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All Journal JMM (Jurnal Masyarakat Mandiri) Jurnal Ilmiah Manajemen Kesatuan Jurnal Riset Manajemen dan Bisnis Bandung Conference Series: Business and Management Jurnal Pengabdian Tri Bhakti Ta'allum: Jurnal Pendidikan Islam International Journal of Marketing and Digital Creative (IJMADIC) Jurnal Manajemen dan Bisnis (Performa)
Mochamad Malik Akbar Rohandi
Prodi Manajemen, Fakultas Ekonomi Dan Bisnis, Universitas Islam Bandung
Religion Economics, Econometrics & Finance Education Industrial & Manufacturing Engineering Law, Crime, Criminology & Criminal Justice Social Sciences Other

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Pengaruh Live Streaming Shopping dan Ulasan Online terhadap Purchase Intention Produk Erigo di Kota Bandung pada Aplikasi Tiktok Ihsan Padilah; Mochamad Malik Akbar Rohandi; Nindya Saraswati
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.v4i1.11788

Abstract

Abstract. This study aims to find out how live streaming shopping, online customer reviews and purchase intentions of Erigo products in the city of Bandung on the TikTok application, and how much live streaming shopping, online customer reviews have on purchase intentions partially and simultaneously. This research is a type of descriptive and verification research using quantitative research methods. The sampling technique used in this study was purposive sampling. The population in this study were consumers who had bought Erigo products in Bandung city using the TikTok application with a sample of 100 respondents. Data analysis used in this research is descriptive analysis using multiple linear regression analysis with hypothesis testing using t-test and f-test analysis. The results of this study show that live streaming shopping partially has a significant effect on purchase intention, online reviews partially have a significant effect on purchase intention, and live streaming shopping and online reviews simultaneously influence purchase intention.. Abstrak. Penelitian ini bertujuan untuk mengetahui bagaimana gambaran live streaming shopping, ulasan online dan purchase intention produk Erigo di kota Bandung pada aplikasi TikTok, serta seberapa besar pengaruh live streaming shopping, ulasan online terhadap purchase intention secara parsial dan simultan. Penelitian ini merupakan jenis penelitian deskriptif dan verifikatif dengan menggunakan metode penelitian kuantitatif, Teknik sampling yang digunakan dalam penelitian ini yaitu purposive sampling, populasi dalam penelitian ini adalah konsumen yang pernah membeli produk Erigo di kota Bandung pada aplikasi TikTok dengan sampel sebanyak 100 responden. Analisis data yang digunakan dalam penelitian ini adalah analisis deskriptif menggunakan analisis regresi linier berganda dengan pengujian hipotesis menggunakan analisis uji-t dan uji-f. Hasil penelitian ini menunjukan live streaming shopping secara parsial berpengaruh signifikan terhadap purchase intention, ulasan online secara parsial berpengaruh signifikan terhadap purchase intention, Serta live streaming shopping dan ulasan online secara simultan berpengaruh terhadap purchase intention.
Pengaruh Content Marketing, Influencer Marketing dan Electronic Word of Mouth terhadap Purchase Decision produk House of Smith Rifaldi, Moch Fikri; Dedy Ansari Harahap; Mochamad Malik Akbar Rohandi
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.v4i1.11893

Abstract

Abstract. With the increasing usage of social media among the community, coupled with the advancements in technology, it has led to a boost in digital marketing innovations adopted by every brand, including House of Smith. This has resulted in the growth of innovative approaches in digital marketing on social media, one of which is to understand the implementation of content marketing, Influencer marketing, and electronic word of mouth on purchase decisions. The aim of this research is to investigate the influence of content marketing, Influencer marketing, and electronic word of mouth on the purchase decision of House of Smith products in Bandung city. This research belongs to the type of descriptive and verification research with quantitative methods. The sampling technique used is non-probability sampling, namely purposive sampling. The population in this research consists of consumers who have made purchases of House of Smith products more than once, aged between 15 to 29 years old, and residing in the city of Bandung. The sample used in the study amounted to 401 respondents .Analysis of the data used is descriptive and statistical analysis by using multiple linear regression analysis, F test and T test. The results of this research indicate that content marketing partially has a significant effect on purchasedecisions, Influencer marketing partially has a significant effect on purchasedecisions, and electronic word of mouth has a significant effect on purchasedecisions. Furthermore, simultaneously, content marketing, Influencer marketing, and electronic word of mouth have a significant effect on purchase decisions. Abstrak. Dengan adanya pertumbuhan pengunaan media sosial dikalangan masyarakat dan disertai dengan perkembangan teknologi yang ada, hal ini dapat meningkatkan inovasi pemasaran digital yang di lakukan oleh setiap brand, yaitu House of Smith. Hal tersebut menyebabkan pertumbuhan inovasi di bidang pemasaran digital di media sosial, salah satunya untuk mengetahui penerapan content marketing, Influencer marketing dan electronic word of mouth terhadap purchase decision. Penelitian ini bertujuan untuk mengetahui pengaruh content marketing, Influencer marketing dan electronic word of mouth terhadap purchase decision produk House of Smith di Kota Bandung. Penelitian ini termasuk ke dalam jenis penelitian deskriptif dan verifikatif dengan metode kuantitatif. Teknik sampling yang digunakan adalah nonprobability sampling yaitu purposive sampling. Populasi pada penelitian ini adalah konsumen yang pernah melakukan pembelian produk House of Smith lebih dari satu kali dengan usia 15 -29 tahun yang berdomisili di Kota Bandung. Kemudian didapatkan sampel sebesar 401 orang. Analisis data yang digunakan adalah analisis deksriptif dan statistik yaitu dengan menggunakan analisis regresi linier berganda, uji F dan uji T.Hasil penelitian ini menunjukkan bahwa content marketing secara parsial berpengaruh signifikan terhadap purchase decision, Influencer marketing secara parsial berpengaruh signifikan terhadap purchase decision dan electronic word of mouth berpengaruh signifikan terhadap purchasedecision. Lalu secara simultan content marketing, Influencer marketing, dan electronic word of mouth berpengaruh signifikan terhadap purchase decision.
Strategi Pengembangan Usaha Melalui Event Marketing Lasagna Yukusiba di Jawa Barat Kunanti Nurul Arifin; Sri Suwarsi; Mochamad Malik Akbar Rohandi
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.v4i1.11925

Abstract

Abstract. Pasta is recognized by UNESCO as an intangible cultural heritage of living things(intangible). Pasta is considered a traditional food that can develop over the years with a targetbrandt in Italy and around the world. Indonesia is a country with a high level of popularity with the Lasagna menu. Yukusiba is a business that offers lasagna products with a reach in West Java. The business development of Yukusiba is throughthroughevent marketing. This activity carries great potential to increase brand awareness, create a positive customer experience, and increase sales to Yukusiba. This study aims to determine the strategy that will be used by Yukusiba in business development throughevent marketing. This study focuses on identifying the potential for improvement and development in order to improve Yukusiba's performance. This research uses descriptive qualitative research methods and usescase study SWOT analysis, Porter’s Five Forces, Balance Scorecard, Target and Perfomance, dan Boston Consulting Group (BCG). Business development strategy This research will discuss several key aspects of business development strategy throughevent marketing for Yukusiba. The benefits of implementing the strategyevent marketing opportunities to gain media coverage will also be discussed. In conclusion, business development strategy throughevent marketing has great potential to advance Yukusiba. With careful planning, creative implementation, and effective collaboration, Yukusiba can take advantageevent marketing as a tool to expand market share, build customer connections, and take steps towards sustainable growth. Keywords: Event marketing, Business development, Pasta Abstrak. Pasta diakui oleh UNESCO sebagai warisan budaya tak berwujud mahluk hidup (intangible). Pasta dianggap sebagai makanan tradisional yang mampu berkembang di selama bertahun-tahun dengan target market di Italia dan seluruh dunia. Indonesia merupakan negara dengan tingkat popularitas tinggi dengan menu Lasagna. Yukusiba merupakan salah bisnis yang menawarkan produk lasagna dengan jangkuan di Jawa Barat. Pengembangan usaha dariYukusiba tersebut melalui melalui event marketing. Kegiatan tersebut ini membawa potensi besar untuk meningkatkan kesadaran merek, menciptakan pengalaman positif pelanggan, dan meningkatkan penjualan terhadap Yukusiba. Penelitian ini bertujuan untuk mengetahui strategi yang akan digunakan oleh Yukusiba dalam pengembangan usaha melalui event marketing. Penelitian ini berfokus pada identifikasi potensi perbaikan dan pengembangan guna meningkatkan kinerja Yukusiba Penelitian ini menggunakan metode penelitian deskriptif kualitatif dan menggunakan case study analisis SWOT, Porter’s Five Forces, Balance Scorecard, Target and Perfomance, dan Boston Consulting Group (BCG). Strategi pengembangan usaha Penelitian ini akan membahas beberapa aspek kunci strategi pengembangan usaha melalui event marketing bagi Yukusiba. Manfaat dari pelaksanaan strategi event marketing juga akan dibahas peluang untuk meraih liputan media. Dalam kesimpulan, strategi pengembangan usaha melalui event marketing memiliki potensi besar untuk memajukan Yukusiba. Dengan perencanaan yang matang, implementasi yang kreatif, dan kerja sama yang efektif, Yukusiba dapat memanfaatkan event marketing sebagai alat untuk memperluas pangsa pasar, membangun koneksi dengan pelanggan, dan mengambil langkah menuju pertumbuhan yang berkelanjutan. Kata Kunci: Event marketing, Pasta, Pengembangan usaha
Pengaruh Viral Marketing, Product Quality dan Taste of Burger King terhadap Purchase Decision Konsumen Burger King di Kota Bandung Azriel Muhamad Sani; Akbar Rohandi, Mochamad Malik
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.v4i1.12001

Abstract

Abstract, Such rapid growth in the fast food industry can be felt in the city of Bandung. This can be seen from the large number of fast food restaurants found. So, there needs to be an appropriate strategy so that consumers decide to purchase the products being sold. Fast food restaurants can use digital marketing methods by using viral marketing on social media platforms.Apart from that, fast food restaurants also need to maintain and improve product quality and taste in the food and beverage products they sell and make them unique compared to competitors' products. This research aims to analyze "The Influence of Viral Marketing, Product Quality and Taste of Burger King on Purchase Decisions of Burger King Consumers in Bandung City".This research uses quantitative research methods by conducting an associative analysis approach. The object of this research is consumers who have visited and shopped at Burger King outlets in Bandung. Samples were taken using a purposive sampling technique and the number was determined using the Hair formula.In the research, statistical testing was used in the form of classical assumption tests, correlation tests, determination tests, multiple linear regression tests, t tests and F tests.Based on descriptive research, it is known that overall Viral Marketing, Product quality, Taste and Purchase Decision at Burger King in Bandung are in the good category.Meanwhile, the results of the research verified that Viral Marketing, Product Quality, and Taste of Burger King had a significant positive effect on Purchase Decisions, both partially and simultaneously. Viral Marketing, Product Quality, and Taste Of Burger King have a strong relationship with Purchase Decision. Abstrak, Pertumbuhan yang begitu pesat dalam industri makanan cepat saji dapat dirasakan di kota Bandung. Hal ini dapat dilihat dari banyaknya dijumpai restoran cepat saji. Sehingga, perlu adanya strategi yang tepat agar konsumen memutuskan melakukan pembelian terhadap produk yang dijual. Restoran cepat saji dapat menggunakan metode pemasaran digital dengan menggunakan viral marketing pada platform media sosial. Selain itu, restoran cepat saji juga perlu mempertahankan dan meningkatkan produk quality dan taste pada produk makanan dan minuman yang dijual dan menjadi unik daripada produk pesaing. Penelitian ini memiliki tujuan untuk menganalisa “Pengaruh Viral Marketing, Product Quality dan Taste Of Burger King Terhadap Purchase Decision Konsumen Burger King di Kota Bandung”. Penelitian ini menggunakan metode penelitian kuantitatif dengan melakukan pendekatan analisis asosiatif. Objek penelitian ini yaitu konsumen yang pernah berkunjung dan berbelanja di gerai Burger King di Bandung. Sampel diambil dengan menggunakan teknik purposive sampling dan jumlahnya ditentukan dengan rumus Hair. Dalam penelitian digunakan pengujian statistic dalam bentuk uji asumsi klasik, uji korelasi, uji determinasi, uji regresi linier berganda, uji t dan uji F. Berdasarkan penelitian secara deskriptif diketahui bahwa Viral Marketing, Product quality, Taste dan Purchase Decision pada Burger King kota Bandung secara keseluruhan berada pada kategori baik. Sedangkan hasil penelitian secara verifikatif diketahui bahwa Viral Marketing, Product Quality, dan Taste Of Burger King berpengaruh positif signifikan terhadap Purchase Decision baik secara parsial maupun secara simultan. Viral Marketing, Product Quality, dan Taste Of Burger King memiliki hubungan yang kuat dengan Purchase Decision.
Pengaruh Experiential Marketing dan Price Bundling terhadap Consumer Purchase Interest Salma Athifah Azhar; R. Oktini, Dede; Malik Akbar Rohandi, Mochamad
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.v4i2.13488

Abstract

Abstract. Intense competition in the muslim fashion industry drives companies to compete for market share. To attract attention and meet market demand, companies need to develop marketing strategies that align with consumer desires and needs. This study examines the impact of experiential marketing and price bundling on consumer purchase interest at Shopee Orianara Official Shop. The research employs descriptive and verificative analysis with a quantitative approach, utilizing multiple linear regression and hypothesis testing. The sampling technique used is purposive sampling with 110 respondents, and data is collected through questionnaires. The results indicate that both experiential marketing and price bundling have a positive and significant effect on consumer purchase interest. Simultaneously, experiential marketing and price bundling have a positive and significant effect on consumer purchase interest. Abstrak. Persaingan ketat dalam industri fashion muslim membuat perusahaan berlomba-lomba merebut pasar. Untuk menarik perhatian dan memenuhi permintaan pasar, perusahaan perlu mengembangkan strategi pemasaran yang sesuai dengan keinginan dan kebutuhan konsumen. Penelitian ini mengkaji pengaruh experiential marketing dan price bundling terhadap consumer purchase interest di Shopee Orianara Official Shop. Metode yang digunakan adalah analisis deskriptif dan verifikatif dengan pendekatan kuantitatif melalui analisis regresi linear berganda dan uji hipotesis. Teknik sampling menggunakan purposive sampling dengan 110 responden. Pengumpulan data melalui kuesioner. Hasil penelitian menunjukkan bahwa experiential marketing dan price bundling masing-masing berpengaruh positif dan signifikan terhadap consumer purchase interest. Secara simultan, experiental marketing dan price bundling berpengaruh positif dan signifikan terhadap consumer purchase interest.
Pengaruh Influencer Marketing dan Product Design terhadap Purchase Decision pada Perlangkapan Bayi City Baby Nadya Fitriani; Rohandi, Mochamad Malik Akbar
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.v4i2.13618

Abstract

Abstract. Currently, many companies are increasing their marketing using Influencer Marketing to be able to compete with other companies and consumers who are increasingly thinking carefully in choosing a product based on the Product Design that they will buy, because consumers want the products they buy to be satisfactory according to their wishes. The purpose of this study is to determine the effect of Influencer Marketing, Product Design on Purchase Decisions on city baby baby equipment. This research method uses a quantitative approach. The analysis techniques used are descriptive analysis, verification and multiple linear regression analysis. The data for this study use primary data. The collection of data for this study used a questionnaire and the sample of this study was 100 consumers who bought city baby equipment with a sample collection technique using a non-probability sampling technique. The results of this study indicate that Influencer Marketing and Product Design have a significant effect partially and simultaneously on Purchase Decisions. Abstrak. Saat ini banyak perusahan yang meningkatkan pemasarannya menggunakan Influencer Marketing untuk mampu bersaing dengan perusahaan lainnya dan konsumen yang semakin berpikir dengan matang dalam memilih sebuah produk berdasarkan Product Design nya yang akan mereka beli, karena konsumen menginginkan produk yang dibelinya memuaskan sesuai dengan keinginan. Tujuan dilakukannya penelitian yaitu untuk mengetahui pengaruh Influencer Marketing, Product Design terhadap Purchase Decision pada perlengkapan bayi city baby. Metode penelitian ini mengggunakan pendekatan kuantitatif. Teknik analisis yang digunakan adalah analisis deskriptif, verifikatif dan analisis regresi linier berganda. Data penelitian ini menggunakan data primer. Pengumpulan data penelitian ini menggunakan kuesioner dan sampel penelitian ini sebanyak 100 konsumen yang membeli perlengkapan bayi city baby dengan teknik pengumpulan sampel yaitu menggunakan teknik non probability sampling. Hasil dari penelitian ini menunjukkan bahwa Influencer Marketing dan Product Design berpengaruh signifikan secara parsial dan simultan terhadap Purchase Decision.
Pengaruh Social Media Marketing dan Kualitas Produk terhadap Keputusan Pembelian pada Restoran Suis Butcher Setiabudhi Rina Julianti; Mahani, Septiana Ayu Estri; Rohandi, Mochamad Malik Akbar
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.v4i2.13624

Abstract

Abstract. Currently, restaurants are required to further increase visits and income through sales to maintain and increase competition with their competitors through information provided through social media, as well as providing good raw materials to produce quality products that can influence consumer purchasing decisions. This research aims to understand how Social Media Marketing, Product Quality and Purchasing Decisions at the Suis Butcher Setiabudhi restaurant are, as well as how much influence Social Media Marketing, Product Quality has on Purchasing Decisions partially and simultaneously. This research is a type of descriptive and verification research that uses quantitative methods, with a sampling technique involving 100 consumer respondents who have purchased at the Suis Butcher Setiabudhi restaurant. Data analysis was carried out using descriptive analysis and multiple linear regression with T-test and F-test. And the results of this research show that Social Media Marketing partially has a significant effect on purchasing decisions. Product quality partially has a significant effect on purchasing decisions. Then Social Media Marketing and Product Quality simultaneously influence purchasing decisions. Abstrak. Saat ini restoran dituntut untuk lebih meningkatkan kunjungan serta pendapatan melalui penjualan untuk mempertahankan dan meningkatkan persaingan dengan para pesaingnya melalui informasi yang diberikan melalui sosial media, serta memberikan bahan baku yang baik untuk menghasilkan kualitas produk yang dapat mempengaruhi keputusan pembelian konsumen. Penelitian ini bertujuan untuk memahami bagaimana Social Media Marketing, Kualitas Produk, dan Keputusan Pembelian di restoran Suis Butcher Setiabudhi, serta seberapa besar pengaruh Social Media Marketing, Kualitas Produk terhadap Keputusan Pembelian secara parsial dan simultan. Penelitian ini merupakan jenis penelitian deskriptif dan verifikatif yang menggunakan metode kuantitatif, dengan teknik sampling yang melibatkan 100 responden konsumen yang pernah membeli di restoran Suis Butcher Setiabudhi. Analisis data dilakukan menggunakan analisis deskriptif serta regresi linier berganda dengan pengujian uji-T dan uji-F. Serta hasil penelitian ini menunjukan Social Media Marketing secara parsial berpengaruh signifikan terhadap Keputusan Pembelian. Kualitas Produk secara parsial berpengaruh signifikan terhadap Keputusan Pembelian. Kemudian Social Media Marketing dan Kualitas Produk secara simultan berpengaruh terhadap Keputusan Pembelian.
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 Brand Personality dan Service Quality terhadap Repurchase Intention Vinka Fitria Nuryani; Hendrati Dwi Mulyaningsih; 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.v4i2.13791

Abstract

Abstract . This research focuses on the variables Brand Personality , Service Quality and Repurchase IntentionThis type of research is included in descriptive and verification research with quantitative methods. The sampling technique used in this research is nonprobability sampling, namely purposive sampling. The method used in this research is a survey method with a questionnaire instrument as the data collection technique. The object of research in this study is consumers who have purchased Janji Jiwa Coffee more than once who live in the city of Bandung with a total of 204 respondents. The results in this study show that Brand Personality does not have a positive and significant effect on Repurchase Intention and Service Quality is proven to partially have a positive and significant effect on Repurchase Intention. Then simultaneously Brand Personality and Service Quality have a positive effect on Repurchase Intentions. Abstrak. Penelitian ini berfokus kepada variabel Brand Personality , Service Quality dan Repurchase Intention. Jenis penelitian ini termasuk kedalam penelitian deskriptif dan verivikatif dengan metode kuantitatif. Tekhnik sampling yang digunakan pada penelitian ini adalah non probability sampling yaitu purposive sampling. Metode yang digunakan dalam penelitian ini adalah metode survey dengan instrumen kuesioner sebagai tekhnik pengumpulan datanya. Objek penelitian pada penelitian ini adalah konsumen yang sudah lebih dari 1x membeli Kopi Janji Jiwa yang berdomisili di kota Bandung dengan jumlah responden sebanyak 204 orang. Hasil dalam penelitian ini menunjukkan bahwa Brand Personality tidak berpengaruh positif dan signifikan terhadap Repurchase Intention dan Service Quality terbukti secara parsial berpengaruh positif dan signifikan terhadap Repurchase Intention. Kemuadian secara simultan Brand Personality dan sercive quality berpengaruh positif terhadap Repurchase Intention.
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.
Co-Authors Agung Riza Bahari Suryana Ahlil Kahfi Ajeng Luthfiyatul Farida Alena Aenusiffa Salsabil Alivia Nurhaliza Arif Allya Roosallyn Assyofa Alya Fathia Ikhwani Amalya , Safira Rizki Amelia Khoerunnisa Arkan Rasyid Nur Falah Azriel Muhamad Sani Dede R Oktini Dedy Ansari Harahap Desvia Syahra Detria Aliifah Rifdah Dwi M, Hendarti Eka Tresna Gumelar Elsa Solia Putri Elvira Azis Gheanissa Aulia Luthfani Giraliyandi, Maudina Putri Handri, Handri Helmi Aziz Hendrati Dwi Mulyaningsih Herdy Rahmat Maulana Martin Ichsanul Hakim Ihsan Padilah Kautsar Rafa Nusaibah Kunanti Nurul Arifin Luthfiani Chairunissa Mahani, Nina Moch F Raska Rhamadhan Mochamad Irfan Fauzie Mochammad Imron Awalludin Muhamad Wahid Ramadhani Muhammad Daffa Azhar Muhammad Rifan Mutaqin Mukhamad Satrio Harditiyanto Nadia Meirani Nadri Taja Nadya Fitriani Nardin Najla Nina Maharani Nindya Saraswati Nisha Fadila Nur Fitriani Hidayat Nyi Raden Sheila Salsabilla Permana, Rezi Muhamad Taufik Putri Fariska Sugestie Putry Yuliani Qonidah Salsabila Senja Rachel Aldilla Yastin Rafliansyah Irfandi Raihan Habibi Ramanda Jundi Wafi Ramdan, Pratiwi Fauziah Ratih Hurriyati Reytha Ulfa Nurqia Ginting Rezi Muhammad Taufik Permana Rifaldi, Moch Fikri Rina Julianti Rizky Anugrah Pratama Roid Sadad Ruliansyah Ruliansyah Salma Athifah Azhar Sarah Ira S Lugina Septiana Ayu Estri Mahani Shalsabila Aristawidya Siti Fitrianti Sri Nur Fahmi Sri Suwarsi Sulaiman, Haryaman Justisia Sutina, Hani Taufik, Rezi Muhamad Tia Yuliawati Tresna, Eka Vinka Fitria Nuryani Vira Setya Puspa Anggreani Yudha Dwi Nugraha