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All Journal Jurnal DIALEKTIKA : Jurnal Ilmu Sosial KarismaPro
Ooy Siti Halimah
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Economics, Econometrics & Finance Law, Crime, Criminology & Criminal Justice Social Sciences

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Tirtawening Bottled Water Sales in Regional Government-Owned Enterprise: Influences of Brand Image and Digital Marketing Ooy Siti Halimah; Anneu Siti Hafsah; Taufiq Rahmat
Jurnal Dialektika: Jurnal Ilmu Sosial Vol. 22 No. 3 (2024): Jurnal Dialektika: Jurnal Ilmu Sosial
Publisher : Pengurus Pusat Perkumpulan Ilmuwan Administrasi Negara Indonesia (PIANI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63309/dialektika.v22i3.450

Abstract

Abstract This study investigates the influence of brand image and digital marketing on the sales volume of Watermed and Hanaang bottled drinking water produced by Perumda Tirtawening, a regional government-owned enterprise in Bandung. The research adopts a descriptive method with a quantitative approach. The target population consists of consumers who purchase Watermed and Hanaang products from Perumda Tirtawening. Data was collected through an online questionnaire, and a sample of 64 respondents was determined using the Slovin formula. Data analysis was conducted using descriptive statistics and classical assumption tests with SPSS 26.0 software. The results reveal that both brand image and digital marketing have a significant positive effect on sales volume, both individually and collectively. Specifically, brand image accounts for 4.21% of the variation in sales volume, while digital marketing has a more substantial impact, contributing 78.73%. The total effect of brand image and digital marketing on sales volume, indicated by the coefficient of determination (R²), is 0.789, or 78%. This suggests that 78% of the variation in sales volume can be explained by brand image and digital marketing, with other external factors influencing the remaining 22%. The findings indicate that the model developed in this study is strong and reliable. Consequently, brand image and digital marketing are key variables in understanding the structure of bottled water sales volume in Perumda Tirtawening. The unexplained 22% variation may be attributed to other factors not included in this study, such as interactive relationships, incentive programs, website design, and promotional strategies.  Keywords: Brand Image, Digital Marketing, Sales Volume
STRATEGI GROWTH HACKING DAN KEWIRAUSAHAAN INOVATIF: BAGAIMANA START-UP MENGUBAH USER ENGAGEMENT MENJADI USER RETENTION JANGKA PANJANG PADA START-UP KOTA BANDUNG Reza Fauzi Bukhori; Eny Nuryani Resmiawati; Ooy Siti Halimah
KarismaPro Vol. 17 No. 01 (2026): Karismapro
Publisher : Program Studi Manajemen, Universitas Al Ghifari

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53675/2qk5ej66

Abstract

This study aims to analyze the influence of Growth Hacking Strategies and Innovative Entrepreneurship on long-term User Retention, with User Engagement acting as a mediating variable. This research adopts a quantitative method using a causal survey approach. Data were collected through structured online questionnaires distributed to active digital start-up users (e-commerce, fintech, edutech, and ride-hailing platforms) in Bandung, West Java. Purposive sampling was applied to obtain a final sample of n = 210 respondents who met specific criteria. The data were analyzed using Structural Equation Modeling Partial Least Squares (SEM-PLS) via SmartPLS 4. The findings reveal that both Growth Hacking and Innovative Entrepreneurship exert a positive and significant direct effect on User Retention. Furthermore, User Engagement significantly and partially mediates these relationships, showing the highest direct path coefficient to long-term retention. Practically, the results imply that digital start-ups should shift their KPIs from mere acquisition metrics to user-centric engagement loop models, supported by agile digital marketing strategies that foster consistent customer transaction convenience. Keywords: Growth Hacking, Innovative Entrepreneurship, User Engagement, User Retention, Bandung Start-U
Co-Authors Anneu Siti Hafsah Eny Nuryani Resmiawati Reza Fauzi Bukhori Taufiq Rahmat