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All Journal Pusat Publikasi Ilmu Manajemen Master Manajemen Jurnal Media Akademik (JMA)
Asep Ferry Bastian
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Religion Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences Other

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PENGARUH BOYCOT MOVEMENT TERHADAP MINAT BELI PRODUK MCDONALD’S DENGAN INOVASI PRODUK DAN BERITA GENCATAN SENJATA SEBAGAI VARIABEL MODERASI (STUDI KASUS MCDONALD’S CIPONDOH KOTA TANGERANG) Davina Prameswari Adrianti Putri; Asep Ferry Bastian; Bagus Manunggal
Jurnal Media Akademik (JMA) Vol. 3 No. 8 (2025): JURNAL MEDIA AKADEMIK Edisi Agustus
Publisher : PT. Media Akademik Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62281/7fm7v231

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh Gerakan Boikot terhadap minat beli konsumen terhadap produk McDonald’s, dengan mempertimbangkan peran Inovasi Produk dan Berita Gencatan Senjata sebagai variabel moderasi. Objek penelitian adalah konsumen McDonald’s di Kecamatan Cipondoh, Kota Tangerang, dengan jumlah responden sebanyak 206 orang. Pendekatan yang digunakan adalah kuantitatif dengan desain penelitian asosiatif. Teknik pengambilan sampel menggunakan non-probability sampling dengan metode accidental sampling, sementara analisis data dilakukan menggunakan metode SEM-PLS (Structural Equation Modeling Partial Least Squares) melalui perangkat lunak SmartPLS. Hasil penelitian menunjukkan bahwa Boycott Movement berpengaruh positif dan signifikan terhadap minat beli konsumen, yang menunjukkan kompleksitas sikap konsumen di tengah isu sosial. Sebaliknya, Inovasi Produk dan Berita Gencatan Senjata secara langsung tidak berpengaruh signifikan terhadap minat beli. Namun, Berita Gencatan Senjata terbukti memoderasi secara signifikan pengaruh Boycott Movement terhadap minat beli dengan arah negatif, yang mengindikasikan bahwa ketegangan geopolitik yang mereda dapat menurunkan pengaruh boikot. Sementara itu, Inovasi Produk tidak menunjukkan efek moderasi yang berarti. Peneliti menyarankan McDonald’s agar mengembangkan strategi komunikasi yang berbasis nilai dan empati, serta mempertimbangkan pendekatan emosional dalam mengembangkan inovasi produk. Penelitian ini juga merekomendasikan studi lanjutan dengan pendekatan kualitatif dan jangkauan geografis yang lebih luas untuk memperoleh pemahaman yang lebih mendalam mengenai perilaku konsumen dalam konteks sosial-politik.
Pengaruh Diskon dan Kualitas Produk terhadap Keputusan Pembelian Produk Somethinc di Marketplace Shopee dengan Ulasan Produk Sebagai Variabel Moderasi Muhibah Muhibah; Asep Ferry Bastian; Bagus Manunggal
PPIMAN Pusat Publikasi Ilmu Manajemen Vol. 3 No. 3 (2025): Juli : Pusat Publikasi Ilmu Manajemen
Publisher : Fakultas Ekonomi & Bisnis, Universitas Nusa Nipa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59603/ppiman.v3i3.984

Abstract

This study aims to analyze and determine the extent to which discounts and product quality influence purchasing decisions for Somethinc products, with product reviews as a moderating variable. The background of this study is based on the increasingly fierce competition in the cosmetics industry, which encourages manufacturers to implement effective marketing strategies, one of which is through providing discounts, improving product quality, and utilizing consumer reviews. The type of research used is quantitative with a causal approach. The data used is primary data obtained through the distribution of online questionnaires to respondents who meet the criteria. The study population is Somethinc product users who make purchases through the Shopee e-commerce platform. The sampling technique used the convenience sampling method with a sample size of 160 respondents. Data analysis was carried out using the Partial Least Square (PLS) method with the help of SmartPLS 3.0 software. The results of the study indicate that discounts have a positive and significant effect on purchasing decisions, indicating that the more attractive the discount offered, the more likely consumers are to make a purchase. Similarly, product quality has a positive and significant effect on purchasing decisions, meaning that the better the product quality perceived by consumers, the higher the tendency to buy. However, the results of the moderation effect test revealed that product reviews were unable to moderate the relationship between discounts and product quality on purchase decisions. This indicates that while product reviews can be a factor in consumer considerations, their influence is not strong enough to strengthen or weaken the relationship between these two independent variables and purchase decisions. This finding has implications for cosmetics businesses, particularly Somethinc, to focus more on pricing strategies and improving product quality as key factors in driving consumer purchase decisions.  
Pengaruh Atmosfer Toko dan Kualitas Pelayanan Terhadap Keputusan Pembelian dengan Variasi Produk Sebagai Variabel Moderasi : Studi Kasus Toko Baju 3 Saudara di Kabupaten Tangerang Astri Hamidatul Asma; Asep Ferry Bastian; Bagus Manunggal
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.v3i3.985

Abstract

The current business world is developing in a fast and dynamic global economic environment, creating new challenges for business actors. In the marketing sector, this condition is characterized by increasingly fierce competition. Companies are required to adapt to diverse consumer preferences and needs. In the marketing process, several factors influence purchasing decisions, including store atmosphere, service quality, and product variety. This study aims to analyze the influence of store atmosphere and service quality on purchasing decisions, with product variety as a moderating variable. This study was conducted at the 3 Saudara Clothing Store in Tangerang Regency. The research population was all store visitors, with a sample of 155 respondents obtained using non-probability sampling techniques, specifically accidental sampling. Data collection was carried out through questionnaires, while data analysis used SmartPLS software version 4.0. The results of the study show: (1) Store atmosphere has a significant effect on purchasing decisions; (2) Service quality has a significant effect on purchasing decisions; (3) Product variety moderates the relationship between store atmosphere and purchasing decisions; and (4) Product variety moderates the relationship between service quality and purchasing decisions. These findings indicate that store atmosphere and service quality play a significant role in driving purchasing decisions, and this influence can be amplified through product diversity. Therefore, maintaining a comfortable and attractive store environment, improving service quality, and providing a wide product variety are important strategies for retail stores in facing increasingly competitive markets.
Co-Authors Astri Hamidatul Asma BAGUS MANUNGGAL Davina Prameswari Adrianti Putri Muhibah Muhibah