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All Journal Jurnal Manajemen dan Bisnis (Performa) Syntax Literate: Jurnal Ilmiah Indonesia Journal Sampurasun : Interdisciplinary Studies for Cultural Heritage Jurnal Riset Manajemen dan Bisnis Bandung Conference Series: Business and Management International Journal of Entrepreneurship and Sustainability Studies MIMBAR : Jurnal Sosial dan Pembangunan Journal of Information System, Technology and Engineering International Journal of Economics, Commerce, and Management Amwaluna: Jurnal Ekonomi dan Keuangan Syariah
Dede R Oktini
Universitas Islam Bandung
Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Industrial & Manufacturing Engineering Law, Crime, Criminology & Criminal Justice Social Sciences Other

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Pengaruh Promosi Syariah Melalui Media Sosial terhadap Keputusan Pembelian Arifah Sahla Zafira; Dede R Oktini; Mochamad Malik Akbar Rohadi
Bandung Conference Series: Business and Management Vol. 4 No. 1 (2024): Bandung Conference Series Business and Management
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcsbm.v4i1.12380

Abstract

Abstract . This study focuses on the application of sharia promotion through social media to purchasing decisions. The purpose of this study was to determine the effect of sharia promotion through social media on wardah products at Selamat Cianjur department store. The research method used was a survey with a non-probability sampling technique. This type of research is quantitative. The research population is consumers from the Selamat department store. The samples taken were 99 respondents. The data analysis method used is simple linear analysis with the aim of knowing the direction of the relationship and influence between the independent variable (X) and the dependent variable (Y). The results of this study indicate that the purchasing decision variable has a positive and significant effect on purchasing decisions. Abstrak. Penelitian ini berfokus pada penerapan promosi syariah melalui media sosial terhadap keputusan pembelian. Tujuan penelitian ini untuk mengetahui pengaruh promosi syariah melalui media sosial pada produk wardah di Toserba Selamat Cianjur. Metode penelitian yang digunakan adalah survei dengan teknik sampel non- probality sampling. Jenis penelitian ini adalah kuantitatif. Populasi penelitian adalah konsumen dari Toserba Selamat. Sampel yang diambil sejumlah 99 responden. Metode analisis data yang digunakan adalah analisis linier sederhana dengan tujuan untuk mengetahui arah hubungan dan pengaruh antara variable independen (X) dengan variable dependen (Y). Hasil dari penelitian ini menunjukan bahwa variabel keputusan pembelian berpengaruh secara positif dan signifikan terhadap keputusan pembelian.
Pengaruh Live Streaming Video dan Shopping Enjoyment terhadap Impulse Buying Behavior Tantri; Oktini, Dede R.
Bandung Conference Series: Business and Management Vol. 4 No. 2 (2024): Bandung Conference Series: Business and Management
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcsbm.v4i2.13154

Abstract

Abstract. The phenomenon of online shopping through marketplaces makes the buying and selling process easier in the community. Lazada, which is one of the B2C e-commerce, provides a variety of products and marketplace features that connect sellers with buyers in real time, namely by providing a video live streaming feature. However, the ease and comfort of online transactions not only has a positive impact, but also has a negative impact in the form of impulsive purchasing behavior. Therefore, this study aims to determine the influence of Live Streaming Video and Shopping Enjoyment on Impulse Buying Behavior on Lazada marketplace users in the city of Bogor. Types of research include descriptive and verifiable research with quantitative methods. The sampling technique used is purposive sampling, with data collection through a survey method using a questionnaire instrument. The object of this research is active users of the Lazada marketplace in the city of Bogor with a sample of 100 respondents. Data analysis using SPSS software program tool version 25. Validity tests and reliability tests are carried out to ensure the accuracy and consistency of the research instruments. Classical assumption tests are performed to ensure data quality. The results of the analysis show that live streaming video and shopping enjoyment partially and simultaneously have a significant influence on impulse buying behavior. This is evidenced by the results of Fcal being greater than Ftabel (15,349 > 3,090). Abstrak. Fenomena belanja online melalui marketplace mempermudah proses jual beli di masyarakat. Lazada yang merupakan salah satu e-commerce B2C menyediakan beragam produk dan fitur marketplace yang menghubungkan penjual dengan pembeli secara real time, yaitu dengan menyediakan fitur live streaming video. Namun, kemudahan dan kenyamanan transaksi online tersebut tidak hanya berdampak positif, tetapi juga berdampak negatif dalam bentuk perilaku pembelian masyarakat yang impulsif. Maka dari itu, penelitian ini bertujuan untuk mengetahui pengaruh Live Streaming Video dan Shopping Enjoyment terhadap Impulse Buying Behavior pada pengguna marketplace Lazada di kota Bogor. Jenis penelitian termasuk penelitian deskriptif dan verifikatif dengan metode kuantitatif. Teknik sampling yang digunakan adalah purposive sampling, dengan pengumpulan data melalui metode survei menggunakan instrumen kuesioner. Objek penelitian ini adalah pengguna aktif marketplace Lazada di kota Bogor dengan jumlah sampel sebanyak 100 responden. Analisis data menggunakan alat bantu program software SPSS versi 25. Uji validitas dan uji reliabilitas dilakukan untuk memastikan ketepatan dan konsistensi instrumen penelitian. Uji asumsi klasik dilakukan untuk memastikan kualitas data. Hasil analisis menunjukkan bahwa live streaming video dan shopping enjoyment secara parsial dan simultan memiliki pengaruh yang signifikan terhadap impulse buying behavior. Hal ini dibuktikan dari hasil Fhitung lebih besar dari Ftabel (15,349 3,090).
Pengaruh Product Feature dan Word of Mouth terhadap Keputusan Mahasiswa dalam Memilih Universitas Gina Destiviani; Dede R. Oktini
Bandung Conference Series: Business and Management Vol. 4 No. 2 (2024): Bandung Conference Series: Business and Management
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcsbm.v4i2.13263

Abstract

Abstract. Purchasing decision that occur at universities can increase through the creation of quality product feature and the ability to generate positive word of decision in choosing a university and can have a positive the influence of product feature and word of mouth on students‘ decision in choosing a university. This type of research is included in the type of descriptive research, verification with quantitative methods. The sampling technique used was a nonprobability sampling technique, namely purposive sampling with the number of respondents used in this research totaling 120 people. The data collection method used was using a suevey method by distributing questionnaires. The statistical analisis techniques used include testing research uses multiple linear regression analysis methods using the SPSS application version 26 for windows. From the result of the research conducted, it is know that the product feature variable in the Bandung Islamic University management studi program is in the “Good”, the word of mouth variable in the Bandung Islamic University management study program is in the “Good” and the purchasing decision variable in the Bandung Islamic University management study program is in the “Good”. These result indicate that product features and word of mouth have a significant and positive effect on purchasing decision partially and simultaneously. Abstrak. Keputusan pembelian yang terjadi pada universitas dapat meningkat melalui penciptaan product feature yang berkualitas dan kemampuan menghasilkan word of mouth yang positif, sehingga dapat memberikan sebuah dorongan bagi mahasiswa dalam mempengaruhi keputusan mereka dalam memilih universitas dan dapat memberikan dampak yang positif terhadap universitas itu sendiri. Untuk itu, penelitian ini bertujuan untuk mengetahui pengaruh product feature dan word of mouth terhadap keputusan mahasiswa dalam memilih universitas. Jenis penelitian ini termasuk kedalam jenis penelitian deskriptif, verifikatif dengan metode kuantitatif. Teknik sampel yang digunakan adalah Teknik nonprobability sampling yaitu purposive sampling dengan jumlah responden yang digunakan dalam penelitian ini berjumlah 120 orang. Metode pengumpulan data yang dilakukan yaitu menggunakan metode survey dengan penyebaran kuesioner. Teknik analisis statistc yang digunakan meliputi uji instrument penelitian berupa uji validitas dan reliabilitas, serta uji data menggunaka uji asumsi klasik. Sedangkan penelitian pengujian hipotesis menggunakan metode analisis resgresi linier berganda dengan mengguanakan Application SPSS version 26 for windows. Dan hasil penelitian yang dilakukanm diketahui bahwa variable product feature di prodi manajemen Universitas Islam Bandung berada pada kategori “Baik”, variable word of mouth di prodi manajemen Universitas Islam Bandung berada pada kategori “Baik”, dan variable keputusan pembelian di prodi manajemen Universitas Islam Bandung berada pada kategori “Baik”. Hasil ini menunjukkan bahwa product feature dan word of mouth berpengaruh positif dan signifikan terhadap keputusan pembelian secara parsial dan simultan.
Pengaruh Harga dan Store Atmosphere terhadap Keputusan Pembelian Dwi Rama Oktafian; Dede R.Oktini; Rezi Muhamad Taufik Permana
Bandung Conference Series: Business and Management Vol. 4 No. 2 (2024): Bandung Conference Series: Business and Management
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcsbm.v4i2.13273

Abstract

Abstract -The development of restaurants, cafes, restaurants, etc. has led to fierce competition in the culinary industry. This is supported by a survey by TOFFIN, which revealed that the number of coffee shops in Indonesia reached 2,950 stores in August 2022. In this case, there are 1,011 cafes in the city of Bandung (bps.go.id, 2022). One of the cafes in the city of Bandung is L'amore Kopi. The purpose of this study is to find out how prices, store atmosphere and purchasing decisions are expressed at L'amore Coffee Bandung. And how the price and atmosphere of the store affect the purchase decision. The research methodology used is quantitative with descriptive and verification survey types. The sampling technique in this study uses non-probability sampling, namely purposive sampling. The population of this study consisted of consumers who had purchased from L'amore Coffee Bandung and the sample was 99 people.The data analysis used in this study is a descriptive verification analysis with multiple regression, f-test, t-test and determination coefficient used in this study. The findings show that price and store atmosphere partially have a significant effect on purchasing decisions. Then, simultaneously price and store atmosphere have a significant effect on purchase decisions. Business growth in Indonesia is very rapid, especially in the food and beverage sector, with the gross domestic product (GDP) in the second quarter of 2023 reaching 209. 51 trillion rupiah, 4.62% higher than 200 years ago. 3 trillion rupiah (Central Statistics Agency) (2021-2023). Abstrak - Perkembangan restoran, kafe, restoran, dll. telah menyebabkan persaingan yang ketat diindustri kuliner. Hal ini didukung oleh survei oleh TOFFIN, yang mengungkapkan bahwa jumlah kopi toko di Indonesia mencapai 2.950 toko pada Agustus 2022. Dalam hal ini, terdapat 1.011 kafe di Kota Bandung (bps.go.id, 2022).Salah satu kafe di Kota Bandung adalah L'amore Kopi. Tujuan dari penelitian ini adalah untuk mengetahui bagaimana harga, suasana toko dan pembelian keputusan diungkapkan di L'amore Coffee Bandung. Dan bagaimana harga dan suasana toko memengaruhi keputusan pembelian. Metodologi penelitian yang digunakan adalah kuantitatif dengan jenis survei deskriptif dan verifikasi. Teknik pengambilan sampel dalam penelitian ini menggunakan non-probability sampling yaitu purposive sampling. Populasi penelitian ini terdiri dari konsumen yang telah membeli dari L'amore Coffee Bandung dan Sampelnya adalah 99 orang. Analisis data yang digunakan dalam penelitian ini adalah analisis verifikasi deskriptif dengan regresi berganda, uji-f, uji-t dan koefisien determinasi yang digunakan dalam penelitian ini. Temuan menunjukkan bahwa harga dan store atmosphere secara parsial berpengaruh signifikan terhadap keputusan pembelian. Lalu, secara simultan harga dan store atmosphere berpengaruh signifikan terhadap keputusan pembelian.Pertumbuhan bisnis di Indonesia sangat pesat, terutama di sektor makanan dan minuman, dengan Produk domestik bruto (PDB) pada triwulan II-2023 mencapai 209. 51 triliun rupiah, 4.62% lebih tinggi dari 200 tahun lalu. 3 triliun rupiah (Badan Pusat Statistik) (2021-2023).
Pengaruh Fitur Layanan dan Electronic Word of Mouth (E-WOM) terhadap Keputusan Penggunaan BJB Digi Mobile di Kota Bandung Firsty Raissa Azzahra Taufiq; Oktini, Dede R
Bandung Conference Series: Business and Management Vol. 4 No. 2 (2024): Bandung Conference Series: Business and Management
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcsbm.v4i2.13431

Abstract

Abstract. Banks take advantage of the convenience of this technology by creating mobile banking, one of which is Bank Bjb Digi Mobile. The purpose is to know how much influence Service Features, E-WOM, and Usage Decisions have on Bjb Digi Mobile in Bandung. This type of research uses quantitative with descriptive verification. The sampling technique used in this research is nonprobability sampling, using purposive sampling. The method used is a survey method using a questionnaire. The data analysis used is multiple linear regression analysis, F statistical test, t statistical test, and coefficient of determination. The results of this research show a partially significant positive influence between Service Feature on the Decision to Use Bjb Digi Mobile, there is a partially positive and significant influence between E-WOM on the decision to use Bjb Digi Mobile. That is a significant positive influence between Service Features and E-WOM simultaneously on the Decision to Use Bjb Digi Mobile in Bandung City. Abstrak. Perbankan memanfaatkan kemudahan teknologi ini dengan membuat mobile banking, salah satunya Bank Bjb Digi Mobile. Penelitian ini memiliki tujuan adalah untuk mengetahui seberapa besar pengaruh Fitur Layanan, E-WOM, dan Keputusan Penggunaan pada Bjb Digi Mobile di kota Bandung. Jenis penelitian ini menggunakan kuantitatif dengan deskriptif verifikatif. Teknik sampling yang digunakan dalam penelitian ini yaitu nonprobability sampling, menggunakan purposive sampling. Metode yang digunakan adalah metode survey menggunakan kuesioner. Analisis data yang digunakan adalah analisis regresi linier berganda, uji statistik F, uji statistik t, dan koefisien determinasi. Hasil dari penelitian ini terdapat pengaruh positif signifikan secara parsial antara Fitur Layanan terhadap Keputusan Penggunaan Bjb Digi Mobile, terdapat pengaruh positif dan signifikan secara parsial antara E-WOM terhadap keputusan pengunaan Bjb Digi Mobile. Terdapat pengaruh positif signifikan antara Fitur Layanan dan E-WOM secara simultan terhadap Keputusan Penggunaan Bjb Digi Mobile di Kota Bandung.
Pengaruh Social Media Marketing Instagram dan Brand Image terhadap Keputusan Pembelian Gisyel Gabriena Putri; Dede R. Oktini
Bandung Conference Series: Business and Management Vol. 4 No. 2 (2024): Bandung Conference Series: Business and Management
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcsbm.v4i2.13434

Abstract

Abstract. This research focuses on the variables of Instagram social media marketing, brand image, and purchasing decisions. The aim of this study is to determine the relationship between Instagram social media marketing, brand image, and purchasing decisions in the context of PT Pos Indonesia's courier services in Cianjur City. The method used in this research is a survey method with a questionnaire as the data collection instrument. The subjects of this research are users of PT Pos Indonesia's courier services in Cianjur City, totaling 96,04 people, which were then narrowed down based on sampling criteria to 100 people. The sampling technique used in this study is purposive sampling. There are two hypotheses in this research. The data analysis used includes descriptive and verificative analysis, employing classical assumption tests, correlation tests, multiple linear regression analysis, coefficient of determination, F-statistic tests, t-statistic tests, and the coefficient of determination. The results of this study indicate that Instagram social media marketing has a significant partial effect on purchasing decisions. Brand image also has a significant partial effect on purchasing decisions. Additionally, Instagram social media marketing and brand image, simultaneously, have a significant effect on purchasing decisions for PT Pos Indonesia's courier services in Cianjur City.Keywords: Social Media Marketing Instagram, Brand Image, and Purchasing Decisions Abstrak. Penelitian ini berfokus kepada variabel social media marketing instagram, brand image, dan keputusan pembelian. Tujuan dari penelitian ini adalah untuk mengetahui hubungan antara social media marketing instagram, brand image, dan keputusan pembelian pada jasa ekspedisi PT Pos Indonesia di Kota Cianjur. Metode yang digunakan pada penelitian ini ialah metode survei dengan instrumen kuesioner sebagai teknik pengumpulan datanya. Objek penelitian ini ialah pengguna jasa ekspedisi PT Pos Indonesia di Kota Cianjur berjumlah 96,04 orang yang dikerucutkan kembali berdasarkan kriteria sampling menjadi 100 orang. Teknik sampling dalam penelitian ini menggunakan purposive sampling. Terdapat dua hipotesis yang ada pada penelitian ini. Analisis data yang digunakan adalah analisis deskriptif dan verifikatif menggunakan uji asumsi klasik, uji korelasi analisis regresi linier berganda, koefisien determinasi, dan uji statistic F, uji statistic t, dan koefisien determinasi. Hasil dari penelitian ini menunjukkan social media marketing instagram secara parsial berpengaruh signifikan terhadap keputusan pembelian. brand image secara parsial berpengaruh signifikan terhadap keputusan pembelian, serta social media marketing instagram dan brand image, secara simultan berpengaruh signifikan terhadap keputusan pembelian jasa ekspedisi PT Pos Indonesia di Kota Cianjur.
Pengaruh Price Discount, Shopping Lifestyle dan Store Atmosphere terhadap Impulse Buying Alena Aenusiffa Salsabil; Oktini, Dede R; Akbar Rohandi, Mochamad Malik
Bandung Conference Series: Business and Management Vol. 4 No. 2 (2024): Bandung Conference Series: Business and Management
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcsbm.v4i2.13723

Abstract

Abstract. As demand for cosmetics increases in Indonesia, competition is gettingtougher. Many brands are competing to provide quality and environmentally friendlyproducts. West Java Province has the most cosmetic companies. Makeupuccino, acosmetics shop in Bandung, faces problems with price discounts, shopping style, andstore atmosphere. This research aims to examine the influence of price discounts,shopping lifestyle, and store atmosphere on impulse buying at Makeupuccino BengawanBranch, Bandung City. This research is descriptive and verification research withquantitative methods. The sampling technique used was purposive sampling. Data wascollected through a survey using a questionnaire. The research objects were 111Makeupuccino consumers in Bandung City who had visited and made purchases. Dataanalysis uses multiple linear regression, T test, F test, and coefficient of determination.The results of this research show that price discounts have a positive but not significanteffect on impulse buying, shopping lifestyle has a positive and significant effect onimpulse buying and store atmosphere has a positive and significant effect on impulsebuying. Then simultaneously price discounts, shopping lifestyle and store atmospherehave a positive and significant effect on impulse buying. Abstrak. Seiring meningkatnya permintaan kosmetik di Indonesia, persainganpun semakin ketat. Banyak brand yang berlomba-lomba untuk menyediakan produk yangberkualitas dan ramah lingkungan. Provinsi Jawa Barat mempunyai perusahaan kosmetikterbanyak. Makeupuccino, sebuah toko kosmetik di Bandung, menghadapi permasalahanpada diskon harga, gaya berbelanja, dan suasana toko. Penelitian ini bertujuan untukmenguji pengaruh diskon harga, gaya hidup berbelanja, dan suasana toko terhadappembelian impulsif di Makeupuccino Cabang Bengawan Kota Bandung. Penelitian inimerupakan penelitian deskriptif dan verifikatif dengan metode kuantitatif. Teknikpengambilan sampel yang digunakan adalah purposive sampling. Data dikumpulkanmelalui survei dengan menggunakan kuesioner. Objek penelitiannya adalah 111konsumen Makeupuccino Kota Bandung yang pernah berkunjung dan melakukanpembelian. Analisis data menggunakan regresi linier berganda, uji T, uji F, dan koefisiendeterminasi. Hasil penelitian menunjukkan bahwa diskon harga berpengaruh positifnamun tidak signifikan terhadap pembelian impulsif, gaya hidup berbelanja berpengaruhpositif dan signifikan terhadap pembelian impulsif, dan suasana toko berpengaruh positifdan signifikan terhadap pembelian impulsif. Kemudian secara simultan diskon harga,gaya hidup berbelanja dan suasana toko berpengaruh positif dan signifikan terhadappembelian impulsif.
Pengaruh Hedonic Shopping Value terhadap E-Impulse Buying dengan Positive Emotion sebagai Variabel Mediasi pada Pengguna Aplikasi Shopee di Kota Bandung Dhiya Husna; Dede R. Oktini; Yudha Dwi Nugraha
Bandung Conference Series: Business and Management Vol. 4 No. 2 (2024): Bandung Conference Series: Business and Management
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcsbm.v4i2.14162

Abstract

Abstract. This research focuses on the variables of hedonic shopping value, positive emotion, and e-impulse buying. The aim of this research is to determine the relationship between hedonic shopping value and e-impulse buying and the role of positive emotion as a mediating variable for Shopee application users in Bandung City. This research is included in descriptive and verification research using a quantitative approach. The sampling technique used is with a purposive sampling. The method used in this research is a survey method with a questionnaire instrument as the data collection technique. The object of this research is the Shopee user community who are domiciled in Bandung City and have made transactions or shopped at Shopee in the last 6 months or 1 year with total of 128 respondents who were narrowed down based on sampling criteria of 105 respondents. Data analysis used is descriptive analysis and verification, namely by using path analysis, T test, F test, and Sobel test. The result of this research show that hedonic shopping value has a significant effect on positive emotion, positive emotion has no effect on e-impulse buying, and hedonic shopping value have a significant effect on e-impulse buying. Then, hedonic shopping value has no effect on e-impulse buying with positive emotion as a mediating variable. Abstrak. Penelitian ini berfokus kepada variabel hedonic shopping value, positive emotion, dan e-impulse buying. Tujuan dari penelitian ini ialah untuk mengetahui hubungan antara hedonic shopping value dan e-impulse buying serta peran positive emotion sebagai variabel mediasi pada pengguna aplikasi Shopee di kota Bandung. Penelitian ini termasuk ke dalam jenis penelitian deskriptif dan verifikatif dengan menggunakan pendekatan kuantitatif. Teknik sampling yang digunakan yaitu purposive sampling. Metode yang digunakan pada penelitian ini ialah metode survei dengan instrumen kuesioner sebagai teknik pengumpulan datanya. Objek penelitian ini ialah masyarakat pengguna Shopee yang berdomisili di kota Bandung dan pernah melakukan transaksi atau belanja di Shopee dalam 6 bulan atau 1 tahun terakhir dengan jumlah 128 responden yang kemudian dikerucutkan kembali berdasarkan kriteria sampling menjadi 105 responden. Analisis data yang digunakan adalah analisis deskriptif dan verifikatif yaitu dengan menggunakan analisis jalur, uji T, uji F, dan uji sobel. Hasil penelitian ini menunjukkan bahwa hedonic shopping value berpengaruh signifikan terhadap positive emotion, positive emotion tidak berpengaruh terhadap e-impulse buying, dan hedonic shopping value berpengaruh signifikan terhadap e-impulse buying. Lalu, hedonic shopping value tidak berpengaruh terhadap e-impulse buying dengan positive emotion sebagai variabel mediasi.
Pengaruh Konten Marketing dan Review Produk terhadap Keputusan Pembelian Amelia Khoerunnisa; Dede R. Oktini; Mochamad Malik Akbar Rohandi
Bandung Conference Series: Business and Management Vol. 4 No. 2 (2024): Bandung Conference Series: Business and Management
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcsbm.v4i2.14166

Abstract

Abstract. The culinary industry continues to experience changes thanks to innovation from human creative ideas in creating new variations of food and drinks. Bandung Makuta Cake is a successful example of utilizing creativity and innovation to create unique and attractive products. To remain competitive in the culinary industry, Bandung Makuta Cake uses TikTok social media as a platform to promote their products through marketing content and product reviews, to attract the attention of potential consumers. This research aims to test and find out how marketing content and product reviews affect Bandung Makuta cake purchasing decisions among Bandung City consumers, as well as to determine the influence of marketing content and product reviews on purchasing decisions. This research is included in the quantitative method. The object of this research is the TikTok user community who live in the city of Bandung and have made purchases or shopped in Bandung Makuta with a total of 110 respondents who were narrowed down again based on sampling criteria to 100 respondents. The data analysis used is descriptive and verification analysis, namely by using multiple linear regression analysis, T test, F test, and coefficient of determination. The results of this research show that marketing content partially has a positive effect on purchasing decisions, product reviews have a positive effect on purchasing decisions. Then simultaneously marketing content and product reviews have a positive influence on purchasing decisions. Abstrak. Industri kuliner terus mengalami perubahan berkat inovasi dari ide-ide kreatif manusia dalam menciptakan variasi baru makanan dan minuman. Bandung Makuta Cake merupakan contoh sukses dalam memanfaatkan kreativitas dan inovasi untuk menciptakan produk yang unik dan menarik. Untuk tetap kompetitif di industri kuliner, Bandung Makuta Cake memanfaatkan media sosial TikTok sebagai platform untuk mempromosikan produk mereka melalui konten marketing dan review produk, guna menarik perhatian calon konsumen. Penelitian ini bertujuan untuk menguji dan mengetahui bagaimana gambaran konten marketing, review produk terhadap keputusan pembelian Bandung Makuta cake pada Konsumen Kota Bandung, serta untuk mengetahui pengaruh konten marketing, review produk terhadap keputusan pembelian. Penelitian ini termasuk ke dalam metode kuantitatif. Objek pada penelitian ini adalah masyarakat pengguna Tiktok yang berdomisili di Kota Bandung dan pernah melakukan pembelian atau belanja di Bandung Makuta dengan jumlah 110 responden yang dikerucutkan kembali berdasarkan kriteria sampling menjadi 100 responden. Analisis data yang digunakan adalah analisis deskriptif dan verifikatif yaitu dengan menggunakan analisis regresi linier berganda, uji T, uji F, dan koefisien determinasi. Hasil penelitian ini menunjukkan bahwa konten marketing secara parsial berpengaruh positif terhadap keputusan pembelian, review produk berpengaruh positif terhadap keputusan pembelian. Lalu secara simultan konten marketing dan review produk berpengaruh positif terhadap keputusan pembelian.
Pengaruh Influencer Marketing dan Brand Image terhadap Minat Beli Konsumen Kaymara.id Faturrahman Panji Perman; Dede R. Oktini; Septiana Ayu Mahani
Bandung Conference Series: Business and Management Vol. 4 No. 2 (2024): Bandung Conference Series: Business and Management
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcsbm.v4i2.14236

Abstract

Abtract: This research is related to how product quality, service quality and store atmosphere influence customer satisfaction at Katsuin. The aim of this research is to find out how product quality, service quality and store atmosphere influence customer satisfaction at Katsuin, both partially and simultaneously. The method used is a quantitative method, with data collection techniques using questionnaires. The subjects or samples used in this research were 241 respondents. The sampling technique is purposive sampling. Data processing in this research uses SPSS version 26. The results of this research show that Product Quality has a partial and significant influence on Customer Satisfaction with a t test of 0.000, while Service Quality has a partial and significant influence on Customer Satisfaction with a t test of 0.008, then Store Atmosphere has a partial and significant influence on Satisfaction Customers with a t test value of 0.000. And Product Quality, Service Quality and Store Atmosphere on Customer Satisfaction have a simultaneous and significant influence with an f test value of 0.000. It is hoped that future researchers will research issues that can have an influence on customer satisfaction in addition to the variables already studied. Abstrak. Tujuan dari penelitian ini adalah untuk mengetahui bagaimana gambaran influencer marketing dan brand image terhadap minat beli pada kaymara.id. Serta untuk mengetahui pengaruh influencer marketing, brand image terhadap minat beli. Penelitian ini menggunakan metode penelitian kuantitatif dan termasuk dalam kategori penelitian deskriptif dan verifikatif. Penelitian ini menggunakan metode nonprobability sampling yaitu purposive sampling untuk mengumpulkan data dari 100 orang mahasiswa di Kota Bandung sebagai responden penelitian minat beli. Analisis deskriptif dan verifikatif menggunakan regresi linier berganda, uji f, uji t, dan koefisien determinasi digunakan dalam penelitian ini. Temuan penelitian ini menunjukkan bahwa influencer marketing dan brand image mempunyai pengaruh terhadap minat beli konsumen. Selanjutnya, baik influencer marketing maupun brand image secara simultan berpengaruh terhadap keputusan pembelian.
Co-Authors Adhi Dwinata Adwiyah, Rabiatul Agita Rifdah NabilahJaya Alena Aenusiffa Salsabil Alfurqaan Annamusul Akbar Allya Roosalyn Alya Fathia Ikhwani Amalia, Ima Amelia Khoerunnisa Arasyd Agus Nurhadi Arifah Sahla Zafira Arvi Iskandar Asri Destriani Dani Ihsandin Daris Prawira Dedy Ansari Harahap Dewi Rahmi Dhiya Husna Dwi Rama Oktafian Elin Nurfitriani Esti Fitriana Esvandiari, Megia Fadhil Ukhrowi Nurhono Farhan Shofi Atha Faturrahman Panji Perman Firman Alamsyah Firman Budyanto Firsty Raissa Azzahra Taufiq Ghani Nugraha Soemantri Gina Destiviani Gisyel Gabriena Putri Hardy Hutahaean Hendrati Dwi Mulyaningsih Ilham Mardani Ilham Sujana Izni Nur Indrawati Maulani Khalid Fadhil Yahdiyan M. Malik Akbar R Marcellia Susan Moch. Malik Akbar Rohandi Moch. Malik Akbar Rohandi Mochamad Malik A R Mochamad Malik Akbar R Mochamad Malik Akbar Rohadi Mochamad Malik Akbar Rohandi Mochamad Raffy Dwi Septiyana Mohamad Musa Abdullah Muhamad Wahid Ramadhani Muhardi Muhardi Muhardi Mulyaningsih, Hendrati Dwi Nabila Ayu Khairunnisa Nadila Ruhiana Nadira Ramadhani Juhana Nikita Lutfhi Annisa Faratika Nina Maharani Nindya Saraswati Nunung Nurhayati Nurdin Nurdin Nurul Hasanah Permana, Rezi Muhamad Taufik R Dachlan Muchlis Rafli Adhi Pramana Rahmat Effendi Ratih Tresnati Ratih Tresnati Reza Rizqi Novitasari Rezi Muhamad Taufik Permana Rezi Muhamad Taufik Permana Rezi Muhamad Taufik Permana Rissa Arvianti Roosalyn, Allya Salsa Agnia Salsa Agnia Sani Santika Septiana Ayu Estri Septiana Ayu Estri Mahani Septiana Ayu Estri Mahani Septiana Ayu Estri Mahani, S.E., M.M. Septiana Ayu Mahani Shinta Ajeng Pratiwi Sri Suwarsi Syafik Fauzi Indra Nurjaman Tantri Tiara Ramadhan Nabiila Al-Faatihah Tiara Setiawati Titik Respati Vivi Diah Permatasari Widiyanti, Maria Wulan Rivanda Early Yuda Prasetya Palupi Yudha Dwi Nughara Yudha Dwi Nugraha Yudha Dwi Nugraha Yudha Dwi Nugraha Zaky Zardani Askarulloh