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All Journal Journal of Management and Bussines (JOMB)
Nugroho Edie Santoso
Universitas PGRI Argopuro Jember

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Konfirmatori Gabungan Pemasaran Jasa terhadap Animo Beli pada Program Studi Teknologi Pembelajaran David Kristian Susilo; Nugroho Edie Santoso
Journal of Management and Bussines (JOMB) Vol 4 No 1 (2022): Journal of Management and Bussines (JOMB)
Publisher : IPM2KPE

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31539/jomb.v4i1.3436

Abstract

This study aims to determine the combined effect of service marketing on buying interest in the learning technology study program. The data analysis method in this study uses a quantitative investigation using the SEM (Structural Equation Modeling) model, the sample data uses the census method. The use of samples in this study were 492 respondents. The authors of this article processed the data using AMOSE version 16.0 programming. The results showed that the combined variables of service marketing, namely product, price, place, promotion, people, process, and physical evidence had a significant effect on buying interest in the Master of Learning Technology (MTP) Program. In conclusion, if students' views about products, prices, places, promotions, people, processes, and physical evidence are good, it will build students' decisions to continue their education in the Learning Technology Study Program, Universitas PGRI Argopuro Jember and vice versa. Keywords: Confirmatory, Combined, Marketing
Dampak Atribut Produk, Virality, dan Rekomendasi terhadap Keputusan Pembelian Produk Kukuh Judy Handojo; Nugroho Edie Santoso
Journal of Management and Bussines (JOMB) Vol 4 No 2 (2022): Journal of Management and Bussines (JOMB)
Publisher : IPM2KPE

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31539/jomb.v4i2.4748

Abstract

Purchase decision in skincare product by consumers at this time influenced by many factors, including product attributes, virality, and recommendation. This research aims to (1) describe the influence of product attribute towards purchase decision in skincare product (2) describe the influence of virality towards purchase decision in skincare product (3) describe the influence of recommendation towards purchase decision in skincare product. This research uses the basic methode of descriptive analytic. This research was held in Lumajang, Jember and Banyuwangi. Research location determinded using purposive sampling and samples determined using judgement sampling with 181 respondents. Technique of collecting data through observation, interviews, and questionnaires. Analysis method done by Structural Equation Models (SEM) with alternative method of Partial Least Sqaure. The results showed that : (1) product atribute is positive towards purchasing decision. (2) virality is positive towards purchasing decision. (3) recommendation has no effect against purchasing decision. Keyword: Product Atribute, Virality, Recommendation, Purchasing Decision, Structural Equation Model (SEM), Partial Least Square
Co-Authors David Kristian Susilo Kukuh Judy Handojo