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All Journal Jurnal Akuntansi, Manajemen Dan Ekonomi Islam (JAM-EKIS) Journal of Managiere and Business
Arora, Jessyca
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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PENGARUH MARKETING MIX TERHADAP KEPUTUSAN PEMBELIAN SKINTIFIC DI PLATFORM SHOPEE (Studi Kasus Pada Mahasiswi Manajemen Fakultas Ekonomi dan Bisnis UMB Angkatan 2020-2022) Arora, Jessyca; Sri Ekowati
Jurnal Ilmiah Akuntansi, Manajemen dan Ekonomi Islam (JAM-EKIS) Vol. 7 No. 2 (2024): Jurnal Ilmiah Akuntansi, Manajemen, dan Ekonomi Islam (JAM-EKIS)
Publisher : Universitas Muhammadiyah Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36085/jamekis.v7i2.6731

Abstract

This research aims to determine the influence of the marketing mix on creative purchasing decisions on the Shopee platform (Case study of management students at the UMB Faculty of Economics and Business Class 2020-2022). The objects of this research were management students from the UMB Faculty of Economics and Business Class 2020-2022 who were 71 creative consumers on the Shopee platform. The data analysis techniques used in this research used instrument tests, classical assumption tests, analysis of respondent responses, multiple linear regression analysis, hypothesis testing and analysis of the coefficient of determination (R2). The research results show that the product variable has a positive and significant effect on creative consumer purchasing decisions on the Shopee platform. The price variable also has a positive and significant influence on creative consumer purchasing decisions on the Shopee platform. Then the promotion variable shows a positive and significant influence on creative consumer purchasing decisions on the Shopee platform. The place variable shows a positive and significant influence on creative purchasing decisions on the Shopee platform. So, from the results of the research that has been carried out, it can be concluded that the marketing mix (product, price, promotion and place) has a partial and simultaneous influence on creative consumer purchasing decisions on the Shopee platform.
Analysis of Influencer Marketing Strategy and Brand Image in Forming Consumer Loyalty (in the case study of Wardah in the Bengkulu City community) Arora, Jessyca; Ghaefira Nur Fatimah
Journal of Managiere and Business Vol 2 No 1 (2024): April
Publisher : EDU PARTNER INDONESIA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.69747/managiere.v2i1.55

Abstract

This study aims to explore the urgency of influencer marketing strategies and brand image in shaping consumer loyalty towards Wardah products among residents of Bengkulu City. The research investigates how influencer marketing strategies and brand image influence consumer loyalty towards Wardah products. This research is crucial due to the increasing phenomenon of influencer use in marketing, coupled with the proven impact of brand image on consumer behavior. The study employs a quantitative approach involving 80 respondents who have used Wardah products, with questionnaires distributed via Google Form. Both primary and secondary data are utilized. Analysis techniques include validity testing, reliability testing, and hypothesis testing using SPSS. The findings indicate that influencer marketing and brand image variables significantly and positively affect consumer loyalty. The implications of this research underscore the importance of employing effective influencer marketing strategies and cultivating a strong brand image to build and sustain consumer loyalty towards Wardah products in the Bengkulu market. Penelitian ini dilakukan untuk mengeksplorasi urgensi strategi pemasaran influencer dan citra merek dalam membentuk loyalitas konsumen terhadap produk Wardah di kalangan penduduk Kota Bengkulu. Tujuan penelitian ini adalah untuk mengetahui bagaimana strategi pemasaran influencer dan citra merek membentuk loyalitas konsumen terhadap produk Wardah. Penelitian ini penting karena fenomena penggunaan influencer dalam pemasaran semakin meningkat, sementara pengaruh citra merek telah terbukti sebagai faktor krusial dalam mempengaruhi perilaku konsumen. Metode penelitian yang digunakan adalah pendekatan kuantitatif dengan melibatkan 80 responden yang telah menggunakan produk Wardah, dengan penyebaran kuesioner melalui Google Form. Data yang digunakan terdiri dari data primer dan sekunder. Teknik analisis meliputi uji validitas, uji reliabilitas, dan pengujian hipotesis menggunakan SPSS. Hasil penelitian menunjukkan bahwa variabel pemasaran influencer dan citra merek memiliki pengaruh positif dan signifikan terhadap variabel loyalitas konsumen. Implikasi dari penelitian ini adalah pentingnya penggunaan strategi pemasaran influencer yang efektif dan pembinaan citra merek yang kuat untuk membangun dan mempertahankan loyalitas konsumen terhadap produk Wardah di pasar Bengkulu.
Co-Authors Ghaefira Nur Fatimah Sri Ekowati