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All Journal EQIEN - JURNAL EKONOMI DAN BISNIS JURNAL PEMASARAN KOMPETITIF Nusantara Hasana Journal Publicio : Jurnal Ilmiah Politik, Kebijakan dan Sosial Jurnal Penelitian Ekonomi Manajemen dan Bisnis
Nuzul Inas Nabila
Fakultas Ekonomi Institut Teknologi dan Bisnis Kalbis
Agriculture, Biological Sciences & Forestry Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education 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. 
ANALISIS DAYA SAING EKSPOR UDANG BRATASENA ADIWARNA PASCA PEMUTUSAN HUBUNGAN KERJA PETAMBAK DAN PERUSAHAAN Tety Rachmawati; Rahayu Lestari; Nuzul Inas Nabila
Publicio: Jurnal Ilmiah Politik, Kebijakan dan Sosial Vol 3 No 1 (2021): Jurnal Publicio
Publisher : Universitas Panca Marga Probolinggo

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (527.456 KB) | DOI: 10.51747/publicio.v3i1.612

Abstract

The termination of the employment relationship between the farmers and the company has changed the shrimp farming pattern in Bratasena Adiwarna. Prior to termination of employment, Bratasena was the largest shrimp exporter in Indonesia. This study aims to analyze the competitiveness of Bratasena shrimp exports, after the termination of employment between farmers and companies. In addition, this research also aims to see the contribution of Bratasena shrimp exports in an effort to support the increase in shrimp exports in Lampung Province following the target of Lampung as the National Shrimp Granary. Data obtained by reviewing several primary and secondary documents and in-depth interviews with several sources, namely farmers, the head of the export division of PT. Central Pertiwi Bahari, as well as the Head of the Office of Marine Affairs and Fisheries in Lampung Province. This study uses a quantitative approach with the calculation of RCA (Revealed Comparative Advantage) to find the value of Bratasena shrimp export competitiveness and market share analysis to see the contribution of Bratasena shrimp exports to the increase in fisheries exports in Lampung Province. The results of this study indicate that the export competitiveness value is quite strong for Bratasena shrimp exports and the contribution of Bratasena shrimp exports to fisheries exports in Lampung Province is also quite large. However, after termination of employment between farmers and companies, the value of export competitiveness and contribution of Bratasena shrimp has decreased. Keywords: competitiveness, export, shrimp
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.
Co-Authors Aqilah Yunda Putria Sari Aripin Ahmad Audia Indah Banowati Florentina Jessica Karnesya Rahayu Lestari Rianadia Agustina Satria Bangsawan Tety Rachmawati Wiryawan, Driya