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All Journal EAJ (ECONOMICS AND ACCOUNTING JOURNAL) Jurnal Fokus Manajemen Journal of Management, Economic, and Accounting
Naruliza, Esty
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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The Influence Of Creative Content And Influencers On Consumer Buying Interest (Case Study Of Bobby Syaputra Influencer On Instagram Application) Akbar, Fikri; Naruliza, Esty; Emeila, Sri
Journal of Management, Economic, and Accounting Vol. 4 No. 1 (2025): Januari- Juni
Publisher : Universitas Dehasen Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37676/jmea.v4i1.748

Abstract

Bobby Syaputra is a public figure on the Instagram platform who consistently shares promotional content for various products and brands. The primary objective of this study is to examine the impact of creatively designed content and Bobby’s personal influence as an Instagram influencer on consumer purchase intention—both simultaneously and individually. This study involved 272 participants selected from the followers of Bobby Syaputra's Instagram account, with a margin of error set at 10% or 0.1. The data collected is primary in nature, obtained through the distribution of digital questionnaires via Google Forms to followers who have been exposed to his promotional content. Data analysis was carried out using SPSS version 26, employing a series of tests including validity and reliability testing, classical assumption testing, and hypothesis testing. The findings reveal that the coefficient of determination (R²) is 0.535 or 53.5%, indicating that more than half of the variance in consumer purchase intention can be explained by the two main variables: creative content and influencer effect, while the remaining 46.5% is influenced by other variables not examined in this study. More specifically, creative content contributes 21.1%, while Bobby’s influence as an Instagram figure contributes 25.4% to consumer purchase intention. Thus, it can be concluded that both jointly and individually, engaging content and the presence of a trusted influencer have a significant and measurable effect on consumers’ intentions to make a purchase through Bobby Syaputra’s Instagram account. These results support the validity of the research hypotheses previously proposed. It has been proven that there is a positive correlation between creative content and influencer credibility in increasing consumer motivation to purchase promoted products.
The Influence Of Location And Service Quality On Purchasing Decisions For Electrical Appliances At Paci Electrical Store In Palembang Sari, Ellyza Putri Arum; Naruliza, Esty; Ermelia, Sri
Jurnal Fokus Manajemen Vol 5 No 3 (2025): Agustus
Publisher : LPPJPHKI Universitas Dehasen Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37676/jfm.v5i3.9203

Abstract

The objective of this study is to determine how location and service quality, both partially and simultaneously, influence consumer purchasing decisions for electrical equipment at Toko Listrik Paci Palembang. In this research, a sample of 250 respondents was selected to illustrate how consumers make purchasing decisions. Data were obtained from 250 individuals who completed the survey. The results show that the location variable (X1) has a significant effect on purchasing decisions (Y), with a significance value of 0.020 (less than 0.050), indicating that H0 is rejected and H1 is accepted. The service quality variable (X2) also has a significant influence, with a significance value of 0.000 (≤ 0.050), suggesting that service quality plays a crucial role in influencing consumer purchasing decisions. Location also shows a significant effect with a constant value of -0.105, indicating that service quality significantly contributes to consumer decision-making, supported by the significance value of 0.020. Being located in a market environment with numerous competing stores may reduce consumer purchasing decisions due to the abundance of alternatives. Customers' decisions to purchase electrical tools at Toko Listrik Paci Palembang are partially and simultaneously influenced by store location and the level of service provided. However, further research should consider additional elements that may affect customer choices.
COMPARISON OF THE EFFECT OF FOREIGN DEBT ON ECONOMIC GROWTH OF INDONESIA IN THREE PERIODS OF GOVERNMENT Ningsih, Endang Kusdiah; Naruliza, Esty; Mario, Asma
EAJ (Economic and Accounting Journal) Vol. 1 No. 3 (2018): EAJ (Economic and Accounting Journal)
Publisher : Universitas Pamulang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32493/eaj.v1i3.y2018.p176-189

Abstract

This purpose of this articel is  to determine the ratio of the effect of foreign debt on economic growth. Since the reign of the Old Order  up to the reign of the Reform Order to date, the Indonesian government has always done debt (overseas loans). So as if the growth that accomplished by the Indonesian economy each year can not be separated from foreign debt.The data used are secondary data obtained from the Central Bureau of Statistics and Bank Indonesia. The analysis technique to be used is Quantitative Descriptive Method. The results of hypothesis test show that  the effect of foreign debt on economic growth only during the Reform Order.
Co-Authors Emeila, Sri Ermelia, Sri Mario, Asma Naruliza, Esty Ningsih, Endang Kusdiah Sari, Ellyza Putri Arum