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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 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
Pengaruh Overclaim Dalam Iklan Dan Brand Image Terhadap Keputusan Pembelian Produk Skincare Serum Azarine (Studi Kasus Mahasiswa Universitas Pamulang) Amadha Pramestia Putri; Aulia Putri Damayanti; Refi Fitricia; Saqipulloh; 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 the skincare industry in Indonesia has encouraged companies to employ increasingly aggressive promotional strategies, one of which is advertising with exaggerated claims. On the other hand, a strong brand image can influence consumer trust and purchasing decisions. This study aims to analyze the influence of overclaims in advertising and brand image on purchasing decisions for the Azarine skincare serum product. This study used a quantitative approach with a survey method. The sample consisted of 30 Pamulang University students who had used Azarine products. Data analysis used multiple linear regression with SPSS. The results showed that overclaims in advertising significantly influenced purchasing decisions, brand image significantly influenced purchasing decisions, and overclaims in advertising and brand image simultaneously significantly influenced purchasing decisions for the Azarine serum product. Keywords: Advertising Overclaims, Brand Image, Purchasing Decisions, Azarine   Abstrak Perkembangan industri skincare di Indonesia mendorong perusahaan untuk menggunakan strategi promosi yang semakin agresif, salah satunya melalui iklan dengan klaim berlebihan (overclaim). Di sisi lain, brand image yang kuat dapat memengaruhi kepercayaan dan keputusan pembelian konsumen. Penelitian ini bertujuan untuk menganalisis pengaruh overclaim dalam iklan dan brand image terhadap keputusan pembelian produk skincare serum Azarine. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei. Sampel penelitian berjumlah 30 mahasiswa Universitas Pamulang yang pernah menggunakan produk Azarine. Teknik analisis data menggunakan regresi linier berganda dengan bantuan SPSS. Hasil penelitian menunjukkan bahwa overclaim dalam iklan berpengaruh signifikan terhadap keputusan pembelian, brand image berpengaruh signifikan terhadap keputusan pembelian, serta overclaim dalam iklan dan brand image secara simultan berpengaruh signifikan terhadap keputusan pembelian produk serum Azarine. Kata Kunci: Overclaim Iklan, Brand Image, Keputusan Pembelian, Azarine  
Pengaruh Promosi Dan Intensitas Waktu Pelayanan Terhadap Pengunaan Jasa Goride Di Kalangan PT Indosakti Communications Amara Amilia; Pauzi Ramdani; Jonni Hermawan; Rifqah Finnisa; 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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The purpose of this study is to analyze the effect of promotion and service time intensity on the use of GoRide services among employees of PT Indosakti Communications. This research employed a quantitative approach using a survey method. Data were collected through questionnaires distributed to 30 respondents and analyzed using multiple linear regression with SPSS. The results indicate that promotion has a positive and significant effect on the use of GoRide services, service time intensity also has a positive and significant effect, and simultaneously both variables significantly influence the use of GoRide services. The study concludes that improving promotional strategies and service speed can increase GoRide usage. The findings are expected to provide practical implications for Gojek in developing marketing strategies and improving service quality. Keywords: promotion, service time intensity, service usage, GoRide   Abstract Tujuan penelitian ini adalah untuk menganalisis pengaruh promosi dan intensitas waktu pelayanan terhadap penggunaan jasa GoRide di kalangan karyawan PT Indosakti Communications. Metode penelitian yang digunakan adalah pendekatan kuantitatif dengan metode survei. Data diperoleh melalui penyebaran kuesioner kepada 30 responden dan dianalisis menggunakan regresi linier berganda dengan bantuan SPSS. Hasil penelitian menunjukkan bahwa promosi berpengaruh positif dan signifikan terhadap penggunaan jasa GoRide, intensitas waktu pelayanan juga berpengaruh positif dan signifikan terhadap penggunaan jasa GoRide, serta secara simultan promosi dan intensitas waktu pelayanan berpengaruh signifikan terhadap penggunaan jasa GoRide. Kesimpulan dari penelitian ini adalah bahwa peningkatan strategi promosi dan kecepatan pelayanan dapat meningkatkan penggunaan jasa GoRide. Implikasi penelitian ini diharapkan dapat menjadi masukan bagi Gojek dalam menyusun strategi pemasaran dan peningkatan kualitas layanan. Kata kunci: promosi, intensitas waktu pelayanan, penggunaan jasa, GoRide
Eksplorasi Persepsi Dan Preferensi Mahasiswa Universitas Pamulang Terhadap Produk Iphone Riza Heriyanti; Aprilia Dwi Astuti; Aleksander Moet; Nazfa Olyffya; Raihansyah Randi Pratama; 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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Developments in communication technology have driven increased smartphone use among college students. One widely used product is the iPhone, known for its premium brand image and exclusive ecosystem. This study aims to analyze Pamulang University students' perceptions and preferences toward the iPhone and the factors influencing them. The research method used was a descriptive qualitative approach, with data collection techniques through interviews, observation, and documentation. The research informants consisted of current, former, and non-user students. The results indicate that students have positive perceptions of the iPhone's quality, design, and brand image. Student preferences are influenced by product quality, academic needs, lifestyle, social influence, and the Apple ecosystem. However, price and maintenance costs are deterrents for some students. This study concludes that the iPhone is perceived not only as a communication tool but also as a symbol of lifestyle and digital identity for students. Keywords: Consumer Perception, Consumer Preference, iPhone, College Students, Consumer Behavior Abstrak Perkembangan teknologi komunikasi mendorong meningkatnya penggunaan smartphone di kalangan mahasiswa. Salah satu produk yang banyak digunakan adalah iPhone, yang dikenal memiliki citra merek premium dan ekosistem eksklusif. Penelitian ini bertujuan untuk menganalisis persepsi dan preferensi mahasiswa Universitas Pamulang terhadap produk iPhone serta faktor-faktor yang memengaruhinya. Metode penelitian yang digunakan adalah pendekatan kualitatif deskriptif dengan teknik pengumpulan data melalui wawancara, observasi, dan dokumentasi. Informan penelitian terdiri dari mahasiswa pengguna, mantan pengguna, dan non-pengguna iPhone. Hasil penelitian menunjukkan bahwa mahasiswa memiliki persepsi positif terhadap kualitas, desain, dan citra merek iPhone. Preferensi mahasiswa dipengaruhi oleh kualitas produk, kebutuhan akademik, gaya hidup, pengaruh sosial, serta ekosistem Apple. Namun, harga dan biaya perawatan menjadi faktor penghambat bagi sebagian mahasiswa. Penelitian ini menyimpulkan bahwa iPhone tidak hanya dipersepsikan sebagai alat komunikasi, tetapi juga sebagai simbol gaya hidup dan identitas digital mahasiswa. Kata kunci: Persepsi Konsumen, Preferensi Konsumen, iPhone, Mahasiswa, Perilaku Konsumen
Co-Authors Adi Setiawan Ajeng Estri Jelita Aleksander Moet Alikarahma Nur Falah Amadha Pramestia Putri Amara Amilia Aprilia Dwi Astuti Ariska Rahmawati Asya Sabrina Nur Amelia Aulia Jihan Kamalia Aulia Putri Damayanti Dea Amanda Dwi Helen Aprilizah Fadila Anisya Sukmayanti Farrah Dwi Ramadhani Fathur Hisyam Zhafiri Haidilia Maharani Irvan Firmansyah Jonni Hermawan Juni Sepriaman T Larasati Ahmad Suyono Masduki Farizziqi Muhamad Eka Aprianto Mutia Azzahra Nabil Azizah Yulianti Nasywaa Khairunnisaa Nazfa Olyffya Pauzi Ramdani Raihansyah Randi Pratama Refi Fitricia Rifqah Finnisa Risa Wulandari Riza Heriyanti Salwa Ramadhanti Santi Oktarina Saqipulloh septiani Serly Apriliani Shalshabilla Balkisty Siti Ahdawiyah Syamsuddin, Rahmi Andini Widya Septiyani Wulan Purnamasari