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All Journal Jurnal Comparative : Ekonomi Dan Bisnis West Science Interdisciplinary Studies West Science Interdisciplinary Studies Digital Business Journal (DIGIBIS)
Tovtora S, Feba Dinova Dex
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Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Social Sciences Other

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Journal : Digital Business Journal (DIGIBIS)

 1 
THE INFLUENCE OF PROMOTION AND TRUST ON THE PURCHASE DECISION OF NATURE REPUBLIC BRAND SKINCARE PRODUCTS TOKOPEDIA CONSUMER STUDY IN TANGERANG CITY Tarto, Tarto; Tovtora S, Feba Dinova Dex; Laras, Isthi Bayu; Ristiyanto, Reza Rafi
Digital Business Journal Vol 3, No 1 (2024): Digital Business Journal
Publisher : Universitas Muhammadiyah Tangerang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31000/digibis.v3i1.12347

Abstract

This study aims to determine the effect of promotion and trust on purchasing decisions as interverning variables partially or simultaneously. The data analysis method used is casual associative using a quantitative approach. This research uses SPSS version 27. The sample of this research is 96 Tokopedia consumers who buy Nature Republic products as respondents. Sampling using purposive sampling technique using a questionnaire instrument to collect data. The research results show that: 1). Partially Promotion (X1) has a positive and significant effect on Purchase Decision tcount 4.030 > ttable 1.661 with a significance value of 0.001 <0.05 then Ho is rejected and Ha is accepted (Y). 2). Partially Trust (X2) has a positive and significant effect on Purchase Decisions tcount 6.717 > ttable 1.661 with a significance value of 0.001 <0.05 then Ho is rejected and Ha is accepted (Y). 3). Simultaneously, it shows that promotion (X1) and trust (X2) have a positive and significant effect on purchasing decisions (Y). Because the Fcount value (120.615) > Ftable value (3.09) and the significance value F (0.000) < error rate (α = 0.05), then H0 is rejected and Ha is accepted.
THE INFLUENCE OF DIGITAL MARKETING AND GREEN PROMOTION ON THE DECISION TO PURCHASE TOYOTA RAIZE Rauf, Abdul; Tovtora S, Feba Dinova Dex; Sopiyan, Aldi
Digital Business Journal Vol 2, No 2 (2024): Digital Business Journal
Publisher : Universitas Muhammadiyah Tangerang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31000/digibis.v2i2.10578

Abstract

The lifestyle of today's modern society fulfills the needs and desires to shop more efficiently, practically and easily. Developing technology makes consumers use technology to meet their daily needs by using information facilities, one of which is the use of the internet. In determining the purchase decision, an important thing to consider is the quality of service. The company provides quality service aims to provide convenience for consumers. This study uses an associative method with a quantitative approach. Based on the multiple regression test, it shows that the higher the value of Digital Marketing (X1) and Green Promotion (X2) simultaneously at a certain value, then it will increase the value of Purchase Decision (Y) at a certain value as well. The simultaneous effect of Digital Marketing and Green Promotion on Purchase Decision of Toyota Raize at PT Astra Internasional is significant. Partially Digital Marketing has a positive and significant effect on Purchase Decision of Toyota Raize, and Green Promotion has a positive and significant effect on Purchase Decision of Toyota Raize at PT Astra Internasional.
Integrasi Video Marketing sebagai Strategi Meningkatkan Penjualan. Brand Awareness, dan Retensi Pelanggan Tovtora S, Feba Dinova Dex; Prasetyo, Fitria Madaniah; Priyatna, Eka Hendra
Digital Business Journal Vol 4, No 1 (2025)
Publisher : Universitas Muhammadiyah Tangerang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31000/digibis.v4i1.14542

Abstract

Perkembangan teknologi digital telah mendorong perubahan signifikan dalam strategi pemasaran, salah satunya melalui integrasi video marketing. Penelitian ini bertujuan untuk menganalisis pengaruh integrasi video marketing terhadap peningkatan penjualan, brand awareness, dan retensi pelanggan. Metode penelitian yang digunakan adalah pendekatan kuantitatif dengan penyebaran kuesioner kepada 110 responden yang merupakan pengguna aktif media sosial dan konsumen e-commerce. Analisis data dilakukan menggunakan regresi linear sederhana dan berganda untuk mengetahui hubungan antara variabel video marketing dengan penjualan, brand awareness, dan retensi pelanggan. Hasil penelitian menunjukkan bahwa video marketing memiliki pengaruh positif dan signifikan terhadap peningkatan brand awareness dan penjualan, serta berkontribusi dalam memperkuat loyalitas pelanggan melalui konten yang relevan dan interaktif. Strategi ini dinilai efektif karena mampu menyampaikan pesan merek secara emosional dan visual, meningkatkan keterlibatan audiens, serta mempercepat keputusan pembelian. Temuan ini merekomendasikan perusahaan untuk mengintegrasikan video marketing secara sistematis dalam kampanye digital guna meningkatkan daya saing dan keberlanjutan bisnis.
Co-Authors Abdul Rauf HADIYATI, RINI Laras, Isthi Bayu Prasetyo, Fitria Madaniah Priyatna, Eka Hendra Ristiyanto, Reza Rafi Sopiyan, Aldi Tarto, Tarto