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All Journal Management Studies and Entrepreneurship Journal (MSEJ) Manis : Jurnal Manajemen dan Bisnis
Etvin Rizal Tamher
Universitas Pattimura
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Analisis Pengaruh Kualitas Produk Dan Pemasaran Relasional Terhadap Keputusan Pembelian Maisya Pudding Di Kota Masohi Maluku Tengah Etvin Rizal Tamher; Victor Ernest Huwae; Merry Margareth Pelupessy; Grace Hoberthina Tahapary; Rizna Amelia Mustafa
Management Studies and Entrepreneurship Journal (MSEJ) Vol. 3 No. 5 (2022): MSEJ : Management Studies and Entrepreneurship Journal
Publisher : Yayasan Pendidikan Riset dan Pengembangan Intelektual (YRPI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37385/msej.v3i5.1210

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh kualitas produk dan pemasaran relasional terhadap keputusan pembelian Maisya pudding di Kota Masohi Maluku Tengah. Penelitian ini menggunakan metode kuantitatif, populasi dalam penelitian ini adalah masyarakat Kota Masohi yang pernah Membeli Maisya pudding. Teknik pengambilan sampel yaitu pusposive sampling dengan penentuan jumlah sampel representative tergantung pada jumlah indikator dikali 5 sampai 10 sehingga mendapatkan jumlah sampel sebanyak 100 responden. Teknik analisis data dalam penelitian ini adalah Analisis Regresi Berganda. Hasil penelitian ini menunjukan bahwa kualitas produk berpengaruh positif terhadap keputusan pembelian Maisya pudding di Kota Masohi Maluku Tengah. Kasil juga menunjukan bahwa pemasaran relasional berpengaruh positif terhadap keputusan pembelian Maisya pudding di Kota Masohi Maluku Tengah. Kata kunci: Kualitas produk, pemasaran relasional, keputusan pembelian
THE EFFECT OF PRODUCT KNOWLEDGE AND SOCIAL MEDIA MARKETING ON THE BRAND SWITCHING OF FAST MOVING CONSUMERS GOODS PRODUCTS DURING THE COVID 19 PANDEMIC R.A. Aisah Asnawi; Etvin Rizal Tamher; Merry Pelupessy
Manis: Jurnal Manajemen dan Bisnis Vol 4 No 2 (2021): MANIS : Jurnal Manajemen dan Bisnis
Publisher : Jurusan Manajemen Fakultas Ekonomi dan Bisnis Universitas Pattimura

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30598/manis.4.2.37-46

Abstract

This research aims to determine the effect of product knowledge and social media marketing on the brand switching of fast moving consumers goods (FMCG) products during the COVID-19 pandemic. The type of research is quantitative with the use of regression analysis techniques and SPSS analysis tools version 23. The number of respondents in this research are 100 FMCG users spread across five villages in Central Maluku Regency. Based on the research results, social media marketing has a negative effect on brand shifting, this is due to the more information received, the more selective consumers tend to be. The era of the internet today makes consumers more critical and think about the validity of information, especially related to health. Meanwhile, product knowledge is just the opposite. Product knowledge has a positive effect on brand switching. This is simply because product knowledge is more relevant and becomes a reference for shifting health product brands. People are increasingly educated and trusting brands that have a good reputation. A well-known brand is easy to gain the trust of the public or respondents.
Co-Authors Grace Hoberthina Tahapary Merry Margareth Pelupessy Merry Pelupessy R.A. Aisah Asnawi Rizna Amelia Mustafa Victor Ernest Huwae