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Jurnal Ilmu Administrasi Bisnis
Published by Universitas Diponegoro
ISSN : -     EISSN : 27461297     DOI : 10.14710/jiab
Core Subject : Economy,
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Jurnal Ilmu Administrasi Bisnis diterbitkan oleh Jurusan Ilmu Administrasi Bisnis Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Diponegoro.
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Articles 1,510 Documents
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Pengaruh Green Product dan Electronic Word of Mouth terhadap Keputusan Pembelian melalui Brand Image sebagai Variabel Intervening (Studi pada Generasi Z Konsumen Skincare Garnier di Kota Semarang) Wahyuni Putri Mumpuni; Ngatno Ngatno; Widiartanto Widiartanto
Jurnal Ilmu Administrasi Bisnis Vol 12, No 3 (2023)
Publisher : Universitas Diponegoro

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jiab.2023.38518

Abstract

Environmental issues encourage people to be more responsible for nature and change behavior to be able to minimize negative impacts on the environment. These behavioral changes encourage companies to reduce negative impacts on the environment and produce environmentally friendly products. Garnier is known as a cosmetic brand that implements green products and markets them through electronic word of mouth strategies. The purpose of this study was to determine the effect of green products and electronic word of mouth on purchasing decisions through brand image as an intervening variable. The type of research used is explanatory research. While the sampling technique used is non-probability sampling using purposive sampling and accidental sampling methods. This study involved 160 respondents who are generation Z Garnier skincare consumers in Semarang City. Data collection was carried out using a physical questionnaire and google form. This research uses SmartPLS 3.2.9 software tools for windows. The results of this study indicate that green product has a positive and significant effect on brand image, electronic word of mouth has a positive and significant effect on brand image, green product has a positive and significant effect on purchasing decisions, electronic word of mouth has a positive and significant effect on purchasing decisions, brand image has a positive and significant effect on purchasing decisions, green product has a positive and significant effect on purchasing decisions through brand image, electronic word of mouth has a positive and significant effect on purchasing decisions through brand image. It is recommended that Garnier provide information to consumers that its products have used recycled packaging that is more environmentally friendly. In addition, Garnier should encourage consumers to provide reviews or recommendations by providing incentives, such as discounts or gifts.Isu lingkungan mendorong masyarakat untuk lebih bertanggung jawab terhadap alam dan mengubah perilaku untuk dapat meminimalkan dampak negatif terhadap lingkungan. Perubahan perilaku tersebut mendorong perusahaan untuk mengurangi dampak negatif terhadap lingkungan dan menghasilkan produk ramah lingkungan. Garnier dikenal sebagai merek kosmetik yang menerapkan green product dan memasarkannya melalui strategi electronic word of mouth. Tujuan dari penelitian ini adalah untuk mengetahui pengaruh green product dan electronic word of mouth terhadap keputusan pembelian melalui brand image sebagai variabel intervening. Tipe penelitian yang digunakan adalah explanatory research. Sedangkan teknik pengambilan sampel yang digunakan adalah non-probability sampling menggunakan metode purposive sampling dan accidental sampling. Penelitian ini melibatkan 160 responden yang merupakan generasi Z konsumen skincare Garnier di Kota Semarang. Pengumpulan data dilakukan menggunakan kuesioner fisik dan google form. Penelitian ini menggunakan alat bantu software SmartPLS 3.2.9 for windows. Hasil dari penelitian ini menunjukkan bahwa green product berpengaruh positif dan signifikan terhadap brand image, electronic word of mouth berpengaruh positif dan signifikan terhadap brand image, green product berpengaruh positif dan signifikan terhadap keputusan pembelian, electronic word of mouth berpengaruh positif dan signifikan terhadap keputusan pembelian, brand image berpengaruh positif dan signifikan terhadap keputusan pembelian, green product berpengaruh positif dan signifikan terhadap keputusan pembelian melalui brand image, electronic word of mouth berpengaruh positif dan signifikan terhadap keputusan pembelian melalui brand image. Disarankan agar Garnier memberikan informasi kepada konsumen bahwa produk-produknya telah menggunakan kemasan daur ulang yang lebih ramah lingkungan. Selain itu, Garnier sebaiknya mendorong konsumen untuk memberikan ulasan atau rekomendasi dengan memberikan insentif, seperti diskon atau hadiah.
The Effect of Nonfinancial Compensation and Motivation on Employee Performance with Job Satisfaction as Intervening Variable (Study on Employee of the Engine Section of PT. Kota Jati Furindo) Tanzila Al Unsha; Ngatno Ngatno; Reni Shinta Dewi
Jurnal Ilmu Administrasi Bisnis Vol 12, No 3 (2023)
Publisher : Universitas Diponegoro

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jiab.2023.39658

Abstract

PT. Kota Jati Furindo merupakan salah satu perusahaan di Jepara yang memproduksi furnitur berkualitas ekspor. Berdasarkan data internal PT. Kota Jati Furindo, diketahui terjadi penurunan kinerja karyawan bagian mesin pada tahun 2017 hingga 2022. Diduga faktor yang menyebabkan penurunan kinerja pada karyawan bagian mesin adalah kompensasi nonfinansial di mana, motivasi dan kepuasan kerja. Tipe penelitian ini merupakan explanatory research dengan pengambilan sampel menggunakan salah satu teknik non probability sampling yaitu sampling jenuh yang menggunakan semua anggota populasi sebagai sampel. Sampel yang diambil berjumlah 48 orang yang merupakan karyawan bagian mesin PT. Kota Jati Furindo. Penelitian ini menggunakan SPPS versi 25 untuk analisis data, analisis yang dilakukan meliputi uji validitas, reliabilitas, koefisien korelasi, koefisien determinasi, regresi sederhana dan berganda, signifikansi uji t dan uji sobel. Hasil penelitian ini menunjukkan bahwa kompensasi nonfinansial, motivasi, dan kepuasan kerja mampu mempengaruhi kinerja karyawan. Berdasarkan hasil penelitian ini, maka disarankan agar PT. Kota Jati Furindo meningkatkan intensitas pelaksanaan promosi jabatan dan lebih mengapresiasi terhadap pencapaian karyawannya. Serta meningkatkan motivasi karyawan melalui reward dan merangkul agar karyawan andil dalam setiap kegiatan agar kinerja karyawan dapat meningkat.PT. Kota Jati Furindo is one of the companies in Jepara that produces export-quality furniture. Based on internal data of PT. Kota Jati Furindo, it is known that there was a decline in the performance of engine part employees from 2017 to 2022. It is suspected that the factors that cause a decrease in performance in machine part employees are nonfinancial compensation where, motivation and job satisfaction. This type of research is explanatory research with sampling using one of the non-probability sampling techniques, namely saturated sampling that uses all members of the population as samples. The samples taken amounted to 48 people who were employees of the machinery section of PT. Furindo Teak City. This study used SPPS version 25 for data analysis, the analysis carried out included validity, reliability, correlation coefficient, determination coefficient, simple and multiple regression, significance t test and sobel test. The results of this study show that nonfinancial compensation, motivation, and job satisfaction can affect employee performance. Based on the results of this study, it is recommended that PT. Kota Jati Furindo increases the intensity of promotion and appreciates the achievements of its employees. As well as increasing employee motivation through rewards and embracing so that employees take part in every activity so that employee performance can increase.
PENGARUH KUALITAS PRODUK DAN KUALITAS PELAYANAN TERHADAP LOYALITAS PELANGGAN (STUDI PADA KONSUMEN DAK NALGAE TEMBALANG KOTA SEMARANG) Atifa Alif Febryanti; Sudharto Prawata Hadi; Sari Listyorini
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.2024.40011

Abstract

The intense competition caused several companies to experience fluctuating sales. The decline in customer loyalty is reflected in fluctuating sales and the number of visitors which has tended to decrease over the last two months. Problems that arise: Does product quality affect customer loyalty? Does service quality affect customer loyalty? Does product quality and service quality affect customer loyalty? Quantitative research with the type of explanatory research, which is research conducted in order to find out the reasons behind something happening and what influences it to happen. The population in this study were Dak Nalgae Tembalang visitors who had bought Dak Nalgae Tembalang products and the samples taken by the researchers were 100 respondents. The research data analysis method used SPSS version 28.0. The results showed that product quality had a positive and significant effect on customer loyalty. Each service quality variable has a positive and significant effect on customer loyalty. Then, the variables of product quality and service quality have a positive and significant effect on customer loyalty. The suggestion from this research is that companies need to pay attention to several supporting facilities to support product quality and service quality so that consumers remain loyal to the company.Keywords: product quality, service quality, customer loyaltyKetatnya persaingan menyebabkan beberapa perusahaan mengalami penjualan yang fluktuatif. Dengan menurunnya loyalitas pelanggan tercermin dari penjualan yang fluktuatif dan jumlah pengunjung yang cenderung menurun selama dua bulan terakhir. Masalah yang muncul: Apakah kualitas produk berpengaruh terhadap loyalitas pelanggan? Apakah kualitas pelayanan berpengaruh terhadap loyalitas pelanggan? Apakah kualitas produk dan kualitas pelayanan berpengaruh terhadap loyalitas pelanggan? Penelitian kuantitatif dengan tipe explanatory research, yang mana penelitian yang dilakukan agar dapat mengetahui alasan dibalik terjadinya sesuatu hal dan apa yang mempengaruhi terjadinya hal tersebut. Populasi dalam penelitian ini adalah pengunjung Dak Nalgae Tembalang yang pernah membeli produk Dak Nalgae Tembalang dan sampel yang diambil peneliti sebanyak 100 responden dengan metode analisis data penelitian ini menggunakan SPSS versi 28.0. Hasil penelitian menunjukkan bahwa kualitas produk berpengaruh positif dan signifikan terhadap loyalitas pelanggan. Variabel kualitas pelayanan masing-masing berpengaruh positif dan signifikan terhadap loyalitas pelanggan. Lalu, variabel kualitas produk dan kualitas pelayanan berpengaruh positif dan signifikan terhadap loyalitas pelanggan. Adapun saran dari penelitian ini adalah perusahaan perlu memperhatikan beberapa fasilitas pendukung untuk menunjang kualitas produk dan kualitas pelayanan agar konsumen tetap loyal terhadap perusahaan tersebut.kata kunci: kualitas produk, kualitas pelayanan, loyalitas pelanggan 
PENGARUH KUALITAS PRODUK DAN PERSEPSI HARGA TERHADAP BRAND SWITCHING MELALUI KETIDAKPUASAN KONSUMEN SEBAGAI VARIABEL INTERVENING (STUDI PADA BRAND SWITCHING LAPTOP MEREK ASUS KE MEREK LAIN DI KOTA SEMARANG) Zhurna Auliya Istiq Meidea; Reni Shinta Dewi; Bulan Prabawani
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.2024.40567

Abstract

The development of technology makes more and more diverse products to support human needs, one of which is the type of laptop. In 2020 laptop users increased to 1.77 billion units, in 2021 ASUS laptops became the brand that topped the Top Brand Index and controlled the Indonesian laptop market share of 43.59%. However, in 2022 it was shifted by other brands, this was also supported by complaints on Twitter and the results of a pre-survey of 30 respondents regarding several aspects such as battery and product performance. After respondents used the ASUS brand laptop, 36.67% of respondents moved to the Lenovo brand laptop. The purpose of this study was to determine the effect of product quality and price perception on brand switching through consumer dissatisfaction as an intervening variable. The sample size was 100 respondents who were taken using non-probability sampling techniques. The research method is purposive sampling and open ended. This type of research is explanatory research. Data analysis in this study using SmartPLS 3.0 for Windows. The results showed that product quality and price perceptions have a positive and significant effect on brand switching through consumer dissatisfaction. This research supports the theory of consumer behavior in the evaluation process. The limitation of this research is that the data collection only contains respondents who meet the criteria. Suggestions for further research can be carried out in other regions to get diverse results and can add other variables such as customer experience.Keywords: product quality;price perception; brand switching; consumer dissatisfaction Adanya perkembangan teknologi menjadikan semakin banyak produk yang beragam untuk menunjang kebutuhan manusia, salah satunya jenis laptop. Pada tahun 2020 pengguna laptop meningkat hingga 1,77 miliar unit, pada tahun 2021 laptop ASUS menjadi merek yang menduduki peringkat teratas Top Brand Index dan menguasai pangsa pasar laptop Indonesia sebesar 43,59%. Namun pada tahun 2022 tergeser merek lain, hal ini juga didukung keluhan di Twitter dan hasil pra-survey terhadap 30 responden mengenai beberapa aspek seperti baterai dan kinerja produknya. Setelah responden menggunakan laptop merek ASUS, 36,67% responden berpindah ke laptop merek Lenovo. Tujuan penelitian ini untuk mengetahui pengaruh kualitas produk dan persepsi harga terhadap brand switching melalui ketidakpuasan konsumen sebagai variabel intervening. Jumlah sampel sebanyak 100 responden yang diambil dengan menggunakan teknik non-probability sampling. Metode penelitian purposive sampling dan open ended. Jenis penelitian ini explanatory research. Analisis data dalam penelitian ini menggunakan SmartPLS 3.0 for Windows. Hasil penelitian menunjukkan kualitas produk dan persepsi harga berpengaruh positif dan signifikan terhadap brand switching melalui ketidakpuasan konsumen. Penelitian ini mendukung teori perilaku konsumen dalam proses evaluasi. Keterbatasan penelitian ini yaitu dalam pengumpulan data hanya berisi responden yang memenuhi kriteria. Saran untuk penelitian selanjutnya dapat dilakukan di wilayah lain untuk mendapat hasil beragam dan dapat menambahkan variabel lain seperti customer experience.Kata Kunci: kualitas produk; persepsi harga; brand switching; ketidakpuasan konsumen.
Pengaruh Disiplin Kerja dan Motivasi Kerja terhadap Kinerja Karyawan melalui Work Engagement sebagai Variabel Intervening pada Bagian Sewing PT Sandang Asia Maju Abadi (Kawasan Industri Wijayakusuma Tugu Semarang) Arindi Rizqi Astuti; Widiartanto Widiartanto; Sudharto P. Hadi
Jurnal Ilmu Administrasi Bisnis Vol 12, No 3 (2023)
Publisher : Universitas Diponegoro

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jiab.2023.38501

Abstract

Human resources are the most important element in the company. Therefore, companies must have the right way to improve employee performance. PT Sandang Asia Maju Abadi, which is the object of this research, is a garment company that has been established for more than 30 years. In operational activities, the company has a target to continuously improve employee performance to achieve company goals. However, when measured using the Key Performance Indicator, employee performance scores fluctuate every year and even tend to decrease so that the target of increasing employee performance is not fulfilled. The purpose of this study is to determine the effect of discipline and motivation on the performance of the sewing department employees at PT Sandang Asia Maju Abadi through work engagement. This research uses explanatory research type. The sample used a random sampling technique of 100 respondents and the data collection technique used a questionnaire and interviews. The data analysis method used  regression analysis using IBM SPSS version 26.0 tools. The results showed that there was an influence between work discipline on work engagement, work motivation on work engagement, work discipline on employee performance, work motivation on employee performance, and work motivation and discipline on employee performance. The results of the Sobel test stated that there was an effect of work discipline on employee performance through work engagement and work motivation on employee performance through work engagement. The results of the mediation test stated that work engagement is a partial intervening variable in mediating the effect of work discipline on employee performance as well as being a partial intervening in mediating the effect of work motivation on employee performance. The advice given to PT Sandang Asia Maju Abadi is that the company must be firm if there are employees who violate the rules, the company can increase employee morale through various ways such as giving awards to employees who excel.Sumber daya manusia merupakan elemen terpenting dalam perusahaan. Oleh karena itu, perusahaan harus memiliki cara yang tepat untuk meningkatkan kinerja karyawan. PT Sandang Asia Maju Abadi yang menjadi objek pada penelitian ini merupakan perusahaan garmen yang telah berdiri lebih dari 30 tahun. Dalam kegiatan operasionalnya, perusahaan memiliki target untuk terus meningkatkan kinerja karyawan agar dapat mencapai tujuan perusahaan. Akan tetapi, setelah diukur menggunakan Key Performance Indicator, skor kinerja karyawan setiap tahunnya fluktuatif bahkan cenderung menurun sehingga target meningkatnya kinerja karyawan tidak terpenuhi. Tujuan penelitian ini yakni untuk mengetahui pengaruh disiplin kerja dan motivasi kerja terhadap kinerja karyawan bagian sewing pada PT Sandang Asia Maju Abadi melalui work engagement. Penelitian ini menggunakan tipe penelitian explanatory research. Sampel yang digunakan menggunakan teknik random sampling sebanyak 100 responden dan teknik pengumpulan datanya menggunakan kuesioner serta wawancara. Metode analisis data yang digunakan yakni analisis regresi dengan menggunakan tools IBM SPSS versi 26.0. Hasil penelitian menunjukkan terdapat pengaruh antara disiplin kerja terhadap work engagement, motivasi kerja terhadap work engagement, disiplin kerja terhadap kinerja karyawan, motivasi kerja terhadap kinerja karyawan, dan motivasi serta disiplin kerja terhadap kinerja karyawan. Hasil uji sobel menyatakan terdapat pengaruh disiplin kerja terhadap kinerja karyawan melalui work engagement serta motivasi kerja terhadap kinerja karyawan melalui work engagement. Hasil uji mediasi menyatakan bahwa work engagement merupakan variabel intervening parsial dalam memediasi pengaruh disiplin kerja terhadap kinerja karyawan serta menjadi intervening parsial dalam memediasi pengaruh motivasi kerja terhadap kinerja karyawan. Saran yang diberikan kepada PT Sandang Asia Maju Abadi yakni perusahaan harus tegas apabila terdapat karyawan yang melanggar peraturan dan perusahaan dapat meningkatkan semangat kerja karyawan melalui berbagai cara seperti memberikan penghargaan kepada karyawan yang berprestasi.Kata Kunci: Disiplin kerja, Motivasi Kerja, Work Engagement, Kinerja Karyawan.Abstract : Human resources are the most important element in the company. Therefore, companies must have the right way to improve employee performance. PT Sandang Asia Maju Abadi, which is the object of this research, is a garment company that has been established for more than 30 years. In operational activities, the company has a target to continuously improve employee performance to achieve company goals. However, when measured using the Key Performance Indicator, employee performance scores fluctuate every year and even tend to decrease so that the target of increasing employee performance is not fulfilled. The purpose of this study is to determine the effect of discipline and motivation on the performance of the sewing department employees at PT Sandang Asia Maju Abadi through work engagement. This research uses explanatory research type. The sample used a random sampling technique of 100 respondents and the data collection technique used a questionnaire and interviews. The data analysis method used  regression analysis using IBM SPSS version 26.0 tools. The results showed that there was an influence between work discipline on work engagement, work motivation on work engagement, work discipline on employee performance, work motivation on employee performance, and work motivation and discipline on employee performance. The results of the Sobel test stated that there was an effect of work discipline on employee performance through work engagement and work motivation on employee performance through work engagement. The results of the mediation test stated that work engagement is a partial intervening variable in mediating the effect of work discipline on employee performance as well as being a partial intervening in mediating the effect of work motivation on employee performance. The advice given to PT Sandang Asia Maju Abadi is that the company must be firm if there are employees who violate the rules, the company can increase employee morale through various ways such as giving awards to employees who excel.
ANALISIS PENGARUH GAYA KEPEMIMPINAN, KOMPENSASI, DAN DISIPLIN KERJA TERHADAP KINERJA KARYAWAN PADA PT BUMI WAHYU JAYA ABADI Alya Putri Eka Asmarajati; Sudharto P. Hadi; Hari Susanta Nugraha
Jurnal Ilmu Administrasi Bisnis Vol 12, No 3 (2023)
Publisher : Universitas Diponegoro

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jiab.2023.39560

Abstract

Penelitian ini memiliki tujuan untuk memperjelas pengaruh gaya kepemimpinan, kompensasi, dan disiplin kerja. Tipe penelitian ini yaitu explanatory research dan teknik sampel yang digunakan yaitu probability sampling dengan pendekatan simple random sampling. Pengumpulan data dilakukan dengan cara menyebar kuesioner serta wawancara 85 responden karyawan yang bekerja di PT Bumi Wahyu Jaya Abadi. Analisis data ini menggunakan analisis regresi linier dengan bantuan SPSS for ios. Hasil penelitian menunjukkan bahwasanya terdapat pengaruh positif dan signifikan antara gaya kepemimpinan terhadap kinerja karyawan, kemudian pengaruh positif dan signifikan antara kompensasi terhadap kinerja karyawan, dan pengaruh positif dan signifikan antara disiplin kerja terhadap kinerja karyawan serta pengaruh yang positif signifikan antara gaya kepeminpinan, kompensasi, dan disiplin kerja terhadap kinerja karyawan secara simultan. Berdasarkan adanya hasil tersebut perusahaan disarankan untuk melakukan perbaikan mengenai karakter gaya kepemimpinan yang lebih disesuaikan secara informatif dan juga memberi modifikasi situasi dan kepercayaan lebih bagi bawahan, kemudian perbaikan mengenai kompensasi tentang jaminan sosial tenaga kerja, dan juga disiplin kerja mengenai sanksi dan hukuman yang harus diberlakukan di perusahaan, supaya dapat tercapai kinerja karyawan yang lebih baik hingga kemudian hari.This study aims to clarify the influence of leadership style, compensation, and work discipline. This type of research is explanatory research and the sample technique used is probability sampling with a simple random sampling approach. Data collection was carried out by distributing questionnaires and interviews with 85 employee respondents working at PT Bumi Wahyu Jaya Abadi. This data analysis uses linear regression analysis with the help of SPSS for ios. The results showed that there was a positive and significant influence between leadership style on employee performance, then a positive and significant influence between compensation on employee performance, and a positive and significant influence between work discipline on employee performance and a significant positive influence between leadership style, compensation, and work discipline on employee performance simultaneously. Based on these results, companies are advised to make improvements regarding the character of leadership styles that are more informatively tailored and also provide more situation modifications and trust for subordinates, then improvements regarding compensation about labor social security, and also work discipline regarding sanctions and penalties that must be imposed in the company, in order to achieve better employee performance until later.
Pengaruh Green Promotion dan Green Packaging terhadap Keputusan Pembelian Produk MILO Activ-Go UHT (Studi pada Konsumen di Kota Semarang) Amalia, Andrea Putri; Hadi, Sudharto Prawata; Prabawani, Bulan
Jurnal Ilmu Administrasi Bisnis Vol 12, No 4 (2023)
Publisher : Universitas Diponegoro

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jiab.2023.39862

Abstract

Meningkatnya permintaan akan susu cair dalam kemasan menjadikan produsen terus berinovasi dalam menciptakan produk dengan berbagai macam varian rasa yang diminati konsumen. Hal tersebut tidak sejalan dengan adanya tren penurunan pendapatan penjualan produk MILO Activ-Go UHT di Kota Semarang selama tahun 2018 hingga 2021. Penelitian ini dilakukan untuk mengetahui keputusan pembelian produk MILO Activ-Go UHT di Kota Semarang yang dipengaruhi oleh green promotion dan green packaging. Tipe penelitian yang digunakan adalah explanatory research. Sampel pada penelitian ini diambil sebanyak 100 orang responden yang pernah mengkonsumsi produk MILO Activ-Go UHT dengan teknik pengambilan sampel purposive sampling. Pengumpulan data dilakukan dengan menyebar kuesioner secara online. Hasil dari penelitian yang telah dilakukan menunjukkan bahwa green promotion dan green packaging memiliki pengaruh positif signifikan terhadap variabel keputusan pembelian. Demi keberlanjutan dan peningkatan keputusan pembelian, diperlukan evaluasi strategi penyampaian informasi produk dengan memberikan pelatihan pada salesperson agar lebih tanggap dalam menyampaikan informasi seputar produk ramah lingkungan. Perusahaan juga dapat menjalin mitra bisnis untuk menciptakan wadah penampungan sampah minuman karton bagi produk MILO Activ-Go UHT maupun merek susu cair kemasan karton lainnya.The increasing demand of packaged liquid milk has forced producers to continue the innovation in creating various flavors products that are in demand by consumers. This phenomenon is not in the line with the trend of declining sales revenue for MILO Activ-Go UHT product in Semarang City from 2018 to 2021. This research was conducted to determine the purchasing decisions of MILO Activ-Go UHT product in Semarang City which are influenced by green promotion and green packaging. The type of this research is explanatory research. The sample in this research is taken using a purposive sampling technique to 100 respondents who had consumed MILO Activ-Go UHT product. Data collection was carried out by distributing online questionnaires. The results of this research show that the green promotion and green packaging have a significant positive influence on the purchase decision variable. For the sake of sustainability and increasing purchasing decisions, it is necessary to evaluate the product information delivery strategy by providing training to salespersons, so they can be more responsive in conveying information about environmentally friendly products. Company can also establish business partners to create trashcan for carton waste of MILO Activ-Go UHT product and other carton-packed liquid milk brands.
THE INFLUENCE OF BRAND AMBASSADOR TOWARDS PURCHASE DECISION THROUGH BRAND IMAGE AS THE MEDIATOR AT WHITELAB Hanun Aisyah; Bulan Prabawani
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.2024.40202

Abstract

The product of cosmetics and skincare sector is currently growing well in Indonesia. A growing number of people aware of how important it is to keep healthy skin, particularly women. Skincare manufacturers are competing to develop and supply products that may satisfy the demands of potential customers due to the increasing needs of the skincare market. One of Whitelab's marketing strategies is to increase product sales by utilizing brand ambassadors to attract consumer purchasing decisions. Whitelab collaborated with Sehun as a brand ambassador to release an exclusive collaboration package. But, Whitelab's position is still at the bottom of competitors who also use brand ambassadors as a promotion tool. Then, this research aims to know the influence of brand ambassador towards the customers purchase decision through brand image as the mediator at Whitelab, tested based on variables but explained through the influence of each dimension/indicator on each variable. The total sample in this research is 100 respondents with the sampling techniques is non-probability sampling which is purposive sampling. The data collection techniques are through questionnaire, literature review, and interview.  The type of this research is explanatory research that processed used SmartPLS 3.2.9 software with the result indirect effects brand ambassador influences positive significantly on the customers purchase decision through brand image as the partial mediation. Recommendation for Whitelab company is expected to pay more attention to the brand ambassadors used, companies need to select local brand ambassadors.Keywords: Brand Ambassador, Brand Image, Purchase Decision
PENGARUH PRICE DISCOUNT DAN HEDONIC SHOPPING MOTIVATION TERHADAP IMPULSIVE BUYING PADA KONSUMEN TOKOPEDIA DI KOTA SEMARANG Deatamy Puspa Prasiwy; Apriatni Endang Prihatini; Dinalestari Purbawati
Jurnal Ilmu Administrasi Bisnis Vol 12, No 3 (2023)
Publisher : Universitas Diponegoro

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jiab.2023.39192

Abstract

Perubahan yang bergerak dengan begitu cepat dengan perkembangan terus terjadi di berbagai bidang, Semakin bertambahnya pengguna internet pun berbagai kegiatan  dilakukan secara online. Selain mudah, internet dapat memberikan informasi terkait banyak hal dengan waktu yang sangat cepat khusunya pada teknologi seperti penggunaan internet yang semakin melekat dalam kehidupan sehari-hari sehingga menimbulkan gaya hidup baru dalam memenuhi kebutuhan dengan berbelanja secara online. Strategi bisnis dibuat guna memenuhi gaya hidup yang konsumtif sehingga menciptakan dorongan pada konsumen untuk melakukan impulsive buying. Penelitian ini dilakukan dengan tujuan untuk mengetahui pengaruh dari price discount dan hedonic shopping motivation terhadap impulsive buying dengan menggunakan penelitian kuantitatif. Sample diambil menggunakan teknik non probability sampling dengan metode purposive sampling. Perolehan sampel dilakukann dengan membagikan kuesioner kepada 100 responden yang merupakan konsumen Tokopedia di Kota Semarang. Penelitian yang telah dilakukan menemukan hasil bahwa price discount secara parsial berpengaruh signifikan terhadap impulsive buying, hedonic shopping motivation secara parsial berpengaruh signifikan terhadap impulsive buying, dan secara bersamaan hedonic shopping motivation dan price discount berpengaruh signifikan terhadap impulsive buying. Hasil penelitian yang telah dilakukan menunjukkan bahwa masih kurangnya pilihan produk yang diberikan potongan harga (price discount), sehingga konsumen masih terbatas dalam memilih produk. Penelitian juga menunjukkan hasil bahwa konsumen beranggapan Tokopedia masih kurang dalam memperbarui produk-produknya sehingga dinilai kurang mengikuti tren. Changes moving so fast with developments continuously occurring in various fields, especially in technology such as the use of the internet. This was increasingly embedded in everyday life, creating the lifestyle of fulfilling needs by shopping online. Business strategies focus on creating impulsive buying on consumers to meet a consumer lifestyle. This study was conducted to determine the effect of price discounts and hedonic shopping motivation on impulsive buying using quantitative research. The sample was taken using a non-probability sampling technique with a purposive sampling method. Sample acquisition was carried out by distributing questionnaires to 100 respondents who were conusmers of Tokopedia in Semarang. Research that has been conducted found that price discount partially has a significant effect on impulsive buying, hedonic shopping motivation partially has a significant effect on impulsive buying, and simultaneously hedonic shopping motivation and price discount have a significant effect on impulsive buying. The results of the research show that there is still a lack of choice of products that are given a price discount, so consumers are still limited in choosing products. The research also shows the consumers think Tokopedia is still lacking in updating its products so that they are considered not following trends. 
The Effect of Brand Trust and Brand Awareness on Bear Brand Dairy Products Purchasing Decisions in the Era of the Covid-19 Pandemic (Study on Bear Brand Milk Consumer in Semarang City) Iman, Clara Monica; Listyorini, Sari; Prihatini, Apriatni Endang
Jurnal Ilmu Administrasi Bisnis Vol 12, No 4 (2023)
Publisher : Universitas Diponegoro

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jiab.2023.39746

Abstract

Pandemi Covid-19 menjadi tantangan besar yang dihadapi setiap negara. Selama puncak gelombang pandemi, masyarakat melakukan panic buying terhadap produk yang dianggap penting untuk menghadapi virus, salah satunya adalah susu Bear Brand. Brand trust dan brand awareness diduga sebagai faktor yang dapat memengaruhi keputusan pembelian. Penelitian ini bertujuan untuk mengetahui pengaruh brand trust dan brand awareness terhadap keputusan pembelian produk susu Bear Brand di Kota Semarang. Tipe penelitian menggunakan explanatory research dengan teknik pengambilan sampel menggunakan non-probability sampling dengan teknik purposive sampling. Sampel berjumlah 100 responden yang merupakan konsumen susu Bear Brand di Kota Semarang. Penelitian ini diolah melalui SPSS versi 24.0. Hasil penelitian menunjukkan bahwa variabel brand trust (X1) memiliki pengaruh signifikan dan positif terhadap variabel keputusan pembelian (Y), variabel brand awareness (X2) memiliki pengaruh signifikan dan positif terhadap keputusan pembelian (Y), serta variabel brand trust (X1) dan brand awareness (X2) memiliki pengaruh signifikan dan positif terhadap keputusan pembelian (Y). Saran dalam penelitian ini adalah Bear Brand dapat meningkatkan brand trust dan brand awareness untuk dapat meningkatkan keputusan pembelian.The Covid-19 pandemic is a big challenge faced by every country. During the peak of the pandemic wave, people panic bought products that were considered important to deal with the virus, one of which was Bear Brand milk. Brand trust and brand awareness are thought to be factors that can influence purchasing decisions. This study aims to determine the influence of brand trust and brand awareness on the purchase decision of Bear Brand dairy products in Semarang City. This type of research uses explanatory research with sampling techniques using non-probability sampling using purposive sampling techniques. The sample amounted to 100 respondents who were consumers of Bear Brand milk in Semarang City. This research was processed through SPSS version 24.0. The results showed that the brand trust variable (X1) had a significant and positive influence on the purchase decision variable (Y), the brand awareness variable (X2) had a significant and positive influence on the purchase decision (Y), and the brand trust (X1) and brand awareness (X2) variables had a significant and positive influence on the purchase decision (Y). The suggestion in this study is that Bear Brand can increase brand trust and brand awareness to be able to improve purchasing decisions.

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