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Store Atmosphere dan Gaya Hidup Hedonis sebagai Penentu Keputusan Pembelian (Studi pada Konsumen Rolag Kopi Kayoon Surabaya) Wulandari, Kartika Ayu; Iriani, Sri Setyo
Jurnal Ilmu Manajemen Vol 8, No 3 (2020)
Publisher : UNESA In Collaboration With APSMBI (Aliansi Program Studi dan Bisnis Indonesia)

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (1606.394 KB) | DOI: 10.26740/jim.v8n3.p909-920

Abstract

The potential of café and restaurant business in East Java is on the rise and remains enormous enough to run. This has triggered intense competition among café business owners in Surabaya. Currently, there has been a change in lifestyle during society. People (specifically teenagers) in big cities prefer to spend their leisure to relax in the cafe. Many cafes have sprung up with distinguishing concepts to attract consumers. Rolag Kopi Kayoon Surabaya is one of the cafes that has carried out a marketing strategy by creating a different store atmosphere. The hedonic lifestyle of urban communities can be also one of the factors which influence the consumer purchasing decision. This study aims to analyze and discuss the effect of store atmosphere and hedonic lifestyle on purchasing decisions on consumers Rolag Kopi Kayoon Surabaya. This research was conducted at Rolag Kopi Kayoon Surabaya by using data of a questionnaire of 110 respondents with a minimum age of 17 years old. The sampling method used is a judgmental sampling. The measurement scale applied is the Likert scale. The statistical analysis used is multiple linear regression equation models. The results showed that the store atmosphere and hedonic lifestyle variables significantly and positively influenced purchasing decisions. The biggest influence on purchasing decisions is the store atmosphere with a level of influence at 20.7%.
Mediasi Ekuitas Merek dalam Pengaruh Strtgi Customer Relationship Marketing terhadap Loyalitas Nasabah (Studi pada Bank BNI dan BCA di Jawa Timur) Iriani, Sri Setyo
Jurnal Aplikasi Manajemen Vol 7, No 3 (2009)
Publisher : Jurusan Manajemen Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (1461.779 KB)

Abstract

Abstract: this study aims at integrating the causality model between customer relationship strategy, brand equity and customer loyalty at government owned banks and private banks in East Java. The research location is the BNI 46 and BCA main branches in 5 (five) ex East Java Districts, i.e. Surabaya, Kediri, Madiun, Tuban, dan Jember. The research sample includes the two banks, BNI 46 and BCA banls in the five areas: Surabaya, Kediri, Madiun, Tuban, and Jember. The number of samples is 105 customers are from BNI 46 and the other 105 customers are from BCA. To test the research hypothesis 2 conceptual models were developed. Furthermore the data were analyzed using descriptive statistic and structural equation model (SEM). Based on the descriptive statistical analysis and loading factor, it was shown that there is no CRM strategic differences, as told by the customers of both banks, BNI 46 and BCA, because the customers give high (positive) value to all the CRM strategy indicators of the banks they deposit their money, and in fact the shared value indicator gets the highest score and trust is the significant determinant for the customers in doing total evaluation by the bank customers showed that the brand equity of both BNI 46 and BCA get positive score. For BNI 46 customers the brand equity which was strongly felt was quality impression while for BCA customers it was brand association. In the total evaluation of the bank brand equity, both BNI 46 and BCA customers did not give different scores: the customers of the two banks showed that brand awareness level has the highest loading factor. Moreover, the customers of both BNI 46 and BCA  showed high loyalty to the banks they save their money. For BNI 46 customers their loyalty was shown by their the length of time of being BNI 46 customers, while for BCA customers their loyalty as shown by their willingness to recommend other people to use BCA service. In the total loyalty evaluation the customers of both banks give different scores. For BNI 46 customers, BNI 46 is the first banks they use for financial transaction while for BCA customers the loyalty was shown by their willingness to recommend other to use BCA services. Based on the hypothesis testing using SEM, it was proved that the close relationship which was formed through the application of CRM strategy could strengthen bank brand equity for the application of CRM strategy could strengthen bank brand equity for their customers. The application of CRM which forms close relationship with the customers proved to strengthen the customers loyalty to the banks. Although banks are able to put the brand strength in the customers’ mind, its effect will gradually reduced unless at the same time the banks also apply effective CRM strategy. Customers prefer direct, interaction or touch through CRM strategy to the banks’ effort to put the bank brand strength in their mind. Keywords: Customer Relationship Marketing, Brand Equity, Customer Loyalty
Pengaruh Iklan cetak dan Iklan Online terhadap Kesadaran Merek City Branding Sparkling Surabaya (Studi pada Masyarakat di Surabaya) Masitha, Kharisma Nur; Iriani, Sri Setyo
JURNAL MEDIA WISATA: Wahana Informasi Pariwisata Vol 18, No 1 (2020): Media Wisata
Publisher : Sekolah Tinggi Pariwisata AMPTA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36276/mws.v18i1.320

Abstract

By referring to the concept of brand awareness pyramid, pre-research activities have been conducted on 160 respondents, to try to measure the level of brand awareness in Sparkling Surabaya. Pre-research results indicate the level of brand awareness of the city, the city of Surabaya is at the top of the mind Top of Mind, for brand awareness Branding Sparkling city of Surabaya is still in Unaware of a Brand, meaning that at this level the community is less aware of the brand presence or brand Sparkling city Surabaya. The purpose of this study is to analyze and discuss the effect of print and online advertising on brand awareness of the City Branding Sparkling Surabaya. The population used in this study is the people of Surabaya who have seen print advertisements and City Branding Sparkling online advertisements in Surabaya. The sampling technique used is nonprobability sampling with the purposive sampling method. The number of samples used was as many as 150 respondents. The results showed that there was a significant positive effect of print advertisements (X1) and online advertisements (X2) on City Branding Sparkling Surabaya (Y) brand awareness. The highest coefficient value in the multiple linear regression analysis equations is owned by online advertising variables.
THE EFFECT OF BRAND AWARENESS, BRAND ASSOCIATION, AND PERCEIVED QUALITY ON THE DECISION OF CHOOSING STATE UNIVERSITY IN SURABAYA Andrayani, Ria Astuti; Iriani, Sri Setyo; Purwohandoko, Purwohandoko
Journal of Management and Business Vol 12, No 2 (2013): September 2013
Publisher : Department of Management - Faculty of Business and Economics. Universitas Surabaya.

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (252.338 KB) | DOI: 10.24123/jmb.v12i2.22

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The main development of a country can be measured by the education progress. It is allbased on people’s awareness to continue their study until college level. That’s why thegovernment must continue their development in the field of education by providingadditional college indicated by the significant growth of state universities. It requires thecollege to compete by improving brand equity to the people’s mind especially forprospective students or students. The strong brand equity in the people’s mind willaccelerate decision related enrolled in college. Most state universities in Indonesia are inSurabaya with four public universities. This study aims to determine the effect of brandawareness, brand associations, and the perceived quality of decision to choose stateuniversities in Surabaya. The method used quantitative by multistage sampling in 2012students of state universities in Surabaya. The results of this study showed that brandawareness has directly effect on the decision to choose state universities in Surabaya. Butbrand association has no effect on the decision to choose. Those happen on perceivedquality which only ITS respondents do not have effect on decision to choose stateuniversity in Surabaya. This is due to the differences of strategies used by each stateuniversity on students association.Pembangunan utama sebuah Negara dapat diukur melalui perkembangan pendidikan. Haltersebut ditunjukkan oleh kesadaran masyarakat untuk melanjutkan pendidikannya hinggatingkat perguruan tinggi. Merupakan keharusan bagi pemerintah untuk melanjutkanpembangunan di sector pendidikan dengan indikasi pertumbuhan jumlah perguruan tinggiditunjukkan oleh pertumbuhan perguruan tinggi negeri yang signifikan. Kondisi inimenuntut perguruan tinggi harus bersaing dengan membangun ekuitas mereknya di benakmasyarakat khususnya bagi calon mahasiswa ataupun mahasiswa itu sendiri. Ekuitasmerek yang lebih kuat dibenak masyarakat akan mempercepat keputusan memilihperguruan tinggi. Perguruan tinggi negeri terbanyak di Indonesia adalah di Surabayasebanyak 4 perguruan tinggi negeri. Penelitian ini bertujuan untuk mengetahui pengaruhkesadaran merek, asosiasi merek, dan kesan kualitas terhadap keputusan memilihperguruan tinggi negeri di Surabaya. Metode penelitian yang digunakan adalah kuantitatifdengan sampling bertahap pada mahasiswa angkatan 2012 perguruan tinggi negeri diSurabaya. Hasil penelitian ini menunjukkan bahwa kesadaran merek berpengaruh langsungterhadap keputusan memilih perguruan tinggi negeri di Surabaya. Namun asosiasi merektidak berpengaruh terhadap keputusan memilih. Pada kesan kualitas hanya responden ITSyang tidak memiliki pengaruhnya untuk memutuskan memilih perguruan tinggi negeri di Surabaya. Hal ini dikarenakan perbedaan strategi yang diterapkan di masing-masingperguruan tinggi negeri untuk mengasosiasikannya di benak mahasiswa.
Faktor-Faktor yang Memengaruhi Keputusan Pembelian Melalui E-Commerce Shopee Putri, Nur Afifah Rosnadia; Iriani, Sri Setyo
KOMUNIKA : Jurnal Komunikasi, Media dan Informatika Vol 8, No 2 (2019): KOMUNIKA
Publisher : BPSDMP KOMINFO Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (540.231 KB) | DOI: 10.31504/komunika.v8i2.2391

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Tujuan penelitian yaitu untuk menganalisis dan membahas citra perusahaan, kepercayaan dan kemudahan terhadap keputusan pembelian pada E-Commerce Shopee secara parsial.Penelitian ini menggunakan jenis penelitian riset konklusif dengan pendekatan kausal. Populasi yang digunakan dalam penelitian ini adalah konsumen Shopee yang melakukan belanja melalui mobile shopping dengan ketentuan melakukan pembelian dalam satu bulan terakhir. Teknik pengambilan sampel yang digunakan yaitu nonprobability sampling dengan metode purposive sampling dan snowballing sampling. Untuk sampel yang digunakan yaitu sebanyak 220 responden. Angket peneliti disebarkan melalui online menggunakan skala likert dan menggunakan analisis data regresi linier berganda. Hasil penelitian menunjukkan bahwa citra perusahaan, kepercayaan, dan kemudahan  secara parsial berpengaruh positif dan signifikan terhadap keputusan pembelian pada E-Commerce Shopee.
Mediasi City Branding pada Pengaruh Kesadaran Merek, Asosiasi Merek, dan Kesan Kualitas Terhadap Keputusan Memilih Perguruan Tinggi Negeri di Surabaya Andrayani, Ria Astuti; Iriani, Sri Setyo
Jurnal Manajemen dan Bisnis Indonesia Vol 2 No 1 (2014): Jurnal Manajemen Bisnis Indonesia - Edisi Oktober 2014
Publisher : Forum Manajemen Indonesia (FMI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31843/jmbi.v2i1.46

Abstract

Education is a major concern of government in enhancing and improving the quality of human resources. Indonesia have stratified formal education which higher education contains of state university and private university. Surabaya is a city in Indonesia which has the largest public universities. There are four universities, there are universitas airlangga (UA), universitas negeri Surabaya (Unesa), institut teknologi sepuluh nopember (ITS), and IAIN sunan ampel. This study aims to test and analyze whether brand awareness, brand association, and perceived quality affect decision to choose state universities in Surabaya. This type of this research is quantitative, using multistage sampling with 377 respondents. Statistical analysis that used is the approach of mutiple linear regression which tested to every object. The results of this study showed that brand awareness and perceived quality has a positive influence on the decision to choose state universities in Surabaya. there are differences in the effect of brand association that the UA and Unesa positive influence while at IAIN Sunan Ampel, ITS and negative effect. Those influences has different athmosphere by respondent of Surabaya’s city branding. There’s not all of the respondent to consider city branding of Surabaya when they choose to study at Surabaya. Keywords: brand awareness, brand association, perceived quality, decision to choose, state university
Pengaruh Brand Image Terhadap Keputusan Menggunakan Jasa Klinik Kecantikan dengan Kelompok Referensi Sebagai Variabel Moderasi (Studi Pada Pengguna Jasa Klinik Kecantikan di Surabaya) Fitria, Ana; Iriani, Sri Setyo; Sanaji, Sanaji
Jurnal Manajemen dan Bisnis Indonesia Vol 4 No 2 (2017): Jurnal Manajemen Bisnis Indonesia - Edisi Februari 2017
Publisher : Forum Manajemen Indonesia (FMI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31843/jmbi.v4i2.120

Abstract

Consumer perceptions of brands are based on experience and information obtained by consumers. Consumers seek information to evaluate brands before deciding to use the brand. Friends are one of the most effective sources of information in influencing consumer purchasing decisions. This study aims to analyze and discuss the influence of brand image on purchase decision of beauty clinic services that moderated by reference group. This reseach used 220 sample from four beauty clinic services in Surabaya and applied moderating regression analysis to test the research model. The results showed that brand image had a positive and significant influence on the decision to use the beauty clinic services, while reference group con not moderating the influence brand image on the decision to use the beauty clinic services. Keywords : brand image, reference group, use decision
Pengaruh Perceived Ease of Use dan Perceived Usefulness terhadap Keputusan Penggunaan Aplikasi Tokopedia melalui Trust sebagai Variabel Intervening Sito Putri, Rizky Ramadhany; Iriani, Sri Setyo
Jurnal Ilmu Manajemen Vol 9, No 2 (2021)
Publisher : UNESA In Collaboration With APSMBI (Aliansi Program Studi dan Bisnis Indonesia)

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (266.25 KB) | DOI: 10.26740/jim.v9n2.p%p

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The development of technology-based businesses has increased as a result of the Covid-19 pandemic. One of them is e-commerce as an online shopping service provider. The purpose of this study is to analyze and discuss the effect of perceived ease of use, perceived usefulness, and trust in actual system use decisions. Respondents in this study were people aged 15–39 who had used the Tokopedia application in 2020 and accessed it via smartphone. The sample used was 200 respondents. The sampling method using non-probability sampling, and the sampling technique is judgemental sampling. The data collection techniques using an online questionnaire and analyzed using Path Analysis in AMOS program 23 version. This study found that perceived ease of use has a positive and significant effect on trust and actual system use. Perceived usefulness has a positive and significant effect on trust but does not affect actual system use. Moreover, trust has a positive and significant effect on actual system use. Furthermore, the result was found that perceived ease of use and usefulness positively affect actual system use with trust a mediating variable. Based on these result, it is recommended that Tokopedia could improve the easiness and the usefulness of their application system while keep maintaining the trust of its users.
Pengaruh Promosi Penjualan dan Celebrity Endorser terhadap Niat Beli Fashion Brand Lokal Giyomi pada Generasi Y dan Z Nugroho, Dicky Adi; Iriani, Sri Setyo
Jurnal Ilmu Manajemen Vol 8, No 4 (2020)
Publisher : UNESA In Collaboration With APSMBI (Aliansi Program Studi dan Bisnis Indonesia)

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (23.3 KB) | DOI: 10.26740/jim.v8n4.p1468-1477

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Marketing strategies change as technology develops. Marketers are demanded to be more creative in continuing to market their products so they will not be outdone by the times, fashion products are no exception. Giyomi is a local fashion brand that utilizes marketing with digital marketing using celebrity endorsers and offline marketing using sales promotions by holding bazaar tours and giving discounts for its products. however, this is still lacking interest among Y and Z generations because these generations prefer to use foreign brands such as ZARA and H&M. This research design to determine the effect of sales promotion and celebrity endorser on purchasing intentions on local fashion brands Y and Z generations (Study on the Giyomi brand). The sampling technique of this research used judgmental sampling and snowball sampling. The target population is generation Y and Z with criteria that use Instagram social media, of course, with a personal account that has followed Giyomi's Instagram account and knows Giyomi's promotion and celebrity endorser contained on Instagram social media. The number of samples of this study was 110 people. The results of this study indicate there is a significant positive influence between sales promotion and celebrity endorsers on purchasing intentions on local fashion brands Y and Z generations. 
Pengaruh Kepercayaan dan Kemudahan terhadap Keputusan Pembelian Menggunakan Pinjaman Online Shopee PayLater Putri, Fanny Anggraeny; Iriani, Sri Setyo
Jurnal Ilmu Manajemen Vol 8, No 3 (2020)
Publisher : UNESA In Collaboration With APSMBI (Aliansi Program Studi dan Bisnis Indonesia)

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (23.577 KB) | DOI: 10.26740/jim.v8n3.p818-828

Abstract

This financial technology innovation continues to develop along with changes in people's lifestyles. Financial services that provide online loan facilities are currently trending as a means of payment for several large e-commerce in Indonesia. Shopee is e-commerce that has a PayLater facility as an alternative method of shopping transactions that provides loan funds under the name Shopee PayLater. The use of Shopee PayLater makes it easy for consumers to shop online through the Shopee marketplace even though they don't have enough funds to shop. This research is a quantitative study with a conclusive research design to determine the effect of trust and ease on purchasing decisions using online loans. Sampling technique on this research used judgmental sampling and snowball sampling with a sample size of 110 respondents that Shopee users. Which are Shopee users have once made transactions using ShopeePayLater. The results of this study indicate there is a significant positive influence between trust and ease of purchasing decisions using online loans. Based on the result, it is recommended that Shopee PayLater make pay attention and make sure that this application has guaranteed security, so it can build a good image to increase the trust and have an impact to purchase decisions towards online loans Shopee PayLater.