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All Journal Ekonomi Bisnis Jurnal Pendidikan dan Pemberdayaan Masyarakat SENTRALISASI TECHNOBIZ : International Journal of Business Journal of Business Studies and Management Review Jurnal Ilmiah Manajemen dan Kewirausahaan Economics, Business, Management, & Accounting Journal Jurnal Pengabdian Masyarakat Unama
Fahdillah, Yosi
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Humanities Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences

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Journal : Journal of Business Studies and Management Review

 1 
SYNERGY OF STORE ATMOSPHERE AND BRAND IMAGE: ANALYSIS OF ITS INFLUENCE ON CONSUMER PURCHASING DECISIONS AT SOCIOLLA JAMBI CITY Pangestu, Mira Gustiana; Fahdillah, Yosi; Sabrina, Hanan Laras
Journal of Business Studies and Management Review Vol. 7 No. 2 (2024): JBSMR, Vol 7 No.2 June 2024
Publisher : Management Department, Faculty of Economics and Business, Universitas Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22437/jbsmr.v7i2.35233

Abstract

The changing landscape of e-commerce businesses is the result of rapid technological advancements and changes in customer behavior. One of the largest beauty e-commerce businesses in Indonesia, PT Socio Bella, also known as Sociolla, is a platform that faces intense competition to develop and retain its online consumers to offline consumers in stores. This study aims to see how the influence of store atmosphere and brand image on consumer purchasing decisions partially and simultaneously. This study uses quantitative research methodology with an associative approach to see the effect of store atmosphere and brand image on purchasing decisions at Sociolla in Jambi City. The population used in this study were consumers who had made purchases or visited Sociolla in Jambi City while the sampling method used in the process was purposive sampling which involved a total of 100 respondents using the Lemeshow formula. The results showed that at Sociolla Jambi City, store atmosphere has a significant and positive influence on purchasing decisions and brand image has a significant and positive influence on purchasing decisions while both have a simultaneous effect on consumer purchasing decisions. So it can be concluded that these two factors go hand in hand with the emergence of consumer purchasing decisions at Sociolla Jambi City.
EXPLORING THE IMPACT OF CELEBRITY ENDORSEMENT AND BRAND AWARENESS ON CONSUMER BEHAVIOR: A CASE STUDY OF ES TEH INDONESIA IN KOTA BARU JAMBI Sabrina, Hanan Laras; Fahdillah, Yosi; Pangestu, Mira Gustiana
Journal of Business Studies and Management Review Vol. 7 No. 2 (2024): JBSMR, Vol 7 No.2 June 2024
Publisher : Management Department, Faculty of Economics and Business, Universitas Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22437/jbsmr.v7i2.35234

Abstract

This For entrepreneurs, the internet is useful for promoting their business to consumers. The development of digital technology and the growth of the business world in the current era is increasingly heading towards a global direction which makes a company required to establish the right marketing strategy in order to win marketing and be able to compete competitively with competitors. The purpose of this study was to determine the effect of celebrity endorsement and brand awareness on purchasing decisions for Indonesian iced tea, Kota Baru Jambi branch. The population of this study were consumers of Indonesian iced tea, Kota Baru Jambi branch with a sample size of 100 respondents using the lameshow formula. The sampling technique used purposive sampling technique using several criteria. This study uses quantitative methods and the data source used is primary data and data collection using a questionnaire distributed via google form. While the scale in this study uses a Likert scale. The data processing method uses multiple linear regression analysis, determination coefficient, partial t test and simultaneous F test. The results showed that celebrity endorsement had a significant positive effect on purchasing decisions at the Indonesian iced tea branch of the new city of Jambi.Brand awareness has a significant positive effect on purchasing decisions at the Indonesian iced tea branch of the new city of Jambi. And simultaneously celebrity endorsement and brand awareness have an effect on purchasing decisions on Indonesian iced tea in the new city branch of Jambi.
Co-Authors Diasti, Melly Irfan Hassandi Johni Paul Karolus Pasaribu Kadar, Melani Kartika, Yulia Dwi Laras Sabrina, Hanan Lubis, Wahya Iffa Mardiana R Mira Gustiana Pangestu Muhammad Haris Saputra Muryati Nanda Utami , Febby Novrianti, Rara Prasasti, Laura R, Mandasari Rahayu , Nia Septiawan Syaputra , Alfito Suratno, Eddy syahmardi yacob Tri Agustin, Aini Usmayanti, Vivi Utami, Febby Nanda Yossinomita Yuliana Yuliana