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All Journal Menara: Jurnal Teknik Sipil Jurnal Ilmu Manajemen Profitability Journal of Management
Rafikah, Syarifah
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Civil Engineering, Building, Construction & Architecture Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Engineering Transportation

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Journal : Journal of Management

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Consumer Sentiment Analysis of Sustainable Branding in Modern Marketing: Perspectives from the Food and Beverage Industry Yassir; Rafikah, Syarifah
Journal of Management Vol. 3 No. 2 (2024): July - December
Publisher : Yayasan Pendidikan Belajar Berdikari

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This study aims to evaluate the impact of digital marketing strategies on consumer purchasing decisions in the retail industry in Bandung City, focusing on consumer sentiment towards sustainable branding. The results of linear regression analysis show that SCBB has a coefficient of 0.710, which means that every one unit increase in SCBB will increase the value of KP by 0.710 units. The t test shows that SCBB has a significant effect on KP (t = 8.875, p = 0.000). The F test shows that the overall regression model is significant (F = 78.75, p = 0.000). The coefficient of determination (R Square) of 0.562 indicates that 56.2% of the variation in KP can be explained by SCBB, with an Adjusted R Square of 0.557.The conclusion of this study is that Consumer Sentiment towards Sustainable Branding (SCBB) has a positive and significant influence on consumer purchasing decisions (KP) in the retail industry in Bandung City. Digital marketing strategies that focus on sustainable branding are proven to be an important factor influencing consumer purchasing decisions. The results of this study provide insight for retail industry players in designing effective digital marketing strategies to increase consumer purchasing decisions through a sustainable branding approach.
Impact of Digital Marketing Strategy on Consumer Purchasing Decisions: Case Study in the Retail Industry in Bandung City Rafikah, Syarifah
Journal of Management Vol. 2 No. 2 (2023): July - December
Publisher : Yayasan Pendidikan Belajar Berdikari

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This study aims to analyze the impact of digital marketing strategies on consumer purchasing decisions in the retail industry in Bandung City. Using a survey method, data was collected from 100 respondents consisting of various demographic groups. Descriptive analysis shows that social media, email marketing, search engine optimization (SEO), and paid advertising have a significant role in influencing consumer purchasing decisions. The results show that the majority of respondents use social media daily, with Facebook and Instagram as the most dominant platforms. Email marketing also proved effective, although response rates still need to be improved. SEO plays an important role with many respondents relying on product reviews and reviews as the main source of information. Paid advertising is considered to be quite influential in purchasing decisions.The frequency of online purchases shows that most respondents make purchases once every 2-3 months, with price and product quality as the main factors that influence their decisions. Based on these findings, it is recommended that retail companies in Bandung City improve their digital marketing strategies by focusing on engaging content on social media, personalization in email marketing, SEO optimization, and effective use of paid advertising. This research provides important insights for business practitioners and marketers on how digital marketing strategies can be optimized to increase conversions and influence consumer purchasing decisions in the digital age.
Co-Authors Nur Aida Nurdiana, Nika Suratmin Yassir