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Journal : Digital Business Journal (DIGIBIS)

THE INFLUENCE OF DIGITAL MARKETING AND GREEN PROMOTION ON THE DECISION TO PURCHASE TOYOTA RAIZE Rauf, Abdul; Tovtora S, Feba Dinova Dex; Sopiyan, Aldi
Digital Business Journal Vol 2, No 2 (2024): Digital Business Journal
Publisher : Universitas Muhammadiyah Tangerang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31000/digibis.v2i2.10578

Abstract

The lifestyle of today's modern society fulfills the needs and desires to shop more efficiently, practically and easily. Developing technology makes consumers use technology to meet their daily needs by using information facilities, one of which is the use of the internet. In determining the purchase decision, an important thing to consider is the quality of service. The company provides quality service aims to provide convenience for consumers. This study uses an associative method with a quantitative approach. Based on the multiple regression test, it shows that the higher the value of Digital Marketing (X1) and Green Promotion (X2) simultaneously at a certain value, then it will increase the value of Purchase Decision (Y) at a certain value as well. The simultaneous effect of Digital Marketing and Green Promotion on Purchase Decision of Toyota Raize at PT Astra Internasional is significant. Partially Digital Marketing has a positive and significant effect on Purchase Decision of Toyota Raize, and Green Promotion has a positive and significant effect on Purchase Decision of Toyota Raize at PT Astra Internasional.
THE EFFECT OF MARKETING CONTENT AND E-WOM ON THE TIKTOK APPLICATION ON PURCHASE DECISIONS STUDY ON STREET BOBA CONSUMERS IN TANGERANG CITY Rauf, Abdul; Sulasnawati, Asri; Haromain, Achmad
Digital Business Journal Vol 3, No 1 (2024): Digital Business Journal
Publisher : Universitas Muhammadiyah Tangerang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31000/digibis.v3i1.12344

Abstract

This study aims to analyze the effect of content marketing (X1) and e-WOM (X2) on purchasing decisions (Y) on Street Boba products (studies on consumers in Tangerang City). This research is quantitative research and survey research. The samples taken in this study were 102 respondents. Data was obtained from distributing questionnaires. Primary data processing uses ms. excel and Statistical Package For Social Science (SPSS) version 26 as evaluation. While the data analysis used in this study includes: instrument tests, classical assumption tests, multiple linear analysis, correlation analysis, and hypothesis testing. The results of this study indicate that the variables Marketing Content (X1) and E-WOM (X2) have a positive and significant influence on Purchasing Decisions as evidenced by the results of the study where in the coefficients table the sig value is 0.000 <0.1 and the F  hitung value is 150.626 > F table 2.36.
HOW DO I DECIDE TO BUY POTATO-Q PRODUCTS? Rauf, Abdul; Tanjung, Pia Arpriani
Digital Business Journal Vol 3, No 2 (2025): Digital Business Journal
Publisher : Universitas Muhammadiyah Tangerang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31000/digibis.v3i2.13473

Abstract

The purpose of this study is to determine the influence of digital marketing and product quality on consumer purchase decisions on Potato-Q products in Tangerang City. The period used in this study is 6 (six) months, starting from July – December 2022.This research uses a quantitative approach. The population in this study is all people who have bought Potato-Q snack products in Tangerang City. The sampling technique used is non-probability sampling with an incidental sampling type obtained from 101 people who have purchased Potato-Q products. The data analysis technique used is multiple linear regression. The results of this study show that partially digital marketing has a positive and significant effect on consumer purchase decisions, which is shown by the tcount value of > ttable (9.921 > 1.984) with a significance value of 0.000. For the product quality variable, it partially has a positive and significant effect on consumer purchase decisions with a ttable > tcount value of 15.208 > 1.1984 with a significance value of 0.000. The ability of digital marketing variables and product quality explained the value of 72.7% as shown by the value of the adjusted R square of 0.727 while the remaining 27.3% was influenced by other factors that were not included in the research model.
Determinants Of Online Purchase Intention For Halal Cosmetic Products: Green Brand Perception, Halal Certification, And Digital Word-Of-Mouth Rauf, Abdul; Hamdani, Hamdani; Raihan, Muhamad Syahrul
Digital Business Journal Vol 4, No 1 (2025)
Publisher : Universitas Muhammadiyah Tangerang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31000/digibis.v4i1.14520

Abstract

This study investigates the underexplored intersection of sustainable branding, halal certification, and digital consumer engagement in shaping purchase decisions for halal cosmetic products. Focusing on Kahf Facial Wash sold via Shopee Indonesia, the research addresses a critical gap in understanding how these factors collectively influence e-commerce transactions in the rapidly growing Muslim beauty market. Employing a quantitative approach, data was collected through an online survey of cosmetic consumers and analyzed using descriptive and inferential statistical techniques. The findings reveal that green brand perception exerts a significant positive influence on purchase decisions, underscoring the rising consumer preference for environmentally conscious beauty brands. Interestingly, while halal labeling and online reviews did not demonstrate significant individual effects, their synergistic combination with green branding collectively enhanced consumer purchasing behavior. This suggests that modern Muslim consumers prioritize eco-friendly attributes as a primary driver, with halal certification serving as a baseline expectation rather than a differentiator. The study contributes novel insights to halal marketing theory by challenging conventional assumptions about religiosity as the dominant purchase driver. Practically, it offers actionable strategies for cosmetic brands to leverage sustainability narratives while maintaining halal compliance in digital marketplaces. For e-commerce platforms, the results highlight the need to optimize green branding displays alongside user-generated content to boost conversion
Co-Authors Abbas, Dirvi Surya Abda Abda Abdul Gafur Abdul Halik Adam Malik Ade Fitria Agus Iwan Kesuma Agus Purwoko Agustina Ahmad Ahmad Aiyen Tjoa Akbi, Denar Regata AKHMAD NOOR Akram Ista Alfian Malik Alfiansah, Dian Ali Karim Aminullah, Eki Amor, Atika Andi Asni Andini, Septia Clara Anggria Septiani Mulbasari, Anggria Septiani Aning Tedong, Peter Anwar Firdaus, Muhammad Anwar, Fahrizal Arif NURYAWAN As'adah, Umi Ashari, Novita Asmidar Asmidar Asran, Asran Asrida Asrida, Asrida Aththorick, T. Alief Atikah, Atik Atsarina, Alyani Aulia Fikri, Hikmal Aulia Putri, Sherly Ayu, Neneng Gusti Ayyub, Fachrie Rezka Az-Zahra, Fitri Axelia Azura, Putri Fadya Bambang Sulistyo Bangun, Budianto Basda, Putra Astaman Bejo Slamet Bejo Slamet Canaldhy, Rendy Sueztra Chairani Hanum Chairani Hanum Costa, Juvenal Da Cucut Susanto, Cucut Danial - Darbayesa, Deufwira Astika Delvian Delvian Devia, Eva Dewi, Azzaria Mida Mustika Dhiya, Ghanendra Djalipa, Dedy Doddy Adhimursandi Dwi Andriyani, Dwi DWI NINGSIH SUSILOWATI Edi Purwanto Ekaputra, Mohammad eko heryadi, eko Emilda Kuspraningrum Erwin Setiawan, Erwin Fatwa, Muh Aiman Febrian, Muhammad Adri Febrianto, Hendra Galuh Fikri, Miftahul Fitra Syawal Harahap Fitriana, Amalia Indah Frastika, Sintike Frischa Meivilona Yendi Fuad Abdullah, Muhammad Fujiwara, Takahiro Galuh, Hendra Ghafarunnisa, Desyana Gingga, Flaminggo Gustiani, Lara Puji Haddade, Wahid Hadi, Farhansyah Noer Hajriani, Hajriani Hamdani Hamdani Hamdani Harahap, R. Hamzari Hamzari Hanifah, Khusnul Hany, Rizky Harahap, Arman Harahap, Darmadi Erwin Hardi Hardi, Hardi Hardin Hardin, Hardin Haromain, Achmad Hasmadi Ismail, Mohd Hasnidar Hasnidar Helza, Zenobia Zalfanda Hendra Pratama, Hendra Hendra Pribadi Hi Mokhsen, Nurlisa B. Hilwa, Walida Hosea O Siregar, Anggiat I Made Suparta Ibnu Abni Lahaya Idris, Siti Hafsyah Ikhsan Wamnebo, Muhammad Immawati, Siti Asriah Indra, Gunawan Iqbal, M. Fadil Islami, Muh Farhan Ansa Ismail, Mohd Hasmadi Isninar, Isnainar Istiqamah, Annisa Iwan Setiawan Jeki, Jeki Jhon, Arlen Hanel Juharni, Juharni Kalisa, Kalisa Kapitan, Fany Arsanti Kasnir, Muh. 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