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All Journal Diponegoro Journal of Management
Cahyaningratri Cahyaningratri
Departemen Manajemen Fakultas Ekonomika dan Bisnis Universitas Diponegoro
Decision Sciences, Operations Research & Management

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PENGARUH KESADARAN MEREK DAN PERSEPSI KUALITAS TERHADAP CITRA MEREK SERTA DAMPAKNYA TERHADAP MINAT BELI (Studi Pada Konsumen Produk Sepatu Bata Kevin Evan Adriano; Cahyaningratri Cahyaningratri
Diponegoro Journal of Management Volume 11, Nomor 4, Tahun 2022
Publisher : Faculty of Economics and Business Diponegoro University

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The problem in this research is that there is a drastic decrease in sales of Bata Shoes from 2015 to 2020, which indicates the possibility of a decrease in purchase intention from shoe consumers for Bata Shoes products in Indonesia. This problem is also relevant to the Bata brand being ranked 1 in the Top Brand Index and being the market leader in the last 5 years, but always experiencing a decrease in the percentage of the Top Brand Index. In 2017, Bata Shoes was ranked first with a Top Brand Index percentage of 19.3%. In the following years, the percentage of the Top Brand Index of Bata shoes continued to decline to 12.5% in 2020. Based on gap research, it was also found that there was an alleged influence of brand awareness and perceived quality on brand image and brand image on consumer purchase intention in Bata Shoes. This study aims to analyze the effect of brand awareness and perceived quality on brand image and purchase intention, also brand image on consumer purchase intention in Bata Shoes. The population used in this study were shoe consumers in Indonesia. The sampling technique used is purposive sampling. The samples taken were 246 research respondents. The data collection method in this study used a questionnaire. The data analysis method uses structural equation modeling. The results of this study are brand awareness and perceived quality have a positive effect on brand image and brand image has a positive effect on consumer purchase intention in Bata Shoes. In addition, brand awareness has a positive and significant effect on consumer purchasing interest while quality perception does not have a significant effect on consumer purchase intention.
ANALISIS PENGARUH PERSEPSI HARGA, SERVICESCAPE, DAN GAYA HIDUP TERHADAP KEPUTUSAN PEMBELIAN PADA COFFEE SHOP DI KOTA SEMARANG Astridea Artika Arsa; Cahyaningratri Cahyaningratri
Diponegoro Journal of Management Volume 11, Nomor 5, Tahun 2022
Publisher : Faculty of Economics and Business Diponegoro University

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In this modern era, coffee shops are growing rapidly. The emergence of this coffee shop has an impact on the consumptive behavior of young adults. Purchasing coffee in several coffee shops is of course influenced by several factors including in terms of price perception, servicescape and lifestyle. Therefore, this research was conducted to determine the effect of price, servicescape and consumer lifestyle on consumer purchasing decisions. This study uses a quantitative method. This research was conducted in Semarang with a population of buyers or consumers who have made a purchase at a coffee shop in Semarang City, the number of which is unknown. While the number of samples that will be used in this study is 30 people per outlet. The data was obtained through the distribution of questionnaires, then the data were analyzed descriptively. The results showed that the perception of price, servicescape, and lifestyle proved to have a positive and significant effect on purchasing decisions, as evidenced by the results of the t-test of price perceptions of 2,602 and sig. 0.011 < 0.05, servicescape t-test of 2.349 and sig. 0.021 < 0.005, and lifestyle t-test of 5.174 and sig. 0.000 < 0.005.
THE INFLUENCE OF EWOM VIA TIKTOK APPLICATION TOWARDS PURCHASE INTENTION (STUDY ON ERIGO APPAREL IN INDONESIA) Muhammad Dafa Bagus Efendi; Cahyaningratri Cahyaningratri
Diponegoro Journal of Management Volume 12, Nomor 3, Tahun 2023
Publisher : Faculty of Economics and Business Diponegoro University

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ABSTRACT This study aims to examine the effect of information quality, quantity, credibility, usefulness and adoption on purchase intention for the Erigo Apparel brand through the TikTok application as an electronic-word-of-mouth (eWOM) medium. Erigo Apparel is a local brand that is known to the public through social media, such as TikTok. This study aims to examine the effect of information quality, quantity, credibility, usefulness and adoption on purchase intention for the Erigo Apparel brand through the TikTok application as an electronic-word-of-mouth (eWOM) medium. This study uses the Theory Information Adoption Model (IAM) to determine the effect of TikTok as an eWOM application on increasing Erigo Aparel's purchase intention. A sample of 120 Erigo Apparel consumers in Indonesia aged 17 and up was used, with monthly spending ranging from IDR 1000,000 and up. The analytical approach is Partial Least Square Structural Equation Modeling (PLSSEM) using SmartPLS 3.0. The results of this study show that Information Quality significantly and positively affects Information Usefulness. Then, Information Quantity significantly and positively affects Information Usefulness. Moreover, Information Usefulness significantly and positively affects Information Adoption. Furthermore, Information Usefulness significantly and positively affects Information Credibility. Next, Information Adoption significantly and positively affects Purchase Intention. The last, Information Credibility insignificantly affect to Purchase Intention.
Co-Authors Astridea Artika Arsa Kevin Evan Adriano Muhammad Dafa Bagus Efendi