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All Journal DERIVATIF JURNAL MANAJEMEN MOTIVASI Enrichment : Journal of Management
Kusuma Wardhani, Nuruni Ika
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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PENGARUH BRAND AMBASSADOR DAN EWOM TERHADAP MINAT BELI PRODUK EVERWHITE DI SURABAYA Permadi, Tessa Anindita; Kusuma Wardhani, Nuruni Ika
Derivatif : Jurnal Manajemen Vol 17, No 2 (2023): November
Publisher : Universitas Muhammadiyah Metro Lampung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24127/jm.v17i2.1091

Abstract

Pada era globalisasi ini dunia industri kometik berkembang dengan pesat, berbagai produk perawatan kulit banyak bermunculan dan terus tumbuh. Masyarakat memiliki gaya hidup yang menuntut mereka untuk lebih memperhatikan penampilan, oleh karena itu minat beli pada produk perawatan kulit meningkat karena menjadi saah satu kebutuhan yang sangat penting bagi masyarakat Indonesia. Penelitian ini bertujuan untuk menganalisis pengaruhbrand ambassadordanelectronic word of mouth(EWOM) terhadap minat beli produk Everwhite di Surabaya. Populasi dalam penelitian ini adalah konsumen yang berminat dan berada di Surabaya. Penelitian ini menerapkan metodenon probability samplingdalam mengambil sampel serta menggunakan teknikaccidental sampling. Terdapat 66 responden dan dianalisis menggunakanPartial Least Square(PLS). Berdasarkan hasil penelitian menunjukkan bahwa terdapat pengaruh positif antarabrand ambassador,electronic word of mouth(EWOM) dan minat beli produk Everwhite di Surabaya.Kata kunci:brand ambassador, electronic word of mouth,minat beli.
Accelerating SMES Performance in East Surabaya through Digitalization Majid, Nurkholish; Kusuma Wardhani, Nuruni Ika; Fitriyah, Zumrotul
Enrichment : Journal of Management Vol. 13 No. 6 (2024): February
Publisher : Institute of Computer Science (IOCS)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35335/enrichment.v13i6.1855

Abstract

Purpose of this research are analyzing impact digitalization among the SMES in Surabaya City by using digital technology which measuring by their perception ease of use, usefulness and trust using digital technology and its impact on SMES Performance. Research conduct with quantitative analysis by using explanatory research design. The population of this research are 7158 SMES in Surabaya especially East Surabaya then we acquired 100 sample of SMES by using Slovin-Formula. Data collected by share questioner among 100 Respondents of SMES in East Surabaya. Data analyzed by using SEM-PLS with instrument validity and reliability test then bootstrapping to know hypothesis-testing results. Results identified perceived ease of use and usefulness affect SMES performance and can improve productivity by using digitalization technology. However, trust has no impact on SMES Performance in Digitalization Technology Context. This study offers significant advantages for the government, particularly in Surabaya City, aiming to enhance digitalization among SMEs by leveraging social media and e-wallets, thereby improving their technological performance. Additionally, it sheds light on how SMEs can harness digitalization technology to increase profitability and reap numerous benefits.
The Influence of Green Marketing on Purchase Intention for BYD Electric Cars Aryaputra Pratama, Mohammad Dimas; Kusuma Wardhani, Nuruni Ika
JURNAL MANAJEMEN MOTIVASI Vol 21 No 2 (2025): Jurnal Manajemen Motivasi
Publisher : Universitas Muhammadiyah Pontianak

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29406/jmm.v21i2.7895

Abstract

This study uses a quantitative approach to examine how consumers' purchase intentions toward BYD electric automobiles are impacted by green marketing. Green products, green pricing, green distribution, and green promotion are the four aspects that are used to analyze green marketing. 102 individuals who were considering buying a BYD electric vehicle but had not yet done so provided the data. A partial least squares (PLS) method of structural equation modeling was used for the analysis. While green pricing and distribution had no discernible impact on purchase intent, the study's findings show that green items and green promotions have a favorable and significant impact. The significance of sustainable product and promotion tactics is emphasized by these findings.
The Influence of Product Quality and Price Perception on Purchase Decision of Kopi Kelana Fawwaz Hidayat, Anindya Benita; Kusuma Wardhani, Nuruni Ika
JURNAL MANAJEMEN MOTIVASI Vol 21 No 2 (2025): Jurnal Manajemen Motivasi
Publisher : Universitas Muhammadiyah Pontianak

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29406/jmm.v21i2.7904

Abstract

This study aims to examine the influence of product quality and price perception on purchase decisions for Kopi Kelana, amid the increasing competition in the local coffee industry. Using a quantitative method with a survey approach, data were collected from 128 respondents in Surabaya who had previously purchased Kopi Kelana, through an online questionnaire. The analysis was conducted using Partial Least Square (PLS) with the help of SmartPLS software. The results show that both product quality and price perception have a positive and significant effect on purchase decisions. These findings suggest that consumers are more likely to make a purchase when they perceive the coffee as high quality and the price as fair and aligned with the value offered. The implication for Kopi Kelana is the importance of consistently maintaining product quality and implementing a pricing strategy that reflects the perceived value. This research also opens opportunities for further studies by including additional factors such as promotion or customer service.
Co-Authors Aryaputra Pratama, Mohammad Dimas Fawwaz Hidayat, Anindya Benita Nurkholish Majid Permadi, Tessa Anindita Zumrotul Fitriyah, Zumrotul