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All Journal Journal of Economic, Bussines and Accounting (COSTING) Journal of Management and Bussines (JOMB) IDEAS: Journal of Management & Technology
Desmiza Desmiza
Universitas Jenderal Achmad Yani
Humanities Economics, Econometrics & Finance

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Journal : Journal of Economic, Bussines and Accounting (COSTING)

 1 
Pengaruh Sales Promotion Dan Brand Ambassador Terhadap Minat Beli Pada E-Commerce Tokopedia Nur Cahya; Desmiza Desmiza
Journal of Economic, Bussines and Accounting (COSTING) Vol 7 No 3 (2024): Journal of Economic, Bussines and Accounting (COSTING)
Publisher : Institut Penelitian Matematika, Komputer, Keperawatan, Pendidikan dan Ekonomi (IPM2KPE)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31539/costing.v7i3.8955

Abstract

Research aimed at analyzing the influence of sales promotion and brand ambassador on purchase intention tokopedia e-commerce. This research uses a survey method with a quantitative approach. The respondents involved were e-commerce users of tokopedia in Cimahi City, which comprised 120 people, selected using purposive sampling. Data type is primary data obtained through the dissemination of questionnaires via online link google form, with cross-sectional data collection techniques. SPSS version 26 is used as a test tool. The findings from this study show that sales promotion has a positive impact on purchase intention, as well as brand ambassadors have a positive effect on purchase intention. Then, sales promotion and brand ambassadors jointly influence purchase intention. This should be a serious concern for tokopedia to improve sales promotion and brand ambassador indicators, as both are believed to increase customer buying interests. Keywords : Sales Promotion, Brand Ambassador, Purchase Intention, Tokopedia ABSTRAK Penelitian dengan tujuan menganalisis pengaruh sales promotion dan brand ambassador terhadap minat beli pada e-commerce tokopedia. Penelitian ini menggunakan metode survei dengan pendekatan kuantitatif. Responden yang terlibat yaitu pengguna e-commerce tokopedia di Kota Cimahi, yang berjumlah 120 orang, dipilih menggunakan metode pengambilan sampel purposive sampling. Jenis data yaitu data primer diperoleh melalui penyebaran kuesioner melalui tautan google form secara online, dengan teknik pengumpulan data cross-sectional. SPSS versi 26 digunakan sebagai alat untuk melakukan pengujian. Temuan dari penelitian ini menunjukkan sales promotion berpengaruh positif terhadap minat beli, begitu juga brand ambassador berpengaruh positif terhadap minat beli. Kemudian, sales promotion dan brand ambassador secara bersama-sama berpengaruh terhadap minat beli. Hal tersebut seharusnya menjadi perhatian serius bagi pihak tokopedia untuk meningkatkan indikator sales promotion dan brand ambassador, karena keduanya diyakini dapat meningkatkan minat beli pelanggan. Kata Kunci : Promosi Penjualan, Duta Merek, Minat Beli, Tokopedia
The Effect of Intellectual Capital and Sustainability Report on Firm Value Mediated by Financial Performance Mohammad Sakti Qudratulloh; Desmiza Desmiza
Journal of Economic, Bussines and Accounting (COSTING) Vol 7 No 4 (2024): Journal of Economic, Bussines and Accounting (COSTING)
Publisher : Institut Penelitian Matematika, Komputer, Keperawatan, Pendidikan dan Ekonomi (IPM2KPE)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31539/costing.v7i5.8642

Abstract

The purpose of this study is to examine the impact of intellectual capital, as measured by the proxy VAIC (Value Added Intellectual Coefficient), and sustainability report, as measured by the proxy SRDI (Sustainability Report Disclosure Index), on firm value (Tobin's Q), as mediated by financial performance (ROA) in companies listed on the LQ45 Index from 2018 to 2022. This study employs quantitative methods. With a study sample of 15 firms, the purposive sampling approach was employed to choose samples. Secondary data taken from the company's annual report and sustainability report, obtained 75 processed data, was utilized. With the assistance of Eviews 12 software, this study employs path analysis and panel data regression. The results showed that partially intellectual capital and sustainability report have no effect on firm value, ROA has a positive effect on firm value, and simultaneously intellectual capital, sustainability report, and ROA have a significant effect on firm value. Furthermore, both partially and simultaneously intellectual capital and sustainability report have a positive effect on ROA. The results of this study also show that ROA is not able to mediate the relationship between intellectual capital and sustainability report on firm value. Keywords: Intellectual Capital, Sustainability Report, Financial Performance, Firm Value
Co-Authors Amalia Nur Fadhila Amanda Risma Nurafifah Mohammad Sakti Qudratulloh Nur Cahya