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All Journal Bisman (Bisnis dan Manajemen): The Journal of Business and Management ProBisnis : Jurnal Manajemen Journal of Business Management and Islamic Banking Prosiding Seminar Nasional Ilmu Manajemen Kewirausahaan dan Bisnis
Guruh Ghifar Zalzalah
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Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Industrial & Manufacturing Engineering Social Sciences

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Pengaruh Penilaian Etis Iklan Kontroversial di Media Sosial: Youtube pada Niat Beli Guruh Ghifar Zalzalah
Bisman (Bisnis dan Manajemen): The Journal of Business and Management Vol. 4 No. 1 (2021): Februari 2021
Publisher : Program Studi Manajemen, Fakultas Ekonomi, Universitas Islam Majapahit, Jawa Timur, Indonesia

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Abstract

Kemajuan teknologi saat ini membuatnya sangat mudah untuk berkomunikasi antara seseorang dan orang lain, dan antara merek dan konsumen, salah satunya adalah melalui iklan. Penelitian ini bertujuan untuk menguji pengaruh penilaian etis iklan kontroversial pada niat beli. Desain penelitian ini menggunakan metode kuantitatif dan teknik pengumpulan data yang digunakan adalah purposive sampling. Sampel pada penelitian ini yaitu responden yang melihat iklan Grab-Bike pada media sosial Youtube. Teknik analisis yang digunakan adalah SEM-PLS dengan menggunakan aplikasi WarpPLS edisi 6. Hasil penelitian ini menunjukan bahwa penilaian etis iklan kontroversial berpengaruh pada niat beli. Secara empiris, penelitian ini menambah kajian penelitian terkait iklan kontroversial, khususnya pada konteks di Indonesia dimana masih terdapat hasil yang beragam pada topik penelitian tersebut.
Factors Influencing Repurchase Intention of Scarlett Whitening: Product Quality, Variety, and Celebrity Endorsement Pratita, Mutya Paramita; Enzella Chrisdianthi; Guruh Ghifar Zalzalah
ProBisnis : Jurnal Manajemen Vol. 15 No. 6 (2024): December: Management Science
Publisher : Lembaga Riset, Publikasi dan Konsultasi JONHARIONO

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Abstract

This study aims to determine the influence of product quality, product variation, and celebrity endorsement on repurchase intention of Scarlett Whitening. The sample in this study consisted of 100 respondents. The technique used in this research employed non-probability sampling technique with purposive sampling method. Data analysis in this study utilized SPSS for Windows 24.0 with multiple linear regression analysis technique at a significance level of α = 0.05. The results of the study indicate that partially, product quality, product variation, and celebrity endorsement have a significant effect on repurchase intention. The magnitude of the influence of product quality, product variation, and celebrity endorsement is indicated by the Adjusted R Square value of 57.6%. Suggestions for further research include exploring other factors that may influence repurchase intention besides product quality, product variation, and celebrity endorsement.
Pengaruh Pengalaman Wisatawan, Kualitas Layanan dan Daya Tarik Wisata terhadap Niat Berkunjung Kembali di Desa Ekowisata Pancoh Atika Fauziana; Guruh Ghifar Zalzalah
Prosiding Seminar Nasional Ilmu Manajemen Kewirausahaan dan Bisnis Vol. 2 No. 2 (2025): Desember : Prosiding Seminar Nasional Ilmu Manajemen Kewirausahaan dan Bisnis
Publisher : Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/prosemnasimkb.v2i2.200

Abstract

This study aims to determine the influence of tourist experience, service quality, and tourist attractions on revisit intention in Pancoh Ecotourism Village. This village is one of the developing ecotourism-based tourist destinations in the Special Region of Yogyakarta and attracts tourists through its unique nature and local culture. The research sample consisted of 100 respondents selected using a non-probability sampling technique with a purposive sampling approach, namely tourists who have visited Pancoh Ecotourism Village. Data collection was carried out by distributing questionnaires, then analyzed using the partial least squares structural equation modeling (SEM-PLS) method with the WarpPLS application version 8.0 to test the relationship between variables. The results showed that the variables of service quality and tourist attractions have a positive and significant effect on revisit intention. This indicates that improving service quality, such as friendliness, accuracy, and comfort, as well as the development of tourist attractions in the form of natural beauty, local culture, and supporting facilities can encourage tourists to revisit. However, the variable of tourist experience did not have a significant effect on revisit intention, which means that individual experience is not yet a major determining factor in influencing tourist decisions. These findings emphasize the importance of a destination management strategy that focuses on improving the quality of services and tourist attractions to strengthen the sustainability of Pancoh Ecotourism Village.
Customer Satisfaction as a Mediator of Experiential Marketing, Perceived Quality, and Perceived Value toward Customer Loyalty -, Pradita Nindya Aryandha; Catur Setyo Nugroho; Arif Sudaryana; Guruh Ghifar Zalzalah; Latifah Putranti
Journal of Business Management and Islamic Banking Vol.4 No.2 (2025)
Publisher : UIN Sunan Kalijaga Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14421/jbmib.2025.0402-02

Abstract

Research Aims: This study aims to analyze the influence of experiential marketing, perceived quality, and perceived value on customer satisfaction and customer loyalty at ROS IN Hotel, as well as to examine the mediating role of customer satisfaction in strengthening the relationship between these factors and customer loyalty.   Design/methodology/approach: This study used a quantitative causal design to examine the influence of experiential marketing, perceived quality, and perceived value on customer loyalty, with customer satisfaction as a mediating variable. Data were collected from 40 customers of ROS IN Hotel Yogyakarta using a purposive sampling method and a structured questionnaire on a five-point Likert scale. The data were tested for validity and reliability, then analyzed using path analysis.   Research Findings: The results show that only perceived value significantly influences customer loyalty, both directly and through customer satisfaction, while experiential marketing and perceived quality have no significant effects. This indicates that post-pandemic hotel customers prioritize functional value (price, convenience, safety) over emotional experiences or perceived service quality, with customer satisfaction acting as a key mediator.   Theoretical Contribution/Originality: This study identifies perceived value as the key driver of customer loyalty in the post-pandemic hospitality sector, showing that customers prioritize functional benefits over experiential or perceived quality, with customer satisfaction as a mediator. Research limitation and implication: This study, limited to customers of ROS IN Hotel Yogyakarta, implies that increasing perceived value is crucial for building satisfaction and loyalty, while enriching the theoretical understanding of post-pandemic customer behavior.                                            
Co-Authors -, Pradita Nindya Aryandha Arif Sudaryana Atika Fauziana Catur Setyo Nugroho Enzella Chrisdianthi Pratita, Mutya Paramita Putranti, Latifah