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All Journal JURNAL LENTERA BISNIS Management Studies and Entrepreneurship Journal (MSEJ)
Mas Rasmini
Universitas Padjadjaran
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Pengaruh Content Marketing Pada Instagram Pegipegi Terhadap Keputusan Pembelian Recha Noorridha Fachmy; Mas Rasmini
Management Studies and Entrepreneurship Journal (MSEJ) Vol. 4 No. 5 (2023): Management Studies and Entrepreneurship Journal (MSEJ)
Publisher : Yayasan Pendidikan Riset dan Pengembangan Intelektual (YRPI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37385/msej.v4i6.2936

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh content marketing pada instgaram pegipegi terhadap keputusan pembelian. Penelitian ini menggunakan metode kuantitatif dengan penelitian deskriptif verifikatif. Teknik sampling dilakukan dengan non-probability sampling menggunakan Accidental Sampling. Untuk mengetahui adanya sebuah pengaruh, penelitian ini menggunakan regresi linier sederhana, koefisien determinasi, dan uji hipotesis. Populasi dari penelitian ini adalah followers dari akun instagram @pegipegi dengan sampel berjumlah 385. Hasil penelitian ini mengungkapkan bahwa Content Marketing memiliki pengaruh positif terhadap keputusan pembelian. Dengan demikian semakin baik strategi pemasaran content marketing pada instagram yang dilakukan oleh @pegipegi akan semakin meningkatkan pula keputusan pembelian yang dihasilkan para followers.
PENGARUH MOTIVASI DAN MINAT TERHADAP KEBERHASILAN USAHA MELALUI KEMAMPUAN BERWIRAUSAHA PADA MAHASISWA PESERTA WMK UNIVERSITAS PADJADJARAN Husein Faryuki Sukarno; Mas Rasmini
JURNAL LENTERA BISNIS Vol. 13 No. 1 (2024): JURNAL LENTERA BISNIS, Januari 2024
Publisher : POLITEKNIK LP3I JAKARTA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34127/jrlab.v13i1.1014

Abstract

The main challenges in the growth of entrepreneurship in Indonesia lie in the low motivation and interest of the community, stemming from uncertainty about business success, lack of access to resources, and reluctance to take potentially inhibiting risks in the entrepreneurial ecosystem. Limited capabilities and knowledge in entrepreneurship also pose significant barriers to the growth of the number of entrepreneurs in Indonesia. Some individuals may lack sufficient knowledge about practical steps to start and run businesses, such as business planning, financial management, or marketing strategies. This research focuses on measuring the influence of interest and motivation on business success through entrepreneurial capabilities. The method employed in this research is quantitative, utilizing data collection techniques involving questionnaires and interviews. The data analysis technique used is square equation modeling (SEM). The study concludes that motivation and interest significantly impact business success, with entrepreneurial capabilities serving as a mediating variable. Key words: Motivation, Interest, Entrepreneurial Capabilities, Sustainability
Co-Authors Husein Faryuki Sukarno Recha Noorridha Fachmy