Articles
Analisis Sosial Media Marketing terhadap Purchase Intention
Prasetyo Hartanto;
Ratih Hurriyati;
Puspo Dewi Dirgantari
Jurnal Informatika Ekonomi Bisnis Vol. 4, No. 4 (December 2022)
Publisher : SAFE-Network
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DOI: 10.37034/infeb.v4i4.180
The purpose of this study is to analyze the effect of Social Media Marketing on Customer Purchase Intentions. The data used in this study were obtained directly from distributing online. The number of respondents in this study was 115 people. The results of testing the hypothesis in this study indicate that: Firm- Created Social Media Communication has a positive and significant effect on User-Generated Social Media Communication,and Brand Passion. Meanwhile, User-Generated Social Media Communication has no effect on Brand Passion. The results of the study also show that Brand Passion has a positive and significant effect on Brand Loyalty and Purchase Intention. Brand Loyalty also has a positive and significant effect on consumer Purchase Intention. As for the limitations in this study, it only uses one company brand as the object studied, so the results cannot be generalized to coffee shop company brands as a whole and also the selection of respondents is only in Indonesia so it is not can represent the behavior of Starbucks consumers as a whole spread across many countries. Furthermore, this study has not been able to reveal the overall factors that influence purchase intention due to limited variables in this study which are only limited to social media marketing which is divided into two parts; firm-created social media communication and user-generated social media communication, brand passion and brand loyalty so that there are other variables that are not included in this study.
Analisis Digital Advertising Terhadap Purchase Intention melalui Brand Awareness Sebagai Variabel Intervening
Muhammad Muchtar;
Ratih Hurriyati;
Puspo Dewi Dirgantari;
Faizal Fardhani Sigarlaki
Jurnal Informatika Ekonomi Bisnis Vol. 4, No. 4 (December 2022)
Publisher : SAFE-Network
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DOI: 10.37034/infeb.v4i4.183
Indonesia memimpin jajaran tertinggi pertumbuhan e-commerce tercepat di Dunia di banding sembilan negara lainnya dengan nilai pertumbuhan 78%. Fenomena perkembangan e-commerce ini menyebabkan banyaknya perusahaan-perusahaan startup yang bergerak dibidang e-commerce terus bermunculan. Yang menandakan bahwa bisnis e-commerce menjadi sebuah ladang bisnis yang potensial. Shopee termasuk jenis e-commerce C2C, yaitu C to C (Consumer to Consumer) yang merupakan perdagangan antara individu dengan konsumen. C to C dapat dikatakan transaksi dimana konsumen menjual produk secara langsung kepada konsumen lain dengan menggunakan media elektronik atau online. Shoope merupakan perusahaan e-commerce yang memiliki pangsa pasar tertinggi diantara e-commerce lainnya namun menduduki posisi ketiga di tahun 2022 sebagai e-commerce yang paling diminati. Hal tersebut mengindikasikan bahwa purchase intention mengalami penurunan pada e-commerce Shoppe dan peneliti tertarik untuk menelitinya. Tujuan penelitian ini untuk mengetahui gambaran dan pengaruh variabel digital advertisng terhadap purchase intention yang dimediasi oleh brand awerness. Metode penelitian menggunakan metode kuantitatif dengan analisis deskriptif. Sampel penelitian sebanyak 100 responden. Hasil penelitian menunjukkan bahwa digital advertising berpengaruh positif signifikan terhadap brand awerness, brand awerness berpengaruh positif signifikan terhadap purchase intention, digital advertising berpengaruh positif signifikan terhadap purchase intention. Selain itu, adanya peran brand awerness dalam memediasi pengaruh digital advertising terhadap purchase intention.
Pengaruh Word of Mouth dan World Class University terhadap Pemilihan Perguruan Tinggi
Ni Putu Nurwita Pratami Wijaya;
Ratih Hurriyati;
Puspo Dewi Dirgantari
Coopetition : Jurnal Ilmiah Manajemen Vol. 14 No. 1 (2023): Coopetition : Jurnal Ilmiah Manajemen
Publisher : Program Studi Magister Manajemen, Institut Manajemen Koperasi Indonesia
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DOI: 10.32670/coopetition.v14i1.2683
Higher education competition is currently highly competition in Indonesia. Both state universities and private universities are competing to get students. Various methods are used to attract prospective students, one of them is Telkom University. This study aims to see the influence of Word of Mouth and World Class University on student decision to select the university. With a total sample of 130 respondents who are new students at Telkom University year academic 2022/2023 and data analysis was carried out with PLS-SEM. The results of the study show that the World of Mouth influences the decision for student to select the university , then world class university also influences the decision of student to select the university
Strategi perancangan destination branding di pangandaran sebagai magnet pariwisata
Ardelia Azhar Arifianti;
Ratih Hurriyati;
Puspo Dewi Dirgantari
INOVASI Vol 17, No 2 (2021): Mei
Publisher : Faculty of Economics and Business Mulawarman University
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DOI: 10.30872/jinv.v17i2.8484
Terjadinya fluktuasi jumlah kunjugan wisatawan dan juga sebagai kawasan wisata yang populer di Jawa Barat, Pangandaran harus terus melakukan pembenahan dari berbagai aspek agar terbentuk destination branding yang sesuai dengan apa yang di inginkan oleh wisatawan baik lokal maupun mancanegara melalui strategi perancangan destination branding. Dengan begitu, penelitian ini dapat memberikan gambaran mengenai bagaimana Pangandaran mengembangkan destination branding untuk men-trigger pengembangan pariwisata. Adanya branding yang baik akan mampu membawa pengaruh positif bagi daerah tersebut dan secara otomatis akan memberikan kesan yang baik pula bagi siapapun yang berkunjung kesana.
Apakah compatibility dan reputasi aplikasi menjadi penentu perilaku konsumen untuk menggunakan pembayaran seluler?
Femmy Effendy;
Ratih Hurriyati;
Disman Disman;
Heny Hendrayati
INOVASI Vol 16, No 2 (2020): November
Publisher : Faculty of Economics and Business Mulawarman University
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DOI: 10.30872/jinv.v16i2.7583
Penelitian ini menggabungkan Innovation Diffusion Theory (IDT) dan Trust Building Model Theory , variabel compatibility atau kesesuaian dan reputation atau reputasi digunakan untuk mengukur niat dan aktual penggunaan pembayaran seluler yang ada di Indonesia. Hasil uji deskriptif menyatakan bahwa OVO, Go-Pay dan Dana menjadi tiga besar pilihan aplikasi para responden yang diteliti. Jenis penelitian ini menggunakan jenis penelitian kuantitatif. Sample yang digunakan adalah sebanyak 143 responden yang didapatkan  dari berbagai kalangan. Data dikumpulkan dengan menggunakan teknik purposive sampling dan dengan instrumen angket dan pengukuran menggunakan  skala semantic deferensial. Pendekatan analisis jalur yang diolah dengan persamaan model struktural menggunakan Lisrel 8.7. Hasil penelitian menunjukkan bahwa compatibility suatu aplikasi berpengaruh signifikan terhadap niat dan aktual penggunaan pembayaran seluler sedangkan reputation  dari aplikasi yang digunakan tidak berpengaruh secara signifikan terhadap niat dan aktual penggunaan pembayaran seluler. Penelitian ini menyimpulkan bahwa aplikasi yang sesuai dan cocok dengan kebutuhan konsumen akan selalu menjadi produk yang dipilih.
Strategi Human Centric Marketing dalam Meningkatkan Omzet Penjualan RM Abah Wardja Kec. Talun Kab. Cirebon
Ekarini, Mira Indriyulia;
Hurriyati, Ratih;
Dirgantari, Puspo
Syntax Literate Jurnal Ilmiah Indonesia
Publisher : CV. Ridwan Publisher
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DOI: 10.36418/syntax-literate.v5i12.1848
Penelitian tentang strategi human centric marketing dilakukan untuk mengetahui dampak strategi yang diterapkan rumah makan abah wardja dalam meningkatkan omzet penjualan. Strategi human centric marketing dapat dikatakan strategi baru karena konsepnya diterapkan di era revolusi industri ini. Metode penelitian tentang human centric marketing ini menggunakan metode kualitatif deskriptif yakni dalam penelitian ini mengkaji lebih dalam tentang strategi pemasaran yang berpusat pada kemanusiaan yakni human centric. Dari hasil penelitian yang dilaksanakan di rumah makan abah wardja dengan judul Strategi Human Centric Marketing Dalam Meningkatkan Omzet Penjualan Rumah Makan Abah Wardja Kec. Talun Kab. Cirebon disimpulkan bahwa strategi human centric marketing yang dilakukan rumah makan abah wardja cukup memberikan dampak signifikan dalam meningkatkan omzet penjualan, hal ini dikarenakan strategi human centric marketing menempatkan pelanggan sebagai fokus utama dalam pemasaran. Kepuasan pelanggan yang disajikan menjadikan media untuk memasarkan kepada pelanggan lain karena konsepnya adalah human centric marketing dimana pelanggan yang merasa puas dengan pelayanan dan produk yang ditawarkan akan memberitahuan kepada pelanggan lain yang belum datang ke rumah makan abah wardja Kecamatan Talun Kabupaten Cirebon.
Pengaruh Viral Marketing Terhadap Purchase Intention Melalui Brand Equity Pada Kampanye Inclusive Beauty MS Glow For Men
Nabilah Ramadhan;
Ratih Hurriyati;
Puspo Dewi Dirgantari
Coopetition : Jurnal Ilmiah Manajemen Vol. 14 No. 1 (2023): Coopetition : Jurnal Ilmiah Manajemen
Publisher : Program Studi Magister Manajemen, Institut Manajemen Koperasi Indonesia
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DOI: 10.32670/coopetition.v14i1.2687
Viral marketing is a tactic used in digital marketing to spread information about a product over the internet. MS Glow For Men uses viral marketing tactics in its inclusive beauty campaign through the hashtag #alljugabisa and appoints brand ambassadors who are considered eccentric. The purpose of this research is to see whether the viral marketing conducted by MS Glow For Men is able to influence consumers' purchase intentions either directly or through brand equity mediation. Data were collected through questionnaires which were distributed to 120 respondents of customers and prospective customers of MS Glow For Men through purposive sampling. The results of data processing show that the direct effect of viral marketing on purchase intention (0.491) is greater than the indirect effect of viral marketing on purchase intention through brand equity (0.399)
Pengaruh Green Perceived Value (GPV) dan Green Brand Knowledge terhadap Purchase Intention to Buying Green Product Melalui Attitude Toward Purchasing Green Products
Prasetyo Hartanto;
Ratih Hurriyati;
Puspo Dewi Dirgantari
Jurnal Manajemen dan Organisasi Vol. 14 No. 1 (2023): Jurnal Manajemen dan Organisasi
Publisher : IPB University
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DOI: 10.29244/jmo.v14i1.44626
This study aims to analyze the effect of Green Perceived Value (GPV) and Green Brand Knowledge on Purchase Intention to Buying Green Products through Attitude Towards Purchasing Green Products. The data was obtained directly through the distribution of questionnaires, Google Docs, and WhatsApp to consumers who have purchased Green Products. The number of respondents in this research was 200 people. Questionnaire results were processed using Smart PLS version 3.29. The results of hypothesis testing show: Functional Value affects Purchase Intention to Buying Green Products with Attitude Towards Purchasing Green Products as mediation. Conditional Value affects Purchase Intention to Buying Green Products with Attitude Towards Purchasing Green Products as mediation. Social Value that does not affect Purchase Intention to Buying Green Products with Attitude Towards Purchasing Green Products as mediation. Emotional Value affects Purchase Intention to Buying Green Products with Attitude Towards Purchasing Green Products as mediation. Green Brand Knowledge affects Purchase Intention to Buy Green Products with Attitude Toward To Purchase Green Products through Attitude Toward To Purchase Green Products.
EFFECT OF EDUCATION LEVEL, GENDER ROLE, AND INFORMATION TECHNOLOGY ON MSME INCOME IN THE ERA OF COVID-19 (CASE STUDY ON FOOD MSMES IN BANDUNG CITY)
Tuti Anggraeni;
Ratih Hurriyati;
Puspo Dewi Dirgantari;
Dodi Sukmayana
JHSS (JOURNAL OF HUMANITIES AND SOCIAL STUDIES) Vol 6, No 1 (2022): JHSS (Journal of Humanities and Social Studies)
Publisher : UNIVERSITAS PAKUAN
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DOI: 10.33751/jhss.v6i1.5376
The specific purpose of this study is to provide an overview to the food sector SMEs in the city of Bandung, that the influence of education level, gender roles, and information technology has a significant influence on their income. This study used 59 samples of food sector MSME business actors in the Bandung City area. The sampling technique chosen in this study was incidental sampling technique and data collection using questionnaires distributed to respondents, namely MSME owners. The data analysis technique used in this research is multiple linear regression. The results showed that there was an influence of education level, gender roles, and information technology on the income of MSME actors in the food sector in the city of Bandung. Hopefully this research can provide input to the food sector MSME administrators in the Bandung Raya area, especially the food sector MSME actors to continue to improve the quality of education both through formal and non-formal education, increase the existence of gender roles by not leaving their nature as women, and continue to upgrade information technology. which is useful for marketing the results of his business. Because based on research conducted by researchers, these three variables can increase the income of MSME actors.
Pengaruh Sales Promotions terhadap Online Impulse Buying Survei pada Konsumen Gofood di Instagram Gofood Indonesia
Girang Razati;
Alifya Putri Maharani Sondra;
Ratih Hurriyati
Journal of Business Management Education (JBME) Vol 8, No 1 (2023)
Publisher : Business Education Program of Universitas Pendidikan Indonesia
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DOI: 10.17509/jbme.v8i1.54834
This study aims to find out how much Sales Promotions influence Online Impulse Buying for Gofood consumers on Instagram Gofood Indonesia. The type of research used is descriptive and verification. The independent variable in this study is sales promotion (X) and the dependent variable is online impulse buying (Y). Sampling in this study used simple random sampling (random sampling) of 390 respondents. The instrument test was used to test the validity and reliability tests as well as the analytical technique used, namely simple linear regression analysis with SPSS 25.0 for windows software tools. The findings in this study indicate that there is a significant influence from sales promotion on online impulse buying.