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All Journal International Journal of Nusantara Islam Syntax Literate: Jurnal Ilmiah Indonesia Al-Mashlahah: Jurnal Hukum Islam dan Pranata Sosial International Journal of Business, Economics, and Social Development International Journal of Social Service and Research Journal Of World Science Indonesian Journal of Business Analytics (IJBA) Return : Study of Management, Economic and Bussines Indonesian Journal of Advanced Research (IJAR) International Journal of Nusantara Islam Journal of Management, Economic, and Financial
May Dedu
Universitas Suwadaya Gunung Jati Cirebon
Religion Arts Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences Other

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The Influence of Digital Marketing and Brand Image on Purchasing Decisions at The Indomobil Plaza Dealer in Indramayu Lusyana, Griesthalia Cantik; Nurjannah, Ika Nurjannah; Izzuddin, Ihya Raihan; Dedu, May
Journal of Management Economic and Financial Vol. 2 No. 4 (2024): Special Issue
Publisher : Politeknik Siber Cerdika Internasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46799/jmef.v2i4.41

Abstract

This research aims to determine the extent to which digital marketing and brand image influence purchasing decisions. Employing a quantitative research method, data was gathered using research instruments and analyzed quantitatively and descriptively. A sample of 48 respondents was selected using the Slovin formula. Data analysis was conducted using the SPSS 25 software, which included validity tests, reliability tests, linearity tests, multicollinearity tests, and multiple linear regression analysis (including t-tests and f-tests). The findings indicate that both Digital Marketing (X1) and Brand Image (X2) have a positive and significant impact on Purchasing Decisions (Y) at the Nissan Indramayu car dealership. The hypothesis testing results for the two independent variables on the dependent variable reveal that digital marketing and brand image collectively influence purchasing decisions by 49.4%. The remaining 50.6% is affected by other factors not included in this regression model or by random variables.
Optimizing Sales of Candied Mangoes through Digital Martketing on the Whatsapp Business Platform Nur Intan; Dedu, May
Indonesian Journal of Business Analytics Vol. 4 No. 2 (2024): April 2024
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/ijba.v4i2.8883

Abstract

This research aims to investigate the potential for optimizing sales of candied mango fruit through digital marketing strategies using the WhatsApp Business platform. With the emergence of information and communication technology, the use of digital platforms has become important for small and medium businesses, including candied fruit producers. This research uses a qualitative approach with in-depth interviews and observations of mango candied producers who have implemented WhatsApp Business in their marketing strategy. The collected data was analyzed using the content analysis method. The research results show that using WhatsApp Business can increase consumer accessibility to candied mango products. Through features such as product catalogs, automated messages, and discussion groups, manufacturers can effectively communicate product information to potential customers. Additionally, WhatsApp Business enables direct interaction between manufacturers and customers, which can increase customer trust and loyalty. However, challenges faced include the need to ensure consistent product availability and quality, as well as managing orders efficiently. This research concludes that using WhatsApp Business as a digital marketing platform can be an effective strategy for candied mango producers to increase sales and expand their market reach.
Utilization of Instagram Social Media as A Means of Marketing In @erigostore Lulu Hanifah; Harits Hasan Baisa; Naufal Thoriq Akbar; May Dedu
Return : Study of Management, Economic and Bussines Vol. 3 No. 5 (2024): Return : Study of Management, Economic And Bussines
Publisher : PT. Publikasiku Academic Solution

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57096/return.v3i5.228

Abstract

This study aims to determine the use of Instagram social media as a means of marketing in @erigostore. By using qualitative research, research data is obtained using document studies where document studies are carried out by reviewing documents related to the research topic. This study used subjects from Erigo Products. The result of this study is that @ErigoStore have excelled at using Instagram as a great marketing tool. They utilize the stage to upload product photos, the grandstand's lifestyle related to their image, hold challenges and prizes, team up with powerhouses, use Instagram highlights like Stories and Reels, and direct their supporters to the site to buy products.
The Influence of E-Service Quality and E-Trust on the Level of E-Loyalty of Gojek Application Users in the Cirebon Region Kurniawan, Deni; Romdonny, Jefry; Dedu, May
Indonesian Journal of Advanced Research Vol. 5 No. 4 (2026): April 2026
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/ijar.v5i4.16291

Abstract

This study is aimed at analyzing the impact of e-service quality and e-trust on the e-loyalty of  Gojek application users in the Cirebon Region. The method used was quantitative descriptive, with a survey of 150 active Gojek users using purposive sampling. The data was analyzed through Partial Least Squares (PLS) using SmartPLS. The results indicated that e-service quality had a positive and significant influence on e-loyalty (path coefficient = 0.391; p = 0.001), while e-trust had a more dominant influence (path coefficient = 0.452; p = 0.000). Simultaneously, two variables exert a substantial influence on e-loyalty with an R-Square of 0.650, meaning that 65% of user loyalty variations are explained by both variables. Improving the quality of digital services and strengthening user trust are key strategies to maintain Gojek's loyalty in an increasingly competitive market.
The Influence Of Brand Trust On Brand Loyalty With Brand Love As Mediator (Case Study Of Kopi Roemah Kesambi) Safitri, Auliya; Dedu, May; Maulany, Soesanty
International Journal of Business, Economics, and Social Development Vol. 7 No. 2 (2026): International Journal of Business, Economics, and Social Development (IJBESD)
Publisher : Rescollacom (Research Collaborations Community)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46336/ijbesd.v7i2.1194

Abstract

Coffee consumption in Indonesia has changed from being a necessity to a part of a modern lifestyle due to the industry's rapid growth. This is especially true for the younger generation, whose visits to coffee shops are influenced not only by the taste but also by the atmosphere, brand image, and emotional attachment provided. This phenomenon provides a dilemma for local coffee shops such as Kopi Roemah Kesambi which, despite having excellent sales levels, nevertheless confronts variations in client retention such that brand loyalty has not been securely established. Although contemporary marketing theory highlights the significance of consumer emotional attachment to the brand as a foundation for long-term loyalty, the role of brand trust and brand love in forming brand loyalty in the context of local coffee shops is still rarely studied. This creates a research gap because the majority of prior studies emphasize product customer quality and satisfaction as determinants of loyalty. With a population of 368 active Kopi Roemah Kesambi customers and a sample of 192 respondents chosen using the Slovin formula with a 5% margin of error, this study employs a quantitative approach with an explanatory research method and a probability sampling technique through simple random sampling to close this gap. Data were obtained by a closed questionnaire based on a 1-5 Likert scale and analyzed using SEM-PLS through SmartPLS 4.0. It is hoped that this study will add to the body of knowledge on consumer behavior and help local coffee shops create more sustainable and successful customer retention strategies by examining the impact of brand trust on brand loyalty, with brand love serving as a mediator.
The Influence Of Storytelling Marketing On Purchase Intention Mediated By Brand Image: A Case Study Of Mekayo Coffee Shop Oktaviani, Rara Indah; Dedu, May; Maulany, Soesanty
International Journal of Business, Economics, and Social Development Vol. 7 No. 2 (2026): International Journal of Business, Economics, and Social Development (IJBESD)
Publisher : Rescollacom (Research Collaborations Community)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46336/ijbesd.v7i2.1195

Abstract

Abstract The coffee shop industry in Indonesia is expanding swiftly, although not all establishments can compete effectively. The Mekayo coffee business has seen variable sales figures. This case study seeks to assist the firm in overcoming the problems posed by intensifying competition. This study aims to investigate the role of brand image as a mediator in the relationship between narrative marketing and purchase intention. This study employed a quantitative technique. The sampling approach employed a purposive sampling technique. The research sample comprised 360 respondents, all of whom were followers of Coffee Mekayo on Instagram. A survey using the Likert approach was employed for data gathering. The data analysis approach employed was SmartPLS software version 4. The data demonstrated that narrative marketing has a substantial impact on brand image, brand image significantly influences purchase intention, and storytelling marketing greatly influences purchase intention. Additional data suggest that brand image somewhat mediates the impact of narrative marketing on brand image. These findings demonstrate the significance of narrative marketing in establishing brand image and fostering customer purchase intention. Keywords: storytelling marketing, brand image, purchase intention, coffee industry.
Co-Authors Aditiya, Cristian Agustina Amrullah, Amir Arkhan Deni Kurniawan, Deni Fitriyani, Fayza Nandika Hanifa, Dhiany Nurhasanah Harits Hasan Baisa Izzuddin, Ihya Raihan Khasanah, Silvy Ahwattun Kusmawati, Rengganis Lulu Hanifah Lusyana, Griesthalia Cantik Maulany, Soesanty Misbak, Misbak Muhajirin Muhajirin Naufal Thoriq Akbar Nugraha, Muhammad Rivaldhie Juniar Nur Intan Nurjannah, Ika Nurjannah Nurrahman, Adithia Oktaviani, Rara Indah Permana, Romi Romdonny, Jefry Safitri, Auliya Safitri, Della Ayu Safitri, Kurnaesih Sari, Rakhma Sobari, Rafly Alfikri