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All Journal Dynamic Management Journal Jurnal Comparative : Ekonomi Dan Bisnis JURNAL ABDIMAS PLJ Digital Business Journal (DIGIBIS)
Rofiq, Iwan Setiawan
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Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Social Sciences Other

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Journal : Digital Business Journal (DIGIBIS)

 1 
THE INFLUENCE OF SOCIAL MEDIA MARKETING AND BRAND IMAGE ON PURCHASING DECISIONS ON ERIGO STORE PRODUCTS Sumarga, Hendi Eka; Rofiq, Iwan Setiawan; Yulianto, Franky Mahendra
Digital Business Journal Vol 3, No 1 (2024): Digital Business Journal
Publisher : Universitas Muhammadiyah Tangerang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31000/digibis.v3i1.12353

Abstract

This study aims to analyze the influence of social media marketing factors (X1) and brand image factors (X2) on purchasing decisions (Y) for Erigo Store consumers in Tangerang City. This research is a quantitative research and survey research. The samples taken in this study were 100 respondents. Data obtained from distributing questionnaires. Primary data processing uses ms.excel and Statistical Package For Social Science (SPSS) version 25 as evaluation. While the data analysis used in this study includes: descriptive statistical analysis, classical assumption test, linear regression analysis, correlation analysis, coefficient of determination test and hypothesis testing. The results of this study indicate that the Social Media Marketing Factor (X1) and Brand Image Factor (X2) simultaneously have a positive and significant effect on Purchase Decision (Y) indicated by the Fcount>Ftable value of 319.453 > 3.09 with a significant value of 0.000 < 0.05..
IMPULSE BUYING BETWEEN DIGITAL MARKETING AND STORE ATMOSPHERE Sumarga, Hendi Eka; Rofiq, Iwan Setiawan; Munandar, Raji
Digital Business Journal Vol 3, No 2 (2025): Digital Business Journal
Publisher : Universitas Muhammadiyah Tangerang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31000/digibis.v3i2.13474

Abstract

This study aims to analyze the relationship between Digial marketing, Store Atmophere and Impulse buying, a case study of super indo teras kota. This study uses quantitative methods and survey research by distributing questionnaires to urban super consumers. Samples were taken from 96 respondents using the purposive sampling technique. The analysis methods used are Descriptive Statistical Analysis, Validity Test, Reliability Test, Simple Linear Regression, Multiple Linear Regression, Simple Correlation, Determination Coefficient, t-test, and f-test with the help of IBM SPSS V.26 Software. The results showed that the Digital Marketing Style (X1) variable, Store Atmophere (X2), simultaneously had a positive and significant influence on Impulse Buying Performance (Y) with Fcal greater than Ftable (279,305>3,094) with a significance value of 0.00 < 0.05.
Co-Authors Ayuningsih, Mawar DADANG DADANG Deliagustianti, Deliagustianti Fauzi, Irman Ramdhan Fibriyadi, Istna Isrok Isrok Megaster, Tekni Muliati, Lisdewi Munandar, Raji Pratala, Esaka Pratama, Agie Nugraha Septriana, Derina Anggelika Sumarga, Hendi Eka Yulianto, Franky Mahendra Yulistiyono, Agus Yuliyzar, Ismayudin Yuliyzar, Ismayudin Yuliyzar