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All Journal Istinarah: Riset Keagamaan, Sosial dan Budaya Jurnal Manajemen dan Pemasaran
Fauziyyah, Nabila
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Religion Humanities Economics, Econometrics & Finance Environmental Science Library & Information Science Social Sciences

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NILAI-NILAI YANG TERKANDUNG DALAM FILM TENGGELAMNYA KAPAL VAN DER WIJCK Fauziyyah, Nabila; Irman, Irman
Istinarah: Riset Keagamaan, Sosial dan Budaya Vol 1, No 1 (2019)
Publisher : IAIN Batusangkar

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (214.888 KB) | DOI: 10.31958/istinarah.v1i1.1522

Abstract

Persaingan produksi film saat ini sangat kopetitif namun peminat film Tenggelamnya kapal Van Der Wijck masih tetap eksis dikalangan masyarakat. Peneliti ingin mendalami nilai-nilai apa saja yang terkandung dalam film Tenggelamnya kapal Van Der Wijck. Untuk mencapai tujuan tersebut peneliti menggunakan metode penelitian kualitatif dengan jenis penelitian documentary research. Adapun teknik pengumpulan data melalui observasi, dokumentasi dan wawancara serta analisis data menggunakan metode content analysis. Hasil penelitian ditemukan, Ditemukan adanya pribadi yang memiliki nilai-nilai sosial yang dibangun melalui pengelolaan emosi yang baik dan pribadi yang taat pada nilai?nilai budaya yang dibangun dari kepatuhan pada pada orang tua.
PENGARUH DIGITAL MARKETING DAN BRAND EQUITY TERHADAP KEPUTUSAN PEMBELIAN PADA PRODUK HOBIKU Azmi Ajnin Nadiah; Fauziyyah, Nabila; Widya Nurmala; Ramayani Yusuf
Jurnal Manajemen dan Pemasaran Vol. 2 No. 2 (2024): Edisi Februari 2024
Publisher : Universitas Haji Sumatera Utara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51771/jumper.v2i2.856

Abstract

The aim of this research is to find out whether there is a positive influence between digital marketing and brand equity on purchasing decisions for Hobiku products in Kab. Garut. The type of research used in this research is quantitative research with associative methods. The author uses quantitative research techniques, because the research carried out is related to statistical tools to process questionnaire results so that it can be seen whether or not there is an influence between Digital Marketing and Brand Equity on Purchasing Decisions.To measure how influential Digital Marketing and Brand Equity are on purchasing decisions for Hobiku.id products in Garut Regency, using a quantitative method based on data originating from secondary data sources with a large sample of 100 respondents obtained from previously existing thesis literature studies. Technical data analysis uses simple correlation and regression using SPSS data tools. Using research methods through a descriptive quantitative approach shows the results that digital marketing variables have a significant positive effect on purchasing decisions, and brand equity also has a significant positive effect on purchasing decisions. This research recommends adding and developing factors that influence consumer behavior to make more in-depth purchasing decisions and use different research methods.
Co-Authors Azmi Ajnin Nadiah Irman Irman Widya Nurmala YUSUF, RAMAYANI