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All Journal JURNAL ILMIAH MANAJEMEN BISNIS DAN TERAPAN
Islahuddin Daud
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Economics, Econometrics & Finance

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ANALISIS POSITIONING PRODUK BUMBU MASAK INSTANT (STUDI KASUS MEREK : SAJIKU, KOKITA & MAMASUKA) Islahuddin Daud; Welly Nailis
JEMBATAN Vol 9, No 2 (2012)
Publisher : Jurusan Manajemen Fakultas Ekonomi Universitas Sriwijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29259/jmbt.v9i2.3277

Abstract

ABSTRACT The Study was conducted to determine perceiptual mapping in instant seasoning. Object of study is the Sajiku, Mamasuka and Royco. This study used a decriptive conclusive research in the form of a single cross-sectional sample of 180 respondents who were in the city of Palembang. Perceptual map is used to see the affinity between the brand and the variables between one brand to another brand. The results of this study have Sajiku brand proximity variable "Available in a variety of flavors," Mamasuka with "Having a high taste" and "Product of the advertisement informed through the media" and Kokita with "color packaging support", "price affects the quality of a products ", and" Promoting products in all media "
PENGARUH CREDIBILITY DAN ATTRACTIVENESS CELEBRITY ENDORSER TERHADAP PURCHASE DECISION PADA SITUS BELANJA ONLINE SHOPEE DI INDONESIA Putri Kumala Dewi; Islahuddin Daud; Aslamia Rosa
JEMBATAN Vol 18, No 1 (2021)
Publisher : Jurusan Manajemen Fakultas Ekonomi Universitas Sriwijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29259/jmbt.v18i1.13177

Abstract

This study aims to determine the effect of the credibility and attractiveness of Prilly Latuconsina as a celebrity endorser on the purchase decision at online shopping sites “Shopee” in Indonesia both partially and simultaneously. This study uses primary data obtained from the questionnaire. The number of samples was 100 respondents and using the convenience sampling method. The analysis techniques that be used are multiple linear regression analysis, F test, and t test. The results showed that the credibility and attractiveness of the celebrity endorser had a simultaneous effect on the purchase decision at online shopping site “Shopee”. The partial test results show that the credibility of celebrity endorser has a positive and significant effect on the purchase decision, while the attractiveness of celebrity endorser does not effect the purchase decision at online shopping sites “Shopee”. Through the adjusted coefficient of determination test (Adjusted R Square), a value of 0.193 is obtained, it means that 19.3% of purchasing decision as the dependent variable can be explained by credibility and attractiveness as independent variables. While the remaining 80.7% is explained by other variables which are not examined in this study.
Co-Authors Aslamia Rosa Putri Kumala Dewi Welly Nailis