Browsing by Author "Savitri, Citra"

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    DOES TAGLINE HAVE AN IMPACT TOWARDS PURCHASE INTENTION?
    (International Journal of Psychosocial Rehabilitation, Vol. 24, Issue 1, 2020) Triadinda, Dexi; Savitri, Citra; Rozak, Abdul
    JD.ID conducted a campaign with the tagline "Dijamin Ori" because they consider that there are still many e-commerce sites that sell non-original products. There are several types of products that are often falsified so as to encourage the JD, ID to use these strategies to attract consumer buying interest. In addition, JD.ID also markets its online business platform via the YouTube site which is one of the video-based marketing media. This study aims to analyze the effectiveness of the "Dijamin Ori" Tagline and JD.ID Youtube Ads on consumer buying interest. This analysis uses independent variables namely the tagline "Dijamin Ori" and Youtube Ads. The dependent variable is Consumer Purchase Interest. This type of research used in this research is explanatory research, the research used to explain the causal relationship between variables through hypothesis testing that was formulated, with survey methods and the number of samples in this study were 110 respondents. The sampling technique was obtained using the Accidental Sampling method. Data sources using primary data and using secondary data, namely literature and from the internet. While the data analysis technique used in this study is a quantitative analysis using analysis through the help of the SPSS program, namely: Multiple Linear Regression Analysis.
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    UNDERSTANDING ONLINE REPURCHASE INTENTION
    (International Journal of Psychosocial Rehabilitation, Vol. 24, Issue 1, 2020) Savitri, Citra; Rismayadi, Budi; Saudi, Mohd Haizam Mohd
    The development of e-commerce provides opportunities for businesspeople to innovate and change in creating products according to the desires and needs of their consumers. This research was conducted to analyze the effect of brand equity, customer experience and repurchase intention on online stores for fashion products to the millennials. This research uses descriptive qualitative method with a sample size of 106 respondents with a range 24-30 years old. The results of the research prove that brand equity is in good criteria while customer experience and repurchase intention are in very good criteria. The influence between brand equity and customer experience is 9,105 while customer experience and repurchase intention are 0,263. The results of this research are expected to contribute to online companies to provide more value to the customer experience as a form of business strategy.
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    WHAT DRIVES PURCHASE INTENTION ON ADIRA FINANCE LEASING KARAWANG? THE PERSPECTIVE OF RATING AND ONLINE REVIEW
    (International Journal of Psychosocial Rehabilitation, Vol. 24, Issue 1, 2020) Savitri, Citra; Triadinda, Dexi; Saudi, Mohd Haizam Mohd
    The problem in this research is high online shopping behavior and the use of social media in providing information related to the desired product. The change in behavior has a direct impact on decreasing motorcycle purchases. The role of social media as informants g ives influence to society at large. This study aims to obtain empirical evidence and find out how the influence of Online Review and Rating on Interest in motorcycle purchases at Adira Finance Karawang. The phenomenon and conclusions about the influence of Online review. The method used in this research uses descriptive methods and quantitative approaches with a sample of 115 respondents. The sampling technique used in this research is simple random sampling with Path Analysis. Based on the results of this research indicate that Online Consumer Review and Rating of Purchase Intention have a significant influence and have a good relationship between variables. This research can contribute to leasing companies to determine the right promotional strategy for business.