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KETERTARIKAN KONSUMEN TERHADAP LEE MIN HO SEBAGAI BRAND AMBASSADOR DAN CITRA MEREK LAZADA TERHADAP KEPUTUSAN PEMBELIAN Perdana, Ramadhanty Khansaputri; Wardhani, Nuruni Ika Kusuma
JURNAL MANAJEMEN MAKER STIE SULTAN AGUNG Vol 7 No 1 (2021): Volume 7 Nomor 1 Tahun 2021
Publisher : Sekolah Tinggi Ilmu Ekonomi Sultan Agung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37403/mjm.v0i0.278

Abstract

Saat ini Indonesia tengah dilanda Pandemi Covid-19 yang merupakan pandemi global sehingga mengharusan masyarakat untuk melakukan kegiatan sehari-hari di rumah dengan keadaan seperti ini menyebabkan tingkat penggunaan layanan digital khususnya e-commerce semakin meningkat. Peningkatan penggunaan e-commerce menyebabkan meningkatnya juga jumlah keputusan pembelian konsumen pada situs e-commerce. Tujuan dari terlaksananya penelitian ini ialah mengamati pengaruh yang ditimbulkan oleh brand ambassador dan citra merek terhadap keputusan pembelian di Lazada. Populasi pada penelitian ini adalah konsumen yang pernah berbelanja di e-commerce Lazada wilayah Surabaya. Penelitian ini menerapkan metode non probability sampling dalam mengambil sampel penelitian serta mengadopsi teknik accidental sampling. Terdapat 70 responden yang kemudian data yang berhasil dihimpun dari para responden dapat dianalisis dengan Partial Least Square (PLS). Penelitian ini memperoleh adanya sebuah pengaruh yang positif di dalam keputusan konsumen untuk membeli sebuah produk berdasarkan brand ambassador, brand ambassador–pun memberikan pengaruh yang positif terhadap citra merek, dan citra merek akan memengaruhi keputusan konsumen untuk membeli sebuah produk di e-commerce Lazada secara positif.Kata kunci: Lee Min Ho, ketertarikan konsumen, keputusan pembelian
THE EFFECT OF BRAND CREDIBILITY AND SECURITY ON PURCHASE INTENTION IN THE BUKALAPAK MARKETPLACE IN SURABAYA CITY Ismail, Rizky Riza; Wardhani, Nuruni Ika Kusuma
SULTANIST: Jurnal Manajemen dan Keuangan Vol. 12 No. 2 (2024)
Publisher : Sekolah Tinggi Ilmu Ekonomi Sultan Agung Pematangsiantar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37403/sultanist.v12i2.624

Abstract

The development of technology and the internet will certainly bring a lot of convenience. Intense competition in the marketplace industry does have a positive impact on consumers, but also has a negative impact on some marketplaces. This study aims to test and find out how much influence brand credibility and security have on buying interest in the Bukalapak marketplace. This study uses primary data obtained from respondents' questionnaire answers. The population of this study were people in Central Surabaya City. The sample used was 130 respondents who had made purchases on the Bukalapak marketplace with purposive sampling technique. The results showed that Brand Credibility and Security had a significant positive effect on Buying Interest in the Bukalapak marketplace in Surabaya City.
THE INFLUENCE OF HEDONIC VALUE AND UTILITARIAN VALUE ON PURCHASING DECISIONS FOR SAMSUNG SMARTPHONES Santoso, Anugrah Bayu; Wardhani, Nuruni Ika Kusuma
SULTANIST: Jurnal Manajemen dan Keuangan Vol. 12 No. 2 (2024)
Publisher : Sekolah Tinggi Ilmu Ekonomi Sultan Agung Pematangsiantar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37403/sultanist.v12i2.626

Abstract

In the modern era, technological advances are the main factor driving changes in various aspects of human life. The rapid development of technology today allows people to access information easily through various media, such as using smartphones so that it becomes a human need, especially among students. This makes smartphone companies compete and innovate to capture market share. This study aims to determine the effect of Hedonic value and Utilitarian value variables on purchasing decisions for Samsung smartphones The approach used in this research is quantitative. The study population consisted of university students in Surabaya City, with a sample of 90 respondents. The sampling method used non-probability sampling technique through purposive sampling. Data were collected using a questionnaire distributed via Google Form, and data analysis was carried out using the Structural Equation Modeling (SEM) method using the Partial Least Squares (PLS) analysis tool and is carried out through a two-stage approach with the help of SmartPLS. The results showed that Hedonic Value and Utilitarian Value have a positive and significant effect on Samsung Smartphone Purchasing Decisions.
Inovasi Produk dan Persepsi Nilai: Pengaruhnya terhadap Keputusan Pembelian Nurhadi, Hana Nazara Putri; Wardhani, Nuruni Ika Kusuma
Jambura Journal of Educational Management Volume 6 Nomor 1, Maret 2025
Publisher : JURUSAN MANAJEMEN PENDIDIKAN FAKULTAS ILMU PENDIDIKAN UNIVERSITAS NEGERI GORONTALO

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37411/jjem.v6i1.3799

Abstract

Penelitian ini memiliki tujuan guna menganalisis pengaruh inovasi produk serta persepsi nilai terhadap keputusan pembelian produk Samsung Galaxy Z Flip di Kota Surabaya. Dengan perkembangan teknologi yang pesat, smartphone lipat seperti Samsung Galaxy Z Flip menjadi salah satu inovasi yang menarik perhatian konsumen. Penelitian inj menerapkan metode yaitu survei melalui pengambilan sampel dari konsumen yang telah menggunakan produk tersebut. Hasil penelitian menyatakan bahwa inovasi produk mempunyai pengaruh positif yang signifikan pada keputusan pembelian, di mana keunggulan relatif dan nilai sosial menjadi faktor utama yang memengaruhi keputusan pembelian konsumen. Penelitian ini membagikan pengetahuan untuk perusahaan agar terus meningkatkan inovasi produk dan memperhatikan persepsi nilai konsumen guna meningkatkan daya saing di pasar smartphone.
The Impact Of Product Knowledge And Brand Image On Purchasing Decisions Of Le Minerale In Surabaya Thalib, Mochammad Rayyan; Wardani, Nuruni Ika Kusuma
JHSS (JOURNAL OF HUMANITIES AND SOCIAL STUDIES) Vol 9, No 1 (2025): Journal of Humanities and Social Studies
Publisher : UNIVERSITAS PAKUAN

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33751/jhss.v9i1.11328

Abstract

Environmental pollution caused by the accumulation of plastic waste, which is difficult to recycle, is a growing concern. Le Minerale offers bottled drinking water made from Polyethylene Terephthalate (PET), which, in addition to being free of BPA, is also highly recyclable. Furthermore, Le Minerale has been subjected to a black campaign from competitors in the market, particularly Aqua, the market leader in bottled water. This research seeks to investigate the effect of Product Knowledge and Brand Image on purchasing decisions for Le Minerale. A quantitative approach was used, employing an ordinal scale and Likert weighting technique, with a sample of 90 respondents. The study utilized a non-probability sampling method, specifically purposive sampling. Data analysis was conducted using the PLS (Partial Least Square) program. The results reveal that both product knowledge and brand image have a positive and significant influence on purchasing decisions for Le Minerale.
The Correlation Between Grit and Work Readiness of UPN Veteran Jawa Timur Students Nur Aisyah, Afinatus; Anisah, Azmi Listya; Wardani, Nuruni Ika Kusuma
Economos : Jurnal Ekonomi dan Bisnis Vol. 8 No. 1 (2025): ECONOMOS : Jurnal Ekonomi dan Bisnis
Publisher : Fakultas Ekonomi dan Bisnis Universitas Muhammadiyah Parepare

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31850/economos.v8i1.3693

Abstract

This study is to analyze the correlation between grit, which refers to an individual's perseverance and resilience, and work readiness among students of Universitas Pembangunan Nasional (UPN) Veteran Jawa Timur. The population of this research includes management students from the 2021 and 2022 cohorts. The study employed a quantitative method by conducting a survey involving 223 respondents. The data collection procedure utilized the Grit Scale developed by Duckworth et al. (2007), with a reliability coefficient of α = 0.854, and the Work Readiness Scale based on the theory of Caballero et al. ( 2011), with a reliability coefficient of α = 0.883. The research findings indicate that grit has a positive and significant relationship with work readiness, with r = 0.577 and p < 0.01. The majority of respondents demonstrated a high level of grit, with 61% falling into this category. This high level of grit contributes to better individual work readiness, specifically in areas such as social intelligence, organizational acumen, work competence, and personal characteristics. In conclusion, students with a higher level of grit tend to have better work readiness, particularly in overcoming challenges in the workplace.
THE INFLUENCE OF GREEN PRODUCT, GREEN BRAND IMAGE, AND BRAND AMBASSADOR ON PURCHASE INTENTION FOR MIE LEMONILO X NCT DREAM Sauki, Moch Syahrir; Wardani, Nuruni Ika Kusuma; Sholihah, Dewi Deniaty
JHSS (JOURNAL OF HUMANITIES AND SOCIAL STUDIES) Vol 9, No 1 (2025): Journal of Humanities and Social Studies
Publisher : UNIVERSITAS PAKUAN

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33751/jhss.v9i1.11331

Abstract

K-pop is a popular trend with a massive fan base. Enthusiasts often exhibit obsessive, consumptive, hysterical, and addictive behaviors toward K-pop-related items. At the Food and Hospitality Indonesia (FHI) 2023 event, Lee Seung Hoon reported remarkable growth in the export of Korean food and beverage products to Indonesia, including a 25.8% increase in instant noodle exports. This research aims to examine the influence of Green Product, Green Brand Image, and Brand Ambassador variables on the Purchase Intention of Lemonilo x NCT Dream products.The study employs a quantitative research method, with a sample size of 80 respondents determined using the Likert formula. The sampling technique applied is Purposive Sampling, and data analysis was conducted using the Partial Least Square (PLS) program. The results reveal that green product, green brand image, and brand ambassador variables significantly influence consumer purchase intention for Lemonilo x NCT Dream products.
Kapasitas Berinovasi Penyelenggaraan Desa Utomo, Diajeng Intan Putri; Wardhani, Nuruni Ika Kusuma
Matra Pembaruan: Jurnal Inovasi Kebijakan Vol 9 No 1 (2025)
Publisher : Research and Development Agency Ministry of Home Affairs

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21787/mp.9.1.2025.77-91

Abstract

The capacity for innovation in village governance reflects efforts to bridge community welfare and social transformation. This study examines innovation from both institutional and community perspectives, emphasizing the role of social and grassroots innovation in empowering village apparatus and local communities. Employing a qualitative case study approach, the research focuses on two villages in Lamongan Regency: Warukulon and Wanar. Data were collected through interviews with village officials, community-based organizations (LKD), and local service units such as posyandu. The findings indicate that institutional innovation capacity remains limited, as training and development for village officials are irregular and highly dependent on external directives. Conversely, innovation at the grassroots level, particularly through Karang Taruna, PKK, and posyandu, has shown promise in community mobilization and empowerment. Warukulon demonstrates relatively higher community innovation due to active participation since the COVID-19 pandemic, while Wanar is in the early stages of revitalizing youth engagement. This research highlights the need for sustainable training programs, institutional support, and leadership regeneration to strengthen local innovation ecosystems. These findings underline the importance of integrating both top-down and bottom-up approaches in enhancing village innovation capacity.
Analysis of PT Fokus KuAnalysis of PT Fokus Kualitas Utama Digital Marketing Strategy to Increase Client Attraction alitas Utama Digital Marketing Strategy to Increase Client Attraction Amelia, Novi; Wardani, Nuruni Ika Kusuma
East Asian Journal of Multidisciplinary Research Vol. 3 No. 11 (2024): November 2024
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/eajmr.v3i11.12523

Abstract

This research analyzes the implementation of digital marketing strategies by PT. Primary Quality Focus in increasing client attraction. Qualitative descriptive methods with the AIDA (Attention, Interest, Desire, Action) analysis model are used to expand digital marketing strategies. Focus on Attention emphasizes quality, providing a superior experience, high-quality service, and engaging digital content. On Interests, the company drives interaction and engagement through quizzes, polls, and periodic content, building interest and two-way relationships. Desire is stimulated through content that highlights service excellence and client testimonials. The Action stage encourages the audience to utilize the service after going through the Attention, Interest and Desire process. The results of this research indicate that the digital marketing strategy implemented by PT. The Main Quality Focus provides a significant positive impact on business growth, so that it is able to attract the attention of clients every year. However, companies need to optimize consistency in LinkIn and Websites in order to get more effective improvements to increase the attractiveness of service company clients in the digital era.
Co-Authors Amelia, Novi Amirah, Anandah Anggraeni, Aulia Dwi Anisah, Azmi Listya Dewanti, Illona Ratna Ignatia Martha Hendrati Ilmiah, Ismiatul Ismail, Rizky Riza Nur Aisyah, Afinatus Nurhadi, Hana Nazara Putri Perdana, Ramadhanty Khansaputri Pratama, Ovitia Rerolia Fitria Rahma, Tanzalina Aulia Rahmadhani, Novia Rizky Ryandini, Fadilla Santoso, Anugrah Bayu Sauki, Moch Syahrir Septentia, Icasania Sholihah, Dewi Deniaty Sishadiyati Thalib, Mochammad Rayyan Tri Kartika Pertiwi Utomo, Diajeng Intan Putri