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All Journal At-Tauzi: Jurnal Ekonomi Islam
Mu'tashim Billah Murtadlo
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Economics, Econometrics & Finance

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Analisis Efektivitas Bauran Pemasaran dalam Perspektif Islam pada Penerbitan Media Pro-U Yogykarta Mu'tashim Billah Murtadlo
At-Tauzi : Jurnal Ekonomi Islam Vol 15 No 2 (2016): Vol 15 / Desember 2016
Publisher : Pusat Studi Ekonomi Islam Sekolah Tinggi Ekonomi Islam Hamfara

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Abstract

This research aims to determine the concept of marketing mix applied by Pro-U Media Publishing from Islamic perspective and to analyze the effectiveness of its marketing mix in achieving their target revenue of the company each and every month. The research method used is descriptive qualitative with target approach. Data sources in this research are primary data obtained from the facts that exist in Pro-U Media Publishing, and secondary data collected from books, journals, and other supporting literatures. Data collection technique used in this study is by observations, interviews, and documentation. Non-statistical analysis technique used in this research is interactive analysis. Research results show that the implementation of marketing mix in Pro-U Media Publishing is in accordance with Islamic perspective. In addition, research results show that productis the most effective variable, among the other three variables (price, place, and promotion) in the implementation of marketing mix of Pro-U Media Publishing, in increasing the average target revenue of the company as a whole.
PERANAN CELPeranan Celebrity Endorser dan Brand Awareness terhadap Keputusan Pembelian Konsumen Jogja Cushy CheeseEBRITY ENDORSER DAN BRAND AWARENESS TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN JOGJA CUSHY CHEESE Mu'tashim Billah Murtadlo; Yunisa Azizah
At-Tauzi : Jurnal Ekonomi Islam Vol 19 No 1 (2019): Vol 19 No 1 / Juni 2019
Publisher : Pusat Studi Ekonomi Islam Sekolah Tinggi Ekonomi Islam Hamfara

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Abstract

Today's business world is being led to be able to create product advertisements more creatively and innovatively, this makes celebrities an interesting spotlight to be able to introduce these products. Introducing products to the community will make people aware of the existence of these brands, and can be an alternative for people in choosing similar products. Celebrity endorser and Brand Awareness are part of the factors that influence Consumer Purchasing Decisions. The purpose of this study was to determine the effect of Celebrity Endorser and Brand Awareness on the Jogja Cushy Cheese Consumer Purchase Decision process. This research is a quantitative study using correlation analysis and multiple linear regression analysis, data collected by questioner from 100 respondents.. The results obtained that Celebrity Endorser and Brand Awareness have a significant and partial effect simultaneously on consumer purchasing decisions. And the most influential variable on consumer purchasing decisions is variable brand awareness.
Co-Authors Yunisa Azizah