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All Journal Jurnal Administrasi Bisnis Productivity
LUCKY F. TAMENGKEL
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Pengaruh Brand Ambassador K-Pop EXO Terhadap Keputusan Pembelian Produk Scarlett di Manado Alifah Yusuf; Tinneke M Tumbel; Lucky F. Tamengkel
Productivity Vol 5 No 2 (2024): Juni 2024
Publisher : Program Studi Administrasi Bisnis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35797/ejp.v5i2.55537

Abstract

The sophistication of social media nowadays makes it easier for every individual in many ways, one of which is that it can be used for business. Digital marketing, or online marketing, is a form of marketing carried out using technology and the internet that aims to connect with customers through social media, websites, email, and other forms. Using brand ambassadors to promote products is the most effective promotional method to increase sales and improve consumer perceptions of the company. This study aims to determine the effect of the brand ambassador K-Pop EXO on purchase decisions for Scarlett products in Manado. This research uses a quantitative method using simple linear regression analysis. The statistical tests carried out are validity tests, reliability tests, descriptive statistical tests, correlation coefficient analysis, t tests and coefficient of determination tests. After processing the data, researchers obtained the results that the brand ambassador K-Pop EXO had a positive and significant effect on purchase decisions. However, the level of relationship between the brand ambassador and purchase decisions is at a low level.
Pengaruh Penggunaan Video Marketing dan Testimoni Pelanggan terhadap Keputusan Pembelian Anjing Ras pada Dogshop Manado Nadya Venezia Mewengkang; Lucky F. Tamengkel; Olivia F. C. Walangitan
Productivity Vol 7 No 1 (2026): Maret 2026
Publisher : Program Studi Administrasi Bisnis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35797/ejp.v7i1.61228

Abstract

  In the rapidly growing digital era, marketing strategies through social media and other digital platforms have become very important, for businesses engaged in selling pet shop products such as Dogshop Manado. Video marketing and customer testimonials were chosen as two main elements that are believed to influence consumer decisions in choosing and buying products. The purpose of this study was to see how much influence the use of Video Marketing and Customer Testimonials has on Purchasing Decisions at Dogshop Manado. This study uses a quantitative approach, and the population of customers at Dogshop Manado with a sample of 95 respondents. Sampling in this study used Simple random sampling technique while the instrument used a Likert scale, with the SPSS version 30 application. The results showed that the use of video marketing had a significant effect on purchasing decisions at Dogshop Manado, and customer testimonials had a significant effect on purchasing decisions at Dogshop Manado.
Pengaruh Kualitas Produk Dan Harga Terhadap Keputusan Pembelian Skincare Skintific Di Shopee Oleh Mahasiswa Fisip Unsrat Ameili Worotitjan; Johny R. E. Tampi; Lucky F. Tamengkel
Productivity Vol 6 No 1 (2025): Maret 2025
Publisher : Program Studi Administrasi Bisnis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35797/ejp.v6i1.62046

Abstract

This research aims to analyze the influence of product quality and price on purchasing decisions for Skintific skincare products on the Shopee platform among students of the Faculty of Social Sciences and Political Sciences at Sam Ratulangi University (FISIP UNSRAT). The skincare industry in Indonesia is growing rapidly, especially among students, who have high demands for quality skin care products at affordable prices. This study uses a quantitative approach with a survey method through questionnaires involving 330 active student respondents from FISIP UNSRAT. The data analysis technique used is multiple linear regression to determine the extent of the influence of independent variables (product quality and price) on the dependent variable (purchasing decision). The analysis results show that product quality and price significantly influence purchasing decisions with a contribution of 59.5%, while the remaining 40.5% is influenced by other variables not examined. Skintific's product quality, which uses active ingredients like ceramide and niacinamide, proves to meet students' expectations for safety and effectiveness. Competitive pricing and promotions on Shopee also encourage purchasing decisions. These findings provide practical implications for manufacturers and marketers to focus on improving quality and pricing strategies to reach young consumers, particularly students.
Co-Authors Alifah Yusuf Ameili Worotitjan Baguna Tenny BELLA KRISTI LALUJAN Danny D. S. Mukuan Dantje Kelles Dolina L. Tampi Garry Rondonuwu Grifilia L. Mokoagow HARRY J. SUMAMPOUW Henny S. Tarore John A. F. Kalangi Johny R. E. Tampi Kevin F. Simboh MEINY G. PORAJOUW Nadya Venezia Mewengkang Olivia F. C. Walangitan Reginaldo J. K. Sigar Tinneke M Tumbel Tinneke M. Tumbel TINNEKE TUMBEL Vega C. Sengkey Victor Daniel Piayi WILFRIED S. MANOPPO Yunita A. L. Labanu