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INDONESIA
JURNAL SAINS PEMASARAN INDONESIA
Published by Universitas Diponegoro
ISSN : -     EISSN : -     DOI : -
Core Subject : Education,
Education
Arjuna Subject : -
Articles 5 Documents
 1 
Search results for , issue "Vol 19, No 2 (2020): September" : 5 Documents clear
Pengaruh Celebrity Endorser Terhadap Keputusan Pembelian Pada Zenius Education (Survei Pada Komunitas Online Zenius Education) Shabrina, Hasna Nur; Batu, Reminta Lumban
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 19, No 2 (2020): September
Publisher : Master of Management Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jspi.v19i2.107-113

Abstract

Zenius is a creation of Indonesian children in the world education. Zenius was built as a technology company which is focused on education services. Zenius Education was founded in 2004 as an offline tutoring, in 2007 it was inaugurated as PT Zenius Education and in 2010 as an online tutoring. The purpose of this study was to determine the effect of celebrity endorser on purchasing decisions at Zenius Education. This research was conducted using descriptive and verification methods. This research is a quantitative census research. The population in this study is Instagram followers of Zenius Education. This study is used the type of primary data and secondary data. Data is processed using path analysis with Partial Least Square (PLS). The results show that celebrity endorsers have an influence on purchasing decisions.
Analisis Pengaruh Persepsi Manfaat, Persepsi Kemudahan Penggunaan dan Persepsi Risiko Terhadap Keputusan Pembelian dengan Kepercayaan Sebagai Variabel Intervening (Studi Pada Konsumen Gofood di Kota Semarang) Widhiaswara, Isnaeni Agustin; Soesanto, Harry
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 19, No 2 (2020): September
Publisher : Master of Management Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jspi.v19i2.114-125

Abstract

This study aims to analyze the effect of perceived usefulness, perceived of ease of use, perceived risk , trust and purchasing decisions for GoFood in the city of Semarang. Respondents in this study are consumers who make food purchases through GoFood. Data collected through Google Form containing questionnaires filled out by 125 respondents. The analytical method used is Structural Equation Modeling (SEM) analysis carried out with the AMOS program. The results of hypothesis testing with SEM show that: 1. Perceived usefulness has a significant effect on trust, 2. Perceived of ease of use has a significant effect on trust, 3. Perceived risk has a significant effect on trust, 4. Trust has a significant effect on purchasing decisions, 5. Perceived usefulness has a significant effect on purchasing decisions, 6. Perceived of ease of use has a significant effect on purchasing desicion, 7. Perceived risk has a significant effect on purchasing decisions.
Konsekuensi Green Trust Terhadap Green Perceived Value, Green Perceived Risk dan Green Repurchase Intention Lisnaningrum, Destya; Sabihaini, Sabihaini; Ghofar, Abdul
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 19, No 2 (2020): September
Publisher : Master of Management Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jspi.v19i2.62-74

Abstract

This study determine the effect of green perceived value and green perceived risk on green repurchase intention mediated by green trust in customers of The Body Shop products in the Special Region of Yogykarta. The independent variables are green perceived value and green perceived risk. The dependent variable is a green repurchase intention. Green trust is a mediating variable. The population in this study are customers of The Body Shop products. Sample collection is done by area sampling techniques by grouping DIY into 5 groups, namely Bantul, Gunungkidul, Kota Yogyakarta, Kulon Progo, Sleman and the purposive sampling with the criteria of having made at least 2 purchases of The Body Shop products number of 150 respondents. The data analysis method used in this study is structural equation modeling (SEM). The results of this study are If consumers feel the benefits of a product towards the environment is high, it will increase trust and repurchase in the product. If consumers have a negative perception of a product that is high it will reduce trust and reduce interest in repurchasing the product. Consumer trust in products can mediate consumer ratings of the benefits received, negative perceptions and repurchase in the product.
Peningkatan Brand Satisfaction dan Brand Trust Berbasis Brand Value Terhadap Brand Loyalty (Studi Pada Pengguna Apple Iphone di Semarang) Christyawan, Harry; Sukresna, I Made
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 19, No 2 (2020): September
Publisher : Master of Management Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jspi.v19i2.75-91

Abstract

Penelitian ini bertujuan untuk menganalisis faktor-faktor yang mempengaruhi loyalitas merek pada konsumen pengguna iPhone yang berdomisili di Semarang , dengan menggunakan variabel nilai merek, kepuasan merek , kepercayaan merek, dan loyalitas merek diharapkan dapat menjadi strategi bagi perusahaan untuk mendapatkan loyalitas pelanggan. Analisis data pada penelitian ini menggunakan pendekatan kuantitatif dengan metode analisis model persamaan struktural (SEM) dengan menggunakan software AMOS pada 159 klien yang telah ditentukan untuk menjadi responden penelitian melalui teknik non probability sampling. Penelitian ini terdiri dari enam hipotesis yang diajukan, hasil penelitian membuktikan bahwa ke enam hipotesis semua diterima dan terbukti memiliki pengaruh yang positif yang signifikan terhadap hubungan: 1) brand value dengan brand satisfaction, 2) brand value dengan brand trust, 3) brand satisfaction dengan brand trust, 4) brand value dengan brand loyalty 5) brand satisfaction dengan brand loyalty dan 6) brand trust dengan brand loyalty. Hasil penelitian ini diharapkan dapat memberikan masukan untuk perusahaan guna menyusun strategi untuk mendapatkan loyalitas dari perlanggan.
Pengaruh Citra, Daya Tarik, Kualitas Pelayanan Obyek Wisata Terhadap Keputusan Berkunjung dan Kepuasan Wisatawan Eling Bening Kabupaten Semarang Dayrobi, Ahmad; Raharjo, Susilo Toto
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 19, No 2 (2020): September
Publisher : Master of Management Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jspi.v19i2.92-106

Abstract

Saat ini tempat tujuan wisata sudah semakin banyak di berbagai wilayah khususnya di Indonesia baik wisata alam maupun buatan yang membuat persaingan pada bisnis obyek wisata juga semakin banyak diminati. Obyek wisata Eling Bening diharapkan dapat memberikan pelayanan yang berkualitas agar dapat menarik perhatian para wisatawan di Kabupaten Semarang dan sekitarnya. Besarnya frekuensi kunjungan akan mempengaruhi perkembangan suatu objek wisata dari wisatawan yang mengunjunginya. Objek wisata Eling Bening jika dilihat perkembangan frekuensi kunjungan, akan mengalami perkembangan yang berbeda dan terdapat faktor-faktor yang mempengaruhi peningkatan atau penurunan yang akan memberikan dampak yang signifikan bagi perkembangan wisata di Kabupaten Semarang khususnya. Studi ini melihat apakah faktor citra obyek wisata, daya tarik wisata, dan kualitas obyek wisata dapat berpengaruh besar kepada keputusan berkunjung wisatawan dan kepuasan wisatawan terhadap obyek wisata Eling Bening dengan pendekatan Structural Equation Modeling (SEM). Hasil pengujian dengan menggunakan SEM menunjukkan bahwa kepuasan wisatawan dipengaruhi oleh keputusan berkunjung wisatawan. Untuk memperoleh keputusan berkunjung wisatawan yang tinggi dapat dilihat dari citra obyek wisata, daya tarik obyek wisata dan kualitas pelayanan obyek wisata.

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