Article Per Year (5 Year)
p-Index From 2021 - 2026
4.151
P-Index
This Author published in this journals
All Journal Jurnal Dimensi The Management Journal of Binaniaga IKRA-ITH EKONOMIKA Journal Of Management Science (JMAS) Maker: Jurnal Manajemen Journal of Research in Business, Economics, and Education Management Studies and Entrepreneurship Journal (MSEJ) Enrichment : Journal of Management Jurnal Ekonomi Jurnal Pengabdian Pelitabangsa Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) Jurnal Lentera Pengabdian Gudang Jurnal Multidisiplin Ilmu Jurnal Media Akademik (JMA) Jurnal Intelek Dan Cendikiawan Nusantara Maneggio Maneggio SEMANIS
Agustini Tanjung
Universitas Pelita Bangsa
Religion Aerospace Engineering Arts Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Energy Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Public Health Social Sciences Other

Published : 31 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 31 Documents
Search

 1   2   3   4 
PENGARUH STRATEGI VIRAL MARKETING,ONLINE CUSTOMER REVIEW DAN PENETAPAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PADA BRAND MIXUE ( SOSIAL MEDIA TIKTOK) Hikmatul Sobariyah; Deli Natalia; Arya Agata; Agustini Tanjung
Prosiding SEMANIS: Seminar Manajemen Bisnis Vol. 2 No. 1 (2024): Februari 2024
Publisher : Prosiding SEMANIS: Seminar Manajemen Bisnis

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

Mixue merupakan salah satu brand yang aktif di jejaring sosial untuk memasarkan produknya, khususnya di tiktok. Mixue dipuji tidak hanya karena itemnya yang menarik tetapi juga karena laju pertumbuhannya yang pesat, terbukti dengan banyaknya lokasi Mixue di seluruh Indonesia tingginya angka pesaing serta banyaknya persaingan yang memberikan pilihan-pilihan terhadap konsumen dengan cara promosi dan kualitas yang unik, perusahan harus memikirkan cara-cara unik untuk membuat promosi yang menarik perhatian terhadap konsumen dan menciptakan pilihan-pilihan terhadap konsumen. sehingga perusahaan dituntut untuk memahami perilaku konsumen dengan cara menjual atau menawarkan produk yang berkualitas dan memberikan pelayanan yang baik kepada konsumennya. Penelitian ini bertujuan untuk mengetahui pengaruh strategi viral marketing, online customer reviewdan penetapan harga terhadap keputusan pembelian pada brand mixue (social media tiktok). Jenis penelitian ini adalah penelitian kuantitatif. Teknik pengambilan sampel diperoleh dengan menggunakan metode purposive sampling dengan jumlah sampel sebanyak 107 yang merupakan konsumen Mixue yang berdomisili di Cikarang. Analisis data yang digunakan dalam penelitian ini menggunakan uji validitas, uji reliabilitas, uji normalitas, uji multi kolinearitas, uji heterokedastisitas, uji auto korelasi, uji regresi linear sederhana dan berganda, dan uji T. Hasil penelitian ini menunjukan bahwa strategi viral marketing berpengaruh positif dan signifikan terhadap keputusan pembelian es krim merek Mixue, online customer review berpengaruh positif dan signifikan terhadap keputusan pembelian es krim merek Mixue, dan Penetapan harga juga berpengaruh positif dan signifikan terhadap keputusan pembelian es krim merek Mixue Kata kunci : strategi viral marketing, online customer review, penetapan harga, keputusan pembelian ABSTRACT Mixue is a brand that is active on social networks to market its products, especially on TikTok. Mixue is praised not only for its attractive items but also for its rapid growth rate, as evidenced by the many Mixue locations throughout Indonesia, the high number of competitors and the large amount of competition that provides consumers with choices with unique promotions and quality, the company must think about ways- a unique way to create promotions that attract consumer attention and create consumer choices. so companies are required to understand consumer behavior by selling or offering quality products and providing good service to their consumers. This research aims to determine the influence of viral marketing strategies, online customer reviews and pricing on purchasing decisions for brand mixue (social media TikTok). This type of research is quantitative research. The sampling technique was obtained using a purposive sampling method with a total sample of 107 Mixue consumers who live in Cikarang. Data analysis used in this research uses validity tests, reliability tests, normality tests, multi collinearity tests, heteroscedasticity tests, auto correlation tests, simple and multiple linear regression tests, and T tests. The results of this research show that viral marketing strategies have a positive effect and significant influence on the decision to purchase Mixue brand ice cream, online customer reviews have a positive and significant influence on the decision to purchase Mixue brand ice cream, and pricing also has a positive and significant influence on the decision to purchase Mixue brand ice cream. Keywords: viral marketing strategies, online customer reviews, pricing, purchasing decisions.
Co-Authors Aeny, Nur Ardie Julian Arfi Tsani Hasnan Rifqi Aries Binedikta Arya Agata Calvin Desemly Suhadi Carolina Indah Lestari Dadang Heri Kusumah Daniel On Darius Darius S, Daniel On Deli Natalia Delya Rahayu Nurhidayat Ellan Shandywan Ergo Nurpatria Eva Chintia Evi chartika Fadhila Rizqa Zhafira Fanisah Ameliya Fatin Hasna Rafifa Felina Co Young Forboy Guntari, Anggun Hananto Bambang Handayani, Mahda Widi Hartati, Nani Helen Parkhurst Heriyanti, Sinta Sundari Hermiyetti Hermiyetti Hermiyetti Hermiyetti Heruwanto, Joni Hikmatul Sobariyah Indriyanto Nugroho Jaka Surya Permana Joko Mulyono Kerly Evilia Sipayung Ketetapan Waruwu Kurnia Sandy Kurniawan, Ergo Nurpatria Lela Lita Lestari Maulana Yusuf Muhamad Ekhsan Muhamad Eksan Natasya Fadrika Dewi Novia Aryanti Novia Nur Rezki Rahman Nur Aeni Nur Aeny Oktavia Dian Wibowo Parkhurst, Helen Primaraga Sumantri Indra Wicaksana Putri Indriani Putri Karunia Rahmat Hidayat Rido Krisman Gea Roisul Bilad Rygo Aliamin Salman Alfarizi Salsabilla, Meisya Setyawan, Wisnu Shafa Cherryl Divanza Sinta S. Heriyanti Siska Wulandari, Siska Soni Suardi Surya Bintarti Susi Yunda Amelia Teguh Santoso Terimaniati Telaumbanua Tristoty Alfredo Sigalingging Usmar Visca Chairunisa Young, Felina Co Zulkarnaein Paliyang