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All Journal Jurnal Administrasi Bisnis JURNAL ILMU SOSIAL Jurnal Ilmu Administrasi Bisnis Edukasi Islami: Jurnal Pendidikan Islam Ideas: Jurnal Pendidikan, Sosial dan Budaya Jurnal Pengabdian Masyarakat Asia International Journal Multidisciplinary
Agung Budiatmo
Jurusan Administrasi Bisnis, Fakultas Ilmu Sosial Dan Ilmu Politik, Universitas Diponegoro
Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Medicine & Pharmacology Physics Social Sciences Other

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Everything is Possible on Social Media: Using Instagram as an Eco-print Marketing Media in Serang Village, Purbalingga Regency Dewi, Reni Shinta; Budiatmo, Agung; Purbawati, Dinalestari; Chairina, Soraya
Jurnal Pengabdian Masyarakat Vol. 5 No. 1 (2024): Jurnal Pengabdian Masyarakat
Publisher : Institut Teknologi dan Bisnis Asia Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32815/jpm.v5i1.1984

Abstract

Purpose: The study aims to address the impact of the COVID-19 pandemic on sectors including eco-print products produced by Gallery Yupa Eco-print in Purbalingga. The shift in consumer behavior from offline to online has posed challenges such as the halt of exhibition activities, preventing the introduction of products to potential consumers. Method: The service activities carried out by the Undip PKUM (Strengthening Community Leading Commodities) Team involve providing Digital Marketing training and assistance, particularly on Instagram social media. The Participatory Rural Appraisal (PRA) approach is used in this activity, which is a method for studying rural conditions and life from, with, and by village communities. Practical Applications: The training and assistance aim to increase consumer awareness, especially introducing Eco-print as a unique and environmentally friendly contemporary handicraft. This approach is considered appropriate as it empowers the community to independently solve the problems they face. Conclusion: As a result of the PKUM service activities, Gallery Yupa Eco-print was able to promote their products via social media, specifically Instagram, and began to gain awareness from consumers or potential customers. This indicates the effectiveness of the implemented methods in addressing the challenges posed by the pandemic.
Pengaruh Celebrity Endorser, Brand Image, Dan Kualitas Produk Terhadap Keputusan Pembelian Marina Hand and Body Lotion Mahasiswa Program Sarjana Universitas Diponegoro Putri Estiningrum; Saryadi Saryadi; Agung Budiatmo
Jurnal Ilmu Administrasi Bisnis Vol 14, No 1 (2025)
Publisher : Universitas Diponegoro

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jiab.2025.45588

Abstract

The cosmetics and beauty industry is currently experiencing rapid growth so the level of competition is very high, one of which is the marina brand. Based on marina top brand index data for 2020-2023, it is fluctuating and sales data for 2019 - 2023 is fluctuating and the target achievement is not met. This research aims to test the influence of the independent variables celebrity endorser, brand image, and product quality on the dependent variable purchasing decisions. The type of research is explanatory research using non-probability sampling techniques with a purposive sampling method of 96 respondents from Diponegoro University Undergraduate Program students who use and make purchasing decisions about Marina hand and body lotion. The data was processed using IBM SPPS Sattistic version 23. The research results showed that celebrity endorsers had a positive and significant influence on purchasing decisions, brand image had a positive and significant influence on purchasing decisions, product quality had a positive and significant influence on purchasing decisions. Simultaneously celebrity endorser, brand image, and product quality have a positive and significant effect on purchasing decisions. Advice that can be given to companies is that they must choose the right celebrity endorser to promote their products, strengthen their branding to create a good brand image in the minds of consumers, and consider the formulation of the ingredients used in the product so that its quality is maintained.Keywords: Celebrity endorser; brand image; product quality; purchase decisionIndustri kosmetik dan kecantikan saat ini mengalami pertumbuhan yang pesat sehingga tingkat persaingannya sangat tinggi, salah satunya adalah brand marina. Berdasarkan data top brand index marina tahun 2020-2023 fluktuatif dan data penjualan selama tahun 2019 - 2023 fluktuatif serta capaian targetnya tidak memenuhi. Penelitian ini bertujuan untuk menguji pengaruh variabel independent celebrity endorser, brand image, dan kualitas produk terhadap variabel dependen keputusan pembelian. Tipe penelitian adalah explanatory research dengan menggunakan teknik non probability sampling dengan metode purposive sampling sebanyak 96 responden Mahasiswa Program Sarjana Universitas Diponegoro yang menggunakan dan melakukan keputusan pembelian Marina hand and body lotion. Data diolah menggunakan SPPS versi 23. Hasil penelitian menunjukan celebrity endorser berpengaruh positif dan signifikan terhadap keputusan pembelian, brand image berpengaruh positif dan signifikan terhadap keputusan pembelian, kualitas produk berpengaruh positif dan signifikan terhadap keputusan pembelian. Secara simultan celebrity endorser, brand image, dan kualitas, produk berpengaruh positif dan signifikan terhadap keputusan pembelian. Saran yang dapat diberikan kepada perusahaan adalah harus memilih celebrity endorser yang tepat untuk memperomosikan produknya, memperkuat brandingnya akan brand image yang tercipta baik dibenak konsumen, dan mempertimbangkan formulasi bahan yang digunakan pada produk agar kualitasnya tetap terjaga. Kata Kunci: Celebrity Endorser; Brand Image; Kualitas Produk; Keputusan Pembelian
PENGARUH BRAND EQUITY, SERVICE QUALITY DAN TRUST TERHADAP KEPUTUSAN PEMBELIAN JASA UMRAH PT. QIBLATAIN AMA TOUR DI KOTA SEMARANG Anggi Prasetyo; Reni Shinta Dewi; Agung Budiatmo
Jurnal Ilmu Administrasi Bisnis Vol 14, No 1 (2025)
Publisher : Universitas Diponegoro

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jiab.2025.45477

Abstract

The number of Umrah and Hajj travel companies has resulted in business competition becoming very competitive, this is because business in this field has good prospects in Indonesia. Based on the sales data of PT Qiblatain Ama Tour Semarang, it can be seen that the use of fluctuating services tends to decrease and the target is not met every year. This study aims to determine the effect of Brand Equity, Service Quality and Trust on purchasing decisions on PT Qiblatain Ama Tour products in Semarang City. The sample amounted to 96 respondents who were pilgrims of PT Qiblatain Ama Tour in Semarang City. This research was processed using SPSS version 27.0. The results showed that the brand equity variable, service quality, Trust partially and simultaneously had a positive and significant influence on the purchasing decision variable. Suggestions in this study are that PT. Qiblatain Ama Tour can carry out company accreditation in order to increase Brand Equity and the level of Trust in the company, encourage its employees to be able to provide services, especially on request faster than before in order to increase, and to pay more attention to Brand Equity and Trust because these variables have a greater influence on purchasing decisions than the Service Quality variable.Keyword: Brand Equity;Service Quality; Trust; Purchase DecisionBanyaknya perusahaan travel umrah dan haji mengakibatkan persaingan bisnis menjadi sangat kompetitif, hal ini karena usaha pada bidang ini memiliki prospek yang bagus di Indonesia. Berdasarkan data penjualan PT. Qiblatain Ama Tour Semarang dapat diketahui bahwa penggunaan jasa berfluktuatif cenderung menurun dan target setiap tahunnya tidak terpenuhi. Penelitian ini bertujuan untuk mengetahui pengaruh Brand Equity, Service Quality dan Trust terhadap keputusan pembelian pada produk PT. Qiblatain Ama Tour di Kota Semarang. Sampel berjumlah 96 responden yang merupakan jamaah PT. Qiblatain Ama Tour di Kota Semarang. Penelitian ini diolah menggunakan SPSS versi 27.0. Hasil penelitian menunjukkan bahwa variabel brand equity, service quality, Trust secara parsial dan simultan memiliki pengaruh yang positif dan signifikan terhadap variabel keputusan pembelian. Saran dalam penelitian ini adalah agar PT. Qiblatain Ama Tour dapat melakukan akreditasi perusahaan demi meningkatkan Brand Equity dan tingkat Trust terhadap perusahaan, mendorong para karyawannya agar dapat memberikan pelayanan terutama pada permintaan dengan lebih cepat dari sebelumnya agar dapat meningkatkan, serta agar dapat memberikan perhatian lebih pada Brand Equity dan Trust dikarenakan variabel tersebut memiliki pengaruh yang besar terhadap keputusan pembelian dibandingkan dengan variabel Service Quality.Kata Kunci: Brand Equity; Service Quality; Trust; Keputusan Pembelian
PENGARUH BRAND AWARENESS DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN PRODUK FACE WASH 27DEGREES (STUDI PADA KONSUMEN SKINCARE 27DEGREES YANG MELAKUKAN PEMBELIAN DI GERAI JAKARTA BARAT) Kayla Thifaala Syam; Agung Budiatmo; Saryadi Saryadi
Jurnal Ilmu Administrasi Bisnis Vol 14, No 1 (2025)
Publisher : Universitas Diponegoro

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jiab.2025.45361

Abstract

Skin care products businesses are growing more competitive. One of them is the 27degrees. Based on the existing data, the failure to achieve the sales realization that has been set and the sales target of 27 degrees that are known to have not been achieved over the past four years is an allegation of a decline in brand awareness and brand image perceptions that have caused these problems. This type of research is exploratory research using nonprobability sampling techniques with incidental sampling and purposive sampling methods and samples totaling 100 respondents. The data is processed using SPSS used for validity, reliability, correlation coefficients, coefficient of determination, simple linear regression, multiple linear regression, test, and F test. Research results show that brand awareness has a positive and significant effect on purchasing decisions, brand images have a positive and significant effect on purchasing decisions, and that brand awareness and brand image variables have a positive and significant effect on purchasing decisions. The advice of this study is to increase the effectiveness and benefits of products by conducting more in-depth research. In addition, 27 degrees can also focus on the uniqueness of products and presence on e-commerce platforms to reach more consumers. Keywords: Brand Awareness; Brand Image; Purchasing DecisionsAbstraksi: Bisnis perawatan kulit dan produk kosmetik berkembang semakin kompetitif dan kompleks. Salah satunya adalah merek 27degrees. Berdasarkan data yang ada, tidak tercapainya realisasi penjualan yang telah ditetapkan dan target penjualan 27degrees yang diketahui belum tercapai selama empat tahun terakhir menjadi dugaan penurunan persepsi brand awareness dan brand image yang mengakibatkan permasalahan-permasalahan tersebut. Tipe penelitian ini adalah explanatory research menggunakan teknik nonprobability sampling dengan metode accidental sampling dan purposive sampling serta sampel berjumlah 100 responden. Data diolah menggunakan program aplikasi IBM SPSS (Statistical Programme for Social Science) yang digunakan untuk uji validitas, reliabilitas, koefisien korelasi, koefisien determinasi, regresi linier sederhana, regresi linier berganda, uji t, dan uji F. Hasil penelitian menunjukkan bahwa brand awareness berpengaruh secara positif dan signifikan terhadap keputusan pembelian, brand image berpengaruh secara positif dan signifikan terhadap keputusan pembelian, dan variabel brand awareness dan brand image memiliki hasil yang berpengaruh positif dan signifikan terhadap keputusan pembelian. Saran dari penelitian ini adalah meningkatkan efektivitas dan manfaat produk dengan melakukan penelitian dan pengembangan yang lebih mendalam. Selain itu, 27degrees juga dapat memfokuskan keunikan dan keunggulan produk seperti penggunaan bahan herbal atau teknologi inovatif serta memaksimalkan kehadiran di platform e-commerce untuk menjangkau lebih banyak konsumen.Kata Kunci: Brand Awareness; Brand Image; Keputusan Pembelian
Pengaruh E-Service Quality, Perceived Ease Of Use, dan Brand Trust terhadap Loyalitas Konsumen (Studi Kasus pada Konsumen Pizza Hut Delivery Pekalongan) Naela Nurul Izzah; Agung Budiatmo; Sari Listyorini
Jurnal Ilmu Administrasi Bisnis Vol 11, No 1 (2022)
Publisher : Universitas Diponegoro

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jiab.2022.33375

Abstract

Fast food is one of the most popular culinary businesses in Indonesia. Fast food restaurants do not only exist abroad, in Indonesia they are also increase aggressively enhancing fast food brands, including in the city of Pekalongan. One way is to have a high level of consumer loyalty. High consumer loyalty can be influenced by the quality of electronic services, perceived ease of use and high brand trust. From the number of Pizza Hut Delivery members who always increase every year, it turns out that the number of passive consumers is increasing in number due to low consumer loyalty. This study aims to determine the effect of E-service quality, Perceived ease of use, and Brand Trust on consumer loyalty Pizza Hut Delivery Pekalongan. This type of research is explanatory research with purposive sampling method. The data collection technique used a questionnaire distributed to 100 respondents who had made a purchase at Pizza Hut Delivery Pekalongan. The data analysis method used is regression analysis using SPSS 25.00 software. The results of the study concluded that e-service quality, perceived ease of use, and brand trust had a significant effect on consumer loyalty at Pizza Hut Delivery Pekalongan. Makanan cepat saji atau fast food termasuk salah satu bisnis kuliner yang kini diminati di Indonesia. Restoran fast food tidak hanya ada di luar negeri, di Indonesia pun semakin gencar meningkatkan brand fast food tak terkecuali di kota Pekalongan. Salah satu caranya dengan memiliki tingkat loyalitas konsumen yang tinggi. Loyalitas Konsumen yang tinggi dapat dipengaruhi oleh kualitas pelayanan elektronik, persepsi kemudahan penggunaan dan kepercayaan terhadap merek yang tinggi. Dari banyaknya member Pizza Hut Delivery yang selalu mengalami kenaikan setiap tahunnya ternyata jumlah konsumen yang pasif semakin naiknya jumlah dikarenakan loyalitas konsumen yang rendah. Penelitian ini bertujuan untuk mengetahui pengaruh E-service quality, Perceived ease of use, dan Brand Trust terhadap loyalitas konsumen Pizza Hut Delivery Pekalongan. Tipe penelitian ini adalah explanatory research dengan metode purposive sampling. Teknik pengumpulan data menggunakan kuesioner yang disebar kepada 100 responden yang pernah melakukan pembelian pada Pizza Hut Delivery Pekalongan. Metode analisis data yang digunakan adalah analisis regresi dengan menggunakan bantuan software SPSS 25.00. Hasil penelitian menyimpulkan bahwa e-service quality, perceived ease of use, dan brand trust berpengaruh signifikan terhadap loyalitas konsumen pada Pizza Hut Delivery Pekalongan.
Pengaruh Desain Produk, Harga, Dan Promosi Terhadap Keputusan Pembelian Mebel Pada Cv Manunggal Rotan Jepara M. Fahim Khilda; Agung Budiatmo; Widayanto Widayanto
Jurnal Ilmu Administrasi Bisnis Vol 14, No 1 (2025)
Publisher : Universitas Diponegoro

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jiab.2025.45598

Abstract

In the modern era, the growth of Business world is fast, one of them is furniture industry. Increasing the existence of the company can be done by done by having a high purchasing decisions of the customer. High purchasing decision can be influenced by a good product design, an affordable price, and a good promotion. Based on the sales data of CV Manunggal Rotan Jepara, every year experiencing an unstable tendency. This research aims to know the influence of product design, price, and promotion on the furniture purchasing decisions in CV. Manunggal Rotan Jepara. The data is gathered using a questionnaire and there are 96 respondents of CV. Manunggal Rotan Jepara consumers who have made at least one transaction. The result of this research shows that product design, price, and promotion have positive influences on the purchasing decisions of the furniture in CV. Manunggal Rotan Jepara. Based on these result, the suggestions that can be given in terms of design product are pay attention to product neatness by carrying out quality control before the product is marketed and characterize the product. Then, in terms of price, by improving the products which are sold, so that they can provide benefits at the right price. In terms of promotion, using various media, and increasing the frequency of advertising, and carry out incentivization. Keyword: Product Design; Price; Promotion; Purchasing DecisionsPada era modern pertumbuhan dunia bisnis semakin cepat, salah satunya industri furniture. Untuk meningkatkan eksistensi perusahaan dapat dilakukan dengan memiliki tingkat keputusan pembelian yang tinggi. keputusan pembelian yang tinggi dapat dipengaruhi oleh desain produk yang baik, harga yang terjangkau dan promosi yang baik. Berdasarkan data penjualan CV Manunggal Rotan Jepara, setiap tahunnya mengalami kecenderungan tidak stabil. Penelitian ini bertujuan untuk mengetahui pengaruh antara desain produk, harga, dan promosi terhadap keputusan pembelian mebel CV Manunggal Rotan Jepara. Data yang dikumpulkan di penelitian ini dengan kuesioner dan sampel sebanyak 96 responden konsumen CV Manunggal Rotan Jepara yang sudah melakukan transaksi minimal satu kali. Hasil dari penelitian ini menunjukkan bahwa desain produk, harga, dan promosi memiliki pengaruh positif terhadap keputusan pembelian mebel CV Manunggal Rotan Jepara. Berdasarkan hasil tersebut maka saran yang dapat diberikan dari segi desain produk adalah memperhatikan kerapian produk dengan melakukan quality control sebelum produk dipasarkan serta memberikan ciri khas pada produk. Dari segi harga dengan cara peningkatan terhadap produk yang dijual agar dapat memberi manfaat sesuai harga. Dari segi promosi dengan menggunakan berbagai media dan meningkatkan frekuensi periklanan, dan pemberian insentif. Kata Kunci: Desain Produk; Harga; Promosi; Keputusan Pembelian
Co-Authors Agus Hermani Alfatiha, Raja Ainaya Anggi Prasetyo Apriatni Endang Prihatini Ari Pradhanawati Avidha, Syifa Nur Budianto, Yoseph Pangestu Chairina, Soraya Cindy Mega Puspita Crystin Ayomi Parhusip Dewi, Nadira Sandra Dian Kurnia Yulianingsih Edi Wijaya Kusuma Handoyo Djoko Waluyo Hari Susanta Nugraha Kayla Thifaala Syam Kurniawan, Michael Aditya M. Fahim Khilda Maulida, Devi Meatry Kurniasari Naela Nurul Izzah Naili Farida Nasha Farahna Sungkar Novianti Agustin, Novianti Oki Prasetyo Aji Putranti, Clara Sapphira Putri Estiningrum Ratih Nugraheni Reni Shinta Dewi Robetmi Jumpakita Pinem Rodhiyah Rodhiyah Sandjaja, Nurlathifah Aurellia Agrippina Sari Listyorini Saryadi Saryadi Shabrina, Sekar Ayu Sirait, Fathihari Afkha Sisca Destiana Sri Suryoko Vannya Laksmi Angreani, Vannya Laksmi Wahyu Hidayat Widayanto Widayanto Widayanto Widayanto Widya Muna Mayasari Yanti, Mutia Meiva Yanuar Aditya Setiawan Yulia Rossanda Fajar