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PENGARUH BRAND ASSOCIATION DAN BRAND AWARENESS TERHADAP BRAND LOYALTY MELALUI BRAND TRUST PADA START UP FINTECH OVO Rio Era Deka; Nurhajati Nurhajati; Nuzulul Rachma
Jurnal Ilmu Manajemen (JIMMU) Vol 4, No 1 (2019): MARET
Publisher : MAGISTER MANAJEMEN UNISMA

Tujuan penelitian ini adalah Mengetahui pengaruh tidak langsung Brand Association dan Brand Awareness terhadap Brand Loyalty Melalui Brand Trust pada start up OVO. Jenis penelian ini adalah explanatory research dengan menggunakan pendekatan kuantitatif. Populasi dalam penelitian ini adalah pengguna OVO pada mahasiswa Universitas Islam Malang di Kota Malang, Jawa Timur. Teknik pengambilan sampel dilakukan dengan purposive sampling dan didapatkan sampel sebanyak 120 responden. Hasil penelitian menunjukan bahwa Pengaruh tidak langsung antara variabel brand Awareness terhadap brand loyalty melalui variabel brand trust diperoleh dari hasil pengaruh langsung antara variabel brand awareness terhadap brand trust dan pengaruh langsung antara variabel brand trust terhadap variabel brand loyalty sehingga pengaruh tidak langsung. Hal ini dapat diartikan bahwa ada pengaruh tidak langsung variabel brand association dan brand awareness terhadap brand loyalty melalui brand trust, serta semakin tinggi brand trust maka brand loyalty akan semakin meningkat.Kata kunci : Brand Association, Brand Awareness, Brand Trust, Brand Loyalty The purpose of this study was to find out the indirect influence of Brand Association and Brand Awareness on Brand Loyalty Through Brand Trust at the start up of OVO. This type of research is explanatory research using a quantitative approach. The population in this study were OVO users in Malang Islamic University students in Malang City, East Java. The sampling technique was done by purposive sampling and obtained a sample of 120 respondents. The results showed that the indirect effect of brand awareness on brand loyalty through brand trust variables was obtained from the direct effect of brand awareness variables on brand trust and the direct effect of brand trust variables on variable brand loyalty so that indirect effects. This can be interpreted that there is an indirect effect of brand association and brand awareness of brand loyalty through brand trust, and the higher brand trust, brand loyalty will increase.Keyword : Brand Association, Brand Awareness, Brand Trust, Brand Loyalty

Pengaruh Harga, Promosi, Dan Lokasi Terhadap Kepuasan Pelanggan Café Bukan Main Coffee Reiki Vega Diondah; Nurhajati Nurhajati; Muhammad Ridwan Basalamah
E-JRM : Elektronik Jurnal Riset Manajemen E-JRM : Elektronik Jurnal Riset Manajemen Vol. 12 No. 01
Publisher : UNIVERSITAS ISLAM MALANG

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Abstract This study aims to determine and analyze the effect price, promotion, and location over customer satisfaction. The population in this study are Café Bukan Main Coffee. The data collection method in this study used a questionnaire with a sample of 90 respondents. The independent variable in this study is the price, promotion, and location and the dependent variable is the customer satisfaction. The analytical method used in this study is multiple linear regression analysis and processed using SPSS 26. The results of this study simultaneously show that the price, promotion, and location has a positive effect and significance on customer satisfaction. Partially, price, promotion, and location have a positive effect and significance on customer satisfaction. Keywords: Financial Literacy Financial Education In The Family, Self-Control And Financial Management.

Pengaruh Harga, Content Marketing, dan Online Consumer Review Terhadap Keputusan Pembelian Di Pengguna Tiktok Shop (Studi Kasus pada Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Islam Malang) Nina Bilqis Maharani; Nurhajati Nurhajati; Muhammad Ridwan Basalamah
E-JRM : Elektronik Jurnal Riset Manajemen E-JRM : Elektronik Jurnal Riset Manajemen Vol. 12 No. 01
Publisher : UNIVERSITAS ISLAM MALANG

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Abstract The purpose of this study is to discover and analyze the pricing, content marketing, and online consumer reviews that influence purchasing decisions for TikTok store users. The sample for this research was users of the 2019 batch of tiktok shop management students from the Faculty of Business and Economics, Islamic University of Malang, with 85 respondents. The independent variables consist of the variables of price, content marketing and online consumer reviews. Meanwhile, the dependent variable of this study is the purchase decision variable measured using multiple linear regression analysis using SPSS 25. The result of the study is that there is a simultaneous influence of price, content marketing and customer reviews online consumers on purchasing decisions on tiktok shop users of students at the University of Malang Islam Faculty of Economics and Business. Meanwhile, the partial effect only occurs in the price variable on purchasing decisions, while the content marketing and online consumer reviews variables have no partial effect on purchasing decisions. Keywords: Online Store, Price, Content Marketing, Online Consumer Reviews, Purchase Decision

Pengaruh Viral Marketing, Flash Sale 12.12, dan Tagline Gratis Ongkos Kirim Terhadap Keputusan Pembelian Barang Di Marketplace Shopee (Studi Kasus Mahasiswa FEB Unisma Angkatan 2019) Prapti Komala Sawitri; Nurhajati Nurhajati; Muhammad Ridwan Basalamah
E-JRM : Elektronik Jurnal Riset Manajemen E-JRM : Elektronik Jurnal Riset Manajemen Vol. 12 No. 01
Publisher : UNIVERSITAS ISLAM MALANG

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Abstract This study examines the effect of Viral Marketing, Flash Sale 12.12, and the Free Shipping Tagline on purchasing decisions for goods on the Shopee marketplace. The method of this research is explanatory research with quantitative methods. The 2019 class of FEB Islamic University of Malang served as the study's population. This study used a nonprobability sampling method with a purposive sampling technique, collecting a sample of 80 respondents using a Google form following the formula used; the Malhotra formulated the purpose of this SPSS 25 data analysis is to examine the effect of viral marketing, flash sales 12.12, and the free shipping tagline on purchasing decisions. Viral marketing had a positive and partially significant influence on buying decisions in this study, flash sale 12.12 had a slightly optimistic and substantial impact on buying decisions, and the free delivery slogan had a positive and partially significant effect on buying decisions. The influence of viral marketing, flash sales 12.12, and the free shipping tagline on the decision to buy goods in the shopee marketplace, the case study of FEB students at the Islamic University of Malang was 61.5%. Other variables influenced the remaining 38.5% not in the study. Keywords: Viral Marketing, Flash Sale 12.12, and Free Shipping Tagline

Pengaruh Asosiasi Merek, Loyalitas Merek, Brand Awarness, dan Citra Merek Terhadap Ekuitas Merek Produk Scarlett Whitening (Studi Kasus pada konsumen pembeli produk scarlett whitening pada mahasiswa prodi manajemen Angkatan 2019 Universitas Islam Malang) Rista Sya’illatun Nandiroh; Nurhajati Nurhajati; Budi Wahono
E-JRM : Elektronik Jurnal Riset Manajemen E-JRM : Elektronik Jurnal Riset Manajemen Vol. 12 No. 01
Publisher : UNIVERSITAS ISLAM MALANG

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Abstract This study aims to determine and analyze the effect of brand association, brand loyalty, brand awareness, brand image on brand equity of Scarlett products simultaneously and partially. Where to be able to achieve and maintain market competition, companies must pay attention to their brands by creating strong brand equity in the minds of customers. This study uses data analysis using multiple linear regression with SPSS version 29. The results of this study show that brand association has no positive and significant effect on brand equity, brand loyalty has no positive and significant effect on brand equity, brand awareness has a positive and significant effect on equity brand, brand image has a positive and significant effect on brand equity. brand association variables, brand loyalty, brand awareness, brand image have a positive and significant effect on brand equity. Keywords: brand equity,brand association,brand loyalty,brand awareness,brand image

Pengaruh Store Atmosphere, Viral Marketing dan Physical Evidence terhadap Minat Beli Konsumen pada Café Om Kopi di Kota Malang (Studi Pada Mahasiswa Manajaemen UNISMA Angkatan 2019) Inrah Wati Juwita; Nurhajati Nurhajati; Budi Wahono
E-JRM : Elektronik Jurnal Riset Manajemen E-JRM : Elektronik Jurnal Riset Manajemen Vol. 12 No. 01
Publisher : UNIVERSITAS ISLAM MALANG

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Abstract The purpose of this research is to find out and explain the influence of store atmosphere, viral marketing and physical evidence on consumer buying interest at the Om Kopi café in Malang City. This research uses a quantitative approach with explanatory research. Sampling in this study was 105 respondents who were UNISMA students class of 2019, the method of data collection used a purposive sampling technique which had certain criteria. The analytical method used is multiple regression analysis with the help of the IBM SPSS 26 program. The results of this study indicate that store atmosphere, viral marketing and physical evidence simultaneously have a significant effect on consumer buying interest. The store atmosphere variable has a significant effect on consumer buying interest, viral marketing has no significant effect on consumer buying interest, and physical evidence has a significant effect on consumer buying interest. Keywords: Store Atmosphere, Viral Marketing, Physical Evidence, Buying Interest

Pengaruh Merk, Gaya Hidup, Word of Mouth Terhadap Keputusan Pembelian Lip Cream Matte Implora di Toko Ivanna Kosmetik Malang (Studi Pada Konsumen di Toko Ivanna Kosmetik Malang) Anjar Surya Ningsih; Nurhajati Nurhajati; Budi Wahono
E-JRM : Elektronik Jurnal Riset Manajemen E-JRM : Elektronik Jurnal Riset Manajemen Vol. 12 No. 02
Publisher : UNIVERSITAS ISLAM MALANG

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Abstract The effect of Brand Image, Life Style, Word of Mouth on purchasing decisions of Lip Cream Matte Implora at the Ivanna cosmetic Malang store, a study on consumers at the Ivanna cosmetic Malang store. This study uses a quantitative approach which uses the malhotra formula in order to determine the sample the calculation results of the malhotra formula, the number of samples is 75. in analyzing, normality test, hipothesis testing, multiple linear regression test and adjusted R² coefficient tes. of this study are Brand Image, Life Style, Word of Mouth influence purchasing decisions simultaneously Keywords: Brand Image, Life Style, Word of Mouth, Purchase Decision

Pengaruh Label Halal, Gaya Hidup, Harga Produk Dan Keamanan Terhadap Keputusan Pembelian Terhadap Keputusan Pembelian Wardah (Studi Kasus Mahasiswa FEB UNISMA Tahun Angkatan 2019) Umatuz Sukmawati; Nurhajati Nurhajati; Budi Wahono
E-JRM : Elektronik Jurnal Riset Manajemen E-JRM : Elektronik Jurnal Riset Manajemen Vol. 12 No. 02
Publisher : UNIVERSITAS ISLAM MALANG

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Abstract The public's absorption of high cosmetic products and the increasing number of beauty industry companies in Indonesia are one of the reasons why this research was carried out. Specifically in this study, the author will discuss Wardah's beauty products, where Wardah products offer halal-certified cosmetics. This study's major goal is to determine and evaluate how the halal label, lifestyle, product pricing, and safety affect Wardah purchase decisions. In this study, the object chosen was a student of the Faculty of Economics and Business, Islamic University of Malang, Class of 2019 as a respondent. By using causal or explanatory research methods where this method determines the cause and effect between the two events that occur. The results of the study show that: 1) The presence of the Halal label has no discernible influence on purchase choices. 2) Lifestyle significantly influences buying decisions in a favorable way. 3) Product costs have no appreciable influence on consumers' purchasing choices. 4) Security significantly influences a buyer's decision to buy. Keywords: Purchase Decicion, Halal Label, Lifestyle, Product Price, Security.

Pengaruh Content Marketing, Harga, Dan Review Online Terhadap Keputusan Pembelian Produk Azarine Pada Shopee (Studi Kasus Mahasiswa Program Studi Manajemen Universitas Islam Malang Angkatan 2019) Elok Faiqotul Mauludiyyah; Nurhajati Nurhajati; Budi Wahono
E-JRM : Elektronik Jurnal Riset Manajemen E-JRM : Elektronik Jurnal Riset Manajemen Vol. 12 No. 02
Publisher : UNIVERSITAS ISLAM MALANG

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Abstract This study was conducted to determine the effect of content marketing, price, and online reviews on purchasing decisions for azarine products at shopee (case study of students of the management study program of poor Islamic university class of 2019). This study uses explanatory research and a quantitative approach. The sample of this study was taken with purposive sampling technique with the Slovin formula used to take the sample, and the results obtained were 86 respondents. To solve the problems in this study, using validity tests, reliability tests, normality tests, multiple linear regression tests, multicollinearity tests, heteroscedasticity tests, classical assumption tests. research using multiple linear regression analysis with the help of SPSS 23. The results of this study are content marketing variables, prices, and online reviews have a significant effect on purchasing decisions, content marketing variables have a significant effect on purchasing decisions, price variables have a significant effect on purchasing decisions, and online review variables have a significant effect on purchasing decisions. Keywords: Content Marketing, Price, Online Reviews, And Purchase Decision

Pengaruh Gaya Kepemimpinan, Budaya Organisasi Dan Disiplin Kerja Terhadap Kinerja Karyawan PT.Timah Industri Di Cilegon Anggie Rohima Rullah; Nurhajati Nurhajati; Muhammad Ridwan Basalamah
E-JRM : Elektronik Jurnal Riset Manajemen E-JRM : Elektronik Jurnal Riset Manajemen Vol. 12 No. 02
Publisher : UNIVERSITAS ISLAM MALANG

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Abstract This study aims to examine the influence of leadership style, organizational culture and work discipline on the performance of PT. Tin Industry in Cilegon. This study used a quantitative approach. The population in this study is employees of PT Timah Industri. The sampling method uses the Slovin formula because in sampling, the number must be representative so that the results of the study can be generalized, in this study the sample amounted to 60 respondents. The analysis technique uses Multiple Linear Regression Analysis. The results showed that the variables of influence of leadership style (X1), organizational culture (X2) and work discipline (X3) contributed to employee performance variables (Y) by 73.5% and the remaining 26.5% was explained by other independent variables that were not in the study. And simultaneously and partially the influence of leadership style, organizational culture and work discipline has a significant effect on employee performance. Keywords : Influence Of Leadership Style, Organizational Culture, Work Discipline, Employee Performance.

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