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All Journal International Journal of Educational and Life Sciences (IJELS) Jurnal Intelek Insan Cendikia Jurnal Riset Multidisiplin Edukasi Sinergi : Jurnal Ilmiah Multidisiplin
Derizka Inva Jaswita
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Analysis of Marketing Strategies by Labstore in Attracting Consumer Purchase Interest in Student Products at UNPAM Derizka Inva Jaswita; Syamsuddin, Rahmi Andini; Haidilia Maharani
International Journal of Educational and Life Sciences Vol. 2 No. 8 (2024): August 2024
Publisher : MultiTech Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59890/ijels.v2i8.2417

Abstract

This study aims to evaluate the effectiveness of Labstore's current marketing strategy and identify the optimal approach to attract consumer interest in products created by Unpam students. This research employs a descriptive qualitative method, which involves describing phenomena or events as they occur. The findings of this study are as follows: First, regarding the product dimension, it is essential to focus on product quality, including durability, taste (for food and beverages), and packaging. Second, in terms of pricing, it is crucial to analyze competitors' prices for similar products to offer prices that are affordable to Labstore's primary consumers, who are mostly students. Third, the location and facilities of Labstore are generally considered good, with most participants finding Labstore a comfortable place to shop. Lastly, in the promotion dimension, the study suggests enhancing promotional efforts by adding cost-effective yet impactful media.
Pengaruh Online Customer Review Dan Kepercayaan Terhadap Keputusan Pembelian Produk Wardah Melalui Platform Shopee Di SMK Prisma Kota Depok Wulan Purnamasari; Ariska Rahmawati; Ajeng Estri Jelita; Mutia Azzahra; Serly Apriliani; Masduki Farizziqi; Derizka Inva Jaswita
Jurnal Intelek Insan Cendikia Vol. 2 No. 12 (2025): Desember 2025
Publisher : PT. Intelek Cendikiawan Nusantara

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Abstract

Penelitian ini bertujuan untuk menguji dan menganalisis secara empiris pengaruh variabel Online Customer Review dan Kepercayaan baik secara parsial maupun simultan terhadap Keputusan Pembelian produk Wardah melalui platform Shopee di kalangan siswa SMK Prisma Kota Depok. Metode penelitian yang digunakan adalah pendekatan kuantitatif dengan desain survei. Populasi penelitian ini adalah seluruh siswa SMK Prisma Kota Depok yang pernah melakukan pembelian produk Wardah di Shopee, dengan sampel sebanyak 84 responden yang ditentukan melalui teknik Purposive Sampling. Data dikumpulkan menggunakan kuesioner dan dianalisis menggunakan Analisis Regresi Linier Berganda. Secara hipotetik, hasil penelitian ini diharapkan menunjukkan bahwa Online Customer Review dan Kepercayaan memiliki pengaruh yang positif dan signifikan, baik secara terpisah maupun bersama-sama, dalam meningkatkan probabilitas Keputusan Pembelian produk kosmetik Wardah melalui platform perdagangan elektronik Shopee.
Analisis Instagram Ads Sebagai Media Promosi Jasa Dalam Meningkatkan Brand Awareness Pada Exsis Barbershop Di Tangerang Selatan Shalshabilla Balkisty; Alikarahma Nur Falah; Dwi Helen Aprilizah; Irvan Firmansyah; Larasati Ahmad Suyono; Widya Septiyani; Derizka Inva Jaswita
Jurnal Intelek Insan Cendikia Vol. 2 No. 12 (2025): Desember 2025
Publisher : PT. Intelek Cendikiawan Nusantara

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Abstract

This study aims to find out about Instagram ads as a service promotion media in increasing brand awareness at Exsis Barbershop. The research method used is a type of qualitative research using SWOT analysis techniques, participatory observation and direct interviews with The Key Informants, namely the owner of Exsis Barbershop, and Focus Group Discussion (FGD) with several employees and barbershop customers. The results of qualitative research show that there is a shift in promoting a brand in the barbershop service industry through Instagram ads which has created a drastic trend for customers to view and use barbershop services Keywords: Instagram ads, Brand Awareness, Barbershop
Pengaruh Online Customer Review Dan Persepsi Harga Terhadap Keputusan Pembelian Produk Skincare Skintific Pada Marketplace ShopeeDi Universitas Pamulang Program Manajemen S1 Shella Apriliani; Putri Lestari; Nabila Puti Cahyani; Shela Alfrida; Alfriana Mega Driantika; Derizka Inva Jaswita
Jurnal Intelek Insan Cendikia Vol. 2 No. 12 (2025): Desember 2025
Publisher : PT. Intelek Cendikiawan Nusantara

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Abstract

Penelitian kuantitatif ini bertujuan untuk menganalisis pengaruh Online Customer Review (X₁) dan Persepsi Harga (X₂) secara parsial dan simultan terhadap Keputusan Pembelian (Y) produk skincare Skintific di marketplace Shopee pada mahasiswa Program Studi Manajemen S1 Universitas Pamulang. Metode penelitian yang digunakan adalah survei kuantitatif dengan sampel jenuh sebanyak 32 mahasiswa Program Studi Manajemen S1 Universitas Pamulang yang pernah membeli produk Skintific di Shopee. Data dikumpulkan menggunakan kuesioner dan dianalisis menggunakan Analisis Regresi Linier Berganda. Hasil penelitian menunjukkan bahwa secara parsial, Online Customer Review tidak berpengaruh signifikan terhadap Keputusan Pembelian (Sig. 0,058), namun Persepsi Harga berpengaruh positif dan signifikan (Sig. 0,002). Lebih lanjut, secara simultan, Online Customer Review dan Persepsi Harga berpengaruh signifikan terhadap Keputusan Pembelian (Sig. 0,000), dengan kemampuan menjelaskan variasi sebesar 65% melalui koefisien determinasi
Peran Brand Image Dalam Mendorong Minat Beli Konsumen Pada Toko Geox Gandaria City Nabila Putri Miranto; Putri Handayani; Fuji Putri Pratiwi; Amanda Putri Syakilla; Devi Fitrianingsih; Muhamad Aji Fahrezy; Derizka Inva Jaswita
Jurnal Intelek Insan Cendikia Vol. 3 No. 1 (2026): JANUARI 2026
Publisher : PT. Intelek Cendikiawan Nusantara

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Abstract

This study aims to analyze the role of brand image in driving consumer purchasing interest at the Geox Gandaria City store. This study uses a qualitative approach with descriptive methods. Data collection techniques were carried out through in-depth interviews with consumers and store employees, direct observation at the research location, and supporting documentation. Data analysis techniques include data reduction, data presentation, and drawing conclusions. The results show that Geox product quality, including aspects of comfort, durability, design, and material, has a positive influence on consumer purchasing interest   Keywords: Brand Image, Purchase Interest, Geox
Pengaruh Kredibilitas Influencer Dianty Annisa Dan Daya Tarik Konten Media Sosial Terhadap Keputusan Pembelian Produk Saudaree Melalui Platform Shopee Ariska Mananti; Nazwa Rahila Fauzhiansyah; Dea Maharani Siahaan; Intan Rizki Ramadani; Ririn Jarima Putri; Derizka Inva Jaswita
Jurnal Intelek Insan Cendikia Vol. 3 No. 1 (2026): JANUARI 2026
Publisher : PT. Intelek Cendikiawan Nusantara

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Abstract

Abstract   This study aims to determine the influence of influencer credibility (Dianty Annisa) and social media content attractiveness on purchase decisions for Saudare products through the Shopee platform. The background of this research is driven by the rapid development of social media, which is extensively used as a promotional tool by businesses. Influencer credibility is considered capable of building consumer trust, while attractive social media content can increase consumer interest and the urge to make a purchase. This study utilizes a quantitative method with a descriptive approach. Research data were obtained by distributing questionnaires to consumers who had viewed Saudare product promotions through Dianty Annisa’s social media accounts and subsequently made purchases on Shopee. Data analysis techniques include validity tests, reliability tests, multiple linear regression analysis, as well as t-tests and F-tests to determine the partial and simultaneous effects of influencer credibility (X1) and social media content attractiveness (X2) on purchase decisions (Y). The results indicate that both influencer credibility and social media content attractiveness have a positive and significant effect on purchase decisions for Saudare products via the Shopee platform. This suggests that a higher level of consumer trust in an influencer and more engaging content lead to increased consumer purchase decisions. Therefore, employing credible influencers and presenting attractive content are essential strategies for increasing online product sales   Keywords: Influencer Credibility, Content Attractiveness, Purchase Decision, Shopee
Pengaruh Strategi Promosi Melalui Voucher TikTok Dan Kualitas Media Sosial Terhadap Peningkatan Penjualan Pada “Cafe Bagi Kopi” Pamulang Tangerang Selatan Aulia Jihan Kamalia; Farrah Dwi Ramadhani; Nasywaa Khairunnisaa; Salwa Ramadhanti; Derizka Inva Jaswita
Jurnal Riset Multidisiplin Edukasi Vol. 2 No. 12 (2025): Jurnal Riset Multidisiplin Edukasi (Edisi Desember 2025)
Publisher : PT. Hasba Edukasi Mandiri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.71282/jurmie.v2i12.1450

Abstract

The rapid development of digital technology and social media has encouraged changes in marketing strategies within the culinary business sector, particularly through the use of the TikTok platform. One widely applied form of digital marketing is promotion through TikTok vouchers and the presentation of high-quality social media content to attract consumer interest. This study aims to analyze the effect of promotional strategies through TikTok vouchers and the quality of social media content on sales increase at Cafe Bagi Kopi Pamulang, Tangerang Selatan. This research employs a quantitative approach with an associative method. The population of this study consists of consumers of Cafe Bagi Kopi Pamulang who have made purchases through TikTok promotions, with a sample of 100 respondents selected using purposive sampling techniques. Data were collected through a Likert scale-based questionnaire, while data analysis techniques included validity testing, reliability testing, classical assumption tests, multiple linear regression analysis, t-test, F-test, and coefficient of determination (R²) using SPSS software. The results indicate that partially, promotional strategies through TikTok vouchers have a significant effect on sales increase, and the quality of social media content also has a significant effect on sales increase. Simultaneously, promotional strategies through TikTok vouchers and the quality of social media content have a significant influence on sales increase at Cafe Bagi Kopi Pamulang. These findings provide practical implications for culinary business owners to optimize digital promotional strategies and improve social media content quality in order to enhance sales performance and business competitiveness.
Pengaruh Keamanan Dan Kualitas Layanan Terhadap Kepercayaan Pengguna Aplikasi Dana Pada Generasi Z (Studi Kasus Pada Mahasiswa Universitas Pamulang) Muhamad Eka Aprianto; Fadila Anisya Sukmayanti; Risa Wulandari; Septiani; Derizka Inva Jaswita
Sinergi : Jurnal Ilmiah Multidisiplin Vol. 1 No. 2 (2025): Sinergi: Jurnal Ilmiah Multidisiplin
Publisher : PT. AHLAL PUBLISHER NUSANTARA

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Abstract

The rapid development of digital financial services has led to a significant increase in the use of electronic wallets (e-wallets) in Indonesia, particularly among Generation Z. Despite the high adoption rate of the DANA application, concerns related to security and service quality may influence users’ trust. This study aims to examine the effect of security and service quality on Generation Z’s trust in using the DANA e-wallet application among students of Universitas Pamulang. This research employs a quantitative approach with an explanatory survey design. Data were collected through a structured questionnaire distributed to respondents selected using purposive sampling, consisting of active Generation Z students who had used the DANA application for at least three months. Data analysis was conducted using multiple linear regression after fulfilling the classical assumption tests. The results indicate that security has a positive and significant effect on user trust. In addition, service quality also has a positive and significant effect on trust. Simultaneously, security and service quality significantly influence Generation Z’s trust in using the DANA application. These findings suggest that trust in e-wallet services is shaped not only by technical security aspects but also by consistent and reliable service quality. This study contributes to the digital marketing and consumer behavior literature by positioning trust as a key outcome variable and provides practical implications for digital financial service providers in enhancing user trust, particularly among Generation Z. Keywords: security, service quality, trust, e-wallet, Generation Z, DANA   Abstrak Perkembangan layanan keuangan digital mendorong meningkatnya penggunaan dompet digital (e-wallet) di Indonesia, khususnya di kalangan Generasi Z. Meskipun tingkat adopsi aplikasi DANA tergolong tinggi, berbagai isu terkait keamanan dan kualitas layanan berpotensi memengaruhi kepercayaan pengguna. Penelitian ini bertujuan untuk menganalisis pengaruh keamanan dan kualitas layanan terhadap kepercayaan Generasi Z dalam menggunakan aplikasi DANA pada mahasiswa Universitas Pamulang. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei eksplanatori. Data dikumpulkan melalui kuesioner terstruktur dari responden yang dipilih menggunakan teknik purposive sampling, dengan kriteria mahasiswa aktif Generasi Z yang telah menggunakan aplikasi DANA minimal tiga bulan. Analisis data dilakukan menggunakan regresi linear berganda setelah memenuhi uji asumsi klasik. Hasil penelitian menunjukkan bahwa keamanan berpengaruh positif dan signifikan terhadap kepercayaan pengguna. Selain itu, kualitas layanan juga terbukti berpengaruh positif dan signifikan terhadap kepercayaan. Secara simultan, keamanan dan kualitas layanan memiliki pengaruh yang signifikan terhadap kepercayaan Generasi Z dalam menggunakan aplikasi DANA. Temuan ini menegaskan bahwa kepercayaan pengguna e-wallet tidak hanya ditentukan oleh aspek teknis keamanan, tetapi juga oleh kualitas layanan yang konsisten dan andal. Penelitian ini berkontribusi pada pengembangan literatur pemasaran digital dan perilaku konsumen dengan menempatkan kepercayaan sebagai variabel utama, serta memberikan implikasi praktis bagi penyedia layanan keuangan digital dalam merancang strategi peningkatan kepercayaan pengguna, khususnya di kalangan Generasi Z. Kata kunci: keamanan, kualitas layanan, kepercayaan, e-wallet, Generasi Z, DANA
Pengaruh Content Marketing Dan Social Media Engagement Terhadap Keputusan Pembelian Brand Sch Di Instagram (Studi Pada Konsumen Di Daerah Pamulang) Adi Setiawan; Santi Oktarina; Juni Sepriaman T; Siti Ahdawiyah; Derizka Inva Jaswita
Sinergi : Jurnal Ilmiah Multidisiplin Vol. 1 No. 2 (2025): Sinergi: Jurnal Ilmiah Multidisiplin
Publisher : PT. AHLAL PUBLISHER NUSANTARA

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Abstract

This study aims to analyze the influence of content marketing and social media engagement on consumer purchasing decisions for the SCH fashion brand on Instagram, as well as to examine their simultaneous effects. The research uses a quantitative approach with an explanatory survey method, where data was collected through questionnaires distributed to Instagram users who follow the official SCH account. Data analysis was conducted using multiple linear regression with the help of SPSS. The results show that content marketing has a positive and significant effect on purchasing decisions, and social media engagement also has a positive and significant effect on purchasing decisions. Simultaneously, both variables were found to significantly influence consumer purchasing decisions. The conclusion drawn is that content marketing and social media engagement are important factors that can influence consumer purchasing decisions for the SCH fashion brand on Instagram. Therefore, brands should focus on improving content quality and social media interaction to encourage purchasing decisions. This study provides practical implications for fashion brands in designing effective digital marketing strategies, emphasizing the importance of content quality and more active social interactions on social media platforms. Keywords: content marketing, social media engagement, purchasing decisions, Instagram.   Abstrak Penelitian ini bertujuan untuk menganalisis pengaruh content marketing dan social media engagement terhadap keputusan pembelian konsumen pada brand fashion SCH di Instagram, serta untuk mengetahui pengaruh keduanya secara simultan. Pendekatan yang digunakan adalah kuantitatif dengan metode survei eksplanatori, dimana data dikumpulkan melalui kuesioner yang disebarkan kepada pengguna Instagram yang mengikuti akun resmi SCH. Analisis data dilakukan dengan menggunakan regresi linier berganda dengan bantuan SPSS. Hasil penelitian menunjukkan bahwa content marketing memiliki pengaruh positif dan signifikan terhadap keputusan pembelian, begitu pula dengan social media engagement yang juga berpengaruh positif dan signifikan terhadap keputusan pembelian. Secara simultan, kedua variabel tersebut terbukti berpengaruh signifikan terhadap keputusan pembelian konsumen. Kesimpulan yang diperoleh adalah bahwa content marketing dan social media engagement merupakan faktor penting yang dapat mempengaruhi keputusan pembelian konsumen pada brand fashion SCH di Instagram. Oleh karena itu, brand perlu fokus pada peningkatan kualitas konten dan interaksi di media sosial untuk mendorong keputusan pembelian. Penelitian ini memberikan implikasi praktis bagi brand fashion dalam merancang strategi pemasaran digital yang efektif, dengan menekankan pentingnya kualitas konten dan interaksi sosial yang lebih aktif di platform media sosial.   Kata kunci: content marketing, social media engagement, keputusan pembelian, Instagram.  
Analisis Strategi Pemasaran Online Dalam Upaya Meningkatkan Daya Saing Parfum Lokal Loco Pada Marketplace Shopee Asya Sabrina Nur Amelia; Dea Amanda; Nabil Azizah Yulianti; Fathur Hisyam Zhafiri; Derizka Inva Jaswita
Sinergi : Jurnal Ilmiah Multidisiplin Vol. 1 No. 2 (2025): Sinergi: Jurnal Ilmiah Multidisiplin
Publisher : PT. AHLAL PUBLISHER NUSANTARA

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Abstract

The development of digital marketing has encouraged local business actors to utilize marketplaces as the main platform for promoting their products. The increasingly fierce competition in the perfume industry requires local brands to implement effective online marketing strategies to enhance their competitiveness. This study aims to analyze the online marketing strategies applied by the local perfume brand LOCO through the Shopee Live feature to increase its competitiveness in the Shopee marketplace. The research method used is qualitative descriptive, with the research object focusing on LOCO's marketing activities on Shopee. Data was obtained through observation, documentation, and analysis of Shopee Live performance data during the period from July to October 2025. The results of the study show that the use of Shopee Live contributed to an increase in product visibility, consumer interaction, and sales during specific periods. However, the study also indicates fluctuations in sales performance and consumer interaction, which were influenced by factors such as viewing duration, content quality, and operational challenges like stock limitations. Therefore, Shopee Live plays a role as an online marketing strategy that has the potential to enhance the competitiveness of LOCO’s local perfume brand if managed consistently and sustainably.   Keywords: Online marketing strategy, Shopee Live, competitiveness, local perfume, e-commerce Abstrak Perkembangan pemasaran digital mendorong pelaku usaha lokal untuk memanfaatkan marketplace sebagai sarana utama dalam memasarkan produk. Persaingan yang semakin ketat di industri parfum menuntut brand lokal untuk menerapkan strategi pemasaran online yang efektif agar mampu meningkatkan daya saing. Penelitian ini bertujuan untuk menganalisis strategi pemasaran online yang diterapkan oleh parfum lokal LOCO melalui fitur Shopee Live dalam meningkatkan daya saing di marketplace Shopee. Metode penelitian yang digunakan adalah deskriptif kualitatif dengan objek penelitian berupa aktivitas pemasaran LOCO di Shopee. Data diperoleh melalui observasi, dokumentasi, dan analisis data kinerja Shopee Live selama periode Juli–Oktober 2025. Hasil penelitian menunjukkan bahwa pemanfaatan Shopee Live berkontribusi terhadap peningkatan visibilitas produk, interaksi konsumen, serta penjualan pada periode tertentu. Namun, hasil penelitian juga menunjukkan adanya fluktuasi kinerja penjualan dan interaksi konsumen yang dipengaruhi oleh durasi menonton, kualitas konten, serta kendala operasional seperti keterbatasan stok. Dengan demikian, Shopee Live berperan sebagai strategi pemasaran online yang berpotensi meningkatkan daya saing parfum lokal LOCO apabila dikelola secara konsisten dan berkelanjutan. Kata kunci: Strategi pemasaran online, shopee live, daya saing, parfum lokal, e-commerce
Co-Authors Adi Setiawan Ajeng Estri Jelita Aleksander Moet Alfriana Mega Driantika Alikarahma Nur Falah Amadha Pramestia Putri Amanda Putri Syakilla Amara Amilia Aprilia Dwi Astuti Ariska Mananti Ariska Rahmawati Asya Sabrina Nur Amelia Aulia Jihan Kamalia Aulia Putri Damayanti Dea Amanda Dea Maharani Siahaan Devi Fitrianingsih Dwi Helen Aprilizah Fadila Anisya Sukmayanti Farrah Dwi Ramadhani Fathur Hisyam Zhafiri Fuji Putri Pratiwi Haidilia Maharani Intan Rizki Ramadani Irvan Firmansyah Jonni Hermawan Juni Sepriaman T Larasati Ahmad Suyono Masduki Farizziqi Muhamad Aji Fahrezy Muhamad Eka Aprianto Mutia Azzahra Nabil Azizah Yulianti Nabila Puti Cahyani Nabila Putri Miranto Nasywaa Khairunnisaa Nazfa Olyffya Nazwa Rahila Fauzhiansyah Pauzi Ramdani PUTRI HANDAYANI Putri Lestari Raihansyah Randi Pratama Refi Fitricia Rifqah Finnisa Ririn Jarima Putri Risa Wulandari Riza Heriyanti Salwa Ramadhanti Santi Oktarina Saqipulloh septiani Serly Apriliani Shalshabilla Balkisty Shela Alfrida Shella Apriliani Siti Ahdawiyah Syamsuddin, Rahmi Andini Widya Septiyani Wulan Purnamasari