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All Journal Productivity
Tinneke M. Tumbel
Program Studi Administrasi Bisnis, Fakultas Ilmu Sosial dan Politik Universitas Sam Ratulangi

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Pengaruh Promosi Melalui Instagram terhadap Keputusan Pembelian Vape di Area 51 Manado Dewiki W. J. Lupano; Tinneke M. Tumbel; Olivia F. C. Walangitan
Productivity Vol 1 No 2 (2020)
Publisher : Program Studi Administrasi Bisnis

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Abstract

This study aims to determine the effect of promotion through social media on vape purchase decisions in Area 51 Manado. This research methodology uses a quantitative research approach. The sampling technique used is non-probability sampling with a population of 82 respondents. The result of R between the two variables is 0.714, meaning the relationship between Promotion and Purchasing decision is moderate. Then the value of R square (determinant coefficient) of 51.0. This shows that the vape purchase decision in Area 51 Manado, 51.0% is influenced by the Promotion, while the other 49% is determined by other factors not examined in this study. Then the influence is interpreted that Promotion is one factor that is sufficient to influence vape purchase decisions. In this case, the promotion through social media Instagram is quite positive so that many people prefer to make purchases online compared to having to travel to visit the store to make a purchase. Vape Store Area 51 is very helpful for consumers who want to buy the products they market by utilizing social media technology as a means of promoting products because we can make purchases or orders from their own homes without having to visit the store. The things that must be improved in terms of service in order to be better at serving consumers and also continue to innovate to see new opportunities in expanding marketing in various social networks.
Pengaruh Kualitas Produk terhadap Keputusan Pembelian Skincare Scarlett Whitening pada Platform Digital Novel Apriyani Montolalu; Tinneke M. Tumbel; Olivia F. C. Walangitan
Productivity Vol 2 No 4 (2021)
Publisher : Program Studi Administrasi Bisnis

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Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh kualitas produk terhadap keputusan pembelian skincare scarlett whitening pada platform digital. Kualitas produk adalah karakteristik dari suatu produk dalam kemampuan untuk memenuhi kebutuhan-kebutuhan yang bersifat pasti. Keputusan pembelian merupakan sebuah proses dimana konsumen mengenal masalahnya, mencari informasi mengenai produk atau merek tertentu dan mengevaluasi secara baik masing-masing produk untuk mengarah kepada keputusan pembelian. Metode penelitian yang digunakan adalah metode kuantitatif. Dalam penelitian ini sampel yang digunakan sebanyak 100 orang dengan rentang usia 16-45 tahun. Hasil analisis data yang menggunakan metode korelasi dan regresi dapat disimpulkan bahwa kualitas produk berpengaruh besar atau positif terhadap keputusan pembelian (nilai thitung = 25.200 > ttabel = 1,984). Berdasarkan hasil perhitungan koefisien determinasi diperoleh nilai R Square sebesar 0,866 atau 86% ini menyatakan bahwa terdapat pengaruh antara variable kualitas produk terhadap variable keputusan pembelian. Hal ini menujukkan bahwa kualitas produk berpengaruh signifikan terhadap keputusan pembelian.
Co-Authors Dewiki W. J. Lupano Novel Apriyani Montolalu Olivia F. C. Walangitan