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All Journal Jurnal Informatika Ekonomi Bisnis International Journal Of Science, Technology & Management (IJSTM) International Journal of Management Science and Information Technology (IJMSIT) Jurnal Informatika Ekonomi Bisnis Neraca: Jurnal Ekonomi, Manajemen dan Akuntansi Indonesian Journal of Economics, Business, Accounting, and Management
Agus Abdurrahman, Agus
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Aerospace Engineering Agriculture, Biological Sciences & Forestry Automotive Engineering Biochemistry, Genetics & Molecular Biology Chemical Engineering, Chemistry & Bioengineering Chemistry Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Electrical & Electronics Engineering Energy Engineering Industrial & Manufacturing Engineering Mechanical Engineering Social Sciences Transportation

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The Influence of Social Media Marketing on Purchasing Decisions is Influenced by Brand Awareness in Avoskin Beauty Products Mutiara Dini, Ananda; Abdurrahman, Agus
International Journal of Science, Technology & Management Vol. 4 No. 4 (2023): July 2023
Publisher : Publisher Cv. Inara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46729/ijstm.v4i4.891

Abstract

Companies in any field must have a strategy that focuses on maintaining the existence of their brand so that it is increasingly recognized by the public. One of the strategies used is through social media marketing. This research aims to analyze the effect of three marketing strategy components on Avoskin Beauty skin care products. This research was conducted using a google form and a questionnaire distributed online. The research also required 160 respondents, this study used a quantitative method with data processing using PLS-SEM (smartpls). The results of this research test will provide answers to the results of the three activity components, namely social media marketing has a positive effect on purchasing decisions, brand awareness has no effect on purchasing decisions, and the last is the influence of social media marketing on purchasing decisions which has a positive effect on brand awareness.
The Effect of Product Advertising Through YouTube Media on Brand Awareness, Brand Image, and Purchase Intentions in the Millennial Generation Irfandi, Fariz; Abdurrahman, Agus
International Journal of Management Science and Information Technology Vol. 3 No. 2 (2023): July - December 2023
Publisher : Lembaga Otonom Lembaga Informasi dan Riset Indonesia (KITA INFO dan RISET)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35870/ijmsit.v3i2.1534

Abstract

This study aims to see the influence of YouTube media as a place for promoting or advertising various products on brand awareness, brand image, and purchase intention by millennials in Indonesia. This research is based on advertising value theory and generational cohort theory. The variables in this study are YouTube advertising, brand awareness, brand image, and purchase intention. This study used a quantitative approach by distributing questionnaires online which managed to get 141 respondents. The respondents were collected by convenience sampling technique based on the choice of age criteria ranging from 18 years to 40 years the birth of the millennial generation 1982-2004 was based on the theory of generation by Strauss-Howe and using YouTube as an entertainment medium and information channel. Process the data from the results of this study using the PLS-SEM application. The results of this study found that there was a positive influence of YouTube advertising on brand awareness, brand image, and direct purchase intention. Brand image also influences purchase intention, but brand awareness does not influence purchase intention. So only brand image can be said as a mediating variable, while brand awareness is not. This research can be additional literacy related to the topic of the influence of YouTube advertisements which is still small. Companies can use this research as a basis for studies to make product or brand marketing through digital media more attractive to convey to consumers.
The Effect of Product Advertising Through YouTube Media on Brand Awareness, Brand Image, and Purchase Intentions in the Millennial Generation Irfandi, Fariz; Abdurrahman, Agus
International Journal of Management Science and Information Technology Vol. 3 No. 2 (2023): July - December 2023
Publisher : Lembaga Otonom Lembaga Informasi dan Riset Indonesia (KITA INFO dan RISET)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35870/ijmsit.v3i2.1534

Abstract

This study aims to see the influence of YouTube media as a place for promoting or advertising various products on brand awareness, brand image, and purchase intention by millennials in Indonesia. This research is based on advertising value theory and generational cohort theory. The variables in this study are YouTube advertising, brand awareness, brand image, and purchase intention. This study used a quantitative approach by distributing questionnaires online which managed to get 141 respondents. The respondents were collected by convenience sampling technique based on the choice of age criteria ranging from 18 years to 40 years the birth of the millennial generation 1982-2004 was based on the theory of generation by Strauss-Howe and using YouTube as an entertainment medium and information channel. Process the data from the results of this study using the PLS-SEM application. The results of this study found that there was a positive influence of YouTube advertising on brand awareness, brand image, and direct purchase intention. Brand image also influences purchase intention, but brand awareness does not influence purchase intention. So only brand image can be said as a mediating variable, while brand awareness is not. This research can be additional literacy related to the topic of the influence of YouTube advertisements which is still small. Companies can use this research as a basis for studies to make product or brand marketing through digital media more attractive to convey to consumers.
Pengaruh Gaya Hidup dan Brand Produk terhadap Keputusan Pembelian Produk Barang Thrifting di Yogyakarta Ruas, Zulfansyah La; Abdurrahman, Agus
Indonesian Journal of Economics, Business, Accounting, and Management (IJEBAM) Vol 1 No 4 (2023): Volume 1, No. 4, 2023
Publisher : PT SOLUSI EDUKASI BERDIKARI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63901/ijebam.v1i4.22

Abstract

Penelitian ini ditujukan untuk mengetahui hubungan pengaruh gaya hidup dan brand produk terhadap keputusan pembelian produk barang thrifting di Yogyakarta yang diukur menggunakan indikator berikut: Aktivitas, minat, opini, ingatan konsumen terhadap merek, ciri-ciri karakter produk, dan keunikan desain produk. Variabel keputusan pembelian sebagai variabel terikat. Penelitian ini menggunakan 70 responden/orang yang pernah membeli dan menggunakan produk barang Thrifting di Yogyakarta. Hasil pengujian hipotesis secara keseluruhan uji simultan membuktikan bahwa hipotesis gaya hidup dan brand produk berpengaruh signifikan terhadap keputusan pembelian dengan signifikansi < 0,05. Selain itu, berdasarkan uji independent t-test, dapat diketahui bahwa variabel gaya hidup dan brand produk memiliki pengaruh positif terhadap keputusan pembelian  produk barang Thrifting di Yogyakarta dengan hasil t hitung > df= 1,989.
Pengaruh Promosi Live Streaming Tiktok dan Harga terhadap Minat Beli Pada Skincare Skintific Azalia, Hayyu Puri; Abdurrahman, Agus
Jurnal Informatika Ekonomi Bisnis Vol. 7, No. 3 (September 2025)
Publisher : SAFE-Network

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37034/infeb.v6i2.913

Abstract

This research aims to explore the practice of implementing social media strategies by companies, especially in the context of product promotion through social media platforms such as live streaming and providing discounts. The main focus of the research is on efforts to increase customer buying interest, especially on the TikTok platform, using Skintific products as a case study. The method used is a quantitative approach by distributing questionnaires to 250 respondents. The research results show that there is a significant relationship between the use of live streaming, giving discounts, and customer purchasing interest. These findings highlight the importance of an integrated social media strategy in increasing customer engagement and supporting business growth. The main conclusion of this research is that the use of social media strategies such as live streaming and promotional offers can positively influence customer purchasing interest on the TikTok platform, providing valuable insights for companies in designing effective marketing strategies in today's digital era.
Pengaruh Promosi Live Streaming Tiktok dan Harga terhadap Minat Beli Pada Skincare Skintific Azalia, Hayyu Puri; Abdurrahman, Agus
Jurnal Informatika Ekonomi Bisnis Vol. 7, No. 3 (September 2025)
Publisher : SAFE-Network

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37034/infeb.v6i2.913

Abstract

This research aims to explore the practice of implementing social media strategies by companies, especially in the context of product promotion through social media platforms such as live streaming and providing discounts. The main focus of the research is on efforts to increase customer buying interest, especially on the TikTok platform, using Skintific products as a case study. The method used is a quantitative approach by distributing questionnaires to 250 respondents. The research results show that there is a significant relationship between the use of live streaming, giving discounts, and customer purchasing interest. These findings highlight the importance of an integrated social media strategy in increasing customer engagement and supporting business growth. The main conclusion of this research is that the use of social media strategies such as live streaming and promotional offers can positively influence customer purchasing interest on the TikTok platform, providing valuable insights for companies in designing effective marketing strategies in today's digital era.
PENERAPAN MARKETING MIX OLEH KANTOR UNIT TEATER DAN PENTAS (PT. TWC) PADA PENJUALAN TIKET RAMAYANA BALLET MELALUI PLATFORM MEDIA SOSIAL TIKTOK Aji, Faizal Ghifari Setya; Abdurrahman, Agus
Neraca: Jurnal Ekonomi, Manajemen dan Akuntansi Vol. 3 No. 2 (2024): Neraca: Jurnal Ekonomi, Manajemen dan Akuntansi
Publisher : Neraca: Jurnal Ekonomi, Manajemen dan Akuntansi

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

Kantor Unit Teater & Pentas adalah kantor unit dari PT TWC yang merupakan perusahaan dibawah naungan BUMN yang bergerak di bidang seni pertunjukan. Kantor Unit Teater & Pentas juga mengelola aspek-aspek lain yang terkait dengan kegiatan usahanya, termasuk operasional, ticketing, pemasaran, pelayanan, promosi, pengembangan produk, dan kerja sama dengan pihak ketiga. Bauran pemasaran atau marketing mix adalah kumpulan alat pemasaran yang digunakan oleh perusahaan untuk mencapai tujuan pemasarannya di pasar target. Marketing mix melibatkan 4P terdiri dari product, price, promotion, dan place sebagai respon dari 4C yang terdiri dari customer solution, customer cost, convenience, dan communication. Laporan magang ini menggunakan pendekatan kualitatif deskriptif yang mencakup observasi dan wawancara dengan berbagai pihak di Kantor Unit Teater & Pentas (PT TWC). Sebagai hasil, dalam mengaplikasikan pemasaran tiket Ramayana Ballet Prambanan melalui platform media sosial TikTok, PT. TWC telah berhasil menggunakan berbagai strategi pemasaran, termasuk tim sales, hubungan masyarakat, iklan, dan promosi penjualan. Melalui distribusi intensif tiket, kerja sama dengan influencer, dan konten kreatif yang menarik, PT. TWC berhasil meningkatkan kesadaran akan pertunjukan dan memperluas jangkauan pasar mereka. Dengan demikian, TikTok bukan hanya menjadi platform promosi, tetapi juga menjadi alat efektif untuk meningkatkan penjualan tiket Ramayana Ballet Prambanan.
Co-Authors Aji, Faizal Ghifari Setya Azalia, Hayyu Puri Irfandi, Fariz Mutiara Dini, Ananda Ruas, Zulfansyah La