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All Journal Jurnal Ekonomi, Manajemen, Akuntansi dan Keuangan JURNAL MANAJEMEN MODAL INSANI DAN BISNIS (JMMIB) JIMAKUKERTA Jurnal Entrepreneur dan Manajemen Sains
Sismanto, Adi
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Social Sciences

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PENGARUH SELEBRITI ENDORSE DAN ISLAMI BRANDING TERHADAP LOYALITAS KONSUMEN DI 212 MART KOTA BENGKULU Helfiliani, Juita; Sismanto, Adi
Jurnal Entrepreneur dan Manajemen Sains (JEMS) Vol. 6 No. 2 (2025): Juli
Publisher : UM. Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

The increasing competition in the business world compels producers to develop more effective marketing strategies to attract and maintain consumer loyalty to their products. Producers are not only required to produce high-quality products but are also expected to meet consumer needs and preferences by offering various relevant product choices. This study aims to determine the influence of celebrity endorsers and Islamic branding on consumer loyalty at 212 Mart in Bengkulu City.This research adopts a descriptive quantitative approach and is conducted at 212 Mart in Bengkulu City. The sampling method used was accidental sampling, with a total of 100 respondents. The data collection was carried out through questionnaires. The data analysis techniques included the multiple linear regression analysis, determination coefficient analysis, and hypothesis testing. Based on the processed data, the regression equation obtained through SPSS computation is Y = 3.064+0.302 X1 +0.440 X2 + e, with an R Square (R²) value of 0.669, indicating that the independent variables contribute 66.9% to the dependent variable. The hypothesis test results show that celebrity endorsers and Islamic branding together have a positive and significant influence on consumer loyalty at 212 Mart in Bengkulu City. Keywords: Celebrity Endorser, Islamic Branding, and Consumer Loyalty
PENGARUH HEDONIC SHOPPING VALUE DAN SHOPPING LIFE STYLE TERHADAP IMPULSE BUYING PADA PELANGGAN TOKOPEDIA DI DESA TABA LAGAN BENGKULU TENGAH Astita, Febriana; Sismanto, Adi
Jurnal Entrepreneur dan Manajemen Sains (JEMS) Vol. 7 No. 1 (2026): Januari
Publisher : UM. Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36085/jems.v7i1.9412

Abstract

The research on Tokopedia customers in Taba Lagan Village, Central Bengkulu, addresses the problem formulation of the influence of Hedonic Shopping Value (X1) and Shopping Lifestyle (X2) on Impulse Buying (Y) among Tokopedia customers in Taba Lagan Village, Central Bengkulu. The objective of this research is to determine the influence of Hedonic Shopping Value and Shopping Lifestyle on Impulse Buying among Tokopedia customers in Taba Lagan Village, Central Bengkulu.  The population used in this study consists of all Tokopedia customers in Taba Lagan Village, Central Bengkulu, totaling 140 respondents. The sampling technique used is (Hair, 2019) based on certain established criteria amounting to 140 respondents. Data collection techniques include observation, documentation, and questionnaires. The processed data was analyzed using the SPSS 24 formula. Based on the results of the research and the analysis of the influence of the Hedonic shopping value (X1) and Shopping lifestyle (X2) on Impulse Buying among Tokopedia customers in Taba Lagan Village, Central Bengkulu, the following conclusions can be drawn: Hedonic shopping value (X1) has a positive and significant effect on Impulse Buying (Y) of consumers at Tokopedia customers in Taba Lagan Village, Central Bengkulu, as evidenced by the hypothesis test with the t-test showing thitung > ttabel (2.509 > 1.977). Shopping lifestyle (X2) has a positive effect on Impulse Buying (Y) of consumers at Tokopedia customers in Taba Lagan Village, Central Bengkulu. This is evidenced by hypothesis testing using the t-test where the calculated t is greater than the table (2.673 > 1.977). Hedonic shopping value (X1), shopping lifestyle (X2), functional value (X3), and social value (X4) influence consumers' impulse buying (Y). This can be established from the simultaneous hypothesis test where the F table is greater than the calculated F (12.749 > 3.910). This  is  supported  by  a  correlation  analysis  of  R  =  0.802  (80.2%),  which  is  close  to  1. Additionally, the coefficient of determination is R² = 0.643 or about 64.3%, while 35.7% is the contribution from other variables that are not studied. Keywords: Hedonic Shopping Value and Shopping Lifestyle Impulse Buying.
PENGARUH GREEN BRAND POSITIONING, ATTITUDE TOWARD PRODUK RAMAH LINGKUNGAN TERHADAP GREEN PURCHASE INTENTION PADA MOTOR LISTRIK BENGKULU Aprianto, Leo; Sismanto, Adi
Jurnal Entrepreneur dan Manajemen Sains (JEMS) Vol. 7 No. 1 (2026): Januari
Publisher : UM. Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36085/jems.v7i1.9423

Abstract

This study aims to analyze the influence of Green Brand Positioning and Attitude Toward Eco-Friendly Products on Green Purchase Intention among consumers of electric motorcycles in Bengkulu. The case study was conducted at the Uwinfly Bengkulu Nandar Dealer with a total of 45 respondents. The analysis method used is multiple regression analysis to determine the extent to which the independent variables affect the dependent variable both simultaneously and partially. The results of the study indicate that Green Brand Positioning has a positive and significant influence on Green Purchase Intention, meaning that the stronger the environmentally-friendly brand positioning is embedded, the greater the consumers' intention to purchase the product. Additionally, Attitude Toward Eco-Friendly Products also has a positive and significant influence on Green Purchase Intention, showing that a positive consumer attitude towards eco-friendly products encourages an increase in purchase intention. Simultaneously, these two independent variables significantly influence Green Purchase Intention. These findings imply that companies need to strengthen their environmentally-based brand positioning strategies and build positive consumer perceptions regarding product sustainability. Keywords: Green Brand Positioning, Attitude Toward Eco-Friendly Products, Green Purchase Intention, Electric Motorcycles
PENGARUH SPONSORSHIP, EVENT LOKAL, KEGIATAN EDUKASI DAN PENAWARAN TERHADAP PENINGKATAN PENJUALAN SARI ROTI DI KOTA BENGKULU Hamdani, Hamdani; Sismanto, Adi
Jurnal Entrepreneur dan Manajemen Sains (JEMS) Vol. 7 No. 1 (2026): Januari
Publisher : UM. Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36085/jems.v7i1.9793

Abstract

This study aims to determine the influence of sponsorship, local events, educational activities, and offers on the increase in Sari Roti sales in Bengkulu City, both partially and simultaneously. Several factors will be discussed in this study, including sponsorship, local events, educational activities, and offers related to the increase in Sari Roti sales in Bengkulu City, with 170 respondents. In this research, the author uses data collection methods through observation, interviews, and questionnaires. Several data analysis techniques are used in this study, including instrument tests such as validity test, reliability test, classical assumption test, coefficient of determination, and hypothesis testing. From the results of the multiple linear regression test, the regression equation obtained is as follows: Y = 0.105 + 0.016 (X1) + 0.085 (X2) + 0.447 (X3) + 0.454 (X4) + 0.174. Meanwhile, the hypothesis testing results show that the Sponsorship variable (X1) has a t-value of 1.676 (higher than the t-table value, or t-value > 1.654, as seen in the t-distribution table), with a significance level of 0.096 (significant > 0.05). The Local Event variable (X2) has a t-value of 2.660 (higher than the t-table value, or t-value > 1.654, as seen in the t-distribution table), with a significance level of 0.009 (significant < 0.05), and the Educational Activities variable (X3) has a t-value of 11.481 (higher than the t-table value, or t-value > 1.654, as seen in the t-distribution table), with a significance level of 0.0009 (significant < 0.05). The Offer variable (X4) has a t-value of 9.879 (higher than the t-table value, or t-value > 1.654, as seen in the t-distribution table), with a significance level of 0.000 (significant < 0.05). The F-test results show that (F-value > F-table), which is (17.778 > 2.42), and the significance level (sig < α = 0.000 < 0.05), so it can be concluded that H4 is accepted. This means that, simultaneously, the variables Sponsorship (X1), Local Events (X2), Educational Activities (X3), and Offers (X4) significantly influence the increase in Sari Roti sales (Y) in Bengkulu City. Keywords: Sponsorship, Local Events, Educational Activities, Offers, Sales Increase..
THE INFLUENCE OF INFLUENCER MARKETING (X1), TIKTOK MEDIA EFFECTIVENESS (X2), AND BRAND AWARENESS (X3) ON PURCHASING DECISIONS AMONG GENERATION Z IN PONDOK KUBANG DISTRICT, CENTRAL BENGKULU REGENCY Saputra, Leo Afriza; Sismanto, Adi
Jurnal Entrepreneur dan Manajemen Sains (JEMS) Vol. 7 No. 1 (2026): Januari
Publisher : UM. Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36085/jems.v7i1.9800

Abstract

Research on Generation Z in Pondok Kubang District, Central Bengkulu Regency, with the following problem formulation: What is the influence of Influencer Marketing (X1), TikTok Media Effectiveness (X2), and Brand Awareness (X3) on Purchasing Decisions among Generation Z in Pondok Kubang District, Central Bengkulu Regency? and The purpose of this study is to find out how Influencer Marketing (X1), the Effectiveness of Tiktok Media (X2) and Brand Awareness (X3) on Purchasing Decisions on Generation Z in Pondok Kubang District, Central Bengkulu Regency. The population used in this study is Generation Z in Pondok Kubang District, Central Bengkulu Regency, totaling 120 respondents. The sampling technique used accidental sampling based on predetermined criteria totaling 120 respondents. Data collection techniques were observation, documentation and questionnaires. The processed data were analyzed using the SPSS 24 formula. Based on the results of the research and analysis of the influence of the variables Influencer Marketing (X1), the Effectiveness of Tiktok Media (X2) and Brand Awareness (X3) on Purchasing Decisions on Tiktok Media on Generation Z in Pondok Kubang District, Central Bengkulu Regency. The following conclusions can be drawn: Influencer Marketing (X1) has a positive effect on consumer purchasing decisions (Y) on Tiktok Media in Generation Z in Pondok Kubang District, Central Bengkulu Regency. This is proven by the hypothesis test with t-test obtained tcount> ttable (3.494>1.980), Effectiveness of Tiktok Media (X2) has a positive effect on consumer purchasing decisions (Y) on Tiktok Media in Generation Z in Pondok Kubang District, Central Bengkulu Regency. This is proven by the hypothesis test with t-test obtained tcount> ttable (13.546>1.980), Brand Awareness (X2) has a positive effect on consumer purchasing decisions (Y) on Tiktok Media in Generation Z in Pondok Kubang District, Central Bengkulu Regency. This is proven by the hypothesis test with t-test obtained tcount> ttable (4.365>1.080), Influencer Marketing (X1), Effectiveness of Media TikTok (X2), Brand Awareness (X3), and Social Values (X4) influence consumer purchasing decisions (Y). This can be seen from the simultaneous hypothesis test: Ftable > Fcount (162.613 > 3.920). This is evidenced by the correlation analysis, R = 0.899 (89.9%), which is close to 1. The coefficient of determination is R2 = 0.808, or approximately 80.8%, with the remaining 19.2% contributed by other variables not examined. Keywords: Influencer Marketing, TikTok Media Effectiveness, Brand Awareness, Purchasing Decise
PENGARUH PERCEIVED QUALITY DAN STORE ATMOSPHERE TERHADAP KEPUTUSAN PEMBELIAN KOSMETIK WARDAH DI TOKO MY LOVA BENGKULU Oktaviani, Linsi; Sismanto, Adi
Jurnal Entrepreneur dan Manajemen Sains (JEMS) Vol. 7 No. 1 (2026): Januari
Publisher : UM. Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36085/jems.v7i1.9803

Abstract

The purpose of this research is based on the identification of the problems stated above, the purpose of this research is to identify whether perceived quality affects the purchase decision of cosmetics in consumers at the My Lova Bengkulu store To identify whether the credibility of the advertisement affects the decision to purchase Wardah cosmetics at the My Lova Bengkulu store. To identify whether the store atmosphere affects the purchase decision of Waedah cosmetics at the My Lova Bengkulu store. This type of research is a quantitative approach. The method used in this study is a descriptive method. Based on the results of this study and the analysis of the data that has been described above, it can be concluded that there is an influence of perceived quality (X2) on the purchase decision of cosmetics (Y) at the My Lova Shop in Bengkulu City, meaning that the higher the perceived quality, the higher the purchase decision. There is an influence of store atmosphere (X2) on the purchase decision of Wardah (Y) cosmetics at Toko My Lova Kota Bengkulu, meaning that the higher the store atmosphere, the higher the purchase decision. There is an effect of perceived quality (X1) and store atmosphere (X2) together or simultaneously on cosmetic purchase decisions (Y). Keywords : Perceived Quality, Store Atmosphere, Purchase Decision.
PENGARUH PACKAGING PRODUK, MEREK PRODUK DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA TOKO KATULISTIWA KOTA BENGKULU Saputra, Dio; Sismanto, Adi
JURNAL MANAJEMEN MODAL INSANI DAN BISNIS (JMMIB) Vol. 6 No. 2 (2025): Desember
Publisher : Yayasan Insani Mandiri Santani

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Abstract

The purpose of this study is to determine the influence  of product packaging, and product brands on purchase decisions at the Katulistiwa store in Bengkulu City the population used in this study is 90 respondents. The sampling technique used pourpose sampling based on certain criteria that had been set for a total of 90 respondents. Observation data collection techniques, documentation and questionnaires. The conclusion of the research results is as follows: Product Packaging has a positive effect on consumer Purchase Decisions at the Bengkulu City Katulistiwa Store. Product brands have a positive effect on consumer purchase decisions at the Makkulu City Katulistiwa Store.  Product quality has a positive effect on consumer purchase decisions at the Bengkulu City Equatorial Store. Product packaging, product branding, and product quality affect consumer purchasing decisions. Keywords: Product Packaging, Product Brand, Product Quality, Purchase Decision
Co-Authors Apriansyah, Yosef Aprianto, Leo Astita, Febriana Ayudho Selviani Durisa, Anugrah Eka Putri, Ninna Jalisma Ekowati, Sri Fatmawati, Eva Fernando, Eric Hamdani Hamdani Haristo , Ivan Helfiliani, Juita Juliadi, Erwin Khaivi, Pelangi Dwi Kusnadi, Ary Oktaria, Tesa Dwi Oktaviani, Linsi Periansah, Denny Permana, Agung Tedi Prayuda, Aris Firdian Purnamasarie, Musticha Putera, Aniko Putra, Gustiawan Putri, Anggun Desmayna Ramadansah, Jepri Saputra, Dio Saputra, Leo Afriza Sumarlan, Ahmad Syahputra, Reza Agung Zella, Zella