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Rivera Pantro Sukma
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Humanities Economics, Econometrics & Finance Social Sciences

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Pengaruh Brand Ambassador, E-Service terhadap Keputusan Pembelian melalui Minat Beli di Tokopedia Selly Merlina Moko; Rivera Pantro Sukma
Panorama Nusantara Vol 18 No 1 (2023): Panorama
Publisher : LPPM Universitas Asa Indonesia

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Abstract

This study aims to determine the effect of Brand ambassador, E-service on purchasing decisions through Buying interest on Tokopedia. The population in this study were Tokopedia consumers. The sampling technique used was accidental sampling with a sample size of 200 respondents. The data collection method uses a questionnaire distributed to respondents and has been tested for validity and reliability. The results showed that brand ambassador has a positive and significant effect on purchasing decisions, brand ambassador has a positive and significant effect on buying interest, e-service has a positive and significant effect on purchasing decisions, e-service has a positive and significant effect on buying interest, buying interest has a positive and significant effect on purchasing decisions, brand ambassador has an indirect effect on purchasing decisions through buying interest and e-service has an indirect effect on purchasing decisions through Buying interest. The coefficient of determination on buying interest is 58.4% and purchase decision is 81.6%.
PENGARUH PROMOSI, KUALITAS PRODUK, DAN KUALITA LAYANAN TERHADAP KEPUASAN PELANGGAN DI FAVE HOTEL AHMAD YANI BEKASI Melinda Larassati; Rivera Pantro Sukma
Panorama Nusantara Vol 14 No 1 (2019): PANORAMA NUSANTARA
Publisher : LPPM Universitas Asa Indonesia

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Abstract

The purpose of this study was to determine the effect of promotion ( ,), product quality ( ) and service quality ( ), on customer satisfaction (Y) at Favehotel Ahmad Yani Bekasi. The instrument has been tested its validity and reliability prior to data collection. This data uses primary data and this study was conducted for 1 month, during May 2018 using the Accidental Sampling technique and giving direct questionnaires to 100 respondents. The data analysis tool used in this study by multiple linear regression with classic assumption test (normality test, multicollinearity test, heteroskedacity test, linearity test). While testing the hypothesis through the F test, the results of the significant by t-test and partial correlation analysis and coefficient of determination ( ). The results of this study indicate that simultaneous promotion, product quality and service quality have a significant effect on customer satisfaction. Promotion and product quality have a negative but significant effect on customer satisfaction, while service quality has a significant positive effect on customer satisfaction.
Pengaruh Brand Awareness dan E-Wom terhadap Customer Engagement serta Customer Satisfaction Café Kaizen Heritage Avrillea Angelica; Rivera Pantro Sukma
J-CEKI : Jurnal Cendekia Ilmiah Vol. 4 No. 5: Agustus 2025
Publisher : CV. ULIL ALBAB CORP

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56799/jceki.v4i5.10397

Abstract

Penelitian ini bertujuan untuk menguji pengaruh brand awareness dan electronic word of mouth (EWOM) terhadap customer engagement dan customer satisfaction pada Kaizen Heritage Café. Penelitian ini menggunakan pendekatan kuantitatif, dengan pengumpulan data dari 126 responden melalui teknik purposive sampling, yang menetapkan syarat minimal dua kali kunjungan. Analisis data dilakukan dengan bantuan perangkat lunak SmartPLS 3.0. Hasil penelitian menunjukkan bahwa brand awareness tidak memiliki pengaruh yang signifikan terhadap customer engagement, namun memiliki pengaruh terhadap customer satisfaction. Sebaliknya, EWOM terbukti berpengaruh secara signifikan terhadap customer engagement dan customer satisfaction. Selain itu, customer engagement juga menunjukkan pengaruh signifikan terhadap customer satisfaction. Temuan ini menegaskan bahwa EWOM dan customer engagement merupakan faktor utama dalam membentuk customer satisfaction. Oleh karena itu, pengelola Kaizen Heritage Café disarankan untuk memperkuat strategi EWOM serta menciptakan pengalaman customer engagement yang positif guna meningkatkan customer satisfaction secara berkelanjutan dan membangun loyalitas konsumen melalui pendekatan komunikasi yang interaktif dan dapat dipercaya.
Co-Authors Avrillea Angelica Melinda Larassati Selly Merlina Moko