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All Journal Journal of Economic, Bussines and Accounting (COSTING) J-MAS (Jurnal Manajemen dan Sains) Jurnal Mantik Buana Ilmu International Journal of Economics Development Research (IJEDR) Management Studies and Entrepreneurship Journal (MSEJ) Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Enrichment : Journal of Management BUDGETING : Journal of Business, Management and Accounting Jurnal Ekonomi International Journal of Applied Finance and Business Studies Service Management Triangle : Jurnal Manajemen Jasa Jurnal Pijar : Studi Manajemen dan Bisnis Journal of Management and Social Sciences Marketgram Journal West Science Business and Management Jurnal Bisnis dan Manajemen West Science
Syifa Pramudita Faddila
Universitas Buana Perjuangan Karawang
Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences Transportation

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Journal : Buana Ilmu

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EFEKTIVITAS BAURAN PROMOSI DALAM MENINGKATKAN KEPUASAN KONSUMEN PADA PERUSAHAAN PT. LAKSANA LIMA-LIMA (studi pada perumahan Laksana Lima-Lima Residence) Leo Abdul Azis; Citra Savitri; Syifa Pramudita Faddila
BUANA ILMU Vol 7 No 1 (2022): Buana Ilmu
Publisher : Lembaga Penelitian dan Pengabdian Kepada Masyarakat, Universitas Buana Perjuangan Karawang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36805/bi.v7i1.3012

Abstract

Kehadiran properti industri tidak dapat hanya memberikan kontribusi yang signifikan bagi pembangunan sector perumahan untuk masyarakat huni, tetapi juga berdampak pada pembangunan sector lainnya. Perumahan laksana lima-lima residence merupakan salah satu produk PT. Laksana Lima-Lima yang ada di daerah karawang dengan beralamatkan Jln. Curug-Kosambi, Curug, Kecamatan Klari, Kabupaten Karawang. Selang beberapa lama departemen penjualan atau departemen pemasaran di perumahan laksana limalima melakukan kegiatan promosi dengan metode sebar brosur untuk masyarakat guna untuk mengetahui informasi mengenai perumaha tersebut. Metode yang digunakan dalam penelitian ini adalah pendekatan deskriptif dan teknik pengumpulan data dilakukan dengan cara observasi, wawancara, dan studi literatur. Hasil penelitian menunjukan bahwa pelaksanaan sebar brosur dan penjelasan kepada konsumen beli 1 unit akan mendapatkan hadiah elektronik gratis belum bisa dikatakan efektif karena hasil kegiatan tersebut hanya meninggkat 50 unit penjualan saja dari target 1000 unit rumah yang akan dibangun, dan setelah kegiatan tersebut penjualan kembali menurun drastis. Selain itu, ditemukan factor penyebab turunnya penjualan setelah bauran pemasaran dilakukan dengan metode sebar brosur, penurunan disebabkan oleh permasalahan internal sehinggal kinerja dari setiap departemen tidak efektif dan efisien, dan ada faktor tambahan lainnya yang menjadi hambatan perusahaan untuk terus berjalan. Kata Kunci: Bauran Promosi, efektivitas, Kepuasan Konsumen The presence of industrial property can not only make a significant contribution to the housing development sector for the people to live in, but also have an impact on other development sectors. Housing like the five-five residences is one of the products of PT. Laksana Lima-Lima in the Karawang area with the address Jln. CurugKosambi, Curug, Klari District, Karawang Regency. After a while the sales department or marketing department in the housing carried out five five promotional activities with the method of distributing brochures to the public in order to find out information about the housing. The method used in this research is a descriptive approach and data collection techniques are carried out by means of observation, interviews, and literature studies. The results show that the implementation of distributing brochures and explanations to consumers who buy 1 unit will get a free electronic gift cannot be said to be effective because the results of these activities only increased 50 units of sales from the target of 1000 housing units to be built, and after the activity again sales decreased drastically. . In addition, it was found that the factors causing the decline after sales of the marketing mix were carried out using the brochure distribution method, which were caused by internal problems so that the performance of each department was not effective and efficient, and there were other additional factors that hindered the company from continuing to run. Keywords: Promotion Mix, Efectivity, Consumer Satisfaction.
PENGARUH BRAND AMBASSADOR “BLACKPINK” DAN BRAND IMAGE TERHADAP MINAT BELI DI APLIKASI SHOPEE PADA MAHASISWA MANAJEMEN ANGKATAN 2018 UNIVERSITAS BUANA PERJUANGAN KARAWANG Muhammad Nuch Ghifffary Herawan; Citra Savitri; Syifa Pramudita Faddila
BUANA ILMU Vol 7 No 1 (2022): Buana Ilmu
Publisher : Lembaga Penelitian dan Pengabdian Kepada Masyarakat, Universitas Buana Perjuangan Karawang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36805/bi.v7i1.3013

Abstract

Era modern sekarang ini membawa dampak besar bagi perusahaan platform belanja online di Indonesia, era digital muncul karena adanya perkembangan teknologi yang pesat. Perkembangan tersebut mempengaruhi proses pemasaran, bagaimana nilai suatu produk disampaikan kepada konsumen. Penjualan langsung barang dan jasa ini pada umumnya dikenal dengan sebutan ecommerce (perdagangan elektronik). Diantara startup tersebut terdapat e-commerce salah satunya adalah Shopee. Shopee merupakan e-commerce dengan pengunjung website terbanyak dan paling diminati. Penelitian ini bertujuan untuk mengetahui Pengaruh Brand Ambassador dan Brand Imageterhadap minat beli. Adapun variabel penelitian ini adalah Brand Ambassador, Brand Image, dan Minat Beli. Penelitian ini menggunakan metode kuantitatif menggunakan teknik pengumpulan data berupa wawancara, observasi, studi pustaka dan kuesioner. Sedangkan analisis yang digunakan adalah uji validitas, uji reliabilitas, uji asumsi klasik, uji regresi linier berganda, uji t dan uji f dan koefisien determinasi. Pengambilan sampel dalam penelitian ini menggunakan teknik slovin yang pada akhirnya memiliki jumlah sampel 104 responden sesuai dengan perhitungan. Hasil penelitian ini menggunakan program SPSS 24.0 dengan menggunkan taraf signifikan sebesar 5% atau 0,05. Dengan hasil secara parsial Brand Ambassador berpengaruh signfikan terhadap minat beli. Secara parsial Brand Imageberpengaruh signifikan terhadap minat beli. Secara simultan Brand Ambassador dan Brand Imageberpengaruh signfikan terhadap minta beli. Kata kunci: Brand Ambassador, Brand Image Dan Minat BeliThe modern era now has a big impact on online shopping platform companies in Indonesia, the digital era has emerged due to the rapid development of technology. These developments affect the marketing process, how the value of a product is conveyed to consumers. This direct sale of goods and services is generally known as e-commerce (electronic commerce). Among these startups, there are ecommerce, one of which is Shopee. Shopee is an e-commerce site with the most and most in-demand website visitors. This study aims to determine the effect of Brand Ambassador and Brand Image on buying interest. The variables of this research are Brand Ambassador, Brand Image, and Buying Interest. This study uses quantitative methods using data collection techniques in the form of interviews, observations, literature studies and questionnaires. While the analysis used is the validity test, reliability test, classical assumption test, multiple linear regression test, t test and f test and the coefficient of determination. Sampling in this study used the slovin technique which in the end had a sample of 104 respondents according to the calculation. The results of this study used the SPSS 24.0 program using a significant level of 5% or 0.05. With the partial results, Brand Ambassador has a significant effect on Buying Interest. Partially Brand Image has a significant effect on Buying Interest. Simultaneously, Brand Ambassador and Brand Image have a significant effect on asking to buy. Keywords: Brand Ambassador, Brand Image, And Buying Interest
Co-Authors Abdullah Fatah Agus Rahayu Ahmad Maulana Yusuf Aimmatul Khulwani Citra Savitri Citra Savitri Savitri Darma Karen Yudhistira Desniyanti Manik Dewi Ratna Suminar Dita Agustia Ellin Permatasari Ery Rosmawati Haekal Fitrayassa Heny Hendrayati Herni Herni Ina Krissina Yuliani Irma Nurul Ulfaida Khoerul Ambiya Kris Monica Silitonga Laras Ratu Khalida Latifah Istiqomah Leo Abdul Azis Melinia Yanuar Muhamad Paisal Aristama Muhammad Akmal Rizki Faiz Muhammad Arrizky Ilham As’ad Muhammad Nuch Ghifffary Herawan Neni Sumarni Netti Nurlenawati Putri Widia Ningsih Raka Fahrizal Irwansyah Rindiyani Julia Setiasih Rizky Maulana Robby Fauji Salma Aulia Mulyawati Santi Pertiwi Hari Sandi Sihabudin Sihabudin Siti Sabira Azzahra Janah Uus Mohammad Darul Fadli Yuni Yuliantika Yunita Eka Sari