Article Per Year (5 Year)
p-Index From 2019 - 2024
0.562
P-Index
This Author published in this journals
All Journal Jurnal Manajemen Pemasaran dan Perilaku Konsumen
Sunaryo Sunaryo
Fakultas Ekonomi dan Bisnis, Universitas Brawijaya, Indonesia
Decision Sciences, Operations Research & Management

Published : 3 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 3 Documents
Search

 1 
PENGARUH ELECTRONIC WORD OF MOUTH TERHADAP LOYALITAS KONSUMEN YANG DIMEDIASI OLEH BRAND IMAGE DAN TRUST Muhammad Rafii’ Fadhlurrahman; Sunaryo Sunaryo
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 1 No. 1 (2022)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (445.752 KB)

Abstract

One of the uses of internet media in business applications is electronic commerce (e-commerce) or often also called electronic commerce. One of most used e-commerce by the Indonesian people is Tokopedia. This study aims to determine the effect of electronic word of mouth on consumer loyalty mediated by brand image and trust in Tokopedia users. The type of research used in this research is explanatory research. This study uses 100 samples, the sample is Tokopedia users in Malang City. The sampling technique used is a non-probability sampling technique , namely purposive sampling. Data analysis technique using SmartPLS 3.3. The results of this study indicate that electronic word of mouth has a direct positive and significant effect on consumer loyalty, brand image, and trust. Brand image and trust have a direct positive and significant influence on consumer loyalty. Brand image and trust have a positive and significant indirect influence in moderating electronic word of mouth on consumer loyalty.
PENGARUH BRAND AMBASSADOR AKTOR KIM SEON HO TERHADAP MINAT BELI KONSUMEN PRODUK SKINCARE EVERWHITE DENGAN BRAND IMAGE SEBAGAI VARIABEL INTERVENING Muhammad Farrel; Sunaryo Sunaryo
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 1 No. 2 (2022)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

The more sophisticated the technology for disseminating information, the faster the flow of information will reach the public. People nowadays are fond of Korean culture thanks to information procurement access and speed. Companies are following the trend and using Korean celebrities as their brand ambassadors; Everwhite, an Indonesian skincare company, is one of them. The objective of this explanatory research is to identify the effect of brand ambassador on the purchase intention of Everwhite consumers with the mediation of brand image. Using non-probability sampling method and purposive sampling technique, 100 people who know about Kim Seon Ho and Everwhite were selected as the sample. The results of the data analysis in SPSS 26 have led to findings that brand ambassador has a positive and significant effect on brand image and purchase intention, that brand image positively and significantly influences purchase intention, and that brand image does not mediate the effect of brand ambassador on purchase intention. The results of this study are effective in increasing buying interest from potential Everwhite consumers.
PENGARUH KUALITAS PELAYANAN TERHADAP PEMBELIAN ULANG DAN PROMOSI SEBAGAI MODERASI Toman Ezra; Sunaryo Sunaryo
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 1 No. 3 (2022)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

The purpose of this study is to analyze the effects of service quality on the repeat purchase made by the customers of Superindo branch of Tlogomas in Malang city with promotion as the moderator. This research is categorized as explanatory research as it observes the quality of variables that explain certain phenomena, as well as explain or prove the relationships or influences between variables. Using non-probability sampling method and purposive sampling technique, a number of 160 people were selected as the respondents. The population in this study are consumers of Superindo Tlogomas Branch who have made purchases at least 2 times. The location of this research is Superindo Tlogomas Branch which is located on Jl. Raya Tlogomas No. 5a District Lowokwaru. The data was analyzed using multiple linear regression in SPSS 20. This study finds that service quality has positive and significant effects on repeat purchase, that service quality and promotion positively affect repeat purchase, and that promotion fully moderates the relationship between service quality and repeat purchase.
Co-Authors Muhammad Farrel Muhammad Rafii’ Fadhlurrahman Toman Ezra