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Diponegoro Journal of Management
Published by Universitas Diponegoro
ISSN : -     EISSN : -     DOI : -
Core Subject : Science,
Decision Sciences, Operations Research & Management
Media publikasi karya ilmiah lulusan S1 Prodi Manajemen Fakultas Ekonomika dan Bisnis Universitas Diponegoro yang memuat berbagai hasil penelitian maupun kajian mengenai manajemen keuangan, manajemen sumber daya manusia, manajemen pemasaran, manajemen strategik dan manajemen operasional.
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Articles 22 Documents
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Search results for , issue "Volume 12, Nomor 2, Tahun 2023" : 22 Documents clear
Analisis Pengaruh Kredibilitas Endorser Terhadap Minat Beli Dengan Kredibilitas Merek Sebagai Variabel Intervening (Studi Pada Produk smartphone Vivo Di Kota Semarang) Veka Nanda Homer; Augusty Tae Ferdinand
Diponegoro Journal of Management Volume 12, Nomor 2, Tahun 2023
Publisher : Faculty of Economics and Business Diponegoro University

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Abstract

ABSTRACT Abstract. Developments that occur in the current digital era encourage various companies or entrepreneurs to set the right marketing strategy for the products or services to be marketed. Through the services of endorsers as a marketing strategy made by companies or entrepreneurs to better introduce brands or brands to the public. In this study tested the expertise, trust, attractiveness, to purchase intention with brand credibility as intervening variables. The research begins with the development of a framework that analyzes the relationship between endorser credibility, brand credibility, and purchase intention based on Self Congruence Theory. The population in this study are people who live in the city of Semarang who know or buy Vivo smartphone products. Data collection involved 150 respondents with a questionnaire method selected by purposive sampling. The data obtained from the questionnaire data were then analyzed quantitatively and using the Structural Equation Modeling (SEM) method using a tool in the form of the Analysis Moment Of Structural (AMOS) version 24 program. The results of this study show that expertise, trustworthiness, attractiveness, which promote Vivo smartphone products have a positive and significant effect on brand credibility. Furthermore, brand credibility also has a positive influence on purchase intention. Therefore all hypotensives in this study are accepted and it is hoped that the managerial implications of this study can be suggestions for improvements to the VIVO Smartphone.
PENGARUH KUALITAS LAYANAN, EXPERIENTIAL MARKETING, DAN CITRA DESTINASI TERHADAP KEPUTUSAN UNTUK BERKUNJUNG KEMBALI MELALUI KEPUASAN PENGUNJUNG SEBAGAI VARIABEL INTERVENING (Studi pada Objek Wisata Religi Masjid Agung Banten) Salsabila Chairunisa; Bambang Muna Dwiyanto
Diponegoro Journal of Management Volume 12, Nomor 2, Tahun 2023
Publisher : Faculty of Economics and Business Diponegoro University

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Abstract

ABSTRACT This research begins with developing a research framework or model between Service Quality, Experiential Marketing, Destination Image, Revisiting Decisions and Visitor Satisfaction. Furthermore, data were obtained from 110 respondents by distributing questionnaires through google forms and consisting of open and closed questions. Respondents are visitors who had visited the Objek Wisata Religi Masjid Agung Banten at least 2 times. Then, the data obtained were analyzed quantitatively and structurally using the Structural Equaition Modeling (SEM) method using the Analysis Moment of Structural (AMOS) program. The results showed that service quality and destination image had a significant impact on visitor satisfaction variables as intervening variables. Destination image had a significant impact on revisiting decisions. Likewise with the intervening variables, namely visitor satisfaction have a significant influence on revisiting decisions. Meanwhile, experiential marketing has a insignificant influence on visitor satisfaction. And the variables of service quality and experiential marketing have insignificant effect on revisiting decisions. It is hoped that the managerial implications of this research can be used as suggestions for improvement for the Objek Wisata Religi Masjid Agung Banten.

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