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All Journal EQIEN - JURNAL EKONOMI DAN BISNIS JURNAL PEMASARAN KOMPETITIF Nusantara Hasana Journal Jurnal Penelitian Ekonomi Manajemen dan Bisnis International Journal of Asian Business and Management (IJABM) BULLET : Jurnal Multidisiplin Ilmu International Journal of Economics, Business and Innovation Research
Nuzul Inas Nabila
Fakultas Ekonomi Institut Teknologi dan Bisnis Kalbis
Agriculture, Biological Sciences & Forestry Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Medicine & Pharmacology Nursing Social Sciences

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PENGARUH INTERNAL BRAND COMMITMENT (IBC), INTERNAL BRAND KNOWLEDGE (IBK) TERHADAP INTERNAL BRAND EQUITY (IBE) STUDI PADA NIKE DI JAKARTA Nuzul Inas Nabila
Jurnal Pemasaran Kompetitif Vol 1, No 1 (2017): Jurnal Pemasaran Kompetitif
Publisher : Universitas Pamulang

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (477.23 KB) | DOI: 10.32493/jpkpk.v1i01.680

Abstract

ABSTRAKPenelitian ini bertujuan untuk mengetahui pengaruh internal brand commitment, internal brand knowledge terhadap internal brand equity di perusahaan Nike. Sampel dalam penelitian yang digunakan adalah karyawan Nike yang berada di Outlet Nike di Jakarta. Partial Least Square digunakan dengan software Wrap PLS 4.0 untuk menganalisis data. Hasil analisis menunjukkan bahwa internal brand commitment, internal brand knowledge berpengaruh terhadap internal brand equity.Kata Kunci: Brand equity, Internal brand equity, Internal brand Commitment, Internal brand knowledge. 
PENGARUH KUALITAS PELAYANAN DAN KEPERCAYAAN TERHADAP KEPUASAN KONSUMEN PENGGUNA TOKOPEDIA DI BANDAR LAMPUNG Rianadia Agustina; Driya Wiryawan; Nuzul Inas Nabila
Eqien - Jurnal Ekonomi dan Bisnis Vol 11 No 02 (2022): EQIEN- JURNAL EKONOMI DAN BISNIS
Publisher : Sekolah Tinggi Ilmu Ekonomi Dr Kh Ez Mutaqien

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34308/eqien.v11i02.961

Abstract

The Covid-19 pandemic in 2020 limited people's mobility so that they could not make purchases directly to the market. Various advantages of e-commerce make online shopping the main choice of the public in meeting their needs, one of which is Tokopedia. Tokopedia was hit by an issue related to a case of hacking user data in 2020 as reported by CNBC Indonesia.com. Tokopedia is faced with choices when shopping offline and online, including consumers can assess directly and see product rating reviews from other consumers. Based on reviews, there are still low ratings by consumers. This study aims to determine the effect of service quality and trust on consumer satisfaction of Tokopedia users. The population of this study was Tokopedia users living in Bandar Lampung, with a total sample of 110 respondents. The sample used in this study was non-probability sampling with purposive sampling technique. The analysis used in this study is a validity test, reliability test, multiple linear regression analysis, and hypothesis testing, namely the t test and coefficient of determination (R2) with the help of the SPSS 26 application program. The results of this study show that the variables of service quality and trust have a significant influence on consumer satisfaction.
PENGARUH HARGA, PROMOSI DAN KEPERCAYAAN TERHADAP KEPUTUSAN PEMBELIAN ONLINE SHOPEE DI BANDAR LAMPUNG Audia Indah Banowati; Aripin Ahmad; Nuzul Inas Nabila
Eqien - Jurnal Ekonomi dan Bisnis Vol 11 No 02 (2022): EQIEN- JURNAL EKONOMI DAN BISNIS
Publisher : Sekolah Tinggi Ilmu Ekonomi Dr Kh Ez Mutaqien

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34308/eqien.v11i02.1051

Abstract

The development of technology towards an all-digital direction in Indonesia is currently growing rapidly, causing changes in consumer behavior that shifts from offline shopping to online shopping. One of the most popular E-Commerce-based online shopping sites in Indonesia is Shopee. In this condition, purchasing decisions are influenced by price, promotion and trust. The purpose of this study was to determine whether there was an effect of price, promotion, and trust on Shopee's online purchasing decisions in Bandar Lampung. The sampling used in this research is using non-probability sampling method with purposive sampling technique. The number of samples used in this study were 100 respondents. Analysis of the data used is multiple linear regression analysis. The results of this study indicate that: (1) Price has a significant effect on Shopee online purchasing decisions in Bandar Lampung (2) Promotion has a significant effect on Shopee online purchasing decisions in Bandar Lampung (3) Trust has a significant effect on Shopee online purchasing decisions in Bandar Lampung and ( 4) Price, Promotion and Trust have a significant effect on Shopee's online purchasing decisions in Bandar Lampung.
Pengaruh Daya Tarik Iklan Dan Frekuensi Penayangan Di Konvergensi Media Terhadap Minat Beli: (Studi Iklan Traveloka Di Youtube Pada Kalangan Gen Z Di Bandar Lampung) Florentina Jessica Karnesya; Aripin Ahmad; Nuzul Inas Nabila
Jurnal Penelitian Ekonomi Manajemen dan Bisnis Vol. 3 No. 1 (2024): Februari : Jurnal Penelitian Ekonomi Manajemen dan Bisnis
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jekombis.v3i1.2833

Abstract

Currently, the use of the internet is increasing and information systems are also increasing. This increase in internet use is used to support various aspects, especially business activities. One of the results of the rapid development of the internet is the advertising of products and services via social media. One e-commerce that uses advertising media to offer its products is Traveloka. His research aims to analyze and determine the influence of advertising attractiveness and viewing frequency on buying interest in Traveloka on YouTube among Gen Z in Bandar Lampung. The data used in this study is primary data obtained from respondents through a questionnaire. The population involves people who have seen Traveloka advertisements on YouTube and are interested in purchasing Traveloka application services among Generation Z in Bandar Lampung. The number of samples used was 130 respondents. The results of this research show that the attractiveness of advertising has a positive and significant effect on interest in buying Traveloka products, the frequency of advertising broadcasts has a positive and significant influence on the interest in buying Traveloka products, and the attractiveness of advertising and the frequency of showing simultaneously influence the interest in buying Traveloka products.
PENGARUH KUALITAS INFORMASI DI INSTAGRAM TERHADAP NIAT BELI PRODUK JANJI JIWA DENGAN VARIABEL KEPERCAYAAN SEBAGAI MEDIASI (STUDI PADA GEN Z DI BANDAR LAMPUNG) Aqilah Yunda Putria Sari; Satria Bangsawan; Nuzul Inas Nabila
Nusantara Hasana Journal Vol. 5 No. 2 (2025): Nusantara Hasana Journal, July 2025
Publisher : Yayasan Nusantara Hasana Berdikari

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59003/nhj.v5i2.1562

Abstract

This study aims to examine the influence of information quality delivered through Instagram on purchase intention of Janji Jiwa products, with trust as a mediating variable among Generation Z in Bandar Lampung. Social media, particularly Instagram, serves as a crucial tool in digital marketing strategies, especially in shaping consumer perceptions and purchasing decisions. This research employs a quantitative approach with a survey method involving 143 respondents selected through purposive sampling. Data were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM). The results indicate that information quality has a significant positive effect on trust, and trust positively affects purchase intention. Furthermore, information quality also directly affects purchase intention while simultaneously influencing it indirectly through trust. This indicates that trust partially mediates the relationship between information quality and purchase intention, where information quality still exerts a direct effect even as trust strengthens the relationship. These findings highligh the importance of delivering relevant and up-to-date information in building trust and encouraging purchase intention among Generation Z consumers.
The Role of Country Origin and Product Knowledge in Wuling Electric Car Purchase Decision in Indonesia Ahmad Syaugi Al Gifary; Mahrinasari MS; Nuzul Inas Nabila
International Journal of Asian Business and Management Vol. 3 No. 4 (2024): August 2024
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/ijabm.v3i4.10565

Abstract

In today's competitive marketing landscape, understanding factors influencing consumer purchase decisions is crucial. This study examines the impact of country-of-origin image and product knowledge on the purchasing decisions for Wuling electric vehicles in Indonesia. Employing a descriptive quantitative approach with a sample of 104 respondents, the research uses literature reviews and questionnaires to gather data. Multiple linear regression analysis reveals that both country-of-origin image and product knowledge significantly affect purchasing decisions, with positive coefficients indicating their substantial influence. Specifically, a favorable perception of China's technological advancements and product quality, alongside strong product knowledge, plays a vital role in shaping consumer choices. The findings suggest that Wuling should focus on enhancing its country image and leveraging social media to increase brand awareness. Future research could expand to include additional variables and countries for a broader understanding of purchase decision factors
Pengaruh Electronic Word Of Mouth Dan Citra Merek Terhadap Keputusan Pembelian Eiger Di Indonesia Tri Noverdo; Roslina; Nuzul Inas Nabila
BULLET : Jurnal Multidisiplin Ilmu Vol. 2 No. 2 (2023): BULLET : Jurnal Multidisiplin Ilmu
Publisher : CV. Multi Kreasi Media

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

Abstract

The rapid development of technology and the increasing level of competition for outdoor products in Indonesia, makes outdoor product businesses need to pay attention to positive E-WOM and a good image in the eyes of potential consumers, in order to make purchasing decisions for these outdoor products. One of the outdoor companies in Indonesia is the Eiger company. The purpose of this study was to examine the effect of electronic word of mouth and brand image variables as independent variables on purchasing decisions as the dependent variable on the Eiger brand in Indonesia. This study used a survey method by distributing questionnaires to 100 respondents. The sample used purposive sampling, namely a technique for determining the sample according to the criteria determined by the researcher. The analytical methods used in this study were validity test, reliability test, analysis phase using multiple linear regression, and hypothesis testing, namely the t test and F test and the coefficient of determination (R2 ), using the IBM SPSS 26 for windows application program. The results of this study indicate that electronic word of mouth and brand image variables have a significant effect on purchasing decision variables.
The Influence of Price Discounts and Online Customer Reviews on Purchasing Decisions in Online Food Delivery Services in Bandar Lampung Dimaz Satritama Alwan; Dorothy Rouly Haratua Pandjaitan; Nuzul Inas Nabila
International Journal of Economics, Business and Innovation Research Vol. 5 No. 01 (2026): December - January, International Journal of Economics, Business and Innovatio
Publisher : Cita konsultindo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63922/ijebir.v5i01.2660

Abstract

The growth of Online Food Delivery (OFD) services in Indonesia, including Gofood, has driven competition, necessitating effective marketing strategies such as price discounts and online customer reviews. This study nalyses the influence of these two variables on food product purchasing decisions through Gofood in Bandar Lampung. The method used is a quantitative approach with a survey of 100 respondents using purposive sampling, as well as multiple linear regression analysis. The results show that price discounts and online customer reviews have a positive and significant effect on purchasing decisions (p-value 0.000 < 0.05). These findings confirm that price discounts and customer reviews are important factors that encourage consumers to make purchases through Gofood in Bandar Lampung.
Co-Authors Ahmad Syaugi Al Gifary Aqilah Yunda Putria Sari Aripin Ahmad Audia Indah Banowati Dimaz Satritama Alwan Dorothy R. H. Pandjaitan Florentina Jessica Karnesya Mahrinasari MS Rianadia Agustina Roslina Satria Bangsawan Tri Noverdo Wiryawan, Driya