Article Per Year (5 Year)
p-Index From 2021 - 2026
1.829
P-Index
This Author published in this journals
All Journal EBSJ SOLUSI INVEST : Jurnal Inovasi Bisnis dan Akuntansi Literasi: Jurnal Pengabdian Masyarakat dan Inovasi Cakrawala: Jurnal Pengabdian Masyarakat Global
Elisabeth Rotua Simamora
Universitas Semarang
Agriculture, Biological Sciences & Forestry Humanities Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Social Sciences Other

Published : 9 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 2 Documents
Search
Journal : solusi

 1 
Brand Loyalty dan Customer Dissatisfaction Membentuk Brand Switching melalui Variety Seeking Elisabeth Rotua Simamora; Andhy Tri Adriyanto; Adhi Pradiptya
Solusi Vol. 20 No. 4 (2022): October
Publisher : Fakultas Ekonomi, Universitas Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26623/slsi.v20i4.15576

Abstract

Perilaku beralih merek (brand switching) pada konsumen produk input pertanian merupakan fenomena yang belum banyak dikaji, meskipun berdampak langsung pada keberlanjutan usaha penyedia sarana produksi pertanian. Artikel ini menganalisis bagaimana Brand Loyalty dan Customer Dissatisfaction membentuk Brand Switching, baik secara langsung maupun melalui Variety Seeking sebagai variabel intervening, pada petani pengguna produk pupuk Broad Plus di Demak. Studi ini meneliti 96 petani yang dipilih secara purposive sampling, dengan kriteria pernah membeli produk minimal dua kali, dan dianalisis ulang menggunakan pendekatan analisis jalur (path analysis) serta uji Sobel untuk menguji efek mediasi. Fenomena penurunan volume penjualan Broad Plus selama tiga tahun berturut-turut serta inkonsistensi temuan penelitian terdahulu mengenai arah pengaruh Brand Loyalty terhadap Brand Switching menjadi landasan kebaruan kajian ini, yang memosisikan konteks agraris sebagai pelengkap literatur brand switching yang selama ini didominasi produk digital dan gaya hidup perkotaan. Hasil analisis menunjukkan bahwa Brand Loyalty berpengaruh positif signifikan terhadap Variety Seeking namun tidak berpengaruh signifikan secara langsung terhadap Brand Switching; sebaliknya, Customer Dissatisfaction berpengaruh positif signifikan terhadap Variety Seeking maupun Brand Switching, dan Variety Seeking terbukti memediasi pengaruh kedua variabel independen tersebut terhadap Brand Switching. Temuan ini mengindikasikan bahwa ketidakpuasan konsumen, bukan lemahnya loyalitas semata, merupakan pemicu utama perpindahan merek pada segmen petani, sehingga strategi retensi pelanggan pada industri agroinput perlu diarahkan pada penjagaan mutu produk dan penyediaan variasi yang memadai.
BRAND CONGRUITY WITH PARENT BRAND MEMPENGARUHI GREEN PURCHASE BEHAVIOR? Elisabeth Rotua Simamora; Maria Augustine Graciafernandy
Solusi Vol. 21 No. 4 (2023): October
Publisher : Fakultas Ekonomi, Universitas Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26623/slsi.v21i4.7961

Abstract

This research aims to analyze the factors that influence the perceived value of environmentally friendly products on purchasing behavior for environmentally friendly brand products. The aim of this research is to build a comprehensive model and test the relationship between attitudes towards parent brand and self-brand congruity. Attitude toward green brand extension is used to mediate the relationship between the two constructs, namely the green brand perceived value and green brand purchase behavior. Respondents in this research were users of environmentally friendly fashion, namely Levi's products, The Body Shop in Semarang. The sampling technique used was purposive sampling technique. The questionnaire distributed in this research was 444 respondents. Only 400 questionnaires could ultimately be used in this research. The data analysis technique in this research uses PLS-SEM with WarpPLS version 7.0. The research results show that: (1) attitudes towards the parent brand and self-brand congruity have a positive effect on the green brand perceived value (2) green brand perceived value has a positive effect on attitudes towards green brand extension and (3) attitudes towards green brand extension have a positive effect on green brand purchase behavior.
Co-Authors Adhi Pradiptya Aditya Pardiyanto, Martinus Adolf Situmorang Andhy Tri Adriyanto Budi Setiawan Dian Triyani Maria Augustine Graciafernandy Nur Aini Latifah Pradiptya, Adhi Sulistyorini Teguh Ariefiantoro Usriyono, Eko