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All Journal Journal of Consumer Science Journal of Consumer Sciences Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi)
Meliawati, Tiara
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences

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PENGARUH KEGIATAN CORPORATE SOCIAL RESPONSIBILITY LOCAL FARMER EMPOWERMENT TERHADAP CITRA PIZZA HUT Meliawati, Tiara; Fadillah, Annisa; Gerald, Sweety Celendine

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Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (74.747 KB) | DOI: 10.31955/mea.v5i2.1294

Abstract

Penelitian ini dilatarbelakangi oleh banyaknya perusahaan berlomba – lomba untuk menciptakan kegiatan CSR terbaik, hal ini terjadi karena banyak dampak positif yang didapatkan perusahaan dari kegiatan CSR seperti mendapatkan citra yang positif dari masyarakat luas, keberadaan perusahaan dapat tumbuh dan berkelanjutan, diakui keberadaannya di mata masyarakat sehingga suatu perusahaan mampu mempertahankan keberadaanya di tengah persaingan bisnis. Pizza Hut menciptakan Kegiatan CSR yaitu pemberdayaan petani lokal. Pizza Hut melakukan kegiatan CSR kepada petani lokal Gerbang Emas dan Lembang Agri di Bandung. Pada kegiatan CSR ini para petani diberikan modal dana dan diajari untuk menggarap sejumlah tanaman hortikultura yang hasil panennya digunakan untuk pembuatan makanan di Pizza Hut. Penelitian ini bertujuan untuk mengetahui apakah ada pengaruh kegiatan Corporate Social Responsibility “Local Farmer Empowerment” terhadap citra Pizza Hut dan untuk mengetahui seberapa besar pengaruh tersebut. Penelitian ini menggunakan metodologi kuantitatif, metode penelitian survei, Jenis penelitian pada penelitian ini adalah eksplanatif kausalitas. Responden dalam penelitian ini adalah pelanggan Pizza Hut yang berjumlah 99 responden. Hasil penelitian menunjukan bahwa terdapat pengaruh kegiatan CSR “Local Farmer Empowerment” terhadap citra Pizza Hut sebesar 53,3%.
The Effect of Social Media Marketing TikTok and Product Quality Towards Purchase Intention Meliawati, Tiara; Gerald, Sweety Celendine; Aruman, Akhmad Edhy
Journal of Consumer Sciences Vol. 8 No. 1 (2023): Journal of Consumer Sciences
Publisher : Department of Family and Consumer Sciences, Faculty of Human Ecology, IPB University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29244/jcs.8.1.77-92

Abstract

Social media has changed how companies and brands communicate with customers. To compete companies run social media marketing to obtain a competitive advantage. As a small and medium-sized company, Bittersweet by Najla utilizes social media marketing with TikTok and product quality to increase buying intention. This study aimed to determine the effect of social media marketing and product quality on purchase intention. The method used quantitative with a non-probability sampling technique, and questionnaires collected the data from 207 respondents. The analysis was carried out using the SEM-LISREL. The study results, first, social media marketing affects buying intention; second, product quality affects buying stake; and third, social media marketing and product quality are correlated with purchase intention. An indicator with the most significant value in social media marketing variables is TikTok, a brand that provides information search and services tailored to customer needs. In the product quality variable, one indicator has the most significant coefficient correlation value, namely the product's appearance. Therefore, Bittersweet by Najla continues to use TikTok as a social media platform for its marketing techniques and improve the quality of its products.
The Effect of Social Media Marketing TikTok and Product Quality Towards Purchase Intention Meliawati, Tiara; Gerald, Sweety Celendine; Aruman, Akhmad Edhy
Journal of Consumer Sciences Vol. 8 No. 1 (2023): Journal of Consumer Sciences
Publisher : Department of Family and Consumer Sciences, Faculty of Human Ecology, IPB University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29244/jcs.8.1.77-92

Abstract

Social media has changed how companies and brands communicate with customers. To compete companies run social media marketing to obtain a competitive advantage. As a small and medium-sized company, Bittersweet by Najla utilizes social media marketing with TikTok and product quality to increase buying intention. This study aimed to determine the effect of social media marketing and product quality on purchase intention. The method used quantitative with a non-probability sampling technique, and questionnaires collected the data from 207 respondents. The analysis was carried out using the SEM-LISREL. The study results, first, social media marketing affects buying intention; second, product quality affects buying stake; and third, social media marketing and product quality are correlated with purchase intention. An indicator with the most significant value in social media marketing variables is TikTok, a brand that provides information search and services tailored to customer needs. In the product quality variable, one indicator has the most significant coefficient correlation value, namely the product's appearance. Therefore, Bittersweet by Najla continues to use TikTok as a social media platform for its marketing techniques and improve the quality of its products.
Co-Authors Annisa Fadillah, Annisa Aruman, Akhmad Edhy Gerald, Sweety Celendine