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Ilmiah, Elok Farikhatul
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences

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The influence of brand image, brand ambassador, and content marketing on purchasing decisions on wardah lipstick exclusive matte lipcream products Ilmiah, Elok Farikhatul; Kusumaningtyas, Dian
Proceeding Kilisuci International Conference on Economic & Business Vol. 3 (2025): Proceeding Kilisuci International Conference on Economic and Business
Publisher : Universitas Nusantara PGRI Kediri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29407/kilisuci.v3i.6690

Abstract

Research aim : The purpose of this study is to determine the influence of brand image, brand ambassador, and content marketing on the purchase decision of Wardah Lipstick Exclusive Matte Lipcream product Design/Methode/Approach : The model of approach used in this study is a quantitative causal approach, which is a research approach that seeks causal relationships between variables. The sampling technique uses simple random sampling of 40 respondents. The data analysis technique used is Assumption testklasik, regresi linear berganda, uji T (parsial), dan uji F (uji simultan). Research Finding : The results showed that the brand image variable partially did not have a significant effect on the purchase decision, while the brand ambassador and content marketing variables partially had a positive and significant influence on the purchase decision. However, simultaneously, these three variables had a positive and significant effect on purchase decisions with a contribution of 81.1%. Theoretical contribution/Originality : Research will be an additional experience and help the author to understand more deeply the theory obtained by comparing theoretical concepts with the realization in the field. This research can also be used as an additional reference in the field of management studies, especially marketing management and can be used as a reference for future research. Practitionel/Policy implication : The results of this study can be used by users of Wardah Lipstick Exclusive Matte Lipcream products to find out marketing strategies and consumer attraction. Research limitation : This research only focuses on three main variables, namely brand image, brand ambassador, and content marketing, as well as how they relate to consumer purchase decisions both partially and simultaneously. The researcher also limited the research respondents to all users of wardah lipstick exclusive matte lipcream.
PERAN SUPPLY CHAIN MANAGEMENT DALAM SISTEM PRODUKSI DAN OPERASI PERUSAHAAN X Firdaus, Yasmine Salsabilla; Ilmiah, Elok Farikhatul; Cahyanti, Pidie Tri; Sari, Sheyla Intan Purnama; Sholahudin, Ahmad Zaki; Limantara, Arthur Daniel
Prosiding Simposium Nasional Manajemen dan Bisnis Vol. 2 (2023): Simposium Manajemen dan Bisnis
Publisher : Universitas Nusantara PGRI Kediri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29407/zv8fh921

Abstract

Tujuan dari makalah ini adalah untuk mengkaji peran Supply Chain Management dalam produksi dan operasi perusahaan yang membantu memberikan nilai kepada konsumen dalam hal ketersediaan dan kecepatan layanan. Sehingga konsumen merasakan manfaat dari produk tersebut walaupun secara fisik relatif mirip dengan produk lainnya. Karya ilmiah ini disusun menggunakan metode penelitian kepustakaan. Metode penelitian yang mencari sumber dari beberapa artikel yang telah ada. Pertama, manajemen rantai pasokan dapat secara fisik mengubah bahan baku menjadi produk jadi dan mengirimkannya ke pengguna akhir. Kedua, manajemen rantai pasokan bertindak sebagai perantara pemasaran, yaitu H. memastikan bahwa pasokan dalam rantai pasokan mencerminkan keinginan pelanggan atau konsumen akhir. Untuk menerapkan manajemen rantai pasokan secara efektif, perusahaan harus dapat menyediakan dan memelihara basis data relasional yang sesuai (lengkap dan akurat) serta menjalin kemitraan dengan pemasok dan distributor terpilih. Terakhir, supply chain management secara keseluruhan dapat memberikan sinkronisasi dan koordinasi aktivitas yang berkaitan dengan aliran material baik di dalam maupun di luar organisasi.
Co-Authors Arthur Daniel Limantara, Arthur Daniel Cahyanti, Pidie Tri Dian Kusumaningtyas, Dian Firdaus, Yasmine Salsabilla Sari, Sheyla Intan Purnama Sholahudin, Ahmad Zaki