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Pengaruh Brand Awareness dan Brand Trust terhadap Keputusan Pembelian Sabun Lifebuoy di Dusun II Namo Pinang Keamatan Sibiru-Biru Marsela, Nia; Aramita, Finta
Economics, Business and Management Science Journal Vol 5, No 1 (2025): Economics, Business and Management Science Journal, February
Publisher : Mahesa Research Center

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34007/ebmsj.v5i1.738

Abstract

This study aims to analyze the influence of Brand Awareness and Brand Trust on the purchase decision of Lifebuoy Soap in Hamlet II Namo Pinang, Sibiru-Biru District. The population used in this study is consumers of Lifebuoy Soap in Hamlet II Namo Pinang, Sibiru-biru District. This study used 86 respondents with statistical analysis including validity tests, reliability, classical assumptions, multiple linear regression, t-test, f test, and determination coefficient (R²) using SPSS 25. Data were obtained from primary and secondary sources through questionnaires. The results of the study show that Brand Awareness and Brand Trust have a positive and significant effect on purchase decisions. Brand Awareness has a t-count t-table (4,179 1,663) with a significance of 0.001 0.05, while Brand Trust has a t-count t-table (10,383 1,663) with a significance of 0.000 0.05. The F-test shows the F-count F-table (54,906 3.95), so that the two variables have a simultaneous effect on the purchase decision. The results of this study show that Brand Awareness and Brand Trust have a significant role in the purchase decision of Lifebuoy soap. Therefore, companies can improve their marketing strategies by strengthening their brand image and building consumer trust through educational campaigns and customer testimonials.
Pengaruh E-Marketing terhadap Minat Berwisata di Wisata Pantai Mangrove Kampung Nipah Kecamatan Perbaungan Kabupaten Serdang Bedagai Sitorus, Agnes; Aramita, Finta
Economics, Business and Management Science Journal Vol 5, No 2 (2025): Economics, Business and Management Science Journal, August
Publisher : Mahesa Research Center

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34007/ebmsj.v5i2.781

Abstract

This study aims to find out and analyze the influence of e-marketing (website marketing, social media marketing, content marketing, and influencer marketing) on tourism interest in tourists who visit the Mangrove Beach Tourism Object in Kampung Nipah, Serdang Bedagai Regency. This type of research uses a quantitative descriptive method. The data was obtained from a sample of 95 respondents who were visitors to the Mangrove Beach Tourism Object in Kampung Nipah. Sampling was done using hair sampling techniques. Data collection was carried out through the distribution of questionnaires to visiting tourists. The results of the study show that Website Marketing and Influencer Marketing have a positive and significant effect on tourism interest in Mangrove Beach Tourism in Kampung Nipah, while Social Media Marketing and Content Marketing do not show a significant influence. Simultaneously, e-marketing explains 56.5% of the influence on tourist interest. Therefore, tourism managers need to optimize Website Marketing with interesting information and improve Influencer Marketing strategies. Social Media Marketing and Content Marketing also need to be strengthened with interactive and informative content. The results of this study can be a reference in the development of a more effective e-marketing strategy.
Pengaruh Modal Usaha, Karakteristik Kewirausahaan Dan Pengetahuan Kewirausahaan Terhadap Keberhasilan Usaha Pada Usaha Showroom Mobil Di Jalan Nibung Raya Medan Mentari, Nabilla; Darmansyah, Muthya Rahmi; Aramita, Finta; Tobing, Fitriani
Economics, Business and Management Science Journal Vol 5, No 2 (2025): Economics, Business and Management Science Journal, August
Publisher : Mahesa Research Center

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34007/ebmsj.v5i2.823

Abstract

Determining the partial effects of business capital, entrepreneurial traits, and entrepreneurial knowledge on business success is the aim of this study. The study also seeks to determine the concurrent impacts of company capital, entrepreneurial characteristics, and entrepreneurial knowledge on business success at the Car Showroom business located on Jalan Nibung Raya Medan. 147 MSMEs that operated successful car showrooms on Jalan Nibung Raya Medan made up the study's population. Using the Slovin formula, 60 business actors made up the research sample. Questionnaires were The analysis techniques used in this work include multiple linear regression, the partial test (t test), the simultaneous significance test (F test), and the coefficient of determination. The study's conclusions show that business capital, entrepreneurial traits, and entrepreneurial expertise all significantly and favorably affect the success of the Car Showroom enterprise on Jalan Nibung Raya Medan. Furthermore, business success is positively and significantly impacted by business capital, entrepreneurial expertise, and entrepreneurial traits.
Co-Authors Agnelisa Fegyola Pinem Agus Salim Harahap Akbar, Agasi Akman Daulay Aldasari, Tita Aldasari Aldino, Alfin Alfifto Arrazia, Zia Baginda Harahap Cici Rayani Sitorus Dahrul Siregar Desy Astrid Anindya Eka Dewi Setia Tarigan Fauzan, Nabil Fitriani Tobing Hartono Hartono Haryaji Catur Putera Hasman Hesti Sabrina Indahwati Lestari Indawati Lestari Jirwanto, Henry Junior Lumban Gaol Kharisma, Fitriah Lawolo, Licerman Marsela, Nia Mentari, Nabilla Mey Wiliana Hotmauli Sitorus Muhammad Afif Muhammad Arif Muhammad Khahfi Zuhanda Muhammad Yamin Siregar Muthya Rahmi Darmansyah Nasrullah Hidayat, Nasrullah Nasution, Elda Marina Nasution, Nunut Rida Murni Nindya Yunita Nst, Amrin Mulia Utama Nuri Aslami Pasaribu, Tiara Hotria Patar Marbun PUTRI WULANDARI Rahman, Sayuti Retna Siregar Ridoi Nanda Sinaga Riza Fanny Meutia Salsabillah, Ayu Hanna Sianipar, Jayanti Silvia Berta Lia Sianipar Sipahutar, Anzelia Safira Sirait, Necia Ribka Siti Aisyah Siti Alhamra Salqaura Sitorus, Agnes suswati suswati Tambunan, Kezia Emmayanti Tarigan, Desi Pitria Br Trg, Eka Dewi Setia Wansuryani, Wansuryani Wily Julitawaty, Wily