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All Journal Jurnal Manajemen dan Kewirausahaan (JMDK) Performance : Jurnal Bisnis dan Akuntansi
Isna, Kadek
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Intensi Pembelian Produk Ramah Lingkungan Berdasar Theory of Planned Behaviour Maharani, Bernadetta Diansepti; Hutami, Lusia Tria Hatmanti; Isna, Kadek
Jurnal Manajemen dan Kewirausahaan Vol 9, No 2 (2021): December 2021
Publisher : University of Merdeka Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26905/jmdk.v9i2.6152

Abstract

This study explains one of the phenomena in Marketing Management, namely the purchasing intention of green products in generation Z. This study uses a modification of the theory development of Theory of Planned Behavior. The purpose of this study was to analyze the effect of attitudes, subjective norms, perceived behavioral control and environmental concern on the purchasing intention of green products in generation Z. The research method used Smart PLS. This study uses a purposive convenience sampling method on 150 college students and students in Yogyakarta who were born between 1995-2012 and know about green products. The research findings indicate that attitudes, subjective norms, perceived behavioral control and environmental concern positively effect on the purchasing intention of green products in generation Z.
ANALISIS PERAN PENDIDIKAN KEWIRAUSAHAAN DAN MEDIA SOSIAL DALAM MENUMBUHKAN MINAT WIRAUSAHA MAHASISWA PROGRAM STUDI MANAJEMEN, UNIVERSITAS SARJANAWIYATA TAMANSISWA YOGYAKARTA Cahya, Agus Dwi; Sawitri, Lisa Anis; Isna, Kadek; Yani, Yuli Endar
PERFORMANCE: Jurnal Bisnis & Akuntansi Vol 11 No 2 (2021): Performance:Jurnal Bisnis & Akuntansi
Publisher : Fakultas Ekonomi dan Bisnis, Universitas Wiraraja Madura

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24929/feb.v11i2.1602

Abstract

This study aims to determine whether there is an effect of entrepreneurship education and social media on the entrepreneurial interest of students in the Management Study Program, Faculty of Economics, Sarjanawiyata Tamansiswa University, Yogyakarta. Entrepreneurship is one of the compulsory courses for UST FE Management students. This course is expected to foster an entrepreneurial spirit in students so that students are interested in running their own business when they graduate. Meanwhile, social media provides information including about entrepreneurship which can also attract students' interest in entrepreneurship. The results of the research on the t test show that the entrepreneurial education variable (X1) has a positive and significant effect on the entrepreneurial interest variable (Y) with a value of 0.003 and the social media variable (X2) also has a significant effect on entrepreneurial interest (Y) with a value of 0.000. In the F test, entrepreneurship education and social media simultaneously affect entrepreneurial interest which is indicated by a significance value of 0.000. Keywords: Entrepreneurship Education, Sosial Media, Entrepreneurial Interest
ANALISIS DAYA TARIK BRAND AMBASSADOR SONG JOONG KI DAN DIGITAL MARKETING DALAM MENINGKATKAN PURCHASE INTENTION DENGAN BRAND AWARENESS SEBAGAI VARIABLE INTERVENING (Studi Kasus pada Konsumen Produk Scarlett Whitening di Kota Yogyakarta) Isna, Kadek; Udayana, Ida Bagus Nyoman; Hutami, Lusia Tria Hatmanti
PERFORMANCE: Jurnal Bisnis & Akuntansi Vol 12 No 2 (2022): Performance:Jurnal Bisnis & Akuntansi
Publisher : Fakultas Ekonomi dan Bisnis, Universitas Wiraraja Madura

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24929/feb.v12i2.1652

Abstract

Tren kecantikan tentang perawatan kulit wajah maupun tubuh sedang gencar belakangan ini. Hal ini membuat industri kecantikan menjadi berkembang pesat. Maka dari itu, tujuan dari penelitian ini ialah untuk mengetahui adanya pengaruh brand ambassador, digital marketing dan brand awareness terhadap purchase intention. Penelitian ini bersifat kuantitatif dengan mengambil 111 sampel pada konsumen produk Scarlett Whitening di Kota Yogyakarta. Pengambilan sempel dilakukan dengan metode non-probabilitas dan teknik pengambilan sampel yaitu purposive sampling. Pengumpulan data dilakukan melalui pengiriman link kuesioner yang dikirimkan secara online kepada responden. Data dianalisis dengan menggunakan aplikasi IBM SPSS. Hasil penelitian ini menunjukkan bahwa variabel brand ambassador (X1) berpengaruh signifikan positif terhadap brand awareness (Z) dengan nilai 0.029. Kemudian variabel digital marketing (X2) berpengaruh signifikan positif terhadap brand awareness (Z) dengan nilai 0.000. Variabel brand awareness (Z) berpengaruh signifikan positif terhadap purchase intention (Y) dengan nilai 0.013. Selanjutnya variabel brand ambassador (X1) berpengaruh signifikan positif terhadap purchase intention (Y) dengan nilai 0.000. Serta variabel digital marketing (X2) berpengaruh signifikan positif terhadap purchase intention (Y) dengan nilai 0.005. Selain itu hasil penelitian juga menunjukkan bahwa brand awareness mampu berperan sebagai variabel intervening pengaruh brand ambassador dan digital marketing terhadap purchase intention konsumen produk Scarlett Whitening di Kota Yogyakarta.
Co-Authors Agus Dwi Cahya Hutami, Lusia Tria Hatmanti Ida Bagus Nyoman Udayana Maharani, Bernadetta Diansepti Sawitri, Lisa Anis Yani, Yuli Endar