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All Journal Jurnal Mirai Management Journal of Studies in Academic, Humanities, Research, and Innovation
Andi Muhammad Irwan
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Religion Chemistry Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Library & Information Science Mathematics Social Sciences Other

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Analisis Strategi Bauran Pemasaran Dalam Meningkatkan Volume Penjualan Bedak Dingin di Kabupaten Wajo Sri Eka Wahyuni; Hasnidar Hasnidar; Andi Muhammad Irwan
Jurnal Mirai Management Vol 7, No 3 (2022)
Publisher : STIE AMKOP

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37531/mirai.v7i3.2853

Abstract

Abstrak Tujuan Penelitian adalah untuk mengetahui strategi bauran pemasaran dalam meningkatkan volume penjualan bedak dingin pada CV. Nur Filza Mamming di Kabupaten Wajo. Populasi penelitian ini adalah karyawan 15 orang dan reseller 30 orang. Teknik analisis data penelitian ini menggunakan metode deskriptif kualitatif dengan analisis SWOT untuk memanfaatkan peluang dan memaksimalkan kekuatan, mengurangi kelemahan dan menghindari ancaman. Hasil penelitian menemukan bahwa perlunya perusahaan menggunakan kekuatan dan peluang yang dimiliki untuk menjalankan usahanya. Perusahaan sebaiknya berkonsentrasi dalam mempertahankan bahkan meningkatkan kualitas produk untuk mendapatkan pelanggan setia dengan menggunakan perkembangan teknologi yang semakin canggih ini dengan baik. Kata Kunci: Bauran Pemasaran, Analisis SWOT, Volume Penjualan
Building Buying Interest In The Digital Era: The Role Of Influencers, Promotional Content And MJB Beauty's Brand Image Alysa Noer Aida; Sundari Rahman; Andi Muhammad Irwan; Musmulyadi
Journal of Studies in Academic, Humanities, Research, and Innovation Vol. 3 No. 1 (2026): Vol 3 No 1 June 2026
Publisher : Ponpes As-Salafiyyah Asy-Syafi'iyyah

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.71305/sahri.v3i1.1406

Abstract

This study examines the influence of influencers, promotional content, and brands on the buying interest of MJB Beauty, a local cosmetics brand in Indonesia. The problem studied is the inconsistency of the influence of digital marketing strategies on consumer buying interest, especially in beauty products. The purpose of the study was to analyze the partial and simultaneous influence of influencers, promotional content, and brands on buying interest. This study used a quantitative method with a multiple linear regression approach, involving 100 respondents who were Instagram followers of influencer MJB Beauty. Data were analyzed using SPSS version 25. The results showed that influencers and promotional content partially had a positive and significant effect on buying interest, with t-calculated values of 5,533 (p=0.000) and 5,956 (p=0.001), respectively. However, brands did not have a significant effect partially (t-count=0.630, p=0.530). Simultaneously, the three variables had a positive and significant effect (F-count=108.491, p=0.001) with a contribution of 77.2% to buying interest. The study concluded that marketing strategies involving influencers and engaging promotional content are highly effective, but MJB Beauty needs to strengthen its brand identity to increase buying interest.
Co-Authors Alysa Noer Aida Hasnidar Musmulyadi Sri Eka Wahyuni Sundari Rahman