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All Journal Journal of Economic, Business and Engineering (JEBE) Socius: Social Sciences Research Journal
Sopian, Valensia
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Pengaruh Social Influence Terhadap Minat Menggunakan Media Sosial Melalui Sikap Generasi Z di Kota Palembang Sopian, Valensia; Siega, Stephen; Edsu, Steven; Fansyuri, R. Gilbert T; Taneddy, Rainaldy Reyhan
Socius: Jurnal Penelitian Ilmu-Ilmu Sosial Vol 1, No 12 (2024): July
Publisher : Penerbit Yayasan Daarul Huda Kruengmane

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.13144366

Abstract

This study examines the effect of social media influences on generation Z's attitude when using social media in Palembang City. The result of this study is to determine the correlation coefficient of the independent effect of the independent variable on the dependent variable through mediating variables. This research uses the quantitative method with the form of correlation and SmartPLS 4 as a tool to manage the data, whereas the data collection uses a questionnaire via Google Form with 87 respondents. Purposive sampling is used for determining the sample with the condition that the respondent in Generation Z in Palambang City actively uses social media. The result of this study showed that the coefficient of determination of direct influence is greater than that of indirect influence. In conclusion, there's no effect of social influences on generation Z's attitude when using social media in Palembang City.
PENGARUH GREEN MARKETING DAN BRAND AWARENESS TERHADAP KEPUTUSAN PEMBELIAN STARBUCKS KOTA PALEMBANG Wijaya, Angelika; Sopian, Valensia
Journal of Economic, Business and Engineering (JEBE) Vol 5 No 2 (2024): April
Publisher : Fakultas Teknik dan Ilmu Komputer (FASTIKOM) Universitas Sains Al Qur'an

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32500/jebe.v5i2.6087

Abstract

Penelitian ini untuk mengkaji green marketing dan brand awareness dalam keputusan pembelian produk Starbuck di Kota Palembang. Pengumpulan data menggunakan kuesioner melalui google form kepada 104 responden. Purposive sampling digunakan dalam menentukan sampel dengan syarat responden pernah mengkonsumsi Starbucks minimal tiga kali. Penelitian Kuantatif menjadi jenis penelitian yang digunakan, dimana IBM SPSS Statistics 25 merupakan alat yang membantu untuk mengelola data. Dalam Menganalisis data ini, Peneliti menggunakan uji kualitas instrumen yaitu validitas dan reliabilitas, uji asumsi klasik yaitu normalitas, multikolinearitas, heteroskeda-tisitas, dan regresi linear berganda, serta pengujian hipotesis dengan uji t. Hasil dari Penelitian ini menyatakan bahwa green marketing memiliki Pengaruh signifikan terhadap keputusan pembelian Starbucks Kota Palembang, lalu hasil yang kedua menyatakan bahwa brand awareness tidak memiliki pengaruh positif terhadap keputusan pembelian Starbucks Kota Palembang.
Co-Authors Edsu, Steven Fansyuri, R. Gilbert T Siega, Stephen Taneddy, Rainaldy Reyhan Wijaya, Angelika