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All Journal JURNAL SAINS PEMASARAN INDONESIA Diponegoro Journal of Management Jurnal Ilmiah Ekonomi Islam Al Qalam: Jurnal Ilmiah Keagamaan dan Kemasyarakatan DIJB (Diponegoro International Journal of Business) International Journal of Economics Development Research (IJEDR)
Yoestini Yoestini
Jurusan Manajemen Fakultas Ekonomika Dan Bisnis Universitas Diponegoro
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences

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ANALISIS PENGARUH BRAND IMAGE, HARGA, DAN REVIEW PRODUK TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE SAMSUNG PADA MAHASISWA UNDIP SEMARANG Sintadi, Jason; Yoestini, Yoestini
Diponegoro Journal of Management Volume 8, Nomor 2, Tahun 2019
Publisher : Faculty of Economics and Business Diponegoro University

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Abstract

Business competition of Samsung smartphone in Indonesia has increased rapidly in recentyears,in line with the emergence of new brands on the market. Existing companies arerequired to create strategies in order to survive and compete in the market. The purpose ofthis study is to determine the effect of brand image, price, and product review towardsSamsung smartphone’s purchase decision.The population in this study were Undip semarang students who have usedsmartphone from Samsung. The amount of sample used was 100 people selected usingaccidental sampling through questionnaire. Data obtain from the questionnaire were thenprocessed and analyzed using SPSS 23 program.The results of the study shows that brand image significantly influence the purchasedecision, the price significantly influence the purchase decision, and the product reviewsignificantly influence the purchase decision. The result of F test obtained a significancevalue smaller than 0,05, it can be concluded that the regression model produced is fit andproper to use. These result means that brand image, price, and product review can be usedto predict purchase decisions.
ANALISIS PENGARUH KUALITAS PRODUK, SALURAN DISTRIBUSI, DAN CELEBRITY ENDOSER TERHADAP KEPUTUSAN PEMBELIAN (Studi Kasus pada Pengguna Masker Wajah Mustika Ratu di Kota Semarang) Nurlitasanti, Feby; Yoestini, Yoestini
Diponegoro Journal of Management Volume 9, Nomor 2, Tahun 2020
Publisher : Faculty of Economics and Business Diponegoro University

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Abstract

Business competition in cosmetics products is increasing rapidly in line with the growth of the cosmetics industry every year in Indonesia. One of the leading cosmetic brands is Mustika Ratu. As the brand has been established for more than 42 years, Mustika Ratu has the proficiency and good reputation in producing cosmetics. The research aims to examine the effect of product quality variables, distribution channels, celebrity endorsers on purchasing decisions. Consumers who have used Mustika Ratu’s face mask products in Semarang City were chosen as the population in this study. The sample for this research is 100 respondents that were selected with purposive sampling through a questionnaire. The obtained data will then be processed and analyzed with the SPSS program. The results of this research show that the variable of product quality, distribution channels, and celebrity endorser had a positive and significant effect on purchasing decisions.
PENGARUH PENGGUNAAN APLIKASI E-COMMERCE, DALAM SALAH SATU MEDIA SOSIAL INSTAGRAM UNTUK MENINGKATKAN PENJUALAN DI PERUSAHAAN HIJUP.COM a Gibralazhafran Iskandar, Rayhansya; Yoestini, Yoestini
Diponegoro Journal of Management Volume 10, Nomor 2, Tahun 2021
Publisher : Faculty of Economics and Business Diponegoro University

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Abstract

Abstract This study aims to find out whether the level of influence of using the E-Commerce Instagram application on the sales of HIJUP.COM products is insignificant or significant. This research was conducted with a quantitative research method which is a study that describes or explains a problem whose results can be generalized (Kriyantono: 2010, p. 55). According to the level of interpretation, this research is an explanatory study, meaning that this study aims to examine the research variables. The reason researchers use the explanative method is to try to explain why something can happen and what the effect is. The results show that Instagram has a positive influence on HIJUP sales, even with a small number of presentations (15.5%). Although the number of HIJUP followers is high, and the use of the Instagram application in Indonesia is also high. This is a paradox because at first we could see how large the use of social media in Indonesia, and the high popularity of HIJUP companies in the Instagram application, did not have a high influence on HIJUP sales. As Marcel Prouts put it, that: "The paradox of today is the prejudice of the future."
ANALISIS PENGARUH SERVICE QUALITY, CUSTOMER PERCEIVED VALUE, DAN CORPORATE IMAGE TERHADAP CUSTOMER SATISFACTION SERTA DAMPAKNYA TERHADAP CUSTOMER LOYALTY (Studi Kasus pada Pelanggan Apotek Kimia Farma Pandanaran Kota Semarang) Asri Hapsari, Devita; Yoestini, Yoestini
Diponegoro Journal of Management Volume 9, Nomor 4, Tahun 2020
Publisher : Faculty of Economics and Business Diponegoro University

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Abstract

The increase of health problems and people’s need to have a better quality of life has triggered a big opportunity for companies to start entering the business of health service providers and products, one of which is a pharmacy. The rapid growth of the pharmacy business raises competition between companies that need to be anticipated. This study aims to determine and analyze the effect of service quality, customer perceived value, and corporate image on customer satisfaction and its impact on customer loyalty. The number of samples used were 160 respondents selected by purposive sampling technique through a questionnaire with Structural Equation Model (SEM) AMOS 24. The results showed that service quality, customer perceived value, and corporate image have a positive and significant effect on customer satisfaction, and customer satisfaction has a positive and significant effect on customer loyalty.
Study of impulse buying on Instagram users in Indonesia Sri Rahayu Tri Astuti; Imroatul Khasanah; Y Yoestini
Diponegoro International Journal of Business Vol 3, No 1 (2020)
Publisher : Department of Management | Faculty of Economics and Business | Universitas Diponegoro

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/dijb.3.1.2020.47-54

Abstract

Our paper is aimed to find out the effect of online advertisement content, electronic word of mouth (e-WOM) and hedonic shopping motives on impulse buying of Indonesian users in Indonesia. Multiple linier regression analysis is used to examine the magnitude of independent variables effect which are online advertisement content, e-WOM  and hedonic shopping motives on impulse buying on instagram user in Indonesia. The analysis on 75 respondents showed that all independent variables have positive and significant effect on dependent variable. The independent variabel which has the biggest effect on impulse buying in order are online advertisement content, e-WOM and hedonic shopping motives. The main reason affecting the decision from impulse buying is good online advertisement content which is marked by informative, easily understood, easily accessed contents and its attractive visualisation. The practical implications of this study are of most interest for advertisers, marketers, online retailer and designers of shopping website.
JUDUL ARTIKEL PENGARUH PROMOSI HARGA DAN SOCIAL MEDIA RECOMMENDATION KEPADA KEPUTUSAN PEMBELIAN KONSUMEN TERHADAP PRODUK DENGAN E-WOM NEGATIF: PERAN TIME PRESSURE SEBAGAI VARIABEL MODERASI (Studi Kasus pada Pelanggan E-Commerce di Wilayah Jawa Tengah) Gusti Arrasyid, Pramudya Saelando; Yoestini, Yoestini
Diponegoro Journal of Management Volume 13, Nomor 2, Tahun 2024
Publisher : Faculty of Economics and Business Diponegoro University

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Abstract

ABSTRACT In this modern era, commonly known as the digital age, information can easily and rapidly be disseminated through internet technology. The advancement of the internet has made everything more convenient, such as shopping. In this era, with just a mobile device and internet connection, we can shop anywhere and anytime we want. This convenience is made possible by the emergence of online buying and selling platforms, commonly referred to as E-commerce. However, with the convenience comes potential negative effects. Consumers now have an easier way to assess the quality of products or services through feedback and reviews available on E-commerce platforms. Prospective buyers can access these reviews, which can impact sellers with negative reviews struggling to sell their products. Sellers must employ marketing strategies to mitigate the impact of negative reviews, so that potential buyers can trust them and the products they offer. This research aims to assist sellers in understanding and analyzing the influence of marketing strategies, specifically price promotion, time pressure, and social media recommendations. With these three variables, the researcher investigates whether they can influence purchase decisions for products with negative electronic word-of-mouth (EWOM). The sample selection technique used is nonprobability sampling with purposive sampling as the method. The study utilizes 100 respondents who are residents of Central Java and customers of one of the E-commerce platforms in Indonesia. Data is collected through online questionnaires using Google Form. The research proposes three hypotheses, which are analyzed and tested using the Structural Equation Model (SEM) technique with Partial Least Squares (PLS) version 3. The results of testing the three proposed hypotheses indicate that all three hypotheses are supported. Specifically, price promotion has a positive and significant influence on purchase decisions. Time pressure has a positive and significant moderating effect on the relationship between price promotion and purchase decisions. Lastly, social media recommendations have a positive and significant impact on purchase decisions
PENGARUH PROMOSI, KEMUDAHAN PENGGUNAAN, DAN KEPERCAYAAN KONSUMEN TERHADAP KEPUTUSAN PEMBELIAN PRODUK PADA ONLINE MARKETPLACE (Studi pada Konsumen Tokopedia di Universitas Diponegoro) Iqbal, Muhammad; Yoestini, Yoestini
Diponegoro Journal of Management Volume 12, Nomor 6, Tahun 2023
Publisher : Faculty of Economics and Business Diponegoro University

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Abstract

ABSTRACT This study aims to determine whether there is an effect of promotion, ease of use, and trust on purchasing decisions among students who use Tokopedia in the city of Semarang. This study uses primary data obtained from direct interviews and distributing questionnaires to 100 respondents. The sampling technique in this study used a non-probability method with a purposive sampling approach. Then the data that has been collected is processed using IBM SPSS software. The results of this study indicate that promotion has a significant positive influence on purchasing decisions, ease of use has a significant positive influence on purchasing decisions, and trust has a significant positive influence on purchasing decisions for Tokopedia consumers in the city of Semarang.
PENGARUH SOCIAL MEDIA MARKETING DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN DENGAN MINAT BELI SEBAGAI VARIABEL INTERVENING (STUDI PADA PELANGGAN TOKOPEDIA DI KOTA SEMARANG) Zuhad, Muhammad Daniel; Yoestini, Yoestini
Diponegoro Journal of Management Volume 12, Nomor 5, Tahun 2023
Publisher : Faculty of Economics and Business Diponegoro University

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Abstract

ABSTRACT The research aims to examine the influence of social media marketing and brand image on purchase decisions, with purchase intention acting as an intervening variable. The study focuses on Tokopedia customers in Semarang City, specifically targeting customers aged between 18 and 30. The sample used amounted to 120 respondents. The data collection method uses a questionnaire with the Structural Equation Modeling (SEM) analysis technique using AMOS 24.0 as an analytical tool. The results showed social media marketing had a positive and significant effect on purchase intention, brand image had a positive and significant effect on purchase intention, social media marketing does not have a significant effect on purchase decisions, brand image does not have a significant effect on purchase decisions,, purchase intention had a positive and significant effect on purchase decision and both social media marketing and brand image have a significant effect influence on purchase indicates that purchase intention acts as a intervening variable
ANALISIS PENGARUH CELEBRITY ENDORSEMENT, ONLINE CUSTOMER REVIEW DAN SERVICE QUALITY TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN MELALUI E-COMMERCE DENGAN TRUST SEBAGAI VARIABEL INTERVENING (Studi pada Konsumen Somethinc di Kota Semarang) Ika Kirana, Firda Rozza; Yoestini, Yoestini
Diponegoro Journal of Management Volume 13, Nomor 2, Tahun 2024
Publisher : Faculty of Economics and Business Diponegoro University

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Abstract

ABSTRACT The development of technology in Indonesia has a major influence on economic development, one of which facilitates buying and selling activities by using e-commerce. Ecommerce helps consumers to buy products without having to come to the store directly and also helps companies to market their products. One company that markets its products through e-commerce is Somethinc. Somethinc produces a variety of products that are useful for overcoming facial, skin and hair problems. In the world of marketing celebrity endorsement is often used as a strategy to convince potential customers. In addition, online customer reviews and service quality also affect consumer confidence to buy the products offered. This research was conducted on 138 respondents who are Somethinc consumers in Semarang. The data collection technique uses non-probability sampling with purposive sampling where data is collected through the results of a google form questionnaire which has a Likert scale of 1-7. The data that has been collected is then analyzed using the Structural Equation Model (SEM) with the AMOS 24 analysis tool. The results showed that celebrity endorsement has a positive but insignificant effect on trust. In addition, it was found that online customer reviews and service quality have a positive and significant effect on trust. The results concluded that trust is unable to mediate celebrity endorsement on purchasing decisions. But trust mediates the influence between online customer reviews and service quality on purchasing decisions.
Pengaruh Harga, Kualitas Produk, dan Electronic Word of Mouth Terhadap Keputusan Pembelian Produk Makanan Melalui Media Sosial (Studi pada Konsumen Naturicha Juice di Kabupaten Cilacap) Susilo, Hen Hen Regilliyan; Yoestini, Yoestini
Al Qalam: Jurnal Ilmiah Keagamaan dan Kemasyarakatan Vol. 18, No. 3 : Al Qalam (Mei 2024)
Publisher : Sekolah Tinggi Ilmu Al-Qur'an (STIQ) Amuntai Kalimantan Selatan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35931/aq.v18i3.3495

Abstract

Perkembangan teknologi informasi dan komunikasi, khususnya penggunaan internet, telah membawa transformasi besar dalam berbagai sektor, termasuk dalam dunia usaha. Sektor Usaha Mikro, Kecil, dan Menengah (UMKM) di Indonesia, khususnya di bidang kuliner, mengalami pertumbuhan yang signifikan berkat pemanfaatan media sosial sebagai alat pemasaran utama. Studi ini bertujuan untuk menganalisis pengaruh pemasaran digital terhadap pertumbuhan UMKM di Kabupaten Cilacap, dengan fokus pada kasus Naturicha Juice, sebuah UMKM di bidang kuliner yang berinovasi melalui produk makanan sehat. Melalui pendekatan kualitatif dan kuantitatif, penelitian ini mengungkap bahwa strategi pemasaran digital, khususnya pemanfaatan Electronic Word of Mouth (E-WOM) melalui media sosial seperti Instagram dan WhatsApp, berkontribusi positif terhadap peningkatan kesadaran merek, kepuasan pelanggan, dan ultimately, pertumbuhan bisnis UMKM. Temuan ini menegaskan pentingnya strategi pemasaran yang adaptif dan inovatif dalam era digital, serta memberikan insight bagi UMKM lain untuk mengoptimalkan media sosial dalam meningkatkan performa bisnis mereka. Penelitian ini juga mengidentifikasi beberapa tantangan, seperti kebutuhan akan konten pemasaran yang kreatif dan autentik, serta pengelolaan feedback pelanggan secara efektif untuk memaksimalkan dampak positif E-WOM. Implikasi teoritis dan praktis dari hasil penelitian ini diharapkan dapat menjadi referensi bagi pengembangan strategi pemasaran UMKM di masa depan, khususnya dalam menghadapi persaingan bisnis yang semakin ketat. Berdasarkan hasil analisis regresi yang telah dilakukan, dapat disimpulkan bahwa variabel Harga (HT), Kualitas (KT), dan e-Word of Mouth (WT) secara signifikan mempengaruhi Keputusan Pembelian (KEPT). Hal ini terbukti dari nilai t-signifikan untuk masing-masing variabel independen (HT, KT, WT) yang semuanya berada di bawah nilai ambang batas 0,05, yakni berturut-turut sebesar 0,001 untuk Harga (HT) dan e-Word of Mouth (WT), serta 0,000 untuk Kualitas (KT). Lebih lanjut, uji F yang dilakukan terhadap ketiga variabel independen secara kolektif terhadap Keputusan Pembelian (KEPT) menghasilkan nilai F sebesar 160,771 dengan tingkat signifikansi 0,000, menegaskan bahwa ketiga variabel tersebut memiliki pengaruh yang signifikan secara bersama-sama terhadap Keputusan Pembelian. Kesimpulan ini mengindikasikan pentingnya peran Harga, Kualitas produk, dan e-Word of Mouth dalam membangun keputusan pembelian konsumen, memberikan wawasan bagi praktisi bisnis untuk mengoptimalkan strategi pemasaran yang melibatkan ketiga aspek tersebut guna meningkatkan keputusan pembelian konsumen.
Co-Authors a Gibralazhafran Iskandar, Rayhansya Asri Hapsari, Devita Cempakasari, Diah Arum Debora Ratna Nilasari Elfrida Ratnawati Gusti Arrasyid, Pramudya Saelando Hariyanto, Merry Ika Kirana, Firda Rozza Imroatul Khasanah Kartika, Riris Dwi Nantyas Cahyaningrum, Ajeng Naufal, Muhammad Arif Nurlitasanti, Feby Rahma, Eva Sheila Raya Masitha, Raya Septiani, Shelomita Elisabeth Sintadi, Jason Soraya, Tsummadana Mita Sri Rahayu Tri Astuti Sugiarto S Susilo, Hen Hen Regilliyan Susy Raih Nur Fatmayanti Wibowo, Muhammad Firsdo Guntur Zuhad, Muhammad Daniel