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All Journal JURNAL MANAJEMEN E-Jurnal Manajemen Trisakti School of Management (TSM) Jurnal Abdimas Sosial, Ekonomi, dan Teknologi
Andhalia Liza Marie
Trisakti School of Management
Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Law, Crime, Criminology & Criminal Justice Social Sciences

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THE ROLE OF BRAND AMBASSADOR AND BRAND IMAGE ON CONSUMER PURCHASE DECISIONS AT TOKOPEDIA Andhalia Liza Marie; Tri Djoko Sulistiyo; Rizkita Nurauwel
JPIM (Jurnal Penelitian Ilmu Manajemen) Vol 8 No 2 (2023): JPIM (JURNAL PENELITIAN ILMU MANAJEMEN)
Publisher : Universitas Islam Lamongan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30736/jpim.v8i2.1619

Abstract

The research objective was to determine the influence of brand ambassadors and brand image on consumer purchasing decisions. The method used in this research is a quantitative descriptive method. In determining the number of samples using non-probability sampling techniques with sampling techniques using purposive sampling. 115 respondents as research objects as Tokopedia consumers and BTS fans. Data processing uses the SPSS version 26 program to carry out validity tests, reliability tests, descriptive tests, coefficient of determination tests, multiple linear analysis tests. Research data collection was carried out by dividing questionnaires consisting of 23 servers using a Likert scale with five scores online using Google Form. The results of this study partially show that brand ambassadors and brand image have a significant effect on consumer purchasing decisions at Tokopedia.
THE ROLE OF BRAND AMBASSADOR AND BRAND IMAGE ON CONSUMER PURCHASE DECISIONS AT TOKOPEDIA Andhalia Liza Marie; Tri Djoko Sulistiyo; Rizkita Nurauwel
JPIM (Jurnal Penelitian Ilmu Manajemen) Vol 8 No 2 (2023): JPIM (Jurnal Penelitian Ilmu Manajemen)
Publisher : Universitas Islam Lamongan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30736/jpim.v8i2.1619

Abstract

The research objective was to determine the influence of brand ambassadors and brand image on consumer purchasing decisions. The method used in this research is a quantitative descriptive method. In determining the number of samples using non-probability sampling techniques with sampling techniques using purposive sampling. 115 respondents as research objects as Tokopedia consumers and BTS fans. Data processing uses the SPSS version 26 program to carry out validity tests, reliability tests, descriptive tests, coefficient of determination tests, multiple linear analysis tests. Research data collection was carried out by dividing questionnaires consisting of 23 servers using a Likert scale with five scores online using Google Form. The results of this study partially show that brand ambassadors and brand image have a significant effect on consumer purchasing decisions at Tokopedia.
ANTESEDEN YANG MEMENGARUHI LOYALTY ONLINE PURCHASE INTENTION PADA KONSUMEN APLIKASI SEPHORA DI JAKARTA KEISHA NABEELA; ANDHALIA LIZA MARIE
E-Jurnal Manajemen Trisakti School of Management (TSM) Vol. 6 No. 1 (2026): E-Jurnal Manajemen Trisakti School of Management (TSM)
Publisher : Pusat Penelitian dan Pengabdian kepada Masyarakat Sekolah Tinggi Ilmu Ekonomi Trisakti

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34208/ejmtsm.v6i1.3307

Abstract

The purpose of this study is to analyze and determine the influence of Hedonic Motivations of Adventure (HMOA), Access to Online Information (ATOI), Online Trust (OT), and Online Prices (OP) on Loyalty Online Purchase Intention (LOPI) among users of the Sephora Application in Jakarta. The object used in this research is Sephora Application. The sample was selected using purposive sampling, resulting in 200 repondents who were buyers and users of the Sephora Application on smartphones. The method applied in this study is Structural Equation Modeling (SEM) using Partial Least Square (PLS) with the SMART PLS 4.0 software. The result obtained in this study reveal that Hedonic Motivation of Adventure variable has an influence on Loyalty Online Purchase Intention. The Access to Online Information variable has an influence on Loyalty Online Purchase Intention and Online Trust. The Online Trust variable has an influence on Loyalty Online Purchase Intention. The Online Prices variable has an influence on Hedonic Motivations of Adventure and Loyalty Online Purchase Intention among users of the Sephora Application in Jakarta.
Literasi Keuangan Dan Digital Marketing Untuk Desa Wisata Di Wilayah Kabupaten Cirebon Emir Kharismar; Toni Ari Wibowo; Hilary Flora A. T. Lasar; Andhalia Liza Marie; Elizabeth Timothy; Ariesta Tika K.P.S Putri
Jurnal Abdimas Sosial, Ekonomi, dan Teknologi Vol. 5 No. 1 (2026): Jurnal Abdimas Sosial, Ekonomi, dan Teknologi
Publisher : Pusat Penelitian dan Pengabdian Masyarakat Sekolah Tinggi Ilmu Ekonomi Trisakti

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34208/5mv7ys47

Abstract

Pengembangan desa wisata memerlukan penguatan aspek sumber daya manusia khusunya dalam memberikan pemahaman literasi keuangan dan pemasaran digital, agar mampu meningkatkan daya saing dan keberlanjutan usaha. Kegiatan Pengabdian kepada Masyarakat (PkM) ini bertujuan meningkatkan pemahaman kelompok kerja desa wisata di Kabupaten Cirebon mengenai pengelolaan keuangan, pemanfaatan layanan dari lembaga keuangan, branding dan digital marketing. Kegiatan ini dilaksanakan tanggal 1 November 2025 di Dinas Kebudayaan dan Pariwisata Kabupaten Cirebon dengan jumlah peserta sebanyak 20 kelompok kerja desa wisata. Metode pelaksanaan berupa penyampaian materi, diskusi interaktif, dan sesi tanya jawab. Kegiatan PkM merupakan kolaborasi antara 2 institusi pendidikan yaitu, Sekolah Tinggi Ilmu Ekonomi Trisakti & Politeknik Pariwisata Prima Internasional. Hasil kegiatan menunjukan tingginya antusiasme peserta dan meningkatnya pemahaman mengenai pentingnya pemisahan keuangan pribadi dan usaha, pencatatan keuangan, pengelolaan arus kas, serta pemanfaatan media digital sebagai sarana promosi. Kegiatan ini diharapkan menjadi langkah awal dalam memperkuat kapasitas pengelola desa wisata sehingga mampu meningkatkan daya saing UMKM, mendorong pertumbuhan ekonomi lokal, dan mendukung pengembangan desa wisata yang berkelanjutan
Co-Authors Ariesta Tika K.P.S Putri Elizabeth Timothy Hilary Flora A. T. Lasar KEISHA NABEELA KHARISMAR, EMIR Rizkita Nurauwel Toni Ari Wibowo Tri Djoko Sulistiyo