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All Journal JIM UPB (Jurnal Ilmiah Manajemen Universitas Putera Batam) Journal of Accounting and Finance Management (JAFM)
Erni Husein, Alice
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Pengaruh Viral Marketing, Brand Image dan Kepercayaan Pelanggan Terhadap Keputusan Pembelian Purbasari Melalui Aplikasi Tiktok di Kota Batam Bellina Sihombing, Syintia; Erni Husein, Alice
Journal of Accounting and Finance Management Vol. 5 No. 6 (2025): Journal of Accounting and Finance Management (January - February 2025)
Publisher : DINASTI RESEARCH

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/jafm.v5i6.1532

Abstract

Rapid technological developments have a significant impact on business development. Increasingly tight competition requires companies to be able to compete in order to maintain their existence in the business world. The purpose of this study was to determine whether viral marketing, brand image, and customer trust affect purchasing decisions. This study was conducted in Batam City with the subject of Purbasari through the TikTok application with a total of 100 respondents. The type of research used is quantitative research with a survey data collection method by distributing questionnaires. The results of the study showed that viral marketing had a positive and significant effect on Purbasari's purchasing decisions through TikTok, brand image had a positive and significant effect on Purbasari's purchasing decisions through TikTok, and customer trust had a positive and significant effect on Purbasari's purchasing decisions through TikTok.
INFORMATION ASYMMETRY AND COST OF CAPITAL: THE MODERATING EFFECT OF INSTITUTIONAL OWNERSHIP Poniman, Poniman; Erni Husein, Alice; Purba, Neni Marlina Br
JIM UPB (Jurnal Ilmiah Manajemen Universitas Putera Batam) Volume 13 Nomor 2 Tahun 2025
Publisher : Universitas Putera Batam

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33884/jimupb.v13i2.10083

Abstract

High information asymmetry will raise suspicions that the company has a high inherent risk, which can reduce the company's value and make it unattractive as an investment asset. Companies with high information asymmetry can affect the increase in the cost of capital. This is because the company needs to offer a high return (cost of capital) so that investors are willing to invest their capital in the company. This study was conducted by testing the effect of information asymmetry on the cost of capital. In addition, this study also tested the moderating role of institutional ownership in strengthening the effect of information asymmetry on the cost of capital. The results of the study prove that information asymmetry has no effect on the cost of capital. The presence of institutional ownership is also known to be unable to strengthen the effect of information asymmetry on the cost of capital. This study contributes to agency theory which highlights the conflict that occurs between shareholders and company management related to information asymmetry.
Co-Authors Bellina Sihombing, Syintia Poniman Poniman Purba, Neni Marlina BR