Penelitian ini bertujuan untuk mengetahui pengaruh dari: 1) persepsi harga, 2) citra merk dan 3) kualitas produk terhadap minat beli konsumen pada produk private label Indomaret di Yogyakarta. Penelitian ini berjenis kuantitatif. Populasi dari penelitian ini adalah konsumen Indomaret di Yogyakarta dan sampel yang diambil sebanyak 100 orang dengan teknik pengambilan sampel menggunakan metode purposive sampling. Teknik analisa data menggunakan Analisa regresi linear berganda, Uji  - T dan Uji – F. Hasil penelitian menunjukkan bahwa terdapat pengaruh positif persepsi harga terhadap minat beli konsumen pada produk private label Indomaret di Yogyakarta, tidak adanya  pengaruh positif citra merek terhadap minat beli konsumen pada produk private label Indomaret di Yogyakarta, terdapat pengaruh positif kualitas produk terhadap minat beli konsumen pada produk private label Indomaret di Yogyakarta, serta terdapat pengaruh positif persepsi harga, citra merek dan kualitas produk terhadap minat beli konsumen pada produk private label Indomaret di Yogyakarta.

Entrepreneurship education is currently done in college, with the intention to form youth entrepreneur and succesful independent life; many factors thought to influence the formation of entrepreneurship intention to young people who have got entrepreneurship education. The research aims to test the research model that describes the relationship between psychological characteristics constructs, subjective norm constructs, attitudes to entrepreneurship constructs, and entrepreneurship intention constructs among the students who have got knowledge about entrepreneurship. Using survey by questionnaires distributing to more than one hundred and seventy students, research results showed that there are positive and significant relationship between Psychological Characteristics with Entrepreneurship Attitudes construct, and Entrepreneurship Attitudes constructs with Entrepreneurship Intention construct. There is another interesting research finding that there is no relationship between Subjective Norms cosntruct with any of Psychological Characteristics construct, Entrepreneurship Attitude construct, and Entrepreneurship Intention construct. This is presumably because the majority of respondents plan to work after graduation and after a while they just think of the possibilities for entrepreneurship activities.Keywords: entrepreneurship education psychological characteristics, entrepreneurial attitude, subjective norms, entrepreneurial intentions.Abstrak: Saat ini pendidikan kewirausahaan banyak dilakukan di perguruan tinggi, dengan maksud agar terbentuk generasi muda yang berorientasi berwirausaha dan hidup mandiri; sejumlah faktor diduga berpengaruh pada terbentuknya niat berwirausaha bagi generasi muda yang telah mendapat pendidikan kewirausahaan. Penelitian bertujuan untuk menguji model penelitian yang menggambarkan hubungan konstruk karateristik psikologis, konstruk norma subyektif, konstruk sikap berwirausaha, dengan konstruk niat berwirausaha di kalangan mahasiswa yang telah mendapat pengetahuan tentang kewirausahaan. Dengan menggunakan metode survei dengan penyebaran kuesioner kepada lebih dari seratus tujuh puluh mahasiswa, didapatkan hasil adanya hubungan yang positif dan signifikan antara konstruk Karateristik Psikologis dengan konstruk Sikap Berwirausaha, dan konstruk konstruk Sikap Berwirausaha dengan konstruk Niat Berwirausaha. Temuan menarik dari penelitian ini adalah tidak berpengaruhnya konstruk Norma Subyektif baik pada Karateristik Psikologis, Sikap Berwirausaha, maupun Niat Berwirausaha. Hal ini diduga karena sebagian besar responden berencana untuk bekerja dahulu setelah lulus dan setelah beberapa saat mereka baru memikirkan kemungkinan untuk berwirausaha.

<p><em><span>In many marketing activities, including fast-food, customer satisfaction is an important factor for the success of a business and has the possibility to influence customer loyalty in the future. The purpose of this study is to determine the effect of service quality, product quality, promotion, and fairness of prices on customer satisfaction and customer loyalty at Burger King outlets in Yogyakarta. The research will also use gender and education level as moderation variables. By using survey methods on 377 respondents and by testing the structural model using AMOS </span></em><span>(<em>Analysis of Moment Structure</em>) </span><em><span>software version 24, the results of the study show that service quality has a significant and positive effect on customer satisfaction, product quality has a significant and positive effect on customer satisfaction, promotion does not significantly influence customer satisfaction, fairness price has a significant and positive effect on customer satisfaction, and customer satisfaction has a significant and positive effect on customer loyalty. The results also show that gender and education levels moderate the relationship between variables in the research model. </span></em></p>

Abstract

Along with the increasing demand for qualified skincare products these days, there are many companies in Indonesia that produce facial beauty products that emphasize a good image in the minds of the consumers and intensive promotion. This study was conducted to determine whether the promotion, product quality, and brand image affect the purchase decisions. The research was conducted using a survey method using a questionnaire to a sample of 200 respondents who used Wardah Cosmetics beauty products.  The sample was obtained by doing a purposive random sampling technique. The data analysis technique used in this research was using Structural Equation Modeling (SEM) using the AMOS program. The results of this study indicated that the promotion and the product quality had a significant effect on the brand image and brand image has a significant effect on purchasing decisions.