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All Journal Jurnal Aplikasi Bisnis dan Manajemen (JABM) E-Journal Jurnal Performa: Jurnal Manajemen dan Start-up Bisnis
Pranoto, Henry
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Decision Sciences, Operations Research & Management

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PENGARUH TREND DAN DIGITAL MARKETING YOUTUBE TERHADAP BRAND AWARENESS INDONESIA TECH TREND PADA MAHASISWA UNIVERSITAS CIPUTRA SURABAYA ANGKATAN 2017 Ongkowidjojo, Hogiharto; Pranoto, Henry
PERFORMA Vol. 8 No. 1 (2023): Performa
Publisher : Universitas Ciputra Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37715/jp.v8i1.2014

Abstract

Indonesia Tech Trend is a company that runs in distribution field of technological products and other trendy products. Indonesia Tech Trend has been established since 2017. The products of Indonesia Tech Trend are technology products such as computers, computer equipment, and trendy electronic products. Indonesia Tech Trend exists to ensure people’s need, especially technological lovers, brand awareness can be influenced by some factors. In brand equity theory, there are some factors that affect brand awareness, that is, promotions belong to digital marketing and trend. The purpose of this research is to find out the effect of trends on brand awareness and the effect of digital marketing on Youtube on brand awareness. The method in this research is descriptive quantitative, with multiple linear regression analysis method using Statistical Product and Service Solution (SPSS). This research has the total sample of 110 respondents who are 2017 universitas ciputra students, Surabaya with the result of the research shows that trend does not effect on brand awareness and digital marketing Youtube effects and significant on brand awareness.
Service Quality Influence on Repurchase Intention, Through Customer Satisfaction Mediation: Indonesia Music Studio Perspective Pranoto, Henry; Soetedja, Venny; Paramitha, Teta Maharani; Wibowo, Analicia
Jurnal Aplikasi Bisnis dan Manajemen Vol. 9 No. 3 (2023): JABM Vol. 9 No. 3, September 2023
Publisher : School of Business, Bogor Agricultural University (SB-IPB)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.17358/jabm.9.3.706

Abstract

The research purpose is to find significant effect of service quality (tangible, reliable, responsiveness, assurance, and empathy) on repurchase intention, through intervening variable of customer satisfaction at Bumi Musik Gemilang (BMG) recording studio, Malang-Indonesia. This quantitative research applies JASP software, an open-source statistics program, to process the questionnaires research data. The research participants consist of 169 respondents who are customers of BMG Music Recording Studio. The results show that the five dimensions of service quality have a significant effect on customer satisfaction. Meanwhile, the dimensions of service quality that have a significant effect on repurchase intention through the mediation of customer satisfaction are reliability and empathy. However, the variable customer satisfaction does not show a mediating effect on the relationship between the dimensions of tangible, responsiveness and assurance on repurchase intention. Customer satisfaction has a significant effect as an intervening variable between service quality and repurchase intention. Keywords: customer satisfaction, Indonesia, music recording studio, repurchase intention, service quality
Co-Authors Ongkowidjojo, Hogiharto Paramitha, Teta Maharani Soetedja, Venny Wibowo, Analicia