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PENGARUH PENGGUNAAN CELEBRITY ENDORSER TERHADAP PEMBENTUKAN BRAND IMAGE (Studi Pada Smartphone Oppo Muthya Rahmi Darmansyah
JUMANT Vol 13 No 2 (2021): JUMANT
Publisher : UNIVERSITAS PEMBANGUNAN PANCA BUDI

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This research aimed to analyze the effect of visibility, credibility, attraction and power of celebrity endorser toward brand image of smartphone Oppo in Medan City. The population in this study are Medan city society that have seen smartphone Oppo commercial starring Indonesian young multitalented celebrities. The sample was taken by purposive sampling using Cochran formula, with a total sample of 100 people. The data collection technique is by using questionnaires. Data analysis technique is done by multiple regression analysis and hypothesis testing t-test. The results of this study indicate that elements of visibility, credibility, attraction, power celebrity endorser significant and has positive impact on brand image of smartphone Oppo in Medan City. Keywords: Visibility, Credibility, Attraction, Power, and Brand Image

Source of Expertise and Similar Interest Influence on Customer Loyalty: Study on Online Review of Food and Beverage via Instagram Muthya Rahmi Darmansyah; Mohd Azwardi Bin Md Isa
Journal of Accounting Auditing and Business Vol 6, No 1 (2023): January Edition
Publisher : Universitas Padjadjaran

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24198/jaab.v6i1.39943

Online product reviews are efforts made by shop owners with the aim that their business can be known to the public. It is believed that people who are considered to know about products and people with the same interest in food and drinks will affect prospective buyers. Instagram is a platform that can implement this strategy. The role of expertise and people with similar interests that make content about product reviews viral on Instagram can attract the attention of prospective buyers. This study aimed to analyse the influence of the source of expertise and similar interests in customer loyalty through brand awareness as a mediating variable. By using a non-probability sampling technique, the questionnaire was distributed electronically to 207 residents of the city of Padang. Partial Least Squares-Structural Equation Modeling (PLS-SEM) software analyses the data. The results showed that the source of expertise and similar interests did not directly influence customer loyalty. However, those variables significantly influenced customer loyalty when mediated by brand awareness. Thus, customer loyalty indirectly depends on the same source of expertise and similar interests. The findings of this study are expected to provide valuable insight for online food and beverage shop owners in formulating a business promotion strategy that is better at creating loyalty. In addition, this provides a basis for businesses to develop strategies to plan and implement actions to help them achieve their goals.

Pengaruh Shopping Lifestyle dan Hedonic Shopping Motivation Terhadap Impulse Buying di Marketplace Shopee Pada Mahasiswa Fakultas Ekonomi Universitas Gunung Lauser Rahmawati, Lina; Alfifto; Salqaura, Siti Alhamrah; Darmansyah, Muthya Rahmi
Jurnal Masharif al-Syariah: Jurnal Ekonomi dan Perbankan Syariah Vol 9 No 5 (2024)
Publisher : Universitas Muhammadiyah Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30651/jms.v9i5.24272

Penelitian ini untuk mengetahui pengaruh Shopping Lifestyle dan Hedonic Shopping Motivation terhadap Impulse Buying di Marketplace Shopee pada Mahasiswa Fakultas Ekonomi Universitas Gunung Lauser. Dalam penelitian ini seluruh mahasiswa Fakultas Ekonomi Universitas Gunung Lauser stambuk 2020-2023 sebanyak 2,083 mahasiswa. Teknik pengambilan sampel yang digunakan adalah teknik probability sampling dengan menggunkan rumus Slovin. Berdasarkan kriteria diperoleh 96 (sembilan puluh enam) sampel. Jenis data yang digunakan dalam penelitian ini adalah kuantitatif dengan sumber data primer, dan teknik observasi serta penyebaran kuesioner. Teknik analisis data yang digunakan adalah analisis regresi linier berganda dengan bantuan SPSS versi 27 hasil penelitian menunjukan secara parsian Shopping Lifestyle berpengaruh positif dan signifikan terhadap Impulse Buying di Marketplace Shopee pada Mahasiswa Fakultas Ekonomi Universitas Gunung Lauser, H1 diterima. Dan Hedonic Shopping Motivation berpengaruh terhadap Impulse Buying di Marketplace Shopee pada Mahasiswa Fakultas Ekonomi Universitas Gunung Lauser, H2 diterima. Hasil uji secara simultan menunjukan bahwa Shopping Lifestyle dan Hedonic Shopping Motivation berpengaruh terhadap Impulse Buying di Marketplace Shopee pada Mahasiswa Fakultas Ekonomi Universitas Gunung Lauser, H3 diterima. Nilai R2 sebesar 40,5% Impulse Buying (variabel terikat) dapat dijelaskan oleh variabel Shopping Lifestyle dan Hedonic Shopping Motivation.

Exploring Relationship Between Brand Equity and Customer Loyalty On Mobile Telecommunications Product Darmansyah, Muthya Rahmi
Journal of Management and Business Innovations Volume: 06, Number: 01, 2024
Publisher : Management Department Universitas Islam Negeri Sumatera Utara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30829/jombi.v5i01.21973

Increased customer loyalty indicates to enhancement of brand equity for products and services. Customers are the benchmark of a company's success. This study aims to elaborate the brand equity dimensions on customer loyalty in the scope of the mobile telecommunications operator market whose products are cellular cards in Medan City. Purposive sampling technique was used in sampling with a total of 300 people. Data analysis processed using SPSS 24. The results of the study showed that brand equity dimensions have a significant effect on customer loyalty. This study are expected to provide additional insight for telecommunications companies in creating customer loyalty. In addition, this provides a basis for business actors to develop their strategies in planning and implementing actions in achieving company goals. Methods for this research is quantitative study. Further researchers can develop this research with qualitative methods so that it can provide more valuable knowledge and different perspectives in building customer loyalty.Keywords: Brand Association, Brand Awareness, Brand Equity, Customer Loyalty, and Perceived Quality

Edukasi Pentingnya Memulai Investasi di Usia Muda Pada Siswa/Siswi SMP Harapan 2 Medan Barky, Neneng Yulia; Royani, Ida; Darmansyah, Muthya Rahmi
Nanggroe: Jurnal Pengabdian Cendikia Vol 3, No 11 (2025): February
Publisher : Yayasan Daarul Huda Kruengmane

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.14886376

This service is carried out with the aim of this community service activity is to educate teenagers who are still in junior high school to know about investment. Investment is an important component of the strategy to usher in a new era by making a commitment to sacrifice a certain amount of money or other types of things at this time in the hope of getting greater rewards in the future. The development and progress of the times requires each generation to continue to adapt and learn, for example about investing. This activity took place at SMP Harapan 2 Medan. The methods used are lecture and discussion/question and answer methods regarding investment. Education regarding the meaning, goals, benefits, impacts and how to invest. After carrying out this activity, the teenage students of SMP Harapan 2 Medan were very satisfied because this activity was able to provide a good understanding of investment and how to make good and safe investments, as well as helping teenagers start learning about investing.

Edukasi Pentingnya Memulai Investasi di Usia Muda Pada Siswa/Siswi SMP Harapan 2 Medan Barky, Neneng Yulia; Royani, Ida; Darmansyah, Muthya Rahmi
Nanggroe: Jurnal Pengabdian Cendikia Vol 3, No 11 (2025): February
Publisher : Yayasan Daarul Huda Kruengmane

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.14886376

This service is carried out with the aim of this community service activity is to educate teenagers who are still in junior high school to know about investment. Investment is an important component of the strategy to usher in a new era by making a commitment to sacrifice a certain amount of money or other types of things at this time in the hope of getting greater rewards in the future. The development and progress of the times requires each generation to continue to adapt and learn, for example about investing. This activity took place at SMP Harapan 2 Medan. The methods used are lecture and discussion/question and answer methods regarding investment. Education regarding the meaning, goals, benefits, impacts and how to invest. After carrying out this activity, the teenage students of SMP Harapan 2 Medan were very satisfied because this activity was able to provide a good understanding of investment and how to make good and safe investments, as well as helping teenagers start learning about investing.

Pengaruh E-Wallet dan E-Lifestyle terhadap Purchase Intention Belanja Online Menggunakan Ovo Kurniawan, Muhammad Taufan; Yunita, Nindya; Darmansyah, Muthya Rahmi; SE, Alfifto
YUME : Journal of Management Vol 8, No 1.1
Publisher : Pascasarjana STIE Amkop Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37531/yum.v8i1.8297

Penelitian ini bertujuan untuk mengetahui pengaruh E-Wallet dan E-Lifestyle, terhadap Purchase Intention pada siswa SMAN 8 Medan. Penelitian ini menggunakan metode kuantitatif dengan analisis regresi linier berganda. Populasi dalam penelitian ini adalah siswa SMAN 8 Medan yang berjumlah 968 orang. Pemilihan sampel pada penelitian ini berdasarkan hitungan yang dikemukakan oleh slovin, sehingga sampel yang diperoleh berjumlah 91 responden. Teknik pengambilan sampel dalam penelitian ini adalah purposive sampling. Sedangkan teknik pengumpulan data dengan menyebarkan kuesioner online kepada 91 responden menggunakan Google Form, yang kemudian diolah menggunakan alat analisis SPSS versi 21.0. Teknik analisis data yang digunakan adalah statistik deskriptif. Uji validitas, uji reliabilitas, uji asumsi klasik, uji regresi linear berganda, uji hipotesis, dan koefisien determinan. Hasil penelitian menunjukkan bahwa E-Wallet dan e lifestyle berpengaruh positif dan signifikan terhadap Purchase Intention belanja online menggunakan OVO, baik secara parsial maupun simultan.

Pengaruh Modal Usaha, Karakteristik Kewirausahaan Dan Pengetahuan Kewirausahaan Terhadap Keberhasilan Usaha Pada Usaha Showroom Mobil Di Jalan Nibung Raya Medan Mentari, Nabilla; Darmansyah, Muthya Rahmi; Aramita, Finta; Tobing, Fitriani
Economics, Business and Management Science Journal Vol 5, No 2 (2025): Economics, Business and Management Science Journal, August
Publisher : Mahesa Research Center

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34007/ebmsj.v5i2.823

Determining the partial effects of business capital, entrepreneurial traits, and entrepreneurial knowledge on business success is the aim of this study. The study also seeks to determine the concurrent impacts of company capital, entrepreneurial characteristics, and entrepreneurial knowledge on business success at the Car Showroom business located on Jalan Nibung Raya Medan. 147 MSMEs that operated successful car showrooms on Jalan Nibung Raya Medan made up the study's population. Using the Slovin formula, 60 business actors made up the research sample. Questionnaires were The analysis techniques used in this work include multiple linear regression, the partial test (t test), the simultaneous significance test (F test), and the coefficient of determination. The study's conclusions show that business capital, entrepreneurial traits, and entrepreneurial expertise all significantly and favorably affect the success of the Car Showroom enterprise on Jalan Nibung Raya Medan. Furthermore, business success is positively and significantly impacted by business capital, entrepreneurial expertise, and entrepreneurial traits.

Pengaruh Keterampilan Kewirausahaan dan Pengalaman Terhadap Keberhasilan Usaha Barbershop di Kecamatan Medan Sunggal Gultom, Chrisdahner Edoardo; Putra, Irwansyah; Darmansyah, Muthya Rahmi
ProBisnis : Jurnal Manajemen Vol. 16 No. 2 (2025): April 2025: Management Science
Publisher : Lembaga Riset, Publikasi dan Konsultasi JONHARIONO

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This study aims to determine “The Effect of Entrepreneurial Skills and Experience on Barbershop Business Success in Medan Sunggal District”. Where entrepreneurial skills are success in practicing the abilities acquired by an entrepreneur in terms of applying knowledge and good personal qualities to carry out entrepreneurial activities, experience is the knowledge that entrepreneurs have gained through a series of business activities that have been carried out, while business success is a situation where a business is at a better point than the previous situation and in that position the business has been able to achieve the expected goals. This study adopts a causal associative quantitative research type. The data used in this study is primary data so that data collection is done by distributing research questionnaires to 35 Barbershop businesses in Medan Sunggal District using saturated sampling techniques. Based on the results of the partial test (t test) it is concluded that partially entrepreneurial skills have a positive and significant effect on business success and partially experience has a positive and significant effect on business success. Based on the results of the simultaneous test (F test) it is concluded that simultaneously entrepreneurial skills and experience simultaneously have a positive and significant effect on the success of the Barbershop business in Medan Sunggal District. In the coefficient of determination (R2) test, it can be seen that the Adjusted R Square value is 0.592. Thus describing that the value of the variance owned by the business success of the entrepreneurial skills and experience variables is 59.2% and the remaining 40.8% is influenced by other variables or factors not examined and not explained in this study.

Pengaruh Celebrity Endorser dan Brand Image Terhadap Keputusan Pembelian Produk Nivea Bodylotion Sarumaha, Didit Ekosafrial; Tobing, Fitriani; Darmansyah , Muthya Rahmi; Royani , Ida
RIGGS: Journal of Artificial Intelligence and Digital Business Vol. 4 No. 2 (2025): Mei - Juli
Publisher : Prodi Bisnis Digital Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/riggs.v4i2.867

The purpose of this study was to determine and analyze the influence of celebrity endorsers and brand image on purchasing decisions for Nivea Body Lotion Products. The population in this study were consumers who purchased Nivea Body Lotion Products, where the sample taken was 93 consumers using the Slovin formula. The data collection technique used in this study was by distributing questionnaires. The analysis technique used in this study was multiple linear regression, partial test (t-test), simultaneous significance test (F-test) and coefficient of determination.The results of the study showed that the variables celebrity endorser and brand image influenced purchasing decisions for Nivea Body Lotion Products. With F count (134.533)> F table (3.1) with a significance level of 0.000. Furthermore, the R Square value is 0.758 which means that there is a relationship between celebrity endorsers and brand image on purchasing decisions, while for R Square it is 0.749 or 74.9% which means that there is an influence of celebrity endorsers and brand image on purchasing decisions, while the remaining 25.1% is another variable that was not studied

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