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Pengaruh Kualitas Produk, Harga dan Inovasi Produk Terhadap Keputusan Pembelian Lipstik VIVA Yang di Mediasi Oleh Brand Image: Studi Kasus Mahasiswi Perguruan Tinggi di Kota Semarang
Adinda Meilanny Putri
; Rauly Sijabat
; Henry Casandra Gultom
Jurnal Manajemen Kewirausahaan dan Teknologi
Vol 2
, No 3
(2025)
This study aims to analyze the influence of product quality, price, and product innovation on purchasing decisions for Viva lipstick, with brand image as a mediating variable, among female university students in Semarang. The research employed a quantitative approach with a survey method, using purposive sampling of 100 female students who use Viva lipstick. Data were collected through a structured questionnaire and analyzed using Structural Equation Modeling (SEM) to examine both direct and ind...
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Pengaruh Brand Awareness Dan Inovasi Produk terhadap Keputusan Pembelian melalui Minat Beli sebagai Variabel Mediasi : (Studi Kasus Kedai Kopi KULO)
Kevin Kristianto
; Noventia Karina Putri
; Henry Casandra Gultom
Akuntansi dan Ekonomi Pajak: Perspektif Global
Vol 2
, No 3
(2025)
This study aims to analyze the influence of brand awareness and product innovation on purchase decisions, with purchase intention as a mediating variable, among consumers of Kedai Kopi KULO. The research is motivated by the declining Top Brand Index of Kedai Kopi KULO over the past five years, indicating a potential drop in purchase decisions due to weak brand awareness and limited product innovation. A quantitative approach was used, employing Partial Least Square Structural Equation Modeling (...
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Pemanfaatan Media Sosial dalam Pemasaran Digital
Heri Prabowo
; Sutrisno Sutrisno
; Henry Casandra Gultom
; Puji Lestari
Ekspresi : Publikasi Kegiatan Pengabdian Indonesia
Vol 2
, No 1
(2025)
Micro, Small and Medium Enterprises (MSMEs) have a very important role in the Indonesian economy. Among its important roles is being able to absorb labor and encourage economic growth. The development of social media in Indonesia has shown very rapid growth in recent years. Due to the important role of MSMEs and the rapid development of social media, MSME players feel the need to utilize social media for digital marketing activities. Activities are carried out by providing understanding and trai...
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Analisis Pengaruh Promosi dan Kualitas Layanan Terhadap Loyalitas Melalui Kepuasan Pelanggan Aplikasi Grab Pada Masyarakat di Kota Semarang
Adika Rahmanto
; Heri Prabowo
; Henry Casandra Gultom
Jurnal Manajemen Kreatif dan Inovasi
Vol 2
, No 2
(2024)
The very rapid development of information and communication technology has brought major changes in various aspects of life, one of which is transportation. In today's digital era, things are made easier for people by the existence of various online transportation services, one of which is Grab. Grab is one of the largest online transportation services in Indonesia, and Grab is very widespread, one of which is in the city of Semarang. Grab offers various transportation services, such as cars, mo...
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MEMBANGUN CITRA MERK YANG POSITIF PADA WISATA BUKIT TEGAL SANTUN
Sugiyanto Sugiyanto
; Heri Prabowo
; Henry Casandra Gultom
; Bayu Kurniawan
Nusantara: Jurnal Pengabdian kepada Masyarakat
Vol 2
, No 3
(2022)
This community service is carried out to introduce the brand that has been owned by Bukit Tegal Santun to the wider community. This PKM service activity uses a participatory community empowerment approach or Participatory Rural Appraisal (PRA), which is an in-process approach method. From the activities that have been carried out, the activity participants, namely the managers of Bukit Tegal Santun understand the importance of a brand, namely that a brand is able to distinguish the types of serv...
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