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All Journal Jurnal Ekonomi Jurnal Online Mahasiswa (JOM) Bidang Ilmu Ekonomi IJEBA (International Journal of Economic, Business & Applications) SOLUSI International Journal of Business, Law, and Education Jurnal Bisnis Mahasiswa Aurelia: Jurnal Penelitian dan Pengabdian Masyarakat Indonesia Journal of Accounting Management Business and International Research Journal of Artificial Intelligence and Digital Business West Science Interdisciplinary Studies West Science Interdisciplinary Studies InJEBA : International Journal of Economics, Business and Accounting Commercium: Journal of Business and Management
Aida Nursanti
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Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Neuroscience Social Sciences Other

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The Effect of Social Media Marketing on Purchase Intention Through Brand Awareness on Sociolla E-Commerce Users in Pekanbaru City Sitorus, Kristina Permata Sari; Wijayanto, Gatot; Nursanti, Aida
InJEBA : International Journal of Economics, Business and Accounting Vol. 2 No. 3 (2024): InJEBA (September)
Publisher : Basecamp Economics PubMed

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.13292823

Abstract

This study aims to determine the effect of social media marketing on buying interest through brand awareness on sociolla e-commerce users in pekanbaru city. The sampling technique used purposive sampling with non-probability sampling. Data was obtained by distributing questionnaires to 120 respondents. The approach used in this research is quantitative and uses the SEM-PLS model and SmartPls 4.0 software as a tool for this research. The results of this study indicate that: there is a positive and significant influence of social media marketing on brand awareness on Sociolla e-commerce users in Pekanbaru City, there is a positive and significant influence of brand awareness on buying interest in Sociolla e-commerce users in Pekanbaru City, there is a positive and significant influence of social media marketing on buying interest in Sociolla e-commerce users in Pekanbaru City, there is a positive and significant influence of social media marketing on buying interest through brand awareness on Sociolla e-commerce users in Pekanbaru City. For further researchers, it is hoped that this research will become a reference and analyze the time period and develop more research.
The Effect of Live Video Streaming and e-WOM on Purchasing Decisions of Tik Tok Fashion Consumers with Trust as a Mediating Variable in Pekanbaru Rahman, M Aldi; Nursanti, Aida; Musfar, Tengku Firli
AURELIA: Jurnal Penelitian dan Pengabdian Masyarakat Indonesia Vol 3, No 2 (2024): July 2024
Publisher : CV. Rayyan Dwi Bharata

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57235/aurelia.v3i2.2705

Abstract

This study aims to determine the effect of Live Video Streaming and Electronic Word of Mouth (e-WOM) on Purchasing Decisions with Trust as a mediating variable for Tik Tok users in Pekanbaru. The study used path analysis with SPSS 25 testing tools. The number of samples in the study was 112 respondents with a purposive sampling method. Data collection was carried out by distributing questionnaires to respondents with criteria, namely being over 17 years old, having purchased fashion products in the Tik Tok application, and having watched live video streaming and carried out e-WOM activities. The results of this study are Live Video Streaming, Electronic Word of Mouth, and Trust have a significant direct influence on Purchase Decisions. However, Trust is not able to be a mediation variable for Live Video Streaming and Electronic Word Mouth (e-WOM) variables on Purchase Decisions.
The Effect of E-commerce Platforms, Digital Marketing, and User Experience on Market Reach and Competitiveness of Indonesian MSMEs Wijayanto, Gatot; Jushermi, Jushermi; Nursanti, Aida; Novandalina, Arini; Rivai, Yutiandry
International Journal of Business, Law, and Education Vol. 5 No. 1 (2024): International Journal of Business, Law, and Education
Publisher : IJBLE Scientific Publications Community Inc.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56442/ijble.v5i1.492

Abstract

The complex relationships between digital marketing tactics, user experience, and e-commerce platforms are examined in this study, as well as how these relationships affect MSMEs' (micro, small, and medium-sized enterprises) ability to compete in the Indonesian market. Structural Equation Modeling with Partial Least Squares (SEM-PLS) is utilized in the study to analyze survey data obtained from 150 MSMEs in Indonesia. The adoption of e-commerce and market reach, competitiveness and effective digital marketing techniques, and user experience and overall market performance are all significantly positively correlated, according to the results. The report offers detailed insights into the digital tactics influencing MSMEs' success in the Indonesian business environment. It also offers recommendations for further research and real-world applications for companies and regulators.
Influence of Dynamic Capability, Market Research, and Social Capital on Marketing Sustainability and Competitiveness of Tourism Creative Economy in Indonesia Wijayanto, Gatot; Jushermi, Jushermi; Nursanti, Aida; Pramadewi, Arwinence; Novandalina, Arini; Rivai, Yutiandry
International Journal of Business, Law, and Education Vol. 5 No. 1 (2024): International Journal of Business, Law, and Education
Publisher : IJBLE Scientific Publications Community Inc.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56442/ijble.v5i1.500

Abstract

This study explores how market research, social capital, and dynamic capabilities interact to shape the competitiveness and sustainability of firms in Indonesia's tourism creative economy. Survey data from 215 businesses were analyzed quantitatively using Structural Equation Modeling with Partial Least Squares (SEM-PLS). The findings show a strong correlation between dynamic capability and competitiveness and sustainability in marketing. Likewise, social capital and market research showed favorable correlations with competitiveness and sustainability in marketing. While the structural model attained good fit indices, the measurement model proved to be valid and reliable. These results advance our knowledge of the variables affecting competitiveness and sustainable marketing strategies in the fast-paced environment of the tourism creative economy.
Marketing Performance and Marketing Sustainability In Msmes In Pekanbaru City: Innovation Capability, Market Orientation And Branding Wijayanto, Gatot; Jushermi, Jushermi; Nursanti, Aida; Pramadewi, Arwinence; Novandalina, Arini; Rivai, Yutiandry
Commercium : Journal of Business and Management Vol. 2 No. 2 (2024): May 2024
Publisher : Indonesian Scientific Publication

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61978/commercium.v2i2.218

Abstract

In the dynamic setting of Pekanbaru City, this study explores the complex interactions among innovation capacity, market orientation, and branding, and their effects on marketing performance and sustainability in Micro, Small, and Medium-Sized Enterprises (MSMEs). Structural Equation Modeling (SEM-PLS 4) was utilized for investigation in a quantitative method with 215 respondents. The study reveals important positive correlations between marketing performance and innovation ability, market orientation and marketing sustainability, and marketing performance and sustainability enhanced by successful branding. Additionally, the synergistic relationship among branding, market orientation, and innovation affects marketing results and sustainability. These findings have important ramifications for MSMEs, policymakers, and researchers. They offer practical guidance for improving tactics and promoting sustainability in the MSME sector of Pekanbaru City.
Pengaruh Kualitas Produk dan Electronic Word of Mouth (e-WOM) terhadap Keputusan Pembelian melalui Brand Trust pada Sneakers Merek VANS di Kota Pekanbaru Bangkit, Hendrawan; Nursanti, Aida; Wildah, Sri Wahyuni; Syamsuri, Abd. Rasyid
Jurnal Bisnis Mahasiswa Vol 5 No 4 (2025): Jurnal Bisnis Mahasiswa
Publisher : PT Aksara Indo Rajawali

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.60036/jbm.733

Abstract

Penelitian memiliki tujuan untuk mengetahui pengaruh Kualitas Produk dan e-WOM terhadap Keputusan Pembelian melalui Brand Trust pada Sneakers VANS di Kota Pekanbaru. Pengambilan sampel dalam penelitian ini dilakukan dengan menggunakan teknik purposive sampling dengan menggunakan rumus Lameshow sehingga jumlah sampel dalam penelitian ini sebanyak 100 responden. Metode analisis data penelitian ini menggunakan metode analisis SEM-PLS dengan software Smart-PLS versi 4.0. Hasil penelitian menunjukkan bahwa terdapat pengaruh positif dan signifikan antara Kualitas Produk terhadap Keputusan Pembelian. Terdapat pengaruh positif dan signifikan antara e-WOM terhadap Keputusan Pembelian. Terdapat pengaruh positif dan signifikan antara Kualitas Produk terhadap Brand Trust. Terdapat pengaruh positif dan sigifikan antara e-WOM terhadap Brand Trust. Terdapat pengaruh positif dan signifikan antara Kualitas Produk terhadap Keputusan Pembelian melalui Brand Trust. Terdapat pengaruh positif dan signifikan antara e-WOM terhadap Keputusan Pembelian melalui Brand Trust.
PENGARUH CUSTOMER EXPERIENCE DAN PRODUCT QUALITY TERHADAP CUSTOMER SATISFACTION MELALUI BUYING DECISION PRODUK OUTDOOR GEAR EIGER DI KOTA PEKANBARU Al Madan, Muhammad; Nursanti, Aida; Asrilsyake, Sharnuke
Jurnal Online Mahasiswa (JOM) Bidang Ilmu Ekonomi Vol 11, No 2 (2024): : (Juli - Desember)
Publisher : Jurnal Online Mahasiswa (JOM) Bidang Ilmu Ekonomi

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

This study was conducted with the aim of knowing the effect of Costumer Experience and, Product Quality on Customer Satisfaction through Buying Decision in Pekanbaru city community. The population in this study were the people of Pekanbaru city who had shopped at Eierg products in Pekanbaru City. Sampling in this study was carried out using purposive sampling technique using the hair et al. formula, so that the number of samples in this study were 135 respondents. The data analysis method of this study uses the Structural Equation Modeling - Partial Least Square (SEM-PLS) analysis method with SmartPLS software version 4.1.0.2. The results showed that there is a positive and significant influence between Costumer Experience on Buying Decision. There is a positive and significant influence between Product Quality on Buying Decision. There is a positive and significant influence between Buying Decision on Customer Satisfaction. There is a positive and significant influence between Costumer Experience on Customer Satisfaction through Buying Decision. There is a positive and significant influence between social media marketing on Costumer Satisfaction through Buying Decision. Keywords: Costumer Experience, Product Quality, Buying Decision and Costumer Satisfaction.
Pengaruh kualitas produk, brand ambassador dan brand image terhadap keputusan pembelian skincare Skintific di Kota Pekanbaru Azzahra, Citra Faizah; Nursanti, Aida; Noviasari, Henni
Jurnal Bisnis Mahasiswa Vol 5 No 5 (2025): Jurnal Bisnis Mahasiswa
Publisher : PT Aksara Indo Rajawali

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.60036/jbm.795

Abstract

Penelitian ini dilakukan dengan tujuan untuk mengetahui pengaruh Kualitas Produk, Brand ambassador dan Brand Image terhadap Keputusan Pembelian Skincare Skintific di Kota Pekanbaru. Populasi dalam penelitian ini adalah yang pernah membeli skincare Skintific. Jumlah sampel dalam penelitian ini dilakukan dengan cara teknik Purposive Sampling, yaitu menjadikan seluruh anggota populasi menjadi sampel, sehingga jumlah sampel dalam penelitian ini sebanyak 100 responden. Metode analisis data penelitian ini menggunakan metode analisis Regresi Linear Berganda. Hasil penelitian menunjukkan bahwa terdapat pengaruh positif dan signifikan antara Kualitas Produk terhadap KeputusanPembelian. Terdapat pengaruh positif dan signifikan antara Brand Ambassador terhadap Keputusan Pembelian. Terdapat pengaruh positif dan signifikan antara Brand Image terhadap Keputusan Pembelian. Terdapat pengaruh positif dan signifikan secara simultan antara Kualitas Produk, Brand Ambassador dan Brand Image terhadap Keputusan Pembelian.
Is Brand Image Overrated? A Case Study of New Balance Consumer Behavior in Pekanbaru, Indonesia Saputra, Eko; Nursanti, Aida; Siregar, Prima Andreas; Noviasari, Henni
RIGGS: Journal of Artificial Intelligence and Digital Business Vol. 4 No. 3 (2025): Agustus - October
Publisher : Prodi Bisnis Digital Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/riggs.v4i3.2273

Abstract

This study aimed to determine the influence of brand image, product quality, and price on purchasing decisions for New Balance shoes in Pekanbaru. The population in this study consisted of all Pekanbaru residents who used New Balance shoes. The sample size in this study was determined using the purposive sampling technique, in which all New Balance shoe users were included in the sample, resulting in a total of 105 respondents. The data analysis method used in this research was multiple linear regression analysis, processed using SPSS version 31. The results show that brand image has no significant influence on purchasing decisions. Product quality significantly influences purchasing decisions. Price significantly influences purchasing decisions. Brand image, product quality, and price significantly influence purchasing decisions.
The Impact of Celebrity Endorsement, Product Quality, and Brand Image on Purchasing Decisions and Customer Satisfaction of MS Glow Products in Pekanbaru City: A Formal Analysis Noviani, Rima; Nursanti, Aida; Noviasari, Henni; Siregar, Prima Andreas
West Science Interdisciplinary Studies Vol. 1 No. 10 (2023): West Science Interdisciplinary Studies
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsis.v1i10.256

Abstract

This study aims to determine how much influence celebrity endorsers, product quality and brand image have on purchasing decisions and customer satisfaction for MS Glow products in Pekanbaru city. The population of this study are all consumers who have bought and used ms glow products. This study used 147 respondents with non-probability sampling technique with purposive sampling method. This research analysis method uses path analysis with data processing using SPSS (Statistical Program Society Science) version 23 for windows. The results of this study indicate that (1) Celebrity endorser has a positive and significant effect on purchasing decisions; (2) Product quality has a positive and significant effect on purchasing decisions; (3) Brand image has a positive and significant effect on purchasing decisions; (4) Purchasing decisions have a positive and significant effect on customer satisfaction; (5) Celebrity endorser has a positive and significant effect on customer satisfaction through purchasing decisions; (6) Product quality has a positive and significant effect on customer satisfaction through purchasing decisions; (7) Brand image has a positive and significant effect on customer satisfaction through purchasing decisions.
Co-Authors ', Jushermi ', Samsir Abd. Gaffar ' Abd. Rasyid Syamsuri Adlian Ichsan Ahmat Hidayat Al Madan, Muhammad Andi Rikson Arini Novandalina Arwinence Pramadewi Asrilsyake, Sharnuke Azzahra, Citra Faizah Bangkit, Hendrawan Chairul Amsal Deni, Normala Dewi, Ayu Sari Dian Pratiwi Dinda, Ulfa Dinda Eko Saputra Fajar Arsandy Hutama Gatot Wijayanto Gea Wilvi Onalza Harpadeles, Ian Henni Noviasari I Putu Indra Surya Irfansyah ' Jushermi Jushermi ' Jushermi Jushermi Jushermi Jushermi, Jushermi Kennedy, Nurul Fadilla Lilis Sulistyowati Marhadi ' Marhadi Marhadi, Marhadi Maulana, Rayhan Melayu, Goval Mentari Rahmanita Mismay Debora Monika Dita Monina Selfi Karlina Muhamad Naufal Mustakim Muhammad Jamil Hazfa Noviani, Rima nukeAsrilsyak, Sharnuke Prima Andreas Siregar Rahman, M Aldi Rangga Fajra Pradipta Rendy Yonelananda Putra Rovanita Rama Sitompul, Andri Hasudungan Sitorus, Kristina Permata Sari Sri Ayu Wulandari Sri Restuti Sri Wahyuni Wildah Surya Frans Susi Hendriani Syahputra, Dedi Tarigan, Mida Aprilina Tengku Firli Musfar Tengku Firly Musfar Yutiandry Rivai Zaharatul Miladiah Zulkarnain '