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Ara Auza
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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PENGARUH WORD OF MOUTH (WOM) DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN DI KANTOR CHERY MEDAN ginting, Ebenezer; Purba , Mohd. Nawi; Ara Auza
Mount Hope Economic Global Journal Vol. 2 No. 1 (2024)
Publisher : Institut Teknologi dan Bisnis Kristen Bukit Pengharapan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61696/mega.v2i1.243

Abstract

The results of research originating from data processing show a positive relationship between the Word of Mouth (WOM) variables and promotions on purchasing decisions at Chery Medan. Partially, the influence of Word of Mouth (WOM) and Promotion on Purchasing Decisions at Chery Medan is 0.819 and 0.553 respectively. Simultaneously, the Word of Mouth (WOM) and Promotion variables on Purchasing Decisions at Chery Medan are 0.446. From the results of the analysis it was found that partially Word of Mouth (WOM) and Promotion on Purchasing Decisions at Chery Medan were 44.6% and 45.8% respectively. Simultaneously, the influence of Word of Mouth (WOM) and Promotion on Purchasing Decisions at Chery Medan is 88.3% and the remainder is influenced by other variables not proposed in this research.
PENGARUH E-TRUST, PROMOSI DAN E-SATISFACTION TERHADAP E-LOYALTY PADA P ENGGUNA E-WALLET OVO Benny Anggara; Chelena gweendolyn; Mohd. Nawi Purba; Ara Auza
Mount Hope Management International Journal Vol. 2 No. 2 (2024)
Publisher : Institut Teknologi dan Bisnis Kristen Bukit Pengharapan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61696/momil.v2i2.477

Abstract

OVO is a smart application that provides online payment and transaction services (OVO Cash). This study aims to determine and analyze the effect of E-Trust, Promotion and Promotion on E-Loyalty on OVO E-Wallet Users. This research approach is based on a quantitative approach. The research sample was 80 respondents. Data collection techniques used questionnaires, interviews and documentation. Data analysis techniques used multiple linear regression analysis. The results of the study showed that E-Trust had an effect on E-Loyalty on OVO E-Wallet Users (3.174> 1.992 and 0.002 <0.05), Promotion had an effect on E-Loyalty on OVO E-Wallet Users (3.385> 1.992 and 0.001 <0.05) and E-satisfaction had an effect on E-Loyalty on OVO E-Wallet Users (4.338> 1.992 and 0.000 <0.05). The results of simultaneous hypothesis testing obtained that E-Trust, Promotion and E-Satisfaction had an effect on E-Loyalty for OVO E-Wallet Users (F count (26.977) > F table (2.72) and a significance probability of 0.000 < 0.05).
ANALISIS PENGARUH CITRA MEREK, HARGA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PRODUK KFC PADA MAHASISWA UNPRI MEDAN Elaine Kang; Kevin; Mohd. Nawi Purba; Ara Auza
Mount Hope Management International Journal Vol. 2 No. 2 (2024)
Publisher : Institut Teknologi dan Bisnis Kristen Bukit Pengharapan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61696/momil.v2i2.479

Abstract

Kentucky Fried Chicken is a very famous fast food restaurant or commonly called KFC. The purpose of this study is to determine and analyze the influence of Brand Image, Price and Promotion on KFC Product Purchasing Decisions on Unpri Medan Students. This research approach is based on a quantitative approach. The research sample was 97 respondents using Simple random sampling as a sampling technique. The partial test results obtained a value of t count> t table (3.816> 1.986) and a significance of 0.000 <0.05, meaning that H1 is accepted, namely Brand Image influences KFC Product Purchasing Decisions on Unpri Medan Students. The partial test results obtained a value of t count> t table (2.992> 1.986) and a significance of 0.004 <0.05, meaning that H2 is accepted, namely Price influences KFC Product Purchasing Decisions on Unpri Medan Students. The partial test results obtained a calculated t value > t table (2.750 > 1.986) and a significance value of 0.007 < 0.05, meaning that H3 is accepted, namely that Promotion influences the Decision to Purchase KFC Products on Unpri Medan Students. The simultaneous test results obtained a calculated F value (29.946) > F table (2.70) and a significance probability of 0.000 < 0.05, meaning that H4 is accepted. Brand Image, Price and Promotion influence the Decision to Purchase KFC Products on Unpri Medan Students.
Co-Authors Benny Anggara Chelena gweendolyn Elaine Kang ginting, Ebenezer Kevin Mohd. Nawi Purba Purba , Mohd. Nawi