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All Journal Jurnal Ilmiah Manajemen Kesatuan Jurnal Abdimas Dedikasi Kesatuan Jurnal Aplikasi Bisnis Kesatuan
Soedargo, Bayu
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Pengaruh Citra Merek Dan Iklan Terhadap Keputusan Pembelian Produk Hand And Body Lotion Marina Soedargo, Bayu; Mulya, Siti Zulfah Halimatu; Riwoe, Febry Lodwyk Rihe
Jurnal Aplikasi Bisnis Kesatuan Vol. 3 No. 3 (2023): JABKES Edisi Desember 2023
Publisher : Program Vokasi dan LPPM IBI Kesatuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37641/jabkes.v3i3.1992

Abstract

The buying decision-making process will be influenced by brands and advertising. The term "brand image" relates to how people view a specific brand, whereas "advertising factors" refers to marketing methods used to sell items. The goal of this study is to determine whether Marina Hand and Body Lotion purchase decisions are influenced by brand perception, whether those decisions are also influenced by advertising, and whether those decisions are influenced by both brand perception and advertising jointly, particularly for Gen Z consumers who live in the city of Bogor. 130 respondents were chosen using a purposive selection technique, and the Hair et al. formula was applied. Respondents' responses provided the information needed. The Statistical Package for the Social Sciences (SPSS), which employs the Multiple Linear Regression Analysis approach, was used to process the 130 respondents' survey responses. The study discovered that: (1) Brand image significantly and favorably influenced customers' decisions to buy Marina hand and body lotion; (2) Advertising significantly and favorably influenced customers' decisions to buy Marina hand and body lotion; and (3) Overall, Marina's brand image and advertising significantly and favorably influenced customers' decisions to buy Marina hand and body lotion.                                  Keywords : Brand Image, Advertising, Purchase Decisions and Consumers
Pendampingan Digital Marketing sebagai Strategi Meningkatkan Omset pada UMKM Kelurahan Gudang Kota Bogor Hutabarat, Arnold Sultantio; Soedargo, Bayu; Mashadi, Mashadi
Jurnal Abdimas Dedikasi Kesatuan Vol. 4 No. 2 (2023): JADKES Edisi Juli 2023
Publisher : LPPM Institut Bisnis dan Informatika Kesatuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37641/jadkes.v4i2.1839

Abstract

Era digital dimana hampir semua orang sudah memanfaatkan teknologi dalam kehidupan sehari-hari, kita dapat mengiklankan sebuah produk atau jasa hanya dengan handphone yang kita miliki, mulai dari sosial media seperti Facebook, Instagram dan berbagai platform online lainnya. Laporan dari Organisation for Economic Co-operation and Development (OECD) menyatakan bahwa adanya pandemi ini berimplikasi pada ancaman krisis ekonomi yang ditandai dengan terhentinya kegiatan produksi di banyak negara, jatuhnya tingkat konsumsi masyarakat dan hilangnya kepercayaan konsumen. UMKM termasuk yang terdampak paling buruk akibat pandemi COVID-19. Banyak pelaku usaha yang menutup usaha mereka sementara waktu, adanya ketidakstabilan konsumsi masyarakat yang semakin dibatasi dan lebih jauh lagi yaitu adanya kendala arus kas. Dibutuhkan sistem perekonomian yang lebih handal dalam meminimalisir terjadinya krisis perekonomian. Dibutuhkan pula sumber daya manusia yang profesional. Ketika dua-duanya sudah kokoh maka tantangan perkembangan teknologi akan mudah dikendalikan. Kemampuan ahli digital dan internet mutlak harus dikuasai para pelaku UMKM jika ingin bertahan dalam persaingan usaha
The Influence of Brand Image and Advertising Claims on Purchase Decision Soedargo, Bayu; Mulya, Siti
Jurnal Ilmiah Manajemen Kesatuan Vol. 11 No. 2 (2023): JIMKES Edisi Agustus 2023
Publisher : LPPM Institut Bisnis dan Informatika Kesatuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37641/jimkes.v11i2.2116

Abstract

The buying decision-making process will be influenced by brands and advertising. The term “brand image” relates to how people view a specific brand, whereas “advertising factors” refers to marketing methods used to sell items. The goal of this study is to determine whether Marina Hand and Body Lotion purchase decisions are influenced by brand perception, whether those decisions are also influenced by advertising claims, and whether those decisions are influenced by both brand perception and advertising jointly, particularly for Gen Z consumers who live in the city of Bogor. 130 respondents were chosen using a purposive selection technique, and the Hair et al. formula was applied. Respondents’ responses provided the information needed. The Statistical Package for the Social Sciences (SPSS), which employs the Multiple Linear Regression Analysis approach, was used to process the 130 respondents’ survey responses. The study discovered that: (1) Brand image significantly and favorably influenced customers’ decisions to buy Marina hand and body lotion; (2) Advertising claims significantly and favorably influenced customers’ decisions to buy Marina hand and body lotion; and (3) Overall, Marina’s brand image and advertising claims significantly and favorably influenced customers’ decisions to buy Marina hand and body lotion. ABSTRAK Merek dan iklan akan mempengaruhi proses keputusan pembelian. Faktor iklan adalah alat pemasaran untuk mempromosikan produk, sedangkan citra merek merujuk pada bagaimana konsumen melihat merek tertentu. Tujuan dari penelitian ini adalah untuk mengetahui apakah keputusan untuk membeli Hand and Body Lotion Marina dipengaruhi oleh citra merek, apakah keputusan tersebut juga dipengaruhi oleh iklan dan apakah keputusan tersebut dipengaruhi oleh citra merek dan iklan secara bersama, khususnya untuk pelanggan Gen Z yang tinggal di Kota Bogor. Metode pengambilan sampel purposive digunakan untuk memilih 130 responden, dan rumus Hair et al. digunakan. Data yang digunakan berasal dari jawaban responden. Jumlah data yang dikumpulkan dari kuesioner berjumlah 130 orang dan diproses menggunakan Statistical Package for the Social Sciences (SPSS), yang menggunakan metode Analisis Regresi Linier Berganda. Studi menemukan bahwa: (1) Keputusan pelanggan untuk membeli hand and body lotion Marina dipengaruhi secara signifikan dan positif oleh citra merek.; (2) Keputusan pelanggan untuk membeli hand and body lotion Marina dipengaruhi secara positif dan signifikan oleh iklan.; dan (3) Secara keseluruhan, citra merek dan iklan Marina berdampak positif dan signifikan pada keputusan pelanggan untuk membeli hand and body lotion Marina. Kata kunci: Citra Merek, Iklan, Keputusan Pembelian, Perilaku Konsumen, e-Commerce
Co-Authors Hutabarat, Arnold Sultantio Mashadi Mashadi Mulya, Siti Mulya, Siti Zulfah Halimatu Riwoe, Febry Lodwyk Rihe