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All Journal Jurnal Manajemen Bisnis Kewirausahaan Jurnal Ekonomi Manajemen Akuntansi
Rafiqa Maulidia
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Pengaruh Daya Tarik Iklan Pantene di Media Sosial (Youtube) terhadap Minat Beli Konsumen Rafiqa Maulidia; Nurmaningsih Nurmaningsih; Novia Eka Nissrina
Jurnal Ekonomi Manajemen Akuntansi Vol. 30 No. 2 (2024): JURNAL EKONOMI MANAJEMEN AKUNTANSI
Publisher : sekolah Tinggi Ilmu Ekonomi Dharma Putra Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59725/ema.v30i2.109

Abstract

This study aims to determine whether there is an influence of the Attraction of Advertisements on Social Media (Youtube) on Consumer Purchase Interest. The research method used is a quantitative method with a purposive sampling technique. The data collection technique was carried out using a questionnaire method by distributing questionnaires via Google Form. The population of the study was respondents who had watched the Pantene advertisement version of Miracles Hair Supplement with a total of 100 respondents from the calculation results using Rao Purba. The theory used in this study is the S-O-R theory (Stimulus, Organism, Response). The results of this study are the influence of the Attraction of Advertisements on Social Media (Youtube) on Consumer Purchase Interest with a significance value of 0.000 <0.05 and a calculated t value> t table of 3.889> 1.985. In accordance with the S-O-R Theory (Stimulus-Organism-Response) used, the Stimulus, namely the Attraction of the Pantene Advertisement version of Miracles Hair Supplement, has an Attraction so that the audience of the advertisement does Organism, namely attention, understanding, and acceptance. And finally, the audience will make a Response, namely a change in attitude to make a product purchase.
Pengaruh Kualitas Produk dan Promosi terhadap Keputusan Pembelian Sepatu New Balance di Kota Depok Nurmaningsih Nurmaningsih; Rafiqa Maulidia; Novia Eka Nissrina
JUMBIWIRA : Jurnal Manajemen Bisnis Kewirausahaan Vol. 4 No. 2 (2025): Agustus : Jurnal Manajemen Bisnis Kewirausahaan
Publisher : BADAN PENERBIT STIEPARI PRESS

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56910/jumbiwira.v4i2.2873

Abstract

The increasingly competitive business environment demands that companies continuously innovate, particularly in meeting consumer needs for high-quality products. One of the popular footwear brands among young people is New Balance, known for its product quality and promotional strategies. A survey by APINDO shows that 60% of consumers in Depok consider product quality as the main factor in their purchasing decisions, while 40% are influenced by promotions. This study aims to determine the effect of Product Quality and Promotion on Purchase Decisions for New Balance shoes in Depok City. A quantitative method was employed, with data collected through questionnaires from 100 respondents. The data were analyzed using SPSS version 27, involving validity and reliability tests, classical assumption tests, regression analysis, and hypothesis testing. The findings show that Product Quality has a significant partial effect on Purchase Decisions, while Promotion does not. Simultaneously, both variables affect Purchase Decisions, with Product Quality being the most dominant factor. These results support APINDO’s findings and confirm that improving product quality is an effective strategy to influence consumer purchase decisions.
Co-Authors Novia Eka Nissrina Nurmaningsih, Nurmaningsih