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Yohanes Sugiarto Ph, Yohanes
Jurusan Manajemen Fakultas Ekonomika dan Bisnis Universitas Diponegoro
Decision Sciences, Operations Research & Management

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ANALISIS PENGARUH IKLAN DAN CELEBRITY ENDORSER TERHADAP CITRA MEREK DALAM MENINGKATKAN MINAT BELI PADA PRODUK SEPATU OLAH RAGA ADIDAS (Studi pada Warga Kelurahan Banyumanik,Kecamatan Banyumanik) Murti, Baskoro Ndaru; Sugiarto Ph, Yohanes
Diponegoro Journal of Management Volume 3, Nomor 3, Tahun 2014
Publisher : Faculty of Economics and Business Diponegoro University

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Abstract

Modern marketing is no longer making a profit achievement of the primary objectives to be achieved , but also how the company is able to instill a strong buying interest to prospective customers . Several attempts to create consumer buying interest is by using advertising as the ingredients and also using celebrity endorser to attract more attention of potential consumers in order to attract consumers and improve the quality of advertising . This study investigated the influence of advertising and celebrity endorser of the brand image increase interest in buying Adidas sneakers at Banyumanik Village , Semarang. The number of respondents consisted of 98 people . The data were analyzed using multiple linear regression analysis , Sobel test , test validity and reliability , the classical assumption ,hypothesis testing and analysis of determination 𝑅2  . In this study, using primary and secondarydata . Independent variable is advertising and celebrity endorser , intervening variable is thebrand image and the dependent variable is buying interest. The results showed that the presence of a positive and significant effect of the variable advertising and celebrity endorser of the brand image and purchase interest and also brand image variables against buying interest . Varabel highest affect buying interest with the results of the regression coefficient value of 0.313 is advertising .
ANALISIS PENGARUH CITRA MEREK DAN KESADARAN MEREK TERHADAP EKUITAS MEREK MELALUI LOYALITAS MEREK SEBAGAI VARIABEL INTERVENING Kusuma, Ryan Anggra; Sugiarto Ph, Yohanes
Diponegoro Journal of Management Volume 3, Nomor 4, Tahun 2014
Publisher : Faculty of Economics and Business Diponegoro University

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Abstract

This study aims to determine the extent of Djarum brand can build consumer confidence in the brand Djarum itself until today. For that brand equity should be achieved by a company to win a competition, especially in the cigarette industry. As we all know smoking becomes secondary needs among young people, but many young people there are who think smoking is their primary needs. This study uses quantitative methods. Data were collected by questionnaire technique. Respondents for this study is the population in the study were Djarum Super smokers with the number of respondents 100 people. Quantitative methods include the validity  and reliability, the classic assumption test, testing hypotheses through F test, t test and the coefficient of determination (R2). The data analysis technique used is the linear regression analysis. And in this study using Sobel test to detect brand loyalty as intervening variable.The results of this study indicate that the brand image and brand awareness and a significant positive effect on brand loyalty, brand loyalty subsequently accepted as an intervening variable in mediating the brand image and brand awareness to brand equity.
Membangun Kinerja Pemasaran Usaha Mikro Kecil dan Menengah Mebel Di Kabupaten Jepara (Studi Kasus Pada UMKM Mebel di Kabupaten Jepara) Prapriani, Yanu Arika; Sugiarto Ph, Yohanes
Diponegoro Journal of Management Volume 3, Nomor 4, Tahun 2014
Publisher : Faculty of Economics and Business Diponegoro University

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Abstract

Micro, Small and Medium Enterprises (MSME) constitute the largest segment of the Indonesian national economic actors. MSME play an important role in the Indonesian economy, because MSME are able to absorb the productive labor available. One of the MSME that help the Indonesian economy are MSME furniture in Jepara. Furniture is one of the largest exporters of actors that can help the Indonesian economy. Variables that can help build marketing performance is Market Orientation, Orientation Entrepreneurship and Innovation.The population in this study is the owner of MSME furniture in Jepara. Samples were taken as many as 83 respondents. Data was collected using a survey method through questionnaires filled out by the owner of the furniture. Then the data were analyzed using regression analysis. Calculation of moderating variables using Sobel Test. Based on the research results, the regression equation: Y 1 = 0.367 X1 + 0.324 X2. And Y2 = 0.401X1 + 0.455 X2 + 0.671 Y1. Based on statistical data analysis, the indicators in this study are valid and variables are reliable. The variable that has the most impact is variable Market Orientation. Sobel test results of a calculation produces the effect of each variable through the mediating variables of innovation.
Co-Authors Baskoro Ndaru Murti, Baskoro Ndaru Ryan Anggra Kusuma, Ryan Anggra Yanu Arika Prapriani, Yanu Arika