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All Journal JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi)
Bahtiar Efendi
Universitas Sains Al-Qur'an
Economics, Econometrics & Finance

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Analysis Of The Influence Of Brand Association, Experiental Marketing And Brand Trust On Consumer Loyalty For National Digital Game Products Bahtiar Efendi; Zunan Setiawan; Lalang Saksono; Silvia Ekasari; Musran Munizu
JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi) Vol. 9 No. 6 (2023): Desember 2023
Publisher : Sekretariat Pusat Lembaga Komunitas Informasi Teknologi Aceh

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35870/jemsi.v9i6.1710

Abstract

The purpose of this study is to examine the potential effects of brand association, brand trust, and experiential marketing on consumer loyalty and purchase decisions. Only people who enjoy video games were included in the study's population. With a total of 100 samples, the sample was chosen using a non-probability sampling approach called purposive sampling. In order to collect data for this study, questionnaires were distributed in accordance with the descriptive statistical analysis methodology. The author must create a relationship model between variables referred to in this instance as a path diagram before he can apply path analysis in his research. There is a strong positive correlation between experiential marketing and brand association in purchase decisions, according to the results of the data processing that was done. The fact that the t-count value is greater than the t-table value indicates this. The computed t-value does not exceed the value in the t-table, indicating that there is no significant positive connection with the brand trust variable. The Sig value is smaller than the author's conventional significance criterion of 0.05, indicating that experiential marketing, brand trust, and brand association have a substantial impact on purchasing decisions. According to the partial test, customer loyalty is significantly impacted negatively by the factors experiential marketing, brand trust, and brand association.
Analysis Of The Influence Of Behavioral Intention, Perceived Ease Of Use And Perceived Usefulness On Actual Usage Of Digital Wallet Customers Bahtiar Efendi; Silvia Ekasari; Indra Sani; Esti Nur Wakhidah; Musran Munizu
JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi) Vol. 10 No. 1 (2024): Februari 2024
Publisher : Sekretariat Pusat Lembaga Komunitas Informasi Teknologi Aceh

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35870/jemsi.v10i1.1897

Abstract

This study aims to ascertain whether perceived utility, perceived ease of use, and behavioral intentions affect actual use. The study's subjects were e-wallet users from Indonesia. This study employed objective observation as a non-probability sampling method. Users of e-wallets who had completed at least one transaction made up the study sample. The researchers selected a sample of one hundred people. Questionnaires are used to collect research data. Information from a questionnaire that was given to participants as part of the descriptive data analysis procedure was used in this study. The researchers employed multiple regression analysis techniques in this investigation. The study's findings and the discussion that follows lead to the following conclusions: Different real-world adjustments have a minor impact on the idea of attitude change. The ease-of-use change has some bearing on behavioral goal change. Perceived value and ease of use have a simultaneous effect on intentions to modify behavior. Perceived value changes have no bearing whatsoever on changes in real usage. Recalling the ease of the change in use makes the change feel somewhat realistic. The intention to change one's behavior has some bearing on the actual usage. Perceived utility, perceived ease of use, and behavioral intentions all have an impact on how effectively change is used. Changes in perceived value have an impact on changes in actual consumption because they alter behavioral intentions. Changes in perceived ease of use have an impact on real changes in use when behavioral intentions are variable.
Analysis Of The Influence Of Website Quality, Pricing, Customer Trust And Brand Image On Purchase Intention Of Marketplace Customers Frans Sudirjo; Silvia Ekasari; Bahtiar Efendi; Luh Komang Candra Dewi; Muhammad Asir
JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi) Vol. 10 No. 1 (2024): Februari 2024
Publisher : Sekretariat Pusat Lembaga Komunitas Informasi Teknologi Aceh

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35870/jemsi.v10i1.2160

Abstract

The situation of online market company rivalry, which is occasionally becoming more competitive, is what drives this research. As a result, businesses need to develop new marketing tactics in order to both keep and increase their market share. This study looked at how purchase intention was influenced by factors such as price, website quality, brand image, and trust. A questionnaire was used to gather the data for this investigation. Purposive sampling was utilized to choose the sample, which consisted of 100 online shoppers. Using the SPSS program, multiple linear regression was used to examine the data. The findings demonstrated that the single factor influencing purchase intention is the trust variable. Price, website quality, and brand image all have a partially zero impact on purchase intention. Purchase intention is significantly impacted by the factors of trust, brand image, price, and quality all at the same time. Purchase intention is influenced by trust, brand image, price, and website quality.
Co-Authors Esti Nur Wakhidah Frans Sudirjo Indra Sani Lalang Saksono Luh Komang Candra Dewi Muhammad Asir Musran Munizu Silvia Ekasari Zunan Setiawan