  variables  are  brand image,  product,  price,  and  promotion.  purchasing  decision variable as a dependent. Simple random sampling method is used for this research. Sample were collected from 100 respondents who ever had experienced to buy in Bandeng Juwana Elrina. Multiple regression analysis is used for this study. The results showed that brand image, product, price, and promotion have positive and significant effect to purchase decision.
ANALISIS PENGURANGAN KUANTITAS PRODUK CACAT PADA MESIN DECORATIVE TILES DENGAN METODE SIX SIGMA (Studi Kasus Pada PT Aster Decorindo Abadi Tangerang) Muttaqien, Achmad Faizal; Rahardjo, Susilo Toto
Diponegoro Journal of Management Volume 3, Nomor 3, Tahun 2014
Publisher : Faculty of Economics and Business Diponegoro University

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Abstract

The continued development of technology in today's age of globalization makes trade easier. From these circumstances lead to increasingly tight competition in the market.from these competition company makes to required to maintain the product quality to meet customer needs. To fill the ever-increasing needs of consumers, the company must determine the quality factor demanded by consumers beside from price, design or other.PT. Aster Decorindo Abadi is a company which operate in decorative tiles or ceramic design with the different types. In the production activity, the company is always trying to produce a good product and reduce high product defects to by setting a standards with 7% of total production. However, in the reality, defect levels fluctuate and sometimes exceeds the specified tolerance standards.Six Sigma is a quality target with a value is 3.4 DPMO (Defect per Million Oppurtunity) or 3.4 defects per million opportunities of. The existence of the achievement of six sigma is 3.4 DPMO it can be to achieve the reality of quality based on zero defect. Reduction on quantity of disability research using six sigma DMAIC with discussion (Define, Measure, Analyze, Improve, Control). The aim of this study was to determine the achievement of sales targets without knowing the product is defective and flawed because it occurs by using the six sigma method.From the analysis result and research that has been done turns out the number of product defects in PT. Aster Decorindo Abadi in the 3.23 sigma level with DPMO values of 40 348. From that way it can be identified that the product quality was still far from the level of 6 sigma products (conversion). With using of a cause and effect diagram analysis can be known the factor cause of damage or defects to the product in production it comes from humans, machines, raw materials and work environment.
PENGARUH KUALITAS PRODUK, VARIASI PRODUK, KESESUAIAN HARGA, CITRA MEREK DAN KESADARAN MEREK DALAM UPAYA MENINGKATKAN KEPUTUSAN PEMBELIAN (STUDI KASUS PADA STRADA COFFEE SEMARANG) Sulistyorini, Oktavia Dyah; Rahardjo, Susilo Toto
Diponegoro Journal of Management Volume 7, Nomor 3, Tahun 2018
Publisher : Faculty of Economics and Business Diponegoro University

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Abstract

Strada coffee has decreased sales in 2016-2017. one of the factors influencing the decrease of sales is the competition of coffee shop in Semarang which is very tight so as to make the level of customer decrease and cause the sales decrease.This research is used to analyze the effect of product quality, product variation, price appropriateness, brand image and brand awareness in an effort to improve purchasing decision of Strada Coffee Semarang. Strada Coffee is a coffee shop that provides  a  variety of  coffee products  such as  beverages  and  coffee beans  have been established since 2012 by Evani Jesslyn. The development of the business world in Indonesia increasingly rapidly and cause a more intense competition especially in the coffee shop business. This is seen in 2017 and Strada Coffee sales decreased.Sampling  technique  used  in  this  research  is  convenience  sampling  that  is sampling based on convenience. The researcher has no other considerations except based on convenience. Respondents in this study are Strada Coffee consumers who have visited the coffee shop at least 2 times, with the number of respondents 100 people.The results of research show that from the five independent variables in this study have a positive influence on the dependent variable that is the purchase decision. The coefficient of determination test results stated that the five independent variables have an effect of 86.1% of the Purchase decision. Strada Coffee as a coffee shop is recommended to build a good brand image by providing quality products and product variations so that consumers will be aware of the brand, it can improve purchasing decisions.
ANALISIS FAKTOR – FAKTOR PENYEBAB KEGAGALAN PADA PENCAPAIAN TARGET KINERJA (Studi pada PT. Kereta Api Indonesia (Persero) di DAOP 1, DAOP 4, dan DAOP 6) Rahmana, Yurido Fajar; Rahardjo, Susilo Toto
Diponegoro Journal of Management Volume 5, Nomor 3, Tahun 2016
Publisher : Faculty of Economics and Business Diponegoro University

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Abstract

This study aimed to analyze factors that affected the cause of failure in the achievement of performance target goals at PT. Kereta Api Indonesia (Persero). This study used 20 indicators that will be reduced by using factor analysis and continued with adding 1 dependent variable on Structural Equation Modeling (SEM) analysis. The result will then be analyzed with SPSS 20.0 and AMOS 21.0 programs for Windows. The result of factor analysis showed that from 20 indicators, 4 factor is formed which is represent those 20 indicators. Those four factors are Work System Factor, Process Efficiency Factor, Work Readiness Factor, Technology and Management Support Factors. Those four factors obtained based on eigenvalues greater than one, so that the factors can represent several indicator that exist. These formed factors then developed with Structural Equation Modeling (SEM) analysis to determine the causality relationship to Performance Variables. The results of SEM analysis showed that Work System Factor, Process Efficiency Factor and Work Readiness Factor has positive and significant impact on performance variables, whereas Technology and Management Support Factor has no impact and not significant. Based on the result of the analysis, the company can now focus on increasing Work System Factor, Process Efficiency Factor and Work Readiness Factor for improving their performance.
PENGARUH EKUITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN LAPTOP MEREK TOSHIBA DI SEMARANG Pinassang, Andree Weinard; Rahardjo, Susilo Toto
Diponegoro Journal of Management Volume 6, Nomor 4, Tahun 2017
Publisher : Faculty of Economics and Business Diponegoro University

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Abstract

The purpose of this research is to analyze the influence of brand awareness, brand associations, quality perceptions and brand loyalty to purchase decision of Toshiba Brand Top Lap.The population used is consumers who purchase Toshiba brand lap tops in Semarang whose numbers are unknown. Samples taken 100 consumers. The type of data used in the primary data. Methods of data collection questionnaire. The analyze technique used is multiple regression, with previously tested by instrument test and classical assumption test.The results showed that: Brand awareness proved impact positive and significant on purchase decisions. Brand association proved impact positive and significant on purchase decisions. Quality perceptions proved impact positive and significant on purchase decisions. Brand loyalty proved impact positive and significant on purchase decisions.
ANALISIS PENGARUH IMPLEMENTASI MANAJEMEN KUALITAS TERHADAP KINERJA ORGANISASI PADA USAHA KECIL MENENGAH DI KOTA SALATIGA Ulfah, Fitriana; Rahardjo, Susilo Toto
Diponegoro Journal of Management Volume 2, Nomor 2, Tahun 2013
Publisher : Faculty of Economics and Business Diponegoro University

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Abstract

The research was inspired by Small and Medium Enterprises (SMEs) of food and beverage (F & B) industries which have not receive a certificate of SPP IRT from BPOM. The certificate is given to SMEs that have passed for quality test in production process. The objective of the research is to analyze influence of quality management implementation to SMEs’ organization performance which similar to Total Quality Management. The research was also a replication and modification of the previous research written by Salaheldin (2008). The object of the research was focus to SMEs of F & B industries in Salatiga, Central Java.This research was an empirical study by using the whole population called census technique in data collection. The data was obtained by distributing questionnaires to the 42 owners of SMEs or who were authorized to manage the SMEs above. Data analysis was performed by Structural Equation Model (SEM) with the PLS (Partial Least Square) Smart Software.The analysis of hypothesis showed that all of proposed hypothesis were accepted. The variables of Strategic, Tactical and Operational factor; had a positive and significant impact on Operational Performance, Financial Performance, and Non-Financial Performance. And the variable of Operational Performance had a positive and significant impact on Financial Performance and Non-Financial Performance
ANALISIS PENGARUH ELEMEN EKUITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN PC TABLET APPLE IPAD (Studi Kasus Pada Konsumen Apple iPad di Kota Semarang) Sudar, Dhany Pramana; Rahardjo, Susilo Toto
Diponegoro Journal of Management Volume 3, Nomor 4, Tahun 2014
Publisher : Faculty of Economics and Business Diponegoro University

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Abstract

This research was motivated by the intense of Tablet PC competition in market with more popping up a variety of new brand, or old brand that continues to innovate with different offers and strategies to attract customers to be a market leader in Tablet PC market. This is impacting on the acquisition of brand value, brand share, potential gain index in the future, and the index of consumer satisfaction on iPad. This study aims to test the influence of brand equity elements which consist of Brand Awareness, Brand Association, Perceived Quality, and Brand Loyalty to the Purchasing Decision on iPad.            After performing study of literature review and developing hypothesis, the data was collected by questionnaire method toward 100 persons iPad users in Semarang City, which obtained by using accidental sampling method. Then, we performed quantitative and qualitative analyses of the data will be tested. A quantitative analysis consist of Validity Test, Reliability Test, The Classic Assumption Test, Multiple Regression Analysis, Goodness of Fit Test that includes Analysis of Coefficient of Determination (R2), the F Test, and the t Test. Qualitative analysis is an interpretation of the data collected in this study, and result of data processing that have been implemented with a description and explanation.            Then data were processed using SPSS (Statistical Package for Social Science) for Windows version 21 in a quantitative analysis that produced the regression equation as follows:                        Y = 0,141 X1 + 0,290 X2 + 0,300 X3 + 0,202 X4            Which is the Purchasing Decision variable (Y), Brand Awareness (X1), Brand Association (X2), Perceived Quality (X3), Brand Loyalty (X4). Hypotheses testing using the F Test can be known that fourth independent variable get a well-deserved to test Purchase Decision as the dependent variable. Then through the t Test showed that the four independent variables that studied have positive and proved significantly to influence the Purchase Decision. Meanwhile, the acquisition rate of 0,715 on the Adjusted R Square indicated that 71,5% of Purchase Decisions variation can be explained by the variation of the four independent variables in the regression equation. Whereas 28,5% as the rest of it was explained by other variables outside of the four variables used in this study.
ANALISIS PENGARUH CITRA MEREK, KESADARAN MEREK DAN PERSEPSI KUALITAS TERHADAP KEPUTUSAN PEMBELIAN DENGAN LOYALITAS MEREK SEBAGAI VARIABEL INTERVENING (Studi pada Konsumen Cokelat Delfi di Universitas Diponegoro) Prahasti, Seilla Anjani Maya; Rahardjo, Susilo Toto
Diponegoro Journal of Management Volume 7, Nomor 4, Tahun 2018
Publisher : Faculty of Economics and Business Diponegoro University

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Abstract

This research is motivated   by  the  tight  competition of  chocolate confectionery brand  in Indonesia. It impact  the brand  performance of  an  Delfi  in the last three  years. This study aimed  to analyze the effect  of  brand  image, brand  awareness and  perceived quality  to consumer purchase decision through  brand  loyalty  as the intervening  variable. This  research was  conducted on  Chocolate  Delfi  consumer  at  Diponegoro  University Semarang.The   sampling  method   used  in  this  research  is  non-probability sampling  with purposive sampling  technique. Samples  were  collected from  100  respondents with  the criteria  of students Diponegoro University and who had ever done purchase transaction of Chocolate  Delfi   more   than   two   times.  The   analysis  method   used  in  this  study  is quantitative method  including validity  and reliability  test, classic assumption test, multiple regression analysis, t test, F test, coefficient determination using SPSS and sobel test.The   result  of  this  research  showed  that  brand   image,  brand   awareness  and perceived  quality  has  positive and  significant  effect   on  cunsumer  purchase  decision. Brand  loyalty  has  positive and  significant  effect   on  consumer purchase decision.  The result of sobel test showed that brand image, brand awareness and perceived quality have indirect effect  on consumer purchase decision through brand loyalty.
ANALISIS VARIABEL ANTESEDEN BRAND EQUITY DAN HUBUNGANNYA TERHADAP PURCHASE DECISION Putra, Achmada; Rahardjo, Susilo Toto
Diponegoro Journal of Management Volume 5, Nomor 3, Tahun 2016
Publisher : Faculty of Economics and Business Diponegoro University

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Abstract

Globalization has encouraged businesses to expand into various countries, TOP 1 Oil as a product of American origin was present to Indonesian automotive industry. However, competition with domestic products have made the motor TOP 1 Oil has percentage decreasing of top brand index (TBI) consecutively in 2012 to 2015. This is supported by the decline in sales of motor TOP 1 Oil especially in Semarang.The purpose of this study is to determine the influence of variables country of origin image, marketing capabilities, and perceived quality towards brand equity, this correlation are expected can increase sales of TOP 1 Oil. Variable country of origin image, marketing capabilities, and perceived quality of is a reference as an independent variable. Brand Equity as an intervening variable and Purchase Decision as the dependent variable.The population used in this research is the consumer of TOP 1 Oil. This research method using a non-probability sampling technique with convenience sampling method. Used as a sample of 150 respondents. Data obtained from the questionnaire which is then processed and analyzed using SEM (Structural Equation Modeling) through AMOS program.The results showed that all three of independent variable has a positive influence on brand equity and brand equity has a positive influence on the purchase decision. From the influence of three independent variables, the country of origin image has the greatest impact on brand equity and then followed with the marketing capabilities and the smallest is the perceived quality.
ANALISIS PENGARUH LINGKUNGAN TOKO, VARIASI PRODUK, PROMOSI PENJUALAN, DAN LAYANAN TENAGA PENJUALAN TERHADAP KEPUASAN KONSUMEN (STUDI PADA ALFAMART H825 SEMARANG, JAWA TENGAH ) Saputri, Fanny Setiyo; Rahardjo, Susilo Toto
Diponegoro Journal of Management Volume 9, Nomer 1, Tahun 2020
Publisher : Faculty of Economics and Business Diponegoro University

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Abstract

Alfamart  H825, located  in  Semarang, Central Java  encounters  sale decreasing  28% in  2019 compared  to  2018  sale.  Based  on  interviews,  the  decline  in  sales  turnover  was  due  to  the emergence of a new competitor, Indomaret, which the location is close to Alfamart.  Besides, based on  customer  surveys,  they  were  not  satisfied  enough  with  the quality of  service  provided  by Alfamart such as the store environment, product availability, services, and limited promotions. Customer satisfaction is important to study because it covers consumer ratings of quality provided by the company in serving the needs of consumers and it roles as dependent variable that is influenced by the independent variables above. This research is aimed to explain the effect of store environment, assortment, services laborers, and sales promotion towards customer satisfaction at Alfamart Jl. Tirto Agung, Banyumanik, Semarang. This research was conducted using survey method and questionnaire that was measured using Likert scale towards the customers of the store. Firstly, questionnaire was distributed to respondents by researcher. Secondly, data are processed by SPSS application version 20. Thirdly, data are analyzed  by results of existing research and theories. Fourthly, draw conclusions based on the results of data analysis. There were 105 respondents who were at least, shopping twice per month in this store. The result shows that assortment has positive and significant effect   towards customers satisfaction and services laborer has positive and significant effect  towards customers satisfactiom while  store  environment  and  sales  promotion  have  not  positive  effect  towards  customers satisfaction. To increase consumer satisfaction, retail should provide a variety of product (assortment product) so that consumers freedom to choose products according their wants and needs. In addition, retails should improve the ability of salespeople to improve their ability to serve consumers. To increase consumer satisfaction, retailer should provide many assortment product so consumers can choose products that suit their wants and needs. In addition, retail should increases the seller's ability to increase quality of service for consumers.
Co-Authors Achmad Faizal Muttaqien, Achmad Faizal Achmada Putra, Achmada Adellya Nurmalasari, Adellya Agustin, Fitrianiz Aries Prasetya, Aries Arum Yuliantiningsih, Arum Cahyadiningrum, Tri Dhany Pramana Sudar, Dhany Pramana Farida Indriani Fitriana Ulfah Idris Idris Ihsan Saputra, Muhammad Rio Lova, Tina Kurnia Mahfudz Mahfudz Oktaviani, Karina Dwi Pinassang, Andree Weinard Prahasti, Seilla Anjani Maya Purdiaswari, Citra Puspasari, Elisabeth Lisato Putri, Intan Tsania Ramdani, Dwi Kusuma Salsabila, Unik Hanifah Saputri, Fanny Setiyo Shelli Rosalia, Shelli Sulistyorini, Oktavia Dyah Sundawa, Afdholul Ihsan Suyatno, Didik Syarifah Labibah Khodijah, Syarifah Labibah Wasistho, Andhika Satya Yurido Fajar Rahmana, Yurido Fajar