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All Journal Neo-Bis Jurnal Mirai Management J-MAS (Jurnal Manajemen dan Sains) SEIKO : Journal of Management & Business Syntax Idea PENGARUH SISTEM KEUANGAN DAN KEBIJAKAN MONETER TERHADAP PERTUMBUHAN EKONOMI PADA ERA ORDE BARU DALAM PERSPEKTIF EKONOMI ISLAM
Lia Nirawati
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Aerospace Engineering Agriculture, Biological Sciences & Forestry Automotive Engineering Chemical Engineering, Chemistry & Bioengineering Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Journal : J-MAS (Jurnal Manajemen dan Sains)

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Pengaruh Experiential Marketing dan Emotional Branding Terhadap Loyalitas Pelanggan Melalui kepuasan Konsumen Starbucks di Surabaya Farah Nabilla Azhar; Lia Nirawati
J-MAS (Jurnal Manajemen dan Sains) Vol 7, No 2 (2022): Oktober
Publisher : Universitas Batanghari

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33087/jmas.v7i2.445

Abstract

This study aims to explain the effect of experiential marketing and emotional branding on customer loyalty at Starbucks Coffee Surabaya. This research collection technique uses an interview system and produces 240 samples with the criteria of Surabaya residents who have bought Starbucks Coffee at least once. This type of research is explanatory research. This data analysis technique uses SPSS. The results of the Sobel test state that the effect of mediation or intervention between marketing experience on customer loyalty through satisfaction, and the effect of mediation or intervention between emotional branding on customer loyalty through satisfaction.
Pengaruh Celebrity Endorser, Citra Merek, dan Promosi Penjualan terhadap Keputusan Pembelian pada Produk Scarlett Whitening (Studi Kasus Konsumen Scarlett Whitening di Kota Surabaya) Uchtisyah Alifyanti; Lia Nirawati; Sonja Andarini; Rusdi Hidayat Nugroho
J-MAS (Jurnal Manajemen dan Sains) Vol 7, No 2 (2022): Oktober
Publisher : Universitas Batanghari

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33087/jmas.v7i2.449

Abstract

The purpose of this research is to find out and analyze the influence of Celebrity Endorser, Brand Image, and Sales Promotion on Purchase Decisions on Scarlett Whitening products in Surabaya. The approach used in this research is descriptive quantitative approach. The technique used in determining the sample uses a non-probability sampling technique with a purposive sampling method, namely the determination of the sample based on the criteria of Surabaya residents who have used Scarlett Whitening. The method used in collecting data is using a questionnaire in Google Form. The measurement scale used is the Likert scale. Respondents in this study amounted to 101 Scarlett Whitening consumers in Surabaya. The results of the study there is a partial effect of each independent variable on the dependent variable. This study also shows that the variables Celebrity Endorser, Brand Image, and Sales Promotion Simultaneously have a positive and significant effect on purchasing decisions..
Co-Authors Adinda Isselyn Puspitasari Bela Ayu Dian Safitri Farah Nabilla Azhar Kirana Arista Salsabila Octa Viana Norma Yunita Regista Fabunga Ahmad Rusdi Hidayat Nugroho Sonja Andarini Uchtisyah Alifyanti