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<![CDATA[PENGARUH KESADARAN MEREK DAN KUALITAS YANG DIRASAKAN TERHADAP KEPUASAN DAN LOYALITAS MEREK ]]>
<![CDATA[Farida, Dewi]]>;
<![CDATA[Silitonga, Parlagutan]]>
<![CDATA[ Equilibrium: Jurnal Penelitian Pendidikan dan Ekonomi Vol. 21 No. 02 (2024): Equilibrium: Jurnal Penelitian Pendidikan dan Ekonomi ]]>
Publisher : <![CDATA[Universitas Kuningan ]]>
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DOI: 10.25134/equi.v21i02.9740
<![CDATA[hubungan antara kesadaran merek dan kualitas yang dirasakan terhadap kepuasan merek dan loyalitas merek pada Restoran Solaria. Populasi dalam penelitian ini adalah seluruh pelanggan Restoran Solaria. Penelitian ini melibatkan 250 responden yang dikumpulkan menggunakan penyebaran kuesioner dengan teknik purposive sampling. Syarat purposive sampling adalah pelanggan pernah mengunjungi Restoran Solaria minimal dua kali. Analisis data dilakukan dengan menggunakan Structural Equation Modeling (SEM) dengan bantuan software Smart-PLS. Hasil penelitian ini menunjukkan tidak ada pengaruh antara kesadaran merek terhadap kepuasan merek dan loyalitas merek. Selanjutnya, kualitas yang dirasakan berpengaruh dan memiliki dampak yang signifikan terhadap kepuasan merek dan loyalitas merek. Oleh karena itu, menjaga dan meningkatkan kualitas yang dirasakan adalah penting dalam usaha menciptakan kepuasan merek dan loyalitas merek. Dalam hal ini, peningkatan kepuasan merek juga menjadi penting dalam upaya meningkatkan loyalitas merek. Karena semakin tinggi tingkat kualitas yang dirasakan dan kepuasan merek yang dirasakan oleh konsumen, maka semakin tinggi pula minat konsumen untuk loyal terhadap suatu merek. Kata kunci: kesadaran merek;kualitas yang dirasakan;kepuasan merek;loyalitas merek Abstract This research aims to determine the relationship between brand awareness and perceived quality on brand satisfaction and brand loyalty at Solaria Restaurant. The population in this study were all Solaria Restaurant customers. This research involved 250 respondents who were collected using questionnaires using purposive sampling techniques. The condition for purposive sampling is that customers have visited Solaria Restaurant at least twice. Data analysis was carried out using Structural Equation Modeling (SEM) with the help of Smart-PLS software. The results of this research show that there is no influence between brand awareness on brand satisfaction and brand loyalty. Furthermore, perceived quality is influential and has a significant impact on brand satisfaction and brand loyalty. Therefore, maintaining and improving perceived quality is important in creating brand satisfaction and brand loyalty. In this case, increasing brand satisfaction is also important in efforts to increase brand loyalty. Because the higher the level of perceived quality and brand satisfaction felt by consumers, the higher the consumer's interest in being loyal to a brand. Keywords: brand awareness;perceived quality;brands satisfaction;brand loyalty]]>
<![CDATA[The Effect Of Product Innovation And Lifestyle On Brand Trust, Customer Satisfaction And Repurchase Intention ]]>
<![CDATA[Kurniawan, Ade]]>;
<![CDATA[Silitonga, Parlagutan]]>
<![CDATA[ EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis Vol 12 No 4 (2024): Oktober ]]>
Publisher : <![CDATA[UNIVED Press ]]>
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DOI: 10.37676/ekombis.v12i4.6175
<![CDATA[This study aims to determine the effect of product innovation and lifestyle on brand trust, customer satisfaction and repurchase intentions at Pizza Hut Restaurants in the West Jakarta area. The population in this study were all customers of Pizza Hut Restaurants in the West Jakarta area. This study involved 230 respondents who were collected using questionnaire distribution with purposive sampling technique. Data analysis was carried out using Structural Equation Modeling (SEM) with the help of Smart-PLS software. The results of this study indicate that product innovation has a positive and significant effect on brand trust, customer satisfaction and repurchase intentions. In addition, lifestyle also has a positive and significant effect on brand trust, customer satisfaction and repurchase intentions. Brand trust has a positive and significant influence on customer satisfaction. Customer satisfaction has a positive and significant influence on repurchase intentions. Thus, product innovation and lifestyle play an important role in efforts to create brand trust, increase customer satisfaction and encourage customer repurchase intentions.]]>
<![CDATA[Kualitas Produk Persepsi Harga dan Electronic Word of Mouth Meningkatkan Keputusan Pembelian melalui Brand Image ]]>
<![CDATA[Amallia Rahmah Sari]]>;
<![CDATA[Parlagutan Silitonga]]>
<![CDATA[ EKONOMIKA45 : Jurnal Ilmiah Manajemen, Ekonomi Bisnis, Kewirausahaan Vol. 12 No. 2 (2025): Juni: Jurnal Ilmiah Manajemen, Ekonomi Bisnis, Kewirausahaan ]]>
Publisher : <![CDATA[Fakultas Ekonomi Universitas 45 Surabaya ]]>
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DOI: 10.30640/ekonomika45.v12i2.4580
<![CDATA[This study aims to analyze the effect of product quality, price perception, and electronic word of mouth (EWOM) on purchase decisions with Brand Image as a mediating variable at Tomoro Coffee. This research uses a quantitative approach with data collection through questionnaires to 250 respondents who are visitors to Tomoro Coffee with Accidental Sampling technique. Data analysis was carried out using the PLS-SEM method with the help of SmartPLS 3.0 software. The results showed that product quality, price perception, and EWOM have a positive and significant effect on Brand Image, and have a direct effect on purchase decisions. However, Brand Image does not have a significant effect on purchase decisions, so it does not mediate the relationship between the three independent variables and purchase decisions. These results indicate that purchase decisions are more directly influenced by product quality, price perceptions, and EWOM. These findings provide important implications for marketing strategies by focusing more on product quality, competitive prices, and utilizing EWOM to improve consumer purchase decisions.]]>
<![CDATA[Pengaruh Kualitas Produk, Kualitas Layanan, Dan Social Media Marketing Terhadap Keputusan Pembelian Di PT Multi Prestasi Mas ]]>
<![CDATA[Bayhaqi, Dejan Nouval]]>;
<![CDATA[Silitonga, Parlagutan]]>
<![CDATA[ JURNAL MANAJEMEN DAN BISNIS Vol 4 No 1 (2025): Edisi Mei 2025 - Agustus 2025 ]]>
Publisher : <![CDATA[Fakultas Ekonomi Universitas Tjut Nyak Dhien Medan ]]>
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DOI: 10.36490/jmdb.v4i1.1700
<![CDATA[Purpose – This study aims to determine the relationship between product quality, service quality, and social media marketing on purchasing decisions at PT. Multi Prestasi Mas. Novelty – Most previous studies have focused solely on the direct influence of product quality and service quality on purchasing decisions, without considering the role of social media marketing as a modern marketing platform. In this study, social media marketing is positioned as a strategic tool in promoting and creating interaction with customers. Method – The population in this study consisted of customers of PT. Multi Prestasi Mas. A total of 100 respondents were selected using purposive sampling based on relevant criteria. Data were collected through a questionnaire and analyzed using multiple linear regression with the help of SPSS version 25. Findings – The results indicate that product quality, service quality, and social media marketing have a significant influence, both partially and simultaneously, on purchasing decisions at PT. Multi Prestasi Mas. Limitations and Implications – This study is limited to the skincare and cosmetics manufacturing sector, thus its findings may not be widely generalizable to other service sectors or the manufacturing industry in general. The contribution of this research provides a useful reference for practitioners, especially business actors in the beauty and cosmetics industry, in designing marketing strategies that optimize product quality, service quality, and social media marketing to enhance purchasing decisions.]]>
<![CDATA[PENGARUH KUALITAS PRODUK, PERSEPSI HARGA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN MELALUI CITRA MEREK DI MCDONALDS ]]>
<![CDATA[Prameswari, Anastasya Meisya]]>;
<![CDATA[Silitonga, Parlagutan]]>
<![CDATA[ Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA) Vol 9 No 1 (2025): Edisi Januari - April 2025 ]]>
Publisher : <![CDATA[LPPM STIE Muhammadiah Bandung ]]>
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DOI: 10.31955/mea.v9i1.5475
<![CDATA[Penelitian ini memiliki tujuan untuk menganalisis dampak Kualitas Produk, Persepsi Harga Dan Promosi terhadap Keputusan Pembelian melalui Citra Merek di McDonalds. Populasi yang diteliti meliputi seluruh konsumen McDonalds, dengan teknik pengambilan sampel accidental sampling yang melibatkan 200 responden. Metode yang digunakan dalam penelitian ini adalah kuantitatif, dengan pengumpulan data melalui penyebaran kuesioner kepada konsumen McDonalds, dan analisis data dilakukan menggunakan SmartPLS 3.0. Hasil penelitian menunjukkan bahwa kualitas produk, persepsi harga, dan promosi memengaruhi keputusan pembelian McDonald's melalui citra merek. Kualitas produk dan promosi berpengaruh signifikan, sementara persepsi harga hanya berdampak pada citra merek, bukan langsung pada keputusan pembelian.]]>
<![CDATA[MENINGKATKAN KEPUTUSAN PEMBELIAN MELALUI PERAN MEDIASI KUALITAS PELAYANAN DI THE GALLERY RESTAURANT HOTEL CIPUTRA JAKARTA ]]>
<![CDATA[agustina, sartika dewi]]>;
<![CDATA[Silitonga, Parlagutan]]>
<![CDATA[ Jurnal MBE Manajemen Bisnis, Equilibrium Vol 8 No 2 (2022): Jurnal Manajemen dan Bisnis Equilibrium ]]>
Publisher : <![CDATA[Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Ngurah Rai ]]>
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DOI: 10.47329/jurnal_mbe.v8i2.907
<![CDATA[Penelitian ini bertujuan untuk menganalisis pengaruh kualitas terhadap peningkatan keputusan pembelian melalui mediasi kualitas pelayanan pada The Gallery Hotel ciputra Jakarta. Populasi dalam penelitian ini adalah seluruh pelanggan Gallery Restaurant Jakarta dengan menggunakan data primer yang diperoleh dari 132 responden di Gallery Restaurant. Metode analisis data yang digunakan dalam penelitian ini adalah uji validitas dan uji reliabilitas. Sedangkan pengujian hipotesis meliputi analisis jalur, evaluasi model pengukuran dan model struktural, pengaruh langsung, dan pengaruh tidak langsung. Penulis menggunakan metode deskriptif kuantitatif yaitu dengan menganalisis data menggunakan SmartPLS 3. Hasil menunjukkan Kualitas produk terbukti berpengaruh langsung terhadap kualitas Pelayanan. Promosi terbukti tidak memiliki pengaruh langsung dan terhadap Kualitas Pelayanan. Kualitas produk terbukti berpengaruh langsung terhadap keputusan pembelian. Promosi terbukti tidak memiliki pengaruh langsung terhadap keputusan pembelian. Kualitas Pelayanan terbukti berpengaruh langsunng terhadap keputusan pembelian. Kualitas Produk terbukti berpengaruh langsung terhadap kualitas pelayanan melalui peran mediasi. Promosi terbukti tidak berpengaruh langsung terhadap kualitas pelayanan melalui Keputusan pembelian.]]>
<![CDATA[Social Media, Influencer Marketing: their effects on Trust and Purchase Decision in a restaurant context ]]>
<![CDATA[Fairuzamily, Naufal Rifqi]]>;
<![CDATA[Silitonga, Parlagutan]]>
<![CDATA[ Jurnal Cahaya Mandalika ISSN 2721-4796 (online) Vol. 3 No. 2 (2022) ]]>
Publisher : <![CDATA[Institut Penelitian Dan Pengambangan Mandalika Indonesia (IP2MI) ]]>
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<![CDATA[Saat ini, pemasaran melalui media sosial sedang berkembang pesat. Perusahaan-perusahaan memanfaatkannya sebagai instrumen pemasaran untuk memperluas jangkauan mereka ke lebih banyak pelanggan. Di Indonesia, pemasaran melalui media sosial telah digunakan sebagai alat pemasaran yang efektif, seperti pemasaran melalui media sosial dan influencer. Tujuan dari penelitian ini adalah untuk melihat pengaruh media sosial dan influencer marketing terhadap kepercayaan dan keputusan pembelian di Sambal Bakar Indonesia. Populasi dalam penelitian ini adalah seluruh pelanggan Sambal Bakar Indonesia. Responden yang digunakan dalam penelitian ini sebanyak 275 responden yang dikumpulkan menggunakan penyebaran kuesioner dengan teknik accidental sampling. Penelitian ini menganalisis data dengan menggunakan Structural Equation Modeling (SEM) dengan perangkat lunak SmartPLS 3. Hasil penelitian menunjukkan adanya pengaruh langsung dari media sosial terhadap kepercayaan dan keputusan pembelian. Influencer marketing juga berpengaruh terhadap kepercayaan dan keputusan pembelian. Kepercayaan memiliki pengaruh yang signifikan terhadap keputusan pembelian. Akibatnya, penting untuk menjaga kepercayaan pada konsumen dalam upaya meningkatkan keputusan pembelian.Currently, social media marketing is growing rapidly. Companies use it as a marketing instrument to expand their reach to more customers. In Indonesia, social media marketing has been used as an effective marketing tool, such as social media marketing and influencers. The purpose of this study is to see the influence of social media and influencer marketing on trust and purchasing decisions at Sambal Bakar Indonesia. The population in this study were all Sambal Bakar Indonesia customers. The respondents used in this study were 275 respondents who were collected using a questionnaire distribution with an accidental sampling technique. This study analyzed the data using Structural Equation Modeling (SEM) with SmartPLS 3 software. The results showed a direct influence of social media on trust and purchasing decisions. Influencer marketing also has an effect on trust and purchasing decisions. Trust has a significant influence on purchasing decisions. As a result, it is important to maintain trust in consumers in an effort to improve purchasing decisions.]]>
<![CDATA[CUSTOMER EXPERIENCE AND PHYSICAL ENVIRONMENT INCREASING CUSTOMER SATISFACTION THROUGH CUSTOMER VALUE ]]>
<![CDATA[Fadillah, Muhammad Abi]]>;
<![CDATA[Silitonga, Parlagutan]]>
<![CDATA[ ESENSI: Jurnal Manajemen Bisnis Vol. 27 Issue 1 (2024) ]]>
Publisher : <![CDATA[Institut Bisnis Nusantara ]]>
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DOI: 10.56943/esensi.v27i1.26
<![CDATA[Positioning is a matter in any business including the service industry. In general, any restaurant provides all convenience facility for customer. This study aims to increase customer satisfaction with specific unique positioning mediating by customer value in pet-friendly policy at Kina Café & Bar. The population of this study consists of visitors to Kina Café & Bar. Accidental sampling technique was used to select 250 respondents. Data analysis was conducted using Structural Equation Modeling (SEM) with the assistance of SmartPLS software. The results of this study indicate that customer experience has a significant impact on customer value and satisfaction. Additionally, customer experience has a significant impact on customer satisfaction through customer value. The physical environment significantly affects customer value and satisfaction. Additionally, customer value has a significant impact on customer satisfaction. Therefore, the physical environment indirectly affects customer satisfaction through customer value.]]>
<![CDATA[Meningkatkan Keputusan Pembelian Annaba’s Cookies Melalui Electronic Word of Mouth ]]>
<![CDATA[Annaba Salamah]]>;
<![CDATA[Parlagutan Silitonga]]>
<![CDATA[ BULLET : Jurnal Multidisiplin Ilmu Vol. 2 No. 2 (2023): BULLET : Jurnal Multidisiplin Ilmu ]]>
Publisher : <![CDATA[CV. Multi Kreasi Media ]]>
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<![CDATA[Micro-enterprises have limited resources in choosing strategic places and high-cost promotions. For this reason, efforts are needed with the minimum possible cost of introducing and providing information to potential buyers, The purchase decision of a product is one of the first strategies companies need to use in creating a good first impression on a purchase. Because a good impression will create customer satisfaction even to customer loyalty. This study aims to improve purchasing decisions mediated by Electronic Word of Mouth (E-WoM) based on product quality factors and price perception. The method used in the study is the survey method using SmartPLS 3.0 and the data processing using PLS-SEM Path Analysis. The population and sample used were the total of Annaba’s Cookies consumers as many as 184 respondents through accidental sampling technique. The results of this study state that all variables have a positive and significant influence both direct and indirect influences]]>
<![CDATA[Meningkatkan keputusan pembelian di Kopi Kenangan SPBU Pertamina (Sawangan Baru Depok) melalui sosial media co-creation ]]>
<![CDATA[Aurellia, Reire]]>;
<![CDATA[Silitonga, Parlagutan]]>
<![CDATA[ Co-Creation : Jurnal Ilmiah Ekonomi Manajemen Akuntansi dan Bisnis Vol. 2 No. 1 (2023): Co-Creation : Jurnal Ilmiah Ekonomi Manajemen Akuntansi dan Bisnis ]]>
Publisher : <![CDATA[ARKA INSTITUTE ]]>
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DOI: 10.55904/cocreation.v2i1.706
<![CDATA[One of the business opportunities engaged in Food and Beverage that is much loved by all people is coffee. Franchise business in Coffee drink has been largely practiced in Indonesia. One of the famous franchisors is Kopi Kenangan. Coffee has become the beverage of choice for many people to start the day or accompany daily activities. This research aims to improve purchasing decisions with product quality and price perception through the role of social media mediation co-creation in Kopi Kenangan. The study population is coffee buyers during January 2023. The sample technique used to determine 150 respondents by Accidental Sampling. Existing respondent data were obtained from the collection of questionnaires. The analysis used is using PLS-SEM using Smart-PLS 3.0 software. The results showed almost all good and there was a significant influence between each variable, only for product quality variables on purchasing decisions alone there was no significant influence. It can be concluded that the relationship between product quality and purchasing decisions is not strong enough so that there is no positive and significant influence.]]>
