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All Journal Jurnal Orientasi Bisnis dan Entrepreneurship Jurnal Bina Bangsa Ekonomika Jurnal Pelayanan Hubungan Masyarakat
Nurliya Apriyana
Universitas Paramadina
Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Law, Crime, Criminology & Criminal Justice Other

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Analisis Owner Product Endorsment Dan Endorser Congruence Terhadap Purchase Intention Nurliya Apriyana; Lingga Yuliana
Jurnal Orientasi Bisnis dan Entrepreneurship (JOBS) Vol 3, No 2 (2022): DESEMBER 2022
Publisher : Lembaga Penelitian Universitas YARSI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33476/jobs.v3i2.2926

Abstract

Digitalisasi menjadi alat para pelaku usaha untuk memasang iklan melalui platform media sosial sebagai pertimbangan murahnya biaya yang dikeluarkan, komunikasi pemasaran melalui iklan merupakan alat untuk membangun suatu merek. Penelitian ini bertujuan untuk menganalisis owner product endorsment dan endorser congruence terhadap minat pembelian konsumen dengan studi kasus merek Bittersweet By Najla. Metode penelitian dengan deskriptif kuantitatif dengan teknik pengambilan sampel secara convenience sampling. Penyebaran kuesioner menggunakan google form. Alat analisis yang digunakan yaitu SmartPLS 3.3.9. Responden yang terlibat dalam penelitian ini sebanyak 59 dengan kriteria responden yang mengetahui merek produk Bittersweet By Najla. Hasil penelitian menunjukkan bahwa Owners Product Endorsement memiliki pengaruh yang signifikan terhadap Endorser Congruence. Owners Product Endorsement memiliki pengaruh yang signifikan terhadap Purchase Intention. Sedangkan Endorser Congruence tidak memiliki pengaruh yang signifikan terhadap Purchase Intention.
Pentingnya Publikasi Kegiatan Di Era Media Sosial Nurliya Apriyana; Lingga Yuliana
Jurnal Pelayanan Hubungan Masyarakat Vol. 1 No. 3 (2023): September : Jurnal Pelayanan Hubungan Masyarakat
Publisher : Universitas Katolik Widya Karya Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59581/jphm-widyakarya.v1i3.1150

Abstract

The ongoing technological advancements have significantly impacted people across all strata of society. The ease of obtaining information nowadays has become a hallmark of technology. This underscores the importance of utilizing technology appropriately as a platform to publicize the activities of empowerment within their work scope. This webinar aims to emphasize the significance of conducting publicity through social media by the administrators and members of the Family Empowerment and Welfare Movement (PKK), so that the activities and performance of the PKK empowerment team can be known to the general public, especially social media users. This way, the forms of activities can serve as a track record and be accountable to the community. Through social media, the dissemination of activity publications can occur swiftly and accurately, acting as a two-way communication tool to interact with the public. The content conveyed through social media reflects the identity of the social media owner, and social media has the capability to present mass justifications. Lastly, social media serves as a convenient and rapid, effective, and economical tool for communicating messages.
PENGARUH BRAND ATTACHMENT, BRAND EXPERIENCE, & BRAND LOVE, TERHADAP BRAND EQUITY STUDY MEREK SCARLETT KOSMETIK Trisno Trisno; Sri Yuliaty; Nurliya Apriyana
Jurnal Bina Bangsa Ekonomika Vol. 17 No. 2 (2024): Jurnal Bina Bangsa Ekonomika (JBBE)
Publisher : LP2M Universitas Bina Bangsa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46306/jbbe.v17i2.601

Abstract

The study has examined the influence of Brand Attachment, Brand Experience, and Brand Love on the Brand Equity focusing on cosmetic Scarlett brand. This research method is quantitative. This research collected primary data by online questionnaire of 100 respondents were knew about Scarlett whitening products. Data retrieval technique using google form questionnaire data. The sampling technique uses purposive sampling method. To prove empirically and validate the proposed model it tested by multiple linear regression methods with the help of SPSS program. The results showed that Brand Attachment, Brand Experience and Brand Love have a positive significant to the Brand Equity of Scarlett Whitening products. The importance of research in the beauty and skin care industry is expected to be a reference in the business world of management that can be used to optimize the development of product variations and brand utilization
Co-Authors Israel Eko Bima Sutopo Lingga Yuliana Lutfi Alhazami Nike Larasati Ray Fauzan Sri Yuliaty Trisno Trisno