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All Journal Journal of Economic, Bussines and Accounting (COSTING) Jurnal Manajemen Stratejik dan Simulasi Bisnis
Ullya Rahmi Aswin
Universitas Putra Indonesia "YPTK" Padang
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Analysis Of The Influence Of Brand Awareness, Brand Associations, And Lifestyle On Purchase Decision Process iPhone (Consumer Survey in Padang City) Ullya Rahmi Aswin; Danny Hidayat; Leni Gustina
Jurnal Manajemen Stratejik dan Simulasi Bisnis Vol 4 No 1 (2023): Jurnal Manajemen Stratejik dan Simulasi Bisnis
Publisher : Fakultas Ekonomi Universitas Andalas

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25077/mssb.4.1.33-40.2023

Abstract

This study aims to determine the influence of Brand Awareness, Brand Association, and Lifestyle in the iPhone Purchase Decision Process in Padang City. The data analysis method used is Validity Test, Reliability Test, Multiple Regression Analysis, Hypothesis Test consists of Partial Test (t Statistical Test), Simultaneous Test (F Statistical Test), and Determination Coefficient Test (R2). The work was carried out using SPSS 17. The data used are primary data and secondary data. This study used a sample of 100 research respondents. The results of this study indicate that data analysis using the multiple linear regression analysis method shows that Brand Association and Lifestyle have a positive and significant effect on consumers' decision to buy an iPhone, while Brand Awareness has a positive but not significant effect on the consumer's decision process in buying an iPhone. Based on the t-test that the three most dominant variables influencing the decision process to purchase the hijab are Lifestyle (X3) with a t value of 0.532. Adjusted analysis of the coefficient of determination obtained an R2 value of 39.7%, which means that the dependent variable, namely the purchase decision process, can be explained by the independent variables, namely Brand Awareness, Brand Association and Lifestyle and the remaining 60.3% is not influenced by other variables. included in this research.
THE IMPACT OF PRODUCT DIFFERENTIATION STRATEGY AND CUSTOMER SATISFACTION ON CUSTOMER LOYALTY AT ENHAI SOERABI BANDUNG RESTAURANT Ullya Rahmi Aswin; Danny Hidayat; Fatma Ariani
Journal of Economic, Bussines and Accounting (COSTING) Vol. 7 No. 6 (2024): COSTING : Journal of Economic, Bussines and Accounting
Publisher : Institut Penelitian Matematika, Komputer, Keperawatan, Pendidikan dan Ekonomi (IPM2KPE)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31539/costing.v7i6.13518

Abstract

This study investigates the impact of product differentiation strategies and customer satisfaction on customer loyalty at Enhai Soerabi Bandung Restaurant in Padang. Using a sample of 130 respondents, the research explores the influence of three dimensions of product differentiation—service offering differentiation, service delivery differentiation, and image differentiation—on customer satisfaction and loyalty. The data were analyzed using Structural Equation Modeling (SEM) with SmartPLS 2.0. The results show that both service offering differentiation and image differentiation significantly affect customer satisfaction, while service delivery differentiation did not have a significant impact. Furthermore, customer satisfaction was found to have a strong positive effect on customer loyalty. The findings suggest that Enhai Soerabi Bandung should focus on enhancing its service offerings and brand image to foster customer satisfaction and loyalty. The study also highlights the importance of maintaining high-quality service delivery but recognizes that factors like food quality and pricing also contribute to customer loyalty. Limitations of the study include its focus on a single restaurant and a relatively small sample size. Future research should explore these factors across different locations and with larger samples to generalize the findings further .
Co-Authors Danny Hidayat Fatma Ariani Leni Gustina