Article Per Year (5 Year)
p-Index From 2021 - 2026
1.048
P-Index
This Author published in this journals
All Journal Diponegoro Journal of Management
Yoestini Yoestini
Departemen Manajemen Fakultas Ekonomika dan Bisnis Universitas Diponegoro
Decision Sciences, Operations Research & Management

Published : 6 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 6 Documents
Search

 1 
PENGARUH SOCIAL MEDIA MARKETING TERHADAP KEPUTUSAN PEMBELIAN DENGAN BRAND AWARENESS SEBAGAI VARIABEL MEDIASI PADA PSIS STORE Ezza Fendiansyah Prayogo; Yoestini Yoestini
Diponegoro Journal of Management Volume 11, Nomor 6, Tahun 2022
Publisher : Faculty of Economics and Business Diponegoro University

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

Abstract

Indonesia is a multicultural country with a very large population. As a multicultural country with a large population, the public's interest in sports is also very large, especially in football. With the large public interest in football, almost all regions in Indonesia have teams or clubs that represent the regions, including the Semarang with its club, namely PSIS Semarang. As one of the biggest and most popular clubs in Indonesian football, PSIS Semarang has an official store that provides various merchandise from PSIS Semarang, PSIS Store. Along with the large population which is predicted to continue to increase and the increasing interest of the Indonesian people towards Indonesian football, the market opportunity for PSIS Store is very large. This research aims to confirm the influence of social media marketing variables on purchasing decision variables that have not been consistent, with brand awareness as a mediating variable. This research begins by developing a research model between social media marketing, brand awareness, and purchasing decisions. Data were obtained from 120 respondents who had filled out the questionnaire provided through the google form media. Respondents are consumers from the PSIS Store who have made at least two purchases and are at least 18 years old. Furthermore, the data that has been obtained were analyzed using Structural Equation Modeling (SEM) using analysis tool, the AMOS 26th version. The results of this research indicate that social media marketing has a significant positive effect on purchasing decisions, social media marketing has a significant positive effect on brand awareness, and brand awareness has a significant influence on purchasing decisions.
ANALISIS PENGARUH KUALITAS LAYANAN, LOKASI, DAN E-PAYMENT TERHADAP KEPUASAN PELANGGAN (Studi Pada Pelanggan fitness center Elise Ladies Gym Semarang) Grace Aryunitami Gultom; Yoestini Yoestini
Diponegoro Journal of Management Volume 11, Nomor 4, Tahun 2022
Publisher : Faculty of Economics and Business Diponegoro University

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

Abstract

The development of the fitness center in the city of Semarang is growing rapidly. However, it is very rare to find a fitness center specifically for women in Semarang, especially in the Tembalang area, Central Java. One of the fitness centers that is aware of the importance of health sports for women and can provide a sense of security in carrying out sports activities, one of which is the Elise Ladies Gym. Elise Ladies Gym is a fitness center for women only. Unfortunately, based on data from Elise Ladies Gym visitor reports from 2019-March 2022, there was a 50% decrease in customers from 2020-2021. Based on the pre-observation with the interview method conducted by the author on the Elise Ladies Gym fitness center customers, it shows that Service Quality, Location and E-payment are one of the factors. On this basis, the authors are interested in further research regarding the effect of Service Quality, Location and E-payment on Customer Satisfaction at the Elise Ladies Gym fitness center Semarang. This research was conducted with a qualitative approach with a questionnaire or questionnaire as primary data. The total sample used in this study amounted to 62 respondents. The data obtained were then analyzed by multiple linear regression with the help of Software Statistical Product and Service Solution (SPSS) version 20. As a result, Service Quality, Location and E-payment had a positive effect on customer satisfaction at Elise Ladies Gym.
PENGARUH ONLINE CUSTOMER RATING DAN CELEBRITY ENDORSER TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN DI E-COMMERCE DENGAN ONLINE CUSTOMER REVIEW SEBAGAI VARIABEL MODERASI (Studi pada Pengguna Shopee di Kota Cilacap) Tri Wahyuni; Yoestini Yoestini
Diponegoro Journal of Management Volume 11, Nomor 4, Tahun 2022
Publisher : Faculty of Economics and Business Diponegoro University

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

Abstract

The rapid development of Information and Communication Technology has an impact on increasing internet users in Indonesia. Where this is used by the community to support daily activities, one of which is to shop online. However, by shopping online there are various risks faced by consumers. This is because consumers do not see and touch the product directly. Therefore, this study was conducted to examine the effect of online customer ratings and celebrity endorsers on purchasing decisions with online customer reviews as moderating variables for Shopee users in Cilacap City. This research was conducted using a questionnaire method using purposive sampling technique to 96 Shopee user respondents in Cilacap City. Then the data analysis methods used include the confirmatory factor analysis test, the full model test, the chisquare difference test moderation test, hypothesis testing, validity testing, reliability testing, and direct effect test, indirect effect, and total effect. Where data testing is carried out using SEM AMOS 22 software. The results showed that online customer rating had a significant effect on purchasing decisions, while celebrity endorsers had no significant effect on purchasing decisions. Then online customer reviews are proven to have a moderating impact on relationship between online customer ratings and purchasing decisions, but online customer reviews have also been shown to not have a moderating impact on celebrity endorsers and purchasing decisions. With the results of this study, it is hoped that it can be a consideration and improvement for Shopee to increase the rating feature to be able to attract more consumers and be selective in choosing celebrity endorsers so that they can influence consumers in the purchasing decision-making process
PENGARUH CITRA PERUSAHAAN TERHADAP INTENSI BELI KONSUMEN GENERASI Z: STUDI PADA PERUSAHAAN BELANJA ONLINE TOKOPEDIA Alif Muhammad Fawwaz Zafri; Yoestini Yoestini
Diponegoro Journal of Management Volume 11, Nomor 5, Tahun 2022
Publisher : Faculty of Economics and Business Diponegoro University

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

Abstract

This study aims to examine the effect of corporate image on the purchase intensity of consumers specifically for Generation Z. Based on the theory of planned behavior (Ajzen, 1991), it states that three core components, namely attitudes, subjective norms, and behavioral control, together form the intensity of individual behavior. This research was conducted using a survey method on several respondents who were selected using a purposive sampling technique for users of the Tokopedia online shopping application. The respondent taken are generation Z respondents because they are the generation that is the most proficient in using gadget. The results showed that the company's image formed from corporate social responsibility activities reached by consumers, had a positive and significant effect on all core components of purchase intention. This is in line with the previous research, and indicates the importance of paying special attention to the formation of a good corporate image through corporate social responsibility activities
PENGARUH BRAND POSITIONING DAN BIAYA WARALABA (FRANCHISE FEE) TERHADAP PEMBELIAN WARALABA (FRANCHISE PURCHASE) PADA USAHA MINUMAN “SEGARA” (Studi di Kota Semarang dan Kabupaten Kendal) Rendy Ramanda; Yoestini Yoestini
Diponegoro Journal of Management Volume 12, Nomor 1, Tahun 2023
Publisher : Faculty of Economics and Business Diponegoro University

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

Abstract

ABSTRACT Competitive advantage in the franchise business can increase the interest of franchisees because it is considered to have a stable market, good reputation, and an established business. The franchisee's decision to purchase a franchise is based on what they value as providing benefits such as profit, and business continuity. This study aims to examine the effect of brand positioning and franchise fees on franchise purchases. This study uses a survey method and is distributed to the franchisee "Segara" with a total of 27 people, and analyzed using multiple linear regression. Based on the results of research, brand positioning partially affects franchise purchases with a comparison of thitung 4.366 > ttabel 2.063 and sig. 0.000 < 0.05 (Alpha), and also the franchise fee (franchise fee) partially affects the purchase of a franchise with a comparison of the value of thitung 2.218 > ttabel 2.063 and sig. 0.036 < 0.05 (Alpha), besides that brand positioning and franchise fees (franchise fees) simultaneously affect the purchase of franchises with a comparison of fhitung 27.656 > ftabel 3.39 and sig. 0.000 < 0.05 (Alpha). The dependent variable can be explained by 69.7% based on the R Square value of 0.697.
PENGARUH BRAND IMAGE DAN ONLINE CUSTOMER REVIEW TERHADAP MINAT BELI PRODUK ERIGO (STUDI PADA GENERASI Z KOTA SEMARANG) Yessin Laurent Illenia Hidayat; Yoestini Yoestini
Diponegoro Journal of Management Volume 12, Nomor 3, Tahun 2023
Publisher : Faculty of Economics and Business Diponegoro University

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

Abstract

ABSTRACT The purpose of this research is to find out and test whether Brand Image and Online Customer Reviews simultaneously influence the purchasing intention of Erigo products. This research was conducted using descriptive and quantitative analysis methods, using questionnaires that had been tested for validity and reliability, statistical analysis using Multiple Linear Regression to measure Brand Image and Online Customer Review factors on their influence on purchasing intention for Erigo products. The results showed that brand image and online customer reviews had a significant positive effect on the intention to purchase Erigo products. This study was dominated by male respondents with an age range of 18-25 years. This study consists of 3 variables with 2 independent variables, namely brand image and online customer reviews, and 1 dependent variable, namely purchasing intention. This study consists of 2 hypotheses, where both hypotheses are accepted.
Co-Authors Alif Muhammad Fawwaz Zafri Ezza Fendiansyah Prayogo Grace Aryunitami Gultom Rendy Ramanda Tri Wahyuni Yessin Laurent Illenia Hidayat