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All Journal Jurnal Manajemen Pemasaran eCo-Buss Jurnal Ilmu Sosial, Manajemen, Akuntansi dan Bisnis Economics and Digital Business Review International Journal of Marketing and Human Resource Research JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi) Journal of Artificial Intelligence and Digital Business Journal of Business and Management Inaba
Akbar, Ridho Riadi
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Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Electrical & Electronics Engineering Engineering Social Sciences

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Pengaruh Brand Awareness, Influencer Marketing dan Harga Terhadap Keputusan Pembelian pada Produk Sunscreen Nivea di Kota Bandung Pebriyani, Selvia; Akbar, Ridho Riadi
JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi) Vol. 11 No. 1 (2025): Februari 2025
Publisher : Sekretariat Pusat Lembaga Komunitas Informasi Teknologi Aceh

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35870/jemsi.v11i1.3659

Abstract

This research investigates the impact of brand awareness,influencer marketing and pricing on the purchasing decisions of Nivea Sunscreen products in Bandung City. Employing a quantitative methodology, the study adopts a descriptive and verificative approach. Data was gathered through a questionnaire distributed to 100 participants. The sampling methodutilized is non-probability sampling, specifically purposive sampling, as determined by Slovin’s formula. The target studied consists of individuals who use sunscreen  in Bandung City. Based on hypothesis testing results (t-test), Brand Awareness has a significant and positive impact, indicated by a significance value of 0.000 < 0.05. Influencer Marketing demonstrates a notably positive impact,  evidenced by a significance value of 0.000 < 0.05, and Price has a significant and positive effect with a significance value of 0.000 < 0.05. The hypothesis testing results (f-test) show that the calculated f-value is 380.072 > 2.700, and the significance value is 0.000 < 0.05.Therefore, it can be concluded that Brand Awareness, Influencer Marketing, and Price have a significant and positive influence on Purchasing Decisions.
Pengaruh Brand Trust dan Online Customer Review Terhadap Minat Beli Pada Marketplace Bukalapak Anindya, Auryn Latifa; Akbar, Ridho Riadi
JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi) Vol. 11 No. 1 (2025): Februari 2025
Publisher : Sekretariat Pusat Lembaga Komunitas Informasi Teknologi Aceh

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35870/jemsi.v11i1.3668

Abstract

The purpose of this research is to understand how brand trust and online customer reviews affect buying interest in the Bukalapak marketplace. This research uses quantitative methods with descriptive and verification approaches, using a combination of primary and secondary data. The researcher involved 100 respondents, who were selected using the Slovin formula from the total population of active marketplace users in 2024, namely 65 million users. This research confirms that aspects such as brand trust and online customer reviews have a major influence on buying interest in the Bukalapak marketplace. Based on the data, brand trust shows a significant influence on interest buying, with a tcount value of 2.166 and a significance level of 0.03. Meanwhile, online customer reviews also have a significant effect on purchase intention, as indicated by a tcount value of 6.556 with a significance level of 0.00. Together, these two factors make an important contribution to purchase intention, as evidenced by the fcount value of 31.811 and a highly significant p-value of 0.000.
Pengaruh Citra Merek, Promosi dan Harga Terhadap Keputusan Pembelian Produk Air Minum dalam Kemasan (AMDK) Merek Club di Kota Bandung Fuadah, Asri Tsamrotul; Akbar, Ridho Riadi
JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi) Vol. 11 No. 1 (2025): Februari 2025
Publisher : Sekretariat Pusat Lembaga Komunitas Informasi Teknologi Aceh

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35870/jemsi.v11i1.3672

Abstract

This study aims to determine how brand image, promotion, and price influence purchasing decisions on Club brand bottled drinking water in Bandung City. Quantitative methods were used in this study, which used descriptive and verification approaches with primary and secondary data. Researchers involved 100 people selected using the Slovin formula from 2,469,589 people. This study shows that elements such as Price, Promotion, and Brand Image have a significant influence on purchasing decisions for Club brand bottled water. According to the data, Brand Image has a significant influence with a tcount value of 2.182 and a significance level of 0.032. Meanwhile, Promotion does not have a significant influence with a tcount value of 1,650 and a significance level of 0.032. In addition, price also has no significant effect on purchasing decisions, as indicated by the t value of 1.137 with a significance level of 0.258. On the other hand, the calculated f value of 9.668 and a highly significant pvalue of 0.000 indicate that these three factors have a significant influence on purchasing decisions.
Strategi Pemasaran Umkm Warung Nasi Sunda Ibu Titing Melalui Pendekatan Analisis Swot dan Marketing Mix Firmansyah, Irman; Akbar, Ridho Riadi; Jaya, Rama Chandra
JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi) Vol. 11 No. 1 (2025): Februari 2025
Publisher : Sekretariat Pusat Lembaga Komunitas Informasi Teknologi Aceh

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35870/jemsi.v11i1.3677

Abstract

This study explores the marketing strategy of Warung Nasi Sunda Ibu Titing, a micro, small, and medium enterprise (MSME) that has been operating since 2004 and faces challenges such as intense competition, limited facilities, and low adoption of digital technology. The problem statement revolves around efforts to enhance competitiveness through effective strategies. The research methodology employs a qualitative descriptive approach using SWOT analysis to identify strengths, weaknesses, opportunities, and threats, complemented by the Marketing Mix (4P) framework to develop a comprehensive marketing strategy. The findings reveal that Warung Nasi Sunda Ibu Titing’s main strengths include a diverse menu, high-quality products, and a strategic location. However, weaknesses such as minimal digital promotion and limited parking facilities pose significant challenges. Opportunities arise from modern culinary trends and government policies supporting MSMEs, which can be leveraged to expand the market. Threats from more innovative competitors and the instability of raw material prices require adaptive strategies. The study concludes by recommending strategies such as expanding digital services through online platforms, enhancing social media promotion, and introducing menu innovations to attract new customer segments. Implementing these strategies is expected to help Warung Nasi Sunda Ibu Titing maintain its presence and improve competitiveness in the culinary market.
Strategi Pengembangan Bisnis Pada Umkm Daging Segar Kios PD Rai Raka di Pasar Caringin Maulana, Bima Rizky Rahmat; Akbar, Ridho Riadi; Muttaqin, Ridlwan
JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi) Vol. 11 No. 1 (2025): Februari 2025
Publisher : Sekretariat Pusat Lembaga Komunitas Informasi Teknologi Aceh

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35870/jemsi.v11i1.3678

Abstract

This study aims to develop business strategies for PD Rai Raka, an SME engaged in selling fresh beef at Pasar Caringin, Bandung. The research addresses challenges such as intense competition with digitalized competitors, raw material price fluctuations, and the lack of modern marketing strategies. The qualitative approach with descriptive-analytical techniques was employed. Data were collected through in-depth interviews, observations, and document analysis, then processed using the SWOT matrix to identify strengths, weaknesses, opportunities, and threats. The analysis revealed that PD Rai Raka has strengths in product quality, strategic location, and loyal customers. However, weaknesses such as limited digitalization and inconsistent product quality hinder business growth. Opportunities, including digitalization trends and strategic partnerships, can be leveraged to expand the market. Threats from digital-savvy competitors and fluctuating raw material prices require adaptive strategies. In conclusion, PD Rai Raka’s business development can be achieved through digital integration, product diversification, efficient stock management, and modern promotion strategies. These measures are expected to enhance competitiveness and business sustainability in a dynamic market environment.
Effect Of Service Features, Price, And Service Quality on Online Customer Satisfaction: Study on InDrive application service users in Bandung Hajar, Asri Shopiatul; Mubarok, Dadan Abdul Aziz; Karamang, Ezra; Sarah, Siti; Akbar, Ridho Riadi
Journal of Business and Management Inaba Vol. 3 No. 1 (2024): Volume 3 Number 1, June 2024
Publisher : Universitas Indonesia Membangun (Inaba)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56956/jbmi.v3i01.296

Abstract

The purpose of this research is to determine the influence of service features, price and service quality on customer satisfaction of InDrive application service users in Bandung. The method used in this research is a quantitative method with a descriptive and verification approach. The type of data is primary and secondary research data obtained from distributing questionnaires to customers using the InDrive application service. The samples used were 100 respondents. The sampling technique in this research used the Probability Sampling technique. The data analysis methods used are Descriptive Analysis, Classical Assumption Test, Multiple Linear Regression Test, Correlation Coefficient Analysis, Determination Coefficient Analysis and Hypothesis Testing. Descriptive research results show that respondents' responses to Service Features (X1), Price (X2) and Service Quality (X3) resulted in relatively poor ratings. Based on partial test results, the Service Feature variable has a t-value of 2.065 > 1.98498 and a sig value of 0.042 < 0.05. Then the Price variable has a t-count of 3.004 > 1.98498 and a sig value of 0.003 < 0.05. And the Service Quality variable has a t-value of 0.429 < 1.98498 and 0.669 > 0.05.
FICTIONAL CHARACTER AS A BRAND PERSONALITY FOR PROMOTION IN THE INDONESIAN MARKET: A SYSTEMATIC LITERATURE REVIEW Prasetiyo, Wildan Guretno; Akbar, Ridho Riadi
Jurnal Manajemen Pemasaran Vol. 19 No. 1 (2025): APRIL 2025
Publisher : Institute of Research and Community Outreach - Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.9744/pemasaran.19.1.14-30

Abstract

The use of fictional characters in promotional campaigns has grown a lot in the last few years. Notable examples include Tomoro Coffee, UNIQLO, and Mobile Legends: Bang Bang, which have successfully incorporated characters from the anime series Jujutsu Kaisen into their marketing strategies. This trend aligns with Indonesia's substantial anime viewer base, which reached approximately 50 million in 2023 and continues to grow proportionally with population expansion. This study aims to explore the potential relationships between a fictional character, brand personality, and promotion via a systematic literature review using PRISMA 2020, analyzing 45 articles from major databases (Web of Science and Google Scholar), drawing on diverse website sources, especially case studies relevant to the Indonesian market. The results show that there are three key links between: (1) a fictional character and a brand's personality, empirical studies show fictional characters boost consumer engagement psychologically; (2) a brand's personality and a promotion, studies confirm human representatives shape marketing strategically; (3) a fictional character and a promotion, research affirms fictional characters' promotional impact. Utilizing a fictional character as a brand personality offers significant potential for product marketing in Indonesia, supported by the country's large anime fanbase. These findings should pave the way for more study into quantitative investigation into the identified relationships and creating the ideal fictional character to use as a brand personality in order to make advertising more effective in Indonesia. The practical implications of this study offer implementable knowledges for brands utilizing anime collaborations to enhance market penetration in Indonesia.
Pengaruh Rebranding dan Citra Merek Terhadap Loyalitas Pengguna Media Sosial X di Bandung Mulyanti, Siti; Akbar, Ridho Riadi
RIGGS: Journal of Artificial Intelligence and Digital Business Vol. 4 No. 2 (2025): Mei - Juli
Publisher : Prodi Bisnis Digital Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/riggs.v4i2.776

Abstract

Penelitian ini dilakukan dengan tujuan untuk menganalisis Pengaruh Rebranding dan Citra Merek terhadap Loyalitas Pengguna Media Sosial X di Bandung. Penelitian menggunakan metode Kuantitatif dengan pendekatan deskriptif dan verifikatif dengan mengumpulkan sample penelitian 100 pengguna media sosial x di Bandung melalui kuesioner menggunakan Metode analisis regresi linear berganda. Hasil penelitian menunjukkan bahwa Rebranding (X1) dan Citra Merek (X2) secara simultan berpengaruh positif terhadap Loyalitas Pengguna (Y) media sosial X di Bandung. Berdasarkan nilai koefisien determinasi yang diperoleh yaitu 45,7%, sementara 54,3% diduga dipengaruhi oleh faktorfaktor lain yang tidak diteliti.
Pengaruh Brand Image dan Harga Terhadap Keputusan Pembelian Moisturizer Skintific Pada Generasi Z di Kota Bandung Bunga Pratiwi, Alliya; Akbar, Ridho Riadi
RIGGS: Journal of Artificial Intelligence and Digital Business Vol. 4 No. 2 (2025): Mei - Juli
Publisher : Prodi Bisnis Digital Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/riggs.v4i2.786

Abstract

Studi ini dilaksanakan untuk mengkaji Pengaruh Brand Image dan Harga terhadap Keputusan Pembelian produk moisturizer skintific kepada generasi Z di Kota Bandung. Studi ini memakai penelitian Kuantitatif dengan pendekatan desktiptif dan verifikatif. Populasi yang dipakai pada penelitian ini yaitu Gen Z di Kota Bandung yang pernah menggunakan atau membeli produk moisturizer skintific, data dikumpulkan melalui kuesioner dengan jumlah sampel 100 responden. Untuk analisis data, menggunakan metode analisis regresi berganda. Temuan dari penelitian mengindikasikan adanya pengaruh positif secara simultan pada Brand Image dan Harga terhadap keputusan pembelian produk moisturizer skintific pada generasi Z di Kota Bandung. Menurut hasil pengujian hipotesis (Uji t) Brand Image terbukti memiliki pengaruh yang siginifikan dan positif, sama halnya dengan harga. Hasil dari pengujian hipotesis (Uji f) membuktikan bahwa Brand Image dan Harga secara bersamaan berkonstribusi secara simultan terhadap Keputusan Pembelian pada produk moisturizer skintific oleh generasi Z di Kota Bandung.
Pengaruh Brand Image, Brand Trust, dan Kualitas Produk Terhadap Keputusan Pembelian Pada Produk Smartphone Redmi Aida, Nur; Akbar, Ridho Riadi
eCo-Buss Vol. 8 No. 1 (2025): eCo-Buss
Publisher : Komunitas Dosen Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32877/eb.v8i1.2830

Abstract

Tujuan dari penelitian ini adalah untuk melihat dampak dari citra merek, kepercayaan, dan kualitas produk terhadap keputusan pembelian smartphone Redmi di Bandung. Latar belakang penelitian ini disebabkan oleh penurunan penjualan smartphone Redmi dalam beberapa tahun terakhir, meskipun produk ini dikenal memiliki kualitas tinggi dan harga yang terjangkau.  Penelitian ini menggunakan teknik asosiatif kuantitatif, dengan menggunakan data survei yang dikumpulkan dari 100 pengguna smartphone Redmi yang aktif. Analisis data dilakukan dengan regresi linier berganda menggunakan bantuan SPSS versi 26. Temuan studi ini menunjukkan bahwa citra merek, kepercayaan, dan kualitas produk memiliki dampak yang baik dan signifikan terhadap keputusan pembelian. Di antara ketiga faktor ini, citra merek memiliki efek terbesar, yang menunjukkan bahwa citra merek yang kuat dapat membujuk orang untuk membeli. Nilai koefisien determinasi (R²) sebesar 0,385 menunjukkan bahwa ketiga variabel ndependen mampu menjelaskan sebesar 38,5% variasi yang terjadi dalam keputusan pembelian. Temuan ini menunjukkan pentingnya strategi pemasaran yang menitikberatkan pada pembentukan citra merek, peningkatan kepercayaan konsumen, dan peningkatan kualitas produk untuk memenangkan persaingan pasar smartphone yang semakin ketat.
Co-Authors Agustina, Tasya Tania Angriansyah, Radi Anindya, Auryn Latifa Arinda, Destiana Aulia, Nurliana Bunga Pratiwi, Alliya Dadan Abdul Aziz Mubarok Dadan Abdul Aziz Mubarok Fuadah, Asri Tsamrotul Hajar, Asri Shopiatul Irman Firmansyah Jaya, Rama Chandra Juniar, Nina Fatmawati Karamang, Ezra Listri Herlina Maisan, Kifa Maulana, Bima Rizky Rahmat Mulyanti, Siti Muttaqin, Ridlwan Nur Aida, Nur Pandiangan, Sari Yanti Pebriyani, Selvia Prasetiyo, Wildan Guretno Siti Sarah, Siti Solihah, Neng Hoirotus Syianti, Rahma Amelia