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All Journal MATICS : Jurnal Ilmu Komputer dan Teknologi Informasi (Journal of Computer Science and Information Technology) EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis JPBM (Jurnal Pendidikan Bisnis dan Manajemen) Akademika : Jurnal Manajemen, Akuntansi, dan Bisnis Journal of Economic, Bussines and Accounting (COSTING) Pendas : Jurnah Ilmiah Pendidikan Dasar Al Qalam: Jurnal Ilmiah Keagamaan dan Kemasyarakatan International Journal of Social Science and Business Jurnal Riset Inspirasi Manajemen dan Kewirausahaan JOURNAL OF SCIENCE AND SOCIAL RESEARCH ISOQUANT : Jurnal Ekonomi, Manajemen dan Akuntansi Jurnal Ilmiah Administrasi Bisnis dan Inovasi JPEK (Jurnal Pendidikan Ekonomi dan Kewirausahaan) Jurnal Ekonomi Manajemen Sistem Informasi Performance : Jurnal Bisnis dan Akuntansi Belantika Pendidikan Jurnal Scientia Journal of Management - Small and Medium Enterprises (SME's) Journal of Applied Management and Accounting Science (JAMAS) Journal of Economics and Business UBS Jurnal Manajemen dan Ilmu Administrasi Publik (JMIAP) Jurnal Manajemen dan Profesional Indonesian Journal of Multidisciplinary Science Journal of Social Research COMSERVA: Jurnal Penelitian dan Pengabdian Masyarakat Journal of Disruptive Learning Innovation (JODLI) Jurnal Locus Penelitian dan Pengabdian Parsimonia: Jurnal Akuntansi, Manajemen dan Bisnis Journal of Applied Management Studies Journal of Trends Economics and Accounting Research Jurnal Bisnis dan Kewirausahaan Edukasia: Jurnal Pendidikan dan Pembelajaran Bursa : Jurnal Ekonomi dan Bisnis Publicness: Journal of Public Administration Studies Jurnal ekonomi Manajemen dan Bisnis (JUBIS) Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) Jurnal Indonesia Sosial Teknologi Jurnal Indonesia Sosial Sains Jurnal Ekonomi, Teknologi dan Bisnis Journal of Business on Hospitality and Tourism Ranah Research : Journal of Multidisciplinary Research and Development JAMPARING: Jurnal Akuntansi Manajemen Pariwisata dan Pembelajaran Konseling Riwayat: Educational Journal of History and Humanities Journal of Accounting Law Communication and Technology Jurnal Ilmiah Bisnis dan Ekonomi Asia (Jibeka) Jurnal Ilmiah Riset Aplikasi Manajemen Journal of Business Inflation Management and Accounting
Theresia Pradiani
Institut Teknologi Dan Bisnis Asia Malang
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Pengaruh Kualitas Aplikasi Dan Promosi Terhadap Keputusan Gen Z Menjadi Nasabah di Bank Digital Blu Bca Dengan Trust Sebagai Variabel Intervening (Studi Kasus Di Kota Malang) Intan Christiara; Theresia Pradiani; Mohammad Maskan
COMSERVA : Jurnal Penelitian dan Pengabdian Masyarakat Vol. 4 No. 11 (2025): COMSERVA: Jurnal Penelitian dan Pengabdian Masyarakat
Publisher : Publikasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59141/comserva.v4i11.2901

Abstract

Tahun 2024 Indonesia mulai memasuki era serba digital. Berbagai sektor mulai melakukan transformasi dan adaptasi dalam menghadapi era digital ini, salah satunya adalah dunia perbankan. Bank digital adalah lembaga keuangan yang menyediakan layanan perbankan sepenuhnya melalui aplikasi secara online, tanpa perlu keberadaan cabang fisik dengan target market yang cocok adalah Generasi Z. Blu by BCA adalah layanan perbankan digital yang dikembangkan anak perusahaan Bank BCA yang bernama PT Bank Digital BCA. Blu beroperasi sepenuhnya secara online melalui aplikasi mobile dan menawarkan berbagai fitur perbankan modern. Generasi Z melakukan transaksi menggunakan Blu by BCA karena memiliki fitur-fitur yang sesuai kebutuhan, promosi yang menarik, dan kepercayaan yang tinggi sebagai anak perusahaan dari PT Bank Central Asia Tbk. Tujuan penelitian ini adalah untuk mengetahui dan menganalisis: 1) pengaruh kualitas produk dan promosi terhadap trust secara simultan maupun parsial, 2) pengaruh kualitas produk dan promosi terhadap keputusan menjadi nasabah secara simultan maupun parsial, 3) pengaruh trust terhadap keputusan menjadi nasabah, 4) pengaruh kualitas produk dan promosi terhadap keputusan menjadi nasabah melalui trust secara parsial maupun simultan. Jenis penelitian ini adalah penelitian kuantitatif dengan pendekatan berupa kuisioner. Penelitian ini dilakukan pada generasi Z pengguna Blu by BCA di Kota Malang. Populasi dalam penelitian ini tidak diketahui dengan sampel penelitian berjumlah 100 orang responden dengan teknik purposive sampling. Analisa data menggunakan analisis jalur (path analysis) dengan menggunakan bantuan software SMART PLS 3. Hasil penelitian menunjukkan bahwa 1) terdapat pengaruh signifikan kualitas aplikasi dan promosi terhadap trust secara parsial maupun simultan, 2) secara parsial promosi berpengaruh terhadap keputusan menjadi nasabah sedangkan kualitas aplikasi tidak berpengaruh, secara simultan memiliki pengaruh, 3) terdapat pengaruh signifikan trust terhadap keputusan menjadi nasabah, 4) secara parsial kualitas aplikasi berpengaruh terhadap keputusan menjadi nasabah melalui trust sedangkan promosi tidak berpengaruh, secara simultan memiliki pengaruh.
The Influence of Instructor Quality and Service Quality on Training Participant Satisfaction Through Brand Image at LPK Axelbit Surabaya Darmawan*, Herry; Fathorrahman, Fathorrahman; Pradiani, Theresia
Riwayat: Educational Journal of History and Humanities Vol 6, No 4 (2023): Educational, Historical Studies and Humanities
Publisher : Universitas Syiah Kuala

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24815/jr.v6i4.36834

Abstract

For institutions that provide training services to participants, trainee satisfaction is a very important factor because if participants have attended the training and completed the class level and participants feel satisfied, then they will come back for further classes and can even help recommend services to their friends. This study also takes a brand image as an interference variable because the brand image is an aspect that determines the selection of a training institution and is felt to have an impact on the satisfaction of trainees. This study aims to determine the effect between instructor quality and service quality on trainee satisfaction through brand image interference variables. This type of research uses a quantitative approach and the analysis method used is the path analysis method. The subjects in this study were selected using purposive sampling with categories were participants who had attended training at LPK AXELBIT Surabaya more than twice over the past two years and were taken as many as 100 respondents by the theory of Copper Emery. The results of this study show that 1) there is a significant positive relationship between brand image and trainee satisfaction, 2) there is a positive and significant relationship between instructor quality and brand image, 3) there is a significant positive relationship between service quality and brand image, 4) there is a significant positive relationship between instructor quality and trainee satisfaction, 5) no significant influence was found between variable instructor quality Brand image interference on trainee satisfaction, 6) no significant effect was found between service quality on trainee satisfaction, 7) there was a significant positive influence between service quality on trainee satisfaction through brand image interference variables
The Influence of Application Quality, Promotion, and Brand Awareness Regarding the Decision to Download the Cash Application Daniel, Desmon; Fathorrahman, Fathorrahman; Pradiani, Theresia
Al Qalam: Jurnal Ilmiah Keagamaan dan Kemasyarakatan Vol. 19, No. 4 : Al Qalam (Juli 2025)
Publisher : Sekolah Tinggi Ilmu Al-Qur'an (STIQ) Amuntai Kalimantan Selatan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35931/aq.v19i4.5263

Abstract

The high level of digitalization drives changes in people's behavior in accessing information. The widespread access to the internet in Indonesia has had a significant impact on the existence of mainstream media, especially print media in Indonesia. The challenge of digital transformation is the hope of print media to be able to maintain revenue amidst the decline in newspaper print circulation. Kontan as one of the print media in Indonesia is also not immune from digital transformation and media convergence by launching the Kontan Application as a super app for Kontan news. The presence of the Kontan Application is expected to increase the number of readers and revenue of Kontan in the long term. This study aims to prove and analyze the influenceApplication Quality, Promotion and Brand awareness towards the decision to download the Kontan application either partially or simultaneously. This type of research is quantitative research with primary data sources through questionnaires as the data collection method.The population in this study was 979 Kontan application customers who had subscribed for at least 1 month.Sampling using probability sampling technique with the following types:simple random sampling,The research sample was taken as many as 100 customers. The questionnaire in this study used a 5-point Likert scale, was created using surveymonkey.com, and distributed online via email blast. The data analysis technique used multiple linear regression and hypothesis testing used the t-test and F-test. The conclusion that can be drawn in this study is thatApplication quality has a positive and significant effect on the decision to download. While the variables Promotion and Brand awarenesshas no effect on the decision to download.Application Quality, Promotion and Brand awareness simultaneously influence the decision to download.
Pengaruh Social Media Marketing Facebook Terhadap Purchase Decision Konsumen Produk Sun Hope Nutrisi Indonesia Dengan Trust Sebagai Variabel Mediasi Martugi, Prime; Pradiani, Theresia; Fathorrahman
Jurnal Ekonomi Manajemen dan Bisnis Vol. 6 No. 1 (2025): JURNAL EKONOMI MANAJEMEN DAN BISNIS
Publisher : PROGRAM PASCA SARJANA MAGISTER MANAJEMEN INSTITUT TEKNOLOGI DAN BISNIS ASIA MALANG

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32815/jubis.v6i1.2715

Abstract

Dampak pandemi Covid 19 yang bisa menginfeksi siapa saja tanpa memandang usia bahkan menelan banyak korban jiwa, membuat kesadaran masyarakat untuk memperhatikan kesehatan meningkat. Terbukti pada masa pandemi, masyarakat berbondong-bondong memborong vitamin dan suplemen untuk menjaga kesehatan tubuh. SUN HOPE merupakan perusahaan yang memproduksi suplemen dan multivitamin untuk menjaga kesehatan tubuh dengan kualitas terjamin karena dibuat dari bahan-bahan berkualitas dan memenuhi standar GMP (Good Manufacturing Practice). Tujuan penelitian ini yaitu untuk mengetahui (1) Pengaruh social media marketing terhadap purchase decision konsumen SUN HOPE. (2) Pengaruh social media marketing terhadap trust konsumen SUN HOPE. (3) Pengaruh trust terhadap purchase decision konsumen SUN HOPE. (4) Pengaruh social media marketing terhadap purchase decision melalui trust pada konsumen SUN HOPE. Metode penelitian ini menggunakan pendekatan kuantitatif dengan jenis penelitian explanatory, jumlah pengambilan sample dalam penelitian ini adalah sebanyak 341 responden yang berumur minimal 17 tahun dan pernah mengkonsumsi produk SUN HOPE 2 bulan berturut-turut, Penelitian ini dilaksanakan pada Bulan Oktober 2022 – November 2022 yang diambil menggunakan questionare on line dengan bantuan Google Form. Hasil penelitian ini menunjukkan bahwa (1) Social Media Marketing berpengaruh positif terhadap Purchase Decision., (2) Social Media Marketing berpengaruh positif terhadap Trust., (3) Trust berpengaruh Positif terhadap Purchase Decision., (4) Social Media Marketing berpengaruh positif terhadap Purchase Decision melalui Trust.
ANALISIS KEPUTUSAN ORANG TUA MENYEKOLAHKAN ANAK YANG DIPENGARUHI LOKASI, FASILITAS DAN KUALITAS PENDIDIKAN DI SEKOLAH SPK SINGAPURE NATIONAL ACADEMIC SIDOARJO Haryono, Silvia Arista; Pradiani, Theresia; Fathorrahman, Fathorrahman
JOURNAL OF SCIENCE AND SOCIAL RESEARCH Vol 8, No 2 (2025): May 2025
Publisher : Smart Education

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54314/jssr.v8i2.3213

Abstract

Abstract: The decision to choose a school, which is a form of consumer behavior related to purchasing decisions, can be influenced by many factors including location, costs, facilities, school image and the quality of education provided by the school. This study aims to analyze the partial influence of school location, facilities and quality of education on parents' decisions in choosing an SPK (Cooperative Education Unit) school, with a focus on the Singapore National Academy (SNA) in Sidoarjo. These three factors were chosen because research gaps were found in previous studies that school location was not one of the factors that influenced the decision to choose a school. The research method used was a quantitative approach through questionnaires distributed to 82 respondents. Data were analyzed using multiple linear regression tests to determine the influence of each variable on parents' decisions. The results of the research show that the three independent variables, namely (1) school location has a significant influence on parents' decisions, (2) school facilities have a significant influence on parents' decisions, and (3) quality of education has a significant influence on parents' decisions in choosing their child's school. Of these three variables, school facilities are the most dominant factor, followed by quality of education, and then school location. This indicates that complete and adequate facilities, as well as superior quality education, are the main considerations for parents in choosing a school for their children. Keyword: School Facilities, Parental Decisions, Quality of Education, School Location, SPK Schools. Abstrak: Keputusan memilih sekolah yang merupakan salah satu bentuk perilaku konsumen terkait dengan keputusan pembelian dapat dipengaruhi oleh banyak faktor termasuk lokasi, biaya, fasilitas, citra sekolah maupun kualitas pendidikan yang diberikan oleh sekolah. Penelitian ini bertujuan untuk menganalisis pengaruh parsial faktor lokasi sekolah, fasilitas, dan kualitas pendidikan terhadap keputusan orang tua dalam memilih sekolah SPK (Satuan Pendidikan Kerjasama), dengan fokus pada Singapore National Academy (SNA) di Sidoarjo. Ketiga faktor tersebut dipilih karena ditemukan gap research pada penelitian-penelitian sebelumnya bahwa lokasi sekolah bukan menjadi salah satu faktor yang mempengaruhi keputusan memilih sekolah. Metode penelitian yang digunakan adalah pendekatan kuantitatif melalui kuesioner yang disebarkan kepada 82 responden. Data dianalisis menggunakan uji regresi linear berganda untuk mengetahui pengaruh masing-masing variabel terhadap keputusan orang tua. Hasil penelitian menunjukkan bahwa ketiga variabel bebas, yaitu (1) lokasi sekolah memiliki pengaruh signifikan terhadap keputusan orang tua, (2) fasilitas sekolah berpengaruh signifikan terhadap keputusan orang tua, dan (3) kualitas pendidikan memiliki pengaruh signifikan terhadap keputusan orang tua memilih sekolah anaknya. Dari ketiga variabel tersebut, fasilitas sekolah menjadi faktor yang paling dominan, diikuti oleh kualitas pendidikan, dan kemudian lokasi sekolah. Hal ini mengindikasikan bahwa fasilitas yang lengkap dan memadai, serta kualitas pendidikan yang unggul, menjadi pertimbangan utama bagi orang tua dalam memilih sekolah bagi anak-anak mereka. Kata kunci: Fasilitas Sekolah, Keputusan Orang Tua, Kualitas Pendidikan, Lokasi Sekolah, Sekolah SPK.
PENGARUH KOMPETENSI, PENGEMBANGAN PROFESIONAL DAN LINGKUNGAN KERJA TERHADAP KINERJA GURU DI SMP BUKIT SION JAKARTA Supriyati, Caecilia; Pradiani, Theresia; Fathorrahman, Fathorrahman
JOURNAL OF SCIENCE AND SOCIAL RESEARCH Vol 8, No 2 (2025): May 2025
Publisher : Smart Education

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54314/jssr.v8i2.2608

Abstract

Abstract: Teachers have a key role in determining the quality of education at Bukit Sion Middle School, Jakarta. This research aims to examine the extent to which competence, professional development, and work environment influence teacher performance. With a quantitative approach, data was collected through questionnaires from 35 teachers and analyzed using multiple linear regression. The results show that all these factors have a significant influence on teacher performance, with professional development as the main factor, followed by competency and work environment. This research underlines the importance of a comprehensive approach to supporting teachers, through relevant training, ongoing development programs and a conducive working environment. Based on the problem formulation, research objectives, research hypothesis, data analysis, and discussion of research results, it can be concluded as follows: (1) Competency has a positive and significant effect on the performance of teachers at Bukit Sion Middle School, Jakarta; (2) Professional Development has a positive and significant effect on the performance of teachers at Bukit Sion Middle School, Jakarta; (3) The work environment has a positive and significant effect on the performance of teachers at Bukit Sion Middle School, Jakarta; (4) Competence, Professional Development, Work Environment simultaneously influence the performance of teachers at Bukit Sion Jakarta Middle. Keyword: Teacher Performance, Competency, Work Environment, Professional Development. Abstrak: Guru memiliki peran kunci dalam menentukan kualitas pendidikan di SMP Bukit Sion Jakarta. Penelitian ini bertujuan untuk mengkaji sejauh mana kompetensi, pengembangan profesional, dan lingkungan kerja memengaruhi kinerja guru. Dengan pendekatan kuantitatif, data dikumpulkan melalui kuesioner dari 35 guru dan dianalisis menggunakan regresi linier berganda. Hasilnya menunjukkan bahwa semua faktor tersebut memberikan pengaruh signifikan terhadap kinerja guru, dengan pengembangan profesional sebagai faktor utama, diikuti oleh kompetensi dan lingkungan kerja. Penelitian ini menggarisbawahi pentingnya pendekatan menyeluruh untuk mendukung guru, melalui pelatihan yang relevan, program pengembangan yang berkelanjutan, dan lingkungan kerja yang kondusif. Berdasarkan rumusan masalah, tujuan penelitian, hipotesis penelitian, analisis data, dan pembahasan hasil penelitian, maka disimpulkan sebagai berikut: (1)Kompetensi berpengaruh positif dan signifikan terhadap kinerja guru SMP Bukit Sion; (2)Pengembangan Profesioanal berpengaruh positif dan signifikan terhadap kinerja guru SMP Bukit Sion Jakarta; (3)Lingkungan kerja berpengaruh positif dan signifikan terhadap kinerja guru SMP Bukit Sion; (4)Kompetensi, Pengembangan Profesional, Lingkungan Kerja secara simultan berpengaruh terhadap kinerja guru SMP Bukit Sion. Kata kunci: Kinerja Guru, Kompetensi, Lingkungan Kerja, Pengembangan Profesional
The Impact of Training and Organizational Culture on Marketing Employee Performance with Engagement as a Mediating Variable at PT Mentari Books Indonesia, Jakarta Damhudi, Dedi; Pradiani, Theresia; Fathorrahman, Fathorrahman
Al Qalam: Jurnal Ilmiah Keagamaan dan Kemasyarakatan Vol. 19, No. 4 : Al Qalam (Juli 2025)
Publisher : Sekolah Tinggi Ilmu Al-Qur'an (STIQ) Amuntai Kalimantan Selatan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35931/aq.v19i4.5247

Abstract

Performance is an important factor in achieving the goals of an organization, including a company. Good employee performance will lead to significant growth and help achieve company goals, such as increasing sales, expanding market share, and providing customer satisfaction. Good employee performance will support every company activity and broadly impact all stakeholders involved. This research aims to examine the effect of training and organizational culture on the performance of the marketing workforce with engagement as a mediating variable at PT Mentari Books Indonesia Jakarta. The sampling method used is the saturated sampling or census method, where all 58 employees in the marketing division of PT Mentari Books Indonesia Jakarta are used as samples for this study. The research results show that (1) training does not have a significant effect on the performance of the marketing workforce, (2) organizational culture does not significantly affect the performance of the marketing workforce, (3) training has a positive and significant effect on the engagement of the marketing workforce, (4) organizational culture has a positive and significant effect on the engagement of the marketing workforce, (5) engagement does not significantly affect the performance of the marketing workforce, (6) training does not affect performance through the engagement of the marketing workforce, and (7) organizational culture does not affect performance through the engagement of the marketing workforce.
Employee Performance Influenced by Company Culture and Work Discipline, and Motivation as an Intervening Variable in Education Consultants PT MentariBooks Indonesia Mahmud, Ervan Ali; Fathorrahman, Fathorrahman; Pradiani, Theresia
Al Qalam: Jurnal Ilmiah Keagamaan dan Kemasyarakatan Vol. 19, No. 4 : Al Qalam (Juli 2025)
Publisher : Sekolah Tinggi Ilmu Al-Qur'an (STIQ) Amuntai Kalimantan Selatan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35931/aq.v19i4.5287

Abstract

Employee performance is an indicator of the quality of human resources (HR) to determine the level of achievement of a department's results related to the organization's vision and to determine the positive and negative effects of operational policies taken and then reported to interested parties for evaluation purposes. The purpose of the research was carried out by educational consultants PT. Mentaribooks aims to see whether there is an influence between company culture and work discipline on employee performance through motivation as an intervening variable. This type of research is quantitative research. The sampling method was a saturated sampling method with the number of respondents being 58 employees of the education consultant section of PT Mentaribooks Indonesia. The data processing method uses multiple linear regression, t test and Sobel test. The research results show that there is a significant influence between company culture and work discipline on performance. Motivation also has a significant influence on performance. The results of the Sobel test also show that motivation also mediates the influence of company culture and work discipline on performance.
Pengaruh Live Streaming dan Flash Sale Terhadap Impulsive Buying Dengan Trust Sebagai Variabel Intervening Pada TikTok Shop Fitria, Lailatul; Pradiani, Theresia; Hanif, Rifki
JPEK: Jurnal Pendidikan Ekonomi dan Kewirausahaan Vol 9 No 2 (2025): JPEK (Jurnal Pendidikan Ekonomi dan Kewirausahaan)
Publisher : Universitas Hamzanwadi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29408/jpek.v9i2.32017

Abstract

The rise of social commerce such as TikTok Shop introduces live streaming and flash sale features that potentially trigger impulsive buying. This study aims to examine the effect of live streaming and flash sales on impulsive buying with trust as an intervening variable. A quantitative approach was employed by surveying 100 active TikTok Shop users who had made impulsive purchases within the past year. The sample was selected using purposive sampling, and data were collected through a Google Form questionnaire and analyzed using Structural Equation Modeling–Partial Least Square (SEM-PLS) with SmartPLS 3.0. The results reveal that live streaming, flash sales, and trust significantly and positively affect impulsive buying. Furthermore, live streaming and flash sales significantly influence trust, while trust mediates the relationship between live streaming and flash sales with impulsive buying. These findings highlight the essential role of consumer trust in enhancing the impact of live streaming and flash sale strategies. This study offers practical implications for e-commerce managers to optimize interactive promotional strategies and build consumer trust to increase impulsive purchases.
Pengaruh Dari Brand Image, Lifestyle, Word Of Mouth, Dan Digital Marketing Terhadap Keputusan Pembelian Kopi Di Magia Coffee Di Jakarta Selatan Setiawan, Andreas; Handoko, Yunus; Pradiani, Theresia
Jurnal Ilmiah Riset Aplikasi Manajemen Vol 3 No 2 (2025): JURNAL ILMIAH RISET APLIKASI MANAJEMEN
Publisher : PROGRAM PASCA SARJANA MAGISTER MANAJEMEN INSTITUT TEKNOLOGI DAN BISNIS ASIA MALANG

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32815/jiram.v3i2.99

Abstract

Berdasarkan fakta, data dan penelitian terdahulu serta kesenjangan yang ada saat ini, maka peneliti tertarik untuk mengetahui lebih lanjut mengenai “Pengaruh Brand Image, Lifestyle, Word of Mouth dan Digital Marketing Terhadap Keputusan Pembelian Kopi di MAGIA COFFEE di Jakarta Selatan” Penelitian tersebut Temuan menunjukkan bahwa Citra Merek, Gaya Hidup, Promosi Mulut ke Mulut, dan Pemasaran Digital memberikan dampak besar terhadap pilihan pembelian kopi yang dilakukan di MAGIA COFFEE. Studi tersebut mengungkapkan bahwa Citra Merek memiliki dampak terbesar terhadap pilihan pembelian, diikuti oleh Word of Mouth, Pemasaran Digital, dan Gaya Hidup. Metodologi penelitian ini menggunakan pendekatan kuantitatif. Penelitian ini menggunakan teknik purposive sampling dengan memilih 93 responden. Kriteria pemilihannya adalah pelanggan yang pernah melakukan pembelian di MAGIA COFFEE tepatnya di lokasi Jakarta Selatan pada bulan Oktober hingga Desember 2023. Data penelitian dianalisis menggunakan SPSS 23.0. Hasil penelitian menunjukkan bahwa (1) Citra Merek mempunyai pengaruh yang baik dan besar terhadap keputusan pembelian di MAGIA COFFEE, (2) Gaya Hidup mempunyai pengaruh yang baik dan besar terhadap Keputusan Pembelian di MAGIA COFFEE, (3) Word of Mouth mempunyai pengaruh yang baik dan besar terhadap Keputusan Pembelian di MAGIA COFFEE. dampak besar terhadap keputusan pembelian di MAGIA COFFEE. (4) Pemasaran digital memberikan dampak yang menguntungkan dan besar terhadap keputusan pembelian yang dilakukan MAGIA COFFEE. (5) Variabel Keputusan Pembelian (variabel dependen) mempunyai pengaruh yang kuat dan berarti terhadap variabel Citra Merek, Gaya Hidup, Word of Mouth, dan Pemasaran Digital. Temuan penelitian ini menguatkan penelitian sebelumnya yang dilakukan oleh Varidah et al. (2023) yang menyatakan bahwa citra merek berperan dalam membentuk keputusan pembelian. Selain itu, penelitian ini mengungkapkan variasi kecil dalam dampak signifikan citra merek terhadap keputusan pembelian, seperti yang disoroti dalam penelitian yang dilakukan oleh Wowor dkk. (2021). Penelitian mereka menunjukkan bahwa citra merek berpengaruh positif namun tidak signifikan secara statistik terhadap keputusan pembelian khususnya Kopi Janji Jiwa di Kota Manado. Lebih lanjut, penelitian ini sejalan dengan penelitian yang dilakukan oleh Ulza et al. (2019) yang menyatakan bahwa Word of Mouth mempunyai pengaruh terhadap keputusan pembelian.
Co-Authors ., Fathorrahman Abdul Gani Adi Saputra Aghata Chrisye Parapat Agus Alamsyah Agus Rahman Agus Rahman Agus Rahman Alamsyah Agustina K, Tin Agustina, Tin Akbar, Ardiansyah Akbar, Fandi Amrulloh, Imron Andre Martinus Andreas Kukuh Kristianto Andreas Setiawan Andrian F. A. Tarigan Angga Sambora Anggriadi Kasih Sihole Anton Anwar Thohiri Ardiyanto, Laurentius Dian Arianto, Hangga Aripuddin, Aripuddin Ayuningtyas, Oktarifany Citra Aziz Kusumawan, Sholihatta Benedictus Febriadi Maharanto Budi Mardjuki Budiyanto, Didik BUKHORI, MOHAMMAD Caecilia Supriyati Candra Adi Wijaya Christea Frisdiantara Christina Natalia Putri Subroto Daniel Yulius Wijaya Daniel, Desmon Dany M. Handarini Dany Moenindyah Handarini, Dany Moenindyah Darmawan*, Herry Dedi Damhudi Dian Sari DIESKA DAMARA Dinda Astuti Diputra, Andi Dony Buntoro DWI CITRA WAHYU NINGTYAS Ebta Taurusia effendi, Achmad Emilda Oktavia Enge Christina Farida Farida Fathorrahman Fathorrahman Fatmawaty Fransiska Br Munte Fatmawaty Fransiska Br Munte Fatthorahman, Fatthorahman Fatthorrahman, Fatthorrahman Faturohman Fedriani, Vinsca Fhery Catur Wibowo Fitria, Lailatul Fransiska Br Munte, Fatmawaty Furwanti, Duwi Hadrian Priangga Puti Hanif, Rifki Happy Hanjaya Haryono, Silvia Arista Hasan, Djubaidillah Ike Kusdyah Rachmawati Ike Rachmawati Ikrom, Moechammad Fadhli Dzil Indry Mey Purwani Intan Christiara Intan Kumala Iskandar, Nicoulas Iswanto Iswanto Jumadiono, Dhodik Justita Dura Katarina Dian Kusuma Wardhani Kelvin Liennt Kevin Khoe Khoe, Kevin Kosim Sutiono Kristianto, Andreas Kukuh Kustiari, Ninik Lidia Lamhisa Simatupang Lini Wijaya Sinarli Lolo, Damaris Lukman Nurhakim Maharanto, Benedictus Febriadi Mahmud, Ervan Ali Maky, Zainuddin Ahmad Mardiana Andarwati Mardjuki, Budi Maria Vianney Wahyu Puspitaningtyas Martugi, Prime Maskan, Moh. Masruhin, Ahmad Matu, Ivanry Melati, Ni Luh Putu Kurniayu Moc Buchori MOCH. BUCHORI Moh Maskan Mohammad Maskan Mohammad Maskan Mohammad Maskan, Mohammad Momou, Desrianto Muhammad Shoffin Dwiono Muktar, Irvan Afandi Mulyana, Suci Muzwati, Hani Nadeak, Hotta Parulian Nanang Saady Nawansyah, Fitria Afif Ni Luh Putu Kurniayu Melati Ni Made Ayu Natih Widhiarini Nico Chrisyana Nur Aisyiah Nur Barliani Santorini Pangestu, Dimas Parapat, Aghata Chrisye Philips Pangestu Praptiningsih, Eko Prasetyo, Reynaldy Purnomo Johan, Jimmy Puspitaningtyas, Maria Vianney Wahyu Puti, Hadrian Priangga Rahman A, Agus Rahman Alamsyah, Agus Rahman, Agus Ramadhani, Dony Ahmad Ratu, Agnes Monica Ratu, Raymond Raymond Ratu Rifyanto Bakri Rimba, Anna Risca Trisnawati Ronald Suryaputra RR. Ella Evrita Hestiandari Ruspitasari , Widi Dewi Ruspitasari, Widi Dewi S, Putri Nadia Sabar Rismawati Sabathelia, Sabathelia Salman Alfarisi Sambhodo, Willy Sanjaya, Andreas Santo Santo Santorini, Nur Barliani Senjaya Gunawan Septianto, Yulius Setiani, Maria Magdalena Purwaningdyah Setiawan, Dwinanto Setya, Nutrika Setyawan, Nanda Shania Kwok, Catherine Sijabat, Jayasan Silvia Arista Haryono Soesilo, Moelyono Sugeng Santoso Sulistiyo Sulistiyo Sultan S. Saade Supriyati, Caecilia Susetyawati, Indira Syamsiar, Benus Syamsuddin, Iwan Tao Putri Tarigan, Pebrianto Putra Telah, Nola Christiane Theresia Laiyan, Macaria Tino Agus Salim Tirto Hadi Triatmojo, Wisnu Triyan Febriandika Vinsca Fedriani Wahyu Indriyani Wahyu Purnomo, Wahyu Widi Dewi Ruspitasari Widi Dewi Ruspitasari Widi Ruspitasari Widyana Widyana Wijaya, Daniel Yulius WINDRA, WINDRA Yanto, Yandri Yanuar Yanuar, Yanuar Yovinta Permata Yudo Kurniawan YUDO KURNIAWAN Yuniar Fitriyani Yunus Handoko Zonnete Bryllian Dheo