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All Journal Gemilang: Jurnal Manajemen dan Akuntansi Journal of Management and Social Sciences
Mey Nur Aisyah
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Humanities Decision Sciences, Operations Research & Management Social Sciences Transportation

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Analisis Persepsi Harga, Cita Rasa, Kualitas Layanan dan Fasilitas terhadap Keputusan Pembelian Ulang Mie Gacoan Tegal: Studi Kasus pada Mahasiswa UMUS Listantia Valentine; Mey Nur Aisyah; Slamet Bambang Riono; Andi Yulianto; Mohamad Badrun Zaman
GEMILANG: Jurnal Manajemen dan Akuntansi Vol. 3 No. 4 (2023): Jurnal Manajemen dan Akuntansi
Publisher : BADAN PENERBIT STIEPARI PRESS

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56910/gemilang.v3i4.1309

Abstract

This research aims to analyze the influence of price perception, taste, service quality, and facilities on the decision to repurchase Mie Gacoan Tegal. The population in this study is Mie Gacoan customers in Tegal City. The sample used in this study was 145 people. Data collection was carried out by distributing questionnaires to Mie Gacoan customers. The analysis used in this study is respondent demographics, validity tests, reliability tests, and classical assumption tests. Analysis technique with multiple regression test. The results showed that price perception variables and service quality had a positive and significant effect on repurchase decisions, whereas, for taste and facility variables had a negative and insignificant effect on repurchase decisions. Simultaneously, the perception of price, taste, service quality, and facilities influences the decision to repurchase Mie Gacoan Tegal
Analisis Celebrity Endorser, Brand Image, Brand Trust Dan Iklan Televisi Terhadap Keputusan Pembelian Sampo Clear Di Toko Mapur Desa Jagalempeni Kabupaten Brebes Mey Nur Aisyah; Citra Mega Suara; Ari Kristiana; Dumadi Dumadi; Nasiruddin Nasiruddin
Journal of Management and Social Sciences Vol. 2 No. 4 (2023): November : Journal of Management and Social Sciences
Publisher : Sekolah Tinggi Ilmu Administrasi Yappi Makassar Jl. Sumba no 46, Kota Makassar, Sulawesi Selatan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jimas.v2i4.1045

Abstract

In the era of rapid development of digital technology, one of the marketing strategies that is increasingly being applied is through artists as advertising promotions for a product through television, including advertisements on Clear shampoo products. The main objective of this study was to evaluate the effect of celebrity endorser analysis, brand image, brand trust and television advertising on shampoo purchase decisions at Mapur stores in Brebes District. The correlation method with the quantitative approach method carried out is based on positivistic research data (concrete data), namely numerical values that will be measured by statistics as a calculation test tool, related to the problem studied to produce a conclusion. The population of this study was Clear shampoo customers at the Mapur store, Jagalempeni Village, Brebes Regency. The sample was obtained by the Slovin formula with a margin of error of 10% of the population of 413 people, then a sample of 80 respondents was obtained. The research instrument used was in the form of primary data from filling out questionnaires. The results of the t test in the study found that the brand trust variable did not have a significant influence on purchasing decisions, brand trust had an effect on purchasing decisions, television advertisements did not affect purchase decisions. Based on the F test, this value is obtained that brand trust has the most significant influence, followed by brand image, television advertising, and celebrity endorsers in order of significance of influence in a given analysis model. These results provide an idea of the relative contribution of each independent variable to the dependent variable simultaneously influencing the determination in purchasing decisions on Clear shampoo products.
Co-Authors Andi Yulianto Ari Kristiana Citra Mega Suara Dumadi Dumadi Listantia Valentine Mohamad Badrun Zaman Nasiruddin Nasiruddin Riono, Slamet Bambang