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All Journal Jurnal Aplikasi Bisnis dan Manajemen (JABM) E-Journal Bima Journal : Business, Management and Accounting Journal
Nadirah, Andi
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Effect Of Social Media Content Quality And Ad Personalization On Student Purchase Intention Trigina, Lilis; Aqsa, Muhammad; Nadirah, Andi
BIMA Journal (Business, Management, & Accounting Journal) Vol. 6 No. 1 (2025)
Publisher : Perkumpulan Dosen Muda (PDM) Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37638/bima.6.1.449-462

Abstract

Purpose: This study aims to determine and analyze the effect of social media content quality and ad personalization on student purchase intentions. Methodology: This research uses a quantitative approach with a sample of 100 respondents. The data collection technique was carried out using a questionnaire, while data analysis was carried out using statistical methods assisted by SmartPLS software. The tests used include the loading factor test, validity test, reliability test, R-square test, and bootstrapping test. Results: The results indicated that the quality of social media content has a positive but insignificant influence on purchase intention. Ad personalization, on the other hand, has demonstrated a positive and significant impact on student purchase intentions. Findings: Although the influence of social media content quality is individually insignificant, the combination of relevant social media content quality and ad personalization shows a stronger influence on purchase intention. This evidence suggests that both factors play a synergistic role in influencing purchasing decisions. Novelty: This research provides new insights into the synergistic role of social media content quality and ad personalization, both of which can have a greater influence on consumer purchase intentions, especially among university students. Originality: This study introduces an integrated analysis between social media content quality and ad personalization in the context of college students' purchase intention, which has not been widely explored in previous research. Conclusion: The combination of relevant content on social media and personalized ads has the potential to increase consumer purchase intent. Therefore, companies and marketers should consider both simultaneously in order to increase the effectiveness of their marketing campaigns. Type of Paper: Research Paper 
Effect of Product Quality and Promotion Mix on Coca Cola Purchase Decition Nadirah, Andi; Risal, M.; Ikhwan, Nira
Jurnal Aplikasi Bisnis dan Manajemen Vol. 9 No. 3 (2023): JABM Vol. 9 No. 3, September 2023
Publisher : School of Business, Bogor Agricultural University (SB-IPB)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.17358/jabm.9.3.881

Abstract

The product is one of the elements of the marketing mix, which determines how the brand can compete in the market. In addition, of course, it must be supported by the right advertising mix to present products to consumers. As a well-known beverage brand, Coca-Cola must pay attention to these two factors in order to remain in the market. Based on this, it is determined whether product quality and advertising mix influence the purchase decision of Coca-Cola beverages in Bone-Bone District, North Luwu Regency. The variables used in this study were product quality, promotion mix and purchase decision. The research method used is a quantitative method with a sampling technique used in this study, namely a non-probability sampling technique with a purposive random sampling method, which is random sampling with a specific purpose. Population determination using Lameshow's formula is 96.4 and rounded up to 100 respondents. Data collection was carried out through questionnaires and processed using the SPSS 21 statistical program. The results showed that product quality has a close relationship to the decision to purchase Coca-Cola beverages in Bone-Bone District, North Luwu Regency, with a very strong significance value. The results of this study found that the promotion mix positively and significantly influenced the purchase decision of Coca-Cola beverages in Bone-Bone District, North Luwu Regency. The results of the study can be concluded based on the level of significance which shows that product quality and promotion mix have a positive and significant effect on purchasing decisions. Keywords: coca cola consumer, marketing mix, product quality, purchase decision
Co-Authors Aqsa, Muhammad Ikhwan, Nira M. Risal, M. Trigina, Lilis