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All Journal EQIEN - JURNAL EKONOMI DAN BISNIS Golden Ratio of Data in Summary
Syafarudin, Dadang
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Optimisation of Digital Marketing to Increase Consumer Purchase Interest in the Syar'i Fashion Industry: Case Study on Zahra Bursa Veil Garut Syafarudin, Dadang; Rahmawati, Tiara Sinthya
Golden Ratio of Data in Summary Vol. 3 No. 2 (2023): May - October
Publisher : Manunggal Halim Jaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52970/grdis.v3i2.1074

Abstract

The development of digital technology has significantly affected the marketing industry, especially in increasing consumer reach and engagement through various online platforms. However, many companies, especially SMEs, have not been able to maximise the potential of digital marketing to increase consumer buying interest. This study aims to examine the effect of digital marketing on consumer buying interest in Zahra Bursa Kerudung Garut, which is engaged in the syar'i fashion sector. This type of research is quantitative with descriptive and associative approaches. The research population consists of consumers of Zahra Bursa Kerudung, with nonprobability sampling techniques and incidental sampling approaches. The research sample totalled 68 respondents. The research location was at Zahra Bursa Veil Garut, and this research took place in 2024. The results showed that the application of digital marketing has a positive effect on consumer buying interest, although its contribution is not entirely dominant, because other factors such as product quality and price also influence purchasing decisions. This research provides important insights into the integration of digital marketing with other aspects in maximising consumer buying interest, especially in SMEs in the shari'i fashion sector. The implication of the results of this study is the importance of optimising innovative digital marketing strategies and improving product and service quality to strengthen relationships with consumers.
Analisis Pengaruh Penggunaan Social Media Marketing Melalui Instagram Terhadap Keputusan Pembelian, Studi Kasus Pada Program Studi Manajemen S1 Sekolah Tinggi Ilmu Ekonomi Yasa Anggana Garut Syafarudin, Dadang
Eqien - Jurnal Ekonomi dan Bisnis Vol 13 No 01 (2024): Eqien Journal Of Economics and Business
Publisher : Fakultas Ekonomi dan Bisnis Universitas Islam DR KH EZ Mutaqien

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34308/eqien.v13i01.1723

Abstract

This study aims to determine and analyze the influence of social media marketing on decision making. Social media as an independent variable has influenced consumer behavior in buying a product, including in the world of education which is an intangible product. Social media marketing for prospective new students currently has a close relationship with the purchasing decision to choose the college they will go to. The method that the writer will use is to use a quantitative method, namely a research method based on a hunch of positivism, used to examine certain populations or samples, data collection uses research instruments, data analysis is quantitative/statistical in nature, with the aim of testing the hypotheses that have been set.
Co-Authors Rahmawati, Tiara Sinthya