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All Journal Jurnal Ilmiah Edunomika (JIE) Journal of Management
Mochamad Ramdan, Andry
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education

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PENGARUH DIGITAL MARKETING DAN BRAND AWARENESS PADA PRODUK KOSMETIK HALAL MELALUI APLIKASI TIKTOK TERHADAP MINAT BELI Khuan, Hendri; Mochamad Ramdan, Andry; Risdwiyanto, Andriya; Widyastuti, Widyastuti; Wahyuning, Sri
JURNAL ILMIAH EDUNOMIKA Vol. 8 No. 1 (2024): EDUNOMIKA
Publisher : ITB AAS Indonesia Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/jie.v8i1.10747

Abstract

Pesatnya perkembangan teknologi, dunia digital dan internet tentunya berdampak pada dunia bisnis. Trend pemasaran di dunia telah bergeser dari menggunakan cara konvensional (Offline) menjadi cara digital (Online). Di Indonesia, online shop sudah sangat menjamur dan berkembang pesat. Penelitian ini menggunakan pendekatan kuantitatif yang memiliki tujuan untuk mengetahui pengaruh digital marketing dan brand awareness pada produk kosmetik halal melalui aplikasi tiktok terhadap minat beli. Populasi dan sampel dalam penelitian ini adalah pengguna masyarakat pengguna aplikasi Tiktok yang diperoleh dengan menggunakan teknik probability sampling: simple random yang berhasil diperoleh sebanyak 250 responden dalam penelitian ini. Dan tehnik analisis menggunakan SPSS. Hasil penelitian menunjukkan bahwa variabel digital marketing memberikan pengaruh terhadap minat beli masyarakat. Namun variable brand awareness tidak berpengaruh dalam penelitian ini. Kata Kunci: Digital Marketing, Brand Awareness, Minat Beli Kosmetik Halal
The Role of Social Media on Customer Satisfaction in Gen Z : A Case Study of Subang Regency Indriani Jusuf, Dewi; Mochamad Ramdan, Andry
Journal of Management Vol. 3 No. 2 (2024): July - December
Publisher : Yayasan Pendidikan Belajar Berdikari

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Abstract

This study aims to analyze the role of social media usage on Customer Satisfaction skills of Gen Z in Subang Regency. This study uses a quantitative method with a survey approach. The research sample consisted of 92 randomly selected Gen Z. Data were collected through a questionnaire that measured the frequency, duration, type, and purpose of social media use and interpersonal communication skills. The results of multiple regression analysis showed that the frequency of social media use (B = 0.432, p < 0.001), duration of social media use (B = 0.298, p < 0.01), type of social media used (B = 0.215, p < 0.05), and purpose of social media use (B = 0.148, p < 0.05) all have a positive and significant role in interpersonal communication skills. The resulting regression model has a coefficient of determination (R²) of 0.572, indicating that 57.2% of the variability in Customer Satisfaction skills can be explained by the independent variables used in this study. The findings indicate that social media usage significantly influences Gen Z’s Customer Satisfaction skills. The frequency of social media usage plays the biggest role, followed by the duration, type, and purpose of social media usage. Therefore, it is important for Gen Z to use social media wisely in order to improve their Customer Satisfaction skills.
Co-Authors Andriya Risdwiyanto Indriani Jusuf, Dewi Khuan, Hendri Sri Wahyuning Widyastuti Widyastuti