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All Journal Jurnal Ekonomi Jurnal Online Mahasiswa (JOM) Bidang Ilmu Ekonomi

Henni Noviasari

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Author-ID : 332271

Economics, Econometrics & Finance

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Title

Method Evaluation In Measuring Brand Image And Brand Quality Using Rating, RANKING AND PICK - ANY APPROACH ', Marhadi; Musfar, T. Firli; Noviasari, Henni
Jurnal Ekonomi Vol 19, No 02 (2011)
Publisher : Fakultas Ekonomi dan Bisnis, Universitas Riau

This research attempt to test and compare three type of measurement technique in measuring brandimage and brand quality: rating, ranking, and pick any. The objective of this research is to test theconsumer consistency in their perception and attitude toward brand image and brand quality usingthree different measurement techniques. This research were replication Barnard & Ehrenberg (1990)and Driesener & Romaniuk (2006) which compare the compare three type of measurement technique inmeasuring brand image.There are three shampoo products acting as the research objects in this research: Clear, Dove, andPantene. Acting as the respondent for this research was 149 consumers who had use that three brandof shampoo. Data analysis were execute using mean score for rating technique, score order for rankingtechnique, and mode score for pick any technique.Results show that (a) measurement in brand image using rating, ranking, and pick any technique didnot show the same score and respondent have tendency to answer the questions inconsistently. (b)Measurement using rating and pick any techniques show consistent result.

Pengaruh Retail Service Quality Terhadap Kepuasan Konsumen Berbelanja Di Metro Swalayan Senapelan Plaza Pekanbaru Henni Noviasari; Azrico '
Jurnal Ekonomi Vol 20, No 03 (2012)
Publisher : Fakultas Ekonomi dan Bisnis, Universitas Riau

Penelitian ini dilakukan pada Metro Swalayan Senapelan Plaza Pekanbaru yang terletak di Jalan Teuku Umar no. 1 Lt. II. Tujuan dari penelitian ini adalah untuk menganalisis pengaruh yang ditimbulkan oleh variabel retail service quality, yang terdiri dari aspek fisik, reliabilitas, interaksi personal, pemecahan masalah, dan kebijakan terhadap kepuasan konsumen. Untuk mencapai tujuan tersebut, dilakukan penelitian dengan menggunakan 100 orang sampel. Metode pengambilan sampel dilakukan secara Accidental Sampling dan Purposive Sampling, dimana sampel yang dijadikan responden pada penelitian ini adalah pengunjung Metro Swalayan yang ditemui secara kebetulan pada saat penelitian ini berlangsung. Metode analisis yang digunakan pada penelitian ini adalah metode deskriptif kuantitatif dan analisis secara simultan (analisis regresi linear berganda dengan bantuan program SPSS versi 17.0). Namun, sebelum analisis tersebut dilakukan, jawaban responden per variabel ditransformasikan terlebih dahulu menjadi jawaban yang berskala interval dengan menggunakan Metode Suksesif Interval (MSI) dengan bantuan program ORDI versi 1.0, untuk mendapatkan gambaran jawaban responden yang lebih tajam dan akurat. Dari hasil pengujian yang telah dilakukan, uji regresi simultan (Uji F) menunjukkan bahwa seluruh variabel bebas yang diteliti memiliki pengaruh yang signifikan terhadap variabel kepuasan konsumen.Besar pengaruh yang ditimbulkan (R2) oleh kelima variabel ini secara bersama-sama terhadap variabel terikatnya hanya 0,486 atau 48,6% saja, sedangkan sisanya sebesar 0,514 atau 51,4% dipengaruhi oleh variabel-variabel lainnya yang tidak diteliti di dalam penelitian ini.

PENGARUH STRATEGI GREEN MARKETING PADA BAURAN PEMASARAN TERHADAP KEPUTUSAN KONSUMEN DALAM MEMBELI RUMAH DI PERUMAHAN PT. ASTA KARYA PEKANBARU Marhadi '; Nursyamsi Ayu; Henni Noviasari
Jurnal Ekonomi Vol 21, No 03 (2013)
Publisher : Fakultas Ekonomi dan Bisnis, Universitas Riau

The In fluence of Green Marketing Strategy In Marketing Mix Decisions AgainstConsumers In Buying House In Residential Of PT. Asta Karya Pekanbaru.This research aimed to analyse the effect of Green Marketing on marketing mixvariables consisting of product, price, location and promotion of the consumer’sdecision to buy a house in residential of PT. Asta Karya Pekanbaru.This research using propotional random sampling technique in making the samplewith the sample number 268. The method of analysis used in this study wasdescriptive quantitative method and multiple linear regression analysis with SPSSVersion 17.The results showed: (a) green marketing strategies of a product has positive influence on consumer decision to buy a house in a residential of PT. Asta KaryaPekanbaru. (b) green marketing strategies such as price positive in fluence onconsumer decision to buy a house in a residential of PT. Asta KaryaPekanbaru(c) green marketing strategies such as location of a positive in fluenceon consumer decision to buy a house in a residential of PT. Asta KaryaPekanbaru.(d)green marketing strategies such as the promotion of a positive influence on consumers decision to purchase a house in residential of PT. AstaKarya Pekanbaru (e)green marketing strategies together a positive influenceonconsumer’ decision to purchase/buy a house in Residential of PT. Asta KaryaPekanbaru.Kata Kunci : Green Marketing, MarketingMix (Product, Price, Location,Promotion) and the Purchasing Decision.

Co-Authors ', Marhadi ', Taufiqurrahman Abd. Rasyid Syamsuri Agus Dian Pramana Putra Aida Nursanti Azrico ' Benny Siboro Dinda, Ulfa Dinda Eza Aprilia Sari Febrina Harianja Gatot Wijayanto Jusherm Jusherm Jushermi ' Jushermi Jushermi Jushermi Jushermi, Jushermi Kartika Indra Bella Lestari, Tri Puji Endang Marhadi ' Maya Regina Mita Jayanti Muhammad Jamil Hazfa Nursyamsi Ayu Nurul Hanifah Roni Afrian Pane Rutmaira Sitinjak Sri Rahmi Murni Sri Restuti Srimaulani ' Susi Hendriani T. Firli Musfar Taufiqurrahman ' Ufi Mitsaqy Zulkarnain Zulkarnain

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