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Jurnal Ilmu Administrasi Bisnis
Published by Universitas Diponegoro
ISSN : -     EISSN : 27461297     DOI : 10.14710/jiab
Core Subject : Economy,
Economics, Econometrics & Finance
Jurnal Ilmu Administrasi Bisnis diterbitkan oleh Jurusan Ilmu Administrasi Bisnis Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Diponegoro.
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PENGARUH eWOM (ELECTRONIC WORD OF MOUTH) DAN KUALITAS PELAYANAN TERHADAP LOYALITAS KONSUMEN MELALUI KEPUASAN SEBAGAI VARIABEL INTERVENING (STUDI PADA KONSUMEN SHOPEE KOTA SEMARANG) Rizkyta, Anastassya; Widayanto, Widayanto; Farida, Naili
Jurnal Ilmu Administrasi Bisnis Vol 13, No 1 (2024)
Publisher : Universitas Diponegoro

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jiab.2024.40043

Abstract

Shopee is one of the online buying and selling sites that has made changes to be able to attract more customers to make transactions through the site. This study aims to determine the effect of electronic word of mouth and service quality on customer loyalty through Shopee customer satisfaction in Semarang City who have made transactions using the Shopee application. This type of research uses Explanatory research with a sample size of 100 respondents who are consumers of the shopee application. The sampling technique used Non Probability Sampling with purposive sampling method. This study uses Structural Equation Model data analysis techniques based on Partial Least Square (SEM PLS), which are estimated with the SmartPLS 4.0 for mac program. The results of data processing analysis with SmartPLS explain that electronic word of mouth, service quality and consumer loyalty have a positive and significant direct effect on satisfaction. Electronic word of mouth and consumer loyalty also have a positive and significant indirect effect on service quality, where together satisfaction has the greatest influence. The satisfaction variable in this study acts as a partial mediator. Recommendations are suggested for Shopee to first manage service quality, especially through the services provided to consumers. Keywords : Consumer Loyalty; Electronic Word of Mouth; Satisfaction;  Service QualityShopee merupakan salah satu situs wadah jual beli melalui online yang telah melakukan perubahan untuk dapat menarik minat pelanggan agar lebih banyak yang melakukan transaksi melalui situs tersebut. Penelitian ini bertujuan untuk mengetahui pengaruh electronic word of mouth dan kualitas pelayanan terhadap loyalitas konsumen melalui kepuasan konsumen Shopee di Kota Semarang yang pernah melakukan transaksi menggunakan aplikasi Shopee. Tipe penelitian ini menggunakan Explanatory research dengan jumlah sampel sebanyak 100 responden yang merupakan konsumen aplikasi shopee. Teknik pengambilan sampel menggunakan Non Probability Sampling dengan metode purposive sampling. Penelitian ini menggunakan teknik analisis data Structural Equation Model berdasarkan Partial Least Square (SEM PLS), yang diestimasi dengan program SmartPLS 4.0 for mac. Hasil analisis olah data dengan SmartPLS menjelaskan bahwa electronic word of mouth, kualitas pelayanan dan loyalitas konsumen memiliki pengaruh langsung positif dan signifikan terhadap kepuasan. Electronic word of mouth dan loyalitas konsumen juga berpengaruh positif dan signifikan secara tidak langsung terhadap kualitas pelayanan, dimana ketika bersama-sama kepuasan memiliki pengaruh paling besar. Variabel kepuasan dalam penelitian ini berperan sebagai pemediasi parsial. Rekomendasi yang disarankan untuk pihak Shopee terlebih dahulu mengelola kualitas pelayanan terutama melalui pelayanan yang diberikan kepada konsumen. Shopee is one of the online buying and selling sites that has made changes to be able to attract more customers to make transactions through the site. This study aims to determine the effect of electronic word of mouth and service quality on customer loyalty through Shopee customer satisfaction in Semarang City who have made transactions using the Shopee application. This type of research uses Explanatory research with a sample size of 100 respondents who are consumers of the shopee application. The sampling technique used Non Probability Sampling with purposive sampling method. This study uses Structural Equation Model data analysis techniques based on Partial Least Square (SEM PLS), which are estimated with the SmartPLS 4.0 for mac program. The results of data processing analysis with SmartPLS explain that electronic word of mouth, service quality and consumer loyalty have a positive and significant direct effect on satisfaction. Electronic word of mouth and consumer loyalty also have a positive and significant indirect effect on service quality, where together satisfaction has the greatest influence. The satisfaction variable in this study acts as a partial mediator. Recommendations are suggested for Shopee to first manage service quality, especially through the services provided to consumers. Keywords : Consumer Loyalty; Electronic Word of Mouth; Satisfaction;  Service Quality
PENGARUH PERSEPSI HARGA, E-PROMOTION, DAN E-TRUST TERHADAP KEPUTUSAN PEMBELIAN ONLINE (Studi pada Pengguna Produk Kecantikan pada Blibli.com di Kota Semarang) Pramesti, Inggita; Nugraha, Hari Susanta; Widayanto, Widayanto
Jurnal Ilmu Administrasi Bisnis Vol 13, No 1 (2024)
Publisher : Universitas Diponegoro

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jiab.2024.39913

Abstract

The purpose of this research is to determine the effect of Perception  Price, E-Promotion, E-Trust on Online Purchasing Decisions for Blibli.com consumers in Semarang City. This type of research is explanatory research. The sampling method in this research is nonprobability sampling by Purposive Sampling. Google form in this study is used to collect data. A total of 97 respondents in Semarang City were used as research samples. The analysis data used linear regression analisys with the help of SPSS Version 26. The research concludes that Perception Price has positive influence and significant on online purchasing decisions, E-Promotion positive influence and significant on online purchasing decisions, E-Trust positive influence and significant on online purchasing decisions, Perceived Price, E-Promotion, E-Trust positive influence and significant on online purchasing decisions. based on the results of this research, Blibli.com must adjust product prices to market prices, Blibli.com must add a variety of sales promotions, and increase online purchasing confidence by guaranteeing that products will reach consumersTujuan dari penelitian ini adalah untukmengetahui pengaruh Persepsi Harga, E-Promotion, E-Trust terhadap Keputusan Pembelian Online Konsumen Blibli.com di Kota Semarang. Jenis penelitian ini adalah Explanatory Research. Metode pengambilan sampel dalam penelitian ini adalahNonprobability Sampling dengan Purposive Sampling. Google form dalam penelitian ini digunakan untuk mengumpulkan data. Ada sebanyak 97 responden di Kota Semarang digunakan sebagai sampel penelitian. Analisis data menggunakan Analisis Regresi Linier dengan bantuan SPSS Versi 26. Hasil penelitian menyimpulkan bahwa Persepsi Harga berpengaruh positif dan signifikan terhadap Keputusan Pembelian Online, E-Promotion berpengaruh positif dan signifikan terhadap Keputusan Pembelian Online, E-Trust berpengaruh positif dan signifikan terhadap Keputusan Pembelian Online, Perceived Price, E-Promotion, E-Trust berpengaruh positif dan signifikan terhadap Keputusan Pembelian Online. berdasarkan hasil penelitian ini, Blibli.com harus menyesuaikan harga produk dengan harga pasar, Blibli.com harus menambah variasi promosi penjualan, dan meningkatkan kepercayaan pembelian online dengan menjamin produk sampai ke tangan konsumen.
ANALISIS PERBEDAAN KINERJA PASAR SEBELUM DAN SESUDAH STOCK SPLIT PADA PERUSAHAAN SEKTOR BARANG KONSUMSI TERDAFTAR DI BURSA EFEK INDONESIA Wirasti, Dyah ayu Woro; Saryadi, Saryadi; Purbawati, Dinalestari
Jurnal Ilmu Administrasi Bisnis Vol 13, No 1 (2024)
Publisher : Universitas Diponegoro

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jiab.2024.40225

Abstract

The stock market is considered efficient when stock prices reflect available information. Corporate announcements, including stock splits, provide valuable information to potential investors before they invest. This study is an explanatory research on consumer goods sector companies listed on the Indonesia Stock Exchange (BEI) that conducted stock splits between 2015-2018. Quantitative data was obtained from the BEI website as secondary data. The data collection method involved literature review and documentation. Data analysis included descriptive statistics, normality tests, and hypothesis testing. Based on the results of the Wilcoxon Sign Rank test, there are significant differences in Earning Per Share before and after stock splits with a significance value of 0.001. This indicates that stock splits affect EarningPer Share and are considered beneficial for companies and investors. However, there are no significant differences in Price Earnings Ratio and Price to Book Value before and after stock splits. Stock splits need to be considered carefully by companies, management companies in the consumer sector should focus on optimizing Earning Per Share to achieve good performance and profits, besides that it is also necessary to consider stock splits as an important factor in investment decisions, because they have a significant effect on Earning Per Share because it is an important variable in analyzing company and market performance.Keywords: eps; market performance; per; pbv; stock splitPasar modal dikatakan efisien ketika harga saham mencerminkan informasi yang tersedia. Pengumuman aksi korporasi, termasuk stock split, memberikan informasi berharga kepada calon investor sebelum berinvestasi. Stock split dilakukan oleh perusahaan untuk menunjukkan kinerjanya dalam jangka pendek maupun jangka panjang. Penelitian ini merupakan penelitian eksplanatori pada perusahaan terdaftar BEI sektor barang konsumsi yang melakukan stock split antara 2015-2018. Data kuantitatif diperoleh dari situs web BEI sebagai data sekunder. Metode pengumpulan data menggunakan studi pustaka dan dokumentasi. Analisis data melibatkan statistik deskriptif, uji normalitas, serta uji hipotesis. Hasil uji Wilcoxon Sign Rank menunjukkan perbedaan signifikan pada Earning Per Share sebelum dan setelah stock splitdengan nilai signifikansi 0,001 yang menunjukkan bahwa stock split mempengaruhi Earning Per Share dan dianggap menguntungkan bagi perusahaan dan investor. Namun, tidak terdapat perbedaan signifikan pada Price Earning Ratio dan Price to Book Value baik sebelum dan sesudah stock split. Stock split perlu dipertimbangkan secara hati-hati oleh perusahaan, manajemen perusahaan sektor konsumsi sebaiknya fokus pada optimalisasi Earning Per Share untuk mencapai kinerja dan laba yang baik, selain itu juga perlu mempertimbangkan stock splitsebagai faktor penting dalam keputusan investasi, karena berpengaruh signifikan terhadap Earning Per Share karena merupakan variabel yang penting dalam menganalisis kinerja perusahaan dan pasar.Kata Kunci: eps; kinerja pasar; per; pbv; stock split
PENGARUH CELEBRITY ENDORSER DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN PRODUK HAND AND BODY LOTION CITRA DI KOTA SEMARANG Fatmahwati, Amelina; Widayanto, Widayanto; Wijayanto, Andi
Jurnal Ilmu Administrasi Bisnis Vol 13, No 1 (2024)
Publisher : Universitas Diponegoro

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jiab.2024.40174

Abstract

Beauty company competition moves so fast to meet consumer needs and desires for skin care. Companies must be able to develop strategies to be able to compete and survive in the market by increasing the marketing mix, one of which is promotion using celebrity endorsers and price perceptions. In 2018-2022 Citra's hand and body lotion has decreased based on the Top Brand Index data, which means that consumers have a decrease in products that are in demand by consumers and have an impact on purchasing decisions. This study aims to determine the influence of celebrity endorsers and price perceptions on purchasing decisions by using quantitative research. This research uses explanatory research type with non-probability sampling technique through purposive sampling and accidental sampling approaches. Data collection was carried out by distributing research questionnaires to 97 people in Semarang City.  The analysis technique used validity test, reliability test, simple linear regression, multiple linear regression, t test, F test using SPSS 26. Celebrity endorsers and price perceptions partially have a significant positive effect on purchasing decisions and simultaneously have a significant effect on purchasing decisions. So, it is suggested that hand and body lotion products improve the quality of celebrity endorsers to promote products, improve product quality according to the price offered, and provide a buy 2 get 1 price program to increase consumer purchasing decisions.Keyword: Celebrity endorser; Price Perception; Purchase Decision Persaingan perusahaan kecantikan bergerak begitu cepat untuk memenuhi kebutuhan dan keinginan konsumen terhadap perawatan kulit. Perusahaan harus mampu menyusun strategi agar mampu bersaing dan bertahan pada pasar dengan cara meningkatkan bauran pemasaran salah satunya yaitu promosi menggunakan celebrity endorser dan persepsi harga. Pada tahun 2018-2022 hand and body lotion Citra mengalamani penurunan berdasarkan data Top Brand Index yang berarti konsumen memiliki penurunan terhadap produk yang diminati oleh konsumen dan berdampak pada keputusan pembelian. Penelitian ini bertujuan untuk mengetahui pengaruh celebrity endorser dan persepsi harga terhadap keputusan pembelian dengan menggunakan penelitian kuantitatif. Penelitian ini menggunakan tipe explanatory research dengan teknik pengambilan sampel non probability sampling melalui pendekatan purposive sampling dan accidental sampling. Pengumpulan data dilakukan dengan menyebarkan kuesioner penelitian pada 97 orang Kota Semarang. Teknik analisis menggunakan uji validitas, uji reliabilitas, regresi linier sederhana, regresi linier berganda, uji t, uji F menggunakan SPSS 26. Celebrity Endorser dan Persepsi harga secara parsial berpengaruh positif signifikan terhadap keputusan pembelian dan secara simultan berpengaruh signifikan terhadap keputusan pembelian. Saran pada penelitian ini agar produk hand and body lotion meningkatkan kualitas celebrity endorser untuk mempromosikan produk, memperbaiki kualitas produk sesuai dengan harga yang ditawarkan, dan memberikan program harga buy 2 get 1 untuk meningkatkan keputusan pembelian konsumen.Kata Kunci: Celebrity endorser; Persepsi Harga; Keputusan Pembelian.
PENGARUH KUALITAS PRODUK DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN KOSMETIK SARIAYU MARTHA TILAAR PADA KONSUMEN DI KOTA SEMARANG Rizki, Shofi Amara; Nugraha, Hari Susanta; Hadi, Sudharto Prawata
Jurnal Ilmu Administrasi Bisnis Vol 13, No 1 (2024)
Publisher : Universitas Diponegoro

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jiab.2024.40650

Abstract

Sariayu Martha Tilaar's sales have decreased every year, according to the data. This is thought to have occurred due to several factors, the first one is the factor of poor product quality because bad reviews about Sariayu products were discovered on the female daily website. Then the second factor is promotion because it was discovered that Sariayu's YouTube views are only thousands or even hundreds. The sample used In this study was 100 of  respondents and processed data using SPSS 26. The analyses that were performed included validity, reliability, correlation, determination, simple and multiple linear regression, significance t-test, and f-test. The results of this research indicate that product quality and promotion influence consumer purchasing decisions. Based on these findings, Sariayu Martha Tilaar is advised to improve the packaging of her cosmetic products, extend the time during which they are promoted, increase the number of new advertisements they produces in a year, and boost the number of ad impressions in various media. And also they have to improve the cosmetic products packaging, extend the time during which they are promoted, increase the number of new advertisements they produce in a year, and boost the number of ad impressions in various media.keywords: Product quality, promotion, consumer purchase decisions Berdasarkan data penjualan Sariayu Martha Tilaar mengalami penurunan disetiap tahunnya. Hal ini diduga terjadi dikarenakan beberapa faktor yaitu yang pertama adalah faktor kualitas produk yang buruk karena ditemukan review – review buruk mengenai produk – produk Sariayu di web female daily. Kemudian faktor yang kedua adalah promosi karena ditemukan bahwa views youtube milik Sariayu masih berjumlah ribuan bahkan ratusan saja. Penelitian ini dilakukan untuk mengetahui pengaruh kualitas produk dan promosi terhadap keputusan pembelian konsumen. Sampel yang digunakan pada penelitian ini adalah sebanyak 100 responden yang membeli sekaligus menggunakan produk kosmetik Sariayu Martha Tilaar di Kota Semarang. Pada penelitian ini peneliti mengolah data menggunakan SPSS 26 beserta analisis kuantitatif. Analisis yang dilakukan meliputi uji validitas, reliabilitas, koefisien korelasi, koefisien determinasi, regresi linear sederhana dan berganda, signifikansi uji t, dan uji F. Hasil penelitian ini menunjukkan bahwa kualitas produk dan promosi berpengaruh terhadap keputusan pembelian konsumen. Berdasarkan hasil tersebut, Sariayu Martha Tilaar disarankan untuk membuat inovasi baru pada kemasan produk – produk kosmetik Sariayu Martha Tilaar, menambah rentang waktu promosi, serta memperbanyak pembuatan iklan baru dalam satu tahun, juga menambah jumlah tayangan iklan dibeberapa media.Kata kunci : Kualitas produk, promosi, keputusan pembelian konsumen
PENGARUH HEDONIC SHOPPING MOTIVATION DAN PRICE DISCOUNT TERHADAP IMPULSE BUYING (STUDI PADA KARYAWAN SWASTA KONSUMEN STARBUCKS COFFEE Saputri, Dewi Andini; Widayanto, Widayanto; Budiatmo, Agung
Jurnal Ilmu Administrasi Bisnis Vol 13, No 1 (2024)
Publisher : Universitas Diponegoro

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jiab.2024.40052

Abstract

The high consumption of coffee is in line with the growth of coffee shops in Indonesia. Starbucks is a coffee shop brand from the United States whose stores are spread across major cities in Indonesia include Semarang. Based on the Top Brand Index, Starbucks Coffee is in first place but the percentage is still fluctuating. One of the Top Brand Index parameters is the market share related to consumer purchases. The type of purchase that has a good impact on the company is impulse buying. The purpose of this study is to prove the effect of hedonic shopping motivation and price discounts on impulse buying. The type of research is explanatory research, samples taken using non-probability sampling with purposive sampling and accidental sampling. Data were collected from 97 respondents, after being valid and reliable then analyzed with correlation coefficients, determination coefficients, linear regression, t and F tests with SPSS version 26. The results of hedonic shopping motivation and price discount studies had a positive and significant effect on impulse buying both partially and simultaneous. Companies need to provide more attractive and trendy menus to make consumers happy, price discounts can be increased to attract consumers from the frequency of giving.Keywords: hedonic shopping motivation, impulse buying, price discountTingginya konsumsi kopi sejalan dengan pertumbuhan kedai kopi di Indonesia. Starbucks merupakan merek kedai kopi dari Amerika Serikat yang kedainya tersebar di kota besar Indonesia termasuk Semarang. Berdasarkan Top Brand Index, posisi Starbucks Coffee berada di urutan pertama namun persentase masih fluktuasi. Parameter Top Brand Index salah satunya market share yang berkaitan dengan pembelian konsumen. Jenis pembelian yang berdampak baik untuk perusahaan adalah impulse buying. Tujuan penelitian ini untuk membuktikan pengaruh hedonic shopping motivation dan price discount terhadap impulse buying. Tipe penelitiannya explanatory research, sampel yang diambil menggunakan non probability sampling dengan purposive sampling dan accidental sampling. Data dikumpulkan dari 97 responden, setelah valid dan reliabel kemudian dianalisis dengan koefisien korelasi, koefisien determinasi, regresi linear, uji t dan F dengan SPSS versi 26. Hasil penelitian hedonic shopping motivation dan price discount berpengaruh positif dan signifikan terhadap impulse buying baik secara parsial maupun simultan. Perusahaan perlu menyediakan menu lebih menarik dan trendy untuk membuat konsumen senang, price discount dapat ditingkatkan untuk menarik konsumen dari frekuensi pemberian.Kata Kunci : hedonic shopping motivation, impulse buying, price discount
CAMPUS AMBASSADOR STRATEGY ANALYSIS OF BRAND IMAGE AT MEZINK INDONESIA Nathania, Putri Citta; Barkah, Cecep Safa'atul
Jurnal Ilmu Administrasi Bisnis Vol 13, No 1 (2024)
Publisher : Universitas Diponegoro

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jiab.2024.40001

Abstract

In the growing digital and connectivity era, the role of Brand Ambassadors in influencing brand image is becoming increasingly significant. A comprehensive analysis of Campus Ambassador's brand image strategy is important to understand how the use of this strategy can shape consumer perception. This study attempts to evaluate the degree to which Campus Ambassador influenced Mezink Indonesia's brand image. This paper was written using a descriptive qualitative technique. In addition, to support this research, a SWOT analysis was carried out so that researchers know the right strategy for the company. Analysis of Campus Ambassador's strategy on brand image at Mezink Indonesia shows that the use of Campus Ambassador can be an effective method to build and strengthen brand image among students.Keywords: Brand Ambassador, Brand Image, SWOT Analysis
PENGARUH E-SERVICE QUALITY DAN E-CUSTOMER SECURITY TERHADAP REPURCHASE INTENTION MELALUI E-CUSTOMER SATISFACTION SEBAGAI VARIABEL INTERVENING (Studi Pada Pengguna Situs Marketplace Bukalapak Di Jawa Tengah) Muslim, Muhammad Agil; Prabawani, Bulan; Nugraha, Hari Susanta
Jurnal Ilmu Administrasi Bisnis Vol 13, No 1 (2024)
Publisher : Universitas Diponegoro

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jiab.2024.40409

Abstract

This research was motivated by a decrease in the number of visits to the Bukalapak marketplace site from 2018 to 2021, namely 270 million visitors. This decrease was caused by the low quality of digital services provided, causing the level of user satisfaction and the level of repurchase to decrease. This study aims to determine the effect of e-service quality and e-customer security on repurchase intention through e-customer satisfaction for Bukalapak users in Central Java. The type of research used is explanatory research with a non-probability sampling technique and a purposive sampling method. The sample in this study is 100 active Bukalapak users in Central Java. Data is processed using Smart-PLS 4.0 software. This study concludes that e-service quality has a significant effect on repurchase intention through e-customer satisfaction as an intervening variable. Recommendations for Bukalapak are to improve service quality according to consumer wishes, increase the number of discounts and variety of flashdeal products, and reduce errors in the website system so that the consumer's shopping experience can be maximized.Keyword: e-service quality, e-customer security, e-customer satisfaction, repurchase intentionPenelitian ini dilatarbelakangi oleh penurunan tingkat kunjungan situs marketplace Bukalapak sejak tahun 2018 hingga 2021 yaitu sebesar 270 juta pengunjung. Adanya penurunan tersebut disebabkan oleh rendahnya kualitas pelayanan digital yang diberikan sehingga menyebabkan tingkat kepuasan pengguna dan tingkat pembelian ulang semakin menurun. Penelitian ini bertujuan untuk mengetahui pengaruh e-service quality dan e-customer security terhadap repurchase intention melalui e-customer satisfaction pada pengguna Bukalapak di Jawa Tengah. Tipe penelitian yang digunakan adalah explanatory research dengan teknik pengambilan sampling non-probability sampling serta metode purposive sampling. Sampel dalam penelitian ini berjumlah 100 pengguna aktif Bukalapak di Jawa Tengah. Data diolah menggunakan software Smart-PLS 4.0. Penelitian ini menyimpulkan bahwa e-service quality berpengaruh signifikan terhadap repurchase intention melalui e-customer satisfaction sebagai variabel intervening. Rekomendasi untuk Bukalapak adalah meningkatkan kualitas pelayanan sesuai dengan keinginan konsumen, meningkatkan jumlah diskon dan variasi produk flashdeal, serta mengurangi kesalahan pada sistem website agar pengalaman berbelanja konsumen dapat maksimal.Kata Kunci: e-service quality, e-customer security, e-customer satisfaction, repurchase intention
PENGARUH HARGA, LOKASI DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN PRODUK MAYBELLINE (Studi Pada Konsumen Maybelline Paragon Mall Semarang) Suryawan, Iwang Adhi; Hadi, Sudharto Prawata
Jurnal Ilmu Administrasi Bisnis Vol 13, No 1 (2024)
Publisher : Universitas Diponegoro

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jiab.2024.40184

Abstract

Abstract Purchasing decisions are consumer decisions with economic, financial, technological, political, cultural, product, price, and location considerations before finally deciding to purchase a product or use a service. The purpose of this research is to find out how far the price, location and brand image influence the purchasing decision. The object of research in this study is a beauty product with the brand "Maybelline". This study used a quantitative method with statistical processing using the SPSS application through primary data obtained from filling out the questionnaire. The sample in this study amounted to 100 respondents and was taken using accidental sampling technique. The results of the data analysis that has been done show that price has a positive and significant effect on purchasing decisions, location has a positive and significant effect on purchasing decisions, and brand image has a positive and significant effect on purchasing decisions. Simultaneously, price, location and brand image have a significant effect on purchasing decisions.Keywords: Price, Location, Brand Image, Purchase Decision Abstrak Keputusan pembelian merupakan keputusan konsumen dengan pertimbangan ekonomi keuangan, teknologi, politik, budaya, produk, harga, dan lokasi sebelum akhirnya memutuskan untuk melakukan pembelian produk atau penggunaan jasa. Tujuan dari penelitian ini adalah untuk mengetahui seberapa jauh harga, lokasi dan citra merek berpengaruh terhadap keputusan pembelian. Objek penelitian dalam penelitian ini adalah produk kecantikan dengan merek “Maybelline”. Penelitian ini menggunakan metode kuantitatif dengan pengolahan statistic menggunakan aplikasi SPSS melalui data primer yang diperoleh dari pengisian kuesioner. Sampel dalam penelitian ini berjumlah 100 responden dan diambil menggunakan teknik accidental sampling. Hasil analisis data yang telah dilakukan menunjukkan bahwa harga berpengaruh positif dan signifikan terhadap keputusan pembelian, lokasi berpengaruh positif dan signifikan terhadap keputusan pembelian, dan citra merek berpengaruh positi dan signifikan terhadap keputusan pembelian. Secara simultan, harga, lokasi dan citra merek berpengaruh signifikan terhadap keputusan pembelian.Kata kunci: Harga, Lokasi, Citra Merek, Keputusan Pembelian
THE EFFECT OF BRAND IMAGE AND PRODUCT QUALITY ON CUSTOMER LOYALTY THROUGH CUSTOMER SATISFACTION AS AN INTERVENING VARIABLE (STUDY ON IM3 USERS IN SEMARANG CITY) Kasamira, Dhiya Alya; Widayanto, Widayanto; Prabawani, Bulan
Jurnal Ilmu Administrasi Bisnis Vol 13, No 1 (2024)
Publisher : Universitas Diponegoro

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jiab.2024.40075

Abstract

The high demand for information and communication on the internet has made the telecommunications industry experience rapid growth. This growth encourages every company to be able to meet consumer needs with the right strategy, one of which is by building a brand image and improving product quality. That way, it is expected to be able to create satisfaction in consumers and encourage loyalty in the future. This study aims to determine the effect of brand image and product quality on consumer loyalty through customer satisfaction for IM3 users in Semarang City. The type of research is explanatory research, using nonprobability sampling and purposive sampling for data collection. The sample collected was 100 respondents. The study used Partial Least Square analysis techniques, estimated by the SmartPLS 4.0 program. The results of the analysis show that the results of testing direct and indirect effects are positive and significant results. Based on the results of the mediation test with the VAF method, customer satisfaction is a partial intervening variable in mediating the effect of brand image on customer loyalty, and customer satisfaction is a partial intervening variable in mediating the effect of product quality on customer loyalty.Keywords: Brand Image, Consumer Loyalty, Consumer Satisfaction, Quality ProductKebutuhan informasi dan komunikasi yang tinggi terhadap internet saat ini menjadikan industri telekomunikasi mengalami pertumbuhan pesat. Pertumbuhan ini mendorong setiap perusahaan untuk mampu memenuhi kebutuhan konsumen dengan strategi yang tepat, salah satunya dengan membangun brand image dan meningkatkan kualitas produknya. Dengan begitu, diharapkan mampu tercipta kepuasan pada konsumen dan mendorong loyalitas di masa mendatang. Penelitian ini bertujuan untuk mengetahui pengaruh brand image dan kualitas produk terhadap loyalitas konsumen melalui kepuasan konsumen pada pengguna IM3 di Kota Semarang. Tipe penelitian adalah explanatory research, menggunakan nonprobability sampling dan purposive sampling untuk pengumpulan data. Sampel yang dikumpulkan 100 responden. Penelitian menggunakan teknik analisis Partial Least Square, diestimasi program SmartPLS 4.0. Hasil analisis menunjukkan bahwa hasil pengujian pengaruh langsung dan tidak langsung adalah hasil yang positif dan signifikan. Berdasarkan hasil uji mediasi dengan metode VAF, kepuasan konsumen merupakan variabel intervening parsial dalam memediasi pengaruh brand image terhadap loyalitas konsumen, serta kepuasan konsumen merupakan variabel intervening parsial dalam memediasi pengaruh kualitas produk terhadap loyalitas konsumen.Kata Kunci: Brand Image, Loyalitas Konsumen, Kepuasan Konsumen, Kualitas Produk

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