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All Journal Jurnal Ilmu Manajemen Profitability Jurnal Social Society
Pradana, Dicky Putra Surya
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Pengaruh Digital Marketing dan Online Customer Review terhadap Keputusan Pembelian Lipstik Hanasui pada Mahasiswa Program Studi Manajemen Universitas PGRI Adi Buana Surabaya Zuhroh, Rena Sofyatus; Suwarno, Yuniar Fintari Gatrassia; Pradana, Dicky Putra Surya
Journal Social Society Vol. 5 No. 1 (2025): Januari - Juni 2025
Publisher : Pustaka Digital Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54065/jss.5.1.2025.626

Abstract

Penelitian ini dilatarbelakangi oleh semakin berkembangnya era digital yang mendorong perubahan perilaku konsumen, khususnya dalam pengambilan keputusan pembelian produk kosmetik melalui media daring. Digital marketing dan online customer review menjadi dua faktor penting yang dapat memengaruhi persepsi dan keputusan konsumen dalam membeli produk, termasuk lipstik. Penelitian ini bertujuan untuk mengetahui pengaruh digital marketing dan online customer review terhadap keputusan pembelian lipstik Hanasui pada mahasiswa Program Studi Manajemen Angkatan 2021 Universitas PGRI Adi Buana Surabaya. Penelitian ini menggunakan pendekatan kuantitatif dengan total populasi sebanyak 163 mahasiswa. Sampel penelitian berjumlah 50 responden yang ditentukan menggunakan rumus Ferdinand dengan teknik non-probability sampling melalui metode purposive sampling. Pengumpulan data dilakukan melalui penyebaran kuesioner online menggunakan Google Form. Analisis data dilakukan menggunakan software SPSS versi 25 dengan tahapan uji validitas dan reliabilitas, uji asumsi klasik, regresi linier berganda, koefisien determinasi, serta uji t dan uji F untuk menguji hipotesis penelitian. Hasil penelitian menunjukkan bahwa baik digital marketing maupun online customer review secara parsial berpengaruh signifikan terhadap keputusan pembelian. Selain itu, hasil uji F juga mengonfirmasi bahwa secara simultan kedua variabel tersebut berpengaruh terhadap keputusan pembelian lipstik Hanasui. Temuan ini mengindikasikan pentingnya peran strategi pemasaran digital yang efektif serta ulasan konsumen yang positif sebagai pertimbangan utama dalam membentuk keputusan pembelian, khususnya di kalangan mahasiswa.
Examining the Impact of Economic Policy on the Lives of People with Disabilities in Indonesia (Study in Klantingsari Village) Pradana, Dicky Putra Surya; Maulana, David; Alfarizki, Rayhan Ahmad; Auliansyah, Arrafi Rahmad; Maulana, Andri
Jurnal Ilmu Manajemen Profitability Vol. 9 No. 1 (2025): FEBRUARY 2025
Publisher : Universitas Muhammadiyah Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26618/profitability.v9i1.16325

Abstract

This study compares the financial health of Bank Muamalat, a national private Islamic bank, and Bank Syariah Indonesia (BSI), a state-owned Islamic bank, based on their 2022 annual financial statements. The analysis applies the RGEC method (Risk Profile, Good Corporate Governance, Earnings, and Capital) to assess their financial performance. Using a quantitative comparative approach, the study evaluates key financial indicators from secondary data sourced from the Financial Services Authority (OJK). The findings reveal that Bank Muamalat demonstrated strong liquidity and capital adequacy but faced challenges in profitability, particularly in return on assets (ROA). In contrast, Bank Syariah Indonesia exhibited superior risk management and operational efficiency, leading to a higher composite score. In 2022, Bank Muamalat received a composite rating of 68.57% (PK-3, "Quite Healthy"), while Bank Syariah Indonesia obtained a higher rating of 74.28% (PK-2, "Healthy"). These differences indicate variations in their financial health and strategic positioning within the Islamic banking sector. The study highlights the need for profitability enhancement at Bank Muamalat and sustained risk management improvements at Bank Syariah Indonesia. Future research should incorporate macroeconomic factors such as inflation and regulatory changes and expand the comparison to other Islamic banks in Southeast Asia to gain a broader industry perspective.
Co-Authors Alfarizki, Rayhan Ahmad Auliansyah, Arrafi Rahmad Maulana, Andri Maulana, David Suwarno, Yuniar Fintari Gatrassia Zuhroh, Rena Sofyatus