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Pengaruh Harga Terhadap Keputusan Pembeliaan Online Melalui Minat Beli Sebagai Variable Intervening dalam Pandangan Ekonomi Islam Pada Pengguna Aplikasi Buka Lapak di Semarang Soraya, Tsummadana Mita; Yoestini, Yoestini
Jurnal Ilmiah Ekonomi Islam Vol 10, No 1 (2024): JIEI : Vol.10, No.1, 2024
Publisher : ITB AAS INDONESIA Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/jiei.v10i1.8992

The era of the dynamic marketing revolution has helped make people more brand conscious in most of the products they buy. Before deciding to buy a product, customers associate it with many factors, making it difficult for marketers to predict how consumers will buy a particular product. The aim of this research is to find out whether price influences purchasing decisions, and to find out whether purchasing interest is able to mediate price on purchasing decisions. The population in this study were Bukalapak users in Semarang City. The number of samples in this research was 140 respondents using accidental sampling technique. Data collection techniques use questionnaires and observation methods. The data analysis method uses multiple linear regression with a path analysis approach and the SPSS program. The research results show that the price variable has an influence on purchasing decisions, then buying interest also has a positive and significant influence on purchasing decisions. The results of the indirect influence test also show that purchasing interest is able to mediate the relationship between price and purchasing decisions. Implementing fair, reasonable and acceptable prices will influence Bukalapak users' purchasing decisions. Purchase interest also influences purchasing decisions and can mediate the relationship between price and purchasing decisions.

Unveiling the Power of Green Marketing: How Green Advertising and Green Branding Shape Green Buying Behavior – A Case Study on Le Minerale Consumers Wibowo, Muhammad Firsdo Guntur; Yoestini, Yoestini
International Journal of Economics Development Research (IJEDR) Vol. 6 No. 1 (2025): International Journal of Economics Development Research (IJEDR)
Publisher : Yayasan Riset dan Pengembangan Intelektual

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37385/ijedr.v6i1.7160

This study aims to analyze the influence of Green Advertising, Green Branding, and Green Marketing on Green Buying Behavior of Le Minerale Drinking Water consumers in Semarang City. This study is based on the phenomenon of increasing consumer awareness of environmentally friendly products and the importance of green marketing strategies for companies. Data were collected through questionnaires from 100 respondents, who were Le Minerale consumers in Semarang City, and analyzed using the Structural Equation Modeling (SEM) technique with the Partial Least Square (PLS) approach. The results showed that Green Advertising had a positive and significant influence on Green Buying Behavior, while its influence on Green Marketing was not significant. Furthermore, Green Branding was found to have no significant effect on Green Buying Behavior, but had a significant effect on Green Marketing. Green Marketing was proven to have a positive and significant influence on Green Buying Behavior, which indicates that green marketing strategies are effective in encouraging consumer green purchasing behavior. This study also found that Green Marketing can mediate the relationship between Green Advertising and Green Buying Behavior, indicating that green advertising will be more effective if supported by a strong green marketing strategy. The limitations of this study include limited sample coverage, research variables that do not cover all factors that may influence Green Buying Behavior, and data collection methods that only use questionnaires. Further research is suggested to expand the research area, add other variables, and use mixed data collection methods for more comprehensive results.

Pengaruh Harga Terhadap Keputusan Pembeliaan Online Melalui Minat Beli Sebagai Variable Intervening dalam Pandangan Ekonomi Islam Pada Pengguna Aplikasi Buka Lapak di Semarang Soraya, Tsummadana Mita; Yoestini, Yoestini
Jurnal Ilmiah Ekonomi Islam Vol. 10 No. 1 (2024): JIEI : Vol.10, No.1, 2024
Publisher : ITB AAS INDONESIA Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/jiei.v10i1.8992

The era of the dynamic marketing revolution has helped make people more brand conscious in most of the products they buy. Before deciding to buy a product, customers associate it with many factors, making it difficult for marketers to predict how consumers will buy a particular product. The aim of this research is to find out whether price influences purchasing decisions, and to find out whether purchasing interest is able to mediate price on purchasing decisions. The population in this study were Bukalapak users in Semarang City. The number of samples in this research was 140 respondents using accidental sampling technique. Data collection techniques use questionnaires and observation methods. The data analysis method uses multiple linear regression with a path analysis approach and the SPSS program. The research results show that the price variable has an influence on purchasing decisions, then buying interest also has a positive and significant influence on purchasing decisions. The results of the indirect influence test also show that purchasing interest is able to mediate the relationship between price and purchasing decisions. Implementing fair, reasonable and acceptable prices will influence Bukalapak users' purchasing decisions. Purchase interest also influences purchasing decisions and can mediate the relationship between price and purchasing decisions.

Pengaruh Orientasi Pelanggan, Orientasi Kewirausahaan, dan Lingkungan Industri Terhadap Kinerja Pemasaran Syariah Melalui Keunggulan Bersaing Pada UMKM Olahan Pangan Seafood di Kabupaten Sidoarjo Christian, Tristan Jason; Yoestini, Yoestini
Jurnal Ilmiah Ekonomi Islam Vol. 9 No. 3 (2023): JIEI : Vol.9, No.3, 2023
Publisher : ITB AAS INDONESIA Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/jiei.v9i3.11410

Marketing performance is an assessment of how the marketing strategy implemented by the company is realized. With the marketing performance assessment, it can be seen how far the company has developed. The aim of this research is to examine the mediating effect of competitive advantage in the influence of customer orientation, entrepreneurial orientation, and industrial environment on marketing performance in Seafood Processed MSMEs in Sidoarjo Regency. The population in this study was 140 Seafood Processing MSMEs in Sidoarjo Regency. The sampling method used the Slovin method, numbering 104 and data was taken using the accidental sampling method. Data collection techniques use questionnaires and observation methods. The data analysis method uses multiple linear regression with a path analysis approach and the SPSS program. The research results show that customer orientation, entrepreneurial orientation, and the industrial environment have a positive and significant influence on marketing performance through competitive advantage. The competitive advantage variable is proven to be an intervening variable. The results of the path analysis test show that competitive advantage can mediate the influence of customer orientation, entrepreneurial orientation, and industrial environment and provide a significant and positive influence on marketing performance. Seafood Processed MSMEs in Sidoarjo Regency are advised to improve these factors to improve marketing performance.

Pengaruh Aktivitas Pemasaran Media Sosial Terhadap Ekuitas Merek dan Loyalitas Merek Pada Konsumen Muslim Marketplace Lazada Nailufar, Wilda; Yoestini, Yoestini
Jurnal Ilmiah Ekonomi Islam Vol. 9 No. 3 (2023): JIEI : Vol.9, No.3, 2023
Publisher : ITB AAS INDONESIA Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/jiei.v9i3.11452

This research aims to determine the influence of Social Media Marketing Activities on Brand Equity and Brand Loyalty among Lazada Marketplace ConsumersTo gain a more comprehensive understanding of social media marketing from brands, it is important to examine the influence of social media marketing activities on brand building in various product and service contexts.The results of the analysis show that social media marketing activities have a significant effect on brand awareness, brand image and brand loyalty. These results are in accordance with the results of research conducted by Ismail, (2017), Seo&Park (2018), Bilgin (2018), and Malarvizhi, et al. (2022). The SOR theory underlies this research where every process of social media's effects on individuals begins with attention to several media messages. This shows that the public receives a stimulus, namely consumer exposure to a brand's social media which then has an influence on the public and produces a response including trust, purchase commitment and loyalty to a brand.

PERAN AKTIVITAS SOCIAL MEDIA MARKETING TERHADAP CUSTOMER BRAND ENGAGEMENT DAN DAMPAKNYA BAGI BRAND LOYALTY DI AKUN INSTAGRAM STARBUCKS INDONESIA Fauziyah, Atikah Nur; Yoestini, Yoestini
JURNAL ILMIAH EDUNOMIKA Vol. 8 No. 2 (2024): EDUNOMIKA
Publisher : ITB AAS Indonesia Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/jie.v8i2.13821

The purpose of this study is to explore the influence of interactive, informative, and social media marketing trends on customer brand engagement and the consequences for the brand loyalty of the @starbucksindonesia Instagram account. The population used in this study is followers and customers on accounts Instagram @starbucksindonesia in Semarang City. In taking the sample, the researcher used a purposive sampling method and distributed the Google form questionnaire as the instrument. SEM (Structural Equation Mode) with SMART PLS 3 is used in this study to carry out validity tests, reliability tests, coefficient of determination tests (Adjusted R Square) and t tests. The results of this study indicate an informative variable. The trend variable has a significant positive effect on customer brand involvement and brand loyalty except interactive. Keyword : Interactive, Interactivity, Informative, Trend, Trendy, Customer Brand Engagement, dan Brand Loyalty

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