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Analisis Pengaruh Online Customer Review Di Youtube, Kualitas Produk, Dan Harga Terhadap Keputusan Pembelian Smartphone Samsung (Studi Kasus Mahasiswa Fakultas Ekonomi & Bisnis Universitas Islam Malang Program studi Manajemen angkatan 2019) Rinaldi, Pipit Alhasan; Rachma, N; Suharto, M. Khoirul Anwarudin Broto
E-JRM : Elektronik Jurnal Riset Manajemen E-JRM : Elektronik Jurnal Riset Manajemen Vol. 12 No. 02
Publisher : UNIVERSITAS ISLAM MALANG

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Abstract This research aims to determine the influence of Yotube Online customer Reviews (X1), Product Quality (X2), and Price (X3) on Samsung Smartphone Purchase Decisions (Y). This type of research is quantitative research. By taking samples from students from the Faculty of Economics, Islamic University of Malang, class of 2019, as many as 100 people had purchased Samsung brand smartphones as research subjects. Sampling used a formula technique from Naresh K Malhotra, and data collection was carried out using a survey method by distributing questionnaires. Data were processed using the SPSS application by carrying out instrument tests, normality tests, classical assumption tests, multiple regression tests, hypothesis tests and coefficient of determination tests. Based on the test results in this research, it shows that the variables Online Reviews on YouTube (X1), product quality (X2), and Price (X3) simultaneously have a positive and significant effect on the Purchase Decision (Y) of Samsung Smartphones. Meanwhile, partially the variables Online Reviews on YouTube (X1), product quality (X2), and Price (X3) have a positive and significant effect on the Purchase Decision (Y) of Samsung Smartphones. Keywords: Online Reviews On Youtube, Product Quality, Price, Purchasing Decisions

Pengaruh Promosi Melalui Sosial Media Dan Harga Terhadap Keputusan Pembelian Keripik Buah Merek Fiona Sari, Juwita Permata; Rachma, N; Slamet, Afi Rachmat
E-JRM : Elektronik Jurnal Riset Manajemen E-JRM : Elektronik Jurnal Riset Manajemen Vol. 13 No. 02
Publisher : UNIVERSITAS ISLAM MALANG

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Abstract This research aims to determine "the influence of promotion through social media and price on purchasing decisions for Fiona brand fruit chips". This research uses quantitative research methods using a questionnaire with a 1-5 Likert scale. The population in this study were social media followers of Fiona brand fruit chips who had made purchases. The sampling method used was purposive sampling, with a total of 85 respondents. Data analysis was carried out using research instrument tests, classical assumption tests, multiple linear regression analysis tests, hypothesis tests and coefficient of determination tests. The collected data was analyzed using IBM SPSS Statistics software. The results of simultaneous testing of the influence of promotion through social media and price have a positive and significant influence on purchasing decisions. Partial test results show that promotion through social media and price influence purchasing decisions. Keywords: Social Media Promotion, Price, Purchase Decision

Pengaruh Harga, Influencer Marketing Dan Live Streaming Tiktok Terhadap Keputusan Pembelian Produk Skincare Lokal Avoskin (Studi Masyarakat Kecamatan Lowokwaru Kota Malang) Munawaroh, Salsabilatul; Rachma, N; Sholehuddin, Sulton
E-JRM : Elektronik Jurnal Riset Manajemen E-JRM : Elektronik Jurnal Riset Manajemen Vol. 14 No. 01
Publisher : UNIVERSITAS ISLAM MALANG

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Abstract This study aims to find out and analyze the influence of price, influencer marketing and TikTok live streaming on the purchase decision of Avoskin's local skincare products. This study was conducted on the community of Lowokwaru sub-district, Malang city. Data collection was carried out by distributing questionnaires to 120 respondents obtained through the Hair formula, with a sample withdrawal method using purposive sampling. The results of this study show that: (1) Together, price, influencer marketing and TikTok live streamig have a significant influence on the purchase decision of Avoskin's local skincare products. (2) Price has a positive and significant effect on the purchase decision of Avoskin local skincare products. (3) Influencer marketing has a positive and significant effect on the purchase decision of Avoskin's local skincare products. (4) TikTok live streaming has a positive and significant effect on the purchase decision of Avoskin's local skincare products. Keywords: Price, Influencer Marketing, TikTok Live Streaming, Purchase Decision

Pengaruh Brand Ambassador Dan Brand Awareness Terhadap Keputusan Pembelian Yang Dimoderasi Brand Image pada E-Commerce Shopee (Studi Kasus pada Mahasiswa Aktif FEB UNISMA Angkatan 2021) Ashrory, Ahmad Nuril; Rachma, N; Primanto, Alfian Budi
E-JRM : Elektronik Jurnal Riset Manajemen E-JRM : Elektronik Jurnal Riset Manajemen Vol. 14 No. 01
Publisher : UNIVERSITAS ISLAM MALANG

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Abstract The purpose of this study is to investigate whether brand image can moderate the influence of brand ambassadors and brand awareness on purchasing decisions. The research method used is a quantitative approach. This study uses explanatory research and moderated regression analysis (MRA) methods to test the proposed research model. The sample of this study were 100 active students of FEB UNISMA class of 2021. The hypothesis was tested using instrument testing, normality test, classical assumption test, moderated regression analysis, hypothesis testing, and coefficient of determination using SPSS v25. The findings indicated that 1) Brand ambassadors have a significant and positive effect on consumer decisions to make purchases, 2) Brand awareness has a significant and positive effect on consumer decisions to make purchases, 3) Brand image reduces the impact of brand ambassador influence on purchasing decisions, 4) Brand image reduces the impact of brand awareness on purchasing decisions. Keywords: Brand Ambassador, Brand Awareness, Brand Image, Purchasing Decisions

Pengaruh Influencer Marketing, Brand Awareness, Dan Brand Love Terhadap Keputusan Pembelian Produk Scarlett Pada Tiktok Shop. (Studi Kasus Mahasiswi Kecamatan Lowokwaru) Pratiwi, Revita Widya; Rachma, N; Utama, Satria Putra
E-JRM : Elektronik Jurnal Riset Manajemen E-JRM : Elektronik Jurnal Riset Manajemen Vol. 14 No. 01
Publisher : UNIVERSITAS ISLAM MALANG

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Abstract This study aims to determine and analyze the effect of influencer marketing, brand awareness, and brand love on purchasing decisions for scarlett products at tiktok shop. The method used in this study was purposive sampling with a sample size of 98 respondents using the slovin formula in determining the sample. The population of this study were college students in Lowokwaru sub-district who used scarlett products. This research method uses quantitative methods. Data was collected throught questionnaires distributed to college students in Lowokwaru District. The data analysis technique in this study used SPSS using multiple linear regression tests. The results showed that Influencer Marketing, Brand Awareness, and Brand Love simultaneously have a positive and significant influence on purchasing decisions. Keywords: Purchase Decision, Influencer Marketing, Brand Awareness, Brand Love

Pengaruh Konten TikTok, Harga, Dan Customer Experience Terhadap Keputusan Pembelian Followers TikTok Pada Warung Mekar Jaya Malang Tyas, Roihana Ervillia Rizki Rahmaning; Rachma, N; Hardaningtyas, Ratna Tri
E-JRM : Elektronik Jurnal Riset Manajemen E-JRM : Elektronik Jurnal Riset Manajemen Vol. 14 No. 01
Publisher : UNIVERSITAS ISLAM MALANG

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Abstract This study aims to determine and analyze the effect of TikTok content, price, and customer experience on purchasing decisions for TikTok followers at Warung Mekar Jaya Malang. This research method uses quantitative methods. This study uses primary data which is processed and obtained from distributing questionnaires. The number of respondents in this study were 93 respondents. In this study using a Likert Scale and multiple linear regression analysis with the help of the Statistical Product and Service Solution (SPSS) program version 26. The results of this study indicate that the Tiktok Content, Price, and Customer Experience variables simultaneously have a significant effect on the Tiktok Followers Purchase Decision at Warung Mekar Jaya Malang. Partial results also show that the Tiktok Content, Price, and Customer Experience variables have a positive and significant effect on the Purchase Decision of Followers Tiktok at Warung Mekar Jaya Malang. Keywords: TikTok Content, Price, Customer Experience, and Purchase Decision

Pengaruh Kompensasi, Disiplin Kerja dan Lingkungan Kerja Terhadap Kinerja Karyawan ( Studi Kasus Pada UD. Permata Beton Desa Sugihan, Kampak Trenggalek Jawa Timur) Pramudita, Sekar Arum; Rachma, N; Ramadhan, Tri Sugiarti
E-JRM : Elektronik Jurnal Riset Manajemen E-JRM : Elektronik Jurnal Riset Manajemen Vol. 14 No. 01
Publisher : UNIVERSITAS ISLAM MALANG

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Abstract The purpose of this study is to analyze and determine the Effect of Compensation, Work Discipline, and Work Environment on Employee Performance. This study uses Explanatory Research with a quantitative approach. Sampling was carried out on all employees of UD. Permata Beton using a saturated sampling technique. Because the population in this study was 100 people, the entire population will be counted as a sample. This research method uses multiple linear regression analysis with SPSS analysis tools. Hypothesis testing uses the t test and F test. The results of this study indicate that Compensation, Work Discipline, and Work Environment have a significant effect simultaneously on Employee Performance. The variables Compensation, Work Discipline, and Work Environment have a significant partial effect on Employee Performance. Keywords: Compensation, Work Discipline, Work Environment and Employee Performance

Pengaruh Live Streaming, Online Customer Review, Dan Online Customer Rating Terhadap Keputusan Pembelian (Studi Pada Pengguna Marketplace Shopee Di Kecamatan Lowokwaru Kota Malang) Aulia, Nurul; Rachma, N; Millaningtyas, Restu
E-JRM : Elektronik Jurnal Riset Manajemen E-JRM : Elektronik Jurnal Riset Manajemen Vol. 14 No. 01
Publisher : UNIVERSITAS ISLAM MALANG

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Abstrack The purpose of this study is to analyze the effect of live streaming, online customer reviews, and online customer ratings on purchasing decisions on the Shopee marketplace targeting Shopee users in Lowokwaru District, Malang City. This study uses a quantitative approach using a questionnaire data collection technique involving 85 respondents. In this study, the sample determination used the Non-probability sampling method, then the sampling technique in this study was the purposive sampling method and data testing using SPSS 25 software. The independent variables in this study are live streaming, online customer reviews and online customer ratings, and the dependent variable is purchasing decisions. The results showed that live streaming has a positive and significant effect on purchasing decisions. In addition, online customer reviews have a positive and significant effect on purchasing decisions, and online customer ratings have a positive and significant effect on purchasing decisions. These three variables together influence purchasing decisions.This research emphasizes the importance of the role of live streaming, online customer reviews, and online customer ratings in increasing consumer trust and strengthening purchase decisions. These results provide implications for developing more effective marketing strategies. Keywords: live streaming, online customerreviews, online customer ratings, purchase decisions, Shopee.

Pengaruh Harga, Brand Engagement dan Brand Love Terhadap Keputusan Pembelian pada Pengguna Smartphone Apple (Studi pada Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Islam Malang) Malika, Indah Putri; Rachma, N; Rahman, Fahrurrozi
E-JRM : Elektronik Jurnal Riset Manajemen E-JRM : Elektronik Jurnal Riset Manajemen Vol. 14 No. 01
Publisher : UNIVERSITAS ISLAM MALANG

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Abstract This study aims to examine the effect of price, brand engagement, and brand love variables on the purchasing decisions of apple smartphone users, focusing on students of the faculty of economics and business , Universitas Islam Malang, class of 2021. The research sample was 110 respondents determined based on the malhotra formula, with a purposive sampling technique. Data collection was carried out by distributing questionnaires to respondents who met the criteria. The data analysis methods used include validity test, reliability test, normality test, classical assumption test, multiple linear regressions analysis, F test, t test, and coefficient of determination (R2) test. The findings of this study indicate that the variables price, brand engagement and brand love simultaneously have a positive and significant effect on purchasing decisions, and each independent variable has a significant partial effect on the dependent variable. Keywords: Purchase Decision, Price, Brand Engagement, Brand Love

Pengaruh Harga, Online Customer Rating, Online Customer Review, Dan E-Service Quality Pada Keputusan Pembelian Pada E-Commerce Shopee (Studi Pada Mahasiswa Universitas Islam Malang) Khoyyimah, Khoyyimah; Rachma, N; Ramadhan, Tri Sugiarti
E-JRM : Elektronik Jurnal Riset Manajemen E-JRM : Elektronik Jurnal Riset Manajemen Vol. 14 No. 01
Publisher : UNIVERSITAS ISLAM MALANG

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Abstract The purpose of this study is to understand how price, online customer reviews, online customer ratings, and e-service quality affect consumers' decisions to buy from Shopee (a study conducted among Universitas Islam Malang students). There are about 115 samples that are used using the Malhotra rumus. Data is obtained by using the purposive sample technique to interview students at Universitas Islam Malang. Uji validitas, uji reliabilitas, uji normalitas, uji asumsi klasik, uji analisis regresi linear berganda, uji f, uji t, and uji koefisien determinasi (R2) are among the data analysis tools used in this study. The study's findings indicate that, all at once, price, online customer reviews, online customer ratings, and e-service quality have a positive and significant impact on buyers' decisions. Additionally, each independent variable has a parsimal impact on the dependent variable. Keywords : Price, Online Customer Rating, Online Customer Review, E-Service Quality dan Purchasing Decision.

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