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Dadan Abdul Aziz Mubarok Dadan Abdul Aziz Mubarok
Universitas Indonesia Membangun Bandung, Jawa Barat, Indonesia
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Pengaruh Social Media Marketing, Brand Awareness, dan Persepsi Harga Terhadap Minat Beli Fauziyyah, Anggia Nur; Mubarok, Dadan Abdul Aziz
RIGGS: Journal of Artificial Intelligence and Digital Business Vol. 5 No. 1 (2026): Februari - April
Publisher : Prodi Bisnis Digital Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/riggs.v5i1.6434

Abstract

The increasingly competitive skincare industry need a companies for implement effective marketing way to enhance consumers’ purchase intention. The study needs to prove the impacts of Social Media Marketing, Brand Awareness, also Price Perception on Purchase Intention of Dermies by ERHA products in Bandung City. This research employed a quantitative approach and then survey methods, with primary data collected through questionnaire to 100 participants selected by purposive sampling. About this data analysis was conducted with multiples linear regression, supported by t-test also F-test to examine that hypotheses. The answer indicate, partially, Social Media Marketing give the positive then significant effects on Purchase Intention which is t-value of 5.569, Brand Awareness with a t-value of 5.378, and Price Perception with a t-value of 4.848, all showing significance values of 0.000 (<0.05). Simultaneously, Social Media Marketing, Brand Awareness, then Price Perception give a significant positive impact to Purchase Intention, as indicated from an F-value of 32.761 also a significance numbers of 0.000. The findings conclude that effective social media marketing ways, strong brand awareness, then favorable price perception play an crucial role to increasing consumers’ purchase intention toward Dermies by ERHA skincare products in Bandung City. Therefore, the results of this study are expected to provide practical implications for companies in designing integrated marketing strategies and serve as a reference for future research related to consumer purchase intention in the skincare industry.
Pengaruh Green Marketing, Brand Image, dan Brand Trust Terhadap Keputusan Pembelian Produk Skincare Lokal N’Pure Pada Generasi Z Di Kota Bandung Ambarwati, Erli; Mubarok, Dadan Abdul Aziz
RIGGS: Journal of Artificial Intelligence and Digital Business Vol. 5 No. 1 (2026): Februari - April
Publisher : Prodi Bisnis Digital Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/riggs.v5i1.7694

Abstract

Fenomena pertumbuhan industri kosmetik yang meningkat hingga mencapai Rp. 158 triliun pada tahun 2025 membawa konsekuensi buruk terhadap lingkungan berupa limbah plastic kemasan yang terus meningkat seiring pertumbuhan industri. Studi ini menguji sejauh mana penerapan pemasaran hijau, citra merek, serta aspek kepercayaan berdampak pada keputusan pembelian produk skincare lokal N’Pure oleh konsumen Generasi-Z di Kota bandung. Secara metodologis, riset ini bersifat kuantitatif dengan menggabungkan analisis deskriptif dan verifikatif untuk mengetahui hubungan antar variabel. Instrument penelitian berupa kuisioner yang disebarkan secara daring kepada 83 responden yang dipilih selektif menggunakan teknik purposive sampling. Proses analisis data dijalankan dengan uji regresi linier berganda melalui program SPSS versi 25. Temuan penelitian mengungkapkan bahwa secara parsial variable Green marketing tidak memberikan dampak nyata dalam memengaruhi keputusan pembelian. Sebaliknya Brand image serta Brand trust terbukti menghasilkan pengaruh positif dan signifikan sebesar 0,000. Sementara itu berdasarkan pengujian secara simultan atau bersama-sama ketiga variable independent memiliki pengaruh signifikan terhadap keputusan pembelian. Kemampuan model dalam menjelaskan tercermin dari nilai R Square sebesar 0,872 yang mengindikasikan bahwa kontribusi variabel independent tersebut mencapai 87% sementara 13% lainnya dipengaruhi oleh faktor di luar model penelitian. Sebagai masukan, penelitian ini menyarankan brand skincare local N’Pure untuk tetap mempertahankan dan mengoptimalkan strategi pemasaran hijau serta memperkuat citra kualitas produk guna menguatkan kepercayaan konsumen.
Pengaruh Electronic Word of Mouth dan Brand Awareness Terhadap Keputusan Pembelian: Studi pada Pengguna Parfum HNMS di Tiktok Siti Nurjannah; Dadan Abdul Aziz Mubarok
Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Vol. 8 No. 1 (2026): Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/alkharaj.v8i1.11009

Abstract

This study aims to assess the impact of Brand Awareness (e-WOM) and Brand Awareness on the purchasing decisions of HNMS Perfume consumers on TikTok. Advances in technology have led to a widespread shift towards online shopping via social commerce platforms such as TikTok Shop, which provides convenient access, diverse product options, and intensive promotional activities. In the digital age, e-WOM as a means of consumer-to-consumer communication and Brand Awareness as the level of brand recognition are critical elements influencing purchase decisions. The research employs quantitative methods with both descriptive and verification approaches. Primary data was collected through questionnaires distributed to 100 TikTok users who are familiar with or have purchased HNMS Perfume products. The sampling method utilized non-probability sampling with purposive criteria, targeting respondents aged 20-40 years, who own TikTok accounts, and have made at least two purchases. The results demonstrate that both Brand Awareness and Brand Awareness variables exert a positive and significant influence on purchasing decisions, whether considered separately or together. The study concludes that consumers should take into account e-WOM information and Brand Awareness when making purchase decisions to ensure the products chosen meet their needs. Keywords: Brand Awareness , Brand awareness, Purchase Decision, TikTok Shop, HNMS Perfume
Digital Marketing Analysis of Customer Satisfaction's Impact on Company Brand Image: Quantitative Study Dendi Sujatmika; Rimayani Rimayani; Nunung Ayu Sofiati; Mochammad Mukti Ali; Yoyo Sudaryo; Riyandi Nur Sumawidjaya; Dadan Abdul Aziz Mubarok
Dinasti International Journal of Education Management and Social Science Vol. 7 No. 1 (2025): Dinasti International Journal of Education Management and Social Science (Octob
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijemss.v7i1.5375

Abstract

This study aims to analyze the influence of digital marketing on customer satisfaction and its impact on brand image, particularly among consumers of PT. YXY Motors. In today's digital era, the use of online media such as websites and applications has become a key strategy for companies to reach consumers. This study employs a quantitative approach using a survey method with 30 respondents, and a questionnaire as the measurement tool, which has been validated and tested for reliability. The results indicate that the implementation of digital marketing at PT. YXY Motors is quite good, with social engagement as the strongest aspect. However, there are still shortcomings, especially in terms of the duration of digital visits. Customer satisfaction is also considered to be in the fairly satisfied category, with expectations as the dominant aspect and perception as the lowest. Meanwhile, PT. YXY Motors's brand image is in the fairly good category, with the reputation dimension having the highest score and affinity as the lowest. Data analysis shows that digital marketing has a significant effect on customer satisfaction, and customer satisfaction has a positive impact on the company's brand image. These findings indicate the importance of optimal digital marketing management to increase consumer loyalty and positive perceptions of the Yamaha brand.  
The Effect Of Product Quality, Price, And Service Quality On Customer Loyalty at PT. Mitra Niaga Sentratama Alexander Patrick Sinamo; Dadan Abdul Aziz Mubarok
Journal of Business and Management Inaba Vol. 4 No. 2 (2025): Volume 4 Number 2, December 2025
Publisher : Universitas Indonesia Membangun (Inaba)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56956/jbmi.v4i2.543

Abstract

The objective of this study is to ascertain how consumer loyalty is at the Mitra Wholesale Store on Kamasan Banjaran Main St. is impacted by service quality, product quality, and price. Customers of Mitra Store made up the study's population, and 80 respondents were included in the sample utilizing non-probability sampling and accidental procedures. Data was gathered via a questionnaire, and the analytic method was multiple linear regression analysis using SPSS statistical software. The t-test was employed in conjunction with the F-test for hypothesis testing. The study's findings indicate that customers who purchase goods from the Mitra Store on at least a twice-weekly basis exhibit a degree of susceptibility to the prices, product quality, and service quality of the store. At Mitra Store, however, judgements to buy products are positively and significantly impacted by the simultaneous test
Determinasi Citra Merek Melalui Promosi, Penataan Produk dan Ketersediaan Produk: Studi pada PT Sasa Inti di Kota Bandung Solehudin; Dadan Abdul Aziz Mubarok
Jurnal Ilmu Manajemen Terapan Vol. 7 No. 5 (2026): Jurnal Ilmu Manajemen Terapan (Mei - Juni 2026)
Publisher : Dinasti Review Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/jimt.v7i5.8727

Abstract

Seiring dengan kian selektifnya konsumen dalam memilih barang yang dibeli, pasar fast moving consumer goods (FMCG) di Indonesia menjadi kian kompetitif. PT Sasa Inti sebagai salah satu perusahaan FMCG nasional menghadapi tantangan dalam mempertahankan dan meningkatkan citra merek melalui pelaksanaan strategi pemasaran yang efektif. Permasalahan penelitian ini berkaitan dengan belum optimalnya pelaksanaan promosi, penataan produk yang belum selalu strategis, serta ketersediaan produk yang belum sepenuhnya konsisten pada pasar modern di Kota Bandung. Studi ini bertujuan untuk menguji secara individual dan kolektif dari ketersediaan produk, penataan produk, dan promosi yang memengaruhi citra merek PT Sasa Inti di Kota Bandung. Studi ini mempergunakan desain penelitian eksploratif dan metodologi kuantitatif. Pengambilan sampel bertujuan (purposive sampling) dipakai untuk memilih 134 informan dari populasi penelitian, mencakup mitra dan pelanggan PT Sasa Inti di pasar kontemporer Kota Bandung. Pengamatan, studi dokumentasi, dan penyebaran kuesioner dengan skala Likert dipakai sebagai metode pengumpulan data. Uji validitas, uji reliabilitas, uji asumsi klasik, analisis regresi linear berganda, koefisien korelasi, koefisien determinasi, uji t, dan uji F semuanya digunakan dalam analisis deskriptif dan verifikasi data. Menurut temuan penelitian, citra merek terpengaruh secara positif dan bermakna oleh promosi, penataan produk, dan ketersediaan produk, baik secara individual maupun kolektif. Pembahasan memperlihatkan bila promosi yang menarik, penataan produk yang baik, serta ketersediaan produk yang konsisten bisa memaksimalkan persepsi positif konsumen terhadap merek Sasa. Kesimpulan studi mendapati bila peningkatan kualitas pelaksanaan strategi pemasaran ritel dapat memperkuat citra merek PT Sasa Inti. Disarankan agar perusahaan meningkatkan intensitas promosi, mengoptimalkan penataan produk, serta menjaga ketersediaan produk secara berkelanjutan.
PENGARUH BRAND AWARENESS DAN PROMOSI PENJUALAN TERHADAP KEPUTUSAN PEMBELIAN PRODUK SORKA INDONESIA DI PLATFORM E-COMMERCE SHOPEE Riska Nuraini; Dadan Abdul Aziz Mubarok; Wildan Guretno Prasetiyo
IKRAITH-EKONOMIKA Vol. 8 No. 3 (2025): IKRAITH-EKONOMIKA Vol 8 No 3 November 2025
Publisher : Universitas Persada Indonesia YAI

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

The rapid expansion of e-commerce in Indonesia has reshaped consumer purchasing patterns, particularly in the fashion segment such as women’s bags. Sorka Indonesia is a local brand that sells its products on Shopee. However, despite its high rating, thousands of positive reviews, and significant visitor traffic, its sales performance remains suboptimal. This study aims to analyze whether purchasing decisions for Sorka Indonesia products on Shopee are influenced by brand awareness and sales promotion. The study adopts a quantitative approach incorporating descriptive and verificative analyses. A purposive sampling technique was applied to obtain data from 100 respondents, with responses collected through an online questionnaire using a Likert-scale measurement administered via Google Forms. The findings reveal that brand awareness does not have a significant effect on purchasing decisions, whereas sales promotion exerts a positive and statistically significant, although relatively modest, influence. In addition, the joint effect of brand awareness and sales promotion on purchasing decisions is statistically significant, as supported by the results of the F-test. The findings indicate that promotional activities, including discounts, vouchers, and cashback, are significant factors in encouraging consumers to purchase Sorka Indonesia products on the Shopee marketplace.
PENGARUH KUALITAS PELAYANAN DAN KEPUASAN PELANGGAN TERHADAP KEPERCAYAAN PELANGGAN JASA PT Citra Van Titipan Kilat (TIKI). (Studi pada Pengguna Agen Gerai TIKI Kota Bandung) Lina Oktaviani; Dadan Abdul Aziz Mubarok; Wildan Guretno Prasetiyo
IKRAITH-EKONOMIKA Vol. 8 No. 3 (2025): IKRAITH-EKONOMIKA Vol 8 No 3 November 2025
Publisher : Universitas Persada Indonesia YAI

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Abstract

The growth of the delivery service industry in Indonesia has increased rapidly along with the expansion of e-commerce activities. However, in the segment of PT Citra Van Titipan Kilat (TIKI) service users, especially at TIKI Agent Outlets in Bandung City, the level of consumer trust has not reached an optimal level, even though the company offers comprehensive services and has received public recognition. This study aims to evaluate whether service quality and customer satisfaction influence customer trust among TIKI service users. The methodological approach applied is quantitative, with descriptive analysis and verification, and a total sampling technique of 45 business customer at TIKI Agent Outlets in Bandung City. Data were collection through questionnaire instrument designed using a Likert scale. Empirical results show that service quality has a positive and statistically significant impact on customer trust, and customer satisfaction also has a significant positive impact. Simultaneously, both independent variables are proven to have a significant influence on customer trust, as confirmed by the F test. The implications of these results emphasize that efforts to improve service standards and meet customer expectations are important elements in strengthening the foundation of trust in TIKI services in the context of competitive service marketing.
Pengaruh Persepsi Harga, Kualitas Produk, dan Kualitas Pelayanan Terhadap Keputusan Pembelian Furnitur Depi Ratna Sari; Rama Chandra Jaya; Dadan Abdul Aziz Mubarok
IKRAITH-EKONOMIKA Vol. 8 No. 3 (2025): IKRAITH-EKONOMIKA Vol 8 No 3 November 2025
Publisher : Universitas Persada Indonesia YAI

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Abstract

This study aims to examine the effect of price perception, product quality, and service quality on consumers’ purchasing decisions at Koenig Furniture. A quantitative method with descriptive and verificative approaches was employed. The population comprised all Koenig Furniture consumers, with a sample of 100 respondents selected using purposive sampling, a type of non-probability sampling. Data analysis was conducted using Multiple Linear Regression, hypothesis testing (t-test and F-test), and the Coefficient of Determination. The results show that individually, price perception, product quality, and service quality have a positive and significant impact on purchasing decisions, with significance values of 0.000 < 0.05 for each variable. This indicates that appropriate pricing, product durability, and responsive service are crucial factors influencing consumer purchase behavior. Collectively, the three variables also exert a significant simultaneous effect on purchasing decisions, with an F-value of 86.465 and a significance of 0.000. The R² value indicates that 72.1% of the variation in purchasing decisions is explained by price perception, product quality, and service quality, while the remaining 27.9% is attributed to other factors outside the scope of this study.
Pengaruh Kualitas Pelayanan, Brand Image dan Pengalaman Pelanggan Terhadap Kepuasan Konsumen Jasa Logistik Lalamove Rio Ari Ramadhan; Andre Suryaningprang; Mochammad Mukti Ali; Dadan Abdul Aziz Mubarok
IKRAITH-EKONOMIKA Vol. 8 No. 3 (2025): IKRAITH-EKONOMIKA Vol 8 No 3 November 2025
Publisher : Universitas Persada Indonesia YAI

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Abstract

Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh kualitas pelayanan, brand image, dan pengalaman pelanggan terhadap kepuasan konsumen pada layanan jasa logistik Lalamove di Kota Bandung. Penelitian ini dilatarbelakangi oleh meningkatnya kebutuhan layanan pengiriman berbasis digital serta munculnya berbagai keluhan konsumen terkait keamanan dan kualitas proses pengiriman yang berdampak pada tingkat kepuasan pelanggan. Populasi penelitian adalah masyarakat Kota Bandung yang pernah menggunakan jasa Lalamove, dengan jumlah sampel sebanyak 100 responden yang diperoleh melalui teknik purposive sampling. Pengumpulan data menggunakan kuesioner, sedangkan teknik analisis data dilakukan dengan uji validitas, reliabilitas, asumsi klasik, regresi linier berganda, uji t, uji F, dan koefisien determinasi melalui aplikasi SPSS versi 26. Hasil penelitian menunjukkan bahwa kualitas pelayanan, brand image, dan pengalaman pelanggan berpengaruh positif serta signifikan baik secara parsial maupun simultan terhadap kepuasan konsumen. Kontribusi ketiga variabel tersebut terhadap kepuasan konsumen tercatat sebesar 74,4%, sedangkan 25,6% dipengaruhi oleh variabel lain di luar penelitian. Temuan ini menegaskan bahwa semakin baik pelayanan yang diberikan, semakin positif citra merek, serta semakin baik pengalaman pelanggan, maka semakin tinggi pula tingkat kepuasan konsumen terhadap layanan logistik Lalamove.
Co-Authors Adelia Nurma Isyah Agri Regiansa Alexander Patrick Sinamo Alya Napsi Fitria Ambarwati, Erli Ameilia Destiara Ahdiat Andre Suryaningprang Anjani, Deliana Septi Aprilliani, Pritta Ardinal Djalil Arie Hendra Saputro Aspi Nurani Benny Bernadus Bernadus, Benny Cahyani, Putri Regita Cecep Saepul Rohman Cecep Saepul Rohman Chandra Jaya, Rama Cinta Dwi Alieka Dalfa Septi Miami Dayan Hakim Natigor Dayona Ismail, Gurawan Dedi Gumilar Dendi Sujatmika Deni Hamdani Depi Ratna Sari Detya Wiryany Devyanthi Syarif Dhea Octaviani Dinda Fitriya Nurazyka Dini Carollina Erico Hamdani Erika Hartina Erna Herlianawati Erna Herlinawati Erna Herlinawati Fadilah, Hamidah Fauziah Faiz Sidqi Robbani Fanji Wijaya Faulina Nur Azizah Fauziah, Ninda Fauziyyah, Anggia Nur Febriyanti, Karina Fina Fahrina Fahrunisa Fitri Julianti Gemma Handayani Gurawan Dayona Ismail Gustami, Alifia Dwi Habib Amir Mujahid Hajar, Asri Shopiatul Handayani, Tias Ratna Helinawati, Erna Helvy Ramadhan Icha Mustika Wahyudi Ida Farida Oesman Ida Farida Oesman Indri Theresa Sitohang Ismail, Gurawan Dayona Isna Rosya Jamil Jaya, Rama Chandra Karamang, Ezra Karimah Azzahra, Waffa Kleofas Sumaler Laela Rahmawati Laelasari, Memey Lina Oktaviani Listri Herlina Mochammad Mukti Ali Muhamad Nazri Darise Muhamad Rizki Pratama Muhammad Bayu Muhammad Randi Febrian Mujahid, Habib Amir Mukti Ali, Mochammad Muttaqin, Ridlwan Nadia Muldiani Nafisah, Zian Neng Rosmiati Niken Annisa Zulkarnaen Nisa, Nina Auliya Novita Tri Hapsari Nunung Ayu Sofiati Nunung Ayu Sofiati (Efi) Nur Solehah Nuradina, Kartika Nurul Fadli, Ahmad Mukhlis Nurwidyani, Sabrina Eka Oktapian, Elsa Padil Muhamad Raji Palupi Permata Rahmi Pramitha, Adila Prasetiyo, Wildan Guretno Prinska Damara Sastri Putri Ermawan, Amanda Putri, Dea Anisa Putri, Rizka Ardlia R. Rheina Amalina Iskandar Raja Frans Rama Candra Jaya Rama Chandra Jaya Ramadillah, Tsara Khalistha Ramdan, Ahmad Taufiq Maulana Recky, Recky Rega Noer Cahyana Ria Marlia Hartati Riadi, Ridho Ridho Riadi Akbar Ridlwan Muttaqin Rifqi Farisan Akbar Rikko Oktaviano Baktiar Rima Nurul Afifah Rimayani Rimayani Rimayani, Rimayani Rini Marlina Rio Ari Ramadhan Riska Nuraini Riyandi Nur Sumawidjaja Riyandi Nur Sumawidjaja Riyandi Nur Sumawidjaja Riyandi Nur Sumawidjaya Rizki Fathurrahman Septian Ryan Marshal Fauzy Sani Aulia saniyyah, seli Sari, Lita Adhitya Sari, Putri Amalia Satrio Rahardi Sayyidinaa Zahra Ridha Pramitha Setiawan, Ariq Rifqi Shafira Azkia Syawaliyah Shilvia Angelina Fitriani Siddiq, Andhika Mochamad Sihaloho, Monika Sinamo, Alexander Patrick Siswahyudianto Siti Nur Haliza Oktavia Siti Nurjannah Siti Sarah, Siti Solehudin Sujatmika, Dendi Sumawidjaya, Riyandi Nur Syahputra, Fadli Angga Reza Syamsul Bachri Syarif, Devyanthi Tawaqal, Rizki Surya Trijaya, Teguh Ulfa, Nabila Utami, Latifa Alda Vira Rohmania Oktaviani Waffa Karimah Azzahra Wais Alqorni, Muhammad Zaki Widyastuti Nurmalia Utami Wulan Wulandari Gunawan Yanda Ihza Rizky Yesi Safitri Yoyo Sudaryo Yoyo Sudaryo Yudi Wahyudi Yulia Putri, Shofa