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All Journal Formosa Journal of Multidisciplinary Research (FJMR) El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Jurnal Pengabdian Masyarakat Indonesia (JPMI) Journal of Ekonomics, Finance, and Management Studies
Hery Pudjoprastyono
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Religion Agriculture, Biological Sciences & Forestry Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Industrial & Manufacturing Engineering Social Sciences Other

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Pengaruh Brand Image dan Content Review Terhadap Purchase Decision Smartphone Xiaomi di Kota Surabaya Delia Noor Rizkita Kisworo; Hery Pudjoprastyono
El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Vol. 6 No. 8 (2025): El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/elmal.v6i8.8109

Abstract

The growth of the smartphone industry encourages consumers to consider various factors before making a purchase decision. This study aims to analyze the influence of Brand Image and Content Review on Purchase Decision among Xiaomi smartphone users in Surabaya. The research employed a quantitative method with a survey approach by distributing questionnaires to 99 respondents who are consumers using Xiaomi smartphones. The data were analyzed using Partial Least Square (PLS) with the assistance of SmartPLS software to test validity, reliability, and hypotheses. The sampling technique applied was non-probability sampling with purposive sampling. The results indicate that Brand Image has a positive and significant effect on Purchase Decision. Similarly, Content Review also shows a positive and significant influence on Purchase Decision. These findings suggest that both Brand Image and Content Review contribute to influencing consumers' purchase decisions when buying Xiaomi smartphones.
Pengaruh Brand Image dan Content Review Terhadap Purchase Decision Smartphone Xiaomi di Kota Surabaya Delia Noor Rizkita Kisworo; Hery Pudjoprastyono
El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Vol. 6 No. 8 (2025): El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/elmal.v6i8.8109

Abstract

The growth of the smartphone industry encourages consumers to consider various factors before making a purchase decision. This study aims to analyze the influence of Brand Image and Content Review on Purchase Decision among Xiaomi smartphone users in Surabaya. The research employed a quantitative method with a survey approach by distributing questionnaires to 99 respondents who are consumers using Xiaomi smartphones. The data were analyzed using Partial Least Square (PLS) with the assistance of SmartPLS software to test validity, reliability, and hypotheses. The sampling technique applied was non-probability sampling with purposive sampling. The results indicate that Brand Image has a positive and significant effect on Purchase Decision. Similarly, Content Review also shows a positive and significant influence on Purchase Decision. These findings suggest that both Brand Image and Content Review contribute to influencing consumers' purchase decisions when buying Xiaomi smartphones.
The Influence of Promotion, Price Perception, and Brand Image on Purchase Decision for Walls Ice Cream in Surabaya Mutadid Billah; Hery Pudjoprastyono
Formosa Journal of Multidisciplinary Research Vol. 3 No. 3 (2024): March 2024
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/fjmr.v3i3.8581

Abstract

The purpose of this study is to find out how Walls Ice Cream pricing perception and brand image affect consumers' decisions to buy in Surabaya. The research methodology employed is quantitative. The demographic for this study consisted of all individuals in the city of Surabaya who drink Ice Cream, with a total of 105 respondents. The data gathering process involved the distribution of questionnaires, while the data analysis was conducted using the Structural Equation Modeling (SEM) Partial Least Squares (PLS) technique with the Smart PLS software. The findings of this study suggest that the promotion of pricing perception and brand image plays a significant role in influencing the decision to purchase Walls Ice Cream in the city of Surabaya. The factors show that Walls Ice Cream in Surabaya City purchase decisions are positively and significantly impacted by them.
Penerapan Strategi Digital Marketing di PT Otak Kanan Dengan Pemberdayaan Mahasiswa Melalui Program Magang MSIB Kemendikbud Panji Tetuko Haryadhi; Hery Pudjoprastyono
Jurnal Pengabdian Masyarakat Indonesia (JPMI) Vol. 1 No. 2 (2023): Desember
Publisher : Publikasi Inspirasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62017/jpmi.v1i2.678

Abstract

Pengembangan strategi digital marketing di PT Otak Kanan melibatkan pemberdayaan mahasiswa melalui program Magang MSIB Kemendikbud. Melibatkan mahasiswa dalam proyek digital marketing memberikan kontribusi signifikan terhadap pengembangan strategi pemasaran digital yang inovatif. Hasil analisis trafik SEO menunjukkan peningkatan skor rata-rata di atas 85, mencerminkan keberhasilan strategi yang diimplementasikan. Program magang ini tidak hanya memberdayakan mahasiswa tetapi juga memberikan dampak positif pada kinerja strategi digital marketing PT Otak Kanan. Kesimpulan dari responden menegaskan peningkatan pemahaman dan keterampilan mahasiswa setelah mengikuti program magang, menjadikannya model efektif untuk pemberdayaan mahasiswa dan peningkatan kinerja strategi digital marketing di perusahaan.
Co-Authors Delia Noor Rizkita Kisworo Mutadid Billah Panji Tetuko Haryadhi