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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 265 Documents
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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
ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI MINAT MASYARAKAT SURABAYA TERHADAP PENGGUNAAN DOMPET DIGITAL GOPAY Febrina Rahardi; Novi Marlena
Jurnal Pendidikan Tata Niaga (JPTN) Vol 11 No 2 (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.p187-198

Abstract

This study aims to determine, explain, and analyze whether cultural, social, personal, psychological, price, place, promotion, and product factors affect the interest of the people of Surabaya city and also want to know whether the dominant factor influences the interest of Surabaya people in using the Gopay digital wallet. In this study, the population used was all Gopay digital wallet users in the city of Surabaya using the "purposive sampling" sampling technique method using the Lemeshow formula for determining the sample in this study obtained 103 respondents. The analysis used, factor analysis. Multiple linear regression calculations in this study used the SPSS 29.0 for windows program. The results showed that there were 4 factors formed, namely place, product, social, and personal. The place factor is the dominant factor based on the eigenvalue of 13.353 with a cumulative value of 51.358%. Keywords: Gopay; Fintech; Culture; Social; Individu; Price; Place; Promotion; Product
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
PENGARUH PENGGUNAAN PAYLATER TERHADAP KEPUASAN PELANGGAN MELALUI KEPUTUSAN PEMBELIAN DI APLIKASI SHOPEE Stifani, Stifani; 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.p313-324

Abstract

This study aims to analyze and explain the effect of using paylater from the convenience factor on customer satisfaction through purchasing decisions in the shopee application as a mediating variable. The type of research used is descriptive quantitative with a questionnaire data collection method. Sampling was done by purposive sampling method. The sample in this study were 100 respondents who had made transactions at Shopee using the Shopee pay later payment method. Data processing and analysis was carried out using path analysis with WarpPLS version 7 software. The results of this study are the ease of using paylater affects satisfaction, the use of paylater affects decisions, decisions affect satisfaction, and decisions are able to mediate the effect of using paylater on satisfaction.
PENGARUH DUKUNGAN UNIVERSITAS TERHADAP MINAT BERWIRAUSAHA Julaicha, Julaicha; 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.v11n3.p297-304

Abstract

Abstract This study aims to find out the effect of university support on the entrepreneurial intention among students at the Faculty of Economics and Business, State University of Surabaya. The population of this study were students of the Faculty of Economics and Business, State University of Surabaya class of 2019-2021 who had experienced curricular and co-curricular entrepreneurship support by the university. Then a sample of 102 students was taken using a purposive sampling technique. The data collection technique used an online questionnaire with google form. Data analysis used Partial Least Square (PLS) which was processed with Smartpls 3.2.9. The results of this study prove that there is a positive and significant influence from university support on entrepreneurial intention in students of the Faculty of Economics and Business, State University of Surabaya.
PENGARUH BRAND AMBASSADOR, CUSTOMER REVIEW DAN LAYANAN CSH ON DELIVERY TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN DI APLIKASI SOCIAL COMMERCE. Sihaloho, Wilda Thoma; 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.v11n3.p334-342

Abstract

The purpose of this study was to determine the effect of Brand Ambassador (X1), customer reviews (X2) and cash on delivery services (X3) on consumer purchasing decisions (Y) in social commerce applications. the type of research used is quantitative. The population used is consumers of social commerce applications who have purchased fashion products with a total of 136 samples used. Sampling is sought using the lemeshow formula because the population is an infinite population where the exact number of populations is not known, and uses a purposive sampling method. For data collection techniques, researchers use questionnaires with dissemination via googleforms and to carry out data processing using PLS (Partial Least Square) data analysis techniques with SEM analysis methods using SmartPLS 3 with tests namely (1) measurement of external models/models, (2) structural models / model in and (3) hypothesis test. Based on the results of data processing, it was obtained (1) The test results showed that the original sample X1 value for Y 0.278, the t-statistic value 2.367 and the p-value 0.018 and the t-statistic greater than 1.96 and the p-value smaller than 0.05 and has a (+) relationship because the original sample is close to +1. So that Brand Ambassadors influence consumer decisions to buy in social commerce applications. (2) The test results show that the original sample X2 to Y is 0.737, the t-statistic is 7.576, and the p-value is 0.000 and the t-statistic is greater than 1.96, and the p-value is less than 0.005 and The relationship has a positive because the original sample is close to +1 so that customer reviews have a (+) influence on consumer purchasing decisions in social commerce applications. (3) The test results show that the original value of sample X3 to Y is -0.188, the t-statistic value is 1.906, and the p-value is 0.057 and the t-statistic is greater than 1.96, and the p-value is less than 0.005 and the relationship has a (-) because the original sample is close to -1 so that the cash on delivery service has no effect on consumer purchasing decisions in social commerce applications.
PENGARUH CONTENT MARKETING DAN BRAND IMAGE TERHADAP MINAT BELI MAFIA GEDANG DI KOTA SURABAYA Adelia, Resha; 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.v11n3.p325-333

Abstract

This study aims to examine the impact of Content Marketing and Brand Image on the Buying Interests of the Gedang Mafia in Surabaya City. The analytical method uses the IBM version of SPSS software 25. The results show that individually there is a positive influence between Content Marketing on purchase intention with a value of 3.646 > 1.984, and there is a positive influence between Brand Image and purchase intention with a value of 3.620 > 1.984. In addition, the results of the study also identified that overall there was a positive influence between Content Marketing, Brand Image and purchase intention with a value of 79.800 > 3.09. Research data were collected via google form and measured using a Likert scale with the help of SPSS software IBM version 25 and analyzed using multiple linear regression methods. The findings of this study indicate that partially there is a positive influence between Content Marketing and purchase intention, and there is a positive influence between Brand Image and purchase intention. In addition, the research results also explain that overall there is a positive influence between Content Marketing, Brand Image, and purchase intention. Keywords : Content Marketing, Brand Image, and Purchase Intention

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