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All Journal Jurnal Ilmu Sosial dan Humaniora Journal of Food and Culinary Jurnal Pendidikan Tata Boga dan Teknologi Jurnal Inovasi Penelitian Indonesian Community Journal Jurnal Akuntansi, Manajemen Dan Ekonomi Islam (JAM-EKIS) West Science Business and Management Carmin: Journal of Community Service Dedikasi : Jurnal Pengabdian Lentera
Rejeki, Marsudi Endang Sri
Universitas Ahmad Dahlan
Agriculture, Biological Sciences & Forestry Humanities Chemical Engineering, Chemistry & Bioengineering Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Immunology & microbiology Industrial & Manufacturing Engineering Physics Public Health Social Sciences Other

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Journal : Journal of Food and Culinary

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Pengaruh Ekuitas Merek (Brand Equity) Terhadap Keputusan Pembelian Produk Starbucks Coffee pada Masa Pandemi (Studi Kasus di Starbucks Coffeee XXI Empire Yogyakarta) Nida Khaerunnisya; Marsudi Endang Sri Rejeki
Journal of Food and Culinary Vol. 5 No. 1 [Juni 2022]
Publisher : Universitas Ahmad Dahlan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.12928/jfc.v5i1.5424

Abstract

Penelitian ini bertujuan untuk mengetahui apakah terdapat pengaruh ekuitas merek (brand equity) dalam keputusan pembelian pelanggan pada gerai Starbucks XXI Empire Yogyakarta. Metode yang digunakan adalah kuantitatif dengan pendekatan observasional. Teknik pengumpulan data menggunakan angket kuesioner dengan Skala Likert pada 100 responden pelanggan Starbucks Coffee Yogyakarta XXI Empire yang dipilih secara acak dengan simple random sampling. Penelitian dilaksanakan pada bulan April - Juni 2021 dengan kriteria inklusi konsumen yang membeli produk Starbucks minimal 2 kali selama masa pandemi COVID-19. Hasil penelitian menyatakan adanya pengaruh yang positif dan signifikan antara brand equity terhadap keputusan pembelian, antara brand awareness terhadap keputusan pembelian, antara brand loyalty terhadap keputusan pembelian. Semakin meningkatnya brand equity dari Starbucks Coffee maka semakin tinggi pula keputusan konsumen untuk melakukan pembelian pada Starbucks Coffee di masa pandemi COVID-19 ini.
Analisis Strategi Pemasaran Produk, Promosi, dan Fasilitas Fisik Jasmine Cakery Rejeki, Marsudi Endang Sri; Baitirahman , Anisa Nur
Journal of Food and Culinary Vol. 7 No. 1 [Juni 2024]
Publisher : Universitas Ahmad Dahlan

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Abstract

The food business was growing very rapidly and is in great demand by community in addition to its relentless needs. The increasing number of businesses engaged in food will result in competition for market share and consumers. Therefore, it is necessary to have a marketing strategy to maintain and develop its business. This study aims to determine the implementation of the marketing strategy of Jasmine Cakery Products, Promotions, and Physical Facilities. The method used descriptive qualitative research conducting interview, observation, and documentation. Sources of data obtained as primary data include marketing managers, outlite leaders and secondary data obtained from literature, books, articles, news and others. The data analysis performed data reduction, as well as data triangulation for validation. The results show Jasmine Cakery had implemented a marketing strategy of products, promotions, and physical facilities. The products produced are premium, hygienic, and halal-certified products, there are ± 200 product variants with best-selling products, namely choco bun, banana bread, and chocolate cake as well as Spotify cake as a signature product. The promotion used by Jasmine Cakery is to use social media such as Instagram, tiktok, and use the services of an influencer. To establish customer loyalty, Jasmine Cakery launched a membership application, namely "Sahabat Jasmine". Jasmine Cakery's physical facilities include an interior design with a home sweet concept, dine-in facilities, delivery service, a large parking area, signage, and a billing method using Moka Pos as a support in the transaction process.
Co-Authors . Syamsulbahri Anastia Abqiatul Fadlilah Ayuningtyas, Cita Eri Baitirahman , Anisa Nur Budi Kadaryanto Cahyani, Fikhi Christian, Adhitya Rechandy Dini Yuniarti Fajar Agung Triatmojo Nabila Kharimah Vedy Nampira, Ardi Azhar Nida Khaerunnisya Retnosyari Septiyani Retty Ikawati Ria Kurniawati Setyowati Subroto Siti Annisa Wahdiniawati, Siti Annisa Sri Rahayu Suci Musvita Ayu Syaltha, Puandira Caesha Naila Utaminingsih Linarti, Utaminingsih Wardiyanta Wardiyanta