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All Journal E-Bisnis : Jurnal Ilmiah Ekonomi dan Bisnis Jurnal Sosioteknologi Panggung Jurnal Manajemen Indonesia Journal of Economic, Bussines and Accounting (COSTING) J-MAS (Jurnal Manajemen dan Sains) JPEK (Jurnal Pendidikan Ekonomi dan Kewirausahaan) Besaung : Jurnal Seni Desain dan Budaya Jurnal Ilmiah Edunomika (JIE) EKONOMI, KEUANGAN, INVESTASI DAN SYARIAH (EKUITAS) Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences International Journal Of Science, Technology & Management (IJSTM) Asian Management and Business Review Jurnal Pengabdian Masyarakat : Pemberdayaan, Inovasi dan Perubahan Jurnal Pengabdian Masyarakat Akademisi Annals of Human Resource Management Research Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) Eduvest - Journal of Universal Studies eProceedings of Management Community Service Seminar and Community Engagement (COSECANT) Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Jurnal Inovasi Global Jurnal Penelitian Pendidikan Indonesia Adpebi Science Series
Heppy Millanyani
Universitas Telkom
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Journal : Journal of Economic, Bussines and Accounting (COSTING)

 1 
Pengaruh Advertising Web Series “Emina Beauty Bestie” Terhadap Minat Beli Konsumen Emina Anesti Dila Ariyatman; Heppy Millanyani
Journal of Economic, Bussines and Accounting (COSTING) Vol 5 No 1 (2021): COSTING : Journal of Economic, Bussines and Accounting
Publisher : Institut Penelitian Matematika, Komputer, Keperawatan, Pendidikan dan Ekonomi (IPM2KPE)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31539/costing.v5i1.2901

Abstract

Internet users are getting higher, affecting the marketing strategy undertaken. One of them is the emergence of web series advertising as the innovation for a product marketing strategy. During intense competition between companies, Emina launched a web series that aired on YouTube with the title “Beauty Bestie” to stay afloat. This research was conducted to determine the effect of Emina's advertising web series on consumer purchase intention. So that it can provide input for companies in terms of increasing purchase intention, and whether this web series-type advertising strategy needs to be continued or not. The research was conducted by distributing questionnaires to 385 respondents through Google Forms, with the population is those who have seen the web series entitled "Emina Beauty Bestie" on YouTube. The results showed that consumer perceptions of advertising and purchase intention in the very good category. The results of the coefficient of determination show that the advertising variable has an effect of 29.3% on purchase intention. Based on multiple regression analysis showed that the dimensions of the advertisement were the most influential factor. Based on the research results, Emina is expected to be able to use language that can persuade consumers' interest in making web series. For further researchers, it is recommended to expand this research with different variables. Keywords: Marketing, Advertising, Web Series, Youtube, Purchase Intention
Pengaruh Online Customer Review dan Rating terhadap Minat Beli pada Aplikasi Pemesanan Hotel Traveloka Raden Faris Fathin; Heppy Millanyani
Journal of Economic, Bussines and Accounting (COSTING) Vol 5 No 1 (2021): COSTING : Journal of Economic, Bussines and Accounting
Publisher : Institut Penelitian Matematika, Komputer, Keperawatan, Pendidikan dan Ekonomi (IPM2KPE)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31539/costing.v5i1.3045

Abstract

This study aims to determine consumer perceptions of online customer reviews and ratings on the Traveloka hotel booking application and to analyze the effect of online customer reviews and ratings on buying interest in the Traveloka hotel booking application. This study uses a quantitative method, by distributing questionnaires to 400 followers of the @explorebandung Instagram account using a purposive sampling technique with criteria for followers of the @explorebandung Instagram account who have made hotel reservations through Traveloka. The primary data used in this study is the result of questionnaire research from respondents while the secondary data is a reference source from previous research and online data that is relevant to the study. The analytical technique used in this research is descriptive analysis, multiple linear regression analysis, analysis of the coefficient of determination using the SPSS 26.0 application. The results showed that there was an influence between online consumer review and rating on buying interest which was tested by testing the hypothesis. Furthermore, online consumer reviews and ratings are able to influence the buying interest variable by 37.7% while the remaining 62.3% is influenced by other factors not examined in this study. Keywords: Online Customer Review and Rating, Buying Interest, Traveloka
Pengaruh Marketing Mix Terhadap Purchase Decision Konsumen Pada E-Commerce Shopee Syifa Alifia; Heppy Millanyani
Journal of Economic, Bussines and Accounting (COSTING) Vol 7 No 5 (2024): Journal of Economic, Bussines and Accounting (COSTING)
Publisher : Institut Penelitian Matematika, Komputer, Keperawatan, Pendidikan dan Ekonomi (IPM2KPE)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31539/costing.v7i5.11829

Abstract

Saat ini kehadiran internet dan penggunaan media elektronik bukan merupakan suatu hal tabu dikalangan masyarakat Indonesia. Bahkan sebagian besar orang tidak dapat terlepas dari internet dan media sosial. Sehingga, tidak sedikit perusahaan memanfaatkan kondisi ini untuk meningkatkan efisiensi dan efektivitas bisnisnya. Pemasaran elektronik telah mengubah lanskap bisnis secara fundamental, dengan sistem perdagangan online menjadi salah satu pilar utamanya. Saat ini, menggunakan media elektronik dan memiliki akses ke internet bukanlah hal yang asing lagi bagi masyarakat Indonesia. Oleh karena itu, tidak mengherankan jika banyak bisnis yang memanfaatkan kondisi ini untuk meningkatkan efektivitas dan efisiensi operasi mereka. Sistem perdagangan online adalah salah satu fondasi utama pemasaran elektronik, yang telah merevolusi lanskap perusahaan secara radikal. Shopee adalah salah satu contoh dari belanja internet. Shopee memprioritaskan pengalaman yang akan dimiliki oleh pelanggan potensial untuk memaksimalkan setiap komponen. Tujuan dari penelitian ini adalah untuk menyelidiki bagaimana purchase decision konsumen pada platform e-commerce Shopee dipengaruhi oleh marketing mix (product, price, promotion, dan place). Marketing mix adalah seperangkat taktik pemasaran yang digunakan oleh perusahaan untuk mendapatkan respon yang diinginkan dari target pasar, dan elemen-elemen dalam marketing mixmemiliki implikasi yang penting pada strategi pemasaran digital perusahaan. Marketing mix terdiri dari empat komponen atau yang dikenal sebagai 4 P (The Four P), yaitu product, price, promotion, dan place. Penelitian ini menggunakan pendekatan kuantitatif dengan analisis SEM PLS sebagai metodologi penelitiannya. Jumlah pasti konsumen Shopee di Indonesia yang menggunakan platform antara tahun 2020 dan 2023 tidak diketahui, tetapi mereka merupakan populasi yang digunakan dalam analisis ini. Dengan jumlah sampel 422, metode pengambilan sampel menggunakan non-probability sampling. Temuan penelitian menunjukkan bahwa, dalam e-commerce Shopee, promotion tidak secara signifikan namun bernilai positif mempengaruhi keputusan pelanggan untuk membeli. Hal ini dikarenakan pelanggan tidak peduli dengan promotion karena mereka sudah percaya dengan semua hal yang disediakan. Meskipun demikian, hasil penelitian ini mendukung anggapan bahwa keputusan pelanggan e-commerce Shopee untuk membeli dipengaruhi secara positif dan signifikan oleh product, price, dan place.
Co-Authors Adabina Firlyani, Raisa Aherliwan Rudawan, Rikman Alamsah, Deden Burhanudin Alysha Safitri Amalia Djuwita Andrieta Shintia Dewi Anesti Dila Ariyatman Angga Rusdinar Anggar Erdhina Adi Apon, Nathaleo Michel Ardio Sagita Ardy Aprilian Anwar Athallah Naufal, Muhammad Azahra, Tazkia Butar, Fanesa Widya Oktavia Butar Cantika Martianti Damayanti Octavia Eva Nurhazizah Fajar Sidiq Adi Prabowo Fitri, Fatharani Aghnia Gadis Andari Muslim Galuh Sudarawerti Ghasani Rahman, Navira Harry Sugih Anugrah Ilham Meidarlis Yefri Ilmayanti Nur Suriah Indira Rachmawati Iwut Tritoasmoro, Iwan Juliana, Ratna Khairani Ratnasari Siregar Linahtadiya Andiani M Ningdyah, Anrilia Ema Martha Tri Lestari Maya Ariyanti Monica Esperanza Muhammad Ramadheo Nugraha Mumtaza, Firga Alia Nadino Rinaldi, Muhammad Adrian Daffa Nugrahani, Rah Utami Nurlianti, Fitri Nurvita Trianasari Oktaviani, Intan Pramasti, Galuh Sekar Raden Faris Fathin Ramadhan, Aldan Mutia Refi Rifaldi Windya Giri Riswanda, Aisyah Zahra Rizka Utami, Fany Rucika Rahmadina Salsabila, Fathya Hasya Salsabila, Naura Santos, Yosefine Gardiella Dos Sri Nurani Puspa Dewi Sri Rustiyanti Sriati Dwiatmini SURYANTI Sutanto, Rava Fachrie Syahla, Mutiara Syifa Alifia Tarandhika Tantra Wanda Listiani Yuhana Astuti