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"Penelitian ini bertujuan untuk mengetahui peran dari jenis promosi harga dan anticipated regret pada keinginan pembelian dari konsumen. Penelitian ini menggunakan pendekatan kuantitatif dengan metode eksperimen 2x2 faktorial. Hasil pertama dari penelitian ini menunjukkan bahwa jenis promosi harga mampu mempengaruhi keinginan pembelian. Kedua, anticipated regret tidak mampu mempengaruhi keinginan pembelian. Hal ini diindikasikan karena konsumen semakin bijaksana dan menahan diri. Terakhir penelitian ini menunjukkan bahwa antara jenis promosi harga dan anticipated regret tidak terdapat pengaruh interaksi kepada keinginan pembelian dari konsumen.

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This study aimed to determine the role of price promotion and anticipated regret to consumer purchase intention. A 2x2 factorial experimental method and quantitative approach was conducted in this study. Results indicated that price promotion affect purchase intention. Secondly, it showed that anticipated regret is not affect purchase intention. This behaviour showed that actually consumers are becoming wiser and more restrained. Finally, this study shows that there is no interaction effect on customer between the types purchase intentions caused by type of price promotion and anticipated regret."

"Besarnya pangsa pasar transportasi online menjadikan persaingan ketat antara penyedia jasa ojek online di Indonesia. Faktor ini menjadi salah satu faktor yang memengaruhi adanya persaingan harga antar penyedia jasa ojek online. Keberadaan ojek online di Indonesia pun membantu mitra pengemudi dalam meningkatkan perekonomian, belum dengan ditambah tip yang acapkali mereka dapatkan dari konsumen Indonesia. Di penelitian ini, peneliti menggunakan Structural Equation Modelling (SEM) untuk menganalisis pengaruh dari promosi harga, price consciousness, feelings of gratitude towards price promotion, perceived sacrifice to tipping serta religuisitas intrinsik dan ekstrinsik terhadap intensi mayoritas penduduk Indonesia, yaitu konsumen muslim dalam memberi tip terhadap mitra ojek online. Data dikumpulkan melalui self-administrated questionnaire kepada responden muslim pengguna ojek online dan pernah menggunakan promosi harga yang diberikan ojek online di Indonesia.  Hasil dari penelitian ini adalah promosi harga, feelings of gatitude towards price promotion, perceived sacrifice to tipping, dan religiusitas intrinsik yang mempunya pengaruh atas intensi memberi tip terhadap mitra ojek online. Sedangkan, price consciousness dan religiusitas ekstrinsik tidak memiliki pengaruh yang signifikan. Hasil penelitian ini dapat dijadikan referensi untuk pelaku industri yang bergerak di bidang transportasi online untuk mengambil keputusan tentang bauran pemasaran terutama di aspek promosi dan harga.

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The large market share of online transportation creates a heavy competition between online motorcycle taxi service providers in Indonesia. This factor is one of the factors that influence price competition among online motorcycle taxi service providers. The existence of online motorcycle taxis in Indonesia also helps online motorcycle taxi driver to improve to their welfare, not to mention with the added tip they often get from the consumers. In this study, researchers used Structural Equation Modeling (SEM) to analyze the impact of price promotion, price consciousness, feelings of gratitude towards price promotion, perceived sacrifice to tipping, also intrinsic and extrinsic religiosity on the intentions of the majority of the Indonesian population, Muslim consumers in giving tip to online motorcycle taxi drivers. Data was collected through a self-administrated questionnaire to Muslim respondents who use online motorcycle taxi and have used price promotions that was given by online motorcycle taxi in Indonesia. The results of this study are price promotion, feelings of gratitude towards price promotion, perceived sacrifice to tipping, and intrinsic religiosity have an influence on the intention to tip. Meanwhile, price consciousness and extrinsic religiosity do not have a significant effect to online motorcycle taxi drivers tipping. The results of this study can be used as a reference for industry players engaged in online transportation to make decisions about their marketing mix, especially in the aspects of promotion and price.

 

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Besarnya pangsa pasar transportasi online menjadikan persaingan ketat antara penyedia jasa ojek online di Indonesia. Faktor ini menjadi salah satu faktor yang memengaruhi adanya persaingan harga antar penyedia jasa ojek online. Keberadaan ojek online di Indonesia pun membantu mitra pengemudi dalam meningkatkan perekonomian, belum dengan ditambah tip yang acapkali mereka dapatkan dari konsumen Indonesia. Di penelitian ini, peneliti menggunakan Structural Equation Modelling (SEM) untuk menganalisis pengaruh dari promosi harga, price consciousness, feelings of gratitude towards price promotion, perceived sacrifice to tipping serta religuisitas intrinsik dan ekstrinsik terhadap intensi mayoritas penduduk Indonesia, yaitu konsumen muslim dalam memberi tip terhadap mitra ojek online. Data dikumpulkan melalui self-administrated questionnaire kepada responden muslim pengguna ojek online dan pernah menggunakan promosi harga yang diberikan ojek online di Indonesia.  Hasil dari penelitian ini adalah promosi harga, feelings of gatitude towards price promotion, perceived sacrifice to tipping, dan religiusitas intrinsik yang mempunya pengaruh atas intensi memberi tip terhadap mitra ojek online. Sedangkan, price consciousness dan religiusitas ekstrinsik tidak memiliki pengaruh yang signifikan. Hasil penelitian ini dapat dijadikan referensi untuk pelaku industri yang bergerak di bidang transportasi online untuk mengambil keputusan tentang bauran pemasaran terutama di aspek promosi dan harga.

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The large market share of online transportation creates a heavy competition between online motorcycle taxi service providers in Indonesia. This factor is one of the factors that influence price competition among online motorcycle taxi service providers. The existence of online motorcycle taxis in Indonesia also helps online motorcycle taxi driver to improve to their welfare, not to mention with the added tip they often get from the consumers. In this study, researchers used Structural Equation Modeling (SEM) to analyze the impact of price promotion, price consciousness, feelings of gratitude towards price promotion, perceived sacrifice to tipping, also intrinsic and extrinsic religiosity on the intentions of the majority of the Indonesian population, Muslim consumers in giving tip to online motorcycle taxi drivers. Data was collected through a self-administrated questionnaire to Muslim respondents who use online motorcycle taxi and have used price promotions that was given by online motorcycle taxi in Indonesia. The results of this study are price promotion, feelings of gratitude towards price promotion, perceived sacrifice to tipping, and intrinsic religiosity have an influence on the intention to tip. Meanwhile, price consciousness and extrinsic religiosity do not have a significant effect to online motorcycle taxi drivers tipping. The results of this study can be used as a reference for industry players engaged in online transportation to make decisions about their marketing mix, especially in the aspects of promotion and price.

 

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"ABSTRAKPenelitian ini membahas tentang pengaruh bauran pemasaran jasa pendidikan tinggi terhadap ekuitas merek universitas XYZ. Penelitian ini menggunakan pilihan elemen price, promotion, people, dan, physical evidence sebagai dimensi dari bauran pemasaran jasa pendidikan tinggi, dan elemen brand awareness, brand image, perceived quality, dan brand loyalty sebagau dimensi dari ekuitas merek universitas. Penelitian ini adalah penelitian kuantitatif dengan sampel sebanyak 266 orang dari mahasiswa universitas XYZ, teknik pengumpulan data yang digunakan adalah dengan menyebarkan kuesioner kepada mahasiswa. Penelitian ini diolah dengan aplikasi statistik SEM (Structural Equation Modelling). Hasil penelitian menunjukkan bahwa elemen bauran pemasaran jasa pendidikan tinggi yang memiliki pengaruh positif terhadap ekuitas merek universitas XYZ adalah elemen price terhadap perceived quality, elemen people terhadap brand image, elemen people terhadap brand loyalty, elemen physical evidence terhadap brand awareness, dan elemen physical evidence terhadap perceived quality. Sedangkan elemen bauran pemasaran jasa pendidikan tinggi yang tidak memiliki pengaruh positif terhadap ekuitas merek universitas XYZ adalah elemen price terhadap brand awareness, elemen price terhadap brand image, elemen price terhadap brand loyalty, elemen promotion terhadap brand awareness, elemen promotion terhadap brand image, elemen promotion terhadap perceived quality, elemen promotion terhadap brand loyalty, elemen people terhadap brand awareness, elemen people terhadap perceived quality, elemen physical evidence terhadap brand image, elemen physical evidence terhadap brand loyalty.

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ABSTRACTThis study discusses the effect of the marketing service mix of higher education on XYZ university brand equity. This study uses the choice of price, promotion, people, and physical evidence elements as dimensions of the service marketing mix of higher education, and elements of brand awareness, brand image, perceived quality, and brand loyalty as dimensions of university brand equity. This research is a quantitative research with a sample of 266 people from XYZ university students, the data collection technique used is by distributing questionnaires to students. This research is processed by statistical application of SEM (Structural Equation Modeling). The results showed that the service marketing mix of higher education which had a positive influence on the brand equity of university XYZ were price elements of perceived quality, elements of people towards brand image, elements of people towards brand loyalty, elements of physical evidence towards brand awareness, and physical evidence elements towards perceived quality. While the service marketing mix of higher education that do not have a positive influence on the brand equity of university XYZ is the price element of brand awareness, the price element of the brand image, the price element of brand loyalty, the element of promotion to brand awareness, the element of promotion to brand image, promotion elements to perceived quality, elements promotion of brand loyalty, elements of people towards brand awareness, elements of people towards perceived quality, elements of physical evidence towards brand image, elements of physical evidence towards brand loyalty."

"Saat ini industri perfilman Indonesia masih fokus pada genre drama komedi, horor dan cinta. Setiap tahun film-film ini diproduksi lebih banyak daripada film-film Indonesia dengan genre lain. Di sisi lain, ada film-film Islami yang lebih memberikan keuntungan dan penjualan yang tinggi, bahkan memecahkan rekor box office film Indonesia seperti film Ayat-Ayat Cinta yang mencapai lebih dari 3 juta penonton. Apalagi film islami tidak hanya bertujuan untuk menghibur atau mendulang keuntungan, tetapi sebagai wadah dakwah kreatif yang tidak menggurui. Oleh karena itu, penelitian ini bertujuan untuk melihat potensi film Islami dalam industri perfilman Indonesia berdasarkan faktor-faktor yang dapat mempengaruhi masyarakat untuk menonton film Islami. Faktor-faktor tersebut adalah People, Script, Price, Promotion, Distribution, Word of Mouth (WOM), Attendence, Religiosity, dan Purchase Intention. Diharapkan hasil penelitian ini dapat memberikan rekomendasi kepada industri perfilman untuk memperluas diversifikasi genre film Indonesia khususnya film. Islam dan meningkatkan kualitas perfilman Indonesia

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Currently the Indonesian film industry still focuses on the comedy, horror and love drama genres. Each year, more of these films are produced than Indonesian films of other genres. On the other hand, there are Islamic films that provide more profit and high sales, even breaking box office records for Indonesian films such as the film Ayat-Ayat Cinta which reached more than 3 million viewers. Moreover, Islamic films are not only intended to entertain or gain profit, but as a place for creative da'wah that is not patronizing. Therefore, this study aims to see the potential of Islamic films in the Indonesian film industry based on factors that can influence people to watch Islamic films. These factors are People, Script, Price, Promotion, Distribution, Word of Mouth (WOM), Attendence, Religiosity, and Purchase Intention. It is hoped that the results of this study can provide recommendations to the film industry to expand the diversification of Indonesian film genres, especially films. Islam and improve the quality of Indonesian cinema"