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

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ANALISIS EFEKTIVITAS BAURAN PROMOSI PADA KONSUMEN LIBRA MOTOR BATUSANGKAR (Studi Pada Pengguna Motor Metic Merek Honda Batu Sangkar) Raudatul Nurjannah; Bambang Munas Dwiayanto
Diponegoro Journal of Management Volume 11, Nomor 3, Tahun 2022
Publisher : Faculty of Economics and Business Diponegoro University

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Abstract

This study aims to (1) identify consumer characteristics, (2) identify promotion mix, (3) analyze promotion effectiveness at the Batusangkar Libra Motor Company. This research uses descriptive quantitative analysis, EPIC Model, and Direct Rating Method with the help of SPSS software version 25.0. The results of the study: Promotional variables through advertising are within the range of a fairly effective scale, namely at 3.22. Direct Rating Ads score in a good promotion position, which is 69.52. Interactive Marketing on a fairly effective scale of 3.00. The Interactive Marketing direct Rating score is in a good position, namely 78.84. Meanwhile, the Sales Promotion was declared effective, namely 3.89. The direct rating score for Sales Promotion through joint events and community promos is in a good promotional position, namely 73.56.
ANALISIS PENGARUH KUALITAS LAYANAN TERHADAP LOYALITAS PELANGGAN DENGAN VARIABEL MEDIASI KEPUASAN PELANGGAN (Studi pada Industri Rumah Tangga Jamu Putri Ayu Semarang) Vincentia Chrysanti Ayu Kurnia Asri; Bambang Munas Dwiayanto
Diponegoro Journal of Management Volume 11, Nomor 3, Tahun 2022
Publisher : Faculty of Economics and Business Diponegoro University

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Abstract

This study aims to analyze the effect of service quality on customer satisfaction and loyalty with customer satisfaction as a mediator variable in the home industry of Jamu Putri Ayu. The sample used in this study was the people of Semarang City who had consumed the Jamu Putri Ayu product in the last one year. The sample used in this study were 158 respondents. The sample collection method is purposive sampling. The data collection method was the distribution of online questionnaires via google form. This research used Structural Equation Modeling (SEM) with AMOS 22 analysis tool. The result of this study found that customer satisfaction has a positive and significant effect on customer loyalty. In addition, service quality has no influence on customer satisfaction and customer loyalty. Also, in this study, customer satisfaction cannot mediate service quality with customer loyalty.
Co-Authors Raudatul Nurjannah Vincentia Chrysanti Ayu Kurnia Asri