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This study aims to analyze tourism products and integrated marketing communications on visit decisions through visit motivation as an intervening variable in heha ocean view. This research is a quantitative research. The population used in the study were all tourists who visited Heha Ocean View, Gunungkidul Regency, totaling 80 people. Data collection techniques in this study used a questionnaire in the form of a questionnaire. The model analysis technique and hypothesis testing used by researchers is Partial Least Square (PLS) analysis with SmartPLS software. The results showed that tourism products had a significant positive effect on visit motivation, marketing communications had a significant positive effect on visit motivation, marketing communications had a significant positive effect on visit decisions, while visit motivation had a significant positive effect on visit decisions. Keywords: Tourism Products, Integrated Marketing Communication, Visit Decision, Visit Motivation

The purpose of this study was to examine the effect of brand image, utilitarian value, electronic word of mouth, and service quality on purchase intention. Purposive sampling was used in this study to select Miniso Ambarukmo Plaza Yogyakarta customers as the population of interest. Data for all Miniso Ambarukmo PlazaYogyakarta customers is collected through a survey. Use a Likert scale from 1 (strongly disagree) to 5 (strongly agree) to collect feedback using Google Forms (strongly agree). Multi-step linear regression analysis was used for processing. Utilitarian values ​​and Electronic Word of Mouth both have a positive and significant effect on Purchase Intention, according to the findings of this study. Brand Image has no effect on Purchase Intention with a significance value (0.100 > 0.05), but Utilitarian Value and Electronic Word of Mouth effect on Purchase Intention with a significan value (0.013 < 0.05) and (0.001 < 0.05) Service Quality has a positive and substantial effect on Purchase Intention, with a significance value (0.000 < 0.05). Keywords: brand image; utilitarian value; electronic word of mouth; quality of service; purchase intention

This study plans to decide the impact of work culture, leadership, and specialization advancement training on OCB through inspiration as a mediating variable. The exploration populace is all government employees in the Public Police at the Individual Staff Work Unit and the General Secretariat in the Yogyakarta Extraordinary Area Provincial Police, adding up to 46 respondents with an example of 43 respondents. Gathering information utilizing a poll with the Krejcie-Morgan strategy and arbitrary examining method. This examination strategy utilizes a quantitative methodology with the SmartPLS3.2.8 application. The consequences of the review demonstrate that work culture, authority and specialization advancement schooling affect work inspiration, work culture, administration and specialization improvement instruction significantly affect OCB straightforwardly or through inspiration as a mediating variable Keywords: work culture, leadership, specialization development education, OCB, work motivation.

The retail business is a business that is directly related to consumers, so to be able to compete, retailers must be able to increase customer satisfaction which will have an impact on customer loyalty. The purpose of this study was to analyze the effect of customer value, location, price on customer satisfaction and customer loyalty at Indomaret Yogyakarta. The research method used is survey research by distributing questionnaires to 100 respondents who are Indomaret customers in Yogyakarta. Data analysis was performed by statistical descriptive and SEM-PLS analysis. The results of the study conclude: 1) There is a significant effect of customer value on customer satisfaction; 2) There is no significant effect of location on customer satisfaction; 3) There is a significant effect of price on customer satisfaction; 4) There is no significant effect of customer value on customer loyalty; 5) There is no significant effect of location on customer loyalty; 6) There is a significant effect of price on customer loyalty; 7) There is a significant effect of customer satisfaction on customer loyalty. Furthermore, customer satisfaction is able to mediate the effect of customer value and price on customer loyalty, but cannot mediate the effect of location on customer loyalty. Keywords: Customer Value, Location, Price, Customer Satisfaction, Customer Loyalty.

Companies that implement high quality services will meet customer expectations in a competitive and economical way. Improving service quality can be done by improving operational processes which include identifying problems quickly and systematically, establishing effective and reliable service performance indicators, and measuring customer satisfaction and other performance results. The purpose of this study was to determine the effect of service quality, product quality on customer satisfaction in shaping customer loyalty (a case study on customers at Indomaret Point Colombo Yogyakarta). This research is a quantitative study. The sample in this study are consumers who shop at Idomaret Point Colombo Yogyakarta. Furthermore, the data collection technique was carried out through the use of a questionnaire/questionnaire through several statement items. The data analysis process is carried out by testing data prerequisites and testing hypotheses through path analysis (path analysis), processing is carried out using the SPSS vs.21 application. The results of this study indicate that service quality has a negative and insignificant effect on customer satisfaction, product quality has a positive and significant effect on customer satisfaction and customer satisfaction has a positive and significant effect on customer loyalty. Keywords: customer loyalty; product quality; satisfaction; service quality; AbstrakPerusahaan yang menerapkan layanan berkualitas tinggi akan memenuhi harapan pelanggan dengan cara yang kompetitif dan ekonomis. Peningkatan kualitas layanan dapat dilakukan dengan memperbaiki proses operasional yang meliputi identifikasi masalah secara cepat dan sistematis, penetapan indikator kinerja layanan yang efektif dan andal, serta pengukuran kepuasan pelanggan dan hasil kinerja lainnya. Tujuan penelitian ini adalah untuk mengetahui Pengaruh Kualitas Layanan, Kualitas Produk terhadap Kepuasan Pelanggan dalam Membetuk Loyalitas Pelanggan (Studi Kasus pada Pelanggan Indomaret Point Colombo Yogyakarta) Penelitian ini merupakan penelitian kuantitatif. Sampel dalam penelitian ini adalah konsumen yang berbelanja di Idomaret Point Colombo Yogyakarta. Selanjutnya teknik pengambilan data dilakukan melalui penggunaan kuesioner/angket melalui beberapa item pernyataan. Proses analisis data dilakukan dengan uji prasyarat data dan pengujian hipotesis melalui analisis regresi berganda, pengolahan dilakukan dengan menggunakan aplikasi SPSS vs.21. Hasil dari penelitian ini menunjukan bahwa Kualitas Layanan berpengaruh negatif dan tidak signifikan terhadap Kepuasan Pelanggan,Kualitas Produk berpengaruh positif dan signifikan terhadap Kepuasan Pelanggan dan Kepuasan Pelanggan berpengaruh positif dan signifikan terhadap Loyalitas Pelanggan. Kata kunci: Kepuasan; loyalitas pelanggan; kualitas layanan; kualitas produk

ABSTRACT This study aims to test whether there is an influence on food quality, store atmosphere on consumer loyalty Mie Gacoan Yogyakarta by mediating by consumer satisfaction. The study used quantitative research methods with questionnaires as data collection techniques. The sample in this study amounted to 100 respondents taken using non probability sampling techniques with a type of sampling, namely purposive sampling. The data obtained is then analyzed using the outer model test, the inner model test and the hypothesis test (t test). The data analysis process is assisted by smart PLS 3 for windows applications. The results showed 1) Variables in food quality and store atmosphere each had a positive and significant effect on consumer satisfaction. 2) Consumer satisfaction variables have a positive effect on consumer loyalty. 3) Consumer satisfaction variables have a positive and significant effect on consumer loyalty. 4) Store atmosphere variables have no effect on consumer loyalty. 5) Food quality variables have a positive and significant effect on consumer loyalty with consumer satisfaction as an intervening variable. 6) Store atmosphere variables have a positive and significant effect on consumer loyalty with consumer satisfaction as intervening variable. Keywords: Food Quality; Store Atmosphere; Consumer Satisfaction; Consumer Loyalty; Mie Gacoan

Marketing performance as a benchmark to find out how far the success of Batik MSMEs in the city of Yogyakarta facing intense competition. This studi aims to determine how the influence of marketing strategy creativity, innovation and entrepreneurial orientation marketing performance through competitive advantage as a modiating variable in batik MSMEs in Yogyakarta City during the covid-19 pandemic. The type of research used in non- probability sampling with a total sample of 100 respondens using purposive sampling technique. Collecting data using a oqestionnaire with a likert measurement scale. Data were analyzed using SPSS 20.0 for windows. There is signifikan influence of marketing strategy creativity, innovation and entrepreneurial orientation on marketing performance and competitive advantage and there is a significant influence of marketing strategy creativity, innovation, and entrepreneurial orientation on marketing performance through competitive advantage. Keywords: marketing strategy creativity; innovation; entrepreneurial orientation; competitive advantage, marketing performance

This study aims to determine (1) whether sosial value has a positive effect on purchase intention, (2) to determine whether functional value has a positive effect on purchase intention, (3) to determine whether emotional value has a positive effect on purchase intention, (4) to determine whether whether satisfaction has a positive effect on purchase intentions, (5) to find out whether character identification has a positive effect on bell intentions. This type of research includes quantitative descriptive research. The population in this study were all players or users of Massively Multiplayer Sosializer Online Games (MMOSG), Audition Ayodance). The method used in the selection of the sample is purposive sampling method and determine the sample based on the criteria set by the researcher. There were 190 questionnaires distributed which could be processed. The data is then tested for data quality by using the validity test, reliability test. After testing the quality of the data, it is then tested using the classical multiple regression assumption test. The classical assumption test used consisted of normality test, multicollinearity test and heteroscedasticity test. Then the data were analyzed using the coefficient of determination test, partial test (t) and simultaneous test (f). The results of this study indicate that there is a negative and insignificant effect of Sosial Value on Purchase Intention (1) there is a positive and significant influence of Functional Value on Purchase Intention (2) there is a positive influence of Emotional Value on Purchase Intention (3) there is a negative and insignificant effect of Satisfaction on Purchase Intention (4) and there is a positive and significant effect of Character Identification on Purchase Intention (5) the players or users of Massively Multiplayer Sosializer Online Games (MMOSG), Audition Ayodance.

This study aims to understand the impact of brand awareness, consumer trust, perceived value and word of mouth on purchase intention. The population used in this study were consumers of the online shopping site Shopee in Yogyakarta, the sampling technique used in this study was to use a purposive sample. Collecting data using a questionnaire on all consumers of the online shopping site Shopee in Yogyakarta. Data was taken using a questionnaire survey via Google Form using a Likert scale of 1 (strongly disagree) to 5 (strongly agree). Processed using multiple linear regression analysis. The results in this study state that brand awareness, perceived value, has no significant positive effect on purchase intention, while consumer trust, word of mouth, has a positive and relevant impact on purchase intention. Keywords: brand awareness; consumer trust; perceived value; word of mouth, purchase intention

Penelitian ini bertujuan untuk menjelaskan pengaruh Web Design, Customer Service Dan Security Privacy Terhadap Overall E-Service Quality. Penelitian ini menggunakan empat variabel yaitu Web Design, Customer Service Dan Security Privacy sebagai variabel bebas dan Overall E-Service Quality sebagai variable terikat. Populasi pada penelitian ini adalah yang membeli di Shopee minimal (satu) kaIi. Metode pengambilan sampel menggunakan purposive sampling dengan pengumpulan data menggunakan kuesioner. Hasil penelitian menunjukkan bahwa secara parsial Web Design berpengaruh positif signifikan terhadap Overall E-Service Quality, Customer Service tidak berpengaruh positif signifikan pada Overall E-Service Quality, dan Security Privacy berpengaruh positif signifikan terhadap Overall E-Service Quality Dan Web Design, Customer Service, Security Privacy secara simultan berpengaruh signifikan terhadap Overall E-Service Quality

The rapid development of technology has made business competition in the e-commerce sector even tighter. Consumer purchasing decision making is influenced by several factors such as Trust Online. Tokopedia is an Indonesian company that is engaged in e-commerce. The problems of this research are worry, uncertainty and fear of the risks received when faced withshopping online. For this reason, in this study, the researcher wanted to know what factors influence generation Y. Researchers narrowed down three variables, E-Wom, Security, E-Trust This study used a quantitative research type and selected 150 people (male & female, 18-28 years old, and using e-commerce Tokopedia) as research subjects. Researchers used the SPSS application to test the results of the study. The results showed that the most influencing factor in influencing purchasing decisions when doingshopping online application-basedwas Electronic Trust, followed by Electronic Word Of Mouth, and the last which had the least effect was Security. Keywords: E-commerce, E-Wom, Security, E-Trust, Buying Decision

This research aims to determine the effect of security, ease and trust on online purchasing decisions on the Lazada.co.id sites. The population used in this study is students of the Faculty of Economics UST. This type of research is quantitative research explanatory method. While the sampling technique uses purposive sampling with the number of samples obtained from the slovin formula as many as 100 respondents. While the sampling technique uses purposive sampling with the number of samples obtained from the slovin formula as many as 100 respondents. The method used in the collection of research data is koesiuner which is interval with 5 (five) Linkert scales. The analytical techniques used in this study are multiple linear regressions assisted by spss software application 2016. The results showed that partially and simultaneously variable security, ease of use and trust had a positive and significant effect on purchasing decisions on the Lazada site

Berkembangnya teknologi jaringan internet Indonesia Digital Home (Indihome) yang merupakan salah satu layanan yang berupa paket layanan komunikasi dan data, seperti telepon rumah, internet, dan layanan Televisi interaktif. Visi dari Telkom yaitu berupaya untuk menempatkan diri sebagai perusahaan Infocom terkemuka dikawasan Asia kawasan Asia Pasifik. Misi yang dimiliki PT. Telkom Indonesia yaitu memberikan pelayanan dengan jaminan bahwa pelanggan akan mendapatkan layanan terbaik, berupa kemudahan, produk dan jaringan berkualitas. Tujuan penelitian ini adalah untuk mengetahui bagaimana “Pengaruh Iklan, Kualitas Pelayanan Dan Kepuasan Konsumen Terhadap Loyalitas Konsumen Dalam Menggunakan Layanan Internet Indihome”. teknik yang dipakai dengan menggunakan metode purposive sampling. Ukuran sampel sebanyak 100 responden dengan menyebarkan kusioner yang diukur menggunakan skala likert. Hasil penelitian menunjukan bahwa iklan dan kualitas pelayanan tidak berpengaruh positif signifikan terhadap loyalitas konsumen, namun faktor kepuasan konsumen berpengaruh positif signifikan terhadap loyalitas konsumen dalam menggunakan layanan internet Indihome. Hasil dari penelitian ini diharapkan dapat memberikan informasi mengenai mengenai perilaku dalam menggunakan Layanan Internet Indihome dan faktor yang mempengaruhinya. Hasil dari penelitian ini diharapkan sebagai sumbangan pemikiran dan bahan pertimbangan perusahaan untuk meningkatkan penjualan produknya melalui perwujudan variabel-variabel penelitian yang mempengaruhi konsumen dalam menentukan pilihan pembelian dan juga dapat dijadikan sebagai acuan atau referensi dalam mengambil keputusan. Kata kunci: Iklan, Pelayanan, Konsumen dan Loyalitas

Penelitian bertujuan untuk, mengetahui pengaruh kualitas pelayanan, kualitas informasi, kualitas sistem dan kepercayaan terhadap minat berkunjung di obyek wisata Gunung Api Purba Gunung Kidul, Dengan mengetahui besarannya pengaruh dari variabel yang diteliti, diharapkan dapat memberikan rekomendasi yang baik untuk memberikan strategi dalam peningkatan Minat wisatawan untuk berkunjung. Metode dalam penelitian ini menggunakan metode Accidental Sampling. Penelitian ini merupakan penelitian kuantitatif, sampel dalam penelitian ini 92 Wisatawan yang berkunjung di Obyek wisata Gunung api Purba. Teknik pengambilan data dilakukan dengan menggunakan kuesioner. Hasil dari penelitian ini yaitu, ada pengaruh positif dan signifikan kualitas pelayanan terhadap minat berkunjung, kualitas informasi tidak pengaruh signifikan terhadap minat berkunjung, Kualitas sistem berpengaruh signifikan terhadap Minat berkunjung, Kepercayaan tidak berpengaruh signifikan terhadap minat berkunjung. Secara simultan kualitas pelayanan, kualitas informasi, kualitas sistem dan kepercayaan berpengaruh secara simulyan terhadap minat berkunjung.

This study aims to determine the effect of Celebrity Endorse, Beauty Vlogger, Word Of Mouth and Brand Image on Purchase Intention for Emina Cosmetics products. This research is a quantitative research. The object of this research is the people of Yogyakarta City. The population of this study was 140 respondents. This research data obtained from individuals, by filling out a questionnaire. To find out the results of this study, researchers used validity tests, reliability tests, classical assumption tests, and multiple regression analysis and hypothesis testing. The results of data analysis with a significance of 0.05 show that the variables Celebrity Endorse and Beauty Vlogger have no significant effect on Purchase Intention, while the Word of Mouth and Brand Image variables have a significant effect on Purchase Intention. Keywords: Celebrity Endorse, Beauty Vlogger, Word of Mouth, Brand Image

This study aims to determine the effect of perceived usefulness, perceived ease of use and subjective norms on purchase intention through the attitude of OLX users (Case study: On UST Yogyakarta students). The population in this study were all students of UST Yogyakarta who used the OLX application. The number of the study population is unknown. The sample in this study is part of the target population is all students of UST Yogyakarta. The results of this study indicate that Perceived usefulness has a positive and significant effect on attitude and purchase intention, Perceived ease of use has a positive and significant effect on attitude and purchase intention, Subjective norm has a positive and significant effect on attitude and purchase intention, Attitude has a positive and significant effect on purchase. intention.

Penelitian ini bertujuan untuk mengetahui celebrity endorse, citra merek, dan electronic word of mouth terhadap keputusan pembelian yang dimediasi oleh niat beli. Populasi yang digunakan dalam penelitian ini adalah masyarakat Yogyakarta yang pernah melakukan pembelian produk Scarlett. Teknik pengambilan sampel menggunakan Non-probability sampling dengan teknik accidental sampling dengan jumlah sampel sebanyak 100 responden. Teknik analisa yang digunakan dalam penelitian ini adalah metode analisis path. Hasil pengujian menunjukkan bahwa Celebrity endorser berpengaruh positif dan signifikan terhadap niat beli, Citra merek berpengaruh positif dan signifikan terhdap niat beli. Electronic word of mouth berpengaruh positif dan signifikan terhadap niat beli. Celebrity endorser berpengaruh positif dan signifikan terhadap keputusan pembelian. Citra merek berpengaruh positif tidak signifikan terhadap keputusan pembelian. Electronic word of mouth tidak berpengaruh terhadap keputusan pembelian. Niat beli berpengaruh positif dan signifikan terhadap keputusan pembelian. Niat Beli mampu memediasi Celebrity Endorse, Citra Merek, dan Electronic Word of Mouth terhadap keputusan pembelian

Tujuan dari penelitian ini adalah untuk menguji Electronic Word of Mouth, Peer Group dan Gaya Hidup Hedonis pada Keputusan Pembeliankonsumen Filosofi Kopi Jogja. Penelitian ini menggunakan metode penlitian kuantitatif dengan teknik pengambilan sampel non-probabilitas sampling. Hasil dari penelitian ini menunjukkan bahwa Electronic Word of Mouth dan gaya hidup hedonis mempengaruhi keputusan pembelian. Hal ini menunjukkan bahwa semakin tinggi kecenderungan seseorang melakukan Electronic Word of Mouth, maka semakin tinggi juga kemungkinan melakukan Keputusan Pembelian serta memiliki gaya hidup hedonis yang tinggi maka keputusan untuk melakukan pembelian akan semakin tinggi. Sementara peer group tidak berpengaruh secara positif dan signifikan terhadap keputusan pembelian konsumen filosofi kopi jogja. Tujuan dari penelitian ini adalah untuk menguji Electronic Word of Mouth, Peer Group dan Hedonic Lifestyle terhadap Keputusan Pembelian Konsumen Filosofi Kopi Jogja. Penelitian ini menggunakan metode penelitian kuantitatif dengan teknik non-probability sampling. Hasil penelitian ini menunjukkan bahwa Electronic Word of Mouth dan gaya hidup hedonis mempengaruhi keputusan pembelian. Hal ini menunjukkan bahwa semakin tinggi kecenderungan seseorang untuk melakukan Electronic Word of Mouth, maka semakin tinggi pula kemungkinannya untuk membuat Keputusan Pembelian dan memiliki gaya hidup hedonis yang tinggi maka semakin tinggi pula keputusannya untuk melakukan pembelian. Sedangkan peer group tidak berpengaruh positif dan signifikan terhadap keputusan pembelian konsumen pada Filosofi Kopi Jogja.

At present digital payment systems or electronic money have been widely used in Indonesia. Market share that is still wide open makes many fintech companies competing to provide discounts and various benefits of convenience when using the applications provided, one of which is GoPay. The purpose of this study is to analyze the effect of price discounts and perceived usefulness on repurchase interest using the GoPay application which is mediated by customer satisfaction variables. The data used in this study are primary data sourced from questionnaires, with a total sample of 84 respondents. The results of this study indicate that the price discount has a positive but not significant effect on customer satisfaction. Perceived usefulness have a positive and significant effect on customer satisfaction. Price discounts and perceived usefulness have a positive but not significant effect on repurchase intention. Customers satisfaction has a positive and significant effect on repurchase intention.Keywords : price discount, perceived usefulness, customers satisfaction, repurchase intention

The purpose of this research is to determine the most influential and important variables that cause the low totally of the peoples has been visited at Parangtritis beach Yogyakarta in accordance with the problems that have been formulated. A sample size of 97 that can represent the population is determined using the Krejcie-Morgan method. The method of analysis in this study is to use a variance-based analysis of Structural Equation Modeling (SEM), namely Partial Least Square (PLS). The sampling technique in this study is accidental sampling using a questionnaire instrument. Social media variables have a positive and significant effect on purchase decision by showing p values of 0.000; brand image variable has a positive and significant effect on purchase decision with p values of 0.018; social media variables has a positive and significant effect on buying interest and p values of 0.008; brand image variable has a positive but not significant effect on work stress with an original sample value of 0.213 and a p value of 0.129; buying interest variables have a positive and significant effect on purchase decision as evidenced by the original sample value of 0.014 and p values of 0.764; buying interest as intervening influences has effect on relationship between social media variables and purchase decision with zscore (2.67)> ztable (1.96); buying interest as an intervening has not effect on relationship between brand image and purchase decision with zscore (1.08)< ztable (1.96).Keywords: Social media, Brand image, buying interest, purchase decision

Analisis Impresi Kepemimpinan Partisipatif dan Kompensasi Terhadap Kinerja Berbasis Kepuasan Kerja Karyawan. Penelitian bertujuan untuk menganalisa impresi kepemimpinan partisipatif dan kompensasi terhadap kinerja berbasis kepuasan kerja karyawan. Penelitian ini menggunakan metode kuantitatif. Obyek penelitian ini adalah karyawan STIE Isti Ekatana Upaweda. Sampel penelitian ini berjumlah 36 responden diambil menggunakan metode non-probability dengan teknik sensus. Data adalah data primer melalui instrumen kuesioner. Pengujian hipotesis dilakukan menggunakan Confirmatory Factor Analysis (CFA) dan analisis mediasi dilakukan melalui uji Sobel. Analisis data menggunakan software SmartPLS 3.2.8. Hasil penelitian membuktikan kepuasan kerja berpengaruh signifikan terhadap kepemimpinan partisipatif, kompensasi tidak berpengaruh terhadap kepuasan kerja, kepemimpinan partisipatif tidak berpengaruh terhadap kinerja karyawan, kompensasi berpengaruh positip dan signifikan terhadap kinerja karyawan, kepuasan kerja tidak berpengaruh terhadap kinerja karyawan, kepuasan kerja tidak memediasi pengaruh kepemimpinan partisipatif terhadap kompensasi terhadap kinerja karyawan dan kepuasan kerja tidak memediasi pengaruh kompensasi terhadap kinerja karyawan. Abstract: Impression Analysis of Participative Leadership and Compensation on Work Performance based on the Employee Satisfaction. The research aims to analyze the impression of participatory leadership and compensation for employee job satisfaction based performance. This research uses quantitative methods. The object of this research is STIE Isti Ekatana Upaweda's employee. The sample of this study was 36 respondents taken using non-probability methods with census techniques. Data is primary data through a questionnaire instrument. Hypothesis testing is done using Confirmatory Factor Analysis (CFA) and mediation analysis is done through the Sobel test. Data analysis using SmartPLS 3.2.8 software. The results of the study prove that job satisfaction has a significant effect on participative leadership, compensation has no effect on job satisfaction, participative leadership has no effect on employee performance, compensation has a positive and significant effect on employee performance, job satisfaction has no effect on employee performance, job satisfaction does not mediate the influence of participatory leadership compensation for employee performance and job satisfaction does not mediate the effect of compensation on employee performance.

This study to determine the significance of the positive influence of research variables. The variables of this study are ease of access, attractiveness of post massage, responsiveness of service, consumer attitudes and purchasing decisions. The population of this research is Azza Wedding wedding package consumers in 2019. The number of samples in this study 100 respondents were determined using the Slovin method for known population numbers, data collection methods using probability methods and sampling techniques using simple random sampling. The data analysis tool uses a questionnaire. For testing instruments using the SPSS 18.0 program with a significance level of 0.05. Data analysis techniques for indicator testing, model fit testing and hypothesis testing using the Smart PLS 3.0 program The results of this study indicate: 1) ease of access has a positive and significant effect on consumer attitudes, 2) attractiveness of post massage has a positive and significant effect on consumer attitudes, 3) service responsiveness has a positive and not significant effect on consumer attitudes, 4) consumer attitudes have a positive effect and significant on purchasing decisions, 5) ease of access has a positive and significant effect on purchasing decisions, 6) attractiveness of post massage has a positive and not significant effect on purchasing decisions, 7) responsiveness of service has a positive and not significant effect on purchasing decisions, 8) ease of access positive and significant effect on purchasing decisions through consumer attitudes, 9) attractiveness of post massage has a positive and significant effect on purchasing decisions through consumer attitudes, 10) responsiveness of service has a positive and not significant effect on purchasing decisions through attitude consumer.

Tujuan dari penelitian ini adalah untuk menguji perceived co-worker, perceived supervisior support, perceived organizational support, employee participation in decision making, career development, safety and health compliance pada job satisfaction dan organizational citizenship behavior. Metode yang digunakan dalam penelitian ini adalah metode kuantitatif dengan teknik accidental sampling. Hasil penelitian menunjukkan bahwa dukungan atasan yang dirasakan dan pengembangan karir memiliki pengaruh yang signifikan terhadap kepuasan kerja. Studi ini menemukan bahwa perceived co worker, perceived organizational support, employee participation in decision making, dan safety and helath compliance tidak berpengaruh pada job satisfaction. Hasil penelitian menunjukkan bahwa persepsi dukungan atasan, pengembangan karir, keselamatan dan kepatuhan kesehatan memiliki pengaruh yang signifikan terhadap organizational citizenship behavior. Penelitian ini menemukan bahwa dukungan rekan kerja, dukungan organisasi yang dirasakan, partisipasi karyawan dalam pengambilan keputusan, tidak mempengaruhi organizational citizenship behavior, dan hasilnya menunjukkan bahwa kepuasan kerja dimediasi antara pengembangan karir menuju perilaku kewarganegaraan organisasi.

The purpose of this study was to determine the effect of product quality and brand image on consumer satisfaction through the decision to purchase Vans shoes in Wonosari City. The population in this study are all Vans shoe users in the city of Wonosari whose number is unknown. Sampling used using the formula for calculating the Hair sample, so that a total sample of 114 respondents was obtained. The data analysis technique used is descriptive statistical analysis method, classical assumption test, multiple regression analysis, and hypothesis testing. The results of this study indicate that product quality and brand image have a positive and significant effect on purchasing decisions. Purchase decisions have a positive effect on consumer satisfaction. Product quality and brand image have a positive and significant effect on consumer satisfaction

This study aims to determine how much influence Brand Image, Store Atmosphere, Product Quality and Service Quality have on Repurchase Intention. The population in this study were consumers from the Mie Gacoan restaurant in Yogyakarta. The sample in this study used a purposive sample. Data collection used a survey with the help of Google form using a Likert scale with an assessment of 1 (strongly disagree) to 5 (strongly agree). Processing the data in this study using multiple linear regression analysis. The results of this study state that Brand Image has a positive and significant influence on Repurchase Intention with a significance value (0.032 0.05), Service Quality has no significant effect on Repurchase Intention with a significance value (0.782 > 0.05).

Penelitian ini bertujuan untuk mengetahui pengaruh E-service Quality, Online Customer Review dan E-trust terhadap keputusan pembelian pada aplikasi shopee. Banyak generasi milenial yang saat ini menggunakan aplikasi e-commerce Shopee. Di Indonesia sendiri, terdapat berbagai macam e-commerc ternama di masyarakat ini seperti , Shopee, Toko Pedia, buka Lapak, Lazada dan yang lainnya. Terkadang kita bingung memilih antara e-commerce tersebut. Karena itulah dalam penelitian ini, peneliti ingin mengetahui faktor-faktor apa saja yang mempengaruhi generasi milenial. Peneliti mengerucutkan tiga variabel, kualitas pelayanan elektronik, review konsumen online dan kepercayaan elektronik. Penelitian ini menggunakan jenis penelitian kuantitatif dan memilih 100 orang (laki-laki & perempuan, 18-25 tahun, dan menggunakan e-commerce Shopee) sebagai subjek penelitian. Peneliti menggunakan bantuan aplikasi SPSS versi 17.0 untuk menguji hasil penelitian. Hasil penelitian menunjukkan bahwa faktor yang paling berpengaruh dalam keputusan pembelian menggunakan aplikasi shopee adalah oleh kualitas pelayanan elektronik, diikuti review konsumen dan kepercayaan.

The purpose of this research are to see (1) the impact service quality on purchase intention, (2) the impact electronic word-of-mouth on purchase intention, (3) the impact brand image on purchase intention, and (4) the impact service quality on brand image. (5) the Impact of electronic word-of-mouth on brand image. In selecting samples, researchers used targeted sampling techniques and determined samples based on criteria established by the researchers. The sample for this study was 150 consumers from Dagadu Yogja. Then check the quality of the data using validity and reliability tests. After confirming quality, the data are processed through traditional acceptance tests, multiple regression tests, and Sobel tests. Traditional acceptance tests consist of normality, multicollinearity and heteroscedasticity tests. The data were then analyzed using the certainty test, the split test (t) and the joint test (f). The results of this study show that (1) service quality has a positive and significant impact on purchase intention, (2) electronic word-of-mouth has a positive and significant impact on purchase intention, and (3) there is a positive and significant impact. is shown. (4) Service quality has a positive and significant impact on brand image (5) Electronic word-of-mouth has a positive and significant impact on brand image.

This study aimed to determine the effect of brand dimensions, namely brand loyalty, brand quality, historical brand and marketing communication on the purchasing decisions of consumers of Hamzah Batik Stores in Yogyakarta. This sample included consumers at the Hamzah Batik Shop in Yogyakarta. Sampling used random techniques. A questionnaire was used to collect primary data with 100 respondents. The results showed that brand loyalty, brand quality, historical brand and marketing communication simultaneously had a significant influence on purchasing decisions. Separately, brand loyalty had a significant negative effect on purchasing decisions and historical brand did not. Thus the company should pay attention to customer loyalty. This can be done by always paying attention to the needs and desires of customers. Managerial implications, research limitations and future resarch are also discussed in this study. Keywords: brand loyalty, brand quality, brand historical, marketing communication, purchasing decision

The purpose of this study was to address the gaps in the results of previous studies regarding the effect of market orientation and product creativity on competitive advantage by adding an intervening variable, namely product innovation. This research is located in Bantul Regency, involving 100 respondents who act as owners or managers of IKM Crafts. The sampling technique used was the method Consecutive Sampling. The model analysis technique and hypothesis testing used by researchers is the Partial Least Square (PLS) analysis with SmartPLS 3.3.3 software, while the mediation analysis uses the Sobel test. The results obtained in this study indicate that market orientation has a significant effect on product innovation and competitive advantage; Product creativity has a significant effect on product innovation but not significant on competitive advantage. The results of the single-test analysis show that product innovation is able to significantly mediate the effect of product creativity on competitive advantage but is unable to act as a mediator on the effect of market orientation on competitive advantage. The limitation of this research is that the data collected is limited to IKM Crafts in Bantul Regency. Practical Implications - Craft SMIs should consider the application of product innovation through market orientation and product creativity to build competitive advantage. When product innovation through market orientation and product creativity is implemented properly, competitive advantage can be achieved.

This study aims to test the Hedonic Shopping Value and Ultitarian Shopping Value Against E-loyalty through E-satisfaction. This research was conducted on 80 respondents at Sarjanawiyata Tamansiwa Yogyakarta University Students with respondents using or buying Facebook Marketplace products. The results of this study indicate: 1) Hedonic Shoppping Value has a significant positive effect on E-satisfaction, 2) Ultitarian Shoppping Value has a significant positive effect on E-satisfaction, 3) E-satisfaction has a significant positive effect on E-loyalty, 4) Hedonic Shopping Value has no effect significant positive on E-loyaty, 5) Ultitarian Shopping Value has no significant positive effect on E-loyalty.Penelitian ini bertujuan untuk menguji Nilai Belanja Hedonik dan Nilai Belanja Ultitarian Terhadap E-loyalty melalui E-satisfaction. Penelitian ini dilakukan pada 80 responden Mahasiswa Universitas Sarjanawiyata Tamansiwa Yogyakarta dengan responden yang menggunakan atau membeli produk Facebook Marketplace. Hasil penelitian ini menunjukkan: 1) Hedonic Shoppping Value berpengaruh positif signifikan terhadap E-satisfaction, 2) Ultitarian Shoppping Value berpengaruh positif signifikan terhadap E-satisfaction, 3) E-satisfaction berpengaruh positif signifikan terhadap E- loyalitas, 4) Nilai Belanja Hedonis tidak berpengaruh positif signifikan terhadap E-loyaty, 5) Nilai Belanja Ultitarian tidak berpengaruh positif signifikan terhadap E-loyalitas.

This study aims to determine the effect of cost saving, time saving and trust on purchase intention through perceived value. This research was conducted on consumers of Wedang Uwuh Beverage in Imogiri Bantul Yogyakarta. The results of this study indicate: 1) Cost Saving has a significant positive effect on Perceived Value, 2) Cost Saving has a significant positive effect on Purchase Intention, 3) Time Saving has a significant positive effect on Perceived Value, 4) Time Saving has a significant positive effect on Purchase Intention, 5 ) Trust has a significant positive effect on Perceived Value, 6) Trust has no significant positive effect on Purchase Intention, 7) Perceived Value has a significant positive effect on Purchase Intention. Penelitian ini bertujuan untuk mengetahui pengaruh penghematan biaya, penghematan waktu dan kepercayaan terhadap niat beli melalui nilai yang dipersepsikan. Penelitian ini dilakukan pada konsumen Minuman Wedang Uwuh Imogiri Bantul Yogyakarta. Hasil penelitian ini menunjukkan: 1) Cost Saving berpengaruh positif signifikan terhadap Perceived Value, 2) Cost Saving berpengaruh positif signifikan terhadap Purchase Intention, 3) Time Saving berpengaruh positif signifikan terhadap Perceived Value, 4) Time Saving memiliki pengaruh positif signifikan terhadap Niat Beli, 5) Kepercayaan berpengaruh positif signifikan terhadap Perceived Value, 6) Kepercayaan tidak berpengaruh positif signifikan terhadap Niat Beli, 7) Perceived Value berpengaruh positif signifikan terhadap Niat Beli.