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All Journal Jurnal Pengembangan Manajemen, Bisnis, Keuangan dan Perbankan Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) Jurnal Ekonomi Bisnis Manajemen dan Akuntansi (Jebisma)
Arti Sukmalengkawati
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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PENGARUH CORPORATE BRANDING TERHADAP KEPUTUSAN PEMBELIAN PADA HOTEL TIRTAGANGGA Arti Sukmalengkawati; Widiya Siti Safrina
PRISMAKOM Vol 19 No 1 (2021): PRISMAKOM
Publisher : Sekolah Tinggi Ilmu Ekonomi Yasa Anggana Garut

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

Abstract

Corporate branding is one strategy that companies can use in introducing products. Corporate branding is the application of the company name as a brand that is introduced to consumers. With the use of corporate branding strategy, the company can have a competitive advantage over its competitors. Where consumers can easily identify products owned by the company and are able to gain consumer trust. So that consumers can be helped during the decision-making process to reach a final purchase decision. The research method used is descriptive and associative methods. The analytical method used is normality analysis, product moment correlation analysis, determination analysis, and hypothesis analysis and then processed using SPSS version 25 computer program. The results of this study indicate that the company's branding has an effect on purchasing decisions. This is based on the product moment correlation coefficient of 0.489 and is proven by the results of the coefficient of determination (KD) test of 23.9% that maintenance is able to explain the importance of the production process. The remaining 76.1% is influenced by other factors not examined. Corporate branding is one strategy that companies can use in introducing products. Corporate branding is the application of the company name as a brand that is introduced to consumers. With the use of corporate branding strategy, the company can have a competitive advantage over its competitors. Where consumers can easily identify products owned by the company and are able to gain consumer trust. So that consumers can be helped during the decision-making process to reach a final purchase decision. The research method used is descriptive and associative methods. The analytical method used is normality analysis, product moment correlation analysis, determination analysis, and hypothesis analysis and then processed using SPSS version 25 computer program. The results of this study indicate that the company's branding has an effect on purchasing decisions. This is based on the product moment correlation coefficient of 0.489 and is proven by the results of the coefficient of determination (KD) test of 23.9% that maintenance is able to explain the importance of the production process. The remaining 76.1% is influenced by other factors not examined.
PENGARUH DIGITAL MARKETING TERHADAP MINAT BELI KONSUMEN Penny Az-Zahra; Arti Sukmalengkawati
Jurnal Ilmiah MEA (Manajemen, Ekonomi, & Akuntansi) Vol 6 No 3 (2022): Edisi September - Desember 2022
Publisher : LPPM STIE Muhammadiah Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (241.298 KB) | DOI: 10.31955/mea.v6i3.2573

Abstract

ondisi teknologi yang semakin berkembang menimbulkan hal-hal baru terjadi dalam kehidupan sehari-hari, sesuatu yang biasanya tidak ada menjadi ada dan digandrungi oleh banyak orang salah satunya internet Pada kegiatan bisnis kecil hingga besarpun saat ini banyak memanfaatkan perkembangan teknologi digital yang berbasis internet. Penggunaan digital marketing yang dilakukan dengan tepat, konsisten dan menarik akan lebih memunculkan minat beli terhadap produk yang ditawarkan Adapun tujuan dari penelitian ini adalah untuk mengetahui pengaruh digital marketing terhadap minat beli. Metode yang digunakan yaitu kuantitatif, dimana data diperoleh dari kuesioner dan menggunakan teknik non probability sampling. Hasil analisa penelitian menemukan bahwa, digital marketing berpengaruh positif terhadap minat beli.
PENGARUH BRAND AWARENESS TERHADAP MINAT BELI KONSUMEN Arti Sukmalengkawati; Purwandi
Jurnal Ekonomi Bisnis Manajemen dan Akuntansi (JEBISMA) Vol 3 No 2 (2025): Desember 2025
Publisher : PT. Media Edutama Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70197/jebisma.v3i2.192

Abstract

Penelitian ini dilatarbelakangi oleh ketatnya persaingan pada industri makanan tradisional di Indonesia Khususnya di Garut). Di tengah dominasi merek mapan dan pergeseran preferensi konsumen ke makanan modern, penguatan brand awareness menjadi krusial untuk menstimulasi minat beli. Penelitian ini dimaksudkan untuk menganalisis seberapa jauh signifikansi peran brand awareness dalam memengaruhi minat beli konsumen pada produk Dodol Garut Berlian Jaya. Menerapkan metode kuantitatif dengan pendekatan asosiatif penelitian ini dilakukan . Populasi penelitian adalah konsumen Dodol Berlian Jaya di Garut dengan sampel sebanyak 68 responden yang ditentukan melalui rumus Lemeshow. Pengumpulan data dilakukan secara digital melalui Google Form. Adapun Teknik analisis  meliputi uji validitas, uji reliabilitas, uji korelasi Pearson, uji koefisien determinasi (R2), serta uji hipotesis (uji t). Hasil analisis menunjukkan bahwa Brand Awareness memiliki keterikatan yang kuat, searah, dan berpengaruh nyata terhadap Minat Beli. Pearson Correlation sebesar 0,677 yang berdasarkan skala korelasi menunjukkan adanya ikatan yang kuat atas kedua variable yang. Uji lain yaitu koefisien determinasi dengan nilai R Square sebesar 0,458, artinya Brand Awareness berkontribusi sebesar 45,8% terhadap variasi Minat Beli. Adapun nilai uji t  sebesar 7,472 mengisyaratkan bahwa brand awarenes memberikan dampak terhadap kecenderungan konsumen dalam membeli (minat beli) dengan persamaan regresi Y=11,340+0,542X.
Co-Authors Penny Az-Zahra Purwandi Widiya Siti Safrina