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All Journal Return : Study of Management, Economic and Bussines ATHENA: Journal of Social Culture and Society Journal of Economics and Management Scienties
Misbak
Universitas Swadaya Gunung Jati Cirebon
Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Languange, Linguistic, Communication & Media Library & Information Science Social Sciences Other

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The Role of Marketing Management On Image Existence Corporate Institutions Mohamad Arju Syifa; Afnan Taroqi Fathul Bahari; Misbak Misbak
Return : Study of Management, Economic and Bussines Vol. 3 No. 5 (2024): Return : Study of Management, Economic And Bussines
Publisher : PT. Publikasiku Academic Solution

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57096/return.v3i5.230

Abstract

Marketing management is a very important concept in the business world. Marketing management depends on organizational design that is tailored to market needs, especially target markets, in terms of price, distribution from suppliers to customers, and service. However, there are factors that affect the quality of an institution, namely the image of the institution (image). The views, perceptions and assessments of the public towards an institution will also affect the sustainability of the institution. Thus, the purpose of this study is to analyze theories about the role of marketing management on the existence of the image of corporate institutions. The theory used in this study is qualitative research, which is research that does not use quantitative data or statistical measuring tools. In accordance with the object of this research, this type of research is a category of library research, which is a series of studies that use literature studies. The result of his research is that marketing management has a very significant role in shaping the image of the institution. The existence of an institution's image depends on how the corporate institution packages marketing and publicizes it to the public. That marketing management also has a function to shape the company's knowledge and image for the community. Therefore, the existence of the image of the corporate institution depends on how the strategy and management of the company itself.
Pengaruh User Generated Content dan Aesthtetic Appeal terhadap Visit Intention pada Jiwan Coffe & Things Cirebon di kalangan Gen Z Rihke Liestia; Misbak Misbak; Keke Shabrina Nurmalitasari
Journal of Economics and Management Scienties Volume 8 No. 3, June 2026
Publisher : SAFE-Network

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37034/jems.v8i3.425

Abstract

This study aims to analyze the influence of user generated content and aesthetic appeal on Generation Z’s visit intention toward Jiwan Coffee & Things Cirebon. The research employed a quantitative approach with an explanatory research design based on the Stimulus–Organism–Response (SOR) framework. Data were collected through questionnaires distributed to 100 Generation Z respondents in Cirebon Regency who had been exposed to digital content related to Jiwan Coffee. Multiple linear regression analysis was applied using SPSS software. The findings indicate that user generated content has a positive and significant effect on visit intention, while aesthetic appeal does not show a significant partial effect. However, both variables simultaneously have a significant influence on visit intention. The Adjusted R Square value of 0.222 shows that 22.2% of the variation in visit intention can be explained by these variables. These results suggest that authentic user-created content plays an important role in shaping trust, attraction, and imagined visiting experiences among Generation Z. Therefore, strategies to increase visit intention should prioritize optimizing user-generated content while strengthening visual aesthetic quality as a supporting stimulus in digital marketing communication for coffee shop destinations.
Pengaruh Kualitas Layanan dan Brand Image terhadap Kepuasan Pelanggan Lion Parcel di Kota Cirebon Galih Maulana; Misbak Misbak
Journal of Economics and Management Scienties Volume 8 No. 3, June 2026
Publisher : SAFE-Network

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37034/jems.v8i3.484

Abstract

This study aimed to analyze the influence of service quality and brand image on customer satisfaction of Lion Parcel in Cirebon City. The research employed a quantitative approach with an associative design. The population consisted of all Lion Parcel customers in Cirebon City, with 35,662 delivery transactions recorded during February–April 2024. The sample was determined using the Slovin formula, resulting in 100 respondents selected through purposive sampling. Data were collected using questionnaires and analyzed with SPSS through validity, reliability, classical assumption, multiple linear regression, t-test, F-test, and coefficient of determination analyses. The results indicated that service quality had a positive and significant effect on customer satisfaction, with a regression coefficient of 0.207 and a significance value of 0.000. Brand image also had a positive and significant effect on customer satisfaction, with a regression coefficient of 0.415 and a significance value of 0.000. Simultaneously, service quality and brand image significantly influenced customer satisfaction, as indicated by an F-value of 23.210 and a significance value of 0.000. The coefficient of determination (R²) was 0.324, indicating that both variables explained 32.4% of the variation in customer satisfaction. These findings highlight the importance of improving service quality and strengthening brand image to enhance customer satisfaction at Lion Parcel.
The Influence of Live Streaming on Flash Sale and ITS Impact on Impulse Buying of Shopee E-Commerce Users in Indonesia Ridwan Alif Nurfatria; Hakim Ramadhan; Muhammad Rifqi; Adi Setiawan; Misbak
Athena: Journal of Social, Culture and Society Vol. 2 No. 2 (2024): April 2024
Publisher : CV. Media Digital Publikasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58905/athena.v2i2.288

Abstract

This study aims to analyze the influence of Live streaming and Flash sale variables on the Impulse Buying behavior of Shopee E-commerce users in Indonesia. The method used is quantitative with descriptive analysis techniques to explain the characteristics of the sample and inferential analysis techniques using SPSS and AMOS software analysis tools. The study population consisted of Shopee e-commerce users in Indonesia, with a sample of 140 respondents selected by non-probability methods with purposive sampling techniques and analysis methods used in this study namely validity test, reliability test, classical assumption test, cross-tabulation test and path analysis. Data was obtained by distributing google form questionnaires through social media. The results of the analysis show that the existence of Live Streaming and Flash Sale has a positive and significant effect on Impulse Buying. This research provides a deeper understanding of the factors that influence Impulse Buying behavior in the context of Live Streaming and Flash Sale of Shopee e-commerce users. The results of this study can provide guidance for Shopee and other e-commerce parties to design more effective marketing strategies and focus on Flash Sale to increase impulse purchases. The results of the validity test output show that the data of this study is declared valid and the reliability test shows that each variable in this study is declared reliable or consistent. The statistical assumption test shows a positive and significant influence, which means that quality Live Streaming can provide stimulus to the Flash Sale program which is a limited number of offers for a short period of time so that it can encourage users to make impulse purchases or unplanned purchases. The path analysis fit model test shows a match of several samples that can subsidize the population as a whole
Co-Authors Adi Setiawan Afnan Taroqi Fathul Bahari Galih Maulana Hakim Ramadhan Keke Shabrina Nurmalitasari Mohamad Arju Syifa Muhammad Rifqi Ridwan Alif Nurfatria Rihke Liestia