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All Journal JMM UNRAM (Jurnal Magister Manajemen Universitas Mataram) GANEC SWARA Reswara: Jurnal Pengabdian Kepada Masyarakat SOLID ABDINE Jurnal Pengabdian Masyarakat Business Management Media Bina Ilmiah Sasambo: Jurnal Abdimas (Journal of Community Service)
Agustina, Fitria ika
Universitas Teknologi Mataram
Religion Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences Other

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Journal : Business Management

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Analysis of the Influence of Smm, Ocr, and Im on the Brand Image of Fashion Products in Tiktok Shop Agustina, Fitria Ika; Kalbuadi, Amiruddin; Milhiani, Dini
Business Management Vol 4, No 3 (2025): Business Management Agustus
Publisher : Lembaga Penelitian dan Pendidikan (LPP) Mandala

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58258/bisnis.v4i3.9146

Abstract

This research aims to determine the influence of social media marketing, online customer reviews and influencer marketing on brand image. This type of research uses quantitative research. Data collected in this research used a questionnaire distributed via a Google Form link. The population or sample in this study was 85 respondents. Respondents were taken from students who had purchased fashion products at the TikTok shop. Data were processed using multiple linear analysis, t test and f test with the help of SPSS. The results of this research show that the t test that has been carried out on the social media marketing variable on brand image partially has a significant effect. The online customer review variable on brand image partially has a significant effect. The influencer marketing variable on brand image partially has a significant effect. Simultaneously, all variables, namely social media marketing, online customer reviews and influencer marketing, have a positive and significant effect on brand image. Meanwhile, the results of the last test, namely the online customer review variable, show a dominant influence on brand image. The conclusion of this research shows that the variables of social media marketing, online customer reviews and influencer marketing have a positive and significant effect on the brand image of fashion products in the TikTok shop. 
The Effect of Flash Sales and Free Shipping on Impulse Buying Among Tiktok Shop Users on Students in Mataram City Agustina, Fitria Ika; Saputra, Agus Marjan; Hudairi, Ahmad
Business Management Vol 4, No 4 (2025): Business Management November
Publisher : Lembaga Penelitian dan Pendidikan (LPP) Mandala

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58258/bisnis.v4i4.9481

Abstract

This study aims to examine and analyze the influence of Flash Sale and Free Shipping on Impulse Buying among TikTok Shop users, specifically university students in Mataram City. This research uses a quantitative approach. The sample size in this study consists of 100 respondents. The sampling technique used is non-probability sampling.The data analysis in this study employs multiple linear regression analysis, validity and reliability tests, and classical assumption tests, including normality test, multicollinearity test, and heteroscedasticity test, as well as hypothesis testing. All data were processed using SPSS Statistics 21. The results of the study indicate that the independent variable Flash Sale has a positive and significant effect on the dependent variable Impulse Buying, while the independent variable Free Shipping does not have a positive and significant effect on Impulse Buying.
Co-Authors Adlilulhak Adlilulhak Adlilulhak, Adlilulhak AFRIWAN, OKKY Agus Hermanto Agus Hermanto Agus Marjan Saputra Ahyat, Muhamad Amiruddin Kalbuadi Andhini Nurmala Sari Baiq Ishariaty Wika Utari Baiq Ishariaty Wika Utary Hamzah Hamzah Handry Sudiartha Athar Hidayah, Solfia Hudairi, Ahmad Ilhami, Danuar Ishariaty Wika Utary, Baiq Kembang, Lale Puspita MAHYANI MAHYANI Mariana Mariana Mariana Mariana Milhiani, Dini Okki Afriwan Rian Indranopa Rusdan Rusdan Saniyah, Eluiz Yansirus Wika Utari, Baiq Ishariaty Wika Utary, Baiq Ishariaty Wira Jayadi, Lalu