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All Journal JURNAL ILMIAH EKONOMI, MANAJEMEN, BISNIS DAN AKUNTANSI
Rizkia Putri Primadhita
Universitas Peradaban
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Pengaruh Brand Awareness dan Social Media Marketing terhadap Keputusan Pembelian Produk Lotion Vaseline Rizkia Putri Primadhita; Mukhroji Mukhroji
JURNAL ILMIAH EKONOMI, MANAJEMEN, BISNIS DAN AKUNTANSI Vol. 3 No. 4 (2026): JULI
Publisher : CV. KAMPUSA AKADEMIK PUBLISING

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61722/jemba.v3i4.2786

Abstract

This study was conducted to examine the influence of brand awareness and social media marketing on consumers' purchasing decisions regarding Vaseline body lotion products. A quantitative approach with a causal-associative research design was employed. Primary data were collected through an online questionnaire distributed to Indonesian consumers who had previously purchased or used Vaseline body lotion. The sample consisted of 99 respondents selected using purposive sampling. Data were analyzed using multiple linear regression with IBM SPSS Statistics version 26. The results indicate that brand awareness (B = 0.507; p < 0.001) and social media marketing (B = 0.299; p = 0.003) have positive and significant effects on purchasing decisions. Simultaneous analysis also shows that both variables significantly influence purchasing decisions (F = 62.734; p < 0.001), with brand awareness making the greater contribution. Therefore, strengthening brand awareness and implementing effective social media marketing strategies are important factors in encouraging consumers' purchasing decisions regarding Vaseline body lotion products.
Analisis Kelayakan Usaha Wisata Walicung Park Ditinjau dari Aspek Pemasaran dan Lingkungan Rizki Amalia; Siti Badiatul Umroh; Adji Noerpijar; Rizkia Putri Primadhita; Muhammad Firgi Imansyah; Rama Indra Prasetia; Hagiwara Lakon Pamungkas
JURNAL ILMIAH EKONOMI, MANAJEMEN, BISNIS DAN AKUNTANSI Vol. 3 No. 4 (2026): JULI
Publisher : CV. KAMPUSA AKADEMIK PUBLISING

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61722/jemba.v3i4.2830

Abstract

This study aims to analyze the feasibility of developing Walicung Park Tourism in Brebes Regency based on marketing and environmental aspects. The method used is qualitative descriptive, with data collected through observation, semi-structured interviews with park managers and visitors, as well as relevant documentation. Data analysis was carried out in stages, including data reduction, presentation, and conclusion drawing. The research findings show that from a marketing perspective, Walicung Park has a clear market segmentation, attracts visitors from various regions in Central Java, uses social media strategies for promotion, offers affordable entrance tickets, and has competitive advantages such as natural springs and adequate supporting facilities. From an environmental perspective, the sustainability of this location is supported by the availability of water sources and effective waste management, as well as minimal negative impact on the surrounding community. In addition, this recreational place provides economic benefits by creating jobs and encouraging entrepreneurial opportunities for residents. Based on this, Walicung Park is considered suitable for sustainable development, while continuing to enhance digital marketing efforts, environmental protection, and collaboration with the community.
Co-Authors Adji Noerpijar Hagiwara Lakon Pamungkas Muhammad Firgi Imansyah Mukhroji Mukhroji Rama Indra Prasetia Rizki Amalia Siti Badiatul Umroh