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All Journal Journal of Business Management Neraca Manajemen, Akuntansi, dan Ekonomi International Journal of Business Law, Business Ethic, Business Communication & Green Economics (IJBGE)
Dian Natari
Universitas Sumatera Utara
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science

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PENGARUH PROMO DISKON BRANDDAY & FLASHSALE DAN E-SERVICE QUALITY TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN DI KOTA MEDAN MENGGUNAKAN LAYANAN GRABFOOD PADA APLIKASI GRAB Dian Natari; Parapat Gultom; T Khairunnisa
Musytari : Neraca Manajemen, Akuntansi, dan Ekonomi Vol. 1 No. 7 (2023): Musytari : Neraca Manajemen, Akuntansi, dan Ekonomi
Publisher : CV SWA Anugrah

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.8734/mnmae.v1i7.561

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh promo diskon brandday & flashsale dan e-service quality terhadap keputusan pembelian konsumen menggunakan layanan Grabfood pada aplikasi Grab. Penelitian ini menggunakan metode kuantitatif dengan jenis deskriptif dan kausal. Adapun skala pengukuran yang digunakan adalah skala likert. Sampel dalam penelitian ini diperoleh sebanyak 40 orang di Kota Medan yang merupakan pengguna layanan Grabbfood di Indonesia yang dipilih dengan teknik purposive sampling. Teknik analisis data yang digunakan adalah teknik analisis regresi linear berganda dengan bantuan software SPSS ver. 25. Berdasarkan uji hiptotesis yang telah dilakukan melalui uji-T dan Uji F, diketahui bahwa variabel promo diskon secara parsial dan simultan memiliki pengaruh positif dan siginifikan terhadap keputusan pembelian pada Grabfood dan variabel e-service quality diketahui bahwa secara parsial dan simultan tidak memiliki pengaruh besar dan siginikan terhadap pembelian pada Grabfood. Besar pengaruh variabel promo diskon dan e-service quality terhadap keputusan pembelian yang diperoleh melalui uji koefisien determinasi sebesar 71,1 % dan sisanya 28,9% dipengaruhi oleh faktor lain diluar variabel yang tidak diteliti dalam penelitian ini.
Building Men's Grooming Customer Loyalty: The Influence Of Customer Experience And Customer Value On Beauty Clinics In The City Of Medan Irmayanti Nasution; Dian Natari; Rade Juliman Lumbantoruan; Syafrizal Helmi Situmorang
International Journal of Business Law, Business Ethic, Business Comunication & Green Economics Vol. 1 No. 4 (2024): Desember: International Journal of Business Law, Business Ethic, Business Commu
Publisher : LPPM STIE Kasih Bangsa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70142/ijbge.v1i4.254

Abstract

Lifestylei changesi havei madei bodyi carei ai basici necessityi fori bothi womeni andi men.i Ati thisi timei thei needi fori beautyi carei fori meni calledi mens'groomingi isi noti inferiori toi women.i Researchi objectivesi regardingi buildingi customeri experiencei andi customeri valuei fori malei consumeri loyaltyi ati beautyi clinicsi ini Medani City.i Thisi researchi methodi isi associativei research.i Thei samplei ini thisi studyi wasi takeni usingi ani accidentali samplingi technique.i Ini thisi study,i thei samplei sizei wasi 90i malei customersi ati 3i beautyi clinics,i namelyi Wbeautyi Skincare,i Natashai Skincare,i andi Dr.i Geetai Aestheticsi usingi ai questionnaire.i Thei datai wasi analyzedi withi SPSSi 25.i Thei resultsi showedi thati customeri experiencei hasi ai significanti positivei effecti oni customeri loyalty,i whichi meansi thati ifi thei goodi experiencei thati consumersi havei increases,i customeri loyaltyi willi alsoi increase.i Iti cani bei concludedi thati H0i isi rejectedi andi Hai isi accepted.i Customeri Valuei hasi ai significanti positivei effecti oni customeri loyalty,i whichi meansi thati ifi consumeri assessmenti ofi thei brandi increases,i consumeri loyaltyi willi alsoi increase.i Iti cani bei concludedi thati H0i isi rejectedi andi Hai isi accepted.i Together,i customeri experiencei andi customeri valuei havei ai significanti positivei effecti oni customeri loyalty,i whichi meansi thati ifi consumersi havei ai goodi experiencei andi highi assessment,i consumeri loyaltyi willi increase.i Iti cani bei concludedi thati H0i isi rejectedi andi Hai isi accepted.
The Influence of the “Dine Out Deals” Discount Promotion and Visual Communication Design on Consumer Purchase Decisions in GrabFood Services at Sun Plaza Mall Medan with Purchase Intention as a Mediating Variable Dian Natari; Endang Sulistya Rini; Beby Karina Fawzeea Sembiring
Journal of Business Management Vol. 3 No. 2 (2025): December
Publisher : Indonesian Journal Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47134/jobm.v3i2.167

Abstract

The lower transaction value of GrabFood compared to its competitors raises questions about market dominance and the sustainability of the platform's growth. Visual communication design should help convey information, but the effectiveness of the "Dine Out Deals" visual promotion strategy at GrabFood Sun Plaza Medan is questionable because many consumers are unaware of the promotion, even though they have seen the material. This study aims to analyze the direct and indirect effects of the "Dine Out Deals" discount promotion and visual communication design on purchasing decisions for GrabFood services at Sun Plaza, with purchase interest as a mediating variable. This is an associative study using primary and secondary data. The population consists of all GrabFood users at that location. The sampling technique used was nonprobability sampling with a purposive sampling approach. The data analysis method is SEM-PLS. The variables consist of two independent variables, one mediating variable, and one dependent variable. The instrument contains 21 statements. Hair's minimum sample size rule is 21x8=168, and this study involved 168 respondents. Data collection was conducted through questionnaires administered to GrabFood users at Sun Plaza Medan. The results show that: (1) the "Dine Out Deals" discount promotion and visual communication design have a significant direct effect on purchase interest; (2) the "Dine Out Deals" discount promotion has a significant indirect effect on purchase decisions; (3) visual communication design has a significant direct effect on purchase decisions; (4) purchase intention has a significant indirect effect on purchase decision; (5) the "Dine Out Deals" promotion has an indirect effect on purchase decision through purchase intention; (6) visual communication design has an indirect effect on purchase decision through purchase intention.
Co-Authors Beby Karina Fawzeea Sembiring Endang Sulistya Rini Irmayanti Nasution Parapat Gultom Rade Juliman Lumbantoruan Syafrizal Helmi Situmorang T Khairunnisa