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All Journal JURNAL EMBA : JURNAL RISET EKONOMI, MANAJEMEN, BISNIS DAN AKUNTANSI
Fitty Valdi Arie
Sam Ratulangi University
Economics, Econometrics & Finance

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THE FACTOR INFLUENCING IMPULSE BUYING OF SAM RATULANGI UNIVERSITY STUDENTS AT MR D.I.Y MANADO TOWN SQUARE Yufika Injillia Poniskori; Maryam Mangantar; Fitty Valdi Arie
Jurnal EMBA : Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi Vol. 10 No. 3 (2022): JE. Vol 10 No 3 (2022)
Publisher : Universitas Sam Ratulangi

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (524.2 KB) | DOI: 10.35794/emba.v10i3.42430

Abstract

Abstract: The development of household population that increasingly growing every year makes retail business competes to fulfil household needs. In an effort to maintain their position in the market, retailers must learn several marketing strategies and what factors can attract customer’s impulse buying intention and MR D.I.Y is one of the modern retail stores that provide household needs. The intention of this study is to analyse and identify what are the factors that influencing the impulse buying of Sam Ratulangi Students at MR D.I.Y Manado Town Square. The respondents of this study is 100 students that have experience in MR D.I.Y Manado Town Square using convenience sampling. Confirmatory Factor Analysis is used to analyse the data in this research. There are 14 factors included in this analysis and the result shows that all 14 factors are correlated with each other. From the factoring process, there are 3 factors formed as a result which are: Customer purchase intention factors, Environmental factors and Situational factors.
THE INFLUENCE OF CONTENT MARKETING, INFLUENCERS AND PSYCHOLOGICAL FACTORS ON BRAND AWARENESS OF TIKTOK ADVERTISING Rachelia Fitalia Gumalang; David P. E. Saerang; Fitty Valdi Arie
Jurnal EMBA : Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi Vol. 10 No. 4 (2022): JE. VOL 10 NO 4 (2022)
Publisher : Universitas Sam Ratulangi

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (394.439 KB) | DOI: 10.35794/emba.v10i4.43476

Abstract

The aims of this study is to analyze the Influence of Content Marketing, Influencers and Psychological Factors on Brand Awareness of Tiktok Advertising. The population in this study were students of Sam Ratulangi University. The sampling technique was purposive sampling and obtained 100 respondents that were used as samples. Multiple regression analysis method is used to analyze the effect of the independent variable on the dependent variable. The results showed that partially Content Marketing had no effect on brand awareness of tiktok advertising and Influencers had a significant positive effect on brand awareness of tiktok advertising also psychological factors had a significant positive effect on brand awareness of tiktok advertising. Simultaneously, Content Marketing, Influencers and Psychological Factors have a significant effect on brand awareness of tiktok advertising. Content Marketing are encouraged to always improve their strategies so that they continue to provide the latest breakthroughs and build relationships with customers and potential customers to be able to increase consumer brand awareness.
Co-Authors David P. E. Saerang Maryam Mangantar Rachelia Fitalia Gumalang Yufika Injillia Poniskori