Okta Karneli, Okta
Unknown Affiliation

Published : 43 Documents
Articles

PENGARUH BRAND EQUITY DAN CUSTOMER EXPERIENCE TERHADAP CUSTOMER LOYALTY DI WAROENG STEAK AND SHAKE MELATI PEKANBARU Pasaribu, Yuly Meta Agustin; Karneli, Okta
Jurnal Online Mahasiswa (JOM) Bidang Ilmu Sosial dan Ilmu Politik Vol 5, No 1: WISUDA APRIL 2018
Publisher : Fakultas Ilmu Sosial dan Ilmu Politik Universitas Riau

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

Abstract

This study aims to determine the effect of Brand Equity and Customer Experience on Customer Loyalty in Waroeng Steak and Shake Melati Pekanbaru. Where two independent variables and one dependent variable, brand equity and customer experience as independent variable and customer loyalty act as dependent variable. The population in this research is consumers Waroeng Steak and Shake Melati Pekanbaru with sampling amounted to 100 people calculated by using Slovin formula. The sampling technique is done by purposive sampling. Collecting research data in the form of primary data by using questionnaires as research instruments, data analysis used is to use multiple linear regression analysis with the help of SPSS program. From the results of tests conducted show that brand equity and customer experience have a positive and significant impact on customer loyalty. Where the value of coefficient of determination (R2) shows that the variable brand equity and customer experience contribute to customer loyalty variable of 50.7% while the rest of 49.3% influenced by other variables not included in this study.Keywords: brand equity, customer experience, and customer loyalty.
PENGARUH CITRA MEREK DAN KUALITAS PRODUK TERHADAP MINAT BELI KONSUMEN SEPEDA MOTOR HONDA SCOOPY (SURVEI KONSUMEN PADA PT.CAPELLA DINAMIK NUSANTARA DURI) Lestari, Nilam Ayu; Karneli, Okta
Jurnal Online Mahasiswa (JOM) Bidang Ilmu Sosial dan Ilmu Politik Vol. 5: Edisi II Juli - Desember 2018
Publisher : Fakultas Ilmu Sosial dan Ilmu Politik Universitas Riau

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

Abstract

This study aims to determine the effect of Brand Image and Product Quality on consumer purchase intention of motorcyle honda Scoopy (Consumer Survey At PT.Capella Dinamika Nusantara Duri). The Brand Image as a variabel (X1), Product Quality as variabel (X2) and Consumer purchase intention as variabel (Y). This research was conducted at PT.Capella Dinamik Nusantara Duri, and took the number of respondents is 100 people. The data from the questiommaire id further processed using statitical analysis that is simple linier analysis, multiple linier analysis, determination analysis, and significance test with t test (partial), F (simultaneous) test. The results showed that the test results of the first test hypotesis that is brand image to consumer purchase intention is tcount (8,992) > t table (1,984) means brand image significant effect on consumer purchase intention. Both product quality of consumer purchase intention is tcount (8,798) > t table (1,984) meaning there is significant influence between product quality to consumer purcahse intention. F test result of brand image and product quality of consumer purchase intention are F arithmetic (73,464) > F table (3,090). This means that the brand image ad product quality simultaneously significantly influence consumer buying intention.Keywords : Brand Image, Product Quality, Consumer Purchase Intention.
PENGARUH PROMOSI, KUALITAS PRODUK DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN MOBIL MITSUBISHI PAJERO SPORT PADA PT. PEKAN PERKASA BERLIAN MOTOR BAGAN BATU ROKAN HILIR ", Jihambali; Karneli, Okta
Jurnal Online Mahasiswa (JOM) Bidang Ilmu Sosial dan Ilmu Politik Vol. 7: Edisi I Januari - Juni 2020
Publisher : Fakultas Ilmu Sosial dan Ilmu Politik Universitas Riau

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

Abstract

Penelitian ini dilakukan di PT. Pekan Perkasa Berlian Motor Bagan Batu Rokan Hilir yang berlokasi di Jalan Lintas Riau Sumatera KM.8 Bagan Batu Rokan Hilir. Tujuan dari penelitian ini adalah untuk mengetahui pengaruh pelaksanaan promosi, kualitas produk dan citra merek terhadap keputusan pembelian mobil Mitsubishi Pajero Sport pada PT. Pekan Perkasa Berlian Motor Bagan Batu. Dalam penelitian ini metode yanng digunakan adalah analisis deskriptif kuantitatif dengan program SPSS. Populasi dalam penelitian ini adalah pembeli di PT. Pekan Perkasa Berlian Motor Bagan Batu. Adapun jumlah sampel dalam penelitian ini dengan menggunakan metode sensus sebanyak 50 responden.Pengujian hipotesis menggunakan metode analisis linier sederhana dan analisis linier berganda dengan hasil menunjukkan bahwa pelaksanaan promosi, kualitas produk dan citra merek berpengaruh signifikan terhadap keputusan pembelian pada Mitsusbishi Pajero Sport pada PT. Pekan Perkasa Berlian Motor. Dengan perhitungan koefisien determinasi (R2) sederhana pelaksanaan promosi terhadap keputusan pembelian diperoleh R Square sebesar 0,476 atau 47,6%, kualitas produk 0,549 atau 54,9% dan citra merek terhadap keputusan pembelian diperoleh R Square sebesar 0,633 atau 63,3% dan perhitungan determinasi (R2) berganda pelaksanaan promosi, kualitas produk dan citra merek terhadap keputusan pembelian diperoleh R Square sebesar 0,644 atau 64,4%. Hal ini menunjukkan bahwa pelaksanaan promosi, kualitas produk dan citra merek memberikan pengaruh 64,4% terhadap keputusan pembelian Mitsubishi Pajero Sport pada PT. Pekan Perkasa Berlian Motor Bagan Batu, sedangkan sisanya 35,6% dipengaruhi oleh variabel lain yang tidak diteliti dalam penelitian ini. Kata Kunci : Promosi, Kualitas Produk, Citra Merek Keputusan Pembelian
PENGARUH KELOMPOK REFERENSI DAN PROMOSI PENJUALAN TERHADAP MINAT BELI KONSUMEN PADA AZWA PERFUME PEKANBARU Pratiwi, Sintia; Karneli, Okta
Jurnal Online Mahasiswa (JOM) Bidang Ilmu Sosial dan Ilmu Politik Vol. 6: Edisi II Juli - Desember 2019
Publisher : Fakultas Ilmu Sosial dan Ilmu Politik Universitas Riau

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

Abstract

Abstract            The research conducted at AZWA Perfume Pekanbaruwhere located in Jl. Teuku Umar No. 79, Rintis, Lima Puluh. The problem in this study is number of buyers has decreasing, percentage of target achievement has decreased.This study aims to determine the effect of reference group and slaes promotion on consumer buying interest at  AZWA Perfume Pekanbaru. In this study use quantitive descriptive with SPSS program. The population in this is are consumers at  AZWA Perfume Pekanbaru. The sampling technique chosen is slovin Formula with a sample 100 respondents. Hypothesis testing uses a simple linear analysis method and multiple analysis with result showing that reference groupand sales promotionhave a positive and significant effect on consumer buying interestat  AZWA Perfume Pekanbaru. With the calculation of the coefficient of determination (R2) reference groupon consumer buying interest the value of R square is 0,383 or 38,3% and sales promotionon consumer buying inerest the value of R square is 0,408 or 40,8% and coefficient of determination (R2) reference groupand sales promotion on consumer buying interest the value of R square is 0,480or 48,0%. This show that the reference groupand sales promotiongives an effect of  48% on consumer buying interestat AZWA Perfume Pekanbaru, while remaining 52%% is effected by other variables that are not examined in this study. Keyword: Reference Group, Sales Promotion And Consumer Buying Interest
PENGARUH BRAND IMAGE DAN COUNTRY OF ORIGIN TERHADAP MINAT BELI KONSUMEN PRODUK HANDPHONE MEREK ASUS (SURVEI KONSUMEN PADA PUSAT PENJUALAN ASIA PONSEL CENTER PEKANBARU) Suri, Atika; Karneli, Okta
Jurnal Online Mahasiswa (JOM) Bidang Ilmu Sosial dan Ilmu Politik Vol. 5: Edisi I Januari - Juni 2018
Publisher : Fakultas Ilmu Sosial dan Ilmu Politik Universitas Riau

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

Abstract

This study aims to determine the effect of Brand Image and Country Of Origin on consumer purchase Interest on Asus Handphone Products (Consumer Survey At Asia Ponsel Center Pekanbaru). The Brand image as a variable (X1), Country of origin as variable (X2) and Consumer purchase interest as variable (Y). Brand Image is one important part in the company because the attitude and actions of consumers against a company brand is determined by the brand image of the company. Country Of Origin is a person's view of a product from the country of origin of the product concerned.This research was conducted at Asia Ponsel Center Pekanbaru and took the number of respondents ie 100 people. The data from the questionnaire is further processed using statistical analysis that is simple linear analysis, multiple linear analysis, determination analysis, and significance test with t test (partial), F (simultaneous) test.The results showed that the test results of the first t test hypothesis that is brand image to consumer purchase interest is tcount (10,587) > ttabel (1,984) means brand image significant effect on consumer purchase interest. Both country of origin of consumer purchase interest is tcount (8,866) > ttable (1,984) meaning there is significant influence between brand image to consumer purchase interest. F test results of brand image and country of origin of consumer purchase interest are F arithmetic (86,479) > F table (3.090). This means that the brand image and country of origin simultaneously significantly influence consumer buying interest.Keywords: Brand Image, Country Of Origin, Consumer Purchase Interest
PENGARUH STORE ATMOSPHERE DAN STORE LOCATION TERHADAP KEPUASAN KONSUMEN (STUDI PADA KONSUMEN PRODUK TEXAS CHICKEN PLAZA CITRA PEKANBARU) ", Masrul; Karneli, Okta
Jurnal Online Mahasiswa (JOM) Bidang Ilmu Sosial dan Ilmu Politik Vol 4, No 2: WISUDA OKTOBER 2017
Publisher : Fakultas Ilmu Sosial dan Ilmu Politik Universitas Riau

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

Abstract

This study aims to determine how much influence the store atmosphere and store location on customer satisfaction. Samples in this study were taken as many as 100 respondents and techniques used Inccidental Sampling approach. The data in this study using survey method through questionnaires filled by consumers. Data were obtained by using multiple regression analysis. From the results of this study shows the variable Store Atmosphere has a positive and significant impact on Consumer Satisfaction at Texas Chicken Plaza Citra Pekanbaru. And Store Locatin variables have a positive and significant impact on Consumer Satisfaction at Texas Chicken Plaza Citra Pekanbaru. Then simultaneously Store Atmosphere and Store Locatin positive and significant influence on Consumer Satisfaction at Texas Chicken Plaza Citra Pekanbaru. For further research it is suggested to increase the number of respondents in the sample calculation.Keywords: Store Atmosphere, Store Location, and Consumer Satisfaction
PENGARUH CUSTOMER RELATIONSHIP MARKETING DAN BRAND TRUST TERHADAP CUSTOMER LOYALTY PADA PT. ASURANSI JIWASRAYA (PERSERO) CABANG PEKANBARU Pasaribu, Verawati; Karneli, Okta
Jurnal Online Mahasiswa (JOM) Bidang Ilmu Sosial dan Ilmu Politik Vol 4, No 2: WISUDA OKTOBER 2017
Publisher : Fakultas Ilmu Sosial dan Ilmu Politik Universitas Riau

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

Abstract

The development of business nowadays claim theirself to give the best and to do the improvement not only for the service but also their product. The dinamyc competition enable the business not to find the new customer, but to defend them for a loyal so that they don?t interest to the other business. One of the customer loyalty strategy is Customer Relationship Marketing and Brand Trust. This reserach analyzes the influence of Customer Relationship Marketing and Brand Trust to Customer Loyalty on PT. Asuransi Jiwasraya (Persero) branch Pekanbaru.This research use the questioner with Likert scale analized by validity, reliability,doubled linear regressionanalysis, determination coefficient, individual signification (t experiment),simultaneous (F experiment) with SPSS 20 application. There are 96 sample on this research where the calculation using Slovin formula.The trial show that customer relationship marketing and brand trust make the positive and significant influence to customer loyalty. Determination coefficient (R2) show that customer relationship marketing and brand trust variable influence 83% tocustomer loyalty variable, while the 17% influenced by the other variable that not include on this reserach.Keywords: Customer Relationship Marketing, Brand Trust, Customer Loyalty
PENGARUH DIVERSIFIKASI PRODUK DAN HARGA TERHADAP KEPUASAN PELANGGAN (STUDI PADA PELANGGAN KENTUCKY FRIED CHICKEN (KFC) METROPOLITAN CITY PEKANBARU) Wijaya, Yengki Eka; Karneli, Okta
Jurnal Online Mahasiswa (JOM) Bidang Ilmu Sosial dan Ilmu Politik Vol 4, No 2: WISUDA OKTOBER 2017
Publisher : Fakultas Ilmu Sosial dan Ilmu Politik Universitas Riau

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

Abstract

This research aims to find out how the influence of price and product diversification towards customer satisfaction. The sample in this research consist of 100 respondents and used Incidental Sampling technique. The data obtained in this study used the survey method through questionnaire that was filled by the consumer. Data obtained used multiple regression analysis. The results of this research showed that diversification of products and prices have an partial effect towards customer satisfaction at Kentucky Fried Chicken (KFC) Metropolitan City of Pekanbaru. Then simultaneously diversification of products and prices has a positive and significant influence towards customer satisfaction at Kentucky Fried Chicken (KFC) Metropolitan City of Pekanbaru. Keyword: Product Diversification, Price, Customer Satisfaction
PENGARUH CITRA PERUSAHAAN DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN KENTUCKY FRIED CHICKEN (STUDY PADA KENTUCKY FRIED CHICKEN METROPOLITAN CITY PEKANBARU) Rahmadini, Dian; Karneli, Okta
Jurnal Online Mahasiswa (JOM) Bidang Ilmu Sosial dan Ilmu Politik Vol. 7: Edisi I Januari - Juni 2020
Publisher : Fakultas Ilmu Sosial dan Ilmu Politik Universitas Riau

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

Abstract

This research was conducted at Kentucky Fried Chicken Metropoltan City Pekanbaru, located on Jalan Soebrantas Panam. The problem in this research is the decrease in the number of purchases, the percentage of achievement of the transaction target per year has decreased, and not achieving the target number of transactions per year, this is thought to be influenced by a decrease in consumer purchasing decisions. The purpose of this study was to determine the effect of company image and product quality on purchasing decisions on Kentucky Fried Chicken. In this research the method used is quantitative descriptive with SPSS program. The population in this study are consumers of Kentucky Fried Chicken. Samples were taken based on the method using the Slovin formula, amounting to 100 respondents. Hypothesis testing uses simple linear analysis and multiple linear analysis with the results showing that the company's image and product quality significantly influence Kentucky Fried Chicken's purchasing decisions. With the calculation of the coefficient of determination (R2) simple company image of the purchase decision obtained an R square value of 0.560 or 56% and product quality on the purchase decision obtained an R square value of 0.687 or 68.7%. Calculation of multiple determinations of company image and product quality on purchasing decisions obtained an R value of 0.731. This shows that the percentage contribution of the influence of corporate image variables and product quality on purchasing decisions by 73.1% while the remaining percentage of 26.9% is influenced by other variables not included in this research variable. Keywords: Company Image, Product Quality, Purchasing Decisions  
PENGARUH CITRA MEREK DAN KUALITAS PRODUK TERHADADP KEPUASAN KONSUMEN PADA WAROENG STEAK & SHAKE MELATI PEKANBARU Rismawati S, Asina; Karneli, Okta
Jurnal Online Mahasiswa (JOM) Bidang Ilmu Sosial dan Ilmu Politik Vol 5, No 1: WISUDA APRIL 2018
Publisher : Fakultas Ilmu Sosial dan Ilmu Politik Universitas Riau

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

Abstract

This research was conducted at Waroeng Steak & Shake Melati Pekanbaru. The problem in this research is declined the number of transactions and declined number of sales within the last 5 years. This study aims to determine the effect of brand image and product quality on customer satisfaction at Waroeng Steak & Shake Melati Pekanbaru. In this research data analysis used descriptive and quantitative with SPSS program. The sample in this research totalled 100 respondents, with sampling method using a purposive sampling. Data collection techniques used are primary and secondary data through observation, interview, and questionnaire. Methods of data analysis used a simple linear regression analysis method and multiple linear regression From the results of tests conducted indicate that the brand image and product quality have a positive and significant impact on customer satisfaction in Waroeng Steak & Shake Melati Pekanbaru. Keywords: Brand Image, Product Quality and Consumer Satisfaction.