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Irawan Malebra
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Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Languange, Linguistic, Communication & Media Library & Information Science

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Influence of Word of Mouth, Brand Image and Product Quality on Purchase Decision: Case Study on Bango Soy Sauce Consumers Arda; Rara Ririn Budi Utaminingtyas; Irawan Malebra
JOBS (Jurnal Of Business Studies) Vol. 10 No. 2 (2024): Desember 2024
Publisher : Politeknik Negeri Semarang

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This research aims to analyze the influence of Word of Mouth Communication, Brand Image and Product Quality on Purchasing Decisions (Case Study of Bango Soy Sauce Consumers). The independent variables are, Word of Mouth Communication (X1), Brand Image (X2) and Product Quality (X3), while the dependent variable is, Purchase Decision (Y). This research involved 112 respondents as a sample of Bango soy sauce consumers in Semarang City. By applying a side non-probability method that focuses on purposive sampling to select samples. Data were analyzed using the SPSS version 26.0 program. The findings of this research suggest that the word-of-mouth communication variable partially has no significant effect on purchasing decisions, while the brand image variable and product quality variables partially have a significant effect on purchasing decisions. Furthermore, word of mouth communication variables, brand image and product quality simultaneously have a significant effect on purchasing decision variables. Testing the coefficient of determination produces an influence of word of mouth communication variables, brand image and product quality of 53% on purchasing decision variables. The implication of this research is, creating content that contains positive reviews about Bango soy sauce consumers when using products on various social media platforms owned by Bango soy sauce. Penelitian yang dilakukan mempunyai tujuan menyelidiki dan menilai pengaruh Komunikasi dari Mulut ke Mulut, Citra Merek dan Kualitas Produk terhadap Keputusan Pembelian (studi kasus pada konsumen kecap Bango). Variabel independennya yaitu, Komunikasi dari Mulut ke Mulut (X1), Citra Merek (X2) dan Kualitas Produk (X3) sementara variabel dependen yang digunakan ialah, variabel Keputusan Pembelian (Y). Penelitian ini melibatkan 112 responden sebagai sampel konsumen kecap Bango di Kota Semarang. Metode nonprobability samping dengan berfokus pada purposive sampling diterapkan guna memilih sampel, yang mempunyai kriteria responden yaitu telah mengkonsumsi produk kecap Bango setidaknya satu kali atau sudah menjadi pelanggan kecap Bango untuk dirinya sendiri. Data dianalisis menggunakan program pengujian statistik SPSS 26.0. Temuan penelitian ini mengemukakan komunikasi dari mulut ke mulut dengan cara parsial tidak berpengaruh signifikan pada keputusan pembelian, selanjutnya citra merek melalui cara parsial berpengaruh signifikan pada keputusan pembelian dan terakhir kualitas produk dengan cara parsial berpengaruh signifikan pada keputusan pembelian. Kemudian komunikasi dari mulut ke mulut, citra merek dan kualitas produk dengan cara simultan berpengaruh signifikan terhadap keputusan pembelian. Hasil koefisien determinasi menghasilkan pengaruh komunikasi dari mulut ke mulut, citra merek dan kualitas produk senilai 53% pada keputusan pembelian, sementara terdapat variabel yang lain dan tidak ada di model penelitian ini yang memberikan pengaruh 47%.
Influence of Celebrity Endorsement, Electronic Word of Mouth, Perceived Quality on Purchase Decision of Scarlett Whitening Consumer: Case Study on Consumer Store in Semarang City Sapna Putri Handayani; Taviyastuti; Irawan Malebra
JOBS (Jurnal Of Business Studies) Vol. 10 No. 2 (2024): Desember 2024
Publisher : Politeknik Negeri Semarang

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The aim of this research is to find out the influence of celebrity endorsement, ewom, perceived quality on the purchase decision of Scarlett Whitening consumers, a case study of store consumers in Semarang City. Purposive sampling was used to take a sample of 120 people. In research, questionnaires, literature studies, and interviews are used in data collection. Data were processed using descriptive analysis, research instrument testing, and multiple linear regression analysis. Next, hypothesis testing is carried out consisting of the t test, F test, and coefficient of determination test. The majority of respondents are women aged 21 to 25 years who are students with salaries < IDR 2,000,000. The results of descriptive analysis on the indicators of the variables celebrity endorsement, ewom, perceived quality have a high interpretation with a range of 85-120. Based on the test results, the data is said to be valid and reliable. The results of the multiple linear regression analysis produced the equation Y = 21.049 + 0.234X1 + 0.186X2 + 0.334X3 + e. The results of partial and simultaneous hypothesis testing have a significant effect on purchase decisions. The results of the coefficient of determination test resulted in celebrity endorsement, ewom, and perceived quality influencing purchase decisions by 80.9% with the remaining 19.1% being influenced by other factors not explained in the research. Tujuan dari riset ini ialah untuk mencari tahu pengaruh celebrity endorsement, ewom, perceived quality pada purchase decision konsumen Scarlett Whitening studi kasus pada konsumen store di Kota Semarang. Purposive sampling digunakan dalam pengambilan sampel sebanyak 120 orang. Dalam penelitian, kuesioner, studi pustaka, dan wawancara dipergunakan pada pengumpulan data. Data diolah dengan analisis deskriptif, uji instrumen penelitian, dan analisis regresi linear berganda. Selanjutnya dilaksanakan uji hipotesis terdiri dari uji t, uji F, dan uji koefisien determinasi. Mayoritas responden ialah perempuan berusia 21 sampai 25 tahun yang mana pelajar/mahasiswa memiliki gaji < Rp 2.000.000. Hasil analisis deskriptif pada indikator dari variabel celebrity endorsement, ewom, perceived quality mempunyai interpretasi tinggi dengan rentang 85-120. Berdasarkan hasil uji, data dikatakan valid dan reliabel. Analisis regresi linear berganda menghsilkan persamaan Y = 21,049 + 0,234X1 + 0,186X2 + 0,334X3 + e. Hasil dari uji hipotesis secara parsial dan simultan berpengaruh signifikan pada purchase decision. Hasil dari uji koefisien determinasi menghasilkan celebrity endorsement, ewom, dan perceived quality berpengaruh terhadap purchase decision sebesar 80,9% dengan sisa sebesar 19,1% dipengaruhi oleh faktor-faktor lain yang tidak dideskripsikan pada riset.
Liability and Responsibility for Misuse of Digital Technology by Start-Up Companies in Legal Actions to the Public: Case Study of Toko Pedia Semarang Region Irawan Malebra; Umar Farouk; Nur Rini; Paniya
Admisi dan Bisnis Vol. 26 No. 2 (2025): JUNI 2025
Publisher : Politeknik Negeri Semarang

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The advancement of digital technology has significantly transformed the economic sector, particularly through the emergence of e-commerce. However, behind these conveniences lies a legal challenge concerning the misuse of personal data by digital-based companies such as start-ups. This study aims to examine the legal liability and responsibility of start-up corporations in cases of digital technology misuse, with a case study focusing on the data breach involving Tokopedia users in the Semarang area. Employing a normative juridical approach, this research analyzes relevant legal frameworks, including the Law on Electronic Information and Transactions, Government Regulation No. 71 of 2019, and Law No. 27 of 2022 on Personal Data Protection. The findings indicate that Tokopedia, as an Electronic System Operator, has a legal obligation to safeguard user data and provide transparent notification in the event of a data breach. Tokopedia’s failure to protect the personal data of 91 million users constitutes a form of negligence that may be subject to legal sanctions. This study recommends both preventive and corrective measures for the government, particularly the Ministry of Communication and Informatics and the Central Java Communication Office, to strengthen regulations and oversight regarding personal data protection within the national digital ecosystem.   Kemajuan teknologi digital telah membawa transformasi signifikan dalam sektor ekonomi, khususnya melalui kehadiran e-commerce. Namun, di balik kemudahan tersebut, muncul persoalan hukum terkait penyalahgunaan data pribadi pengguna oleh perseroan berbasis digital seperti startup. Penelitian ini bertujuan untuk mengkaji aspek tanggung jawab hukum (liability and responsibility) perseroan start-up dalam penyalahgunaan teknologi digital, dengan studi kasus kebocoran data pribadi pengguna Tokopedia di wilayah Semarang. Penelitian menggunakan pendekatan yuridis normatif untuk menelaah peraturan perundang-undangan yang relevan, seperti Undang-Undang Informasi dan Transaksi Elektronik, Peraturan Pemerintah No. 71 Tahun 2019, dan Undang-Undang No. 27 Tahun 2022 tentang Perlindungan Data Pribadi. Hasil penelitian menunjukkan bahwa Tokopedia sebagai Penyelenggara Sistem Elektronik memiliki kewajiban hukum untuk menjaga keamanan data pengguna dan memberikan pemberitahuan secara transparan apabila terjadi pelanggaran. Kegagalan Tokopedia dalam melindungi 91 juta data pengguna merupakan bentuk kelalaian yang dapat dikenai sanksi hukum. Penelitian ini merekomendasikan langkah preventif dan korektif bagi pemerintah, khususnya Kementerian Komunikasi dan Informatika serta Dinas Kominfo Jawa Tengah, guna memperkuat regulasi dan pengawasan terhadap pelindungan data pribadi dalam ekosistem digital nasional.
Co-Authors Arda Nur Rini Paniya Rara Ririn Budi Utaminingtyas Sapna Putri Handayani Taviyastuti Umar Farouk