Jurnal Riset Pemasaran最新文献

{"title":"Vol 2 No.3 Sept PENGARUH KUALITAS PELAYANAN TERHADAP MINAT BERKUNJUNG ULANG YANG DI MEDIASI OLEH KEPUASAN WISATAWAN PADA CAFE WAYAN COTTAGE HOMESTAY BATULAYAR LOMBOK BARAT","authors":"Fitria Imtinan huwaida, Lalu Adi permadi, Weni Retnowati","doi":"10.29303/jrp.v2i3.3276","DOIUrl":"https://doi.org/10.29303/jrp.v2i3.3276","url":null,"abstract":"Abstrak: Penelitian ini bertujuan untuk menguji pengaruh kualitas pelayanan terhadap minat berkunjung ulang, pengaruh kualitas pelayanan terhadap kepuasan wisatawan, dan kepuasan memediasi minat berkunjung ulang di cafe wayan cottages homestay. Analisis yang digunakan adalah analisis jalur dengan 2 model pengukuran. Teknik analisis data menggunakan Spss versi 25. Hasil Analisis menunjukan bahwa kualitas pelayanan berpengaruh positif dan signifikan terhadap minat berkunjung ulang dengan nilai t hitung lebih besar dari t tabel yaitu sebesar 3,261 > 1,985, kualitas pelayanan berpengaruh positif dan signifikan terhadap kepuasan wisatawan dengan t hitung lebih besar dari t tabel yaiu sebesar 7,245 > 1,985, serta  kepuasan wisatawan berpengaruh negatif dan tidak signifikan terhadap minat berkunjung ulang dengan t hitung lebih kecil dari t tabel yaitu sebesar 1,839 < 1,985. \u0000Abstract: This study aims to examine the effect of servise quality on intentions to revisit, the effect of service quality on tourist satisfaction, and satisfaction mediates intention to return at cafe wayan cottages homestay. The analysis used is path analysis with 2 measurement models. The data analysis technique use spss 25. The results of the analysis showed that service quqlity had a positive and significant effect on intantion to visit with a t coun  greater than t tabel, namely 3,261>1,985. Service quality had a positive and significant effect on tourist satisfaction with a greater t count from t tabel, namely 7,245>1,985 and tourist satisfaction had a negative and insignificant effect on intention to return with a t cun smaller than wich is equal to 1,839 < 1,985.","PeriodicalId":218280,"journal":{"name":"Jurnal Riset Pemasaran","volume":"183 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"121279096","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Vol 2 No.3 Sept PENGARUH INFLUENCER MARKETING, APPLICATIsON QUALITY DAN ONLINE CUSTOMER REVIEW TERHADAP KECEPATAN KEPUTUSAN PEMBELIAN KONSUMEN GEN-Z MELALUI SHOPEE","authors":"Delia Salsa febriantari, Lalu edy Herman mulyono, Muhammad Mujahid dakwah","doi":"10.29303/jrp.v2i3.3273","DOIUrl":"https://doi.org/10.29303/jrp.v2i3.3273","url":null,"abstract":"ABSTRAK \u0000 Penelitian ini bertujuan untuk mengetahui bagaimana pengaruh influencer marketing, application quality dan online customer review terhadap kecepatan keputusan pembelian yang dilakukan oleh konsumen gen- z melalui e-commerce shopee. Metode penelitian yang digunakan dalam penelitian ini adalah sampel survey. Jumlah responden yang digunakan dalam penelitian ini sebanyak 80 responden dengan teknik sampling menggunakan metode purposive sampling. Populasi dalam penelitian ini adalah konsumen dari gen-z pengguna aktif shopee yang aktif menggunakan shopee selama dua bulan terakhir. Adapun data yang telah diperoleh dari responden tersebut diolah dengan metode analisis regresi linear berganda dengan menggunakan SPSS versi 29. Hasil penelitian menunjukkan bahwa influencer marketing dan online customer review berpengaruh positif dan signifikan terhadap kecepatan keputusan pembelian konsumen generasi Z melalui shopee. Sedangkan application quality berpengaruh positif namun tidak signifikan terhadap kecepatan keputusan pembelian konsumen generasi Z melalui shopee. \u0000Abstract \u0000This study aims to find out how influencer marketing, application quality and online customer reviews affect the speed of purchasing decisions made by z-gen consumers through e-commerce shopees. The research method used in this study was a survey sample. The number of respondents used in this study was 80 with sampling techniques using purposive sampling methods. The population in this study is consumers of shopee active user z-genes who have been actively using shopees for the past two months. The data that had been obtained from the respondents were processed using multiple linear regression analysis methods using SPSS version 29. Research results show that influencer marketing and online customer reviews have a positive and significant effect on the purchasing decision speed of Z-generation consumers through shopees. Meanwhile, application quality has a positive but insignificant effect on the purchasing decision speed of Z-generation consumers through shopees.","PeriodicalId":218280,"journal":{"name":"Jurnal Riset Pemasaran","volume":"60 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"123873323","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Vol 2 No.3 Sept PENGARUH HARGA PAKET, KUALITAS JARINGAN, DAN PROMOSI TERHADAP KEPUASAN PELANGGAN KARTU PRABAYAR TELKOMSEL DI DESA LABUHAN BONTONG KEC TARANO SUMBAWA","authors":"Nelly Septarini, Rusdan Rusdan, Junaidi Sagir","doi":"10.29303/jrp.v2i3.3282","DOIUrl":"https://doi.org/10.29303/jrp.v2i3.3282","url":null,"abstract":"ABSTRAK \u0000Penelitian ini bertujuan untuk mengetahui Pengaruh Harga paket, Kualitas jaringan, dan Promosi terhadap Kepuasan Pelanggan pada Kartu Prabayar Telkomsel di Desa Labuhan Bontong, Kecamatan Tarano, Sumbawa. Jenis penelitian yang digunakan adalah penelitian asosiatif kausal dengan pendekatan kuantitatif. Pengumpulan data penelitian menggunakan metode survey. Populasi dalam penelitian ini adalah pengguna kartu prabayar telkomsel di Desa Labuhan Bontong dengan jumlah sampel sebanyak 105 responden dengan teknik pengambilan sampel menggunakan non probability sampling dengan metode  purposive sampling. Analisis data yang digunakan adalah Regresi Linear Berganda dengan menggunakan SPSS versi 22. Hasil penelitian menunjukkan bahwa : Harga Paket, Kualitas Jaringan, dan Promosi berpengaruh positif dan signifikan terhadap Kepuasan Pelanggan Kartu Prabayar Telkomsel. Berdasarkan hasil penelitian, peneliti merekomendasikan kepada perusahaan untuk memperbaiki strategi penetapan harganya, memperhatikan daerah yang jaringan yang sering bermasalah, memberikan janji promosi sesuai dengan kenyataan di lapangan, memberikan banyak lagi bonus maupun hadiah-hadiah menarik, terus melakukan inovasi mengenai promosi maupun layanan, dan perusahaan harus berfokus untuk mengembangkan produknya agar tetap relevan dengan kebutuhan pasar. \u0000ABSTRACT \u0000This study aims to determine the effect of package price, network quality, and promotion on customer satisfaction with Telkomsel prepaid cards in Labuhan Bontong Village, Tarano District, Sumbawa. The type of research used is causal-associative research with a quantitative approach. The research data collection used a sample survey method. The population in this study were Telkomsel prepaid card users in Labuhan Bontong Village, with a sample size of 105 respondents, with sampling techniques using non-probability sampling and the purposive sampling method. The data analysis used is multiple linear regression using SPSS version 22. The analysis results show that package price, network quality, and promotion have a positive and significant effect on Telkomsel Prepaid Card customer satisfaction. Based on the research results, researchers recommend that companies improve their pricing strategies, pay attention to network areas that are often problematic, provide promotional promises that match the reality in the field, provide many more bonuses and attractive prizes, continue to innovate regarding promotions and services, and focus on developing their products to stay relevant to market needs.","PeriodicalId":218280,"journal":{"name":"Jurnal Riset Pemasaran","volume":"63 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"125473844","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Vol 2 No.3 Sept PENGARUH BRAND AWARNESS, BRAND ASSOCIATION, PERCEIVED QUALITY, DAN BRAND LOYALTY TERHADAP MINAT PEMBELIAN ULANG IPHONE PADA MAHASISWA UNIVERSITAS MATARAM","authors":"Lalu wahyudi Purnama hidayat, Junaidi Sagir, Rusminah Hs","doi":"10.29303/jrp.v2i3.3284","DOIUrl":"https://doi.org/10.29303/jrp.v2i3.3284","url":null,"abstract":"ABSTRAK \u0000Pengaruh Brand Loyalty, Perceived Quality, dan Brand Awareness terhadap Minat Mahasiswa Universitas Mataram Membeli iPhone Keinginan dan perilaku konsumen, khususnya pengguna iPhone di kalangan mahasiswa Universitas Mataram, untuk membeli kembali suatu produk berdasarkan tingkat kepuasan yang diinginkan terhadap produk ini dikenal sebagai niat pembelian kembali. Karena mereknya yang kuat, iPhone menjadi pilihan mayoritas mahasiswa Universitas Mataram dan dianggap sebagai barang high-end. Selain itu, penjajakan ini diharapkan dapat melihat apakah unsur-unsur Brand Mindfulness, Brand Affiliation, Saw Quality dan Brand Dependability berdampak pada Minat Repurchasing Iphone di Mahasiswa Mataram College. Pemeriksaan kuantitatif dengan metodologi kooperatif kausal akan diarahkan untuk menentukan pengaruh faktor bebas terhadap tujuan pembelian ulang iPhone. Strategi pemilahan informasi yang akan digunakan adalah contoh review dengan contoh keseluruhan 130 responden yang menggunakan prosedur pemeriksaan non-kemungkinan dengan teknik pengujian purposive. Menurut temuan penelitian tersebut, niat mahasiswa Universitas Mataram untuk membeli kembali iPhone secara signifikan dipengaruhi oleh kesadaran merek. Niat untuk membeli kembali iPhone ditemukan secara positif dan signifikan dipengaruhi oleh kesadaran merek, asosiasi merek, persepsi kualitas, dan loyalitas merek di kalangan mahasiswa Universitas Mataram. \u0000ABSTRACT \u0000The Effects of Brand Loyalty, Perceived Quality, and Brand Awareness on Mataram University Students' Interest in Buying an iPhone The desire and behavior of consumers, particularly iPhone users among students at Mataram University, to repurchase a product based on the desired level of satisfaction with the product is known as repurchase intention. Because of its strong brand, the iPhone is the choice of the majority of Mataram University students and is regarded as a high-end item. What's more, this exploration expects to see if the elements of Brand Mindfulness, Brand Affiliation, Saw Quality and Brand Dependability impact the Interest in Repurchasing Iphone in Mataram College Understudies. Quantitative examination with a causal cooperative methodology will be directed to decide the impact of the free factors on the aim to repurchase the iPhone. The information assortment strategy to be utilized is an example review with an all out example of 130 respondents utilizing a non-likelihood examining procedure with a purposive testing technique. According to the study's findings, Mataram University students' intentions to repurchase iPhones were significantly influenced by brand awareness. The intention to repurchase an iPhone was found to be positively and significantly influenced by brand awareness, brand association, perceived quality, and brand loyalty among Mataram University students..","PeriodicalId":218280,"journal":{"name":"Jurnal Riset Pemasaran","volume":"44 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"132167640","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Vol 2 No.3 Sept PENGARUH COUNTRY OF ORIGIN, ELECTRONIC WORD OF MOUTH DAN SOCIAL MEDIA ADVERTISING TERHADAP PURCHASE INTENTION PADA PRODUK KOSMETIK WARDAH","authors":"Chafly Naya aqilah, Dwi putra Buana sakti, Akhmad Saufi","doi":"10.29303/jrp.v2i3.3274","DOIUrl":"https://doi.org/10.29303/jrp.v2i3.3274","url":null,"abstract":"ABSTRAK \u0000Penelitian ini bertujuan untuk mengetahui pengaruh country of origin, electronic word of mouth, dan social media advertising terhadap purchase intention pada produk kosmetik wardah. Jenis penelitian yang dilakukan adalah deskriptif kuantitatif yang bersifat asosiatif kausal. Populasi dalam penelitian ini adalah konsumen yang berminat melakukan pembelian produk kosmetik wardah. Jumlah sampel yang diambil sebanyak 100 orang. Teknik pengambilan sampel yang digunakan dalam penelitian ini adalah teknik purposive sampling. Data dikumpulkan melalui survei online dan dianalisis menggunakan analisis regresi linier berganda melalui  program SPSS versi 25. Hasil penelitian ini menunjukkan bahwa country of origin dan social media advertising memiliki pengaruh positif dan signifikan terhadap purchase intention, sedangkan electronic word of mouth tidak memiliki pengaruh terhadap purchase intention. \u0000  \u0000ABSTRACT \u0000This study aims to determine the effects of country of origin, electronic word of mouth, and social media advertising on purchase intention in wardah cosmetic products. The type of research used was descriptive quantitative with causal associative nature. The population in this study were consumers who were interested in purchasing wardah cosmetic products. The number of samples taken was 100 people. The sampling technique used in this research was purposive sampling technique. The data were collected through an online survey and analyzed using multiple linear regression analysis through the SPSS version 25 program. The results showed that country of origin and social media advertising have a positive and significant influence on purchase intention, while electronic word of mouth has no influence on purchase intention.","PeriodicalId":218280,"journal":{"name":"Jurnal Riset Pemasaran","volume":"27 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"122705832","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Vol 2 No.3 Sept PENGARUH ONLINE CUSTOMER REVIEW DAN ONLINE CUSTOMER RATING TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA APLIKASI TIKTOK SHOP DI KOTA MATARAM","authors":"Lidiawati Lidiawati, Hilmiati Hilmiati, Muhammad Mujahid dakwah","doi":"10.29303/jrp.v2i3.3283","DOIUrl":"https://doi.org/10.29303/jrp.v2i3.3283","url":null,"abstract":"ABSTRAK \u0000            Penelitian ini bertujuan untuk mengetahui pengaruh Online Customer Review dan Online Customer Rating terhadap Keputusan Pembelian Konsumen Pada Aplikasi TikTok Shop di Kota Mataram. Jenis penelitian yang digunakan dalam penelitian ini adalah penelitian kuantitatif. Populasi dalam penelitian ini adalah responden yang berusia 17 tahun ke atas, konsumen yang berdomisili di Kota Mataram, dan memiliki aplikasi TikTok,  dengan sampel penelitian sebanyak 100 responden. Pengampilan sampel dilakukan menggunakan non probability sampling dengan metode purposive sampling yaitu penentuan sampel dengan pertimbangan tertentu. Alat analisis data yang digunakan adalah Regresi Linier Berganda dengan menggunakan SPSS versi 26. Hasil analisis data menunjukkan bahwa Online Customer Review berpengaruh positif dan signifikan terhadap Keputusan Pembelian dengan nilai t hitung sebesar 2,143 >1,988 dan nilai signifikansi sebesar 0,028<0,05 dan Online Customer Rating berpengaruh terhadap Keputusan Pembelian dengan nilai t hitung sebesar 5,891>1,988 dan nilai signifikansi sebesar 0,00<0,05. \u0000ABSTRACT \u0000            This study aims to determine the effect of Online Customer Reviews and Online Customer Ratings on Consumer Purchase Decisions in the TikTok Shop Application in Mataram City. The type of research used in this research is quantitative research. The population in this study are respondents aged 17 years and over, consumers who live in the city of Mataram, and have the TikTok application, with a research sample of 100 respondents. Sampling was carried out using non-probability sampling with a purposive sampling method, namely determining the sample with certain considerations. The data analysis tool used is Multiple Linear Regression using SPSS version 26. The results of data analysis show that Online Customer Reviews have a positive and significant effect on Purchase Decisions with a t-value of 2.143 > 1.988 and a significance value of 0.028 <0.05 and Online Customer Ratings affect Purchase Decisions with a calculated t value of 5.891> 1.988 and a significance value of 0.00 <0.05.","PeriodicalId":218280,"journal":{"name":"Jurnal Riset Pemasaran","volume":"74 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"114874394","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Vol 2 No.3 Sept PENGARUH LIVE STREAMING SHOPPING DAN MOTIVASI BELANJA HEDONIS TERHADAP IMPULSIF BUYING PADA PENGGUNA APLIKASI TIKTOK SHOP DI KOTA MATARAM","authors":"Izar Zuhdi, L. M. Furkan, Hilmiati Hilmiati","doi":"10.29303/jrp.v2i3.3286","DOIUrl":"https://doi.org/10.29303/jrp.v2i3.3286","url":null,"abstract":"ABSTRAK \u0000Penelitian ini bertujuan untuk mengetahui pengaruh Live Streaming Shopping dan Motivasi Belanja Hedonis Terhadap Impulsif Buying Pada Pengguna Aplikasi Tiktok Shop di Kota Mataram. Jenis penelitian yang dilakukan adalah penelitian kuantitatif dengan pendekatan asosiatif kasual. Populasi dalam penelitian ini adalah konsumen yang pernah melakukan pembelian secara impulsif pada aplikasi tiktok shop. Jumlah sampel yang diambil sebanyak 100 orang. Teknik pengambilan sampel yang digunakan dalam penelitian ini adalah purposive sampling. Data dikumpulkan melalui survei online dan dianalisis menggunakan analisis regresi linier berganda melalui program SPSS Versi 25. Hasil penelitian ini menunjukkan bahwa live streaming shopping dan motivasi belanja hedonis memiliki pengaruh positif dan signifikan terhadap impulsif buying pada pengguna aplikasi tiktok shop di kota Mataram. \u0000ABSTRACT \u0000This study aims to determine the effect of Live Streaming Shopping and Hedonic Shopping Motivation on Impulsive Buying in Users of the Tiktok Shop Application in Mataram City. This type of research is quantitative research with a casual associative approach. The population in this study are consumers who have made impulse purchases on the Tiktok Shop application. The number of samples taken was 100 people. The sampling technique used in this study was purposive sampling. Data were collected through online surveys and analyzed using multiple linear regression analysis through the SPSS Version 25 program. The results showed live streaming shopping and hedonic shopping motivation have a positive and significant effect on impulsive buying among users of the tiktok shop application in the city of Mataram.","PeriodicalId":218280,"journal":{"name":"Jurnal Riset Pemasaran","volume":"101 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"126341634","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Vol 2 No.3 Sept PENGARUH ORIENTASI KEWIRAUSAHAAN, INOVASI PRODUK, DAN KARAKTERISTIK KEWIRAUSAHAAN TERHADAP KINERJA USAHA KECIL MENENGAH (UMKM) PADA UMKM TENUN DI DUSUN SADE, DESA REMBITAN, KECAMATAN PUJUT, LOMBOK TENGAH","authors":"Sitisoraya, Rusdan, Rusminahhs","doi":"10.29303/jrp.v2i3.3287","DOIUrl":"https://doi.org/10.29303/jrp.v2i3.3287","url":null,"abstract":"ABSTRAK \u0000UMKM memiliki peran penting bagi perekonomian Indonesia karena dapat dibuktikan pada masa krisis moneter di Indonesia tahun 1997, dimana satu demi satu perusahaan besar di Indonesia tumbang. Bisa dikatakan UMKM bisa terus bediri jika dibandingkan dengan perusahaan – Perusahaan besar. Indonesia pada umumnya sangat bergantung kehidupannya pada sector UMKM karena usaha UMKM mudah dikelola dan bentuk usahanya tergolong kecil. UMKM yang saya teliti dalam penilitian ini yaitu UMKM kain tenun di Dusun Sade  Desa Rembitan, Kecamatan Pujut, Kabupaten Lombok Tengah. Tujuan utama penelitian ini adalah (1) untuk mengetahui pengaruh orientasi kewirausahaan terhadap kinerja Usaha Mikro Kecil Menengah (UMKM) di Dusun Sade  Desa Rembitan, Kecamatan Pujut, Kabupaten Lombok Tengah (2) untuk mengetahui pengaruh inovasi produk terhadap kinerja Usaha Mikro Kecil Menengah (UMKM) di Dusun Sade  Desa Rembitan, Kecamatan Pujut, Kabupaten Lombok Tengah, (3) untuk megetahui pengaruh karakteristik kewirausahaan terhadap kinerja Usaha Mikro Kecil Menengah (UMKM) di Dusun Sade  Desa Rembitan, Kecamatan Pujut, Kabupaten Lombok Tengah. \u0000                Jenis penelitian yang digunakan dalam penelitian ini adalah jenis penelitian kuantitatif dengan analisis Asosiatif. Populasi dalam penelitian ini adalah berjumlah 45 UMKM tenun, Metode pengumpulan data yang digunakan dalam penelitian ini adalah metode sensus.Teknik pengumpulan data dengan cara: observasi, wawancara, quisoner, dan dokumentasi. \u0000ABSTRACT \u0000SMEs have an important role for the Indonesian economy because it can be proven during the monetary crisis in Indonesia in 1997, where one by one major company in Indonesia collapsed. It can be said that SMEs can continue to be self-sufficient when compared to large companies. Indonesia generally dependens on its life in the SHE sector because the business of MSMEs is easy to manage and the business form is relatively small. MSMEs that I researched in this assessment are UMKM fabric looms in Sade Village Rembitasn Damun, Pujut District, Centeral Lombok Regency. The main purpose of this study is (1) to know the influence of entrepreneurial orientation on the performance of Medium Small Micro Enterprises (MSMEs) fabric looms in Sade, Rembitan Village, Pujut Distric, Central Lombok Regency,(2) to know the influence of product innovation on the performance of Medium Small Micro Enterprises (MSMEs) fabric looms in Sade, Rembitan Village, Pujut Distric, Central Lombok Regency,(3) to know the influence of entrepreneurial characteristics on the performance of Medium Small Micro Enterprises (MSMEs) fabric looms in Sade, Rembitan Village, Pujut Distric, Central Lombok Regency. \u0000The type of researceh used in this study is a type of quantitative research with assosiative analysis. The population in this study is totalling 45 SMEs weaving ,data collaction techniques by way: observation, Intervew, Quisoner, and documentation.","PeriodicalId":218280,"journal":{"name":"Jurnal Riset Pemasaran","volume":"99 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"123549406","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Vol 2 No.3 Sept PENGARUH BRAND AMBASSADOR DAN KOREAN WAVE TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN MUDA SKINCARE SCARLETT DI KOTA MATARAM","authors":"Ika Handriana, Sulhaini Sulhaini, Dwi putra Buana sakti","doi":"10.29303/jrp.v2i3.3285","DOIUrl":"https://doi.org/10.29303/jrp.v2i3.3285","url":null,"abstract":"ABSTRAK \u0000Penelitian ini bertujuan untuk mengetahui Pengaruh Pengaruh Brand Ambassador Dan Korean Wave Terhadap Keputusan Pembelian Konsumen Muda Skincare Scarlett Di Kota Mataram. Jenis penelitian yang digunakan adalah penelitian non provability sampling, lokasi penelitian di Kota Mataram kepada sampel pengguna skincare scarlett yang telah melakukan pembelian dalam satu tahun terahir dan berusi 17 – 25 tahun jumlah sampel 100 orang responden. Data kemudia dianalisis menggunakan sanalisis linear berganda. Hasil penelitian menunjukkan bahwa semua variabel bebas (X) yakni Brand Ambassador dan Korean Wave berpengaruh terhadap variabel terikat (Y) yakni keputusan pembelian secara positif dan signifikan. \u0000ABSTRACT \u0000This research aims to determine The effect of Brand Ambassador and Korean Wave Influence on the Purchasing Decisions of Young Scarlett Skincare Consumers in Mataram City. The type of research used is non-provability sampling research, the location of the study in Mataram City to a sample of scarlett skincare users who have made purchases in the last year and 17-25 years old a sample of one hundred respondents. The data is then analyzed using multiple linear analysis. The results showed that all independent variables (X), namely Brand Ambassador and Korean Wave, influenced the dependent variable (Y), namely purchasing decisions positively and significantly.","PeriodicalId":218280,"journal":{"name":"Jurnal Riset Pemasaran","volume":"55 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"134404002","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Vol 2 No.3 Sept PENGARUH BRAND AMBASSADOR DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN WARDAH di KOTA MATARAM","authors":"Dicky Haswanda, M. Ilhamudin, Rahman Dayani","doi":"10.29303/jrp.v2i3.3279","DOIUrl":"https://doi.org/10.29303/jrp.v2i3.3279","url":null,"abstract":"ABSTRAK \u0000Penelitian ini dilakukan untuk menguji pengaruh Brand Ambassador dan Brand Image terhadap keputusan Pembelian Wardah Di Kota Mataram. Jenis penelitian ini adalah asosiatif dengan pendekatan kuantitatif. Populasi dalam penelitian ini adalah seluruh konsumen yang menggunakan Wardah Di Kota Mataram. Ukuran sampel yang digunakan dalam penelitian ini adalah 65 orang, dan metode survei yang digunakan. Teknik yang digunakan dalam pengumpulan data adalah observasi, kuesioner dan survei online yang disebarkan melalui Google Forms dengan pernyataan atau pertanyaan tentang brand ambassador, brand image dan keputusan pembelian. Alat analisis data yang digunakan adalah pengujian hipotesis berupa uji-t dan uji-f dengan menggunakan program SPSS 29 for windows. Hasil analisis uji t menunjukkan bahwa brand ambassador (X1) berpengaruh positif dan signifikan terhadap keputusan pembelian (Y), nilai t hitung > t tabel (3,071>1,9983), dan tingkat signifikansi 0,003 lebih kecil dari tingkat signifikansi standar 0,050. Citra merek (X2) berpengaruh positif dan signifikan terhadap keputusan pembelian (Y), thitung > ttabel (3,307 > 1,9989), dengan tingkat signifikansi 0,002 lebih kecil dari tingkat signifikansi standar 0,050. \u0000ABSTRACT \u0000This research was conducted to examine the influence of Brand Ambassador and Brand Image on Wardah Purchasing Decisions in the City of Mataram. This type of research is associative with a quantitative approach. The population in this study are all consumers who use Wardah in the city of Mataram. The sample size used in this study was 65 people, and the survey method used. The techniques used in data collection are observation, questionnaires and online surveys which are distributed via Google Forms with statements or questions about brand ambassadors, brand image and purchasing decisions. The data analysis tool used is hypothesis testing in the form of a t-test and f-test using the SPSS 29 for windows program. The results of the t test analysis show that brand ambassadors (X1) have a positive and significant effect on purchasing decisions (Y), t count > t table (3.071> 1.9983), and a significance level of 0.003 is smaller than the standard significance level of 0.050. Brand image (X2) has a positive and significant effect on purchasing decisions (Y), tcount > ttable (3.307 > 1.9989), with a significance level of 0.002 which is less than the standard significance level of 0.050.","PeriodicalId":218280,"journal":{"name":"Jurnal Riset Pemasaran","volume":"26 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"124901843","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}