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PENGARUH KUALITAS PELAYANAN, CITRA TOKO, DAN SUASANA TOKO TERHADAP MINAT BELI KONSUMEN (SURVEY KONSUMEN PADA SB HOUSEWARE, BUKITTINGGI) Hidayat, Ikhsan; Karneli, Okta
Jurnal Online Mahasiswa (JOM) Bidang Ilmu Sosial dan Ilmu Politik Vol. 5: Edisi I Januari - Juni 2018
Publisher : Fakultas Ilmu Sosial dan Ilmu Politik Universitas Riau

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This study aims to determine how much influence the quality of service, store image, and the atmosphere of the store to consumer buying interest in the company SB Houseware Bukittinggi branch. Samples in this study were taken as many as 100 respondents and techniques used Sampling probability. the data in this study using survey methods through questionnaires filled by consumers. Data obtained from the results of the questionnaire and then processed to then tested by statistics memlalui SPSS program. The results of analysis using simple linear regression analysis, multiple linear regression analysis, determination test (R2), individual significance test (t test), and simultaneous significant test (Test F) so that it can be seen that service quality variables influence consumer buying interest variable, store image have an effect on consumer buying interest variable, shop atmosphere variable have an effect on consumer buying interest variable, and service quality variable, store image, store atmosphere influence simultaneously to consumer buying interest variable. The calculation results are known R Square is the coefficient of determination and obtained R Square value of 0.541. That is, the quality of service, store image, and the atmosphere of the store affects consumer buying interest by 54.1%.Keywords: Service Quality, Store Image, Store Atmosphere, and Buying Interest Konsumen

PENGARUH BRAND IMAGE DAN COUNTRY OF ORIGIN TERHADAP MINAT BELI KONSUMEN PRODUK HANDPHONE MEREK ASUS (Survei Konsumen Pada Pusat Penjualan Asia Ponsel Center Pekanbaru) Suri, Atika; Karneli, Okta
Jurnal Online Mahasiswa (JOM) Bidang Ilmu Sosial dan Ilmu Politik Vol. 5: Edisi I Januari - Juni 2018
Publisher : Fakultas Ilmu Sosial dan Ilmu Politik Universitas Riau

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This study aims to determine the effect of Brand Image and Country Of Origin on consumer purchase Interest on Asus Handphone Products (Consumer Survey At Asia Ponsel Center Pekanbaru). The Brand image as a variable (X1), Country of origin as variable (X2) and Consumer purchase interest as variable (Y). Brand Image is one important part in the company because the attitude and actions of consumers against a company brand is determined by the brand image of the company. Country Of Origin is a person's view of a product from the country of origin of the product concerned.This research was conducted at Asia Ponsel Center Pekanbaru and took the number of respondents ie 100 people. The data from the questionnaire is further processed using statistical analysis that is simple linear analysis, multiple linear analysis, determination analysis, and significance test with t test (partial), F (simultaneous) test.The results showed that the test results of the first t test hypothesis that is brand image to consumer purchase interest is tcount (10,587) > ttabel (1,984) means brand image significant effect on consumer purchase interest. Both country of origin of consumer purchase interest is tcount (8,866) > ttable (1,984) meaning there is significant influence between brand image to consumer purchase interest. F test results of brand image and country of origin of consumer purchase interest are F arithmetic (86,479) > F table (3.090). This means that the brand image and country of origin simultaneously significantly influence consumer buying interest.Keywords: Brand Image, Country Of Origin, Consumer Purchase Interest

PENGARUH CITRA MEREK DAN KUALITAS PRODUK TERHADADP KEPUASAN KONSUMEN PADA WAROENG STEAK & SHAKE MELATI PEKANBARU Rismawati S, Asina; Karneli, Okta
Jurnal Online Mahasiswa (JOM) Bidang Ilmu Sosial dan Ilmu Politik Vol 5, No 1: WISUDA APRIL 2018
Publisher : Fakultas Ilmu Sosial dan Ilmu Politik Universitas Riau

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This research was conducted at Waroeng Steak & Shake Melati Pekanbaru. The problem in this research is declined the number of transactions and declined number of sales within the last 5 years. This study aims to determine the effect of brand image and product quality on customer satisfaction at Waroeng Steak & Shake Melati Pekanbaru. In this research data analysis used descriptive and quantitative with SPSS program. The sample in this research totalled 100 respondents, with sampling method using a purposive sampling. Data collection techniques used are primary and secondary data through observation, interview, and questionnaire. Methods of data analysis used a simple linear regression analysis method and multiple linear regression From the results of tests conducted indicate that the brand image and product quality have a positive and significant impact on customer satisfaction in Waroeng Steak & Shake Melati Pekanbaru. Keywords: Brand Image, Product Quality and Consumer Satisfaction.

PENGARUH STRATEGI BRAND EXTENSION TERHADAP MINAT BELI KONSUMEN (Studi Kasus PT.Bank Negara Indonesia Syariah cabang Pekanbaru Marlina, Yeni; Karneli, Okta
Jurnal Online Mahasiswa (JOM) Bidang Ilmu Sosial dan Ilmu Politik Vol 3, No 2: WISUDA OKTOBER 2016
Publisher : Fakultas Ilmu Sosial dan Ilmu Politik Universitas Riau

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Brand extensionstrategyis the use ofa brandthat has been establishedfor theenteringclass ofnewproductsaimed at providingdirection tothe efforts ofthe companyfromtime to timeis gettingbetter, at all levelsand referenceas well asits locationin abrand extensionthatseen with theexpansion ofthe product onPT.BankPekanbarubranch of the Indonesianstate. Buying interestcustomers grewbecausetheirmotivesbased onattributesin accordancewith the wishesand needsin using or purchasingthe expansion ofthe product, based onthese twocompaniesshould beappropriateto design a strategyof brandextensiontoattractbuying interestfromconsumers themselvesto beinterested in theexpansion ofthe products offeredso that ifconsumers have beeninterested in theexpansion of theproduct and servicesofferedso thatif consumershavean interest inthose productsthenthere will be adecision tobuy the product.This research was conducted in the State Indonesia SyariahPT.BankPekanbaru branch located in the Sudirman No. 484, Pekanbaru. The purpose of this study was conducted to determine the effect of brand extension strategy towards customer buying interest on the State PT.Bank Indonesia Pekanbaru branch. In this researchmethodologyis descriptiveandquantitativewithSPSS, where sampleswere used thatcustomers of BankNegara IndonesiaSyariahPekanbarubranchandas a sourceof informationistheproductmanagersection.Todetermine the sampleusing the formulaSlovin, samplingwithpurposivesamplingmethod.The technique of collectingdata throughinterviews, observationandquestionnaires.From theresults of data analysisincludevalidity,reliability, andsimple linear regression, the strategy of brand extensionin this study includefourcomponents of boththeknowledge ofthe brand(brandknowledge), perceived quality(perceived quality), innovativeness(innovative), the consistency ofthe brand concept(brandconceptconsistency).Each hasindicatorinterrelatedandpositivestrivingtowardscustomersbuying interestonPT.BankPekanbaruCountryIndonesiaSyariahbranch.Keywords: Brand Extension Strategy, Interests Buy Customer

PENGARUH CITRA MEREK DAN KEPERCAYAAN MEREK TERHADAP LOYALITAS KONSUMEN (STUDI KASUS PADA KORAN HARIAN PT. RIAU POS INTERMEDIA PEKANBARU) Januar, Al Fajri; Karneli, Okta
Jurnal Online Mahasiswa (JOM) Bidang Ilmu Sosial dan Ilmu Politik Vol 3, No 2: WISUDA OKTOBER 2016
Publisher : Fakultas Ilmu Sosial dan Ilmu Politik Universitas Riau

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This study aims to determine the effect of brand image and brand trust on customer loyalty ( A case study on the daily newspaper PT . Riau Pos Intermedia Pekanbaru . The image of the brand as a variable ( X1 ) trust the brand as a variable ( X2 ) and customer loyalty as ( Y ) .Â Â Â Â Â Â Â Â Â Â Â Â Â Â The method in this research is descriptive and quantitative using SPSS 20 , where the sample used is the consumer Pekanbaru Riau Pos daily newspaper with about 85 respondents consisted of five companies , 78 public and two government agencies . The formula used to determine the sample slovin , as well as a sampling technique by purposive sampling . Data collection through questionnaires . Results of analysis can be known that the brand image variable positive effect on customer loyalty , brand trust significant effect on consumer loyalty , and pengrauh significant between brand image and brand trust on customer loyalty .Â Keywords : Brand Image, Brand Trust an Customer loyalty

ANALISIS FORMULASI STRATEGI BISNIS DALAM MENGAHADAPI PERSAINGAN INDUSTRI DOORSMEER (Kasus: Penerapan Analisis SWOT pada Ritonga Doorsmeer Duri-Riau) Salimukdin, Johan; Karneli, Okta
Jurnal Online Mahasiswa (JOM) Bidang Ilmu Sosial dan Ilmu Politik Vol 3, No 2: WISUDA OKTOBER 2016
Publisher : Fakultas Ilmu Sosial dan Ilmu Politik Universitas Riau

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This study was conducted in Ritonga Doorsmeer thorns. This business is engaged in vehicle wash services. The purpose of this study is to formulate business strategies in Ritonga Doorsmeer.This research is a descriptive qualitative approach which in this study did not use the sample population only uses key informants to obtain the required information. The data used are primary and secondary data.From the analysis it can be seen that there are some alternative strategies that can be used as a tool to win the competition in the industry doorsmeer Ritonga. And the results of this analysis to formulate long-term strategies.Keywords: SWOT (Strengths, Weakness, Opportunity, Threat), SWOT Analysis, Alternative Strategies Ritonga Doorsmeer

ANALISIS STRATEGI PEMASARAN DALAM RANGKA MENINGKATKAN VOLUME PENJUALAN PADA PT. INDOTRUCK UTAMA CABANG PEKANBARU Putra, Faza Eka; Karneli, Okta
Jurnal Online Mahasiswa (JOM) Bidang Ilmu Sosial dan Ilmu Politik Vol 3, No 2: WISUDA OKTOBER 2016
Publisher : Fakultas Ilmu Sosial dan Ilmu Politik Universitas Riau

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In the company of heavy equipment, the role of business persons or companies very important as a determinant of the economy. As a company that sells heavy equipment are closely tied to consumer business in need of heavy equipment and consumer confidence to companies that provide a variety of promotions, product distribution channels smoothly, the price of the appropriate product quality and good products is necessary for consumers to be satisfied.This research was conducted at PT. Top Indotruck Pekanbaru Branch in order to determine whether the Marketing Strategy dimensions that promotional strategy, product strategy, price strategy and distribution strategy has been implemented well by PT. Top Indotruck Pekanbaru Branch so that it can be perceived by consumers PT. Top Indotruck Branch Pekanbaru is the consumer with the classification of individuals and companies. Source data used are primary data and secondary data or data obtained from PT. Indotruck Main Branch Pekanbaru. Collecting data using questionnaires and interviews. The population in this study are all consumers of up to 30 people by 2015.The research results are to be obtained results indicate that marketing strategy with distribution channel dimensions with good category, the promotion of good category, price categories, as well as products with very good category. And recapitulated in either category,only to be considered and improved Keywords : Marketing Strategy (promotion, product, price, and distribution), Heavy Equipment,Sales Volume

PENGARUH EXPERIENTAL MARKETING DAN BRAND TRUST TERHADAP LOYALITAS PELANGGAN (STUDI PADA RM. PAK DATUK KOTA DUMAI) Yani, Ulfa; Karneli, Okta
Jurnal Online Mahasiswa (JOM) Bidang Ilmu Sosial dan Ilmu Politik Vol. 5: Edisi II Juli - Desember 2018
Publisher : Fakultas Ilmu Sosial dan Ilmu Politik Universitas Riau

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This study aims to determine how much influence of experiental marketing and brand trust of the customer loyalty on RM. Pak Datuk Dumai. Samples in this study were taken as many as 100 respondents and techniques used Accidental Sampling. The data in this study using survey methods through questionnaires filled by consumers. Data obtained from the results of questionnaires and then processed to then tested by statistics by SPSS program. The results of analysis using simple linear regression analysis, multiple linear regression analysis, determination test (R2), individual significance test (t test), and simultaneous significant test (Test F) so that it can be seen that experiental marketing, variables influence customer loyalty variable and brand trust variable influence to customer loyalty variable. Experiental marketing variable and brand trust variable influence simultaneously to customer loyalty. The calculation results are known R square is the coefficient of determination and obtained R Squarevalue of 0,199. That is, experiental marketing and brand trust affects to customer loyalty by 19,9%.Keywords: Experiental Marketing, Brand Trust and customer loyalty

PENGARUH IKLAN DAN CITRA MEREK TERHADAP MINAT BELI KONSUMEN PRODUK MEREK HONDA (Survei Konsumen Pada Dealer CV. Cempaka Motor di Kabupaten Sijunjung) Saputra, Randi; Karneli, Okta
Jurnal Online Mahasiswa (JOM) Bidang Ilmu Sosial dan Ilmu Politik Vol 5, No 1: WISUDA APRIL 2018
Publisher : Fakultas Ilmu Sosial dan Ilmu Politik Universitas Riau

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This study aims to find out how the influence of advertising (advertising messages, advertising copy, advertising design, advertising model, color and music advertising) and brand image (brand association superiority, brand association strength and uniqueness of brand association) to consumer buying interest , favorite, choice, confidence and purchase) Honda brand products at dealers CV. Cempaka Motor in Sijunjung District. The population in this study were consumers who bought Honda brand motorcycles at dealers CV. Cempaka Motor in Sijunjung District. Sampling in this research that is amounted 93 sample using slovin formula. The data collection of this research is primary data with dissemination of research instrument and secondary data in the form of company archives, data analysis in this research using multiple regression, partial test (t test), test of determination (r test) and simultaneous test (f test) with SPSS program help . The results showed that the variables of advertising and brand image partially (t test) significantly influence consumer buying interest in Honda brand products on the CV. Cempaka Motor in Sijunjung District. Results simultaneously (f test) showed a significant influence of advertising variables and brand image on consumer buying interest in Honda brand products on CV. Cempaka Motor in Sijunjung District. Keywords : Advertisement, Brand Image, Consumer Buying Interest

PENGARUH BAURAN PROMOSI DAN CITRA PERUSAHAAN TERHADAP MINAT BELI KEMBALI PRODUK VIZCAKE PEKANBARU Dewi, Zulfa Kurnia; Karneli, Okta
Jurnal Online Mahasiswa (JOM) Bidang Ilmu Sosial dan Ilmu Politik Vol. 5: Edisi I Januari - Juni 2018
Publisher : Fakultas Ilmu Sosial dan Ilmu Politik Universitas Riau

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The promotion mix is the company's efforts to inform, persuade, and remind consumers of the company's brands and products. The consistent and effective promotion mix can awaken and remind consumers of the existence of a product and can also grow the company's image. Corporate image is a set of beliefs and impressions that consumers have of a company. A good and positive corporate image is a competitive advantage in realizing the company's goals. Success in realizing the company's goals starts from the consumer's interest to make a buy back. Repurchase intention is the desire of consumers to buy back a product or service based on the impression and experience of a consumer to a company.This research was conducted at Vizcake Pekanbaru store which located at general road Sudirman No. 418 Pekanbaru. The problem in this research is not achieving the company's sales target in the last five years and the percentage of sales target achievement decreased in three consecutive years and the least increase of consumer number. This is allegedly influenced by repurchase intention.The purpose of this study is to determine the effect of promotion mix and corporate image on the repurchase intention Vizcake Pekanbaru product. In this research the method used is descriptive quantitative with SPSS program. The sample of this study was taken as many as 100 respondents from the total population 31.879 calculated using slovin formula. Methods of data collection using questionnaires. Hypothesis testing using multiple linear regression analysis method.The results showed that the promotion mix and the image of the company have a significant effect on the repurchase intention Vizcake Pekanbaru product.Keywords: Promotional Mix, Corporate Image, Repurchase Intention.

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