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Ghaefira Nur Fatimah
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Analysis of Influencer Marketing Strategy and Brand Image in Forming Consumer Loyalty (in the case study of Wardah in the Bengkulu City community) Arora, Jessyca; Ghaefira Nur Fatimah
Journal of Managiere and Business Vol 2 No 1 (2024): April
Publisher : EDU PARTNER INDONESIA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.69747/managiere.v2i1.55

Abstract

This study aims to explore the urgency of influencer marketing strategies and brand image in shaping consumer loyalty towards Wardah products among residents of Bengkulu City. The research investigates how influencer marketing strategies and brand image influence consumer loyalty towards Wardah products. This research is crucial due to the increasing phenomenon of influencer use in marketing, coupled with the proven impact of brand image on consumer behavior. The study employs a quantitative approach involving 80 respondents who have used Wardah products, with questionnaires distributed via Google Form. Both primary and secondary data are utilized. Analysis techniques include validity testing, reliability testing, and hypothesis testing using SPSS. The findings indicate that influencer marketing and brand image variables significantly and positively affect consumer loyalty. The implications of this research underscore the importance of employing effective influencer marketing strategies and cultivating a strong brand image to build and sustain consumer loyalty towards Wardah products in the Bengkulu market. Penelitian ini dilakukan untuk mengeksplorasi urgensi strategi pemasaran influencer dan citra merek dalam membentuk loyalitas konsumen terhadap produk Wardah di kalangan penduduk Kota Bengkulu. Tujuan penelitian ini adalah untuk mengetahui bagaimana strategi pemasaran influencer dan citra merek membentuk loyalitas konsumen terhadap produk Wardah. Penelitian ini penting karena fenomena penggunaan influencer dalam pemasaran semakin meningkat, sementara pengaruh citra merek telah terbukti sebagai faktor krusial dalam mempengaruhi perilaku konsumen. Metode penelitian yang digunakan adalah pendekatan kuantitatif dengan melibatkan 80 responden yang telah menggunakan produk Wardah, dengan penyebaran kuesioner melalui Google Form. Data yang digunakan terdiri dari data primer dan sekunder. Teknik analisis meliputi uji validitas, uji reliabilitas, dan pengujian hipotesis menggunakan SPSS. Hasil penelitian menunjukkan bahwa variabel pemasaran influencer dan citra merek memiliki pengaruh positif dan signifikan terhadap variabel loyalitas konsumen. Implikasi dari penelitian ini adalah pentingnya penggunaan strategi pemasaran influencer yang efektif dan pembinaan citra merek yang kuat untuk membangun dan mempertahankan loyalitas konsumen terhadap produk Wardah di pasar Bengkulu.
Exploration of Visiting Decisions Through Amazing Tourism Attractions And Facilities: a Case Study of the Trokon River Rahmad Aldino, Fikal; Ghaefira Nur Fatimah
Journal of Managiere and Business Vol 2 No 1 (2024): April
Publisher : EDU PARTNER INDONESIA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.69747/managiere.v2i1.56

Abstract

An in-depth understanding of the elements that influence tourists' decisions to visit is very important in the era of globalization and increasingly tight competition in the tourism business. This research aims to find out the reasons behind people's decisions to visit the Trokon River, a preferred natural location with attractive facilities and quality views. The aim of this research using case study techniques is to understand the complex interaction between the natural attractions of the Trokon River and the facilities provided, as well as how these two variables influence visitors' decisions to choose this area. Observations and questionnaires are part of the process. The main conclusion of this research shows that the unique attraction of the Trokon River with its beautiful contemporary infrastructure facilities significantly influences visitors' decision to visit. The results of this research provide comprehensive information to tourism destination managers about how to improve tourist facilities and attractions by considering important elements that influence tourists' decisions to come. Pemahaman mendalam mengenai unsur-unsur yang mempengaruhi keputusan wisatawan untuk berkunjung sangat penting di era globalisasi dan persaingan bisnis pariwisata yang semakin ketat. Penelitian ini bertujuan untuk mengetahui alasan yang melatarbelakangi keputusan masyarakat mengunjungi Sungai Trokon, lokasi alam yang disukai dengan fasilitas menarik dan pemandangan berkualitas. Tujuan dari penelitian ini dengan menggunakan teknik studi kasus adalah untuk memahami interaksi kompleks antara objek wisata alam Sungai Trokon dengan fasilitas yang disediakan, serta bagaimana kedua variabel tersebut mempengaruhi keputusan pengunjung untuk memilih kawasan tersebut. Observasi dan kuesioner adalah bagian dari proses. Kesimpulan utama penelitian ini menunjukkan bahwa keunikan daya tarik Sungai Trokon dengan fasilitas infrastruktur kontemporer yang indah berpengaruh signifikan terhadap keputusan pengunjung untuk berkunjung. Hasil penelitian ini memberikan informasi yang komprehensif kepada pengelola destinasi pariwisata tentang cara meningkatkan fasilitas dan daya tarik wisata dengan mempertimbangkan unsur-unsur penting yang mempengaruhi keputusan wisatawan untuk datang.
The Effects of Electronic Word of Mouth (Ewom) and Brand Ambassador Concerning Consumer Purchase Decisions Nofrianti, Lena; Ghaefira Nur Fatimah
Journal of Managiere and Business Vol 2 No 2 (2024): October
Publisher : EDU PARTNER INDONESIA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.69747/managiere.v2i2.68

Abstract

The increasing competition in the beauty industry has made effective marketing strategies critical, particularly for products like Scarlett Whitening. This study examines the influence of two key variables Brand Ambassador (X1) and Electronic Word of Mouth (e-WOM) on consumer purchase decisions. The research problem focuses on understanding which marketing method better drives purchasing decisions. Using a quantitative approach, data was collected and analyzed to assess the impact of these variables. The findings reveal that while Brand Ambassadors have minimal influence on consumer purchase decisions, e-WOM significantly and positively impacts purchasing behavior. Combined, both factors account for 69.2% of the variation in consumer decisions. The results highlight that e-WOM is more effective than Brand Ambassadors in influencing buyers in the beauty industry. This study concludes that leveraging e-WOM-based marketing strategies can better guide consumers in making informed purchasing choices, providing a valuable reference for businesses aiming to enhance their marketing effectiveness in the competitive beauty product market.
The Impact of Technology on Online Reviews and Ratings Among Muhammadiyah University Students Zelin Wahyuni; Ghaefira Nur Fatimah
Journal of Managiere and Business Vol 2 No 2 (2024): October
Publisher : EDU PARTNER INDONESIA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.69747/managiere.v2i2.69

Abstract

Technology and the internet have developed into a lifestyle for almost all levels of Indonesian society. The access method is very easy and its use is unlimited to get the essential data. The cause for these shifts in consumer behavior is the convenience of internet buying. Data on the value of e-commerce transactions in Indonesia, which is growing annually, further supports the convenience of purchasing. Online customer reviews influence online product purchases. This variable is thought to have an impact on prospective online buyers, where prospective buyers obtain information or advice about the product they want to buy from previous buyers of the product and experience the benefits of the product. Consumers can easily learn and read reviews that have been given as consideration when wanting to buy a product. Before making sure the item (Ika Sugiarti and Iskandar 2021) is purchased. A rating may also be defined as a user's or consumer's evaluation of a product's preference based on their transactions and experiences with it. Online shop users see the main thing, one of which is the fulfillment of needs, satisfaction or pleasure, when they have entered a feeling of satisfaction then they have Of course everything will be done to meet these satisfaction needs.
Use of Tiktok in Digital Business Marketing as a Promotional Media Sundari; Ghaefira Nur Fatimah
Journal of Managiere and Business Vol 2 No 2 (2024): October
Publisher : EDU PARTNER INDONESIA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.69747/managiere.v2i2.72

Abstract

Every day we see children using today's information technology, known as social networking or media, due to its rapid development. There are even terms that refer to this technology, especially in our country. This technology is available in the form of software such as Facebook, Twitter, WhatsApp, TikTok, the Internet, and telephone, as well as hardware such as laptops and telephones. Now, Tik Tok users are getting creative and telling others about what they're up to. Through showing films, pictures, and songs, these devices facilitate information, can be transmitted, and explain stimulation for those who see, imitate, or disseminate it. If companies use social networks, especially TikTok, to promote their products, Indonesians, especially the Bengkulu community, have a promising market share. This study aims to learn how rnf.creation uses the Tik Tok social network to market its digital products. This research uses the observation method; Qualitative observation, using a descriptive approach, was used, and the file collection method was through question and answer and file storage. After the data is collected through question and answer, the file analysis method is used. In addition, the All relationships were analyzed to obtain initial presumptions and reach conclusions. The results show that rnf.creation has utilized social media to market its business on Instagram, which has gradually become better known and has many followers. Apart from that, they have used Digital Business to market their products, which allows social media users to see products posted on their Instagram accounts as well as using TikTok accounts as promotional media to attract customers on social media.
Co-Authors Arora, Jessyca Nofrianti, Lena Rahmad Aldino, Fikal Sundari Zelin Wahyuni