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All Journal Journal of Economic, Bussines and Accounting (COSTING) JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi) Golden Ratio of Mapping Idea and Literature Format Jurnal Ilmu Komunikasi Andalan
Gita Garliani
Universitas Garut
Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Library & Information Science Social Sciences

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Analisis Komunikasi Pemasaran Berbasis Online di Masa Pandemi pada Perusahaan Penerbit Buku RGP Gita Garliani; Yandi Hermawandi; Haryadi Mujianto
JIKA (Jurnal Ilmu Komunikasi Andalan) Vol. 4 No. 2 (2021): Vol 4. No. 2 (2021)
Publisher : Universitas Majalengka

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

Abstract

Along with the sophistication of technology and the behavior of people who prefer to move at home using the internet during a pandemic, product marketing can now be integrated with online-based marketing. Online-based marketing strategies are important, especially when the COVID-19 pandemic hits Indonesia, where people prefer to do activities at home using the internet. The background of this research is the existence of community activities in cyberspace (internet) during the pandemic which makes companies need to optimize their online-based marketing communications. One of the business fields that are required to follow the online-based marketing style during this pandemic is the book publishing company PT Raja Grafindo Persada (RGP). This study will analyze online-based marketing communications during the pandemic at the book publishing company PT RGP. The research method used is a qualitative method that will describe the marketing of book products during a pandemic which can be seen from PT RGP's online-based marketing communications. The data collection method in this study will use the method of observation, documentation, and literature study to produce data validity. The activity that was chosen purposively was the online marketing communication activity of the publisher PT RGP during the pandemic. The results showed that the publisher of PT. RGP, especially during this pandemic, carried out online-based marketing communications optimally. They perform 5 stages of optimally integrated marketing communications.
The Influence of Live Streaming on Purchase Decisions through Purchase Interest as A Mediation for Fashion Products in Tiktok Shop Siti Saadah; Rahyuniati Setiawan; Gita Garliani
Golden Ratio of Mapping Idea and Literature Format Vol. 6 No. 3 (2026): May - July
Publisher : Manunggal Halim Jaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52970/grmilf.v6i3.2484

Abstract

The development of social commerce in Indonesia, particularly the TikTok Shop platform, has transformed how fashion businesses market their products through live streaming features (pp. 1, 14). This study aims to analyze the effect of live streaming on purchasing decisions, both directly and indirectly through purchase intention as a mediating variable for fashion products on TikTok Shop (pp. 1, 20). The research method used is a quantitative approach with descriptive and verification methods (p. 7). Data collection was conducted by distributing questionnaires to TikTok Shop users in Indonesia (pp. 7, 11). The data analysis technique employed in this study is Structural Equation Modeling-Partial Least Squares (SEM-PLS) to test the structural relationships between variables (p. 7). Descriptive analysis results are used to determine the general overview of live streaming, purchase intention, and purchasing decision variables (pp. 7, 20). Through outer model and inner model analysis, this study evaluates validity, reliability, and both direct and indirect effects between variables (pp. 8-9). The hypothesis testing results are expected to prove the significant contribution of live streaming in stimulating consumer purchase intention, which ultimately drives the actual action of making a purchasing decision for fashion products (pp. 8, 19). This study provides practical contributions for TikTok Shop sellers in designing more effective interactive digital marketing strategies.
ANALISIS STRATEGI CITRA MEREK DALAM MENINGKATKAN KEPUASAN PELANGGAN OCTO MOBILE PADA BANK CIMB NIAGA CABANG GARUT Gita Garliani; Rahyuniati Setiawan
Journal of Economic, Bussines and Accounting (COSTING) Vol. 8 No. 6 (2025): COSTING : Journal of Economic, Bussines and Accounting
Publisher : Institut Penelitian Matematika, Komputer, Keperawatan, Pendidikan dan Ekonomi (IPM2KPE)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31539/p9fjhm53

Abstract

Tujuan dari penelitian ini adalah untuk mengetahui pengaruh promosi, kualitas layanan, dan inovasi secara langsung atau tidak langsung terhadap Citra Merek, serta pengaruh semua variabel tersebut terhadap kepuasan pelanggan OCTO Mobile. Sampel penelitian adalah 100 responden yang merupakan nasabah CIMB Niaga. Teknik pengambilan sampel adalah purposive sampling — pengumpulan data menggunakan kuesioner. Teknik analisis data menggunakan analisis Structural Equation Modeling (SEM) dengan bantuan software SmartPLS. Hasil penelitian membuktikan bahwa variabel inovasi, promosi dan Kualitas pelayanan berpengaruh signifikan terhadap citra merek dan citra merek tidak berpengaruh signifikan terhadap kepuasan pelanggan. variabel inovasi, promosi dan kualitas pelayanan tidak berpengaruh signifikan terhadap kepuasan pelanggan. Hasil penelitian juga menunjukkan rencana strategi kepuasan pelanggan dengan mengacu pada strategi dari analisis yang telah dilakukan, dan strategi yang tepat dipilih yaitu pengembangan produk.
Pengaruh Social Media Marketing Activities dan Lifestyle terhadap Keputusan Pembelian Generasi Z di Coffee shop Garut Maitri Putri Noer Haifa; Hilman Rismanto; Gita Garliani
JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi) Vol. 12 No. 4 (2026): Agustus 2026
Publisher : Lembaga Komunitas Informasi Teknologi Aceh (KITA), Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35870/jemsi.v12i4.6593

Abstract

This study aims to analyze the influence of Social Media Marketing Activities (SMMA) and lifestyle on Generation Z purchasing decisions at coffee shops in Garut. A quantitative research approach was employed using a survey method involving 180 Generation Z respondents who had previously made purchases at coffee shops and actively used social media. Data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS). The findings reveal that lifestyle has a positive and significant effect on purchasing decisions, with a path coefficient of 0.611 (t = 9.791; p < 0.001), while Social Media Marketing Activities also demonstrate a positive and significant effect, with a coefficient of 0.291 (t = 4.538; p < 0.001). The R² value of 0.701 indicates that both variables explain 70.1% of the variance in purchasing decisions. These results suggest that lifestyle exerts a more dominant influence than social media marketing activities in shaping Generation Z purchasing decisions. This study provides practical implications for coffee shop businesses to integrate digital marketing strategies with experience and value creation aligned with young consumers’ lifestyles. Theoretically, this research contributes to the enrichment of consumer behavior literature, particularly within non-metropolitan contexts.
Co-Authors Hilman Rismanto Maitri Putri Noer Haifa Mujianto, Haryadi Setiawan, Rahyuniati Siti Saadah Yandi Hermawandi