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Hamidah Hendrarini
Universitas Pembangunan Nasional “Veteran” Jawa Timur
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Pengaruh Bauran Pemasaran terhadap Loyalitas Konsumen pada Usaha Petik Apel Mandiri di Kecamatan Bumiaji Malang Aprilia Tri Wulandari; Hamidah Hendrarini; Dona Wahyuning Laily
Jurnal Ilmiah Universitas Batanghari Jambi Vol 23, No 2 (2023): Juli
Publisher : Universitas Batanghari Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33087/jiubj.v23i2.3187

Abstract

The purpose of this study was to identify the characteristics of consumers when visiting Mandiri Apple Pickers in Bumiaji District, Malang, to analyze the effect of the marketing mix on consumer loyalty in independent apple picking businesses in Bumiaji District, Malang, to identify the obstacles and efforts faced by Mandiri Apple Picking businesses in increase consumer loyalty. The population in this study were all customers who visited the independent apple picking business in Bumiaji District, Malang. The researcher determines that the number of respondents in the research is 100 respondents. The results of this study are that the characteristics of Mandiri Apple Picking consumers are that the majority are female by 66%, while for men it is 34%, then for the age of the majority of consumers aged 31-35 it is 32%. With the last education, the majority of high school is 43% and the majority of consumers work as housewives 22% and other jobs 27%. Based on the results of the research results of multiple linear regression analysis Test (F) there is a simultaneous or joint effect between the independent variable (X) on the variable (Y). On the results of the (Partial) T-Test that has been carried out from 7 Independent Variables of the marketing mix, there are 6 independent variables that have a partial effect on consumer loyalty, while for the independent variables that have no effect on consumer loyalty, namely Promotion. From the results of research that has been done constraints and efforts to increase consumer loyalty include: elements of the Marketing Mix, namely promotions that are less effective at Mandiri Apple Picks, product offerings that are less attractive and varied, and many competitors doing the same business.
Analisis Selera Konsumen Terhadap Atribut Produk dalam Keputusan Pembelian Minuman Mixue Salma Aqila Putri; Hamidah Hendrarini; Dona Wahyuning Laily
Jurnal Ilmiah Universitas Batanghari Jambi Vol 23, No 3 (2023): Oktober
Publisher : Universitas Batanghari Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33087/jiubj.v23i3.4050

Abstract

Mixue is an ice cream shop with cheap and delicious prices, making Mixue expand massively throughout Indonesia in a fairly short time. This study aims to identify and analyze the characteristics, purchasing decision process and consumer tastes towards the attributes of Mixue beverage products. This research was conducted at the Mixue shop in the Dharmawangsa and Ngagel Surabaya branches. The sampling technique was "accidental sampling" with a total of 84 consumers. The analytical method uses descriptive analysis and Fishbein multi-attribute analysis with the help of a questionnaire and Microsoft Excel 2019. Based on the analysis using Fishbein's multi-attributes, the attribute that has the most interest is price, while the attributes that consumers trust the most are price, brand. Based on the Fishbein score obtained at 101.69, it can be said that consumer tastes for Mixue beverage products are included in the like category.
Pengaruh Cita Rasa, Promosi melalui Media Sosial, Store Atmosphere, dan Kualitas Pelayanan dengan Harga sebagai Variabel Intervening terhadap Keputusan Pembelian di Coffee Shop Scope Coffe Tuban Adinda Eka Novita Sari; Hamidah Hendrarini; Prasmita Dian Wijayanti
Jurnal Ilmiah Universitas Batanghari Jambi Vol 23, No 3 (2023): Oktober
Publisher : Universitas Batanghari Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33087/jiubj.v23i3.3692

Abstract

The Purpose of this research aims to analyze the effect of exogen latent variables taste (X1), promotion through social media (X2), store atmosphere (X3), and service quality (X4), with endogen variable namely purchase decision (Y1) and price (Z1) as an intervening variable. Place of this research was conducted in coffee shop Scope Coffe in Tubanwith a total respondents is 97 were the analyzed by Structural Equation Model Partial Least Square (SEM- PLS) with Smart PLS app 4.0 version. The result of this research is the direct effect and indirect effect, with the accepted result of direct effect is variables taste, and service quality to price variable where the p- values < 0.05 and t-statistic > 1.96, and the result of indirect effect accepted is price variable fully mediate variable service quality to purchase decision where the p- values < 0.05 and t-statistic > 1.96.
Co-Authors Adinda Eka Novita Sari Aprilia Tri Wulandari Dona Wahyuning Laily Dona Wahyuning Laily Prasmita Dian Wijayanti Salma Aqila Putri