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All Journal Jurnal Ilmiah Edunomika (JIE) Jurnal Riset Manajemen dan Akuntansi (JURIMA) Business and Investment Review Neraca: Jurnal Ekonomi, Manajemen dan Akuntansi
Tobing, Rudy P.
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences

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PENGARUH PENGGUNAAN APLIKASI E-COMMERCE, INTENSITAS IKLAN DAN POTONGAN HARGA TERHADAP IMPULSIVE BUYING KONSUMEN GENERASI MILENIAL Geraldo, Ronald Ivan; Tobing, Rudy P.; Larasati, Nike
Jurnal Riset Manajemen dan Akuntansi Vol. 2 No. 3 (2022): Desember: Jurnal Riset Manajemen dan Akuntansi
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jurima.v2i3.766

Abstract

Penelitian ini bertujuan untuk mengkaji pengaruh penggunaan aplikasi e-commerce,intensitas iklan dan potongan harga terhadap impulsive buying. Pada penelitian ini menggunakan pendekatan kuantitatif asosiatif dengan jumlah 100 responden. Responden penelitian ini ada konsumen generasi milenial yang berusia 17-27 tahun yang pernah belanja online di aplikasi e-commerce. Instrumen yang digunakan berupa kuesioner yang berisi 20 pernyataan. Pengujian instrumen menggunakan uji validitas dan uji reliabilitas. Analisis data menggunakan analisis korelasi, sedangkan untuk pengujian hipotesis menggunakan analisis regresi linear berganda. Hasil penelitian ini menunjukkan bahwa terdapat hubungan yang positif dan signifikan antara aplikasi e-commerce, intensitas iklan dan potongan harga terhadap impulsive buying dengan nilai R-Square sebesar 0,523. konsumen generasi milenial yang pernah memakai aplikasi e-commerce dan melakukan pembelian di aplikasi e-commerce yang dipengaruhi oleh iklan dan potongan harga. Masih ada variabel lain yang mempengaruhi impulsive buying yang tidak di bahas di penelitian ini.
PENGARUH GREEN AWARENESS, GREEN PACKAGING TERHADAP MINAT BELI GREEN PRODUCT Dermawan, Irham Pandu; Tobing, Rudy P.; Larasati, Nike
Jurnal Riset Manajemen dan Akuntansi Vol. 2 No. 3 (2022): Desember: Jurnal Riset Manajemen dan Akuntansi
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jurima.v2i3.871

Abstract

Tested in this study, the influence of green awareness and green packaging on the interest in buying green products. The research approach is in the form of quantitative associatives. The data collection was obtained from 100 respondents through an online survey. The determination of the respondent sample was taken through simple random sampling which included probability sampling techniques, with the determination of the sample size in an unknown population using the Cochran formula. The people of Jakarta, Bogor, Depok, Tangerang, and Bekasi (Jabodetabek) were the targets of research that was determined to be consumers of Aqua gallons of Bottled Drinking Water (AMDK) at least once. Data is collected through the distribution of online questionnaires using Google Forms. The research took place from February-September 2022 with a series of research in the form of scheduling, actualization (data collected, worked on, spelled out), and the formation of reports. The hypothesis was tested with a simple linear regression analysis, along with a t-test and an R2 test. The study concluded that partially green awareness and green packaging did not significantly affect the interest in buying green products. The research was limited to the place of residence of respondents from Jabodetabek, both independent variables were only partially tested against dependent variables, and independent variables had a very low ability to describe dependent variables as evidenced by small R2 values.
The Influence of Sustainable Marketing and Brand Image on Purchase Decision on Brands Sejauh Mata Memandang Mulyaningsih, Nani; Tobing, Rudy P.
Business and Investment Review Vol. 1 No. 4 (2023)
Publisher : CV. Lenggogeni Data Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61292/birev.v1i4.30

Abstract

The increasing development of the fashion industry in Indonesia has a major impact on improving the economy as well as environmental and social issues because it threatens global sustainability. This has encouraged fashion industry players to shift their marketing concept to a more sustainable one to create a positive brand image as well as encourage purchase decisions. This study aims to determine the effect of sustainable marketing and brand image on purchase decisions for the brand Sejauh Mata Memandang. This research was conducted using a quantitative approach and explanatory research design with a sample of 142 respondents. The instrument used is a questionnaire or questionnaire. The test instrument used is the validity test and reliability test. Data analysis used is descriptive analysis, with hypothesis testing using multiple linear regression tests, t tests, f tests, and the coefficient of determination. The results of the study show that (1) sustainable marketing has no significant effect on purchase decision (2) brand image has no significant effect on purchase decision (3) sustainable marketing and brand image have no significant effect on purchase decision. There are several factors that cause the hypothesis in this study to be rejected including the lack of awareness of respondents on sustainable issues, the gap between intentions and actions, product quality, personal style, and the influence of well-known figures. This research is limited because it is only done on fashion brands Sejauh Mata Memandang.
Pengaruh Green Marketing dan Brand Awareness terhadap Purchase Decision pada The Body Shop Rohmah, Dali Sofiatu; Tobing, Rudy P.
Business and Investment Review Vol. 1 No. 4 (2023)
Publisher : CV. Lenggogeni Data Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61292/birev.v1i4.37

Abstract

This study aims to determine the effect of green marketing and brand awareness on purchase decisions at The Body Shop, one of the beauty companies in Indonesia that has implemented the concept of green marketing in its marketing process. This research was conducted using a quantitative approach with a total sample of 195 respondents. The instrument used in this research is a questionnaire. Instrument testing includes validity and reliability tests. Data analysis used descriptive analysis, while testing the hypothesis used multiple linear regression analysis along with the t test, f test, and R2 test. The results of the study show that (1) green marketing influences purchase decisions; (2) brand awareness influences purchase decisions; and (3) green marketing and brand awareness simultaneously influence purchase decisions. This research was only conducted on The Body Shop consumers who had made purchases through the Tokopedia marketplace. Keywords: green marketing, brand awareness, purchase decision, beauty product, the body shop
PENGARUH STRATEGI DIGITAL MARKETING DAN CUSTOMER TRUST DALAM MENINGKATKAN PURCHASE DECISION PRODUK SKINTIFIC PADA APLIKASI TIKTOK: STUDI KASUS PADA PENGGUNA SKINTIFIC TUGU KECIL PRABUMULIH Lestari, Kinanti Dwi; Tobing, Rudy P.
Neraca: Jurnal Ekonomi, Manajemen dan Akuntansi Vol. 3 No. 1 (2024): Neraca: Jurnal Ekonomi, Manajemen dan Akuntansi
Publisher : Neraca: Jurnal Ekonomi, Manajemen dan Akuntansi

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh strategi Digital Marketing dan Customer Trust dalam meningkatkan Purchase Decision produk Skintific. Sampel pada penelitian ini sebanyak 292 responden. Metode penentuan sampel pada penelitian ini menggunakan simple random sampling dan penentuan melalui tabel Isaac dan Michael. Metode analisis data yang digunakan adalah metode Regresi Linier Berganda dengan menggunakan program SPSS 29. Hasil penelitian ini menunjukan bahwa Digital Marketing berpengaruh positif dan signifikan terhadap Purchase Decision, dan Customer Trust berpengaruh positif dan signifikan terhadap Purchase Decision, dan Digital Marketing dan Customer Trust berpengaruh secara simultan terhadap Purchase Decision Skintific.
PENGARUH STRATEGI GREEN MARKET ORIENTATION DAN GREEN SUPPLY CHAIN RELATIONSHIP QUALITY DALAM MENINGKATKAN GREEN COMPETITIVE ADVANTAGE Alhazami, Lutfi; Tobing, Rudy P.
JURNAL ILMIAH EDUNOMIKA Vol. 8 No. 1 (2024): EDUNOMIKA
Publisher : ITB AAS Indonesia Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/jie.v8i1.10199

Abstract

Abstract The manufacturing industry has been particularly highlighted in creating an environmentally friendly supply chain. This is driven by environmentally conscious consumers who recognize the importance of environmental preservation. The pursuit of an eco-friendly supply chain is also motivated by environmental activists' pressure and government policies that regulate environmentally friendly supply chains. Based on these factors, the objective of this research is to examine the influence of Green Market Orientation and Green Supply Chain Relationship Quality on Green Competitive Advantage at PT Aurora World Cianjur. This research adopts a causality approach and collects data through a questionnaire from a sample of 120 respondents, which is then analyzed using multiple regression analysis. The results of this study indicate that there is an influence of Green Market Orientation, Green Supply Chain Relationship Quality, and Green Competitive Advantage. Keywords : Greean Strategy, Market Orientation, Green Supply Chain Relationship Quality, Green Competitive Advantage
Co-Authors Dermawan, Irham Pandu Geraldo, Ronald Ivan Larasati, Nike Lestari, Kinanti Dwi Lutfi Alhazami Nani dkk. Mulyaningsih Rohmah, Dali Sofiatu