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All Journal Jurnal Komunikasi Jurnal Manajerial Dan Kewirausahaan
Immanuel, Sandy
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Economics, Econometrics & Finance Languange, Linguistic, Communication & Media Social Sciences

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Pengaruh Country of Origin Image dan Brand Image terhadap Purchase Intention Brand Toyota di Jabodetabek Immanuel, Sandy; Ekawati, Sanny
Jurnal Manajerial Dan Kewirausahaan Vol. 6 No. 1 (2024): Jurnal Manajerial dan Kewirausahaan
Publisher : Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/jmk.v6i1.28600

Abstract

Penelitian ini mengenai pengaruh faktor citra negara asal dan citra merek terhadap minat beli konsumen pada brand Toyota di Jabodetabek. Data diambil melalui media daring dalam bentuk kuesioner google form yang terdiri atas indikator variabel penelitian. Pengambilan sampel menggunakan teknik purposive sampling dengan ukuran 150 responden di daerah Jabodetabek. Analisis data menggunakan SmartPLS 4.0. Analisis data SEM-PLS terbagi menjadi 2 (dua), yaitu outer model dan inner model. Hasil penelitian menunjukkan bahwa country of origin image berpengaruh positif tetapi tidak signifikan terhadap purchase intention brand Toyota dan brand image berpengaruh positif signifikan terhadap purchase intention brand Toyota di Jabodetabek. This research is about the influence of country of origin and brand image factors on consumer buying interest in the Toyota brand in Jabodetabek. Data was collected via online media in the form of a Google Form questionnaire consisting of research variable indicators. Sampling used a purposive sampling technique with a size of 150 respondents in the Jabodetabek area. Data analysis uses SmartPLS 4.0. SEM-PLS data analysis is divided into 2 (two), namely the outer model and the inner model. The research results show that country of origin image has a positive but not significant effect on Toyota brand purchase intention and brand image has a significant positive effect on Toyota brand purchase intention in Jabodetabek.
Formation of Consumer Impulsive Buying in MSMEs through Online Shopping Activities Febriany, Dessy; Tjipto, Jovita Damayanti; Immanuel, Sandy; Buana, Salsabilla Ayundha Marthsa; Emerald, Serena; Keni, Keni
Jurnal Komunikasi Vol. 14 No. 2 (2022): Jurnal Komunikasi
Publisher : Fakultas Ilmu Komunikasi Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/jk.v14i2.20271

Abstract

Electronic commerce that continues to grow has created a fairly tight competition between business actors. However, this competition can help the sustainability of MSMEs in formulating strategies and switching to selling their products online. Various strategies can be used in e-commerce, one of which is the flash sale countdown timer program. Social media activities and flash sales promotions were able to boost sales figures after the product launch. MSME actors who enter the world of e-commerce also interact with potential buyers by holding live streaming with the aim of utilizing technological developments to reach consumers more broadly. Thus, being able to bring changes to consumer habits, they prefer to shop from home because it is easy, practical, and there are many attractive promos. Therefore, this study was made with the aim of examining the relationship between flash sale countdown timer, live streaming e-commerce on the formation of impulsive buying which is strengthened or weakened by the presence of in-home shopping tendency. Hypothesis testing is done by analyzing Partial Least Square – Structural Equation Modeling (PLS-SEM) with SmartPLS software. The results showed that flash sale countdown timer and live streaming e-commerce had a positive effect on impulsive buying, also in home shopping tendency as a moderating variable has a positive effect.
Co-Authors Buana, Salsabilla Ayundha Marthsa Ekawati, Sanny Emerald, Serena Febriany, Dessy Keni Keni Tjipto, Jovita Damayanti