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PENGARUH CELEBRITY ENDORSER DAN IKLAN TERHADAP MINAT BELI KONSUMEN E-COMMERCE LAZADA PADA MASYARAKAT KOTA BATAM Lee, Jess; Pitri Nainggolan, Nora
SCIENTIA JOURNAL Vol 4 No 5 (2022): Volume 4 Nomor 5 2022
Publisher : LPPM Universitas Putera Batam

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This study aims to determine and analyze the influence of celebrity endorsers and advertisements on the buying interest of Lazada e-commerce consumers in the Batam city community. In this study, there is an analytical method using quantitative analysis and analytical tools to obtain data by distributing questionnaires. In this study, a sample size of 100 respondents was analyzed to answer each questionnaire statement that had been distributed to obtain data. The data that has been obtained from distributing questionnaires is analyzed with the help of a tool, namely SPSS (Statistical Package for the Social Sciences) version 25 for multiple linear regression analysis and hypothesis testing with the aim of finding the effect of celebrity endorsers and advertisements on Lazada e-commerce consumer buying interest in the community. Batam city. The results of the t-test show that the celebrity endorser variable is 3.107>1.98472 with sig 0.002<0.05 proving that celebrity endorser has a positive and significant effect on buying interest, advertising 3.235>1.98472 with sig 0.002<0.05 proves that advertising has a positive and significant effect on buying interest. While the results of the F test show the fcount value of 24.834> 3.09 with sig 0.000 <0.05 proving that the variable (X1) celebrity endorser and variable (X2) advertising simultaneously have a positive and significant effect on the variable (Y) buying interest.

PENGARUH CELEBRITY ENDORSER DAN IKLAN TERHADAP MINAT BELI KONSUMEN E-COMMERCE LAZADA PADA MASYARAKAT KOTA BATAM Lee, Jess; Pitri Nainggolan, Nora
SCIENTIA JOURNAL Vol 4 No 6 (2022): Volume 4 Nomor 6 2022
Publisher : LPPM Universitas Putera Batam

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This study aims to determine and analyze the influence of celebrity endorsers andadvertisements on the buying interest of Lazada e-commerce consumers in the Batam citycommunity. In this study, there is an analytical method using quantitative analysis andanalytical tools to obtain data by distributing questionnaires. In this study, a sample size of100 respondents was analyzed to answer each questionnaire statement that had beendistributed to obtain data. The data that has been obtained from distributing questionnairesis analyzed with the help of a tool, namely SPSS (Statistical Package for the SocialSciences) version 25 for multiple linear regression analysis and hypothesis testing with theaim of finding the effect of celebrity endorsers and advertisements on Lazada e-commerceconsumer buying interest in the community. Batam city. The results of the t-test show thatthe celebrity endorser variable is 3.107>1.98472 with sig 0.002<0.05 proving that celebrityendorser has a positive and significant effect on buying interest, advertising3.235>1.98472 with sig 0.002<0.05 proves that advertising has a positive and significanteffect on buying interest. While the results of the F test show the fcount value of 24.834>3.09 with sig 0.000 <0.05 proving that the variable (X1) celebrity endorser and variable(X2) advertising simultaneously have a positive and significant effect on the variable (Y)buying interest.

PENGARUH PELATIHAN DAN PENGALAMAN KERJA TERHADAP KINERJA KARYAWAN PT.OSI ELECTRONICS BATAM SIMANJUNTAK, AGUSTINA; Pitri Nainggolan, Nora
SCIENTIA JOURNAL Vol 4 No 6 (2022): Volume 4 Nomor 6 2022
Publisher : LPPM Universitas Putera Batam

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In the current era of globalization, Human Resources (HR) is one of the supporting factors to complete work andis a factor in the success of a company. This will be a problem for employees, especially in terms of experienceand training status because it will have an impact on employee performance in the company. The purpose of thisstudy was to determine the magnitude of the influence partially or simultaneously between training and workexperience on employee performance. The technique used in this study is to identify the effect of partial (t test)and simultaneous (F test) between training variables (X ) and work experience (X ) on employee performance (Y)at PT. Osi Electronics batam. Data collection techniques on This research was conducted by distributingquestionnaires to employees of PT. Osi Electronics Batam with 158 samples.The results of the coefficient ofdetermination (R2) in the summary model which can be seen from the R Square of the training variable, workexperience and employee performance are 0.676or 67.6% and while the t-test on the training variable (X ) has aarithmetic value of4.737and t table2.6079 where obtained t count > t table, and the significance value is 0.000below 0.05 and the work experience variable (X ) where it is obtained that t count > t table, and the significancevalue is 0.000 below 0.05 Based on the results of the simultaneous test, Fcount is 161.410In this test, thecorrelation between training and work experience on employee performance was obtained. This statement issupported by a calculated F value greater than F table, and a significance value of 0.000 less than 0.05. Thisindicates that the variables of training and work experience stimulants have a significant effect on employeeperformance

PENGARUH CITRA MEREK DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN DI PT MYTRIP INDONESIA WHOLESALE TRAVEL AGENT BATAM Husna, Jabalul; Pitri Nainggolan, Nora
SCIENTIA JOURNAL Vol 5 No 1 (2022): Volume 5 Nomor 1 2022
Publisher : LPPM Universitas Putera Batam

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The aim of the study was to determine the impact of brand image and promotion on purchasing decision at PT Mytrip Indonesia Wholesale Travel Agent Batam. The population used in this study was 110 people with the entire population being sampled. The sampling technique used non-probability sampling with saturated samples and data collection techniques using questionnaires. The data analysis method used the test ofvalidity, reliability classical assumption, influence and hypothesis test. Purchasing decisions are consumer treatment of certain services to buy or not to buy them by considering what their needs are. Purchases will be easy to make if consumers have a positive view of a brand. Brand image is the embodiment of the overall perception of a brand that is formed from a variety of complete information and strong knowledge of a particular brand. Promotion is an activity carried out by companies that seek to influence consumers to be persuaded to buy the services offered to them. The proceeds using SPSS 26 and shows the brand image had a tcount value of 11.021 > a tvalue of 1.98238 and a promotion t-count of 9.138 > a tvalue of 1.98238 a positive and significant effect on purchasing decisions.

PENGARUH KUALITAS PRODUK, KEWAJARAN HARGA DAN NILAI PELANGGAN TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN SKINCARE SKINTIFIC DI KOTA BATAM jassica; Pitri Nainggolan, Nora
SCIENTIA JOURNAL Vol 6 No 5 (2024): Scientia Journal
Publisher : LPPM Universitas Putera Batam

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This research aims to examine the influence of product quality, price fairness and customer value on consumer purchasing decisions for Skintific Skincare in Batam City. This research uses an associative method with a quantitative research type. The research sample consisted of 100 respondents who were people who had purchased and used Skintific Skincare in the Sungai Pelunggut Village area, Sagulung District, Batam City. The data collection method used is primary data. Data processing uses the SPSS Version 26 program. Based on the data and analysis that has been carried out, this research shows that product quality positively and significantly influences consumer purchasing decisions for Skintific Skincare in Batam City. Apart from that, price fairness positively and significantly influences consumer purchasing decisions for Skintific Skincare in Batam City. The customer value variable positively and significantly influences consumer purchasing decisions for Skintific Skincare in Batam City. And simultaneously, product quality, price fairness and customer value positively and significantly influence consumer purchasing decisions for Skintific Skincare in Batam City.

The Influence Of Beauty Influencer, Brand Trust, And Brand Image On Customer Loyalty For Skincare Products On E-Commerce Shopee Gefri Yanti, Novri; Pitri Nainggolan, Nora
Primanomics : Jurnal Ekonomi & Bisnis Vol. 23 No. 2 (2025): Primanomics : Jurnal Ekonomi dan Bisnis
Publisher : Fakultas Bisnis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31253/pe.v23i2.3551

Customer loyalty is the main aspect that companies need to study and pay attention to to retain customers. In encouraging customer loyalty, it is necessary to utilize beauty influencers nowadays because beauty influencers have a large number of followers and have an influence on social media. How a company gets its brand image is what encourages consumers to remain loyal to the company. Paying attention to brand image will have the effect of increasing interest and retaining regular customers by ensuring they can remember the characteristics of the products provided. Brand trust is another aspect that influences consumer loyalty. The higher the customer's trust, the greater the consumer's decision to buy other products or brands. Thus, the aim of this research is to examine the role of beauty influencer variables, brand trust and brand image on customer loyalty. the respondents were the people of Batu Aji. By using the Lemeshow formula to measure the sample size, namely 100 respondents. The sampling method applied in this research is non-probability sampling using a simple random sampling technique. In this research, we apply scale range analysis techniques and multiple linear regression analysis using tools such as SPSS 27 data software. Based on the T test analysis, it can be concluded that beauty influencers have a significant positive influence on customer loyalty; brand trust does not have a significant positive effect on customer loyalty; Brand image has a significant positive influence on customer loyalty.

Pengaruh Digital Marketing, Influencer Marketing Dan Ewom, Terhadap Keputusan Pembelian Viva Cosmetic di Kota Bat Lestari, Rosa; Pitri Nainggolan, Nora
Economic Reviews Journal Vol. 3 No. 3 (2024): Economic Reviews Journal
Publisher : Masyarakat Ekonomi Syariah Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56709/mrj.v3i3.374

This research investigates how digital marketing, influencer marketing, and ewom influence consumers' decisions to buy Viva Cosmetic in the city of Batam. The population of this study is the Sagulung community in Batam city who use Viva Cosmetic in 2024, but their number is unknown. The number of samples collected using the Jacob Cohen formula reached 204 people who were chosen deliberately. Data quality testing, classical assumption testing, and hypothesis testing are several steps in the data analysis process. The results of multiple linear aggression analysis show that digital marketing influences purchasing decisions by 34.2%. Influencer marketing influences 35.1% of purchasing decisions, and Ewom influences 35.6%. According to coefficient of determination (R2) analysis, digital marketing, influencer marketing, and eWOM can be responsible for 57.6% of the variation in purchasing decisions. The t test and f test show that EWOM, influencer marketing, and digital marketing have a positive and significant influence, both partially and simultaneously, on consumers' decisions to buy Viva cosmetic products in Batam

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