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The Influence of Brand Image, Product Innovation and Social Media Marketing on Samsung Smartphone‘s Buying Interest: Case Study on Narotama University Students Ardiansyah, Prama Wildan; Nilowardono, Sengguruh
IJEBD (International Journal Of Entrepreneurship And Business Development) Vol 2 No 2 (2019): March 2019
Publisher : LPPM of NAROTAMA UNIVERSITY

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (821.679 KB) | DOI: 10.29138/ijebd.v2i2.769

Abstract

The purpose of this study is to examine the influence of Brand Image, Product Innovation and Social Media Marketing on Samsung Smartphone Buying Interest. The independent variables of this study are brand image, product innovation and social media marketing, while the dependent variable is buying interest. This is a quantitative research. The sample counted 100 respondents the data is collected through surveys from questioner tool. The data were analyzed using multiple linear regression and using the SPSS version 16.00. The results showed that Brand Image (X1), Product Innovation (X2) and Social Media Marketing (X3) have a positive and significant influence simultaneously on Samsung smartphone buying interest (Y). Brand Image variable (X1) does not have a significant influence partially on buying interest (Y). The adjusted R square value is 0.609 which means that the influence of independent variables on the dependent variable is 60.9%.
The Effect of Product Quality, Brand Trust, Price and Sales Promotion on Purchase Decisions on Royal Residence Surabaya (Case Study in PT. Propnex Realti Visit) Rahmawati, Yuni; Nilowardono, Sengguruh
IJESEMS : International Journal of Engineering Science Educatioon and Management System Vol 1 No 1 (2018): March 2018
Publisher : LPPM Narotama University

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

This study aims to explore the decision to purchase Royal Residence Housing products in Surabaya. Exploration of Royal Residence Housing products is carried out using quantitative research methods.Data testing is done by questionnaires analyzed using statistical analysis such as validity and reliability tests and multiple linear regression analysis with the help of SPSS 21.0 for Windows.The results showed that the independent variable (product), product quality, brand trust, price and promotion simultaneously had an effect on the dependent variable, namely the purchase decision to produce conclusions, that is, accepted. This is evidenced by the significance value of 0.000 or less than 0.05 and the value of Fcount (61.441)> Ftable (2.71). There is a significant and not significant partial effect of the independent variable on the dependent variable. Through the results of calculations that have been done with a significant level of results of 0.000 is smaller than 0.05.
The Effect of Service Quality, Utilization of Information Technology, and Innovation on Marketing Performance of Savings and Loan Cooperative Putra Mandiri Surabaya Santoso, Vincent Audi; Nilowardono, Sengguruh
IJESEMS : International Journal of Engineering Science Educatioon and Management System Vol 1 No 1 (2018): March 2018
Publisher : LPPM Narotama University

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

This study aims to analyze the effect of service quality, utilization of information technology, and innovation on the marketing performance of Putra Mandiri Surabaya Savings and Loan Cooperatives partially and simultaneously. In this study the authors used accidental sampling techniques, where anyone who accidentally met with the researcher could be used as a sample. In this study, the number of samples the authors took as many as 130 people including members and prospective members of the cooperative. Data collection techniques used are using questionnaires and interviews. In calculating scoring, researchers used a Likert scale. The data analysis method used is multiple linear regression analysis. The results of this study indicate that the variables of Service Quality, Use of Information Technology, and Innovation have a significant effect on Cooperative Marketing Performance partially. Service Quality Variables, Information Technology Utilization, and Innovation have a significant effect on Cooperative Marketing Performance simultaneously.
The Influence of Social Media Marketing Instagram, Word of Mouth and Brand Awareness of Purchase Decisions on Arthenis Tour and Travel Alfian, Novita; Nilowardono, Sengguruh
IJEBD (International Journal Of Entrepreneurship And Business Development) Vol 2 No 2 (2019): March 2019
Publisher : LPPM of NAROTAMA UNIVERSITY

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (620.8 KB) | DOI: 10.29138/ijebd.v2i2.770

Abstract

The purpose of this study is to analyze the extent of Social Media Marketing Instagram, Word of Mouth, and Brand Awareness of purchasing decisions at Arthenis Tour and Travel. This study uses primary data obtained from customer answers. The instrument uses a questionnaire with a Likert scale. The population in this study are 105 Arthenis Tour and Travel consumers and taking a sample of 83 people. The hypothesis is used with multiple linear regression tests. Based on the results of the study, obtained the value of Fcount (198,348) > Ftable (2,72) related to simultaneous and partial on Social Media Marketing Instargram, Word of Mouth and Brand Awareness of the expected variables as a result of purchase. It is expected for travel agents can support their Instagram, using Word of Mouth and Brand Awareness so they can increase their sales.