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Saktiana, Galuh Mira
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Journal : Jurnal Manajerial Dan Kewirausahaan

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Mediasi Brand Trust: Faktor-Faktor yang Memengaruhi Loyalitas Krispy Kreme di Jakarta Lee, Steven; Saktiana, Galuh Mira
Jurnal Manajerial Dan Kewirausahaan Vol. 6 No. 1 (2024): Jurnal Manajerial dan Kewirausahaan
Publisher : Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/jmk.v6i1.28589

Abstract

Tujuan penelitian ini adalah untuk mengetahui Pengaruh Brand Communication, Perceived Quality, Brand Image, dan Perceived Social Media terhadap Brand loyalty pada Krispy Kreme di Jakarta dengan Brand Trust Sebagai Variabel Mediasi. Penelitian ini menggunakan pendekatan kuantitatif yang bersifat deskriptif dengan desain cross-sectional. Penelitian ini memilih populasi dari masyarakat Indonesia yang memiliki pengetahuan tentang produk Krispy Kreme. Dengan melakukan survei menggunakan Google Form yang disebar melalui media sosial, kami berhasil mengumpulkan data dari 200 responden yang pernah mencoba Krispy Kreme di Jakarta. Instrumen penelitian ini adalah kuesioner yang berisi profil responden dan pernyataan pada tiap variabel penelitian. Teknik pemilihan sampel pada penelitian ini dilakukan dengan metode non-probability sampling dengan metode convenience sampling. Hasil analisis data diolah menggunakan software SmartPLS 4.0. Hasil penelitian ini adalah (1) brand communication, perceived quality, brand image, dan perceived social media memiliki pengaruh positif dan signifikan terhadap brand trust (2) brand communication, brand image, dan perceived social media memiliki pengaruh positif dan signifikan terhadap brand loyalty (3) perceived quality tidak memiliki pengaruh positif dan tidak signifikan terhadap brand loyalty (4) brand trust memiliki pengaruh positif dan signifikan terhadap brand loyalty (5) brand communication, brand image, dan perceived social media memiliki pengaruh positif dan signifikan terhadap brand loyalty dengan brand trust sebagai mediator (6) perceived quality tidak memiliki pengaruh positif dan tidak signifikan terhadap brand loyalty dengan brand trust sebagai mediator. The purpose of this research is to determine the influence of Brand Communication, Perceived Quality, Brand Image, and Perceived Social Media on Brand loyalty at Krispy Kreme in Jakarta with Brand Trust as Mediating Variable. This research uses a descriptive quantitative approach with a cross-sectional design. This research selected a population from Indonesian society who had knowledge about Krispy Kreme products. By conducting a survey using Google Form which was distributed via social media, we managed to collect data from 200 respondents who had tried Krispy Kreme in Jakarta. This research instrument is a questionnaire containing respondent profiles and statements on each research variable. The sample selection technique in this research was carried out using a non-probability sampling method with a convenience sampling method. The results of data analysis were processed using SmartPLS 4.0 software. This study showed that (1) brand communication, perceived quality, brand image, and perceived social media have positive and significant influence on brand trust (2) brand communication, brand image, and perceived social media have a positive and significant influence on brand loyalty (3) perceived quality does not have a positive and insignificant influence on brand loyalty (4) brand trust has a positive and significant influence on brand loyalty (5) brand communication, brand image, and perceived social media have a positive and significant influence on brand loyalty with the brand trust as a mediator (6) perceived quality does not have a positive and insignificant influence on brand loyalty with brand trust as a mediator.
E-Satisfaction Spotify pada Gen Z Jakarta Memengaruhi Repurchase Intention Melalui Enjoyment, Social Value, dan Ease of Use Shalbrenda, Violetta; Saktiana, Galuh Mira
Jurnal Manajerial Dan Kewirausahaan Vol. 6 No. 2 (2024): Jurnal Manajerial dan Kewirausahaan
Publisher : Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/jmk.v6i2.29856

Abstract

Tujuan dari penelitian ini adalah untuk mengetahui pengaruh pengaruh perceived enjoyment, perceived social value, dan perceived ease of useterhadap repurchase intention yang dimediasi oleh e-satisfaction kepada pengguna aplikasi musik spotify pada generasi Z di Jakarta. Penelitian ini menggunakan metode deskriptif dengan design cross-sectional design. Data diperoleh melalui kuesioner yang disebar secara online dengan teknik non-probability sampling dan purposive sampling. Populasi dalam penelitian ini adalah generasi Z yang menggunakan aplikasi musik Spotify di Jakarta. Data dianalisis menggunakan SEM-PLS dengan software SmartPLS 4.0. Hasil penelitian menunjukkan bahwa perceived enjoyment memiliki efek negatif terhadap repurchase intention tetapi perceived social value memiliki efek positif yang signifikan terhadap repurchase intention. Perceived ease of use tidak berpengaruh signifikan terhadap repurchase intention tetapi e-satisfaction memiliki pengaruh positif dan signifikan terhadap repurchase intention. Perceived enjoyment dan perceived ease of use memiliki positif dan signifikan terhadap e-satisfaction tetapi perceived social value tidak memiliki pengaruh signifikan terhadap e-satisfaction. E-satisfaction mampu memediasi hubungan antara perceived enjoyment, perceived social value, dan perceived ease of use terhadap repurchase intention. The aim of this research is to determine the influence of perceived enjoyment, perceived social value, and perceived ease of use on repurchase intention mediated by e-satisfaction for users of the Spotify music application in generation Z in Jakarta. This research uses a descriptive method with a cross-sectional design. Data was obtained through questionnaires distributed online using non-probability sampling and purposive sampling techniques. The population in this research is generation Z who uses the Spotify music application in Jakarta. Data were analyzed using SEM-PLS with SmartPLS 4.0 software. The research results show that perceived enjoyment has a negative effect on repurchase intention but perceived social value has a significant positive effect on repurchase intention. Perceived ease of use does not have a significant effect on repurchase intention, but e-satisfaction has a positive and significant effect on repurchase intention. Perceived enjoyment and perceived ease of use have a positive and significant impact on e-satisfaction, but perceived social value does not have a significant influence on e-satisfaction. E-satisfaction is able to mediate the relationship between perceived enjoyment, perceived social value, and perceived ease of use on repurchase intention.
Pengaruh Penggunaan Rayyanza Malik Ahmad (Cipung) sebagai Endorser terhadap Minat Beli Konsumen Siregar, Egie Pradana; Saktiana, Galuh Mira
Jurnal Manajerial Dan Kewirausahaan Vol. 6 No. 3 (2024): Jurnal Manajerial dan Kewirausahaan
Publisher : Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/jmk.v6i3.31601

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh penggunaan Rayyanza Malik Ahmad (Cipung) sebagai endorser terhadap minat beli konsumen pada produk Essential Oil Cessa. Responden dalam penelitian ini yaitu 151 konsumen yang mengetahui produk Cessa asal Indonesia di Jakarta. Strategi sampel yang digunakan dalam penelitian ini adalah berbasis populasi dan menggabungkan purposive sampling dengan non-probability sampling pada pelanggan yang mengenal produk Cessa. Penelitian ini menggunakan metodologi Structural Equation Modeling (SEM) yang dianalisis menggunakan PLS (Partial Least Square) versi 4.0.9.6. Hasil penelitian ini menunjukkan celebrity endorser tidak memiliki dampak yang signifikan terhadap purchase intention, celebrity endorser berpengaruh positif signifikan terhadap brand trust, celebrity endorser berpengaruh positif secara signifikan terhadap brand attitude, celebrity endorser berpengaruh positif secara signifikan terhadap brand awareness, brand trust berpengaruh positif terhadap purchase intention, brand attitude berpengaruh positif terhadap purchase intention, brand awareness tidak memiliki dampak yang signifikan terhadap purchase intention, brand attitude berfungsi sebagai mediator untuk menghubungkan pengaruh celebrity endorser terhadap purchase intention, brand awareness tidak berperan sebagai mediator dalam menghubungkan pengaruh celebrity endorser terhadap purchase intention, serta brand trust berfungsi sebagai mediator untuk menghubungkan pengaruh celebrity endorser terhadap purchase intention. This research aims to determine the effect of using Rayyanza Malik Ahmad (Cipung) as an endorser on consumer buying interest in Cessa Essential Oil Products. The respondents in this research were 151 consumers who knew about Cessa products from Indonesia in Jakarta. The sampling strategy used in this research is population based and combines purposive sampling with non-probability sampling of customers who are familiar with Cessa products. This research uses Structural Equation Modeling (SEM) methodology which is analyzed using PLS (Partial Least Square) version 4.0.9.6. The results of this study show that celebrity endorsers do not have a significant impact on purchase intentions, celebrity endorsers have a significant positive effect on brand trust, celebrity endorsers have a significant positive effect on brand attitudes, celebrity endorsers have a significant positive effect on brand awareness, brand trust has a positive effect on purchases intention, brand attitude has a positive effect on purchase intention, brand awareness does not have a significant impact on purchase intention, brand attitude functions as a mediator to connect the influence of celebrity endorsers on purchase intention, brand awareness does not act as a mediator in connecting the influence of celebrity endorsers on purchase intention, and brand trust functions as a mediator to link the influence of celebrity endorsers on purchase intentions.
Membangun Purchase Intention dengan Faktor Safety Ingredients, Online Customer Review, dan Brand Awareness pada Produk N'pure di Wilayah JABODETABEK Rosyada, Maulin Amrina; Saktiana, Galuh Mira
Jurnal Manajerial Dan Kewirausahaan Vol. 6 No. 3 (2024): Jurnal Manajerial dan Kewirausahaan
Publisher : Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/jmk.v6i3.31616

Abstract

Di era millenial ini perkembangan industri kosmetik menjadi pusat perhatian, dimana industri kosmetika dibangun atas dasar produk dan jasa yang memberikan kepuasan bagi seseorang. Tujuan penelitian ini untuk menguji pengaruh safety ingredients, online customer review, dan brand awarenessterhadap purchase intention pada produk N’Pure di Jabodetabek melalui attitude. Sampel yang diambil adalah 200 responden dengan populasi orang yang mengetahui produk N’Pure di Jabodetabek. Metode purposive sampling digunakan dengn menyebarkan secara online yang kemudian dianalisis menggunakan smart-pls 4.0. Hasil dari penelitian ini adalah safety ingredients, online customer review, brand awareness, dan attitude berpengaruh positif dan signifikan terhadap purchase intention. Attitude secara positif dan signifikan memediasi safety ingredients dan brand awareness terhadap purchase intention. Attitude memediasi online customer review yang memiliki pengaruh positif namun tidak signifikan terhadap purchase intention. In this millennial era, the development of the cosmetic industry has become a center of attention, where the cosmetic industry is built on the basis of products and services that provide satisfaction to individuals. The purpose of this research is to examine the influence of safety ingredients, online customer review, and brand awareness on purchase intention for N’Pure products in Jabodetabek. The purposive sampling method was used by distribution it online and then analyzes using smart-pls 4.0. The results of this study indicate that safety ingredients, online customer review, brand awareness, and attitude have a positive and significant influences on purchase intention. Attitude positively and significantly mediates safety ingredients and brand awareness on purchase intention. Attitude mediates online customer reviews, which have a positive but not significant influence on purchase intention.
Co-Authors Lee, Steven Rosyada, Maulin Amrina Shalbrenda, Violetta Siregar, Egie Pradana Soelaiman, Lydiawati