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All Journal Manajemen Kreatif Jurnal Jurnal Nuansa: Publikasi Ilmu Manajemen dan Ekonomi Syariah
Ayu Yulianti Putri
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Pengaruh Penggunaan Jasa Influencer, Media Promosi Instagram Dan Kualitas Produk Terhadap Keputusan Pembelian Produk Online (Studi Kasus Influencer Rachel Vennya Pada Produk Bittersweet By Najla) Siti Nurfahria; Ayu Yulianti Putri
Jurnal Nuansa : Publikasi Ilmu Manajemen dan Ekonomi Syariah Vol. 1 No. 3 (2023): September : Jurnal Nuansa : Publikasi Ilmu Manajemen dan Ekonomi Syariah
Publisher : Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/nuansa.v1i3.259

Abstract

The purpose of this study was to determine and analyze the use of influencer services, Instagram promotion media and product quality which have a significant influence on online product purchasing decisions. This type of research is quantitative research with research methods in the form of data collection using a questionnaire. The data analysis model used is multiple linear regression analysis. The sample was selected by purposive sampling. The sample amounted to 100 respondents, using multiple linear regression analysis.The regression test results show that 72.30% of the factors of buying decisions can be explained by brands, price discounts and salespeople, while the remaining 27.70% is explained by other factors not examined in this study. While the results of the F test show that simultaneously the Influencer Service Usage, Instagram Promotion Media and Product Quality simultaneously have a positive and significant effect on buying decisions with the results of the analysis namely Fcount (87,016)> Ftable (2,700). The t test results show that the influencer service use variable shows the results of the tcount,¬ (0.060) and the Instagram Promotion Media variable shows the results of the analysis of tcount (3.727) while the product quality variable is 6.620 where the t table is (1.98498) then partially the Instagram promo media variable and product quality that has a positive and significant influence on online product purchasing decisions at Bittersweet by Najla The influencer service variable does not have a positive and significant effect on online product purchasing decisions at Bittersweet by Najla. The dominant variable affecting online product purchasing decisions at Bittersweet by Najla is Product Quality.
Pengaruh Iklan Produk Di Aplikasi, Promosi Penjualan, Brand Ambassador Shopee, Dan Kualitas Layanan Terhadap Minat Beli Di Marketplace Shopee Ayu Yulianti Putri
Manajemen Kreatif Jurnal Vol. 1 No. 4 (2023): November: Manajemen Kreatif Jurnal
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/makreju.v1i4.2080

Abstract

After the covid pandemic conditions, new habits and trends in society are slowly starting to change, one of which is the shift from offline to online shopping. Since the pandemic took place, people's offline purchasing power has decreased. Shops or shopping centers are empty of visitors and most prefer to shop online or online. In Indonesia, there are several marketplaces operating such as Shopee, Tokopedia, Bukalapak, Lazada and Bblibli. Shopee Indonesia is the Marketplace with the most visitors in the 4th quarter of 2022. With an average of 191.60 million visitors. So, currently Shopee is the most popular and visited Marketplace. As a company, Shopee uses various marketing channels to increase consumer buying interest. In this study, researchers analyzed the influence of advertising in the Shopee application, sales promotions, brand ambassadors, and service quality on consumer buying interest in the Shopee application. This quantitative study took data from 384 Shopee users who were analyzed using measurement model evaluation analysis which included validity and reliability tests, and structural model testing which included the Goodness of Fit Model and hypothesis testing. In the first stage of analysis, all variables are declared valid and reliable. Then in the second analysis stage, it shows that product advertisements in applications, sales promotions, brand ambassadors and service quality carried out by Shopee have an effect on consumer buying interest to shop on the Shopee application.
Co-Authors Siti Nurfahria