Repository Universitas Pakuan

Detail Karya Ilmiah Dosen

Santi Piramita, Sufrin Hannan, Jan Horas Vervady Purba

Judul : PENGARUH SOCIAL MEDIA MARKETING DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN KPR NON SUBSIDI DENGAN MEDIASI PERSEPSI MEREK (STUDI PADA BANK XYZ)

Abstrak :
The purpose of this research is how to social media marketing and service quality to impact non-subsidized mortgage purchasing decisions, with brand perception as a mediating variable. The model in this research was designed using hierarchical components with a reflective-reflective measurement model consisting of four variables (social media marketing, service quality, brand perception and purchase decisions) and sixteen dimention (entertainment, informative, interactive, tangible, reliable, responsiveness, assurance, empathy, brand experience, brand affective, brand trust, recognition of needs, information search, evaluation of alternatives, purchase decisions and post-purchasing behavior). Data analysis in this research was using the Partial Least Square Structural Equation Modeling (PLS-SEM) method. The results revealed that social media marketing factors and service quality have a positive and significant effect on brand perception. In addition, social media marketing factors and brand perceptions were found to have a positive and significant effect on purchasing decisions and service quality factors which had an insignificant effect. The mediating role of brand perception was found to have a partial mediating effect on the relationship between social media marketing and purchasing decisions, while the relationship between service quality was found to be fully mediated.

Keywords: purchase decision, service quality, brand perception, social media marketing, non subsidized mortgage

Tahun : 2021 Media Publikasi : jurnal nasional terakreditasi A

Kategori : Jurnal No/Vol/Tahun : 2 / 7 / 2021

ISSN/ISBN : 2528-5149/EISSN: 2460-7819

PTN/S : Universitas Pakuan Program Studi : MANAJEMEN

Bibliography :
Alamgir M, Shamsuddoha M. 2003. Service quality dimension: a conceptual analysis. The Chittagong University Journal of Business Administration 19:1-11.

Andriani R, Putra WBTS. 2019. The intersection of marketing and human resources dicipline: employer brand equity as a mediator in recruitment process. International Journal of Innovative Science and Research Technology (4): 465-475.

Ardiyanto A. 2010. Pengaruh Persepsi Merek dan Aktivitas terhadap Keputusan Pembelian. [Skripsi]. Surakarta: FISIP Universitas Sebelas Maret Surakarta.

Aslam W, Ham M, Farhat K.2018. Influencing factors of brand perception on consumers repurchase intention: an examination of online apparel shopping. Journal of Contemporary Management Issue Management 23 (2):87-101.

Brady, Michael, Cronin Jr J. 2001. Some new thoughtson conceptualizing perceived service quality: a hierarchical approach. Journal of Marketing - J MARKETING 65:34-49.

Christodoulides G, De Chernatony L, Furrer O, Shiu E, Abimbola T. 2006. Conceptualizing and measuring the equity of online brands. Journal of Marketing Management 22:799–825.

Chin WW. 1998. The Partial Least Square Approach For Structural Equation Modelling. In G.A. Marcoulides (Ed), Modern Methodes For Business Research. London: Lawrence Erlbaum Associates.

Chin WW. 2010b. How to write up and report PLS analysis. In V.E. Vinzi. W.W. Chin, J. Henseler & H.Wang (Eds), Handbook of partial least square: Concept, methodes and application in marketing and related fields.

Ena MY, Nyoko AEL, Ndoen WM. 2019. Pengaruh persepsi harga, kualitas pelayanan, lokasi dan word of mouth terhadap keputusan pembelian di Chezz Cafenet. Journal of Management (SME’s) 10(3): 299-310

Essays UK. 2018. An Investigation into the Impact of Social media on Brand Perception. Retrieved from https://www.ukdiss.com/examples/social-media-brand-perception.php?vref=1

Ghozali I, Latan H. 2015. Partial Least Square Konsep Teknik dan Aplikasi Menggunakan Program SmartPLS 3.0 (edisi kedua). Semarang: Badan Penerbit Universitas Diponegoro.

Hair JF, Ringle CM, Sarstedt M. 2011. PLS-SEM: indeed a silver bullet Journal of Marketing Theory and Practice 19(2): 139–151.

Hair JF, Sarstedt M, Ringle CM, Mena JA. 2012. An Assesment of theuse of partial least square structural equation modelling in marketing research. Journal of the Academy of Marketing Science 40 (1): 414-433.

Hair JF, Sarstedt M, Hopkins L, Kuppelwieser VG. 2014. Partial least squares structural equation modeling (PLS-SEM): An emerging tool in business research. European Business Review 26(2): 106–121 http://doi.org/10.1108/EBR-10-2013-0128

Hardey M. 2011. Generations content creations, connections, and choice. International Journal of Market Research 53 (6): 749-770.

Helal G, Ozuem W, Lancaster G. 2018. Social media brand perceptions of millennials. International Journal of Retail & Distribution Management 46 (10):977-998.

Hossain M, Leo S. 2009. Customer perception on service quality in retail banking in middle east: the case of Qatar. International Journal of Islamic and Middle Eastern Finance and Management 2 (4): 338-350.

Hudson S, Huang L, Roth, Madden T. 2014. The influence of social media interactions on consumer–brand relationships: A three-country study of brand perceptions and marketing behaviors. International Journal of Research in Marketing 33(1):27-41.

Katiyar V, Saini G K. 2015. Impact of organizational social media activities on employer brand equity and prospective applicants intentions to apply NMIMS Management Review XXVIII:11–31.

Kim A, Ko E. 2012. Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business Research 65:1480-1486.

Kotler P, Keller KL. 2009. Manajemen Pemasaran Jilid 1. Edisi 13. Jakarta: Erlangga.

Mileva L, Fauzi D H. 2018. Pengaruh social media marketing terhadap keputusan pembelian. Jurnal Administrasi Bisnis (JAB) 58(1):190-199. Nugroho RR. 2015. Pengaruh Persepsi Merek dan Kualitas Produk terhadap Keputusan Pembelian Smartphone [Skripsi]. Surabaya: Fakultas Ekonomi dan Bisnis Universitas Brawijaya.

Nurwulan E, Suharno, Nitaprilla N. 2015. Aplikasi partial least square dalam pengujian implikasi jaringan kerjasama dan inovasi usaha mikro kecil pengolahan kedelai. Informatika Pertanian 24(2): 205 – 214.

Ramsunder M. 2011. The Impact of Social Media Marketing on Purchase Decision in Tyre Industry [Tesis]. Faculty of Business and Economic Sciences At the Nelson Mandela Metropolitan University Business School.

Ratnasari F. 2014. Analisis faktor-faktor yang mempengaruhi keputusan nasabah dalam mengambil kredit [Skripsi]. Surakarta: Fakultas Ekonomi dan Bisnis Universitas Muhamadiyah Surakarta.

Rismayadi B, Isyanto P, Noviani AD.2011. Analisis persepsi merek terhadap perilaku konsumen produk indosat. Solusi 9(19): 53-65.

Sadeghi H, Khazaei F, Yari, Sheidaei S. 2011. Effect of seed osmopriming on seed germination behavior and vigor of soybean (Glycine max L.). ARPN Journal of Agricultural and Biological Science 6(1): 39-43.

Tarabieh SMZA. 2017. The synergetic impact of social media and traditional media on purchase decision: the mediating role of brand loyalty. International Review of Management and Marketing 7(5): 51-62.

Wahyuni DU. 2008. Pengaruh motivasi, persepsi dan sikap konsumen terhadap keputusan pembelian sepeda motor merek “Honda” di Kawasan Surabaya Barat. Jurnal Manajemen Dan Kewirausahaan 10(1): 30-37.

Wibisono O, Deborah W. 2017. Analisa pengaruh kualitas produk dan kualitas layanan terhadap kepuasan pelanggan dan loyalitas pelanggan di Pisa Kafe Surabaya. Jurnal Hospitality dan Manajemen Jasa 5(1): 60-70.

URL : https://journal.ipb.ac.id/index.php/jabm/article/view/32953/21763

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Detail Karya Ilmiah Dosen

Santi Piramita, Sufrin Hannan, Jan Horas Vervady Purba

Judul	:	PENGARUH SOCIAL MEDIA MARKETING DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN KPR NON SUBSIDI DENGAN MEDIASI PERSEPSI MEREK (STUDI PADA BANK XYZ)
Abstrak	:	The purpose of this research is how to social media marketing and service quality to impact non-subsidized mortgage purchasing decisions, with brand perception as a mediating variable. The model in this research was designed using hierarchical components with a reflective-reflective measurement model consisting of four variables (social media marketing, service quality, brand perception and purchase decisions) and sixteen dimention (entertainment, informative, interactive, tangible, reliable, responsiveness, assurance, empathy, brand experience, brand affective, brand trust, recognition of needs, information search, evaluation of alternatives, purchase decisions and post-purchasing behavior). Data analysis in this research was using the Partial Least Square Structural Equation Modeling (PLS-SEM) method. The results revealed that social media marketing factors and service quality have a positive and significant effect on brand perception. In addition, social media marketing factors and brand perceptions were found to have a positive and significant effect on purchasing decisions and service quality factors which had an insignificant effect. The mediating role of brand perception was found to have a partial mediating effect on the relationship between social media marketing and purchasing decisions, while the relationship between service quality was found to be fully mediated. Keywords: purchase decision, service quality, brand perception, social media marketing, non subsidized mortgage
Tahun	:	2021	Media Publikasi	:	jurnal nasional terakreditasi A
Kategori	:	Jurnal	No/Vol/Tahun	:	2 / 7 / 2021
ISSN/ISBN	:	2528-5149/EISSN: 2460-7819
PTN/S	:	Universitas Pakuan	Program Studi	:	MANAJEMEN
Bibliography	:	Alamgir M, Shamsuddoha M. 2003. Service quality dimension: a conceptual analysis. The Chittagong University Journal of Business Administration 19:1-11. Andriani R, Putra WBTS. 2019. The intersection of marketing and human resources dicipline: employer brand equity as a mediator in recruitment process. International Journal of Innovative Science and Research Technology (4): 465-475. Ardiyanto A. 2010. Pengaruh Persepsi Merek dan Aktivitas terhadap Keputusan Pembelian. [Skripsi]. Surakarta: FISIP Universitas Sebelas Maret Surakarta. Aslam W, Ham M, Farhat K.2018. Influencing factors of brand perception on consumers repurchase intention: an examination of online apparel shopping. Journal of Contemporary Management Issue Management 23 (2):87-101. Brady, Michael, Cronin Jr J. 2001. Some new thoughtson conceptualizing perceived service quality: a hierarchical approach. Journal of Marketing - J MARKETING 65:34-49. Christodoulides G, De Chernatony L, Furrer O, Shiu E, Abimbola T. 2006. Conceptualizing and measuring the equity of online brands. Journal of Marketing Management 22:799–825. Chin WW. 1998. The Partial Least Square Approach For Structural Equation Modelling. In G.A. Marcoulides (Ed), Modern Methodes For Business Research. London: Lawrence Erlbaum Associates. Chin WW. 2010b. How to write up and report PLS analysis. In V.E. Vinzi. W.W. Chin, J. Henseler & H.Wang (Eds), Handbook of partial least square: Concept, methodes and application in marketing and related fields. Ena MY, Nyoko AEL, Ndoen WM. 2019. Pengaruh persepsi harga, kualitas pelayanan, lokasi dan word of mouth terhadap keputusan pembelian di Chezz Cafenet. Journal of Management (SME’s) 10(3): 299-310 Essays UK. 2018. An Investigation into the Impact of Social media on Brand Perception. Retrieved from https://www.ukdiss.com/examples/social-media-brand-perception.php?vref=1 Ghozali I, Latan H. 2015. Partial Least Square Konsep Teknik dan Aplikasi Menggunakan Program SmartPLS 3.0 (edisi kedua). Semarang: Badan Penerbit Universitas Diponegoro. Hair JF, Ringle CM, Sarstedt M. 2011. PLS-SEM: indeed a silver bullet Journal of Marketing Theory and Practice 19(2): 139–151. Hair JF, Sarstedt M, Ringle CM, Mena JA. 2012. An Assesment of theuse of partial least square structural equation modelling in marketing research. Journal of the Academy of Marketing Science 40 (1): 414-433. Hair JF, Sarstedt M, Hopkins L, Kuppelwieser VG. 2014. Partial least squares structural equation modeling (PLS-SEM): An emerging tool in business research. European Business Review 26(2): 106–121 http://doi.org/10.1108/EBR-10-2013-0128 Hardey M. 2011. Generations content creations, connections, and choice. International Journal of Market Research 53 (6): 749-770. Helal G, Ozuem W, Lancaster G. 2018. Social media brand perceptions of millennials. International Journal of Retail & Distribution Management 46 (10):977-998. Hossain M, Leo S. 2009. Customer perception on service quality in retail banking in middle east: the case of Qatar. International Journal of Islamic and Middle Eastern Finance and Management 2 (4): 338-350. Hudson S, Huang L, Roth, Madden T. 2014. The influence of social media interactions on consumer–brand relationships: A three-country study of brand perceptions and marketing behaviors. International Journal of Research in Marketing 33(1):27-41. Katiyar V, Saini G K. 2015. Impact of organizational social media activities on employer brand equity and prospective applicants intentions to apply NMIMS Management Review XXVIII:11–31. Kim A, Ko E. 2012. Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business Research 65:1480-1486. Kotler P, Keller KL. 2009. Manajemen Pemasaran Jilid 1. Edisi 13. Jakarta: Erlangga. Mileva L, Fauzi D H. 2018. Pengaruh social media marketing terhadap keputusan pembelian. Jurnal Administrasi Bisnis (JAB) 58(1):190-199. Nugroho RR. 2015. Pengaruh Persepsi Merek dan Kualitas Produk terhadap Keputusan Pembelian Smartphone [Skripsi]. Surabaya: Fakultas Ekonomi dan Bisnis Universitas Brawijaya. Nurwulan E, Suharno, Nitaprilla N. 2015. Aplikasi partial least square dalam pengujian implikasi jaringan kerjasama dan inovasi usaha mikro kecil pengolahan kedelai. Informatika Pertanian 24(2): 205 – 214. Ramsunder M. 2011. The Impact of Social Media Marketing on Purchase Decision in Tyre Industry [Tesis]. Faculty of Business and Economic Sciences At the Nelson Mandela Metropolitan University Business School. Ratnasari F. 2014. Analisis faktor-faktor yang mempengaruhi keputusan nasabah dalam mengambil kredit [Skripsi]. Surakarta: Fakultas Ekonomi dan Bisnis Universitas Muhamadiyah Surakarta. Rismayadi B, Isyanto P, Noviani AD.2011. Analisis persepsi merek terhadap perilaku konsumen produk indosat. Solusi 9(19): 53-65. Sadeghi H, Khazaei F, Yari, Sheidaei S. 2011. Effect of seed osmopriming on seed germination behavior and vigor of soybean (Glycine max L.). ARPN Journal of Agricultural and Biological Science 6(1): 39-43. Tarabieh SMZA. 2017. The synergetic impact of social media and traditional media on purchase decision: the mediating role of brand loyalty. International Review of Management and Marketing 7(5): 51-62. Wahyuni DU. 2008. Pengaruh motivasi, persepsi dan sikap konsumen terhadap keputusan pembelian sepeda motor merek “Honda” di Kawasan Surabaya Barat. Jurnal Manajemen Dan Kewirausahaan 10(1): 30-37. Wibisono O, Deborah W. 2017. Analisa pengaruh kualitas produk dan kualitas layanan terhadap kepuasan pelanggan dan loyalitas pelanggan di Pisa Kafe Surabaya. Jurnal Hospitality dan Manajemen Jasa 5(1): 60-70.
URL	:	https://journal.ipb.ac.id/index.php/jabm/article/view/32953/21763