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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 KREDIBILITAS INFLUENCER PADA INSTAGRAM TERHADAP MINAT BELI DENGAN KEPERCAYAAN MEREK DAN CITRA MEREK SEBAGAI VARIABEL MEDIASI (Studi pada Perawatan Tubuh Wardah) Cahyadiningrum, Tri; Rahardjo, Susilo Toto
Diponegoro Journal of Management Volume 12, Nomor 4, Tahun 2023
Publisher : Faculty of Economics and Business Diponegoro University

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ABSTRACT Wardah is a beauty company that has various product segments, such as skin care, body care, hair care and makeup. However, even though Wardah's overall sales are number 1 on three online shopping platforms, it turns out that Wardah's products in the body care segment are not even in the top 10 best-selling brands, which indicates the uneven sales of Wardah's body care products both compared to other body care brands and Wardah products in other segments. Therefore, this study aims to examine the effect of Influencer Credibility on Instagram on Purchase Intention, Brand Trust and Brand Image as well as the effect of Brand Trust and Brand Image on Purchase Intention in Wardah Body Care. In other words, Brand Trust and Brand Image have a role as mediating variables. There were 139 respondents used as samples in this study. Respondents who became samples were people who had an interest in buying Wardah products after viewing SMI content on Instagram. The sample collection technique used in this study was non probability sampling with purposive sampling technique and used a questionnaire as a data collection method. Analysis using the Structural Equation Model (SEM) with the AMOS 24 program to test as a whole. The test results show that Influencer Credibility has a positive and significant effect on Brand Trust and Brand Image. Then, Influencer Credibility has a positive but insignificant effect on Purchase Intention. In addition, the results also show that Brand Trust and Brand Image have a positive and significant influence on Purchase Intention.
Analisis Pengaruh Experiental Marketing terhadap Loyalitas Pelanggan Melalui Brand Image dan Customer Satisfaction (Studi pada Pelanggan 9 Typical Cafe Semarang) Wasistho, Andhika Satya; Rahardjo, Susilo Toto
Diponegoro Journal of Management Volume 12, Nomor 6, Tahun 2023
Publisher : Faculty of Economics and Business Diponegoro University

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BSTRACT The coffee shop industry that provides food and beverages in the city of Semarang is increasingly in demand. The development of the times and the increasing needs of the community in the city of Semarang, has an impact on the coffee shop business sector where business actors compete to create a more modern and more comfortable place design without removing the cafe concept such as a place to relax and enjoy coffee. It is important for coffee shop business owners, especially 9Typical, to be able to maintain customer loyalty by providing experiential marketing, brand image, and superior customer satisfaction to survive in the midst of business competition. This study uses regular consumers of 9Typical Cafe Semarang, then sampling is done using purposive sampling and has several criteria. The sample in this study amounted to 150 respondents aged more than 17 years and had visited and purchased at 9Typical at least 2 (two) times in the last 3 (three) months. The data collected was analyzed using the Structural Equation Model (SEM) method and processed with AMOS software. The results of this study indicate that experiental marketing has a significant positive effect on brand image, experiental marketing has a significant positive effect on customer satisfaction, experiental marketing has a significant positive effect on customer loyalty, brand image has a significant positive effect on customer loyalty, and customer satisfaction has a significant positive effect on customer loyalty
PENGARUH SOCIAL MEDIA MARKETING DAN BRAND EXPERIENCE TERHADAP PURCHASE DECISION KONSUMEN PADA PRODUK KOSMETIK DAN BRAND TRUST SEBAGAI MEDIATOR (Studi pada Konsumen Somethinc) Lova, Tina Kurnia; Rahardjo, Susilo Toto
Diponegoro Journal of Management Volume 12, Nomor 4, Tahun 2023
Publisher : Faculty of Economics and Business Diponegoro University

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ABSTRACT The growth of the cosmetic industry in Indonesia, which has increased in recent years, has made competition in this industry tighter, including local cosmetic brands. Companies have to find ways to improve their marketing and one of the strategies that can be used is social media marketing. The high use of social media by the public makes marketing through social media a powerful and low-cost strategy for companies to achieve their goals. Previous research stated that social media marketing had a positive and significant impact on purchasing decisions, but in fact, Somethinc, which is more active in conducting social media marketing, still ranked below Make Over as the most widely used local brand in Indonesia, according to Katadata (2022). The purpose of this study was to determine the effect of social media marketing and brand experience on purchasing decisions through brand trust as a mediating variable for Somethinc consumers in Indonesia. The sample used in this study amounted to 120 respondents who were selected by purposive sampling method and the data collection method used was distributing questionnaires online. The data that has been obtained is analyzed quantitatively by applying the Structural Equation Model (SEM) method with AMOS version 24 as a data processing tool. The results of the analysis in this study indicate that social media marketing has a positive and insignificant effect on purchasing decisions. The effect of social media marketing on purchasing decisions can be seen from the indirect effect through brand trust which is greater than the direct effect. Social media marketing and brand experience were found to have a positive and significant influence on brand trust, and brand trust is found to be positively and significantly related to purchasing decisions.
STUDI FAKTOR PENENTU PEMBELIAN ULANG PADA RESTORAN A&W DI KOTA SEMARANG Ihsan Saputra, Muhammad Rio; Rahardjo, Susilo Toto
Diponegoro Journal of Management Volume 13, Nomor 2, Tahun 2024
Publisher : Faculty of Economics and Business Diponegoro University

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ABSTRACT This study focuses on the relationship between service quality, price fairness, and viral marketing as factors that influence repurchase intention, with customer experience as a mediating variable. Semarang City, as one of Indonesia's largest cities and a tourist destination, provides a significant backdrop for this study. With high tourist attraction and surging interest in fast food in Indonesia, particularly in Semarang City, fast food restaurants such as A&W have great potential to understand and increase customer repurchase intention. This study involved 150 respondents who were selected using the Non-Probability Sampling method by Purposive Sampling. Data Analysis Technique Structural Equation Model (SEM) with Analysis of Moment Structure (AMOS) 24 program was used to analyze and interpret the relationship between variables. The criteria for research respondents are customers who have visited A&W restaurants in Semarang City at least once. The results of the research hypothesis show that service quality, price fairness, and viral marketing positively and significantly affect repurchase intention. Service quality has the strongest influence on repurchase intention, followed by price fairness, and e-WOM with the least influence. These findings provide valuable insights for A&W restaurant management to develop more effective strategies to increase customer repurchase intention, by focusing attention on improving service quality, fair pricing policies, and creative viral marketing
The Role of Entrepreneurial Orientation, Knowledge Management, and Partnership on the Competitive Advantage Putri, Intan Tsania; Sundawa, Afdholul Ihsan; Mahfudz, Mahfudz; Rahardjo, Susilo Toto
Research Horizon Vol. 4 No. 6 (2024): Research Horizon - December 2024 (Thematic Issue)
Publisher : LifeSciFi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54518/rh.4.6.2024.436

Abstract

This research examines the influence of entrepreneurial orientation, knowledge management, and partnership strategy on business performance through competitive advantage in Batik Micro EnteIDRrises in Semarang City. Small businesses are crucial to the national economy, creating jobs and boosting the GDP. Yet, small batik businesses struggle with tough competition, lack of new product ideas, and limited market reach. We gathered information from 25 small batik businesses in Semarang City using a survey method. We analysed this data using statistical techniques, specifically the SEM PLS method with Smart-PLS 3.0 software, to test our research hypotheses. Our research shows that entrepreneurial mindset, knowledge management, and strategic partnerships positively impact competitive advantage, which in turn improves the performance of small batik businesses in Semarang City. The findings of this study underline the importance of strategic insight for Micro Business actors. in increasing the competitiveness of their business in order to compete with each other. Another contribution of this research can provide recommendations for the Government or related institutions in determining the approach to support the development of Micro Batik Businesses in Semarang City.
Research on Buyer-Supplier Relationship Strategy, Contribution to The Company’s Business Development Suyatno, Didik; Rahardjo, Susilo Toto
Return : Study of Management, Economic and Bussines Vol. 2 No. 11 (2023): Return : Study of Management, Economic And Bussines
Publisher : PT. Publikasiku Academic Solution

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57096/return.v2i11.180

Abstract

Supplier-buyer courting method is one of the key elements contributing to the performance of the pharmaceutical enterprise because it affects the capacity of providers to deliver and steady uncooked substances for the producing process.The enterprise faces availability issues of uncooked substances in phrases of time and amount required because of delays in deliver from providers (inconsistent uncooked cloth deliver and delivery), this trouble is getting worst because of low and fluctuating forecast accuracy conditions. The phenomenon of the COVID-19 pandemic also worsened the condition of the availability of raw materials because the pandemic caused a shortage and disruption of raw material supply. This have a look at is a qualitative have a look at with descriptive evaluation from interviews consultant informants of consumers and providers. The cause of have a look at is to research the important thing elements that impact dating techniques between providers and consumers, in the long run contributing to enterprise continuity and performance. The effects of this situation have a look at highlight motivation factors, dedication and obligation factors, consider and reputation factors, courting factors, communique and statistics sharing factors, agreement factors, fine and reliability factors, overall performance evaluation factors, help control factors, and procurement strategies. Factors are key factors in a buyer-dealer courting approach to make sure and make sure the provision of uncooked substances in enough quantity, timeliness and fine, contributing to commercial enterprise continuity and overall performance.
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