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Jono M. Munandar
Department Of Management, Faculty Of Economics And Management, IPB University Jl.Raya Dramaga, Bogor, 16680
Agriculture, Biological Sciences & Forestry Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Industrial & Manufacturing Engineering Nursing Public Health Social Sciences Veterinary

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Journal : MIX : Jurnal Ilmiah Manajemen

 1 
PENGARUH KREDIBILITAS ENDORSER TERHADAP MINAT BELI DENGAN TIGA TIPE KONSUMEN PADA INDUSTRI BUSANA MUSLIMAH Ayu Ningsetya Mardika Riskhi; Jono M Munandar; Mukhamad Najib
MIX: JURNAL ILMIAH MANAJEMEN Vol 8, No 3 (2018): MIX: Jurnal Ilmiah Manajemen
Publisher : Universitas Mercu Buana

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (483.775 KB) | DOI: 10.22441/mix.2018.v8i3.008

Abstract

Endorser credibility is one of factors which influence muslim fashion development. In the other hand, it is the challenge for Indonesia is to be a centre of muslim fashion in the world. The purpose of this study was to analyze the effect of endorser credibility on purchase intention with three types consumers. A technique of sampling method in this research was quota purposive sampling. Total sample size was 225 respondents from each 75 housewives, 75 employees, and 75 female students. Data were analyzed using descriptive statistic and SEM with PLS Approach. The results of this study shows that the credibility endorser have significant effect on purchase intention to female students. While the brand credibility and advertising credibility partially have no significant effect on purchase intention. On the type consumer housewives and employees partially have no significant effect on purchase intention. Simultaneously, advertising credibility and brand credibility affect significantly on purchase intention
PENGARUH SEPULUH EKUITAS MEREK TERHADAP MINAT BELI DAN KEPUTUSAN PEMBELIAN SEPATU BATA BERDASARKAN SIKAP KONSUMEN Ambar Rukmi Dyah Kusumawardani; Jono M. Munandar; Mukhamad Najib
MIX: JURNAL ILMIAH MANAJEMEN Vol 8, No 2 (2018): MIX: Jurnal Ilmiah Manajemen
Publisher : Universitas Mercu Buana

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (495.976 KB) | DOI: 10.22441/mix.2018.v8i2.007

Abstract

Abstract. Bata shoes was the first top brand Indonesia in 2015-2017,  however, Bata’s selling rate come through decreased. The purpose of this study was to analyze brand equity ten influence towards purchase intention and purchase decision. Technique of sampling method in this research was quota purposive sampling. Total sample size was 200 respondents. Data were analyzed using descriptive statistic and Structural Equation Model (SEM) version 3.2.1 SMART PLS. This study shows that purchase intention of hedonistic consumers is influenced by brand awareness, brand associations, and brand loyalty. Purchase intention has influence on current purchase and future purchase. Current purchases of hedonistic consumers has influence on future purchases. Purchase intention of utilitarian consumers is influenced by perceived quality and brand loyalty. Meanwhile, purchase intention affects current purchase. In addition, future purchases of utilitarian consumers is influenced by current purchases. Thus, the results of this research would benefit to PT Bata, Tbk as considerating on formulating strategy of strong brand building in increasing sale and facing market competition
Co-Authors Abdul Basith Abdul Kohar Irwanto Agung Setiawan Agustina Setiyawati Ambar Rukmi Dyah Kusumawardani Andrianto, Mokhamad Syaefudin Aprilia Kusumastuti Aprilia Kusumastuti Ariansyah Ariansyah Asep Hapidin Ayu Ningsetya Mardika Riskhi Basith, Abdul Cinde Triatmoko Deviany Amanda Rizki Dharmawan Santoso Eko Ruddy Cahyadi Fety Nurlia Muzayanah Fredie Pratama Fu Jing Yi Galura Aqila Cakra Gendut Suprayitno I Ketut Suada Ifan Hernata Sembiring JAENAL EFFENDI Joko Purwono Joko Purwono Khairiyah Kamilah Ma'mun Sarma Muhammad Syamsun Muhammad Syamsun Muhammad Syamsun Muhammad Syamsun Mukhamad Najib Mukhamad Najib Munthe, Ribka Cynthia F. Nadhry Nadirman Nikmah Hanum Nur Majdina Nurullah Sururi Afif Ribka Cynthia F. Munthe Ribka Cynthia Munthe Saniatun Nurhasah Setio Pramono Silvia Dewi Sagita Andik Slamet Budijanto Suherman Suherman Sukiswo Dirdjosuparto Syamsidar Syamsidar Syamsidar Syamsidar Tajuddin Bantacut Thirarut Worapishet Windha Dwi Kartikawati Y.E. Hermawan Yanthi, Evy Rusmanida Yuhanna Aftika Zainati Fakhrina