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STRATEGI DAYA TARIK BRAND AMBASSADOR DAN SIKAP MEREK TERHADAP MINAT BELI KONSUMEN TOKOPEDIA Yenni Kurnia Gusti
Buletin Ekonomi: Manajemen, Ekonomi Pembangunan, Akuntansi Vol 19, No 2 (2021): Buletin Ekonomi: Manajemen, Ekonomi Pembangunan, Akuntansi
Publisher : Universitas Pembangunan Nasional Veteran Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (296.534 KB) | DOI: 10.31315/be.v19i2.8066

Abstract

Consumers' Buying Interest One of the marketing strategies carried out in facingcompetition is to use celebrities as brand ambassadors. This study aims to determine the effect of brand ambassador attractiveness and brand attitude partially or jointly and to determine the variables that have a significant effect onbuying interest in the Tokopedia shopping site in Yogyakarta. The independent variables used in this study are brand ambassadors (X1) and brand attitudes (X2) while the dependent variable is buying interest (Y). The research method used in this study is a quantitative research method using 100 respondents. Sampling using non-probability sampling technique. The method of data analysis in this study used multiple linear regression analysis. The research findings conclude that there is an influence of the attractiveness of brand ambassadors and brand attitude on buying interest in the Tokopedia shopping site. Salah satu strategi pemasaran yang dilakukan dalam menghadapi persaingan adalah mengunakan selebriti sebagai brand ambassador. Penelitian ini bertujuan untuk mengetahui pengaruh daya tarik brand ambassador dan sikap merek secara parsial maupun secara bersama-sama serta mengetahui variabel yang berpengaruh signifikan terhadap minat beli situs belanja Tokopedia di Yogyakarta. Variabel independen yang digunakan dalam penelitian ini adalah brand ambassador (X1) dan brand attitude (X2) sedangkan variabel dependen adalah minat beli (Y). Metode penelitian yang digunakan dalam penelitian ini adalah metode penelitian kuantitatif dengan menggunakan 100 responden. Pengambilan sampel menggunakan teknik non probability sampling. Metode analisis data dalampenelitian ini menggunakan analisis regresi linear berganda. Temuan penelitian menyimpulkan bahwa terdapat pengaruh daya tarik brand ambassador danbrand attitude terhadap minat beli situs belanja Tokopedia.
Evaluasi Strategi Pengembangan Pemasaran Berkelanjutan berbasis Kearifan Lokal Bagi Industri Rumahan Tempe Bungkus Daun Pisang Dhiah Wahyu Nur Cahyani; Yenni Kurnia Gusti
SENTRI: Jurnal Riset Ilmiah Vol. 5 No. 2 (2026): SENTRI : Jurnal Riset Ilmiah, Februari 2026
Publisher : LPPM Institut Pendidikan Nusantara Global

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55681/sentri.v5i2.5788

Abstract

The banana leaf wrapping tempeh home industry is a form of traditional food business that has economic, social, and cultural value, especially in rural areas. However, in the midst of increasing market competition and changes in people's consumption patterns, the industry faces various challenges, especially in terms of marketing and business sustainability. This research aims to evaluate the conditions of implementing marketing strategies, identify the application of local wisdom values, and formulate sustainable marketing development strategies based on local wisdom in the banana leaf wrapping tempeh home industry in Menadi Village, Pacitan. The results of the study show that the marketing strategy implemented has included elements of the marketing mix (product, price, distribution, and promotion), but it is still traditional and based on social relations. The values of local wisdom such as honesty, precision, mutual cooperation, and the use of banana leaves as natural packaging have been significantly integrated in marketing activities and become the advantages of product differentiation. The recommended sustainable marketing development strategy is an integrative strategy based on the principles of the Triple Bottom Line (profit, people, planet) by emphasizing strengthening local product identity, relational marketing, the use of eco-friendly packaging, and simple promotions based on stories and consumer experience. This strategy is considered to be able to increase business competitiveness without eliminating the traditional character and local cultural values that are the main identity of the tempeh home industry in Menadi Village.
PENINGKATAN KINERJA PEGAWAI MELALUI GAYA KEPEMIMPINAN DAN MOTIVASI PADA BADAN KESATUAN BANGSA DAN POLITIK KABUPATEN WONOSOBO Siti Purwati; Muda Setia Hamid; Yenni Kurnia Gusti
Jurnal Riset Manajemen Akuntansi Indonesia Vol 4 No 1 (2026): Jurnal Riset Manajemen Akuntansi Indonesia
Publisher : Sekolah Tinggi Ilmu Ekonomi Widya Wiwaha

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32477/81e04015

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh gaya kepemimpinan dan motivasi terhadap peningkatan kinerja pegawai pada Badan Kesatuan Bangsa dan Politik Kabupaten Wonosobo. Penelitian ini dilatarbelakangi oleh adanya perubahan status kelembagaan berdasarkan Peraturan Bupati Wonosobo Nomor 3 Tahun 2020 yang mengakibatkan kompleksitas tugas dan fungsi organisasi meningkat, sementara kinerja pegawai belum optimal. Penelitian ini menggunakan pendekatan kualitatif dengan teknik observasi, wawancara, dan dokumentasi untuk memperoleh data yang mendalam mengenai faktor-faktor yang mempengaruhi kinerja pegawai. Hasil penelitian menunjukkan bahwa rendahnya kinerja pegawai disebabkan oleh beberapa faktor, yaitu: (1) keterbatasan sumber daya manusia dalam memahami tugas pokok dan fungsi yang baru, (2) sarana dan prasarana kerja yang belum memadai, (3) kurangnya motivasi kerja, (4) penerapan gaya kepemimpinan yang tidak tepat bahkan cenderung otoriter, dan (5) ketidakseimbangan dalam penerapan penghargaan dan hukuman (reward and punishment). Pemimpin sering bersikap pilih kasih, kurang melibatkan pegawai dalam pengambilan keputusan, serta jarang memberikan apresiasi atas prestasi kerja, sehingga menurunkan semangat dan produktivitas pegawai. Upaya peningkatan kinerja dapat dilakukan melalui pengembangan kompetensi sumber daya manusia, penyediaan sarana dan prasarana yang memadai, pemberian motivasi dan penghargaan yang adil, serta penerapan gaya kepemimpinan yang partisipatif dan demokratis. Pemimpin perlu membangun komunikasi yang terbuka, menjunjung nilai keadilan, dan menilai kinerja pegawai secara objektif. Dengan penerapan kepemimpinan yang efektif dan pemberian motivasi yang berkesinambungan, diharapkan tercipta lingkungan kerja yang kondusif, harmonis, serta mampu mendorong peningkatan kinerja pegawai dan pencapaian tujuan organisasi secara optimal. This study aims to analyze the influence of leadership style and motivation on improving employee performance at the National Unity and Politics Agency of Wonosobo Regency. This research was motivated by changes in institutional status based on Wonosobo Regent Regulation Number 3 of 2020, which resulted in increased complexity of organizational tasks and functions, while employee performance was suboptimal. This study used a qualitative approach using observation, interviews, and documentation techniques to obtain in-depth data on the factors influencing employee performance. The results indicate that low employee performance is caused by several factors, namely: (1) limited human resources in understanding new main tasks and functions, (2) inadequate work facilities and infrastructure, (3) lack of work motivation, (4) the application of a leadership style that tends to be authoritarian, and (5) an imbalance in the application of rewards and punishments. Leaders often show favoritism, do not involve employees in decision-making, and rarely provide appreciation for work achievements, thus reducing employee morale and productivity. Efforts to improve performance can be achieved through developing human resource competencies, providing adequate facilities and infrastructure, providing fair motivation and rewards, and implementing a participatory and democratic leadership style. Leaders need to establish open communication, uphold the value of fairness, and assess employee performance objectively. Effective leadership and continuous motivation are expected to create a conducive and harmonious work environment that encourages improved employee performance and optimal achievement of organizational goals.