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All Journal Jurnal Riset Manajemen Sekolah Tinggi Ilmu Ekonomi Widya Wiwaha Program Magister Manajemen JUMPA : Jurnal Manajemen Pendidikan
Galih Permadi, Galih
Unknown Affiliation
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Social Sciences

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THE INFLUENCE OF BRAND IMAGE, ATMOSPHERE STORE AND PRICE PERCEPTION ON CUSTOMER SATISFACTION OF STARBUCKS GRAND PAKUWON - FOOD JUNCTION THROUGH PURCHASING DECISIONS Utari, Woro; Permadi, Galih
Jurnal Riset Manajemen Sekolah Tinggi Ilmu Ekonomi Widya Wiwaha Program Magister Manajemen Vol. 11 No. 2 (2024): Jurnal Riset Manajemen
Publisher : Program Magister Manajemen STIE Widya Wiwaha Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32477/jrm.v11i2.942

Abstract

The objective of this study is to examine the impact of brand image, atmosphere, and price perception on customer satisfaction in relation to purchasing decisions. The research design employed is explanatory research through a quantitative approach. All customers who visited Starbucks Grand Pakuwon-Food Junction in 2023 were considered as the study population. Technical terms will be explained in full at the first use. A total of 100 respondents were selected through quota sampling method. The data collected was analysed using path analysis and validity and reliability testing. The study findings indicate that the variables of Brand Image, Atmosphere, and Decisions were categorized as good, while Price and Satisfaction variables were classified as good enough. Specifically, Brand image, atmosphere, and price positively and significantly influence purchasing decisions. Directly, brand image, atmosphere, price, and purchase decisions significantly and positively impact customer satisfaction. Indirectly, purchasing decisions can intervene a significant positive impact on brand image, atmosphere, price, and decisions on customer satisfaction.
School Branding as a Driver of Institutional Competitiveness: Insights from a Qualitative Case Study in Indonesia Permadi, Galih; Khusnuridlo, Moh.; Rafik, Ainur; Helmi, Achmad Mahrus
JUMPA : Jurnal Manajemen Pendidikan Vol 6, No 1 (2025)
Publisher : Universitas Nurul Jadid

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33650/jumpa.v6i1.11838

Abstract

This study examines the implementation of school branding strategies in developing institutional image and enhancing the attractiveness of prospective students at MAN Lumajang. The research addresses the increasing competition among educational institutions, which requires schools to establish strong identities and gain public trust. Using a qualitative approach with a case study design, data were collected through in-depth interviews, participatory observation, and document analysis involving key stakeholders, including the principal, vice principals, students, and parents. The findings reveal that MAN Lumajang implements a holistic and integrated branding strategy that combines academic excellence, skill-based programs, and Islamic character development. Branding is not only carried out through external promotion but also through strengthening internal quality and institutional culture. The use of multi-channel communication, including social media and collaboration with stakeholders, plays a significant role in disseminating the institution’s achievements and values. The results indicate that this strategy has successfully transformed public perception, strengthened institutional credibility, and increased student enrollment. The study highlights that effective school branding requires alignment between institutional values, practices, and communication strategies. These findings provide practical insights for educational institutions in developing sustainable branding strategies to enhance competitiveness and public trust.
Co-Authors Helmi, Achmad Mahrus Khusnuridlo, Moh. Rafik, Ainur Woro Utari