Erna Wahyuningish Yohanes Ferry Cahaya
Perbanas Institute ABSTRACT
Creditors who have a brand relationship can quickly get more benefits from financing given by Islamic banks. This will certainly benefit the Sharia Rural Banks (BPRS) which channel their funds to MSMEs and certainly will increase economic growth, because business growth increases and the number of MSMEs in Indonesia is approximately 90%). The purpose of this study is to develop a basic theoretical model of the influence of brand personality, an aura of brand religiosity, able to increase emotional bonds, their impact on loyalty and the Wouth of Mouth (WOM). Positive WOM is very beneficial for the banks, because it is an asset for the Sharia Rural Bank. This will reduce the promotional costs incurred. The study population is the recipients of financing (creditors of the Sharia Rural Banks) in the cities of Bandung, Yogyakarta, Pekalongan and Kudus. The sampling technique is based on non probability.
Sampling method using purposive sampling. The sample criteria chosen are the creditors who get financing from the Sharia Rural Banks with a minimum age of seventeen years and above, at least have twice the funding funds. Type of primary data and power collection method with questionnaire with interval measurement scale on a scale of 1-10. Using data as much as 155 data from respondents.
Furthermore, technical analysis uses Structural Equation Modeling (SEM) using the AMOS (Analysis of Moment Structure) 21.0 program. This study has six hypotheses. The results of the analysis show that 5 hypotheses have positive and significant effects and 1 hypothesis has no effect. Brand personality manages to influence brand religiosity auras and then the brand religiosity aura affects the emotional brand attacment, brand emotional attacment towards brand loyalty and WOM. But the direct relationship of the brand personality does not affect brand loyalty and WOM. Marketers should make activities that can improve financing products to the minds of consumers and always provide positive communication to new potential customers.
Keywords : Brand Personality, Aura Of Religiosity Brand, Emotional Brand attachment, brand loyalty and Wouth of Mouth, Islamic Banks
ABSTRAK
Para kreditur yang mempunyai hubungan dengan merek bisa dengan cepat mendapatkan manfaat lebih atas pembiayaan diberikan bank perkreditan syariah. Hal ini tentu akan menguntungkan pihak Bank Perkreditan Rakyat Syariah (BPRS) yang menyalurkan dananya kepada UMKM dan tentu akan meningkatkan pertumbuhan ekonomi, karena pertumbuhan usaha meningkat serta jumlah UMKM di Indonesia kurang lebih 90%). Tujuan penelitian ini mengembangkan model teoretikal dasar pengaruh kepribadian merek, aura religiositas merek, mampu meningkatkan ikatan emosional, dampaknya pada loyalitas serta Wouth of Mouth (WOM). WOM positif sangat menguntungkan pihak perbankan, karena merupakan asset bagi bank Perkreditan Rakyat Syariah. Dengan demikian akan menurunkan biaya promosi yang dikeluarkan. Populasi penelitian adalah para penerima pembiayaan (kreditur Bank Perkreditan Rakyat Syariah) yang ada pada kota Bandung, Yogyakarta, Pekalongan dan Kudus. Teknik pengambilan sampel berdasarkan non probabilitas. Metode penarikan sampel dengan menggunakan purposive sampling. Kriteria sampel yang dipilih adalah para kreditur yang mendapatkan pembiayaan dari Bank Perkreditan Rakyat Syariah yang berusia minimal tujuh belas tahun ke atas, minimal telah mendapatkan dua kali dana pembiayaan. Jenis data primer dan metode pengumpulan daya dengan
273 kuesioner dengan skala pengukuran interval dengan skala 1-10. Menggunakan data sebanyak 155 data dari responden. Selanjutnya teknis analisis menggunakan Struktural Equation Modeling (SEM) dengan menggunakan program AMOS (Analysis of Moment Structure) 21.0. Penelitian ini memiliki enam hipotesis. Hasil analisis menunjukkan 5 hipotesis berpengaruh positif dan signifikan dan 1 hipotesis tidak berpengaruh. Brand personality berhasil mempengaruhi brand religiosity auras dan selanjutnya brand religiosity aura berpengaruh terhadap brand emosional attacment, brand emotional attacment terhadap brand loyalty dan WOM. Tetapi hubungan langsung brand personality tidak berpengaruh terhadap brand loyalty dan WOM. Marketer sebaiknya membuat kegiatan yang dapat meningkatkan produk pembiayaan sampai pada benak konsumen dan selalu memberikan komunikasi positif kepada calon konsumen baru.
Keywords: Brand Personality, Aura Of Religiosity Brand, Emotional Brand attachment, brand loyalty and Wouth of Mouth, Islamic Banks
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PENGARUH MARKETING MIX TERHADAP KEPUTUSAN PEMBELIAN DRONE DJI
PHANTOM 3 PRO DI YOGYAKARTA
Richardo F. Polii Ety Istriani
Email: [email protected] Universitas Kristen Duta Wacana
ABSTRACT
The aim of this study is to examined the effect of the variable component of product quality, price, promotion and place on purchase decisions of DJI Phantom 3 Pro in the city of Yogyakarta. There are 100 data that will be analyzed and the stated data are retrieved through purposive sampling technique . The hypothesis put forward in this research that are, product quality, price, promotion and place give positive influence on purchasing decisions.The data were tested by using the multiple linear regression tool. The results showed the independent variables that are product quality, price, promotion and place partially and simultaneously give positive and significant impact on purchasing decisions. The coefficient of determination (adjusted R square) was 0,739 which mean , product quality, price, promotion and place can explain purchasing decisions dependent as much as 73,9 % and the rest 26,1% were affected by other variables which were not mentioned in this research.
Keywords : Product quality,price, promotion, place, buying decision ABSTRAK
Tujuan dari penelitian ini adalah untuk menguji pengaruh komponen variabel kualitas produk, harga, promosi dan tempat pada keputusan pembelian DJI phantom 3 Pro di kota Yogyakarta. Data yang dianalisis berjumlah 100, pengambilan data dengan menggunakan teknik purposive sampling. . Hipotesis yang diajukan dalam penelitian ini yang, kualitas produk, harga, promosi dan tempat memberikan pengaruh positif terhadap keputusan pembelian.Data dianalisis dengan menggunakan alat regresi linier berganda. Hasil penelitian menunjukkan variabel independen kualitas produk, harga, promosi dan tempat, secara parsial dan simultan memberikan dampak positif dan signifikan terhadap keputusan pembelian. Koefisien determinasi (adjusted R square) adalah 0.739 yang berarti variabel kualitas produk, harga, promosi dan tempat . dapat menjelaskan keputusan pembelian sebesar 73,9% dan sisanya 26,1% dipengaruhi oleh variabel lain yang tidak disebutkan dalam penelitian ini.
Kata Kunci: Kualitas produk, harga, promosi, tempat, keputusan membeli
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