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All Journal JRMSI - Jurnal Riset Manajemen Sains Indonesia Indonesian Journal of Business Analytics (IJBA) International Journal of Humanities Education and Social Sciences Mabsya: Jurnal Manajemen Bisnis Syariah
May Dedu
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Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Languange, Linguistic, Communication & Media Social Sciences Other

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Pengaruh Diskon Dan Suasana Toko Terhadap Impulse Buying Pada Department Store Mall Di Cirebon Maulana Yusuf; Aditya Rizkian Kusuma; May Dedu
International Journal Of Humanities Education and Social Sciences (IJHESS) Vol 4 No 2 (2024): IJHESS OCTOBER 2024
Publisher : CV. AFDIFAL MAJU BERKAH

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55227/ijhess.v4i2.1176

Abstract

This study iam to determine the effect influence of discount and store atmosphere towards impulse buying together. Methods in study is assosiative method. Because we know both of variabel or more with insidental sampling. The number of populations in this research is 75 people of Matahari department store Grage Mall Cirebon consumer’s. Analysis data is using validity, reliablity, classical assume, regression analysis, t test dan f test by using SPSS 23.0 version for windows. The result in this research shows that in partial discount is influence towards impulse buying(It can be seen from the value of tcount > ttable, namely 4.521 > 1.666. ), in partial store atmosphere is influence towards impulse buying (It can be seen from the value of tcount > ttable, namely 2382 > 1.666), and by simultaneous dicount and store atmosphere influence towards impulse buying (Fcount > Ftable is obtained, namely 18.141 > 3.12). The implications in this research is discount and storetmosphere both of partially and simultaneous is good enough. So that need to be maintaned but it would better if it enchance the discount and store atmosphere.
THE EFFECT OF BRAND AMBASSADORS, ONLINE CUSTOMER REVIEWS AND PRODUCT QUALITY ON LOCAL SHOES BRAND IMAGE Siti Amelia; Taufik Hadi Kusumah; May Dedu; Agustina
JRMSI - Jurnal Riset Manajemen Sains Indonesia Vol. 16 No. 1 (2025): Jurnal Riset Manajemen Sains Indonesia
Publisher : Fakultas Ekonomi, Universitas Negeri Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21009/JRMSI.016.1.7

Abstract

The tremendous growth of the regional footwear industry in Indonesia is increasing consumer interest in home-made goods. Ventela is a well-known brand that can compete in the domestic market and overseas. The purpose of this study is to examine how the brand image of local Ventela shoes is influenced by brand ambassadors, online customer reviews, and product quality. Quantitative research using a survey approach was the methodology used. A questionnaire approach was used to collect data, and multiple linear regression analysis was used for analysis. The study findings show that brand image is significantly influenced by the three independent variables. By working with famous actors and artists who have a large fan base, brand ambassadors help increase customer trust. Consumer perceptions of product quality and longevity are influenced by online user reviews. The main element affecting consumer happiness and loyalty to the Ventela brand is product quality. The competitiveness of local products in the global market and brand image can be improved by marketing methods centered on product quality, online customer reviews, and brand ambassadors.
The Effectiveness of Alternative Marketing Strategies and Trust in Improving Purchase Decisions of Fashion Products on E-Commerce Platform Rizky Aldiansyah; Dimas Ditio; May Dedu; Agustina
Mabsya: Jurnal Manajemen Bisnis Syariah Vol. 7 No. 1 (2025): Mabsya: Jurnal Manajemen Bisnis Syariah
Publisher : Fakultas Ekonomi dan Bisnis Islam, Universitas Islam Negeri Prof. K.H. Saifuddin Zuhri Purwokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24090/mabsya.v7i1.13352

Abstract

In the market, people exchange goods and services with one another to satisfy their wants, including those related to fashion. The global fashion industry has changed due to the advances in information and communication technologies, especially in consumer purchasing patterns. Especially in consumer purchasing patterns, the convenience offered by e-commerce platforms is the main reason why many people now prefer to buy all their needs, including fashion products. This study aims to identify “the effectiveness of alternative marketing strategies and trust in improving purchase decisions of fashion products on e-commerce platforms”. This research used the quantitative method with a linear regression technique, using 277 respondents from the TikTok shop users as the object of the research. The findings indicate that the parameters examined in this study positively influence a person's decision to purchase a product on an online marketplace. In this study, alternative promotion strategies, namely online customer reviews, content marketing, and flash sales, were also found to be some promotional ideas that can be used to increase sales. Additionally, trust is a factor that influences a person's decision to buy a product favorably by giving them a stimulus that increases their confidence in their choice.
Tiktok Media in Purchase Decision: The Effect of User Generated Content (UGC), Brand Equity, and Digital Marketing on Skincare Product Andriansyah; Kharisma Fitri Rahmawati; May Dedu; Agustina
Mabsya: Jurnal Manajemen Bisnis Syariah Vol. 7 No. 2 (2025): Mabsya: Jurnal Manajemen Bisnis Syariah
Publisher : Fakultas Ekonomi dan Bisnis Islam, Universitas Islam Negeri Prof. K.H. Saifuddin Zuhri Purwokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24090/mabsya.v7i2.13563

Abstract

This study focuses on determining how much influence User Generated Content (UGC), Brand Equity, and Digital Marketing have on Purchase Decisions. This research is motivated by using the Tiktok platform as a Digital Marketing medium that influences Purchase Decisions, especially on skincare products. The phenomenon of user generated content (UGC) on Tiktok has created a new paradigm in digital marketing strategies and the formation of brand equity. This research methodology is quantitative, with a survey approach to 235 respondents aged 18-36 years who have purchased skincare products based on content on Tiktok. Data was collected through online questionnaires with purposive sampling techniques and analyzed using Structural Equation Modeling - Partial Least Square (SEM-PLS); each association between variables has a p-value less than 0.05. This finding shows that user generated content (UGC), brand equity, and digital marketing significantly affect the purchase decision of skincare products. These findings also provide important implications for skincare companies in optimizing digital marketing strategies through the Tiktok platform.
The Influence of the Tagline Free Shipping and E-Service Quality on Shopee Market Place Purchasing Decisions Among FEB UGJ Cirebon Students Ghina Cahyani; Putri Kinanti; Intan Van Dhiny; May Dedu
Indonesian Journal of Business Analytics Vol. 4 No. 3 (2024): June 2024
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/ijba.v4i3.9237

Abstract

Shopee is an Indonesian online marketplace that facilitates buying and selling. Web apps serve as its foundation. Several marketplaces compete with Shopee. The goal of this study is to determine how free shipping deals and the caliber of e-services affect the judgments made by FEB UGJ Cirebon students about the Shopee marketplace. In this study, a quantitative research methodology was utilized. The research population consists of the FEB UGJ Cirebon students who use Shopee. 142 respondents make up the sample size used in this purposive sampling technique. The SPSS program, version 22, is used in the analytical approach. Purchase decisions made by customers are known to be positively and significantly impacted by the slogan "free shipping" and the quality of the e-service based on the data results
Co-Authors Aditya Rizkian Kusuma Agustina ANDRIANSYAH Dimas Ditio Ghina Cahyani Intan Van Dhiny Kharisma Fitri Rahmawati Maulana Yusuf Putri Kinanti Rizky Aldiansyah Siti Amelia Taufik Hadi Kusumah