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Holivah, Lilis
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Economics, Econometrics & Finance

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Pengaruh Brand Loyalty, Brand Awareness, dan Brand Image Terhadap Brand Iphone(Study Kasus pada Pengguna Handphone Iphone di Cikarang) Nurfauzin, Dede; Munajad, Ali; Holivah, Lilis; Aulya, Mutiara; Asral, Asral
PENG: Jurnal Ekonomi dan Manajemen Vol. 2 No. 2 (2025): Juli: Development Economics and Regular Economics
Publisher : Teewan Journal Solutions

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62710/fqvmty62

Abstract

Penelitian ini untuk melihat pengaruh brand loyalty, brand awareness, dan brand image terhadap brand iphone (study kasus pada pengguna handphone iphone di Cikarang) Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei untuk mengumpulkan data melalui kuesioner dari responden Penelitian akan dilakukan di Cikarang selama periode Januari hingga Maret 2024. Populasi penelitian ini adalah pengguna produk iphone di wilayah penelitian yang dipilih, dengan jumlah populasi sebanyak 100 orang dengna jumlah sampel 50 orang. Penelitian ini diharapkan dapat memberikan gambaran yang lebih mendalam mengenai perilaku konsumen di wilayah ini, serta memberikan wawasan bagi perusahaan dalam merumuskan strategi pemasaran yang efektif untuk meningkatkan loyalitas dan preferensi konsumen terhadap iPhone di Indonesia.
Pengaruh Promosi Media Sosial Terhadap Keputusan Pembelian Produk Sosis Solo Aneka Rasa Purnamasari, Pupung; Irawan, Fajrul; Rahmawati, Sherly; Holivah, Lilis
PENG: Jurnal Ekonomi dan Manajemen Vol. 2 No. 2 (2025): Juli: Development Economics and Regular Economics
Publisher : Teewan Journal Solutions

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62710/vftvd137

Abstract

This study aims to analyze the effect of promotion through social media on purchasing decisions for Sosis Solo Aneka Rasa products. Promotion through social media has become one of the important marketing strategies for small and medium enterprises in increasing sales and competitiveness in the digital era. The research method used is a quantitative approach with data collection techniques in the form of questionnaires distributed to 30 respondents, namely consumers who have purchased Sosis Solo Aneka Rasa products. Data analysis was carried out using simple linear regression to test the relationship between promotional intensity on social media, attractiveness of promotional content, and trust in products with purchasing decisions.  The results showed that promotion through social media significantly influenced consumer purchasing decisions. The attractiveness factor of promotional content has the greatest contribution in influencing purchasing decisions, followed by promotional intensity and trust in products. These findings indicate the importance for businesses to design creative, attractive, and reliable social media promotion strategies to encourage consumer interest and purchasing decisions. This research contributes to the development of effective digital marketing strategies for small and medium enterprises, especially in utilizing social media to increase sales. 
Co-Authors Asral, Asral Aulya, Mutiara Irawan, Fajrul Munajad, Ali Nurfauzin, Dede Pupung Purnamasari Sherly Rahmawati