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All Journal JAMBIS : Jurnal Administrasi Bisnis
Nur Fitri Rahmawati
Program Studi Administrasi Bisnis, Institut Ilmu Sosial dan Manajemen STIAMI, Jakarta
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Pengaruh Selebriti Pendukung, Strategi Diferensiasi, Dan Citra Merek Terhadap Keputusan Pembelian Produk Vivo Smartphone (Studi Kasus Pada Mahasiswa Program Sarjana Institut Stiami Jakarta Pusat Tahun Angkatan 2015-2018) Iis Nur Faridah; Hartono Hartono; Nur Fitri Rahmawati
JAMBIS : Jurnal Administrasi Bisnis Vol 1, No 1: Februari 2021
Publisher : JAMBIS : Jurnal Administrasi Bisnis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31334/jambis.v1i1.1303

Abstract

This study aims to analyze the influence of celebrities endorser, differentiation strategies, and brand image on the decision to purchase Vivo Smartphone products for the 2015-2018 bachelor degree students of Stiami Institute Central Jakarta. The population in this study were all bachelor's degree students at Stiami Institute Central Jakarta in the year 2015-2018. The sampling technique used was non-probality sampling with a type of purposive sampling technique and a total sample of 100 respondents. Data collection has done by giving questionnaires to students’ using Smartphone Vivo products about celebrities endorser, differentiation strategies, brand image, and purchasing decisions. This study uses a multiple linear regression and coefficient of determination, with a measuring instrument, namely SPSS version 24. The hypothesis is tested by t-test and F test. The test results show that celebrity endorser, differentiation strategies, and brand image partially have a significant positive effect on decision purchase. As well as celebrities endorser, differentiation strategies, and brand image simultaneously have a significant positive effect on purchasing decisions. Celebrities endorsers, differentiation strategies, and brand image can explain purchasing decision variables of 62.2% while the remaining 37.8% are explained by other variables not examined. Keywords: Celebrities Endorser, Differentation Strategies, Brand Image, Purchase Decisions
Analisis Trend Bisnis pada Jasa Laundry Cukling Di Jakarta Timur Muhammad Yoga Pratama; Nur Fitri Rahmawati
JAMBIS : Jurnal Administrasi Bisnis Vol 1, No 3: Juni 2021
Publisher : JAMBIS : Jurnal Administrasi Bisnis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31334/jambis.v1i3.1567

Abstract

This research is entitled Analysis of Business Trend of Jasa Laundry Cukling in East Jakarta. The purpose of this research is to find out and analyze the business trend of Jasa Laundry Cukling (a laundry service provider), increase the buying interest / selling power of Jasa Laundry Cukling, and determine the obstacles faced by Jasa Laundry Cukling and the efforts they make to overcome these obstacles. The data in the study were obtained through observation and interviews with 5 informants, and were analyzed using descriptive qualitative methods. Based on the results of the analysis, it can be concluded that the business trend analysis used by Jasa Laundry Cukling is very significant because it will have a positive impact on consumer buying interest. The obstacles that were found were the lack of technology utilization, low public knowledge about shoe laundry, and less than optimal promotion and innovation. Efforts that Jasa Laundry Cukling can do to increase consumer buying interest are collaborating with similar companies such as the Go-Clean app, adding payment instruments, innovating better, and always evaluating and analyzing market needs.
Co-Authors Hartono Hartono Iis Nur Faridah Muhammad Yoga Pratama