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All Journal Cantaka: Jurnal Ilmu Ekonomi dan Manajemen
Khairani, Anisya
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Economics, Econometrics & Finance Social Sciences

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Analisis Pengaruh Brand Equity Dan Content Marketing Melalui Media Sosial Terhadap Keputusan Pembelian Produk Wardah di Kota Medan Aulia Saragih, Mazra; Sinambela, Nova; Hanifah, Nayla; Khairani, Anisya; Clearinkris, Junesia; Marakali Siregar, Onan; Mulyati Siregar, Afrila
Cantaka: Jurnal Ilmu Ekonomi dan Manajemen Vol. 2 No. 1 (2024): Juni
Publisher : PT. Alahyan Publisher Sukabumi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61492/cantaka.v2i1.129

Abstract

The very rapid development of technology has caused changes in various fields, one of which is business, various ways are used by companies to market their products, starting from building good brand equity to creating content via social media. The population of this research is people in Medan City who use Wardah products with a total sample of 100 respondents who have purchased Wardah products. From the data collected, data analysis was carried out using SPSS to determine the results of the research hypothesis. The results of this research show that brand equity and marketing content through social media can influence the purchasing decisions that a consumer will make, which means that the stronger the brand equity and the more interesting the content used in marketing, the greater the customer's purchasing decisions can be.
Pengaruh Live Streaming Selling dan Diskon Pada Aplikasi Tiktok Shop Terhadap Perilaku Impulse Buying: (Studi Kasus Pada Mahasiswa Universitas Sumatera Utara Kota Medan) Khairani, Anisya; Jumasa Surbakti, Felix; Ramadhan Siagian, Muhammad Fathur; Br Bangun, Virgin Threisia; Sari Saragih, Mernita
Cantaka: Jurnal Ilmu Ekonomi dan Manajemen Vol. 2 No. 2 (2024): Desember
Publisher : PT. Alahyan Publisher Sukabumi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61492/cantaka.v2i2.231

Abstract

This study aims to determine the effect of Live Streaming Selling and Discounts on the Tiktok Shop application on Impulse Behavior Buying Behavior in University of North Sumatra Students. The dependent variable in This study is Live Streaming Selling and Discounts while the dependent variable is Impulse Buying. the dependent variable is Impulse Buying. Population and sample research is a student of the University of North Sumatra with a total respondents as many as 100 students. The data obtained was analyzed using PLS analysis technique (Partial Least Square through Smart PLS software and SPSS application). SPSS application). Partial data will be processed with PLS analysis techniques, while simultaneously processed with the SPSS application. while simultaneously processed with the SPSS application. Based on the results of the study, it can be concluded that R-Square found that live streaming, selling, and discounts together only explain 11.4% of the variation in impulse buying behavior.
Co-Authors Aulia Saragih, Mazra Br Bangun, Virgin Threisia Clearinkris, Junesia Hanifah, Nayla Jumasa Surbakti, Felix Mulyati Siregar, Afrila Ramadhan Siagian, Muhammad Fathur Sari Saragih, Mernita Sinambela, Nova Siregar, Onan Marakali