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PENGARUH PERIKLANAN BERCITRA RELIGIUS (AGAMA ISLAM) DALAM MENENTUKAN KEPUTUSAN PEMBELIAN PRODUK SUNSILK HIJAB REFRESH DENGAN MINAT BELI SEBAGAI VARIABEL INTERVENING (Studi pada Mahasiswi Universitas Diponegoro Semarang) Edo Primadana; Budi Sudaryanto
Diponegoro Journal of Management Volume 11, Nomor 3, Tahun 2022
Publisher : Faculty of Economics and Business Diponegoro University

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Nowadays, competition between companies in marketing similar products is a special concern for marketers. Increasingly fierce competition is forcing managers to retry ways to win market share. One element that is starting to be widely used in advertising is using religious images (Islamic Religion) in advertising to attract and persuade potential consumers to buy the product. This study aims to analyze the religious image of the Sunsilk Hijab Refresh shampoo product in building buying interest and its influence on purchasing decisions. The population used in this study were active students at Diponegoro University, Semarang. The number of samples used in this study were 100 respondents. The method of data collection through a questionnaire. This research uses Structural Equation Modeling (SEM) analysis technique with AMOS analysis tool. The results of this study indicate that by including the context of Islam in the advertising of Sunsilk Hijab Refresh shampoo, it has a positive and significant effect on building consumer buying interest. After that, the buying interest that is built also has a positive and significant effect on a purchase decision.

ANALISIS PENGARUH CUSTOMER RELATIONSHIP MANAGEMENT DAN KEPERCAYAAN TERHADAP LOYALITAS PELANGGAN MELALUI KEPUASAN PELANGGAN (Studi pada Pengguna Go-Pay pada Aplikasi GO-JEK di Kota Semarang) Nur Aisah; Budi Sudaryanto
Diponegoro Journal of Management Volume 11, Nomor 5, Tahun 2022
Publisher : Faculty of Economics and Business Diponegoro University

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This study aims to analyze the effect of customer relationship management and trust on customer loyalty through customer satisfaction of Go-Pay users on the Go-jek application in the city of Semarang. The variables used in this study are customer relationship management and trust as independent variables, customer satisfaction as the intervening variable and customer loyalty as the dependent variable. The population in this study are users of Go-Pay services on the Go-Jek application in the city of Semarang. The number of samples used is as many as 130 respondents. This research uses Structural Equation Modeling (SEM) analysis technique using AMOS analysis tool. The results of this study indicate that customer relationship management has a positive and significant effect on customer satisfaction, trust has a positive and significant effect on customer satisfaction, customer relationship management has a positive and significant effect on customer loyalty, trust has a positive and significant effect on customer loyalty, and customer satisfaction has a positive effect. and significant to customer loyalty

ANALISIS PENGARUH CELEBRITY ENDORSEMENT TERHADAP PURCHASE INTENTION DENGAN BRAND IMAGE SEBAGAI VARIABEL INTERVENING (Studi Pada Pengguna Lipstik Merek Wardah di Kota Semarang) Wahyu Novita; Budi Sudaryanto
Diponegoro Journal of Management Volume 11, Nomor 6, Tahun 2022
Publisher : Faculty of Economics and Business Diponegoro University

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The development of the cosmetic industry in Indonesia recently has had a significant impact on producers and business people. Tighter competition encourages companies to compete with each other to make products that are of interest to consumers and develop appropriate strategies in marketing products, one of which is celebrity endorsement which can increase product sales. The purpose of this study was to determine the effect of celebrity endorsement on purchase intention with brand image as an intervening variable (Study on Wardah Brand Lipstick users in Semarang City). The population in this study were users of Wardah brand lipstick in Semarang City who were at least 17 years old and had used Wardah brand lipstick at least 1 time. The number of samples used as many as 140 respondents and selected by purposive sampling technique through a questionnaire. The data obtained were then analyzed using the Analysis of Moment Structure (AMOS) version 22. The results of the study indicate that celebrity endorsement has a positive and significant effect on brand image, celebrity endorsement had no significant effect on purchase intention, and brand image has a positive and significant effect on purchase intention

ANALISIS PENGARUH SOCIAL MEDIA MARKETING INSTAGRAM SHOPEE TERHADAP BRAND LOYALTY DENGAN CUSTOMER ENGAGEMENT SEBAGAI VARIABEL INTERVENING (Studi pada Pengguna Shopee Mahasiswa Aktif Universitas Diponegoro Angkatan 2018-2021) Josephine Rachelia Meruvishnu; Budi Sudaryanto
Diponegoro Journal of Management Volume 11, Nomor 3, Tahun 2022
Publisher : Faculty of Economics and Business Diponegoro University

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This study aims to analyze the effect of social media marketing and customer engagement on brand loyalty at Shopee Indonesia. The population used in this study are active students of Diponegoro University class 2018 to 2021 who are shopee users and Instagram users who follow shopee Indonesia's account, namely @shopee_id. The number of samples used in this study were 120 respondents. The method of data collection is done through a questionnaire. This research uses Structural Equation Modeling (SEM) analysis technique with AMOS 23.0 analysis tool. The results of this study indicate that the social media marketing variabel has a positive and significant effect on customer engagement, the customer engagement variabel has a positive and significant effect on brand loyalty and the social media marketing variabel has a positive and significant impact on brand loyalty. The results of this study indicate social media marketing and customer engagement, have a positive and significant effect on brand loyalty

ANALISIS PENGARUH VIRAL MARKETING TERHADAP PURCHASE INTENTION DENGAN BRAND IMAGE DAN BRAND AWARENESS SEBAGAI VARIABEL INTERVENING PRODUK MS GLOW (STUDI PADA PENGGUNA TWITTER INDONESIA) Shanerika Salina; Budi Sudaryanto
Diponegoro Journal of Management Volume 12, Nomor 2, Tahun 2023
Publisher : Faculty of Economics and Business Diponegoro University

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ABSTRACT Local brand competition, especially in the skincare category, continues to increase, one of the popular local products is MS Glow. Evidence of MS Glow's difficulty in competing in skincare sales is the emergence of issues that have an impact on decreasing public interest and interaction with related brands coupled with data showing that the volume of purchases has decreased, so that MS Glow needs to carry out various strategies to survive. The influence of the use of viral marketing has resulted in the rapid spread of viral issues regarding the local self-care brand MS Glow through social media Twitter and elicited responses and views from various Indonesian Twitter users towards MS Glow, so that factors such as viral marketing, brand image, and brand awareness can be a solution offered by researchers in increasing interest in purchasing MS Glow which is supported by pre-survey data. Using a nonprobability-sampling approach, data were obtained from Indonesian Twitter users through a quantitative questionnaire in the form of a Google form containing closed questions with an interval scale of 1-10. Analysis was carried out using the Structural Equation Model (SEM) method using AMOS software. The results of the study state that viral marketing has a negative effect on brand image and brand awareness but has a positive and significant effect on purchase intention, brand image has a positive and significant effect on purchase intention, and brand awareness has a negative effect on purchase intention. The use of viral marketing requires the right methods and handling to be successful and have a positive and significant effect.

ANALISIS PENGARUH CITRA MEREK, PROMOSI, KEPERCAYAAN KONSUMEN, DAN KUALITAS LAYANAN TERHADAP KEPUTUSAN PEMBELIAN MELALUI APLIKASI SHOPEE FOOD (KASUS PADA PENGGUNA LAYANAN SHOPEE FOOD YANG BERDOMISILI DI KOTA SEMARANG) Rafif Zharif Primaputra; Budi Sudaryanto
Diponegoro Journal of Management Volume 12, Nomor 1, Tahun 2023
Publisher : Faculty of Economics and Business Diponegoro University

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ABSTRACT This research is motivated by the condition of competition in the food delivery service application business from time to time which is getting tighter, so companies must create new marketing strategies to maintain and gain a higher market share. This study tries to find out the factors that influence customer purchasing decisions for the food and beverage delivery service application Shopee Food in Semarang City. The purpose of this study was to analyze the effect of each variable, purchase decision (X1), promotion (X2), consumer trust (X3), and service quality (X4) on purchasing decisions (Y). In this study, data were collected using a questionnaire method on 100 respondents using a purposive sampling method to determine respondents' responses to each variable. Then performed an analysis of the data obtained in the form of quantitative analysis and qualitative analysis. Quantitative analysis includes validity and reliability tests, classic assumption tests, hypothesis testing via the F test and t test as well as analysis of the coefficient of determination (R2). The data analysis technique used is multiple linear regression analysis which serves to prove the research hypothesis. The results of the analysis find that the four factors of brand image, promotion, consumer trust, and service quality have a positive and significant influence on purchasing decisions. Testing the hypothesis using the t test shows that the four independent variables studied are proven to significantly influence the dependent variable in purchasing decisions. Then through the F test it can be seen that the variables brand image, promotion, consumer trust, and service quality have a significant effect on purchasing decisions together. Adjusted R square of 0.831 indicates that 82.4 percent of the variation in purchasing decisions can be explained by the four independent variables used in the regression equation. While the remaining 17.6 percent is explained by other variables outside the four variables used in this study

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