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All Journal JMB : Jurnal Manajemen dan Bisnis eCo-Buss
Siska Viora
Universitas Catur Insan Cendekia
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Customer Relationship Marketing Sebagai Mediasi Penetapan Harga, Kemasan Unik dan Desain Tata Letak Terhadap Minat Berkunjung Ulang Konsumen MIXUE Indonesia Isti Riana Dewi; Amroni Amroni; Dewi Laily Purnamasari; Siska Viora; Fifi Julianti
JMB : Jurnal Manajemen dan Bisnis Vol 12, No 2 (2023): JMB : Jurnal Manajemen dan Bisnis
Publisher : Universitas Muhammadiyah Tangerang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31000/jmb.v12i2.8287

Abstract

The development of the food and beverage business in Indonesia has improved after the Covid-19 pandemic. The development of the food and beverage business can be seen from the market expansion carried out through the number of outlets. Mixue is a newcomer that has successfully competed in controlling the market through the spread of its outlets. Several strategies are designed to dominate the market such as pricing, unique packaging and layout design. The rapid development raises several problems that occur. However, this problem did not affect Mixue's sales, which were increasingly crowded. This study aims to determine the effect of price, unique packaging, and layout design on the intention to revisit at Mixue Indonesia outlets. As well as the role of customer relationship marketing as a mediation between price, unique packaging, and layout design on the interest to revisit Mixue Indonesia outlets. The research sample is Mixue Indonesia customers. This research method uses the Partial Least Square (PLS) tool. The findings from this study are that price, unique packaging, and layout design influence the intention to revisit at Mixue Indonesia outlets. As well as customer relationship marketing as mediation between price, and unique packaging to interest in revisiting at Mixue Indonesia outlets is supported however, layout design is not supported.
Pengaruh Celebrity Endorser, Kualitas Produk, dan Gaya Hidup Terhadap Keputusan Pembelian Pada Skincare (Studi Pengguna Skincare Skintific di Kota Cirebon) Siska Viora; Oryz Agnu Dian Wulandari; Yuningsih Yuningsih
eCo-Buss Vol. 7 No. 2 (2024): eCo-Buss
Publisher : Komunitas Dosen Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32877/eb.v7i2.1812

Abstract

Tujuan studi ini ialah untuk memiliki pengetahuan dalam menganalisis dampak celebrity endorser, kualitas produk, dan gaya hidup pada keputusan pembelian pada skintific khususnya pada pemakai skintific di Kota Cirebon. Penelitian berikut sifatnya aspiratif yang mana bisa merumuskan permasalahan penelitian perihal menemukan klausaitas diantara variabel ketika mencari suatu dampak terkait pada  variabel independen dan dependen. Studi yang dilaksanakan mempergunakan metode quantitative dengan menyebarluaskan kuesioner terhadap pengguna skincare skintific di Kota Cirebon dengan sampel 100 responden. Penilaian yang dipergunakan pada research ini ialah uji validitas, reliabilitas, asumsi klasik, uji analisis regresi berganda, uji parsial, uji simultan dan koefisien determinasi. Studi ini dinilai menggunakan alat analisis SPSS 26. Variabel Variabel independet dalam studi ini yaitu celebrity endorser (x1), kualitas produk (x2), gaya hidup (x3) serta variabel dependen ialah  keputusan pembelian (y). Perolehan studi mengindikasikan jika variabel celebrity endorser tidak signifikan, variabel kualitas positif dan signifikan, variabel gaya hidup berdampak positif serta signifikan. Variabel celebrity endorser, kualitas produk, dan gaya hidup berdampak signifikan secara simultan kepada keputusan pembelian.
Co-Authors Amroni Amroni Dewi Laily Purnamasari Fifi Julianti Isti Riana Dewi Oryz Agnu Dian Wulandari Yuningsih Yuningsih