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All Journal Study of Scientific and Behavioral Management (SSBM)
Abdullah, Wahidah -
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Decision Sciences, Operations Research & Management

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Faktor-faktor Yang Memengaruhi Sikap Pelanggan Generasi Milenial Terhadap Iklan Online Fashion di Kota Makassar Abdullah, Wahidah -; Aprilia, Lia; Rahman, Muh. Akil
Study of Scientific and Behavioral Management Vol 2 No 4 (2021)
Publisher : Universitas Islam Negeri Alauddin Makassar, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24252/ssbm.v2i4.26103

Abstract

ABSTRAKPenelitian ini bertujuan untuk menguji bagaimana faktor-faktor yang memengaruhi sikap pelanggan generasi millenial terhadap iklan online fashion di Kota Makassar  Penelitian ini juga menganalisis faktor mana saja yang memiliki pengaruh paling kuat terhadap sikap pelanggan generasi milenial terhadap iklan online fashion di Kota Makassar. Penelitian ini merupakan jenis penelitian kuantitatif dengan menggunakan data primer yang dikumpulkan melalui sebaran kuisioner kepada 100 responden generasi milenial di Kota Makassar. Analisis data menggunakan analisis regresi berganda Hasil penelitian menunjukkan bahwa credibility, informatiness, entertainment, dan incentive secara parsial berpengaruh positif dan signifikan terhadap sikap pelanggan milenial terhadap iklan online fashion. Selain itu, credibility dan incentive merupakan dua faktor yang berpengaruh paling dominan terhadap sikap pelanggan milenial terhadap iklan online fashion di Kota Makassar dengan koefisien regresi masing-masing 0,600 (60%) dan 0,846 (84.6%).Kata Kunci: Credibility, Entertainment, Incentive, Informativeness, Iklan Online Fashion ABSTRACT This study aims to test how the factors that affect the attitude of millennial customers towards online fashion advertising in Makassar City This study also analyzed which factors had the most powerful influence on millennial customers' attitudes towards online fashion advertising in Makassar City. This research is a type of quantitative research using primary data collected through the distribution of questionnaires to 100 millennial respondents in Makassar City. Data analysis using multiple regression analysis Results show that credibility, informatiness, entertainment, and incentives partially positively and significantly affect millennial customers' attitudes toward fashion online advertising. In addition, credibility and incentive are the two factors that influence the most dominant attitude of millennial customers towards online fashion advertising in Makassar City with regression coefficients of 0.600 each and 0.846.Keywords: Credibility, Entertainment, Incentive, Informativeness, Iklan Online Fashion 
Pengaruh Iklan Online dan Citra Merek Terhadap Minat Beli Dengan Kepercayaan Merek Sebagai Variabel Intervening pada Toko Online Shopee di Makassar Nugroho, Muhammad Iqbal Yudha; Efendi, Ahmad; Abdullah, Wahidah -
Study of Scientific and Behavioral Management Vol 3 No 2 (2022): Efektifitas Penggunaan Sumber Daya Perusahaan di Masa Covid-19
Publisher : Universitas Islam Negeri Alauddin Makassar, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24252/ssbm.v3i2.29409

Abstract

ABSTRACT This study aims to determine the effect of online advertising and brand image on buying interest with brand trust as an intervention variable at the online shopee shop in Makassar. This study uses primary data by taking data from the distribution of questionnaires. The sampling technique in this study is purposive sampling so that the number of samples used is 130 people. The data analysis technique in this study uses path analysis using SPSS which is directed to examine the relationship between online advertising and brand image variables on buying interest with brand trust as an intervention variable at the online shopee shop in Makassar. The results of this study indicate that online advertising has a positive and significant effect on brand trust. Brand image has a positive and significant effect on brand trust. Brand trust has a positive and significant effect on buying interest. online advertising has a positive and significant effect on buying interest. Brand image has a positive and significant effect on buying interest. Online advertising through brand trust has a positive and significant effect on buying interest. Brand image through brand trust has a positive and significant effect on buying interest. Keywords: Online advertising, Brand image, Brand trust, and Buying interest
Pengaruh Kualitas Layanan Terhadap Minat Beli dan Kepuasan Pelanggan Sebagai Variabel Intervening pada Charles & Keith Mall Ratu Indah Makassar Syamnarila, Ayu Putri; Efendi, Ahmad; Abdullah, Wahidah -
Study of Scientific and Behavioral Management Vol 3 No 3 (2022): Management & Islamic Finance in the New Era
Publisher : Universitas Islam Negeri Alauddin Makassar, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24252/ssbm.v3i3.31897

Abstract

: This study aims to determine the effect of service quality on purchase intention mediated by customer satisfaction at Charles & Keith Mall Ratu Indah Makassar. This study uses primary data and secondary data, the sampling technique in this study is using a non-probability sampling technique using the Joseph Hair formula, so that the number of samples in this study is 140 respondents. The data analysis technique in this study is using Structural Equation Modeling (SEM) using the help of SmartPLS version 3.0 for windows, which is directed to answer the problem formulation or hypothesis that has been formulated in this study and is used to test the relationship of service quality variables to buying interest directed to answer the formulation of the problem or hypothesis that has been formulated in this study and is used to test the relationship between the buying interest variable and the customer satisfaction variable as a mediating variable. The results of this study indicate that service quality has a positive effect on customer satisfaction, customer satisfaction has a positive effect on buying interest, service quality has a positive effect on buying interest, and service quality has a positive effect on buying interest through customer satisfaction at Charles & Keith Mall Ratu Indah Makassar consumers.
Co-Authors Ahmad Efendi Lia Aprilia Nugroho, Muhammad Iqbal Yudha Rahman, Muh. Akil Syamnarila, Ayu Putri