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Rivera Silitonga
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Pengaruh Citra Merek dan Kualitas Produk terhadap Kepuasan Pelanggan melalui Nilai Pelanggan Ru'yatul Hilal; Rivera Silitonga
Human Capital Development Vol 9 No 3 (2022): HUMAN CAPITAL DEVELOPMENT
Publisher : LPPM Universitas Asa Indonesia

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This study aims to determine the effect of brand image and product quality on customer satisfaction through customer value at Loko Café Pasar Senen. The sample in this study were 197 respondents. The sampling technique used in this research is purposive sampling. This study uses quantitative descriptive methods by conducting survey research based on data by distributing questionnaires to respondents and researchers using path analysis methods. The researcher uses the quantitative descriptive method by analyzing the data using IBM SPSS Statistics 25. The results of research conducted by Loko Café Pasar Senen show that product quality has a significant effect on customer value. Brand Image has a significant effect on Customer Value. Product Quality and Customer Value have a significant effect on Customer Satisfaction. Brand Image has a significant effect on Customer Satisfaction. Brand Image has an indirect effect on Customer Satisfaction through Customer Value with a contribution of 0.038. Product quality has an indirect effect on customer satisfaction through customer value with a contribution of 0.115.
PENGARUH CITRA MEREK DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN MELALUI WORD OF MOUTH (WOM) DI WINGSTOP PANTAI INDAH KAPUK Aris Ditya; Rivera Silitonga
Human Capital Development Vol 9 No 2 (2022): HUMAN CAPITAL DEVELOPMENT
Publisher : LPPM Universitas Asa Indonesia

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Penelitian ini bertujuan untuk mengetahui pengaruh citra merek, kualitas produk dan keputusan pembelian melalui word of mouth di Wingstop Pantai Indah Kapuk. Populasi penelitian ini adalah konsumen Wingstop Pantai Indah Kapuk dengan menggunakan metode accidental sampling dengan sampel sebanyak 198 responden dengan pengumpulan data melalui kuesioner. dengan skala likert 5 (lima) alternatif yang telah diuji validitas dan reliabilitasnya. Teknik analisis data adalah Analisis Jalur (path analysis). kualitas produk dan word of mouth berpengaruh signifikan terhadap keputusan pembelian, dan variabel word of mouth memiliki pengaruh signifikan yang memediasi pengaruh brand image dan kualitas produk terhadap keputusan pembelian.
PENGARUH KUALITAS PRODUK, BRAND TRUST TERHADAP KEPUASAN KONSUMEN MELALUI KEPUTUSAN PEMBELIAN DI ZENBU RESTAURANT KOTA KASABLANKA DENY RAMADHAN; Rivera Silitonga
Human Capital Development Vol 9 No 2 (2022): HUMAN CAPITAL DEVELOPMENT
Publisher : LPPM Universitas Asa Indonesia

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Tujuan dari penelitian ini adalah menganalisis pengaruh kualitas produk, Brand Trust terhadap kepuasan pelanggan melalui keputusan pembelian di zenbu restaurant kota kasablanka. Teknik sampling yang digunakan adalah purposive sampling dengan jumlah responden 200 orang. Metode Analisis yang digunakan adalah model analisis jalur yang digunakan untuk menggambarkan dan menguji model hubungan antar variabel berupa sebab akibat. Hasil penelitian menunjukkan bahwa kualitas produk, kepercayaan merek mempengaruhi kepuasan pelanggan melalui keputusan pembelian di Zenbu Restaurant Mall Kota Kasablanka, Jakarta. Kata kunci: kualitas produk , Brand Trust , keputusan pembelian, kepuasan pelanggan
PENGARUH CITRA MEREK DAN PERSEPSI HARGA TERHADAP LOYALITAS MELALUI KEPUASAN PELANGGAN DIHOTEL MEGA ANGGREK JAKARTA Ahmad Rofik; Rivera Silitonga
Human Capital Development Vol 9 No 2 (2022): HUMAN CAPITAL DEVELOPMENT
Publisher : LPPM Universitas Asa Indonesia

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This study aims to determine the influence of brand image, and price perception on loyalty through customer satisfaction at Hotel Mega Anggrek Jakarta.The population in this study are consumers from Hotel Mega Anggrek Jakarta using the purposive sampling method with a total sample of 197 respondents with data collection through a questionnaire with a likert scale of 5 (five) alternatives that have been tested for validity and reliability. Path Analysis and sobel test data analysis techniques. With the results of the research, brand image and quality variables have a significant influence on customer satisfaction, brand image variables, product quality and customer satisfaction have a significant influence on loyalty, and customer satisfaction variables have a significant influence mediating the influence of brand image and price perception on loyalty.
PENGARUH KUALITAS PRODUK DAN CITRA MEREK TERHADAP KEPUASAN PELANGGAN MELALUI WORD OF MOUTH DI SOTO MIE BOGOR PAK KADIR JAKARTA GARDEN CITY Beata Hessy; Rivera Silitonga
Human Capital Development Vol 9 No 2 (2022): HUMAN CAPITAL DEVELOPMENT
Publisher : LPPM Universitas Asa Indonesia

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The purpose of this study was to evaluate the effect of product quality and brand image on customer satisfaction directly and indirectly through word of mouth. The population sample used as a reference in this subject is 197 respondents using a sampling technique, namely purposive sampling with the criteria of customers who have made purchases at least twice. Data analysis using path analysis techniques (Path Analysis). The results of the analysis show that product quality and brand image variables partially have a significant effect on word of mouth and customer satisfaction, word of mouth variables have a significant effect on customer satisfaction, word of mouth variables mediate the effect of product quality and brand image variables on customer satisfaction.
MENINGKATKAN LOYALITAS DENGAN KUALITAS PELAYANAN DAN PROMOSI MELALUI KEPUASAN TAMU DI HOTEL JS LUWANSA Tarizka Luthfiyah; Rivera Silitonga
Human Capital Development Vol 9 No 1 (2022): HUMAN CAPITAL DEVELOPMENT
Publisher : LPPM Universitas Asa Indonesia

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The purpose of this study was to determine the effect of service quality and promotion on loyalty through guest satisfaction at Hotel JS Luwansa. This study uses a quantitative method that is processed with SPSS version 23 and path analysis method. With a total of 190 respondents and using purposive sampling technique. The results of this study indicate that service quality has a significant effect on guest satisfaction and guest loyalty. Promotion has a significant effect on guest satisfaction and has no effect on guest loyalty. Guest satisfaction has a significant effect on guest loyalty. Service quality and promotion have an indirect and significant effect on guest loyalty through guest satisfaction. Keywords: Service quality, promotion, satisfaction, loyalty
PENGARUH CELEBRITY ENDORSER DAN WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN MELALUI BRAND AWARENESS DI MIE ACEH KEDAI KIKO JAKARTA Nur Chotimah; Rivera Silitonga
Panorama Nusantara Vol 17 No 2 (2022): PANORAMA NUSANTARA
Publisher : LPPM Universitas Asa Indonesia

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This research is to determine the impact of celebrity endorsers and word of mouth on purchasing decisions through brand awareness at Mie Aceh Kedai Kiko Jakarta. The population in this study were buyers to Kedai Mie Aceh Kiko Jakarta with 200 participants. The sampling technique used in this study is purposeful sampling. This study uses a quantitative descriptive method to conduct research based on survey data by distributing questionnaires to respondents and the analytical method used by the author in this study is path analysis. The author used a quantitative descriptive method that is by analyzing the data using IBM SPSS Statistics 26. The results show that Word of mouth has a significant effect on Brand awareness, Celebrity endorserhas a significant effect on Brand awareness, Word of mouth and Brand awareness has a significant effect on Purchase Decisions, but Celebrity endorserhas no significant effect on Purchase Decisions at Mie Aceh Kedai Kiko Jakarta. Celebrity endorsers have an indirect effect on purchasing decisions through Brand awareness with a contribution of 0.065. Word of mouth has an indirect effect on purchasing decisions through Brand awareness with a contribution of 0.182.
PENGARUH KUALITAS PRODUK DAN LOKASI TERHADAP KEPUTUSAN PEMBELIAN MELALUI WORD OF MOUTH DI WARUNG SEMBAKO TOKO RUDI DEPOK Muhammad Romy Faisal; Rivera Silitonga
Panorama Nusantara Vol 17 No 1 (2022): PANORAMA NUSANTARA
Publisher : LPPM Universitas Asa Indonesia

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The purpose of this study was to analyze the influence of quality and location on purchasing decisions through word of mouth (WOM) at the grocery shop, Toko Rudi, Depok by collecting data through a questionnaire that produced 220 respondents. This results of test signify that product quality has a significant effect on purchasing decisions, and location has a significant effect on purchasing decisions, product quality has a significant influence on WOM, location has a significant effect on WOM, WOM has a significant effect on purchasing decisions, product quality has an effect significant effect on purchasing decisions through WOM, and location has a significant influence on purchasing decisions through WOM. Tujuan dari penelitian ini adalah untuk menganalisis pengaruh kualitas dan lokasi terhadap keputusan pembelian melalui word of mouth di warung sembako Toko Rudi Depok dengan mengumpulkan data melalui kuesioner yang mendapati 220 responden. Hasil pengujian ini menunjukkan bahwa kualitas produk memiliki pengaruh signifikan terhadap keputusan pembelian, lokasi berpengaruh signifikan terhadap keputusan pembelian, kualitas produk berpengaruh signifikan terhadap word of mouth, lokasi berpengaruh signifikan terhadap word of mouth, word of mouth berpengaruh signifikan terhadap keputusan pembelian, kualitas produk berpengaruh signifikan terhadap keputusan pembelian melalui word of moutht , dan lokasi berpengaruh signifikan terhadap keputusan pembelian melalui word of mouth.
Co-Authors Ahmad Rofik Aris Ditya Beata Hessy DENY RAMADHAN Muhammad Romy Faisal Nur Chotimah Ru'yatul Hilal Tarizka Luthfiyah