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Della Asmaria Putri
Universitas Putra Indonesia YPTK Padang
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Analisis Strategi Segmentasi, Targeting Dan Positioning Terhadap Efektivitas Pemasaran Pt. L'oreal Indonesia Erli Azzahra Putri; Emil Salim; Della Asmaria Putri
Jurnal Ekonomi dan Bisnis Digital Vol. 3 No. 3 (2026): Januari - Maret
Publisher : CV. ITTC INDONESIA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62379/jebd.v3i3.4179

Abstract

This study aims to analyze the implementation of Segmentation, Targeting, and Positioning (STP) strategies and their impact on the marketing effectiveness of PT L'Oréal Indonesia. The Indonesian cosmetics industry is experiencing significant growth with increasingly fierce competition between global and local brands. This research uses a descriptive qualitative method with SWOT analysis and STP analysis approaches. Data were collected through documentation studies, observations, and literature reviews related to L'Oréal Indonesia's marketing strategies for the period 2020-2025. The results show that PT L'Oréal Indonesia has implemented STP strategies comprehensively through demographic, geographic, and psychographic segmentation with a differentiated marketing approach for various brands in its portfolio. However, marketing effectiveness still faces challenges from the dominance of local brands that are more adaptive to Indonesian cultural values such as halal and emotional closeness. SWOT analysis shows that the company is in a strategic position to implement aggressive growth strategies by leveraging global brand strength and large market opportunities. This study concludes that STP strategies have a positive effect on marketing effectiveness, but require further adjustments to local consumer preferences to increase competitiveness in the Indonesian market.
Pengaruh Promosi dan Minat Beli Terhadap Keputusan Pembelian dengan Kepercayaan Pelanggan Sebagai Variabel Intervening Pada Sunmoracoffe Haris Arsyad; Vicky Brama Kumbara; Della Asmaria Putri
Jurnal Ekonomi dan Bisnis Digital Vol. 3 No. 3 (2026): Januari - Maret
Publisher : CV. ITTC INDONESIA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62379/jebd.v3i3.4187

Abstract

This study aims to determine the extent of the influence of promotion and purchase interest on purchasing decisions with customer trust as an intervening variable at Sunmoracoffe. The research method used is Structural Equation Modeling (SEM) with Partial Least Squares (PLS) 4.0, using a questionnaire with 100 respondents. The results of data analysis show that there is a positive and significant effect of promotion on customer trust. There is a positive and significant effect of purchase intention on customer trust. There is a positive and significant effect of promotion on purchasing decisions. There is a positive and significant effect of purchase intention on purchasing decisions. There is a positive and significant effect of customer trust on purchasing decisions. There is a positive and significant effect of the promotion variable on the purchasing decision variable through the customer trust variable as an intervening variable. The effect of promotion on purchasing decisions and the effect of purchase interest on customer decisions at Sunmoracoffe.
Pengaruh Store Atmosphere dan Persepsi Harga Terhadap Kepuasan Konsumen dengan Kepercayaan Sebagai Variabel Intervening pada Cafe Dari Sini Aditya Rivaldo Rais; Vicky Brama Kumbara; Della Asmaria Putri
Jurnal Ekonomi dan Bisnis Digital Vol. 3 No. 3 (2026): Januari - Maret
Publisher : CV. ITTC INDONESIA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62379/jebd.v3i3.4188

Abstract

This study aims to find out how much influence Store Atmosphere and Price Perception on Consumer Trust with Trust as an intervening variable at Cafe Dari Sini. Method collection data through google form and questionnaires, which are distributed as mucl 150 respondents - In this study using the analysis tool structural Equation Modeling (SEM) using the Partial Least Square (PLS) 3.0. The results of this study indicate that Store Atmosphere has a positive and significant effect on consumer satisfaction at Cafe Dari Sini. Price perception has a positive and significant effect on consumer satisfaction at Cafe Dari Sini. Consumer trust has a positive and significant effect on consumer satisfaction at Cafe Dari Sini. Store Atmosphere has a positive and significant effect on consumer satisfaction through consumer trust as an intervening factor at Cafe Dari Sini. And price perception has a positive and significant effect on consumer satisfaction through consumer trust as an intervening factor at Cafe Dari Sini.
Kualitas Produk,Lokasi,Loyalitas Pelanggan,Kepuasan Konsumen di Kosmetik H.Amd Aziz Febi agustina; Emil salim; Della asmaria putri
Jurnal Ekonomi dan Bisnis Digital Vol. 3 No. 3 (2026): Januari - Maret
Publisher : CV. ITTC INDONESIA

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Abstract

This study aims to determine the influence of product quality and location on customer loyalty through customer satisfaction as an intervening variable at H. Amd Aziz Cosmetics in Solok City. The research method used is Structural Equation Modeling (SEM) with Partial Least Square (PLS) 3.0, using a questionnaire with 100 respondents. The results of the data analysis indicate that there is a positive and significant influence of product quality on customer satisfaction. There is a positive and significant influence of location on customer satisfaction. There is a positive and significant influence of product quality on customer loyalty. There is a positive and significant influence of location on customer loyalty. There is a positive and significant influence of customer satisfaction on customer loyalty. There is a positive and significant influence of product quality on customer loyalty through customer satisfaction as an intervening variable. The influence of product quality on customer loyalty and the influence of location on customer loyalty at H. Amd Aziz Cosmetics in Solok City.
Pengaruh Digital Marketing dan Brand Awareness Terhadap Keputusan Pembelian Melalui Mediasi Kepercayaan Nofriandi Putra; Vicky Brama Kumbara; Della Asmaria Putri
Jurnal Ekonomi dan Bisnis Digital Vol. 3 No. 3 (2026): Januari - Maret
Publisher : CV. ITTC INDONESIA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62379/jebd.v3i3.4215

Abstract

This study aims to analyze the influence of Digital Marketing and Brand Awareness on Purchase Decision, with Customer Trush as a mediating variabel among Shopee users. The population of this research consists of Management studens at UPI YPTK, class of 2022. A quantitative method with a causal descriptive approch was employed. Data were collected through questionnaires distributed to respondents selected via purposive sampling technique. The data analysis was conducted using Structural Equation Modeling (SEM) based on Partial Least Square (PLS). The results of thisstudy are expected to demonstrate the extent to which digital marketing strategies and brand awareness effectiveness build consumer trush to enhance online purchase decision.
Pengaruh Kualitas Produk Dan Media Sosial Terhadap Keputusan Pembelian Dengan Citra Merek Sebagai Variabel Intervening Pada Produk Iphone (Studi Kasus Pengguna Produk Iphone Pada Mahasiswa Di Universitas Putra Indonesia "YPTK" Padang) Mutiara Muliani; Vicky Brama Kumbara; Della Asmaria Putri
Jurnal Ekonomi dan Bisnis Digital Vol. 3 No. 3 (2026): Januari - Maret
Publisher : CV. ITTC INDONESIA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62379/jebd.v3i3.4258

Abstract

This study aims to determine and analyze the influence of product quality and social media on purchasing decisions with brand image as an intervening variable for iPhone products (A Case Study of iPhone Product Users Among Students at Universitas Putra Indonesia "YPTK" Padang). The population and sample of this study were iPhone users at UPI "YPTK" Padang. Primary data were collected through questionnaires and then analyzed using SEM-PLS (SmartPLS 4.0) to test the measurement and structural models. The results of the study found that Product Quality has a positive and significant effect on Brand Image. Social Media has a positive and significant effect on Brand Image. Product Quality has a positive and significant effect on Product Purchase Decisions. Social Media has a positive but insignificant effect on Purchase Decisions. Brand Image has a positive but insignificant effect on Purchase Decisions. Product Quality has a positive but insignificant effect on Purchase Decisions through Brand Image. Social Media has a positive but insignificant effect on Purchase Decisions through Brand Image
Analisis Pengaruh Kualitas Produk dan Kualitas Layanan Terhadap Loyalitas Pelanggan Melalui Kepuasan Pelanggan Sebagai Variabel Intervening PT. Panasonic Padang Muhammad Fadhil Fadhlullah; Vicky Brama Kumbara; Della Asmaria Putri
Jurnal Ekonomi dan Bisnis Digital Vol. 4 No. 1 (2026): Juli - September
Publisher : CV. ITTC INDONESIA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62379/jebd.v4i1.4997

Abstract

This study aims to determine the extent to which Product Quality and Service Quality influence Customer Loyalty, with Customer Satisfaction serving as an intervening variable at PT Panasonic Padang. Data collection was conducted via a survey involving the distribution of questionnaires to 99 respondents. The analysis employed path analysis using the Partial Least Squares (PLS) approach via the SmartPLS software. Partial test results indicate a significant influence of Product Quality on Customer Satisfaction, whereas Service Quality does not have a significant influence on Customer Satisfaction. Furthermore, both Product Quality and Service Quality were found to have a significant influence on Customer Loyalty. Additionally, Customer Satisfaction significantly influences Customer Loyalty. Results regarding indirect effects show that Customer Satisfaction mediates the influence of Product Quality on Customer Loyalty, while the influence of Service Quality on Customer Loyalty via Customer Satisfaction was found to be insignificant (i.e., Customer Satisfaction does not mediate the influence of Service Quality on Customer Loyalty).
Pengaruh Influencer Dan Kualitas Produk Terhadap Keputusan Pembelian Pada Produk Scarlett Dengan Media Sosial Sebagai Variabel Intervening Yolanda JN; Emil Salim; Della Asmaria Putri
Jurnal Ekonomi dan Bisnis Digital Vol. 4 No. 1 (2026): Juli - September
Publisher : CV. ITTC INDONESIA

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Abstract

This study aims to analyze the influence of influencers and product quality on purchasing decisions for Scarlett products, with social media serving as an intervening variable. The study employs a Structural Equation Modeling (SEM) approach using SmartPLS 3.0 for analysis. The population and sample consist of Management students from UPI YPTK Padang. The results indicate a positive and significant influence of influencers on social media and of product quality on social media. There is a positive but insignificant influence of influencers on purchasing decisions and of product quality on purchasing decisions. However, there is a positive and significant influence of social media on purchasing decisions. Social media acts as a mediator between influencers and purchasing decisions, as well as between product quality and purchasing decisions.
Pengaruh Promosi Dan Service Quality Dalam Meningkatkan Penjualan Dengan Kepuasan Konsumen Sebagai Variabel Intervening Pada Aplikasi Shopee (Studi Kasus Mahasiswa Upi Yptk Khusus Manajemen) Reza Algeri; Emil Salim; Della Asmaria Putri
Jurnal Ekonomi dan Bisnis Digital Vol. 4 No. 1 (2026): Juli - September
Publisher : CV. ITTC INDONESIA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62379/jebd.v4i1.5017

Abstract

This study aims to determine the extent of the influence of Promotion and Service Quality in increasing Sales with Consumer Satisfaction as an intervening variable on the Shopee Application (Case Study of Management Students at UPI “YPTK” Padang). This research uses a quantitative approach and the sampling technique used is purposive sampling with a total sample of 96 respondents, namely Management students of UPI “YPTK” Padang who use the Shopee application. Data analysis was performed using the SmartPLS 3.0 version software. The results of the study indicate that: Promotion has a significant effect on Consumer Satisfaction on the Shopee Application. Service Quality has a significant effect on Consumer Satisfaction on the Shopee Application. Promotion has a significant effect on Sales on the Shopee Application. Service Quality has a significant effect on Sales on the Shopee Application. Consumer Satisfaction has a significant effect on Sales on the Shopee Application. Consumer Satisfaction is able to mediate the effect of Promotion on Sales on the Shopee Application. Consumer Satisfaction is able to mediate the effect of Service Quality on Sales on the Shopee Application.
Pengaruh Diskon Flash Sale Dan Gratis Ongkir Terhadap Impulse Buying Melalui Media Sosial Tiktok Pada Mahasiswa Manajemen Upi ”Yptk” Padang Angkatan 2022 Putri Aprilliany; Emil Salimi; Della Asmaria Putri
Jurnal Ekonomi dan Bisnis Digital Vol. 4 No. 1 (2026): Juli - September
Publisher : CV. ITTC INDONESIA

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

Abstract

This study aims to analyze the effect of flash sale discounts and free shipping promotions on impulse buying through TikTok social media among Management students of UPI "YPTK" Padang, Class of 2022. The rapid growth of social media, particularly TikTok, has transformed consumer purchasing behavior by providing various promotional features that encourage spontaneous buying decisions. This research employs a quantitative approach using a survey method. The population consists of Management students of UPI "YPTK" Padang, Class of 2022, while the sample is selected using purposive sampling. Data are collected through questionnaires and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS software. The independent variables are flash sale discounts and free shipping, the intervening variable is TikTok social media, and the dependent variable is impulse buying. The findings are expected to explain the direct and indirect effects of flash sale discounts and free shipping on impulse buying through TikTok social media. This study is expected to provide useful insights for digital marketers in developing effective promotional strategies and serve as a reference for future researchers.
Co-Authors Aditya Rivaldo Rais Afuan, Muhammad Agachi, Regan Tisa Allya Sandova Andika Yose, Fuad Arif Annaufal Azri Azizah Hidmi Shafitri Azizi, Putri Bukhari, Ridhella Deris Herdiansyah Desi Permata Sari Dharma, Robby Dodi Suryadi Emil Salim Emil Salim Emil Salim Emil salim Emil Salim Emil Salimi Erli Azzahra Putri Febi agustina Fitri Yeni, Fitri Gusti Mayang Gymnastiar Mustaqiim Haris Arsyad Icha Okta Lina Sari Idris Saputra Irfandi Saputra Jelita Saputri M. Aprizal Mardhatila Fitri Sopali Mayang, Gusti Muhammad Agung Zamzam Muhammad Dzaki Gumay Muhammad Fadhil Fadhlullah Muhammad Ridwan Mutiara Muliani Naufal Rahman Nia Nadilla Nofriandi Putra Nur Halimah Nur Halimah Nurul Arda Olandari Mulyadi Pondrinal, Muhammad Putra, Ramdani Bayu Putri Aprilliany Putri Yuse, Aisyah Willliya Rahman, Naufal Regan Tisa Agachi Reza Algeri Ronni Andri Wijaya Rusandi, Fitri Saputra, Idris Saputri, Jelita Shelbyna Revania Ramda Saragih Siskia J Adelia Taqi Septian Suratman Tri Wera Agrita Uci Ramadani Vicky Brama Kumbara Victoria . Vivi Yosefri Yanti Vivi Yosefri Yanti Vivky Brama Kumbara Yanti, Vivi Yosefri Yasmin Eliza Yolanda JN Yosi Puspita Sari Yulasmi