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All Journal SEIKO : Journal of Management & Business Majalah Ilmiah Bijak JURNAL EKONOMI BISNIS DAN MANAJEMEN (EKO-BISMA) JIMIA JURNAL PENDIDIKAN, HUMANIORA, LINGUISTIK DAN SOSIAL (JAGADDHITA)
Haryati, Risna
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Religion Humanities Economics, Econometrics & Finance Languange, Linguistic, Communication & Media Social Sciences Other

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PENGARUH PERIKLANAN TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR SUZUKI DI PT. SANGGAR MAS JAYA CIBEUREUM-BANDUNG Haryati, Risna
Jurnal Ilmiah Magister Ilmu Administrasi Vol. 17 No. 2 (2023): Jurnal Ilmiah Magister Ilmu Administrasi - JIMIA
Publisher : Universitas Nurtanio Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56244/jimia.v17i2.856

Abstract

This research focuses on the influence of advertising on the purchasing decisions of Suzuki motorcycles at PT. Sanggar Mas Jaya, Cibeureum-Bandung. In the context of intense competition in the automotive industry, the effectiveness of advertising becomes a key factor that can determine sales success. However, the complexity in determining effective advertising strategies, considering the variations in consumer preferences and their changing behaviors, makes this topic important to research. Using a descriptive verification method with a causal design, data was collected through questionnaires distributed to 99 respondents who are users of Suzuki motorcycles in the PT. Sanggar Mas Jaya area. Data analysis was conducted using simple linear regression techniques, correlation tests, and hypothesis testing to evaluate the relationship between advertising variables and purchasing decisions. The research results indicate that advertising has a positive and significant impact on the purchasing decisions of Suzuki motorcycles at PT. Sanggar Mas Jaya. The level of influence is classified as strong, with advertising contributing 42.2% to the purchasing decision process. The remaining influence is affected by other factors that were not examined in this study. This result emphasizes the importance of effective advertising strategies in boosting sales.
ANALISIS PERILAKU BELANJA ONLINE GENERASI Z STUDI KASUS PADA PENGGUNA TIKTOK DI KOTA BANDUNG Haryati, Risna
Jurnal Ilmiah Magister Ilmu Administrasi Vol. 18 No. 1 (2024): Jurnal Ilmiah Magister Ilmu Administrasi - JIMIA
Publisher : Universitas Nurtanio Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56244/jimia.v18i1.857

Abstract

This research aims to analyze how TikTok influences online shopping behavior among Generation Z, particularly in the city of Bandung. The main issue raised is how the interactive features and content offered by TikTok influence the purchasing decisions of Generation Z, which is increasingly dominating the digital market. This research also examines the factors that motivate and influence online shopping decisions, both rational and irrational. The research method used is a qualitative approach with a case study method. Data was collected through in-depth interviews with participants selected purposively based on specific criteria such as age (18-25 years), frequency of TikTok usage, and shopping experience through the platform. The data was then analyzed using thematic analysis methods to identify shopping behavior patterns and the influence of TikTok on consumer decisions. The research findings indicate that TikTok plays a significant role in influencing the shopping behavior of Generation Z in the city of Bandung. As many as 89% of respondents admitted to frequently making purchases after seeing products on TikTok, with the main motivations being special discounts (67%) and recommendations from influencers (15%). This finding underscores the importance of TikTok as an effective digital marketing platform, even though there are still challenges related to trust in influencer recommendations and consumer satisfaction.
Co-Authors Alhadihaq, M. Yusuf Danang Nugroho, Danang Dewatmoko, Santo Fajar, Fitriani Fitria Wati Maria, Santi Maulini, Yul Putri Kirani, Delia Sudayanti, Dini Sukmayana, Dodi Supriatna, Bambang Surtiah, Iin Turyandi, Itto