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All Journal Jurnal Pengabdian Kepada Masyarakat JEBD Neraca Manajemen, Akuntansi, dan Ekonomi El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam JURNAL RUMPUN MANAJEMEN DAN EKONOMI JURNAL ILMIAH EKONOMI, MANAJEMEN, BISNIS DAN AKUNTANSI Journal of Business Economics and Management
Baroroh Lestari
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Agriculture, Biological Sciences & Forestry Chemistry Civil Engineering, Building, Construction & Architecture Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Mathematics Social Sciences

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Animation Advertising Dan Brand Love Terhadap Pengaruh Keputusan Pembelian Pocari Sweat (Mahasiswa Angkatan 2021 Politeknik Negeri Malang) Muhammad Adam Ramadhan Haris; Baroroh Lestari
Jurnal Ekonomi dan Bisnis Digital Vol. 2 No. 2 (2024): Oktober - Desember
Publisher : CV. ITTC INDONESIA

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Various social and cultural issues have arisen as a result of the development of advertising among today's consumers. These are mainly related to the signs used, the images shown, the information conveyed, the meanings derived, and how they impact on people's perceptions, understanding, and behavior. Advertising aims to shape, strengthen, or change perceptions, attitudes, opinions, emotions, or beliefs embedded in belief systems. The objective of this study is to find out the influence of Animation Advertising and Brand Love on Purchasing Decisions for Pocari Sweat for students of the 2021 State Polytechnic of Malang’s cohort. This research was quantitative research with the variables Animation Advertising (X1), Brand Love (X2), and Purchasing Decisions (Y). This study used a questionnaire as the data collection method which was distributed to 100 respondents who are students of the 2021 State Polytechnic of Malang’s cohort using purposive sampling method. Data analysis in this study used multiple linear regression analysis. The results of partial hypothesis testing, Animation Advertising and Brand Love have a positive and significant effect on purchasing decisions. The results of simultaneous hypothesis testing show that animation advertising and brand love have a positive and significant effect on purchasing decisions.
Pengaruh Content Marketing dan e-WOM terhadap Purchase Intention Pada Media Sosial TikTok Salsabila, Fairuz Naufaliza; Baroroh Lestari
Jurnal Ekonomi dan Bisnis Digital Vol. 2 No. 2 (2024): Oktober - Desember
Publisher : CV. ITTC INDONESIA

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The advancement of social media has had a positive impact by expanding the space for interaction, with TikTok being one of the key platforms. TikTok is a social media platform that offers various interesting effects that are easy to use by all users. TikTok also supports content marketing and electronic word of mouth strategies to influence purchase intention. This study aimed to examine the effect of content marketing and electronic word of mouth partially and simultaneously on purchase intention. This study used an explanatory research method with a quantitative approach, utilizing a questionnaire for data collection from followers of the TikTok account @larissamalangofficial, with a purposive sampling technique. The data analyses in this study used classic assumption tests and multiple linear regression analysis. The results of partial hypothesis testing, content marketing had a positive but insignificant effect on purchase intention, while electronic word of mouth had a positive and significant effect on purchase intention. The results of simultaneous hypothesis testing showed that content marketing and electronic word of mouth had a positive and significant effect on purchase intention. Keywords: Content Marketing, e-WOM, Purchase Intention
Pengaruh Destination Image Dan Fasilitas Wisata Terhadap Kepuasan Pelanggan Pada Wahana Wisata Di Lembah Tumpang Haediyanti, Safirah; Arni Utamaningsih; Baroroh Lestari
Jurnal Ekonomi dan Bisnis Digital Vol. 2 No. 3 (2025): Januari - Maret
Publisher : CV. ITTC INDONESIA

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East Java has a rich and diverse culture, including traditional art,dance,music and shadow puppet shows. Then for the purpose of recreation and tourism. This tourism is different from natural tourism which relies on the beauty and uniqueness. Therefore, this study aims to examine the effect of destination image and tourist facilities on customer satisfaction partially and simultaneously at the Tumpang Valley tourism resort in Malang Regency. This research uses a quantitative approach. The Data were obtained through observation, documentation and questionnaires. The Sampling using non- probability sampling with purposive sampling technique with a sample of 84 respondents. The distribution of the questionnaire was carried out offline (directly) to the people visiting the Tumpang Valley place in Malang Regency. Based on the results of the analysis, it showed that the Destination Image variable and Tourist Facilities have a positive and significant effect partially on the Customer Satisfaction variable. Meanwhile, the results of the analysis simultaneously also showed that Ho is rejected and h1 is accepted. It means that the Destination image variable and Tourist Facilities have a positive and significant effect simultaneously on the Customer Satisfaction variable. From the results of this study, it is recommended that Malang Regency Tumpang Valley Management increase innovation in developing tourist facilities and pay attention to customer satisfaction. This will be successful in increasing Customer Satisfaction in the place, and will ultimately support the sustainability of the tourist destination.
Co-Authors Arni Utamaningsih Asminah Rachmi Becik Gati A Erliyanti, Yulistia Evi Suwarni, Evi Faiqotul Hasanah Gita Andini Haediyanti, Safirah Ita Rifiani Permatasari Izza Ramadani Putri Jatrifia Ongga S Kusmintarti, Anik Muhammad Adam Ramadhan Haris Salsabila, Fairuz Naufaliza