Jurnal Pendidikan Tata Niaga (JPTN)
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
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265 Documents
<![CDATA[PENGARUH ONLINE CUSTOMER REVIEW DAN RATING TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PRODUK SCARLETT WHITENING ]]>
<![CDATA[Adinda Cantica Virawanti]]>;
<![CDATA[Tri Sudarwanto]]>
<![CDATA[ Jurnal Pendidikan Tata Niaga (JPTN) Vol 11 No 2 (2023) ]]>
Publisher : <![CDATA[Program Studi Pendidikan Tata Niaga Fakultas Ekonomika dan Bisnis Universitas Negeri Surabaya ]]>
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DOI: 10.26740/jptn.v11n2.p134-141
<![CDATA[This study aims to determine how influential Online Customer Review and Online Customer Rating are partially and simultaneously on Purchasing Decisions. This study uses the type of Explanatory Research using a quantitative approach. The population taken in this study are consumers who use scarlett whitening products in the Surabaya area using a sampling technique, namely Purposive Sampling and using the Lemeshow et al,. formula, with a minum sample size of 100 people. Respondent data was taken via google form and measured using a linkert scale and processed with SPSS version 25 using multiple linier regression analysis methods. The results of this study indicate that there is a positive influence between the relationship between Online Customer Review on purchasing decisions and a positive influence between Online Customer Rating on purchasing decisions. The results of this study ecplain that Online Customer Review and Rating on purchasing decisions simultaneously have a positive influence. Keywords: Online Customer Review, Online Customer Rating, Purchasing Decision.]]>
<![CDATA[PENGARUH GAYA HIDUP, DESAIN PRODUK, DAN CITRA MEREK TERHADAP MINAT BELI MOTOR MATIC HONDA SCOOPY PRESTIGE PADA MAHASISWA FEB UNESA ]]>
<![CDATA[Tiara Puspita Dewi]]>;
<![CDATA[Veni Rafida]]>
<![CDATA[ Jurnal Pendidikan Tata Niaga (JPTN) Vol 11 No 2 (2023) ]]>
Publisher : <![CDATA[Program Studi Pendidikan Tata Niaga Fakultas Ekonomika dan Bisnis Universitas Negeri Surabaya ]]>
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<![CDATA[The purpose of this study is to examine the effect of lifestyle, product design and brand image on buying interest in Honda Scoopy Prestige motorbikes for FEB UNESA students. Respondents in this study were FEB UNESA students. The number of respondents in this study were 368 respondents. Sampling was done with purposive sampling technique. This study uses multiple linear regression analysis techniques with SPSS 22.0 as a data analysis tool. Based on the results of data testing conducted, it shows that: 1) Lifestyle has a partial effect on buying interest in Honda Scoopy Prestige on UNESA FEB Students. 2) Product design has a partial effect on buying interest in Honda Scoopy Prestige on UNESA FEB Students. 3) Brand image has a partial effect on buying interest in Honda Scoopy Prestige for UNESA FEB Students. 4) Lifestyle, product design, and brand image simultaneously influence the purchase intention of Honda Scoopy Prestige on UNESA FEB Students.]]>
<![CDATA[PENGARUH BRAND AMBASSADOR KOREA LEE MINHO, KUALITAS PRODUK, DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN SUNSCREEN AZARINE (STUDI PADA MAHASISWA AKTIF FAKULTAS EKONOMIKA DAN BISNIS UNESA) ]]>
<![CDATA[Anisa Tri Lestari]]>;
<![CDATA[Septyan Budy Cahya]]>
<![CDATA[ Jurnal Pendidikan Tata Niaga (JPTN) Vol 11 No 2 (2023) ]]>
Publisher : <![CDATA[Program Studi Pendidikan Tata Niaga Fakultas Ekonomika dan Bisnis Universitas Negeri Surabaya ]]>
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DOI: 10.26740/jptn.v11n2.p174-186
<![CDATA[In the era of globalization, all information is easily obtained by people worldwide, which can lead to global cultural exchange. One of the cultural exchanges that occurred in Indonesian society was the inclusion of South Korean culture. South Korea is famous for its beauty standards which have influenced the high interest in treating facial skin in Indonesia, which is marked by the increasing income of beauty products in Indonesia. The entry of South Korean culture is used by the company as a marketing strategy by using Korean artist brand ambassadors to influence purchasing decisions. In addition, companies compete to improve product quality and determine pricing strategies to influence consumers' purchasing decisions. This study aims to analyze the influence of Korean brand ambassador Lee Minho, product quality, and price perceptions on the purchase decision of Azarine sunscreen. The population in this study were students of the Unesa Faculty of Economics and Business who had purchased Azarine sunscreen products with a sample of 98 students using the Slovin method. The sampling technique used a purposive sampling method and data collection through online questionnaires. The data analysis technique used multiple linear regression analysis which was processed with SPSS 25 software. The results showed that the brand ambassador variable partially affected purchasing decisions. The product quality variable has a partial effect on purchasing decisions. The price perception variable has a partial effect on purchasing decisions. As well as Korean brand ambassador Lee Minho, product quality and price perceptions simultaneously influence the decision to buy Azarine sunscreen.]]>
<![CDATA[PENGARUH LIVE STREAMING TIKTOK TERHADAP KEPERCAYAAN KONSUMEN PRODUK JIMS HONEY DI SURABAYA DAN DAMPAKNYA PADA KEPUTUSAN PEMBELIAN ]]>
<![CDATA[Avelia Farera Gabrile Diarya]]>;
<![CDATA[Veni Rafida]]>
<![CDATA[ Jurnal Pendidikan Tata Niaga (JPTN) Vol 11 No 2 (2023) ]]>
Publisher : <![CDATA[Program Studi Pendidikan Tata Niaga Fakultas Ekonomika dan Bisnis Universitas Negeri Surabaya ]]>
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DOI: 10.26740/jptn.v11n2.p125-133
<![CDATA[This study aims to analyze the effect of Live Streaming TikTok on consumer trust, to analyze consumer trust in purchasing decisions, and to analyze the effect of TikTo Live Streaming on purchasing decisions both directly and indirectly through Jims Honey consumer trust in Surabaya. Various studies have been conducted that social media is an effective marketing place to influence consumer purchasing decisions. Business competition in the current era is very tight, business people are starting to keep abreast of the times and trends in social media. Live Streaming is a good marketing model for selling products while interacting with buyers, with this feature direct consumers in real time. This research was conducted on 102 respondents who had participated in and made purchase decisions via TikTok Live Streaming. This type of research was conducted using explanatory research, with quantitative methods. Furthermore, the data was analyzed using Path Analysis Techniques or path analysis to determine the direct and indirect effects of the variables studied. The results of this study prove that of the four hypotheses found that Live Streaming has an influence on purchasing decisions and has a positive impact on purchasing decisions. As for the amount of direct influence between Live Streaming on purchasing decisions, it is equal to 33.7%, while the indirect effect between Live Streaming TikTok on consumer trust with a magnitude of influence of 0.091 means that the direct effect is greater than the contribution of indirect influence. Keywords: Effect of Live Streaming TikTok, Consumer Trust, Purchase Decision.]]>
<![CDATA[PENGARUH DIGITAL MARKETING DAN HARGA TERHADAP MINAT BELI SENTRA WISATA KULINER WIYUNG ]]>
<![CDATA[Sukamto, Dinda Dwi Lukita]]>;
<![CDATA[Cahya, Septyan Budy]]>
<![CDATA[ Jurnal Pendidikan Tata Niaga (JPTN) Vol 11 No 3 (2023) ]]>
Publisher : <![CDATA[Program Studi Pendidikan Tata Niaga Fakultas Ekonomika dan Bisnis Universitas Negeri Surabaya ]]>
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DOI: 10.26740/jptn.v11n2.p199-206
<![CDATA[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.]]>
<![CDATA[PENGARUH BRAND IMAGE DAN BRAND AWARENESS TERHADAP LOYALITAS PELANGGAN MELALUI KEPUASAN PELANGGAN SEBAGAI VARIABEL INTERVENING PADA KONSUMEN PRODUK KECANTIKAN WARDAH DI KOTA SURABAYA ]]>
<![CDATA[Oktavia, Yusnia]]>;
<![CDATA[Sudarwanto, Tri]]>
<![CDATA[ Jurnal Pendidikan Tata Niaga (JPTN) Vol 11 No 3 (2023) ]]>
Publisher : <![CDATA[Program Studi Pendidikan Tata Niaga Fakultas Ekonomika dan Bisnis Universitas Negeri Surabaya ]]>
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DOI: 10.26740/jptn.v11n3.p240-252
<![CDATA[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.]]>
<![CDATA[PENGARUH KESADARAN MEREK DAN ASOSIASI MEREK TERHADAP LOYALITAS KONSUMEN PRODUK KOSMETIK WARDAH PADA MAHASISWA DI SURABAYA ]]>
<![CDATA[Wakika, Cida]]>;
<![CDATA[Marlena, Novi]]>
<![CDATA[ Jurnal Pendidikan Tata Niaga (JPTN) Vol 11 No 3 (2023) ]]>
Publisher : <![CDATA[Program Studi Pendidikan Tata Niaga Fakultas Ekonomika dan Bisnis Universitas Negeri Surabaya ]]>
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<![CDATA[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.]]>
<![CDATA[PENGARUH TIME LIMIT MARKETING DAN VIRAL MARKETING STRATEGY TERHADAP IMPULSIVE BUYING PADA PENGGUNA APLIKASI SOCIAL COMMERCE ]]>
<![CDATA[Riski Andra Widiyawati]]>;
<![CDATA[Finisica Dwijayati Patrikha]]>
<![CDATA[ Jurnal Pendidikan Tata Niaga (JPTN) Vol 11 No 2 (2023) ]]>
Publisher : <![CDATA[Program Studi Pendidikan Tata Niaga Fakultas Ekonomika dan Bisnis Universitas Negeri Surabaya ]]>
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DOI: 10.26740/jptn.v11n2.p152-164
<![CDATA[This study aims to determine the effect of time limit marketing and viral marketing strategy on impulsive buyingamong users of social commerce applications. This study uses explanatory research methods and uses aquantitative approach. The population of this study is the entire population of the city of Surabaya whose exactnumber is not known. The research sample uses the lemeshow formula calculation which produces a sample of200 respondents. Data collection techniques carried out in this study using a questionnaire/ questionnaire. Thedata analysis method used is multiple linear regression analysis with the help of the Statistical Package for theSocial Science (SPSS) version 22 software application. The results of this study indicate that: (1) Time LimitMarketing has a positive effect on Impulsive Buying on Social Commerce application users, (2) Viral Marketinghas a positive effect on Impulsive Buying on Social Commerce application users, (3) Time Limit Marketing andViral Marketing positive effect on Impulsive Buying on Social Commerce application users.]]>
<![CDATA[PENGARUH GREEN MARKETING, GREEN BRAND IMAGE, DAN GREEN KNOWLEDGE TERHADAP KEPUASAN PELANGGAN PRODUK CLEO ECO GREEN DI WILAYAH SURABAYA ]]>
<![CDATA[Savitri, Sani]]>;
<![CDATA[Marlena, Novi]]>
<![CDATA[ Jurnal Pendidikan Tata Niaga (JPTN) Vol 11 No 3 (2023) ]]>
Publisher : <![CDATA[Program Studi Pendidikan Tata Niaga Fakultas Ekonomika dan Bisnis Universitas Negeri Surabaya ]]>
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DOI: 10.26740/jptn.v11n2.p207-217
<![CDATA[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.]]>
<![CDATA[PENGARUH GAYA HIDUP, KEPERCAYAAN DAN KEMUDAHAN TERHADAP KEPUTUSAN PEMBELIAN MENGGUNAKAN SHOPEE PAYLATER MASYARAKAT KOTA SURABAYA ]]>
<![CDATA[Valdi Ramadhan Jaya Saputra]]>;
<![CDATA[Tri Sudarwanto]]>
<![CDATA[ Jurnal Pendidikan Tata Niaga (JPTN) Vol 11 No 2 (2023) ]]>
Publisher : <![CDATA[Program Studi Pendidikan Tata Niaga Fakultas Ekonomika dan Bisnis Universitas Negeri Surabaya ]]>
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DOI: 10.26740/jptn.v11n2.p165-173
<![CDATA[This research is to find out the variables of lifestyle, trust, and ease of influence partially on purchasing decisions using Shopee Paylater for the people of Surabaya city and also want to know the variables of lifestyle, trust, and ease of influencing simultaneously or jointly influencing purchasing decisions using the community's Shopee Paylater city of Surabaya. This research uses descriptive quantitative. In this study, the population used by all Shopee Paylater users in the city of Surabaya used the "non-probability sampling" sampling technique using the Lemeshow formula to determine the sample in this study of 96 residents of the city of Surabaya. The analysis used, multiple linear regression analysis. The calculation of multiple linear regression in this study uses the SPSS 25.0 for windows program. The results of the study show that lifestyle, trust, and convenience have a partial and simultaneous significant influence on purchasing decisions using Shopee Paylater. Keywords: Ease Of Use; Lifestyle; Purchase Decision; Trust; Shopee Paylater]]>
