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Dewi Komala Sari
Univiersitas Muhammadiyah Sidoarjo
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Peran Digital Marketing, Word Of Mouth Dan Brand Image Terhadap Keputusan Pembelian Masyarakat Sidoarjo Pada Merek 3second Di E-Commerce Achmad Zilmam Sadad Abu Kautsar; Lilik Indayani; Dewi Komala Sari
Journal of Economic, Bussines and Accounting (COSTING) Vol 7 No 5 (2024): Journal of Economic, Bussines and Accounting (COSTING)
Publisher : Institut Penelitian Matematika, Komputer, Keperawatan, Pendidikan dan Ekonomi (IPM2KPE)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31539/costing.v7i5.11706

Abstract

Perkembangan teknologi yang semakin cepat di era modern ini tergambar dari banyaknya layanan daring yang dapat mempermudah kehidupan masyarakat, salah satunya yaitu hadirnya pasar daring dan perdagangan elektronik (e-commerce). Kemunculan e-commerce perlahan merubah aktivitas perniagaan antara penjual dan pembeli, dari awalnya berjalan dengan tatap muka berubah menjadi daring. Hal ini juga berlaku pada produk fashion. Namun dari melonjaknya pemakaian e-commerce terutama di Indonesia, masih ada sejumlah problem pembeli yang lebih memutuskan melaksanakan pembelian dengan tatap muka dibanding online, semua terjadi karena beberapa alasan dari ketika membeli dengan tatap muka barang bisa dirasakan dan diterima dengan kontan, masalah keamanan data pribadi, hingga keterlambatan dan ketidaksesuaian barang yang diterima. Penelitian ini bermaksud agar memahami bagaimana peran Digital Marketing, Word Of Mouth, Dan Brand Image terhadap keputusan pembelian masyarakat Sidoarjo pada merek 3second di e-commerce. Penelitian ini menggunakan metode kuantitatif dengan jenis data primer. Informan dari penelitian ini dipilih melalui rumus Lemeshow yang menghasilkan informan sejumlah 96 responden. pengujian penelitian ini memakai analisis regresi linear berganda, uji validitas, uji relibilitas, uji normalitas, uji multikolinearitas, uji heteroskedasitas, uji T, uji F dan koefisien determinasi. Temuan dari penelitian ini mengungkapkan jika ketiga variabel yaitu Digital Marketing, Word Of Mouth, dan Brand Image berpengaruh secara signifikan terhadap keputusan pembelian konsumen pada merek 3second.
Pengaruh Brand Image, Electronic Word Of Mouth dan Harga terhadap Purchase Intention pada Produk Mixue di Kecamatan Sidoarjo Vernanda Suyono Putri; Rizky Eka Febriansah; Dewi Komala Sari
Journal of Economic, Bussines and Accounting (COSTING) Vol 7 No 5 (2024): Journal of Economic, Bussines and Accounting (COSTING)
Publisher : Institut Penelitian Matematika, Komputer, Keperawatan, Pendidikan dan Ekonomi (IPM2KPE)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31539/costing.v7i5.11834

Abstract

Mixue is a franchise business originating from Tiongkok that offers several ice cream variants. This research aims to determine the influence of brand image, electronic word of mouth and price on purchase intention for mixue products in Sidoarjo District. This research uses a quantitative approach. The method used was accidental sampling with a sample size of 100 respondents of mixue consumers in Sidoarjo District. The data analysis technique used was multiple linier regression analysis using the imb spss 25 program. Based on the research results, it was found that the brand image variable has a positive but not significant effect on purchase intention, electronic word of mouth has a positive and significant effect on purchase intention and price has a positive and significant effect on purchase intention.
Enhancing Consumer Loyalty and Market Competitiveness: Approaching IPA-QFD in Product Development Syaifuddin, Aldy Hamid; Ambarwati, Rita; Sari, Dewi Komala
BASKARA : Journal of Business and Entrepreneurship Vol 7, No 1 (2024): BASKARA: Journal of Business and Entrepreneurship
Publisher : Universitas Muhammadiyah Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54268/baskara.v7i1.22534

Abstract

This paper provides an overview of AA.co.Store, is a fashion business founded in 2021. Despite being in the development stage, AA.co.Store can compete with other local brands in Sidoarjo. To maintain and attract more consumers, the company focuses on improving product quality. The success of a business is measured by the number of products produced and their competitiveness in the market. Product development is crucial to increase competitiveness and attract future consumers. The quality of the product and promotional activities significantly impact customer satisfaction. Pricing and distribution also influence purchasing decisions. To compete with competitors, AA.co.Store needs a comprehensive strategy. Research suggests that product quality, price, customer satisfaction, and brand image affect consumer loyalty and satisfaction. The purpose of this research is to improve AA.co.Store's product development using an IPA-QFD-based marketing mix aligned that very important for Development Goals (SDGs) of the store to compete with other local brands in Sidoarjo. The results of this study were AA.co.Store service quality, it can be concluded that Customer satisfaction with AA.co.Store services is fulfilled, which is indicated by the results of the questionnaire using the SERVQUAL method which does not show a negative value for the AA.co.Store brand when compared to other brands. There are three service quality attributes that need to be prioritised for improvement at AA.co.Store, namely the price of t-shirts that are more competitive than other brands, the condition of the parking lot, and cleanliness. There are several steps that can be taken to improve service quality based on technical needs, including: a.) changing the organisational strategy on company performance, especially in the operational section, b.) increasing the stock of materials to meet the number of orders, c.) providing training and development on existing SOPs, and d.) repairing and maintaining existing equipment in the company.
PENGARUH SIKAP, NORMA SUBJEKTIF, DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN PADA SUKA SALAD SIDOARJO Margie, Maryam Wiyar; Sari, Dewi Komala; Indayani, Lilik
Journal of Management Small and Medium Enterprises (SMEs) Vol 17 No 3 (2024): JOURNAL OF MANAGEMENT Small and Medium Enterprises (SME's)
Publisher : Universitas Nusa Cendana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35508/jom.v17i3.17079

Abstract

This research was conducted to analyze the influence of attitudes, subjective norms, and brand image on purchasing decisions at Suka Salad Sidoarjo. This research uses quantitative methods using multiple linear regression testing and using the Statistical Program for Social Science (SPSS) version 25 application. The data source in the research is all Suka Salad consumers in Sidoarjo. The sampling technique in the research uses a non-probability sampling method with an accidental sampling technique. The research results show that Attitude influences Purchasing Decisions at the Suka Salad Sidoarjo restaurant, Subjective Norms have an influence on Purchasing Decisions at the Suka Salad Sidoarjo restaurant, and Brand Image has an influence on Purchasing Decisions at the Suka Salad Sidoarjo restaurant. By understanding consumer behavior regarding purchasing decisions for healthy food products, this research has the potential to support sustainable economic growth and encourage wiser consumption behavior in purchasing food products. Keywords: Attitude; Subjective Norm; Brand Image; Purchase Decision
Brand Image, Harga dan Packaging Terhadap Keputusan Pembelian Air Minum Aqua Firdausi, Heisyah Apriliana Tri; Hariasih, Misti; Sari, Dewi Komala
Jurnal E-Bis Vol 8 No 2 (2024): Vol. 8 No.2 2024
Publisher : Politeknik Piksi Ganesha Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37339/e-bis.v8i2.1821

Abstract

Penjualan air kemasan saat ini mengalami peningkatan. Hal ini bisa terjadi dengan adanya rencan pemasaran yang efektif. Air kemasan merek aqua menggunakan brand image, harga, dan packaging sebagai strategi pemasarannya. Tujuan kajian untuk memahami aspek yang paling mempengaruhi keputusan pembelian konsumen. Penelitian kuantitatif digunakan atas pengkajian ini. Penghimpunan data melalui pengedaran kuesioner yang diukur memakai skala likert dengan aplikasi media olah data SPSS versi 26. Jumlah sampel 96 responden. Pengambilan sampel memakai metode purposive sampling. Hasil penelitian membuktikan bahwa Brand Image berpengaruh terhadap Keputusan Pembelian pada Air Minum Kemasan merek Aqua di Kota Sidoarjo. Harga berpengaruh terhadap Keputusan Pembelian pada Air Minum Kemasan merek Aqua di Kota Sidoarjo. Packaging berpengaruh terhadap Keputusan Pembelian pada Air Minum Kemasan merek Aqua di Kota Sidoarjo.
Digital Marketing, Online Customer Review, dan Kualitas Produk terhadap Keputusan Pembelian Mahasiswa UMSIDA pada E-Commerce Shopee Baihaqki, Wildhan Ardin; Hariasih, Misti; Sari, Dewi Komala
Jurnal E-Bis Vol 8 No 2 (2024): Vol. 8 No.2 2024
Publisher : Politeknik Piksi Ganesha Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37339/e-bis.v8i2.1874

Abstract

Berbelanja secara online memberikan daya tarik tersendiri seperti fleksibilitas, kenyamanan, proses transaksi yang efisien dan transparan, pada tahun 2023 Shopee mengalami peningkatan sebesar 70,9 juta pengguna. Permasalahan yang diteliti yaitu kenaikan jumlah pengguna Shopee yang berkaitan dengan keputusan pembelian di aplikasi Shopee. Terdapat banyak faktor yang mempengaruhi keputusan pembelian, diantaranya digital marketing, online customer review, dan kualitas produk. Studi yang dilaksanakan memiliki tujuan untuk mengetahui penjelasan tentang pengaruh digital marketing, online customer review, dan kualitas produk pada keputusan pembelian mahasiswa UMSIDA pada e-commerce Shopee. Metode yang digunakan yaitu metode kuantitatif. penghimpunan data melalui pembagian kuesioner google form kepada 100 responden mahasiswa pengguna Shopee. Metode pengambilan sampel yang digunakan yaitu purposive sampling dengan analisis data menggunakan analisis regresi linier berganda. Menurut temuan dari penelitian ini diketahui bahwa digital marketing menimbulkan pengaruh parsial pada keputusan pembelian. Online customer review menimbulkan pengaruh parsial terhadap keputusan pembelian. Kualitas produk berpengaruh parsial terhadap keputusan pembelian.
Meningkatkan Penjualan Provider Internet di Sidoarjo Optimalisasi Layanan E-Wom Brand Pramahsuari, Salsa Agwah; Prapanca, Detak; Sari, Dewi Komala
Interaction Communication Studies Journal Vol. 1 No. 2 (2024): August
Publisher : Indonesian Journal Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47134/interaction.v1i2.2927

Abstract

Studi ini menyelidiki faktor-faktor yang memengaruhi minat beli konsumen terhadap produk penyedia internet di Sidoarjo, dengan fokus pada citra merek, word-of-mouth elektronik (e-WOM), dan fitur layanan. Dengan sampel sebanyak 96 responden yang dipilih melalui purposive sampling, data dikumpulkan melalui kuesioner dan dianalisis menggunakan Regresi Linear Berganda di SPSS. Temuan menunjukkan bahwa citra merek, e-WOM, dan fitur layanan secara signifikan memengaruhi minat beli konsumen terhadap produk penyedia internet di Sidoarjo. Penelitian ini mengisi kesenjangan dalam pemahaman perilaku konsumen di pasar penyedia internet dan memberikan implikasi untuk strategi pemasaran yang disesuaikan untuk meningkatkan minat konsumen di wilayah ini.
Keputusan Pembelian E Commerce Mengulas Peringkat dan Duta Merek Korea Ningtias, Riska Putri Ayu; Sari, Dewi Komala; Supardi, Supardi
Interaction Communication Studies Journal Vol. 1 No. 2 (2024): August
Publisher : Indonesian Journal Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47134/interaction.v1i2.2933

Abstract

Penelitian ini bertujuan untuk menentukan pengaruh Ulasan Pelanggan Online, Penilaian Pelanggan Online, dan Duta Merek Korea terhadap keputusan pembelian di E-commerce Shopee. Penelitian ini merupakan penelitian kausal yang menggunakan metode kuantitatif. Teknik sampling yang digunakan dalam penelitian ini adalah accidental sampling dengan 96 responden. Teknik pengumpulan data dilakukan dengan mendistribusikan kuesioner. Teknik analisis data menggunakan Partial Least Square (PLS) dengan menggunakan program Smart-PLS Versi 3.0. Hasil dari penelitian ini menunjukkan bahwa (1) Ulasan Pelanggan Online memengaruhi keputusan pembelian. (2) Penilaian Pelanggan Online memengaruhi keputusan pembelian. (3) Duta Merek memengaruhi keputusan pembelian.
Peran Advertising, Brand Image, dan Brand Trust dalam Mempengaruhi Minat Beli Produk Kosmetik Maybelline New York pada Marketplace Shopee Maulida, Reva Rahma; Sari, Dewi Komala; Hariasih, Misti
Jurnal Ecogen Vol 7, No 3 (2024): Jurnal Ecogen
Publisher : Universitas Negeri Padang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24036/jmpe.v7i3.16296

Abstract

This study aims to determine the influence of Advertising, Brand Image, and Brand Trust on Purchase Intention of Maybelline New York Cosmetics Products on the Shopee Marketplace in Sidoarjo Regency. The research employed a quantitative method with the population being the residents of Sidoarjo Regency. Nonprobability sampling was used with purposive sampling method, and the number of respondents was 100 people. Data collection was conducted through questionnaire distribution using a Likert scale. The data analysis technique used multiple linear regression with the assistance of Statistical Package for the Social Sciences version 26.0 for Windows. The research findings indicate that Advertising, Brand Image, and Brand Trust individually have a positive influence on the purchase intention of Maybelline New York products in Sidoarjo Regency
Consumer Purchasing Decisions in Review of Viral Mareting, Brand Ambassador and Brand Image on Skincare Products in Sidoarjo Syahputri, Denisa Firlian; Sari, Dewi Komala; Oetarjo, Mas
KOLOKIUM Jurnal Pendidikan Luar Sekolah Vol 12, No 2 (2024): Kolokium : Publishing October 2024
Publisher : Universitas Negeri Padang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24036/kolokium.v12i2.858

Abstract

This study aims to determine the effect of viral marketing, brand ambassadors, and brand image on purchasing decisions on skincare products in Sidoarjo. This research uses a quantitative approach with the population is people in Sidoarjo who have bought Avoskin products and are ≥17 years old. The sampling technique of this research was carried out by non-probability sampling method with purposive sampling technique with a total of 100 respondents. Collection techniques by distributing questionnaires and answers will be measured using a Likert scale. The data analysis technique in this study uses the PLS-SEM method with the help of SmartPLS 3.0 software. The results of this study prove that viral marketing affects purchasing decisions on Avoskin skincare products in Sidoarjo, brand ambassadors affect purchasing decisions on Avoskin skincare products in Sidoarjo, and brand image affects purchasing decisions on Avoskin skincare products in Sidoarjo.Keywords: Viral Marketing; Brand Ambassador, Brand Image; Purchasing Decisions; Avoskin          
Co-Authors Abby Gina Achmad Taqwimul Khafid Achmad Zilmam Sadad Abu Kautsar Adianto, Titania Elga Afifa Nur Rahma Agung Indra Lesmana Ainun Zariyah Akfinniha, Rizki Akhmad Mulyadi Alimova, Mashhura Toirxonovna Alshaf Pebrianggara Amilatun Nadhifah Apriliyah Andala Rama Putra Barusman Andika, Lintang Pratama Putra Andjani, Salsabilla Andrian Setyo Wibowo Anggraini, Helvina Julia Anggraini, Oktafia Nur Anisa Ayu Karindra Aqhillah Maulitha Kisbiyah Arianti, Dhea Wulan Atnike Nova Sigiro Audri, Della Natasa Auwalina, Roudlotul Ayubi, Mochamad Ayub Al Ayuni Nur Chamila Bachtiar, Muhammad Rizki Baihaqki, Wildhan Ardin Cut Nuraini Detak Prapanca Dewi, Ayu Tri Tungga Dina Mayangsari Dwi Saputri, Cindy Chareynina Emil, Kamila Erisa Al Maidah Evi Rinata Evi Wijayanti Fachrur Rozi Farikha Nur Mafulah Fauzen, Muhammad Febriansah, Risky Eka Fedrica Dellyanti Ferry Irawan, Gusti Elang Firdausi, Heisyah Apriliana Tri Firmansyah, Amirul Zidan Fitanto, Julian Harris Ega Fitriani Fitriani Fitriyah, Silva Nur Lailatul Hadi, Heri Lukman Hidayah, Ika Nurul Hidayati, Fitriana Nurul Illahi, Utami Nur Indah Dwi Lestari Isna Fitria Agustina Istiqlaliyatul Kholiq Izzati, Alisya Maghfiroh Jane Daniels Jannah, Hayyu Nur Januar Ari Ramdan Jumili Arianto Khisamuddin, Muhammad Idrus Khoironi, Affan Krisnaningsih, Diah Kumara Adji Kusuma Kurniawan, Ari Lista Kurniawan, Tri Aditya Lilik Indayani M. Suryawinata M. Suryawinata Madani, Yamul Furqaan Al Made Deviani Duaja Margie, Maryam Wiyar Marlinton, Denata Putri Mas Oetarjo Masruroh, Indah Maulana, Rafli Maulida, Reva Rahma Maulidyah, Nur Laila Metha Karina Mirza Hardian Misti Hariasih Mochamad Rizal Yulianto Mohammad Fattah Muhammad Rajib Krisnahadi Muhammad Yani, Muhammad Muhammad Yosa Vernanda Muhammad, Prayoga Radhitya Mukhammad Zakkiy Badar Musfiqoh Muzakki, Ilham Nadia Nurifayza Sufiyanti NELIYATI, Neliyati Ningtias, Riska Putri Ayu Nizam Maulana At thaariq Noor Abidin, Fityan Izza Novi Rosita Anggraeni Nur Chamila, Ayuni Nurhayati, Isma Dewi NURSEHA NURSEHA Oetarjo, Mas Oktafiyanti, Intan Dewi Oktaviah, Ainnia Dewi Pramahsuari, Salsa Agwah Prasojo, Galih Priyambodo, Moch Iqbal Pandhu Pujianingsih, Vonny Putri Qur’Ana, Dinda Ucik Rachma Annisa Firdaus Raden Hanif Arga Suryana Ratna Lailatul As’ari Rifdah Abadiyah Rindi Kartika Sari Rini Ayu Agustin Rio Chandra, Rio Rita Ambarwati Rita Ambarwati Sukmono Rizal, As’at Rizky Eka Febriansah Rochmaniah, Ainur Romadhoni, Mega Putri Auliya Rudi Cahyono Safina, Maria Sahri, Vania Berlinda Permata Sari, Ainul Nurma Septiany, Irma Galuh Setiawan, Bayu Dwi Shafarina, Dian Sigit Hermawan Sintha Wahyu Arista Sirajuddin Solekha, Amalia Sriyono Sriyono Sudarso, Satrio Sumartik Supardi Supardi Supardi Sururi, Alfaris Sutri, Sutri Syahputri, Denisa Firlian Syaifuddin, Aldy Hamid Syaifudin, Muhammad Afif Tofan Tri Nugroho Uce Indahyanti Uce Indahyati Vera Firdaus Vernanda Suyono Putri Wildan Nasution Yuhanda, Rihadatul Aisy Zahro, Fatimatuh Zaytun, Anita Al