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All Journal Business Preneur : Jurnal Ilmu Administrasi Bisnis Jurnal Inovasi Manajemen, Kewirausahaan, Bisnis dan Digital Escalate : Economics and Business Journal Indonesian Journal of Social Science and Education
Rizka Aula Assaf
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Other

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Pengaruh Marketing Influencer dan Kualitas Produk terhadap Brand Image PT.Abil Mannaf Perkasa pada Tiktok Shop Putrie Aulya Maulya Sarie; Rizka Aula Assaf
Jurnal Inovasi Manajemen, Kewirausahaan, Bisnis dan Digital Vol. 2 No. 4 (2025): November : Jurnal Inovasi Manajemen, Kewirausahaan, Bisnis dan Digital
Publisher : Asosiasi Riset Ilmu Manajemen dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/jimakebidi.v2i4.951

Abstract

The development of social media, particularly TikTok Shop, has transformed digital marketing patterns by providing opportunities for companies to reach consumers directly through influencers. However, excessive promotional practices for SSSKIN products carried out by internal influencers have raised consumer doubts about the authenticity of product claims and impacted brand image. This condition emphasizes the importance of product quality and influencer credibility in shaping brand perceptions in the minds of consumers. This study aims to determine the effect of influencer marketing and product quality on the brand image of PT. Abil Mannaf Perkasa through the TikTok Shop platform. The research method used is quantitative with a descriptive-verification approach. Data were obtained by distributing questionnaires to 95 TikTok users who have purchased SSSKIN products. Analysis was conducted using multiple linear regression, t-test, F-test, and coefficient of determination. The results showed that product quality has a positive and significant effect on brand image, while influencer marketing does not have a significant effect partially. Simultaneously, both variables have a significant effect on brand image formation. These findings confirm that product quality is a major factor determining positive consumer perceptions of a brand, so companies need to maintain product quality consistency to maintain consumer trust and a good brand image.
PENGARUH FORMAT PENYAJIAN BERITA BERUPA FORMAT VIDEO DI YOUTUBE DAN FORMAT TEKS DI WEBSITE TERHADAP ENGAGEMENT AUDIENS DI MEDIA PIKIRAN RAKYAT Rizaldi Hasballah; Rizka Aula Assaf
Indonesian Journal of Social Science and Education (IJOSSE) Vol. 1 No. 3 (2025): Vol. 1 No. 3 : Edisi September 2025
Publisher : JCI Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62567/ijosse.v1i3.1346

Abstract

Penelitian ini dilakukan di Pikiran Rakyat Media Network (PRMN) Bandung untuk menganalisis pengaruh format penyajian berita berupa video di YouTube dan teks di website terhadap engagement audiens digital. Penelitian ini dilatarbelakangi oleh pergeseran konsumsi berita ke platform digital serta tantangan media lokal seperti PRMN dalam bersaing dengan portal berita besar untuk menarik dan mempertahankan perhatian audiens.Penelitian ini menggunakan pendekatan kuantitatif dengan teknik purposive sampling. Data dikumpulkan melalui kuesioner online yang disebarkan kepada 100 responden yang pernah mengakses konten PRMN dalam format video maupun teks. Data yang terkumpul kemudian dianalisis menggunakan regresi linear berganda dengan bantuan program SPSS untuk mengetahui pengaruh kedua variabel independen terhadap engagement audiens.Hasil penelitian menunjukkan bahwa format video YouTube dan format teks website sama-sama berpengaruh signifikan terhadap engagement audiens, baik secara parsial maupun simultan,temuan ini juga menunjukkan bahwa sebagian besar variasi keterlibatan audiens dapat dijelaskan oleh kedua format tersebut, sehingga menegaskan peran penting keduanya dalam membentuk perilaku audiens digital. Penelitian ini menyimpulkan bahwa format video dan teks memiliki peran yang sama penting dalam meningkatkan minat, memperpanjang durasi interaksi, serta mendorong partisipasi aktif audiens seperti like, komentar, dan share. Optimalisasi kedua format secara saling melengkapi dapat membantu PRMN meningkatkan engagement audiens sekaligus memperkuat daya saing di lanskap media digital.
The Effect of Instagram Digital Promotion and Customer Experience on Purchasing Decisions on the Alfagift Application in Baleendah Bandung Regency Isni Suci Ramdina; Rizka Aula Assaf
Escalate : Economics and Business Journal Vol. 2 No. 02: Innovating People and Planet: Redefining Work, Behavior, and Sustainability in the Di
Publisher : Takaza Innovatix Labs Ltd.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61536/escalate.v2i02.425

Abstract

Digital transformation and social media have significantly affected consumer purchasing patterns, especially in e-grocery applications like Alfagift. This study aims to examine the influence of Instagram digital promotion and customer experience on purchasing decisions among Alfagift users in Baleendah, Bandung Regency. The research used a quantitative approach with a causal associative method. A total of 100 respondents aged 17–35 years who had used Alfagift in the past three months were selected through non-probability sampling. Data were collected using a structured questionnaire and analyzed using classical assumption tests, multiple linear regression, and hypothesis testing. Results show that both Instagram digital promotion and customer experience have positive and significant effects on purchasing decisions, explaining 54.6% of their variation. The findings indicate that improved digital promotion quality and user experience can significantly increase consumers’ willingness to purchase through Alfagift. The conclusion emphasizes the importance of optimizing digital marketing content and app usability to enhance consumer loyalty.
Pengaruh Harga dan Kualitas Produk Terhadap Keputusan Pembelian Pada Ina Cookies Bandung Hudayanti; Rizka Aula Assaf
Business Preneur: Jurnal Ilmu Administrasi Bisnis Vol. 8 No. 1 (2026): Vol. 8 No. 1 Maret 2026
Publisher : Program Studi Ilmu Administrasi Bisnis FISIP UNPAS

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23969/bp.v8i1.31491

Abstract

Persaingan bisnis yang ketat di era globalisasi menuntut UMKM, termasuk industri kuliner untuk menciptkan keunggulan kompetitif salah satunya melalui kualitas produk dan strategi penetapan harga yang tepat. Industri kue kering di Indonesia, khususnya di Jawa Barat yang memiliki jumlah UMKM kuliner terbesar, menunjukkan pertumbuhan pesat dengan persaingan yang semakin ketat. Ina Cookies sebagai produsen kue kering termuka dengan pengalaman lebih dari 32 tahun, menghadapi fluktuasi penjualan signifikan, terutama dipengaruhi oleh momen hari raya. Penelitian ini bertujuan untuk menganalisis pengaruh harga dan kualitas produk terhadap keputusan pembelian konsumen pada Ina Cookies dengan menggunakan pendekatan penelitian kuantitatif, dimana data dikumpulkan melalui kuesioner kepada 100 responden pelanggan Ina Cookies di Kota Bandung. Hasil penelitian menunjukkan bahwa kualitas produk berpengaruh signifikan dan positif terhadap keputusan pembelian, sementara harga berpengaruh signifikan namun negatif, dan secara simultan harga dan kualitas produk berpengaruh signifikan terhadap keputusan pembelian pada Ina Cookies Bandung.
Co-Authors Hudayanti Isni Suci Ramdina Putrie Aulya Maulya Sarie Rizaldi Hasballah