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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.
Arjuna Subject : -
Articles 1,401 Documents
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ANALISIS STRATEGI PEMASARAN PRODUK UNGGULAN DENGAN PENDEKATAN MARKETING DAN BUSINESS INTELLIGENCE DI KABUPATEN WONOSOBO Almeira Renata; Mahfudz Mahfudz
Diponegoro Journal of Management Volume 12, Nomor 1, Tahun 2023
Publisher : Faculty of Economics and Business Diponegoro University

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Abstract

ABSTRACT Marketing and business intelligence approaches in this study were used to obtain information and develop the potential of leading sectors in Wonosobo Regency. The object of research used in this study is 15 sub-districts. This study aims to determine the potential of the leading sector. The research method used in this study is the Analytical Hierarchy Process (AHP). The AHP method is used in this study because it is considered capable of producing decisions in order to achieve goals based on the criteria set in the AHP model. Moreover, the strategy and policy used in developing the potential of the leading sector are to collect information from the market or the community as a supporter of the marketing and business intelligence approach, in accordance with the potential of the leading sector owned by each sub-district. Based on the research, the result shows that 15 sub-districts in Wonosobo Regency with details as follows are 7 sub-districts consisting of Garung, Kalikajar, Kaliwiro, Leksono, Selomerto, Sukoharjo, and Watumalang which have the potential of leading agricultural sectors. Then there are 5 sub-districts that have processing potential consisting of Kepil, Kertek, Mojotengah, Sapuran, and Wonosobo. Meanwhile, the subdistricts that have excellent potential in the tourism sector are Kalibawang, Kejajar, and Wadaslintang sub-districts.
PENGARUH PRINSIP GAMIFICATION TERHADAP LOYALITAS MEREK DENGAN KETERLIBATAN PELANGGAN SEBAGAI VARIABEL INTERVENING (Studi pada Pengguna Lazada di Kota Semarang) Azra Rafi Nur Asy'ari; I Made Sukresna
Diponegoro Journal of Management Volume 12, Nomor 2, Tahun 2023
Publisher : Faculty of Economics and Business Diponegoro University

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ABSTRACT E-commerce competition in Indonesia has forced e-commerce companies to create new strategies in order to maintain consumer loyalty. Gamification is believed to have a strong influence on being able to attract and engage consumers so that they are loyal to an e-commerce This study aims to determine the influence of gamification principles on customer engagement in brand loyalty. The sample used in this study amounted to 205 respondents and was selected by purposive sampling. The method used in data collection is a questionnaire. The data obtained from the results of the questionnaire were then processed and analyzed using the Structural Equation Model (SEM) technique using the AMOS software tool. The results of this study indicate that the principles of gamification consisting of social interaction, sense of control, goals, rewards, and prompts have a positive and significant impact on customer engagement, progress tracking has a negative impact on customer engagement, and customer engagement has a positive and significant impact on brand loyalty
THE IMPACT OF BRAND IMAGE AND PERCEIVED QUALITY ON CONSUMER PURCHASE DECISION OF SOMETHINC WITH KOREAN BRAND AMBASSADOR (NCT DREAM) AS MODERATING VARIABLE
Diponegoro Journal of Management Volume 12, Nomor 1, Tahun 2023
Publisher : Faculty of Economics and Business Diponegoro University

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Abstract

ABSTRACT This study aims to explain: to determine the percentage of NCT Dream as a brand ambassador, whether it can influence the relationship between brand image and Perceived Quality on Purchasing decisions for the Somethinc brand. Research was conducted on Somethinc consumers who know that NCT Dream is an Somethinc brand ambassador. By distributing questionnaires to 140 respondents as a sample. The type of research used is quantitative research. sampling technique using purposive sampling. The analysis technique used is multiple regression analysis with the F test and T test. The results of the multiple regression analysis show that each variable, namely brand image and perceived quality, together has a significant effect on purchasing decisions. while the Korean Brand Ambassador Variable as a moderating variable succeeded in strengthening the relationship between Brand image to Consumer purchase Decisions and Perceived Quality to Consumer Purchase Decisions.
PENGARUH DESAIN LAMAN, PERCEIVED EASE OF USE DAN E-TRUST TERHADAP E-LOYALTY MELALUI E-SATISFACTION SEBAGAI VARIABEL INTERVENING (Studi Pada Konsumen PT Bhineka Rahsa Nusantara) Laras Dipta Sri Ida Susilowati; I Made Sukresna
Diponegoro Journal of Management Volume 12, Nomor 2, Tahun 2023
Publisher : Faculty of Economics and Business Diponegoro University

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ABSTRACT This study aims to analyze the effect of information quality on page design, perceived ease of use and e-trust on e-loyalty with e-satisfaction as an intervening variable for PT Bhineka Rahsa Nusantara consumers. Rahsa Nusantara has several sales channels, one of which is a website. Initially, the Rahsa Nusantara website was running well, but as time went on, the number of loyal customers and new customers decreased. However, in 2022 this website will experience a comeback which is the problem in this study to review the effect behind the increase in loyal customer returns. The sample in this study was 200 respondents, namely Rahsa Nusantara customers who had made purchases on the website at least 2 times. The sampling technique used was purposive sampling by distributing questionnaires to the intended respondents. In this study a theoretical model was developed by proposing four hypotheses which would be tested using the Structural Equation Modeling (SEM) tool operated through the AMOS 22.0 program. Based on the results of SEM data processing for models that meet the goodness of fit criteria are as follows chi-square 193.701, significance probability 0.171, CMIN/DF 1.101 RMSEA 0.022, TLI 0.994, CFI 0.995 with one marginal value, namely AGFI value 0.893. With the results obtained, the research model is considered feasible to use. The results of this study indicate that e-loyalty can be increased by improving page design, perceived ease of use and e-trust which can influence e-satisfaction as a determinant of e-loyalty success.
STRATEGY TO ATTRACT NEW CUSTOMERS: A CASE OF PROFESSIONAL PRODUCT HOMEMADE Andrea Desmita Liusvia; Mahfudz Mahfudz; Afina Hasya
Diponegoro Journal of Management Volume 12, Nomor 1, Tahun 2023
Publisher : Faculty of Economics and Business Diponegoro University

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Abstract

ABSTRACT The present study endeavors to ascertain the branding strategies of Homemade, a fledgling enterprise that were established in the year 2021, in the wake of the COVID-19 pandemicinduced isolation. With the closure of several socializing avenues, people have been grappling with feelings of seclusion and detachment. Homemade, with its focus on food, aims to bridge this gap and foster a sense of community among people. As a nascent startup, Homemade is confronted with several challenges, including a lack of brand recognition and the identification of an optimal marketing plan. These issues are compounded by the company's limited workforce and a dearth of online and offline marketing initiatives. Therefore, this research project is designed to furnish Homemade with recommendations to surmount these challenges and identify the root cause of the problem. One of the proposed marketing strategies for Homemade is to leverage the influence of local social media personalities to promote its culinary offerings. This can be achieved through a collaborative effort whereby Homemade sends free food samples to influencers for review and promotion. Such an approach can potentially enhance the company's visibility and augment its customer base
PENGARUH KUALITAS PRODUK DAN CITRA MEREK TERHADAP LOYALITAS PELANGGAN: DENGAN VARIABEL MEDIASI KEPUASAN PELANGGAN Adika Daniswara; Susilo Toto Rahardjo
Diponegoro Journal of Management Volume 12, Nomor 1, Tahun 2023
Publisher : Faculty of Economics and Business Diponegoro University

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ABSTRACT This study aims to analyze the influence of product quality and brand image on customer loyalty with the role of customer satisfaction as a mediating variable on the millennial generation object that uses Nike sports shoes in Semarang. The number of samples used in this study were 130 respondents who were customers aged between 19-29, used Nike shoes for 1 year, or had purchased Nike sports shoes more than once. This study uses the Structural Equation Model (SEM) analysis method with Partial Least Square (PLS) as a data processing tool. The results of this study indicate that product quality and brand image and customer satisfaction have a positive and significant impact on customer loyalty.
PENGEMBANGAN BAWANG GORENG DALAM KEMASAN By DAPOER SAHNAYA (STUDI DENGAN PENDEKATAN RENCANA BISNIS) Yudha Aditya Ramadhana; Idris Idris
Diponegoro Journal of Management Volume 12, Nomor 2, Tahun 2023
Publisher : Faculty of Economics and Business Diponegoro University

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ABSTRACT The Business Plan for the Bawang Goreng By Dapoer Sahnaya business was created to analyze the Bawang Goreng By Dapoer Sahnaya business, so that the owner of the Bawang Goreng By Dapoer Sahnaya can find out whether the business is feasible or not feasible to run. Some of the analyzes used include financial aspects, market and marketing aspects, management aspects, HR aspects, operational aspects, environmental, social and cultural aspects and legal aspects. Financial aspect focuses on financial sensitivity analysis which includes Net Present Value (NPV), Internal Rate of Return (IRR), Payback Period and B/C ratio. In running a business Bawang Goreng By Dapoer Sahnaya, it requires funds of Rp 245,735,018 consisting of Rp 199,194,718 own funds and credit capital of Rp 46,450,300. The results of research conducted using normal sensitivity analysis with the results of the Net Present Value (NPV) of Rp 437.212.437, Internal Rate of Return (IRR) of 53%, Payback Period (PBP) for 2 years 7 months and benefit and cost ratio (B/C Ratio) of 1,88. With the calculation of sensitivity analysis, Bawang Goreng By Dapoer Sahnaya business can be said to be feasible to run and can survive the conditions that will exist in the future
ANALISIS FAKTOR-FAKTOR YANG MEMENGARUHI MINAT BELI SOMETHINC DI KOTA TANGERANG SELATAN (STUDI PADA PLATFORM TIKTOK SHOP) Rina Inggrid Anatasya; I Made Bayu Dirgantara; Rista Nurdianasari
Diponegoro Journal of Management Volume 12, Nomor 2, Tahun 2023
Publisher : Faculty of Economics and Business Diponegoro University

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Abstract

ABSTRACT The presence of the Internet in the community has facilitated various aspects and means of people's lives, such as communication facilities, learning facilities, and sources of information using various media. One of them is by using social media. Even during this pandemic, almost everyone, including the people of Indonesia, has made the Internet their primary need. The research aims to analyze what factors can increase Purchase Intention for skincare products Somethinc by TikTok users in South Tangerang City. The research sample consisted of 125 sample determinations, namely nonprobability sampling and purposive sampling where the researchers gave the limitations that would be used as samples were young consumers in South Tangerang City aged 16 to 30 years who had purchased skincare Something. The analysis tool uses the AMOS 22.00 SEM method (Structural Equation Modeling). The results of the study show that there is a significant effect of Electronic Word of Mouth on Brand Image with a p-value of ***, which means that it is close to Zero <0.05 (H1 is accepted). Electronic Word of Mouth on Purchase Intention with a p-value of 0.035 (H2 accepted). There is a significant influence of Brand Image on Purchase Intention with a p-value of 0.007 (H3 accepted). The determination value is known as the effective contribution of Electronic Word of Mouth and Brand Image to Purchase Intention of 0.178 or 17.8%
PENGARUH WORK FROM HOMETERHADAP WORK LIFE BALANCE DENGAN WORK ENGAGEMENT SEBAGAI VARIABEL INTERVENING PADA LAKI-LAKI YANG SUDAH MENIKAH DAN MEMILIKI ANAK Ibnu Hamdan; Mirwan Surya Perdhana
Diponegoro Journal of Management Volume 12, Nomor 1, Tahun 2023
Publisher : Faculty of Economics and Business Diponegoro University

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ABSTRACT This study aims to examine the effect of Work From Home on Work-Life Balance with Work Engagement as an Intervening Variable in men who are married and have children. This study uses the Non Probability Sampling method by means of Purposive Sampling. While the sample used is 67 employees. The data analysis technique in this study uses Partial Least Square with SmartPLS software to determine the path coefficient and the effect of the independent variable on the dependent variable. The results showed that Work From Home had a negative and significant effect on Work -Life Balance. Work From Home has a positive and significant effect on Work Engagement. Work Engagement has a positive and significant effect on Work-Life Balance. This study shows that Work Engagement can mediate a significant positive indirect effect between Work From Home on Work-Life Balance.
PENGARUH FITUR PEMASARAN MEDIA SOSIAL TERHADAP KEPUTUSAN PEMBELIAN PADA INDUSTRI CEPAT SAJI DENGAN KEPERCAYAAN PADA MEREK SEBAGAI MEDIATOR Aulia Kusuma Febriyani; Farida Indriani
Diponegoro Journal of Management Volume 12, Nomor 1, Tahun 2023
Publisher : Faculty of Economics and Business Diponegoro University

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ABSTRACT In analyzing the factors of consumer purchasing decisions through social media marketing, companies need to pay attention to the features that exist in social media marketing that influence consumer purchasing decisions. This study aims to analyze the influence of features of interactivity, entertainment, perceived relevance, informativeness, and habit in social media marketing on consumer purchasing decisions in the fast food industry through brand trust as an intervening variable. The required data was collected from visitors to fast food brands McDonalds, KFC and Burger King in Indonesia through a quantitative questionnaire. After getting the desired number of respondents, the data obtained was analyzed with SPSS software. The results show that the features of interactivity, perceived relevance, informativeness, and habits in social media marketing have a direct effect on purchasing decisions, while entertainment features do not have a direct effect on purchasing decisions. The results also show that brand trust is only able to mediate the relationship between informative features and purchase decisions. Theoretically, this paper advances the current literature by exploring the mediating effects of brand trust among the five features of social media marketing and purchasing decisions with new empirical insights from Indonesia, taking into account that previous research like this in the Indonesian region is scarce.

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