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All Journal Jurnal Akuntansi Dan Manajemen
Heni Kusumawati
STIE YKPN Yogyakarta
Economics, Econometrics & Finance

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PERAN MEDIASI SIKAP HEDONIS DAN UTILITARIAN DALAM MEMPENGARUHI HUBUNGAN KETERLIBATAN AFEKTIF DAN KOGNITIF TERHADAP NIAT BELI PRODUK APPLE Heni Kusumawati; Anisa Triska Sari
Jurnal Akuntansi Dan Manajemen Vol 34 No 2 (2023): JAM Vol 34 No 2 Agustus 2023
Publisher : LPPM STIE YKPN Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53916/jam.v34i2.100

Abstract

This study aims to examine the effect of affective and cognitive engagement on purchase intentions on Apple branded products with Hedonic and utilitarian attitudes as mediating factors. The data source applied to this research is primary data. The sample for this research are men and women aged 18 to 50 years who buy Apple branded products on the Java. The number of samples applied was 131 respondents who were selected through actual purposive sampling based on certain criteria. Data collection was carried out by distributing questionnaires online using the Google Form platform. The collected data were analyzed using multiple linear regression methods with the help of SPSS software. Research findings show that affective involvement correlates with Hedonis attitudes of consumer of Apple products, cognitive involvement influence utilitarian attitudes of consumers of Apple products, Hedonic and utilitarian attitudes influence purchase intentions of consumers of Apple products, Hedonic attitudes mediates the relationship between  affective involvement and purchase intentions of Apple products, utilitarian attitudes mediates the relationship between cognitive engagement and purchase intentions of Apple product.
ANALISIS TINGKAT PENGGUNAAN (USABILITY) DAN KESADARAN MEREK (BRAND AWARENESS) APLIKASI TRANSPORTASI ON LINE TERHADAP KEPUASAAN PELANGGAN GENERASI Z DI YOGYAKARTA Heni Kusumawati; Maria Jawa Tukan
Jurnal Akuntansi Dan Manajemen Vol 34 No 3 (2023): JAM Vol 34 No 3 Desember 2023
Publisher : LPPM STIE YKPN Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53916/jam.v34i3.122

Abstract

This study aims to examine the effect of usability and brand awareness on the selection of online transportation on customer satisfaction and test different factors of usage rate and brand awareness of online transportation as purchasing decisions for Generation Z transportation services in Yogyakarta. The data collection method used is purposive sampling. The respondents in this study were Generation Z users of Grab and Go-jek online transportation applications in Yogyakarta. The number of samples used was 172 respondents aged 17-30 years.  Male respondents amounted to 65 people (37.8%) and women amounted to 107 people (62.2%). Based on employment status, 84.5% are still students or university students and 15.5% are employed. The results showed that: a) the level of use has a positive effect on online transportation customer satisfaction, b) brand awareness has a positive effect on online transportation customer satisfaction, c) there are differences in the level of use of online transportation applications on customer satisfaction, and d) there is no difference in brand awareness of Grab and Go-jek online applications on customer satisfaction.
Co-Authors Anisa Triska Sari Maria Jawa Tukan