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All Journal Jurnal Benefita : Ekonomi Pembangunan, Manajemen Bisnis Dan Akuntansi Jurnal Ekonomi Jurnal Manajemen Universitas Bung Hatta Target : Jurnal Manajemen Bisnis Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences Journal of Innovation Research and Knowledge
Mustika Lukman Arief, Mustika Lukman
Akademi Maritim Sapta Samudra Padang
Religion Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Health Professions Law, Crime, Criminology & Criminal Justice Social Sciences

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Journal : Jurnal Manajemen Universitas Bung Hatta

 1 
KUALITAS PELAYANAN, PRODUK DAN PROMOSI SEBAGAI VARIABEL INTERVENING UNTUK MELIHAT LOYALITAS KONSUMEN PENIKMAT COFFEE DI KOTA BUKITTINGGI Andria Ningsih; Eka Hendrayani; Mike Triani; Mustika Lukman Arief
JURNAL MANAJEMEN UNIVERSITAS BUNG HATTA Vol 17 No 1 (2022): Jurnal Manajemen Universitas Bung Hatta
Publisher : Management Department, Faculty of Economics and Business, Universitas Bung Hatta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37301/jmubh.v17i1.19985

Abstract

Changes in consumer desires today have a lot of positive impacts on entrepreneurs, especially coffee shops. Sometimes people prefer to come just to enjoy just a drink according to the menu provided at the cafe. This study aims to determine the effect of service quality, product effect on promotion, whether the effect of service and product quality has a direct effect on consumer loyalty and service and product quality affect consumer loyalty through promotion. The population is consumers who often come to the cafe. Sampling using the technique of accidental sampling, the number of respondents as many as 100. The method of data collection using observation, and questionnaires, descriptive data analysis techniques, classical assumption test and path. The findings obtained are the quality of service and product quality have an effect on promotion, service quality has a direct effect on consumer loyalty, while the product has no effect on consumer loyalty through promotion. Although consumers do not pay attention to the quality of the products offered, the quality of taste should be maintained, so that new and old customers continue to come to visit the KOPIGO Bukittinggi cafe  
BRAND IMAGE SEBAGAI MEDIASI PENGARUH PROMOSI DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PONDOK RAOS DI KOTA SOLOK Eka Hendrayani; Andria Ningsih; Mike Triani; Mustika Lukman Arief
JURNAL MANAJEMEN UNIVERSITAS BUNG HATTA Vol 17 No 1 (2022): Jurnal Manajemen Universitas Bung Hatta
Publisher : Management Department, Faculty of Economics and Business, Universitas Bung Hatta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37301/jmubh.v17i1.19986

Abstract

Business actors are required to be observant in seeing the opportunities that exist so that later they can continue to compete and survive in the business world. It takes a precise marketing strategy to inform and communicate products and prices to consumers. This study aims to determine the effect of promotion and price on purchasing decisions, whether it has a direct effect on purchasing decisions and promotions and prices have an indirect effect on purchasing decisions through brand image. The sampling technique used was accidental sampling. The population is respondents who often come and visit Pondok Raos. The sample is 196. Data collection methods are observation and questionnaires. The analytical technique used is the Path of SPSS version 17 program. The findings obtained by promotion and price affect purchasing decisions through brand image. Promotion is one of the effective media to inform consumers about products. The conclusion of this study is that brand image has a role as a mediating variable between promotion and price on consumer purchasing decisions in Pondok Raos, Solok City.
Co-Authors Agus Nurofik Andria Ningsih Antoni , Dedi Julianto Dorris Yadewani Eka Hendrayani mike triani Prima Yulianti Reni Wijaya Syahrul Effendy Wahyu Indah Mursalini Yusnaena Yusnaena