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All Journal SALAM: Jurnal Sosial dan Budaya Syar-i Jurnal Manajemen Dayasaing
Khairunisa, Nur Fitra
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How Social Media Marketing, Key Opinion Leaders, and e-WOM Shape Consumers' Purchase Decisions for Azarine Products Khairunisa, Nur Fitra; Nora Andira Brabo; Agus Sriyanto
Jurnal Manajemen Dayasaing Vol. 27 No. 1 (2025): Jurnal Manajemen Dayasaing
Publisher : Universitas Muhammadiyah Surakarta

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Abstract

Globally, skincare and cosmetic products are not only a necessity but also a part of lifestyle. Consumers are becoming more selective in choosing products that suit their needs and preferences. Azarine Cosmetic is one of the local beauty brands that has successfully captured consumer attention by offering products tailored to Indonesian skin conditions and tropical climate. Social media marketing, KOLs, also e-WOM play a crucial role in shaping consumer purchasing behavior, particularly within the beauty sector. This study seeks to analyze how social media marketing, KOLs, also e-WOM on the purchasing decisions regarding to Azarine products. Employing a quantitative methodology, the study gathers survey data from participants aged 17 and older who are active on social media, follow Azarine products, and are familiar with the KOLs endorsing them. All 182 respondents meet the criteria to be included in the research sample. The dataset undergoes statistical processing through multiple regression analysis, facilitated by SPSS version 29 to ensure accurate interpretation of results. The findings indicate that social media marketing, KOLs, and e-WOM significantly influence consumer purchasing decisions, both independently and in conjunction. Additionally, the analysis demonstrates that these factors account for 82.8% of the variation in consumer purchasing decisions.
Pengaruh Asset dan DER terhadap ROA pada Sektor Perbankan di BEI tahun 2020-2022 Rohmasari, Fitri; Khairunisa, Nur Fitra; Yuwono, Minto
SALAM: Jurnal Sosial dan Budaya Syar-i Vol. 10 No. 6 (2023)
Publisher : SALAM: Jurnal Sosial dan Budaya Syar-i

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15408/sjsbs.v10i6.38373

Abstract

Return on Assets (ROA) in the banking context is the key to understanding how efficiently a bank uses its assets to generate profits. Following Bank Indonesia regulations, the best ROA criteria is 1.5%. Banks with high ROA tend to be more efficient in managing their assets to obtain more significant income than those with low ROA. The research method used is a descriptive method with a quantitative approach. In this research, the dependent variable is the Return on Assets (Y). Meanwhile, the independent variables used are Asset Growth (X1) and Debt to Equity Ratio (X2). The population and sample in this research are banking on the Indonesia Stock Exchange for the 2020-2022 period, namely 43 companies, The criteria were carried out so that the sample was 19. The independent variables, namely AG and DER, simultaneously significantly affect the dependent variable ROA. The table value in this test was 1.67203, and the significance level α (alpha) used was 0.05. Based on the table above, it is known that AG influences ROA. Meanwhile, DER does not influence ROA. The magnitude of the influence of Asset Growth (AG) and Debt to Equity Ratio (DER) on Return on Assets (ROA) in the Banking sector on the Indonesian Stock Exchange for the 2020-2022 period is 9.7%, and the remaining 90.3% is explained by other variables not examined in this research.Kata Kunci: Asset Growth; Debt to Equity Ratio; Return on Asset Abstrak:Return on Assets (ROA) dalam konteks perbankan merupakan kunci untuk memahami seberapa efisien sebuah bank menggunakan asetnya untuk menghasilkan laba. Sesuai dengan ketentuan Bank Indonesia, kriteria ROA yang terbaik adalah 1,5%. Bank dengan ROA yang tinggi cenderung lebih efisien dalam mengelola asetnya untuk memperoleh pendapatan yang lebih signifikan dibandingkan dengan ROA yang rendah. Metode penelitian yang digunakan adalah metode deskriptif dengan pendekatan kuantitatif. Dalam penelitian ini, variabel dependennya adalah Return on Assets (Y). Sedangkan variabel independen yang digunakan adalah Asset Growth (X1) dan Debt to Equity Ratio (X2). Populasi dan sampel dalam penelitian ini adalah perbankan di Bursa Efek Indonesia periode 2020-2022 yaitu sebanyak 43 perusahaan. Kriteria tersebut dilakukan sehingga sampelnya berjumlah 19. Variabel independen yaitu AG dan DER secara simultan berpengaruh signifikan terhadap variabel dependen ROA. Nilai tabel dalam pengujian ini sebesar 1,67203 dan tingkat signifikansi α (alpha) yang digunakan sebesar 0,05. Berdasarkan tabel di atas diketahui bahwa AG berpengaruh terhadap ROA. Sedangkan DER tidak berpengaruh terhadap ROA. Besarnya pengaruh Asset Growth (AG) dan Debt to Equity Ratio (DER) terhadap Return on Asset (ROA) pada sektor Perbankan di Bursa Efek Indonesia periode 2020-2022 adalah sebesar 9,7%, sedangkan sisanya sebesar 90,3% dijelaskan oleh variabel lain yang tidak diteliti dalam penelitian ini.Kata Kunci: Asset Growth; Debt to Equity Ratio; Return on Asset
Co-Authors Agus Sriyanto Nora Andira Brabo Rohmasari, Fitri Yuwono, Minto