The purpose of this study is to determine the effect of electronic word of mouth (e-WOM) and perceived risk to the purchasing decision at Tokopedia. This type of research is explanatory research. Sampling technique using nonprobability with purposive technique. The number of samples taken as many as 100 respondents, which are the consumer of Tokopedia. In this study assisted by IBM SPSS 21.0 system. The results showed that electronic word of mouth (e-WOM) influences the purchasing decision by contributing 24.4% while the rest is influenced by factors other than e-WOM. Perceived risk influences the purchasing decision by contributing 26.8% while the rest is influenced by factors other than perceived risk. Meanwhile, simultaneously electronic word of mouth (e-WOM) and perceived risk influence to purchasing decision by donating 33.3% while the rest influenced by factors other than electronic word of mouth (e-WOM) and perceived risk. Based on the calculation of Test F shows that there is a significant influence between electronic word of mouth (e-WOM) and perceived risk to the purchasing decision. This means the better electronic word of mouth (e-WOM) and perceived risk, the higher the purchasing decision at Tokopedi. Suggestions in this research is Tokopedia must encourage its consumers to write a more complete and clear review by providing reward points and also for Tokopedia to improve its services and provide education about the transaction mechanism so that consumers have a good risk perception towards Tokopedia.
The city of Semarang is one of the cities with a growing business line in Indonesia, one of which is in the culinary business which results in intense competition, so business people must be sensitive to consumer needs. In an effort to increase sales, it is necessary to increase purchasing decisions. Some elements that can increase sales are price, promotion, and product quality. According to sales data of Hangiri Banyumanik Semarang, it shows that the sales target is not achieved every year. This study aims to determine the effect of price, promotion and product quality on purchasing decisions at Hangiri Banyumanik Semarang. This type of research is explanatory research, the sample technique used is non-probability sampling with purposive and accidental sampling techniques. Collecting data using questionnaires and interviews with 96 respondents who have purchased and consumed products at Hangiri Banyumanik Semarang. The dependent variable in this study is the decision to purchase Hangiri products, while the independent variables are price, promotion and product quality. The analytical method used is regression analysis using the SPSS application. The results of this study indicate that the price affects purchasing decisions if the price offered to consumers is more affordable then the purchase decision is higher, then promotions affect purchasing decisions when the more promotions Hangiri offers to consumers, the attraction created to make purchasing decisions is higher. Furthermore, product quality affects purchasing decisions if the quality of the products provided to consumers is getting better, the purchasing decisions will also be better. The advice given to Hangiri Banyumanik Semarang on the price aspect, price research is needed so that prices can compete with competitors. In the promotion aspect, it is necessary to choose various promotional media and follow the trend, also in sales promotion, it is necessary to give discounts or give vouchers more often. In the aspect of product quality, product innovation is needed. Kota Semarang menjadi salah satu kota dengan setra bisnis yang berkembang di Indonesia, salah satunya dalam bisnis kuliner yang mengakibatkan ketatnya persaingan, sehingga pelaku bisnis harus peka terhadap kebutuhan konsumen. Dalam upaya meningkatkan penjualan dibutuhkan peningkatan keputusan pembelian. Beberapa unsur yang dapat meningkatkan penjualan yaitu harga, promosi, dan kualitas produk. Menurut data penjualan Hangiri Banyumanik Semarang, menunjukan tidak tercapainya target penjualan di tiap tahunnya. Penelitian ini bertujuan untuk mengetahui pengaruh harga, promosi dan kualitas produk terhadap keputusan pembelian pada Hangiri Banyumanik Semarang. Tipe penelitian ini adalah explanatory research, teknik sampel yang digunakan non-probability sampling dengan teknik purposive dan accidental sampling. Pengumpulan data menggunakan kuesioner dan wawancara kepada 96 responden yang pernah melakukan pembelian dan mengkonsumsi produk pada Hangiri Banyumanik Semarang. Variabel terikat dalam penelitian ini adalah keputusan pembelian produk Hangiri, sedangkan variabel bebasnya adalah harga, promosi dan kualitas produk. Metode analisis yang digunakan adalah analisis regresi dengan menggunakan aplikasi SPSS. Hasil penelitian ini menunjukan bahwa harga berpengaruh terhadap keputusan pembelian apabila harga yang ditawarkan kepada konsumen semakin terjangkau maka keputusan pembelian semakin tinggi, selanjutnya promosi berpengaruh terhadap keputusan pembelian ketika semakin banyak promosi yang ditawarkan Hangiri kepada konsumen maka daya tarik yang diciptakan untuk melakukan keputusan pembelian semakin tinggi, selanjutnya kualitas produk berpengaruh terhadap keputusan pembelian apabila kualitas produk yang diberikan kepada konsumen semakin baik maka keputusan pembelian juga akan semakin baik. Saran yang diberikan kepada Hangiri Banyumanik Semarang pada aspek harga, diperlukan riset harga agar harga dapat bersaing dengan kompetitornya. Pada aspek promosi diperlukan pemilihan media promosi yang beragam dan mengikuti trend, juga pada promosi penjualan diperlukan pemberian potongan harga atau pemberian voucher yang lebih sering. Pada aspek kualitas produk diperlukan inovasi produk.
Video on demand (SVOD) subscription services are increasingly in demand as flexible entertainment. Competition for SVOD entertainment services in Indonesia is enlivened by various service provider products that continue to emerge. One of the SVOD services that is always in the Top 5 market leader in Indonesia is Viu. Viu once occupied the top position of SVOD in Indonesia, but in recent years has continued to decline in ranking. In order to occupy the top position of SVOD in Indonesia, a company marketing strategy is needed by paying attention to consumer behavior to recognize and understand the nature of consumers so that Viu services are in demand and users can be loyal. The author conducted this study with the aim of knowing the effect of brand image and product quality on consumer loyalty through consumer satisfaction. The population in this study are consumers who currently/have subscribed to the Viu digital video streaming service in Semarang with a total sample of 100 respondents. The data used are primary and secondary data, namely questionnaires, the results of calculations with the SPSS application, and literature studies of previous thesis research. This research is an explanatory research, with sampling using a non-probability sampling approach and purposive sampling technique. Data collection using an online google form questionnaire. The analysis used quantitative and qualitative analysis with analysis of validity, reliability, correlation coefficient, coefficient of determination, simple regression, t test, and path analysis. The data analysis technique used is a linear regression analysis technique using the SPSS version 26 application. The results of the path analysis test state that brand image has a significant positive effect on consumer loyalty. Product quality has a significant positive effect on consumer loyalty. Brand image has a significant positive influence on consumer loyalty through customer satisfaction. Product quality has a significant positive effect on consumer loyalty. Consumer satisfaction has a significant positive effect on consumer loyalty. Consumer satisfaction is able to act as a partial mediation between brand image and product quality on consumer loyalty.Layanan subscription video on demand (SVOD) semakin banyak diminati sebagai hiburan fleksibel. Persaingan layanan hiburan SVOD di Indonesia diramaikan dengan berbagai produk penyedia layanan yang terus bermunculan. Salah satu layanan SVOD yang selalu berada di Top 5 market leader Indoensia adalah Viu. Viu pernah menduduki posisi puncak SVOD Indonesia, namun beberapa tahun terkahir terus mengalami penurunan peringkat. Demi menduduki posisi puncak lagi, perlu strategi pemasaran perusahaan dengan memperhatikan perilaku konsumen untuk mengenal dan memahami sifat konsumen, sehingga layanan Viu laris dan penggunanya dapat loyal. Penulis melakukan penelitian ini dengan tujuan untuk mengetahui pengaruh brand image dan kualitas produk terhadap loyalitas konsumen melalui kepuasan konsumen. Populasi dalam penelitian ini adalah konsumen yang sedang/pernah berlangganan layanan video streaming digital Viu di Semarang dengan jumlah sampel sebanyak 100 responden. Data yang digunakan adalah data primer dan sekunder yaitu kuesioner, hasil perhitungan dengan aplikasi SPSS, dan studi pustaka penelitian skripsi terdahulu. Penelitian ini adalah explanatory research, dengan pengambilan sampel menggunakan pendekatan non-probability sampling dan teknik purposive sampling. Pengumpulan data meggunakan kueioner google form online. Analisis yang digunakan analisis kuantitatif dan kualitatif dengan analisis validitas, reliabilitas, koefisien korelasi, koefisien determinasi, regresi sederhana, uji t, dan analisis jalur. Teknik analisis data yang digunakan adalah Teknik analisis regresi linear dengan menggunakan aplikasi SPSS versi 26. Hasil uji analisis jalur menyatakan bahwa Brand image memiliki pengaruh positif signifikan terhadap loyalitas konsumen. Kualitas produk memiliki pengaruh positif signifikan terhadap loyalitas konsumen. Brand image memiliki perngaruh positif signifikan terhadap loyalitas konsumen melalui kepuasan konsumen. Kualitas produk memiliki pengaruh positif signifikan terhadap loyalitas konsumen. Kepuasan konsumen memiliki pengaruh positif signifikan terhadap loyalitas konsumen. Kepuasan konsumen mampu berperan sebagai mediasi parsial antara brand image dan kualitas produk terhadap loyalitas konsumen.
Revlon is one of the cosmetics companies that produce lipstick and is listed as the first foreign cosmetic brand in Indonesia. Revlon's lipstick has decreased in sales for the past few years as well as in the Top Brand Index. The demand of Revlon lipstick are declining due to many factors, quality is not good as claims by Revlon and there are negative reviews discussed which are included in negative word of mouth activities This research aims to determine the effect of quality product and word of mouth on purchase decision of Revlon’s Lipstick. The type of the research is explanatory research and the sampling techniques used are a nonprobability sampling, and purposive sampling. The technique of taking respondent is accidental sampling, the samples are 96 respondents who had made a purchase and were still using Revlon’s lipstick in the past 1 year and obtained product information from word of mouth. The data analysis technique is quantitative with validity, reliability, correlation coefficient, determination coefficient, simple and multiple regression, significance of t and F test. The results show that quality product and word of mouth variables have an effect on purchase decisions Revlon’s Lipstick. The variable correlation coefficient of quality product and word of mouth on purchase decisions have a strong enough relation. The company should increase word of mouth by providing communication media that are easily accessible and pay attention to develop product quality.Revlon merupakan salah satu perusahaan kosmetik yang memproduksi lipstik dan tercatat sebagai merek kosmetik asing yang pertama masuk ke Indonesia. Lipstik Revlon mengalami penurunan penjualan setiap tahunnya dan penurunan pada Top Brand Index. Peminat dari lipstik Revlon yang semakin menurun dikarenakan banyak faktor, salah satunya kualitas yang tidak sesuai dengan klaim yang ditawarkan dan terdapat ulasan negatif yang dibicarakan yang termasuk ke dalam kegiatan word of mouth yang negatif. Penelitian ini bertujuan untuk mengetahui pengaruh kualitas produk dan word of mouth terhadap keputusan pembelian produk lipstik Revlon di kota Semarang. Tipe penelitian adalah explanatory research dan pengambilan sampel menggunakan teknik nonprobability sampling dan teknik purposive sampling. Tipe pengambilan responden menggunakan accidental sampling, sampel yang digunakan sebanyak 96 responden yang pernah melakukan pembelian dan masih menggunakan produk lipstik Revlon dalam 1 tahun terakhir dan memperoleh informasi produk dari word of mouth. Penelitian ini menggunakan analisis kuantitatif dengan uji validitas, reliabilitas, koefisien korelasi, koefisien determinasi, regresi sederhana, signifikasi, uji t dan uji f. Hasil penelitian menunjukkan variabel kualitas produk dan word of mouth berpengaruh terhadap keputusan pembelian. Koefisien korelasi variabel kualitas produk dan word of mouth terhadap keputusan pembelian memiliki hubungan kuat. Perusahaan hendaknya meningkatkan word of mouth dengan menyediakan media komunikasi yang mudah diakses dan memperhatikan upaya pengembangan kualitas produk.
The cosmetics industry in Indonesia is growing increasingly from year to year. There were many cosmetic brands in Indonesia, which makes the competition between brands become more stringent than before. This study aims to determine the effect of electronic word of mouth, brand image and brand trust on purchasing decisions of Sariayu Martha Tilaar’s cosmetics. This type of research is explanatory research and sampling uses nonprobability sampling techniques, purposive sampling method. Data collection using questionnaires. The sample is used 100 respondents Sariayu Martha Tilaar consumers in Semarang City. The results of the study show that the variables of electronic word of mouth, brand image and brand trust have an significant effect on purchasing decisions. The Advices given to the company are improve Sariayu Martha Tilaar’s website, highlight the Indonesian element in product packaging and in the promotional tagline or advertisements, companies are expected to be fast and responsive at following the development of cosmetics, communicating and maintaining good relations with consumers, developing the product variations, and improving the product quality.Industri kosmetik di Indonesia berkembang semakin meningkat dari tahun ke tahun. Penelitian ini bertujuan untuk mengetahui pengaruh electronic word of mouth, brand image, dan brand trust terhadap keputusan pembelian kosmetik Sariayu Martha Tilaar. Tipe penelitian yang digunakan adalah explanatory research, pengambilan sampel menggunakan teknik nonprobability sampling, dan menggunakan metode purposive sampling. Pengumpulan data menggunakan kuesioner. Sampel yang digunakan sebanyak 100 responden konsumen Sariayu Martha Tilaar yang berada di Kota Semarang. Hasil penelitian menunjukkan variabel electronic word of mouth, brand image, dan brand trust berpengaruh signifikan terhadap keputusan pembelian produk kosmetik Sariayu Martha Tilaar. Saran yang dapat diberikan kepada perusahaan antara lain, pengembangan website Sariayu Martha Tilaar, menggunakan unsur Indonesia pada strategi branding, cepat dan tanggap mengikuti perkembangan kosmetik, komunikasi dan jaga hubungan baik dengan konsumen, pengembangan variasi produk, dan peningkatan kualitas produk.
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