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All Journal Jurnal Kewirausahaan, Akuntansi, dan Manajemen TRI BISNIS Sekolah Tinggi Ilmu Ekonomi Tri Bhakti
Fitrasyah Nurmulya
Sekolah Tinggi Ilmu Ekonomi Tri Bhakti
Economics, Econometrics & Finance

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PENGARUH KUALITAS PRODUK DAN PEMASARAN DIGITAL TERHADAP LOYALITAS MEREK WARDAH Fitrasyah Nurmulya; Irvan F.C Oentoeng; Ahmad Zulfahmi
JURNAL KEWIRAUSAHAAN, AKUNTANSI DAN MANAJEMEN TRI BISNIS Vol 5 No 2 (2023): Jurnal Kewirausahaan, Akuntansi dan Manajemen Tri Bisnis
Publisher : STIE Tri Bhakti

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59806/tribisnis.v5i2.292

Abstract

This study aims to determine and analyze the influence of Product Quality and Digital Marketing toward Brand Loyalty of Wardah. This research uses a quantitative approach with descriptive methods. Quantitative descriptive is a type of research that analyzes data by describing the collected data. The instrument in this study used a questionnaire and sampling technique used Lemeshow theory. Data analysis techniques in this study used a validation test, reliability test, normality test, heteroscedasticity test, multicollinearity test, coefficient of determination test, hypothesis test, partial test, simultaneous test, and the method was the regression analysis method of multiple linear. The results of this study indicate that Product Quality has a positive and significant effect on Brand Loyalty and Digital Marketing has a positive and significant effect on Brand Loyalty.
Pengaruh Promosi Dan Kualitas Pelayanan Terhadap Minat Beli Konsumen Es The Poci Shella Sofiah; Fitrasyah Nurmulya
JURNAL MANAJEMEN BISNIS TRI BHAKTI Vol 3 No 1 (2024): Jurnal Manajemen Bisnis
Publisher : Prodi Manajemen STIE Tri Bhakti

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Abstract

Buying interest in Dukuh Zamrud Poci Ice Tea can be influenced by promotions and good service quality, where good promotions can influence consumers' buying interest. As for good service quality, it will affect promotions, so that consumer buying interest increases. The purpose of this study was to identify, explain and analyze the effect of promotion and service quality on consumer buying interest in Dukuh Zamrud Poci Ice Tea. The sampling technique used in this research is purposive sampling technique. Samples taken as many as 100 customers. The analysis used in this study is multiple regression analysis along with the classical assumption test. The results of this study prove that there is a positive and significant influence between promotions on consumer buying interest, as well as a positive and significant influence between service quality and consumer buying interest at Dukuh Zamrud Poci Es Tea. In this study, it states that there is a partial effect of promotion on consumer buying interest. The results of the coefficient of determination show that the R Square result is 0.684 which means that Promotion and Service Quality contribute 68.4% in influencing Consumer Purchase Interest in Dukuh Zamrud Es Tea Poci, and the remaining 31.6% is influenced by other variables outside this research.
Co-Authors Ahmad Zulfahmi Irvan F.C Oentoeng Shella Sofiah