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All Journal Journal of Social Studies, Arts and Humanities (JSSAH) International Journal of Management and Digital Business
Nandan Limakrisna
Universitas Pakuan
Religion Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Social Sciences Other

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Influence of Digital Marketing and Product Variations With Brand Image as Moderating Variables On Purchase Decisions Ade Sunendar; Nandan Limakrisna; Agus Setyo Pranowo
Journal of Social Studies Arts and Humanities (JSSAH) Vol 3, No 1 (2023): JOURNAL OF SOCIAL STUDIES, ARTS AND HUMANITIES
Publisher : Universitas Pakuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33751/jssah.v3i1.7406

Abstract

This study aims to find out (1) the effect of digital marketing on purchasing decisions, (2) the effect of product variations on purchasing decisions, (3) whether brand image can moderate the relationship between digital marketing and purchasing decisions, and (4) whether brand image can moderate the relationship between product variations and Purchase Decisions. This research uses descriptive associative quantitative approach. The population in this study are consumers who make purchases of motorbikes at the Deta Yamaha Sukabumi Dealer, the number of samples taken is 122 respondents. The sampling technique in this research is random sampling. The method of collecting data using a questionnaire method which is measured using a Likert scale. The analytical technique used in this research is path analysis and MRA which is processed using SPSS 25. The results show that there is a positive and significant influence between digital marketing on purchasing decisions with a path coefficient value of b = 0.724. There is a positive and significant effect between product variations on purchasing decisions with a path coefficient value of b = 0.642. Brand image is able to moderate and strengthen the influence of digital marketing on purchasing decisions with a Moderated Regression Analysis (MRA) value of 0.355. Brand image is able to moderate and strengthen the influence of product variations on purchasing decisions with a Moderated Regression Analysis (MRA) value of 0.532.
Product Knowledge and Product Quality on Purchase Decisions with Brand Trust as Intervening Variables in the Natural Silk & Lurik Tugu Mas Typical Weaving Business in Yogyakarta Faris Eka Paksi; Agus Setyo Pranowo; Nandan Limakrisna
Journal of Social Studies Arts and Humanities (JSSAH) Vol 3, No 1 (2023): JOURNAL OF SOCIAL STUDIES, ARTS AND HUMANITIES
Publisher : Universitas Pakuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33751/jssah.v3i1.7416

Abstract

Research related to purchasing decisions shows that product knowledge, product quality and brand trust greatly influence purchasing decisions both directly and indirectly. The purpose of this research is to test and reveal empirically the factors that influence purchasing decisions, both direct factors, namely product knowledge and product quality, and indirect factors, namely brand trust. This research was conducted at Tenun Sutera Alam & Lurik Tugu Mas, Yogyakarta City and used quantitative data (from a questionnaire). The research sample consisted of 150 visitors who had purchased Tenun Sutera Alam & Lurik Tugu Mas products. SEM analysis is used to determine the effect between research variables. The results showed, 1) There is a positive and significant influence of product knowledge on purchasing decisions, 2) There is a positive and significant influence of product quality on purchasing decisions, 3) There is a positive and significant influence of brand trust on purchasing decisions, 4) There is a positive and significant influence product knowledge on brand trust, 5) There is a positive and significant influence of product quality on brand trust, 6) There is a positive and insignificant effect of product knowledge on purchasing decisions through brand trust and 7) There is a positive and insignificant influence of product quality on purchasing decisions through brand trust. This study proposes several strong indicator recommendations that have a high contribution to product knowledge, product quality and brand trust in order to improve purchasing decisions.
The Influence of Product Innovation and Social Media Marketing on Mochi Cake Purchasing Decisions in Sukabumi City by Mediation of Brand Perception Studies on Brand Mochi XYZ Elga Rahmaida; Agus Setyo Pranowo; Nandan Limakrisna
Journal of Social Studies Arts and Humanities (JSSAH) Vol 3, No 1 (2023): JOURNAL OF SOCIAL STUDIES, ARTS AND HUMANITIES
Publisher : Universitas Pakuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33751/jssah.v3i1.7415

Abstract

The level of competition in the business world, especially in the culinary field in Indonesia, is very tight. Currently, market conditions are increasingly dynamic, requiring business people to continuously improvise and innovate in order to retain their customers. Because, every company is always trying to increase market share and reach new customers. This study consisted of 100 respondents who had bought mochi brand XYZ cakes more than twice, and this research used quantitative data sources from questionnaires. The sampling method uses probability sampling with convenience sampling techniques. The research results show 1) Product innovation has a positive and significant impact on brand perception. 2) Social Media Marketing Has a Positive and Significant Influence on Brand Perception 3) Product Innovation has no significant effect on Purchasing Decisions 4) Social Media Marketing Has a Positive Influence on Purchasing Decisions 5) Brand Perception Has a Positive and Significant Influence on Purchasing Decisions 6) Brand Perception Mediates Influence Between Product Innovation With Purchasing Decisions 7) Brand Perception Mediates Influence Between Product Innovation With Purchasing Decisions.
Determinants of Customer Trust in Universities: A Study of Private Universities in Banten, Indonesia Rini Alfatiyah; Nandan Limakrisna; Hari Muharam
International Journal of Management and Digital Business Vol. 2 No. 2 (2023)
Publisher : Asosiasi Dosen Peneliti Ilmu Ekonomi dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54099/ijmdb.v2i2.753

Abstract

This study aims to determine and analyze the impact of Brand Image, service quality, and Customer Relationship Management on customer trust in private universities in Banten. The type of research used is descriptive survey research and explanatory research with verification methods. The study population was students from five universities in Banten, with the most significant number of students in South Tangerang; in this study, the sample size is determined in the form of statistical tests that will be used as a model of structural Equation Modeling (SEM), while the determination of the minimum number of samples in this study is to use the Slovin formula according to Sevilla, 1998—a selection of 354 respondents. Questionnaires collected data. The Data were analyzed by structural equation modeling (SEM) and its tools using Lisrel 8.80. The results revealed that brand image has a positive and significant effect on customer trust, Service Quality has a positive and significant impact on customer trust, and Customer Relationship Management has a positive and significant effect on customer trust.
Co-Authors Ade Sunendar Agus Setyo Pranowo Elga Rahmaida Faris Eka Paksi Hari Muharam Rini Alfatiyah