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All Journal Enrichment : Journal of Management Dinasti International Journal of Economics, Finance & Accounting (DIJEFA)
Annathasia Puji Erasashanti
Perbanas Institute, Jakarta, Indonesia
Economics, Econometrics & Finance

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The influence of marketing mix towards purchase decision of pocari sweat product Ch. Endah Winarti; Rheza Dwi Andzar; Yohanes Ferry Cahaya; Annathasia Puji Erasashanti
Enrichment : Journal of Management Vol. 13 No. 2 (2023): June: Management Science And Field
Publisher : Institute of Computer Science (IOCS)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35335/enrichment.v13i2.1296

Abstract

Huge competition in the bottled water industry drives the companies to choose the right strategy to apply. The purpose of this research is to evaluate the role of quality of product, price as well as promotion in increasing purchase decision for Pocari Sweat products. Quantitative descriptive has been chosen as research method. Research population was gathered from those consumers who have drink up Pocari Sweat through nonprobability sampling as Sampling method used which obtained 75 respondents. The data was earned from questionnaires results which then proceeded by multiple linear regression analysis as Technical analysis with the assist from SPSS statistics version 26.0 for windows program. And it is found that (1) product quality has no meaning in affecting purchase decision (2) price has significantly positive in affecting purchase decision (3) promotion has significantly positive in Influencing purchasing decision.
Improving the Loyalty of Customer through the Effectiveness of Customer Satisfaction, Service Quality, and Food Quality Yohanes Ferry Cahaya; Ch. Endah Winarti; Annathasia Puji Erasashanti
Dinasti International Journal of Economics, Finance & Accounting Vol. 4 No. 3 (2023): Dinasti International Journal of Economics, Finance & Accounting (July - August
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijefa.v4i3.1886

Abstract

The food industry is one of the business sectors that is future-oriented, as evidenced by food being one of the basic needs of the community. Therefore, it is necessary to examine customer loyalty in the food industry through the role of customer satisfaction, service quality and food quality, as in this study. In developing this research, quantitative descriptive methods were used by involving a sample of 100 respondents to obtain analysis data, which was then processed and analyzed using SEM-PLS. The research reveals that there is a significant positive correlation occurred of service quality along to food quality which affecting customer satisfaction. And this customer satisfaction also affects in increasing customer loyalty to Subway Indonesia. These results indicates that Subway Indonesia needs to maintain their improvement on service quality and food quality which served based on consumers expectations, so as to increase customer satisfaction and loyalty.
Co-Authors Ch. Endah Winarti Rheza Dwi Andzar Yohanes Ferry Cahaya