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All Journal Studi Ilmu Manajemen dan Organisasi Journal of Management, Accounting, General Finance and International Economic Issues (MARGINAL)
Ni Putu Widhia Rahayu
Universitas Bandar Lampung, Bandar Lampung, Indonesia
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Social Sciences

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Pengaruh AIDA dan Experiental Marketing Terhadap Keputusan Pembelian Produk L-Men di BeFit GYM cicelia novianti; Ni Putu Widhia Rahayu
Studi Ilmu Manajemen dan Organisasi Vol 6 No 3 (2025): Oktober
Publisher : Penerbit Goodwood

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/simo.v6i3.3956

Abstract

Purpose: To examine how BeFit Gym members' decisions to buy L-Men items are influenced by AIDA and experiential marketing factors. Research methodology: This study employs a quantitative methodology using questionnaires. The acquired data were examined using multiple linear regression and descriptive analytic techniques with the aid of the IBM SPSS 25 program. The analysis consists of classical assumption tests, reliability and validity tests to ensure the quality of the instrument, and hypothesis tests to establish the relationships between variables. The BeFit Gym members completed a questionnaire. Results: The results showed that AIDA and Experiential Marketing had a positive and significant influence on the purchasing decisions for L-Men products at BeFit Gym. Conclusions: AIDA and Experiential Marketing positively and significantly affect purchasing decisions for L-Men products at BeFit Gym, both partially and simultaneously. The application of the AIDA stages and emotionally engaging consumer experiences effectively encourages purchasing decisions. Limitations: The study was only conducted on BeFit Gym members in Bandar Lampung, and the determination of the sample size used the Lemeshow formula with a 10% error rate. Contribution: The results of this study have strong practical implications for the health supplement industry and gym management. By understanding the factors that influence purchasing decisions, companies can design marketing programs that are more personalized and appealing to  the consumers.
ENTREPRENEURIAL E-COMMERCE MARKETING TO IMPROVE THE PERFORMANCE OF MICRO, SMALL, AND MEDIUM ENTERPRISES (MSMES) IN BANDAR LAMPUNG CITY Komang Yunita Shakpuytri; Ni Putu Widhia Rahayu
JOURNAL OF MANAGEMENT, ACCOUNTING, GENERAL FINANCE AND INTERNATIONAL ECONOMIC ISSUES Vol. 3 No. 2 (2024): MARCH
Publisher : Transpublika Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55047/marginal.v3i2.1075

Abstract

In Bandar Lampung, approximately 18% of MSMEs have not embraced e-commerce, despite its growing popularity and convenience. Limited access to technology and the internet, lack of digital literacy, concerns about security and trust, and traditional business practices are all factors contributing to this low adoption rate. This research aims to empirically investigate how digital marketing affects intellectual capital, perceived quality, and overall performance of MSMEs. Additionally, it explores the impact of MSMEs' intellectual capital and perceived quality on their performance. Employing a quantitative approach with descriptive analysis, this study targets MSME actors in Bandar Lampung. The sampling strategy involves multi-stage cluster purposive sampling, selecting 366 respondents for data collection through an online questionnaire using Likert scales. The analysis is conducted using Smart PLS, and the results reveal that digital marketing significantly and positively influences intellectual capital, perceived quality, and overall performance of MSMEs. Furthermore, both intellectual capital and quality perception show a positive and significant influence on MSME performance.
Co-Authors cicelia novianti Komang Yunita Shakpuytri