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All Journal Gemilang: Jurnal Manajemen dan Akuntansi Jurnal Ekonomi, Akuntansi dan Perpajakan
Feby Caroline
Unknown Affiliation
Humanities Economics, Econometrics & Finance

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Strategi Pemasaran Dengan Memanfaatkan Media Sosial Sebagai Alat Promosi Guna Meningkatan Pemasaran Secara Global Riyani Sijabat; Feby Caroline; Benget Marcelino Sitinjak; Lenti Susanna Saragih; Aurora Elise Putriku
Jurnal Ekonomi, Akuntansi, dan Perpajakan Vol. 1 No. 3 (2024): Agustus: Jurnal Ekonomi, Akuntansi, dan Perpajakan (JEAP)
Publisher : Asosiasi Riset Ekonomi dan Akuntansi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/jeap.v1i3.179

Abstract

In the modern era, advancements in technology and information have transformed traditional communication into digital formats. Companies leverage technology to compete and survive in a competitive environment. Social media plays a crucial role in interaction, information exchange, and collaboration, serving as a powerful business promotion tool due to its broad reach. In global marketing, companies must develop creative and adaptive strategies to utilize social media effectively. This study employs a qualitative descriptive method to identify the success factors of marketing strategies using social media in a global context. The findings indicate that global marketing strategies require a deep understanding of target markets, positioning, marketing mix, and budgeting, as well as adaptation to cultural, economic, and legal factors in the target markets.
Pengaruh Kualitas Pelayanan terhadap Keputusan Pembelian Pengguna Bahan Bakar Minyak Pertamina di SPBU 14.201.180 Nadya Rahmadhani; Sepania Tiarasi; Linsa Febby Br Barus; Vini Andayani Manik; Riyani Sijabat; Feby Caroline; Andika Sihotang; Daniel Martinus; Mukmin Siregar; Ivo Selvia Agusti
GEMILANG: Jurnal Manajemen dan Akuntansi Vol. 5 No. 3 (2025): Jurnal Manajemen dan Akuntansi
Publisher : BADAN PENERBIT STIEPARI PRESS

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56910/gemilang.v5i3.2388

Abstract

This study aims to analyze the influence of service quality on the purchasing decisions of fuel consumers at Pertamina Gas Station (SPBU) 14.201.180. In the increasingly competitive business environment, service quality has become a critical factor in shaping customer loyalty and purchase decisions. The research adopts a quantitative approach, utilizing questionnaires distributed to 200 respondents. Data were analyzed using simple linear regression, t-test, F-test, and the coefficient of determination with the help of SPSS 27 software. The findings indicate that service quality has a positive and significant effect on purchasing decisions. The regression analysis reveals that improvements in service quality contribute to a 27.7% increase in purchasing decisions. Therefore, enhancing aspects such as service timeliness, staff friendliness, facility cleanliness, and fuel quantity accuracy is essential for increasing customer satisfaction and loyalty at SPBU. The study recommends optimizing service through staff training, digital technology adoption, and the establishment of consistent service standards to maintain Pertamina’s competitiveness in the fuel retail market.
Co-Authors Andika Sihotang Aurora Elise Putriku Benget Marcelino Sitinjak Daniel Martinus Ivo Selvia Agusti Lenti Susanna Saragih Linsa Febby Br Barus Mukmin Siregar Nadya Rahmadhani Riyani Sijabat Sepania Tiarasi Vini Andayani Manik