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

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PENGARUH MANAJEMEN HUBUNGAN PELANGGAN DAN REPUTASI PERUSAHAAN TERHADAP RETENSI PELANGGAN DENGAN KEPUASAN PELANGGAN SEBAGAI VARIABEL INTERVENING (Studi Kasus Pada Bengkel Alex Ac Mobil Semarang) Bagas Amanda Putra; Susilo Toto Rahardjo
Diponegoro Journal of Management Volume 11, Nomor 6, Tahun 2022
Publisher : Faculty of Economics and Business Diponegoro University

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Abstract

Number of motorized vehicle users certainly cannot be separated from motor vehicle maintenance activities, especially four-wheeled vehicles. The tight competition in the workshop industry and the deteriorating economic conditions due to Covid-19 have reduced the potential revenue for the workshop industry in the country. One of the workshops operating in Indonesia is Alex AC Mobil, located in Semarang, Central Java, the province with the largest number of motorized vehicle users in Indonesia. Alex AC Mobil has been operating for almost 15 years with two branches operating on Jl. Supryadi No.23 and Jl. Kedungmundu 101 Karanggawang Baru. With the decrease in income in the workshop industry, it is expected that every workshop must be able to maintain every customer it has, this is called Retensi pelanggan Customer Retention. This study aims to determine the effects that arise through Customer Relationship Management, Company Reputation, Customer Satisfaction, Customer Retention in order to retain Alex AC Mobil's customers. The data collection method used in this study is convenience sampling, which is sampling by taking samples from a close part of the population. Then this study was tested with a total of 198 samples obtained from questionnaires and directed specifically to customers who have used the services of Alex AC Mobil. The data obtained were processed using SEM analysis with the help of AMOS software to test 5 hypotheses. The results of this study indicate that Customer Relationship Management, Company Reputation, Customer Satisfaction have a positive and significant effect on Customer Retention.
PENGARUH PEMASARAN PRODUK PERSONAL CARE PRIA KAHF MELALUI INTERNAL DAN EXTERNAL SOCIAL INFLUENCER TERHADAP MINAT PEMBELIAN DENGAN BRAND AWARENESS SEBAGAI VARIABEL INTERVENING DI KOTA SEMARANG Daffa Muhammad Naufal; Susilo Toto Rahardjo
Diponegoro Journal of Management Volume 11, Nomor 4, Tahun 2022
Publisher : Faculty of Economics and Business Diponegoro University

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The global men's personal care market will measure USD 30.8 billion in 2021 and is expected to grow at a compound annual growth rate (CAGR) of 9.1% from 2022 to 2030. Responding to today's men's skin and facial care needs, PT Paragon Technology and Innovation continues to innovate by launching its newest product, Kahf. A men's personal care brand with new advancements that are relevant to today's needs introduces a range of skin and body care products that are halal, premium, and natural. In addition to this phenomenon, based on the existing literature, shows that there is a research gap where previous research on social influence marketing only discussed external social influencers and rarely discussed internal social influencers. So based on the phenomena and gaps in this research, this is the basis for this research. This study aims to develop a conceptual model of internal social influencers and external social influencers in influencing purchase intention by using brand awareness as an intermediary. The next problem in this research is how to use the variables in the Theory of Reasoned Action (TRA) to increase buyer interest. The sample used in this study amounted to 174 residents domiciled in Semarang City with an age range of 15-34 years who have watched/seen marketing campaigns from the Kahf brand, both in the form of online and offline campaigns. This research method uses Structural Equation Model (SEM) analysis with AMOS as a data processing tool. Based on the results of the study, it was found that internal social influencers, external social influencers, and brand awareness had a positive and significant effect on consumer buying interest. Therefore, all hypotheses in this study were accepted. This study also proves that brand awareness is able to mediate the relationship between internal and external social influencers on buying interest. So it is hoped that this research can be useful in developing the marketing strategy of PT. Paragon Technology and Innovation. and can be a valuable literature for the benefit of academics.
PENGARUH DAYA TARIK RASIONAL DAN EMOSIONAL PADA IKLAN YOUTUBE TERHADAP MINAT BELI DENGAN KESADARAN MEREK SEBAGAI VARIABEL MEDIASI (Studi pada Iklan YouTube Pantene ‘Bye #RambutCapek Hello #RambutKeCharged’) Anindita Heningdrapraja; Susilo Toto Rahardjo
Diponegoro Journal of Management Volume 11, Nomor 4, Tahun 2022
Publisher : Faculty of Economics and Business Diponegoro University

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Abstract

This study aims to examine a conceptual model of rational and emotional attractiveness in influencing purchase intention by using brand awareness as an intermediary. The problem in this study is how to use variables in the Elaboration Likelihood Model (ELM) theory to increase purchase intention. The sample used in this study was 167 residents domiciled in DKI Jakarta with an age range of 20-34 years who had seen/watched the Pantene advertisement 'Bye #RambutCapek Hello #RambutKeCharged' on the Pantene YouTube channel. This research method uses Structural Equation Model (SEM) analysis with AMOS as a data processing tool. Based on the results of the study, it was found that rational appeal, emotional appeal, and brand awareness have a positive and significant effect on purchase intention. Therefore all hypotheses in this study were accepted. This study also proves that brand awareness is able to mediate the relationship between rational and emotional attractiveness to purchase intention.
PENGARUH KUALITAS PRODUK DAN CITRA MEREK TERHADAP LOYALITAS PELANGGAN: DENGAN VARIABEL MEDIASI KEPUASAN PELANGGAN Adika Daniswara; Susilo Toto Rahardjo
Diponegoro Journal of Management Volume 12, Nomor 1, Tahun 2023
Publisher : Faculty of Economics and Business Diponegoro University

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Abstract

ABSTRACT This study aims to analyze the influence of product quality and brand image on customer loyalty with the role of customer satisfaction as a mediating variable on the millennial generation object that uses Nike sports shoes in Semarang. The number of samples used in this study were 130 respondents who were customers aged between 19-29, used Nike shoes for 1 year, or had purchased Nike sports shoes more than once. This study uses the Structural Equation Model (SEM) analysis method with Partial Least Square (PLS) as a data processing tool. The results of this study indicate that product quality and brand image and customer satisfaction have a positive and significant impact on customer loyalty.
Co-Authors Adika Daniswara Anindita Heningdrapraja Bagas Amanda Putra Daffa Muhammad Naufal