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All Journal Khazanah Sosial EKONOMIKA: Manajemen, Akuntansi dan Perbankan Syari’ah OBOR: Oikonomia Borneo
Novel Reonald
Universitas Widya Gama Mahakam Samarinda
Religion Humanities Economics, Econometrics & Finance Law, Crime, Criminology & Criminal Justice Social Sciences

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Advertising Exposure, Word of Mouth, and Generation Z Consumer Loyalty in Online Marketplace: The Mediating Influence of Brand Awareness Novel Reonald; Dian Irma Aprianti
Khazanah Sosial Vol. 6 No. 2 (2024): Khazanah Sosial
Publisher : UIN Sunan Gunung Djati

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15575/ks.v6i2.34160

Abstract

This study investigates the influence of advertising exposure and word of mouth (WOM) on Generation Z consumer loyalty, examining the mediating role of brand awareness in the context of online purchases on marketplace platforms. We employed a quantitative descriptive approach, gathering primary data through questionnaires and observations of Generation Z consumers who have made at least two purchases on Shopee. Data analysis was conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM) with the aid of the WarpPLS 7.0 software. The findings reveal that both advertising exposure and WOM significantly enhance brand awareness. Additionally, each has a direct and positive impact on consumer loyalty. However, the influence of advertising exposure and WOM on consumer loyalty does not necessarily require the mediation of brand awareness. These results suggest that Shopee’s robust advertising campaigns and effective WOM communications significantly embed the brand within the consumer's psyche, facilitating easy recall of Shopee as a platform known for attractive promotions. In conclusion, the formation of consumer loyalty can occur directly through advertising exposure and WOM, highlighting their pivotal roles in cultivating enduring consumer loyalty to Shopee.
ANALISIS RELATIONSHIP VALUE, RELATIONSHIP QUALITY TERHADAP LOYALITAS PELANGGAN PADA MALL LEMBUSWANA SAMARINDA Novel Reonald; Dian Irma Aprianti
Jurnal Ekonomika: Manajemen, Akuntansi, dan Perbankan Syari'ah Vol. 7 No. 1 (2018): March
Publisher : Economic Faculty, University of Widya Gama Mahakam Samarinda

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24903/je.v7i1.442

Abstract

Penelitian ini bertujuan untuk mengetahui apakah relationship value yang terdiri dari economic value, service value, relational value dan social value mempengaruhi relationship quality dan untuk menguji pengaruh relationship quality terhadap loyalitas pelanggan pada mall lembuswana samarinda.Metode analisis yang digunakan metode anteseden untuk menguji variabel relationship value terhadap relationship quality dan loyalitas pelanggan dengan menggunakan perhitungan Regresi Linier Berganda.Hasil dari penelitian ini adalah variabel Economi value berpengaruh pada Relationship Quality sebesar 0,00, Service value berpengaruh tidak signifikan terhadap Relationship Quality, Relational value berpengaruh terhadap Relationship Quality sebesar 0,00, Social value berpengaruh terhadap Relationship Quality, Variabel Economic Value, Service Value, Relational Values dan Social Value berpengaruh secara serentak terhadap Relationship Quality sebesar 0,00, variabel Relationship Quality (Y1) > Y2, yaitu 0,125 > 0,05 sehingga dapat dinyatakan bahwa Relationship Quality (Y1) berpengaruh tidak signifikan terhadap Customer Loyality (Y2) di Mall Lembuswana .
IMPLEMENTASI CORPORATE SOCIAL RESPONSIBILTY THE BODY SHOP INDONESIA SEBAGAI STRATEGI PASAR DIAN IRMA APRIANTI; NOVEL REONALD
Jurnal Ekonomika: Manajemen, Akuntansi, dan Perbankan Syari'ah Vol. 8 No. 1 (2019): March
Publisher : Economic Faculty, University of Widya Gama Mahakam Samarinda

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24903/je.v8i1.755

Abstract

            Social responsibility must be carried out by the organization to all relevant parties both stakeholders and shareholders, the social obligation is aimed at consumers, employees, government and stakeholders. The study wanted to find out the extent of the role of Corporate Social Responsibility in this case abbreviated with CSR by The Body Shop Tbk in implementing the Cause Related Marketing theory program that was built through marketing antecedents and CSR by utilizing business capital and community welfare both economically, socially and culturally continuously .               The paper is based on building a foundation for analyzing the impact of The Body Shop Indonesia's Corporate Social Responsibility on various marketing actions namely Cause Related Marketing through various propositions based on the antecedents and consequences of business and social actions in society. The impact of this activity is correlated with three marketing performance parameters namely, economic, social measures. The results of this study indicate that The Body Shop Indonesia's Corporate Social Responsibility is in accordance with the rules of Corporate Social Responsibility of Companies in Indonesia
ANALISIS VIRAL MARKETING KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN MELALUI KEPERCAYAAN KONSUMEN PRPODUK SUSU BEAR BRAND PADA MASA PENDEMI COVID 19 Novel Reonald; Nur Sukanti
Jurnal Ekonomika: Manajemen, Akuntansi, dan Perbankan Syari'ah Vol. 11 No. 1 (2022): Maret
Publisher : Economic Faculty, University of Widya Gama Mahakam Samarinda

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24903/je.v11i1.1061

Abstract

Penelitian ini bertujuan untuk mengetahui sejauh mana suatu keputusan pembelian di era penademi covid 19 dipengaruhi oleh Viral marketing dan Kualitas produk melalui kepercayaan konsumen. Kepercayaan konsumen yang didapat dari viral marketing melalui sebuah trend di era digital ini sehingga secara tidak langsung konsumen memutuskan untuk membeli produk susu Bear Brand. Hasil penelitian ini menunjukkan bahwaViral Marketing (X1) dan Kualitas Produk (X2) diuji secara pasial masing – masing berpengaruh tidak signifikan terhadap Kepercayaan Konsumen dan uji F X1 dan X2 terhadap Y1 berpengaruh secara signifikan. Sedangkan untuk hipotesis kedua X1 viral marketing berpengaruh signifikan terhadap keputusan pembelian, X2 kualitas produk berpengaruh tidak signifikan terhadap Keputusan Pembelian dan Y1 Kepercayaan Konsumen berpengaruh signifikan terhadap Keputusan Pembelian sedangkan untuk uji F secara keseluruah berpengaruh pada Keputusan Pembelian.
PENGARUH REPUTASI PERUSAHAAN, HARGA DAN LOYALITAS MEREK TERHADAP KEPUASAN TOKO PADA PRODUK MAGICOM MIYAKO novel reonald; Endri Susanti
Jurnal Ekonomika: Manajemen, Akuntansi, dan Perbankan Syari'ah Vol. 10 No. 2 (2021): September
Publisher : Economic Faculty, University of Widya Gama Mahakam Samarinda

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24903/je.v10i2.1242

Abstract

Penelitian ini bertujuan untuk mengetahui sejauh mana pengaruh reputasi perusahaan, harga dan loyalitas merek terhadap kepuasan took pada produk Magicom Miyako dengan variable bebas yaitu Reputasi Perusahaan X1, Harga X2, Loyalitas Merek X3, dan variable Kepuasan Toko sebagai Y. Penelitian ini mengangkat tema B to B atau Business to Business yaitu bisnis yang dilakukan oleh toko terhadap pemasok. Analisis yang digunakan yaitu analisis linear berganda dengan Teknik pengumpulan data melalui kuisioner.
ANALISIS TINGKATAN BRAND AWARNESS PADA PENYEDIA JASA LAYANAN OJEK ONLINE STUDI KASUS KOTA SAMARINDA Novel Reonald; Hisyam Muhammad
Jurnal Ekonomika: Manajemen, Akuntansi, dan Perbankan Syari'ah Vol. 11 No. 2 (2022): September
Publisher : Economic Faculty, University of Widya Gama Mahakam Samarinda

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24903/je.v11i2.1534

Abstract

ABSTRAK Penelitian ini berjudul analisis Brand Awarness dimana Brand awareness memiliki peran penting untuk membantu membedakan suatu produk dengan produk lainnya. Adapun penelitian bertujuan untuk mengukur tingkatan arti merek dimana di dalamnya terdapat Brand Recall, Brand Recognition, Top Of Mind Awarness, Brand Dominance adapun Objek Penelitian ini adalah penyedia Jasa Layanan Ojek Online yang beroperasi di wilayah Kota Samarinda. Diantara penyedian jasa layanan ojek online yang beroperasi di Samarinda yaitu Gojek, Grab, Maxim, Shopee, Kurir-Kuriran. Jenis penelitian ini adalah penelitian descriptive kualitatif dengan pengambilan data melalui kuisioner yang akan diberi kepada responden dengan Teknik pengambilan sampel purposive sampling yaitu responden pengguna jasa layanan ojek online. Berdasarkan hasil penelitian dengan variabel Brand Awarness, Brand Recognition, Top Of Mind awareness dan Brand Dominance didapat hasil bahwa Layanan Ojek Online Gojek lebih melekat di benak konsumen termasuk di dalamnya fitur layanan, dan promosi, sedangkan untuk kategori harga layanan ojek online Maxim memiliki peringkat no satu(1).
ANALISIS TINGKATAN MEREK TEHADAP LOYALITAS PELANGGAN DIMEDIASI KEPUASAN PELANGGAN PADA PENGGUNA HANDPHONE MEREK I PHONE Novel Reonald; Ahmad Rijani
Jurnal Ekonomika: Manajemen, Akuntansi, dan Perbankan Syari'ah Vol. 12 No. 1 (2023): Maret
Publisher : Economic Faculty, University of Widya Gama Mahakam Samarinda

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

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh variabel X terhadap Y melalui M dimaana X adalah Tingkatan Merek, Y adalah loyalitas dan M adalah Kepuasan Pelanggan pada Pengguna handphone merek I Phone. Seperti kita ketahui bahwa handphone merek I Phone memiliki harga yang lebih tinggi handphone android yang sejenis. Metode yang digunakan yaitu uji pengaruh dengan model kuantitatif, data diambil melalui media quisioner dari responden berupa data primer yang diuji dengan uji reliabilitas dan validitas untuk tiap butir kuesioner melalaui skor data yang telah dijawab oleh responden. Jika butir -butir kuesioner telah dinyatakan reliabel dan valid maka dilanjutkan uji statistik untuk mengetahui pengaruh antar variable dependen dengan variable dependent. Berdasarkan hasil uji regresi diperoleh hasil bahwa pada penelitian ini Variabel Kepuasan Pelanggan berhasil memediasi Variabel Tingkatan Arti Merek terhadap Loyalitas Pelanggan.
ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUTUSAN KONSUMEN PEMBELIAN KOSMETIK MAYBELLINE novel reonald; Ni Putu Sinta; Novendi Yusuf
Jurnal Ekonomika: Manajemen, Akuntansi, dan Perbankan Syari'ah Vol. 12 No. 2 (2023): September
Publisher : Economic Faculty, University of Widya Gama Mahakam Samarinda

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

Abstract

Penelitian ini bertujuan untuk menganalisis faktor-faktor yang mempengaruhi keputusan pembelian kosmetik Maybeline Di Kota Samarinda. Faktor-faktor yang mempengaruhi adalah pengaruh gaya hidup terhadap pembelian kosmetik Maybelline yaitu factor internal yaitu factor pribadi dan factor eksteral yaitu kelas social dan kelompok refrensi. Metode yang digunakan adalah metode kuantitatif deskriptif. Sampel dalam penelitian yang digunakan adalah konsumen maybelline di Kota Samarinda dengan menggunakan teknik pengumpulan data melalui observasi dan kuesioner. Teknik analisis data yang digunakan dalam penelitian adalah regresi linear dan data penelitian diolah menggunakan SPSS. Hasil penelitian ini menunjukkan bahwa factor-faktor yang mempengaruhi keputusan pembelian berpengaruh positif dan signifikan. Adapun faktor-faktor yang mempengaruhi adalah faktor pribadi sebesar 0.502>0.05, faktor kelas social sebesar 0.02<0.05 dan faktor group referensi sebesar 0.02<0.05.secara keselurhan berpengaruh positif dan signifikan.
IMPLIKASI VIRAL MARKETING, DESAIN KEMASAN PRODUK, DAN ADVERTISING TERHADAP BRAND AWARENESS PRODUK TEH PUCUK HARUM Dahlia Nathalia; Novel Reonald; Karisma
Jurnal Ekonomika: Manajemen, Akuntansi, dan Perbankan Syari'ah Vol. 14 No. 1 (2025): Maret
Publisher : Economic Faculty, University of Widya Gama Mahakam Samarinda

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24903/je.v14i1.3626

Abstract

This study aims to find out about the Implications of Viral Marketing, Product Packaging Design, and Advertising on Brand Awareness of Teh Pucuk Harum Products. The method in this study is quantitative by using the variables Viral Marketing, Product Packaging Design, Advertising, and Brand Awareness. The hypothesis is tested by the F test (simultaneously) and the T test (partially). The population in this study were all users of Teh Pucuk Harum products whose number is unknown in Samarinda City. Sampling from the number of variable indicators was 14 times the maximum number of 10, namely 140 samples. The results of the analysis showed that there was a significant simultaneous influence on the variables Viral Marketing, Product Packaging Design and Advertising on Brand Awareness of Teh Pucuk Harum products, and showed that Viral Marketing had a significant partial effect on Brand Awareness of Teh Pucuk Harum products, Product Packaging Design had a significant partial effect on Brand Awareness of Teh Pucuk Harum products, and Advertising had a significant partial effect on Brand Awareness of Teh Pucuk Harum products.
PENGARUH DESAIN, HARGA DAN CITRA MEREK TERHADAP KEPUASAN KONSUMEN PRODUK SEPATU BOLA SPECH LEGHTSPEED REBORN M. Zamroji Almursyid; Zulkifli; Dian Irma Aprianti; Novel Reonald; Ahmad Surahman; Fathur Rahman
Jurnal Ekonomika: Manajemen, Akuntansi, dan Perbankan Syari'ah Vol. 15 No. 1 (2026): Maret (In Press)
Publisher : Economic Faculty, University of Widya Gama Mahakam Samarinda

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24903/je.v15i1.3922

Abstract

This study aims to analyze the influence of design, product quality, and price on consumer satisfaction with Spech Lightspeed Reborn soccer shoes, a local brand that is growing in the domestic market. By using a quantitative approach and multiple linear regression method, this study collects data through questionnaires distributed to consumers who have used the product. This study addresses the competitive challenges in the local soccer shoe industry by evaluating the product dimensions that most affect consumer satisfaction. The results of the simultaneous test (F-test) indicate that the three independent variables together significantly affect consumer satisfaction. However, the partial test (t-test) reveals that only product quality and price have a significant influence, while design does not have a statistically meaningful impact. This indicates that although design is important as an initial attraction, consumer satisfaction is more determined by how well the product meets quality expectations and price suitability.The coefficient of determination value of 64.8% indicates that the model built is quite strong in explaining the variation in customer satisfaction. Product quality is the most dominant variable influencing satisfaction, followed by price. This has practical implications that producers should place more emphasis on improving product quality and competitive pricing strategies, rather than just focusing on design aesthetics. This research contributes to the development of marketing literature in the local sports product sector and serves as a reference for local brands in formulating product strategies based on consumer satisfaction. Furthermore, further studies are recommended to include other variables such as loyalty, promotion, or user experience to obtain a more comprehensive understanding of consumer behavior.
Co-Authors Ahmad Rijani Ahmad Surahman Dahlia Nathalia Dian Irma Aprianti Endri Susanti Fathur Rahman Fatima Tuyahra Tuyahra Hisyam Muhammad Karisma M. Zamroji Almursyid Mardiono Mardiono Mardiono Muhammad Fuad Hibatullah Ni Putu Sinta Novendi Yusuf Nur Sukanti Reva Saila Mutia Zulkifli