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p-Index From 2021 - 2026
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All Journal Jurnal Mirai Management Jurnal Riset Manajemen dan Ekonomi Jurnal Ekonomi, Manajemen Pariwisata dan Perhotelan
Gita Cahyani
Unknown Affiliation
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Pengaruh Konten Marketing Media Sosial Tiktok Terhadap Keputusan Pembelian Produk Masker Camille Beauty (Studi Kasus Pada Konsumen Camille Beauty di Kota Bandung) Gita Cahyani; Pramitha Aulia
Jurnal Mirai Management Vol 8, No 1 (2023)
Publisher : STIE AMKOP

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37531/mirai.v8i1.3871

Abstract

Saat ini strategi marketing berkembang dengan sangat pesat. salah satunya dengan konten marketing medi a sosial. Media sosial sebagai salah satu wadah bagi para pelaku bisnis untuk mengenalkan merek mereka melalui konten digital secara kreatif dan interaktif dengan tujuan untuk meningkatkan minat masyarakat sehingga penjualan akan naik. Salah satu perusahaan yang memasarkan produknya melalui media sosial Tiktok adalah Camille Beauty. Pada tahun 2021 Camille Beauty menjadi masker organik terbaik di Indonesia. Namun, pada tahun 2022, penjualan masker organik Camille Beauty tergeser oleh produk masker_dari_merek lain. Tujuan dari penelitiannininadalah untuk mengetahui pengaruh Konten Marketing terhadap keputusan pembelian pada produk masker Camille Beauty di kota Bandung. Penelitian ini menggunakan metode pendekatan kuantitatif dengan analisis deskriptif, populasi yang digunakan dalam penelitian ini adalah masyarakat kota Bandung yang menggunakan media sosial Tiktok dan yang pernah membeli atau menggunakan produk masker Camille Beauty. Jumlah responden adalah 100 orang dengan teknik purposive sampling. Metode analisis data dengan regresi linier sederhana menggunakan SPSS 26. Berdasarkan hasil analisis deskriptif pada penelitian ini, seluruh variabel Konten Marketing dan Keputusan Pembelian mendapatkan kategori baik. Berdasarkan hasil uji hipotesis secara parsial, penelitian ini mendapatkan nilai t hitung (8.375) > t tabel (1.664) dengan tingkat signifikansi 0,000 ≤ 0,05. Artinya, Konten Marketing (Y) berpengaruh secara positif dan signifikan terhadap Keputusan Pembelian (Y). Kata Kunci: Konten Pemasaran, Media Sosial, Keputusan Pembelian
Pengaruh Profitabilitas, Leverage, dan Ukuran Perusahaan Terhadap Nilai Perusahaan Rusydan Zakaria; Giantoro Pamungkas; Dewi Adelya; Latifa Khoirunnisa; Gita Cahyani
JURNAL RISET MANAJEMEN DAN EKONOMI (JRIME) Vol. 3 No. 1 (2025): JURNAL RISET MANAJEMEN DAN EKONOMI
Publisher : Institut Teknologi dan Bisnis (ITB) Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54066/jrime-itb.v3i1.2838

Abstract

This study aims to analyze the effect of profitability, leverage, and company size on company value, focusing on companies listed on the Indonesia Stock Exchange. Using data from 2023, this study applies a quantitative method with multiple linear regression analysis. The results of the analysis show that profitability as measured by Return Of Equity (ROE) has a positive and significant effect on company value, which means that companies with high profitability tend to have better market value. Conversely, leverage as measured by Debt to Equity Ratio (DER) shows varying results; although in some cases it has a positive effect, there are also findings that indicate that leverage does not always increase company value significantly. Company size, as measured by total assets, does not show a significant effect on company value in this context. This indicates that although company size can provide greater access to capital, other factors such as profitability and debt management strategies are more important in increasing company value. This study provides important insights for investors and company managers to understand the key factors that affect company value, and highlights the importance of focusing on profitability and wise debt management in their business strategies.
Marketing Communication: Peran Guerrilla Marketing Terhadap Keputusan Pembelian Di Eropa Gita Cahyani
Jurnal Ekonomi, Manajemen Pariwisata dan Perhotelan Vol. 2 No. 2 (2023): Mei : Jurnal Ekonomi, Manajemen Pariwisata Dan Perhotelan
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jempper.v2i2.1425

Abstract

Guerrilla marketing is a marketing strategy that was developed in the early 1980s by Jay Conrad Levinson. The idea behind guerrilla marketing is to use unconventional and low-cost tactics to promote a brand or product. This study aims to describe the implementation of guerrilla marketing in Europe and describe the impact of guerrilla marketing on purchasing retention. The method used in this study is the literature review research method which provides output to existing data, as well as an elaboration of a finding so that it can be used as an example for research studies in compiling or making a clear discussion of the contents of the problem to be studied. Based on the research results, it can be seen that it is an innovative marketing strategy that has gained popularity in Europe. This low-cost method can be very effective in promoting a brand or product. Guerrilla marketing can have a significant impact on consumer purchasing decisions. Its unconventional and creative approach can create memorable experiences for consumers, leading to emotional connections with brands and influencing purchase decisions.
Co-Authors Dewi Adelya Giantoro Pamungkas Latifa Khoirunnisa Pramitha Aulia Rusydan Zakaria