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All Journal Jurnal Wira Ekonomi Mikroskil Management Studies and Business Journal
Stefhanny, Stefhanny
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Pengaruh Kualitas Produk, Harga, Dan Brand Ambassador Terhadap Keputusan Pembelian Dengan Minat Beli Sebagai Variabel Intervening Stefhanny, Stefhanny; Itanza, Vionita; William, William; Tarigan, Purnaya Sari
Jurnal Wira Ekonomi Mikroskil Vol. 14 No. 2 (2024): Volume 14 Nomor 2 Edisi Oktober 2024
Publisher : Fakultas Bisnis Universitas Mikroskil

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55601/jwem.v14i2.1384

Abstract

Penelitian ini bertujuan untuk mengetahui dan menganalisis perngaruh kualitas produk, harga, dan brand ambassador terhadap keputusan pembelian dengan minat beli sebagai variabel intervening. Populasi yang digunakan dalam penelitian ini sebanyak 374 orang. Metode pengumpulan data yang digunakan adalah kuesioner dan diperoleh dari 100 mahasiswa Universitas Mikroskil yang menjadi objek penelitian. Jenis penelitian yang digunakan adalah penelitian kuantitatif asosiatif. Hasil analisis menunjukan bahwa kualitas produk tidak berpengaruh secara parsial terhadap minat beli. Harga dan brand ambassador berpengaruh positif dan signifikan terhadap minat beli. Minat beli dan brand ambassador tidak berpengaruh secara parsial terhadap keputusan pembelian. Kualitas produk dan harga berpengaruuh positif dan signifikan terhadap keputusan pembelian. Minat beli tidak dapat menjadi mediasi antara kualitas produk dan keputusan pembelian, harga dan keputusan pembelian, brand ambassador dan keputusan pembelian. Hasil Ajusted R-Square menjelaskan bahwa Minat beli (Z) dipengaruhi sebesar 47,9% oleh variael yang diteliti dan 52,1% dipengaruhi oleh variabel yang tidak diteliti serta Keputusan pembelian (Y) dipengaruhi sebesar 25,5% oleh variabel yang diteliti dan 74,6% dipengaruhi oleh faktor yang tidak diteliti. Kata kunci: kualitas produk, harga, brand ambassador, minat beli, keputusan pembelian
THE INFLUENCE OF INCENTIVES, CAREER DEVELOPMENT AND LEADERSHIP ON THE PERFORMANCE OF EMPLOYEES OF PT. BANK OCBC NISP KENDARI BRANCH Stefhanny, Stefhanny; Madjid, Rahmat; Supriaddin, Nofal
Management Studies and Business Journal (PRODUCTIVITY) Vol. 1 No. 11 (2024): Management Studies and Business Journal (PRODUCTIVITY)
Publisher : Penelitian dan Pengembangan Ilmu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62207/kgb20x10

Abstract

The purpose of this study is to find out and analyze: (1) The influence of incentives, career development and leadership on the performance of employees of PT. Bank OCBc NISP Kendari Branch; (2) The effect of incentives on the performance of employees of PT. Bank OCBc NISP Kendari Branch; (3) The effect of career development on the performance of employees of PT. Bank OCBc NISP Kendari Branch; (4) The influence of leadership on the performance of employees of PT. Bank OCBc NISP Kendari Branch. The population in this study is all employees of PT. Bank OCBc NISP Kendari Branch which totals 33 employees and at the same time is used as a respondent in this study using census techniques. The data analysis methods used in this study are descriptive analysis and inferential statistics, namely SPSS. The results of the study stated that: (1) Incentives, career development and leadership have a positive and significant effect on the performance of employees of PT. Bank OCBc NISP Kendari Branch; (2) Incentives have a positive and significant effect on the performance of employees of PT. Bank OCBc NISP Kendari Branch; (3) Career development has a positive and significant effect on the performance of employees of PT. Bank OCBc NISP Kendari Branch; (4) Leadership has a positive and significant effect on the performance of employees of PT. Bank OCBc NISP Kendari Branch
Co-Authors Itanza, Vionita Rahmat Madjid Supriaddin, Nofal Tarigan, Purnaya Sari William William