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All Journal Forum Ekonomi : Jurnal Ekonomi, Manajemen dan Akuntansi Dynamic Management Journal Digital Business Journal (DIGIBIS)
Sumarga, Hendi Eka
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Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Other

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THE INFLUENCE OF SOCIAL MEDIA MARKETING AND BRAND IMAGE ON PURCHASING DECISIONS ON ERIGO STORE PRODUCTS Sumarga, Hendi Eka; Rofiq, Iwan Setiawan; Yulianto, Franky Mahendra
Digital Business Journal Vol 3, No 1 (2024): Digital Business Journal
Publisher : Universitas Muhammadiyah Tangerang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31000/digibis.v3i1.12353

Abstract

This study aims to analyze the influence of social media marketing factors (X1) and brand image factors (X2) on purchasing decisions (Y) for Erigo Store consumers in Tangerang City. This research is a quantitative research and survey research. The samples taken in this study were 100 respondents. Data obtained from distributing questionnaires. Primary data processing uses ms.excel and Statistical Package For Social Science (SPSS) version 25 as evaluation. While the data analysis used in this study includes: descriptive statistical analysis, classical assumption test, linear regression analysis, correlation analysis, coefficient of determination test and hypothesis testing. The results of this study indicate that the Social Media Marketing Factor (X1) and Brand Image Factor (X2) simultaneously have a positive and significant effect on Purchase Decision (Y) indicated by the Fcount>Ftable value of 319.453 > 3.09 with a significant value of 0.000 < 0.05..
IMPULSE BUYING BETWEEN DIGITAL MARKETING AND STORE ATMOSPHERE Sumarga, Hendi Eka; Rofiq, Iwan Setiawan; Munandar, Raji
Digital Business Journal Vol 3, No 2 (2025): Digital Business Journal
Publisher : Universitas Muhammadiyah Tangerang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31000/digibis.v3i2.13474

Abstract

This study aims to analyze the relationship between Digial marketing, Store Atmophere and Impulse buying, a case study of super indo teras kota. This study uses quantitative methods and survey research by distributing questionnaires to urban super consumers. Samples were taken from 96 respondents using the purposive sampling technique. The analysis methods used are Descriptive Statistical Analysis, Validity Test, Reliability Test, Simple Linear Regression, Multiple Linear Regression, Simple Correlation, Determination Coefficient, t-test, and f-test with the help of IBM SPSS V.26 Software. The results showed that the Digital Marketing Style (X1) variable, Store Atmophere (X2), simultaneously had a positive and significant influence on Impulse Buying Performance (Y) with Fcal greater than Ftable (279,305>3,094) with a significance value of 0.00 < 0.05.
THE INFLUENCE OF BRAND IMAGE AND PRODUCT QUALITY ON SMARTPHONE PURCHASE DECISIONS APPLE CASE STUDY ON MILLENNIALS IN KOTABUMI TANGERANG Tarto, Tarto; Soenjaya, Teddy Jonathan; Sumarga, Hendi Eka
Dynamic Management Journal Vol 9, No 1 (2025): January
Publisher : Universitas Muhammadiyah Tangerang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31000/dmj.v9i1.13309

Abstract

This research is motivated by the phenomenon of smartphone development, where competition between companies is getting tighter on smartphones. Apple is a company engaged in hardware and software, including Apple's hardware is the Iphone. Apple proved to be one of the big companies, it came from Apple's global sales reaching 150 million units, but in Indonesia according to TBI from 2011 to 2013 the percentage was only able to control less than 5%. The purpose of this study is to determine the influence of brand image and product quality on the purchase of a decision iPhone. This type of research is explanatory research, with data collection through questionnaires, literature studies, and interviews. The sampling technique uses the census technique using a questionnaire of research instruments. The sample in this study amounted to 58 respondents who were iPhone users in S1 FISIP Diponegoro University students. This study uses linear regression analysis techniques and significance tests are used to prove the hypothesis using SPSS for windows version 20.0. The results show that brand image (X1), and product quality (X2), both jointly and individually, have a positive effect on the purchase decision of the dependent variable (Y). Simultaneously, brand image, product quality, affects purchasing decisions by 40.7% according to multiple regression.
Keputusan pembelian produk herbal berdasarkan inovasi produk, kualitas produk dan brand image Sumarga, Hendi Eka; Permana, Aldy
FORUM EKONOMI: Jurnal Ekonomi, Manajemen dan Akuntansi Vol. 25 No. 1 (2023): Januari
Publisher : Fakultas Ekonomi dan Bisnis Universitas Mulawarman

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30872/jfor.v25i1.12462

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh Inovasi Produk, Kualitas Produk, dan Brand Image terhadap Keputusan Pembelian Produk Herbal HNI HPAI Stokis Asgar Muda di Tokopedia. Sampel penelitian ini adalah 55 responden pelanggan Stokis Asgar Muda di Tokopedia dari populasi 120 pelanggan. Metode yang digunakan adalah metode kuantitaif. Pengumpulan data primer diperoleh dari penyebaran kuesioner dan data sekunder diperoleh dari perusahaan. Teknik analisis yang digunakan adalah analisis regresi linier berganda dengan menggunakan software SPSS versi 24. Hasil penelitian menunjukkan bahwa secara parsial variabel Inovasi Produk (X1) berpengaruh secara positif tidak signifikan terhadap Keputusan Pembelian (Y). Hal ini ditunjukkan dengan thitung < ttabel yakni 1,162 <  2.884, dgn nilai signifikansi 0,251 >  0,1. Kualitas Produk (X2) berpengaruh secara positif signifikan terhadap Keputusan Pembelian (Y). Hal ini ditunjukkan dengan thitung > ttabel yakni 3,758 > 2,884 dan nilai signifikan regresi sebesar 0,000 lebih kecil dari 0,1. Brand Image (X3) berpengaruh secara positif tidak signifikan terhadap Keputusan Pembelian (Y). Hal ini ditunjukan dengan thitung < ttabel yakni -0,047 <  2,884 dan nilai signifikan regresi sebesar 0,962 lebih besar dari 0,1.  Koefisien determinasi sebesar 74,7% yang sisanya dipengaruhi oleh faktor yang tidak diteliti.
Co-Authors Munandar, Raji Permana, Aldy Rofiq, Iwan Setiawan Soenjaya, Teddy Jonathan Tarto, Tarto Yulianto, Franky Mahendra