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All Journal ELIGIBLE : Journal of Social Sciences JAMBIS : Jurnal Administrasi Bisnis
Frara, Elizabeth Monica
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences Other

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Strategies to Increase Customer Interest by Implementing Digital Marketing at Hello Friends Coffee Shop in South Jakarta Setiawan, Elfa; Frara, Elizabeth Monica
Eligible : Journal of Social Sciences Vol. 2 No. 1 (2023): ELIGIBLE : Journal of Social Sciences
Publisher : Lembaga Layanan Pendidikan Tinggi Wilayah III DKI Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53276/eligible.v2i1.70

Abstract

This research was conducted to discover the development of customer interest through social media and find solutions to the obstacles faced. The focus of this research is related to the emergence of a "new culture" originating from an outside culture with a background in cafes or coffee shops and then influencing people's lifestyle which results in the emergence of many coffee shops. This creates competitions which requires these coffee shops to have a good marketing strategy correctly and effectively to increase customer interest. The data was collected from observation and conducting interviews with informants. Based on the results, it is concluded that the strategy of attracting customers through digital marketing has been going well. Digital marketing using social media and other media that are still included in digital marketing can also make it easier for customers and prospective customers interested in using or buying business products. It is also essential to find out the potential information customers need.
Pengaruh Kualitas Produk Dan Pemasaran Konten Aplikasi Tiktok Terhadap Keputusan Pembelian Konsumen Skincare Skintific (Studi Kasus: Generasi Z Di Jakarta) Prihadini, Diana; Sudinta, Heru; Frara, Elizabeth Monica
JAMBIS : Jurnal Administrasi Bisnis Vol. 3 No. 6: Desember 2023
Publisher : JAMBIS : Jurnal Administrasi Bisnis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31334/jambis.v3i6.3783

Abstract

The rapid and continuous growth of technology has significantly impacted communication, shifting it into the digital realm where people access various information. This technological development has led to the emergence of online marketing, showcasing product quality through social media and influencing customers in making purchasing decisions. This research aims to understand and analyze the influence of product quality and content marketing of the TikTok application on consumer purchasing decisions of Skincare Skintific, with a case study on Generation Z in Jakarta. The research adopts a quantitative approach, utilizing purposive sampling with 100 respondents. Data collection is done through questionnaire observation. The research findings indicate that product quality (X1) influences purchasing decisions (Y) by 75.4%, with a calculated t-value of 5.680 > t-table 1.98472 and significance value of 0.00 < 0.05. Content Marketing (X2) influences purchasing decisions (Y) by 76%, with a calculated t-value of 5.957 > t-table 1.98472 and significance value of 0.00 < 0.05. Product quality (X1) and Content Marketing (X2) jointly (simultaneously) influence purchasing decisions (Y) by 81.8%, with the remaining 18.2% influenced by unexamined variables, supported by an F-value of 223.247 > F-table 3.09 and significance value of 0.00 < 0.05. In conclusion, both product quality and content marketing on TikTok significantly influence the purchasing decisions of Skincare Skintific consumers among Generation Z in Jakarta.
Co-Authors Prihadini, Diana Setiawan, Elfa Sudinta, Heru