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All Journal Indonesian Journal of Business and Entrepreneurship (IJBE) Jurnal Aplikasi Bisnis dan Manajemen (JABM) E-Journal Jurnal Manajemen Teori dan Terapan DeReMa (Development Research of Management) Jurnal Manajemen Jurnal Manajemen dan Bisnis Indonesia Dinamisia: Jurnal Pengabdian Kepada Masyarakat CARADDE: Jurnal Pengabdian Kepada Masyarakat Gorontalo Management Research OIKOS: Jurnal Kajian Pendidikan Ekonomi dan Ilmu Ekonomi Gorontalo Development Review Kumawula: Jurnal Pengabdian Kepada Masyarakat Jurnal Leverage, Engagement, Empowerment of Community (LeECOM) Jurnal STEI Ekonomi Abdimas: Jurnal Pengabdian Masyarakat Universitas Merdeka Malang Jurnal Performa : Jurnal Manajemen dan Start-up Bisnis Jurnal Bakti Masyarakat Indonesia Madaniya PLAKAT : Jurnal Pelayanan Kepada Masyarakat Abdimas Altruis: Jurnal Pengabdian Kepada Masyarakat Indonesian Journal of Economics and Management Jurnal Bisnis Inovatif dan Digital
Sri Nathasya Br Sitepu
Universitas Ciputra
Religion Agriculture, Biological Sciences & Forestry Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Social Sciences Other

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Journal : Gorontalo Management Research

 1 
Pengaruh Advertising, Live Streaming, Affiliate Marketing Dan Content Creator Terhadap Purchase Decision Melalui Buying Interest Nathasya Br Sitepu, Sri; Gunawan, Florencia
Gorontalo Management Research Vol 8, No 1 (2025): Gorontalo Management Research
Publisher : Universitas Gorontalo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32662/gomares.v8i1.3998

Abstract

The purpose of this study was to determine the effect of Advertising, Live Streaming, Affiliate marketing, and Content Creator on Purchase decision through Buying interest in Generation Z in Surabaya City. A total of 173 Generation Z living in Surabaya City were sampled in the study, using a non-probability sampling approach, especially those who use Instagram, TikTok and Shopee, have watched live streaming and have shopped via Instagram / TikTok / Shopee. The questionnaire instrument was designed based on the research variables to collect research data. Data analysis using Structural Equation Modeling (SEM). The results of this study indicate that not all endogenous variables affect exogenous variables. Although the value is positive, only two variables have a significant effect. The results found that not all marketing methods can influence someone to make a Purchase decision through Buying interest.
Pengaruh Personal Branding Terhadap Purchase Intention Yang Dimediasi Oleh Influencer Credibility Pada UMKM Kota Surabaya Tania, Jesslyn Beatricia Ivana; Sitepu, Sri Nathasya Br
Gorontalo Management Research Vol 7, No 2 (2024): Gorontalo Management Research
Publisher : Universitas Gorontalo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32662/gomares.v7i2.3291

Abstract

MSMEs in Surabaya City are business sectors in the city of Surabaya which are categorized into two fields, namely: food and non-food fields. The study used three variables including: personal branding variables, purchase intention and influencer credibility. The purpose of the study was to analyze the influence of personal branding on purchase intention mediated by influencer credibility in MSMEs in Surabaya City. This study used a nonprobability sampling technique with a sample of 108 people. This research is included in quantitative research using the PLS-SEM method. This study has several findings including: 1) personal branding affects influencer credibility, 2) influencer credibility affects purchase intention. The results of the study concluded that the availability of personal branding from MSMEs is important to provide.
Analisis Dampak Motivasi Belanja Hedonis, Price Discount, Kualitas Produk Terhadap Pembelian Impulsif Nadaa Masicha, Nabilla; Br Sitepu, Sri Nathasya
Gorontalo Management Research Vol 7, No 1 (2024): Gorontalo Management Research
Publisher : Universitas Gorontalo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32662/gomares.v7i1.3252

Abstract

This research was conducted to examine and discuss how hedonis shopping motivation, price discount, and product quality can affect impulsive buying at HM Pakuwon Mall Surabaya. This study used quantitative research methods and the sampling technique used in this study was non-probability sampling, namely purposive sampling. This research data collection was distributed to 200 respondents who had made a purchase at HM Pakuwon Mall Surabaya at least once. Data obtained through online questionnaires. The online questionnaire here refers to the google form as a media for administering the questionnaire. The collected data was processed using IBM SPSS Statistics 26 (Statistical Package for Social Science) Software. The analytical tool used in this study is multiple linear regression analysis. The results of this study indicate that hedonic shopping motivation has a prositive and significant effect on impulsive buying at HM Pakuwon Mall Surabaya, price discount have a negative effect and significant effect on impulsive buying at HM Pakuwon Mall Surabaya, and product quality has a positive but not significant effect on impulsive buying at HM Pakuwon Mall Surabaya.
Co-Authors Alexander Wahyudi Henky Soeparto Andri Wijanarko, Andri Angelica Irene Christina Anthony Tanaya Avizenna, Neola Omar Balqis, Raissa Ariella Shafa Beatrix Adelaide Herijanto Brian Timothy Santoso Brigitta Maryellen Salecius Christian Hendy Darryl Abraham Laijran Deandra Vidyanata Devi Rahnjen Wijayadne Edbert, Ferdinand Emma Suwono Fransisca Desiana Pranata Sari Gerald Chester Somangkey Gunawan, Florencia Helena Sidharta Herijanto, Beatrix Adelaide Irantha Hendrika Kenang Kezia Elice Yulianto Krismi Budi Sienatra Lainardy, Jesslyn Eunice Michelle, Michelle Monika Teguh Mukhtarisa, Taqiyatul Nadaa Masicha, Nabilla Santoso, Brian Timothy Satyanegara, Teresa Samantha Sayuti, Bill Smith Setiawan, Angie Ivana Sharron Tiffany Nathania Tania, Jesslyn Beatricia Ivana Teresa Samantha Satyanegara Tjioe, Vincentia Jennifer Evelyn Wiwiek Wiwiek