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All Journal JURNAL BISNIS STRATEGI JURNAL SAINS PEMASARAN INDONESIA Diponegoro Journal of Economics Diponegoro Journal of Management Jurnal Ekonomi Pembangunan: Kajian Masalah Ekonomi dan Pembangunan Syntax Literate : Jurnal Ilmiah Indonesia Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences Jurnal Ilmiah ASET

Harry Soesanto

Jurusan Manajemen Fakultas Ekonomika Dan Bisnis Universitas Diponegoro

Author-ID : 384190

Religion Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Law, Crime, Criminology & Criminal Justice Social Sciences

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STUDI FAKTOR-FAKTOR YANG MEMPENGARUHI KEPERCAYAAN PELANGGAN DALAM MENINGKATKAN KERJASAMA BERKELANJUTAN (STUDI PADA CV MITRA KASIH PERKASA) Perkasa KS, Nicholas Anggada; Soesanto, Harry; Sukresna, I Made
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 15, No 02 (2016): September
Publisher : Master of Management Diponegoro University

The purpose of this research is to test the influences of product quality, after sales service, and direct marketing oncustomer trustto impact sustainability relationship. Using these variables, the usage of these variables are able to solve the arising problem within customersCV. Mitra Kasih Perkasa. Statement of this problem is how increase sustainability relationship?.The samples size of this research is105customersCV. Mitra Kasih Perkasa. Using the Structural Equation Modeling (SEM). The results show that product quality, after sales service, and direct marketing oncustomer trustto impact sustainability relationship.The effect of core product quality on customer trustare significant;The effect after sales service on customer trustare significant;The effect of direct marketing on customer trustare significant;The effect customer truston sustainability relationship are significant; and The effect direct marketing on sustainability relationship are significant.

STUDI MENGENAI PENGARUH TEKANAN WAKTU UNTUK MEMBELI, DERAJAT DIFERENSIASI PRODUK DAN CUSTOMER VALUE TERHADAP MINAT BERTRANSAKSI ULANG MENGGUNAKAN UANG ELEKTRONIK (Studi pada Pengguna Uang Elektronik e-Money di Kota Semarang) Yulianto, Yana; Ferdinand, Augusty Tae; Soesanto, Harry
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 15, No 3 (2016): Desember
Publisher : Master of Management Diponegoro University

The pupose of this research is to build a customer value through time pressure to buy and the degree of product differentiation in improving interest in the use of electronic money transaction (Studies on users electronic moneye-Moneyin Semarang).Samples were the users electronic money in Semarang, a total of 102 respondents. Structural Equation Model (SEM) was run by AMOS software was used to analyze the data. The analysis showed that the customer value through time pressure to buy positive effect in improving interest in the use of electronic money transaction.The empirical findings indicate that time pressure to buy positive influence on improving interest in the use of eectronic money transaction, time pressure to buy possitive influence on cutomer value, the degree of product differentiation is not possitive effect on improving interest in the use of electronic money transaction, customer value possitive influence on improving interest in the use of electronic money transaction.

THE EFFECT OF PRODUCT FASCINATION, SERVICE FASCINATION, AND COMPETITIVE POWER OF TARIFF ON CUSTOMER SATISFACTION AND IMPACT ON TRANSACTION DECISIONS (Study on Agent BRILink BRI Branch of Pati) Kurniawan, Rizal Mahdi; Soesanto, Harry; Sugiarto, Sugiarto
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 17, No 2 (2018): September
Publisher : Master of Management Diponegoro University

Bank Rakyat Indonesia (BRI) innovates to launch BRILink Agent services as a collaborative partner between BRI Bank and its customers. The problem in this research is how to improve customer satisfaction which will influence the decisions of transactions at BRILink BRI Branch of Pati. Data on observed variables were obtained through interviews with questionnaires to 110 BRI Bank customers who transacted at BRILink Branch of Pati and tested using AMOS statistic software. The result of SEM analysis confirm the criteria of Goodness of fit that is Chi-Square is 154.616 with probability equal to 0.277; CMIN/DF (1.066); GFI (0.873); AGFI (0.833); TLI (0.991); CFI (0.992); and RMSEA (0.025). The result of hypothesis testing is: transaction decisions are statistically proven to be affected by customer satisfaction, customer satisfaction is statistically proven to be affected by service attractiveness and tariff competitiveness, while the attractiveness of unpaid products has a significant effect.Â

PENGARUH KUALITAS PRODUK, KUALITAS LAYANAN, DAN PERSEPSI HARGA TERHADAP NILAI PELANGGAN DALAM MENINGKATKAN MINAT BELI (Studi Pada Konsumen Produk Batu Potong Besi 4 Inch Merek Wd Di Jawa Tengah) Kurniawan, Hendy; Soesanto, Harry; Yuniawan, Ahyar
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 15, No 01 (2016): Mei
Publisher : Master of Management Diponegoro University

Technological development in the world makes the competition tighter in the metal cutting industry. With the increasing number of brand choice of 4 inch Metal cutting disc product, it increases the number of choices for people to buy a metal cutting disc at a cheaper price and better quality. The 4 inch WD metal cutting disc product is able to lead the market in Indonesia with the right marketing strategy, so it can increase the customer purchase intention continuously. The purpose of this research is to analyze the influence of product quality, service quality and perceived price on customer value in increasing purchase intention of the 4 inch WD metal cutting disc product.The object of this research is a purchase decision maker of the 4 inch WD metal cutting disc product in Central Java, especially in the town of Magelang, Kudus and Purwodadi. The research uses a proportional random sampling technique with 155 respondents. A conceptual model is developed for this research with four hypotheses, which will be analyzed by using Structural Equation Modeling (SEM) by AMOS 23 Software.The result of SEM analysis for the full model meets the criteria of goodness of fit. So, it could be said that the model is properly used. The result of this research shows that perceived value will increase by increasing product quality, service quality, and perceived price. Furthermore, increased perceived value will increase purchase intention of the 4 inch WD metal cutting disc product.

PENGARUH PEMAKAIAN ENDORSER DALAM IKLAN TELEVISI MELALUI KEPRIBADIAN MEREK DAN IMPLIKASINYA TERHADAP CITRA MEREK TOLAK ANGIN (Studi Kasus pada Remaja di Kota Semarang) Aula, Maulida; Mudiantono, Mudiantono; Soesanto, Harry
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 8, No 1 (2009): Mei
Publisher : Master of Management Diponegoro University

Nowadays, sense of competition in the marketing world is tight enough and encourage producers to compete in communicating their product that they offer in the best way. Using endoser consider as one of effective way in communicating products. That is why the compatibility of endorser and product is a crucial thing. This raise question, â€œHow Attractiveness, Trusworthiness in Endorser Personality become the crucial thing in transforming process of meaning Brand Personality to increase Brand Image later? As in various theories and journals and whether those thing become a case in Tolak angin advertisement will be discuss in this research.The Model of this studies indicate the existence of 3 (three) hypothetical. The hhypothetical are the Attractiveness have a positive influence on Brand Personality (hypothetical 1), Trustworthiness have a positive influence on Brand Personality (hypothetical 2) and Brand Personality have a positive influence on Brand Image (hypothetical 3).Sampling technique in this research carried out by purposive sampling method. This was taken with a sampling technique based on the specific considerations, which the sample is selected with the requirements that have deemed essential features that are relevant to the research. The number ofrespondents as the sample is determined in this research is 120 of teenager in Semarang City.Technical analysis is used to analyze and interpreted the data in this research is the engineeringStructural Equation Model (SEM) of the software Amos 4 and Amos 16. The process of analysis of research carried out on data obtained from 120 respondents. Results of data analysis will be causalityexplain the relationship between variables that are developed in this research model. The proposedmodel can be accepted after the assumptions have been met and that is normality standardized Residual Covariance <1.96. While the value Determinant of Covariance Matrix 72,486.Eksogen measurement model and endogen was tested by using analysis confirmatory.Measurement model is further analyzed with Structural Equation Model (SEM) to test the modelcausalities relationship between the variables that affect and be affected by Attractiveness,Trustworthiness, Brand Personality, and Brand Image meet the Goodness of Fit chi square =169,574;probability = 0,108; GFI = 0,874; AGFI = 0,838; CFI = 0,986; TLI = 0,984; RMSEA = 0,035; CMIN/DF =1,146. Based on the results of data analysis can be concluded that the model can be accepted.

THE EFFECT OF BRAND REPUTATION, PRODUCT RELIABILITY, PRICE AND BRAND ADMIRATION ON PURCHASING DECISION (Study on Food Products that Sold through Instagram at Semarang) Mariska, Angela; Soesanto, Harry; Mahfudz, Mahfudz
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 17, No 3 (2018): Desember
Publisher : Master of Management Diponegoro University

Development in technology was really fast, especially in the information and telecommunications field. Nowadays, technology cannot be replaced by human life. Social media is very important to various business and personal life. Social media helping us to find new colleagues and help us to easier get information. For many years, most powerful social media are Facebook, Twitter, and LinkedIn. But for this past years, Instagram can take market attention. Due to a number of followers, culinary became favorite on Instagram. Before that, culinary products rarely marketed on other social media including Facebook. In this study, research will be focused on the kind of food that can be delivered in Semarang. This research will be started by sharing questionnaires to 157 respondents. Those respondents already have experience in buying food from Instagram in Semarang. From the result, two hypotheses accepted. The first one concluded there is a positive impact from brand reputation to buying decision. The second one concluded there is a positive impact on brand admiration to brand reputation. For reliability and product price didnâ€™t give impact for buying decision.

ANALISIS PENGARUH BRAND AWARENESS, DAN PERCEIVED VALUE TERHADAP KEPUTUSAN PEMBELIAN (Studi Pada Konsumen Produk Deterjen Merek BOOM di Kabupaten Bojonegoro) Najib, Muhammad Alfiyan; Soesanto, Harry; Sukresna, I Made
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 15, No 01 (2016): Mei
Publisher : Master of Management Diponegoro University

The purpose of this research are to analyze the factors that influence brand awareness and perceived value and influence on purchase decisions detergent BOOM in Bojonegoro. The object of this research is that consumers detergent BOOM in Bojonegoro. There are 105 respondents and this research used purposive sampling technic.The data analyze technic which used in this case is the structural equation model (SEM) by AMOS 24 software. The result using SEM showed that criteria goodness of fit full model ischi-square= 184 471, probability = 0.279, CMIN / DF = 1.080, GFI = 0.889, AGFI = 0.825, TLI = 0.990, CFI = 0.992, and RMSEA = 0.024. The results said that the models in this research can be used.The results showed that sales promotion has a positive and significant effect on brand awareness, advertising effectiveness does not have effect on brand awareness, brand image has a positive and significant effect on the perceived value, perceived quality has a positive and significant effect on the perceived value, brand awareness does not have effect on purchase decision, perceived value has a positive and significant effect on purchase decision.According to this research, there are a few limitation on this research and upcoming researchâ€™s agenda that can be done in the next research.

STUDY ON THE INFLUENCE OF POSITIONING STRATEGY, PRODUCT QUALITY, SERVICE QUALITY AND CORPORATE IMAGE TO DECISION OF SAVING AT BANK BJB TEGAL BRANCH Thauhid, Sandy Baytu; Raharjo, Susilo Toto; Soesanto, Harry
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 16, No 2 (2017): September
Publisher : Master of Management Diponegoro University

The position of bank bjb based on Total DPK in December 2014 rise to the category national public bank, but it is different from Total DPK in the branch of bank bjb in tegal, in the same period the strategy of bjb Tegal bank accumulate DPK (Dana Pihak Ketiga),by increasing product sales of cheap deposits as well as savings bjb tandamata. This study analyzes several factors that thought to have influence on the decisions to saving, there are: positionong, serving quality, product quality, and corporate image.The population of the respondents in this study as many as 120 customers. In this research using purposive sampling technique.The research results show that the positioning strategy has a positive effect on saving. While the quality of the product has no positive effect against a decision on saving. And quality of the product Â have not a positive effect against the strategy of positioning. The quality of service has a positive influence on the positioning strategy. And the quality of service has a positive effect against the corporate image. And the test results of the corporate image of saving has positive influence. So that it can be summed up in this research decision saving the customer at a bank Branch bjb Tegal is not affected by the quality of the products from the tanda mata bjb savings.

Studi Pengaruh Keputusan Pembelian Online Melalui Sikap Belanja Online Santri Pondok Pesantren di Kota Semarang Arriskoni, Muhammad Anas; Soesanto, Harry
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 18, No 1 (2019): Mei
Publisher : Master of Management Diponegoro University

Penelitian ini dilakukan untuk membuktikan bahwa persepsi risiko dan kualitas produk mempunyai pengaruh tidak langsung terhadap keputusan belanja online para santri, sementara word of mouth dan kemudahan tidak berpengaruh terhadap keputusan belanja online. selain itu hasil penelitian mengatakan bahwa keputusan pembelian online para santri dipengaruhi secara langsung oleh sikap belanja online dan juga word of mouth yang secara langsung mempengaruhi keputusan belanja online. sehingga para pelaku bisnis yang memasarkan produk secara online dapat menyiapkan suatu strategi untuk mengenalkan produk kepada para santri di Kota Semarang secara khusus dan santri di seluruh Indonesia secara umumnya.

STUDI MENGENAI KEPUTUSAN PEMBELIAN DENGAN PENDEKATAN SERVICE ENCOUNTER, SERVICE CONVENIENCE DAN PRODUCT KNOWLEDGE YANG DIMEDIASI OLEH PURCHASE INTENTION PADA BENGKEL PT. ASTRA INTERNATIONAL-DAIHATSU SALES OPERATION SEMARANG Sumarno, Sumarno; Soesanto, Harry; Sufian, Syuhada
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 15, No 02 (2016): September
Publisher : Master of Management Diponegoro University

This research was conducted in workshop PT. AstraInternational-DaihatsuSales Operation,Semarang branch. Started from a finding which showed an indication that the consumerâ€™s decision to utilize the service of workshop PT. AstraInternational-DaihatsuSales Operation Semarang branch is still low. The objective of this research was to analyze the effect of service encounter, service convenient and product knowledge on purchase intention and purchase decision.The approach in this research involved five variables, namely service encounter, service convenience, product knowledge and purchase intention that can allegedly explain the low purchase decision of services of workshop PT. AstraInternational-DaihatsuSales Operation Semarang branch. The analysis of this research used Structural Equation Modeling method.The results showed that service encounter, service convenience and product knowledge proved positive and significant effect on purchase intention and purchase decision. While purchase intention had negative but not significant effect on purchase decision.

Co-Authors Adi, Rifqi Nugroho Ahyar Yuniawan Alfi Ramdhani Putrakoranto Amie Kusumawardhani, Amie Andra, Agam Atylla Andriyani Andriyani Apriando, Joni Putra aprianti, prilia nurfina Arief Hidayat Arriskoni, Muhammad Anas Astarina Aria Dewi, Astarina Augusty Tae Ferdinand Aula, Maulida Budiawan Dwi Putranto, Budiawan Dwi Christianto, Andreas Andy Dani Pratiwi, Dani Devi Resti, Devi Devi Riani, Devi Farida Indriani Gemilang,, Izhhar Ghani Annafi Satriadi, Ghani Annafi Giovani Erlitna, Kesia Hanif, Muhammad Haidar Hasanah, Emy Yatul Hibba Al Kanzu, Hibba I Made Sukresna Indriyani, Farida Kurniawan, Hendy Kurniawan, Rizal Mahdi Lestari, Yessi M. Rizky Putra Perdana, M. Rizky Putra Mahfudz Mahfudz Mahfudz Mahfudz Mariska, Angela Meirina Indah Permatasari, Meirina Indah Mindo Yumanda Siboro, Mindo Yumanda Mudiantono Mudiantono Muslich, Mukhammad Mutmainah, Arifia Chamiatun Nababan, Jelita Safitri Najib, Muhammad Alfiyan Nida Fadhila, Nida Novita, Elvira Nugraha Fitra Andani, Nugraha Fitra Nurul Hidayati Perkasa KS, Nicholas Anggada Pratidina, Nissa Gin Ajeng Ramadhan, Gear Ratna, Maria Moniqua Reinisa Ramadhani, Reinisa Rindiet Akbar Wibawanto Rionaldo, Richo Rr. Selli Nisrina Faradila, Rr. Selli Nisrina Sari, Bekti Pradina Satria Avianda Nurcahyo Sitorus, Beatrik Yosephine Subeno, Edi Sugiarto S Sugiono Sugiono Sulistiyawati, Erika Sumarno . Susilo Toto Raharjo Sutopo Sutopo Syuhada Sufian Thauhid, Sandy Baytu Ulumiyah, Lailis Vega Cyndra Ragatantya, Vega Cyndra Venny Faradika Anggi, Venny Faradika Widhiaswara, Isnaeni Agustin Wisnu Pamenang Yashinta Asteria Norhermaya, Yashinta Asteria Yolanda, Rilla Yuda Supriyanto Yulianto, Muhammad Rizal Yulianto, Yana

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