Garuda - Garba Rujukan Digital

Pengaruh Perbedaan Karakteristik Brand Ambassador terhadap Keputusan Pembelian Konsumen Ruangguru Iswanto, Andrean Fredy; Sanaji, Sanaji
Jurnal Ilmu Manajemen Vol 9, No 1 (2021)
Publisher : UNESA In Collaboration With APSMBI (Aliansi Program Studi dan Bisnis Indonesia)

The emergence of Ruangguru, an online-based tutoring application in 2014, has been very intriguing because it defeated several competitors, including Zenius.net, a pioneer of online-based tutoring applications in Indonesia. Ruangguru uses several Brand ambassadors and Celebrity Endorsers to support their brands with differences in professional and characteristic fields. This study examines whether there are differences in the influence of several brand ambassadors from Ruangguru with different characteristics/professions towards purchasing decisions. This study uses 200 samples with non-probability sampling techniques, and the method used is judgmental sampling. The data collection method uses questionnaires online. The data analysis technique used in this study is Regression and ANOVA. The result is that the differences in Ruangguru brand ambassadors' average influence on consumer and professional purchasing decisions increase significant differences, "Singer" and "Athlete". The Brand ambassador influences the Purchasing Decision, with 13% being the Brand Ambassador's influence and the remaining 87% is influenced by other factors not examined.

Pengaruh Viral Marketing dan Brand Awareness terhadap Niat Beli Merek Kopi Kenangan di Kota Surabaya Mulyaputri, Venna Melinda; Sanaji, Sanaji
Jurnal Ilmu Manajemen Vol 9, No 1 (2021)
Publisher : UNESA In Collaboration With APSMBI (Aliansi Program Studi dan Bisnis Indonesia)

This study aims to examine the effect of viral marketing and brand awareness on consumer purchase intentions in the context of social media use, especially Instagram as a media marketer between companies and consumers, by providing information about the product. The sample used in this study amounted to 200 samples distributed online using Google Form. Data were analyzed using a simple linear regression method. Research results are the viral marketing and brand awareness variables positively affect buying intentions "Kopi Kenangan". Based on these results, it is recommended for â€œKopi Kenanganâ€ to provide exciting content through Instagram social media in the â€œKopi Kenanganâ€ brand promotion strategy.

Peran Moderasi Motivasi Hedonis pada Pengaruh Promosi Penjualan terhadap Niat Penggunaan Ulang Layanan Dompet Elektronik di Kalangan Milenial Zahra, Nafisah; Sanaji, Sanaji
Jurnal Ilmu Manajemen Vol 9, No 1 (2021)
Publisher : UNESA In Collaboration With APSMBI (Aliansi Program Studi dan Bisnis Indonesia)

This study aims to determine the role of moderation of hedonic motivation in sales promotion on repurchase intention to use e-wallets by millennials. This research uses an online survey method. The sampling technique used is judgmental sampling. The respondents are users of e-wallet branded OVO payments. The sample used was 215 respondents. Data is processed using Moderating Regression Analysis (MRA). This study indicates that sales promotions and hedonic motivation have a significant effect on repurchase intentions, but there is no significant relationship between sales promotions with hedonic motivation to strengthen the effect of sales promotions on repurchase intentions.

Pengaruh Penggunaan Media Sosial terhadap Kinerja Pemasaran selama Pandemi Covid-19 dengan Mediasi Kemampuan Inovasi dan Kemampuan Branding (Studi pada Pelaku UMKM yang Menggunakan Media Sosial). Anggraeni, Mia; Sanaji, Sanaji
Jurnal Ilmu Manajemen Vol 9, No 2 (2021)
Publisher : UNESA In Collaboration With APSMBI (Aliansi Program Studi dan Bisnis Indonesia)

The Covid-19 virus that spreads globally has an impact on economic growth in Indonesia. Several business sectors have experienced a decline in performance due to the government's restrictions on outdoor activities to prevent the spread of this virus. For this reason, SMEs must be able to adjust their marketing channels from offline to online to optimize marketing performance during the Covid-19 pandemic. One of the online marketing tools is social media. This study investigates the use of social media on marketing performance with innovation capability and branding capability as mediating variables. This study uses 200 samples of respondents who are the owners of SMEs that collected through an online questionnaire. We use the Partial Least Square (PLS) method to test the hypothesis. The results of this study indicate that social media has a significant effect on innovation capability and branding capability and helps SMEs improve their marketing performance. This research also proves that innovation capability and branding capability successfully mediate the influence of the relationship between social media use on marketing performance.

Peran Mediasi Kepuasan Pelanggan pada Pengaruh Keterikatan Emosi terhadap Loyalitas Pelanggan Rolag Kopi Kayoon Surabaya Maulidina, Lintang Lilla Lilla; Sanaji, Sanaji
Jurnal Ilmu Manajemen Vol 8, No 4 (2020)
Publisher : UNESA In Collaboration With APSMBI (Aliansi Program Studi dan Bisnis Indonesia)

This study aims to analyze the effect of emotional attachment on customer loyalty through customer satisfaction as a mediating variable. This research uses quantitative methods, nonprobability sampling, the sampling method used was purposive sampling and the sample in this study was 200 respondents. The data were analyzed using path analysis. The results of this study are that there is a positive influence of emotional attachment on customer satisfaction and there is a positive effect of customer satisfaction on customer loyalty at Rolag Kopi Kayoon Surabaya.

Peran Perceived Usefulness dan Perceived Risk sebagai Variabel Pemediasi pada Pengaruh Perceived Ease of Use dan e-WOM Negatif terhadap Niat Pembelian Para Pengguna Aplikasi Layanan Kesehatan Halodoc Wakhida, Ursila Imro'atu; Sanaji, Sanaji
Jurnal Ilmu Manajemen Vol 8, No 4 (2020)
Publisher : UNESA In Collaboration With APSMBI (Aliansi Program Studi dan Bisnis Indonesia)

Competition in the business world today is increasingly fierce in the era of globalization. Information technology can shift the way of practice and change the way of thinking in the business world. The rapid development of technology makes the economy also increasingly developing. One of them is the innovation in the field of online health services. This study aims to examine the effect of perceived ease of use and negative EWOM on purchase intentions with perceived usefulness and perceived risk as mediating variables in Halodoc health service application users in East Java. This study uses 200 samples with non-probability sampling techniques and the method used is a judgmental sampling. The data collection method is done by distributing questionnaires online. The data analysis technique used in this study is the path analysis technique. Based on the results of research conducted, it was found that perceived ease of use has a positive effect on purchase intentions with perceived usefulness as a mediating variable, and negative EWOM has no effect on purchase intentions because perceived risk does not mediate between these relationships in Halodoc health service applications. Based on these results, it is recommended that Halodoc health service application makers pay attention to the ease of use of the application and the benefits that can be felt by consumers and prospective consumers when using the application so that a positive EWOM is formed to reduce the risks that exist in the application and have an impact on purchase intentions towards health services in the application.

Identifikasi Faktor Pemilihan Penyedia Jasa Foto Katalog Produk (Studi pada Pengusaha Online Shop) Dyah Astuti, Widya Ayu; Sanaji, Sanaji
Jurnal Ilmu Manajemen Vol 9, No 1 (2021)
Publisher : UNESA In Collaboration With APSMBI (Aliansi Program Studi dan Bisnis Indonesia)

This study aims to identify the factors considered by online shop owners in choosing photo catalogue services. This research is quantitative type. This study's data sources are primary data conducted by distributing questionnaires to research respondents. This research sample is 54 online shop owners who use product catalogue photo services. This research's variables are product attributes consisting of the brand, quality, features, design, price, and guarantee. The data collection technique uses questionnaires to 54 samples of product catalogue service users. In this case, the weighting questionnaire was filled in, done with Osgood's semantic differential measurement scale. This study's data analysis techniques were factor analysis, factor feasibility test, and correlation analysis. Are six factors to consider online businesspeople using product catalogue photo services. Product quality factors include high photo resolution, proper photo brightness; the resulting photo focuses on the product and colour match. The Feature Factor includes distinctive features, exceptional light-dark levels, and distinctive themes. Design factors include photo clarity, photo editing, and ready-to-upload photos. Factors include price according to quality, affordable prices, discounted prices, and price variations. The warranty factor includes product warranty items, a money-back guarantee, and a photo re-guarantee. Promotional factors that are informative, attractive promotions, promotions that are easy to remember, service readiness, problem-solving, services that are as promised and responsive to complaints

Pengaruh Efikasi Diri Berwirausaha terhadap Niat Berwirausaha Masyarakat Desa Roni, Ahmad Sya; Sanaji, Sanaji
Jurnal Ilmu Manajemen Vol 8, No 4 (2020)
Publisher : UNESA In Collaboration With APSMBI (Aliansi Program Studi dan Bisnis Indonesia)

Sidoarjo is a district with the most number of small and medium businesses in Indonesia, there reach 171,264 business units. The details, micro-business 154,891 units, small and medium businesses 154 units, and large businesses 16,000 units. One of the industrial centers in the city of Sidoarjo is the Tanggulangin leather craft industry. Most of the people of Kedensari village have the expertise and skills to create a product that can be marketed and has a high selling value. The purpose of this study was to examine and analyze the entrepreneurial self-efficacy towards the entrepreneurial intentions of the Kedensari village community, Tanggulangin sub-district, Sidoarjo. This research is causality research with a quantitative approach. The sample collection technique uses 100 samples saturated with the number of respondents in a citizen of Kedensari. The research method is using a simple linear regression with the use of the SPSS 23 program for windows. Whereas, hypothesis testing using t-test showed that self-efficacy partially has a significant influence on interest entrepreneurship.

Pengaruh Social Media Marketing terhadap Customer Engagement dengan Loyalitas Merek dan Kepercayaan sebagai Variabel Mediasi Rachmadhaniyati, Rachmadhaniyati; Sanaji, Sanaji
Jurnal Ilmu Manajemen Vol 9, No 3 (2021)
Publisher : UNESA In Collaboration With APSMBI (Aliansi Program Studi dan Bisnis Indonesia)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26740/jim.v9n3.p%p

The rapid development of technology has an impact that can be seen from changes in people's lifestyles. Some marketers take advantage of this technological development by marketing their products through social media. For this reason, marketers must also be able to adjust marketing channels through social media so that users can access them easily. Marketing tools through social media are the marketplace, Facebook, Twitter, Instagram, and others. This study aims to determine the effect of social media marketing on customer engagement with brand loyalty and trust as mediating variables on online shop actors. This study uses 200 samples collected through an online questionnaire with a purposive sampling technique with criteria of at least 16 years of age, active social media users, and having shopped online. We used the Partial Least Square (PLS) method to test the hypothesis. The results of this study indicate that social media marketing affects customer engagement. This study also proves that brand loyalty and trust have a significant relationship with social media marketing. However, it was found that trust did not affect customer engagement. That is, trust is not able to strengthen the influence of social media marketing on customer engagement.

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