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All Journal Masip: Jurnal Manajemen Administrasi Bisnis dan Publik Terapan Triwikrama: Jurnal Ilmu Sosial Dinamika Publik: Jurnal Manajemen dan Administrasi Bisnis Neraca Manajemen, Akuntansi, dan Ekonomi Jurnal Manajemen Bisnis Era Digital Jurnal Manajemen Kreatif dan Inovasi
Ute Chairuz M. Nasution
Unknown Affiliation
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Law, Crime, Criminology & Criminal Justice Social Sciences

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Pengaruh Kualitas Produk dan Gaya Hidup terhadap Keputusan Pembelian Iphone dengan Personal Branding sebagai Variabel Moderat Mahasiswa Universitas Terbuka Surabaya Arina Larasati Amalia; Agung Pujianto; Ute Chairuz M. Nasution
Masip: Jurnal Manajemen Administrasi Bisnis dan Publik Terapan Vol. 3 No. 2 (2025): Juni: MASIP: Jurnal Manajemen Administrasi Bisnis dan Publik Terapan
Publisher : Politeknik Kampar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59061/masip.v3i2.1034

Abstract

Everything must continue to progress with the times, including product quality and lifestyle. Although it looks simple, product quality must continue to be developed to suit lifestyles in order to attract buyers, especially in purchasing iPhones among students at Universitas Terbuka Surabaya. The phenomenon of increasing iPhone use among UT students shows that there is encouragement from aspects of product quality, digital lifestyle, and the need to build self-image through personal branding. This study includes quantitative research using the Google form filling method. The analysis technique used is Moderated Regression Analysis (MRA). The results of the study indicate that product quality and lifestyle have a significant influence on iPhone purchasing decisions. In addition, personal branding is proven to moderate the influence of product quality and lifestyle on purchasing decisions. These findings indicate that UT students not only consider the features and design of the iPhone, but also make it part of their identity that supports their professional image in academic and work environments.
Pengaruh Varian Menu dan E-Service Quality terhadap Keputusan Pembelian Mie Gacoan Cabang Lamongan Mirah Sandika; Ni Made Ida Pratiwi; Ute Chairuz M. Nasution
Masip: Jurnal Manajemen Administrasi Bisnis dan Publik Terapan Vol. 3 No. 2 (2025): Juni: MASIP: Jurnal Manajemen Administrasi Bisnis dan Publik Terapan
Publisher : Politeknik Kampar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59061/masip.v3i2.1046

Abstract

This study aims to determine the effect of menu variants and e-service quality on consumer purchasing decisions at Mie Gacoan, Lamongan branch. The research approach used is quantitative associative with a survey method through an online questionnaire. The sample size was 100 respondents who were taken using purposive sampling technique. Data analysis using multiple linear regression with classical assumption tests. The results showed that both menu variants and e-service quality had a significant effect on purchasing decisions, both partially and simultaneously. These findings indicate that menu innovation and digital service optimization have an important contribution to consumer behavior in choosing and buying culinary products.
Pengembangan Branding Melalui Konten Instagram, Katalog Dan Stiker Label Untuk Meningkatkan Penjualan Produk UD ALINDRA Elany Tri Yuliyanti; Ute Chairuz M. Nasution
Jurnal Manajemen Kreatif dan Inovasi Vol. 2 No. 1 (2024): Januari: Jurnal Manajemen Kreatif dan Inovasi
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59581/jmki-widyakarya.v2i1.2111

Abstract

This journal discusses the strategies applied to develop branding for Micro, Small, and Medium Enterprises (MSMEs) UD ALINDRA by updating the design of catalogs, label stickers, and Instagram content. The aim of this research is to enhance the effectiveness of promotion, marketing, and product sales for these MSMEs. The method employed involves interviews with the owners of MSME UD Alindra to gain in-depth knowledge about consumer perceptions and the current branding strategies, analyzing existing challenges, and planning for production, promotion, and design updates. Through a creative approach in designing product catalogs, eye-catching label stickers, and Instagram content that aligns with trends and consumer needs, it is expected that this research will significantly contribute to increasing product sales margins, optimizing MSME owners' understanding of strong and effective branding strategies, and reinforcing their awareness of the positive impact gained from product branding, including enhancing consumer appeal and the product image for MSMEs. The results of this study indicate that the implemented developments positively contribute to the promotion of products from MSME UD ALINDRA and offer valuable insights for MSME owners to improve and enhance their product branding strategies.
Pengaruh Online Promotion dan Shopping Lifestyle terhadap Perilaku Impulsive Buying Produk Fashion Jiniso di Shopee Cindy Amelia Sari; Ute Chairuz M. Nasution; Awin Mulyati
Jurnal Manajemen Kreatif dan Inovasi Vol. 3 No. 2 (2025): April: Jurnal Manajemen Kreatif dan Inovasi
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59581/jmki-widyakarya.v3i2.5117

Abstract

This quantitative research analyzes the influence of online promotion and shopping lifestyle on impulsive buying of jiniso fashion products on the Shopee e-commerce platform. The phenomenon of increased impulsive purchasing behavior is driven by online promotion strategies (discounts, vouchers, flash sales) and a tendency towards a consumptive shopping lifestyle. The population for this study comprises all individuals who have purchased Jiniso fashion products on Shopee, with a sample of 100 respondents determined using a non-probability sampling technique. Primary data were collected through online questionnaires via Google Forms, while secondary data were obtained indirectly from intermediary sources such as literature, articles, journals, and websites related to the research object. Based on SPSS test results, all research instrument indicators were found to be valid and reliable. Partial t-tests revealed that both online promotion and shopping lifestyle variables significantly influence impulsive buying. Furthermore, the F-test indicated that both independent variables simultaneously affect impulsive buying. Among the two variables, online promotion emerged as the dominant variable. The conclusion shows that online promotion and shopping lifestyle significantly impact impulsive buying behavior for Jiniso fashion products on Shopee, providing implications for fashion businesses to maximize online promotions and adapt marketing strategies to effectively increase sales.
Co-Authors Agung Pujianto Arina Larasati Amalia Awin Mulyati Ayun Maduwinarti Cindy Amelia Sari Devina Jovianti Diana Juli Mulyati Elany Tri Yuliyanti Elyana Nur Faiza Fanni Nur Erika Farisha Irwahyuni HUSNUL KHOTIMAH Mirah Sandika Mulyati, Diana Juni Naafi Nurasni Putri Nafaricha Putri Qurbawati Nanda Suma Wardani Pratiwi, Ni Made Ida Shevilla Chourulbia Silvi Auliya Mega Amanda