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All Journal Jurnal Multidisiplin West Science Jurnal Mahasiswa Entrepreneur
Oktavia, Mita
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Economics, Econometrics & Finance Electrical & Electronics Engineering Social Sciences

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PERANAN LOYALITAS DALAM MEMEDIASI TRUST DAN EXPERENSIAL MARKETING TERHADAP MINAT BELI ULANG KOPI ABC DI DESA BATTAL KECAMATAN PANJI KABUPATEN SITUBONDO Oktavia, Mita; Tulhusnah, Lusiana; Praja, Yudha
Jurnal Mahasiswa Entrepreneurship (JME) Vol 2 No 6 (2023): JUNI 2023
Publisher : Fakultas Ekonomi dan Bisnis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36841/jme.v2i6.3547

Abstract

The increasingly sophisticated world of technology makes the development of information and communication in the current era of globalization develop very rapidly, this is supported by people who are very dependent on technology in their daily activities. The purpose of this study is to examine the role of loyalty in mediating trust and experiential marketing on the interest in repurchasing ABC Coffee in Battal Village, Panji District, Situbondo Regency. The population in this research is Koipi ABC consumers. The sampling technique is determined by quota sampling. Data analysis and hypothesis testing in this study used the Structural Equation Model - Partial Least Square (PLS-SEM). The results of the direct effect hypothesis test using the Smart PLS 3.0 application, show that Trust has a significant positive effect on Loyalty, Experiential marketing has a significant negative but not significant effect on Loyalty, Trust has a significant positive effect on Repurchase Intention. Experiential marketing has a negative but not significant effect on repurchase intention. Loyalty has a significant positive effect on repurchase intention. Trust on repurchase intention through loyalty has a significant positive effect, experiential marketing on repurchase intention through loyalty has a positive effect.
Pengaruh Program Diskon dan Iklan Terhadap Minat Beli Konsumen Pada Produk (Studi Pada Konsumen yang Membeli Produk Wardah) Oktavia, Mita
Jurnal Multidisiplin West Science Vol 3 No 09 (2024): Jurnal Multidisiplin West Science
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/jmws.v3i09.1366

Abstract

Mencari tahu bagaimana program diskon dan iklan mempengaruhi kecenderungan konsumen untuk membeli adalah kekuatan pendorong di balik penelitian ini. Data sekunder, skala Likert, dan kuesioner menjadi metodologi penelitian ini. Sebanyak 75 partisipan yang berpartisipasi dalam survei ini adalah mereka yang pernah membeli atau menggunakan produk Wardah. Dengan menggunakan rumus slovin, strategi pengambilan sampel mampu menarik hingga 19 responden dari populasi yang ada. Empat pengujian membentuk prosedur analisis. Berdasarkan data, kita tahu bahwa ada hubungan dua arah antara program diskon dan variabel minat beli produk di kalangan konsumen; bahwa iklan juga secara signifikan mempengaruhi variabel ini; dan bahwa kedua variabel tersebut saling mempengaruhi satu sama lain dalam hal minat beli produk konsumen. Perusahaan perlu meningkatkan program iklan dan diskon mereka jika mereka ingin meningkatkan minat konsumen terhadap produk mereka.
Co-Authors Lusiana Tulhusnah Yudha Praja, Yudha