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INDONESIA
Indonesian Marketing Journal
Published by Universitas Pelita Harapan
ISSN : -     EISSN : 27766004     DOI : -
Core Subject : Social,
Social Sciences
Indonesian Marketing Journal is published by the Faculty of Economics and Business, Universitas Pelita Harapan. The aim of Indonesian Marketing Journal is to provide original research articles related to key concepts and theories in the marketing field.  Indonesian Marketing Journal aims to foster leading scientific research on marketing. It provides a central and independent forum for the critical evaluation and dissemination of research and to publish the highest quality research with evaluation, evidence and conclusions that are relevant to marketing while engaging marketing scholars and practitioners. Indonesian Marketing Journal places a strong emphasis on both knowledge and practice, facilitating the exchange of ideas and discoveries on research issues. The journal is intended to give both an academic and practical focus, reflecting the trends, interests in on going strategic initiatives, phenomenon related to marketing. The journal topic covers scientific publications related to Business Marketing, Marketing Research, Marketing Management, Services Marketing, Marketing Strategy, Global Marketing, Retail Marketing, Marketing Communication, and Marketing Education.
Arjuna Subject : Bisnis, Menejemen, dan Akutansi (semua kategori) - Pemasaran
Articles 52 Documents
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PENGARUH MODERASI DARI COUNTRY OF ORIGIN DAN PRODUCT TYPE TERHADAP HUBUNGAN ANTARA BRAND EQUITY TERHADAP REPURCHASE INTENTION DAN WORD OF MOUTH DALAM BRAND APPLE IPHONE [EFFECT OF MODERATION OF COUNTRY OF ORIGIN AND PRODUCT TYPE ON THE RELATIONSHIP BETWEEN BRAND EQUITY AND REPURCHASE INTENTION AND WORD OF MOUTH IN BRAND APPLE IPHONE] Kamal, Kevin; Wuisan, Dewi
Indonesian Marketing Journal Vol. 1, No. 1, April 2021
Publisher : Universitas Pelita Harapan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.19166/imj.v1i1.4013

Abstract

This study aims to examine whether there is a positive effect of brand equity on repurchase intentions and word of mouth moderated by perceived value and country of origin in the Apple iPhone brand as a product type. The sampling technique used in this study is non-probability sampling, namely purposive sampling in which the respondents are Apple iPhone users in Indonesia. The sample of this study found 260 respondents with data collection methods using electronic questionnaires. Data processing was carried out by statistical analysis, validity, and reliability using the Partial Least Square - Structural Equation Modeling (PLS-SEM) method and processed using SmartPLS 3.0 software. The results showed that the brand equity variable had a positive influence on the variables of repurchase intention and word of mouth promotion. Likewise, the variable type of product and country of origin both have a positive moderating effect on the relationship between brand equity and repurchase intention, and brand equity on word of mouth.BAHASA INDONESIA ABSTRACTPenelitian ini bertujuan menguji apakah terdapat pengaruh positif dari brand equity terhadap repurchase intention dan word of mouth yang dimoderasi oleh perceived value dan country of origin dalam brand Apple iPhone sebagai product type. Teknik pengambilan sampel yang digunakan dalam penelitian ini adalah non-probability sampling, yaitu purposive sampling di mana responden adalah pengguna Apple iPhone yang berada di wilayah Indonesia. Sampel penelitian ini berjumlah 260 responden dengan metode pengumpulan data menggunakan kuesioner elektronik. Pengolahan data dilakukan dengan analisis statistik, validitas, dan reliabilitas yang menggunakan metode Partial Least Square - Structural Equation Modeling (PLS-SEM) dan diolah menggunakan software SmartPLS 3.0. Hasil penelitian menunjukkan bahwa variabel brand equity memiliki pengaruh positif terhadap variabel repurchase intention dan word of mouth. Begitu juga dengan variabel product type dan country of origin, keduanya memiliki pengaruh moderasi yang positif terhadap hubungan antara brand equity terhadap repurchase intention, serta brand equity terhadap word of mouth.
Pengaruh Kualitas Layanan dan Pemanfaatan Teknologi Terhadap Kepuasan dan Loyalitas Pengguna Indihome di Indonesia [The Effect of Service Quality and Technology Utilization on Customer Satisfaction and Customer Loyalty of Indihome in Indonesia] Gunawan, Indra; Hutabarat, Moses Lorensius Parlinggoman
Indonesian Marketing Journal Vol.2, No.1, April 2022
Publisher : Universitas Pelita Harapan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.19166/imj.v2i1.5871

Abstract

This study aims to determine how the level of customer loyalty Indihome. To meet the objectives, this study examines the effect of service quality and technology utilization on customer loyalty which is mediated by customer satisfaction variables. The sampling technique used is a non-probability sampling technique, namely purposive sampling with a total of 250 respondents. The instrument used for data collection is a questionnaire via Google Form which consists of 21 indicators. Testing of the questionnaire is done by testing the validity and reliability. Furthermore, the tool used in data analysis is PLS-SEM with SmartPLS 3.0 program. There are 7 hypotheses in this study, namely: (1) Service Quality has a positive and significant effect on Customer Satisfaction; (2) Technology Utilization has a positive and significant effect on Customer Satisfaction; (3) Customer Satisfaction has a positive and significant effect on Customer Loyalty; (4) Service Quality has a positive and significant effect on Customer Loyalty; (5) Technology Utilization has a positive and significant effect on Customer Loyalty; (6) Customer Satisfaction mediates positively and significantly the relationship between Service Quality and customer loyalty; (7) Customer Satisfaction mediates positively and significantly relationship between Technology Utilization and Customer Loyalty.Bahasa Indonesia Abstrak: Penelitian ini bertujuan untuk mengetahui bagaimana tingkat loyalitas pelanggan Indihome. Untuk memenuhi tujuan, penelitian ini menguji pengaruh kualitas layanan dan pemanfaatan teknologi terhadap loyalitas pelanggan yang dimediasi oleh variabel kepuasan pelanggan. Teknik pengambilan pengambilan sampel yang digunakan adalah teknik sampel non-probability sampling yaitu purposive sampling dengan jumlah responden sebanyak 250 orang. Instrumen yang digunakan untuk pengumpulan data adalah kuesioner melalui Google Form yang terdiri dari 21 indikator. Pengujian terhadap kuesioner dilakukan dengan uji validitas dan reliabilitas. Selanjutnya, alat yang digunakan dalam analisis data adalah PLS-SEM dengan program SmartPLS 3.0. Terdapat 7 hipotesis dalam penelitian ini yaitu: (1) Kualitas Layanan berpengaruh positif dan signifikan terhadap Kepuasan Pelanggan; (2) Pemanfaatan Teknologi berpengaruh positif dan signifikan terhadap Kepuasan Pelanggan; (3) Kepuasan Pelanggan berpengaruh positif dan signifikan terhadap Loyalitas Pelanggan; (4) Kualitas Layanan berpengaruh positif dan signifikan terhadap Loyalitas Pelanggan; (5) Pemanfaatan Teknologi berpengaruh positif dan signifikan terhadap Loyalitas Pelanggan; (6) Kepuasan Pelanggan memediasi secara positif dan signifikan hubungan Kualitas Layanan terhadap Loyalitas Pelanggan; (7) Kepuasan Pelanggan memediasi secara positif dan signifikan hubungan Pemanfaatan Teknologi terhadap Loyalitas Pelanggan.

Page 6 of 6 | Total Record : 52

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