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All Journal Seminar Nasional FISIP Unila Jurnal Analisis Sosial Politik Economic Education and Entrepreneurship Journal Tax Literacy and Leadership Agility: Indigenous Peoples Awareness in Paying Taxes Jurnal Pengabdian Dharma Wacana Jurnal Perspektif Bisnis Seandanan: Jurnal Pengabdian pada Masyarakat Journal of Business Management and Economic Development Jurnal Kompetitif Bisnis International Journal of Economics, Business and Innovation Research
Deddy Aprilani
Universitas Lampung
Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Medicine & Pharmacology Social Sciences Other

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Effect of Brand Awareness, Celebrity Endorsements, and Online Customer Reviews on Women's Choice to Purchase Skincare Products on TikTok: Study of Gen Z Women in Bandar Lampung Pratiwi, Merliana; Rifa'i, Ahmad; Aprilani, Deddy
Journal of Business Management and Economic Development Том 3 № 02 (2025): Journal of Business Management and Economic Development
Publisher : PT. Riset Press International

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59653/jbmed.v3i02.1725

Abstract

The marketing industry has changed as a result of the quick advancement of digital technology, and TikTok is now utilized as an efficient marketing tool in addition to being an entertainment platform. Additionally, TikTok serves as a platform for brand-consumer connection as they look for information and make judgments about what to buy. This study is to investigate how women's skincare shopping decisions on TikTok are influenced by brand awareness, celebrity endorsements, and online customer evaluations, with a particular focus on Gen Z women in Bandar Lampung. All Bandar Lampung City Gen Z women who have purchased Skintific skincare items on TikTok at least once make up the study's population. The study uses a quantitative framework and explanatory methodologies. The samples were selected using purposeful sampling, and the sampling process was conducted using accidental sampling. 97 participants were given questionnaires as part of the data collection process. Among the data analysis techniques used are the validity test, reliability test, multiple linear regression analysis, classical assumption test, and hypothesis test. The data was statistically descriptively analyzed using SPSS software version 27. The results show that, when taken into account separately, brand awareness, celebrity endorsements, and online customer reviews all significantly and favorably influence purchasing decisions. When taken as a whole, these three elements have a favorable and substantial impact on purchasing decisions.
EFEKTIFITAS BEAUTY INFLUENCER TIKTOK DALAM MEMPENGARUHI KEPUTUSAN PEMBELIAN KOSMETIK MAYBELLINE NEW YORK Kurniawan, Dona Meliara; Aprilani, Deddy; Aprilia, Hani Damayanti
Jurnal Kompetitif Bisnis Vol. 1 No. 1 (2023): Jurnal Kompetitif Bisnis
Publisher : Jurusan Administrasi Bisnis, FISIP, Universitas Lampung

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Abstract

The modern society has close ties with social media, ranging from entertainment, the latest information to beauty trends. Beauty brands compete in attracting the attention of consumers through social media, and Tiktok as the most popular platfornm lately. The Maybelline Brand uses Beauty Influencers as the main key to successful promotion. The purpose of this study was to determine the influence of Laura Siburian as a Beauty The purpose of this study was to find out whether Laura Siburian as a Beauty Influencer Tiktok influences the purchasing decisions of her viewers or not. This research uses a type of quantitative researcher. The population of this study are active TikTok users who have watched Laura Siburian's promotional videos. The sampling technique used purposive sampling with a sample of 100 respondents. Data collection uses a questionnaire, with literature study through books, journals, and private or government publications. The analysis techniques used include validity test, reliability test, simple linear regression, t test, and R2 test with SPSS 24.0 tools. The results of this study are that the Beauty Influencer variable has a significant influence on purchasing decisions by 32.7%, the rest is explained by other factors. This proves that Laura can attract consumers' interest through her Tiktok promotional videos to make purchases of Maybelline mascara products effective and efficiently. In the future, the company can continue to improve collaboration with Beauty Influencer Laura Siburian and TikTok as its platform.
PENGEMBANGAN POTENSI WISATA MELALUI DAYA TARIKWISATA: (STUDI WISATA KAMPOENG VIETNAM LAMPUNG) Ningsih, Devi Indri; Aprilani, Deddy; Saptiani, Fenny
Jurnal Kompetitif Bisnis Vol. 1 No. 2 (2023): Jurnal Kompetitif Bisnis
Publisher : Jurusan Administrasi Bisnis, FISIP, Universitas Lampung

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Abstract

ABSTRACT The study aims to learn the potential development of "kampoeng Vietnam lampung" tourism through tourist attraction. As for the research used on this study using qualitative research methods with qualitative descriptive. Using data-collection techniques in between observation, interview, and documentation. The study has resulted in an image of the potential for natural tourism and a special interest that attracts attraction. The development of a tourist attraction is 4a attractions, shown by a type of live musical attraction (karokean), a coffee band, and an old band with varying attractions provided by the tourist management to make increased tourist visitations. Access (accessibility) with results shows access to social media information, road conditions, the clipboard. Facilities with results indicate they are quite well and complete (mushola, restaurant, gazebo or saung, children's playground, photo spot, and toilet). Additional services that the ancillary service with results showed that there were (pharmacies, hospitals, inns, gas stations, community centers, and ATM machines) complete and close to the Vietnam popoeng tourist attraction.
PERAN KUALITAS PRODUK, HARGA, CITRA MEREK, DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN: PERAN KUALITAS PRODUK, HARGA, CITRA MEREK, DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN Noegroho, Galuh Adrianto; Aprilani, Deddy; Aprilia, Hani Damayanti
Jurnal Kompetitif Bisnis Vol. 1 No. 3 (2023): Jurnal Kompetitif Bisnis
Publisher : Jurusan Administrasi Bisnis, FISIP, Universitas Lampung

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Abstract

This study aims to determine how much influence product quality, price, brand image, and service quality have on purchasing decisions. The population used is prepaid Telkomsel users in Bandar Lampung. This study used a type of quantitative approach using explanatory. The sampling technique used purposive sampling with non-probability sampling method and the number of samples was 100 respondents. This study uses multiple linear regression analysis techniques with the SPSS 26.0 program. The results of this study indicate that partially the variables of product quality, price, brand image, and service quality have a positive and significant effect on purchasing decisions. The result of the F test in this study incicate variables of product quality, price, brand image, and service quality simultaneously have a significant effect of 69.8% on purchasing decisions. The result of the correlation coefficient research show that the R-square value is 53.4% while the remaining 43.4% is influenced by othet variable not examined in this study, and the R-value obtained in this study is 0.731 and is included in the category of stong relationship level.
STRATEGI PEMASARAN DALAM PENINGKATAN PENJUALAN (STUDI PADA TOKO VAPORIZER LAMPUNG) Rahmadi, M Dani; Aprilani, Deddy; Septiani, Winda
Jurnal Kompetitif Bisnis Vol. 2 No. 3 (2024): Jurnal Kompetitif Bisnis
Publisher : Jurusan Administrasi Bisnis, FISIP, Universitas Lampung

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Abstract

This research aims to determine effective and efficient alternative marketing strategies to increase sales at Lampung Vaporizer stores. This research uses a qualitative approach with descriptive research type. The informants in this research were the Vaporizer Lampung shop owner, Vaporizer Lampung employees, and Vaporizer Lampung consumers. Data obtained using observation, interviews and FGD methods. The data analysis technique uses SWOT analysis. The results of this research show that the results of the SWOT diagram analysis show a position in quadrant 1, namely an aggressive strategy. The strategy that can be used is the S-O strategy, namely using the strengths you have and taking advantage of existing opportunities. Alternative strategies that Vaporizer Lampung can use to increase sales are increasing digital marketing such as maximizing social media, then utilizing e-commerce platforms, apart from that, Vaporizer Lampung has the alternative of opening branch stores to expand the market.
HUBUNGAN ANTARA KEPEMIMPINAN, MOTIVASI, DAN DISIPLIN KERJA DENGAN KINERJA PEGAWAI (STUDI KASUS PERUM. BULOG WILAYAH LAMPUNG) Auni, Mithalina; Aprilani, Deddy; Nugeraha, Prasetya
Jurnal Kompetitif Bisnis Vol. 2 No. 3 (2024): Jurnal Kompetitif Bisnis
Publisher : Jurusan Administrasi Bisnis, FISIP, Universitas Lampung

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Abstract

The work directly associated with the strategic goals implemented by the company determines employee performance. Therefore, obtaining a profound understanding of the aspects influencing employee performance is crucial. The aim of this research is to provide a comprehensive study on the influence of leadership, motivation, and work discipline on employee performance at the Regional Office of the National Logistics Agency (BULOG) in Lampung. This research uses an explanatory approach with a quantitative research method. The research subjects in this study consist of all employees of Perum. Bulog Kanwil Lampung, totaling 57 individuals, using the cluster sampling technique. The obtained data were then analyzed using multiple linear regression analysis. The research findings indicate that leadership does not have a significant impact on employee performance, but motivation and work discipline have a highly significant influence on employee performance at Perum. These results have important implications for management in human resource utilization and organizational performance improvement. Recognizing the importance of work discipline in enhancing employee performance is crucial for designing more efficient strategies in workforce management within the company's environment.
PENGARUH PENGALAMAN ORGANISASI, PENGALAMAN MAGANG, DAN SELF EFFICACY TERHADAP KESIAPAN KERJA MAHASISWA TINGKAT AKHIR Erlangga, Fendry; Bakti, Dadang Karya; Aprilani, Deddy
Jurnal Kompetitif Bisnis Vol. 2 No. 4 (2024): Jurnal Kompetitif Bisnis
Publisher : Jurusan Administrasi Bisnis, FISIP, Universitas Lampung

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Abstract

This research examines the influence of organizational experience, internship experience and self-efficacy on work readiness of final year students at the Faculty of Social and Political Sciences, University of Lampung. Using a quantitative approach, data was obtained through an online survey distributed via social media, with a sample consisting of 96 respondents from final year students at the Faculty of Social and Political Sciences, University of Lampung who had organizational experience and internship experience. Data analysis was carried out using SPSS. The results of the research show that organizational experience, internship experience and self-efficacy have a partially positive and significant influence on the work readiness of final year students at the Faculty of Social and Political Sciences, University of Lampung. Meanwhile, simultaneously there is an influence between all variables.
PERAN CELEBRITY ENDORSER DALAM MEMPENGARUHI KEPUTUSAN PEMBELIAN GEN Z PENGGUNA INSTAGRAM PADA PRODUK EMINA COSMETICS Aprilani, Deddy; Putri, Mutiara Dwi Reza; Nugeraha, Prasetya
Jurnal Kompetitif Bisnis Vol. 3 No. 2 (2025): Jurnal Kompetitif Bisnis
Publisher : Jurusan Administrasi Bisnis, FISIP, Universitas Lampung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.0120/jkb.v3i2.435

Abstract

This study aims to determine the effect of celebrity endorser s on the purchasing decisions of Gen Z Instagram users on Emina Cosmetics products. Celebrity endorser s in this study were analyzed using the TEARS indicator which consists of Trustworthiness, Expertise, Attractiveness, Respect, and Similarity. This study uses a quantitative approach with a causal explanatory method. The data collection technique was carried out through distributing questionnaires to 100 respondents who are Instagram users from Gen Z who know or have seen Emina Cosmetics promotions by celebrity endorser s. Data analysis was carried out using validity, reliability, descriptive analysis, classical assumption test, simple linear regression, t test, and coefficient of determination. The results showed that celebrity endorser s had a significant and positive effect on purchasing decisions with a significance value of 0.000 <0.05 and a regression coefficient of 0.133. The coefficient of determination (R²) of 0.355 indicates that 35.5% of purchasing decisions are influenced by celebrity endorser s, while the rest is influenced by other factors outside this study. Thus, the use of celebrity endorser s that are in accordance with the characteristics of the target market can be an effective strategy in increasing consumer purchasing decisions, especially in generation Z.
STRATEGI PENGEMBANGAN USAHA KONVEKSI DENGAN METODE ANALYTICAL HIERARCHY PROCESS (AHP) Hanafi, Bayu; Aprilani, Deddy; Aprilia, Hani Damayanti
Jurnal Perspektif Bisnis Vol. 6 No. 1 (2023): Jurnal Perspektif Bisnis
Publisher : Jurusan Administrasi Bisnis, FISIP, Universitas Lampung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23960/jpb.v6i1.144

Abstract

Penelitian ini bertujuan untuk menentukan strategi yang menjadi prioritas dalam pengembangan usaha. Metode penelitian yang digunakan adalah deskriptif. Lokasi penelitian adalah konveksi Vendor Kampus Indonesia . Informan dipilih dengan purposive sampling dan snowball sampling. Teknik pengumpulan data menggunakan observasi, wawancara mendalam , dan dokumentasi. Data yang terkumpul dianalisis dengan matriks IFAS dan EFAS , matriks SWOT dan proses hirarki analitis (AHP). Hasil penelitian menunjukkan bahwa terdapat dua strategi yang menjadi prioritas dalam pengembangan bisnis Vendor Kampus Indonesia berbasis AHP, yaitu (1) Menjaga dan meningkatkan kinerja dan kepuasan ; dan (2) Menjaga kualitas produk .
FAKTOR PEMBENTUK LOYALITAS PELANGGAN KOPI DI BANDAR LAMPUNG (STUDI PADA KONSUMEN KOPI KENANGAN) Pradanti, Meivia Intan; Aprilani, Deddy; Nugeraha, Prasetya
Jurnal Kompetitif Bisnis Vol. 3 No. 4 (2025): Jurnal Kompetitif Bisnis
Publisher : Jurusan Administrasi Bisnis, FISIP, Universitas Lampung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.0120/jkb.v3i4.437

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh Word of Mouth, media sosial, dan program loyalitas terhadap loyalitas pelanggan Kopi Kenangan di Bandar Lampung. Penelitian menggunakan jenis penelitian eksplanatori dengan pendekatan kuantitatif, dari data primer yang diperoleh dari responden melalui kuesioner. Sampel terdiri dari 100 responden yang dipilih menggunakan Teknik Purposive Sampling dengan kriteria yaitu pelanggan Kopi Kenangan, berdomisili di Bandar Lampung, pengguna aktif media sosial, dan telah melakukan pembelian minimal 3 kali dalam 3 bulan terakhir. Hasil menunjukkan secara simultan bahwa Word of Mouth, media sosial, dan program loyalitas berpengaruh signifikan dengan hubungan positif terhadap loyalitas pelanggan. Secara parsial, variabel WOM dan program loyalitas berpengaruh signifikan dengan hubungan positif terhadap loyalitas pelanggan, sedangkan media sosial berpengaruh tidak signifikan terhadap loyalitas pelanggan.
Co-Authors A Effendi A. Efendi A. Rifa'i Afrillia Setiarini Akgis Cahya Ningtyas Aprilia, Hani Damayanti Auni, Mithalina Bakti, Dadang Karya Daniel Triantoro Daud, Rosy Febriani Daud, Rosy Febriani Della Monica Devi Indri Ningsih Dian Komarsyah Dian Komarsyah Djuardi Dona Meliara Kurniawan Erlangga, Fendry Fenny Saptiani Galuh Adrianto Noegroho Hanafi, Bayu Hani Damayanti Aprilia Hani Damayanti Aprilia Hani Damayanti Aprilia Haris Abi Afifi Hartono Hartono khusnul muslimah Kurniawan, Dona Meliara Laras, Esti M. Taufan Hidayat Marini May Roni Muhammad Fadli Aulia Ansori Ningsih, Devi Indri Noegroho, Galuh Adrianto Nugeraha, Prasetya Nur Efendi Pradanti, Meivia Intan Prasetya Nugeraha Prasetya Nugeraha Prasetya Nugeraha Pratiwi, Merliana Putri, Mutiara Dwi Reza Rahmadi, M Dani Rifa'i, Ahmad Rifky Ramadhan Rosy Febriani Daud Supri Yanto Winda Septiani