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All Journal Jurnal Mantik Enrichment : Journal of Management
Lamhot Henry Pasaribu
Department of Magister Management, Faculty of Economics and Business, Universitas Pelita Harapan, Jakarta
Computer Science & IT Economics, Econometrics & Finance Languange, Linguistic, Communication & Media

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The Effects Of Viral Marketing, Celebrity Endorser And Brand Association Toward Purchase Decision Of Ms Glow Skincare Products Muhammad Fathur Rayhaan; Lamhot Henry Pasaribu
Jurnal Mantik Vol. 5 No. 4 (2022): February: Manajemen, Teknologi Informatika dan Komunikasi (Mantik)
Publisher : Institute of Computer Science (IOCS)

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Abstract

This study aims to see the influence generated by Viral Marketing, Celebrity Endorser and Brand Association on Purchase Decision of MS Glow skincare products. The method of collecting data that has been used in this research is by distribution of questionnaires to respondents using non-probability sampling technique. The data processing carried out in this research is by using Partial Least Squared – Structural Equation Modeling (PLS – SEM) using the help of the Smart PLS 3.3.3 program. The results obtained in the study indicate that 1) Viral Marketing does not have a positive effect on Purchase Decisions from consumers of MS Glow skincare products, 2) the next results state that Celebrity Endorser has a positive effect on Purchase Decisions of MS Glow skincare products and 3) the last result shows that Brand Association has a positive effect on Purchase Decision of MS Glow skincare products
The Effect of Effectiveness of Digital Campaign Budget, Selection of Digital Campaign Platform, and Increasing Brand Awareness on Purchase Intention of Optik Melawai Products Muhammad Agung Hidayatullah; Lamhot Henry Pasaribu
Enrichment : Journal of Management Vol. 12 No. 1 (2021): November: Management Science
Publisher : Institute of Computer Science (IOCS)

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Abstract

This study aims to analyze 1) 1. Does the effectiveness of the budget campaign have a positive and significant impact on Optik Melawai's brand awareness?, 2. Does choosing the right digital campaign platform have a positive and significant impact on Optik Melawai's brand awareness? 3. Does brand awareness have a positive and significant impact on purchasing decisions for Optik Melawai products? In data search, questionnaires are used and distributed to people who are optical users and understand digital campaign budgets, digital campaign platforms, brand awareness and also purchase intention, where respondents are domiciled in Greater Jakarta in particular and several other big cities around the area. The sampling method in this study was purposive sampling, with a total sample of 153 people. In this study, the data analysis method used was PLS-SEM. This study shows that the digital campaign budget and the selection of the right digital campaign platform have a positive and significant effect on the purchase intention of optical customers in Indonesia. The results of this research can be a contribution for the Optik Melawai company to maximize the digital campaign budget and also the selection of the right digital campaign platform, to further increase brand awareness that will direct these customers to buy Optik Melawai products.
THE EFFECT OF APPLICATION OF BLOCKCHAIN TECHNOLOGY ON DIGITAL MARKETING Jeremy Iron Wiratama; Lamhot Henry Pasaribu
Enrichment : Journal of Management Vol. 12 No. 1 (2021): November: Management Science
Publisher : Institute of Computer Science (IOCS)

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This study aims to analyze 1) Does blockchain have a positive and significant effect on the use of big data?, 2) Does big data have a positive and significant effect on digital marketing?, 3) Does blockchain have a positive and significant effect on the future of digital marketing? This study uses survey method, and in data collection, online questionnaires were used and distributed to people who understand about the concept of blockchain technology and digital marketing. The sampling method of this research is purposive sampling with the number of samples is 118 people. The approach used is Partial Least Square-Structural Equation Modelling, using the Smart PLS 3.0 Program. The results showed that 1) Blockchain has a positive and significant effect on big data, 2) Big data has a positive and significant effect on digital marketing, 3) Blockhain has a positive and significant effect on digital marketing.
The Influence of Personal Branding in The Establishment of Social Media Influencer Credibility and The Effect on Brand Awareness and Purchase Intention Luwie Kosim; Lamhot Henry Pasaribu
Enrichment : Journal of Management Vol. 12 No. 1 (2021): November: Management Science
Publisher : Institute of Computer Science (IOCS)

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Abstract

The purpose of this study is to analyze the phenomenon of Personal Branding, on the credibility built by social media influencers in the formation of Brand Awareness and Purchase Intention. This study uses a quantitative approach that uses the figure of Kiki Siantar as the research case and the followers of Kiki Siantar as research respondents. The method used in this research is purposive sampling with non-probability sampling and snowball sampling. The results of this study found that there is a positive and significant influence between Personal Branding in the formation of Influencer Credibility. In addition, it was also found that the credibility built by a social media influencer has a positive and significant influence in building Brand Awareness and Purchase Intention on Hellolilo products in the minds of Kiki Siantar's followers. And also found that Brand Awareness has a higher influence on purchasing decisions than Influencer Credibility
THE EFFECT OF PERCEIVED SERVICE QUALITY, WORD OF MOUTH AND PRICE QUALITY ON REPURCHASE INTENTION AND CUSTOMER SATISFACTION ON INSTAGRAMABLE RESTAURANT IN JAKARTA UTARA Tania Tjhin; Fathur Rayhaan; Lamhot Henry Pasaribu
Enrichment : Journal of Management Vol. 12 No. 1 (2021): November: Management Science
Publisher : Institute of Computer Science (IOCS)

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Abstract

The purpose of this study is to analyze whether there is an effect of Perceived Service Quality, Word of Mouth and Price Quality on Repurchase Intention and Customer Satisfaction at Instagramable Restaurants in North Jakarta. The method used for this research is to use a survey method to obtain data through the distribution of questionnaires to people who live in Jakarta. Then, the data that has been collected is analyzed using PLS-SEM assisted by the SmartPls 3.0 program. The number of samples in this study were 100 respondents. The sampling technique of this research is by using convenience sampling. The results showed that Price Quality had a positive effect on Repurchase Intention and Customer Satisfaction. However, from the results of this study, it was found that Perceived Service Quality did not have a positive effect on Repurchase Intention and Customer Satisfaction. The results of this study also show that Word of Mouth has a positive effect on Repurchase Intention, but does not have a positive effect on Customer Satisfaction.
Co-Authors Fathur Rayhaan Jeremy Iron Wiratama Luwie Kosim Muhammad Agung Hidayatullah Muhammad Fathur Rayhaan Tania Tjhin