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All Journal Pendas : Jurnah Ilmiah Pendidikan Dasar Jurnal Manajemen Dan Bisnis Ekonomi
Wadiah Saadah
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Other

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Analisis Pemanfaatan Media Sosial sebagai Strategi Pemasaran Brand Exsport Ardhelia Fauzia; Wadiah Saadah; Erwin Permana
JURNAL MANAJEMEN DAN BISNIS EKONOMI Vol. 3 No. 4 (2025): Oktober : JURNAL MANAJEMEN DAN BISNIS EKONOMI
Publisher : Institut Teknologi dan Bisnis (ITB) Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54066/jmbe-itb.v3i4.3573

Abstract

This study aims to analyze the effectiveness of utilizing social media as a digital marketing strategy for the Exsport brand in building brand awareness, increasing consumer engagement, and strengthening customer loyalty. The research methodology uses a descriptive qualitative approach with secondary data analysis of Exsport's social media content on Instagram, TikTok, and YouTube, as well as literature studies related to digital marketing strategies in the fashion industry. The results show that Exsport successfully communicates brand values ​​oriented towards a young, creative, and productive lifestyle through a consistent visual content strategy, collaboration with influencers, and participatory campaigns based on user-generated content and storytelling. This strategy has been proven to increase engagement rates, build emotional connections with consumers, and strengthen the brand's positive image amidst global competition. However, the effectiveness of Exsport's digital strategy requires sustainable, innovative, and adaptive content management to rapidly changing social media trends. Based on these findings, it is recommended that Exsport continue to innovate in content development, strengthen brand identity through creative narratives, and integrate digital strategies with offline marketing activities to create a more holistic customer experience. With this approach, social media serves not only as a promotional tool but also as a strategic instrument for expanding market reach, increasing competitiveness, and maintaining customer loyalty in the Indonesian fashion industry.
PENGARUH HARGA DAN KUALITAS TERHADAP KEPUTUSAN PEMBELIAN PADA PRODUK LIPSTIK WARDAH DI GUARDIAN LIPPO MALL PURI JAKARTA BARAT Wadiah Saadah
Pendas : Jurnal Ilmiah Pendidikan Dasar Vol. 11 No. 03 (2026): Volume 11 No. 03, September 2026 Processed
Publisher : Program Studi Pendidikan Guru Sekolah Dasar FKIP Universitas Pasundan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23969/jp.v11i03.62047

Abstract

This study aims to determine the effect of price and product quality on purchasing decisions for Wardah lipstick products at Guardian Lippo Mall Puri West Jakarta, both partially and simultaneously. This research was motivated by the decline in Wardah's Top Brand Award index in the lipstick category over the past few years amid intense competition with other brands, leaving it empirically unclear whether price or product quality plays a more dominant role in influencing consumer purchasing decisions. This study employed a quantitative approach with a correlational research design. The sample consisted of 100 female respondents who had purchased and used Wardah lipstick products at Guardian Lippo Mall Puri West Jakarta, selected through non-probability sampling using the purposive sampling method. Data were collected through questionnaires using a Likert scale and analyzed using multiple linear regression with SPSS. The results show that price has a positive and significant effect on purchasing decisions, with a calculated t-value of 3.850 and significance below 0.001. Product quality also has a positive and significant effect on purchasing decisions, with a calculated t-value of 6.958 and significance below 0.001, and is the most dominant variable with a standardized beta of 0.540. Simultaneously, price and product quality have a significant effect on purchasing decisions, with an F-value of 51.445 and significance below 0.001, explaining 51.5% of the variation in purchasing decisions. It can be concluded that price and product quality, both partially and simultaneously, have a positive and significant effect on purchasing decisions for Wardah lipstick products, with product quality being the most dominant factor.
Co-Authors Ardhelia Fauzia Erwin Permana