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All Journal Media Mahardhika JUEBIR: Journal of Economics and Business Research
Priyanka, Felyna
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Religion Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences

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Pemanfaatan Kegemaran, Sosial Media, dan E-Commerce dalam Persaingan Usaha Mikro Kecil Menengah Di Era Digital: Study Deskriptif pada Pororo Official Priyanka, Felyna
Journal of Economics and Business Research (JUEBIR) Vol. 3 No. 1 (2024): June 2024
Publisher : Fakultas Ekonomi dan Bisnis Islam UIN Raden Mas Said Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22515/juebir.v3i1.8950

Abstract

Social media is something that is very close to society in the digital era. Through social media, people can communicate with anyone in one direction or two ways without any distance. With social media, people can filter whatever they want to see, whether in the form of images or videos. One of them is the large number of funny videos featuring cats, making many people now love these cute furry animals. Many cat lovers also follow cat accounts on social media. Many cat owners and also cat social media admins are taking advantage of their passion for selling cat-themed products. Starting from being known on social media to opening online shops in e-commerce. This of course has a good impact on society because of the economic turnaround. The aim of this research is to explain the role of passion, social media and e-commerce in the competitive advantage of micro, small and medium enterprises in the digital era. The method used in this research is a qualitative method with observation and review of supporting documents. It is hoped that the results of this research will provide new knowledge about the importance of utilizing hobbies, social media and e-commerce in the competitive advantage of small bussiness.
PENGARUH PROMOSI, KUALITAS PRODUK DAN BRAND LONGEVITY TERHADAP LOYALITAS PELANGGAN PRODUK KOSMETIK DAN SKINCARE Priyanka, Felyna
Media Mahardhika Vol. 23 No. 2 (2025): January 2025
Publisher : STIE Mahardhika

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29062/mahardika.v23i2.1230

Abstract

Along with the times, the need for skin care and health is increasing. The high desire of people to look attractive is influenced by trends, social media and the development of innovations and types of cosmetics and skin care products. Appearance is important today because it is an impression for the person himself in the eyes of others. This research aims to determine the effect of promotion, product quality and brand longevity on customer loyalty in cosmetics and skincare products. The population in this study were women in Kartasura who consistently used cosmetic and skincare products. The sample taken in this study was 59 people. This research is a quantitative study using multiple linear regression methods. The variables in this study consist of 3 independent variables, namely promotion (X1), product quality (X2), brand longevity (X3) and the dependent variable customer loyalty (Y). The results show, partially promotion has a significant effect on customer loyalty. Product quality has a significant effect on customer loyalty. Brand longevity has a significant effect on customer loyalty. Simultaneously, promotion, product quality and brand longevity together have a significant effect on customer loyalty.
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