Jurnal Pendidikan Tata Niaga (JPTN)

PENGARUH DIGITAL MARKETING DAN HARGA TERHADAP MINAT BELI SENTRA WISATA KULINER WIYUNG

Dinda Dwi Lukita Sukamto, Septyan Budy Cahya — Sun, 31 Dec 2023 00:00:00 +0000

Digital marketing is a marketing activity that is currently being developed and has the potential to get
customers online through internet media. While the price is the amount of money issued in exchange to get a
product or service that is in accordance with what we want. From the results of previous research it is known that
digital marketing and price have a positive effect on buying interest. So the purpose of this study is to determine
the effect of digital marketing and price on buying interest in the Wiyung Culinary Tour Senta. This research is
a quantitative study using a simple random sampling technique, namely by analyzing the effect of digital
marketing (X1) and price (X2) on buying interest (Y) at the Wiyung culinary tourism center, with a total of 100
subjects. Data collection techniques in this study used observation, interviews, and questionnaires. From the
results of data processing in the research, The results of the t test stated that digital marketing had an influence
on buying interest in the Wiyung culinary tourism center, prices had an effect on buying interest on the Wiyung
culinary tourism center.

PENGARUH GREEN MARKETING, GREEN BRAND IMAGE, DAN GREEN KNOWLEDGE TERHADAP KEPUASAN PELANGGAN PRODUK CLEO ECO GREEN DI WILAYAH SURABAYA

Sani Savitri, Novi Marlena — Sun, 31 Dec 2023 00:00:00 +0000

The purpose of this study was to determine the effect of green marketing, green brand image, and green knowledge on customer satisfaction for Cleo Eco Green products in the Surabaya area. The population in this study were all customers who had purchased Cleo Eco Green products in Surabaya. The sample consisted of 124 respondents who had purchased Cleo Eco Green products with more than 3 purchases. The sampling technique used purposive sampling. The data collection technique uses an online questionnaire via the Google form. Data analysis used multiple linear regression analysis processed with SPSS 20. The results of this study prove that there is an influence of green marketing, green brand image, and green knowledge on customer satisfaction for Cleo Eco Green products in the Surabaya area.

PENGARUH MEDIA SOSIAL INSTAGRAM DAN DAYA BELI MASYARAKAT TERHADAP MINAT BERKUNJUNG DI KEDAI YOI SIDOARJO

Luthfi Afifuddin, Septyan Budy Cahya, Dwi Yuli Rakhmawati — Sun, 31 Dec 2023 00:00:00 +0000

Social media to have a big impact in the modern era especially since increased the globalization.Having an aspect which is of significant to all line included in the centre of the economy with marketing focus to segmentation.This study using the purchasing power, social media, visit the interest or Visiting Intention with the approach to understand the influence of social media instagram customers to interest and a visit in a tavern yoi sidoarjo which after triangulation lab data and processes interpretation has done will produce the variables of social media instagram and the people purchasing power has the effect on interest visit tavern yoi sidoarjo.

Keyword: Social Media, Purchasing Power, Visiting Intention

PENGARUH HARGA, KUALITAS LAYANAN DAN KEMUDAHAN PENGGUNAAN TERHADAP KEPUTUSAN PEMBELIAN KUOTA INTERNET MELALUI APLIKASI

Nurusati Saqdiyah, Finisica Dwijayati Patrikha — Sun, 31 Dec 2023 00:00:00 +0000

The large consumption of cellular data connection in Indonesia shows that people’s necessity toward internet quota service is massive. This situation makes cell providers creating their digital services with self-care application which has internet quota purchase feature. With this application, methods of purchasing internet quota which were done conventionally through credit stalls, now can be done anytime and anywhere through smartphone. Based on the phenomenon, this research is aiming to test whether cost, service quality, and the ease of use have impact toward internet quota purchase decision through application for Surabaya users. This research uses quantitative approach utilizing the SEM PLS analysis method, which is conducted using the SmartPLS 3.0 software. The sampling technique utilized in this research is purposive sampling method and obtained sample of 204 respondents. Respondents in this research are taken from people who purchased internet quota through cell provider self-care application (MyTelkomsel, MyIM3, MyXL, Bima+, or BimaTri, mySF or MySmartfren) who lived in Surabaya with a minimum frequency of 4 purchases. The results of this study indicate that partially price has no effect on purchasing decisions, service quality partially influences purchasing decisions, ease of use partially influences purchasing decisions. Price, service quality and ease of use simultaneously influence the decision to purchase internet quota through applications for users in the city of Surabaya.

PENGARUH BRAND IMAGE DAN BRAND AWARENESS TERHADAP LOYALITAS PELANGGAN MELALUI KEPUASAN PELANGGAN SEBAGAI VARIABEL INTERVENING PADA KONSUMEN PRODUK KECANTIKAN WARDAH DI KOTA SURABAYA

Yusnia Oktavia, Tri Sudarwanto — Sun, 31 Dec 2023 00:00:00 +0000

This study discusses how brand image, brand awareness and customer satisfaction affect customer
loyalty among users of Wardah beauty products in the city of Surabaya. The purpose of this study was to test and
analyze the influence of brand image and brand awareness on customer loyalty through customer satisfaction as
an intervening variable for users of Wardah beauty products in Surabaya. The sampling technique used was nonprobability sampling with purposive sampling of 100 respondents who are users of Wardah beauty products in
the city of Surabaya. The analytical test tool used is SPSS version 22.0 with the path analysis method. The results
of this study indicate that brand image has an influence on customer satisfaction, brand awareness has an
influence on customer satisfaction, brand image has an influence on customer loyalty, brand awareness has an
influence on customer loyalty, and customer satisfaction has an influence on customer loyalty.

PENGARUH GREEN MARKETING DAN BRAND IMAGE TERHADAP MINAT BELI SKINCARE AVOSKIN (STUDI PADA MAHASISWA DI KOTA SURABAYA)

Ika Nopita Ardiana, Veni Rafida — Sun, 31 Dec 2023 00:00:00 +0000

This study aims to determine the effect of Green Marketing and Brand Image on Intention to Buy Avoskin Skincare (Study on College Students in Surabaya City). This research uses descriptive quantitative. The population in this study were students aged 18-25 years in the city of Surabaya using the Purposive Sampling technique and using the Lameshow formula for sample calculations with a minimum of 100 samples and 105 samples were used for this study. Data was collected via the Google form and measured using a Likert scale using multiple linear regression analysis using the IBM 25 version of SPSS software. The results of this study indicate that there is no significant effect of green marketing on purchase intention and there is a partial effect of brand image on purchase intention. Meanwhile simultaneously Green Marketing and Brand Image have a joint effect on Purchase Intention.

Keywords: Green Marketing, Brand Image, Purchase Intention

PENGARUH INFLUENCER REVIEW DAN ONLINE CUSTOMER REVIEW TERHADAP MINAT BELI PRODUK TAS DI KALANGAN MAHASISWA KOTA SURABAYA

Wega Sri Wahyu, Saino Saino — Sun, 31 Dec 2023 00:00:00 +0000

This research was conducted to determine the effect of Influencer Reviews and Online Customer Reviews on the intention to buy bag products among Surabaya City students. This research uses descriptive quantitative. The population in this study are students in the city of Surabaya. The sample used was a minimum of 100 samples and 115 samples were used for this study with the criteria of active students in the city of Surabaya aged 17-24 years, using a purposive sampling technique and using the Rao Purba formula. The data analysis technique used was multiple linear regression analysis in this study using the IBM version 25 SPSS program. The results of this study indicate that partially the Influencer Review variable (X1) has an effect on the intention to buy bags in the city of Surabaya and the Online Customer Review variable (X2) has an effect on the intention to buy bags in the city of Surabaya. As well as simultaneously Influencer Reviews and Online Customer Reviews (X2) jointly influence the intention to buy bags in the city of Surabaya.

Keywords: Influencer Reviews, Online Customer Reviews, Purchase Intention.

PENGARUH IKLAN ONLINE DAN ELECTRONIC WORD OF MOUTH (EWOM) TERHADAP MINAT PEMBELIAN TAS DI DÉLIWAFA STORE DENGAN HARGA SEBAGAI VARIABEL MODERASI PADA APLIKASI TIKTOK (GENERASI Z DI KOTA SURABAYA)

Eky Aminda Yunaz Nur Layly, Veni Rafida — Sun, 31 Dec 2023 00:00:00 +0000

The study for the effects of online advertising and electronic word of mouth (ewom) on the interest of repurchasing a bag in Déliwafa store at prices as moderate variables on the z generation tiktok application in surabaya. The study uses descriptive quantitative. Population in research is the z generation in the city of Surabaya who knows Déliwafa store. The sample in this study is uncertain (infinite), so it uses the lemeshow formula. The sample used was 97 samples with the criteria of 18-28 year-old women in the surabaya city. The sample retrieval technique uses an overwhelming. A sample which is a sampling based on a particular data source. The data analysis technique used is linear berganda ssion analysis and moderated regression analysis (MRA) using an IBM version SPSS program 25. The study suggests that the online advertising variable (X1) affected purchasing interests (Y), the ewom variable (X2) affected purchasing interests (Y), the online advertising variable (X1) at price (Z) could not be said to be a moderate variable of purchase interests (Y), the ewom variable (X2) at price (Z) could not be said to be a moderate variable of purchase interests (Y).

PENGARUH NCT DREAM SEBAGAI BRAND AMBASSADOR DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN MIE INSTAN DENGAN KOREAN WAVE SEBAGAI VARIABEL INTERVENING

Siti Tijun, Saino Saino — Sun, 31 Dec 2023 00:00:00 +0000

This study was conducted to determine the effect of NCT Dream as the Brand of Ambassador and Brand Image against the decision of the instant noodle purchase with korean wave as an intervening variable in Surabaya. This research uses descriptive quantitative. The population in this research is the consumer who once built a lemonilo noodle and who knows NCT Dream in Surabaya City. The sample used is 97 samples for this research with consumer criteria that has made purchases more than 2 times 17 years old to 35 years, using purposive sampling technique and using the Lemeshow formula. The data analysis technique used is simple linear regression analysis, multiple regression analysis, path analysis in this study using the IPM 25 SPSS version.

The results of this study indicate that the variables of the Ambassador brand (X1) significantly influence the decision of purchase of the lemonilio noodles, the brand image (X2) variables significantly affect the purchase decision, the korean wave (Z) variable impact positive but not significant to the purchase decision, the variables of the Ambassador brand (X1) indirectly affected the purchase decision through korean wave, the Brand Image variable (X2) indirectly affected the purchase decision through korean wave and Variables Brand Ambassador (X2) and Brand Image (X2)) not equally to purchase the purchase decision through the korean wave Mediation (Z) as interventive mediation.

Keywords: Brand Ambassador; Brand Image; Purchase Decision; Korean Wave

PENGARUH KESADARAN MEREK DAN ASOSIASI MEREK TERHADAP LOYALITAS KONSUMEN PRODUK KOSMETIK WARDAH PADA MAHASISWA DI SURABAYA

Cida Wakika, Novi Marlena — Sun, 31 Dec 2023 00:00:00 +0000

With brand awareness, many people can easily recognize the brand. In addition to brand awareness, companies need to build relationships with consumers to increase brand recall or what is known as brand associations. The purpose of this study was to analyze the effect of brand awareness and brand associations on consumer loyalty. The type of data used is quantitative data sourced from primary data through distributing questionnaires. The population in this research is 100 respondents. Sampling method using purposive sampling Data were analyzed using multiple linear regression and calculated with IBM SPSS 25. Obtained research shows that there is brand awareness and brand associations that have a significant effect on consumer loyalty, therefore indicating that in increasing consumer loyalty, it will be better if marketing department management increases brand awareness and brand association. Maintaining and increasing good interactions with its customers, the company continues to provide the things that its consumers desire to keep consumers satisfied and remain loyal.

PENGARUH DUKUNGAN UNIVERSITAS TERHADAP MINAT BERWIRAUSAHA

Julaicha Julaicha, Novi Marlena — Sun, 31 Dec 2023 00:00:00 +0000

Abstract

This study aims to find out the effect of university support on the entrepreneurial intention among students at the Faculty of Economics and Business, State University of Surabaya. The population of this study were students of the Faculty of Economics and Business, State University of Surabaya class of 2019-2021 who had experienced curricular and co-curricular entrepreneurship support by the university. Then a sample of 102 students was taken using a purposive sampling technique. The data collection technique used an online questionnaire with google form. Data analysis used Partial Least Square (PLS) which was processed with Smartpls 3.2.9. The results of this study prove that there is a positive and significant influence from university support on entrepreneurial intention in students of the Faculty of Economics and Business, State University of Surabaya.

PENGARUH GREEN MARKETING DAN GREEN PRODUCT TERHADAP KEPUTUSAN PEMBELIAN PRODUK SUKIN

Faradilla Amaylia Rosyada, Renny Dwijayanti — Sun, 31 Dec 2023 00:00:00 +0000

This study aims to determine the effect of green marketing and green product partially on the decisions to purchase Sukin product. In addition, this study also aims to determine the effect of green marketing and green product simultaneously on the decision to purchase Sukin product. This research uses descriptive quantitative. The population of this tudy are respondents who have made at least one purchase decision regarding Sukin product. In this study used a purposive sampling technique method of 120 samples. Data was collected via google form and measured with a likert scale using the IBM version 25 of SPSS software with multiple liniear analysis method. The result of this study indicate that there is a partial and simultaneous positive effect on green marketing and green product on purchasing decisions for Sukin product.

PENGARUH PENGGUNAAN PAYLATER TERHADAP KEPUASAN PELANGGAN MELALUI KEPUTUSAN PEMBELIAN DI APLIKASI SHOPEE

Stifani Stifani, Veni Rafida — Sun, 31 Dec 2023 00:00:00 +0000

This study aims to analyze and explain the effect of using paylater from the convenience factor on customer satisfaction through purchasing decisions in the shopee application as a mediating variable. The type of research used is descriptive quantitative with a questionnaire data collection method. Sampling was done by purposive sampling method. The sample in this study were 100 respondents who had made transactions at Shopee using the Shopee pay later payment method. Data processing and analysis was carried out using path analysis with WarpPLS version 7 software. The results of this study are the ease of using paylater affects satisfaction, the use of paylater affects decisions, decisions affect satisfaction, and decisions are able to mediate the effect of using paylater on satisfaction.

PENGARUH CONTENT MARKETING DAN BRAND IMAGE TERHADAP MINAT BELI MAFIA GEDANG DI KOTA SURABAYA

Resha Adelia; Septyan Budy Cahya — Sun, 31 Dec 2023 00:00:00 +0000

This study aims to examine the impact of Content Marketing and Brand Image on the Buying Interests of the Gedang Mafia in Surabaya City. The analytical method uses the IBM version of SPSS software 25. The results show that individually there is a positive influence between Content Marketing on purchase intention with a value of 3.646 > 1.984, and there is a positive influence between Brand Image and purchase intention with a value of 3.620 > 1.984. In addition, the results of the study also identified that overall there was a positive influence between Content Marketing, Brand Image and purchase intention with a value of 79.800 > 3.09. Research data were collected via google form and measured using a Likert scale with the help of SPSS software IBM version 25 and analyzed using multiple linear regression methods. The findings of this study indicate that partially there is a positive influence between Content Marketing and purchase intention, and there is a positive influence between Brand Image and purchase intention. In addition, the research results also explain that overall there is a positive influence between Content Marketing, Brand Image, and purchase intention.

Keywords : Content Marketing, Brand Image, and Purchase Intention

PENGARUH BRAND AMBASSADOR, CUSTOMER REVIEW DAN LAYANAN CSH ON DELIVERY TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN DI APLIKASI SOCIAL COMMERCE.

Wilda Thoma Sihaloho, Finisica Dwijayati Patrikha — Sun, 31 Dec 2023 00:00:00 +0000

The purpose of this study was to determine the effect of Brand Ambassador (X1), customer reviews (X2) and cash on delivery services (X3) on consumer purchasing decisions (Y) in social commerce applications. the type of research used is quantitative. The population used is consumers of social commerce applications who have purchased fashion products with a total of 136 samples used. Sampling is sought using the lemeshow formula because the population is an infinite population where the exact number of populations is not known, and uses a purposive sampling method. For data collection techniques, researchers use questionnaires with dissemination via googleforms and to carry out data processing using PLS (Partial Least Square) data analysis techniques with SEM analysis methods using SmartPLS 3 with tests namely (1) measurement of external models/models, (2) structural models / model in and (3) hypothesis test. Based on the results of data processing, it was obtained (1) The test results showed that the original sample X1 value for Y 0.278, the t-statistic value 2.367 and the p-value 0.018 and the t-statistic greater than 1.96 and the p-value smaller than 0.05 and has a (+) relationship because the original sample is close to +1. So that Brand Ambassadors influence consumer decisions to buy in social commerce applications. (2) The test results show that the original sample X2 to Y is 0.737, the t-statistic is 7.576, and the p-value is 0.000 and the t-statistic is greater than 1.96, and the p-value is less than 0.005 and The relationship has a positive because the original sample is close to +1 so that customer reviews have a (+) influence on consumer purchasing decisions in social commerce applications. (3) The test results show that the original value of sample X3 to Y is -0.188, the t-statistic value is 1.906, and the p-value is 0.057 and the t-statistic is greater than 1.96, and the p-value is less than 0.005 and the relationship has a (-) because the original sample is close to -1 so that the cash on delivery service has no effect on consumer purchasing decisions in social commerce applications.

PEMANFAATAN PLATFORM DIGITAL SEBAGAI SARANA PEMASARAN BAGI UMKM

Abigael Tesalonika Natania, Renny Dwijayanti — Sun, 31 Dec 2023 00:00:00 +0000

Advances in technology and information have brought significant changes to aspects of human life, one of which is in the field of marketing. This study aims to find out how to use digital platforms as a marketing tool for MSMEs in Kampung Kue. The type of research used is descriptive qualitative. The results of the study stated that the use of digital platforms as a marketing tool for MSMEs in Kampung Kue was less active.

PENGARUH GREEN MARKETING DAN GREEN PACKAGING TERHADAP PERILAKU KONSUMEN GUARDIAN SUPERMARKET SURABAYA

Franky Prasetyo Mulyono, Raya Sulistyowati — Sun, 31 Dec 2023 00:00:00 +0000

The reason of this study is think about the effect of green marketing and green packaging on consumer behavior at Guardian Supermarket Royal Plaza Surabaya. The sample consisted of 330 respondents who were visitors to the Guardian who had purchased at the Guardian, knew about green marketing and green packaging at the Guardian. The sampling technique used is purposive sampling. Data collection techniques used online questionnaires in the form of Google forms, data analysis using SmartPLS 3.0 software. The comes about of this think about demonstrate that green marketing incorporates a positive effect on consumer behavior and green packaging features a positive impact on comsumer behavior.

PENGARUH KONTEN MEDIA SOSIAL DAN PERSEPSI HARGA TERHADAP PERILAKU KONSUMTIF PADA MAHASISWA UNESA

Muhammad Dzaki Ishomi, Raya Sulistyowati — Sun, 31 Dec 2023 00:00:00 +0000

The reason of this think about was to decide the impact of the social media content and price perceptions on the consumptive behavior of Surabaya State University students. The sample consisted of 376 respondents who are users of the social media application, know how to buy at the social media and have made purchases at the social media. The sampling technique is using purposive sampling technique. The data collection technique uses an online questionnaire in the form of a google form, data analysis uses the SmartPLS 3.0 platform. The results of this study prove that Media sosial content influence consumptive behavior and price perceptions affect consumptive behavior.