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All Journal Jurnal Manajemen Bisnis Eka Prasetya International Journal of Economics, Business, and Entrepreneurship (IJEBE)
Nadiya Fikriyatuz Zakiyah
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences Other

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THE INFLUENCE OF DIGITAL MARKETING, BRAND IMAGE, AND INFLUENCER MARKETING ON PURCHASE DECISION Maharani, Desti Ayu; Mawar Anggita Dewi; Vita Pradita Fadila; Saddam Rizky Addiansyah; Nadiya Fikriyatuz Zakiyah
Jurnal Manajemen Bisnis Eka Prasetya Vol 11 No 2 (2025): Edisi September 2025
Publisher : LPPM STIE EKA PRASETYA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47663/jmbep.v11i2.636

Abstract

Tujuan dari penelitian ini adalah untuk menganalisis pengaruh Digital Marketing, Brand Image, dan Influencer Marketing terhadap Keputusan Pembelian. Jenis penelitian ini menggunakan survei yang dilakukan kepada konsumen Jiniso yang berbelanja di TikTok Shop. Sumber data terdiri dari data primer dan data sekunder. Populasi dalam penelitian ini meliputi seluruh konsumen Jiniso yang melakukan pembelian melalui TikTok Shop. Metode pengambilan sampel yang digunakan dalam penelitian ini adalah random sampling dengan melibatkan 35 responden. Metode analisis data yang diterapkan adalah analisis regresi linier berganda, uji-t, dan pengujian koefisien determinasi (R2). Hasil uji-t menunjukkan bahwa digital marketing memiliki pengaruh positif dan signifikan terhadap keputusan pembelian produk Jiniso di TikTok Shop, dengan nilai signifikansi sebesar 0,008 yang lebih kecil dari 0,05. Sementara itu, influencer marketing memiliki pengaruh positif namun tidak signifikan terhadap keputusan pembelian produk Jiniso di TikTok Shop, dengan nilai signifikansi sebesar 0,813 yang lebih besar dari 0,05. Koefisien determinasi yang diperoleh sebesar 53,5%, sedangkan sisanya (100% - 53,5%) = 46,5% dipengaruhi oleh faktor lain di luar variabel yang diteliti .
The Influence of Digital Marketing on Msme Performance with Intellectual Capital and Competitive Advantage Aas Mediating Variables (Survey of Culinary MSMEs in Solo) Rahadhini, Marjam Desma; Nadiya Fikriyatuz Zakiyah; Liony Nadia Sekar Arum
International Journal of Economics, Business, and Entrepreneurship Vol 8 No 2 (2025): IJEBE July-December 2025
Publisher : FEB - Universitas Lampung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23960/ijebe.v8i2.373

Abstract

Indonesia faces significant challenges in creating adequate employment opportunities, leading many people to turn to the Micro, Small, and Medium Enterprises (MSMEs) sector. MSMEs, particularly in the culinary sector, play a crucial role in driving economic growth and equitable distribution of prosperity. However, MSMEs often face challenges such as low competency, a lack of adaptation to business changes, and limited use of digital technology. Digital marketing is a crucial strategy for improving MSME performance by expanding market access and strengthening product branding. Furthermore, intellectual capital, encompassing knowledge, skills, and networks, contributes to improving MSME competitiveness and performance. Competitive advantage, based on MSME resources and capabilities, is a key factor in their success in facing global competition. This study focuses on the influence of digital marketing on the performance of culinary MSMEs in Solo, with intellectual capital and competitive advantage as mediating variables. The results are expected to provide an understanding of the importance of managing digital marketing and intellectual capital to strengthen MSME competitiveness and performance in the digital era. This study is limited to culinary MSMEs in Solo, thus requiring further research in broader business sectors and regions.
Co-Authors Liony Nadia Sekar Arum Maharani, Desti Ayu Marjam Desma Rahadhini Mawar Anggita Dewi Saddam Rizky Addiansyah Vita Pradita Fadila