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All Journal EQIEN - JURNAL EKONOMI DAN BISNIS Journal of Management and Islamic Finance
Ririn Damayanti
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Religion Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Law, Crime, Criminology & Criminal Justice

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PENINGKATAN KEUNGGULAN BERSAING MELALUI STARTEGI DEERENSIASI PRODUK, INOVASI PRODUK TERHADAP KINERJA PEMASARAN PADA PRODUK UMKM JENIS PANGAN KOTA TERNATE Ririn Damayanti; E. Ida Hidayanti; Sandi Arif
Eqien - Jurnal Ekonomi dan Bisnis Vol 9 No 2 (2022): EQIEN - JURNAL EKONOMI DAN BISNIS
Publisher : Sekolah Tinggi Ilmu Ekonomi Dr Kh Ez Mutaqien

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (477.685 KB) | DOI: 10.34308/eqien.v9i2.418

Abstract

This study discusses how product differentiation, product innovation and customer relationship management affect the marketing performance of local products of MSMEs, food types in Ternate City. The purpose of this study was to examine and analyze the effect of product differentiation, product innovation with the role of competitive advantage as a mediation in influencing marketing performance. The sampling technique used a random sampling technique with a total of 190 respondents who were citizens of Ternate city, both business actors and consumers of local food products of MSMEs in the city of Ternate. The analytical test tool used is SmartPLS v.3.0 with SEM (Structural Equation Modeling) analysis method. The results of this study indicate that product differentiation not significant on competitive advantage, product innovation has a positive and significant on competitive advantage, competitive advantage has a significant effect on marketing performance,
THE EFFECT OF CONTENT MARKETING AND INFLUENCER ON PURCHASE THE EFFECT OF CONTENT MARKETING AND INFLUENCER ON PURCHASE DECISIONS PRODUCT FASHION AT PLATFORM TIKTOK Andriano A Abubakar; Sulfi Abdul Haji; Ririn Damayanti
Journal of Management and Islamic Finance Vol. 4 No. 1 (2024): Journal of Management and Islamic Finance
Publisher : UIN Raden Mas Said Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22515/jmif.v4i1.6982

Abstract

The purposes of this research are: To find out and analyze how the partial influence of content marketing and influencer variables on purchasing decisions for fashion products on the Tiktok platform studies on Campus II Unkhair students and to determine the simultaneous influence of content marketing and influencer variables on purchasing decisions fashion products on the tiktok platform studies on Campus II Unkhair students. The number of research samples is 80 respondents and data collection using a questionnaire. The test tool used is multiple linear regression analysis using the statistical package for social scientists (SPSS) as a statistical test tool. The results of the study show that content marketing and influencer variables have a partially positive and significant effect on purchasing decisions. Meanwhile, simultaneously that the variables of content marketing and influencer have a positive and significant effect on purchasing decisions.
Co-Authors Andriano A Abubakar Arif Setia Sandi A. bambang bambang E. Ida Hidayanti Sulfi Abdul Haji