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

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PENGARUH DIMENSI-DIMENSI EKUITAS MEREK TERHADAP NIAT BELI DENGAN KESEDIAAN KONSUMEN MEMBAYAR HARGA PREMIUM SEBAGAI VARIABEL INTERVENING (Studi Mahasiswa Pengguna Iphone di Indonesia) Muhammad Reza Farid Nur Majid; Amie Kusumawardhani
Diponegoro Journal of Management Volume 11, Nomor 6, Tahun 2022
Publisher : Faculty of Economics and Business Diponegoro University

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Various business strategies have been carried out by the company to get a lot of profit. One of them is by setting a high price for the products offered. However, premium pricing can be a boomerang for companies. This strategy can only be applied if the brand equity of the company is high enough. Therefore, this study was conducted to examine the effect of brand awareness, perceived quality, brand association and brand loyalty on purchase intention with customer’s willingness to pay a premium price as an intervening variable. The population used in this study are students in Indonesia who have bought an Iphone smartphone. This study used a sample of 112 respondents who were selected using purposive sampling method. The data collected from the results of the questionnaire distribution was then processed and analyzed using the SPSS 25 and AMOS 26 programs. The results obtained in this study conclude that brand awareness, perceived quality, brand association and brand loyalty of Iphone smartphones have a positive effect on customer’s willingness to pay a premium price. Then customer’s willingness to pay a premium price also has a positive influence on purchase intention.
PENGARUH KEPEMIMPINAN YANG MELAYANI TERHADAP PERILAKU KERJA INOVATIF DENGAN JOB CRAFTING DAN OTONOMI KERJA SEBAGAI VARIABEL PEMEDIASI (Studi pada Karyawan PT Nelta Multi Gracia) Faishal Zuhair Bimo Dewantoro; Amie Kusumawardhani
Diponegoro Journal of Management Volume 12, Nomor 1, Tahun 2023
Publisher : Faculty of Economics and Business Diponegoro University

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ABSTRACTThis study aims to examine the effect of Servant Leadership on Innovative Work Behaviormediated by Job Crafting and Job Autonomy on employees of PT Nelta Multi Gracia.The saturation sampling method was used to determine the number of research samples, namelyall employees of PT Nelta Multi Gracia. The analytical technique used is path analysis with the SPSS:25program to determine the path coefficient and the effect of the independent variable on the dependentvariable.The results showed that Servant Leadership had a positive and significant effect on InnovativeWork Behavior. Servant Leadership has a positive and significant effect on Job Crafting. ServantLeadership has a positive and significant effect on Job Autonomy. Job Crafting has a positive andsignificant effect on Innovative Work Behavior. Job Autonomy has a positive and significant effect onInnovative Work Behavior. This study also shows that Job Crafting and Job Autonomy can mediate theeffect of Servant Leadership on Innovative Work Behavior
Co-Authors Faishal Zuhair Bimo Dewantoro Muhammad Reza Farid Nur Majid