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All Journal JURNAL EMBA : JURNAL RISET EKONOMI, MANAJEMEN, BISNIS DAN AKUNTANSI Proceeding International Conference on Information Technology and Business Jurnal Kebijakan dan Administrasi Publik JURNAL EKONOMI DAN BISNIS AIRLANGGA JURNAL PENGABDIAN KEPADA MASYARAKAT JURNAL AKUNTANSI DAN BISNIS : Jurnal Program Studi Akuntansi Jurnal Manajemen Indonesia JIM UPB (Jurnal Ilmiah Manajemen Universitas Putera Batam) Primanomics : Jurnal Ekonomi & Bisnis J-MAS (Jurnal Manajemen dan Sains) Computer Based Information System Journal Jurnal Manajemen Pemasaran Magisma: Jurnal Ilmiah Ekonomi dan Bisnis eCo-Buss SABDAMAS BENING JURNAL ILMIAH MAKSITEK Journal of Community Service and Empowerment Jurnal Disrupsi Bisnis Dynamic Management Journal Jurnal Abdimas Bina Bangsa Jurnal Akutansi Manajemen Ekonomi Kewirausahaan (JAMEK) Jurnal Puan Indonesia Dinamika Proceeding National Conference Business, Management, and Accounting (NCBMA) Journal of Entrepreneur and Business e-Jurnal Apresiasi Ekonomi International Journal of Multidisciplinary Approach Research and Science Conference on Management, Business, Innovation, Education and Social Sciences (CoMBInES) Jurnal Pengabdian Barelang JKAP (Jurnal Kebijakan dan Administrasi Publik) Jurnal Bisnis Dan Manajemen: Bisman SCIENTIA JOURNAL : Jurnal Ilmiah Mahasiswa Prosiding Seminar Nasional Ilmu Sosial dan Teknologi (SNISTEK)
Husda, Nur Elfi
Universitas Putera Batam
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PENGARUH VIRAL MARKETING, CELEBRITY ENDORSEMENT DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN PRODUK SKINCARE PADA GEN Z WOMEN DI KOTA BATAM Muhammad Arif Rahman; Husda, Nur Elfi
JIM UPB (Jurnal Ilmiah Manajemen Universitas Putera Batam) Vol 12 No 2 (2024): Volume 12 Nomor 2 Tahun 2024
Publisher : Universitas Putera Batam

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33884/jimupb.v12i2.9015

Abstract

The large number of skincare products and brands that have emerged has created a high level of competition. Every company is required to reach the desired target market. The target market can be achieved through consumer purchasing decisions. This target can be achieved with various factors, some of which are Viral Marketing, Celebrity Endorsement and Brand Image. This research aims to determine the influence of Viral Marketing, Celebrity Endorsement, and Brand Image on Purchasing Decisions for Gen Z Women's Skincare Products in Batam City. This type of research is descriptive quantitative. The research method is multiple linear regression. The sampling technique uses non-probability sampling techniques. The research sample was 97 respondents. Data was processed using the SPSS v25 program. The research results show that Viral Marketing does not have a positive and significant effect on Purchasing Decisions, Celebrity Endorsement has a positive and significant effect on Purchasing Decisions and Brand Image has a positive and significant effect on Purchasing Decisions. The magnitude of the influence of Viral Marketing, Celebrity Endorsement and Brand Image in explaining the Purchasing Decision variable is 70.6%.
Pengaruh Online Customer Review dan Online Customer Rating Terhadap Minat Beli pada Zalora di Kota Batam Febrianti, Rosi; Husda, Nur Elfi
Jurnal Disrupsi Bisnis Vol. 8 No. 1 (2025): Jurnal Disrupsi Bisnis
Publisher : Prodi Manajemen, Fakultas Ekonomi, Universitas Pamulang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32493/drb.v8i1.47488

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh online customer review dan online customer rating terhadap minat beli pada e-commerce Zalora di kota Batam. Sampel pada penelitian ini berjumlah 100 orang responden pengguna toko online Zalora. Teknik pengambilan sampel menggunakan pendekatan purposive sampling. Metode yang digunakan pada penelitian ini adalah analisis regresi linier berganda. Penelitian ini menggunakan program SPSS 25. Hasil pengujian reliabilitas menunjukkan bahwa nilai Cronbach’s Alpha pada variabel online customer review sebesar 0,898, online customer rating 0,896, dan minat beli sebesar 0,907. Hasil uji T pada penelitian ini menujukkan bahwa pada variabel online customer review berpengaruh signifikan terhadap minat beli, sedangkan variabel online customer rating tidak memiliki pengaruh signifikan terhadap minat beli. Akan tetapi pada uji F dihasilkan nilai F hitung 260,110> F tabel 3,09 dapat disimpulkan bahwa terdapat pengaruh yang signifikan secara bersamaan antara variabel online customer review dan online customer rating terhadap minat beli.
THE INFLUENCE OF PRODUCT KNOWLEDGE, PRODUCT VARIATIONS AND SALES PROMOTION ON PURCHASING DECISIONS AT PT SAN TRACO ADIDAYA BATAM Diksen, Diksen; Husda, Nur Elfi
Dynamic Management Journal Vol 8, No 2 (2024): April
Publisher : Universitas Muhammadiyah Tangerang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31000/dmj.v8i2.10716

Abstract

Penelitian ini dilakukan pada PT San Traco Adidaya. Permasalahan yang didapati dari perusahaan ini adalah konsumen masih kurang memahami secara luas produk Blasting Helmet yang akan dibeli. Permasalahan selanjutnya yang didapati adalah variasi produk Blasting Helmet yang dijual kurang bervariasi dengan pesaingnya. Permasalahan lainnya yang didapati adalah promosi penjualan Blasting Helmet yang dilakukan tidak terealisasi dengan baik sesuai dengan jumlah target konsumen yang diharapkan. Penelitian ini bertujuan untuk menganalisis pengaruh pengetahuan produk, variasi produk, dan promosi penjualan terhadap keputusan pembelian di PT San Traco Adidaya. Dengan menggunakan sampel sebanyak 105 responden dan menerapkan teknik non probability sampling yaitu sampel jenuh. Pengumpulan data dilakukan melalui penyebaran kuesioner dan analisis data menggunakan uji kualitas data, seperti uji validitas, uji reliabilitas, dan uji asumsi klasik termasuk uji normalitas, uji multikolinieritas, serta uji heteroskedastisitas. Uji pengaruh melibatkan analisis regresi linier berganda dan analisis koefisien determinan, sementara uji hipotesis melibatkan uji t. Hasil penelitian menunjukkan pengetahuan produk, variasi produk dan promosi penjualan secara parsial terhadap keputusan pembelian di PT San Traco Adidaya.
PENGARUH E-WOM, KUALITAS PRODUK DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN PRODUK SKINCARE GLAD2GLOW DI TIKTOKSHOP Zakina, Nurul; Husda, Nur Elfi
SCIENTIA JOURNAL Vol 7 No 6 (2025): Scientia Journal
Publisher : LPPM Universitas Putera Batam

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33884/scientiajournal.v7i6.10219

Abstract

This study aims to examine the extent to which E-WOM, product quality, and brand image influence the purchase decisions of Glad2Glow skincare products on TikTok Shop. The research population consists of individuals who follow or watch live broadcasts from the Glad2Glow TikTok Shop account, although the exact number is unknown. The sample was determined using the Lemeshow formula, resulting in 101 respondents, selected through non-probability sampling, specifically purposive sampling. Data collection was conducted through the distribution of questionnaires and analyzed using several data quality tests, including validity testing, reliability testing, and classical assumption tests (normality, multicollinearity, and heteroscedasticity tests). To assess the influence among variables, multiple linear regression analysis and the coefficient of determination (R²) were used. t-tests were conducted to evaluate the partial effects of each independent variable.The results of the study indicate that E-WOM, product quality, and brand image each have a significant partial influenceon consumers’ purchase decisions of Glad2Glow products on TikTok Shop.
PENGARUH CITRA MEREK, INOVASI DAN IKLAN TERHADAP KEPUTUSAN PEMBELIAN TEH GELAS DI KOTA BATAM CHAIRANI, SHERLY; Husda, Nur Elfi
SCIENTIA JOURNAL Vol 7 No 6 (2025): Scientia Journal
Publisher : LPPM Universitas Putera Batam

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33884/scientiajournal.v7i6.10283

Abstract

This study aims to analyze the influence of brand image, innovation, and advertising on the purchasing decision of Teh Gelas in Batam City. It also seeks to identify which of these factors plays the most dominant role in influencing consumer behavior. Furthermore, the study aims to provide insights into how marketing strategies can be optimized to attract and retain customers. The findings are expected to serve as a reference for businesses in the packaged beverage industry to strengthen their market positioning. Using a quantitative method with a descriptive approach, data was collected through an online questionnaire completed by 100 respondents. Data analysis techniques included validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, and hypothesis testing using t-tests. The results indicate that brand image, innovation, and advertising have a significant influence on purchasing decisions both partially and simultaneously. Advertising has the most dominant influence, as indicated by the highest t-value compared to other variables. The findings imply that a more effective marketing strategy in enhancing brand image, product innovation, and advertising exposure can improve the competitiveness of Teh Gelas in the packaged beverage market.
The effect of the marketing mix on purchase decisions and customer satisfaction Angelika Rouli Sinaga; Nur Elfi Husda
Journal of Community Service and Empowerment Vol. 4 No. 3 (2023): December
Publisher : Universitas Muhammadiyah Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22219/jcse.v4i3.29154

Abstract

Purchasing decisions and customer satisfaction are what determine marketing. This study aimed to analyze the effect of marketing mix variables of price, place, and promotion on purchase decisions and customer satisfaction at SDS Nusantara of Batam City. The research method used was quantitative method with data collected using questionnaires distributed directly to 150 respondents and using accidental sampling. The data processing analysis used in this research was SemPLS 3.2.9 application. The results of this study found that the price, place and promotion variables had a positive and significant effect, then the price, place and promotion variables also had significant and positive effect on customer satisfaction, finally the purchase decision had a positive and significant effect on customer satisfaction.
Penguatan Manajemen Pemberdayaan Fungsi Masjid Miftahul Jannah di Kelurahan Buliang Kecamatan Batu Aji Kota Batam Prasetia, Budi; Husda, Nur Elfi; Realize, Realize
Jurnal Pengabdian Barelang Vol 8 No 1 (2026): Jurnal Pengabdian Barelang
Publisher : LPPM Universitas Putera Batam

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33884/jpb.v8i1.11489

Abstract

Penguatan Manajemen Pemberdayaan Fungsi Masjid Miftahul Jannah merupakan salah satu bentuk kegiatan pengabdian kepada masyarakat yang diselenggarakan dilingkungan masjid Miftahul Jannah di RW 025 Kelurahan Buliang Kecamatan Batu Aji, Kota Batam. Karya pengabdian ini dilatarbelakangi dari hasil pengamatan di lapangan bahwa masih terdapat berbagai hambatan dalam upaya “memakmurkan” masjid, sehingga diperlukan upaya penguatan dalam pengelolaan masjid Miftahul Jannah agar fungsi masjid sebagai tempat peribadatandan pengembangan kebudayaan akan lebihbaik. Oleh karenaitu karya pengabdian yang dilakukan dimaksudkan untuk membantu pengurus masjid Miftahul Jannah dalam mengelola masjid agar lebih berdayaguna sesuai dengan fungsinya, yakni sebagai rumah tempat ibadah dan pusat kebudayaan. Upaya penguatan manajemen masjid dilakukan dengan cara pendampingan dan menyusun buku panduan yang berisi tentang ketentuan-ketentuan yang berkaitan dengan pengaturan lembaga ketakmiran serta pelatihan tentang cara pelaksanaan beberapa ritual peribadatan yang biasa dilakukan di masjid. Dengan mengikuti ketentuan-ketentuan itu pengelolaan masjid diharapkan akan lebih baik, dan pelaksanaan kegiatan peribadatan juga akan terlayani dengan sebaik-baiknya. Hasil dari karya pengabdian ini selain dapat tersusun buku panduan yang bisa dimanfaatkan oleh para pengurus masjid dan jama’ah masjid kapan saja, para pengurus masjid juga mengetahui kedudukan, tugas dan tanggung jawabnya sehingga lebih mendorong mereka untuk melakukan tugas-tugasnya lebih baik lagi
Co-Authors Afriana, Afriana Angelika Rouli Sinaga ansori ansori Artika Mulia Sari Belan, Monika Samanthawina Billy Fransiscus CHAIRANI, SHERLY Darsono Darsono Deviyanti Deviyanti Devy Anggraini Diki Zukriadi Diksen, Diksen Fabiola, Fanie Febrianti, Rosi Feni Maryati Hairi, Muhammad Imam Akbar Hartadi, Nikie Hendrison Hendrison Jupriyatmoko Jupriyatmoko Juwintar Febriani Arwan Khairudin Khairudin Kiki Sumanti LA ODE MUHAMMAD TAUHA Lingga Angling Wulung Maryati, Feni Mayleni Muhammad Arif Rahman Muhammad Imam Akbar Hairi Nuramaliafitrah . Nurhabsyina, Nurhabsyina Oktavia, Yunisa Okto Nopita Girsang Prasetia, Budi Rasid Ridho, Muhammad Realize, Realize Rexy Mainaki Rorong, Michael Jibrael Septi Heksiana siregar, gusnaini Sitompul, Nova Julianti Br Suhardianto Suhardianto Suhardianto Suhardianto Sulistyowati, Tussi Tio, Frankie Tussi Sulistyowati Vira Aulia Zakna Wulung, Lingga Angling You, Hendry Yunisa Oktavia Yunisa Oktavia Zakina, Nurul Zukriadi, Diki