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Dwi Nugraha, Yudha
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Economics, Econometrics & Finance

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Pengaruh Lokasi Toko dan Iklan di Media Sosial Instagram terhadap Intensi Pembelian Toko Kue History Cake Muhammad Taufik Rahman; Maharani, Nina; Dwi Nugraha, Yudha
Bandung Conference Series: Business and Management Vol. 4 No. 1 (2024): Bandung Conference Series Business and Management
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcsbm.v4i1.11185

Abstract

Abstract. This research focuses on the variables Store Location, Advertisements on Instagram Social Media, and Purchase Intention. The aim of this research is to determine the relationship between store location, advertising on social media Instagram and purchase intentions at the History Cake in Bandung City. This research is included in descriptive and verification research using a quantitative approach. The sampling technique used is with a purposive sampling. The method used in this research is a survey method with a questionnaire instrument as the data collection technique. The objects of this research are consumers who have purchased History Cake products and live in the city of Bandung. The sample used in this research was 130 respondents. The data analysis used in this research is descriptive analysis using multiple linear regression with testing using T Test and F Test analysis. The results of this research show that store location partially has a positive and significant effect on purchase intentions. Advertisements on social media Instagram partially have a positive and significant influence on Purchase Intentions. And then Store Locations and Advertisements on Social Media Instagram have a positive and significant influence on Purchase Intentions. Abstrak. Penelitian ini berfokus pada variabel Lokasi Toko, Iklan di Media Sosial Instagram, dan Intensi Pembelian. Tujuan dari penelitian ini yaitu untuk mengetahui hubungan antara Lokasi Toko, Iklan di Media Sosial Instagram terhadap Intensi Pembelian pada History Cake di Kota Bandung. Penelitian ini termasuk kedalam penelitian deskriptif dan verifikatif dengan menggunakan pendekatan kuantitatif. Teknik sampling yang digunakan yaitu purposive sampling. Metode yang digunakan pada penelitian ini yaitu metode survey dengan instrument kuesioner sebagai teknik pengumpulan datanya. Objek penelitian ini merupakan konsumen yang pernah melakukan pembelian produk History Cake dan berdomisili di Kota Bandung. Sampel yang digunakan pada penelitian ini berjumlah 130 responden. Analisis data yang digunakan dalam penelitian ini adalah analisis deskriptif dengan menggunakan regresi linear berganda dengan pengujian memakai analisis Uji T dan Uji F. Hasil penelitian ini menunjukan bahwa Lokasi Toko secara parsial berpengaruh positif dan signifikan terhadap Intensi Pembelian. Iklan di media sosial Instagram secara parsial berpengaruh positif dan signifikan terhadap Intensi Pembelian serta Lokasi Toko dan Iklan di Media Sosial Instagram berpengaruh secara positif dan signifikat terhadap Intensi Pembelian.
Pengaruh Kualitas Makanan terhadap Loyalitas Pelanggan dengan Kepuasan Pelanggan sebagai Variabel Intervening Nastyra Syahranadila; Ayu Estri Mahani, Septiana; Dwi Nugraha, Yudha
Bandung Conference Series: Business and Management Vol. 4 No. 2 (2024): Bandung Conference Series: Business and Management
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcsbm.v4i2.13510

Abstract

Abstract. Currently, the culinary industry in Indonesia is experiencing significant development. BPS noted that in the second quarter of 2023, the Gross Domestic Product (GDP) of the food and beverage industry grew by 4.62% (year-over-year). The purpose of this study was to determine the effect of food quality on customer loyalty with customer satisfaction as an intervening variable. The method used in this research is quantitative method, the population of this research is Café Madtari customers in Bandung City who have purchased products two or more times who live in Bandung City. The sampling technique used in this study was nonprobability sampling, namely purposive sampling, with the criteria that customers who have bought Café Madtari food and drinks two or more times in the last six months and live in the city of Bandung with a sample size of 100 respondents. There are three hypotheses in this study. To test the hypothesis using data analysis techniques through simple linear regression and sobel test. The results showed that food quality has a positive and significant effect on Café Madtari customer satisfaction. The results of further research, it was concluded that food quality has a positive and significant effect on Café Madtari customer loyalty. The intervening test results explain that customer satisfaction mediates the effect of food quality on Café Madtari customer loyalty. Abstrak. Saat ini, industri kuliner di Indonesia mengalami perkembangan yang signifikan. BPS mencatat bahwa pada kuartal II/2023, Produk Domestik Bruto (PDB) industri makanan dan minuman tumbuh sebesar 4,62% (year-over-year). Tujuan penelitian ini adalah mengetahui pengaruh kualitas makanan terhadap loyalitas pelanggan dengan kepuasan pelanggan sebagai variabel intervening. Metode yang digunakan dalam penelitian ini adalah metode kuantitatif, populasi penelitian ini adalah pelanggan Café Madtari Kota Bandung yang melakukan pembelian produk sebanyak dua kali atau lebih yang berdomisili di Kota Bandung. Teknik sampling yang digunakan dalam penelitian ini nonprobability sampling yaitu purposive sampling, dengan kriteria pelanggan yang pernah membeli makanan dan minuman Café Madtari sebanyak dua kali atau lebih dalam waktu enam bulan terakhir dan berdomisili di Kota Bandung dengan jumlah sampel sebanyak 100 responden. Terdapat tiga hipotesis dalam penelitian ini. Untuk menguji hipotesis dengan menggunakan Teknik analisis data melalui regresi linier sederhana dan uji sobel. Hasil penelitian menunjukan bahwa kualitas makanan berpengaruh positif dan signifikan terhadap kepuasan pelanggan Café Madtari. Hasil penelitian selanjutnya, disimpulkan bahwa kualitas makanan berpengaruh positif dan signifikan terhadap loyalitas pelanggan Café Madtari. Hasil uji intervening menjelaskan bahwa kepuasan pelanggan memediasi pengaruh kualitas makanan terhadap loyalitas pelanggan Café Madtari.
Pengaruh Experiential Marketing terhadap Brand Loyalty yang Dimoderasi oleh Customer Satisfaction Riani Oktavia; Hendrati Dwi; Dwi Nugraha, Yudha
Bandung Conference Series: Business and Management Vol. 4 No. 2 (2024): Bandung Conference Series: Business and Management
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcsbm.v4i2.14106

Abstract

Abstract. This research has three objectives in terms of experiential marketing, brand loyalty, and customer satisfaction which focuses on Scarlett products sold on the Shopee application. These three goals include; (1) Knowing the general description of the variables used; (2) Investigating the positive and significant influence of experiential marketing on brand loyalty for Scarlett products; and (3) Investigating the moderating influence of customer satisfaction on the relationship between experiential marketing and brand loyalty for the Scarlett brand. The method used in this research was to carry out verification analysis on the results of the questionnaire distributed to 158 respondents and then readjusted, so that the respondents used were 120 respondents. The results of this research show that experiential marketing has a positive and significant influence on brand loyalty, and customer satisfaction can moderate the value of experiential marketing on brand loyalty. So, brand loyalty will increase along with the increase in experiential marketing. Apart from that, the increase in brand loyalty by experiential marketing can also be moderated by the increase in customer satisfaction. Abstrak. Penelitian ini memiliki tiga tujuan dalam hal experiential marketing, brand loyalty, dan customer satisfaction yang berfokus pada produk Scarlett yang dijual pada applikasi Shopee. Tiga tujuan tersebut diantaranya; (1) Mengetahui gambaran umum perihal variabel yang digunakan; (2) Menginvestigasi pengaruh positif dan signifikan experiential marketing terhadap brand loyalty pada produk Scarlett; dan (3) Menginvestigasi pengaruh moderasi costumer satiscation dalam hubungan antara experiential marketing dan brand loyalty pada brand Scarlett. Metode yang digunakan dalam penelitian ini yaitu dengan melakukan analisis verifikatif pada hasil kuesioner yang disebarkan kepada 158 responden yang kemudian dilakukan penyesuaian kembali, sehingga responden yang digunakan yaitu sebanyak 120 responden. Hasil penelitian ini menunjukkan bahwa experiential marketing memiliki pengaruh positif dan signifikan terhadap brand loyalty, dan customer satisfaction mampu memoderasi nilai experiential marketing terhadap brand loyalty. Sehingga, brand loyalty akan meningkat seiring dengan meningkatnya experiential marketing, selain itu peningkatan brand loyalty oleh experiential marketing tersebut dapat dimoderasi juga peningkatannya dengan customer satisfaction.
Pengaruh Social Media Marketing terhadap Repurchase Intention dengan Customer Experience sebagai Variabel Moderasi Alfina Mutiara Harunnisha; Dwi Mulyaningsih, Hendrati; Dwi Nugraha, Yudha
Bandung Conference Series: Business and Management Vol. 4 No. 2 (2024): Bandung Conference Series: Business and Management
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcsbm.v4i2.14602

Abstract

Abstract. This research focuses on the variables Social Media Marketing, Customer Experience and Repur-chase Intention. The aim of this research is to determine the influence of social media marketing on repurchase intention which is moderated by customer experience among Korean skincare users. The method used is a survey method and data collection tech-niques using a questionnaire distributed via Google Form. The object of this research was 150 Korean Skincare users in the city of Bandung, who were narrowed down again based on sampling criteria to 140 people. The sampling technique in the research used Nonprobability Sampling with Purposive Sampling technique. There are two hy-potheses in the research which were tested using a simple linear regression approach and Moderated Regression Analysis (MRA). The research results show that there is a positive and significant influence between the Social Media Marketing variables on Repurchase Intention among Korean Skincare users. Furthermore, the Customer Expe-rience variable does nott strengthening the relationship between Social Media Market-ing and Repurchase Intention among Korean Skincare users. Abstrak. Penelitian ini berfokus kepada variabel Social Media Marketing, Customer Experience dan Repurchase Intention. Tujuan dari penelitian ini ialah untuk mengetahui Pengaruh Social Media Marketing terhadap Repurchase Intention yang dimoderasi oleh Custom-er Experience pada pengguna Skincare Korea. Metode yang digunakan ialah metode survei dan teknik pengumpulan data menggunakan kuesioner yang disebar melalui Google Form. Objek penelitian ini adalah pengguna Skincare Korea di kota Bandung berjumlah 150 orang yang dikerucutkan kembali berdasarkan kriteria sampling menjadi 140 orang. Teknik sampling dalam penelitian menggunakan Nonprobality Sampling dengan teknik Purposive Sampling. Terdapat dua hipotesis dalam penelitian yang diuji menggunakan pendekatan regresi linier sederhana dan Moderated Regression Analysis (MRA). Hasil penelitian menunjukan bahwa terdapat pengaruh positif dan signifikan antara variabel Social Media Marketing terhadap Repurchase Intention pada pengguna Skincare Korea. Selanjutnya, variabel Customer Experience tidak memperkuat hub-ungan antara Social Media Marketing terhadap Repurchase Intention pada pengguna Skincare Korea.
Pengaruh Electronic Word of Mouth dan Brand Image terhadap Purchase Decision Pada Aplikasi Fore Coffee di Kota Bandung Ade Santika; R Oktini, Dede; Dwi Nugraha, Yudha
Bandung Conference Series: Business and Management Vol. 4 No. 2 (2024): Bandung Conference Series: Business and Management
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcsbm.v4i2.14755

Abstract

Abstract. This study aims to test and find out (1) how is the description of Electronic word of mouth and Brand image on Purchase decision for Fore Coffee application users in Bandung City? (2) How does Electronic word of mouth affect Purchase decision for Fore Coffee application users in Bandung City? (3) How does Brand image affect Purchase decision for Fore Coffee application users in Bandung City? (4) How does Electronic word of mouth and Brand image affect Purchase decision for Fore Coffee application users in Bandung City. This research is included in the type of descriptive and verification research with quantitative methods. The sampling technique used is nonprobability sampling, namely Purposive sampling. The population in this study are consumers who use the Fore Coffee application who live in Bandung and have made transactions or purchases through the Fore Coffee application in the last 6 months or 1 year with a total of 95 respondents. The data analysis used is multiple linear regression analysis with hypothesis testing using, T test, F test, and coefficient of determination. The results of this study indicate that electronic word of mouth partially affects the purchase decision, and brand image affects the purchase decision. Then simultaneously Electronic word of mouth and Brand image have a significant effect on Purchase decision on the Fore Coffee application in Bandung City. Abstrak. Penelitian ini bertujuan untuk menguji dan mengetahui (1) bagaimana gambaran Electronic word of mouth dan Brand image terhadap Purchase decision pada pengguna aplikasi Fore Coffee di Kota Bandung? (2) Bagaimana pengaruh Electronic word of mouth terhadap Purchase decision pada pengguna aplikasi Fore Coffee di Kota Bandung? (3) Bagaimana pengaruh Brand image terhadap Purchase decision pada pengguna aplikasi Fore Coffee di Kota Bandung? (4) Bagaimana pengaruh Electronic word of mouth dan Brand image terhadap Purchase decision pada pengguna aplikasi Fore Coffee di Kota Bandung?. Penelitian ini termasuk ke dalam jenis penelitian deskriptif dan verifikatif dengan metode kuantitatif. Teknik sampling yang digunakan adalah nonprobability sampling yaitu Purposive sampling. Populasi dalam penelitian ini adalah konsumen pengguna aplikasi Fore Coffee yang berdomisili di Kota Bandung dan pernah melakukan transaksi atau pembelian melalui aplikasi Fore Coffee dalam 6 bulan atau 1 tahun terakhir dengan jumlah 95 responden. Analisis data yang digunakan adalah analisis regresi linier berganda dengan pengujian hipotesis menggunakan, uji T, uji F, dan koefisien determinasi. Hasil penelitian ini menunjukkan Electronic word of mouth secara parsial berpengaruh terhadap Purchase decision, dan Brand image berpengaruh terhadap Purchase decision. Lalu secara simultan Electronic word of mouth dan Brand image berpengaruh signifikan terhadap Purchase decision pada aplikasi Fore Coffee di Kota Bandung.
Co-Authors Ade Santika Alfina Mutiara Harunnisha Ayu Estri Mahani, Septiana Dwi Mulyaningsih, Hendrati Hendrati Dwi Muhammad Taufik Rahman Nastyra Syahranadila Nina Maharani R oktini, Dede Riani Oktavia