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Efektivitas Segmentation, Targeting, And Positoning Terhadap Perilaku Konsumen (Study Kasus Pada Akun Instagram @hayu_outfit) Nina Lelawati; Yateno; Amar Asyam Alfaras
Jurnal Manajemen DIVERSIFIKASI Vol. 4 No. 1 (2024): Maret
Publisher : Universitas Muhammadiyah Metro

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24127/diversifikasi.v4i1.2761

The effectiveness of segmentation, targeting, and positioning on consumer behavior carriedout by the @hayu_outfit Instagram account. The purpose of this study is to examine the effectof the effectiveness of segmentation, targeting, and positioning on consumer behavior carriedout by the @hayu_outfit Instagram account. This type of research includes correlativequantitative research. The population in this study were 94buyers taken from regular buyersat @hayu_outfit. The method used in the study is the type of data to be used, namely primarydata. Of the 117 questionnaires distributed, only 94 questionnaires could be processed. Thedata is then tested for data quality by using the validity test, reliability test. After testing thequality of the data then tested using the Spearman rank test. Then the data were analyzedusing the coefficient of determination test. The results of this study are the effect of theeffectiveness of segmentation, targeting, and positioning on consumer behavior carried outby the @hayu_outfit Instagram account. The effectiveness of segmentation has a positive andsignificant effect on consumer behavior, targeting has a positive and significant effect onconsumer behavior, positioning has a positive and significant effect on consumer behavior.

Pengaruh Budaya Kaizen Dan Motivasi Terhadap Kinerja Karyawan Pada PT Buma Cima Nusantara Lampung Utara Yateno; Suwarto; Lexsi Susandi
Jurnal Manajemen DIVERSIFIKASI Vol. 4 No. 3 (2024): September
Publisher : Universitas Muhammadiyah Metro

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24127/diversifikasi.v4i3.3338

Employee performance is high, and this is where Kaizen work culture and work motivation play an important role in influencing employee performance. So much needed research on Kaizen culture and motivation on employee performance. Work culture motivates employees to bring out the best in what the organization gives them to improve their performance and provide the best results for the company/organization. The purpose of this study was to determine the joint influence of Kaizen culture and work motivation on the performance of PT. Buma Cima Nusantara. In this study using primary data and secondary data, the research method used is the technique used in Probability Sampling is Sampling Random Sampling, namely taking sample members from the population at random without regard to the existing strata in the population, with a total sample of 108 people. . The data analysis technique used is validity test, reliability test, normality test, linearity test and homogeneity test. Testing the analytical model in this study using multiple linear regression analysis, T test, F test and R determination. Based on the results of the study using the T test, it was found that the kaizen culture had no and insignificant effect on employee performance at PT Buma Cima Nusantara Bunga Mayang North Lampung, motivation had a significant effect on employee performance at PT Buma Cima Nusantara Bunga Mayang North Lampung. From the F test, it is found that the kaizen culture and motivation together have a significant and significant effect on the performance of employees at PT Buma Cima Nusantara Bunga Mayang, North Lampung.

Pengaruh Kualitas Makanan, Cita Rasa Dan Persepsi Harga Terhadap Loyalitas Konsumen Di Rumah Makan Sutini Simbarwaringin Lampung Tengah Yateno; Selamet Fuadi; Tyas Giri Anjani
Jurnal Manajemen DIVERSIFIKASI Vol. 4 No. 1 (2024): Maret
Publisher : Universitas Muhammadiyah Metro

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24127/diversifikasi.v4i1.3425

The aim of this research is to determine the influence of food quality, taste and priceperception on consumer loyalty at Ibu Sutini Restaurant. The research method usesquantitative research. The objects in the research are food quality, taste, price perceptionand consumer loyalty at Ibu Sutini's Restaurant. The population in this study is all consumerswho visit restaurants. Samples were taken using an accidental sampling technique thathappened to be encountered during the research. The number of samples was 66 consumers.Data was taken using a closed questionnaire on a 1-5 Likert scale which was then analyzedusing multiple linear regression techniques with the help of SPSS version 21.0. The researchresults show that the food quality variable influences consumer loyalty, the taste variableinfluences food loyalty, the price perception variable has a positive influence on consumerloyalty, and the food quality, taste and price perception variables simultaneously influenceconsumer loyalty. Thus, it can be concluded that the variables of food quality, taste and priceperception can increase consumer loyalty to Ibu Sutini's Restaurant.

Peran Shooping Life Style Sebagai Variabel Mediasi Antara Hedonic Shooping Value Dan Utilitarian Value Terhadap Impulse Buying Pada Mahasiswa Fakultas Ekonomi Dan Bisnis Universitas Muhammadiyah Metro Selamet Fuadi; Yateno; Bergita Novilan
Jurnal Manajemen DIVERSIFIKASI Vol. 4 No. 2 (2024): Juni
Publisher : Universitas Muhammadiyah Metro

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24127/diversifikasi.v4i2.3463

Shopping is generally just buying the materials or products that are needed, but with the many variations of various products today, students of the Faculty of Economics and Business at Muhammadiyah Metro University spend more time choosing materials or products that are not only needed but also wanted and cause purchases suddenly without regard to the benefits of these goods. The factors that encourage students to do impulse buying include promotions/discounts, attractive models or just satisfying feelings. This research was conducted at Muhammadiyah Metro University. This study aims to determine the role of shopping lifestyle as a mediating variable between hedonic shopping values and utilitarian values on impulse buying in students of the Faculty of Economics and Business, University of Muhammadiyah Metro. This study used 92 respondents as the research sample and the sampling technique used accidental sampling. The data analysis method used is a quantitative analysis method including equation test, model test and hypothesis test. The results of this study indicate that the two independent variables, namely hedonic shopping value and utilitarian value, have an effect on impulse buying and the shopping lifestyle variable mediates these two variables so that each variable has an effect on impulse buying.

Pengaruh Iklim Organisasi Dan Komitmen Organisasi Terhadap Organizational Citizenship Behaviour Di Kantor SAMSAT Kota Metro Yateno; Deny Edy Widodo; Didik Santoso
Jurnal Manajemen DIVERSIFIKASI Vol. 4 No. 2 (2024): Juni
Publisher : Universitas Muhammadiyah Metro

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24127/diversifikasi.v4i2.3750

The purpose of this research is to test whether organizational climate and organizationalcommitment either partially or simultaneously have a role in influencing organizationalcitizenship behavior at the Metro City Samsat Office. The design of this study usesquantitative, the number of samples found in employees is 32 respondents. The samplingtechnique uses census sampling. Data analysis used validity and reliability tests, prerequisitetests used normality, linearity and homogeneity. And analysis of decision making usingmultiple regression with partial test (t), simultaneous (f) and the coefficient of determination.The results of the analysis prove that organizational climate and organizational commitmentboth partially and simultaneously have a role in influencing organizational citizenshipbehavior, meaning the behavior of employees who voluntarily do work beyond the standardassignment given to them, in order to help the company's sustainability. achieve its goals soas to incr

Pengaruh Kualitas Produk Dan Harga Terhadap Kepuasan Konsumen Pada PT. Tri Sakti Purwoasri Makmur Indonesia Propinsi Lampung Yateno; Durotun Nasikah; Nanang Wahyudin
Jurnal Manajemen DIVERSIFIKASI Vol. 4 No. 3 (2024): September
Publisher : Universitas Muhammadiyah Metro

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24127/diversifikasi.v4i3.3754

Consumer satisfaction is a scourge of success in a company in maintaining its products andpersuading consumers to make purchases, so this research aims to examine both partiallyand simultaneously the effect of product quality and price on customer satisfaction at PT. TriSakti Lampung Group. The research design uses a quantitative approach with a total sampleof 52 consumers. The sampling technique is Purposive Sampling. While the data analysistechnique used is a questionnaire and tests the questionnaire by testing validity, reliability,and prerequisite analysis tests, namely normality, homogeneity, linearity and multipleregression through partial t tests and simultaneous tests. The results of the analysis provethat partially product quality and price have an influence on consumer satisfaction in makingtransactions to buy products sold at PT. Group Magic Tricks

Pengaruh Status Sosial, Kualitas Produk, Dan Kepuasan Konsumen Terhadap Minat Beli Ulang Kopi Susu Baper Di Kota Metro Selamet Fuadi; Yateno; Esza Reymitha
Jurnal Manajemen DIVERSIFIKASI Vol. 4 No. 3 (2024): September
Publisher : Universitas Muhammadiyah Metro

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24127/diversifikasi.v4i3.3915

Repurchasing from consumers is a matter of great concern to a company, where to make this happen the company must pay attention to several factors related to this behavior. Repurchasing behavior of consumers is related to the quality of the products offered, the quality of service to create customer satisfaction. This study aims to determine the effect of social status, product quality, and consumer satisfaction on the intention to repurchase Baper Milk Coffee in Metro City.The research design is quantitative research or verification research. The variables in this study are social status, product quality, and consumer satisfaction with repurchase intention. The population and research sample were consumers of Metro City Baper Milk Coffee with a total sample taken of 96 people. Data collection techniques using a questionnaire. The analytical tool used is data quality analysis and Multiple Linear Regression with the SPSS program.The results showed that social status, product quality, and customer satisfaction had a significant effect on consumer repurchase intentions. Simultaneous test results show that social status, product quality, and consumer satisfaction together have a significant effect on consumer repurchase intention.

PERAN SHOOPING LIFESTYLE SEBAGAI VARIABEL MEDIASI ANTARA HEDONIC SHOOPING VALUE DAN UTILITARIAN VALUE TERHADAP IMPULSE BUYING Bergita Novilan; Yateno; Suwarto
Journal of Managiere and Business Vol 1 No 2 (2023): October
Publisher : EDU PARTNER INDONESIA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.69747/managiere.v1i2.33

Berbelanja pada umumnya merupakan membeli bahan atau produk yang dibutuhkan saja, akan tetapi dengan banyaknya variasi dari berbagai produk saat ini membuat mahasiswa Fakultas Ekonomi dan Bisnis Universitas Muhammadiyah Metro lebih banyak menghabiskan waktu untuk memilih bahan atau produk yang tidak hanya dibutuhkan melainkan juga diinginkan dan menyebabkan timbulnya pembelian secara tibatiba tanpa memperhatikan manfaat dari barang tersebut. Adapun fakor yang mendorong mahasiswa melakukan impulse buying diantaranya merupakan promosi/diskon, model yang menarik atau sekedar memuaskan perasaan. Penelitian ini dilakukan di Universitas Muhammadiyah Metro. Penelitian ini bertujuan untuk mengetahui Peran shooping lifestyle sebagai variabel mediasi antara hedonic shooping value dan utilitarian value terhadap impulse buying pada Mahasiswa Fakultas ekonomi dan bisnis Universitas Muhammadiyah Metro. Penelitian ini menggunakan 92 responden sebagai sampel penelitian dan teknik penentuan sampel menggunakan accidental sampling. Metode analisis data yang digunakan adalah metode analisis kuantitatif diantaranya uji persamaan, uji model dan uji hipotesis. Hasil penelitian ini menunjukan bahwa kedua variabel independent yaitu hedonic shooping value dan utilitarian value berpengaruh terhadap impulse buying dan variabel shooping lifestyle memediasi kedua variabel tersebut sehingga masing masing variabel berpengaruh terhadap impulse buying.

Pengaruh Viral Marketing dan Variasi Menu Terhadap Keputusan Pembelian dengan Kepuasan Konsumen Sebagai Variabel Intervening Pada Kedai Kerang Dekaje Di Kota Metro Tania Audry Putri; Yateno; Nani Septiana
Jurnal Manajemen DIVERSIFIKASI Vol. 6 No. 2 (2026): Juni
Publisher : Universitas Muhammadiyah Metro

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24127/diversifikasi.v6i2.6553

The presence of rapidly developing technology today means that people get more information on social media. The growing trend of adopting social media as a marketing activity means that business actors are required to be smarter in their approach to consumers. Through social media, consumers and entrepreneurs are more effective in interacting indirectly. This research aims to determine the influence of Viral Marketing on Purchasing Decisions on Dekaje Shellfish. To find out how menu variations influence purchasing decisions at the Dekaje Shellfish Shop. To find out how consumer satisfaction influences purchasing decisions. To find out whether Viral Marketing and Menu Variations have a positive effect on Purchasing Decisions at the Dekaje Shellfish Shop and Consumer Satisfaction as an intervening variable. The sample in this study was 95 consumers of Kerang Kerang Dekaje. Data collection uses a questionnaire and data analysis uses, validity test, reliability test, normality test, linearity test, homogeneity test, t test, path analysis test using the program (SPSS). The research results show that there is a direct and significant influence of Viral Marketing and Menu Variations on Purchasing Decisions, there is a direct and significant influence of Viral Marketing and Menu Variations on Consumer Satisfaction, and there is an indirect and significant influence of Viral Marketing and Menu Variations on Purchasing Decisions and Consumer Satisfaction As an Intervening Variable

Pengaruh E-Commerce Dan Media Sosial Terhadap Keputusan Pembelian Wisnu Wardana, Ida Bagus; Yateno; Selamet Fuadi
Jurnal Manajemen DIVERSIFIKASI Vol. 6 No. 3 (2026): September
Publisher : Universitas Muhammadiyah Metro

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24127/diversifikasi.v6i3.6608

To be able to develop, a company must go through struggle and be supported by good and mature management in facing various problems and obstacles that exist in the business world. The emergence of very tight competition causes businesses to compete with each other to face competition and gain competitive advantage. To face this era of increasingly fierce industrial competition, good marketing strategies are needed to run entrepreneurship effectively and efficiently. Therefore, an entrepreneur must carry out a strategy to be able to compete with other entrepreneurs. Purchasing decisions depend on where consumers know and get information about the products offered. Judging from the era where technology has become commonplace among society, one strategy in marketing products is through online media, this concerns e-commerce and social media. This research aims to find out whether e-commerce influences purchasing decisions for Kopi Susu Baper in Metro City. To find out whether social media influences purchasing decisions for Baper Milk Coffee in Metro City. To find out whether e-commerce and social media influence purchasing decisions for Baper Milk Coffee in Metro City. The research sample consisted of 70 respondents. Data collection techniques use observation, interviews and questionnaires. Data analysis uses validity tests, reliability tests, normality tests, linearity tests, homogeneity tests, multiple regression analysis, partial tests (T), joint tests (F) and coefficient of determination (R2) using the program (SPSS). The results of this research show that there is a positive and significant influence of e-commerce on purchasing decisions. On the positive and significant influence of social media on purchasing decisions. There is a positive and significant influence of e-commerce and social media on purchasing decisions.

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