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All Journal Admisi dan Bisnis JOBS (Jurnal Of Business Studies)
Jati - Nugroho
Polines
Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Languange, Linguistic, Communication & Media Library & Information Science

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Influence of Influencer Marketing Strategy and Online Customer Reviews on Purchase Intention of Sociolla Customer (Case Study on AB Students at Polines 2018 – 2019) Qonitah Iffah R; Umar - Farouk; Jati - Nugroho
JOBS (Jurnal Of Business Studies) Vol 8, No 2 (2022): Desember 2022
Publisher : Politeknik Negeri Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32497/jobs.v8i2.4103

Abstract

This study aims to determine and analyze the influence of influencer marketing strategies and online customer reviews on purchase intention of Sociolla users. The population in this study were students of the Semarang State Polytechnic Department of Business Administration in the 2018 - 2019 batch, which amounted to 376 students. The number of samples as many as 80 respondents with sampling using purposive sampling technique. The type of this research is quantitative research and data collection in this research is literature study and questionnaires. The scale used in this research questionnaire is the Likert scale. The analytical method used is descriptive analysis, instrument test, classical assumption test, homepage linear regression analysis method, and hypothesis testing. Calculations were carried out using SPSS software. Based on the calculation of the regression equation, namely Y = 0.940 + 0.2740X1 + 0.342X2. So it can be said that influencer marketing (X1) and online customer reviews (X2) have a significant effect on purchase intention (Y).
Influence of Perceived Quality and Brand Image towards Purchase Decision of Indomilk UHT Milk in Pedurungan Salma - Aqila; Noor - Suroija; Jati - Nugroho
Admisi dan Bisnis Vol 24, No 2 (2023): JUNI 2023
Publisher : Politeknik Negeri Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32497/ab.v24i2.4596

Abstract

This study aims to determine the influence of Perceived Quality and Brand Image towards Purchase Decision of Indomilk UHT Milk in Pedurungan Semarang. The samples used were 100 respondents, the primary data collection method used interview and questionnaire. The sampling technique used a Non Probability Sampling technique with Accidental Sampling. The data analysis tools were using validity and reliability tests. The analysis technique used multiple linear regression. The results obtained from this study were the influence of perceived quality towards purchase decision partially hasn’t a significant influence and the influence of brand image towards purchase decision has a significant influence. Simultaneously perceived quality and brand image have an influence towards purchase decision. Based on the linearity test results on classical assumption test, it showed that the relationship between perceived quality towards purchase decision have a non-linear relationship between each variables and brand image towards purchase decision have a linear relationship between each variables. The results of the coefficient determination ( between perceived quality and brand image contributes jointly towards purchase decision by 40,2%, while the remaining 59,8% is determined by another variables which not examined in this study.
Co-Authors Noor Suroija Qonitah Iffah R Salma - Aqila Umar - Farouk