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Fadhillah, Is
Sekolah Tinggi Ilmu Ekonomi IBMT
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Pengaruh Kredibilitas dan Kualitas Pelayanan Host Live terhadap Minat Beli Konsumen di Aplikasi TikTok pada Masyarakat Kecamatan Wringinanom Gresik Dimas Warsito Putro; Is Fadhillah; Anis Fitriyasari
Jurnal Simki Economic Vol 7 No 2 (2024): Volume 7 Nomor 2 Tahun 2024
Publisher : Universitas Nusantara PGRI Kediri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29407/jse.v7i2.785

Abstract

Ditemukannya perbedaan persepsi masyarakat di kecamatan Wringinanom Gresik mengenai kredibilitas serta kualitas pelayanan host live terhadap minat beli mereka sebagai konsumen di aplikasi TikTok. Tujuan dari penelitian ini adalah untuk mengetahui: apakah kredibilitas host live berpengaruh terhadap minat beli konsumen, apakah kualitas pelayanan host live berpengaruh terhadap minat beli konsumen, serta apakah kredibilitas dan kualitas pelayanan host live berpengaruh secara simultan terhadap minat beli konsumen. Metode yang digunakan adalah metode kuantitatif, dengan teknik pengumpulan data berupa kuesioner yang disebarkan kepada 96 responden. Analisis data menggunakan analisis kuantitatif, uji asumsi klasik, analisis linear berganda, serta uji hipotesa (koefisien determinasi, uji t, uji F). Hasil analisis menggunakan uji t menunjukkan kedua variabel menghasilkan nilai t tabel > t hitung (1,98580), dimana kredibilitas sebesar 5,572 dan kualitas pelayanan sebesar 4,315. Temuan ini menunjukkan baik kredibilitas maupun kualitas pelayanan berpengaruh positif terhadap minat beli konsumen. Selain itu, hasil uji F menunjukkan nilai F hitung (99,298) > F tabel (3,09) yang menunjukkan bahwa kredibilitas dan kualitas pelayanan berpengaruh secara simultan terhadap minat beli konsumen.
Peran Komunikasi Pemasaran dalam Membangun Brand Image guna Mempengaruhi Keputusan Pembelian Konsumen di Brighton Real Estate Indonesia Cabang Surabaya Efrizar Sunni; Dicky Darma Putranto; Is Fadhillah
Jurnal Simki Economic Vol 8 No 2 (2025): Volume 8 Nomor 2 Tahun 2025
Publisher : Universitas Nusantara PGRI Kediri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29407/jse.v8i2.1202

Abstract

This study examines the strategies implemented by Brighton Real Estate Indonesia in forming the company's brand image. This study applies a qualitative descriptive method to describe facts and data related to marketing communication strategies, which are analyzed based on the theory of marketing mix, persuasive communication, and integrated marketing communication. Data were obtained from interviews, direct observation, and document collection. The main informants were agents, property owners and buyers. Meanwhile, the data validity test was carried out through triangulation. Based on the results of the study, the marketing strategy implemented by Brighton Real Estate Indonesia has integrated most of the elements in the marketing mix. The company's focus is seen in providing quality products, competitive price offers, aggressive promotions, strategic location selection, and communication approaches in the form of advertising and direct education to potential consumers. This study also found that the marketing communication approach used by Brighton also had an impact on increasing the company's brand image, so it can be concluded that Brighton Real Estate Indonesia has implemented an effective marketing communication strategy that has an impact on the company's brand image so that this influences consumer decisions to make buying and selling transactions at Brighton Real Estate Indonesia.
Co-Authors Akmal, Nailatul Anis Fitriyasari Ari Yunita Arifani, Pravina Putri Iqlima Arisanti, Qoidah Aulia, Salsa Bila AUNUR ROFIQ Cindy Diana Putri Dicky Darma Putranto Dimas Warsito Putro Duwi Lestari, Restu Dwi Ayu Lestari dwi ayu lestari, dwi ayu Efrizar Sunni Eliza Pratiwi Elizabeth Amelia Permata Sari Evita Widyawati Fatma Iin Parlina Firlyana, Iin Fitrah Fitrah Fitriyasari, Anis Indita, Wiwen Kurniawan, Mohammad Lutfi Kusnul Yatimah Magfirah, Dian Mardana, Faris Mohammad Lutfi Kurniawan Muhammad Agam Sultoni Muzazanah, Siti Nailatul Akmal Nurita Nilasari Nurul Aisyah Octavia, Zilla Arum Papuangan, Sitti Anisa Sari Parlina, Fatma Iin Pratiwi, Eliza Priyandarini, Joya Damara Putranto, Dicky Darma Putro, Dimas Warsito Quincy Alifany Ku Rochmathullah, M. Zakaria Safi, Makhsun Saremben, Anjela Rini Wanti Satiriani Satiriani Satiriani Satria, Brama Seta Putra Setiawan Setiawan Setiawan Setijadi, Harmony Jordan Miracle Sihombing, Cindy Shinta Br Siti Muzazanah Sultoni, M. Agam Sunni, Efrizar Supartiyah, Supartiyah Teguhati, Muhamad Setiel Wiwen Indita wulan, tri Yatimah, Kusnul Yunita, Ari Zilla Arum Octavia