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All Journal Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Muinah Fadhilah
Universitas Sarjanawiyata Tamansiswa Yogjakarta
Economics, Econometrics & Finance Social Sciences

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Pengaruh Product Quality, Product Design, dan Celebrity Endorsment terhadap Purchase Decision Motor Matic Honda Vario 150cc di Yogyakarta Dimas Bima Wijayanto; Muinah Fadhilah; Putri Dwi Cahyani
Al-Kharaj : Jurnal Ekonomi, Keuangan & Bisnis Syariah Vol 5 No 5 (2023): Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Publisher : Research and Strategic Studies Center (Pusat Riset dan Kajian Strategis) Fakultas Syariah IAI Nasional Laa Roiba

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (882.84 KB) | DOI: 10.47467/alkharaj.v5i5.2111

Abstract

The purpose of this study is to test the Influence of Product Quality, Product Design and Celebrity Endorsement on the Purchase Decision of the Honda Vario Matic motorcycle in Yogyakarta. This research is a type of quantitative research conducted in the form of a survey of consumers who have purchased a Honda Vario 150c c automatic motorcyclein Yogyakarta. This study is to analyze the influence of variables The influence of product quality, product design and celebrity endorsement on consumer purchase decisions. To answer research questions and test the hypotheses proposed, multiple linear regression analysis tools are used. The population in this study was all consumers who had made a purchase or who were going to buy a Honda Vario motorcycle as many as 112 people with characteristics (age, gender, income of respondents, occupation ) as subjects of the study. The results showed that 1). Product Quality has a significant effect on the Purchase Decision on the Honda Vario Automatic Motorcycle in Yogyakarta City, 2). Product Design has a significant positive effect on the purchase decision on the Honda Vario Matic Motorcycle in Yogyakarta, 3). Celebrity Endorsement has a significant positive effect on the purchase decision on the Honda Vario Matic Motorcycle in Yogyakarta, 4) Product Quality, Product Design and Celebrity Endorsement influence the purchase decision on the Honda Vario automatic motorcycle in Yogyakarta. Keywords: Product Quality, Product Design, Celebrity Endorsment, Purchase Decision
Analisis Pengaruh Product Quality dan Social Media Marketing terhadap Consumer Loyalty dengan Costomer Satisfaction sebagai Variabel Intervening pada Lawoek Coffee Temanggung Lilik Meliana; Muinah Fadhilah; Putri Dwi Cahyani
Al-Kharaj : Jurnal Ekonomi, Keuangan & Bisnis Syariah Vol 5 No 5 (2023): Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Publisher : Research and Strategic Studies Center (Pusat Riset dan Kajian Strategis) Fakultas Syariah IAI Nasional Laa Roiba

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (1032.191 KB) | DOI: 10.47467/alkharaj.v5i5.2591

Abstract

The purpose of this study is to overcome the gap in previous research between the effect of product quality and social media marketing on consumer loyalty. This research is classified as a quantitative study. The sampling technique used in this study used a non-probability sampling technique, namely purposive sampling. The number of samples used in this study were 100 respondents who had visited and made purchases more than twice at Lawoek Coffe Temanggung. Data were processed using SPSS software version 29. Data analysis used multiple linear regression analysis and Sobel test. The results of this study indicate that; (1) product quality has a significant effect on consumer satisfaction with a t-value of 6.251. With sig. of < 0.001 means < 0.05. (2) social media marketing has a significant effect on consumer satisfaction with a t-count of 5.458. With sig. of < 0.001 means < 0.05. (3) consumer satisfaction has a significant effect on consumer loyalty with a t-count of 3.681. With sig. of < 0.001 means < 0.05. (4) product quality has a significant effect on consumer loyalty with a t-count of 3.527. With sig. of < 0.001 means < 0.05. (5) social media marketing has no significant effect on consumer loyalty with a t-count of 1.505. With sig. of 0.136 means > 0.05. (6) consumer satisfaction is able to mediate the effect of product quality on consumer loyalty with a sobel value of 3.18329960 meaning > 1.983 and (7) consumer satisfaction is able to mediate the effect of social media marketing on consumer loyalty with a sobel value of 3.05927598 meaning > 1.983. Keywords: Product Quality, Social Media Marketing, Consumer Satisfaction, Consumer Loyalty
Peranan Strategi Pemasaran Dalam Upaya Peningkatan Penjualan Produk UMKM Yogyakarta Willy Adimas Rahmawan; Lukman Dwi Rismanto; Muinah Fadhilah
Al-Kharaj : Jurnal Ekonomi, Keuangan & Bisnis Syariah Vol 5 No 6 (2023): Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Publisher : Research and Strategic Studies Center (Pusat Riset dan Kajian Strategis) Fakultas Syariah IAI Nasional Laa Roiba

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/alkharaj.v5i6.2744

Abstract

This research was conducted to find out the marketing strategy implemented by UMKM Yogyakarta by utilizing technology in the era of society 5.0. This study uses the BCG analysis method whose data comes from MSME financial statements. The results obtained show that marketing through social media is the right technique for UMKM Yogyakarta.
Co-Authors Dimas Bima Wijayanto Lilik Meliana Lukman Dwi Rismanto Putri Dwi Cahyani Willy Adimas Rahmawan