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All Journal Bisman (Bisnis dan Manajemen): The Journal of Business and Management
Rahayu Mardikaningsih
Fakultas Ekonomi Universitas Mayjen Sungkono
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Keragaman Produk, Lokasi dan Niat Kunjungan Ulang ke Pengecer Rahayu Mardikaningsih; Ella Anastasya Sinambela
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

The retail industry which continues to grow with the level of competition between actors creates a challenge for retailers to offer visitor appeal and meet the expectations of their visitors. Competition is not only between store owners in real terms but also retailers must face competition from online-based retailers. Modern retail shops must have an edge over their competitors in order to get continuous visits from the public. This study aims to analyze and determine the effect of product diversity and location variables on the intention of returning to retailers. By involving 100 respondents, it was found that the results of the study stated that the two independent variables had a significant influence on the dependent variable.
Pengambilan Keputusan Pembelian Produk berdasarkan Ekuitas Merek Rahayu Mardikaningsih; Arif Rachman Putra
Bisman (Bisnis dan Manajemen): The Journal of Business and Management Vol. 4 No. 2 (2021): Agustus 2021
Publisher : Program Studi Manajemen, Fakultas Ekonomi, Universitas Islam Majapahit, Jawa Timur, Indonesia

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Abstract

Brand equity is a manifestation of the strength of a brand and is an important contributor to influencing and directing consumer behavior towards the purchasing decision-making process. A high level of brand equity presents a high opportunity for consumers to choose from. This type of research used in this research is explanatory research methods. This study intends to explain the relationship in the form of the influence of independent variables on the dependent variable. The sampling method uses accidental sampling technique. With 100 respondents set. The conditions set as respondents are people who have bought Bango soy sauce. The research area was conducted in the city of Surabaya. The purpose of this study is to determine the forming variables of brand equity have a significant influence on consumer behavior in determining the purchasing decision of Bango soy sauce. The results showed that brand awareness had a significant effect on purchasing decisions; brand associations significantly influence purchasing decisions; perceived quality has a significant effect on purchasing decisions; brand loyalty has a significant effect on purchasing decisions; and brand equity has a significant effect on purchasing decisions.
Co-Authors Arif Rachman Putra Ella Anastasya Sinambela