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p-Index From 2021 - 2026
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This Author published in this journals
All Journal INTERNATIONAL JOURNAL OF EDUCATION, INFORMATION TECHNOLOGY, AND OTHERS Escalate : Economics and Business Journal
Rizka Aula Assaf
International Women University
Computer Science & IT Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Social Sciences

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The Effect of Corporate Social Responsibility Commitment and Marketing Communication on Banking Marketing Performance in the Metropolitan City of Bandung Rizka Aula Assaf
International Journal of Education, Information Technology, and Others Vol 6 No 2 (2023): International Journal of Education, Information Technology  and Others
Publisher : Peneliti.net

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.7849016

Abstract

The banking industry has not been effective in implementing marketing communications and corporate social responsibility programs. Likewise marketing performance has not been achieved as expected. This research was conducted in the banking industry in the city of Bandung with a sample of 38 banking industries which were taken using a random sampling method. The analysis procedure uses Structural Equation Modeling based on Partial Least Square. This research produces a new model that is different from previous research where marketing communication programs do not directly affect the marketing performance of the banking industry. in conclusion
The Effect of Instagram Digital Promotion and Customer Experience on Purchasing Decisions on the Alfagift Application in Baleendah Bandung Regency Isni Suci Ramdina; Rizka Aula Assaf
Escalate : Economics and Business Journal Vol. 2 No. 02: Innovating People and Planet: Redefining Work, Behavior, and Sustainability in the Di
Publisher : Takaza Innovatix Labs Ltd.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61536/escalate.v2i02.425

Abstract

Digital transformation and social media have significantly affected consumer purchasing patterns, especially in e-grocery applications like Alfagift. This study aims to examine the influence of Instagram digital promotion and customer experience on purchasing decisions among Alfagift users in Baleendah, Bandung Regency. The research used a quantitative approach with a causal associative method. A total of 100 respondents aged 17–35 years who had used Alfagift in the past three months were selected through non-probability sampling. Data were collected using a structured questionnaire and analyzed using classical assumption tests, multiple linear regression, and hypothesis testing. Results show that both Instagram digital promotion and customer experience have positive and significant effects on purchasing decisions, explaining 54.6% of their variation. The findings indicate that improved digital promotion quality and user experience can significantly increase consumers’ willingness to purchase through Alfagift. The conclusion emphasizes the importance of optimizing digital marketing content and app usability to enhance consumer loyalty.
Co-Authors Isni Suci Ramdina