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Su naryo, Su
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THE INFLUENCE OF CORPORATE IMAGE, USER IMAGE, AND PRODUCT IMAGE TOWARD PURCHASE DECISION ON MUI HALAL FOOD CERTIFICATION: A Study on Pizza Hut Restaurant in Malang Novianti, Ratih Diyah; naryo, Su
Jurnal Ilmiah Mahasiswa FEB Vol 3, No 2: Semester Genap 2014/2015
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

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Abstract

This research aims to examine the influence of Corporate Image, User Image, and Product Image toward Purchase Decision on MUI Halal Food Certification, a study on Pizza Hut Restaurant in Malang. The type of this research is Explanatory Research. The research is conducted in all Pizza Hut Restaurant outlets in Malang (Pizza Hut Semeru, Pizza Hut Matos, Pizza Hut Ciliwung, and Pizza Hut Suhat). 150 questionnaires were distributed randomly to Pizza Hut Muslim consumers who have visited the outlets for more than one in a year in all Pizza Hut restaurants in Malang. The sampling technique used purposive sampling and the research instruments were tested using the Validity Test, Reliability Test, and Classical Assumption Test. The hypothesis testing used F-Test and T-Test. The multiple regression analysis result shows that Corporate Image, User Image, and Product Image have significant effect simultaneously and partially toward Purchase Decision.The dominant test shows that User Image is the most dominant variable influencing the Purchase Decision. Overall, the independent variables: Corporate Image, User Image, and Product Image have contribution as 70.6% toward dependent variable: Purchase Decision while the rest 29.4% are described by other variables beyond this research.The result of this research can be applied for Marketing Strategy. The company should retain the brand image with halal image in order to always have a positive image in the consumers’ eyes that will influence their decision in purchasing decision. Keywords: Corporate Image, User Image, Product Image, Brand Image, MUI Halal Certification, Purchase Decision
PENGARUH BAURAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN JASA INTERNET SPEEDY (Studi Kasus Pada Pelanggan Speedy PT. Telekomunikasi Indonesia, Tbk. Witel Jatim Selatan Malang) Juliyandi, Rama; naryo, Su
Jurnal Ilmiah Mahasiswa FEB Vol. 3 No. 2
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

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Abstract

Penelitian  ini  bertujuan  untuk  mengetahui  pengaruh  bauran  promosi  terhadap keputusan  pembelian  jasa  internet  Speedy  pada  PT. Telekomunikasi  Indonesia, Tbk. Witel Jatim  Selatan Malang,  juga  untuk mengetahui  pengaruh  variabel  bauran  promosi  tersebut secara  simultan,  parsial,  maupun  dominannya  terhadap  keputusan  pembelian  Speedy. Variabel independen dalam penelitian ini adalah bauran promosi yang terdiri dari periklanan (�1),  promosi  penjualan  (�2),  hubungan  masyarakat  (�3),  penjualan  pribadi  (�4),  dan pemasaran langsung (�5). Sedangkan variabel dependennya adalah keputusan pembelian (Y). Jenis  penelitian  ini  ada  explanatory  research  yang menjelaskan  hubungan  kausal antar  variabel  melalui  pengujian  hipotesis.  Sampel  dalam  penelitian  ini  sebanyak  150 responden  yang  merupakan  pelanggan  jasa  internet  Speedy.  Pengambilan  sampel menggunakan  teknik purposive sampling. Uji validitas, uji reliabilitas, dan uji asumsi klasik merupakan alat untuk pengujian  instrumen dalam penelitian  ini. Sedangkan metode analisis yang  digunakan  adalah  regrei  linier  berganda  dengan  bantuan  program  SPSS  17,  dan  uji hipotesis dilakukan dengan uji F, uji t, serta uji dominan. Berdasarkan  langkah-langkah  yang  telah  dijelaskan  tersebut,  hasil  penelitian  yang diperoleh  dari  analisis  regresi  linier  berganda  dengan menggunakan  uji  F  (simultan) maka dapat  disimpulkan  bahwa  variabel  bauran  promosi  berpengaruh  terhadap  keputusan pembelian, kemudian dengan menggunakan uji t (parsial) dapat disimpulkan bahwa variabel periklanan, hubungan masyarakat, penjualan pribadi, dan pemasaran langsung mempengaruhi keputusan  pembelian.  Berdasarkan  nilai  koefisien  regresi  (standardized  coefficients  beta) masing-masing  variabel,  diketahui  bahwa  penjualan  pribadi mempunyai  pengaruh  dominan terhadap keputusan pembelian jasa internet Speedy.
THE INFLUENCE OF CORPORATE IMAGE, USER IMAGE, AND PRODUCT IMAGE TOWARD PURCHASE DECISION ON MUI HALAL FOOD CERTIFICATION: A Study on Pizza Hut Restaurant in Malang Novianti, Ratih Diyah; naryo, Su
Jurnal Ilmiah Mahasiswa FEB Vol. 3 No. 2
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

This research aims to examine the influence of Corporate Image, User Image, and Product Image toward Purchase Decision on MUI Halal Food Certification, a study on Pizza Hut Restaurant in Malang. The type of this research is Explanatory Research. The research is conducted in all Pizza Hut Restaurant outlets in Malang (Pizza Hut Semeru, Pizza Hut Matos, Pizza Hut Ciliwung, and Pizza Hut Suhat). 150 questionnaires were distributed randomly to Pizza Hut Muslim consumers who have visited the outlets for more than one in a year in all Pizza Hut restaurants in Malang. The sampling technique used purposive sampling and the research instruments were tested using the Validity Test, Reliability Test, and Classical Assumption Test. The hypothesis testing used F-Test and T-Test. The multiple regression analysis result shows that Corporate Image, User Image, and Product Image have significant effect simultaneously and partially toward Purchase Decision.The dominant test shows that User Image is the most dominant variable influencing the Purchase Decision. Overall, the independent variables: Corporate Image, User Image, and Product Image have contribution as 70.6% toward dependent variable: Purchase Decision while the rest 29.4% are described by other variables beyond this research.The result of this research can be applied for Marketing Strategy. The company should retain the brand image with halal image in order to always have a positive image in the consumers’ eyes that will influence their decision in purchasing decision. Keywords: Corporate Image, User Image, Product Image, Brand Image, MUI Halal Certification, Purchase Decision
Co-Authors Juliyandi, Rama Novianti, Ratih Diyah Novianti, Ratih Diyah