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All Journal Jurnal Janitra Informatika dan Sistem Informasi Bussman Journal : Indonesian Journal of Business and Management Journal Metaverse Adpertisi
Danis Imam Bachtiar
Politeknik Sawunggalih Aji Kutoarjo
Humanities Computer Science & IT Control & Systems Engineering Economics, Econometrics & Finance Electrical & Electronics Engineering Social Sciences

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ANALISIS PENGARUH PRODUK, HARGA, DAN PROMOSI TERHADAP KEPUASAN KONSUMEN GULA JAHE ALAMI SUCENJURUTENGAH Bachtiar, Danis Imam; Bachtiar, Firman
Bussman Journal : Indonesian Journal of Business and Management Vol. 5 No. 2 (2025): Bussman Journal | Mei - Agustus 2025
Publisher : Gapenas Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53363/buss.v5i2.363

Abstract

The rapid development of information and communication technology has changed the pattern of people's buying culture from offline to online. Finally, the product marketing strategy must also follow changes in the community, including the marketing of MSME products in Purworejo Regency. This research was conducted to find out more about the effect of social media promotion and electronic word of mouth (e-WoM) on buying interest of MSME products in Purworejo Regency at Yodotuku.com, either partially or simultaneously. The number of samples is 112 respondents selected by purposive sampling method. The instrument test uses validity and reliability tests. Data analysis technique using multiple linear regression. The results of the study showed that promotion through Instagram had a positive but not significant effect on the intention to buy MSME products in Purworejo Regency at Yodotuku.com. Meanwhile, e-WoM has a positive effect on consumer buying interest. Based on the test results, it is also known that simultaneously there is a positive and significant influence between promotions through social media Instagram and e-WoM on the buying interest of MSME products in Purworejo Regency at Yodotuku.com. Therefore promotions on Instagram social media in the form of positive testimonials and reviews from consumers will be more optimal to influence buying interest for MSME products
Pengaruh Digital Marketing Melalui Facebook Terhadap Minat Beli Pengguna Facebook Di Amira Bakery Sundari, Retno; Bachtiar, Danis Imam
Jurnal Janitra Informatika dan Sistem Informasi Vol. 4 No. 1 (2024): April - Jurnal Janitra Informatika dan Sistem Informasi
Publisher : Indonesian Scientific Journal

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59395/janitra.v4i1.179

Abstract

Pengaruh media sosial terhadap pemasaran online kini semakin meningkat, sebab melalui pemasaran online lebih mudah menjangkau banyak konsumen maupun calon konsumen. Artikel ini akan memfokuskan diri untuk melihat pengaruh media sosial facebook terhadap minat beli pengguna facebook menggunakan indikator 4C (context, communication, collaboration, dan connection) yang diajukan oleh Chris Heuer, dengan Amira Bakery sebagai sebuah studi kasus. Jumlah sampel yaitu sebanyak 100 responden yang dipilih dengan metode purposive sampling. Uji instrument menggunakan uji validitas dan reliabilitas. Teknik Analisa data menggunakan regresi linier berganda. Hasil penelitian menunjukan bahwa context dan communication melalui facebook tidak berpengaruh terhadap minat beli di Amira Bakery. Sedangkan collaboration dan connection berpengaruh positif dan signifikan terhadap minat beli di Amira Bakery. Berdasarkan hasil uji F secara simultan ada pengaruh positif dan signifikan antara context, communication, collaboration, dan connection terhadap minat bei di Amira Bakery.
Analisis Pengaruh Brand Image, Kualitas Produk dan Harga Terhadap Keputusan Pembelian Skincare The Originote Bachtiar, Danis Imam; Bachtiar, Firman; Teguh Supriyanto, Wahyuningsih
Jurnal Metaverse ADPERTISI Vol. 3 No. 2 (2024): Juli 2024
Publisher : Aliansi Dosen Perguruan Tinggi Swasta Indonesia (Adpertisi)

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

Abstract

This study aims to test and analyze the effect of Brand image, product quality and price on purchasing decisions for The Originote skincare. This study uses primary data by distributing questionnaires. The sample used was quota sampling of 100 respondents who used The Originote skincare. The data obtained was processed using SPSS version 22. The data analysis technique uses validity test, reliability test, multiple linear test, F test, T test and coefficient of determination. The results showed that (1) Brand image (X1) partially influenced the decision to purchase The Originote skincare with the t test result of 2.243. (2) Product quality (X2) partially influenced the decision to purchase The Originote skincare with the t test result of 2.592. (3) Price (X3) partially has no effect on purchasing decisions for The Originote skincare with the t test result of 1.078. (4) Brand image, product quality and price silmutan affect the purchasing decision of The Originote skincare. For R square of 0.410 which means that 41% of purchasing decision variables can be explained by Brand image, product quality and price variables, while 59% is explained by other variables not used in this study, namely location, promotion and convenience.
Co-Authors Bachtiar, Firman Retno Sundari Teguh Supriyanto, Wahyuningsih