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Dwi Yuli Rakhmawati
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Jurnal Pendidikan Tata Niaga (JPTN)
Published by Universitas Negeri Surabaya
ISSN : 23376708     EISSN : 27233901     DOI : https://doi.org/10.26740/jptn.v11n1
Core Subject : Economy, Education, Social,
Economics, Econometrics & Finance Education Social Sciences
Jurnal ini mempublikasikan hasil penelitian dan pemikiran di bidang pembelajaran pendidikan bisnis/tata niaga serta di bidang ilmu bisnis dan perniagaan yang dilakukan di Sekolah Menengah Kejuruan (SMK), lembaga pendidikan tinggi, serta dunia usaha dan dunia industri yang meliputi: Pembelajaran pendidikan bisnis/tata niaga Evaluasi dan Asesmen pembelajaran pendidikan bisnis/tata niaga Riset dan pengembangan perangkat pembelajaran pendidikan bisnis/tata niaga Manajemen pemasaran Studi perilaku konsumen Kewirausahaan Manajemen Sumber Daya Manusia Manajemen Strategik
Arjuna Subject : Bisnis, Menejemen, dan Akutansi (semua kategori) - Bisnis, Menejemen, dan Akutansi (Lain-Lain)
Articles 14 Documents
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Search results for , issue "Vol 11 No 3 (2023)" : 14 Documents clear
PENGARUH MEDIA SOSIAL INSTAGRAM DAN DAYA BELI MASYARAKAT TERHADAP MINAT BERKUNJUNG DI KEDAI YOI SIDOARJO Afifuddin, Luthfi; Cahya, Septyan Budy; Rakhmawati, Dwi Yuli
Jurnal Pendidikan Tata Niaga (JPTN) Vol 11 No 3 (2023)
Publisher : Program Studi Pendidikan Tata Niaga Fakultas Ekonomika dan Bisnis Universitas Negeri Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26740/jptn.v11n2.p216-228

Abstract

Social media to have a big impact in the modern era especially since increased the globalization.Having an aspect which is of significant to all line included in the centre of the economy with marketing focus to segmentation.This study using the purchasing power, social media, visit the interest or Visiting Intention with the approach to understand the influence of social media instagram customers to interest and a visit in a tavern yoi sidoarjo which after triangulation lab data and processes interpretation has done will produce the variables of social media instagram and the people purchasing power has the effect on interest visit tavern yoi sidoarjo. Keyword: Social Media, Purchasing Power, Visiting Intention
PENGARUH DIGITAL MARKETING DAN HARGA TERHADAP MINAT BELI SENTRA WISATA KULINER WIYUNG Sukamto, Dinda Dwi Lukita; Cahya, Septyan Budy
Jurnal Pendidikan Tata Niaga (JPTN) Vol 11 No 3 (2023)
Publisher : Program Studi Pendidikan Tata Niaga Fakultas Ekonomika dan Bisnis Universitas Negeri Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26740/jptn.v11n2.p199-206

Abstract

Digital marketing is a marketing activity that is currently being developed and has the potential to getcustomers online through internet media. While the price is the amount of money issued in exchange to get aproduct or service that is in accordance with what we want. From the results of previous research it is known thatdigital marketing and price have a positive effect on buying interest. So the purpose of this study is to determinethe effect of digital marketing and price on buying interest in the Wiyung Culinary Tour Senta. This research isa quantitative study using a simple random sampling technique, namely by analyzing the effect of digitalmarketing (X1) and price (X2) on buying interest (Y) at the Wiyung culinary tourism center, with a total of 100subjects. Data collection techniques in this study used observation, interviews, and questionnaires. From theresults of data processing in the research, The results of the t test stated that digital marketing had an influenceon buying interest in the Wiyung culinary tourism center, prices had an effect on buying interest on the Wiyungculinary tourism center.
PENGARUH BRAND IMAGE DAN BRAND AWARENESS TERHADAP LOYALITAS PELANGGAN MELALUI KEPUASAN PELANGGAN SEBAGAI VARIABEL INTERVENING PADA KONSUMEN PRODUK KECANTIKAN WARDAH DI KOTA SURABAYA Oktavia, Yusnia; Sudarwanto, Tri
Jurnal Pendidikan Tata Niaga (JPTN) Vol 11 No 3 (2023)
Publisher : Program Studi Pendidikan Tata Niaga Fakultas Ekonomika dan Bisnis Universitas Negeri Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26740/jptn.v11n3.p240-252

Abstract

This study discusses how brand image, brand awareness and customer satisfaction affect customer loyalty among users of Wardah beauty products in the city of Surabaya. The purpose of this study was to test and analyze the influence of brand image and brand awareness on customer loyalty through customer satisfaction as an intervening variable for users of Wardah beauty products in Surabaya. The sampling technique used was nonprobability sampling with purposive sampling of 100 respondents who are users of Wardah beauty products in the city of Surabaya. The analytical test tool used is SPSS version 22.0 with the path analysis method. The results of this study indicate that brand image has an influence on customer satisfaction, brand awareness has an influence on customer satisfaction, brand image has an influence on customer loyalty, brand awareness has an influence on customer loyalty, and customer satisfaction has an influence on customer loyalty.
PENGARUH KESADARAN MEREK DAN ASOSIASI MEREK TERHADAP LOYALITAS KONSUMEN PRODUK KOSMETIK WARDAH PADA MAHASISWA DI SURABAYA Wakika, Cida; Marlena, Novi
Jurnal Pendidikan Tata Niaga (JPTN) Vol 11 No 3 (2023)
Publisher : Program Studi Pendidikan Tata Niaga Fakultas Ekonomika dan Bisnis Universitas Negeri Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

With brand awareness, many people can easily recognize the brand. In addition to brand awareness, companies need to build relationships with consumers to increase brand recall or what is known as brand associations. The purpose of this study was to analyze the effect of brand awareness and brand associations on consumer loyalty. The type of data used is quantitative data sourced from primary data through distributing questionnaires. The population in this research is 100 respondents. Sampling method using purposive sampling Data were analyzed using multiple linear regression and calculated with IBM SPSS 25. Obtained research shows that there is brand awareness and brand associations that have a significant effect on consumer loyalty, therefore indicating that in increasing consumer loyalty, it will be better if marketing department management increases brand awareness and brand association. Maintaining and increasing good interactions with its customers, the company continues to provide the things that its consumers desire to keep consumers satisfied and remain loyal.
PENGARUH GREEN MARKETING, GREEN BRAND IMAGE, DAN GREEN KNOWLEDGE TERHADAP KEPUASAN PELANGGAN PRODUK CLEO ECO GREEN DI WILAYAH SURABAYA Savitri, Sani; Marlena, Novi
Jurnal Pendidikan Tata Niaga (JPTN) Vol 11 No 3 (2023)
Publisher : Program Studi Pendidikan Tata Niaga Fakultas Ekonomika dan Bisnis Universitas Negeri Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26740/jptn.v11n2.p207-217

Abstract

The purpose of this study was to determine the effect of green marketing, green brand image, and green knowledge on customer satisfaction for Cleo Eco Green products in the Surabaya area. The population in this study were all customers who had purchased Cleo Eco Green products in Surabaya. The sample consisted of 124 respondents who had purchased Cleo Eco Green products with more than 3 purchases. The sampling technique used purposive sampling. The data collection technique uses an online questionnaire via the Google form. Data analysis used multiple linear regression analysis processed with SPSS 20. The results of this study prove that there is an influence of green marketing, green brand image, and green knowledge on customer satisfaction for Cleo Eco Green products in the Surabaya area.
PENGARUH NCT DREAM SEBAGAI BRAND AMBASSADOR DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN MIE INSTAN DENGAN KOREAN WAVE SEBAGAI VARIABEL INTERVENING Tijun, Siti; Saino, Saino
Jurnal Pendidikan Tata Niaga (JPTN) Vol 11 No 3 (2023)
Publisher : Program Studi Pendidikan Tata Niaga Fakultas Ekonomika dan Bisnis Universitas Negeri Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26740/jptn.v11n3.p277-289

Abstract

This study was conducted to determine the effect of NCT Dream as the Brand of Ambassador and Brand Image against the decision of the instant noodle purchase with korean wave as an intervening variable in Surabaya. This research uses descriptive quantitative. The population in this research is the consumer who once built a lemonilo noodle and who knows NCT Dream in Surabaya City. The sample used is 97 samples for this research with consumer criteria that has made purchases more than 2 times 17 years old to 35 years, using purposive sampling technique and using the Lemeshow formula. The data analysis technique used is simple linear regression analysis, multiple regression analysis, path analysis in this study using the IPM 25 SPSS version. The results of this study indicate that the variables of the Ambassador brand (X1) significantly influence the decision of purchase of the lemonilio noodles, the brand image (X2) variables significantly affect the purchase decision, the korean wave (Z) variable impact positive but not significant to the purchase decision, the variables of the Ambassador brand (X1) indirectly affected the purchase decision through korean wave, the Brand Image variable (X2) indirectly affected the purchase decision through korean wave and Variables Brand Ambassador (X2) and Brand Image (X2)) not equally to purchase the purchase decision through the korean wave Mediation (Z) as interventive mediation. Keywords: Brand Ambassador; Brand Image; Purchase Decision; Korean Wave
PENGARUH GREEN MARKETING DAN GREEN PRODUCT TERHADAP KEPUTUSAN PEMBELIAN PRODUK SUKIN Rosyada, Faradilla Amaylia; Dwijayanti, Renny
Jurnal Pendidikan Tata Niaga (JPTN) Vol 11 No 3 (2023)
Publisher : Program Studi Pendidikan Tata Niaga Fakultas Ekonomika dan Bisnis Universitas Negeri Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26740/jptn.v11n3.p305-312

Abstract

This study aims to determine the effect of green marketing and green product partially on the decisions to purchase Sukin product. In addition, this study also aims to determine the effect of green marketing and green product simultaneously on the decision to purchase Sukin product. This research uses descriptive quantitative. The population of this tudy are respondents who have made at least one purchase decision regarding Sukin product. In this study used a purposive sampling technique method of 120 samples. Data was collected via google form and measured with a likert scale using the IBM version 25 of SPSS software with multiple liniear analysis method. The result of this study indicate that there is a partial and simultaneous positive effect on green marketing and green product on purchasing decisions for Sukin product.
PENGARUH INFLUENCER REVIEW DAN ONLINE CUSTOMER REVIEW TERHADAP MINAT BELI PRODUK TAS DI KALANGAN MAHASISWA KOTA SURABAYA Wahyu, Wega Sri; Saino, Saino
Jurnal Pendidikan Tata Niaga (JPTN) Vol 11 No 3 (2023)
Publisher : Program Studi Pendidikan Tata Niaga Fakultas Ekonomika dan Bisnis Universitas Negeri Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26740/jptn.v11n3.p262-268

Abstract

This research was conducted to determine the effect of Influencer Reviews and Online Customer Reviews on the intention to buy bag products among Surabaya City students. This research uses descriptive quantitative. The population in this study are students in the city of Surabaya. The sample used was a minimum of 100 samples and 115 samples were used for this study with the criteria of active students in the city of Surabaya aged 17-24 years, using a purposive sampling technique and using the Rao Purba formula. The data analysis technique used was multiple linear regression analysis in this study using the IBM version 25 SPSS program. The results of this study indicate that partially the Influencer Review variable (X1) has an effect on the intention to buy bags in the city of Surabaya and the Online Customer Review variable (X2) has an effect on the intention to buy bags in the city of Surabaya. As well as simultaneously Influencer Reviews and Online Customer Reviews (X2) jointly influence the intention to buy bags in the city of Surabaya. Keywords: Influencer Reviews, Online Customer Reviews, Purchase Intention.
PENGARUH HARGA, KUALITAS LAYANAN DAN KEMUDAHAN PENGGUNAAN TERHADAP KEPUTUSAN PEMBELIAN KUOTA INTERNET MELALUI APLIKASI Saqdiyah, Nurusati; Patrikha, Finisica Dwijayati
Jurnal Pendidikan Tata Niaga (JPTN) Vol 11 No 3 (2023)
Publisher : Program Studi Pendidikan Tata Niaga Fakultas Ekonomika dan Bisnis Universitas Negeri Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26740/jptn.v11n2.p229-239

Abstract

Besarnya pemakaian koneksi data seluler di Indonesia menunjukkan bahwa kebutuhan masyarakat terhadap layanan kuota internet cukup besar. Hal ini membuat operator seluler berinovasi mendigitalkan layanan mereka dengan menghadirkan aplikasi self-care yang memiliki fitur pembelian kuota internet. Dengan adanya aplikasi self-care, cara pembelian kuota internet yang semula dilakukan secara konvensional melalui kios pulsa, kini dapat dengan mudah dilakukan kapanpun dan dimanapun melalui smartphone. Dengan merujuk pada fenomena tersebut, tujuan dari penelitian ini adalah untuk memeriksa apakah harga, kualitas layanan, dan kemudahan penggunaan berdampak pada keputusan pembelian kuota internet melalui aplikasi oleh pengguna di Surabaya. Penelitian ini mengadopsi pendekatan kuantitatif dengan analisis SEM PLS yang diproses menggunakan alat bantu SmartPLS 3.0. Metode pengambilan sampel yang digunakan adalah teknik purposive sampling, di mana sejumlah 204 responden berhasil dikumpulkan sebagai sampel penelitian. Responden dalam penelitian ini adalah konsumen yang pernah membeli kuota internet menggunakan aplikasi self-care operator seluler (MyTelkomsel, MyIM3, MyXL, Bima+ atau BimaTri, mySF. atau MySmartfren) yang tinggal di Surabaya dengan frekuensi minimal 4 kali pembelian. Temuan dari penelitian ini mengindikasikan bahwa harga tidak memiliki pengaruh terhadap keputusan pembelian secara parsial, sementara kualitas layanan dan kemudahan penggunaan memiliki pengaruh terhadap keputusan pembelian secara parsial. Akan tetapi, ketika dipertimbangkan secara bersamaan, harga, kualitas layanan dan kemudahan penggunaan memengaruhi keputusan pembelian kuota internet melalui aplikasi pada pengguna di Kota Surabaya secara simultan.
PENGARUH GREEN MARKETING DAN BRAND IMAGE TERHADAP MINAT BELI SKINCARE AVOSKIN (STUDI PADA MAHASISWA DI KOTA SURABAYA) Ardiana, Ika Nopita; Rafida, Veni
Jurnal Pendidikan Tata Niaga (JPTN) Vol 11 No 3 (2023)
Publisher : Program Studi Pendidikan Tata Niaga Fakultas Ekonomika dan Bisnis Universitas Negeri Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26740/jptn.v11n3.p253-261

Abstract

This study aims to determine the effect of Green Marketing and Brand Image on Intention to Buy Avoskin Skincare (Study on College Students in Surabaya City). This research uses descriptive quantitative. The population in this study were students aged 18-25 years in the city of Surabaya using the Purposive Sampling technique and using the Lameshow formula for sample calculations with a minimum of 100 samples and 105 samples were used for this study. Data was collected via the Google form and measured using a Likert scale using multiple linear regression analysis using the IBM 25 version of SPSS software. The results of this study indicate that there is no significant effect of green marketing on purchase intention and there is a partial effect of brand image on purchase intention. Meanwhile simultaneously Green Marketing and Brand Image have a joint effect on Purchase Intention. Keywords: Green Marketing, Brand Image, Purchase Intention

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