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All Journal Jurnal Ilmiah Multidisiplin Amsir Amsir Community Service Journal Jurnal Ilmiah Manajemen & Kewirausahaan
Ibrahim, Darmawansah
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Implementasi Green Marketing Mix dalam Upaya Meningkatkan Keunggulan Kompetitif Ibrahim, Darmawansah
Jurnal Ilmiah Manajemen & Kewirausahaan Vol 11 No 2 (2024): Desember
Publisher : Fakultas Ekonomi dan Bisnis Institut Ilmu Sosial dan Bisnis Andi Sapada

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Abstract

This study aims to analyze the implementation of the green marketing mix and its impact on the competitive advantage of companies. The green marketing mix includes product, price, promotion, and distribution strategies that emphasize environmentally friendly practices and sustainability. The application of this strategy is believed to enhance corporate reputation, consumer satisfaction, and product differentiation in an increasingly environmentally conscious market. The study uses a quantitative approach with a survey method, collecting data through questionnaires distributed to consumers and business practitioners who implement the green marketing mix. The results indicate that the implementation of the green marketing mix has a positive effect on competitive advantage. The application of environmentally friendly marketing strategies allows companies to strengthen brand image, increase consumer loyalty, and create added value that differentiates the company from its competitors.
Pengaruh Penggunaan Artificial Intelligence dalam Personalisasi Iklan terhadap Kepuasan Pelanggan Ibrahim, Darmawansah
Jurnal Ilmiah Manajemen & Kewirausahaan Vol 11 No 2 (2024): Desember
Publisher : Fakultas Ekonomi dan Bisnis Institut Ilmu Sosial dan Bisnis Andi Sapada

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This study aims to analyze the effect of Artificial Intelligence (AI) usage in ad personalization on customer satisfaction. AI-based ad personalization enables companies to tailor advertising content according to individual behavior, preferences, and characteristics, thereby increasing the relevance and effectiveness of marketing communication. The study employs a quantitative approach using surveys to collect data. Questionnaires were distributed to consumers who received AI-personalized digital advertisements. The results indicate that the implementation of AI in ad personalization has a positive and significant effect on customer satisfaction. Consumers perceive their interactions with advertisements as more relevant, engaging, and aligned with their needs, which enhances their positive perception of the brand and overall satisfaction.
Peran Influencer Marketing dalam Meningkatkan Brand Awareness pada Generasi Z Ibrahim, Darmawansah
Jurnal Ilmiah Manajemen & Kewirausahaan Vol 11 No 2 (2024): Desember
Publisher : Fakultas Ekonomi dan Bisnis Institut Ilmu Sosial dan Bisnis Andi Sapada

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This study aims to analyze the role of influencer marketing in enhancing brand awareness among Generation Z. Influencer marketing is a marketing strategy that utilizes individuals with high social media influence to promote brands to their audiences. This strategy is considered effective in reaching Generation Z, who are more responsive to digital content and recommendations from influencers compared to traditional advertising. The study employs a quantitative approach using surveys for data collection. Questionnaires were distributed to Generation Z members who are active on social media and follow influencers. The results indicate that influencer marketing has a positive and significant impact on brand awareness. The presence of credible and relevant influencers helps increase brand recognition, build a positive brand image, and influence young consumers’ perceptions of the brand.
Pengaruh Citra dan Kualitas Pelayanan Sterhadap Keputusan Pembelian Tiket Pada PT Mirama Ibrahim, Darmawansah; Arifuddin, Arifuddin
Jurnal Ilmiah Multidisiplin Amsir Vol. 1 No. 1 (2022): Desember
Publisher : AhInstitute of Research and Community Service (LP2M) Institute of Social Sciences and Business Andi Sapada

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62861/jimat.v1i1.811

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh citra terhadap keputusan pembelian tiket pada PT.Mirama dikota Parepare, untuk mengetahui pengaruh kualitas pelayanan terhadap keputusan pembelian tiket pada PT.Mirama dikota Parepare. Metode Analisis yang digunakan adalah metode analisis yang digunakan yaitu menggunakan analisis deskriptif dan analisis regresi berganda menggunakan aplikasi SPSS 20. Hasil penelitian menunjukan bahwa berdasarkan hasil analisis regresi linier berganda menunjukan variabel citra (0,938) kehandalan (-0,012), empati (-0,034), bukti fisik (-0,095) berpengaruh secara negatif terhadap keputusan pembelian sedangkan daya tanggap (0,002), jaminan (0,034), berpengaruh secara positif terhadap keputusan pembelian
Efek Harga dan Kualitas Layanan Terhadap Kepuasan Konsumen (Studi Pada Customer Toyota Avanza) Ibrahim, Darmawansah
Jurnal Ilmiah Multidisiplin Amsir Vol. 1 No. 2 (2023): Juni
Publisher : AhInstitute of Research and Community Service (LP2M) Institute of Social Sciences and Business Andi Sapada

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62861/jimat.v1i2.835

Abstract

This research was conducted with the aim to determine the effect of price and service quality on consumer satisfaction in car users Toyota Avanza Pt. Hadji Kalla Branch. Urip Sumoharjo Makassar This study uses a questionnaire to be given to consumers who use Toyota Avanza cars, as many as 52 samples from some of the existing population. Data were analyzed using the SPSS Version 16 program. The results of this study indicate that price has a significant effect on customer satisfaction in purchasing a Toyota Avanza car, service quality has a significant effect on customer satisfaction in purchasing a Toyota Avanza car, price and service quality have a significant effect on customer satisfaction in purchasing Toyota Avanza car. The results of multiple linear regression analysis between price and service quality simultaneously have a significant influence on customer satisfaction in purchasing a Toyota Avanza car.
Pengaruh Kualitas Produk dan Citra Merek Terhadap Keputusan Pembelian Cat Nippon Ibrahim, Darmawansah
Jurnal Ilmiah Multidisiplin Amsir Vol. 3 No. 2 (2025): Juni
Publisher : AhInstitute of Research and Community Service (LP2M) Institute of Social Sciences and Business Andi Sapada

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62861/jimat.v3i2.893

Abstract

This study aims to examine the influence of product quality and brand image on purchasing decisions of Nippon Paint in Pinrang City, both partially and simultaneously. The background of this research stems from the increasingly intense competition in the paint industry, where consumers are faced with many product choices. To gain deeper insights into consumer behavior, this research adopts a descriptive quantitative approach using a survey method involving 56 respondents who are consumers of Nippon Paint. Data were collected through four instruments: observation sheets, questionnaires, interviews, and documentation. The independent variables in this study are product quality (including durability, color coverage, texture, and safety) and brand image (including recognition, reputation, and emotional appeal), while the dependent variable is the purchase decision. The data were analyzed using multiple linear regression with the assistance of SPSS version 27. The results show that product quality has a strong partial influence on purchasing decisions. Similarly, brand image also has a significant partial effect. Simultaneous testing indicates that both variables together make a meaningful contribution to purchasing decisions of Nippon Paint. The coefficient of determination (R²) reveals that more than 60% of the variation in purchasing decisions can be explained by product quality and brand image.
Co-Authors Arifuddin Arifuddin Jahara, Jahara Suwandi Suwandi