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All Journal Economy Deposit Journal ( E-DJ) Jurnal Ilmiah Satyagraha
Is Munandar
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Social Sciences

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ANALISIS PERBANDINGAN CITRA MEREK PRODUK KOSMETIK WARDAH DENGAN KOSMETIK LA TULIPE DI KOTA BIMA Suryani Any 02; Is Munandar
Economy Deposit Journal (E-DJ) Vol 3 No 1 (2021): Economy Deposit Journal
Publisher : Fakultas Ekonomi Universitas Indonesia Timur

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (841.976 KB) | DOI: 10.36090/e-dj.v3i1.1009

Abstract

Cosmetics are indeed not far from women, and most of them really need make-up such as foundation, powder, lipstick, blouse, eye liner, mascara and so on. Currently the impact of the development of cosmetics is mushrooming, therefore the cosmetics industry must be able to maintain a good image in the eyes of the public. The purpose of this study was to determine the difference in brand image between Wardah cosmetic products and La Tulipe cosmetics in Bima City. In this study, the method used is comparative research which describes the state of the research object, especially the brand image of Wardah and La Tulipe cosmetic products. The sample used is 50 respondents who use cosmetics wardah and 50 respondents who use cosmetics La Tulipe. The data analysis techniques used were validity test, reliability test, and different test of independent samples test. The research result is a probability value or sig. (2-tailed) 0.011 <0.05, then H0 is rejected and Ha is accepted, which means that a significant difference was found in the brand image between Wardah cosmetic products and La Tulipe cosmetic products in Bima City.
PENGARUH CONTENT MARKETING DAN CUSTOMER REVIEW TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN DI MARKETPLACE TIKTOK SHOP (STUDI KASUS PADA MASYARAKAT KOTA BIMA) A. Rahman Azhari; Is Munandar; Ita Purnama
Jurnal Ilmiah Satyagraha Vol. 8 No. 1 (2025): Jurnal Ilmiah Satyagraha
Publisher : Universitas Mahendradatta

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

Abstract

This study aims to determine the influence of Content Marketing and CustomerReviews on consumer purchasing decisions on the TikTok Shop Marketplace (Case Study inthe Community of Bima City). The research method used in this study is a survey methodwith a structured questionnaire consisting of 96 respondents as the sample. Data analysisincludes validity testing, reliability testing, classic assumption tests (normality test,multicollinearity test, heteroskedasticity test, and autocorrelation test), multiple regressionanalysis, correlation coefficient, determination coefficient, and hypothesis testing (t-test andF-test) using Statistical Product and Service Solution Ver. 24 (SPSS) software. The researchresults indicate that Content Marketing significantly influences Purchase Decisions,Customer Reviews significantly influence Purchase Decisions, and both Content Marketingand Customer Reviews significantly influence Purchase Decisions.
Co-Authors A. Rahman Azhari Ita Purnama Suryani Any 02