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Ngatno Ngatno
Department of Business Administration, Universitas Diponegoro, Jl. Prof. Sudarto, SH, Tembalang, Semarang, Indonesia 50275
Economics, Econometrics & Finance

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Pengaruh Celebrity Endorser dan Brand Awareness Terhadap Keputusan Pembelian Produk Somethinc (Studi Pada Konsumen Somethinc di Kota Semarang) Annisa Rahmadila Damayanti; Sari Listyorini; Ngatno Ngatno; Sendhang Nurseto
Jurnal Ilmu Administrasi Bisnis Vol 12, No 3 (2023)
Publisher : Universitas Diponegoro

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jiab.2023.39645

Abstract

Persaingan industri kosmetik di Indonesia yang semakin ketat membuat perusahaan harus mengembangkan strategi pemasarannya dan membangun kesadaran merek agar konsumen dapat mengetahui dan menyadari eksistensinya di tengah-tengah mereka. Celebrity endorser dan brand awareness diduga memiliki pengaruh terhadap keputusan pembelian. Penelitian ini bertujuan untuk mengetahui celebrity endorser dan brand awareness terhadap keputusan pembelian produk Somethinc di Kota Semarang. Tipe penelitian ini adalah explanatory research dengan teknik pengambilan sampel probability sampling yaitu proportionate stratified sampling. Sampel pada penelitian ini berjumlah 100 konsumen Somethinc di Kota Semarang. Penelitian ini diolah menggunakan SPSS for windows version 25.0. Hasil penelitian menunjukkan bahwa celebrity endorser dan brand awareness secara stimultan memberikan pengaruh positif dan signifikan terhadap keputusan pembelian. Disarankan agar Somethinc perlu memperhatikan penggunaan celebrity endorser selanjutnya yang mampu meyakinkan dan membuat konsumen suka dengan produk Somethinc. Selanjutnya, Somethinc dapat meningkatkan brand awareness melalui social media seperti Instagram dan Tik Tok untuk mempengaruhi keputusan pembelian konsumen agar terus memilih dan menggunakan produk Somethinc.The competition in the cosmetics industry in Indonesia is getting tighter, so companies must develop their marketing strategies and build brand awareness so that consumers can know and realize their existence in their midst. Celebrity endorser and brand awareness are suspected as factors that can influence purchasing decisions. This research was conducted with the aim of knowing the impact of celebrity endorser and brand awareness on Somethinc products purchasing decision in Semarang City. This type of research is explanatory research with a probability sampling technique, namely proportionate stratified sampling. The sample in this study amounted to 100 consumers of Somethinc in Semarang City. This research was processed using SPSS for windows version 25.0. The conclusion from this study is that the celebrity endorser and brand awareness can simultaneously have a positive and significant influence on the purchasing decision variable. It is recommended that Somethinc needs to pay attention to the use of the next celebrity endorser who is able to convince and make consumers like Somethinc’s products. Furthermore, Somethinc can increase brand awareness through social media such as Instagram and Tik Tok to influence consumer purchasing decision to keep choosing and using Somethinc's products.
Analisis Pengaruh Harga Terhadap Keputusan Pembelian Melalui Minat Beli Konsumen Sebagai Variabel Intervening (Studi Pada Konsumen UMKM Bancheese Salatiga) Advenda Nityasa Supramana; Ngatno Ngatno; Sendhang Nurseto
Jurnal Ilmu Administrasi Bisnis Vol 15, No 2 (2026)
Publisher : Universitas Diponegoro

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jiab.2026.49079

Abstract

Abstract: The large development of MSMEs in Indonesia is important in building the country's economy. However, one of the MSMEs in the city of Salatiga, Bancheese Salatiga, has experienced a decline in sales in the last three years. This indication of a decline in sales is due to gradual price increases. Therefore, this study was conducted with the aim of examining whether there is an effect of price on purchasing decisions through consumer purchasing interest in increasing product sales figures. In supporting this research, the concepts and theories that will be used are the marketing mix theory by Kotler and Armstrong (2019:50), purchasing interest by Ferdinand (2002), and purchasing decisions by Kotler and Keller (2015, p. 195). The research method used in this study is quantitative with a survey method technique. Data will be obtained from questionnaires and data processing with SPSS software. In this study, the variables used are price as an independent variable, purchasing decisions as a dependent variable, and purchasing interest as an intervening variable. In the relationship between price and purchasing interest, price has succeeded in influencing the purchasing interest variable by 44.9%. In this study, price also influences purchasing decisions, which is 58.1%. Furthermore, the purchase intention variable successfully influences purchasing decisions by 73.2%. The results of the study also show that there is an influence between price and purchasing decisions through purchase intention.Abstraksi: Besarnya perkembangan UMKM di Indonesia merupakan hal yang penting dalam membangun ekonomi negara. Namun, salah satu UMKM di Salatiga, Bancheese Salatiga, pada tiga tahun belakangan ini mengalami penurunan penjualan. Indikasi penurunan penjualan ini dikarenakan kenaikan harga yang dilakukan secara bertahap. Maka, penelitian ini dilakukan dengan tujuan untuk meneliti apakah terdapat pengaruh harga terhadap keputusan pembelian melalui minat beli konsumen dalam meningkatkan angka penjualan produk. Dalam mendukung penelitian ini, konsep dan teori yang akan dipakai adalah teori bauran pemasaran oleh Kotler dan Armstrong (2019:50), minat beli oleh Ferdinand (2002), dan keputusan pembelian oleh Kotler dan Keller (2015, hlm. 195). Metode penelitian yang digunakan dalam penelitian ini adalah kuantitatif dengan teknik metode survei. Data akan didapatkan dari kuesioner serta pengolahan data dengan software SPSS. Pada penelitian ini, variabel yang digunakan adalah harga sebagai variabel independen, keputusan pembelian sebagai variabel dependen, dan minat beli sebagai variabel intervening. Pada hubungan antara harga terhadap minat beli, harga berhasil memberi pengaruh terhadap variabel minat beli sebesar 44.9%. Pada penelitian ini, harga juga memberi pengaruh terhadap keputusan pembelian, yaitu sebesar 58.1%. Selanjutnya, variabel minat beli berhasil memberi pengaruh terhadap keputusan pembelian sebesar 73.2%. Hasil penelitian juga menunjukkan bahwa terdapat pengaruh antara harga terhadap keputusan pembelian melalui minat beli.
The Influence Of E-Service Quality And Product Features Of BSI Mobile Toward Loyalty: Mediation On Customer Satisfaction At Bank Syariah Indonesia Cilegon Branch Kalyla Fauzia Zahra Darmawan; Ngatno Ngatno; Hari Susanta Nugraha
Jurnal Ilmu Administrasi Bisnis Vol 15, No 2 (2026)
Publisher : Universitas Diponegoro

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jiab.2026.48970

Abstract

Abstract: Bank Syariah Indonesia, a leading Indonesian bank, is leveraging digital banking methods like Internet Banking, Mobile Banking, and SMS Banking to improve customer experiences and loyalty. However, achieving consistent customer satisfaction remains a challenge. A study examining the impact of service quality and product features on loyalty, specifically within the BSI Cilegon branch, revealed that customer satisfaction is not significantly impacted by service quality. However, customer satisfaction positively impacts loyalty, service quality positively impacts loyalty through customer satisfaction, product features impacts loyalty through customer satisfaction. The study recommends BSI to improve service quality by providing accurate customer information and ensuring seamless maintenance to prevent disruptions during transactions. 
PENGARUH FEAR OF MISSING OUT (FoMO), HEDONIC SHOPPING LIFESTYLE, DAN VIRAL MARKETING TERHADAP IMPULSE BUYING PADA FLASH SALE PRODUK FASHION LAZADA (STUDI PADA GENERASI Z PENGGUNA LAZADA INDONESIA) Vanissa Nada Risalah; Sari Listyorini; Ngatno Ngatno
Jurnal Ilmu Administrasi Bisnis Vol 15, No 1 (2026)
Publisher : Universitas Diponegoro

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jiab.2026.48421

Abstract

Abstract: One of the impacts provided by social media is the existence of digital promotions that advance electronic commerce applications (e-commerce). In connection with the very tight competition in the e-commerce business in Indonesia, e-commerce applications innovate through the addition of features to attract consumer interest. One of the e-commerce that also innovates with attractive features such as Flash sales is Lazada. This study aims to determine the effect of Fear of Missing Out (FoMO), Hedonic Shopping Lifestyle, and Viral Marketing on Impulsive Buying at Flash Sale Lazada Fashion Products. This study uses explanatory research with a sample of 100 respondents and uses non-probability sampling techniques and purposive sampling research methods. The data was processed using the help of the SPSS version 26 program. The study shows the results that Fear of Missing Out (FoMO), Hedonic Shopping Lifestyle, and Viral Marketing have a significant positive effect on Impulsive Buying. Based on the test results, Lazada needs to increase Fear of Missing Out (FoMO), Hedonic Shopping Lifestyle, and Viral Marketing in supporting Impulsive Buying at the Lazada Fashion Product Flash Sale.Keyword: Fear of Missing Out (FoMO); Hedonic Shopping Lifestyle; Viral Marketing; Impulsive BuyingAbstrak: Salah satu dampak yang diberikan oleh media sosial adalah adanya promosi digital yang memajukan aplikasi perdagangan elektronik (e-commerce). Sehubungan dengan persaingan bisnis e-commerce yang sangat ketat di Indonesia, aplikasi e-commerce melakukan inovasi melalui penambahan fitur untuk menarik minat konsumen. Salah satu e-commerce yang juga berinovasi dengan fitur yang menarik seperti Flash sale adalah Lazada. Penelitian ini bertujuan untuk mengetahui pengaruh Fear of Missing Out (FoMO), Hedonic Shopping Lifestyle, dan Viral Marketing terhadap Impulsive Buying Pada Flash Sale Produk Fashion Lazada. Penelitian ini menggunakan explanatory research dengan sampel 100 responden serta menggunakan teknik non-probability sampling dan metode penelitian purposive sampling. Data diolah menggunakan bantuan program SPSS versi 26. Penelitian menunjukkan hasil bahwa Fear of Missing Out (FoMO), Hedonic Shopping Lifestyle, dan Viral Marketing berpengaruh positif signifikan terhadap Impulsive Buying. Berdasarkan hasil pengujian tersebut, Lazada perlu meningkatkan Fear of Missing Out (FoMO), Hedonic Shopping Lifestyle, dan Viral Marketing dalam menunjang Impulsive Buying Pada Flash Sale Produk Fashion Lazada.Kata Kunci: Fear of Missing Out (FoMO); Hedonic Shopping Lifestyle; Viral Marketing; Impulsive Buying
Co-Authors Adinda Fitri Rahmawati Advenda Nityasa Supramana Akhmad Faizul Umam Anisa Tusyaidah Annisa Rahmadila Damayanti Apriatni Endang Prihatini Ari Pradhanawati Budiarmanda Ikhsan Hudatama Ferdiyan Aditya Rahman Hari Susanta Nugraha Iga Rohmah Apriliana Kalyla Fauzia Zahra Darmawan Naili Farida Reni Shinta Dewi Rika Nur Fitriasih Sandi Yudha Sakti Sari Listyorini Saryadi Saryadi Sendhang Nurseto Tanzila Al Unsha Vanissa Nada Risalah Wahyuni Putri Mumpuni Widiartanto Widiartanto