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All Journal Jurnal Manajemen Bisnis dan Kewirausahaan Jurnal Manajerial Dan Kewirausahaan Proceedings of The International Conference on Business and Economics
Carunia Mulya Firdausy
Universitas Tarumanagara
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Marketing Mix, Market Competition and Quality of Service in South Sulawesi Handojo Wibawanto Soetikno; Carunia Mulya Firdausy; Haris Maupa; Syarifuddin Sulaiman
Proceeding of The International Conference on Business and Economics Vol. 1 No. 1 (2023): Proceeding of The International Conference on Business and Economics
Publisher : Universitas 17 Agustus 1945 Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56444/icbeuntagsmg.v1i1.957

Abstract

Minimarket development today has increased dramatically, the increase was driven by consumer behavior which makes shopping as a necessity to meet their daily survival. This study aims to analyze (1) the marketing mix, market competition and quality of service for the mini choice for shopping. (2) the dominant influence of the marketing mix as a mini-shopping options. This research is quantitative descriptive study using observational approach. Data collection techniques used include interviews, observation, study documentation, and questionnaires. The population in this study are all consumers minimarket (Alfamidi, Indomart and k-circle) in South Sulawesi. The sampling method used is proportional stratified purposive sampling. In analyzing the data in this study used multiple linear regression analysis technical. The results showed that the variables of the marketing mix, market competition and quality of service simultaneously strong and positive impact on the choice of minimarket in South Sulawesi. These results prove the first hypothesis testing. Partial test, it was found that the marketing mix variables dominating influence minimarket choice, it is asserted that the second hypothesis can be accepted. All independent variables (the marketing mix, market competition, and quality of service) has an influence on the mini choice of 42.6%, while the remaining 57.4% is explained by causes (variables) other than this study.
Faktor-Faktor Penentu Purchase Decision Pelanggan Shopee di Jakarta Barat Elsa Amanda; Carunia Mulya Firdausy
Jurnal Manajerial Dan Kewirausahaan Vol. 5 No. 4 (2023): Jurnal Manajerial dan Kewirausahaan
Publisher : Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/jmk.v5i4.26953

Abstract

Aplikasi belanja online memiliki peran penting dalam kehidupan masyarakat era modern ini. Salah satu aplikasi belanja online yang sering digunakan oleh berbagai kalangan adalah Shopee. Dampak yang dihasilkan dari perkembangan ini adalah perubahan perilaku konsumen dalam menerapkan cara berbelanja yaitu secara online. Penelitian ini bertujuan untuk menguji secara empiris online customer review, social media marketing, dan brand awareness terhadap purchase decision. Sebanyak 100 responden yang merupakan pelanggan Shopee di Jakarta Barat yang menggunakan dan pernah membeli produk di Shopee berhasil dikumpulkan melalui kuesioner online berupa google form dengan teknik pengumpulan sampel yang digunakan adalah non-probability sampling dan pengambilan data menggunakan teknik purposive sampling, kemudian data diolah menggunakan metode PLS-SEM. Hasil pengujian hipotesis menunjukkan bahwa online customer review, social media marketing, dan brand awareness memberikan pengaruh positif dan signifikan terhadap purchase decision. Online shopping applications have an important role in the life of this modern era society. One of the online shopping applications that is often used by various groups is Shopee. The resulting impact of this development is a change in consumer behavior in implementing the way of shopping, namely online. This study aims to empirically test online customer reviews, social media marketing, and brand awareness of purchase decisions. A total of 100 respondents who are Shopee customers in West Jakarta who use and have purchased products at Shopee were successfully collected through an online questionnaire in the form of a google form with the sample collection technique used is non-probability sampling and data collection using purposive sampling technique, then the data is processed using the PLS-SEM method. The results of hypothesis testing show that online customer reviews, social media marketing, and brand awareness have a positive and significant influence on purchase decisions.
Pengaruh Brand Image dan Brand Personality terhadap Brand Loyalty dengan Brand Trust sebagai Variabel Mediasi Pelanggan The Body Shop di Jakarta Jennifer Dinata; Carunia Mulya Firdausy
Jurnal Manajerial Dan Kewirausahaan Vol. 5 No. 4 (2023): Jurnal Manajerial dan Kewirausahaan
Publisher : Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/jmk.v5i4.26967

Abstract

Tujuan dari penelitian ini adalah untuk menguji pengaruh brand image dan brand personality terhadap brand loyalty serta menguji brand trustsebagai mediasi antara brand image, brand personality, dan brand loyalty. Populasi dari penelitian ini adalah 100 pelanggan The Body Shop di Jakarta. Metode convenience sampling digunakan dengan menyebarkan kuesioner secara online yang kemudian diolah menggunakan smartPLS-SEM.Hasil dari penelitian ini adalah 1. Brand Image memiliki pengaruh yang positif terhadap brand trust The Body Shop di Jakarta. 2. Brand Image memiliki pengaruh yang positif terhadap brand loyalty The Body Shop di Jakarta. 3. Brand Personality memiliki pengaruh yang positif terhadap brand trust The Body Shop di Jakarta. 4. Brand Personality memiliki pengaruh yang positif terhadap brand loyalty The Body Shop di Jakarta. 5. Brand Trust memiliki pengaruh yang positif terhadap Brand Loyalty The Body Shop di Jakarta. 6. Brand Image memiliki pengaruh yang positif terhadap Brand Loyalty melalui Brand Trust The Body Shop di Jakarta. 7. Brand Personality memiliki pengaruh yang positif terhadap Brand Loyalty melalui Brand Trust The Body Shop di Jakarta.   The purpose of this study was to examine the effect of brand image and brand personality on brand loyalty and to test brand trust as a medium between brand image, brand personality and brand loyalty. The population of this research is 100 customers of The Body Shop in Jakarta. The convenience sampling method is used by distributing online questionnaires which are then processed using smartPLS-SEM. The results of this study are 1. Brand Image has a positive influence on the brand trust of The Body Shop in Jakarta. 2. Brand Image has a positive influence on brand loyalty of The Body Shop in Jakarta. 3. Brand Personality has a positive influence on the brand trust of The Body Shop in Jakarta. 4. Brand Personality has a positive influence on brand loyalty of The Body Shop in Jakarta. 5. Brand Trust has a positive influence on Brand Loyalty at The Body Shop in Jakarta. 6. Brand Image has a positive influence on Brand Loyalty through Brand Trust The Body Shop in Jakarta. 7. Brand Personality has a positive influence on Brand Loyalty through Brand Trust The Body Shop in Jakarta.
Co-Authors Andy Sucipto Anita Carolina Lombongkaehe Aries Santoso By Venansius Kenny Cavin Handoko Chendra Gunawan Christian Chandra Kusuma Clarisa Stefaniem Deynis Devlin Dimas Rizky Dylen Limto Edi Sucipto Tanady Eko Sandy Elsa Amanda Eric Karinka Ganesia Ganesia Geaffary Aji Nugraha Giovanni Giovanni Handojo Wibawanto Soetikno Haris Kristanto Haris Maupa Hendra Saputra Jennifer Dinata Kelvin Kelvin Kelvin Riandy Koko Andianto Kristian Irfansius Levina Justine Marco Widjaja Marvin Louis Reinaldo Saputra Reynard Reynard Robert Gorevi Sanjaya Romy Lawandi Rudi Darmawan Selvi Selvi Shania Roselyn Ong Silvanus Hardianto Hokardi Sulaiman, Syarifuddin Surya Ardi Tawi Djaya Widya Lionitan Willyana Cendrawati Yohanes Alexander Yovita Teja