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Pengaruh Perceived Ease of Use dan Perceived Usefulness Terhadap Customer Satisfaction E-Wallet X Hasti Oktafiani; Corry Yohana; Basrah Saidani
Jurnal Bisnis, Manajemen, dan Keuangan Vol 2 No 2 (2021): Jurnal Bisnis, Manajemen, dan Keuangan
Publisher : Fakultas Ekonomi Universitas Negeri Jakarta

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Penelitian ini bertujuan untuk : (1) mengetahui pengaruh positif dan signifikan antara perceived ease of use terhadap customer satisfaction, (2) mengetahui pengaruh positif dan signifikan antara perceived usefulness terhadap customer satisfaction. Populasi dalam penelitian ini merupakan pengguna e-wallet Dana khusus yang menggunakan Dana dalam enam bulan terakhir dan berdomisili di DKI Jakarta. Teknik pengambilan sampel menggunakan purposive sampling dengan sampel sebanyak 222 orang. Analisis data menggunakan IBM SPSS 22.0. Hasil penelitian menunjukan : (1) perceived ease of use berpengaruh positif dan signifikan terhadap customer satisfaction (2) perceived usfulness berpengaruh positif dan signifikan terhadap customer satisfaction.

Pengaruh Pengalaman Pelanggan Terhadap Niat Membeli Kembali Dengan Kepuasan Pelanggan Sebagai Variabel Intervening Dafara Nur Tsani Fitria; Corry Yohana; Basrah Saidani
Jurnal Bisnis, Manajemen, dan Keuangan Vol 2 No 2 (2021): Jurnal Bisnis, Manajemen, dan Keuangan
Publisher : Fakultas Ekonomi Universitas Negeri Jakarta

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The purpose of this study was to determine the effect of customer experience and customer satisfaction on repurchase intentions and the role of customer satisfaction as a mediator between customer experience and intention to repurchase Zalora's services. This research was conducted in Jakarta. The research was conducted for approximately six months starting from January 2021 to June 2021. The data used in this study is quantitative data with path analysis techniques. Samples were taken using purposive sampling technique as many as 201 respondents. The population in this study are people who live in DKI Jakarta and have shopped using Zalora. The research method used is a survey by distributing online questionnaires via google form. The results of this study indicate that the customer experience variable has a positive and significant effect on repurchase intentions. Customer experience has a positive and significant effect on customer satisfaction. Customer satisfaction has a positive and significant effect on repurchase intentions. Later in this study, the results showed that customer satisfaction was positively and significantly able to mediate the effect of customer experience on repurchase intentions at Zalora. Tujuan dari penelitian ini adalah untuk mengetahui pengaruh pengalaman pelanggan dan kepuasan pelanggan terhadap niat membeli kembali dan peran kepuasan pelanggan sebagai mediator antara pengalaman pelanggan terhadap niat membeli kembali layanan Zalora. Penelitian ini dilakukan di Jakarta. Penelitian dilakukan selama kurang lebih enam bulan terhitung sejak bulan Januari 2021 sampai dengan Juni 2021. Data yang digunakan dalam penelitian ini adalah data kuantitatif dengan teknik analisis jalur. Sampel diambil menggunakan teknik purposive sampling sebanyak 201 responden. Populasi dalam penelitian ini adalah masyarakat yang berdomisili di DKI Jakarta dan pernah berbelanja menggunakan Zalora. Metode penelitian yang digunakan adalah survey dengan menyebarkan kuesioner secara online melalui google form. Hasil penelitian ini menunjukkan bahwa variabel pengalaman pelanggan berpengaruh positif dan signifikan terhadap niat membeli kembali. Pengalaman pelanggan berpengaruh positif dan signifikan terhadap kepuasan pelanggan. Kepuasan pelanggan berpengaruh secara positif dan signifikan terhadap niat membeli kembali. Kemudian dalam penelitian ini menunjukkan hasil bahwa kepuasan pelanggan secara positif dan signifikan mampu memediasi pengaruh pengalaman pelanggan terhadap niat membeli kembali di Zalora.

Pengaruh Service Quality dan Trust Terhadap Customer Loyalty dengan Customer Satisfaction sebagai Intervening pada Aplikasi Jasa Kesehatan X Muhammad Dimas Aditya; Basrah Saidani; Ika Febrilia
Jurnal Bisnis, Manajemen, dan Keuangan Vol 2 No 3 (2021): Jurnal Bisnis, Manajemen, dan Keuangan
Publisher : Fakultas Ekonomi Universitas Negeri Jakarta

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The purpose of this study was to determine the effect of service quality and user trust of an application product on customer loyalty with customer satisfaction as an intervening at the Halodoc E-Health service provider company. This paper is a quantitative research with data collection method using a questionnaire survey instrument, non-probability sampling technique and sample selection using purposive sampling. The object of this research is 201 respondents who have used the Halodoc application at least three times in the last six months. This research in processing data and research results, using Lisrel. Based on the results of research that has been done, it shows that service quality has a positive and significant effect on customer satisfaction, as well as trust on customer satisfaction, customer satisfaction with customer loyalty which is also positively and significantly correlated. Meanwhile, service quality to customer loyalty has a relationship that does not have a positive and insignificant effect, and trust to customer loyalty which, although it has a positive relationship, is not significant. The results of this study also show a positive and significant indirect relationship between service quality and customer loyalty with customer satisfaction as a mediating variable. And trust and customer loyalty with customer satisfaction as a mediating variable. Tujuan dari penelitian ini adalah untuk mengetahui pengaruh service quality dan trust pengguna suatu produk aplikasi terhadap customer loyalty dengan customer satisfaction sebagai intervening pada perusahaan penyedia layanan E-Health Halodoc. Penelitian ini merupakan penelitian kuantitatif dengan metode pengumpulan data menggunakan instrumen survei kuesioner, teknik non-probability sampling dan pemilihan sampel menggunakan purposive sampling. Objek dari penelitian ini adalah 201 responden yang telah menggunakan aplikasi Halodoc minimal tiga kali dalam enam bulan terakhir. Penelitian ini dalam mengolah data dan hasil penelitian, menggunakan Lisrel. Berdasarkan hasil penelitian yang telah dilakukan, menunjukan bahwa service quality berpengaruh secara positif dan signifikan terhadap customer satisfaction, begitu pula dengan trust terhadap customer satisfaction, customer satsfaction dengan customer loyalty yang juga berkorelasi positif dan signifikan. Sedangkan service quality terhadap customer loyalty memiliki hubungan yang tidak berpengaruh secara positif dan tidak signifikan, dan trust terhadap customer loyalty yang walaupun memiliki hubungan positif, namun tidak signifikan. Hasil penelitian ini juga menunjukan hubungan tidak langsung yang positif dan signifikan, antara service quality dan terhadap customer loyalty dengan customer satisfaction sebagai variabel mediasi. Dan trust dan terhadap customer loyalty dengan customer satisfaction sebagai variabel mediasi.

Pengaruh Sponsor-Program Congruence dan Product Placement terhadap Brand Awareness dan Purchase Intention: Analisis Empiris dalam Konteks Sponsorship Drama Korea Youana Agustina Lopies; Basrah Saidani; Agung Kresnamurti Rivai P
Jurnal Bisnis, Manajemen, dan Keuangan Vol 2 No 3 (2021): Jurnal Bisnis, Manajemen, dan Keuangan
Publisher : Fakultas Ekonomi Universitas Negeri Jakarta

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This study aims to determine the effect of sponsor-program congruence and product placement on brand awareness and purchase intention of Samsung smartphones in Indonesia in the context of Korean drama sponsorship. The data collection method used a survey with an instrument in the form of a questionnaire distributed online for approximately 30 days. The sampling technique uses non-probability sampling with a sample size of 200 respondents domiciled in Indonesia and more or equal to 17 years old who have watched Korean dramas sponsored by Samsung and/or there is a Samsung smartphone placement. Data were analyzed using PLS-SEM and assisted by SmartPLS 3.2.9 software. Results showed that there are 5 out of 7 hypotheses were supported. Those hypotheses are: (1) the sponsor-program congruence variable has a positive and significant effect on brand awareness, (2) the product placement variable has a positive and significant effect on brand awareness, (3) brand awareness has a positive and significant effect on purchase intention, (4) the sponsor-program congruence variable has a positive and significant effect on purchase intention mediated by brand awareness, and (5) the product placement variable has a positive and significant effect on purchase intention mediated by brand awareness.

Pengaruh Kualitas Pelayanan dan Harga terhadap Minat Beli Ulang melalui Kepuasan Pelanggan sebagai Variabel Intervening: Studi Kasus Pada Pelanggan Website Beautyhaul Gen Z di Indonesia Aura Nadhifa Salsabila; Basrah Saidani; Agung Kresnamurti R.P.
Jurnal Bisnis, Manajemen, dan Keuangan Vol 3 No 1 (2022): Jurnal Bisnis, Manajemen, dan Keuangan
Publisher : Fakultas Ekonomi Universitas Negeri Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21009/jbmk.0301.07

Penelitian ini bertujuan 1) untuk menguji pengaruh service quality terhadap customer satisfaction, 2) untuk menguji pengaruh price terhadap customer satisfaction, 3) untuk menguji pengaruh service quality terhadap repurchase intention, 4) untuk menguji pengaruh price terhadap repurchase intention, 5) untuk menguji pengaruh customer satisfaction terhadap repurchase intention, 6) untuk menguji pengaruh service quality terhadap repurchase intention melalui customer satisfaction sebagai intervening, 7) untuk menguji pengaruh price terhadap repurchase intention melalui customer satisfaction sebagai intervening pada pelanggan BeautyHaul generasi Z di Indonesia. Metode pengumpulan data menggunakan survei dengan instrumen berupa kuesioner. Sampel penelitian ini adalah 200 responden konsumen generasi Z berusia 17-26 tahun yang pernah pernah belanja produk kecantikan melalui situs website BeautyHaul minimal dua kali dalam enam bulan terakhir. Data yang diperoleh dari kuesioner kemudian dianalisis dengan menggunakan program AMOS. Hasil pengujian hipotesis pada penelitian ini menunjukkan semua hipotesis memiliki pengaruh positif signifikan.

Pengaruh Perceived Security dan Perceived Ease of Use terhadap Intention to Use Dengan Trust sebagai Intervening pada Penggunaan Aplikasi Pembayaran Digital di Jakarta Ignasius Falentino Manalu; Basrah Saidani; Shandy Aditya
Jurnal Bisnis, Manajemen, dan Keuangan Vol 3 No 1 (2022): Jurnal Bisnis, Manajemen, dan Keuangan
Publisher : Fakultas Ekonomi Universitas Negeri Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21009/jbmk.0301.14

This study aims to explain a comprehensive model that explains the impact of perceived security and perceived ease of use in influencing intention to use and how they contribute through trust in the context of using digital payment applications in Jakarta. The purpose of this study is to analyze the effect of perceived security on trust, the effect of perceived ease of use on trust, the effect of perceived security on intention to use, the effect of perceived ease of use on intention to use, the effect of trust on intention to use, the effect of perceived security on intention to use through trust, the effect of perceived ease of use on intention to use through trust, as well as the influence of perceived security on intention to use indirect effect through trust and the influence of perceived ease of use on intention to use indirect effect through trust in the use of digital payment applications. Data was collected by using questionnaires online methods to reduce the impact of the covid 19 virus during a pandemic. The object of this research is 150 respondents who are users of digital payment applications. Data analysis to test the validity and reliability using SPSS version 24 and using the Structural Equation Model (SEM) research method with AMOS version 24 to process research data. The results of hypothesis testing show: that perceived security has a significant effect on trust, perceived easeof use has a significant effect on trust, perceived security has a significant effect on the intention to use e payment, perceived ease of use has a significant effect on the intention to use e[1]payment. Trust has a significant effect on the intention to use e payment. Perceived security has a direct significant effect on the intention to use through trust, perceived ease of use does not have a direct significant effect on the intention to use through trust. Perceived security has a significant indirect effect on the intention to use through trust, and perceived ease of use has a significant indirect effect on the intention to use through trust. Penelitian ini bertujuan untuk menjelaskan model komprehensif yang menjelaskan pengaruh dampak perceived security dan perceived ease of use dalam mempengaruhi intention to usedan bagaimana kontribusinya melalui trust dalam konteks penggunaan aplikasi pembayaran digital di Jakarta. Tujuan dari penelitian ini dimaksudkan untuk menganalisis pengaruh perceived security terhadap trust, pengaruh perceived ease of use terhadap trust, pengaruh perceived security terhadap intention to use, pengaruh perceived ease of use terhadap intention to use, pengaruh trust terhadap intention to use, pengaruh perceived security terhadap intention to use melalui trust pengaruh perceived ease of use terhadap intention to use melalui trust, serta pengaruh perceived security terhadap intention to use secara tidak langsung melalui trust dan pengaruh perceived ease of use terhadap intention to use secara tidak langsung melalui trustpada penggunaan aplikasi pembayaran digital. Pengumpulan data dilakukan dengan menggunakan metode penyebaran kuesioner secara online untuk mengurangi dampak penyebaran virus covid 19 selama pandemi. Objek penelitian ini berjumlah 150 responden yang merupakan pengguna aplikasi pembayaran digital. Analisis data untuk uji validitas dan reliabilitas menggunakan SPSS versi 24 dan menggunakan metode penelitian Structural Equation Model (SEM) dengan AMOS versi 24 untuk mengolah data penelitian. Hasil pengujian hipotesis menunjukkan: perceived security berpengaruh signifikan terhadap trust, perceived ease of use berpengaruh signifikan terhadap trust, perceived security berpengaruh signifikan terhadap intention to use e payment, perceived ease of use berpengaruh signifikan terhadap intention to use e payment. Trust berpengaruh signifikan terhadap intention to use e[1]payment. Perceived security berpengaruh signifikan secara langsung terhadap intention to usemelalui trust, perceived ease of use tidak berpengaruh signifikan secara langsung terhadap intention to use melalui trust. Perceived security berpengaruh signifikan secara tidak langsungterhadap intention to use melalui trust, perceived ease of use berpengaruh signifikan secara tidak langsung terhadap intention to use melalui trust. This study aims to explain a comprehensive model that explains the impact of perceived security and perceived ease of use in influencing intention to use and how they contribute through trust in the context of using digital payment applications in Jakarta. The purpose of this study is to analyze the effect of perceived security on trust, the effect of perceived ease of use on trust, the effect of perceived security on intention to use, the effect of perceived ease of use on intention to use, the effect of trust on intention to use, the effect of perceived security on intention to use through trust, the effect of perceived ease of use on intention to use through trust, as well as the influence of perceived security on intention to use indirect effect through trust and the influence of perceived ease of use on intention to use indirect effect through trust in the use of digital payment applications. Data was collected by using questionnaires online methods to reduce the impact of the covid 19 virus during a pandemic. The object of this research is 150 respondents who are users of digital payment applications. Data analysis to test the validity and reliability using SPSS version 24 and using the Structural Equation Model (SEM) research method with AMOS version 24 to process research data. The results of hypothesis testing show: that perceived security has a significant effect on trust, perceived easeof use has a significant effect on trust, perceived security has a significant effect on the intention to use e payment, perceived ease of use has a significant effect on the intention to use e[1]payment. Trust has a significant effect on the intention to use e payment. Perceived security has a direct significant effect on the intention to use through trust, perceived ease of use does not have a direct significant effect on the intention to use through trust. Perceived security has a significant indirect effect on the intention to use through trust, and perceived ease of use has a significant indirect effect on the intention to use through trust. Abstrak Penelitian ini bertujuan untuk menjelaskan model komprehensif yang menjelaskan pengaruh dampak perceived security dan perceived ease of use dalam mempengaruhi intention to usedan bagaimana kontribusinya melalui trust dalam konteks penggunaan aplikasi pembayaran digital di Jakarta. Tujuan dari penelitian ini dimaksudkan untuk menganalisis pengaruh perceived security terhadap trust, pengaruh perceived ease of use terhadap trust, pengaruh perceived security terhadap intention to use, pengaruh perceived ease of use terhadap intention to use, pengaruh trust terhadap intention to use, pengaruh perceived security terhadap intention to use melalui trust pengaruh perceived ease of use terhadap intention to use melalui trust, serta pengaruh perceived security terhadap intention to use secara tidak langsung melalui trust dan pengaruh perceived ease of use terhadap intention to use secara tidak langsung melalui trustpada penggunaan aplikasi pembayaran digital. Pengumpulan data dilakukan dengan menggunakan metode penyebaran kuesioner secara online untuk mengurangi dampak penyebaran virus covid 19 selama pandemi. Objek penelitian ini berjumlah 150 responden yang merupakan pengguna aplikasi pembayaran digital. Analisis data untuk uji validitas dan reliabilitas menggunakan SPSS versi 24 dan menggunakan metode penelitian Structural Equation Model (SEM) dengan AMOS versi 24 untuk mengolah data penelitian. Hasil pengujian hipotesis menunjukkan: perceived security berpengaruh signifikan terhadap trust, perceived ease of use berpengaruh signifikan terhadap trust, perceived security berpengaruh signifikan terhadap intention to use e payment, perceived ease of use berpengaruh signifikan terhadap intention to use e payment. Trust berpengaruh signifikan terhadap intention to use e[1]payment. Perceived security berpengaruh signifikan secara langsung terhadap intention to usemelalui trust, perceived ease of use tidak berpengaruh signifikan secara langsung terhadap intention to use melalui trust. Perceived security berpengaruh signifikan secara tidak langsungterhadap intention to use melalui trust, perceived ease of use berpengaruh signifikan secara tidak langsung terhadap intention to use melalui trust.

Pengaruh Perceived Value dan Promotion terhadap Revisit Intention dengan Kepuasan sebagai Intervening Rina Anggraeni; Mohamad Rizan; Basrah Saidani
Jurnal Bisnis, Manajemen, dan Keuangan Vol 3 No 1 (2022): Jurnal Bisnis, Manajemen, dan Keuangan
Publisher : Fakultas Ekonomi Universitas Negeri Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21009/jbmk.0301.10

This study aims to determine the effect of perceived value and promotion on revisit intention with satisfaction as an intervention. Data was obtained by using a survey method with purposive sampling on a liktert scale to 220 respondents on visitors of Dunia Fantasi. The data analysis method used in this research is Structural Equation Modeling (SEM) using LISREL software version 8.8. The results show that there is a significant positive effect of perceived value on satisfaction, there is a significant positive effect of promotion on satisfaction, there is a significant positive effect of perceived value on revisit intention, there is a significant positive effect of promotion on revisit intention, there is a significant positive effect of satisfaction on revisit intention, there is a significant positive effect of satisfaction on revisit intention. There is a significant effect of perceived value on revisit intention through satisfaction, and there is a significant effect of promotion on revisit intention through satisfaction. Penelitian ini bertujuan untuk mengetahui pengaruh perceived value dan promotion terhadap revisit intention dengan satisfaction sebagai intervening. Data diperoleh dengan menggunakan metode survei dengan purposive sampling secara skala liktert kepada 220 responden pengujung Dunia Fantasi. Metode analisis data yang digunakan dalam penelitian ini adalah Structural Equation Modeling (SEM) menggunakan Software LISREL versi 8.8. Hasil penelitian menunjukkan bahwa ada pengaruh positif signifikan perceived value terhadap satisfaction, terdapat pengaruh positif signifikan promotion terhadap satisfaction, terdapat pengaruh positif signifikan perceived value terhadap revisit intention, terdapat pengaruh positif signifikan promotion terhadap revisit intention, terdapat pengaruh positif signifikan satisfaction terhadap revisit intention, terdapat pengaruh signifikan perceived value terhadap revisit intention melalui satisfaction, dan terdapat pengaruh signifikan promotion terhadap revisit intention melalui satisfaction.

Investigasi Loyalitas Pelanggan Kereta Api Bandara di Medan Ghiffary Ramadhan Syahzan; Agung Kresnamurti Rivai P; Basrah Saidani
Jurnal Bisnis, Manajemen, dan Keuangan Vol 3 No 1 (2022): Jurnal Bisnis, Manajemen, dan Keuangan
Publisher : Fakultas Ekonomi Universitas Negeri Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21009/jbmk.0301.16

This study aims to determine the effect of service quality on customer satisfaction, the perceived value on customer satisfaction, customer satisfaction on customer loyalty, service quality on customer loyalty, the perceived value on customer loyalty, service quality on customer loyalty through customer satisfaction as an intervening variable, and the perceived value on customer loyalty through customer satisfaction as an intervening variable. Data collection is done with survey methods, and the instruments used were questionnaires. The number of samples used in this study was 311 respondents in the form of customers which used KA Bandara Railink Kualanamu. Data analysis uses SPSS version 24 and LISREL version 8.9 techniques to process the research data. Then, the study revealed that service quality and perceived value positively and significantly influence customer satisfaction. Customer satisfaction, service quality, and perceived value affect customer loyalty, meanwhile service quality and perceived value have a positive and significant effect on customer loyalty through customer satisfaction as an intervening variable. Penelitian ini bertujuan untuk mengetahui pengaruh service quality terhadap customer satisfaction, perceived value terhadap customer satisfaction, customer satisfaction terhadap customer loyalty, service quality terhadap customer loyalty, perceived value terhadap customer loyalty, service quality terhadap customer loyalty melalui customer satisfaction sebagai intervening, perceived value terhadap customer loyalty melalui customer satisfaction sebagai intervening, Pengumpulan data dilakukan dengan metode survei, dan instrumen yang digunakan berupa kuesioner. Jumlah sampel yang digunakan pada penelitian ini sebanyak 311 responden berupa penumpang yang menggunakan Kereta Api Bandara Railink Kualanamu. Analisis data menggunakan teknik SPSS versi 24 dan LISREL versi 8.9 untuk mengolah data hasil penelitian. Maka, penelitian mengungkap bahwa service quality dan perceived value secara positif dan signifikan berpengaruh terhadap customer satisfaction. Service quality, perceived value dan customer satisfaction berpengaruh terhadap customer loyalty, sementara service quality dan perceived value berpengaruh positif dan signifikan terhadap customer loyalty melalui variabel customer satisfaction sebagai intervening.

Pengaruh Gamification dalam Membentuk Brand Loyalty melalui Brand Engagement Novita Ayu Wulandari; Basrah Saidani; Agung Kresnamurti Rivai P
Jurnal Bisnis, Manajemen, dan Keuangan Vol 3 No 1 (2022): Jurnal Bisnis, Manajemen, dan Keuangan
Publisher : Fakultas Ekonomi Universitas Negeri Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21009/jbmk.0301.17

This study aims to find the effect of gamification on brand loyalty with brand engagement as an intervening variable. The study starts at Mei 20201 until Augustus 2021 using an online questionnaire. Chosen by purposive sampling technique, the respondents are 200 marketplace users in Jabodetabek who had used the gamification feature on e-commerce ‘s’ and had shopped using the rewards. An analysis method that using in this study is Structural Equation Modelling (SEM) using SPSS version 28 and AMOS version 26. It showed that gamification had a significant and positive effect on brand engagement, gamification had a significant and positive effect on brand loyalty, brand engagement had no significant and positive effect on brand loyalty, and gamification had no significant and positive effect on brand loyalty through brand engagement as intervening. Penelitian ini bertujuan untuk mengetahui pengaruh yang dimiliki gamification dalam membentuk brand loyalty melalui brand engagement sebagai variabel intervening. Penelitian dimulai sejak Mei 2021 sampai dengan Agustus 2021 dengan menggunakan kuesioner yang dibagikan secara online. Menggunakan dengan teknik purposive sampling, responden dalam penelitian ini merupakan 200 orang pengguna e-commerce di daerah Jabodetabek yang menggunakan fitur gamifikasi di e-commerce ‘s’ dan pernah berbelanja menggunakan reward dari gamification tersebut. Metode analisis yang digunakan adalah Structural Equation Model (SEM) dengan alat bantu perangkat lunak SPSS versi 28 dan AMOS versi 26. Hasil dalam penelitian ini menunjukkan bahwa gamification memiliki pengaruh signifikan dan positif terhadap brand engagement, gamification memiliki pengaruh signifikan dan positif terhadap brand loyalty, brand engagement tidak memiliki pengaruh signifikan dan positif terhadap brand loyalty, dan gamification tidak memiliki pengaruh signifikan dan positif terhadap brand loyalty dengan brand engagement sebagai variabel intervening.

Pengaruh Brand Ambassador dan Konten Iklan Terhadap Brand Image Serta Dampaknya Terhadap Keputusan Pembelian Marintan Damay Yanti Siahaan; Suherman; Basrah Saidani
Jurnal Bisnis, Manajemen, dan Keuangan Vol 3 No 2 (2022): Jurnal Bisnis, Manajemen, dan Keuangan
Publisher : Fakultas Ekonomi Universitas Negeri Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21009/jbmk.0302.10

The purposes of this study were to examine 1) the influence of brand ambassadors on purchasing decisions, 2) the effect of advertising content on purchasing decisions, 3) the influence of brand ambassadors on the brand image of e-commerce, 4) the effect of advertising content on brand image of e-commerce, 5) the effect of brand image on purchasing decisions at e-commerce. This research was conducted on 200 e-commerce users in DKI Jakarta using the SEM method and AMOS tools. The results of this study indicate that brand ambassadors and advertising content do not have a positive and significant effect on purchasing decisions directly, brand ambassadors and advertising content have a positive and significant influence on brand image directly, and brand image has a positive and significant influence on purchasing decisions. Tujuan penelitian ini adalah untuk menginvestigasi 1) pengaruh brand ambassador terhadap keputusan pembelian 2) pengaruh konten iklan terhadap keputusan pembelian, 3) pengaruh brand ambassador terhadap brand image, 4) pengaruh konten iklan terhadap brand image, 5) pengaruh brand image terhadap keputusan pembelian. Penelitian ini dilakukan terhadap 200 orang pengguna ecommerce di DKI Jakarta dengan metode SEM dan alat bantu AMOS. Hasil penelitian ini menunjukkan bahwa brand ambassador dan konten iklan tidak memiliki pengaruh yang positif dan signifikan terhadap keputusan pembelian secara langsung, brand ambassador dan konten iklan memiliki pengaruh positif dan signifikan terhadap brand image secara langsung, brand image memiliki pengaruh yang positif dan signifikan terhadap keputusan pembelian.

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