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Pengaruh Kualitas Produk, Citra Merek Dan Persepsi Harga Terhadap Keputusan Pembelian Motor Listrik ( Studi Kasus Pada Pengguna Motor Listrik Di Kota Padang) Willi Dayanti; Tiara Turay
Journal of Business Economics and Management | E-ISSN : 3063-8968 Vol. 1 No. 3 (2025): Januari - Maret
Publisher : GLOBAL SCIENTS PUBLISHER

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Penelitian ini bertujuan untuk menguji pengaruh kualitas produk, citra merek dan persepsi harga terhadap keputusan pembelian motor listrik di kota Padang. Penelitian ini menggunakan metode penelitian kuantitatif. Populasi dalam penelitian ini adalah pengguna motor di kota Padang. Pengumpulan data menggunakan kuesioner. Sampel yang di ambil dalam penelitian ini sebanyak 100 responden dengan porpose sampling. Hasil penelitian menunjukkan bahwa kualitas produk tidak berpengaruh signifikan terhadap keputusan pembelian, citra merek berpengaruh signifikan terhadap keputusan pembelian, persepsi harga berpengaruh siggnifikan terhadap keputusan pembelian, dan kualitas produk, citra merek, dan persepsi harga berpengaruh secara simultan terhadap keputusan pembelian.

Pengaruh Fitur Keamanan, Kemudahan Penggunaan Dan Kualitas Pelayanan Terhadap Kepuasan Pengguna Aplikasi Dana Syaffa Aulia Andyani; Tiara Turay
Journal of Business Economics and Management | E-ISSN : 3063-8968 Vol. 1 No. 3 (2025): Januari - Maret
Publisher : GLOBAL SCIENTS PUBLISHER

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This research aims to determine the effect of security features, ease of use and service quality on DANA application user satisfaction (case study of Bachelor of Management students at Dharma Andalas University, Padang). The population in this study was 518 undergraduate management students at Dharma Andalas University, Padang, with samples taken using the Raosoft sample size calculator so that the sample was 110 respondents. Data was obtained by distributing questionnaires and then processed and tested using IBM SPSS Statistics 22. From the research carried out, it is known that based on the results of hypothesis testing, it shows 1). Security features have a positive and significant effect on user satisfaction, 2). Convenience has a positive and significant effect on user satisfaction, 3). Service quality has a positive and significant effect on user satisfaction, 4). Security features, ease of use and service quality have a positive and significant effect on user satisfaction. Furthermore, the user satisfaction variable is influenced by security features, ease of use and service quality by 73.8%, namely the remaining 26.2% is influenced by other variables that are not in this study.

ANALISIS MODEL POLITICAL MARKETING SEBAGAI STRATEGI MENINGKATKAN PARTISIPASI POLITIK PEREMPUAN MINANGKABAU DI PARLEMEN Yesi Elsandra; Tiara Turay; Nadia Insani
MANAJEMEN Vol. 5 No. 1 (2025): MEI : MANAJEMEN (Jurnal Ilmiah Manajemen dan Kewirausahaan)
Publisher : LPPM Politeknik Pratama

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51903/manajemen.v5i1.882

This study aims to analyze the low participation of female Minangkabau legislative members in West Sumatra. Women in Minangkabau culture and customs have a strong influence in customs. But this privilege has not been accompanied by equality in political participation. Minangkabau women can use political marketing strategies to compete with other candidates so that the mandate of the law of 30% female representation in parliament can be realized. The method used in this study is quantitative descriptive. The results of the study indicate that the marketing approach can be used in political activities called political marketing. Political marketing activities in the form of push marketing, pull marketing and pass marketing have a significant influence on constituents' decisions to elect legislative member

Pengaruh Live Steaming dan Flash Sale Terhadap Impulse Buying pada Pengguna E-Commerce Shopee (Studi Kasus Mahasiswa Universitas Dharma Andalas) Sayiddah Asysifa; Tiara Turay
Journal of Business Economics and Management | E-ISSN : 3063-8968 Vol. 2 No. 1 (2025): Juli - September
Publisher : GLOBAL SCIENTS PUBLISHER

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This study aims to determine and analyze the effects of live streaming and flash sales on impulse buying among students at Dharma Andalas University. The population consisted of Dharma Andalas University students with a known and fixed number. A total of 138 students were selected as the sample using a purposive sampling method, based on specific characteristics and criteria. Data were collected through questionnaires distributed directly to the respondents. The analysis was conducted using a quantitative method with IBM SPSS Statistics V21.0. The results show that live streaming (X1) has a positive and significant effect on impulse buying (Y), and flash sales (X2) also have a positive and significant effect on impulse buying (Y).

Pengaruh Content Marketing Dan Brand Image Terhadap Keputusan Pembelian Produk Skincare Azarine Pada Aplikasi Tiktok (Studi Pada Mahasiswa S1 Manajemen Universitas Dharma Andalas) Ravema Rachmi; Tiara Turay
Jurnal Ekonomi dan Bisnis Digital Vol. 3 No. 1 (2025): Juli - September
Publisher : CV. ITTC INDONESIA

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This study aims to analyze the influence of content marketing and brand image on the purchase decisions of Azarine skincare products on the TikTok application, with a case study conducted among undergraduate management students at Universitas Dharma Andalas. The background of this research is based on the growing trend of social media usage, particularly TikTok, as an effective marketing medium for skincare products, as well as the importance of brand image in shaping consumer purchasing decisions. The research employed a quantitative approach with a survey method. Data were collected through questionnaires using a 5-point Likert scale. The population of this study consisted of undergraduate management students at Universitas Dharma Andalas, with a total sample of 100 respondents selected using purposive sampling techniques. Data analysis was conducted through validity and reliability tests, classical assumption tests, and multiple linear regression to test the research hypotheses. The results show that: (1) content marketing has a positive and significant effect on the purchase decisions of Azarine skincare products on TikTok, (2) brand image has a positive and significant effect on purchase decisions, and (3) content marketing and brand image simultaneously have a significant effect on purchase decisions. The coefficient of determination (R²) of 0.699 indicates that the independent variables in this study were able to explain 69.9% of the variation in purchase decisions, while the remaining 30.1% is explained by other variables outside the study. This research provides practical implications for companies to further strengthen creative and relevant content marketing strategies and to enhance a consistent brand image in order to encourage consumer purchasing decisions through social media, particularly TikTok.

Pengaruh Diskon Dan Ulasan Produk Terhadap Keputusan Pembelian Di Aplikasi Shopee (Studi Kasus Mahasiswa S1 Manajemen Unidha) Prabu Ramadhan; Tiara Turay
Journal of Business Economics and Management | E-ISSN : 3063-8968 Vol. 2 No. 1 (2025): Juli - September
Publisher : GLOBAL SCIENTS PUBLISHER

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This study aims to determine the effect of discounts and product reviews on purchasing decisions in the Shopee app (a case study of undergraduate management students at Unidha). The population in this study was 414 undergraduate management students at Dharma Andalas University, Padang. The sample size was calculated using the Raosoft sample size calculator, resulting in a sample size of 104 respondents. Data were obtained by distributing questionnaires, then processed and tested using IBM SPSS Statistics 22. The results of the hypothesis testing indicate that 1) Discounts have a positive and significant effect on purchasing decisions, 2) Product reviews have a positive and significant effect on purchasing decisions, and 3) Discounts and product reviews have a positive and significant effect on purchasing decisions. Furthermore, discounts and product reviews are 67.6% influenced by purchase decisions, while the remaining 32.4% is influenced by other variables not included in this study.

Pengaruh Harga Dan Kualitas Pelayanan Terhadap Kepuasan Konsumen Pada Toko Oleh-Oleh Christine Hakim Kota Padang Alvin Novri Weli; Tiara Turay
Journal of Business Economics and Management | E-ISSN : 3063-8968 Vol. 2 No. 1 (2025): Juli - September
Publisher : GLOBAL SCIENTS PUBLISHER

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This study aims to analyze the effect of price and service quality on customer satisfaction at Christine Hakim Souvenir Shop in Padang City. This research employs a quantitative approach with a survey method. The population consists of all customers of Christine Hakim Shop, with a sample of 150 respondents selected using purposive sampling. Data were collected through questionnaires and analyzed using validity and reliability tests, multiple linear regression, t-test, and F-test. The results indicate that (1) price has a significant effect on customer satisfaction, (2) service quality has a significant effect on customer satisfaction, and (3) price and service quality simultaneously have a significant effect on customer satisfaction. Therefore, it can be concluded that an appropriate pricing strategy and improvement in service quality play an essential role in creating customer satisfaction at Christine Hakim Souvenir Shop in Padang City.

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