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sulasti, Sulasti
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Economics, Econometrics & Finance

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PERAN VIDEO MARKETING DALAM PENINGKATAN BRAND AWARENESS DAN KEPUTUSAN PEMBELIAN: STUDI KASUS PADA INDUSTRI MAKANAN DAN MINUMAN KOTA PONTIANAK sulasti, Sulasti; Martono, Martono; Sani, Sani
Jurnal Ekonomi Integra Vol 14, No 2 (2024): Jurnal Ekonomi Integra
Publisher : STIE 'INDONESIA' Pontianak

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51195/iga.v14i2.359

Abstract

By using brand awareness as a mediator, the study seeks to ascertain how video marketing affects consumer decisions in Pontianak City's food and beverage industries. Once the data passes the traditional assumption test and is deemed valid and reliable, the research employs a survey approach with path analysis. Video marketing is the dependent variable, purchasing decisions are the independent variable, and brand awareness is the mediating variable. sources of data using surveys and interviews. 60 consumers who had seen food and beverage vendors' promotional videos made up the research sample. The study's findings indicated that they agreed with every hypothesis. The entire 40% influence of brand recognition and video marketing on purchasing decisions is the most prominent exogenous variable on endogenous factors, and it is highly significant. In this study, the route analysis model can account for 91.4% of the diversity of data; the remaining 8.6% can be explained by other factors. 
PENGARUH KOMPENSASI DAN KEPEMIMPINAN TERHADAP MOTIVASI KERJA DAN KAITANNYA DENGAN KINERJA KANTOR XYZ DI KABUPATEN KUBU RAYA sulasti, Sulasti; Yuliana, Yuliana; Suardi, Suardi; Martono, Martono
Jurnal Ekonomi Integra Vol 14, No 1 (2024): Jurnal Ekonomi Integra
Publisher : STIE 'INDONESIA' Pontianak

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51195/iga.v14i1.346

Abstract

The purpose of the study is to examine and ascertain how leadership and remuneration affect employee performance and job motivation. Explanatory and associative research methods with saturated samples are used. A Likert scale is used for data measurement, while path analysis is used for data processing. According to test results using standardized variables, leadership has a 23% greater overall influence on performance than other factors. The R2m value of 0.632 was derived from the calculation results. This means that 63.2% of the diversity of data in this research can be explained by the route analysis model, with the remaining 36.8% being explained by mistakes and other variables not included in the model.
Co-Authors Martono Martono SANI SANI Suardi, Suardi Yuliana Yuliana