Jurnal Riset Pemasaran

PENGARUH COUNTRY OF ORIGIN DAN LABELISASI HALAL TERHADAP KEPUTUSAN PEMBELIAN MIE INSTAN SAMYANG PADA MAHASISWA UNIVERSITAS MATARAM

Syarifa Hatimah Mulahela, Hilmiati — Wed, 09 Sep 2026 00:00:00 +0000

This research aims to determine the influence of country of origin and halal labeling on the decision to purchase samyang noodles among Mataram University students. The type of research carried out is descriptive quantitative with an associative nature. The population in this study were students who had consumed Samyang instant noodles. The number of samples taken was 100 people. The sampling technique used in this research is purposive sampling. Data processing in this study used SPSS, where validity tests, reliability tests, classical assumption tests, multiple linear regression tests, f tests, t tests, and coefficient of determination (R2) were carried out. Based on the research results, it shows that country of origin has a small and insignificant effect, and halal labeling has a significant effect on purchasing decisions for Samyang instant noodles
Keywords: Country

PENGARUH CITRA MEREK DAN KUALITAS PRODUK TERHADAP LOYALITAS PELANGGAN MELALUI KEPUASAN PELANGGAN SEBAGAI VARIABEL MEDIASI (Studi pada pelanggan Starbucks Lombok Epicentrum Mall)

Lalu Muhamad Bakdamul Hidayat, Rahman Dayani — Wed, 09 Sep 2026 00:00:00 +0000

This research is aimed at determining the influence of Brand Image and Quality on Customer Loyalty which is mediated by Customer Satisfaction at Starbucks Lombok Epicentrum Mall. The research population in this study was all visitors to Starbucks Lombok Epicentrum Mall, while the sample for this study was 100 visitors. This type of research is associative research. Data processing in this study used SPSS 2.6 for Windows, where validity tests, reliability tests, classical assumption tests, f tests, significance tests (t tests), coefficient of determination tests (R2) and multiple linear regression tests were carried out. Based on the results of the analysis, all The variable has a partial effect, where brand image and product quality influence customer loyalty and are mediated by customer satisfaction. Based on this, it is recommended that Starbucks Lombok Epicentrum Mall can improve its brand image, product quality and customer satisfaction to increase visitor comfort and satisfaction, thereby resulting in consumer loyalty towards Starbucks Lombok Epicentrum Mall.

PENGARUH DAYA TARIK IKLAN DAN ELECTRONIC WORD OF MOUTH TERHADAP MINAT PENGGUNA JASA TRANSPORTASI ONLINE GRAB DI KOTA MATARAM

Dian Sahira, Lalu Edy Herman Mulyono — Wed, 09 Sep 2026 00:00:00 +0000

This research aims to test and analyze the influence of advertising attractiveness and lectronic word of mouth on the interest of users of the Grab online transportation service in Mataram city. The sample inthis study amounted to 65 samples. The sampling techniquein in this research uses a non-probability sampling technique using a purposive sampling method. Data analysis in this study used SPSS Statistics 26. The results of testing and statitical data analysis showed thatthe indicators in this study were declared valid where in the classic assumption test the data was normally distributed and there were no symptoms of multicolinearity. The research results show that the two independent variables are : (1) Advertising Attractiveness (X1) is known as the sig value. Amounting to 0,002 < 0,05 with a culculated t value greater than the t table (3.195 > 1.670) so that there is a positive and significant influence on User Interest (Y). And (2). Electronic Word Of Mouth (X2) is known as the value. Amounting to 0,000 < 0,05 with a calculated t value greater than t table (4.201 > 1.670) so it has a positive and significant influence on the dependent variabel, namely User Interest (Y).

PENGARUH BRAND AMBASSADOR, BUDAYA KOREA DAN ASAL NEGARA TERHADAP MINAT BELI PADA PRODUK KOSMETIK Y.O.U BEAUTY DI KOTA MATARAM

Jumratul Aqobah, Mujahid Dakwah — Wed, 09 Sep 2026 00:00:00 +0000

This research aims to examine the influence of the Ambassador brand, Korean culture a country of origin on purchase intention beauty cosmetic products in Kota Mataram City. The resear results show that the Ambassador brand has a positive and significant influence on Interest in Buyi Beauty Cosmetic Products in Kota Mataram City with a calculated t value > t table (1.886 > 1.661) a a significance value of 0.00 < 0.05. This means that the higher the Brand ambassador in Kota Matara City, the more consumers' buying interest in your beauty products will increase. Furthermore, t Budaya korea variable has a positive and significant effect on interest in purchasing beauty cosme products in Kota Mataram City with a calculated t value > t table (3.741 > 1.661) with a significan value of 0.00 < 0.05. This means that if the Budaya korea gets higher, buying interest in beauty cosme products in Kota Mataram City will also increase. And the Asal negara variable has no effect on intere in purchasing beauty cosmetic products in Kota Mataram City with a calculated t value < t table (1.7 > 1.661) and a significance value of 0.00 < 0.05. Meanwhile, the coefficient of determination value 0.840 or 84%, which means that the brand ambassador, Budaya korea & Asal negara variables are ab to explain 16% of the purchase intention variable, while the remaining 59% is explained by variab that are not in this research.

PENGARUH INFLUENCER MARKETING DAN ONLINE CUSTOMER REVIEW TERHADAP KEPUTUSAN PEMBELIAN ONLINE PADA GENERASI Z

Nurul Faradila, Baiq Handayani Rinuastuti — Wed, 09 Sep 2026 00:00:00 +0000

This research aims to find out how influence Influencer Marketing and Online Customer Reviews have on online purchasing decisions in generation z. The research method used in this research is a survey sample. The number of respondents used in this research was 110 respondents with a sampling technique using the purposive sampling method. The population in this study is all generation z who have shopped online and live in the city of Mataram. The data obtained from these respondents was processed using multiple linear regression analysis methods using SPSS version 26. The research results show that influencer marketing and online customer reviews have a positive and significant influence on online purchasing decisions in generation z.a

PENGARUH CUSTOMER REVIEW, HARGA, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN INDUSTRI KREATIF KULINER DI PASAR BAMBU DESA BONJERUK

Muhammad Ikhen Aditiya Sakti, Lalu Muhammad Furkan — Wed, 09 Sep 2026 00:00:00 +0000

This research aims to test and analyze the influence of customer reviews, price and product quality on purchasing decisions for the culinary creative industry at the bamboo market in Bonjeruk village. This research was conducted at the bamboo market in Bonjeruk village. The type of research used is quantitative associative research which aims to determine the influence of customer reviews, price and product quality on purchasing decisions for the culinary creative industry in the bamboo market in Bonjeruk village. The data collection method was carried out by distributing questionnaires to consumers who had visited the bamboo market in Bonjeruk village. The sample used in this research was 100 samples using a non- probability sampling technique using the probability sampling method. The data processing technique uses multiple linear regression analysis methods with the help of the SPSS 22 application. The results of this research show that the customer review, price and product quality variables have a positive and significant influence on purchasing decisions.

PENGARUH ELECTRONIC WORD OF MOUTH (E-WOM) DAN ONLINE PROMOTION TERHADAP PEMBELIAN IMPULSIF PADA PRODUK VIVA COSMETICS

Era Putriani, Sulhaini — Wed, 09 Sep 2026 00:00:00 +0000

This research aims to examine and analyze the influence of Electronic Word of Mouth (e-WOM) and Online Promotion on impulsive buying of Viva Cosmetics products. The sample used in this research consists of 100 respondents, with a sampling technique of nonprobability sampling and purposive sampling method. Data analysis was conducted using multiple linear regression with the help of SPSS Statistic 23 . The results of statistical testing and analysis show that the data used is valid, with classical assumption tests indicating normal distribution and no multicollinearity. The findings of this research reveal that both independent variables, namely Electronic Word of Mouth (e-WOM) and Online Promotion, have a positive and significant influence on the dependent variable, which is impulsive buying of Viva Cosmetics products.

PENGARUH HARGA, DESAIN, DAN KEKUATAN MEREK TERHADAP KEPUTUSAN PEMBELIAN SEPATU FUTSAL SPECS DI KOTA MATARAM

Haikal Fansuri, Rusminah — Wed, 09 Sep 2026 00:00:00 +0000

This study aims to examine the influence of Price, Design, and Brand Strength on the Purchase Decision of SPECS Futsal Shoes in Mataram City. The population in this study consists of SPECS futsal shoe users in Mataram City, with a total of 75 respondents. The research method used is a causal associative study with a quantitative approach. The results of the study indicate. That the Price variable has a positive and significant effect on the Purchase Decision, with a t-statistic value of 6.280 > 1.984. The Design variable also has a positive and significant effect on the Purchase Decision, with a t-statistic value of 4.480 > 1.984. However, the Brand Strength variable also has a positive and significant effect on the Purchase Decision, with a t-statistic value of 2.205 < 1.984..

PENGARUH E-WOM (ELECTRONIC WORD OF MOUTH) MEDIA SOSIAL TIKTOK DAN KUALITAS PRODUK TERHADAP MINAT BELI ULANG DI LALAPAN WARUNG MOIIIQ CABANG 2 KOTA MATARAM

Eva Damayanti, Weni Retnowati — Wed, 09 Sep 2026 00:00:00 +0000

This study aims to analyze and explain the influence of electronic word of mouth (e-WOM) through TikTok social media and product quality on repurchase intention among consumers of Lalapan Warung Moiiiq Branch 2 in Mataram City. This research is an associative quantitative study with data collection conducted through a survey method involving 100 respondents. The analysis method used is multiple linear regression analysis with the aid of the Statistical Package for the Social Sciences (SPSS). The results show that e-WOM (electronic Word of Mouth) has a positive and significant influence on repurchase intention, with a t-value of 4.115 > t-table value of 1.984. Similarly, product quality also has a positive and significant effect on repurchase intention, with a t-value of 5.907 > t-table value of 1.984. These findings imply that the effective use of TikTok social media to convey e-WOM and maintaining product quality can enhance consumer repurchase intention.

PERAN FOTO PRODUK, ONLINE CUSTOMER REVIEW, ONLINE CUSTOMER RATING PADA MINAT BELI KONSUMEN DI APLIKASI GRABFOOD

Ida Bagus Alit Sujendra, Handry Sudiartha Athar — Wed, 09 Sep 2026 00:00:00 +0000

This research is to determine the role of the influence of product photos, online customer reviews and online customer ratings on consumers' buying interest in the GrabFood application in Mataram City. The type of research used in this study is quantitative research with an associative approach. The population used in this study is the people of Mataram city. Data was collected through the distribution of questionnaires shared directly by researchers and data analysis techniques using the SPSS program. The results of this study show that Product Photos have a positive and significant effect on consumers' buying interest in the grabfood application. This means that the better the Product Photos on the grabfood app. So consumer buying interest will increase, Online Customer Reviews have a positive and significant effect on buying interest on the GrabFood Application. This means that the better the Online Customer Review on the grabfood application, the more consumers' buying interest will increase and the Online Customer Rating affects consumers' buying interest. The better the Online Customer Rating on the grab application, the more consumer buying interest will increase.