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All Journal EBBANK: Jurnal Ilmiah Bidang Ekonomi, Bisnis dan Perbankan
Melati, Sunti
Universitas Mahakarya Asia
Economics, Econometrics & Finance

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Pengaruh Media Sosial Dan Persepsi Publik Terhadap Keputusan Penggunaan Make Up Artist (Studi Kasus Di Yogyakarta) The Influence of Social Media and Public Perception on Decisions to Use Make Up Artists (Case Study in Yogyakarta) Purba, Cindy Agawati; Triana, Dewi; Widiyanti, Anik; Melati, Sunti
EBBANK Vol 14, No 2 (2024): EBBANK Vol 14 No 2 Desember 2024
Publisher : Sekolah Tinggi Ilmu Ekonomi Bisnis dan Perbankan

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Abstract

This study aims to determine the influence of social media and public perception on the decision to use makeup artists. This type of research is quantitative descriptive, this study uses a descriptive approach, and the sampling technique is Purposive sampling. The study was conducted by collecting questionnaires. The population in the study was domiciled in Yogyakarta, the selected respondents had criteria, namely, women aged 18>52 years, had used makeup artists, had seen advertisements and promotions carried out by service providers and social media. with a sample of 100 respondents. Analytical methods in multiple linear regression test research, classical assumption test and hypothesis test. The results showed that partially social media variables and public perception had a significant effect on the decision to use makeup artists. And likewise simultaneously (together) the variables of social media variables and public perception have a significant influence on the decision to use makeup artists.
Pengaruh Efektivitas Iklan Sandal Terapi Terhadap Keputusan Pembelian Pada Konsumen Kayen Store The Influence of The Effectiveness of Therapy Sandals Advertising on Purchasing Decisions for Kayen Store Consumers Mutiara, Mutiara; Arum, Khorifah; Melati, Sunti
EBBANK Vol 14, No 1 (2024): EBBANK Vol 14 No 1 Juli 2024
Publisher : Sekolah Tinggi Ilmu Ekonomi Bisnis dan Perbankan

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Therapeutic sandals are a health product from Kayen Store which has been marketed using advertising via facebook ads since March 2022. With the increasing number of consumers buying therapeutic sandals, Kayen Store always uses advertising as its marketing strategy, which means that advertising is still considered capable of attracting consumer purchasing decisions. This research aims to determine the effect of the effctiveness of therapeutic sandals advertising on purchasing decisions for Kayen Store consumers. This research uses quantitative methods with the EPIC Model method to measure advertising effectiveness. The EPIC Model includes empathy, persuasion, impact, and communication. Where data collecting was carried out by distributing questionnaires, so that the data obtained could then be analyzed more deeply regarding the influence of the effectiveness of therapeutic sandal advertising on purchasing decisions for Kayen Store consumers. The results of the analysis based on the EPIC Model show that advertising fot therapeutic sandals is considered effective in introducing its products to Kayen Store consumers. The results of simultaneous hypothesis testing show that the variables of empathy, persuasion, impact, and communication have a significant effect on purchasing decisions for Kayen Store consumers. Then the results of partial hypothesis testing show that only the impact variable has a significant effect on the purchasing decision of Kayen Store consumers. Meanwhile, the variables of empathy, persuasion, and communication partially have an insignificant effect on purchasing decisions for Kayen Store consumers.
Co-Authors Arum, Khorifah Mutiara, Mutiara Purba, Cindy Agawati Triana, Dewi Widiyanti, Anik