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All Journal International Journal of Economy, Education and Entrepreneurship (IJE3) Jurnal Abdimas Bina Bangsa International Journal of Education, Social Studies, And Management (IJESSM) Jurnal Bina Bangsa Ekonomika Bussman Journal : Indonesian Journal of Business and Management Bina Bangsa International Journal of Business and Management
Sutisna
Universitas Bina Bangsa
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Mathematics Social Sciences Other

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Journal : International Journal of Education, Social Studies, And Management (IJESSM)

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The Role of Digital Personal Selling and Product Innovation with Brand Knowledge as a Mediating Variable in the Decision to Buy a Car from the Honda Brand in Serang City Vicki Agung Triana; Uli Wildan Nuryanto; Sutisna Sutisna
International Journal Of Education, Social Studies, And Management (IJESSM) Vol. 3 No. 1 (2023): The International Journal of Education, Social Studies, and Management (IJESSM)
Publisher : LPPPIPublishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52121/ijessm.v3i1.140

Abstract

The purpose of this research is to analyze the role of digital personal selling and product innovation with brand knowledge as a mediating variable in the decision to buy a car from the Honda brand in Serang City. This study uses a quantitative approach. In this study, the group analyzed consisted of customers who had previous knowledge or experience of buying Honda cars in Serang City. 225 people ultimately participated in the study, meaning that their responses were used as a sample. Methods of data analysis using descriptive statistics and inferential statistics. The results of the study show that digital personal selling has a significant effect on brand knowledge from the Honda brand in Serang City. Digital personal selling has a significant effect on the decision n to buy a car from the Honda brand in Serang City. Product innovation has a significant effect on brand knowledge from the Honda brand in Serang City. Product innovation has a significant effect on the decision to buy a car from the Honda brand in Serang City. Brand knowledge has a significant effect on the decision to buy a car from the Honda brand in Serang City. Digital personal selling has a significant effect on the decision to buy a car through mediation of brand knowledge from the Honda brand in Serang City. Product innovation has a significant effect on the decision to buy a car through mediation of brand knowledge from the Honda brand in Serang City.
Effect of Service Quality, Online Advertising, and Learning Innovation on Customer Satisfaction Through Brand Image at Course Institutions in Tangerang City Rudianto Rudianto; Sutisna Sutisna; Uli Wildan Nuryanto
International Journal Of Education, Social Studies, And Management (IJESSM) Vol. 3 No. 1 (2023): The International Journal of Education, Social Studies, and Management (IJESSM)
Publisher : LPPPIPublishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52121/ijessm.v3i1.142

Abstract

The purpose of this research is to analyze effect of service quality, online advertising, and learning innovation on customer satisfaction through brand image at Course Institutions in Tangerang City. This research approach uses quantitative research. The population of training participants in Tangerang City as many as 475 people. Based on the calculation, the number of samples to be taken is 221 people. Data analysis using inductive data analysis method. The results of the study show that service quality has a significant effect on brand image at Course Institutions in Tangerang City. Online advertising has no significant effect on brand image at Course Institutions in Tangerang City. Learning innovation has a significant effect on brand image at Course Institutions in Tangerang City. Service quality has a significant effect on customer satisfaction at Course Institutions in Tangerang City. Online advertising has no significant effect on customer satisfaction at Course Institutions in Tangerang City. Learning innovation has a significant effect on customer satisfaction at Course Institutions in Tangerang City. Brand image has a significant effect on customer satisfaction at Course Institutions in Tangerang City. Brand image is able to significantly moderate service quality on customer satisfaction at Course Institutions in Tangerang City. Brand image is not able to significantly moderate online advertising on customer satisfaction at Course Institutions in Tangerang City. Brand image is able to significantly moderate learning innovation on customer satisfaction at Course Institutions in Tangerang City.
Co-Authors Abdul Bahits Ade Manggala Hardianto Giri Gintang Miransyah Nani Rohaeni Riftia Miftahul Jannah Rudianto Rudianto Sri Rahayu Sangra Dempo Uli Wildan Nuryanto Upi Herawati Vicki Agung Triana Yusuf Setiawan