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All Journal Jurnal Ekonomika Manajemen Dan Bisnis
Widyastuti Nurmalia Utami
Program Studi Manajemen, Ekonomi dan Bisnis, Universitas Indonesia Membangun
Economics, Econometrics & Finance Education

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Pengaruh Promosi Media Sosial dan Harga Terhadap Minat Beli Konsumen (Survey Pada Pengikut Akun TikTok Kopi Kenangan) Danisa Alsyafira S; Widyastuti Nurmalia Utami; Palupi Permata Rahmi
Jurnal Ekonomi Manajemen dan Bisnis (JEMB) Vol. 5 No. 1 (2026): Januari - Juni
Publisher : CV. ITTC INDONESIA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47233/jemb.v5i1.4346

Abstract

This study was conducted to examine the level of social media promotion and price on the purchasing interest of Kopi Kenangan customers who follow the TikTok account. In this study, a quantitative approach was used with descriptive and verificative analysis. The purposive sampling process was applied to determine the sample; one hundred people surveyed were followers of the Kopi Kenangan account on TikTok. Data were analyzed using SPSS version 27 and obtained through the distribution of a Likert scale questionnaire. The analysis techniques used included validity and reliability testing, classical assumption testing, multiple linear regression analysis, coefficient of determination, and hypothesis testing using t-tests and f-tests. Based on the analysis results, this study indicates that social media promotion and price have a positive and significant impact on consumer interest in purchasing products, onsidered independently and concurrently. Furthermore, these findings highlight the importance of digital marketing strategies on social media and appropriate pricing in increasing customer interest in Kopi Kenangan. Social media promotions have a stronger impact than price in increasing customer interest in the product. This study applied a non-probability sampling method in the sampling process.
Pengaruh Brand Image, Promosi dan Kualitas Pelayanan Terhadap Kepuasan Pelanggan Pada Pengguna Aplikasi Gojek di Kalangan Gen Z Kota Bandung Ari Septiana; Widyastuti Nurmalia Utami; Ridlwan Muttaqin
Jurnal Ekonomi Manajemen dan Bisnis (JEMB) Vol. 5 No. 1 (2026): Januari - Juni
Publisher : CV. ITTC INDONESIA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47233/jemb.v5i1.4347

Abstract

This research evaluates how brand image, promotional activities, and service quality collectively and individually affect customer satisfaction among Generation Z Gojek users in Bandung. Employing a quantitative methodology with descriptive and verificative frameworks, data were gathered from a sample of 100 participants via purposive sampling. The analytical process involved multiple linear regression executed through SPSS version 27. Empirical evidence demonstrates that brand image, promotion, and service quality simultaneously exert a substantial impact on customer satisfaction, supported by an F-statistic of 286.753. Furthermore, partial analysis indicates that each variable contributes positively and significantly to the outcome. The coefficient of determination (R-Square) was recorded at 0.900, suggesting that 90% of the fluctuations in customer satisfaction are driven by these three integrated factors, while external variables account for the remaining 10%. Notably, brand image was found to be the most influential determinant in shaping user satisfaction within this demographic.
Co-Authors Ari Septiana Danisa Alsyafira S Palupi Permata Rahmi Ridlwan Muttaqin