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EDITOR MAJALAH MEDIAEKONOMI DAN MANAJEMEN D.A. FAKULTAS EKONOMIKA DAN BISNIS UNIVERSITAS 17 AGUSTUS 1945 (UNTAG) SEMARANG JALAN PAWIYATAN LUHUR BENDAN DHUWUR SEMARANG 50235
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Media Ekonomi dan Manajemen
Published by Universitas 17 Agustus 1945 Semarang
ISSN : 08541442     EISSN : 25034464     DOI : http://dx.doi.org/10.24856/mem.v36i1.1726
Core Subject : Economy, Science, Engineering,
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Industrial & Manufacturing Engineering
For optical lens manufacturing the development of product and service quality is a key thing in answering challenges in the business competition it is developing. To achieve this determine the Key Performance Indicator (KPI), the Rejected Rate and On-Time Delivery (OTD) to measure the extent of the performance that has been achieved and how to develop it, shape the work culture of Kaizen which commits to continuous improvement and value chain analysis largely determine the process of developing production and service quality. The Kaizen culture and value chain applied in achieving the KPI target in this study succeeded in reducing the KPI Rejected Rate by 0. 46% and raise OTD by 2. 22%. The method used in this study uses a review of literature studies, observations, and direct interviews of the plant manager of one of the largest optical lenses manufacturers in Indonesia using data comparisons in 2018 and 2020
Arjuna Subject : Bisnis, Menejemen, dan Akutansi (semua kategori) - Strategi dan Menejemen
Articles 274 Documents
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Korupsi Dan Faktor-Faktor Yang Mempengaruhinya Di Indonesia Nugroho SBM
Media Ekonomi dan Manajemen Vol 26, No 2 (2012): Optimalisasi Peran Perusahaan dan Pengendalian Organisasi
Publisher : Fakultas Ekonomika dan Bisnis UNTAG Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (83.054 KB) | DOI: 10.24856/mem.v26i2.192

Abstract

AbstrakTingkat Korupsi di Indonesia masih tinggi dibandingkan dengan negara-negara lain di dunia dilihat dari Indeks Persepsi Korupsi yang diterbitkan oleh Transparency International. Penelitian ini menganalisis pengaruh PDB, populasi wanita, tingkat pendidikan dan keterbukaan ekonomi terhadap tingkat korupsi di Indonesia. Studi ini menunjukkan PDB variabel, populasi wanita, dan tingkat pendidikan yang dipamerkan secara signifikan mempengaruhi tingkat korupsi di Indonesia, sedangkan tingkat keterbukaan ekonomi tidak signifikan mempengaruhi tingkat korupsi di Indonesia .. Variabel yang paling berpengaruh adalah populasi wanita. Ini berarti kebutuhan untuk posisi publik yang lebih diberikan kepada perempuan untuk meminimalkan korupsi.Kata Kunci: Korupsi, PDB, Penduduk Wanita, Pendidikan, Keterbukaan Ekonomi AbstractLevels of Corruption in Indonesia is still high compared to the other countries of the world seenfrom the Corruption Perception Index published by Transparency International. This study analyzed the influence of GDP, female population, education level and economic openness to the level of corruption in Indonesia. The study shows the variables GDP, female population, and education levels exhibited significantly affect the level of corruption in Indonesia, while the level of economic openness does not significantly affect the level of corruption in Indonesia .. The most influential variable is female population. This implies the need for more public positions given to women to minimize corruption.Keywords: Corruption, GDP, Female Population, Education, Economic Openess 
Food Shopping Behavior: A Long Way to Prevent Food Waste Mahestu N Krisjanti; Agnes Gracia Quita
Media Ekonomi dan Manajemen Vol 35, No 1 (2020): Competitive Challenges Facing Indonesia in the Global Economy
Publisher : Fakultas Ekonomika dan Bisnis UNTAG Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (323.65 KB) | DOI: 10.24856/mem.v35i1.1251

Abstract

Food sustainability is becoming big concern these last couple years, due to the food scarcity issues in many countries.  However in contrary previous studies reported the food waste behavior is getting bigger at this moment because of over food preparation, food stocking, undesired food, and food packaging. Over all, most of these issues come from the food shopping behavior. People tend to buy more food products than what they need. Therefore, the determinant of food shopping behavior is urgently found in order to find the solution to drive people to have planned food buying behavior. This research elaborates how motivation to prevent food waste would affect food shopping behavior. The data collection through survey has been done in the young adult community. The finding indicates that having motivation to prevent food waste will contribute to well-planned food shopping behavior. Furthermore, the research also indicates that female shows higher motivation in preventing food waste as also reported in some previous studies that report similar result.
Analisis Pengaruh Literasi Keuangan Dan Faktor Demografi Terhadap Pengambilan Kredit Pada PT. Columbia Cabang Kudus Alina Tsalitsa; Yanuar Rachmansyah
Media Ekonomi dan Manajemen Vol 31, No 1 (2016): Peran Personal dan Lingkungan Dalam Pencapaian Tujuan Organisasi
Publisher : Fakultas Ekonomika dan Bisnis UNTAG Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (492.727 KB) | DOI: 10.24856/mem.v31i1.280

Abstract

Abstrak            Tujuan penelitian ini adalah untuk menguji faktor-faktor yang dapat mempengaruhi pengambilan kredit di PT. Columbia Subdivisi Kudus, yang terdiri dari literasi keuangan, dan faktor-faktor demografi (umur, penghasilan, profesi dan pendidikan).  Sampel penelitian sejumlah 100 orang yang diambil dengan purposive sampling dan cluster sampling. Teknik Analisa data menggunakan regresi linier berganda.            Hasil penelitian memperlihatkan bahwa literasi keuangan dan penghasilan memiliki pengaruh positif terhadap pengambilan kredit. Sedangkan umur, profesi dan pendidikan memiliki pengaruh negative terhadap pengambilan kredit. Nilai adjusted R2 didapatkan sebesar 56,8 %, sehingga dapat diartikan bahwa variable pengambilan kredit dapat dijelaskan oleh variable independen yang terdiri dari : literasi keuangan, faktor-faktor demografi (umur, penghasilan, profesi, pendidikan), sedangkan sebesar 43, 2 % dijelaskan oleh variabel yang lain. Kata kunci: literasi keuangan, faktor-faktor demografi, pengambilan kredit Abstract This study aims to examine the factors that can influence taking of credits in PT. Columbia subdivision Kudus. The factors that are expected to influence taking of credit in terms of behavioral is the financial literacy, demographic factors (age, income, profession and education). The number of samples taken as many as 100 by using purposive sampling and cluster sampling. Data analysis techniques used in this research is multiple linear regression.            The results showed that the variables financial literacy and income had positive influence on taking of credits. While the variables age, profession and education has negative influence on taking of credits. Of this study obtained Adjusted R2 value of 0.568 or 56.8 %. This means that 56.8 % variable taking of credit can be explained by the independent variable that is financial literacy, demographic factors (age, income, profession and education). The remaining portion of 43.2 % is explained by other variables. Keywords: Financial Literacy, Demographic Factors, Taking Credit
Pengaruh PDRB, Pendidikan, Kesehatan, Dan Pengangguran Terhadap Tingkat Kemiskinan Di Jawa Tengah (2011-2015) Aria Bhaswara Mohammad Bintang; Nenik Woyanti
Media Ekonomi dan Manajemen Vol 33, No 1 (2018): Upaya Peningkatan Layanan Publik dalam Pencapaian Kesejahteraan Masyarakat dan
Publisher : Fakultas Ekonomika dan Bisnis UNTAG Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (278.676 KB) | DOI: 10.24856/mem.v33i1.563

Abstract

AbstrakTingginya tingkat kemiskinan di Jawa Tengah menunjukkan perkembangan yang tidak dapat diandalkan yang masih belum dapat meningkatkan kesejahteraan secara merata. Oleh karena itu diperlukan analisis untuk mengidentifikasi beberapa faktor yang mempengaruhinya. Tujuan penelitian ini adalah untuk mengetahui beberapa faktor yang mempengaruhi tingkat kemiskinan di 35 Kabupaten / Kota Provinsi Jawa Tengah dari tahun 2011 sampai 2015. Penelitian ini menggunakan data sekunder yang meliputi 35 Kabupaten / Kota di Jawa Tengah berdasarkan data cross section dan dari 2011 sampai dengan 2015 pada data time series. Metode analisis dari penelitian ini adalah Fixed Effect Model (FEM) atau Least Square Dummy Variable (LSDV). Cross section dummy diperlukan karena perbedaan karakteristik dan sumber daya pada masing-masing Kabupaten dan Kota. Hasil penelitian menunjukkan bahwa pertumbuhan PDRB berpengaruh positif dan signifikan terhadap tingkat kemiskinan. Tingkat rata-rata lama sekolah dan tingkat harapan hidup memberikan pengaruh negatif dan signifikan terhadap tingkat kemiskinan. Di sisi lain, tingkat pengangguran memberi pengaruh positif dan signifikan terhadap tingkat kemiskinan.Kata kunci: kemiskinan, pertumbuhan PDRB, rata-rata lama sekolah, tingkat harapan hidup, pengangguran AbstractThe high level of poverty in Central Java shows unreliable development that still cannot increase prosperity equally. Hence, analysis is required to identify several factors that affect. This research’s purpose is to identify several factors that affect the poverty level of the poverty level of 35 Districts/Cities of Central Java Province from 2011 until 2015.This research use secondary data containing 35 Districts/Cities of Central Java on cross section data and 2011 until 2015 on time series data. The analytical method of this research is Fixed Effect Model (FEM) or Least Square Dummy Variable (LSDV). Cross section dummy is required due the differences of characteristics and resources on each Districs and Cities.The results of this research show that Growth of PDRB gives positive and significant effect for poverty level. The Average School Year and Life Expectancy Rate give negative and significant effect for poverty level. On the other side, Unemployment Level give positive and significant effect for poverty level.Keywords : Poverty, Growth of PDRB, Average School Year, Life Expectancy Rate, Unemployment, Fixed Effect Model.
Pengaruh Belanja Pemerintah Daerah Dan Pendapatan Perkapita Terhadap Indeks Pembangunan Manusia (Studi Kasus Di Kabupaten/Kota Provinsi Jawa Tengah) Hadi Sasana
Media Ekonomi dan Manajemen Vol 25, No 1 (2012): Peningkatan Kualitas SDM dan Organisasi
Publisher : Fakultas Ekonomika dan Bisnis UNTAG Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (79.32 KB) | DOI: 10.24856/mem.v25i1.183

Abstract

AbstractDuring the era of local autonomy and fiscal decentralization, local governments is provided with authority to increase their income and to conduct allocative function in setting priority of local development. This research is intended to examine the influence of government expenditure, income percapita on human development index at regencies/municipalities level in Central JavaProvince.Research population consist of 29 regencies and 6 municipalities, employing secondary data from Central Bureau of Statistic of Central Java Province and regencies/municipalities level in Central Java Province within the period of 2006 up to 2008. Data analysis is conducted by using Fixed Effect Model (FEM) with Eviews program software. The results of this study indicate that, first government expenditure has a positive and significant effect on human development index at regencies/municipalities level in Central Java Province. Second, income percapita has not significant effect on human development index at regencies/municipalities level in Central Java Province.  Key words : human development index, government expenditure,income percapita AbstrakSelama era otonomi daerah dan desentralisasi fiskal, pemerintah daerah diberi kewenangan untuk meningkatkan pendapatan mereka dan untuk menjalankan fungsi alokatif dalam menetapkan prioritas pembangunan daerah. Penelitian ini bertujuan untuk menguji pengaruh pengeluaran pemerintah, pendapatan perkapita pada indekspembangunan manusia di kabupaten/kota tingkat Provinsi Jawa Tengah. Populasi penelitian terdiri dari 29 kabupaten dan 6 kotamadya, menggunakan data sekunder dari Badan Pusat Statistik Propinsi Jawa Tengah dan kabupaten / kota tingkat Provinsi Jawa Tengah dalam periode 2006 sampai 2008. Analisis data dilakukan dengan menggunakan Fixed Effect Model (FEM) dengan program perangkat lunak Eviews. Hasil penelitian ini menunjukkan bahwa, pengeluaran pemerintah pertama memiliki efek positif dan signifikan terhadap indeks pembangunan manusia di kabupaten/kota tingkat Provinsi Jawa Tengah. Kedua,pendapatan perkapita belum berpengaruh signifikan terhadap indeks pembangunan manusia di kabupaten/kota tingkat Provinsi Jawa Tengah. Kata kunci : Indeks pembangunan manusia, pengeluaran pemerintah, pendapatan perkapita 
Analysis of Brand Barriers and Its Impacts on SMEs Performance (Case Study of Dagadu and Batik Soenardi) Dominica A. Widyastuti
Media Ekonomi dan Manajemen Vol 34, No 2 (2019): Business Challenges in Global Competition
Publisher : Fakultas Ekonomika dan Bisnis UNTAG Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (249.771 KB) | DOI: 10.24856/mem.v34i2.1066

Abstract

The purpose of this study is to find out the brand development carried out by SMEs, the obstacles that occur, and the impact brand on SMEs performance. The in-depth interview method was carried out to the owners and managers of two SMEs in Jogjakarta namely Dagadu and Batik Soenardi. Interviews were conducted using a questionnaire as a guideline, with the intention of gaining an understanding of business practices and brand development processes. The data collection start from 15 November 2017 to 18 April 2018. Data obtained were analyzed using the within-case method, followed by cross-cases. Based on the research findings, it is known that the two SMEs have built brands through marketing strategies. The obstacles to SME brand development are limited human resources, intense competition, production and management. However, brand barriers do not significantly influence on sales, due there is a product uniqueness, which helps customers obtain the desired product.Keywords:          Brand, Brand Development, Barriers of Brand, Performance of Brand, Small-Medium Enterprise (SMEs).Tujuan penelitian ini adalah untuk mengetahui pengembangan merek yang dilakukan oleh UKM, hambatan yang terjadi, serta dampak merek terhadap kinerja UKM. Metode wawancara mendalam dilakukan kepada para pemilik dan manajer dua UKM di Jogjakarta yaitu Dagadu dan Batik Soenardi. Wawancara dilakukan menggunakan daftar pertanyaan sebagai pedoman, dengan maksud mendapatkan pemahaman mengenai praktek bisnis dan proses pengembangan merek. Pengumpulan data dilaksanakan mulai 15 November 2017 sampai dengan 18 April 2018. Data yang diperoleh dianalisis dengan metode within-case, dilanjutkan cross-case.  Berdasarkan hasil temuan penelitian, diketahui kedua UKM telah membangun merek melalui strategi pemasaran. Hambatan pengembangan merek UKM adalah keterbatasan sumber daya manusia, adanya persaingan yang ketat, produksi, dan manajemen. Meskipun demikian, hambatan merek tersebut tidak mempengaruhi kinerja merek  itu sendiri. Kata Kunci: Merek, Pengembangan Merek, Hambatan Merek, Kinerja Merek, UKM
Persepsi Kualitas Dan Citra Pelayanan Puskesmas (Pusat Kesehatan Masyarakat) Di Kota Semarang Imam Gozali
Media Ekonomi dan Manajemen Vol 28, No 2 (2013): Peningkatan Ekuitas Merek Melalui Bauran Pemasaran
Publisher : Fakultas Ekonomika dan Bisnis UNTAG Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24856/mem.v28i2.214

Abstract

AbstrakPersepsi menggambarkan evaluasi perasaan yang akan berdampak pada perilaku. Demikian juga citra akan membangun kepercayaan. Kualitas pelayanan Puskesmas merupakan hal penting untuk memenuhi kebutuhan jasa kesehatan bagi masyarakat yang dapat memenuhi harapan kepuasan pelanggan (customer satisfaction). Mutu pelayanan yang memuaskan akan menciptakan pelanggan yang loyal (customer loyalty). Persepsi masyarakat mengenai kualitas pelayanan Pusat Kesehatan Masyarakat (Puskesmas) dapat ditinjau dari 5 (lima) dimensi Parasuraman et.all (1988) yaitu: tangible, reliability, responsibility, assurance dan emphaty. Populasi dalam penelitian ini adalah masyarakat Kota Semarang yang pernah berobat ke Puskesmas. Adapun jumlah informan yang terlibat pada  penelitian ini adalah 60 orang, yang pernah berobat ke Puskesmas di 8 (delapan) Puskesmas di kota Semarang dalam hal ini peneliti memilih masyarakat yang berstatus non Jamkeskin. Penelitian ini menggunakan metode analisis kualitatif dengan tujuan untuk memperoleh diskripsi aktual mengenai mutu pelayanan Pusat Kesehatan Masyarakat (Puskesmas) Kota Semarang. Metode pengumpulan data dengan kuesioner dan wawancara dengan informan yang dapat dipercaya sebagai pengguna jasa. Manfaat dari penelitian ini diharapkan mampu memberi kontribusi kepada pihak Puskesmas agar mengetahui persepsi masyarakat mengenai kondisi aktual pelayanan yang diberikan saat ini, Disisi lain, masyarakat dapat mengambil keputusan kemana akan menggunakan jasa pelayanan kesehatan jika membutuhkan perawatan kesehatan. Hasil penelitian merekomendasikan masih terdapat persepsi negatif mengenai gedung dan sarana prasarana dan pelayanan yang kurang menyenangkan, memiliki kesan buruk, rendah pada dimensi empati.Key word : perseption, image, service quality, customer layalty AbstractDescribe the feeling perception evaluation will have an impact on behavior. Similarly, the image will build trust. Quality of PHC services is essential to meet the needs of health services for people who can meet the expectations of customer satisfaction (customer satisfaction). Satisfactory quality of service that will create a loyal customer (customer loyalty). Perceptions of service quality Community Health Center (Puskesmas) can be viewed from 5 (five) dimensions et.all Parasuraman (1988), namely: tangible, reliability, responsibility, assurance and empathy. The population in this study is the city of Semarang who never went to the health center. As for the number of informants who were involved in this study were 60 people, who never went to the health center in 8 (eight) Community Health Center in the city of Semarang in this case the researchers chose a non-status people Jamkeskin. This study uses qualitative analysis in order to obtain the actual description of the quality of service of Community Health Center (Puskesmas) Semarang. Methods of data collection by questionnaires and interviews with informants who can be trusted as a service user. The benefits of this research is expected to contribute to the health center in order to determine the public perception of the actual conditions of service given at this time, the other hand, people can take a decision where to use health care services if they need health care. The results recommend there are negative perceptions regarding the building of infrastructure and services and less enjoyable, have a bad impression, low on empathy dimension.Key word : perseption, image, service quality, customer layalty 
Factors Affecting Student’s Financial Literacy (A Study on the Students of the Faculty of Economics and the Faculty of Science and Technology of Sanata Dharma University Yogyakarta) Erren Egesta; Caecilia Wahyu Estining Rahayu; Christina Heti Tri Rahmawati
Media Ekonomi dan Manajemen Vol 36, No 1 (2021): January 2021
Publisher : Fakultas Ekonomika dan Bisnis UNTAG Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (434.225 KB) | DOI: 10.24856/mem.v36i1.1577

Abstract

This study aims to determine 1) the factors that affect students' financial literacy. The factors include gender, Grade Point Average (GPA) and allowance; 2) the differences in financial literacy between students of the Faculty of Economics and students of the Faculty of Science and Technology. The population in this study were active students from batch 2014-2017 of the Faculty of Economics and the Faculty of Science and Technology, Sanata Dharma University. The sampling technique employed was purposive sampling. The data analysis methods were the Chi-Square test and the Two Independent Sample Test with Mann Whitney Test. The test results show that 1) GPA factor significantly influences students' financial literacy,2) gender and allowance do not affect students' financial literacy,3) there are differences in financial literacy between students of the Faculty of Economics and the Faculty of Science and Technology, in which students of the Faculty of Economics have higher financial literacy level.
Pengaruh Partisipasi Anggaran Dan Desentralisasi Organisasi Terhadap Kinerja Manajerial Dengan Pengawasan Internal Sebagai Variabel Pemoderasi (Studi Analisis Pada Pemerintah Kabupaten Pemalang) Tarjono Astha Nugraha
Media Ekonomi dan Manajemen Vol 30, No 1 (2015): Upaya Peningkatan Potensi Dan Kualitas Ekonomi Daerah
Publisher : Fakultas Ekonomika dan Bisnis UNTAG Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (531.197 KB) | DOI: 10.24856/mem.v30i1.237

Abstract

 Abstrak Partisipasi anggaran dan desentralisasi organisasi memerlukan peran pengawasan internal sebagai variabel moderasi untuk memperkuat pengaruhnya terhadap kinerja manajerial. Penelitian ini bertujuan untuk menganalisis pengaruh partisipasi anggaran dan desentralisasi organisasi terhadap kinerja manajerial  dengan pengawasan internal sebagai variabel pemoderasi. Populasi penelitian adalah pejabat di lingkungan Pemerintah Kota Pemalang sebanyak 559 orang. Sampel penelitian sejumlah 85 orang, yang diambil secara proporsional random sampling. Analisis yang digunakan adalah dengan regresi linier berganda dan Moderating Regression Analysis (MRA). Hasil penelitian membuktikan bahwa partisipasi anggaran dan desentralisasi organisasi berpengaruh positif dan signifikan terhadap pengawasan internal. Pengawasan internal berpengaruh positif dan signifikan dalam memoderasi partisipasi anggaran dan desentralisasi organisasi terhadap kinerja manajerial. Pemerintah Kabupaten Pemalang diharapkan dapat meningkatkan pengawasan internal untuk lebih mendorong kinerja manajerial. Kata kunci: partisipasi  anggaran,  desentralisasi organisasi, kinerja manajerial, pengawasan internal Abstract Budget participation and decentralized organizations require internal control  role as a moderating variable to enhance its influence on managerial performance. This study aimed to analyze the effect of budget participation and decentralized organization toward managerial performance with internal controls as moderating variables. Population were the environment of government officials as many as 559 people Pemalang. The research sample number 85, which is taken by proportional random sampling. The analysis used was the  multiple linear regression  and Moderating Regression Analysis (MRA). The research proved that Budget participation and decentralized organizational had positive and significant impact on managerial performance. Internal control had a positive and  significnt influence  in moderating the budget participation and decentralized organizational  on managerial performance. Pemalang Regency Government is expected to improve internal controls to further encourage managerial performance. Keywords: budget participation, decentralization organizational, managerial performance, internal control 
Pengaruh Ekuitas Merek Dan Promosi Penjualan Terhadap Loyalitas Pelanggan Dimediasi Keputusan Pembelian Diansyah Diansyah; Rachmat Meidian Putera
Media Ekonomi dan Manajemen Vol 32, No 2 (2017): Peran Strategis SDM dalam Pencapaian Tujuan Organisasi
Publisher : Fakultas Ekonomika dan Bisnis UNTAG Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (3713.612 KB) | DOI: 10.24856/mem.v32i2.538

Abstract

ABSTRAK             Penelitian ini bertujuan tentang pengaruh ekuitas merek dan promosi penjualan terhadap loyalitas pelanggan di mediasi keputusan pembelian pada pengguna operator seluler Telkomsel di kalangan mahasiswa UTA’45 Jakarta.            Metode pengambilan sampel dengan teknik non-probability sampling sebanyak 220 orang.Metode analisis data menggunakan Structural Equation Modeling-Partial Least Square (SEM-PLS) dengan menggunakan software Smart PLS versi 3. Tahapan perhitungan PLS menggunakan 2 model yaitu Pengukuran Model (Outer Model) dan Pengujian Model Struktural (Inner Model).            Hasil penelitian ini yakni ekuitas merek mempunyai pengaruh secara positif dan signifikan terhadap loyalitas pelanggan, promosi penjualan tidak mempunyai pengaruh terhadap loyalitas pelanggan, keputusan pembelian mempunyai pengaruh terhadap loyalitas pelanggan secara positif dan signifikan, ekuitas merek tidak mempunyai pengaruh terhadap keputusan pembelian, promosi penjualan mempunyai pengaruh terhadap keputusan pembelian secara positif dan signifikan, ekuitas merek tidak mempunyai pengaruh terhadap loyalitas pelanggan melalui keputusan pembelian, promosi penjualan mempunyai pengaruh positif dan signifikan terhadap loyalitas pelanggan melalui keputusan pembelian.Kata Kunci:Ekuitas Merek, Promosi Penjualan, Loyalitas Pelanggan, Keputusan Pembelian ABSTRACT            The aim of this study on the Influence of brand equity and sales promotion on customer loyalty in the mediation purchase decision in the user cellular operator telkomsel in among university students 17 August 1945 Jakart.               The sampling method by using non-probability sampling of 220 people.Methods of data analysis using Structural Equation Modeling-Partial Least Square (PLS-SEM) with software version 3.Stages Smart PLS PLS calculation using the two models namely Measurement Model (Outer Model) and Testing Structural Model (Inner Model).The results of this study the brand equity have an influence positively and significantly related to customer loyalty, sales promotion does not have any impact on customer loyalty, purchase decision have an influence on customerloyalty in a positive and significant, brand equity has no effect on customer purchase decision, sales promotion has the effect to purchase decision positively and significantly, brand equity has no effect on customer loyalty through purchase decision, sales promotion has a positive and significant impact on customer loyalty through purchase decisionKeywords: Brand Equity, Sales Promotion, Customer Loyalty, Purchase Decision.

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