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All Journal JBMP (Jurnal Bisnis, Manajemen dan Perbankan) Journal of Management and Bussines (JOMB) Paradoks : Jurnal Ilmu Ekonomi
Komala Sari, Dewi
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Influence Of Price Discount, In-Store Display, And Shopping Lifestyle On Impulse Buying At Umama Gallery Sidoarjo Nur Hidayah, Meizar; Komala Sari, Dewi
JBMP (Jurnal Bisnis, Manajemen dan Perbankan) Vol. 7 No. 1 (2021): March
Publisher : Universitas Muhammadiyah Sidoarjo

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (873.406 KB) | DOI: 10.21070/jbmp.v7i1.1338

Abstract

This study aims to determine the effect of price discount, in-store display, and shopping lifestyle on impulse buying at Umama Gallery Sidoarjo. The method used in this research is a quantitative approach. Sampling was done by using non-probability sampling method with purposive sampling type with a total of 100 respondents who had visited and bought products at Umama Gallery Sidoarjo. The data analysis technique in this study uses multiple linear regression using the IBM SPSS Statistics version 21 program. The results show that price discount have an influence on impulse buying, in-store display have an influence on impulse buying, shopping lifestyle has an influence on impulse buying, and price discount, in-store display, and shopping lifestyle have a simultaneous influence on impulse buying.
Peran Brand Image, Word of Mouth dan Trust dalam Mempengaruhi Kepuasan Pelanggan terhadap Klinik Kecantikan Ms Glow di Sidoarjo Octavia, Rena Salsabil; Komala Sari, Dewi; Oetarjo, Mas
Journal of Management and Bussines (JOMB) Vol 6 No 5 (2024): Journal of Management and Bussines (JOMB)
Publisher : IPM2KPE

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31539/jomb.v6i5.10138

Abstract

This study aims to determine the role of Brand Image, Word of Mouth (WoM), and Trust in influencing Customer Satisfaction at the MS Glow beauty clinic. This study uses a quantitative approach with the population being the people of Sidoarjo Regency who have used products and undergone treatment at the MS Glow beauty clinic and are aged ≥17 - 55 years. The sampling technique for this study was carried out using the non-probability sampling method with a purposive sampling technique with a total of 100 respondents. The collection technique by distributing questionnaires and answers will be measured using a Likert scale. The data analysis technique in this study uses the PLS-SEM method with the help of SmartPLS 3.0 software. The results of this study prove that Brand Image influences customer satisfaction at the MS Glow beauty clinic in Sidoarjo, Word of Mouth (WoM) influences customer satisfaction at the MS Glow beauty clinic in Sidoarjo and Trust influences customer satisfaction at the MS Glow beauty clinic in Sidoarjo. Keywords: Brand Image, Word of Mouth (WoM), Trust, Customer Satisfaction
Pengaruh Brand Ambassador, Content Marketing dan Mobile Marketing terhadap Impulse Buying Generasi Z Sidoarjo Pada Tiktok Shop Abadiyah, Rifdah; Masithasari, Arrini Andina; Komala Sari, Dewi
Paradoks : Jurnal Ilmu Ekonomi Vol. 8 No. 3 (2025): May - July
Publisher : Fakultas Ekonomi, Universitas Muslim Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57178/paradoks.v8i3.1436

Abstract

Perkembangan teknologi dan media sosial telah mengubah lanskap pemasaran, terutama di kalangan generasi muda. TikTok telah menjadi salah satu platform utama yang digunakan oleh merek untuk menjangkau konsumen karena format kontennya yang singkat dan menarik. Strategi pemasaran seperti brand ambassador, content marketing, dan mobile marketing menjadi kunci dalam membangun keterlibatan dan menarik perhatian, khususnya di kalangan generasi Z yang lahir antara tahun 1997 hingga 2012. Generasi ini dikenal responsif terhadap konten yang kreatif dan autentik karena mereka tumbuh dalam lingkungan yang dipenuhi teknologi dan media sosial. Di Sidoarjo, fenomena impulse buying di TikTok Shop semakin meluas, dipicu oleh daya tarik visual dan interaksi langsung yang ditawarkan oleh platform ini. Banyak pengguna TikTok di Sidoarjo cenderung melakukan pembelian impulsif setelah terpengaruh oleh brand ambassador yang relatable. Penelitian ini bertujuan untuk mengeksplorasi pengaruh strategi pemasaran seperti brand ambassador, content marketing, dan mobile marketing terhadap perilaku impulse buying di kalangan generasi Z di Sidoarjo. Dengan menggunakan metode penelitian kuantitatif, penelitian ini mengumpulkan data dari 96 responden yang melakukan impulse buying di TikTok Shop. Teknik analisis yang digunakan penlitian ini regresi linier berganda dengan hasil penelitian menjukkan bahwa Brand Ambassador berpengaruh terhadap Impulse Buying Generasi Z Sidoarjo di TikTok Shop. Content Marketing berpengaruh terhadap Impulse Buying Generasi Z Sidoarjo di TikTok Shop. Mobile Marketing berpengaruh terhadap Impulse Buying Generasi Z Sidoarjo di TikTok Shop.
Co-Authors Masithasari, Arrini Andina Nur Hidayah, Meizar Octavia, Rena Salsabil Oetarjo, Mas Rifdah Abadiyah