Article Per Year (5 Year)
p-Index From 2020 - 2025
0.408
P-Index
This Author published in this journals
All Journal The Journal of Management, Digital Business, and Entrepreneurship
Putri, Isabella Monica
Unknown Affiliation
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Published : 2 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 2 Documents
Search

 1 
The Influence of Store Atmosphere and Sales Promotion on Impulse Buying at Lima Rasa Café During the Covid-19 Pandemic Gradiyanto, Adrian; Pangestu, Arini Dewi; Putri, Isabella Monica; Nurbasari, Anny
The Journal of Management, Digital Business, and Entrepreneurship Vol. 1 No. 01 (2023)
Publisher : PT. Global World Scientific

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58857/JMDBE.2023.v01.i01.p05

Abstract

This study aims to test and analyze the effect of store atmosphere and sales promotions on the impulse buying of five flavors café during the Covid-19 pandemic. Data collection in this study used a survey method with an air questionnaire built using a Likert scale. The sample of this research was 300 respondents who were selected using purposive sampling with the criteria of respondents being consumers of Café Lima Rasa in Bandung City. The research model was built and analyzed using the Structural Equation Modeling (SEM) analysis method. The research data were analyzed using Smart PLS software. Based on the hypothesis testing, it was found that store atmosphere and sales promotion did not have a positive effect on impulse buying, and sales promotion had a positive effect on impulse buying. For this reason, the researcher suggests that Cafe Lima Rasa's management increase sales promotions to increase impulse buying, especially using social media, considering that based on the results of descriptive statistics, Café Lima Rasa's consumers are mostly young people. The management of Café Lima Rasa should also design a better store atmosphere so that the cafe's appearance becomes more Instagram-able and can support sales promotions.
The Role of Brand Image Mediate the Influence of E-WOM and Celebrity Endorser on Purchase Intention of Lemonilo Instan Noodle Products Nurbasari, Anny Nurbasari; Putri, Isabella Monica
The Journal of Management, Digital Business, and Entrepreneurship Vol. 1 No. 02 (2023)
Publisher : PT. Global World Scientific

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58857/JMDBE.2023.v01.i02.p01

Abstract

The purpose of this study was to determine and analyze the effect of electronic word of mouth (E-WOM) and celebrity endorsement on purchase intention of Lemonilo instant noodles with brand image as a mediating variable. The sample of this study were all teenagers and adults in the city of Bandung who had never consumed Lemonilo instant noodles. The number of samples is 185 respondents. The results of data processing are carried out using SEM analysis with processing using smart PLS. From the results of hypothesis testing, it was found that there was no positive effect of E-WOM on purchase intention, there was a positive influence of celebrity endorsers on purchase intention, there was a positive effect of E-WOM on brand image, there was no positive influence of celebrity endorsers on brand image, there was a positive influence brand image on purchase intention. For mediating variables, brand image is able to mediate the impact of E-WOM on purchase intention, and brand image is not able to mediate the impact of celebrity endorsers on purchase intention. Thus, the Lemonilo company needs to be able to improve E-WOM, by standardizing the existence of reviews of Lemonilo noodles, and being able to select easily recognizable celebrities for the advertisements used.
Co-Authors Anny Nurbasari Gradiyanto, Adrian Nurbasari, Anny Nurbasari Pangestu, Arini Dewi