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Terra Saptina Maulani
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Journal : Marketing Management Studies

 1 
The influence of Youtube advertising towards brand image Eva Paiqhatul Himah; Terra Saptina Maulani
Marketing Management Studies Vol. 1 No. 1 (2021): Marketing Management Studies
Publisher : Universitas Negeri Padang

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (664.226 KB) | DOI: 10.24036/jkmp.v1i1.5

Abstract

The purpose of this research is to find out how much influence Youtube Advertising has on Brand Image. The sampling method used was probability sampling technique consisting of 100 respondents. The method of analysis in this study uses descriptive and verification analysis consisting of simple linear regression analysis, coefficient of determination and hypothesis testing used to measure the magnitude of the effect of product design and Youtube Advertising on brand image. The results of the research conclude that overall Youtube Advertising is in a pretty good category and Brand Image is in a pretty good category. The results also concluded that Youtube Advertising has an effect on the Brand Image of Indoeskrim Nusantara Colossal Advertising.
The effect of customer experience and brand image on customer loyalty on the use of delivery services PT. POS Indonesia Rifqi Aulia Ahmad; Terra Saptina Maulani
Marketing Management Studies Vol. 2 No. 3 (2022): Marketing Management Studies
Publisher : Universitas Negeri Padang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24036/mms.v2i3.314

Abstract

This study aims to find out the effect of customer experience and brand image on customer loyalty in the delivery service of PT. POS in Bandung. The research method used is descriptive and verification methods with a quantitative approach, collecting data through distributing questionnaires to 100 respondents with the calculation of determining the sample using the Cochran formula. The statistical analysis instrument used validity test, reliability test, classical assumption test, multiple linear regression analysis, correlation coefficient analysis, coefficient of determination analysis, t test, and f test with the help of SPSS version 25 software. The results showed that partially and simultaneously customer experience and brand image have a significant influence on customer loyalty in the delivery service of PT. POS in the city of Bandung by contributing 62.3% to customer loyalty, while for 37.7% influenced by other factors not examined.
The influence of digital marketing on decision to use Premier League Mobile Online Game on Gen-Z Muhammad Aqil Taqiyuddin; Terra Saptina Maulani
Marketing Management Studies Vol. 2 No. 4 (2022): Marketing Management Studies
Publisher : Universitas Negeri Padang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24036/mms.v2i4.321

Abstract

This Study examines Digital Marketing channels (Website, Display Ads, Search Ads, E-Mail, and Social Media) in the online game Mobile Premier League. This study analyses the influence of Digital Marketing Channels on the Decision to Use the online game Mobile Premier League on Gen-Z in Bandung. The research method in this study is descriptive analysis and verification analysis, description analysis was calculated using the range interval method, and verification analysis was calculated using multiple linear regression test, correlation coefficient, and coefficient of determination. With data collection techniques through the distribution of questionnaires to 100 Gen-Z respondents in the city of Bandung who used the online game Mobile Premier League. These results showed that simultaneously Website, Search Ads, Display Ads, E-Mail, and Social Media have no significant effect on the decision to use with a coefficient of determination of 0,030 which means Digital Marketing (Website, Search Ads, Display Ads, E-Mail, and Social Media) affect the decision to use by 3% while the remaining 97% is influenced by other variables or factors not examined in this study.
The influence of social media marketing and brand trust to purchase intention Dhea Fitriani Nur Hamidah; Terra Saptina Maulani
Marketing Management Studies Vol. 3 No. 1 (2023): Marketing Management Studies
Publisher : Universitas Negeri Padang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24036/mms.v3i1.359

Abstract

JD.ID is an e-commerce engaged in online shopping services but from year to year JD.ID has experienced a long-term decline in website visitors, the number of instagram followers is not comparable to competitors, and JD.ID is not included in the 2022 Top Brand Index This shows that social media marketing, brand trust, and purchase intention in JD.ID still have many shortcomings. This research aims at influence of social media marketing and brand trust to purchase intention on e-commerce jd.id. The methodology used is descriptive method and verifikatif with data collection through the distribution of the questionnaire to 100 respondents who follow instagram and ever shopped in e-commerce JD.ID. Analysis of the validity of the data used, reliability test, the classical assumption, multiple linear regression analysis, a correlation coefficient analysis and determination, the research and hypotheses (partial t-test and simultaneous f-test). A program used to analyse data using statistical package for social sciences (SPSS) for windows. Based on the research done obtained the regression equation is = 5,152 + 0,250 X1 + 0,569 X2. This study found the influence of social media marketing and brand trust on purchase intention of 85.8% and the rest is influenced by other factors not examined in this study. The research results show that social media marketing and brand trust have had a positive impact and significant impact on consumer interest in buying.Data analysis revealed that brand trust have more impact than social media marketing to interest the purchase. Hence, social media marketing and brand trust played an important role in e-commerce interest in buying by directly influence.
Consumer decision-making in the specialty coffee segment: investigating the interplay of brand image and perceived value among college students Fabiola, Divya Prisila Niken; Maulani, Terra Saptina
Marketing Management Studies Vol. 4 No. 3 (2024): Marketing Management Studies
Publisher : Universitas Negeri Padang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24036/mms.v4i3.583

Abstract

Currently, market competition conditions are increasingly tight. This encourages Luwak White Koffie to continue to strengthen its brand image to achieve the highest position in the hearts of consumers with the strategies carried out. However, the strategy implemented by Luwak White Koffie still does not guarantee that Luwak White Koffie will become consumers' main choice when buying instant coffee. This research aims to determine the influence of brand image and perceived value on purchase decisions of Luwak White Koffie consumers. The methods used are descriptive methods and verification methods. In determining the sample technique using non-Probability Sampling techniques with a purposive sampling approach. In collecting primary data, researchers used consumer responses distributed through questionnaires regarding the Brand Image and Perceived value variables on Purchase Decisions for Luwak White Koffie consumers. The data analysis used in this research is Normality Test analysis, Multicollinearity Test at the 5% or 0.05 level, and the software application used to analyze primary data is IBM SPSS Statistics 27.0.1. The results of this research show that the F test or ANOVA test obtained a calculated f value of 128.820, then the ftable value with degrees of freedom in the numerator 2 and denominator 97 at ? (0.05) was 3.09. Next, the T test shows that tcount is 2.127 > ttable 1.984, which means Ho is rejected and Ha is accepted. It can be said that Brand Image is positive and significant in purchasing decisions. tcount 8.433 > ttable 1.984 which means Ho is rejected and Ha is accepted. It can be said that Perceived Value is positive and significant towards Purchase Decision. Thus, Brand Image and Perceived Value can influence the Purchase Decision for Luwak White Koffie products.
The influence of social media marketing and brand image on buying interest in Gatsby Face Wash products at STIE Ekuitas Bandung Ramdan, Aryan Nur; Maulani, Terra Saptina
Marketing Management Studies Vol. 5 No. 1 (2025): Marketing Management Studies
Publisher : Universitas Negeri Padang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24036/mms.v5i1.587

Abstract

Gatsby face wash products at present have decreased compared to other products, Gatsby face wash products do marketing by utilizing social media marketing using Instagram but the strategy is not successful with many consumers who are not interested in posts from Gatsby face wash products because consumers think that Gatsby products are only found in hair oil, so that the strategy carried out by Gatsby face wash products also affects the brand image that is owned will decrease which causes consumer buying interest to decrease. This study uses descriptive and verification methods, the sample in this study was calculated by using the Taro Yamane formula. The results showed that partially and simultaneously social media marketing and brand image have a positive and significant influence on buying interest, so it can be said that social media marketing variables and brand image have a positive and significant effect together on buying interest.
Brand image and perceived quality effects on Samsung Smartphone repurchase intention Tati Ayu Lestari; Maulani, Terra Saptina
Marketing Management Studies Vol. 5 No. 2 (2025): Marketing Management Studies
Publisher : Universitas Negeri Padang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24036/mms.v5i2.586

Abstract

This study examines the factors that influence repurchase intention on iPhone users in Padang, focusing on the role of Electronic Word of Mouth (eWOM), perceived value, and brand trust. This study aims to determine the impact of eWOM on brand trust and repurchase intention, examine the influence of perceived value on brand trust and repurchase intention, and examine the mediating role of brand trust in the relationship. The sample used was 186 respondents. Data were processed using SmartPLS and collected through an online questionnaire. The results of the study indicate that (1) eWOM has a positive and significant effect on brand trust. (2) eWOM has a positive and significant effect on repurchase intention. (3) Perceived value has a positive and significant effect on brand trust. (4) Perceived value has a positive and significant effect on repurchase intention. (5) Brand trust has a positive and significant effect on repurchase intention. (6) eWOM has a positive and insignificant effect on Repurchase Intention mediated by Brand Trust. (7) Perceived value has a positive and significant effect on Repurchase Intention mediated by Brand Trust.
Co-Authors Dhea Fitriani Nur Hamidah Eva Paiqhatul Himah Fabiola, Divya Prisila Niken Fia Dialysa Herry Achmad Buchory Kannya Prawirasasra Mohamad Hadi Prasetyo Mohamad Hadi Prasetyo, Mohamad Hadi Mohammad Hadi Prasetyo Muhammad Aqil Taqiyuddin Rachmawati, Rr. Ramdan, Aryan Nur Rifqi Aulia Ahmad Rr Rachmawati Rr Rachmawati Rr. Rachmawati Shaqina Yunika Dewi Syifa, Adinda Naila Tati Ayu Lestari