Article Per Year (5 Year)
p-Index From 2021 - 2026
1.578
P-Index
This Author published in this journals
All Journal Swabumi (Suara Wawasan Sukabumi) : Ilmu Komputer, Manajemen, dan Sosial Widya Cipta : Jurnal Sekretari dan Manajemen Journal of Information System, Applied, Management, Accounting and Research Jurnal Abdimas Ekonomi dan Bisnis Intellektika: Jurnal Ilmiah Mahasiswa Jurnal Ekonomi, Manajemen, Akuntansi Jurnal Ecodemica : Jurnal Ekonomi Manajemen dan Bisnis JURNAL MANAJEMEN DAN AKUNTANSI CAKRAWARTI
Sugiyah Sugiyah
Universitas Bina Sarana Informatika
Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences

Published : 12 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 12 Documents
Search

 1   2 
Pengaruh Brand Ambassador dan Brand Trust terhadap Keputusan Pembelian Produk Rex Regum Qeon (RRQ) pada Marketplace Shopee di Jakarta Barat: The Influence of Brand Ambassadors and Brand Trust on the Purchase Decision of Rex Regum Qeon (RRQ) Products on the Shopee Marketplace in West Jakarta Vallena Eka Putri; Sugiyah Sugiyah
Jurnal Manajemen dan Akuntansi Cakrawarti Vol. 1 No. 3 (2026): Oktober 2026 - Desember 2026
Publisher : PT Cakrawarti Empat Proksi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.67183/jmac.v1i3.148

Abstract

The rapid growth of e-commerce has encouraged companies to utilize brand ambassadors and brand trust to influence consumers’ purchase decisions. Rex Regum Qeon (RRQ) employs Sutsujin as its brand ambassador to promote products on the Shopee marketplace. This study aims to analyze the partial and simultaneous effects of brand ambassador and brand trust on the purchase decisions of RRQ products on Shopee in West Jakarta. A quantitative method with purposive sampling was employed. Data were collected through questionnaires from 103 respondents and analyzed using multiple linear regression with IBM SPSS Statistics 27. The results show that brand ambassador has a positive and significant effect on purchase decisions, with a t-value of 4.808 and a significance value of 0.000. Brand trust also has a positive and significant effect, with a T-value of 22.940 and a significance value of 0.000. Simultaneously, brand ambassador and brand trust have a positive and significant effect on purchase decisions, with an F-value of 560.983 and an R² of 0.918. This indicates that 91.8% of the variation in purchase decisions is explained by brand ambassador and brand trust, while the remaining 8.2% is influenced by other factors.
Peran Informasi Digital dalam Membentuk Niat Berkunjung Generasi Z pada Ekowisata Perkotaan: Perspektif Teori Perilaku Terencana Nurvi Oktiani; Sugiyah Sugiyah; Kartika Yuliantari; Nurhidayati
Intellektika : Jurnal Ilmiah Mahasiswa Vol. 4 No. 6 (2026): November : Intellektika : Jurnal Ilmiah Mahasiswa
Publisher : STIKes Ibnu Sina Ajibarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59841/intellektika.v4i6.4224

Abstract

This study examines the effect of Digital Information Content on Visit Intention among Generation Z in Jakarta's ecotourism destinations, with Attitude Toward Behaviour and Subjective Norm as related mechanisms. A quantitative approach was applied to 325 Generation Z respondents from the Greater Jakarta area using PLS-SEM. The findings reveal that Digital Information Content significantly influences Attitude Toward Behaviour, Subjective Norm, and Visit Intention. Attitude Toward Behaviour significantly affects Visit Intention and mediates the relationship between Digital Information Content and Visit Intention. In contrast, Subjective Norm has no significant effect on Visit Intention and does not mediate the relationship. These findings indicate that Generation Z's visit intention is more strongly associated with personal evaluations of digital information than with social influence. The findings suggest that ecotourism managers should provide relevant, informative, and credible digital content to support visitors' decision-making.
Co-Authors Calvin Wijaya Chairunissa Chairunissa Chusminah SM Dedy Syahyuni Dwiyatmoko Puji Widodo Nurhidayati Nurhidayati Nurhidayati Nurvi Oktiani Rina Lestari Salsabila Neza Kahar Vallena Eka Putri Wiwin Wianti, Wiwin Yuliantari, Kartika