Article Per Year (5 Year)
p-Index From 2021 - 2026
0.444
P-Index
This Author published in this journals
All Journal Digital Bisnis: Jurnal Publikasi Ilmu Manajemen Dan E-commerce Jurnal Manajemen FE-UB
Mita Oktaviani
Unknown Affiliation
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Other

Published : 2 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 2 Documents
Search

 1 
Pengaruh Social Media Marketing terhadap Purchase Intention dengan Brand Image sebagai Variabel Intervening: (Studi Kasus pada Konsumen Kopi di Jabodetabek) Mita Oktaviani; Ika Febrilia; Rahmi Rahmi
Digital Bisnis: Jurnal Publikasi Ilmu Manajemen dan E-Commerce Vol. 4 No. 1 (2025): Digital Bisnis: Jurnal Publikasi Ilmu Manajemen dan E-Commerce
Publisher : Universitas 45 Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30640/digital.v4i1.3985

Abstract

The purpose of this research is to determine the influence of social media marketing on purchase intention with brand image as an intervening variable. The data collection method used in this study was a survey conducted by distributing questionnaires created through Google Form. The research sample consisted of 203 respondents from Jabodetabek area, aged 17 years or older, and familiar with Tuku Coffee Shop. The data analysis used to process and analyze the research results was Structural Equation Modeling (SEM) with AMOS to analyze. The results of this study indicate that social media marketing has an effect on brand image, brand image has an effect on purchase intention, social media marketing has an effect on purchase intention, and social media marketing has an effect on purchase intention through brand image.
PENGARUH KUALITAS PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN SERTA IMPLIKASINYA PADA LOYALITAS KONSUMEN E-COMMERCE SHOPEE (Studi Kasus Produk Stein Cookware Di Jakarta Timur) Cicih Ratnasih; Vivi Lusia; Mita Oktaviani
Jurnal Manajemen FE-UB Vol. 11 No. 1 (2023): Jurnal Manajemen FE-UB
Publisher : Fakultas Ekonomi Universitas Borobudur

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

This study aims to examine and analyze the effect of Product Quality and Price on Stein Cookware Purchase Decisions and the Implications for Shopee E-Commerce Consumer Loyalty in East Jakarta. The data used in this study are primary data taken from questionnaire responses. The population and sample used in this study were 100 respondents. Data analysis techniques in this study used the Classical Assumption Test, Path Analysis Test and Mediation Test (Sobel Test) which were processed using SPSS software version 26. The results showed that the influence of product quality had a positive and significant effect directly or indirectly through purchasing decisions on consumer loyalty, price had a positive and significant effect directly or indirectly through purchasing decisions on consumer loyalty and purchasing decisions had a direct positive effect on loyalty consumer. Keywords: Product Quality, Price, Purchase Decision, Consumer Loyalty.
Co-Authors Cicih Ratnasih Ika Febrilia Rahmi Rahmi Vivi Lusia