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Sigit Dwi Nugroho
Universitas Pembangunan Nasional “Veteran” Jawa Timur
Agriculture, Biological Sciences & Forestry Civil Engineering, Building, Construction & Architecture Economics, Econometrics & Finance Education Law, Crime, Criminology & Criminal Justice

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Dampak Sosial Media Marketing Melalui Instagram terhadap Minat Beli Konsumen Coklat Majapahit Mojokerto Alifiah Putty Agustia; Sri Tjondro Winarno; Sigit Dwi Nugroho
Jurnal Ilmiah Universitas Batanghari Jambi Vol 23, No 1 (2023): Februari
Publisher : Universitas Batanghari Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33087/jiubj.v23i1.3089

Abstract

The purpose of this study was to determine the effect of context through Instagram social media on the buying interest of Majapahit Chocolate Consumers in Mojokerto, to determine the effect of communication through Instagram social media on the buying interest of Majapahit chocolate consumers in Mojokerto, to determine the effect of collaboration through Instagram social media on the buying interest of Majapahit chocolate consumers in Mojokerto. , to find out the effect of collaboration through Instagram social media on Mojokerto Majapahit Chocolate Consumer Buying Interest and to determine the effect of connections through Instagram social media on Majapahit Mojokerto Chocolate Consumer Buying Interest. The research hypothesis was tested using a Structural Equation Model (SEM) approach based on Partial Least Square (PLS). PLS is a component or variant-based structural equation model (SEM). Hypothesis testing is done by testing Variance-based SEM or Partial Least Square (SEM-PLS) with the warppls program. SEM-PLS is used for exploratory research. In other words, the PLS approach is more suitable for prediction purposes. Context variables have a real and positive and significant effect on consumer buying interest in Mojokerto Majapahit Chocolate. Communication variable has no significant effect on consumers' buying interest in Chocolate Majapahit Mojokerto. Collaboration variable has a significant and positive effect on consumers' buying interest in Chocolate Majapahit Mojokerto. The Connection variable has a significant and positive effect on consumer buying interest in Mojokerto Majapahit Chocolate.
Analisis Tingkat Kepuasan Konsumen Food Truck di Yamaha Land Surabaya Natasya Fadilah; Sigit Dwi Nugroho; Dona Wahyuning Laily
Jurnal Ilmiah Universitas Batanghari Jambi Vol 23, No 1 (2023): Februari
Publisher : Universitas Batanghari Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33087/jiubj.v23i1.2825

Abstract

Yamaha Land is a place of business for food truck entrepreneurs who were born in Surabaya. Customer satisfaction is important for the company because it can also be a marketing tool. One effort to increase consumer satisfaction is to determine the level of consumer preference for the characteristics of a product or service. The purpose of this study was to determine the characteristics of consumers, the process of consumer purchasing decisions, and customer satisfaction at Yamaha Land Surabaya. The number of respondents in the study were 96 respondents. The analytical methods used in this research are descriptive analysis, Importance Performance Analysis (IPA), and Customer Satisfaction Analysis (CSI). Based on the results of the study, it can be seen that the majority of Yamaha Land consumers are male, with an age range of 22-27 years, monthly income of Rp. Yamaha Land consumers go through five stages in their purchase decision process, namely the need recognition stage, information search, alternative evaluation, purchase decision and post-purchase. The results of Importance Performance Analysis (IPA) of attributes contained in quadrant I are taste and speed, Quadrant II is cleanliness, friendliness, politeness, and tidiness, Quadrant III is price, color and texture, and Quadrant IV is aroma. While the value on the Customer Satisfaction Index (CSI) is 75.6 percent. Judging from the consumer satisfaction index, it can be said that consumers who come to Yamaha Land for all tested attributes are in the satisfied category.
Co-Authors Alifiah Putty Agustia Dona Wahyuning Laily Natasya Fadilah Sri Tjondro Winarno, Sri Tjondro