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Roswaty Roswaty
Universitas Indo Global Mandiri
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Journal : Jurnal Ekonomi, Manajemen, Akuntansi

 1 
Pengaruh Strategi Event Marketing dan Sponsorship Terhadap Brand Awareness Produk Noodle di PT. Indofood Cbp Sukses Makmur Tbk Kota Palembang Indah Fitri Rahmawati; Roswaty Roswaty; Shafiera Lazuarni
EKOMA : Jurnal Ekonomi, Manajemen, Akuntansi Vol. 3 No. 3: Maret 2024
Publisher : CV. Ulil Albab Corp

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56799/ekoma.v3i3.3086

Abstract

This study aims to determine how much influence the strategy of event marketing and sponsorship of brand awareness of noodle products on consumers PT. Indofood CBP Sukses Makmur Tbk Palembang the results showed that of the two promotional strategies undertaken by PT. Indofood both have a positive effect both simultaneously and partially on consumer brand awareness. By 20.1% event marketing variables can affect consumer brand awareness in remembering noodle products, while sponsorship variables affect 53.3% the remaining 26.6% are influenced by other variables that do not exist in this study. To increase consumer brand awareness of noodle products, the authors suggest that PT. Indofood CBP Sukses Makmur Tbk Palembang city prioritizes and allocates larger company funds to event marketing strategies because this strategy will attract consumers ' attention in recognizing a product and will indirectly affect their ability to remember and know what noodle products are produced by the company so that consumer brand awareness will increase.
Pengaruh Bauran Pemasaran dan Citra Merek Terhadap Keputusan Pembelian Konsumen Restaurant Pempek Beringin Radial Palembang Putri Vareri Angelieta; Roswaty Roswaty; Mohammad Kurniawan
EKOMA : Jurnal Ekonomi, Manajemen, Akuntansi Vol. 3 No. 3: Maret 2024
Publisher : CV. Ulil Albab Corp

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56799/ekoma.v3i3.3087

Abstract

The study aims to analyze the influence of mixed marketing and brand image on consumer purchasing decisions Restaurant Pempek Beringin Radial Palembang. This research was conducted at the Restaurant Pempek Beringin Radial Palembang. The data analysis technique used is double linear regression analysis. The sample used is 107 respondents at the Restaurant Pempek Beringin Radial Palembang, using quantitative research methods. The data collection is done with the dissemination of a questionnaire. Based on the results of research stated marketing mix has a positive and significant impact on consumer purchasing decisions Restaurant Pempek Beringin Radial Palembang. The brand image also gives a positive and significant influence on consumer purchasing decisions Restaurant Pempek Beringin Radial Palembang. Then it can be concluded that the results of the research stated the mix of marketing and brand image have a significant and positive impact on the consumer purchase decisions.
Pengaruh Strategi Event Marketing, dan Sponsorship Terhadap Brand Awareness Produk Noodle di PT. Indofood CBP Sukses Makmur Tbk Kota Palembang Indah Fitri Rahmawati; Roswaty Roswaty; Shafiera Lazuarni
EKOMA : Jurnal Ekonomi, Manajemen, Akuntansi Vol. 3 No. 3: Maret 2024
Publisher : CV. Ulil Albab Corp

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56799/ekoma.v3i3.3276

Abstract

This study aims to determine how much influence the strategy of event marketing and sponsorship of brand awareness of noodle products on consumers PT. Indofood CBP Sukses Makmur Tbk Palembang the results showed that of the two promotional strategies undertaken by PT. Indofood both have a positive effect both simultaneously and partially on consumer brand awareness. By 20.1% event marketing variables can affect consumer brand awareness in remembering noodle products, while sponsorship variables affect 53.3% the remaining 26.6% are influenced by other variables that do not exist in this study. To increase consumer brand awareness of noodle products, the authors suggest that PT. Indofood CBP Sukses Makmur Tbk Palembang city prioritizes and allocates larger company funds to event marketing strategies because this strategy will attract consumers ' attention in recognizing a product and will indirectly affect their ability to remember and know what noodle products are produced by the company so that consumer brand awareness will increase.
Pengaruh Kerjasama Tim, Motivasi Kerja dan Lingkungan Kerja Terhadap Prestasi Kerja Karyawan pada Bank Sumsel Babel Syariah Cabang Palembang Andi Susanti; Endah Dewi Purnamasari; Roswaty Roswaty
EKOMA : Jurnal Ekonomi, Manajemen, Akuntansi Vol. 3 No. 4: Mei 2024
Publisher : CV. Ulil Albab Corp

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56799/ekoma.v3i4.3313

Abstract

This study aims to determine the effect of teamwork, work motivation and work environment on employee performance in Bank Sumsel Babel Syariah Palembang Branch. This study uses primary data whose data collection uses questionnaires, interviews and observations. In this study, researchers used quantitative analysis, multiple linear regression analysis and coefficient of determination analysis using SPSS 26. The population in this study were all employees of Bank Sumsel Babel Syariah Palembang Branch total 50. The research results obtained using t test and F test show that teamwork has a positive but insignificant effect on employee performance, work motivation and work environment have a positive and significant effect on employee performance, and teamwork, work motivation and work environment have a positive and significant effect on employee performance simultaneously. In the coefficient of determination test, the data results obtained amounted to 73.7%, which can be explained by the influence of teamwork, work motivation and work environment on employee performance, while the remaining 26.3% can be explained by the influence of other variables not examined by the author.
Analisis Pengaruh Motivasi Kerja dan Kemampuan Kerja Terhadap Kinerja Karyawan PT. Baris Jaya Perkasa Angga Lesmana; Roswaty Roswaty; Try Wulandari
EKOMA : Jurnal Ekonomi, Manajemen, Akuntansi Vol. 3 No. 4: Mei 2024
Publisher : CV. Ulil Albab Corp

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56799/ekoma.v3i4.5508

Abstract

This research aims to determine the effect of work motivation and work ability on employee performance at PT Baris Jaya Perkasa. The population and sample in this study were 40 employees of PT Baris Jaya Perkasa. The analysis techniques used are the classical assumption test, normality test, multicollinearity test, heteroscedasticity test, multiple linear regression analysis, hypothesis test, correlation coefficient test, and coefficient of determination test which were processed using the help of the Static Product and Service Solution (SPSS) version 29 program. The results of this research are t count 4,257 > t table 2,026 on Variable X1, namely work motivation and t count 10,221 > t table 2,026 on Variable X2, namely Work Ability. In the correlation coefficient test method for the Work Motivation Variable (X1), the value is 0,568, which means that the level of relationship between work motivation and employee performance is at a moderate level. Based on the results of calculating the Coefficient of Determination (R2), it can be concluded that the percentage influence of the Work Motivation (X1) and Work Ability (X2) variables on employee performance (Y) is 0,758 or the remaining 75,8% is influenced by other variables.
Pengaruh Brand Image dan E-Wom Terhadap Keputusan Pembelian Konsumen Marketplace Shopee Muhammad Riki; Roswaty Roswaty; Try Wulandari
EKOMA : Jurnal Ekonomi, Manajemen, Akuntansi Vol. 3 No. 6: September 2024
Publisher : CV. Ulil Albab Corp

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56799/ekoma.v3i6.5657

Abstract

This study aims to analyze the effect of brand image and e-WOM on consumer purchasing decisions for the Shopee marketplace. Research is not limited to one specific place, but can include various locations that are relevant to the focus of the study (shopee marketplace users). The sampling used in this study was non-probability sampling using purposive sampling technique, there were 150 respondents. This research data was obtained from a questionnaire. The analysis technique used in this research is multiple linear regression method. Based on the results of the F test, the Fcount value is 120.781 with a Ftable value of 3.056 so that the Fcount> Ftable value (120.781> 3.056) with a significance level of 0.000> 0.05, it can be concluded that Brand Image (X1), e-WOM (X2) have a jointly significant effect on Purchasing Decisions (Y). Based on the results of the t test, it shows that Brand Image with a sig value of Brand Image (X1) on Purchasing Decisions (Y) is 0.000 <0.05 and the value of t count> t table is 4.885> 1.976. So it can be concluded that the Brand Image variable has a significant effect on Purchasing Decisions. E-WOM with a sig value of e-WOM (X2) on Purchasing Decisions is 0.000 <0.05 and t count> t table is 4.984> 1.976, it can be concluded that the e-WOM variable has an effect and is significant on Purchasing Decisions. Meanwhile, the results of the correlation coefficient (R) of brand image, e-wom on consumer purchasing decisions obtained a correlation coefficient value of 0.788 at a significance level of α 5%. While the result of the detemination coefficient (R2) obtained a value of 0.617. This shows that Brand imgae and e-WOM are able to explain the purchasing decision variable by 0.617 or 61.7%. And the remaining 38.3% can be explained / influenced by other variables not included in this study.
Co-Authors Adikah Soekarman Aini Aini Amelya Yuniar Andi Susanti Andika Maulana Siddiq Angga Lesmana Anggraini, Leriza Desitama Annisa Juliartha Maharani Devi Sapira Dewani Rahma Savitri Diny Nur Ramadhanty Eka Damayanti Endah Dewi Purnamasari Estiana Asri Fadhila Gandi Gandi Hesti Ifititah Sari Hj. Luis Marnisah Imelda Saluza, Imelda Indah Fitri Rahmawati Indah Permatasari Juhaini Alie Kurniawan Kurniawan Lili Syafitri Lily Syafitri M. Nurul Huda Marhamah Marhamah Meilin Veronica Mohammad Kurniawan Muhammad Bahrul Ulum Muhammad Haekal Apriansyah Muhammad Kurniawan DP Muhammad Riki Neny Rostiati Novita Damayanti Putri Septia Margareta Putri Vareri Angelieta Rafika Sari Reny Aziatul Pebriani Ria Purnama Sari Rioe Chandra Sartika, Dewi Shafiera Lazuarni Shafiera Lazuarni Shelfi Wulandari Siti Ulfa Ridayani Tito Rahmayang Tripermata, Lukita Try Wulandari Vitri Andriani Wadud, Muhammad Zara Barika