Effect of Brand Image and Perceived Price Towards Purchase Decision in Kentucky Fried Chicken (KFC)

The research aims to examine and analyze the effect of brand image and perceived pricetowardspurchase decision at Kentucky Fried Chicken (KFC) KisamaunTangerang Branch. This study uses consumer of KFC KisamaunTangerang branch as the population and use a saturated sample as the sample determination technique in order to obtain 100 respondents as the sample. The analysis approach used in this research is Structural Equation Model (SEM) with the analysis tool of Smart-PLS.Result shows that brand image have a positive influence on purchase decisions and perceived price alsohave influence on purchase decisions. Keywords: Brand Image, Perceived Price, Purchase Decision, Structural Equation Model (SEM), Partial Least Square (PLS

Security and Ease of Use Effect on Customers’ Satisfaction Shopping in Tokopedia

This research aims to examine and analyze the influence of Security and Ease of Use on Customer Satisfaction. The data collection technique in this research is direct surveyon 100 respondents who are students of the Faculty of Economics and Business, Mercu Buana University. The questionnaire result approachedusing Structural Equation Model (SEM) with the Smart-PLS as the analysis tool. Result shows that the security has a positive and significant effect on the customer satisfaction and ease of use also has a positive and significant effect on the customer satisfaction. Keywords: Security, Ease of Use, Customer Satisfaction and Structural Equation Model (SEM), Partial Least Square (PLS

The Marketing Mix Element of the Coffee Shop. A Case Study @CoffeeBeanIndo

The study related to the coffee shop is limited. Therefore this research has the objective to build an attribute of the dataset @CoffeeBeanIndo marketing communication, and Coffee Bean is an emerging coffee shop in Indonesia. The research conducted with extracting the unstructured dataset @CoffeeBeanIndo, further exploratory factor analysis conducted. The data processing start with data preparation, taking out the double posted data. Furthermore, after the data cleaned, an exploratory factor analysis conducted with the Provalis Research software that will expose the insight from the 386 unstructured tweets extracted from @CoffeeBeanIndo. Based on the exploratory research @CoffeeBeanIndo, there are some coffee shop service attributes which are the service of process, products that are perceived by the consumer, the promotion, the physical evidence, price offered, as well as the opinions of consumers about the products they buy. Keywords: @CoffeBeanIndo, Marketing Communication, Unstructured Dataset DOI: 10.7176/EJBM/11-18-20 Publication date:June 30th 201

The Ready to Drink Tea Element of Promotion, Place & Price. A Case Study @pucukharumid

This research conducted to explore the attributes of marketing communication @pucukharumid from July to December 2017. The Exploratory Factor Analysis conducted with the Provalis Software that could simplify the unstructured tweet data set into insights. There is 1083 tweet that analyzed for further analysis. The results show that @pucukharumid promoting the varieties of @pucukharumid product with a variety of youth and family activities. The research concluded that @pucukharumid are targeting the youth and also related the activities of food and drinking with @pucukharumid. Keywords: @pucukharumid, Marketing Communication, Unstructured Dataset DOI: 10.7176/EJBM/11-24-09 Publication date: August 31st 201

ANALISIS VARIABEL PROMOSI, CITRA MEREK, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN BUSANA MUSLIM RABBANI

Penelitian ini bertujuan untuk mengetahui pengaruh promosi, citra merek, kualitas produk terhadap keputusan pembelian Busana Muslim Rabbani. Penelitian ini menggunakan metode kuantitatif dan sampelnya berjumlah 190 yang telah menggunakan Busana Muslim Rabbani di area Pondok Aren Tangerang Selatan menggunakan metode purposive sampling dan data yang diperoleh dianalisis dengan menggunakan teknik analisis PLS (Partial Least Square) melalui software Smart PLS. Hasil penelitian ini menunjukkan bahwa promosi berpengaruh positif siginifikan terhadap keputusan pembelian. Citra merek tidak berpengaruh siginifikan terhadap keputusan pembelian dan kualitas produk berpengaruh positif siginifikan terhadap keputusan pembelia

Pengaruh Sales Promotion, Brand Image, dan Perceived Ease to Use Terhadap Keputusan Menggunakan ShopeePay di Jabodetabek

Penelitian ini bertujuan untuk mengetahui Pengaruh sales promotion, brand image, dan perceived ease to use terhadap keputusan menggunakan ShopeePay di Jabodetabek. Pengambilan sampel menggunakan metode non-probability sampling dengan teknik purposive sampling. Pengumpulan data dalam penelitian dilakukan dengan menyebarkan kuesioner berbasis online kepada 95 responden, menggunakan pengukuran dengan skala Likert. Pengolahan data responden dilakukan dengan menggunakan SmartPLS (Partial Least Square) 3.3. Hasil dari penelitian ini menunjukkan bahwa Sales promotion berpengaruh positif dan signifikan terhadap keputusan penggunaan, Brand image berpengaruh positif dan tidak signifikan terhadap keputusan penggunaan, dan Perceived ease to use berpengaruh positif dan signifikan terhadap keputusan penggunaan

The Promotion, Product and the People of Luxurious Hotel: A Case Study @hrhbali 2018

The previous research findings @hrhbali in the period of January to December 2017 show the attributes of the Hard Rock Hotel Bali are the combination of party, music, and fun. The current research objective is to further explore the @hrhbali attributes from @hrhbali dataset within a different period of observation. Within the period of January to June 2018 there are 681 tweets extracted, further Exploratory Factor Analysis conducted with Provalis Research Software to explore the @hrhbali attributes. The result of the exploratory research @hrhbali attributes shows that reviews from a consumer are frequently delivered @hrhbali. @hrhbali emphasis on customer reviews to provide proof that they do have a good quality of service and give a good impression to the consumers. These reviews can be used as a Promotion element by @hrhbali to attract more consumer because the review given by visitors who've come can be used as a tool of reasoning by visitors who consider staying at the hotel. Furthermore, @hrhbali also displays photographs of the facilities that are interesting and beautiful that can be used as the medium of communication services to potential customers. There are also posting about the employee in Hard Rock Hotel Bali that represent the element of People. They also concerned with the quality of the workers they have. Workers who are professional, friendly to guests who can satisfy visitors. Consistent with the previous findings, @hrhbali promotes the music, fun, and party, followed with other findings from the period January-June 2018 that focus on the element of Promotion, Products, and People of the marketing mix. Keywords: Exploratory Factor Analysis, @hrhbali, Promotion, Product, People DOI: 10.7176/JTHS/41-01 Publication date:May 31st 2019

Brand name and customers’ intention

The purpose of this paper is to examine the role of the brand dimension of perception of quality, brand image, and integrated marketing communications towards attitude and subsequent influence on consumer interest in university scope. The study aims to analyze the role of college brand from the perspective of high school students in Indonesia as a developing country. The survey was conducted on 397 students. Data analysis and testing of the integrated model proposed the use of Structural Equation Modeling. The results of the analysis show that there is a brand influence for the dimension of quality perception, brand image, integrated marketing communications towards the interest of the college. The three dimensions of the brand have a positive effect on interest to college. There is an insignificant influence from the perception dimension of quality to interest, while other dimensions have a significant effect on student interest to college. These results provide an overview for the college management to develop the institutional brand strategy because this study uses a sample of high school students as a true college consumer. Empirically, the results of this study indicate that consumers of higher education in Indonesia, i.e. high school students, assess the brand of college, that leads to a positive attitude based on the significance of the brand. Furthermore, there is a positive and significant influence on attitudes toward student interest for college election.peer-reviewe