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Widayanto Widayanto
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Pengaruh Kualitas Pelayanan, Nilai Pelanggan Terhadap Loyalitas Pelanggan Melalui Kepuasan Pelanggan Pada Pelanggan Taksi Konvensional (Studi Kasus pada Pelanggan Taksi Kosti Semarang) Rachelia, Elisabeth Diandra; Widayanto, Widayanto
Jurnal Ilmu Administrasi Bisnis Vol 7, No 1 (2018): Jurnal Ilmu Administrasi Bisnis
Publisher : Departemen Administrasi Bisnis, FISIP Universitas Diponegoro

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Abstract

The competition taxi companies in Semarang city runs tightly, not onlyconventional taxies but also taxies online. Kosti taxi is one of the taxies affectedthis business competition. Sampling techniques use Purposive Sampling. Methodsof data analysis and testing use mediation analysis of Partial Least Square, namelythe WarpPLS 3.0. The test results direct influence of quality service , customer valueto the customer loyalty through customer satisfaction indicates a significantinfluence. Test results influence indirect of the variables also indicate a significantinfluence . The result of customer’s satisfaction as the pemediasi variable in themodel is partial mediation. Based on indicators that have the lowest value, theresearcher suggests to evaluate taxi driver service quality like to responsecustomer complain, pay attention to the accuracy of argo payments, increase socialcustomers value and improve the application of Kosti Taxi with add features attractcustomers.
Pengaruh Layanan Transaksi dan Layanan Sebelum Pembelian Terhadap Keputusan Pembelian Melalui Pengalaman Navigasi Website Sebagai Variabel Intervening (Studi kasus pada Mahasiswa FISIP Undip Pengakses Website Bukalapak.com) Zarkasi, Ilham Azmi; Widayanto, Widayanto
Jurnal Ilmu Administrasi Bisnis Volume 6, Nomor 3, Tahun 2017
Publisher : Departemen Administrasi Bisnis, FISIP Universitas Diponegoro

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Abstract

ABSTRACTInternet users in Indonesia are growing every year. Along with the development of the Internet, the development of online shopping activities also evolved over time shifted some direct transaction activities. Increasing Internet users, has attracted various business ventures. With internet entrepreneurs can market the products offered indefinitely space and time. One of the online buying and selling websites is bukalapak.com which offers a wide range of daily necessities products to luxury items.This type of research is explanatory research, with a population of 100 respondents who have visited and made a purchase on the website bukalapak.com. Sampling in this study using non-probability sampling. The sampling technique uses Purposive sampling. Data were collected through questionnaires. Data analysis methods used using Partial Least Square (PLS) analysis, Mediation / Intervening Testing using Variance Accounted For (VAF) and Fit Model Indicators (Model of Indices) using WarpPLS 5.0.Based on the results of calculation analysis WarpPLS can be explained that the results of direct impact test on this research model shows the results of positive and significant influence. The result of indirect effect test on the model also shows the result of positive and significant influence. The effect of the website navigation experience as the mediating variable in the model is full mediation.Based on this, the researcher suggested to add and maximize the Operational System, Product Diversity, Placement of Menu Choices, and add variety of products offered by
Aktivitas Corporate Social Responsibility (CSR) dan Publisitas Media: Dampaknya terhadap Citra Perusahaan dan Minat Beli (Studi Kasus: Konsumen Aqua Kelas Menengah ke Atas di Kota Semarang) Septiani, Karen Arum; Prabawani, Bulan; Widayanto, Widayanto
Jurnal Ilmu Administrasi Bisnis Volume 5, Nomor 1, Tahun 2016
Publisher : Departemen Administrasi Bisnis, FISIP Universitas Diponegoro

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Abstract

This research aims to determine whether the model of this research is acceptable or not. The model of this research is testing the effect of corporate social responsibility and media publicity toward purchase intention of consumer through corporate image as intervening variable. Data collection techniques used in this research was purposive sampling with 100 respondents as data samples. The data analysis was done quantitatively by using WarpPLS 3.0 software. The method analysis used were outer model, inner model, direct effect, indirect effect, Variance Accounted For (VAF) methods, and model of indicates. The result showed that model of this research was acceptable. The direct effect and indirect effect in this research were proven to give an significant effect. According to VAF method showed that the corporate image was included in partial mediation. The output model of indicate showed that the model already fulfill the goodness of fit.
Pengaruh Brand Image dan Brand Trust terhadap Loyalitas Konsumen Sepatu Converse melalui Kepuasan Konsumen sebagai Variabel Intervening (Studi pada Mahasiswa Universitas Diponegoro) Rianto, Cezzare Reinaldho; Widayanto, Widayanto
Jurnal Ilmu Administrasi Bisnis Vol 9, No 2 (2020)
Publisher : Departemen Administrasi Bisnis, FISIP Universitas Diponegoro

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Abstract

The rapid development of globalization has become unavoidable. This development makes business competition tougher, one of which is a fashion business. The competition for footwear products is one that has a high level of competition in the Indonesian fashion world. Converse is one product that has a large market share in Indonesia. Converse itself is a company originating from America. Converse offers a variety of casual shoe designs to consumers such as All Stars and others. This type of research is explanatory research, using a questionnaire as a method of data collection. The purpose of this study was to determine the direct effect between Brand Image and Brand Trust variables on Consumer Loyalty, and the indirect effect of Brand Image and Brand Trust on Consumer Loyalty through Consumer Satisfaction on Converse consumers who are students at Diponegoro University. The research method used is the Non-Probability Sampling technique with the Snowball Sampling method. Samples collected as many as 100 respondents were divided equally according to the faculty using Stratified Random Sampling and selected based on consideration. The study uses a Partial Least Square analysis technique, which is estimated by the WarpPLS 6.0 program. Based on the analysis of data processing by WarpPLS, it is explained that the results of the test have a direct effect on the research model showing positive and significant results. Indirect effect test on the research model also shows positive and significant results. Researchers provide advice to the Converse based on the recapitulation value that is below the average given by respondents in the assessment indicators, namely providing more outlets in various regions of Indonesia, adding product variants such as product models and colors, improving the cashier system and salespeople by providing small change. as well as providing more information related to Converse products, offering member cards that provide special discounts and providing the latest information related to products, leveling out outlets that can exchange non-conforming products, and improving product experience to suit their expectations.
Pengaruh E-Service Quality Dan E-Trust Terhadap Repurchase Intention (Studi Pada Pengguna Lazada Mahasiswa FISIP Undip) kurniasari, nadya aghnia; Widayanto, Widayanto
Jurnal Ilmu Administrasi Bisnis Vol 10, No 1 (2021)
Publisher : Universitas Diponegoro

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Abstract

Abstract: The business sector and the use of information technology are indispensable because it is to support the needs of society in the modern era which emphasizes speed, practicality, convenience, security and comfort in business activities. The purpose of the research is "to determine the effect of e-Service Quality and e-Trust on repurchase intention of Lazada Users of Undip Social and Political Sciences Students. This type of research is explanatory research and sampling using purposive sampling technique, with data collection techniques using a questionnaire distributed to 100 respondents who use Lazada students of Fisip Undip. "The results showed that" e-Service Quality has a positive and significant effect on repurchase intention, e. -Trust has a positive and significant effect on repurchase intention, e-Service Quality and e-Trust have a positive and significant effect on repurchase intention. The suggestion in this study is that Lazada can improve features on the application system to make it easier for consumers to get information. In addition, upgrading the server to more capables (capable of capacity) to handle requests with larger resources to avoid overloading capacity and improving the quality of the security system on Lazada minimizes consumer concerns in the event of server disruption.Keywords :  e-Service Quality; e-trust; Repurchase Intention Abstrak: Sektor bisnis dan pemanfaatan teknologi informasi sangat diperlukan karena untuk menunjang kebutuhan masyarakat di era modern yang mementingkan kecepatan, kepraktisan, kemudahan, keamanan dan kenyamanan dalam kegiatan bisnis. Maksud dari penelitian yaitu “untuk mengetahui pengaruh e-Service Quality dan e-Trust terhadap repurchase intention pada Pengguna Lazada Mahasiswa Fisip Undip. Tipe penelitian ini adalah explanatory research dan pengambilan sampel menggunakan Teknik purposive sampling, dengan Teknik pengumpulan data menggunakan kuesioner yang dibagikan kepada 100 responden pengguna Lazada Mahasiswa Fisip Undip.”Hasil penelitian menunjukkan bahwa “e-Service Quality berpengaruh positif dan signifikan terhadap repurchase intention, e-Trust berpengaruh positif dan signifikan terhadap repurchase intention, e-Service Quality dan e-Trust berpengaruh positif dan signifikan terhadap repurchase intention”, Saran dalam penelitian ini adalah supaya Lazada dapat meningkatkan fitur pada sistem aplikasi untuk memudahkan konsumen mendapatkan informasi. Selain itu melakukan upgrade server ke yang lebih capables (mampu kapasitas) untuk menangani request dengan resource yang lebih besar untuk menghindari overload kapasitas dan meningkatkan kualitas sistem keamanan pada Lazada meminimalisir kekhawatiran konsumen jika terjadi gangguan server. Kata kunci: e-Service Quality; e-trust; Repurchase Intention
PENGARUH KOMPETENSI MANAJERIAL DAN ORIENTASI PASAR TERHADAP TINGKAT ADOPSI INOVASI DI SENTRA INDUSTRI BATIK GEBLEK RENTENG KECAMATAN LENDAH KABUPATEN KULON PROGO Maula, Lutfi Iffanul; Widayanto, Widayanto; Budiatmo, Agung
Jurnal Ilmu Administrasi Bisnis Vol 13, No 1 (2024)
Publisher : Universitas Diponegoro

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jiab.2024.40041

Abstract

Adoption of innovation is a process of the adopter going through the stages from knowing there is an innovation to implementing new ideas and confirming the decision to accept or reject innovation. Innovation is one of the key factors in the development of a business organization. In SMEs, innovation is needed so that businesses can remain competitive in the market and keep abreast of rapid information developments. This study aims to determine the effect of managerial competence and market orientation on the level of innovation adoption in the Geblek Renteng Batik Industrial Center, Lendah District, Kulon Progo Regency. The type of research used is explanatory research, using simple random sampling for data collection. Samples collected 55 respondents. This study uses analysis techniques of the coefficient of determination, simple regression, and multiple regression, using the Statistical Product and Service Solution (SPSS) version 25. The results of the analysis show that partially or simultaneously managerial competency and market orientation have a positive effect on the rate of innovation adoptionKeywords : Innovation Adoption, SMEs, Managerial Competencies, Market OrientationAdopsi inovasi merupakan sebuah proses adopter menempuh tahapan-tahapan sejak mengetahui adanya inovasi sampai dengan implementasi ide-ide baru dan pemastian keputusan menerima atau menolak inovasi. Inovasi merupakan salah satu faktor kunci pengembangan organisasi bisnis. Dalam UMKM, inovasi diperlukan agar usaha dapat tetap bersaing di pasar dan mengikuti perkembangan informasi yang cepat. Penelitian ini bertujuan untuk mengetahui adanya pengaruh kompetensi manajerial dan orientasi pasar terhadap tingkat adopsi inovasi di Sentra Industri Batik Geblek Renteng Kecamatan Lendah Kabupaten Kulon Progo. Tipe penelitian yang digunakan adalah explanatory research, menggunakan simple random sampling untuk pengumpulan data. Sampel yang dikumpulkan 55 responden. Penelitian ini menggunakan teknik analisis koefisien determinasi, regresi sederhana, dan regresi berganda, menggunakan program Statistical Product and Service Solution (SPSS) versi 25. Hasil analisis menunjukkan bahwa secara parsial maupun simultan kompetensi manajerial dan orientasi pasar berpengaruh positif terhadap tingkat adopsi inovasi.Kata Kunci : Adopsi Inovasi, UMKM, Kompetensi Manajerial ,Orientasi Pasar 
PENGARUH eWOM (ELECTRONIC WORD OF MOUTH) DAN KUALITAS PELAYANAN TERHADAP LOYALITAS KONSUMEN MELALUI KEPUASAN SEBAGAI VARIABEL INTERVENING (STUDI PADA KONSUMEN SHOPEE KOTA SEMARANG) Rizkyta, Anastassya; Widayanto, Widayanto; Farida, Naili
Jurnal Ilmu Administrasi Bisnis Vol 13, No 1 (2024)
Publisher : Universitas Diponegoro

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jiab.2024.40043

Abstract

Shopee is one of the online buying and selling sites that has made changes to be able to attract more customers to make transactions through the site. This study aims to determine the effect of electronic word of mouth and service quality on customer loyalty through Shopee customer satisfaction in Semarang City who have made transactions using the Shopee application. This type of research uses Explanatory research with a sample size of 100 respondents who are consumers of the shopee application. The sampling technique used Non Probability Sampling with purposive sampling method. This study uses Structural Equation Model data analysis techniques based on Partial Least Square (SEM PLS), which are estimated with the SmartPLS 4.0 for mac program. The results of data processing analysis with SmartPLS explain that electronic word of mouth, service quality and consumer loyalty have a positive and significant direct effect on satisfaction. Electronic word of mouth and consumer loyalty also have a positive and significant indirect effect on service quality, where together satisfaction has the greatest influence. The satisfaction variable in this study acts as a partial mediator. Recommendations are suggested for Shopee to first manage service quality, especially through the services provided to consumers. Keywords : Consumer Loyalty; Electronic Word of Mouth; Satisfaction;  Service QualityShopee merupakan salah satu situs wadah jual beli melalui online yang telah melakukan perubahan untuk dapat menarik minat pelanggan agar lebih banyak yang melakukan transaksi melalui situs tersebut. Penelitian ini bertujuan untuk mengetahui pengaruh electronic word of mouth dan kualitas pelayanan terhadap loyalitas konsumen melalui kepuasan konsumen Shopee di Kota Semarang yang pernah melakukan transaksi menggunakan aplikasi Shopee. Tipe penelitian ini menggunakan Explanatory research dengan jumlah sampel sebanyak 100 responden yang merupakan konsumen aplikasi shopee. Teknik pengambilan sampel menggunakan Non Probability Sampling dengan metode purposive sampling. Penelitian ini menggunakan teknik analisis data Structural Equation Model berdasarkan Partial Least Square (SEM PLS), yang diestimasi dengan program SmartPLS 4.0 for mac. Hasil analisis olah data dengan SmartPLS menjelaskan bahwa electronic word of mouth, kualitas pelayanan dan loyalitas konsumen memiliki pengaruh langsung positif dan signifikan terhadap kepuasan. Electronic word of mouth dan loyalitas konsumen juga berpengaruh positif dan signifikan secara tidak langsung terhadap kualitas pelayanan, dimana ketika bersama-sama kepuasan memiliki pengaruh paling besar. Variabel kepuasan dalam penelitian ini berperan sebagai pemediasi parsial. Rekomendasi yang disarankan untuk pihak Shopee terlebih dahulu mengelola kualitas pelayanan terutama melalui pelayanan yang diberikan kepada konsumen. Shopee is one of the online buying and selling sites that has made changes to be able to attract more customers to make transactions through the site. This study aims to determine the effect of electronic word of mouth and service quality on customer loyalty through Shopee customer satisfaction in Semarang City who have made transactions using the Shopee application. This type of research uses Explanatory research with a sample size of 100 respondents who are consumers of the shopee application. The sampling technique used Non Probability Sampling with purposive sampling method. This study uses Structural Equation Model data analysis techniques based on Partial Least Square (SEM PLS), which are estimated with the SmartPLS 4.0 for mac program. The results of data processing analysis with SmartPLS explain that electronic word of mouth, service quality and consumer loyalty have a positive and significant direct effect on satisfaction. Electronic word of mouth and consumer loyalty also have a positive and significant indirect effect on service quality, where together satisfaction has the greatest influence. The satisfaction variable in this study acts as a partial mediator. Recommendations are suggested for Shopee to first manage service quality, especially through the services provided to consumers. Keywords : Consumer Loyalty; Electronic Word of Mouth; Satisfaction;  Service Quality
PENGARUH PERSEPSI HARGA, E-PROMOTION, DAN E-TRUST TERHADAP KEPUTUSAN PEMBELIAN ONLINE (Studi pada Pengguna Produk Kecantikan pada Blibli.com di Kota Semarang) Pramesti, Inggita; Nugraha, Hari Susanta; Widayanto, Widayanto
Jurnal Ilmu Administrasi Bisnis Vol 13, No 1 (2024)
Publisher : Universitas Diponegoro

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jiab.2024.39913

Abstract

The purpose of this research is to determine the effect of Perception  Price, E-Promotion, E-Trust on Online Purchasing Decisions for Blibli.com consumers in Semarang City. This type of research is explanatory research. The sampling method in this research is nonprobability sampling by Purposive Sampling. Google form in this study is used to collect data. A total of 97 respondents in Semarang City were used as research samples. The analysis data used linear regression analisys with the help of SPSS Version 26. The research concludes that Perception Price has positive influence and significant on online purchasing decisions, E-Promotion positive influence and significant on online purchasing decisions, E-Trust positive influence and significant on online purchasing decisions, Perceived Price, E-Promotion, E-Trust positive influence and significant on online purchasing decisions. based on the results of this research, Blibli.com must adjust product prices to market prices, Blibli.com must add a variety of sales promotions, and increase online purchasing confidence by guaranteeing that products will reach consumersTujuan dari penelitian ini adalah untukmengetahui pengaruh Persepsi Harga, E-Promotion, E-Trust terhadap Keputusan Pembelian Online Konsumen Blibli.com di Kota Semarang. Jenis penelitian ini adalah Explanatory Research. Metode pengambilan sampel dalam penelitian ini adalahNonprobability Sampling dengan Purposive Sampling. Google form dalam penelitian ini digunakan untuk mengumpulkan data. Ada sebanyak 97 responden di Kota Semarang digunakan sebagai sampel penelitian. Analisis data menggunakan Analisis Regresi Linier dengan bantuan SPSS Versi 26. Hasil penelitian menyimpulkan bahwa Persepsi Harga berpengaruh positif dan signifikan terhadap Keputusan Pembelian Online, E-Promotion berpengaruh positif dan signifikan terhadap Keputusan Pembelian Online, E-Trust berpengaruh positif dan signifikan terhadap Keputusan Pembelian Online, Perceived Price, E-Promotion, E-Trust berpengaruh positif dan signifikan terhadap Keputusan Pembelian Online. berdasarkan hasil penelitian ini, Blibli.com harus menyesuaikan harga produk dengan harga pasar, Blibli.com harus menambah variasi promosi penjualan, dan meningkatkan kepercayaan pembelian online dengan menjamin produk sampai ke tangan konsumen.
PENGARUH CELEBRITY ENDORSER DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN PRODUK HAND AND BODY LOTION CITRA DI KOTA SEMARANG Fatmahwati, Amelina; Widayanto, Widayanto; Wijayanto, Andi
Jurnal Ilmu Administrasi Bisnis Vol 13, No 1 (2024)
Publisher : Universitas Diponegoro

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jiab.2024.40174

Abstract

Beauty company competition moves so fast to meet consumer needs and desires for skin care. Companies must be able to develop strategies to be able to compete and survive in the market by increasing the marketing mix, one of which is promotion using celebrity endorsers and price perceptions. In 2018-2022 Citra's hand and body lotion has decreased based on the Top Brand Index data, which means that consumers have a decrease in products that are in demand by consumers and have an impact on purchasing decisions. This study aims to determine the influence of celebrity endorsers and price perceptions on purchasing decisions by using quantitative research. This research uses explanatory research type with non-probability sampling technique through purposive sampling and accidental sampling approaches. Data collection was carried out by distributing research questionnaires to 97 people in Semarang City.  The analysis technique used validity test, reliability test, simple linear regression, multiple linear regression, t test, F test using SPSS 26. Celebrity endorsers and price perceptions partially have a significant positive effect on purchasing decisions and simultaneously have a significant effect on purchasing decisions. So, it is suggested that hand and body lotion products improve the quality of celebrity endorsers to promote products, improve product quality according to the price offered, and provide a buy 2 get 1 price program to increase consumer purchasing decisions.Keyword: Celebrity endorser; Price Perception; Purchase Decision Persaingan perusahaan kecantikan bergerak begitu cepat untuk memenuhi kebutuhan dan keinginan konsumen terhadap perawatan kulit. Perusahaan harus mampu menyusun strategi agar mampu bersaing dan bertahan pada pasar dengan cara meningkatkan bauran pemasaran salah satunya yaitu promosi menggunakan celebrity endorser dan persepsi harga. Pada tahun 2018-2022 hand and body lotion Citra mengalamani penurunan berdasarkan data Top Brand Index yang berarti konsumen memiliki penurunan terhadap produk yang diminati oleh konsumen dan berdampak pada keputusan pembelian. Penelitian ini bertujuan untuk mengetahui pengaruh celebrity endorser dan persepsi harga terhadap keputusan pembelian dengan menggunakan penelitian kuantitatif. Penelitian ini menggunakan tipe explanatory research dengan teknik pengambilan sampel non probability sampling melalui pendekatan purposive sampling dan accidental sampling. Pengumpulan data dilakukan dengan menyebarkan kuesioner penelitian pada 97 orang Kota Semarang. Teknik analisis menggunakan uji validitas, uji reliabilitas, regresi linier sederhana, regresi linier berganda, uji t, uji F menggunakan SPSS 26. Celebrity Endorser dan Persepsi harga secara parsial berpengaruh positif signifikan terhadap keputusan pembelian dan secara simultan berpengaruh signifikan terhadap keputusan pembelian. Saran pada penelitian ini agar produk hand and body lotion meningkatkan kualitas celebrity endorser untuk mempromosikan produk, memperbaiki kualitas produk sesuai dengan harga yang ditawarkan, dan memberikan program harga buy 2 get 1 untuk meningkatkan keputusan pembelian konsumen.Kata Kunci: Celebrity endorser; Persepsi Harga; Keputusan Pembelian.
PENGARUH HEDONIC SHOPPING MOTIVATION DAN PRICE DISCOUNT TERHADAP IMPULSE BUYING (STUDI PADA KARYAWAN SWASTA KONSUMEN STARBUCKS COFFEE Saputri, Dewi Andini; Widayanto, Widayanto; Budiatmo, Agung
Jurnal Ilmu Administrasi Bisnis Vol 13, No 1 (2024)
Publisher : Universitas Diponegoro

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jiab.2024.40052

Abstract

The high consumption of coffee is in line with the growth of coffee shops in Indonesia. Starbucks is a coffee shop brand from the United States whose stores are spread across major cities in Indonesia include Semarang. Based on the Top Brand Index, Starbucks Coffee is in first place but the percentage is still fluctuating. One of the Top Brand Index parameters is the market share related to consumer purchases. The type of purchase that has a good impact on the company is impulse buying. The purpose of this study is to prove the effect of hedonic shopping motivation and price discounts on impulse buying. The type of research is explanatory research, samples taken using non-probability sampling with purposive sampling and accidental sampling. Data were collected from 97 respondents, after being valid and reliable then analyzed with correlation coefficients, determination coefficients, linear regression, t and F tests with SPSS version 26. The results of hedonic shopping motivation and price discount studies had a positive and significant effect on impulse buying both partially and simultaneous. Companies need to provide more attractive and trendy menus to make consumers happy, price discounts can be increased to attract consumers from the frequency of giving.Keywords: hedonic shopping motivation, impulse buying, price discountTingginya konsumsi kopi sejalan dengan pertumbuhan kedai kopi di Indonesia. Starbucks merupakan merek kedai kopi dari Amerika Serikat yang kedainya tersebar di kota besar Indonesia termasuk Semarang. Berdasarkan Top Brand Index, posisi Starbucks Coffee berada di urutan pertama namun persentase masih fluktuasi. Parameter Top Brand Index salah satunya market share yang berkaitan dengan pembelian konsumen. Jenis pembelian yang berdampak baik untuk perusahaan adalah impulse buying. Tujuan penelitian ini untuk membuktikan pengaruh hedonic shopping motivation dan price discount terhadap impulse buying. Tipe penelitiannya explanatory research, sampel yang diambil menggunakan non probability sampling dengan purposive sampling dan accidental sampling. Data dikumpulkan dari 97 responden, setelah valid dan reliabel kemudian dianalisis dengan koefisien korelasi, koefisien determinasi, regresi linear, uji t dan F dengan SPSS versi 26. Hasil penelitian hedonic shopping motivation dan price discount berpengaruh positif dan signifikan terhadap impulse buying baik secara parsial maupun simultan. Perusahaan perlu menyediakan menu lebih menarik dan trendy untuk membuat konsumen senang, price discount dapat ditingkatkan untuk menarik konsumen dari frekuensi pemberian.Kata Kunci : hedonic shopping motivation, impulse buying, price discount
Co-Authors Agung Budiatmo Andi Wijayanto Apriatni Endang Prihatini Apriatni EP Ardianta, Ardianta Ari Pradhanawati Ariyanti, Kartika Khrisna Bulan Prabawani Citra Lestari Diah Kenanga Herukalpiko Dimas Irfan Anshari, Dimas Irfan Fatmahwati, Amelina Handayani, Rani Handoyo Djoko Waluyo Hari Susanta Nugraha Hikmawan, Muhammad Rifqi Ihda La Aleiyya Ind Tigana Prasetyo Siburian Indiriy Gilang, Indiriy Karen Arum Septiani, Karen Arum Kasamira, Dhiya Alya Kholifah Kholifah kurniasari, nadya aghnia Maula, Lutfi Iffanul Morisco Morisco Naili Farida Nawazirul Lubis Nursuar, Nursuar Pramesti, Inggita Puspitasari, Septi Rachelia, Elisabeth Diandra Reni Shinta Dewi Rianto, Cezzare Reinaldho Riyadi, Azka Safira Eti Rizkyta, Anastassya Saputri, Dewi Andini Seputro, Bintarto Purwo Sudharto P Hadi Susan, Alexandra Devaraell Syafira, Shabrina T.A. Prayitno Trisera Renny Hapsari Zarkasi, Ilham Azmi