Articles
<![CDATA[EFEK BRAND AMBASSDOR DAN IKLAN TERHADAP KEPUTUSAN PEMBELIAN MIE SEDAAP DI SURABAYA TIMUR ]]>
<![CDATA[Sendy Putri Sukmawati]]>;
<![CDATA[Pandji Soegiono]]>;
<![CDATA[Zumrotul Fitriyah]]>
<![CDATA[ NUSANTARA : Jurnal Ilmu Pengetahuan Sosial Vol 9, No 1 (2022): NUSANTARA : Jurnal Ilmu Pengetahuan Sosial ]]>
Publisher : <![CDATA[Universitas Muhammadiyah Tapanuli Selatan ]]>
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DOI: 10.31604/jips.v9i1.2022.77-82
<![CDATA[Masyarakat modern umumnya akan membeli suatu produk yang mampu memberikan efektifitas, efisiensi waktu, serta praktis, beranjak dari hal inilah berbagai produk makanan instan mulai beredar dipasaran. Tujuan dari dilangsungkannya penelitian ini ialah guna memperoleh beberapa informasi serta menganalisis pengaruh yang ditimbulkan oleh brand ambassador dan iklan terhadap keputusan pembelian Mie Sedaap di Surabaya Timur. Penelitian ini dilakukan dengan mengadopsi jenis penelitian deskriptif kuantitatif, serta menerapkan non probability sampling dengan teknik accidental sampling kepada 96 responden konsumen Mie Sedaap di Surabaya Timur. Seluruh hipotesis di dalam penelitian ini diuji dengan menerapkan penganalisisan yang mengadopsi SEM berbasis komponen dengan menggunakan PLS. Kuisioner online yang dilakukan dengan memanfaatkan Google Form menjadi alat ukur yang diterapkan di dalam penelitian ini. Berdasarkan perhitungan secara statistik, peneliti mendapati bahwa brand ambassador dan iklan dapat mempengaruhi keputusan pembelian Mie Sedaap di Surabaya Timur secara signifikan. Dengan diperolehnya hasil dari dilangsungkannya penelitian ini, maka dapat dipaparkan bahwa sebesar 67,5% variabel keputusan pembelian mendapatkan pengaruh dari variabel independen yaitu brand ambassador (X1) dan Iklan (X2). Sementara itu, sejumlah 32,5% lainnya berasal dari variabel keputusan pembelian tersebut memperoleh pengaruh yang disebabkan oleh sejumlah variabel di luar pembahasan penelitian ini.]]>
<![CDATA[MINAT BELI KONSUMEN KAUM MILLENIAL PADA BAJU BATIK DI SURABAYA ]]>
<![CDATA[Dhianita Yasmin]]>;
<![CDATA[Nuruni Ika Kusuma Wardhani]]>;
<![CDATA[Zumrotul Fitriyah]]>
<![CDATA[ NUSANTARA : Jurnal Ilmu Pengetahuan Sosial Vol 9, No 1 (2022): NUSANTARA : Jurnal Ilmu Pengetahuan Sosial ]]>
Publisher : <![CDATA[Universitas Muhammadiyah Tapanuli Selatan ]]>
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DOI: 10.31604/jips.v9i1.2022.19-24
<![CDATA[Millenial merupakan agen perubahan untuk mengukur suatu bangsa, apakah dapat berubah menjadi lebih baik atau mengalami kemunduran. Millennial memegang peran sangat penting untuk bangsa Indonesia. Pelestarian batik pada kaum millennial memiliki potensi untuk mengembangkan budaya Indonesia menjadi karakteristik suatu bangsa. Tujuan dari penelitian ini ialah mengetahuiIpengaruh gaya hidup dan desain produk terhadap minat beli pada batik di Surabaya. Populasi dari penelitian ini adalah konsumen batik di wilayah Surabaya Selatan, dengan menggunakan metode non probability sampling dalam mengambil sampel menggunakan teknik purposive sampling dan menghasilkan jumlah sampel sebesar 70 responden. Teknik analisis yang digunakan adalah Partial Least Square (PLS). Hasil penelitian ini menunjukkan bahwa gaya hidup dan desain produk berpengaruh positif dan signifikan terhadap minat beli pada batik di Surabaya.]]>
<![CDATA[Effects of Service Quality on Customer Satisfaction on Retail Business ]]>
<![CDATA[Zumrotul Fitriyah]]>;
<![CDATA[Mei Retno Adiwati]]>
<![CDATA[ Nusantara Science and Technology Proceedings 5th International Seminar of Research Month 2020 ]]>
Publisher : <![CDATA[Future Science ]]>
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DOI: 10.11594/nstp.2021.0923
<![CDATA[The growth of the retail business has had an impact on the economy in Indonesia. So that competition between business actors is very high and each company will try to offer an advantage they have. As is the case for retail businesses, they will be competing on how to improve the quality of their service to customers. What is offered is the completeness of the product being sold, the price, service and the structure and design of the fixed location. The purpose of this study was to test measuring the service quality variables at Annisa Minimarket. This study uses primary data obtained by distributing questionnaires to Annisa minimarket customers. The analysis technique used is PLS. Based on the results of data processing, it can be concluded that the perceived service quality factor affects (significantly) on satisfaction.]]>
<![CDATA[Marketing Effectiveness Through Instagram in SME Rw 05 Made Village Surabaya ]]>
<![CDATA[Riko Setya Wijaya]]>;
<![CDATA[Zumrotul Fitriyah]]>
<![CDATA[ Nusantara Science and Technology Proceedings International Seminar of Research Month 2021 ]]>
Publisher : <![CDATA[Future Science ]]>
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DOI: 10.11594/nstp.2022.2412
<![CDATA[Developments in this new normal era, namely during the COVID-19 virus pandemic, one by one modern retail markets, large, micro, to small began to experience a decline in income. in this new normal. the impact of the rapid development of technology in this new normal era is the rise of digital marketing, especially Instagram. This study aims to analyze the effectiveness of promotions using Instagram media. Promotional effectiveness is measured by the AIDA concept (Attention, Interest, Desire, Action). The sample in this study was 35 active Instagram account owners who followed at least one account. Data analysis method using validity and reliability test of data and one-sample t-test. The results of the study reveal that by using Instagram, SME actors can market industrial products to increase economic needs in this new normal period, especially SME actors in RW 05 Made Surabaya. resulting industry.]]>
<![CDATA[Pengujian Trade Off Theory dan Pecking Order Theory di Jakarta Islamic Index ]]>
<![CDATA[Ira Wikartika]]>;
<![CDATA[Zumrotul Fitriyah]]>
<![CDATA[ BISMA (Bisnis dan Manajemen) Vol. 10 No. 2 (2018) ]]>
Publisher : <![CDATA[Universitas Negeri Surabaya ]]>
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DOI: 10.26740/bisma.v10n2.p90-101
<![CDATA[The operations of the company are always faced with the problem of meeting the needs of funds. Company funding is closely related to the selection and combination of internal funding sources and external funding sources. The funding decision of the capital structure determines the company in carrying out its operating activities that affect the company's value. There are two perspectives in determining the funding decision of capital structure, namely trade-off theory and pecking order theory. This study aims to analyze the effect of capital structure funding decision variables according to the perspective of trade-off theory and pecking order theory on funding decision of capital structure. The study population used companies listed in the Jakarta Islamic Index. The sample used is 30 companies during the period of June to November 2016. The result shows that according to trade-off theory, firm size and growth influence to leverage, but tangible fixed assets and profitability have no effect on leverage. While according to pecking order theory perspective, it shows that only variable of growth that influence to leverage. Thus it can be concluded that companies in Jakarta Islamic Index tend to follow trade-off theory perspective.]]>
<![CDATA[Empowering SMES Performance through Digital Economy using Social Media and E-Wallet ]]>
<![CDATA[Nurkholish Majid]]>;
<![CDATA[Nuruni Ika Kusuma Wardhani]]>;
<![CDATA[Zumrotul Fitriyah]]>
<![CDATA[ Nusantara Science and Technology Proceedings 7st International Seminar of Research Month 2022 ]]>
Publisher : <![CDATA[Future Science ]]>
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DOI: 10.11594/nstp.2023.3372
<![CDATA[This study aims to analyze the convenience and benefits of social media and E-wallets on the performance of SMEs. The study used quantitative analysis with SEM-PLS. The research sample was 30 SMES in Gunung Anyar District. The results showed that the ease and benefits of using social media and E-wallets were able to improve the performance of SMEs. The results of the study have implications for the use of social media and E-wallets as a form of the digital economy then increase economic growth, especially in MSMEs in Gunung Anyar and East Surabaya.]]>
<![CDATA[Pengaruh Content Marketing Dan Live Streaming Terhadap Keputusan Pembelian Pada Aplikasi Media Sosial Tiktok (Studi Pada Konsumen Generasi Z @Scarlett_Whitening Di Surabaya) ]]>
<![CDATA[Shahnaz Maulidya Nurivananda]]>;
<![CDATA[Zumrotul Fitriyah]]>
<![CDATA[ Management Studies and Entrepreneurship Journal (MSEJ) Vol. 4 No. 4 (2023): Management Studies and Entrepreneurship Journal (MSEJ) ]]>
Publisher : <![CDATA[Yayasan Pendidikan Riset dan Pengembangan Intelektual (YRPI) ]]>
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DOI: 10.37385/msej.v4i4.2498
<![CDATA[Penelitian ini bertujuan untuk mengetahui pengaruh content marketing dan live streaming terhadap keputusan pembelian pada masa pasca pembatasan social berskala besar karena pandemic covid-19 pada aplikasi sosial media TikTok. Penelitian ini dilakukan karena semakin berkembangnya fitur aplikasi sosial media TikTok yang awalnya hanya sebagai media hiburan kini juga menjelma sebagai aplikasi jual beli layaknya E-commerce. Penelitian ini diharapkan bisa menjadi referensi literatur bagi penelitian selanjutnya. Metode yang digunakan dalam penelitian ini adalah metode deskriptif kuantitatif, dengan analisis data dalam penelitian ini menggunakan metode SEM berbasis komponen dengan menggunakan metode Partial Least Square (PLS). Kuesioner dibagikan kepada 99 responden generasi Z yang berdomisili di Rungkut Kota Surabaya yang mengikuti official TikTok account Scarlett Whitening. Hasil penelitian menunjukkan bahwa terdapat pengaruh signifikan variabel content marketing dan live streaming terhadap keputusan pembelian. Kata Kunci: Content Marketing, Keputusan Pembelian, Live Streaming ABSTRAK Penelitian ini bertujuan untuk mengetahui pengaruh content marketing dan live streaming terhadap keputusan pembelian pada masa pasca pembatasan social berskala besar karena pandemic covid-19 pada aplikasi sosial media TikTok. Penelitian ini dilakukan karena semakin berkembangnya fitur aplikasi sosial media TikTok yang awalnya hanya sebagai media hiburan kini juga menjelma sebagai aplikasi jual beli layaknya E-commerce. Penelitian ini diharapkan bisa menjadi referensi literatur bagi penelitian selanjutnya. Metode yang digunakan dalam penelitian ini adalah metode deskriptif kuantitatif, dengan analisis data dalam penelitian ini menggunakan metode SEM berbasis komponen dengan menggunakan metode Partial Least Square (PLS). Kuesioner dibagikan kepada 99 responden generasi Z yang berdomisili di Rungkut Kota Surabaya yang mengikuti official TikTok account Scarlett Whitening. Hasil penelitian menunjukkan bahwa terdapat pengaruh signifikan variabel content marketing dan live streaming terhadap keputusan pembelian.]]>
<![CDATA[Penggunaan Aplikasi Digital Marketing Dalam Upaya Pengembangan Umkm ]]>
<![CDATA[Zumrotul Fitriyah]]>;
<![CDATA[Rafael Kelvlin Sofani]]>;
<![CDATA[Crysanti Chandra Asia]]>;
<![CDATA[Muhammad Rizki Firmansyah]]>
<![CDATA[ KREATIF: Jurnal Pengabdian Masyarakat Nusantara Vol. 3 No. 3 (2023): September : Jurnal Pengabdian Masyarakat Nusantara ]]>
Publisher : <![CDATA[Pusat Riset dan Inovasi Nasional ]]>
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DOI: 10.55606/kreatif.v3i3.1984
<![CDATA[Micro, Small and Medium Enterprises (MSMEs) are businesses which are run by individuals which refer to productive economic businesses. MSMEs in sales are more effective when using digital marketing. Currently, the development of technology is increasingly advanced, where the technology that is made will be more sophisticated. Marketing currently uses digital media, where previously offline marketing is now using an online marketing system. The use of digital technology-based marketing will give hope to MSMEs to develop. In this case the use of applications in product marketing, where the use of applications can facilitate the marketing of a product. Utilization of digital marketing uses 3 stages, namely conducting surveys and socialization, implementing activities and evaluating and results.]]>
<![CDATA[The Influence of Product Quality and Price Perception on Purchasing Decisions of Mixue Ice Cream in Surabaya ]]>
<![CDATA[Aldien Ramadhan]]>;
<![CDATA[Zumrotul Fitriyah]]>;
<![CDATA[Zawawi]]>
<![CDATA[ Indonesian Journal of Business Analytics Vol. 3 No. 4 (2023): August 2023 ]]>
Publisher : <![CDATA[PT FORMOSA CENDEKIA GLOBAL ]]>
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DOI: 10.55927/ijba.v3i4.5277
<![CDATA[The proliferation of ice cream businesses in Indonesia has necessitated companies to engage in competitive rivalry, and Mixue ice cream is one such example. The perception of product quality and price assumes paramount significance, as it exerts a substantial influence on consumer decision-making in the context of purchasing. The objective of this research is to empirically investigate the impact of product quality and price perception variables on the purchasing decision of Mixue Ice Cream in Surabaya. The research methodology utilized in this study is quantitative research. The target population consists of consumers who have made purchases and consumed Mixue Ice Cream in East Surabaya. The data for this study will be collected through the utilization of a questionnaire. An ordinal scale with a Likert weighting of 1-5 will be employed to calculate the scoring of the questionnaire. The sampling method employed in this study is non-probability sampling, specifically utilizing purposive sampling technique to select respondents. The sample size comprises 100 respondents. The selected data analysis method to be employed in this research is descriptive analysis using Partial Least Squares (PLS). The findings of this research indicate a positive and significant influence of the product quality variable on purchasing decisions. The results of the second study reveal that the price perception variable also exerts a positive and significant impact on purchasing decisions.]]>
<![CDATA[Pengaruh Brand Image Dan Brand Ambassador Terhadap Keputusan Pembelian Sabun Muka Garnier Pada Mahasiswa di Surabaya ]]>
<![CDATA[Achmad Dhani Winarno]]>;
<![CDATA[Zumrotul Fitriyah]]>
<![CDATA[ Journal of Economic, Bussines and Accounting (COSTING) Vol 7 No 1 (2023): COSTING : Journal of Economic, Bussines and Accounting ]]>
Publisher : <![CDATA[Institut Penelitian Matematika, Komputer, Keperawatan, Pendidikan dan Ekonomi (IPM2KPE) ]]>
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DOI: 10.31539/costing.v7i1.7395
<![CDATA[The reason of this ponder was to discover out how brand picture and brand envoys impact the choice to buy Garnier facial cleanser for understudies in Surabaya. This investigate strategy is quantitative by taking a test of 110 respondents. The populace in this think about were understudies in Surabaya. Whereas the test in this ponder was taken by nonprobability testing strategy with accidental examining strategy. The test comprised of respondents who had acquired Garnier facial cleanser. The information utilized in this consider are essential information and auxiliary information. The investigation procedure utilized in this inquire about is (PLS) with legitimacy test, unwavering quality test and speculation test. The comes about of this think about demonstrate that brand picture incorporates a noteworthy (positive) impact on buy choice. Brand envoy has no noteworthy (positive) impact on acquiring choices. Keywords: Brand Image Brand Ambassador, Purchase Decision]]>
