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All Journal Jurnal Ilmiah Satyagraha Journal Economic Excellence Ibnu Sina
Ovriyadin Ovriyadin
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Pengaruh Viral Marketing dan Live Streaming Terhadap Keputusan Pembelian Konsumen Pada Toko Nabila Fashion Putri Nabila; Ismunandar Ismunandar; Ovriyadin Ovriyadin
Journal Economic Excellence Ibnu Sina Vol. 2 No. 3 (2024): Journal Economic Excellence Ibnu Sina
Publisher : STIKes Ibnu Sina Ajibarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59841/excellence.v2i3.1576

Abstract

Technological developments have changed consumer behavior in purchasing fashion products, especially through online platforms and social media. Viral marketing and live streaming are the main strategies in influencing purchasing decisions by reaching consumers widely and in real-time. This research aims to explore the influence of these two strategies on consumer purchasing decisions at the Nabila Fashion Store. This study identified several problems such as less interesting viral content, lack of product explanations from influencers, unstable networks during live streaming, promotions that are too long, and lack of consistency in promotions via social media. Based on this background, the research problem formulation includes the partial influence of viral marketing, the partial influence of live streaming, and the simultaneous influence of both on consumer purchasing decisions. The research results show that both viral marketing and live streaming have a significant influence on purchasing decisions. Viral marketing helps in disseminating product information quickly and effectively, while live streaming provides direct experiences to consumers, influencing purchasing decisions through real-time interactions and exclusive promotional offers. In conclusion, the implementation of viral marketing and live streaming can increase consumer purchasing decisions at the Nabila Fashion Store. Recommendations include improving the quality of viral content, improving network stability during live streaming, shortening the duration of promotions, and increasing consistency in promotions via social media to maximize influence on consumer purchasing decisions.
PENGARUH CITRA PERUSAHAAN DAN KUALITAS PELAYANAN TERHADAP KEPUASAN PELANGGAN PENGGUNA PT JNE CABANG PANE KOTA BIMA Muhammad Adhar; Sri Ernawati; Ovriyadin Ovriyadin
Jurnal Ilmiah Satyagraha Vol. 8 No. 2 (2025): Jurnal Ilmiah Satyagraha
Publisher : Universitas Mahendradatta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47532/7yahkr49

Abstract

Abstrak - Penelitian ini bertujuan untuk mengetahui pengaruh Citra perusahaan dan Kualitas pelayanan terhadap Kepuasan pelanggan Pengguna PT Jne Cabang Pane Kota Bima. Metode penelitian yang digunakan dalam penelitian ini adalah metode survei dengan bentuk pernyataan tertulis melalui kuesioner sebanyak 50 responden sebagai sampel dalam penelitian ini. Analisis data menggunakan uji validitas, uji reabilitas, uji asumsi klasik (uji normalitias, uji multikolenearitas, uji heteroskedastisitas dan uji autokorelasi), analisis regresi berganda, koefisien korelasi, koefisien determinasi dan uji hipotesis (uji t dan uji F) melalui aplikasi perangkat lunak Statistical Product and Service Solution Ver.25 (SPSS). Hasil penelitian menunjukkan bahwa Citra perusaan berpengaruh secara signifikan terhadap Kepuasan Pelanggan, Kualitas pelayanan berpengaruh secara signifikan terhadap Kepuasan Pelanggan serta Citra Perusaaan  dan Kualitas Pelayanan berpengaruh secara signifikan terhadap Kepuasan Pelanggan.   Kata kunci: Citra Perusahaan, Kualitas Pelayanan, Kepuasan Pelanggan , JNE, Kota Bima   Abstract - This study aims to determine the effect of Corporate Image and Service Quality on Customer Satisfaction of PT Jne Pane Branch Users, Bima City. The research method used in this study is a survey method in the form of written statements through a questionnaire of 50 respondents as a sample in this study. Data analysis using validity tests, reliability tests, classical assumption tests (normality tests, multicollinearity tests, heteroscedasticity tests and autocorrelation tests), multiple regression analysis, correlation coefficients, determination coefficients and hypothesis tests (t-tests and F-tests) through the Statistical Product and Service Solution Ver.25 (SPSS) software application. The results showed that Corporate Image had a significant effect on Customer Satisfaction, Service Quality had a significant effect on Customer Satisfaction and Corporate Image and Service Quality had a significant effect on Customer Satisfaction.   Keywords : Corporate Image, Service Quality, Customer Satisfaction, JNE, Bima City    
Co-Authors Intisari Haryanti Ismunandar Muhammad Adhar Muhammad Nur Putri Nabila Sri Ernawati