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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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Pengaruh Price Perception, Brand Image, Brand Trust, dan Brand Awareness terhadap Purchase Intention Konsumen Emas Antam di Jakarta Barat Gabriel Christian Gian; Carunia Mulya Firdausy
Jurnal Manajerial Dan Kewirausahaan Vol. 8 No. 1 (2026): 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.v8i1.36884

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh price perception, brand image, brand trust, dan brand awareness terhadap purchase intention konsumen pada produk Emas Antam di Jakarta Barat. Dengan Survey kuantitatif, penelitian ini mengumpulkan data melalui kuesioner daring yang diisi oleh 100 responden yang memenuhi kriteria. Metode analisis data dilakukan dengan menggunakan Partial Least Squares Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa price perception, brand image, brand trust, dan brand awareness memiliki pengaruh positif signifikan terhadap purchase intention, dengan brand awareness sebagai faktor yang paling kuat memengaruhi niat beli. Oleh karena itu, PT Antam harus tetap mempertahankan keempat variabel tersebut untuk meningkatkan purchase intention konsumen emas Antam. This research aims to analyze the influence of price perception, brand image, brand trust, and brand awareness on consumer purchase intention for Antam Gold products in West Jakarta. With a quantitative survey, this research collected data through an online questionnaire filled out by 100 respondents who met the criteria. The data analysis method was carried out using Partial Least Squares Structural Equation Modeling (PLS-SEM). The research results show that price perception, brand image, brand trust, and brand awareness have a significant positive influence on purchase intention, with brand awareness as the factor that most strongly influences purchase intention. Therefore, PT Antam must maintain these four variables to increase the purchase intention of Antam gold consumers.
Faktor Brand Communication dan Perceived Quality sebagai Pendukung Brand Loyalty Produk Gatsby di Jakarta Said Ashadi Cahyadi; Carunia Mulya Firdausy; Richard Andrew
Jurnal Manajerial Dan Kewirausahaan Vol. 8 No. 3 (2026): 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.v8i3.38085

Abstract

Masalah yang dialami produk Gatsby yaitu terjadinya penurunan penjualan produk Gatsby. Masalah ini berdampak pada loyalitas konsumen terhadap merek Gatsby. Berbagai ulasan dari penelitian terdahulu menunjukkan bahwa Brand Loyalty dipengaruhi oleh faktor yang berbeda. Maka dari itu, penelitian ini menguji pengaruh brand communication dan perceived quality terhadap brand loyalty produk Gatsby di Jakarta. Jumlah sampel yang digunakan dalam penelitian ini yaitu 196 responden yang mengenal, menggunakan produk Gatsby lebih dari sekali, serta berdomisili di Jakarta. Metode dalam pemilihan sampel yaitu non-probability sampling dengan teknik purposive sampling dengan menyebarkan kuesioner penelitian melalui aplikasi Google Form. Sampel yang terkumpul mayoritas berada di domisili Jakarta Barat. Pengolahan data hasil responden menggunakan teknik Structural Equation Modelling (SEM) dengan aplikasi SmartPLS. perceived quality memberikan kontribusi efek yang lebih besar dibandingkan brand communication terhadap variabel brand loyalty. Temuan ini mengindikasikan bahwa strategi komunikasi merek yang konsisten dan kualitas produk yang dianggap unggul oleh konsumen menjadi faktor penting dalam meningkatkan loyalitas terhadap merek Gatsby. Penelitian ini diharapkan berkontribusi secara teoritis dalam mengembangkan literatur mengenai pemasaran serta rekomendasi Gatsby untuk memperkuat strategi komunikasi dan meningkatkan kualitas produk. Oleh karena itu, hasil penelitian ini menunjukkan terdapat pengaruh positif serta signifikan untuk hubungan Brand Communication, Perceived Quality, terhadap Brand Loyalty produk Gatsby di Jakarta. The problem Gatsby products face is a decline in sales. This problem affects consumer loyalty to the Gatsby brand. Various reviews from previous studies indicate that different factors can influence Brand Loyalty. Therefore, this study aims to examine the influence of Brand Communication and Perceived Quality on Brand Loyalty of Gatsby products in Jakarta. The study included 196 respondents who knew and used Gatsby products more than once and were domiciled in Jakarta. The sampling method was non-probability purposive sampling, with research questionnaires distributed via the Google Forms application. The majority of the collected samples were domiciled in West Jakarta. Data processing of respondents' results used the Structural Equation Modeling (SEM) technique by using SmartPLS software. Perceived Quality had a greater effect on Brand Loyalty than Brand Communication. These findings indicate that a consistent brand communication strategy and product quality, as perceived by consumers, are important factors in increasing loyalty to the Gatsby brand. This research is expected to contribute theoretically to the literature on Gatsby marketing and to offer recommendations for strengthening communication strategies and improving product quality. Therefore, the results of this study indicate a positive and significant relationship between brand communication and perceived quality, as well as brand loyalty to Gatsby products 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 Erwin Wijaya Gabriel Christian Gian Ganesia Ganesia Geaffary Aji Nugraha Giovanni Giovanni Gita Carbella Handojo Wibawanto Soetikno Haris Kristanto Haris Maupa Hendra Saputra Jennifer Dinata Juliani Putri Kelvin Kelvin Kelvin Riandy Koko Andianto Kristian Irfansius Levina Justine Marco Widjaja Marvin Louis Nicholas Krisna Nikita Nathania Siahaan Reinaldo Saputra Reyliane Oklayedwi Candraniawati Reynard Reynard Richard Andrew Robert Gorevi Sanjaya Romy Lawandi Rudi Darmawan Said Ashadi Cahyadi Selvi Selvi Shania Roselyn Ong Silvanus Hardianto Hokardi Steven Steven Sulaiman, Syarifuddin Surya Ardi Tawi Djaya Widya Lionitan Willyana Cendrawati Yohanes Alexander Yovita Teja