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The effect of Endorsments and Social Media Marketing on Consumer Purchasing Decisions at Anna Online Shop Mursida, Mursida; Uleng, Budiarti Putri; Abel, Abel; Rembulan, Andi; Alfarisih, Alfarisih; Tasya, Nanda
ProBisnis : Jurnal Manajemen Vol. 16 No. 4 (2025): August: Management Science
Publisher : Lembaga Riset, Publikasi dan Konsultasi JONHARIONO

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Abstract

An endorsement is a form of support or recommendation given by an individual (usually a public figure, celebrity, or influencer) for a product, service, or brand. Endorsements are typically made by expressing satisfaction or the benefits experienced from using the product, either directly or through media such as advertisements, social media, or testimonials. This study aims to investigate the influence of endorsement and social media marketing on consumer purchasing decisions at Anna Online Shop, both simultaneously and partially. Anna Online Shop is a business operating in the sale of cosmetics, skincare, and makeup through physical stores and digital platforms such as Shopee and Instagram. This study employs a quantitative approach with data collection techniques through a questionnaire administered to 30 respondents who are active consumers. Data were analysed using validity and reliability tests, multiple linear regression analysis, F-tests, t-tests, and determination coefficients. The results indicate that, simultaneously, endorsements and social media marketing significantly influence purchasing decisions. However, partially, only social media marketing has a significant influence, while endorsements do not. This indicates that consumers respond more to information conveyed through social media than to the influence of public figures. These findings imply that an effective marketing strategy for Anna Online Shop is to optimise the use of social media as a means of communication, promotion, and interaction with consumers to enhance purchasing decisions.
Analysis of Financial Performance Using Profitability Ratio Approach at PT Campina Ice Cream Industry TBk for the Period 20222024 Suryati, Suryati; Mursida, Mursida; Mukmainna, Mukmainna; N, Ginaya Anastasya; Pongamangatta, Datu
JIM: Jurnal Ilmiah Mahasiswa Pendidikan Sejarah Vol 10, No 3 (2025): Social, Cultural and Historical Studies
Publisher : Universitas Syiah Kuala

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24815/jimps.v10i3.35254

Abstract

This study aims to analyze the financial performance of PT. Campina Ice Cream Industry Tbk for the period 20222024 using profitability ratios, including Return on Assets (ROA), Return on Equity (ROE), Gross Profit Margin (GPM), Operating Profit Margin (OPM), and Net Profit Margin (NPM). The research employs a descriptive quantitative method using secondary data obtained from the companys official financial statements. The results indicate that the companys financial performance has fluctuated over the observed period. The average ROA and ROE were 10.68% and 12.21%, respectivelyboth below the industry benchmark, indicating suboptimal utilization of assets and equity. Similarly, the average OPM and NPM were 13.49% and 10.11%, showing inefficiencies in operational cost control and net profitability. On the other hand, the company demonstrated a relatively strong GPM with an average of 57.57%, suggesting efficiency in managing production costs. Overall, the findings suggest that PT. Campina Ice Cream Industry Tbk needs to enhance its financial efficiency through improved asset management, tighter cost control, and the implementation of more effective marketing strategies to ensure sustainable profitability and competitiveness in the future.
Strategi Kesantunan Bahasa pada Ulasan Konsumen di Marketplace GoFood dalam Konteks Komunikasi Digital Siswanto, Siswanto; Arsul, Muhamad Rizki; Mursida, Mursida; Dwiyanti, Elsa
J-LELC: Journal of Language Education, Linguistics, and Culture Vol. 5 No. 3 (2025): J-LELC: Journal of Language Education, Linguistics, and Culture
Publisher : UIR Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25299/j-lelc.2025.24913

Abstract

The development of digital technology has created new opportunities for socio-economic interaction, one of which is through consumer reviews on online food applications such as GoFood. This study aims to describe the strategies and principles of politeness in consumer reviews on GoFood. Using a descriptive pragmatic qualitative approach, 100 reviews were selected purposively and analysed using the theories of Brown & Levinson (1987), Culpeper (2011), Herring (2013), and Leech's (2014) politeness principles. The results show variations in the use of politeness strategies. Within the Brown & Levinson framework, Bald on Record dominated (31 utterances), indicating a tendency towards a straightforward style. In Culpeper's strategy, Withhold Politeness (32 utterances) appeared most frequently, showing that criticism was conveyed passively or without politeness markers. Herring's analysis showed that Interaction (41 utterances) was most dominant, confirming the function of reviews as a means of building social relationships. Meanwhile, Leech's principle is dominated by Agreement Maxim (35 utterances), reflecting the influence of a collectivist culture that emphasises agreement and harmony. Overall, GoFood reviews are characterised by a direct and interactive communication style, but are still influenced by Indonesian cultural politeness values that maintain solidarity and social harmony.
Co-Authors A.A. Ketut Agung Cahyawan W Abel, Abel Adilham, Adilham Afdhal, Imam Agung, Dewansyah Akbar, Muhammad Hikmal Alfarisih, Alfarisih Angreyani, Andi Dewi Arham Rusli, Arham Arsul, Muhamad Rizki Azima, Afifah Budiarti Putri Uleng Dahlia Dahlia Duli, Irene Dwiyanti, Elsa Fattah, Nurlaeli Fifi Arfini, Fifi Gustanti, Tri Ikbal Syukroni Indri Indri Khairunisa, Khairunisa Luthfiah Luthfiah Matti, Agussalim Mita Gebriella Inthe Mukmainna, Mukmainna N, Ginaya Anastasya Nur Fitriani Usdyana Attahmid, Nur Fitriani Usdyana Pongamangatta, Datu Prihatini, Nurul Primayadi, Muhammad Rezha Rahmawati Saleh Rembulan, Andi Riswita, Riswita Rosmaladewi, Rosmaladewi S Siswanto Santi, Andi Suryati Suryati Syahdi, Muh. Zadly Syamsuar Syamsuar, Syamsuar Tasir Tasir, Tasir Tasya, Nanda Try Susanti Wanti Dewayani