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All Journal Masip: Jurnal Manajemen Administrasi Bisnis dan Publik Terapan Abdimas Terapan: Jurnal Pengabdian Kepada Masyarakat Terapan Neraca Manajemen, Akuntansi, dan Ekonomi Cidea Journal Anggaran: Jurnal Publikasi Ekonomi dan Akuntansi Agroterap JURNAL RUMPUN MANAJEMEN DAN EKONOMI Jurnal Manajemen Bisnis Era Digital Akuntansi dan Ekonomi Pajak: Perspektif Global
Agung Pujianto
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Religion Agriculture, Biological Sciences & Forestry Chemical Engineering, Chemistry & Bioengineering Chemistry Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Industrial & Manufacturing Engineering Mathematics Public Health Social Sciences Other

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Pengaruh Pemasaran Melalui Konten Instagram dan Online Customer Review Shopee terhadap Keputusan Pembelian Kusumaningrum, Imanuela Christin Anggita; Agung Pujianto; Awin Mulyati
JURNAL RUMPUN MANAJEMEN DAN EKONOMI Vol. 2 No. 4 (2025): Juli
Publisher : CV. KAMPUS AKADEMIK PUBLISHING

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61722/jrme.v2i4.5161

Abstract

This study aims to determine the influence of marketing through Instagram content and Shopee's online customer reviews on consumer purchase decisions on Luxcrime products. This study uses a quantitative method with an associative type of research. The sample used was 96 respondents who had bought Luxcrime products, with incidental sampling techniques. Data was collected through an e-questionnaire and analyzed using classical assumption tests, multiple linear regressions, t-tests, and F-tests. These findings show that digital marketing strategies through social media and e-commerce can increase effectiveness in driving consumer decisions to buy products.
Pengaruh Influencer Marketing dan Brand Image Terhadap Keputusan Pembelian Skincare Glad2glow Stefany Bangun; Sri Andayani; Agung Pujianto
JURNAL RUMPUN MANAJEMEN DAN EKONOMI Vol. 2 No. 4 (2025): Juli
Publisher : CV. KAMPUS AKADEMIK PUBLISHING

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61722/jrme.v2i4.5182

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh influencer marketing dan brand image terhadap keputusan pembelian produk skincare Glad2Glow. Latar belakang penelitian ini berangkat dari pertumbuhan industri skincare yang signifikan, di mana strategi pemasaran digital melalui influencer dan pencitraan merek memainkan peran penting dalam membentuk keputusan konsumen. Metode yang digunakan adalah kuantitatif dengan pendekatan korelasional. Data dikumpulkan melalui kuesioner kepada konsumen yang pernah membeli produk Glad2Glow setelah melihat promosi influencer. Hasil penelitian menunjukkan bahwa baik influencer marketing maupun brand image memiliki pengaruh positif dan signifikan terhadap keputusan pembelian secara parsial maupun simultan. Temuan ini memberikan implikasi strategis bagi pelaku bisnis skincare dalam mengoptimalkan promosi berbasis media sosial dan membangun citra merek yang kuat untuk meningkatkan loyalitas konsumen dan volume penjualan.
Pemasaran Digital dan Harga Tiket : Pengaruhnya terhadap Keputusan Berkunjung Konser Sounds of Downtown Surabaya dengan Customer Review sebagai pemoderasi. Madist Yura Aritonang; Diana Juni Mulyati; Agung Pujianto
Akuntansi dan Ekonomi Pajak: Perspektif Global Vol. 2 No. 2 (2025): Mei: Akuntansi dan Ekonomi Pajak: Perspektif Global (AEPPG)
Publisher : Asosiasi Riset Ekonomi dan Akuntansi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/aeppg.v2i2.1121

Abstract

The purpose of this study is to determine the influence of Digital Marketing and Ticket Prices on Visit Decisions with the Customer Review moderation variable at the Sounds of Downtown Surabaya Concert. This study uses a quantitative method with a strategy using a survey, which has a total of 100 respondents with the result of distributing an e-questionnaire using a non-probability sampling technique with incidental sampling as the method. The analysis was carried out using statistical methods used to test the direct influence and moderation between the variables. This study shows that Digital Marketing has a significant effect on Visit Decisions with a significance value of 0.000. Likewise, the Ticket Price has an effect with a significance value of 0.034. The Customer Review variable was unable to moderate the influence of Digital Marketing and Ticket Prices on Visit Decisions with significance values of 0.097 and 0.667, respectively. With this research, it can be emphasized that Digital Marketing and Ticket Prices are able to drive Visit Decisions compared to Customer Reviews. Therefore, it is highly recommended for entrepreneurs who are already running a business in the entertainment/event industri or who are just starting out to encourage the optimization of Digital Marketing and periodically review the effectiveness of Ticket Prices and pay attention to the use of Customer Reviews in practice to motivate potential consumers or potential consumers.
Pengaruh Store Atmosphere, Kualitas Pelayanan, dan Ragam Produk terhadap Keputusan Pembelian di Restoran Yaw Yaw Surabaya Reicha Artha Maudia; Agung Pujianto; Ute Chairuz M.Nasution
Anggaran : Jurnal Publikasi Ekonomi dan Akuntansi Vol. 3 No. 2 (2025): Juni : Anggaran : Jurnal Publikasi Ekonomi dan Akuntansi
Publisher : Asosiasi Riset Ekonomi dan Akuntansi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/anggaran.v3i2.1510

Abstract

The purpose of this study is to determine and analyze the influence of store atmosphere, service quality, and product variety on purchasing decisions at Yaw Yaw Restaurant, Surabaya. This study adopted a quantitative method involving 96 respondents, who were consumers of Yaw Yaw Restaurant in Surabaya and its surroundings. Sampling was carried out using a non-probability sampling technique with a convenience sampling method, where the selected respondents had at least made a purchase once. The collected data was then processed using SPSS software version 25. The results of the analysis showed that store atmosphere has a positive influence on consumer purchasing decisions at Yaw Yaw Restaurant, Surabaya. Likewise, service quality and product variety also positively influence consumer purchasing decisions at Yaw Yaw Restaurant, Surabaya. In this study, the most influential variable is service quality, therefore it is necessary to maintain excellent service quality in a restaurant. High-quality service is directly correlated with increased purchasing decisions based on consumer purchasing experiences. In this study, there is also a variable that has the lowest influence, namely the product variety variable. Yaw Yaw Restaurant, Surabaya needs to review its product variety strategy, ensure that the existing variations are truly relevant and provide added value, while still prioritizing improving the atmosphere and service.
Pengaruh Gaya Hidup dan Kelompok Referensi terhadap Keputusan Pembelian Macbook di Universitas 17 Agustus 1945 Surabaya Indira Sarah Rachmawati; Diana Juni Mulyati; Agung Pujianto
Jurnal Manajemen Bisnis Era Digital Vol. 2 No. 2 (2025): Mei : Jurnal Manajemen Bisnis Era Digital
Publisher : Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/jumabedi.v2i2.539

Abstract

The development of digital technology has brought major changes in various aspects of human life, especially in the fields of education and the world of work. In this modern era, laptops have become one of the essential devices, especially for students who also work. Laptops are not only used to complete academic assignments, but also to support professional work and daily social activities. One of the most popular laptop brands is the Apple MacBook, which is known for its elegant design, high performance, long battery life, and excellence in integration between devices through the Apple ecosystem. In the environment of the University of 17 August 1945 Surabaya, MacBooks are increasingly popular among working students because they are considered devices that support high productivity and are valuable long-term investments. This study aims to analyze the influence of lifestyle and reference groups on the decision to purchase Apple laptops (Macbook) among working students. The research method used is a quantitative approach by distributing questionnaires online via Google Form. The sampling technique applied is convenience sampling, with a total of 90 respondents who are active students who also work. Data were analyzed using multiple linear regression. The results of the study indicate that simultaneously Lifestyle and Reference Groups have a positive and significant effect on the Purchase Decision of Apple laptops (Macbook) among students working at the University of 17 August 1945 Surabaya. This finding provides important insights for manufacturers, marketers, and academics in designing more targeted marketing strategies, while also helping students in making rational and appropriate purchasing decisions.
Pengaruh Kualitas Produk dan Gaya Hidup terhadap Keputusan Pembelian Iphone dengan Personal Branding sebagai Variabel Moderat Mahasiswa Universitas Terbuka Surabaya Arina Larasati Amalia; Agung Pujianto; Ute Chairuz M. Nasution
Masip: Jurnal Manajemen Administrasi Bisnis dan Publik Terapan Vol. 3 No. 2 (2025): Juni: MASIP: Jurnal Manajemen Administrasi Bisnis dan Publik Terapan
Publisher : Politeknik Kampar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59061/masip.v3i2.1034

Abstract

Everything must continue to progress with the times, including product quality and lifestyle. Although it looks simple, product quality must continue to be developed to suit lifestyles in order to attract buyers, especially in purchasing iPhones among students at Universitas Terbuka Surabaya. The phenomenon of increasing iPhone use among UT students shows that there is encouragement from aspects of product quality, digital lifestyle, and the need to build self-image through personal branding. This study includes quantitative research using the Google form filling method. The analysis technique used is Moderated Regression Analysis (MRA). The results of the study indicate that product quality and lifestyle have a significant influence on iPhone purchasing decisions. In addition, personal branding is proven to moderate the influence of product quality and lifestyle on purchasing decisions. These findings indicate that UT students not only consider the features and design of the iPhone, but also make it part of their identity that supports their professional image in academic and work environments.
Co-Authors Anang Suharyanto Anom Maruta Arina Larasati Amalia Awin Mulyati Ayun Maduwinarti Dian Yunita Diva Andissa Putri Fadia Chusnul Ma'rifah Farisha Irwahyuni Fina Idamatussilmi Idamatussilmi Indira Sarah Rachmawati Kusumaningrum, Imanuela Christin Anggita Madist Yura Aritonang Masruchin, Febby Rahmatullah Mirah Sandika Muhammad Maullana Arifin Mulyati, Diana Juni Mustika Sari Kaffamawarni Pratiwi, Ni Made Ida Reicha Artha Maudia Shafa Sabila Sri Andayani Sri Andayani Stefany Bangun Ute Ch Nasution Ute Chairuz M. Nasution Ute Chairuz M. Natusion Ute Chairuz M.Nasution