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All Journal Jurnal Mahasiswa Entrepreneur
Putri, Dinda Purnama
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Economics, Econometrics & Finance Electrical & Electronics Engineering Social Sciences

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PENGARUH PROMOSI DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN PADA CAFE FOODHOUSE DENGAN KEPUASAN KONSUMEN SEBAGAI VARIABLE MODERATING Putri, Dinda Purnama; Karnadi, Karnadi; Fandiyanto, Randika
Jurnal Mahasiswa Entrepreneurship (JME) Vol 3 No 2 (2024): FEBRUARI 2024
Publisher : Fakultas Ekonomi dan Bisnis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36841/jme.v3i2.4846

Abstract

A cafe is a place to relax and chat where visitors can order drinks and food. Cafes have the potential for a solid national economic base and labor absorption that can impact a region's economy. This study aimed to analyze the effect of promotion and brand image on purchasing decisions, with consumer satisfaction as a moderating variable. The population in this study were Foodhouse consumers in Situbondo. The sampling technique was determined by simple random sampling. This study's data analysis and hypothesis testing used the Structural Equation Model-Partial Least Square (PLS-SEM). The results of the direct effect hypothesis test using the Smart PLS 3.0 application show that promotion has a significant positive effect on purchasing decisions, brand image has a positive but insignificant impact on buying decisions, customer satisfaction negatively weakens the relationship between the influence of promotion on buying decisions, customer satisfaction positively weakens the relationship between the influence of brand image on purchasing decisions.
PENGARUH MEDIA SOSIAL TERHADAP POLA KOMUNIKASI MAHASISWA UNIVERSITAS ABDURRACHMAN SALEH SITUBONDO Widiarti, Dian; Ramadhanti, Alifia Ayu; Hamid, Zainol Hasan; Adhitya, Dhimas; Farisi, Jufair; Putri, Dinda Purnama
Jurnal Mahasiswa Entrepreneurship (JME) Vol 3 No 3 (2024): MARET 2024
Publisher : Fakultas Ekonomi dan Bisnis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36841/jme.v3i3.4852

Abstract

Social media is one of the technological developments that has played a big role in making it easier for humans to communicate and socialize. Social media is online media that is used as a means of online social interaction on the internet. Users can communicate with each other, interact, share, network, and various other activities through social media. Communication is a process of conveying messages that involves several components or elements, such as communicator activities, messages, and communication. Communication is a very important force in human life and organizations, because it allows individuals to connect and inform each other. The research is based on the main discussion topic of the researcher's thinking about social media on student communication patterns at Abdurachman Saleh University. The data collection method used in the research was in the form of direct interviews with samples that the researchers felt were suitable as data collection media.
Co-Authors Adhitya, Dhimas Dian Widiarti Fandiyanto, Randika Farisi, Jufair Hamid, Zainol Hasan Karnadi, Karnadi Ramadhanti, Alifia Ayu