Garuda - Garba Rujukan Digital

p-Index From 2021 - 2026

7.275

P-Index

This Author published in this journals

All Journal Jurnal Manajemen dan Bisnis Sriwijaya MIX : Jurnal Ilmiah Manajemen JMM (Jurnal Masyarakat Mandiri) Indonesian Journal of Social Research (IJSR) International Journal of Community Service Jurnal Riset Manajemen dan Bisnis Bandung Conference Series: Business and Management Jurnal Sosial dan Sains International Journal of Entrepreneurship, Business, and Creative Economy Inclusive Society and Sustainability Studies (ISSUES) International Journal of Management, Entrepreneurship, Social Science and Humanities (IJMESH) Journal of Social Entrepreneurship Theory and Practice People and Behavior Analysis (PBA) Journal of Healthcare and Biomedical Science (JHBS) International Journal of Entrepreneurship and Sustainability Studies

Hendrati Dwi Mulyaningsih

Prodi Manajemen, Fakultas Ekonomi Dan Bisnis, Universitas Islam Bandung, Indonesia

Author-ID : 1796215

Religion Humanities Astronomy Biochemistry, Genetics & Molecular Biology Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Immunology & microbiology Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Medicine & Pharmacology Nursing Physics Public Health Social Sciences Other

Published : 55 Documents Claim Missing Document

Claim Missing Document

Articles

1 2 3 4 5

The Impact of Entrepreneurial Behavior on Sales Volume Adjeng Tiara Eltari; Hendrati Dwi Mulyaningsih
International Journal of Management, Entrepreneurship, Social Science and Humanities Vol. 1 No. 1 (2017): June 2017
Publisher : Research Synergy Foundation

This research was conducted at the Culinary Hawkers that located on Highway Sukapura, Dayeuhkolot, Bandung. This study examines the Entrepreneurial behaviour which resulted in increased sales volumes. Almost all Culinary Hawkers on Highway Sukapura doesn’t yet have the entrepreneurial behavior in accordance with the characteristics - traits mentioned by Suryana, Confident, Own initiative, Have achievement motive, Having leadership, and Dare to take risks with the full calculation. The purpose of this study was to investigate the influence of entrepreneurial behavior to the merchant's sales volume culinary pavement on Highway Sukapura, Dayeuhkolot, Bandung.Researchers used quantitative research methods. The population in this study was 63 Merchants Culinary Street on Highway Sukapura. Samples are 63 street vendors in JalanSukapura. Data were analyzed using simple regression analysis.The results showed that entrepreneurial behavior affect the sales volume of culinary street traders in Highway Sukapura. Based on the calculation coefficient of determination (R2) can be seen the effect of entrepreneurial behavior variables (X) on sales volume (Y) is approximately 94%. While the remaining 6% are influenced by other factors such as competence, performance, and motivation.

The Impact of Business Mentoring on Micro, Small, Medium Enterprises Performance Mohammad Adrian; Hendrati Dwi Mulyaningsih; Santi Rahmawati
International Journal of Management, Entrepreneurship, Social Science and Humanities Vol. 1 No. 1 (2017): June 2017
Publisher : Research Synergy Foundation

This reasearch is conducted on MMSME (Micro Small Medium Enterprises) that are participated in the MMSME Syari’ah Mentoring Program by Academicians and Practitioners (PUSPA) organized by Bank Indonesia in Bandung. MMSME who participated in PUSPA program 2016 is MMSME that included in necessity entrepreneur where MMSME operated just to fullfil the life necessities. The purpose of this reasearch was to investigate the influence of the business mentoring on the MMSME performance in PUSPA program 2016. Researcher used quantitative research method. Data were analyzed using simple regression analysis and descriptive-causal analysis. The result showed that business mentoring affect the performance of MMSME that participated in PUSPA Program 2016. Based on the calculation, coefficient of determination (R2) can be seen the influence of business mentoring variable (X) on the performance (Y) is 74%. While the remaining 26% is influenced by other factors such as entrepreneurship competence and human resources.

The Impact of Competency Entrepreneurship on Micro, Small, Medium Enterprises Performance Elsa Nanda Utami; Hendrati Dwi Mulyaningsih
International Journal of Management, Entrepreneurship, Social Science and Humanities Vol. 1 No. 1 (2017): June 2017
Publisher : Research Synergy Foundation

This reasearch is conducted on MSME (Micro Small Medium Enterprises) that are participated in the MSME Syari’ah Mentoring Program by Academition and Practitioners (PUSPA) organized by Bank Indonesia in Bandung. MSME who participated in PUSPA program 2016 is MSME that included in necessity entrepreneur where MSME operated just to fullfil the life necessities. This program aims to improve the competence of entrepreneurship owned by MSME in term of knowledge, attitudes, and skills. Increased in the entrepreneurial comptence will have an impact on MSME perfomance both on financial term by the increase in income and non-financial term namely by the increased of the knowledge and skills like simple accounting, managing the production process, how to market the product, and know the procedures for obtaining the venture capital. The purpose of this reasearch was to investigate the influence of the entrepreneurial competence on the MSME performance in PUSPA program 2016. Researcher used quantitative research method. This research use sampling technique on non-probability sampling that is saturated sampling because the members of population less than 30 people and the entire population is a sample. Total sample in this research is 20 respondents. Data collecting in this research is done by distributing questionarries to all respondents that is MSME that pariticaped in PUSPA program 2016. Data were analyzed using simple regression analysis and descriptive-causal analysis. The result showed that entrepreneurial competenec affect the performance of MSME that participated in PUSPA Program 2016. Based on the calculation, coefficent of determination (R2) can be seen the influence of entrepreneurial compentence variable (X) on the performance (Y) is 61.7%. While the remaining 38.3 is influenced by other factors such as mentoring, motivation, and human resources.

Organizational Supports as Moderation in Increasing the Effect of Professionalism on Patient Safety Culture Naufal Fakhri Nugraha; Hadi Susiarno; Hendrati Dwi Mulyaningsih
International Journal of Management, Entrepreneurship, Social Science and Humanities Vol. 4 No. 2 (2021): December 2021
Publisher : Research Synergy Foundation

Patient safety is a fundamental concept in providing health services and it is critical that health care facilities consider it. Negligence in the application of patient safety will lead to patient safety incidents. The individual factors of medical staff have a significant influence on the implementation of patient safety. The attitude of medical staff can affect the culture of patient safety because being unprofessional will cause problems in providing quality care, encourage bad events and medical errors, and ultimately reduce patient satisfaction. Organizational support also has a role in the attitude and behavior of medical staff. There are already policies in the form of regulations from the Minister of Health, standard operating procedures, and training for medical staff. However, there are still many patient safety incidents that occurred. There is also medical staff who are not aware of the importance of reporting so that patient safety incidents are not recorded. The study was conducted in 12 Primary Health Care (PHC) in Kuningan Regency. The research method used is quantitative analysis with a cross-sectional design using a questionnaire. The research data was taken using proportional stratified random sampling to 200 medical staff in 12 PHC in Kuningan Regency. The questionnaire consists of 3 parts regarding professionalism, patient safety culture, and organizational support. The results showed that professionalism had a positive and significant impact on patient safety culture (p-value <0.001), and Organizational support is a quasi-moderating variable on the effect of professionalism on patient safety culture (p-value <0.001).

Pengaruh Brand Image terhadap Purchase Decisionyang Dimoderasi Oleh Brand Ambassador Fathia Izzaturrahmah; Hendrati Dwi Mulyaningsih
Bandung Conference Series: Business and Management Vol. 3 No. 2 (2023): Bandung Conference Series Business and Management
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcsbm.v3i2.7644

Abstract. Brand image can be understood in the mind of a consumer through the likes, strengths, and uniqueness of the brand itself. A Brand Ambassador is someone who has passion or feels excited when it comes to an organization or a particular brand. Brand Ambassadors can be a strength or weakness for a company's brand image which will later influence purchasing decisions made by consumers. This research focuses on brand image, purchase decision, and brand ambassador variables. The purpose of this study was to determine the relationship between brand image and purchase decision and the role of brand ambassadors as a moderating variable for Tokopedia e-commerce consumers. The method used in this study was a survey method using a questionnaire as the data collection technique. The object of this research is users or consumers who have made purchases at Tokopedia who are domiciled in the city of Bandung, totaling 250 respondents. The sampling technique used in this study was purposive sampling. There are two hypotheses formulated in this study. The technique used to test the hypothesis is simple regression analysis and MRA (Moderated Regression Analysis). The results of this study indicate that brand image has a positive and significant effect on purchase decisions on Tokopedia e-commerce. Furthermore, brand ambassadors moderate by strengthening the relationship between brand image and purchase decisions on Tokopedia e-commerce. Abstrak. Brand image dapat dipahami dalam benak seorang konsumen melalui kesukaan, kekuatan, dan keunikan dari merek itu sendiri. Brand Ambassador merupakan seseorang yang memiliki passion atau merasa bersemangat jika menyangkut hal tentang organisasi atau sebuah merek tertentu. Brand Ambassador dapat menjadi sebuah kekuatan ataupun kelemahan bagi brand image sebuah perusahaan yang nantinya akan mempengaruhi keputusan pembelian yang dilakukan oleh konsumen. Penelitian ini berfokus kepada variabel brand image, purchase decision, dan brand ambassador. Tujuan dari penelitian ini adalah untuk mengetahui hubungan antara brand image dan purchase decision serta peran brand ambassador sebagai variabel moderasi pada konsumen e-commerce Tokopedia. Metode yang digunakan pada penelitian ini adalah metode survei dengan menggunakan instrumen berupa kuesioner sebagai teknik pengumpulan datanya. Objek penelitian ini adalah pengguna atau konsumen yang pernah melakukan kegiatan pembelian di Tokopedia yang berdomisili di Kota Bandung sejumlah 250 responden. Teknik sampling yang digunakan pada penelitian ini adalah purposive sampling. Terdapat dua hipotesis yang dirumuskan pada penelitian ini. Teknik yang digunakan untuk menguji hipotesis adalah analisis regresi sederhana dan MRA (Moderated Regression Analysis). Hasil dari penelitian ini menunjukkan bahwa brand image berpengaruh positif dan signifikan terhadap purchase decision pada e-commerce Tokopedia. Selanjutnya, brand ambassador memoderasi dengan memperkuat hubungan brand image terhadap purchase decision pada e-commerce Tokopedia.

Pengaruh Harga dan Variasi Produk terhadap Minat Beli Konsumen Mohamad Shobron Syakur; Hendrati Dwi Mulyaningsih; Yudha Dwi Nugraha
Bandung Conference Series: Business and Management Vol. 3 No. 2 (2023): Bandung Conference Series Business and Management
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcsbm.v3i2.7753

Abstract. This study focuses on the effect of price and product variety on purchase intention. The purpose of this study was to determine the effect of price and product variety on consumer purchase interest in Fassex Leather. This research is included in the type of descriptive and verification research using a quantitative approach. The sampling technique used is nonprobability sampling with a purposive sampling approach. The population used is consumers who have purchased Fassex Leather products aged 18-70 years who live in Garut City. The sample used in the study amounted to 190 respondents. The data analysis used is descriptive and statistical analysis using multiple linear regression, t statistical test, and F statistical test. The results of this study indicate that partially there is a significant influence between Price on Purchase Intention and partially there is a significant influence between Product Variation on Purchase Intention. And simultaneously there is a significant influence between Price and Product Variation on Purchase Intention. Abstrak. Penelitian ini berfokus kepada pengaruh Harga dan Variasi Produk terhadap Minat beli, tujuan penelitian ini adalah untuk mengetahui pengaruh Harga dan Variasi Produk terhadap Minat beli konsumen Fassex Leather. Penelitian ini termasuk ke dalam jenis penelitian deskriptif dan verifikatif menggunakan pendekatan kuantitatif. Teknik sampling yang digunakan yaitu nonprobability sampling dengan pendekatan purposive sampling. Populasi yang digunakan merupakan konsumen yang pernah melakukan pembelian produk Fassex Leather dengan usia 18-70 tahun yang berdomisili di Kota Garut. Sampel yang digunakan pada penelitian berjumlah 190 responden. Analisis data yang digunakan adalah analisis deskriptif dan statistik dengan menggunakan regresi linear berganda, uji statistik t, dan uji statistik F. Hasil penelitian ini menunjukkan bahwa secara parsial terdapat pengaruh yang signifikan antara Harga terhadap Minat Beli dan secara parsial terdapat pengaruh yang signifikan antara Variasi Produk terhadap Minat Beli. Serta secara simultan terdapat pengaruh signifikan antara Harga dan Variasi Produk terhadap Minat Beli.

Pengaruh Electronic Service Quality terhadap Repurchase Intention yang Dimoderasi Oleh Kepercayaan Konsumen Rissa Arvianti; Hendrati Dwi Mulyaningsih; Yudha Dwi Nugraha
Bandung Conference Series: Business and Management Vol. 3 No. 2 (2023): Bandung Conference Series Business and Management
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcsbm.v3i2.8002

Abstract. This research focuses on the variables of e-service quality, repurchase intention, and consumer trust. The purpose of this study is to determine the relationship between e-service quality and repurchase intention and the role of consumer trust as a moderating variable on Video-on-Demand Netflix. The method used in this study is a survey method with a questionnaire instrument as the data collection technique. The object of this research is official Netflix users who are domiciled in Bandung, totaling 200 people based on the sampling criteria. The sampling technique in this study used purposive sampling. There are two hypotheses in this study. To test the hypothesis, the techniques used are simple regression analysis and MRA (Moderated Regression Analysis). The results of this study indicate that there is a positive and significant effect of e-service quality on repurchase intention on Video-on-Demand Netflix. Furthermore, consumer trust strengthens the relationship between e-service quality and repurchase intention on Video-on-Demand Netflix. Abstrak. Penelitian ini berfokus kepada variabel e-service quality, repurchase intention, dan kepercayaan konsumen. Tujuan dari penelitian ini ialah untuk mengetahui hubungan antara e-service quality dan repurchase intention serta peran kepercayaan konsumen sebagai variabel moderasi pada Video-on-Demand Netflix. Metode yang digunakan pada penelitian ini ialah metode survei dengan instrumen kuesioner sebagai teknik pengumpulan datanya. Objek penelitian ini ialah pengguna Netflix resmi yang berdomisili di Bandung berjumlah 200 orang berdasarkan kriteria sampling. Teknik sampling dalam penelitian ini menggunakan purposive sampling. Terdapat dua hipotesis yang ada pada penelitian ini. Untuk menguji hipotesis, teknik yang digunakan yaitu analisis regresi sederhana dan MRA (Moderated Regression Analysis). Hasil dari penelitian ini menunjukkan bahwa terdapat pengaruh positif dan signifikan antara e-service quality terhadap repurchase intention pada Video-on-Demand Netflix. Selanjutnya, kepercayaan konsumen memperkuat hubungan antara e-service quality terhadap repurchase intention pada Video-on-Demand Netflix.

Pengaruh Brand Image terhadap Repurchase Interest yang di Moderasi oleh Consumer Trust Ivanna, Rachel Berry; Mulyaningsih, Hendrati Dwi; Permana, Rezi Muhamad Taufik
Bandung Conference Series: Business and Management Vol. 3 No. 2 (2023): Bandung Conference Series Business and Management
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcsbm.v3i2.9094

Abstract. The rapid development of technology and information has made people in Indonesia more open to global knowledge. This affects a person's behavior from regular shopping in person (offline) to shopping online through e-commerce platforms. Sociolla is an e-commerce in Indonesia that offers various types of original beauty products such as makeup, skin care, hair care and beauty tools. To be able to survive in a competitive market requires an effort to create strong consumer trust and a brand image that will be attached continuously so that it can form consumer desires to shop again. This research was conducted with the aim of examining the effect of brand image on repurchase intention moderated by consumer trust. The method used in this study is a survey method with a questionnaire instrument as the data collection technique. The object of this research is students in the city of Bandung who use the Sociolla e-commerce application, totaling 200 people. The sampling technique in this study used purposive sampling. There are two hypotheses in this study. To test the hypothesis, the techniques used are simple regression analysis and MRA (Moderated Regression Analysis). The results of this study indicate that there is a positive and significant influence between brand image and repurchase intention of 44.1% in the Sociolla e-commerce online store application. Furthermore, the existence of consumer trust can strengthen and enhance the relationship between brand image and repurchase intention of 47.5% in the Sociolla e-commerce online store application. Abstrak. Pesatnya perkembangan teknologi dan informasi membuat masyarakat di Indonesia semakin terbuka akan pengetahuan global. Hal tersebut mempengaruhi perilaku seseorang dari biasa belanja secara langsung (offline) menjadi berbelanja secara online melalui platform e-commerce. Sociolla adalah salah satu e-commerce di Indonesia yang menawarkan berbagai jenis produk kecantikan original seperti makeup, perawatan kulit, perawatan rambut, dan alat kecantikan. Untuk dapat bertahan di pasar yang kompetitif memerlukan sebuah upaya untuk menciptakan kepercayaan konsumen yang kuat dan citra merek yang akan melekat secara terus menerus sehingga dapat membentuk keinginan konsumen untuk belanja kembali. Penelitian ini dilakukan dengan tujuan untuk menguji Pengaruh Citra Merek terhadap Minat Beli Ulang yang di Moderasi oleh Kepercayaan Konsumen. Metode yang digunakan pada penelitian ini ialah metode survei dengan instrumen kuesioner sebagai teknik pengumpulan datanya. Objek penelitian ini ialah mahasiswa di kota Bandung pengguna aplikasi e-commerce Sociolla yang berjumlah 200 orang. Teknik sampling dalam penelitian ini menggunakan purposive sampling. Terdapat dua hipotesis yang ada pada penelitian ini. Untuk menguji hipotesis, teknik yang digunakan yaitu analisis regresi sederhana dan MRA (Moderated Regression Analysis). Hasil dari penelitian ini menunjukkan bahwa terdapat pengaruh positif dan signifikan antara citra merek terhadap minat beli ulang sebesar 44,1% pada aplikasi online store e-commerce Sociolla. Selanjutnya, dengan adanya kepercayaan konsumen dapat memperkuat dan meningkatkan hubungan antara citra merek terhadap minat beli ulang sebesar 47,5% pada aplikasi online store e-commerce Sociolla.

Pengaruh E-Service Quality terhadap Kepuasan Konsumen dengan Youtube Advertising sebagai Variabel Moderating Muhammad Dzaky Muqiimul Haq; Hendrati Dwi Mulyaningsih; Mochammad Malik Akbar Rohandi
Bandung Conference Series: Business and Management Vol. 3 No. 2 (2023): Bandung Conference Series Business and Management
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcsbm.v3i2.9386

Abstract. MyIM3 is an application that Indosat Ooredoo Hutchison created to provide information and services requested by Indosat Ooredoo customers online. Indosat Ooredoo made an update to the application that was previously called self-care myIM3. With the updates that have been made, myIM3 now has a variety of features that you can use to make it easier for you to meet your Indosat needs. Indosat prepaid card churn rate has a problem where the churn rate for the last five years has touched a large number, when compared to other percentages in 2015 and 2018 it was the highest churn rate which touched 15.3% which is the percentage in 2015 and 2018 is the highest customer loss rate in the last five years. The rate of customer loss in 2015 and 2018 was able to bounce back in 2016, 2017 and 2019 which showed the same churn rate of 15% and in 2020 it increased to 16%. So, it can be analogized if Indosat's prepaid card is more capable of attracting new customers than retaining old customers. This study aims to find out how e-service quality is described and to consumer satisfaction with YouTube advertising as a moderating variable in the MyIm3 Ooredoo application and to determine the effect of e-service quality and on consumer satisfaction with YouTube advertising. This research is a type of descriptive and verification research with IMRAD methods. The sampling technique used is nonprobability sampling, namely purposive sampling. The population in this study are consumers who use the MyIm3 Ooredoo application with a total of 100 respondents. Data analysis used is descriptive and verification analysis using multiple linear regression analysis, moderation test, F test, t test, and the coefficient of determination. The results of this study indicate that e-service quality and consumer satisfaction with YouTube advertising as moderating variables partially have a significant effect on YouTube advertising and service quality has a significant effect on YouTube advertising. Then simultaneously e-skotlerervice quality and consumer satisfaction with YouTube advertising as a moderating variable have a significant effect.It is better for the e-service quality of the MyIm3 Ooredoo application to also provide services through messaging and social media so that incoming complaints or complaints can be resolved effectively without having to make customers or users wait for late news from Indosat. For Youtube Advertising, it prioritizes company characteristics where brightly colored nuances must be emphasized so that it can attract the eyes of consumers when viewing advertisements that are distributed. Meanwhile, company customer satisfaction must be able to pay attention to consumer desires so that they can help increase and develop to a higher level, growing satisfaction will make Indosat companies the first choice in choosing optimal internet services. Abstrak. MyIM3 adalah aplikasi yang Indosat Ooredoo Hutchison buat untuk menyajikan informasi dan layanan permintaan pelanggan Indosat Ooredoo secara online. Indosat Ooredoo melakukan pembaruan pada aplikasi yang sebelumnya bernama self-care myIM3. Dengan pembaruan yang telah dilakukan, myIM3 kini memiliki beragam fitur yang bisa kamu manfaatkan untuk memudahkan kamu dalam memenuhi kebutuhan Indosat kamu. churn rate kartu prabayar Indosat mengalami masalah dimana tingkat churn rate selama lima tahun terakhir menyentuh angka yang besar, jika dibandingkan dengan persentase yang lain tahun 2015 dan 2018 merupakan tingkat churn rate paling besar yang menyentuh 15,3% yang mana persentase pada tahun 2015 dan 2018 merupakan tingkat kehilangan pelanggan paling tinggi dalam lima tahun terakhir. Tingkat kehilangan pelanggan di tahun 2015 dan 2018 tersebut ternyata mampu bangkit kembali di tahun 2016, 2017 dan 2019 yang menunjukan tingkat churn rate sama yaitu 15% dan pada tahun 2020 meningkat menjadi 16%. Jadi, bisa dianalogikan jika kartu prabayar Indosat lebih mampu menjaring pelanggan baru dibandingkan mempertahankan pelanggan lamanya. Penelitian ini bertujuan untuk mengetahui bagaimana gambaran e-service quality dan terhadap kepuasan konsumen dengan youtube advertising Sebagai variabel moderasi pada aplikasi MyIm3 Ooredo serta untuk mengetahui pengaruh e-service quality dan Terhadap Kepuasan Konsumen Dengan youtube advertising. Penelitian ini merupakan jenis penelitian deskriptif dan verifikatif dengan metode IMRAD. Teknik sampling yang digunakan adalah nonprobability sampling yaitu purposive sampling. Populasi pada penelitian ini adalah konsumen yang menggunakan aplikasi MyIm3 Ooredo sebanyak 100 responden. Analisis data yang digunakan adalah analisis deksriptif dan verifikatif menggunakan analisis regresi linier berganda, uji moderasi, uji F, uji t, dan koefisien determinasi. Hasil penelitian ini menunjukkan bahwa e-service quality dan kepuasan konsumen dengan youtube advertising sebagai variabel moderasi secara parsial berpengaruh signifikan terhadap youtube advertising dan service quality berpengaruh signifikan terhadap youtube advertising. Lalu secara simultan e-service quality dan terhadap kepuasan konsumen dengan youtube advertisingSebagai variabel moderasi berpengaruh signifikan. Sebaiknya pada e-service quality aplikasi MyIm3 Ooredo menyediakan juga layanan melalui media pesan dan media sosial sehingga komplen atau keluhan yang masuk dapat diselesaikan secara efektif tanpa harus membuat pelanggan atau pengguna menunggu kabar yang terlambat dari Indosat. Untuk Youtube Advertising lebih mengutamakan karakteristik perusahaan dimana nuansa berwarna cerah harus lebih ditonjolkan sehingga dapat menarik penglihatan konsumen pada saat meilihat iklan yang dibagikan. Sedangkan kepuasan konsumen perusahaan harus dapat memperhatikan keinginan konsumen agar dapat membantu peningkatakan dan perkembangan kepada level yang lebih tingg, kepuasan yang tumbuh akan menjadikan perusahaan Indosat sebagai pilihan utama dalam pilihan layanan internet yang optimal.

Pengaruh Social Media Marketing terhadap Keputusan Pembelian yang Dimoderasi Oleh Kualitas Produk Zamani N F, Sri Deva; Mulyaningsih, Hendrati Dwi; Permana, Rezi Muhamad Taufik
Bandung Conference Series: Business and Management Vol. 3 No. 2 (2023): Bandung Conference Series Business and Management
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcsbm.v3i2.9418

Abstract. This research focuses on the variables of social media marketing, purchasing decisions, and product quality. The purpose of this study was to determine the relationship between social media marketing and purchasing decisions and the role of product quality as a moderating variable in skincare Somethinc on the TikTok application.The method used in this study is a survey method with a questionnaire instrument as a data collection technique. The object of this research is Somethinc skincare users in the TikTok application who are domiciled in Bandung, totaling 270 people. The sampling technique in this study used purposive sampling. There are two hypotheses in this study. To test the hypothesis, the techniques used are simple regression analysis and MRA (Moderated Regression Analysis). The results of this study indicate that there is a positive and significant influence of social media marketing on consumer purchasing decisions for Somethinc skincare. Furthermore, product quality strengthens the relationship between social media marketing and purchasing decisions for skincare Somethinc on the TikTok application. Abstrak. Penelitian ini berfokus kepada variabel social media marketing, keputusan pembelian, dan kualitas produk. Tujuan dari penelitian ini ialah untuk mengetahui hubungan antara social media marketing dan keputusan pembelian serta peran kualitas produk sebagai variabel moderasi pada konsumen skincare Somethinc di aplikasi TikTok. Metode yang digunakan pada penelitian ini ialah metode survei dengan instrumen kuesioner sebagai teknik pengumpulan datanya. Objek pada penelitian ini ialah pengguna skincare Somethinc di aplikasi TikTok yang berdomisili di Bandung berjumlah 270 orang. Teknik sampling dalam penelitian ini menggunakan purposive sampling. Terdapat dua hipotesis yang ada pada penelitian ini. Untuk menguji hipotesis, teknik yang digunakan yaitu analisis regresi sederhana dan MRA (Moderated Regression Analysis). Hasil dari penelitian ini menunjukkan bahwa terdapat pengaruh positif dan signifikan antara social media matketing terhadap keputusan pembelian pada konsumen skincare Somethinc. Selanjutnya, kualitas produk memperkuat hubungan antara social media marketing terhadap keputusan pembelian pada skincare Somethinc di aplikasi TikTok.

Co-Authors Aditia Wirayudha Adjeng Tiara Eltari Ahlil Kahfi Alamsyah, Indra Fajar Alfina Mutiara Harunnisha Allya Roosallyn Assyofa Alya Itrah Fatimah Aminuddin Irfani, Aminuddin Andien Aulia 'Urrohman Ani Wahyu Rachmawati Anisa Rika Rizkia Anita Putri Rahayu Anita Rahayu Aqsya Shaqilla Ari Wirokka Asri Dewi Ayu Paramita Azzahra Nurul Hidayah Bella Fujitha Dede R Oktini Dedy Ansari Harahap Dewi Murtiningsih Diamonalisa Sofianty Eka Tresna Gumelar Elsa Diana Putri Elsa Nanda Utami Elsa Nanda Utami Esvandiari, Megia Fathia Izzaturrahmah Fikri Faruq Ar Rasyad Hadi Susiarno Hafedz Aulia Darass Hamidah Nawal Rasyadah Handri, Handri Hasna Ariani Putri Ismi Oktaviani Ivanna, Rachel Berry Macharis Saddam Mamta Vasandani Marcellia Susan Marcellia Susan Maya Nurfauzia Megia Esvandiari Meina Audia Shifa Mochamad Arizqi Fathurohman Mochamad Malik Akbar Rohandi Mochammad Malik Akbar Rohandi Mohamad Shobron Syakur Mohammad Adrian Muhammad Daffa Azhar Muhammad Dzaky Muqiimul Haq Muhammad Dzikry Ilhami Muhardi Muhardi Mutiara Kantika Nadia Meirani Naufal Fakhri Nugraha Nindya Saraswati Nunung Nurhayati Nunung Nurhayati Nurdin Nurdin Nurul Izzati Pahrul Albi Suhara Permana, Rezi Muhamad Taufik Permana, Rezi Muhammad Taufik Pristia Putri Regiawati Rabiatul Adwiyah Rachmi Oktora Citra Rahayu Raisah Adila Meliala Renatha Verary Rezi Muhammad Taufik Permana Rini Lestari Ririn Wulandari Rissa Arvianti Rissa Arvianti Rizki Miftahul Janah Rizky Anugrah Pratama Rosandi, Mochamad Malik Akbar Rosita Nurul Azmi Salsabila Riaz Nisar Santi Rahmawati Satria Husni Ramadhan Selga Padani Septiana Ayu Estri Mahani Sri Nur Fahmi Sri Suwarsi Sufian, Muhammad Fathoni Syahida Aulia Sakinah Tasya Aspiranti Utami, Elsa Nanda Vania Sherryl Liem Vinka Fitria Nuryani Yudha Dwi Nughara Yudha Dwi Nugraha Zamani N F, Sri Deva

Title

Found 55 Documents
Search

Abstract

Abstract

Abstract

Abstract

Abstract

Abstract

Abstract

Abstract

Abstract

Abstract

Title Search

Found 55 Documents Search

Abstract

Abstract

Abstract

Abstract

Abstract

Abstract

Abstract

Abstract

Abstract

Abstract

Title

Found 55 Documents
Search