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All Journal Dinasti International Journal of Education Management and Social Science Jurnal Manajemen dan Bisnis Jayakarta Jurnal Pajak dan Bisnis (Journal of Tax and Business) Journal Of Science Education And Management Business JEBD Jurnal Bisinis Digital
Putri, Della Asmaria
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Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Library & Information Science Social Sciences

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Analisis Strategi Segmentasi, Targeting Dan Positioning Terhadap Efektivitas Pemasaran Pt. L'oreal Indonesia Putri, Erli Azzahra; Salim, Emil; Putri, Della Asmaria
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 Arsyad, Haris; Kumbara, Vicky Brama; Putri, Della Asmaria
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 Rais , Aditya Rivaldo; Kumbara, Vicky Brama; Putri, Della Asmaria
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 agustina, Febi; salim, Emil; putri, Della asmaria
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

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 Putra, Nofriandi; Kumbara, Vicky Brama; Putri, Della Asmaria
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) Muliani, Mutiara; Kumbara, Vicky Brama; Putri, Della Asmaria
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
Co-Authors Agachi, Regan Tisa agrita, tri wera Agustina, Febi Aprizal, M. Arsyad, Haris Dodi Suryadi, Dodi Emil Salim Mayang, Gusti Muliani, Mutiara Nur Halimah Pondrinal, Muhammad Putra, Nofriandi Putri, Erli Azzahra Rahman, Naufal Rais , Aditya Rivaldo Ramadani, Uci Rusandi, Fitri Saputra, Idris Saputri, Jelita sari, yosi puspita Vicky Brama Kumbara Wijaya, Ronni Andri Yanti, Vivi Yosefri