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All Journal Management and Economics Journal (MEC-J) Dinasti International Journal of Economics, Finance & Accounting (DIJEFA) International Journal of Management Science and Information Technology (IJMSIT) Jurnal Ekonomika Dan Bisnis Jurnal Indonesia Sosial Sains Eduvest - Journal of Universal Studies Jurnal Ekonomi, Teknologi dan Bisnis Innovative: Journal Of Social Science Research Jurnal Informatika Ekonomi Bisnis IIJSE Fokus Bisnis: Media Pengkajian Manajemen dan Akuntansi Insight : International Journal of social research International Journal of Economics, Business and Innovation Research Indonesian Journal of Economics, Business, Accounting, and Management
Ridanasti, Erlita
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Aerospace Engineering Humanities Astronomy Biochemistry, Genetics & Molecular Biology Chemistry Computer Science & IT Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Energy Engineering Environmental Science Health Professions Immunology & microbiology Industrial & Manufacturing Engineering Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Mechanical Engineering Neuroscience Physics Public Health Social Sciences Other

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Pengaruh Aktivitas Pemasaran Media Sosial Instagram Terhadap Kesadaran Merek Dan Minat Beli Di Sate Ratu Seputro, Kenzo Stevanno; Ridanasti, Erlita
Innovative: Journal Of Social Science Research Vol. 4 No. 3 (2024): Innovative: Journal Of Social Science Research (Special Issue)
Publisher : Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/innovative.v4i3.12221

Abstract

Perkembangan teknologi yang pesat dan kehadiran internet telah menciptakan berbagai platform digital yang digunakan sebagai sarana komunikasi, pengiklanan, dan memamerkan gaya hidup. Untuk mempertahankan eksistensi suatu merek, perusahaan perlu menerapkan strategi pemasaran yang modern dengan memanfaatkan platform digital. Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh aktivitas pemasaran media sosial Instagram terhadap kesadaran merek dan minat beli di Sate Ratu. Pengambilan data dalam penelitian ini dilakukan melalui penyebaran kuesioner kepada 168 responden yang merupakan pelanggan Sate Ratu. Penelitian ini menggunakan metode kuantitatif dan dianalisis menggunakan aplikasi SPSS dan PLS-SEM (SmartPLS). Aktivitas pemasaran media sosial yang dianalisis mencakup hiburan, interaksi, kustomisasi, trendi, dan iklan. Hasil penelitian menunjukkan bahwa variabel hiburan, interaksi, dan kustomisasi tidak memiliki pengaruh signifikan terhadap kesadaran merek. Namun, variabel trendi dan iklan terbukti memiliki pengaruh positif dan signifikan terhadap kesadaran merek. Hasil uji lainnya menunjukkan bahwa kesadaran merek memiliki pengaruh positif dan signifikan terhadap minat beli konsumen.
The Effect of Viral Marketing and E-Service Quality on Consumer Buying Interest in Disney+ Hotstar Services Raihan Syihab, Rama; Ridanasti, Erlita
Jurnal Indonesia Sosial Sains Vol. 5 No. 04 (2024): Jurnal Indonesia Sosial Sains
Publisher : CV. Publikasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59141/jiss.v5i04.1029

Abstract

This research was conducted with the aim of determining the influence of Viral Marketing and E-Service Quality on Consumer Purchase Interest in the Disney+ Hotstar Indonesia service. The population in this study is residents who are users or residents who know the Disney+ Hotstar Indonesia Video on Demand service in the Yogyakarta area. This research uses a quantitative approach, with data collection techniques using questionnaires distributed online. The sampling technique used purposive sampling with a sample of 180 respondents. The data analysis used in this research is multiple linear regression analysis with the Moderated Regression Analysis (MRA) test which is processed with IBM SPSS Statistics 26.0 software. The results of this research show that Viral Marketing has a positive and significant influence on Consumer Purchase Interest. Meanwhile, E-service Quality has a positive and significant influence on Business Model Innovation. It was also found that organizational risk-taking tolerance is a factor in consumer buying interest. And the Viral Marketing and E-Service Quality variables together have a positive and significant effect on Consumer Purchase Interest.
The Influence of Information Transparency and Brand Trust on Purchase Decisions for the “Boost Juice” Product Hamada, Keysha Aulea; Ridanasti, Erlita
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 9 No 1: Sharia Economics
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

This study aims to analyze the influence of product health information transparency and brand trust on purchasing decisions for Boost Juice. The research was conducted on consumers at Yogyakarta, with a sample of 105 respondents selected through purposive sampling. A quantitative approach was used, applying multiple linear regression analysis to examine both the partial and simultaneous effects of the independent variables on purchasing decisions. The descriptive analysis showed that the average score for information transparency was 32.86 and for brand trust was 32.39, both reflecting positive consumer perceptions. The purchasing decision variable had an average score of 32.64, indicating strong consumer tendencies to choose Boost Juice. Partially, product health information transparency had a positive and significant effect on purchasing decisions, with a coefficient of 0.252 and a significance value of 0.003. Brand trust showed a stronger influence, with a coefficient of 0.676 and a significance value of 0.000. Simultaneously, both variables significantly influenced purchasing decisions, as evidenced by an F-statistic of 97.442 (p = 0.000). The model explains 65% of the variation in purchasing decisions (Adjusted R² = 0.650). These findings support Relationship Marketing Theory, emphasizing that transparency in information and strong brand trust are essential in building long-term relationships with customers and encouraging purchasing decisions for healthy beverage products.
Co-Authors Agung Prastio, Asep Al Qardhawi, Yusuf Aprianti, Melly Awdyfakhri, Elgin Dandi Faliha, Atiqa Iffatin Hamada, Keysha Aulea Isnubroto, Ristyuanke Mahendra, Irvan Ady Maitri, Acintya Anugrahana Nurcahyo, Nurwanto Prasetika, Intan Pratama, Galih Putri Dewanti, Niken Raihan Syihab, Rama Riatmaja, Dodi Setiawan Saharani, Nabila Seputro, Kenzo Stevanno Sigit Wibawanto, Sigit Tsurayya, Najwa Syelby Zaki Bahaiyan, Salim Zuhri, Muhammad Isnaini Fauzan