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All Journal EQIEN - JURNAL EKONOMI DAN BISNIS Jurnal Akuntansi dan Manajemen Bisnis (JAMAN)
Mella Sri Kencanawati
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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PENGARUH SOCIAL MEDIA MARKETING, CELEBRITY ENDORSER, BRAND IMAGE, ELECTRONIC WORD OF MOUTH, DAN INOVASI PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK WARDAH Syntha Noviyana; Mella Sri Kencanawati; Reni Anggraini; Laras Ayu Irene Gayatri
Eqien - Jurnal Ekonomi dan Bisnis Vol 11 No 1 (2022): EQIEN- JURNAL EKONOMI DAN BISNIS
Publisher : Sekolah Tinggi Ilmu Ekonomi Dr Kh Ez Mutaqien

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (456.136 KB) | DOI: 10.34308/eqien.v11i1.794

Abstract

As the time goes by, the need for cosmetics are increasing. In their efforts to increase the purchase by the community, attention should be given to social media marketing, celebrity endorser, brand image, electronic word of mouth, and product innovations that Wardah did. The purpose of this research is to figure out how social media marketing, celebrity endorser, brand image, electronic word of mouth, and product innovations influence the purchase decision partially and simultaneously. The data used in this research was the primary data obtained from respondents were distributed online through google form. Samples were taken using non- probabilty sampling technique as many as 100 respondents. This research was conducted validity test, reliability test, classical assumption test, multiple linear regression analysis, partial t test, simultaneous F test, and analysis of the coefficient of determination (R2 ) using SPSS version 22 as a data processor. Based on the results of this research, it shows that partially celebrity endorser, brand image, and electronic word of mouth affect Wardah’s purchase decision, but social media marketing and product innovations don’t affect Wardah’s purchase decision. Meanwhile, social media marketing, celebrity endorser, brand image, electronic word of mouth, and product innovations simultaneously affects Wardah’s purchase decision.
PENGARUH PROFITABILITAS, LIKUIDITAS, DAN LEVERAGE TERHADAP FINANCIAL DISTRESS Syntha Noviyana; Mella Sri Kencanawati; Reni Anggraini; Muhammad Farhan Ramdhani
Eqien - Jurnal Ekonomi dan Bisnis Vol 11 No 03 (2022): EQIEN- JURNAL EKONOMI DAN BISNIS
Publisher : Sekolah Tinggi Ilmu Ekonomi DR KH EZ Mutaqien

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34308/eqien.v11i03.1112

Abstract

Financial distress is a condition when the company experiences financial difficulties and occurs before bankruptcy. This condition occurs when a company suffers losses for several years. This study aims to analyze the effect of profitability, liquidity, and leverage on financial distress partially and simultaneously in transportation subsector companies listed on the Indonesia Stock Exchange during the 2018-2020 period. The population in this study is the transportation sub-sector listed on the Indonesia Stock Exchange, amounting to 46 companies. This research was conducted using purposive sampling method. Companies that meet the criteria to be used as samples in this study amounted to 7 companies. The type of data used is secondary data in the form of financial statements of transportation subsector companies listed on the Indonesia Stock Exchange for the 2018-2020 period obtained through the official website of the Indonesia Stock Exchange and the official website of each company. The analysis technique in this study uses multiple linear regression analysis with SPSS software version 25. The results of this study indicate that partially profitability as measured by Return on Assets (ROA) and liquidity as measured by Current Ratio (CR) has no effect on financial distress. Meanwhile, leverage as measured by the Debt to Assets Ratio (DAR) has an influence on the occurrence of financial distress in a company. Simultaneously profitability, liquidity, and leverage affect financial distress.
FAKTOR DETERMINAN TERHADAP KEPUTUSAN PEMBELIAN DI MARKETPLACE TOKOPEDIA PADA MAHASISWA UNIVERSITAS GUNADARMA KARAWACI Wardoyo; Efin Rohani; Mella Sri Kencanawati
Jurnal Akuntansi dan Manajemen Bisnis Vol. 3 No. 2 (2023): Agustus: Jurnal Akuntansi dan Manajemen Bisnis
Publisher : Asosiasi Dosen Muda Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56127/jaman.v3i2.828

Abstract

Tujuan riset ini adalah menganalisis pengaruh harga, promosi, ulasan produk, dan gratis ongkos kirim terhadap keputusan pembelian. Data yang digunakan dalam riset ini merupakan data primer yang diperoleh dari penyebaran kuesioner secara online dengan memakai google form yang yang dilaksanakan pada 1- 15 Agustus 2022. Jumlah responden 359 orang dengan menggunakan proportional random sampling. Variabel dalam riset ini harga, promosi, ulasan produk, serta gratis ongkos kirim, serta keputusan pembelian sebagai variabel terikat. Data dianalisis dengan menggunakan regresi linier berganda dengan menggunakan SMARTPLS 3. 0. Hasil riset menunjukkan variabel harga serta promosi mempengaruhi secara parsial terhadap keputusan pembelian pada marketplace Tokopedia, sebaliknya ulasan produk serta gratis ongkos kirim tidak mempengaruhi secara parsial terhadap keputusan pembelian pada marketplace Tokopedia.
Co-Authors Efin Rohani Laras Ayu Irene Gayatri Muhammad Farhan Ramdhani Reni Anggraini Syntha Noviyana Wardoyo