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All Journal SEIKO : Journal of Management & Business Al-Kharaj: Journal of Islamic Economic and Business Jurnal Orientasi Bisnis dan Entrepreneurship Golden Ratio of Marketing and Applied Psychology of Business Jurnal Bina Bangsa Ekonomika Jurnal Pelayanan Hubungan Masyarakat Widya Cipta : Jurnal Sekretari dan Manajemen
Nurliya Apriyana
Universitas Paramadina
Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Law, Crime, Criminology & Criminal Justice Social Sciences 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
Pengaruh Kualitas Pelayanan Dan Lokasi Terhadap Keputusan Pembelian Di Cole Haan Grand Indonesia Saskia Paramitha Pratiwi; Nurliya Apriyana
SEIKO : Journal of Management & Business Vol 9, No 2 (2026)
Publisher : Program Pascasarjana STIE Amkop Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37531/sejaman.v9i2.12431

Abstract

Tujuan penelitian ini adalah untuk mengetahui pengaruh kualitas pelayanan dan lokasi terhadap keputusan pembelian pada konsumen Cole Haan Grand Indonesia. Penelitian ini menggunakan pendekatan kuantitatif dengan desain penelitian kausal-komparatif dengan sampel sebanyak 100 konsumen yang ada di Cole Haan Grand Indonesia. Metode pengambilan sampel yang digunakan adalah non-probability sampling dengan teknik sampel incidental sampling. Instrumen penelitian ini menggunakan skala jenis likert yaitu skala kualitas pelayanan, skala lokasi, dan skala keputusan pembelian. Hasil penelitian ini menunjukkan bahwa nilai signifikansi sebesar 0,000 < 0,05, maka Ha diterima dan H0 ditolak, artinya ada pengaruh kualitas pelayanan dan lokasi terhadap keputusan pembelian pada konsumen Cole Haan Grand Indonesia. Hasil uji determinasi dapat diketahui bahwa nilai R square sebesar 0,880 atau 88,0%, maka besaran pengaruh variabel kualitas pelayanan dan lokasi terhadap variabel keputusan pembelian sebesar 88,0%, sedangkan sisanya 12,0% dipengaruhi oleh variabel lain yang tidak diteliti dalam penelitian ini.
Brand Reputation on Brand Performance in Surplus Indonesia Lingga Yuliana; Nurliya Apriyana; Didin Hikmah Perkasa; Masnia Masnia; Sully Sia Waty; Aldiwa Pratama; Nadiya Tristi Maria
Widya Cipta: Jurnal Sekretari dan Manajemen Vol. 8 No. 2 (2024): September
Publisher : Universitas Bina Sarana Informatika

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31294/widyacipta.v8i2.12229

Abstract

The research presented here examines the impact of brand reputation on brand performance using the Indonesian Surplus case study. The study employed a quantitative descriptive methodology, surveying one hundred respondents in Jakarta who used the Surplus Indonesia application and purchased goods from partners between July and December 2023. Purposive sampling was used to select the target audience. Data analysis was conducted using Partial Least Square (PLS) with Smart PLS version 4.1 to accurately assess the relationship between brand reputation and brand performance. Respondents answered questionnaires distributed via Google Forms, which included a Likert scale ranging from one to five to measure perceptions of brand reputation and performance. The study's findings indicate that brand reputation has a significant and positive impact on brand performance, highlighting the importance of maintaining a strong brand reputation for business success. The research's management conclusion is that Surplus Indonesia's existence can function as a platform to assist small, medium, and large enterprises in the economy in managing food that is fit for human consumption. In addition, customers are urged to use caution when selecting the goods they wish to use. With the objective to reduce food waste and improve earth's chances of survival.
The Influence of Halal Certification and BPOM Distribution Permit on Purchase Intention of Snack Food Products (Pureats Brand Study) Anisa Susanti; Nurliya Apriyana
Al-Kharaj: Journal of Islamic Economic and Business Vol. 8 No. 1 (2026): All articles in this issue include authors from 3 countries of origin (Indonesi
Publisher : LP2M IAIN Palopo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24256/kharaj.v8i1.9723

Abstract

Indonesian consumers' awareness of halal food and food safety is increasing, especially among young parents who choose children's snacks, driven by the USD 184 billion halal market (2021-2022). This study aims to analyze the influence of halal certification and BPOM distribution permit on purchase intention of Pureats products in Greater Jakarta. Using a quantitative explanatory approach with purposive sampling of 100 parents aged 25-40 years with children aged 1-5 years, primary data from Likert scale questionnaires were analyzed using multiple linear regression via SPSS, including validity, reliability, normality, t, F, and R² tests. The results showed that halal certification (β = 0.342, p = 0.016) and BPOM permit (β = 0.439, p = 0.000) had a significant positive effect partially and simultaneously (F = 24.418, p = 0.000), with R² = 33.5%. The conclusion states that both factors shape consumer trust, it is recommended to highlight labels on packaging for marketing strategies.
The Impact of Brand Image & Brand Trust on Consumer Purchase Intention Brand Study BYD Electrical Vehicle in JABODETABEK, Indonesia Febrian Adhitya Nugraha; Nurliya Apriyana
Golden Ratio of Marketing and Applied Psychology of Business Vol. 7 No. 1 (2027): July - January
Publisher : Manunggal Halim Jaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52970/grmapb.v7i1.2526

Abstract

Rising urban air pollution driven largely by transportation emissions has intensified the urgency of accelerating electric vehicle adoption in Indonesia, yet public interest and understanding of EVs remain strikingly low despite BYD's rapid sales growth. This gap underscores the need to examine the psychological and perceptual factors that drive consumer purchase intention toward BYD. This study aims to examine the influence of brand image and brand trust on the purchase intention of BYD electric vehicle consumers in the Greater Jakarta (Jabodetabek) area. A quantitative research approach was employed using a purposive sampling technique, involving 154 respondents. Data were collected through a four-point Likert-scale questionnaire and analyzed using validity and reliability tests, classical assumption tests, and multiple linear regression with SPSS. The results indicate that both brand image (t = 4.783; p = 0.001) and brand trust (t = 5.123; p = 0.001) have a positive and statistically significant effect on purchase intention. These findings suggest that strengthening brand image and enhancing consumer trust are critical factors in increasing consumers' purchase intention toward BYD electric vehicles in Indonesia.
The Influence of Brand Reputation and Brand Familiarity on Purchase Intention: A Study of the Wuling Electric Car Brand Aldevian Risyad Pratama; Nurliya Apriyana
Golden Ratio of Marketing and Applied Psychology of Business Vol. 7 No. 1 (2027): July - January
Publisher : Manunggal Halim Jaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52970/grmapb.v7i1.2535

Abstract

The rapid growth of the electric vehicle market in Indonesia has intensified competition among automotive manufacturers, making brand-related factors increasingly important in influencing consumer purchase intention. This study aims to examine the influence of brand reputation and brand familiarity on purchase intention of Wuling electric vehicle. A quantitative approach using a survey method was used. Data were collected from 149 respondents aged 17–55 years who reside in the Greater Jakarta area and expressed interest in Wuling electric vehicles. Data were analyzed using IBM SPSS Statistics through validity, reliability, classical assumptions, multiple linear regression, coefficient of determination, and hypothesis testing. The results show that brand reputation has a positive but insignificant effect on purchase intention (p = 0.997), while brand familiarity has a positive and significant effect on purchase intention (p < 0.001). These findings indicate that consumer familiarity with the Wuling brand plays a more influential role than brand reputation in driving purchase intention. This study contributes to the marketing literature by emphasizing the importance of strengthening brand familiarity as a strategy to increase consumer purchase intentions in the Indonesian electric vehicle market.
Co-Authors Aldevian Risyad Pratama Aldiwa Pratama Anisa Susanti Didin Hikmah Perkasa Febrian Adhitya Nugraha Israel Eko Bima Sutopo Lingga Yuliana Lutfi Alhazami Masnia, Masnia Nadiya Tristi Maria Nike Larasati Ray Fauzan Saskia Paramitha Pratiwi Sri Yuliaty Sully Sia Waty Trisno Trisno