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PENGARUH KUALITAS PELAYANAN TERHADAP KEPUASAN DAN LOYALITAS PELANGGAN PADA PEMEGANNG KARTU MEMBER PASAR BUAH PEKANBARU Agustina Anisa Nur; Zulkarnain Zulkarnain; Nursanti Aida
Jurnal Online Mahasiswa (JOM) Bidang Ilmu Ekonomi Vol 7, No 2 (2020): (Juli - Desember 2020)
Publisher : Jurnal Online Mahasiswa (JOM) Bidang Ilmu Ekonomi

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fter deciding to become a member of a company, of course each customer will also have big expectations of the benefits or added value that will be received from the member card implementing company. One of the expectations is the existing services and facilities, with the existence of good services and facilities, the customer is less likely to switch to similar businesses or other competitors. The purpose of this study was to see the effect of service quality on customer satisfaction and loyalty to the Pekanbaru fruit market member card holder. This study uses a quantitative approach. The sample in this study amounted to 100 respondents aimed at the holder of the Pekanbaru fruit market members in Pekanbaru City, using a sampling technique. The research instrument used a questionnaire and analyzed using Path Analysis with the help of the SPSS version 23 program. The results of this study indicate that: 1) Service quality affects customer satisfaction at Pasar Buah Pekanbaru member card holder, 2) Service quality affects Customer Loyalty to Pasar Buah Pekanbaru member card holder, 3) Customer satisfaction affects Customer Loyalty of Pasar Buah Pekanbaru member card holders, 4) Service Quality affects Customer Satisfaction mediated by Customer Loyalty to the Pasar Buah Pekanbaru member card holder.Keywords: Service Quality, Customer Satisfaction, Customer Loyalty, Member Card Holders

PENGARUH IKLAN TELEVISI DAN ENDORSER VALENTINO ROSSI TERHADAP BRAND AWARENESS DAN KEPUTUSAN PEMBELIAN SEPEDA MOTOR YAMAHA NMAX DI PEKANBARU Alwie Furwanti Alvi; Nursanti Aida
Jurnal Online Mahasiswa (JOM) Bidang Ilmu Ekonomi Vol 7, No 2 (2020): (Juli - Desember 2020)
Publisher : Jurnal Online Mahasiswa (JOM) Bidang Ilmu Ekonomi

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This study aims to determine the effect of Television Advertising and Endorser Valentino Rossi on Brand Awareness and Purchase Decisions of Yamaha NMAX Motorbikes in Pekanbaru. The population in this study were all Yamaha N-Max motorbike users in Pekanbaru, amounting to 937 in 2019. This study used a sample of 109 respondents using the Slovin formula. The types of data used are primary and secondary data, while data collection techniques use questionnaires and literature study. Data analysis using path analysis (path analysis). The results showed that television advertising and endorser Valentino Rossi partially had a significant effect on Brand Awareness, Television Advertising and Endoirser Valentino Rossi partially had a significant effect on purchasing decisions, Brand Awareness had a significant effect on purchasing decisions. Television Advertising and Endorser Valentino Rossi have a significant effect on purchasing decisions through Brand AwarenessKeywords: Television Advertising, Endorser Brand Awareness, Purchasing Decisions

PENGARUH ONLINE CONSUMER REVIEW DAN RATING TERHADAP KEPERCAYAAN KOSUMEN DAN KEPUTUSAN PEMBELIAN PADA E-COMMERCE SHOPEE DI KOTA PEKABARU Danty Sukma Nabillah; Jushermi Jushermi; Nursanti Aida
Jurnal Online Mahasiswa (JOM) Bidang Ilmu Ekonomi Vol 7, No 2 (2020): (Juli - Desember 2020)
Publisher : Jurnal Online Mahasiswa (JOM) Bidang Ilmu Ekonomi

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Abstract-This study aims to determine the Online Consumer Reviews and Ratings on Consumer Trust and Purchase Decisions at Shopee E-commerce in Pekanbaru City. The population in this study are consumers who have shopped online at Shopee e-commerce who are domiciled in Pekanbaru City whose number is not known with certainty. Premiere data were collected using a questionnaire as an instrument to prove the results of the study, to test the hypothesis in this study was to use the path analysis method (path analysis) with the help of the SPSS program. The sampling technique chosen was snowball sampling (105 people at Shopee site customers in Pekanbaru City).The results showed that:1) Online Consumer Review has a positive and significant effect on Consumer Trust in Shopee E-commerce in Pekanbaru City, 2) Rating has a positive and significant effect on Consumer Trust in Shopee E-commerce in Pekanbaru City, 3) Online Cosumer Review has a positive and significant effect on Purchasing Decisions at Shopee E-commerce in Pekanbaru City, 4) Rating has a positive and significant effect on Purchasing Decisions at Shopee E-commerce in Pekanbaru City, 5) Consumer Trust has a positive and significant effect on Purchasing Decisions in E-commerce Shopee in Pekanbaru City, 6) Online Consumer Review has a positive and significant effect on Purchasing Decisions through Consumer Trust in Shopee E-commerce in Pekanbaru City, 7) Rating has a positive and significant effect on Purchasing Decisions through Consumer Trust in Shopee E-commerce in Pekanbaru City.Keywords: Online Consumer Review, Rating, Consumer Confidence and Purchasing Decisions

STRATEGI KEUNGGULAN BERSAING UMKM SKALA KECIL BIDANG KULINER DALAM UPAYA MENINGKATKAN USAHA DENGAN MENGGUNAKAN ANALISIS SWOT DI PEKANBARU Novriansyah Rahmat; Jushermi Jushermi; Nursanti Aida
Jurnal Online Mahasiswa (JOM) Bidang Ilmu Ekonomi Vol 7, No 2 (2020): (Juli - Desember 2020)
Publisher : Jurnal Online Mahasiswa (JOM) Bidang Ilmu Ekonomi

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This study aim to analyze the internal and external environment and formulate alternative strategies for smal-scale SMEs in The culinary field to increase competitiveness in Pekanbaru. The research uses descriptive qualitative method supported by semi-structured interviews to obtain the data used. Respondents include lecturers of economics and lecturers in marketing management as economic experts, The Pekanbaru City Cooperative and Small Medium Enterprise Office, Pekanbaru City Culture and Tourism Office, Riau Province PLUT-KUMKM, Joint Business Groups, and 9 small-scale culinary SMEs. In determining interview informants using judgment sampling technique. In developing a strategy using SWOT Analysis. The results of this study are smallscale culinary MSMEs in Pekanbaru City are in the position of Hold and Maintain by using their strength to take advantage of opportunities, through new product development strategies, and increasing continuous advertising activities.Keyword :MSMEs, Strategy, Advantage Competitive, Matrix IE, Matrix SWOT

PENGARUH WEBSITE QUALITY DAN PERSEPSI RISIKO TERHADAP KEPERCAYAAN KONSUMEN DAN KEPUTUSAN PEMBELIAN ONLINE PADA GENERASI Z DI KOTA PEKANBARU Meriska Christina; Restuti Sri; Nursanti Aida
Jurnal Online Mahasiswa (JOM) Bidang Ilmu Ekonomi Vol 8, No 2 (2021): (Juli - Desember)
Publisher : Jurnal Online Mahasiswa (JOM) Bidang Ilmu Ekonomi

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The development of increasingly advanced technology has made the internet a medium that is not only used for communication, but also as a medium for shopping. Online shopping activities have become an activity that is commonly carried out by various groups, especially young people who are currently dominated by Generation Z. There are several things that play a role when consumers want to decide to purchase goods or services online. There are including the online shop’s website quality, the risk that consumers perceived as well as the trust that consumers have.This study aims to determine how much influence the things that can affect Consumer Trust and Online Purchasing Decisions on Generation Z in Pekanbaru City. Primary data were collected using a questionnaire as a research instrument. The study used 100 people classified as Generation Z in Pekanbaru City as respondents using the Non-Probability Sampling Technique. The method used is explanatory research with data analysis test, classical assumption test, hypothesis test and path analysis as a flow of data testing. Data testing is assisted by the SPSS version 25 application. The results of this study indicate that the Website Quality variable has a positive and significant effect on Consumer Trust and Online Purchasing Decisions. Perception of Risk has a negative and insignificant effect on Consumer Trust, but has a positive and significant effect on Online Purchasing Decisions. Consumer Trust has a positive and insignificant influence on Online Purchasing Decisions and there is no significant influence between Website Quality and Risk Perception on Online Purchasing Decisions through Consumer Trust.Keywords : Website Quality, Persepsi Risiko, Kepercayaan Konsumen, Keputusan Pembelian Online, Generasi Z

PENGARUH DESAIN TAMPILAN WEBSITE, HARGA DAN PROMOSI PENJUALAN TERHADAP KEPUASAN PELANGGAN DAN MINAT BELI ULANG PADA MARKETPLACE SHOPEE DI KOTAPEKANBARU Indirwan Indirwan; Restuti Sri; Nursanti Aida
Jurnal Online Mahasiswa (JOM) Bidang Ilmu Ekonomi Vol 8, No 2 (2021): (Juli - Desember)
Publisher : Jurnal Online Mahasiswa (JOM) Bidang Ilmu Ekonomi

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Onlineshops or marketplace in Indonesia has been widely carried out and has been proven to have a positive influence and big profits for online business actors. In Indonesia, there are several marketplaces that are active and always provide innovation in order to obtain customer satisfaction. Some of them are Tokopedia, Bukalapak, Lazada, Blibli, JD.ID, Zalora and Shopee. In this study, the object of research that will be selected is the Shopee marketplace. Based on data on the number of visitors, Shopee has a fairly stable line graph although it also decreased in 2019 in the 3rd quarter. Shopee is also a marketplace with the top one popularity in Indonesia from 2019 quarter 4 to 2020 quarter 2. Therefore, this study will discuss the influence of website display design, prices and sales promotions on customer satisfaction and repurchase interest in the Shopee marketplace. The total respondents in this research are 125 people with the sample collection method using the Non Probability Sampling technique by means of Purposive Sampling. The analytical method used in this research is Path Analysis. The results obtained are Website Display Design, Price and Sales Promotion variables have a positive and significant influence on Shopee Customer Satisfaction in Pekanbaru City. Then the Variables of Website Display Design, Price and Sales Promotion have a positive and significant influence on Shopee customers' repurchase interest in Pekanbaru City. Then the variables of Website Display Design, Price and Sales Promotion have a positive and significant influence on Repurchase Interest through Shopee Customer Satisfaction in Pekanbaru City. This shows that the Customer Satisfaction variable is able to mediate the relationship between Website Display Design and Repurchase Interest.Keywords : promotion, price, respondents, significant, path analysis

PENGARUH BAURAN PEMASARAN TERHADAP KEPUTUSAN PEMBELIAN SERTA DAMPAKNYA TERHADAP KEPUASAN KONSUMEN RUMAH MEBEL PEKANBARU jordan Kevin; Nursanti Aida; Noviasari Henni
Jurnal Online Mahasiswa (JOM) Bidang Ilmu Ekonomi Vol 8, No 1 (2021): (Januari - Juni)
Publisher : Jurnal Online Mahasiswa (JOM) Bidang Ilmu Ekonomi

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This reasearch aims to find out : 1) the effect of the marketing mix on purchasing decisions. 2) the effect of purchasing decisions on customer satisfaction. 3) the effect of the marketing mix on customer satisfaction through purchasing decisions. The population in this reasearch includes all Rumah Mebel consumers. Primary data were collected using a questionnaire as an instrument to prove the results of the study, to test the hypothesis in this study was to use path analysis and using SPSS program. The sampling technique used a purposive sampling method with the criteria that respondent had shopping furniture at the Rumah Mebel and live in the city of Pekanbaru with a total sample of 115 respondents. The results showed that: 1) Marketing Mix has a positive and significant effect on purchasing decisions for furniture products at Rumah Mebel. 2) Purchasing decisions have a positive and significant effect on consumer satisfaction who buys furniture products at Rumah Mebel. 3) Marketing Mix has a positive and significant effect on customer satisfaction through purchasing decisions.Keywords: Marketing Mix, Purchasing Decision, Customer Satisfaction

PENGARUH EXPERIENTIAL MARKETING DAN SERVICESCAPE TERHADAP REPURCHASE INTENTION MELALUI KEPUASAN KONSUMEN PADA CAFÉ ONE REFINERY DI KOTA PEKANBARU Pangestu Bagus Febrian; Jushermi Jushermi; Nursanti Aida
Jurnal Online Mahasiswa (JOM) Bidang Ilmu Ekonomi Vol 8, No 2 (2021): (Juli - Desember)
Publisher : Jurnal Online Mahasiswa (JOM) Bidang Ilmu Ekonomi

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At this time, the development of the food and beverage industry business sector in Indonesia is growing rapidly. This increasingly fierce and increasing business competition requires business people to maximize their business performance in order to compete globally, as well as maintain their business. One of the important strategies that need to be considered by business people is Experiential Marketing. One of the cafes that implements Experiential Marketing is One Refinery Pekanbaru. This study aims to examine the effect of Experiential Marketing and Servicescape on Repurchase Intention through consumer satisfaction at One Refinery Pekanbaru café. The analysis technique used is path analysis. The number of samples taken as many as 105 respondents by accidental sampling method. Data was collected by distributing questionnaires. Based on the results of the study, it was found that the Experiential Marketing and Servicescape variables had a significant effect on consumer satisfaction, the consumer satisfaction variable had a significant effect on Repurchase Intention, and the Experiential Marketing and Servicescape variables had a significant effect on Repurchase Intention through consumer satisfaction.Keywords : Experiential Marketing, Servicescape, Consumer Satisfaction, Repurchase Intention

PENGARUH KUALITAS PRODUK DAN KUALITAS PELAYANAN TERHADAP KEPUASAN DAN LOYALITAS PELANGGAN RUMAH MAKAN PONDOK PATIN H.M. YUNUS PEKANBARU Wahyudi Al Fajar Muhammad; Zulkarnain Zulkarnain; Nursanti Aida
Jurnal Online Mahasiswa (JOM) Bidang Ilmu Ekonomi Vol 8, No 2 (2021): (Juli - Desember)
Publisher : Jurnal Online Mahasiswa (JOM) Bidang Ilmu Ekonomi

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The rapid development of the culinary business in Indonesia has resulted in tougher competition in the culinary business. This makes culinary business people must be able to attract and retain customers by improving product quality and service quality. One of the famous and long-lasting restaurants, Pondok Patin H.M. Yunus Pekanbaru. This study aims to determine the effect of product quality and service quality on customer satisfaction and loyalty at Pondok Patin H.M. Yunus Pekanbaru. Primary data retrieval was carried out using questionnaires to 100 respondents who had been selected using the Incidental Sampling technique and then the primary data was processed using the Structural Equation Modeling analysis method with SmartPLS version 3. The results showed that: 1) Product Quality on Customer Satisfaction had positive results. positive and significant. 2). Service Quality on Customer Satisfaction has positive and significant results. 3). Product Quality on Customer Loyalty has positive and significant results. 4). Service Quality towards Customer Loyalty has positive and significant results. 5). Customer Satisfaction with Customer Loyalty has positive and significant results. 6). Customer satisfaction partially mediates between Product Quality and Customer Loyalty with positive and significant test results. 7). Customer satisfaction partially mediates between Service Quality and Customer Loyalty with positive and significant test results. Keywords: Product Quality, Service Quality, Customer Satisfaction, Customer Loyalty, Pondok Patin H.M. Restaurant Yunus.

ANALISIS PENGARUH CITRA MEREK DAN HARGA TERHADAP KEPUASAN KONSUMEN MELALUI KEPUTUSAN PEMBELIAN SEPATU OLAHRAGA MEREK ADIDAS DI KOTA PEKANBARU safirma Raffi; Nursanti Aida; Noviasari Henni
Jurnal Online Mahasiswa (JOM) Bidang Ilmu Ekonomi Vol 8, No 2 (2021): (Juli - Desember)
Publisher : Jurnal Online Mahasiswa (JOM) Bidang Ilmu Ekonomi

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This research aims to find out, (1) the effect of Brand Image on purchasing decisions, (2) the effect of price on purchasing decisions, (3) the influence of purchasing decisions on consumer satisfaction, (4) the influence of Brand Image on consumer satisfaction through purchasing decisions, (5) the influence of price on consumer satisfaction through purchasing decisions. The object of this research is Adidas sporth shoes consumers in Pekanbaru City. This research used Non probality sample and use accidental sample to chouse the sample. This research used SPSS as a data analysis method. Based on the results of testing, Brand Image has a positive and significant influence on purchasing decisions, Price has a positive and significant influence on purchasing decisions, Purchasing decisions have a positive and significant influence on consumer satisfaction, Brand Image has a positive and significant influence on consumer satisfaction through variable purchasing decisions, Price has a positive and significant influence on consumer satisfaction through variable purchasing decisions.Keyword: Brand Image, Price, Purchase Decision, Consumer Satisfaction

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