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All Journal Jurnal EMT KITA JURNAL PENDIDIKAN TAMBUSAI EQIEN - JURNAL EKONOMI DAN BISNIS Jurnal Review Pendidikan dan Pengajaran (JRPP) eCo-Buss Enrichment : Journal of Management Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) Co-Creation : Jurnal Ilmiah Ekonomi Manajemen Akuntansi dan Bisnis Journal of Artificial Intelligence and Digital Business Jurnal Manajemen Pariwisata dan Perhotelan Journal of Economics, Bussiness and Management Issues Human Capital Development Panorama Nusantara International Journal of Economics, Business and Innovation Research Asian Journal of Management, Entrepreneurship and Social Science IPSSJ Jurnal Cendekia Ilmiah Jurnal Ekonomi, Manajemen, Akuntansi Eduturisma Journal of Social Science
Verry Cyasmoro
Universitas Asa Indonesia
Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Languange, Linguistic, Communication & Media Public Health Social Sciences Other

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PENGARUH EKUITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN DI RESTORAN CEPAT SAJI KENTUCKY FRIED CHICKEN JAKARTA UTARA Yati Kusmawati; Bonifasius MH Nainggolan; Verry Cyasmoro
Eduturisma Vol 3 No 2 (2019): Eduturisma
Publisher : LPPM and Travel Operation Department Universitas Asa Indonesia

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Abstract

This study analyzes the effect of Brand Equity on purchasing decisions at fast food restaurants Kentucky Fried Chicken North Jakarta. The basic concepts of Brand Equity which are variables in this study are Brand Awareness (X1) Quality Perception (X2), Brand Association (X3) and Brand Loyalty (X4). Whereas the Purchase Decision is denoted as Y variable. The data used in this study are primary data and secondary data. Primary data was collected using a study questionnaire and five measurements of variables examined on five levels of Likert scale. Respondents were taken from 120 consumers of the KFC restaurant in North Jakarta with the requirement to have made purchases at the restaurant more than twice. The method used in this study is quantitative statistics, using multiple linear regression analysis. The results showed that there were significant influences between Brand Awareness, Quality Perception, Brand Association, Brand Loyalty on Purchase Decisions partially and simultaneous
PENGARUH PERSEPSI HARGA KUALITAS PELAYANAN DAN LOKASI TERHADAP KEPUTUSAN MENGINAP DI WISMAMAKARA UNIVERSITAS INDONESIA Edy Susilo, Slamet; Cyasmoro, Verry
Integrative Perspectives of Social and Science Journal Vol. 3 No. 06 Juni (2026): Integrative Perspectives of Social and Science Journal
Publisher : PT Wahana Global Education

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh persepsi harga, kualitas pelayanan, dan lokasi terhadap keputusan menginap di Wisma Makara Universitas Indonesia. Metode penelitian menggunakan pendekatan kuantitatif eksplanatori kausal. Sampel sebanyak 100 responden dipilih melalui teknik purposive sampling dengan kriteria berusia minimal 17 tahun dan pernah menginap minimal dua kali. Data primer dikumpulkan menggunakan kuesioner skala Likert 5 poin, kemudian dianalisis menggunakan regresi linier berganda setelah lolos uji asumsi klasik. Hasil uji F menunjukkan bahwa persepsi harga, kualitas pelayanan, dan lokasi secara simultan berpengaruh signifikan terhadap keputusan menginap (F = 29,793; p < 0,001) dengan kontribusi variabel sebesar 48,2% (R² = 0,482). Secara parsial, persepsi harga memiliki pengaruh paling dominan (β = 0,550; t = 6,716; p < 0,001), diikuti oleh lokasi (β = 0,333; t = 3,439; p < 0,001), dan kualitas pelayanan dengan kontribusi terkecil (β = 0,199; t = 2,162; p = 0,033). Temuan ini mengonfirmasi bahwa kesesuaian harga (value for money) menjadi pertimbangan utama tamu. Wisma Makara UI disarankan menerapkan strategi harga berbasis nilai, optimalisasi akses lokasi, dan peningkatan responsivitas layanan. Peneliti selanjutnya dapat memperluas variabel, menggunakan desain longitudinal, serta menguji efek mediasi atau moderasi.
Pengaruh Electronic Word Of Mouth, Kualitas Produk Dan Persepsi Harga Terhadap Keputusan Pembelian Di Ayam Woku Dapoer Ceisya Jakarta Timur Elfenia Haqqu Aurel Elfenia; Verry Cyasmoro
Journal of Economics, Bussiness and Management Issues Vol. 2 No. 4 (2025): September
Publisher : Indonesian Journal Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47134/jebmi.v2i4.732

Abstract

The purpose of this study is to examine how pricing perception, product quality, and Electronic Word of Mouth (e-WOM) affect decisions to buy at Ayam Woku Dapoer Ceisya in East Jakarta.  This study employs a survey methodology and a quantitative approach, gathering primary data from 100 participants via online questionnaires disseminated via Google Forms.  Accidental sampling is the method of sampling that is employed.  “The F-test, coefficient of determination (R2), t-test, multiple linear regression analysis, and classical assumption tests were performed in SPSS.   The study found that product quality and pricing perceptions positively and significantly affect buying decisions.   No e-WOM impact was seen.   The F-test shows that price perception, product quality, and e-WOM influence simultaneous purchases”.   The coefficient of determination (R2) of 0.786 shows that these three factors explain 78.6% of purchasing decisions.  This study offers factual proof that consumers' perceptions of product quality and pricing are important factors when making judgments about what to buy in the culinary sector.
PENGARUH LINGKUNGAN KERJA, GAYA KEPEMIMPINAN DAN KOMPENSASI TERHADAP KINERJA KARYAWAN PADA RESTORAN TANATAP Muhammad Rizky Yoga; Verry Cyasmoro
Human Capital Development Vol 12 No 1 (2025): Human Capital Development
Publisher : LPPM Universitas Asa Indonesia

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Abstract

This study aims to analyze the influence of the work environment, leadership style and disturbances on all employees of Tanatap Restaurant. This study used a questionnaire with a purposive sampling method. Based on the results of research and data analysis conducted on 103 employees of Tanatap Restaurant, it can be concluded that the Work Environment has a significant partial effect on employee performance. A safe, comfortable, and supportive work environment both physically and psychologically can increase employee productivity and performance. This is proven through a t-test which shows a significance value <0.05. However, Leadership Style does not have a significant partial effect on employee performance.
A PENGARUH KUALITAS PRODUK, KUALITAS PELAYANAN DAN SUASANA TERHADAP KEPUASAN PELANGGAN DI KOPI PODJOK MAMPANG Chairul Nadri; Verry Cyasmoro
Panorama Nusantara Vol 20 No 1 (2025): Panorama Nusantara
Publisher : LPPM Universitas Asa Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70157/p.v20i1.2670

Abstract

This study aims to determine the effect of product quality, service quality, and atmosphere on customer satisfaction at Kopi Podjok Mampang Prapatan. The approach used is a quantitative method with data collection techniques through distributing questionnaires to 168 respondents using accidental sampling techniques. The data obtained were analyzed using multiple linear regression analysis with the help of IBM SPSS Statistics 25 software. The results of the study indicate that service quality and atmosphere have a significant effect on customer satisfaction, while product quality does not show a significant effect. This finding indicates that good service and a comfortable shop atmosphere determine the level of customer satisfaction more than the quality of the product itself. Therefore, Kopi Podjok is advised to continue to improve the quality of service and maintain the shop atmosphere so that it remains attractive and supports positive customer experiences.
Pengaruh Kualitas Pelayanan, Kualitas Produk dan Citra Merek terhadap Keputusan Pembelian VAPE STORE (GHOST VAPE) Bintang Adriansyah; Verry Cyasmoro
RIGGS: Journal of Artificial Intelligence and Digital Business Vol. 5 No. 2 (2026): Mei-Juli
Publisher : Prodi Bisnis Digital Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/riggs.v5i2.12176

Abstract

The purpose of this study is to analyze the influence of “service quality, product quality, and brand image on purchasing decisions.” This study is motivated by increasingly fierce business competition, which places demands on companies to better understand the various factors that influence consumer purchasing decisions. Good service quality, product quality that meets consumer expectations, and a positive brand image are believed to increase trust and encourage consumers to make purchases. Therefore, companies need to focus on these three factors to maintain competitiveness and increase sales. This study uses a quantitative approach with a survey method. The sampling technique used was accidental sampling, involving 165 respondents who are consumers of the research object. Data were collected through a Likert-scale questionnaire and analyzed using multiple linear regression with the help of SPSS software (version 25). Data analysis includes validity tests, reliability tests, classical assumption tests, partial tests (t-tests), simultaneous tests (F-tests), and coefficients of determination (R²). The results show that service quality, product quality, and brand image have a positive and significant influence on purchasing decisions, both partially and simultaneously. Service quality is the variable with the most dominant influence compared to other variables. These findings indicate that improving service quality, providing high-quality products, and strengthening brand image can lead to increased consumer purchasing decisions. The results of this study are expected to serve as a consideration for companies in formulating marketing strategies and increasing customer satisfaction and loyalty.
Co-Authors Aditiawarsita Aditia Akbar Akbar Alfa Rifzqi, Salman Angelica Oktanami Ayuska Anatasya Ayuska Anatasya Bintang Adriansyah Brian Willy Budhi Santoso Chairul Nadri Dhika Yusuf Ardiansyah Dinda Putri Hemas Edy Susilo, Slamet Efiani Efiani Elfenia Haqqu Aurel Elfenia hari Prasetio MH Nainggolan, Bonifasius Mia Agustina Muhammad Rizky Yoga Nadia Yuliasti Purba, Eva Yulyanti Putri Rahmawati Ricky Talumantak Rismawati Rismawati Rizka Assyifa Rully Arifiansyah Triayuni, Gita Tumakaka, Rian Klaudius Vina Espirapika Yati Kusmawati