Pengaruh Ekuitas Merek Dan Promosi Penjualan Terhadap Loyalitas Pelanggan Dimediasi Keputusan Pembelian

Diansyah, Diansyah; Putera, Rachmat Meidian

doi:10.24856/mem.v32i2.538

Cited by 12 publications

(15 citation statements)

References 3 publications

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“…In the ninth Hypothesis Test (H9), it was found that the results of data analysis supported the ninth hypothesis, namely that the decision to release private label products would increase customer turnover. This is supported by previous research that shows that the purchase fee has an influence on customer loyalty (Diansyah & Putera, 2017). (Sulistiani, 2017) also showed the results of research that purchasing decisions on customer loyalty have a positive and significant influence.…”

Section: Mardiana Nuryakinsupporting

confidence: 82%

The Role of Brand Image, Promotion, Price there is Trust, and Purchasing Decisions towards the Loyalty of Private Label Products of the traditional retail industry in Nunukan North Kalimantan

Mardiana¹,

Nuryakin²

2022

JWS

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The purpose of this research is to examine, the effect of brand image, promotion, and price on trust, and purchasing decisions, the effect of trust on purchasing decisions, and customer loyalty, and the effect of purchasing decisions on loyalty. In this study, private-label brands in the retail industry in Yogyakarta are objects and the people of Yogyakarta are subjects with the minimum criteria for purchasing private labels three times. The sample is 272 respondents. The analytical tool used is SEM (Structural Equation Modeling) which is operated through the AMOS program. Sampling was carried out using a multistage random sampling technique. Furthermore, data collection is carried out by distributing questionnaires through a google form. The SEM method used in this study is the estimation of maximum probability and is used as a one-step approach in modeling the SEM approach. Descriptive statistical analysis and Cronbach’s alpha were performed with SPSS 21. SEM analysis was performed using the AMOS program. These results indicate that there is a positive and significant influence between Brand Image, Promotion, and Price on Trust and Purchase decisions. Trust has a positive and significant effect on Purchase Decisions and Loyalty, Purchase Decisions have a positive and significant effect on customer loyalty.

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Section: Mardiana Nuryakinsupporting

confidence: 82%

The Role of Brand Image, Promotion, Price there is Trust, and Purchasing Decisions towards the Loyalty of Private Label Products of the traditional retail industry in Nunukan North Kalimantan

Mardiana¹,

Nuryakin²

2022

JWS

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“…If consumers have a good perception of the brand, it will affect the formation of product choices to be purchased, which in turn will form a positive attitude which in turn will influence purchasing decisions. [10], [11]. This is in line with the opinion of Sodik (2004) that the information obtained and processed by consumers will form a person's preference for an object.…”

Section: Introductionsupporting

confidence: 81%

The Influence of Product Quality, Promotion and Design on the Purchase Decision of Yamaha Mio Motor Vehicles

Purwanto

2021

Jurnal Ekonomi

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A person's buying behavior towards a product is influenced by many factors. Each individual has different desires and tastes. Product quality is a very influential factor in purchasing decisions, besides that there are many other factors that influence the buying behavior. This study aims to analyze the effect of product quality, promotion and design on purchasing decisions for Yamaha Mio motorcycle products and analyze the variables that have the most dominant influence on purchasing decisions for Yamaha Mio motorcycle products in the community in the Surakarta area. From the results of the classical assumption analysis, the normality test with the Kolmogorov-Smirnov obtained is significantly greater than 0.05, which means that the data distribution is normal. Multicollinearity test obtained VIF and Tolerance values that are close to one so that it can be concluded that the regression model has no multicollinearity problem, while the heteroscedasticity test using the Glejser method states that there is no problem. Based on the results of multiple linear regression analysis from the t test, it was found that partially product quality had a significant effect on purchasing decisions for Yamaha Mio motorcycle products, while promotion and design had a significant effect on the 5% level. From the results of the F test that simultaneously product quality, promotion and design have a significant effect on purchasing decisions for Yamaha Mio motorcycle products where the value of F count > F table. Product quality has the most dominant influence on purchasing decisions for Yamaha Mio motorcycle products. The R square value is 0.255,

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“…A previous study showed a positive relation between purchase decisions and loyalty (Hatta & Setiarini, 2018). A previous study showed an indirect influence of CRM on loyalty through purchase decisions (Diansyah & Putera, 2017;Kusumandayu, 2016). CRM is considered a technology related to data, which allows higher profits or a strategic approach that gives value (Triznova et al, 2015).…”

Section: Decision To Stay On Loyaltymentioning

confidence: 92%

“…It is better to retain old customers who make repeat purchases and recommend them to others than to find new customers. Previous research has shown a relationship between staying decisions and customer loyalty (Diansyah & Putera, 2017).…”

Section: Research Backgroundmentioning

confidence: 98%

Customer Relationship Management and Brand Image’s Influence on Loyalty through Decision to Stay

Tuti¹,

Wicaksono²

2021

JBM UNMERMLG

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The study’s aim is analyzing the influence of management of customer relationship and brand image on loyalty by way of decision to stay. Population of this study was guests who stayed more than twice at Santika Taman Mini Hotel. The sampling technique uses purposive sampling to obtain 243 respondents. The method of data analysis is quantitative descriptive. The quantitative analysis is done by the use of SEM (Structural Equation Modeling). The results of this research indicate that customer relationship management has a significant which gives influence on stay decision , brand image has got influence which is significant on decision to stay, customer relationship management has a significant influence on loyalty, brand image has a significant influence on loyalty, decision to stayhas a significant on loyalty, customer relationship management has an influence that is indirect on loyalty through decision to stay, and brand image has an indirect influence on loyalty through decision to stay.

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Pengaruh Ekuitas Merek Dan Promosi Penjualan Terhadap Loyalitas Pelanggan Dimediasi Keputusan Pembelian

Cited by 12 publications

References 3 publications

The Role of Brand Image, Promotion, Price there is Trust, and Purchasing Decisions towards the Loyalty of Private Label Products of the traditional retail industry in Nunukan North Kalimantan

The Role of Brand Image, Promotion, Price there is Trust, and Purchasing Decisions towards the Loyalty of Private Label Products of the traditional retail industry in Nunukan North Kalimantan

The Influence of Product Quality, Promotion and Design on the Purchase Decision of Yamaha Mio Motor Vehicles

Customer Relationship Management and Brand Image’s Influence on Loyalty through Decision to Stay

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