Harry Soesanto
Jurusan Manajemen Fakultas Ekonomika dan Bisnis Universitas Diponegoro

Published : 55 Documents
Articles

INVESTIGASI PENGAMBILAN KEPUTUSAN GEN Y (SECOND GENERATION EXISTING PRIORITY MEMBERS) UNTUK MENJADI NASABAH PRIORITAS BCA DI PEKALONGAN (SEBUAH STUDI FENOMENOLOGI) Christianto, Andreas Andy; Soesanto, Harry
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 18, No 3 (2019): Desember
Publisher : Master of Management Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jspi.v18i3.202-211

Abstract

Gen Y, which is often referred to as Generation Millennials, will soon dominate the composition of the world of work and business in Indonesia. This millennial generation has a significant difference with previous generations, especially about what influences are the basis of their purchasing decisions. The researcher specifically examined how this millennial generation decided to join as a BCA Priority customer, what factors influenced their decision. The researcher used the Qualitative research method with a phenomenological narrative approach. The reason for choosing this method is so that researchers can interact directly with the speakers, dig deeper so that they get a more comprehensive picture of them. There were 8 speakers in this study which were divided into 4 groups, namely 1. Parents and Children of Priority customers, 2. Parents of Priority customers, Children not Priority customers, 3. Parents not BCA customers, Priority customer Children,4. Parents and Children are not Priority customers, but are included in the Priority criteria.            The results of this study indicate that millennial generation purchasing decisions are influenced by many factors that can be grouped into 2 things: factors that have been experienced, felt and fulfilled their needs, namely ease of transactions, privileges, special prices, business networks, and pride and other factors that are expectations what they want when they become priority customers, namely financial solutions and increasing their knowledge.            The new finding in this study was that parents' factors turned out to play a very important role for Gen Y especially the second generation of priority customers to decide to become BCA Prioritas customers.
PENGARUH ATMOSFER KAFE, DAYA TARIK PROMOSI, DAN VARIASI PRODUK TERHADAP KEPUTUSAN PEMBELIAN DENGAN CITRA MEREK SEBAGAI VARIABEL INTERVENING (STUDI PADA KAFE BLACKBONE COFFEE BANYUMANIK, SEMARANG) Lestari, Yessi; Soesanto, Harry
Diponegoro Journal of Management Volume 6, Nomor 4, Tahun 2017
Publisher : Faculty of Economics and Business Diponegoro University

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Abstract

Food business is one of the favorite business in Semarang, especially café. It?s proven with the rising of the growth number by 2010 to 2016 in Semarang area. One of the favorite café is Blackbone Coffee, located in Banyumanik. The tight competition in this business become one of the factor of decreasing selling in Blackbone Coffee. Therefore creative ideas are needed to hold the business on.The  goal  of  this  study  is  to  explain  the  influence  of  the  café?s  atmosphere, promotion appeal, and product?s variety to the purchase decision, where the brand image is used as the intervening variable between the café?s atmosphere, promotion appeal, and product?s variety of the purchase decision in the Blackbone café. Those factors have the biggest impact in the purchase decision by the customers. Sample were collected from 100 respondents. Respondents' answers were analyzed by Multiple Linear Regression using SPSS program.The result show that café?s atmosphere, promotion appeal, and product variety has positive and significant impact on brand image variable. 0,383 for café atmosphere, 0,161 for promotion appeal, and 0,459 for product variety. Brand image as the intervening variable has positive and significant impact on purchase decision variable with 0,443.
PENGARUH RENDAHNYA TINGKAT KEPUASAN KONSUMEN, HARGA, DAN CELEBRITY ENDORSER TERHADAP KEPUTUSAN PERPINDAHAN MEREK PONSEL SONY ERICSSON KE PONSEL CHINA (STUDI PADA SISWA SISWI SMA IBU KARTINI KOTA SEMARANG) Akbar Wibawanto, Rindiet; Soesanto, Harry
Diponegoro Journal of Management Volume 1, Nomor 4, Tahun 2012
Publisher : Faculty of Economics and Business Diponegoro University

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Abstract

In the development of business area, recently has peeped out a symptom, where companies supplied many variances of product at the same industry. The competitiveness of products between producers might lead to customer?s brand switching. One of the way to maintain the current customers is by improving the customer?s satisfaction. At this time there are many cheaper products but having competitive design and facilities. Promotion through advertisement or other media by using celebrity endorser can also become fascination point to influence the customers in brand switching, through image, their appearance, words, etc. The purpose of this study to analyze the effect of low levels of customer satisfaction, pricing, and celebrity endorser of the brand switching decisionsThe method of data collection used a questionnaire with the sampling technique used purposive sampling technique. The method of analysis used in this study were multiple linear regression analysis, using SPSS program. The analysis showed low levels of consumer satisfaction has a positive effect on brand switching decision. The price of making a positive influence on brand switching. Celebrity endorser positive effect on brand switching. These results indicate that the company should be able to create products consumers desire compliance, lower prices than competitors, and the selection of right brand ambassador because of the low levels of customer satisfaction, pricing and celebrity endorser brand shown to affect migration decisions.
ANALISIS PENGARUH KUALITAS PRODUK DAN WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN DENGAN BRAND IMAGE SEBAGAI VARIABEL INTERVENING (STUDI PADA PENGGUNA FLADEO LADIES DI JAKARTA) Nababan, Jelita Safitri; Soesanto, Harry
Diponegoro Journal of Management Volume 8, Nomor 4, Tahun 2019
Publisher : Faculty of Economics and Business Diponegoro University

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Abstract

Nowadays, the development of shoe industry has been very rapid and many shoes brands that have been offered both domestically and abroad, one of which is brand Fladeo. With the many choices offered, consumers are also increasingly critical in making purchasing decisions. In this case there are several factors that can influence consumer purchasing decisions such as product quality and word of mouth. The purpose of this research is to analyse the influence of product quality and word of mouth againts the purchasing decision of Fladeo and brand image as an intervening variable.The population in this research is female consumers in the city of Jakarta and there are 130 respondents as the sample research. Sampling in this research using non-probability sampling methods and purposive sampling techniques. This research using Structural Equation Modeling (SEM) analysis technique which is estimated with AMOS 22.0.The results of this research shows that product quality and word of mouth has a positive and significant effect againts brand image and purchasing decisions, then the brand image has a positive effect againts purchasing decisions.
PENGARUH GAYA HIDUP, KUALITAS PRODUK, DAYA TARIK PROMOSI TERHADAP KEPUTUSAN PEMBELIAN TISU TESSA MELALUI CITRA MEREK (STUDI PADA MAHASISWA S1 FAKULTAS EKONOMI DAN BISNIS UNIVERSITAS DIPONEGORO) Pratidina, Nissa Gin Ajeng; Soesanto, Harry
Diponegoro Journal of Management Volume 7, Nomor 3, Tahun 2018
Publisher : Faculty of Economics and Business Diponegoro University

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Abstract

               The modernization of the lifestyle of a practical and fast-paced society, tissue is now a must-have or carry when traveling. The high competition of tissue production does not make PT Graha Kerindo Utama as Tessa producer afraid to produce environmentally friendly tissue. Although retail stores are now rampant circulating in Indonesia can be a threat and challenge because they are able to produce tissues with a cheaper price. This allows Tessa's tissue is no longer a top priority in consumer purchases.                The purpose of this study was to analyze the influence of lifestyle, product quality, promotion to purchasing decisions through brand image. This study uses five variables those are lifestyle, product quality, promotion, brand image, and purchase decision.The study testing the hypothesis using the data as much as 102 respondents. Analytical techniques used in this study using software program SmartPLS version 2.0. This study was conducted to consumers who have used Tessa tissue, where the respondents are university student of bachelor Faculty of Economics and Business. The number of samples in this study were 102 respondents. Data collection method is done through questionnaire. sampling technique in this research is purposive sampling. This research uses Structural Equation Model (SEM) analysis technique, which is estimated using SmartPLS 2.0 program.            The results of this studied indicate that lifestyle have positive and significant effect on brand image, product quality have positive and significant effect to brand image, attractiveness of promotion have positive and significant effect to brand image, brand image have positive and significant influence on purchasing decision, and significant to the purchase decision. While the attractiveness of promotion has a positive but not significant effect on purchasing decisions.
ANALISIS PENGARUH LIFESTYLE, KUALITAS PELAYANAN DAN PERCEIVED VALUE TERHADAP CUSTOMER VALUE UNTUK MENINGKATKAN MINAT BELI KONSUMEN PADA APARTEMEN DI SEMARANG (STUDI PADA MG.SUITES APARTEMEN, STAR APARTEMEN DAN THE PARAMA GRAHA APARTEMEN DI KOTA SEMARANG ) Aria Dewi, Astarina; Soesanto, Harry
Diponegoro Journal of Management Volume 4, Nomor 2, Tahun 2015
Publisher : Faculty of Economics and Business Diponegoro University

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Abstract

The problem in this research is still a lot of people of semarang and outside of semarang choose to buy a house than with the apartment .This research aims to test the power of lifestyle quality of services and perceived value to customer value to improve consumer purchasing interest in an apartment in semarang (study in the mg.suites apartment , apartment star and parama graha apartment). This study using three independent variable is lifestyle , the quality of services and perceived value , variable interest then buy the consumer as an independent variable variable variable customer value as of intervening.A method of this research technique using probability sample that is random sampling and clusters of sampling to sample as many as 121 of respondents in the middle class and over who had bought an apartment in semarang .A method of data analyst using a technique double regression analysis , the analysis includes: test the validity of , a test of reliability , test the assumption of the classics , linear regression test doublet test , test f , test the coefficients determined and test sobel.The results show significant  and positive effect lifestyle to customer value, significant and positive effect service quality to customer value, significant and positive effect perceived value to customer value, and then significant and positive effect customer value to purchase intention.
ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI EKUITAS MEREK UNTUK MENINGKATKAN MINAT BELI ULANG (STUDI KASUS PADA KEDAI KOPI DÔME DI SURABAYA) Setyaningsih, Rahmawati; Mangunwihardjo, Suyudi; Soesanto, Harry
JURNAL STUDI MANAJEMEN ORGANISASI Vol 4, No 2 (2007)
Publisher : Faculty of Economics and Business Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (428.229 KB) | DOI: 10.14710/jsmo.v4i2.4247

Abstract

ABSTRACT Managing brand equity has become a major issue for the marketers and marketing researches for a several decades. In service industry, such as hospitality, company can encourage customer repatronage intention through high brand equity it has. The problem of this research is how to improve brand equity that affects repatronage intention. The reseacher has developed a model and four hypotheses that have been proposed in this research. The sampling technique used is purposive method. Sample  used in this research is 120 respondents in which the visitors of DOME coffee shops at Surabaya. The data analysis that is used in this research is Structural Equation Modelling (SEM) in AMOS 7.0 program. The result of SEM analysis has fullfiled the Goodness of Fit Index Criteria which are: chi square = 129,585; probability = 0,123; GFI = 0,887; AGFI = 0,846; CFI = 0,976; TLI = 0,971; RMSEA = 0,036 and CMIN/DF = 1,140. It has been discovered that there is only three out of four hypotheses are accepted. Here are the result of those four hypotheses: 1. Country of origin perception has positive and significant effect on brand equity, 2. Sales promotion has positive and significant effect on brand equity, 3. Physical environment does not have any effect on brand equity, and 4. Brand equity has positive and significant effect on   repatronage intention. Keywords :   Country of origin perception; sales promotion; physical environment; brand equity; repatronage intention; coffee shops
PENGARUH CELEBRITY ENDORSER DAN WORD OF MOUTH TERHADAP MINAT UNTUK BERPINDAH MEREK (BRAND SWITCHING) DENGAN PERCEIVED VALUE SEBAGAI MEDIASI (STUDI PADA KONSUMEN PRODUK KOSMETIK WARDAH) Riani, Devi; Soesanto, Harry
Diponegoro Journal of Management Volume 4, Nomor 2, Tahun 2015
Publisher : Faculty of Economics and Business Diponegoro University

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Abstract

Competition in business area which more competitive provides opportunities for consumers to be more flexible for choosing products that are needed or wanted. It does provoke a phenomenon that is increasing and variance of products offered by the company, it?s cause consumers are vulnerable to do brand switching. Because of that, companies need to know how to retain existing customers not to move to the competitor brand. One of the way is to create value (perceived value).The purpose of this study is to analyze the effect of celebrity endorser and word of mouth to perceived value, the effect of perceived value to brand switching, and the effect of celebrity endorser to brand switching. This study is conducted to consumers who have taken certain cosmetics and move to Wardah. The samples in this study were 135 respondents. The method of data collected through questionnaires. The sampling method in this study is a non-probability sampling with purposive sampling technique. This study uses analytical techniques of Structural Equation Model, which is estimated by AMOS 21.0.The Result show that the celebrity endorser has a positive and significant effect on perceived value, word of mouth has a positive and significant effect on perceived value, perceived value has a positive and significant effect on brand switching, but celebrity endorser does not significantly effect on brand switching.
ANALISIS PENGARUH PERSEPSI KEMUDAHAN PENGGUNAAN DAN PERSEPSI MANFAAT TERHADAP MINAT BELI DENGAN KEPERCAYAAN SEBAGAI VARIABEL INTERVENING (STUDI PADA PENGUNJUNG TOKO ONLINE BERRYBENKA.COM DI KALANGAN MAHASISWA UNIVERSITAS DIPONEGORO) Faradila, Rr. Selli Nisrina; Soesanto, Harry
JURNAL STUDI MANAJEMEN ORGANISASI Vol 13, No 2 (2016)
Publisher : Faculty of Economics and Business Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (145.563 KB) | DOI: 10.14710/jsmo.v13i2.13406

Abstract

This study aimed to analyze the influence of perceived ease of use and perceivedusefulness on purchase intention using trust as mediator study case on online storeberrybenka.com. This study used two independent variables that are perceived ease ofuse and perceived usefulness, purchase intention variable as a dependent variable andtrust variable as an intervening variable. Simple random sampling method is used for thisresearch. Sample were collected from 150 respondents who ever had usedberrybenka.com website. Multiple regression analysis is used for this study. The resultsshowed that perceived ease of use have positive and significant effect on trust, perceivedusefulness have positive and significant effect on trust and perceived ease of use,perceived usefulness, and trust have positive and significant effect on purchase intention.Keywords : Perceived Ease of Use, Perceived Usefulness, Trust, Purchase Intention
PENGARUH KUALITAS PRODUK, KUALITAS LAYANAN, DAN PERSEPSI HARGA TERHADAP NILAI PELANGGAN DALAM MENINGKATKAN MINAT BELI (STUDI PADA KONSUMEN PRODUK BATU POTONG BESI 4 INCH MEREK WD DI JAWA TENGAH) Kurniawan, Hendy; Soesanto, Harry; Yuniawan, Ahyar
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 15, No 01 (2016): Mei
Publisher : Master of Management Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (498.214 KB) | DOI: 10.14710/jspi.v15i01.46 - 61

Abstract

Technological development in the world makes the competition tighter in the metal cutting industry. With the increasing number of brand choice of 4 inch Metal cutting disc product, it increases the number of choices for people to buy a metal cutting disc at a cheaper price and better quality. The 4 inch WD metal cutting disc product is able to lead the market in Indonesia with the right marketing strategy, so it can increase the customer purchase intention continuously. The purpose of this research is to analyze the influence of product quality, service quality and perceived price on customer value in increasing purchase intention of the 4 inch WD metal cutting disc product.The object of this research is a purchase decision maker of the 4 inch WD metal cutting disc product in Central Java, especially in the town of Magelang, Kudus and Purwodadi. The research uses a proportional random sampling technique with 155 respondents. A conceptual model is developed for this research with four hypotheses, which will be analyzed by using Structural Equation Modeling (SEM) by AMOS 23 Software.The result of SEM analysis for the full model meets the criteria of goodness of fit. So, it could be said that the model is properly used. The result of this research shows that perceived value will increase by increasing product quality, service quality, and perceived price. Furthermore, increased perceived value will increase purchase intention of the 4 inch WD metal cutting disc product.