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All Journal Jurnal Ekonomika dan Bisnis Jurnal Manajemen dan Ekonomi Kreatif Jurnal Penelitian Ilmu Ekonomi dan Keuangan Syariah Jurnal Ekonomika dan Bisnis
Rudy P. Tobing
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Pengaruh Message Content, Visual Design, dan Posting Time Terhadap Brand Awareness Startup Agrikultur Monica Dwi Saputri; Rudy P. Tobing; Nike Larasati
Jurnal Ekonomika dan Bisnis Vol 9 No 2 (2022): Jurnal Ekonomika dan Bisnis UNISS
Publisher : Fakultas Ekonomika dan Bisnis Universitas Selamat Sri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51792/jeb.Vol9.Jeb2.208

Abstract

Marketing campaign secara digital yang disajikan dalam bentuk content marketing oleh pemasar startup agrikultur (TaniHub, Sayurbox, Segari) belum banyak diukur efektivitasnya, khususnya pada penelitian ini yaitu terkait brand awareness. Message content, visual design, dan posting time merupakan variabel-variabel penting untuk mengukur efektivitas tersebut. Penelitian ini bertujuan untuk menguji pengaruh message content, visual design, dan posting time terhadap brand awareness startup agrikultur. Penelitian ini merupakan penelitian asosiatif dengan pendekatan kuantitatif. Survei online dilakukan pada 100 valid responden. Responden merupakan masyarakat Jabodetabek yang menjadi target audiens Instagram startup agrikultur (TaniHub, Sayurbox, Segari) dengan kriteria yaitu all gender/unisex, berusia 15-30 tahun, aktif menggunakan Instagram, dan pernah terpapar content marketing dari Instagram startup agrikultur tersebut setidaknya satu kali, yang mana data dikumpulkan menggunakan kuesioner disebar secara online dengan media Google Formulir. Penelitian ini dilaksanakan pada Maret-Agustus 2022 yang meliputi perencanaan penelitian, pelaksanaan penelitian (pengumpulan data, pengolahan data, analisis data), dan penyusunan laporan, serta berlokasi di Jakarta, Bogor, Depok, Tangerang, dan Bekasi. Pengujian hipotesis menggunakan analisis regresi linier sederhana, uji-t, dan uji R2. Hasil penelitian menunjukkan bahwa terdapat pengaruh positif yang signifikan dari message content, visual design, dan posting time terhadap brand awareness secara parsial. Keterbatasan penelitian ini yaitu hanya berfokus pada masyarakat Jabodetabek dan media sosial Instagram, pengaruh antara tiga variabel independen terhadap satu variabel dependen hanya diuji secara parsial, serta ketimpangan jumlah responden yang 70 persen berasal dari kalangan perempuan.
Pengaruh Online Visual Merchandising dan Flash Sale Terhadap Impulse Buying Pengguna Tiktok Shop Live Streaming Michael Tinambunan; Rudy P. Tobing
Jurnal Penelitian Ilmu Ekonomi dan Keuangan Syariah Vol. 3 No. 1 (2025): Februari: Jurnal Penelitian Ilmu Ekonomi dan Keuangan Syariah
Publisher : STAI YPIQ BAUBAU, SULAWESI TENGGARA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59059/jupiekes.v3i1.2115

Abstract

The development of information and communication technology has encouraged changes in consumer behavior, especially in online shopping activities through social commerce platforms such as TikTok shop live streaming. So an effective marketing strategy is needed, such as maximizing product visualization and attractive promotional offers to attract consumer attention and increase competitiveness in the digital market. This research aims to analyze the influence of online visual merchandising and flash sales on the impulse buying of TikTok shop live streaming users on the 3Second brand. Design/methodology/approach: The research uses quantitative methods with associative research type with a sample size of 100 respondents selected using a simple random sampling method from the population of followers of the TikTok account @its3second. Instrument quality testing includes validity testing and reliability testing. Data analysis uses descriptive analysis. Meanwhile, for hypothesis testing, multiple linear regression analysis is used. Results: The research results show that the online visual merchandising and flash sale variables have a positive and significant influence on the impulse buying of TikTok shop live streaming users on the 3Second brand with an R-Square value of 0.515. Research limitations/Implications: Research limitations lie in the method of collecting data through online questionnaires which has the potential to be biased and the implications of the research are encouraging increased product displays and flash sale strategies in live streaming marketing to increase interaction and purchases.
Pengaruh Social Media Marketing dan Brand Awareness Terhadap Keputusan Pembelian Skintific di Shopee Daffa Mahendra; Rudy P. Tobing
Jurnal Penelitian Ilmu Ekonomi dan Keuangan Syariah Vol. 3 No. 1 (2025): Februari: Jurnal Penelitian Ilmu Ekonomi dan Keuangan Syariah
Publisher : STAI YPIQ BAUBAU, SULAWESI TENGGARA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59059/jupiekes.v3i1.2124

Abstract

Background: The advancement of digital technology has transformed how consumers interact with brands, including in the skincare industry. Social media, particularly Instagram, has become an effective platform to enhance brand awareness and influence purchasing decisions. This study aims to analyze the effect of social media marketing and brand awareness on the purchasing decisions of Skintific products on Shopee, a leading e-commerce platform in Indonesia.Design/methodology/approach: This research employs a quantitative approach using a survey method. Data were collected through an online questionnaire distributed to 97 respondents who met specific criteria, such as having purchased Skintific products on Shopee. The data were analyzed using multiple linear regression with SPSS software to examine the influence of independent variables on the dependent variable.Results: The findings reveal that social media marketing and brand awareness have a positive and significant impact on consumers' purchasing decisions. Social media marketing, through engaging and interactive content, effectively increases consumer interest, while brand awareness strengthens product image in consumers' minds, encouraging them to make purchases.Research limitations/Implications: This study has several limitations, such as being limited at Jakarta and having a relatively small sample size, making the results less generalizable to all consumers in Indonesia. The implications of this research provide insights for skincare business practitioners about the importance of digital marketing strategies, particularly through social media, to boost sales.
Pengaruh Green Marketing Dan Consumer Awareness Terhadap Purchase Decision Pada Industri Fast Moving Consumer Goods Tjan, Selly Beauty Wahayu; Rudy P. Tobing
Jurnal Manajemen dan Ekonomi Kreatif Vol. 2 No. 3 (2024): Juli: Jurnal Manajemen dan Ekonomi Kreatif
Publisher : Universitas Kristen Indonesia Toraja

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59024/jumek.v2i3.392

Abstract

Comfort, practicality and efficiency are important things in the human process of meeting daily needs. One of the impacts of meeting these needs is that single-use plastic is temporary and difficult to decompose, thereby worsening environmental problems. Various concerns raise awareness and bring innovation to save the environment. Siklus Refill is one of the innovators of household product refill services. However, the number of Siklus Refill consumers is still not optimal compared to the number of followers on social media. This research aims to determine the influence of green marketing and consumer awareness on purchase decisions in the Fast Moving Consumer Goods Industry which is studied from the perspective of Siklus Refill consumers in South Jakarta. This research was conducted using a quantitative approach with a sample size of 62 respondents. The instrument used in this research was a questionnaire. Instrument testing includes validity tests and reliability tests. Data analysis uses descriptive analysis, while hypothesis testing uses multiple linear regression analysis along with the T test, F test and R2 test. The research results show that (1) green marketing has an effect on purchase decisions, (2) consumer awareness has no effect on purchase decisions, (3) green marketing and consumer awareness simultaneously have an effect on purchase decisions.
Pengaruh Message Content, Visual Design, dan Posting Time TerhadapBrand Awareness Startup AgrikulturStudi Kasus: Content Marketing dari Instagram Startup Agrikultur(TaniHub, Sayurbox, Segari Monica Dwi Saputri; Rudy P. Tobing; Nike Larasati
Jurnal Ekonomika dan Bisnis Vol. 9 No. 2 (2022): Volume 9 Nomor 2 November 2022
Publisher : Fakultas Ekonomika dan Bisnis Universitas Selamat Sri

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

Marketing campaign secara digital yang disajikan dalam bentuk content marketing oleh pemasar startupagrikultur (TaniHub, Sayurbox, Segari) belum banyak diukur efektivitasnya, khususnya pada penelitian ini yaitu terkait brand awareness. Message content, visual design, dan posting time merupakan variabel-variabel penting untuk mengukur efektivitas tersebut. Penelitian ini bertujuan untuk menguji pengaruh message content, visual design, dan posting time terhadap brand awareness startup agrikultur. Penelitian ini merupakan penelitian asosiatif dengan pendekatan kuantitatif.Survei online dilakukan pada 100 valid responden, yang mana pemilihan sampel dilakukan dengan teknik probability sampling yaitu simple random sampling, serta ukuran sampel ditentukan menggunakan rumus Wibisono (populasi tidak diketahui). Respondenmerupakan masyarakat Jabodetabek yang menjadi target audiens Instagram startup agrikultur (TaniHub, Sayurbox, Segari) dengan kriteria yaitu all gender/unisex, berusia 15-30 tahun, aktif menggunakan Instagram, dan pernah terpapar content marketing dari Instagram startup agrikultur tersebut setidaknya satu kali, yang mana data dikumpulkan menggunakankuesioner disebar secara online dengan media Google Formulir. Penelitian ini dilaksanakan pada MaretAgustus 2022 yang meliputi perencanaan penelitian, pelaksanaan penelitian (pengumpulan data, pengolahan data, analisis data), dan penyusunan laporan, sertaberlokasi di Jakarta, Bogor, Depok, Tangerang, dan Bekasi. Pengujian hipotesis menggunakan analisis regresi linier sederhana, uji-t, dan uji R2. Hasil penelitian menunjukkan bahwa terdapat pengaruh positif yang signifikan dari message content, visual design, dan posting time terhadap brand awarenesssecara parsial. Keterbatasan penelitian ini yaitu hanya berfokus pada masyarakat Jabodetabek dan media sosial Instagram, pengaruh antara tiga variabel independen terhadap satu variabel dependen hanya diuji secara parsial, serta ketimpangan jumlah responden yang 70 persen berasal dari kalangan perempuan
Co-Authors Daffa Mahendra Michael Tinambunan Monica Dwi Saputri Nike Larasati Seilvia Prasindhi Ningrum Tjan, Selly Beauty Wahayu