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All Journal Eksis: Jurnal Ilmiah Ekonomi dan Bisnis Dinasti International Journal of Digital Business Management
Riko Mappedeceng, Riko
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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INFLUENCE OF PRODUCT QUALITY AND DESIGN ON THE PURCHASE DECISION OF HONDA CRV MOTOR VEHICLES AT PT. SINAR SENTOSA (CASE STUDY IN JAMBI CITY) Mappedeceng, Riko
Dinasti International Journal of Digital Business Management Vol. 2 No. 6 (2021): Dinasti International Journal of Digital Business Management (October - Novembe
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31933/dijdbm.v2i6.1005

Abstract

This study aims to determine the effect of product quality and design on purchasing decisions on Honda CRV motor vehicles in Jambi City. The research methodology used is a quantitative method. The data used are secondary data and primary data. the population in this study were consumers of PT. SINAR SENTOSA who are consumers of CRV motorcycle users with a sample of 81 people. The analysis is regression test, T test and F test. The results of this study indicate that the application of product quality to consumers who have purchased a Honda CRV motor vehicle. product quality has a positive and significant effect on purchasing decisions for Honda CRV motor vehicles. expected PT. SINAR SENTOSA JAMBI will improve quality and design, in order to attract consumers to buy a Honda CRV motor vehicle.
Pengaruh Brand Ambassador Bangtan Sonyeondan Terhadap Brand Image E-Commerce Tokopedia (Studi Kasus Mahasiswa Universitas Batanghari) Mappedeceng, Riko; Tamizi, Ahmad; Dinarti, Inggit
Eksis: Jurnal Ilmiah Ekonomi dan Bisnis Vol 15, No 2 (2024): November
Publisher : Universitas Batanghari Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33087/eksis.v15i2.473

Abstract

This research aims first to analyze the description of BTS Brand Ambassadors towards Tokopedia Brand Images among Unbari Students. And the second is to find out the strategy for determining Brand Ambassadors to build a Brand Image In this research the author will analyze the data obtained descriptively qualitatively. The data source is Tokopedia users at Batanghari University who are research respondents. This questionnaire is in the form of closed questions where alternative answers are available from 1-5. The data collection methods used are Field Research and Library Research. The object of this research is Tokopedia which operates in the e-commerce industry. Electronic Commerce or e-commerce is all buying and selling activities or transactions carried out using electronic media (the internet). There are several examples of e-commerce that are often used in Indonesia. These include Shopee, Bukalapak, or Tokopedia. Several examples of e-commerce have now become a business area for business people. Based on a simple linear regression test, it is known that the Brand Ambassador value is 0.563, which means that product quality has a positive value for Brand Image. Based on the t test, it is known that there is a significant influence between the Brand Ambassador and the Tokopedia Brand Image, proven by the t test t count > t table (10.985> 1.66088), meaning that Ho is rejected and Hi is accepted so it can be stated that the Brand Ambassador can have a significant influence on the Brand Image. Every time there is an increase in Brand Ambassador by 1%, the Brand Image on Tokopedia will increase by 56.3%. Conclusion of research is From the results of the Likert scale, the influence of Brand Ambassadors on Tokopedia's Brand Image with an average score of 383 means that consumers assess Brand Ambassadors as having a good influence. Furthermore, the Brand Image of consumers using Tokopedia with an average score of 366 means that the Brand Image indicator is good.
Co-Authors Dinarti, Inggit Tamizi, Ahmad