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All Journal Professional : Jurnal Komunikasi dan Administrasi Publik Jurnal Ekonomi dan Bisnis
Is Fadhillah
Sekolah Tinggi Ilmu Ekonomi IBMT Surabaya
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Pengaruh Brand Ambassador Dan Citra Merek Terhadap Keputusan Pembelian Azarine Cosmetic Di Pakuwon Mall Surabaya Nabila Salsabila; Is Fadhillah
Professional: Jurnal Komunikasi dan Administrasi Publik Vol 10 No 2 (2023): Desember
Publisher : UNIVED PRESS, Universitas Dehasen Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37676/professional.v10i2.4669

Abstract

This study aims to analyze Azarine Cosmetic in conducting brand ambassadors and brand image in influencing customer purchasing decisions as part of a marketing strategy. This research method uses a quantitative approach. Azarine cosmetic customer participants purchase azarine cosmetics through the sampling method at Pakuwon Mall Surabaya. The analytical tools used are validity, reliability, classical assumptions, and hypothesis testing. Data collection methods used through field research and literature. The results of this study indicate that the path analysis in the t-test for the first hypothesis (H1) shows with a significance level of 0.001 that Brand Ambassador affects Purchasing Decisions. Meanwhile, the results of the t-test path analysis for the second hypothesis (H2) show that brand image affects purchasing decisions at a significance level of 0.001. The regression coefficient shows a positive relationship, which indicates that (H2 accepted) purchasing decisions are influenced by brand image.
Pengaruh Trend Dan Promosi Terhadap Minat Beli Mahasiswa STIE IBMT Surabaya Di Aplikasi Tiktok Grasela Abigail Giri; Is Fadhillah
Professional: Jurnal Komunikasi dan Administrasi Publik Vol 10 No 2 (2023): Desember
Publisher : UNIVED PRESS, Universitas Dehasen Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37676/professional.v10i2.4670

Abstract

This research has the aim of wanting to find out more about " The Influence Of Trends And Promotions On The Buying Interest Of Stie Ibmt Surabaya Students In The Tiktok Application ". The background of this research is whether technological developments can increase a person's buying interest with trends and promotions on social media. This research is Descriptive Quantitative research using the survey method. The population in this study were 2019-2021 STIE IBMT Surabaya students who used the TikTok application. The number of samples studied by researchers was 51 respondents. The sampling technique used was purposive sampling. The data in this study were obtained using a questionnaire, and then analyzed using Multiple Liner Regression analysis with the help of the SPSS program. The results showed that trends and promotions have a significant effect on buying interest.
Pengaruh Digital Marketing Dan Brand Image Aplikasi Shopee Terhadap Consumer Trust Karyawan PT Bank Central Asia Tbk Cabang Indrapura Surabaya Nadia Tamara Effendi; Is Fadhillah; Handy Aribowo
Professional: Jurnal Komunikasi dan Administrasi Publik Vol 10 No 2 (2023): Desember
Publisher : UNIVED PRESS, Universitas Dehasen Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37676/professional.v10i2.4687

Abstract

Technology progress offers an positive impact for marketing technique become digital marketing as company motivator to improve company performance which has a positive effect for the consumer by make it easier whether make an improvement evaluation for the company. The better assessment that the company get for the digital marketing technique that the company have also enhancement for the better brand image that the company have. With the improvement obtained the brand image of the company also it will increase the quality of service, and the popularity of the products that are owned also a higher level of consumer trust appears as well. The purpose of this study is to find out digital marketing and brand image have a significant influence on consumer trust . The type of research that used in this study is quantitative research with purposive sampling with 61 respondent. The results of this study showed that digital marketing has a significant effect on consumer trust and brand image also has a significant impact on consumer trust.
Pengaruh Kualitas Produk dan Citra Merek terhadap Keputusan Pembelian pada Tomoro Coffee Tenggilis Surabaya Andre Febrian Sayogya; Is Fadhillah; Rini Novianti
Surplus: Jurnal Ekonomi dan Bisnis Vol. 5 No. 1 (2026): Juli-Desember 2026
Publisher : Yayasan Pendidikan Tanggui Baimbaian

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.71456/sur.v5i1.2328

Abstract

Persaingan industri coffee shop yang semakin ketat menuntut perusahaan memahami faktor yang memengaruhi keputusan pembelian konsumen. Penelitian ini bertujuan menganalisis pengaruh kualitas produk dan citra merek terhadap keputusan pembelian pada Tomoro Coffee Tenggilis Surabaya. Penelitian menggunakan pendekatan kuantitatif dengan desain asosiatif kausal. Populasi penelitian adalah seluruh konsumen Tomoro Coffee Tenggilis Surabaya, dengan sampel sebanyak 100 responden yang dipilih menggunakan purposive sampling. Data dikumpulkan melalui kuesioner skala Likert dan dianalisis menggunakan IBM SPSS melalui uji validitas, reliabilitas, asumsi klasik, regresi linear berganda, uji t, dan koefisien determinasi. Hasil penelitian menunjukkan bahwa kualitas produk (β = 0,625; p < 0,001) dan citra merek (β = 0,652; p < 0,001) berpengaruh positif dan signifikan terhadap keputusan pembelian, dengan Adjusted R² sebesar 0,463. Kesimpulan penelitian menegaskan bahwa peningkatan kualitas produk dan penguatan citra merek merupakan strategi penting untuk meningkatkan keputusan pembelian konsumen.
Co-Authors Andre Febrian Sayogya Grasela Abigail Giri Handy Aribowo Nabila Salsabila Nadia Tamara Effendi Rini Novianti