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All Journal Aliansi : Jurnal Manajemen dan Bisnis Economics and Digital Business Review Almufi Jurnal Pendidikan Arus Jurnal Pendidikan Jurnal Tadbir Peradaban Jurnal Publikasi Ekonomi dan Akuntansi Jurnal Manajemen, Bisnis dan Kewirausahaan Jurnal Ilmiah Manajemen, Ekonomi dan Akuntansi Jurnal Ekonomi, Manajemen, Bisnis dan Akuntansi (JEMBA) JURNAL PENDIDIKAN DAN BISNIS Jurnal Ekonomi, Manajemen Pariwisata dan Perhotelan Jurnal Web Informatika Teknologi [J-WIT] Arus Jurnal Psikologi dan Pendidikan Jurnal Publikasi Manajemen Informatika (JUPUMI) Jurnal Publikasi Sistem Informasi dan Manajemen Bisnis (JUPSIM) Neraca: Jurnal Ekonomi, Manajemen dan Akuntansi Jurnal Mahasiswa: Jurnal Ilmiah Penalaran dan Penelitian Mahasiswa Jurnal Ekonomi, Manajemen Pariwisata dan Perhotelan
Boma Jonaldy Tanjung
Universitas Panca Sakti Bekasi
Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Languange, Linguistic, Communication & Media Mathematics Social Sciences Other

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Journal : Jurnal Ekonomi, Manajemen, Bisnis dan Akuntansi (JEMBA)

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PENGARUH SELEBGRAM ENDORSEMENT DALAM MEDIA SOSIAL INSTAGRAM TERHADAP KEPUTUSAN PEMBELIAN PRODUK KASA BEAUTE MOIST LIP SERUM Putri Sinta; Boma Jonaldy Tanjung
JEMBA: JURNAL EKONOMI, MANAJEMEN, BISNIS DAN AKUNTANSI Vol. 3 No. 6: Nopember 2024
Publisher : Bajang Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53625/jemba.v3i6.8946

Abstract

This study aims to determine the effect of celebrity endorsement in Instagram social media on purchasing decisions for Kasa Beaute Moist Lip Serum products. This study uses a type of quantitative research with an associative approach. The population in this study were the general public with a total of 100 population. The sample of this study was 100 people using the slovin formula and obtained a sample of 54 people from the community. The technique used in this research is non probability sampling or purposive sampling method. The data source to be used is primary data. The method in collecting this data uses a survey method with a questionnaire questionnaire. The data analysis technique in this study uses descriptive statistical analysis, normality test, simple linear regression test, hypothesis testing, F test, partial effect significance test (t test), and determination coefficient test while for data processing using SPSS Statistics software version 26. The results of data analysis in this study show that the average value of problem solving in endorsement celebrities is lower than purchasing decisions. This can be seen from the difference in average values of 0.8070 and 0.8337 and the distribution of data on endorsement celebgrams is better than purchasing decisions, because the standard deviation value tends to be smaller. The hypothesis in this study, the authors used the t test with the results of the significance obtained smaller (0.000 <0.05) which means it is feasible to test. The author also uses a partial effect significance test (t test) with the results of the significance obtained smaller (0.000 <0.05) which means that the endorsement celebgram variable has a positive effect on purchasing decisions and the author also uses the coefficient of determination test with the results of the R value obtaining a value of 0.837 which means it shows the relationship between the endorsement celebgram variable and purchasing decisions there is a strong correlation
PENGARUH BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN SABUN CAIR MERK LUX DI TRANSMART CEMPAKA PUTIH Ratna Mintarsih; Boma Jonaldy Tanjung
JEMBA: JURNAL EKONOMI, MANAJEMEN, BISNIS DAN AKUNTANSI Vol. 3 No. 6: Nopember 2024
Publisher : Bajang Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53625/jemba.v3i6.8947

Abstract

This research aims to determine how much influence brand image has on puchasing decision for Lux Body wash at Transmart Cempaka Putih, partially and simultaneously. Currently there is a problem related to the boycott of products that This research uses quantitative methods. The sampling technique used observation and a questionnaire with a Likert scale and 40 respondents were obtained by processing the data using SPSS version 20 software The research method used was descriptive analysis method, validity test, classic assumption test which includes normality test and simple linear regression test. Hypothesis testing includes partial regression tests (t tests), simultaneous regression tests (f tests) and coefficient of determination tests using SPSS version 20 software. The results of research using partial regression (t tests) show that Brand Image has no significant effect on Purchasing Decisions, this is shown by the results of the calculated t data (0.1396) < t table (1.6859) and shows a significant value of 0.171 > probability 0.05. Simultaneous research results (f test) show that Brand Image has no influence on Purchasing Decision, this is shown by the results of calculated f data (1.948) < f table (4.18) and the significant value (0.171) > 0.05 significant level. Then an R Square value of (0.008) was obtained which shows that the dependent variable Purchase Decision can be explained by the independent variable Brand Image 0.8% while the remaining 99.2% is influenced by other factors not explained in the research
Co-Authors Ahmad Jaenuddin Darmeinis Darmeinis, Darmeinis Eka Darmawati Eka Putri Febrianti, Sely Gufron, Mochamad Rizki Handayani, Tantri Herawati, Wiwi Hertina, Nabila Hertina Putri Irvan Irwansyah Catur Nugraha Irwansyah Catur Nugraha Iskandar, Rhoma Izzatul Haq, Bayu Joni Tesmanto Khairani, Rahma Nurul Koto, Deni Indra Purnama Laia, Murniati Laras Tri Andhriana Lestari, Zahra Dini Nedya Eka Januari Noviana Nafis Nur Aini Nur Anisah Nur Rohman Pratama, Hengki Putri Sinta Putrie, Chientya Annisa Rahman Ratna Mintarsih Reny Amalia Sobari, Ade Rezak Son haji, Son Tesmanto, Joni Tutin Rahayu Valencia Deasianty Yosita Apriliasari