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All Journal Jurnal Penelitian Ekonomi Manajemen dan Bisnis Jurnal Riset Manajemen Jurnal Riset Akuntansi Sammajiva: Jurnal Penelitian Bisnis dan Manajemen Masip: Jurnal Manajemen Administrasi Bisnis dan Publik Terapan Lokawati: Jurnal Penelitian Manajemen dan Inovasi Riset Jurnal Penelitian Ilmu Ekonomi dan Keuangan Syariah Neraca Manajemen, Akuntansi, dan Ekonomi Master Manajemen Intellektika: Jurnal Ilmiah Mahasiswa Jurnal Manajemen Kewirausahaan dan Teknologi Global Leadership Organizational Research in Management Jurnal Riset Multidisiplin Edukasi Ar-Rasyid: Jurnal Publikasi Penelitian Ilmiah
Brahma Wahyu Kurniawan
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Religion Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Social Sciences Other

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Journal : Master Manajemen

 1 
Pengaruh Brand Awareness, Kualitas Produk, dan E-Word Of Mouth terhadap Minat Beli Konsumen pada Pusat Oleh-Oleh X Nanik Widyaningsih; Brahma Wahyu Kurniawan; Kukuh Harianto
Master Manajemen Vol. 3 No. 3 (2025): Master Manajemen
Publisher : Fakultas Ekonomi & Bisnis, Universitas Nusa Nipa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59603/masman.v3i3.1013

Abstract

This study aims to analyze the influence of Brand Awareness, Product Quality, and E-Word of Mouth on consumer purchase intention at Pusat Oleh-Oleh X. The selection of Pusat Oleh-Oleh X was based on considerations related to the characteristics and relevance of the souvenir center. This is a quantitative study with a population that is not definitively known in terms of the number of visitors to Pusat Oleh-Oleh X, located on Jl. Pamenang, Desa Toyoresmi, Kec. Ngasem, Kabupaten Kediri. The sample consists of 96 respondents, calculated using the Lemeshow formula. The analysis methods used in this study include descriptive statistics, validity testing, reliability testing, classical assumption testing, and multiple linear regression analysis, with data processed using SPSS 25 (Statistical Product and Service Solution). This analysis aimed to test the effect of each independent variable on consumer purchase intention. The results of the study indicate that, partially, both Brand Awareness and E-Word of Mouth significantly influence consumer purchase intention at Pusat Oleh-Oleh X. This suggests that higher brand awareness and positive information spread through E-Word of Mouth increase consumer purchase intention. On the other hand, product quality does not have a significant effect on purchase intention at Pusat Oleh-Oleh X, although product quality remains a relevant factor in consumer purchasing decisions. Simultaneously, Brand Awareness, Product Quality, and E-Word of Mouth significantly affect consumer purchase intention at Pusat Oleh-Oleh X. These findings suggest that these factors interact with each other in influencing consumer purchasing decisions. Therefore, it is important for the management of Pusat Oleh-Oleh X to focus on increasing brand awareness and leveraging E-Word of Mouth to attract more consumers.
Pengaruh Lokasi, Potongan Harga Dan Kualitas Produk Terhadap Loyalitas Pelanggan Pada PT. SS Jaya Group Kota Kediri Ella Fitriawati; Bambang Suwarsono; Brahma Wahyu Kurniawan
Master Manajemen Vol. 1 No. 4 (2023): Master Manajemen
Publisher : Fakultas Ekonomi & Bisnis, Universitas Nusa Nipa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59603/masman.v1i4.147

Abstract

This research discusses location, price discounts and product quality on customer loyalty at PT. SS Jaya Group Kediri City, this research aims to determine the results of the influence of location, price discounts and product quality on customer loyalty at PT SS Jaya Group Kediri City. The method in this research is the Quantitative Method. Data collection techniques use primary data and secondary data. Sampling in this study used purposive sampling technique with a sample size of 88 people. Data processing uses validity test, reliability test, classical assumption test, multiple linear regression test, coefficient of determination, F test, t test. There is a partial influence between Location on Customer Loyalty where the t test results obtained a significant value of 0.011<0.05. There is a partial influence between price discounts on customer loyalty where the t test results obtained a significant value of 0.000 < 0.05. There is a partial influence between Product Quality and Customer Loyalty where the t test results obtained a significant value of 0.007 < 0.05. There is a simultaneous influence of Location, Price Discounts and Product Quality on Customer Loyalty where the F test results obtained a significant value of 0.000<0.005.
Co-Authors Ahmad Akbar Husna M Ahmad Jauhari Aprilia Dian Evasari Baharudin Yusuf Zarkasi Bambang Suwarsono Bram Septa Syailendra Dendik Irwanto Diana Ambarwati EDWIN AGUS BUNIARTO Elga Bayu Santoso Ella Fitriawati Elvina Poppy Sagita Endah Kurniawati Erwin Syahputra Fadhil Alfito Harianto, Kukuh Mella Vebianti Nanik Widyaningsih Naura Adhitya Qutrunnada Nur’aini Mahardika Adila Rahmad Pancipta Sukma Rifda Rahmana Khanifa Rima Rima Rovianka Dwi Mayasari Solly Aryza Umi Nadhiroh Utama Wigih Maulana Zulfa Rahmawati