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Sri Rejeki Ekasasi
STIM YKPN Yogyakarta
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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The Influence Of Green Marketing and Green Brand Image nn Green Satisfaction Starbucks Yogyakarta Yoga Pranata; Sri Rejeki Ekasasi
Cakrawangsa Bisnis: Jurnal Ilmiah Mahasiswa Vol 3, No 1 (2022): April
Publisher : Sekolah Tinggi Ilmu Manajemen YKPN Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35917/cb.v3i1.304

Abstract

This study aims to find out the impact of green marketing and green brand image on consumers’ green satisfaction Starbucks Yogyakarta. This research method uses a quantitative method assisted by the analysis of SPSS for windows 25. The sampling technique used is a non-probability sampling method with a purposive sampling method with 100 consumers of Starbucks Yogyakarta as respondents. The results of this study show that partially there is a significant positive influence between the green marketing variables toward green satisfaction. and a significant positive influence between the green brand image variables on green satisfaction. In addition, there is also a simultaneous influence between green marketing and green brand image on the green satisfaction of Starbucks Yogyakarta consumers.
Pengaruh E-Service Quality terhadap Kepuasan Penjual Online pada Situs Bukalapak.Com Bayu Rakasiwie; Sri Rejeki Ekasasi
Cakrawangsa Bisnis: Jurnal Ilmiah Mahasiswa Vol 2, No 2 (2021): Oktober
Publisher : Sekolah Tinggi Ilmu Manajemen YKPN Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35917/cb.v2i2.258

Abstract

This study aims to analyze the effect of e-service quality (electronic service quality) on online seller’s satisfaction on the Bukalapak.com site. The population of this study is the site customers who are online sellers with a total of 70 sellers as respondents. Data was obtained through a questionnaire using Google form. Multiple linear regression equation was used to determine the effect between the independent and dependent variables. Prior to data processing, validity, reliability, normality, multicollinearity, heteroscedasticity, and goodness-of-fit tests were conducted. Hypothesis testing is done by t test and R2 termination test. The results showed that the variables of efficiency, reliability, privacy and responsiveness had a positive and significant effect on online seller’s satisfaction on the Bukalapak.com site.
Pengaruh Social Media Marketing, Electronic Word of Mouth dan Brand Trust terhadap Keputusan Pembelian Produk Kosmetik MSI Erikha Pingki; Sri Rejeki Ekasasi
Cakrawangsa Bisnis: Jurnal Ilmiah Mahasiswa Vol 4, No 1 (2023): April
Publisher : Sekolah Tinggi Ilmu Manajemen YKPN Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35917/cb.v4i1.415

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh social media marketing, electronic word of mouth dan brand trust terhadap keputusan pembelian produk Mahkota Sukses Indonesia (MSI) di Yogyakarta. Jenis penelitian yang digunakan dalam penelitian ini adalah penelitian deskriptif kuantitatif. Teknik pengambilan sampel menggunakan teknik non probability sampling dengan metode purposive sampling. Populasi dalam penelitian ini adalah seluruh masyarakat di Yogyakarta yang menggunakan dan melakukan pembelian produk MSI. Sampel yang digunakan dalam penelitian ini berjumlah 100 responden. Teknik pengumpulan data menggunakan kuesioner yang diukur dengan skala Likert dan dibagikan melalui Google form. Analisis data menggunakan regresi linear berganda dengan alat bantu software SPSS versi 25. Hasil analisis data menunjukkan bahwa secara parsial variabel social media marketing, electronic word of mouth dan brand trust berpengaruh positif dan signifikan terhadap keputusan pembelian konsumen produk MSI di Yogyakarta. Kontribusi atau kebaruan dalam penelitian ini terletak pada obyek produk yang diteliti yaitu kosmetik merek yang berbeda dengan penelitian sebelumnya dan dilakukan di wilayah yang berbeda pula.
Pengaruh Citra Merek dan Harga terhadap Keputusan Pembelian Sepatu Ventela di Kalangan Pemuda Yogyakarta dengan Minat Beli sebagai Variabel Mediasi Annisa Nuraini; Retno Hartati; Sri Rejeki Ekasasi; Hari Nurweni
Cakrawangsa Bisnis: Jurnal Ilmiah Mahasiswa Vol 4, No 1 (2023): April
Publisher : Sekolah Tinggi Ilmu Manajemen YKPN Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35917/cb.v4i1.400

Abstract

This study aims to analyze the effect of brand image and price variables on the decision to purchase Ventela shoes among Yogyakarta youth with purchase intention as a mediating variable. This type of research is a quantitative research with a causality survey method. The population in this study were all young people in Yogyakarta who had purchased Ventela shoes. The sample used in this study amounted to 71 people. Sampling was carried out using non-probability sampling technique with purposive sampling method. The survey in this study was carried out by distributing questionnaires through Google Forms. The results of the research were analyzed using PLS-SEM with the help of the SmartPLS 4.0.8.7 application. The results showed that the variable brand image, price, and purchase intention partially had a positive and significant effect on purchasing decisions. This study also found that the brand image and price variables partially had a positive and significant effect on purchase intention, however, the purchase intention variable was unable to mediate the effect of brand image and price variables on purchasing decisions for Ventela shoes among Yogyakarta youth.
Co-Authors Annisa Nuraini Bayu Rakasiwie Erikha Pingki Hari Nurweni Retno Hartati Yoga Pranata