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All Journal Jurnal Masharif al-Syariah: Jurnal Ekonomi dan Perbankan Syariah SEIKO : Journal of Management & Business Jurnal Pengabdian kepada Masyarakat Nusantara International Journal of Economics (IJEC) Jurnal Pelayanan dan Pengabdian Masyarakat Indonesia Jurnal Ekbis (Ekonomi & Bisnis) Jurnal Pengabdian Masyarakat Indonesia Sejahtera Dinamika Publik: Jurnal Manajemen dan Administrasi Bisnis IIJSE Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah JER International Journal of Economics, Commerce, and Management International Journal of Economics and Management Sciences
Ugy Soebiantoro
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Religion Agriculture, Biological Sciences & Forestry Arts Humanities Chemistry Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Public Health Social Sciences Other

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The Influence Of Brand Image, Brand Awareness, and Brand Trust On Purchase Decisions Amidst The Boycott Issue: A Case Study of Starbucks in Surabaya Alfian Dwi Ramadhan; Ugy Soebiantoro
International Journal of Economics, Commerce, and Management Vol. 2 No. 4 (2025): October : International Journal of Economics, Commerce, and Management
Publisher : Asosiasi Riset Ekonomi dan Akuntansi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62951/ijecm.v2i4.948

Abstract

The phenomenon of image degradation due to global boycott issues, including the Boycott, Divestment, and Sanctions (BDS) movement, has influenced consumer behavior, especially towards international brands such as Starbucks. This occurrence serves as the basis for the study's analysis of how Surabaya consumers' decisions to buy Starbucks are influenced by brand image, brand awareness, and brand trust. 112 Starbucks customers in Surabaya participated in a survey as part of this study's quantitative methodology. ThWith the use of SmartPLS 3.0 software, the data analysis method employed is Partial Least Squares Structural Equation Modeling (PLS-SEM).  The study's findings show that purchase decisions are positively and significantly impacted by brand image, brand awareness, and brand trust. This finding indicates that these three variables have an important role in encouraging consumers to continue making purchases, even amidst reputational pressure due to social issues. This study provides implications for company marketing strategies in maintaining and building brand elements that can strengthen consumer loyalty and purchasing decisions. The study's findings show that purchase decisions are positively and significantly impacted by brand image, brand awareness, and brand trust. This finding indicates that these three variables have an important role in encouraging consumers to continue making purchases, even amidst reputational pressure due to social issues. Specifically, brand image is found to enhance consumers' emotional connection with the brand, which can mitigate the negative impacts of global boycotts or negative publicity. Brand awareness is shown to increase familiarity and recognition, which in turn solidifies consumer trust and loyalty. Lastly, brand trust has the strongest direct effect on purchase intentions, demonstrating that consumers are more likely to remain loyal to a brand they trust, even in the face of external challenges.
The Effect of Brand Image and Brand Trust on Repurchase Intention of Rexona Products in Surabaya Nabila Mahlida; Ugy Soebiantoro
International Journal of Economics and Management Sciences Vol. 2 No. 4 (2025): November : International Journal of Economics and Management Sciences
Publisher : Asosiasi Riset Ekonomi dan Akuntansi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/ijems.v2i4.974

Abstract

This study is prompted by the reduction in the Rexona brand index in 2024, which coincided with several program-related mistakes that generated consumer dissatisfaction and led to a noticeable erosion of both brand image and brand trust. Such circumstances highlight the vulnerability of even well-established brands when faced with consumer discontent, as missteps in marketing campaigns or product related initiatives can have a lasting impact on how consumers perceive and evaluate a brand. For companies operating in highly competitive industries, these issues raise serious concerns, since negative brand perceptions and diminished trust are likely to undermine consumer loyalty, weaken brand equity, and reduce the likelihood of long-term purchasing behavior. Against this backdrop, the present research seeks to examine more deeply how brand image and brand trust contribute to shaping consumers repurchase intention for Rexona products in Surabaya, a city that represents a dynamic and diverse consumer market. To achieve this objective, the study adopted a quantitative research approach, applying the Partial Least Squares (PLS) method for statistical analysis. Data were obtained through purposive sampling, involving 110 respondents who were identified as active and cosistent user of Rexona products within the city of Surabaya. The findings of the research reveal that brand image shows a benefical effect on repurchase intention, while brand trust demonstrates a significant role in enhancing consumer willingness to engage in repeat purchases. These results emphasize that the synergy between a strong brand image and sustained consumer trust acts as a fundamental determinant for maintaining repurchase intention, particularly within highly competitive market environments.
Pemanfaatan Platform Digital Untuk Pengembangan Pemasaran Umkm Minuman Herbal Pada Kelurahan Gunung Anyar Mochammad Sakti Ramadhana; Ugy Soebiantoro
Jurnal Pengabdian kepada Masyarakat Nusantara Vol. 4 No. 4 (2023): Jurnal Pengabdian kepada Masyarakat Nusantara (JPkMN)
Publisher : Lembaga Dongan Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

Platform digital adalah wadah atau tempat dimana pengguna dapat berinteraksi secara online kapanpun dan dimanapun. Platform digital memiliki potensi yang besar sebagai wadah pemasaran suatu produk ke para calon konsumen, karena jangkauannya yang sangat luas. Pada UMKM kelurahan Gunung Anyar masih sedikit yang memanfaatkan platform digital untuk pemasaran produknya dengan maksimal, kurangnya pemahaman terhadap teknologi terkini merupakan hambatan yang paling sering ditemui pada UMKM. Masih banyak para pelaku UMKM di wilayah Kelurahan Gunung Anyar yang memasarkan produknya secara tradisional dari mulut ke mulut. Tujuan dari kegiatan ini adalah memberikan pengetahuan kepada pelaku UMKM Kelurahan Gunung Anyar mengenai digital marketing. Kegiatan ini dilakukan melalui sosialisasi secara langsung kepada pelaku UMKM dengan beberapa tahapan seperti wawancara, diskusi, pelatihan, serta pembuatan akun Instagram, dan profil bisnis google. Para pelaku UMKM perlu mendapat pengetahuan mengenai digital marketing agar UMKM dapat terus berkembang dan bersaing di era pasar yang sangat kompetitif saat ini.
The Influence of Store Atmosphere, Price Perceptions, and Service Quality on Customer Satisfaction at Kedai Semoga Sukses Cantika Eva Dialoka; Ugy Soebiantoro
International Journal of Economics (IJEC) Vol. 3 No. 1 (2024): January-June
Publisher : PT Inovasi Pratama Internasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55299/ijec.v3i1.568

Abstract

The purpose of this study was to determine the effect of Store Atmosphere, Price Perception, and Service Quality on Consumer Satisfaction at Kedai Selamat Sukses. This research method uses quantitative research, where the dependent variable is customer satisfaction and the independent variables are store atmosphere, price perception, and service quality. The population in this study are consumers who have visited and made purchases at Kedai Selamat Sukses. The number of samples taken was 108 respondents. Sampling using non-probability sampling method with purposive sampling technique. This research analysis technique uses the partial least squares (PLS) method. The results of this research analysis are: 1) Store Atmosphere influences customer satisfaction at Kedai Selamat Sukses, 2) Price Perception influences customer satisfaction at Kedai Selamat Sukses, 3) Service Quality influences customer satisfaction at Kedai Selamat Sukses.
The Influence of Brand Image and Online Customer Reviews on Consumer Purchasing Decisions at the Shopee Marketplace in Surabaya Dani Fajariyatusyarifah; Ugy Soebiantoro
International Journal of Economics (IJEC) Vol. 2 No. 2 (2023): July-December
Publisher : PT Inovasi Pratama Internasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55299/ijec.v2i2.666

Abstract

This research aims to analyze the influence of each Brand Image and Online Customer Review on Purchasing Decisions at the Shopee Marketplace in Surabaya. The population in this research is consumers who buy products on the Shopee marketplace with a sample of 108 respondents and was determined using a non-purposive sampling technique. Primary data was obtained using questionnaires while secondary data was obtained using books, journals, literature and websites or the internet. Based on the test results using SMARTPLS, it was found that this research shows that all indicators are valid or all variables are significantly positive for purchasing decisions. Based on the Outer Loading results, the estimation results for all indicators have met convergent validity or good validity. Based on the results of the AVE test as a whole, the variables in this study can be said to have good validity. Based on the results of the Composite Reability test, it is said that all the variables in this study are reliable.
Pengaruh Kualitas Produk, Persepsi Harga, dan Citra Merek Terhadap Keputusan Pembelian Konsumen Richeese Factory di Surabaya Ardiansyah Putra; Ugy Soebiantoro
Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Vol. 6 No. 8 (2024): Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/alkharaj.v6i8.2745

Abstract

This research aims to analyze the effect of product quality, perceived price, and brand image on purchase intention in consuming product of Richeese Factory in Surabaya. This research uses Partial Least Square (PLS) software as the media to anakyze the data and quantitative method is used in this research. Total sample used is 102 respondent obtained with non probability sampling method and purposive sampling approach. Questionnaire presented in google form and distributed to respondents as the media to obtain research data. The result of this research interpret that the better product quality, perceived price, and brand image, the greater the trust in customer’s mind to decide to purchase Richeese Factory products.  
Pengaruh Content Marketing dan Electronic Word Of Mouth (E-Wom) Terhadap Keputusan Pembelian Makanan dan Minuman Pengikut Akun Instagram @Surabaya_Foodies di Kota Surabaya Ariyani Dewi Safitri; Ugy Soebiantoro
Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Vol. 6 No. 8 (2024): Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/alkharaj.v6i8.2748

Abstract

This research aims to analyze the effect of Content Marketing and Electronic Word of Mouth on Purchase Decision of buy food and beverage followers of the instahram account @surabaya_foodies. The research method used is a quantitative method. The sampling method used is non-probability sampling with pirposive sampling method consist of 108 respondents. Partial Least Square (PLS) is used to analyze the data with SmartPLS 3.0 program. Partial Least Square (PLS) analysis consist of 3 steps. First step is Outer Model analyzation (validity & reability variable test), then Inner Model analysis and Hypothesis Test. The result of this research shows that (1) Content Marketing has significant and positive effect on Purchase Decision and (2) Electronic Word of Mouth (e -WOM) has significant and positive effect on Purchase Decision.
Pengaruh Viral Marketing, Social Media Influencer dan Online Customer Review Terhadap Purchase Intention Maybelline Superstay Vinyl Ink pada Mahasiswa UPN Veteran Jatim Lidia Angelina; Ugy Soebiantoro; Nurkholish Majid
Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Vol. 6 No. 10 (2024): Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/alkharaj.v6i10.2796

Abstract

This research aims to analyze the influence of viral marketing, social media influencers, and online customer reviews on purchase intention for Maybelline Superstay Vinyl Ink products among UPN "Veteran" East Java students. The research method used is quantitative with data collection techniques through distributing questionnaires to the student population of UPN "Veteran" East Java with a sample of 140 respondents. using purposive sampling technique. Data were analyzed using PLS-SEM with the help of SmartPLS software. The research results show that viral marketing does not contribute to purchase intention, while social media influencers and online customer reviews contribute to purchase intention. These findings indicate that influencer recommendations and customer reviews have an important role in shaping purchase intention towards cosmetic products among students compared to the success of viral marketing.
Pengaruh Persepsi Harga, Lokasi, dan Kualitas Layanan Terhadap Kepuasan Konsumen pada Coffe Shop Tribhuwana Kopi Surabaya Eva Kharisma Yolandita Manurung; Ugy Soebiantoro
Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Vol. 6 No. 11 (2024): Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/alkharaj.v6i11.3821

Abstract

This study aims to determine the influence of product quality, price, and product variety on purchase decisions on motorcycles at Tribhuwana Kopi Surabaya. The population used in this study is all customers who have bought motorcycles at Tribhuwana Kopi in the city of Surabaya. The sampling technique uses non-probability sampling with the number of samples used as many as 80 respondents. The research method used is a qualitative approach The techniques used in data collection are the distribution of questionnaires and observations. This study uses the SEM PLS 3.0 program to calculate and analyze data. The results of this study show that price has a significant positive effect on customer satisfaction because affordable prices are in accordance with the quality of the products provided which results in increased sales. Location has a significant positive effect on customer satisfaction because location can indicate strategic location and convenience for customers. Service quality has a significant positive effect on customer satisfaction because the company is able to influence consumers in providing satisfaction. The company is expected to maintain the price, location, and quality of service well in order to provide satisfaction for consumers.
The Influence of Payment Methods, Discounts, and Free Shipping on Purchase Decisions in the Shopee Application for Generation Z in Surabaya City Arde Agung Hidayatulloh; Ugy Soebiantoro
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 7 No 3 (2024): Sharia Economics
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v7i3.5512

Abstract

In shopping, purchasing decisions are influenced by consumer behavior, which is affected by several factors. One of the factors influencing purchase decisions is customer service. The Shopee application offers various customer services such as diverse payment methods, and monthly events like discounts or free shipping. Aligned with the services provided by Shopee, this study aims to determine the influence of payment methods, discounts, and free shipping on purchasing decisions among Generation Z in Surabaya City. The population studied consists of Generation Z in Surabaya City, and a purposive sampling technique was employed to select 100 respondents. Data collection was conducted using a questionnaire. Subsequently, the collected responses were analyzed to test the initial hypotheses using the Partial Least Squares (PLS) method, involving stages of validity testing, reliability testing, T-testing, and hypothesis testing. From the data analysis using the Partial Least Squares (PLS) method, it was found that payment methods, discounts, and free shipping significantly influence purchasing decisions. The impact of each independent variable indicates contributions of payment methods, discounts, and free shipping towards purchasing decisions on the Shopee application for Generation Z in Surabaya City.
Co-Authors Alfian Dwi Ramadhan Anggono, Noor Bagas Aprilia Isnaini Chairunisya Arde Agung Hidayatulloh Ardiansyah Putra Ariyani Dewi Safitri Aryo Bagus Wicaksono Cantika Eva Dialoka Dani Fajariyatusyarifah Devitasari, Shinta Eva Kharisma Yolandita Manurung Gusti Putu Devandra Yudhistira Lidia Angelina Mochammad Sakti Ramadhana Muhammad Bagus Yoga Hutama Nabila Mahlida Nabila Zafirna Syazwani Nikolas Brian Krisnandi Nurkholish Majid Orlando, Gerry Hutama Shanti Septiana Rachmasari Ubay Husen