Articles
<![CDATA[Is Storytelling Marketing Effective in Building Customer Engagement and Driving Purchase Decisions? ]]>
<![CDATA[Mavilinda, Hera Febria]]>;
<![CDATA[Putri, Yulia Hamdaini]]>;
<![CDATA[Nazaruddin, Akhmad]]>
<![CDATA[ Jurnal Manajemen Bisnis Vol. 14 No. 2: September 2023 ]]>
Publisher : <![CDATA[Universitas Muhammadiyah Yogyakarta ]]>
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DOI: 10.18196/mb.v14i2.17830
<![CDATA[Research aims: This study examines the relationship between storytelling marketing and customer engagement and its direct and indirect influence on purchasing decisions. Customer engagement serves as an intervening variable mediating the relationship between storytelling marketing and purchasing decisions.Design/Methodology/Approach: The research questionnaire was distributed to 200 respondents over 17 years who were active users of Instagram social media. The data analysis technique was a quantitative method employing Analysis of Structural Equation Modelling (SEM) operated through the Analysis of Moment Structure (AMOS) program.Research findings: The study's results demonstrated that storytelling marketing directly and significantly affected customer engagement and did not directly affect purchasing decisions. In addition, there was a positive and significant influence between customer engagement and purchasing decisions, and customer engagement mediated the relationship between storytelling marketing and purchasing decisions. Theoretical Contribution/Originality: Research on storytelling marketing in the context of social media platforms is new in marketing. Most previous research discussed the relationship of storytelling marketing to brand reinforcement and identity. Therefore, this study attempted to integrate the relationship model between storytelling marketing and purchasing decisions by adding customer engagement as an intervening variable.Practitioners/Policy Implications: This research can provide marketers insight into creating exciting and creative marketing content through storytelling marketing that can encourage consumer involvement in a brand or product to generate follow-up action and influence consumer purchasing decisions.Research Limitations/Implications: This research only focused on marketing storytelling and customer engagement variables, generally influencing consumer purchasing decisions on the Instagram social media platform. Hence, future research can focus more on one research object from a brand or product and develop other variables related to customer engagement from a different perspective.]]>
<![CDATA[The Impact of Sales Promotion and Electronic Word-of-Mouth on Originote Products via the TikTok Shop Application on Purchasing Decisions in Palembang City ]]>
<![CDATA[Annisa, Audi Rizky]]>;
<![CDATA[Putri, Yulia Hamdaini]]>;
<![CDATA[Mavilinda, Hera Febria]]>
<![CDATA[ Reviu Akuntansi, Manajemen, dan Bisnis Vol. 4 No. 2 (2024): Desember ]]>
Publisher : <![CDATA[Penerbit Goodwood ]]>
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DOI: 10.35912/rambis.v4i2.4212
<![CDATA[Purpose: This study examines the impact of sales promotions and electronic word of mouth (e-WOM) about The Originate items in the TikTok Shop application on purchasing decisions in Palembang. This study aims to elucidate the significance of promotional methods and electronic word-of-mouth in enhancing customer purchasing decisions for companies.Methodology: This research used quantitative methods with data collection techniques through questionnaires involving 100 respondents. The data obtained were analyzed using multiple linear regression analysis to test the influence of each independent variable on the dependent variable.Result: The research shows that sales promotions and electronic word-of-mouth (e-WOM) have a big effect on people's decisions to buy Originote products in the TikTok Shop app at the same time. Sales promotions exert a greater influence on purchasing decisions than electronic word-of-mouth.Conclusions: The study concludes that promotion (X?) and e-WOM (X?) positively influence purchasing decisions for The Originote products on TikTok Shop in Palembang City. The F-test results show that both variables together significantly impact purchasing decisions. In the digital marketing era, a strong promotion strategy combined with positive e-WOM can significantly boost consumer buying interest.Limitations: This research only focuses on users of the TikTok Shop application in Palembang City, so the results cannot be generalized to other regions and only research Sales Promotion and e-WOM. Future research should consider other variables, such as price and product quality, for a more comprehensive analysis.Contribution: This research offers ideas for business professionals, particularly The Originate, to optimize sales promotion methods and leverage e-WOM as an efficient digital marketing instrument. These findings constitute an academic addition to the examination of digital marketing in the e-commerce era.]]>
<![CDATA[Ephemeral marketing trends as a digital marketing strategy: Analyzing FOMO, gratification and user engagement in driving purchase intention ]]>
<![CDATA[Mavilinda, Hera Febria]]>;
<![CDATA[Rosa, Aslamia Rosa]]>;
<![CDATA[Putri, Yulia Hamdaini]]>
<![CDATA[ Diponegoro International Journal of Business Vol 7, No 2 (2024) ]]>
Publisher : <![CDATA[Department of Management | Faculty of Economics and Business | Universitas Diponegoro ]]>
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DOI: 10.14710/dijb.7.2.2024.115-132
<![CDATA[The purpose of this study is to explore and analyze the influence of ephemeral marketing content in motivating users through Fear of Missing Out (FOMO) behaviors and its impact on user engagement and purchase intentionamong millennials on social media platforms, adopting the uses and gratifications theory (U&G). Furthermore, the mediating impact of gratification between Fomo and user engagement was also tested. The study utilized primary data collected via online questionnaires distributed to 200 respondents who are active users of instagram. The method employed is quantitative, with PLS-SEM data analysis technique. The results indicate that ephemeral marketing content significantly affects FOMO and customer engagement. Moreover, FOMO impacts customer engagement directly and indirectly through user satisfaction as a mediating variable. The findings also reveal that customer engagement significantly influences purchase intention. Based on these findings, it is recommended that business practitioners and marketers create and enhance digital marketing strategies through appealing ephemeral marketing content to boost consumer engagement with a brand or product, which can subsequently influence their purchasing interest.]]>
<![CDATA[BRAND AMBASSADOR DAN BRAND IMAGE: FAKTOR PENENTU PEMBELIAN MASKER MUSTIKA RATU ]]>
<![CDATA[Ulandari, Meli]]>;
<![CDATA[Putri, Yulia Hamdaini]]>;
<![CDATA[Nailis, Welly]]>
<![CDATA[ ECONOMIST: Jurnal Ekonomi dan Bisnis Vol. 2 No. 2 (2025): April 2025 ]]>
Publisher : <![CDATA[CV Sentra Nusa Connection ]]>
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DOI: 10.63545/economist.v2i2.108
<![CDATA[Penelitian ini menganalisis pengaruh Brand Ambassador dan Brand Image terhadap keputusan pembelian masker wajah Mustika Ratu di Kota Palembang. Latar belakang penelitian menunjukkan adanya penurunan indeks masker wajah Mustika Ratu selama empat tahun terakhir (2021-2024), meskipun industri Skincare di Indonesia mengalami pertumbuhan signifikan. Penelitian ini menggunakan metode kuantitatif dengan teknik purposive sampling, melibatkan 100 responden yang pernah membeli masker wajah Mustika Ratu di Kota Palembang. Data dikumpulkan melalui kuesioner online dan dianalisis menggunakan regresi linear berganda. Hasil penelitian memperlihatkan bahwa Brand Ambassador berpengaruh terhadap keputusan pembelian, sementara Brand Image tidak berpengaruh. Secara simultan, kedua variabel berpengaruh terhadap keputusan pembelian dengan kontribusi sebesar 25,7%. Temuan ini mengimplikasikan bahwa perusahaan perlu memfokuskan strategi pemasarannya pada penguatan peran Brand Ambassador melalui berbagai platform media, sambil tetap mempertahankan Brand Image sebagai elemen pendukung dalam strategi pemasaran secara keseluruhan.]]>
<![CDATA[Pengaruh E-Wom dan E-Servqual Terhadap Keputusan Pembelian Makanan pada Grabfood di Kota Palembang ]]>
<![CDATA[Siti Soeleha]]>;
<![CDATA[Yulia Hamdaini Putri]]>;
<![CDATA[Aslamia Rosa]]>
<![CDATA[ Profit: Jurnal Manajemen, Bisnis dan Akuntansi Vol. 4 No. 2 (2025): Profit : Jurnal Manajemen, Bisnis dan Akuntansi ]]>
Publisher : <![CDATA[UNIVERSITAS MARITIM AMNI SEMARANG ]]>
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DOI: 10.58192/profit.v4i2.3440
<![CDATA[The purpose of this study is to examine the influence of E-WOM and E-Servqual on food purchase decisions on GrabFood in Palembang. This study is categorized as quantitative research. The respondents in this study are users who have purchased and used the GrabFood application. The sample for this study consists of about 100 respondents and uses purposive sampling method along with non-probability sampling techniques. The instrument for collecting data for this study is a questionnaire analysis evaluated using a Likert scale and linear regression analysis techniques. The results of this study indicate that the t-test variables e-wom and e-servqual have a significant and partial effect on purchasing decisions. The results of the study on the f-test variables e-wom and e-servqual have a positive and significant influence on purchasing decisions simultaneously.]]>
<![CDATA[Pengaruh Bauran Pemasaran terhadap Minat Beli pada Iphone 15 Pro Max di Kota Palembang ]]>
<![CDATA[Yumi Lestari]]>;
<![CDATA[Yulia Hamdaini Putri]]>;
<![CDATA[Aslamia Rosa]]>
<![CDATA[ Journal Economic Excellence Ibnu Sina Vol. 3 No. 2 (2025): Journal Economic Excellence Ibnu Sina ]]>
Publisher : <![CDATA[STIKes Ibnu Sina Ajibarang ]]>
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DOI: 10.59841/excellence.v3i2.2804
<![CDATA[The research was conducted to examine the influence of the marketing mix (product, price, place, and promotion) on consumers' purchase intention of the iPhone 15 Pro Max in Palembang City. The research employed a quantitative approach with purposive sampling involving 200 respondents. Data were collected through questionnaires and analyzed using multiple linear regression. The results show that all four elements of the marketing mix have a significant effect on purchase intention, both simultaneously and partially. Product and promotion emerged as the dominant factors influencing consumer decisions. This study provides important implications for Apple’s marketing strategies and for local business actors in the premium technology industry.]]>
<![CDATA[Pengaruh Brand Trust dan Kualitas Produk Terhadap Keputusan Pembelian Laptop Axioo pada Mahasiswa di Kota Palembang ]]>
<![CDATA[Achmad Anjas Asmara]]>;
<![CDATA[Aslamia Rosa]]>;
<![CDATA[Yulia Hamdaini Putri]]>
<![CDATA[ Maeswara : Jurnal Riset Ilmu Manajemen dan Kewirausahaan Vol. 3 No. 3 (2025): JUNI : Maeswara : Jurnal Riset Ilmu Manajemen dan Kewirausahaan ]]>
Publisher : <![CDATA[Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia ]]>
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DOI: 10.61132/maeswara.v3i3.1853
<![CDATA[The Influence of Brand Trust and Product Quality on the Purchase Decision of Axioo Laptops in Palembang City This study aims to analyze the influence of brand trust and product quality on the purchase decision of Axioo laptops in Palembang City. The research employs a quantitative approach using primary data obtained through questionnaires. The independent variables in this study are brand trust (X1) and product quality (X2), while the dependent variable is the purchase decision (Y). The analysis results indicate that partially, both brand trust (X1) and product quality (X2) have a positive influence on the purchase decision. Additionally, simultaneously, these independent variables also have a positive influence on the purchase decision of Axioo laptops. These findings suggest that consumers' trust in the brand and good product quality play a crucial role in driving purchase decisions. Therefore, it is recommended that the company continues to enhance consumers' trust in the brand and maintain product quality to strengthen its competitiveness in the market.]]>
<![CDATA[Pengembangan Branding pada Produk-Produk Lokal di Desa Kerinjing, Kecamatan Tanjung Raja, Kabupaten Ogan Ilir, Sumatera Selatan ]]>
<![CDATA[Hera Febria Mavilinda]]>;
<![CDATA[Nyimas Dewi Murnila Saputri]]>;
<![CDATA[Suhartini Karim]]>;
<![CDATA[Lina Dameria Siregar]]>;
<![CDATA[Yulia Hamdaini Putri]]>;
<![CDATA[Fida Muthia]]>;
<![CDATA[Cean Maria Bella]]>
<![CDATA[ Pemberdayaan Masyarakat : Jurnal Aksi Sosial Vol. 2 No. 2 (2025): Juni : Pemberdayaan Masyarakat : Jurnal Aksi Sosial ]]>
Publisher : <![CDATA[Lembaga Pengembangan Kinerja Dosen ]]>
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DOI: 10.62383/aksisosial.v2i2.1461
<![CDATA[This Community Service Activity was conducted to develop branding on local products in Kerinjing Village, Tanjung Raja District, Ogan Ilir Regency, South Sumatra. This activity was carried out offline. The method of this community service activity was training and mentoring for participants. Participants in the activity were MSME actors engaged in food and beverage processing, convection, and several other fields. The community service activity began with a presentation of material, discussion, and direct practice of using media in making logos. In addition, participants were also directed to use social media to brand their products. The results of the community service activity showed that some participants understood the branding material and could use the Canva application to make their product logos, which will be used in packaging or distributed through social media. Successful branding will build a positive image for consumers, ultimately increasing consumer interest in the product.]]>
<![CDATA[Pengembangan Ide Bisnis bagi Kelompok Wanita Tani, Kelurahan Sei Selincah Palembang ]]>
<![CDATA[Sulastri, Sulastri]]>;
<![CDATA[Adam, Mohamad]]>;
<![CDATA[Saftiana, Yulia]]>;
<![CDATA[Hamdaini, Yulia]]>
<![CDATA[ Yumary: Jurnal Pengabdian kepada Masyarakat Vol. 6 No. 1 (2025): September ]]>
Publisher : <![CDATA[Penerbit Goodwood ]]>
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DOI: 10.35912/yumary.v6i1.3854
<![CDATA[Purpose: To provide literacy for the development of business ideas for the Women Farmers Group in Sei Selincah Village, Palembang. Methodology/approach: The activity stages begin with (1) mapping to identify community needs and local potential; (2) simulation to make products (3) reviewing several examples of product result 4) training (5) mentoring for potential products; and (6) evaluation. Results/findings: The results of the difference test of the activities before and after training showed a positive increase for 11 out of 14 question materials and 3 question materials before and after training, the results were relatively the same. However, statistically, the Wilcoxon Test as a whole showed a significant difference with a value of 0.003 ? 0.05. Conclusion: This PKM activity contributed to increasing income and capabilities of the Women Farmers Group while building networks with academia for sustainable business development. Limitations: The level of community participation in this activity is not optimal and participants are limited to homogeneous age groups. Contribution: Practice in entrepreneurship science in the topic of creativity in developing business ideas. Conclusion: This activity motivates Women Farmers Groups for new businesses in more targeted ways and can increase the utilization of potential agricultural products around them.]]>
<![CDATA[THE IMPACT OF THE GREEN MARKETING MIX ON THE PURCHASING DECISIONS ABOUT LE MINERALE ]]>
<![CDATA[Nasution, Syahrial Sabari]]>;
<![CDATA[Putri, Yulia Hamdaini]]>;
<![CDATA[Maulana, Ahmad]]>
<![CDATA[ Distribusi - Journal of Management and Business Vol. 13 No. 2 (2025): Distribusi, September 2025 ]]>
Publisher : <![CDATA[Fakultas Ekonomi dan Bisnis Universitas Mataram ]]>
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DOI: 10.29303/distribusi.v13i2.660
<![CDATA[Global awareness of environmental issues has encouraged companies to adopt sustainability-oriented marketing strategies, known as green marketing. This study examines the influence of the green marketing mix on consumer purchasing decisions for Le Minerale bottled water products at Sriwijaya University. Using a quantitative method with 90 respondents, the research found that the green product and green place dimensions significantly influence purchasing decisions, while green price and green promotion do not. However, all four dimensions simultaneously have a significant influence on purchasing decisions, indicating that a comprehensive implementation of green marketing strategies can increase consumer trust and encourage more environmentally conscious purchases. Although limited to one brand and region, this study affirms the important role of green marketing as an effective strategy for companies committed to sustainability.]]>
