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All Journal Jurnal Ilmiah Universitas Batanghari Jambi J-MAS (Jurnal Manajemen dan Sains) NUSANTARA : Jurnal Ilmu Pengetahuan Sosial
Rizky Dermawan
Universitas Pembangunan Nasional "Veteran" Jawa Timur
Agriculture, Biological Sciences & Forestry Civil Engineering, Building, Construction & Architecture Economics, Econometrics & Finance Education Law, Crime, Criminology & Criminal Justice Social Sciences

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PENGARUH EXPERIENTIAL MARKETING TERHADAP KEPUTUSAN PEMBELIAN (STUDI PADA HI COFFEE SURABAYA) Shelly Arisda Hermaningtyas; Pandji Soegiono; Rizky Dermawan
NUSANTARA : Jurnal Ilmu Pengetahuan Sosial Vol 9, No 1 (2022): NUSANTARA : Jurnal Ilmu Pengetahuan Sosial
Publisher : Universitas Muhammadiyah Tapanuli Selatan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31604/jips.v9i1.2022.98-105

Abstract

Penelitian ini bertujuan untuk mengkaji dan mengevaluasi pengaruh experiential marketing terhadap keputusan pembelian pada Hi Coffee Surabaya. Penelitian ini menggunakan pendekatan kuantitatif dan populasi dalam penelitian adalah semua konsumen yang berkunjung dan membeli minuman di Hi Coffee Surabaya. Teknik pengambilan sampel menggunakan Accidental Sampling dengan sampel sebesar 85 responden. Teknik analisis data yang digunakan adalah Partial Least Square (PLS). Hasil penelitian memperlihatkan bahwa sense, feel, think, dan relate berpengaruh signifikan dan positif terhadap keputusan pembelian di Hi Coffee Surabaya sedangkan act berpengaruh positif namun tidak signifikan terhadap keputusan pembelian di Hi Coffee Surabaya.
Pengaruh Preferensi Konsumen dan Iklan Online terhadap Keputusan Pembelian pada Produk Skin Hero (Studi Kasus pada Mahasiswa Fakultas Ekonomi dan Bisnis di Universitas Pembangunan “Veteran” Jawa Timur) Komang Suparyawan; Rizky Dermawan
J-MAS (Jurnal Manajemen dan Sains) Vol 8, No 1 (2023): April
Publisher : Universitas Batanghari

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33087/jmas.v8i1.844

Abstract

The purpose of this assessment is to determine impact. from consumer preferences and online advertising to purchase decisions. Hero skin products in mobile legends online games where this should be a tertiary need that does not have to be met first. However, many young people are more concerned with buying skin products than other long-term needs. The population in this study were Management students at the East Java "Veteran" National Development University with a total sample of 101 respondents. This study used a data collection method with a questionnaire distribution system using Google Form media and using Smart PLS as a data analysis tool. The results of this study show that (1) consumer preferences contribute to purchasing decisions for skin hero products and this contribution has a significant impact, (2) online advertising contributes to purchasing decisions for skin hero products and the contributions made have a significant impact.
Pengaruh Co-Branding, Celebrity Worship, dan Packaging Design terhadap Keputusan Pembelian Shampoo CLEAR TinyTAN Dheajeng Novida Naila Rochmatin; Rizky Dermawan
Jurnal Ilmiah Universitas Batanghari Jambi Vol 23, No 3 (2023): Oktober
Publisher : Universitas Batanghari Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33087/jiubj.v23i3.4062

Abstract

Consumers prefer other brands of anti-dandruff shampoo products than the CLEAR brand. Therefore, CLEAR requires a new strategy to improve consumer purchase decisions. The purpose of this study was to determine the effect of co-branding, celebrity worship, and packaging design on purchase decisions for CLEAR TinyTAN shampoo. The population in this study were fans of BTS (ARMY) in Surabaya and had purchased CLEAR TinyTAN shampoo. Samples were taken using nonprobability sampling with purposive sampling. Determination of the sample with the Lemeshow formula and produce as many as 100 respondents with the age criteria of 18-39 years. Data collection techniques used primary data sourced from questionnaires and secondary data from literature studies. Data analysis techniques in the form of SEM-PLS. The results of the test conclude that co-branding and packaging design have a substantial effect, while celebrity worship has a non-substantial effect on the purchase decision of CLEAR TinyTAN shampoo.
Co-Authors Dheajeng Novida Naila Rochmatin Komang Suparyawan Pandji Soegiono Shelly Arisda Hermaningtyas