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p-Index From 2021 - 2026
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All Journal International Journal of Business, Economics, and Social Development Innovative: Journal Of Social Science Research
Oktaviani, Rara Indah
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Humanities Computer Science & IT Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Public Health Social Sciences Other

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Studi Kualitatif Mengeksplorasi Keputusan Pembelian Hijab Pada Konsumen Hijab Latanza Cirebon Siddiq, Dedi Muhammad; Fatmawati, Rina Adela; Nurfajriyah, Nurfajriyah; Oktaviani, Rara Indah
Innovative: Journal Of Social Science Research Vol. 4 No. 1 (2024): Innovative: Journal Of Social Science Research
Publisher : Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/innovative.v4i1.9043

Abstract

Penelitian tentang mengeksplorasi keputusan pembelian hijab terhadap praktek manajemen yang diungkap melalui penelitian kualitatif tampaknya penting dilakukan mengingat metode kualitatif mampu mengungkap secara detail informai penting terkait eksplorasi keputusan pembelian. Penelitian in bertujuan untuk mengetahui eksplorasi keputusan pembelian hijab pada konsumen hijab latanza Cirebon. Narasumber pada penelitian ini mencakup 1 owner, 2 karyawan, dan 8 konsumen toko hijab latanza Cirebon. Penelitian ini menggunakan metode kualitatif deskriptif dan menggunakan data primer dan data sekunder. Hasil dari penelitian ini ditemukan mengenai harga jual yang berbeda-beda dari setiap model,bahan,dan juga mereknya. Walaupun tempatnya tidak strategis tetapi jika tempatnya nyaman akan menarik pelanggan.
The Influence Of Storytelling Marketing On Purchase Intention Mediated By Brand Image: A Case Study Of Mekayo Coffee Shop Oktaviani, Rara Indah; Dedu, May; Maulany, Soesanty
International Journal of Business, Economics, and Social Development Vol. 7 No. 2 (2026): International Journal of Business, Economics, and Social Development (IJBESD)
Publisher : Rescollacom (Research Collaborations Community)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46336/ijbesd.v7i2.1195

Abstract

Abstract The coffee shop industry in Indonesia is expanding swiftly, although not all establishments can compete effectively. The Mekayo coffee business has seen variable sales figures. This case study seeks to assist the firm in overcoming the problems posed by intensifying competition. This study aims to investigate the role of brand image as a mediator in the relationship between narrative marketing and purchase intention. This study employed a quantitative technique. The sampling approach employed a purposive sampling technique. The research sample comprised 360 respondents, all of whom were followers of Coffee Mekayo on Instagram. A survey using the Likert approach was employed for data gathering. The data analysis approach employed was SmartPLS software version 4. The data demonstrated that narrative marketing has a substantial impact on brand image, brand image significantly influences purchase intention, and storytelling marketing greatly influences purchase intention. Additional data suggest that brand image somewhat mediates the impact of narrative marketing on brand image. These findings demonstrate the significance of narrative marketing in establishing brand image and fostering customer purchase intention. Keywords: storytelling marketing, brand image, purchase intention, coffee industry.
Co-Authors Dedi Muhammad Siddiq Fatmawati, Rina Adela Maulany, Soesanty May Dedu Nurfajriyah, Nurfajriyah