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All Journal Al-Zayn: Jurnal Ilmu Sosial & Hukum Harmony Management: International Journal of Management Science and Business Journal of Social Sciences and Technology for Community Service
Satria Bangsawan
Universitas Lampung
Religion Humanities Computer Science & IT Economics, Econometrics & Finance Education Engineering Languange, Linguistic, Communication & Media Library & Information Science

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The Influence Of Buzz Marketing And Brand Image To Purchasing Decision On Consumer Of Azarine In Bandar Lampung Cika Nandita Roesly; Satria Bangsawan; Nuzul Inas Nabila
Al-Zayn: Jurnal Ilmu Sosial, Hukum & Politik Vol 4 No 3 (2026): 2026
Publisher : Yayasan pendidikan dzurriyatul Quran

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61104/alz.v4i3.5494

Abstract

This study aims to analyze the influence of buzz marketing and brand image on purchasing decisions of Azarine consumers in Bandar Lampung. The research employs a quantitative approach with data collected through questionnaires distributed to Azarine consumers. The data were analyzed using statistical methods to examine the relationships and effects among variables. The results show that buzz marketing has a significant influence on purchasing decisions. Consumers are highly exposed to product information through social media, influencer content, and online promotional activities, which increase awareness, stimulate discussions, and encourage purchasing decisions. Furthermore, brand image also has a significant effect on purchasing decisions. Azarine is perceived as a well-known skincare brand with a positive image, which enhances consumer confidence and reduces uncertainty regarding product quality and safety. Positive brand associations, such as recognition, uniqueness, and favorable public perception, play an important role in building consumer trust and shaping purchase preferences. Overall, both buzz marketing and brand image contribute to purchasing decisions. Buzz marketing functions to attract attention and stimulate interest, while brand image strengthens consumer confidence and reinforces the final decision to purchase. Therefore, the combination of effective buzz marketing strategies and a strong brand image is essential for Azarine to maintain and improve its competitive position in the cosmetic market in Bandar Lampung.
The Influence of Electronic Word of Mouth and Brand Image on Purchase Decisions of Aqua Mineral Water in Bandar Lampung Nur Ishmah Aziizah; Satria Bangsawan; Mutiasari Nur Wulan
Harmony Management: International Journal of Management Science and Business Vol. 3 No. 2 (2026): International Journal of Management Science and Business
Publisher : International Forum of Researchers and Lecturers

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70062/harmonymanagement.v3i2.553

Abstract

Consumer behavior has changed as a result of the growth of social media and digital communication; consumers now look for information before making selections about what to buy, including mineral water goods. The growing influence of electronic word-of-mouth and the significance of brand image in shaping customer purchasing decisions are characteristics of this phenomenon. The purpose of this study is to examine how brand image and electronic word-of-mouth affect Bandar Lampung consumers' decisions to buy Aqua items. This study employs a survey method in conjunction with a quantitative approach. Purposive sampling was used to choose a sample of 150 Aqua customers in Bandar Lampung who completed questionnaires that were used to gather data. Multiple linear regression was used to analyze the data with the use of SPSS 27 software. The findings demonstrate that brand image and electronic word-of-mouth have a favorable and substantial impact on Bandar Lampung consumers' decisions to buy Aqua items. Additionally, brand image has a greater impact on purchase decisions than electronic word-of-mouth, suggesting that brand image has a greater influence on customer choices.
Pengembangan Bisnis Umkm Melalui Pelatihan dan Pendampingan Pemasaran Digital Satria Bangsawan; Mahrinasari MS; Angga Febrian; Gigih Forda Nama; Khashia Nadia Putri Pramudiyanto; Princhita Nabila Maram Pahlawan
Journal Social Science And Technology For Community Service Vol. 6 No. 2 (2025): Volume 6, Nomor 2, September 2025
Publisher : Universitas Teknokrat Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33365/jsstcs.v6i2.750

Abstract

Kegiatan pengabdian kepada masyarakat bertema Pengembangan Bisnis UMKM melalui Pelatihan dan Pendampingan Pemasaran Digital dilaksanakan di Desa Wisata Pulau Legundi, Kabupaten Pesawaran, dengan tujuan utama meningkatkan kapasitas pelaku UMKM dalam memanfaatkan teknologi digital untuk memperluas jangkauan pemasaran dan meningkatkan daya saing produk lokal. Target khusus kegiatan ini meliputi peningkatan pemahaman pelaku UMKM tentang strategi digital marketing, peningkatan keterampilan dalam pembuatan konten promosi (foto produk, caption menarik), serta kemampuan mengelola media sosial dan platform marketplace secara mandiri. Kegiatan dilaksanakan melalui metode pelatihan langsung berupa sesi materi, praktik, dan studi kasus, serta pendampingan intensif untuk membantu peserta menerapkan langsung ilmu yang diperoleh ke dalam usaha mereka. Sasaran kegiatan adalah 20 pelaku UMKM yang tersebar di Pulau Legundi, dengan lokasi pelaksanaan terpusat di balai desa dan beberapa lokasi usaha mitra. Mitra pengabdian yaitu aparatur desa, pelaku UMKM dan komunitas wisata lokal. Hasil yang diharapkan dari kegiatan ini antara lain meningkatnya literasi digital para pelaku UMKM, terbentuknya akun media sosial usaha yang aktif dan dikelola secara profesional, terciptanya materi promosi visual produk yang menarik, serta meningkatnya eksposur dan potensi penjualan produk lokal Pulau Legundi di pasar digital.
Co-Authors Angga Febrian Cika Nandita Roesly Gigih Forda Nama Khashia Nadia Putri Pramudiyanto Mahrinasari MS Mutiasari Nur Wulan Nur Ishmah Aziizah Nuzul Inas Nabila Princhita Nabila Maram Pahlawan