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All Journal The Management Journal of Binaniaga Jurnal Ilmiah Binaniaga Kontigensi: Jurnal Ilmiah Manajemen Jurnal KREATIF (Jurnal Riset Ekonomi & Bisnis Inovatif)
Sumardjono Sumardjono
Universitas Binaniaga Indonesia
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Industrial & Manufacturing Engineering Social Sciences

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The Effect of Instagram Promotion and Whatsapp Online Consultation on the Decision to do Outpatient Treatment at Dr. Yati Zarnudji Main Inpatient Clinic Siti Marini; Sumardjono Sumardjono; Dimas Ari Darmantyo; Yustiana Wardhani
The Management Journal of Binaniaga Vol 7, No 1 (2022): June 2022
Publisher : Universitas Binaniaga Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33062/mjb.v7i1.506

Abstract

This research purposes to determine the effect of promotion through Instagram social media and WhatsApp online consultation services in influencing the patient's decision to do outpatient treatment at Dr. Yati Zarnudji Main Inpatient Clinic . This research uses a quantitative method. The sample in this research was 145 outpatient Dr. Yati Zarnudji Main Inpatient Clinic determined by purposive sampling method. The research instrument used a closed questionnaire and analyzed using multiple regression analysis. The results of this research indicate that the promotion of Instagram and WhatsApp online consultation services partially and simultaneously have an influence on the decision to do outpatient (service purchase decisions). This research has contributed to the management of Dr. Yati Zarnudji Main Inpatient Clinic related to promotional strategies and policies through Instagram and the ongoing online whatsapp consultation service.
Pengaruh Brand Awareness dan Influencer Marketing Terhadap Purchase Intention Parfum Scarlett pada Generasi Z di Tiktok Aulia Alvyani; Sumardjono Sumardjono
Jurnal KREATIF (Kajian Riset Ekonomi & Bisnis Inovatif) Vol 2 No 1 (2026): Maret 2026
Publisher : Lembaga Penelitian, Pengembangan, dan Pengabdian Kepada Masyarakat (LP3M) – Universitas Binaniaga Indonesia (UNBIN)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33062/jkf.v2i1.73

Abstract

Perkembangan teknologi dan media sosial telah mendorong perubahan strategi pemasaran. Termasuk pada industri parfum yang semakin kompetititf. TikTok sebagai platform berbasis video pendek menjadi media potensial untuk menjangkau Generasi Z melalui kolaborasi dengan influencer dan penguatan brand awareness. Scarlett, merek lokal yang dikenal di kategori skincare dan body care, mulai memasuki pasar parfum, namun minat beli konsumen relatif rendah dibandingkan pesaing. Penelitian ini bertujuan untuk menguji pengaruh brand awareness dan influencer marketing terhadap purchase intention parfum Scarlett pada Generasi Z di TikTok. Pendekatan kuantitatif digunakan dengan teknik analisis Partial Least Square-Structural Equation Modeling (PLS-SEM), responden dipilih melalui purposive sampling dan mengisi kuesioner skala Likert lima poin. Hasil penelitian menunjukkan brand awareness berpengaruh positif dan signifikan terhadap purchase intention dan influencer marketing berpengaruh positif dan signifikan terhadap purchase intention. Dengan saran, sebaiknya perusahan melakukan strategi pemasaran digital yang memadukan konsistensi pesan merek, kolaborasi influencer yang relevan, dan konten kreatif untuk membangun persepsi positif serta kepercayaan konsumen terhadap parfum Scarlett
Co-Authors Aulia Alvyani Dadang Heri Kusumah Darmantyo, Dimas Ari Devy Pratiwi Rahmawati Erdi Erdi Heni Ardila Mohammad Wartaka Rio Cipto Sulton Rizki Adiatama Siti Marini Yadi Mulyadi Yustiana Wardhani