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All Journal Economic Reviews Journal El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Journal of Ekonomics, Finance, and Management Studies
Elok Vilantika
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Religion Agriculture, Biological Sciences & Forestry Civil Engineering, Building, Construction & Architecture Economics, Econometrics & Finance Industrial & Manufacturing Engineering Social Sciences

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Pengaruh Social Media Marketing, Brand Ambassador dan Electronic Word of Mouth Terhadap Keputusan Pembelian pada Produk Jiniso Ikrimah Rahmaniyah; Elok Vilantika
El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Vol. 6 No. 6 (2025): El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/elmal.v6i6.8349

Abstract

Purchase decisions play an important role in the success of marketing and selling a brand's products, one of which is the Jiniso fashion brand. The study aims to analyze the influence of social media marketing, brand ambassadors, and electronic word of mouth on purchasing decisions. The research method used is quantitative with the Partial Least Squares-Structural Equation Modeling approach. The sample of this study was one hundred and sixty respondents with a purposive sampling technique. The results of the study show that each variable has a significant influence on purchasing decisions. This study concludes that an active and consistent presence on social media platforms such as Instagram, TikTok, and e-commerce such as Shopee allows brands to build engagement with their followers. Through uploading relevant content supported by positive product reviews by consumers, seasonal promotional campaigns demonstrated by brand ambassadors are able to create a strong foundation for a brand's image and encourage purchasing decisions for Jiniso fashion products. These findings are expected to be a consideration for companies in designing more appropriate and efficient marketing strategies in the digital era in order to improve purchasing decisions and company competitiveness.
Pengaruh Faktor-Faktor Fundamental Terhadap Harga Saham Perusahaan Manufaktur Subsektor Makanan dan Minuman yang Terdaftar di Bursa Efek Indonesia (BEI) Periode 2019-2023 Adinda Putri Rizqi; Elok Vilantika
Economic Reviews Journal Vol. 3 No. 4 (2024): Economic Reviews Journal
Publisher : Masyarakat Ekonomi Syariah Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56709/mrj.v3i4.642

Abstract

This study aims to determine the effect of Return On Asset (ROA), Earning Per Share (EPS), and Debt to Equity Ratio (DER) on stock prices in food and beverage sub-sector companies listed on the Indonesia Stock Exchange (IDX). This study uses an associative method with a quantitative approach using secondary data in the form of quarterly financial reports of food and beverage sub-sector companies listed on the Indonesia Stock Exchange. The population used is all food and beverage sub-sector companies listed on the IDX during the 2019-2023 period, totaling 26 companies. The sampling method used is purposive sampling. The results of the study indicate that partially the ROA variable has a significant effect on stock prices in food and beverage sub-sector companies. The EPS and DER variables do not have a significant effect on stock prices in food and beverage sub-sector companies.
Pengaruh Social Media Marketing, Brand Ambassador dan Electronic Word of Mouth Terhadap Keputusan Pembelian pada Produk Jiniso Ikrimah Rahmaniyah; Elok Vilantika
El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Vol. 6 No. 6 (2025): El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/elmal.v6i6.8349

Abstract

Purchase decisions play an important role in the success of marketing and selling a brand's products, one of which is the Jiniso fashion brand. The study aims to analyze the influence of social media marketing, brand ambassadors, and electronic word of mouth on purchasing decisions. The research method used is quantitative with the Partial Least Squares-Structural Equation Modeling approach. The sample of this study was one hundred and sixty respondents with a purposive sampling technique. The results of the study show that each variable has a significant influence on purchasing decisions. This study concludes that an active and consistent presence on social media platforms such as Instagram, TikTok, and e-commerce such as Shopee allows brands to build engagement with their followers. Through uploading relevant content supported by positive product reviews by consumers, seasonal promotional campaigns demonstrated by brand ambassadors are able to create a strong foundation for a brand's image and encourage purchasing decisions for Jiniso fashion products. These findings are expected to be a consideration for companies in designing more appropriate and efficient marketing strategies in the digital era in order to improve purchasing decisions and company competitiveness.
Co-Authors Adinda Putri Rizqi Ikrimah Rahmaniyah