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All Journal Jurnal Minds: Manajemen Ide dan Inspirasi Study of Scientific and Behavioral Management (SSBM)
Nofri, Okta
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Journal : Study of Scientific and Behavioral Management (SSBM)

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Peran Mediasi Citra Merek pada Pengaruh Pemasaran Sosial Media dan Ulasan Online Konsumen terhadap Minat Beli pada Generasi Z Pengguna Maybelline di Kota Makassar Putri, Sindy Cristina; Nofri, Okta
Study of Scientific and Behavioral Management Vol 4 No 1 (2023): Well Being, Entrepreneurship, and Poverty in Muslim World
Publisher : Universitas Islam Negeri Alauddin Makassar, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24252/ssbm.v4i1.36576

Abstract

The purposes of this study is to determine the direct and indirect effect of social media marketing and online customer review on purchase intention with brand image as mediating variable. The type of research is correlational associative in nature, while the approach taken is quantitative one. Not less than 99 female respondents of generation z who are Maybelline users in Makassar City have taken apart in filling the questionaire. This study uses path analysis to analyze the data with the help of the SmartPLS SEM version 3. The results of this study prove that: 1) social media marketing has a positive effect on purchase intention, 2) online customer review do not have a positive effect on purchase intention, 3) social media marketing has a positive effect on brand image, 4) online customer review have a positive effect on brand image , 5) brand image has a positive effect on purchase intention, 6) social media marketing has a positive effect on purchase intention with brand image as the intervention variable, 7) online customer review have a positive effect on purchase intention with brand image as the intervention variable. Keywords: social media marketing, online customer review, purchase intention, brand image
Dampak Digital Branding dan Kecintaan Merek pada Ekuitas Merek Kosmetik Make Over di Kota Makassar: Peran Mediasi Kepercayaan Merek Kasim, Nurul Isnaeny; Nofri, Okta; Abdullah, Wahidah
Study of Scientific and Behavioral Management Vol 4 No 2 (2023): Literasi Keuangan 2023
Publisher : Universitas Islam Negeri Alauddin Makassar, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24252/ssbm.v4i2.38873

Abstract

ABSTRACT The aims of this study were: 1) To determine the effect of digital branding on brand equity, 2) To determine the effect of brand love on brand equity, 3) To determine the effect of digital branding on brand trust, 4) To determine the effect of brand love on brand trust, 5) To determine the effect of brand trust on brand equity, 6) To determine the effect of brand trust as mediation of digital branding on brand equity, 7) To determine the effect of brand trust as mediation on brand love for brand equity. This research is an associative type of research with a quantitative approach and the research sample is 172 female respondents who use Make Over cosmetics in Makassar City aged 15-29 years. The method for calculating the number of samples uses the Joseph Hair formula and the sampling technique is by means of purposive sampling. This study uses path analysis to analyze data with the help of the SmartPLS program. The results of this study prove that: 1) Digital branding has a positive effect on brand equity, 2) Brand love has a positive effect on brand equity, 3) Digital branding has a positive effect on brand trust, 4) Brand love has a positive effect on brand trust, 5) Brand trust has a positive effect on brand equity, 6) Digital branding has no positive effect on brand equity with brand trust as an intervening variable, 7) Brand love has a positive effect on brand equity with brand trust as an intervening variable. Keywords : Digital Branding, Brand Love, Brand Equity, Brand Trust
Pengaruh Brand Ambassador dan Green Marketing terhadap Brand Equity Pond's (Unilever) yang dimediasi oleh Brand Trust: (Studi pada Pembeli Generasi Z Di Kota Makassar) Widianti, Reski; Nofri, Okta; Awaluddin, Awaluddin
Study of Scientific and Behavioral Management Vol 5 No 2 (2024): Business Management
Publisher : Universitas Islam Negeri Alauddin Makassar, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24252/ssbm.v5i2.47598

Abstract

This research aims to find out whether brand ambassadors and green marketing influence Unilever's brand equity (Pond's) with brand trust as a mediating variable in generation Z in Makassar City. This research is quantitative research with an associative research approach. The population in this study is all generation Z who have used or purchased Pond's products in Makassar City with a sample of 120 respondents. The sampling technique uses the Hair formula, namely the number of indicators multiplied by 5 to 10. This research uses primary data in the form of questionnaires distributed. The research instrument used was a Likert scale. The analysis method used is SmartPLS.4. The results of this research show that the brand ambassador variable has a positive and significant effect on brand trust. The brand ambassador variable has a positive and significant effect on brand equity. The green marketing variable has a positive and significant effect on brand trust. The green marketing variable has a positive and significant effect on brand equity. The brand trust variable has a positive and significant effect on brand equity. Brand trust mediates the influence of brand ambassadors on brand equity (Pond's). Brand trust mediates the influence of green marketing on brand equity (Pond's). Keywords: Brand, brand ambassador, green marketing, brand equity, brand trust, pond's, Unilever, and generation Z.
Pengaruh Brand Knowledge dan Kualitas Produk terhadap Brand Trust Produk Miniso dengan Garansi Produk sebagai Pemoderasi pada Generasi Z di Kota Makassar Wahdaniyah, Wahdaniyah; Nofri, Okta
Study of Scientific and Behavioral Management Vol 5 No 3 (2024): Digital Culture Nowadays
Publisher : Universitas Islam Negeri Alauddin Makassar, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24252/ssbm.v5i3.50543

Abstract

PT Miniso Lifestyle Indonesia merupakan salah satu bisnis ritel yang mulai beroperasi di Indonesia pada bulan Februari 2017 dengan membuka tiga toko pertamanya di Indonesia dan merupakan brand yang didirikan di China pada tahun 2013. Penelitian ini bertujuan untuk mengetahui pengaruh brand knowledge dan kualitas produk terhadap brand trust produk Miniso dengan menggunakan garansi produk sebagai variabel moderasi pada generasi Z di Kota Makassar.Jenis penelitian yang digunakan adalah penelitian kuantitatif. Penelitian ini menggunakan data primer, teknik penentuan sampel yang digunakan dalam penelitian ini adalah purposive sampling dengan menggunakan pengukuran rumus Hair, sehingga diperoleh sampel sebanyak seratus lima puluh (150) orang responden. Populasi dalam penelitian ini adalah generasi Z (berusia 15-26 tahun). Teknik analisis data dalam penelitian ini yaitu menggunakan Structural Equation Modeling (SEM) dengan menggunakan bantuan SmartPLS versi 4.0 for windows, yang diarahkan untuk menjawab rumusan masalah atau hipotesis yang telah dirumuskan dalam penelitian ini.Berdasarkan hasil penelitian yang telah dilakukan menunjukkan brand knowledge berpengaruh signifikan terhadap brand trust produk Miniso pada generasi Z di Kota Makassar, kualitas produk berpengaruh signifikan terhadap brand trust produk Miniso pada generasi Z di Kota Makassar, garansi produk memoderasi pengaruh brand knoweldge terhadap brand trust produk Miniso pada generasi Z di Kota Makassar, garansi produk tidak memoderasi pengaruh kualitas produk terhadap brand trust produk Miniso di Kota Makassar.
EVALUASI PROSES KERJA PROYEK PEMBANGUNAN DENGAN PENDEKATAN ALTERNATIF PROJECT EVALUATION AND REVIEW TECHNIQUE: (STUDI EMPIRIS PADA ROYAL SENTRALAND MAKASSAR) Mu’tasyimah; Nofri, Okta; S. Widad Ahmad
Study of Scientific and Behavioral Management Vol 6 No 2 (2025): The Contribution of Operational Management to Business Sustainability and Product
Publisher : Universitas Islam Negeri Alauddin Makassar, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24252/ssbm.v6i2.50922

Abstract

This research aims to find out the most appropriate estimated time to complete a construction project at the Royal Sentraland Makassar housing complex using the PERT method. This research uses quantitative research methods. This research uses primary data, namely from every activity that has been carried out, the dependency relationship of every work carried out and what is the cause of every delay that occurs in every project work item. Based on the results of research conducted using the alternative approach PERT (Project Evaluation and Review Technique) which produces an estimate of the correct time to complete the development project at the Royal Sentraland Makassar housing complex. The results of calculations using PERT can show the amount of time needed, the level of confidence desired in determining the time of each activity, monitoring of activities, especially those on the critical path, can be more concentrated, and in terms of completion time for the initial one it is 142 days and for the proposal (accelerated) is 132 days, so there is a time efficiency of 10 days.
Co-Authors Abdullah, Wahidah Ahmad Efendi Awaluddin Awaluddin Kasim, Nurul Isnaeny Mu’tasyimah Putri, Sindy Cristina Rahman, M. Akil S. Widad Ahmad Sumarsih . . Wahdaniyah Wahdaniyah, Wahdaniyah Widianti, Reski