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INDONESIA
JURNAL SAINS PEMASARAN INDONESIA
Published by Universitas Diponegoro
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Articles 412 Documents
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ANALISIS PENGARUH REBRANDING DAN BRAND PERSONALITY TERHADAP BRAND IMAGE (Stadi Kasus Pada PT Bank Jateng Kantor Cabang Pati) Budi, Irawan Setio
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 9, No 3 (2010): Desember
Publisher : Master of Management Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (1205.835 KB) | DOI: 10.14710/jspi.v9i3.277 - 297

Abstract

Penelitian ini ditujukan untuk menguji pengaruh rebranding dan brand personality terhadap brandimage. Penggunaan variable-variabel tersebut dengan alasan hasil penelitian terdahulu, yaitu:Kapfefer, Jean-Noel (1994) dan Muzedllec et al., (2003) yang menemukan pengaruh langsungrebranding dan brand personality terhadap brand image.Sampel penelitian ini adalah nasabah PT. Bank Jateng Kanca Pati, sejumlah 170 nasabah. AnalisisRegressi Berganda yang dijalankan dengan perangkat lunak SPSS, digunakan untukmenganalisis data, Hasil analisis menunjukkan bahwa rebranding dan brand personalityberpengaruh positif dan signifikan terhadap Brand image.Temuan empiris tersebut mengindikasikan bahwa untuk meningkatkan brand image, perlumemperhatikan faktor-faktor seperti rebranding dan brand personality, karena faktor-faktortersebut terbukti mempengaruhi tinggi rendahnya brand image.
THE EFFECT OF BRAND REPUTATION, PRODUCT RELIABILITY, PRICE AND BRAND ADMIRATION ON PURCHASING DECISION (Study on Food Products that Sold through Instagram at Semarang) Mariska, Angela; Soesanto, Harry; Mahfudz, Mahfudz
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 17, No 3 (2018): Desember
Publisher : Master of Management Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (540.372 KB) | DOI: 10.14710/jspi.v17i3.164-176

Abstract

Development in technology was really fast, especially in the information and telecommunications field. Nowadays, technology cannot be replaced by human life. Social media is very important to various business and personal life. Social media helping us to find new colleagues and help us to easier get information. For many years, most powerful social media are Facebook, Twitter, and LinkedIn. But for this past years, Instagram can take market attention. Due to a number of followers, culinary became favorite on Instagram. Before that, culinary products rarely marketed on other social media including Facebook. In this study, research will be focused on the kind of food that can be delivered in Semarang. This research will be started by sharing questionnaires to 157 respondents. Those respondents already have experience in buying food from Instagram in Semarang. From the result, two hypotheses accepted. The first one concluded there is a positive impact from brand reputation to buying decision. The second one concluded there is a positive impact on brand admiration to brand reputation. For reliability and product price didn’t give impact for buying decision.
ANALISIS PENGARUH KEPERCAYAAN UNTUK MENCAPAI HUBUNGAN JANGKA PANJANG Bowo, Nursatyo Heri
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 2, No 1 (2003): Mei
Publisher : Master of Management Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (627.851 KB) | DOI: 10.14710/jspi.v2i1.85-92

Abstract

Kepercayaan  dipandang  sebagai sebuah  solusi  terbaik yang  menjamin kesuksesan sebuah hubungan antara pemasok dengan pembeli.  Penelitian ini ingin meneliti bagaimana kepercayaan dibangun dan apa manfaat dari membangun kepercayaan.  Hasil penelitian membuktikan bahwa kepercayaan pembeli dapat dibangun melalui tiga faktor, yaitu komunikasi, kepuasan  terhadap pelayanan,  dan  adanya  komitmen pemasok. Selanjutnya, kepercayaan akan menimbulkan keinginan pembeli untuk menjalin hubunganjangka panjang.
ANALISIS PENGARUH KOMPETENSI TENAGA PENJUALAN DAN SISTEM KONTROL TERHADAP KINERJA TENAGA PENJUALAN (Studi pada Penjualan Produk Consumer Banking di PT. BRI Syariah KCI Semarang) Sukoco S., Andung
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 11, No 1 (2012): Mei
Publisher : Master of Management Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (409.597 KB) | DOI: 10.14710/jspi.v11i1.37 - 50

Abstract

Tenaga penjualan merupakan kekuatan utama bagi perusahaan, dimana mereka memegang peranan penting dalam menjembatani hubungan antara perusahaan dengan konsumen. Tenaga penjualan juga mempunyai peran penting dalam keberhasilan penjualan produk perusahaan, sehingga perlu dipahami faktor-faktor apa saja yang berpengaruh terhadap kinerja tenaga penjualan. Penelitian ini hendak menganalisis faktor-faktor yang mempengaruhi peningkatan kinerja tenaga penjualan, melalui analisis pengaruh kompetensi tenaga penjual dan sistem kontrol terhadap peningkatan kinerja tenaga penjual.Data dikumpulkan dari 77 responden, dimana respondennya adalah para tenaga penjual dan supervisor/pimpinan unit kerja masing. Teknik pengambilan sampel yang digunakan adalah dengan metode survei. Proses analisa data yang digunakan dalam penelitian ini menggunakan program SPSS.Hasil analisis menunjukkan bahwa kompetensi tenaga penjualan dan sistem kontrl berpengaruh positif dan signifikan terhadap kinerja tenaga penjualan, dengan persamaan regresi kompetensi tenaga penjual = 0,655 Sistem Kontrol = 0,236 dengan taraf signifikansi Sig. (pvalue) masing-masing sebesar 0,000 dan 0,040 (p = 0,000 < 0,05). Hal ini berarti bahwa kompetensi tenaga penjual dan sistem kontrol berpengaruh positif terhadap kinerja tenaga penjual pada Consumer Banking di BRI Syariah Kanwil Jateng. Besarnya koefisien determinasi R2 kedua variabel tersebut terhaap kinerja tenaga penjualan adalah sebesar 0,743. Hal ini menunjukkan bahwa 74,3% variasi kinerja tenaga penjualan dapat dijelaskan oleh kedua variabel independen yaitu kompetensi tenaga penjualan dan sistem kontrol. Sedangkan sisanya (25,7%) dijelaskan oleh sebab-sebab yang lain diluar model tersebut.
ANALISIS PENGARUH KUALITAS PRODUK TERHADAP KEPUASAN PELANGGAN (Studi pada Perumahan Sembungharjo Permai Pengembang PT. Sindur Graha Tama) Wibowo, Ariadi
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 8, No 1 (2009): Mei
Publisher : Master of Management Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (172.673 KB) | DOI: 10.14710/jspi.v8i1.1-11

Abstract

Product Quality in housing is qualified as low. This is indicated by complaints from the consumers to their developers. Data from YLKI (Yayasan Perlindungan Konsumen Indonesia/The Indonesian Consumers Foundation) shows that there are lots of complaints received from the housing consumers about the developers. There are also many housing consumers that sent their complaints in mass media. Based on these facts, this research tries to answer the problem of how to improve the consumers’ satisfaction.To answer the problem, a conceptual model with three variables is being established. The variables are core product, extended product, and consumers’ satisfaction. From the model, two hypotheses are formulated. To test the hypotheses, data is collected by conducting interviews to 138 respondents who are the owner of the house in the Housing of Sembungharjo Permai using questionnaires. Then, the data is analyzed with Multiple Regression Method.The test result under the multiple regression method shows that all the two hypotheses is statistically acceptable. It means that the housing consumers’ satisfaction is affected by core product and extended product of the housing.
ANALISIS PENGARUH BRAND AWARENESS, DAN PERCEIVED VALUE TERHADAP KEPUTUSAN PEMBELIAN (Studi Pada Konsumen Produk Deterjen Merek BOOM di Kabupaten Bojonegoro) Najib, Muhammad Alfiyan; Soesanto, Harry; Sukresna, I Made
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 15, No 01 (2016): Mei
Publisher : Master of Management Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (598.647 KB) | DOI: 10.14710/jspi.v15i01.62 - 73

Abstract

The purpose of this research are to analyze the factors that influence brand awareness and perceived value and influence on purchase decisions detergent BOOM in Bojonegoro. The object of this research is that consumers detergent BOOM in Bojonegoro. There are 105 respondents and this research used purposive sampling technic.The data analyze technic which used in this case is the structural equation model (SEM) by AMOS 24 software. The result using SEM showed that criteria goodness of fit full model ischi-square= 184 471, probability = 0.279, CMIN / DF = 1.080, GFI = 0.889, AGFI = 0.825, TLI = 0.990, CFI = 0.992, and RMSEA = 0.024. The results said that the models in this research can be used.The results showed that sales promotion has a positive and significant effect on brand awareness, advertising effectiveness does not have effect on brand awareness, brand image has a positive and significant effect on the perceived value, perceived quality has a positive and significant effect on the perceived value, brand awareness does not have effect on purchase decision, perceived value has a positive and significant effect on purchase decision.According to this research, there are a few limitation on this research and upcoming research’s agenda that can be done in the next research.
ANALISIS PENGARUH KREATIFITAS IKLAN DAN KREDIBILITAS ENDORSER TERHADAP EFEKTIFITAS IKLAN SERTA IMPLIKASINYA PADA SIKAP TERHADAP MEREK (Studi Pada Iklan Televisi PT Djarum Di Kota Semarang) Wulandari, Wulandari
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 8, No 3 (2009): Desember
Publisher : Master of Management Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (1408.04 KB) | DOI: 10.14710/jspi.v8i3.352-373

Abstract

The 2008 Survey of SWA and MARS show that Top of Mind (TOM) Advertising of Djarum cigarette is 12.7 and the TOM Brand is 11.9. While in the 2007 survey show that TOM Brand of Djarum is 13.1 and it is higher that the TOM Advertising which is 12.1. This shows that there is a decline in TOM Brand from 13.1 in 2007 to be 11.9 in 2008. And there is an insignificant increase in TOM Advertising approximately 0.6 from 12.1 in 2007 to 12.7 in 2008. It is suspected that this is the cause of uncreative advertising of the Djarum cigarrete so that the advertising becomes ineffective. Hence, the problem of this research is How to improve the advertising effectiveness through the advertising creativity and the endorser credibility impacting the attitude toward the ad?To answer the problem of this research, questionnaires is distributed to 140 respondents. The respondent are people who had seen the advertising of Djarum. The questionnaire consist of items about the advertising creativity, endorser credibility, advertising effectiveness and the attitude toward the ad. Then, the data is being analyzed with Structural Equation Modeling (SEM) Analysis Method.The results of the SEM analysis method show that the hypotheses which say that the more creative an advertising is, the higher the advertising effectiveness; the higher the credibility of the endorser, the more effective the advertising is and that the more effective the advertising, the more positive the attitude toward the ad is, had proven to be statistically accepted.
ANALISIS PENGARUH KEPERCAYAAN PENGELOLA APOTEK TERHADAP PEMASOK MAUPUN TENAGA PENJUAL DALAM MEMBENGUN KESETIAAN MELALUI KEPUASAN PENGELOLA APOTEK TERHADAP PEMASOK (Studi Pada Apotek-Apotek yang Berada di Kota Semarang) Kristina, Alan
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 4, No 3 (2005): Desember
Publisher : Master of Management Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (1605.187 KB) | DOI: 10.14710/jspi.v4i3.263-278

Abstract

Penelitian ini menganalisis mengenai pengaruh keperecayaan pengelola apotek, baik itukepercayaan pada pemasok mapun kepercayaan pada tenaga penjual dalam membangun kesetiaan melalui kepuasan pengelola apotek terhadap pemasok. Untuk membangun kesetiaan pengelola apotek maka pemasok maupun tenaga penjual harus bisa menciptakan suatu kepercayaan darimapotek pada pemasok maupun tenaga penjual. Dengan adanya kepercayaan tersebut maka apotek akan menjadi setia terhadap pemasok tersebut. Masalah penelitian yang diajukan adalah untuk mengetahui pengaruh manakah yang lebih besar antara kepercayaan pada pemasok dan kepercayaan pada tenaga penjual dalam membangunkesetiaan apotek terhadap pemasok. berdasarkan hal tersebuit maka diajukan sebuah model teoritis dan lima hipotesis untuk diuji. Sampel penelitian ini adalah apotek apotek yang berada di Kota Semarang. hasil analisis data menunjukkan bahwa variabel reputasi pemasok dapat mempengaruhikepercayaan pengelola apotek pada pemasok dan variabel keahlian tenaga penjual dapat mempengaruhikepercayaan pengelola apotek pada tenaga penjual. kemudian variabel kepercayaan pengelola apotek pada pemasok maupun tenaga penjual dapat mempengaruhi kepuasan pengelola apotek adap pemasok dan kepuasan pengelola apotek pada pemasok dapat mempengaruhi kesetiaan pengelola apotek pada pemasok
ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI MUTU RELIABILITAS PELAYANAN DALAM MENINGKATKAN KEPUASAN KONSUMEN Setiadi, Eddy
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 7, No 2 (2008): September
Publisher : Master of Management Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (1561.772 KB) | DOI: 10.14710/jspi.v7i2.191-212

Abstract

Tujuan  penelitian  ini  adalah  untuk  menguji  perigaruh  kompetensi  sosial  dan  kompetensi tehnis  terhadap  reliability  pelayanan  untuk  meningkatkan  kepuasan  konsumen.    Penelitian ini dilakukan  di Kantor lmigrasi Klas  1   Semarang, responden yang  digunakan  sebanyak  100 pemohon, menggunakan  Structural Equation Modeling (SEM).  Hasil penelitian menunjukkan kompetensi sosial dan kompetensi tehnis mempunyai pengaruh positif dan signifikan terhadap reliability pelayanan  dalam  meningkatkan kepuasan  konsumen.  Pengaruh  dari kompetensi sosial terhadap reliability pelayanan adalah 0,26; pengaruh kompetensi tehnis terhadap reliability pelayanan  adalah  0,28;  dan pengaruh  reliability pelayanan  terhadap  kepuasan konsumen adalah 0,41.  Kompetensi tehnis adalah variabel yang paling penting penting dalam mempengaruhi  reliability  pelayanan  dan  berdampak pada  kepuasan   konsumen   daripada kompetensi sosial.
ANALYSIS OF EMOTIONAL INTELLIGENCE, STRESS, AND STYLES OF PARTICIPATIVE LEADERSHIP EFFECT TO WORK SATISFACTION IN IMPROVING PERFORMANCE OF EMPLOYEES PT. WASKITA BETON PRECAST Tbk. Kusumo, Rio Radityo
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 17, No 1 (2018): Mei
Publisher : Master of Management Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (355.464 KB) | DOI: 10.14710/jspi.v17i1.22-41

Abstract

The purpose of this study was to analyze the influence of emotional intelligence, stress and participative leadership style to employee performance with job satisfaction as mediation. This research type is explanatory research. Population and sample in this research are all employees of the marketing department of PT. Waskita Beton Precast totaling 112. The method of data collection questionnaire. The data type is the primary data. The method of data collection is the questionnaire. Data analysis technique used is the structural equation model. The results showed that: 1). Emotional intelligence has effect positive and significant on job satisfaction. 2). Stress has an effect negative and significant on job satisfaction. 3). Participatory leadership style has effect positive and significant on job satisfaction. 4). Job satisfaction has effect positive and significant on employee performance. 5). Emotional intelligence has effect positive and significant on employee performance. 6). Stress has an effect negative and significant on employee performance. 7). Participative leadership style has effect positive and significant on employee performance

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