Article Per Year (5 Year)
p-Index From 2021 - 2026
0.61
P-Index
This Author published in this journals
All Journal JURNAL MANAJEMEN MOTIVASI RISK : Jurnal Riset Bisnis dan Ekonomi
Ambarwati , Diana
Unknown Affiliation
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Published : 3 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 3 Documents
Search

 1 
The Influence Of Price Discounts, Product Bundling, Brand Collaboration On Purchasing Decisions At The Es Teh Indonesia Bandar Kediri Branch Arum Oktaviani, Sekar; Ambarwati , Diana
RISK : Jurnal Riset Bisnis dan Ekonomi Vol. 5 No. 2 (2024): Volume 05 Nomor 02 Tahun 2024
Publisher : Universitas Kadiri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30737/risk.v5i2.6313

Abstract

The increase in consumer spending is driving Indonesia's economic growth. The culinary industry has emerged as a solution to meet the needs of the community. The culinary industry is rapidly growing, leading to intense business competition. Es Teh Indonesia Bandar Kediri is one of the culinary companies in Kediri that is making efforts to face business competition by using promotional strategies such as price discounts, product bundling, and brand collaboration to attract buyer interest, increase sales, and expand market reach. This research uses a quantitative research method. The population is the consumers of Es Teh Indonesia in Bandar Kediri, with a sample size of 385 respondents. Non-probability sampling research method, accidental sampling technique, questionnaire sample collection technique. Techniques for analysis include validity testing, reliability testing, classical assumption testing, multiple linear regression testing, t-testing, f-testing, and coefficient of determination testing. Based on the research findings, it is concluded that price discounts have a significant impact on purchasing decisions, product bundling does not have a significant effect, and brand collaboration has a significant influence. All three variables significantly influence the purchasing decision
The Role of Viral Marketing and Content Marketing in Miniso Purchases on TikTok: Pengaruh Viral Marketing, Konten Marketing Dan Live Streaming Terhadap Keputusan Pembelian Melalui Brand Trust Pada Toko Miniso di Tik Tok Agil Karisa; Ambarwati , Diana; Munawaroh, Nuril Aulia
JURNAL MANAJEMEN MOTIVASI Vol 22 No 1 (2026): Jurnal Manajemen Motivasi
Publisher : Universitas Muhammadiyah Pontianak

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29406/jmm.v22i1.8563

Abstract

This study investigates the impact of viral marketing, content marketing, and live streaming on purchase decisions, with brand trust as a mediating variable, among TikTok users who shop at Miniso in Kediri. Using a quantitative approach with 384 respondents, data were analyzed via SEM-PLS. Results show that all three marketing strategies significantly affect brand trust and purchase decisions. However, brand trust only mediates the effects of viral marketing and live streaming. These findings highlight the importance of interactive, trust-building strategies on TikTok. Miniso should enhance brand trust through engaging content and consider expanding platforms and variables for future research.
The Influence of Promotion, Price Perception and Product Quality on Purchasing Decisions: Mediation of Brand Image and Moderation of Word of Mouth Consumers of SMEs in Kampung Tahu Kediri Reza, Osyta Chrisdianti Mei; Ambarwati , Diana; Munawaroh , Nuril Aulia
JURNAL MANAJEMEN MOTIVASI Vol 22 No 1 (2026): Jurnal Manajemen Motivasi
Publisher : Universitas Muhammadiyah Pontianak

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29406/jmm.v22i1.8589

Abstract

This study examines the effects of promotion, price perception, and product quality on purchasing decisions, with brand image as a mediator and word of mouth (WOM) as a moderator, in MSMEs at Kampung Tahu Kediri. Using SEM-PLS and 384 respondents, results reveal that promotion and product quality significantly influence purchasing decisions, while price perception does not. Brand image mediates the relationship between the three variables and purchasing decisions. WOM positively affects purchasing decisions and moderates the effect of price perception, but not promotion or product quality. Findings offer insights for enhancing MSME marketing strategies.
Co-Authors Agil Karisa Arum Oktaviani, Sekar Munawaroh , Nuril Aulia Nuril Aulia Munawaroh Reza, Osyta Chrisdianti Mei