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Nirmala Sari , Tika
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Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Electrical & Electronics Engineering Social Sciences

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PENGARUH BRAND IMAGE, CELEBRITY ENDORSEMENT, DAN LIVE STREAMING TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PRODUK KECANTIKAN WARDAH Selvia Dewi , Febri; Nirmala Sari , Tika
JURNAL WIDYA Vol. 4 No. 2 (2023): Jurnal Widya, October 2023
Publisher : Akademi Manajemen Informatika dan Komputer Widya Loka Medan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54593/awl.v4i2.208

Abstract

Keputusan Pembelian adalah keputusan akhir yang dimiliki seorang konsumen untuk membeli suatu barang ataupun jasa dengan berbagai pertimbangan yang telah dilakukan sebelumnya. Penelitian ini bertujuan untuk mengetahui dan menganalisis Pengaruh Brand Image, Celebrity Endorsement, dan live Streaming Terhadap Keputusan Pembelian Produk Kecantikan Wardah Pada Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Potensi Utama. Metode dalam penelitian ini menggunakan metode kuantitatif. Jumlah sampel dalam penelitian ini sebanyak 100 responden. Teknik pengumpulan data dalam penelitian ini menggunakan kuesioner. Penarikan jumlah sampel menggunakan rumus simple random sampling. Pengelolaan data menggunakan perangkat lunak SPSS versi 25. Berdasarkan hasil penelitian ini bahwa Brand Image (X1) memiliki pengaruh signifikan terhadap keputusan pembelian, celebrity endorsement (X2) tidak memiliki pengaruh signifikan terhadap keputusan pembelian dan live streaming (X3) memiliki pengaruh signifikan terhadap keputusan pembelian.
ANALISIS STRATEGI MARKETING MIX TERHADAP PRODUK TEH BUTONG PADA PT PERKEBUNAN NUSANTARA IV UNIT TEH BAH BUTONG: Analisis Strategi Bauran Pemasaran Produk Teh Butong Pada PT Perkebunan Nusantara IV (Unit Teh Bah Butong) Afrilia, Dilla; Nirmala Sari , Tika
Jurnal Ilmiah Sosio-Ekonomika Bisnis Vol 28 No 02 (2025): Jurnal Ilmah Sosio-Ekonomika Bisnis
Publisher : Universitas Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22437/jiseb.v28i02.41502

Abstract

The rapid evolution of the Indonesian beverage industry has compelled traditional agribusiness firms to diversify their operations from bulk commodity production to consumer-oriented retail markets. As competition intensifies, state-owned enterprises (BUMN) must adopt sophisticated marketing frameworks to successfully transition into the Business-to-Consumer (B2C) segment. Within this context, PT Perkebunan Nusantara IV (PTPN IV) has strategically leveraged its heritage in tea production to establish a presence in the competitive retail landscape. This study aims to discover the implementation of the 7P marketing mix strategy by PT Perkebunan Nusantara IV Unit Bah Butongwhich released a new product to enter the retail market in Indonesia. The product is a black tea with the brand name “Teh Butong”. The teaproduced is categorized as powdered tea and teabags with premium and regular quality. This study uses qualitative methods with data collection using interviews and observation techniques of PTPN IV employees that are responsible for the teh Butong product. The results of the studyshowed the importance of implementing the 7P marketing mix strategy as an effective way to obtain the consumers. This study also explained how PTPN IV's efforts in maximizing the marketing activities of its new tea products by utilizing the 7P marketing mix strategy as an effort to increase sales to achieve the targets of the company. The findings imply that the company’s marketing mix strategy is centered on building brand loyalty within the local market to sustain competitiveness. It is also imperative for management to perform regular assessments of these strategies to drive sales growth and broaden market reach.  
Co-Authors Afrilia, Dilla Selvia Dewi , Febri