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All Journal JURNAL EMBA : JURNAL RISET EKONOMI, MANAJEMEN, BISNIS DAN AKUNTANSI JURNAL RISET BISNIS DAN MANAJEMEN
Evans Mambu, Evans
University of Sam Ratulangi Manado
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Analisa Pengaruh Bauran Pemasaran Jasa Terhadap Keputusan Pengguna OVO Di Kota Manado Mambu, Evans
JURNAL RISET BISNIS DAN MANAJEMEN Vol 7 (2019): JRBM VOL 7 NO 2 TAHUN 2019
Publisher : Universitas Sam Ratulangi

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Abstract

The purpose of this study is to find out and analyze the service mix marketing factors which consist of products, prices, places, promotions, people, physical evidence and processes simultaneously or partially towards ovo user decisions in Manado, this study uses quantitative research methods with research sample of 100 respondents ovo cash users in the city of Manado. The results of this study found that product variables and processes partially had a significant effect on user decisions. While the variables of price, promotion, people and physical evidence partially have no partial effect on ovo user decisions in the city of Manado. As for all variables simultaneously have a significant effect on ovo user decisions in the city of ManadoKeywords: Service Marketing mix,Purchase Decision
THE INFLUENCE OF BRAND IMAGE, AND SERVICE QUALITY TOWARD CONSUMER PURCHASE INTENTION OF BLUE BIRD TAXI MANADO Mambu, Evans
Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi Vol 3, No 4 (2015): JE Vol.3 No.4 (2015) Hal. 621-728
Publisher : FEB Universitas Sam Ratulangi Manado

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (489.71 KB) | DOI: 10.35794/emba.v3i4.11133

Abstract

A company must do more than make good services, they have to inform consumers about the quality of service and carefully position their service quality in consumers’ mind. Recently the marketer weapons that include brand image and service quality are proved as effective moves by top companies to deliver their purpose as a main preference to all consumers. The purpose of this study was to find out whether there is significance influence between brand image, and service quality toward consumer purchase intention of Blue Bird Taxi Manado. The method of this research is purposive analysis and the data is obtained from questionnaire that distributed to the user of Blue Bird Taxi in Manado. The analysis methods are multiple regression analysis, statistical f test, statistical t test and test of the classical assumption. The sample of this research is 100 from user of Blue Bird Taxi in Manado. Based on the research that has been conducted, the result showed that Brand Image and Service Quality have a positive influence on consumer purchase intention. However, Service quality is showed not significantly on consumer purchase intention. The company should improve the quality of service as their marketing tools.   Keywords: brand image, service quality, consumer purchase intention
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