Garuda - Garba Rujukan Digital

Pengaruh E-Commerce dan Kampanye Diskon terhadap Keputusan Pembelian pada Produk Fast Fashion Brand Uniqlo Nurbiyah; Septiana Ayu Estri Mahani; Nindya Saraswati
Bandung Conference Series: Business and Management Vol. 4 No. 2 (2024): Bandung Conference Series: Business and Management
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcsbm.v4i2.13536

Abstract. This research is based on the E-commerce phenomenon which has recently become popular, because with the existence of E-commerce and with the increasing growth of online shopping in the current millennial era, it is possible to determine the results of increasing or decreasing use of online sales channels. The aim of this research is to find out the influence of E-commerce and Discount Campaigns on Purchasing Decisions on Fast Fashion Brand Uniqlo Products in the City of Bandung. This research uses quantitative methods and data collection techniques using purposive sampling techniques, where the population used in this research is Uniqlo consumers in Bandung City and the sample used is 100 respondents. The results of this research conclude that the E-commerce variable partially has a positive effect and significant on Purchase Decisions on Uniqlo products, apart from that the Discount Campaign variable also partially has a positive and significant influence on Purchase Decisions on Uniqlo products and the E-commerce and Discount Campaign variables simultaneously have a positive and significant influence on Purchase Decisions on Uniqlo products. Abstrak. Penelitian ini didasarkan oleh fenomena E-commerce yang akhir - akhir ini sedang populer, karena dengan adanya E-commerce dan dengan meningkatnya pertumbuhan berbelanja secara online di era milenial saat ini dapat mengetahui hasil meningkat atau menurunnya penggunaan saluran penjualan online. Dengan adanya tujuan penelitian ini yaitu bertujuan untuk mengetahui bagaimana Pengaruh E-commerce dan Kampanye Diskon Terhadap Keputusan Pembelian Pada Produk Fast Fashion Brand Uniqlo di Kota Bandung. Penelitian ini menggunakan metode kuantitatif serta teknik pengumpulan datanya menggunakan teknik purposive sampling, yang dimana populasi yang digunakan pada penelitian ini yaitu konsumen Uniqlo di Kota Bandung dan sampel yang digunakan yaitu sebanyak 100 responden, Hasil Penelitian ini menyimpulkan bahwa variabel E-commerce secara parsial berpengaruh positif dan signifikan terhadap Keputusan Pembelian pada produk Uniqlo, selain itu juga variabel Kampanye Diskon secara parsial berpengaruh positi dan signifikan terhadap Keputusan Pembelian pada produk Uniqlo dan variabel E-commerce dan Kampanye Diskon secara simultan berpengaruh positif dan signifikan terhadap Keputusan Pembelian produk Uniqlo.

Pengaruh Social Media Marketing dan Kualitas Produk terhadap Keputusan Pembelian pada Restoran Suis Butcher Setiabudhi Rina Julianti; Mahani, Septiana Ayu Estri; Rohandi, Mochamad Malik Akbar
Bandung Conference Series: Business and Management Vol. 4 No. 2 (2024): Bandung Conference Series: Business and Management
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcsbm.v4i2.13624

Abstract. Currently, restaurants are required to further increase visits and income through sales to maintain and increase competition with their competitors through information provided through social media, as well as providing good raw materials to produce quality products that can influence consumer purchasing decisions. This research aims to understand how Social Media Marketing, Product Quality and Purchasing Decisions at the Suis Butcher Setiabudhi restaurant are, as well as how much influence Social Media Marketing, Product Quality has on Purchasing Decisions partially and simultaneously. This research is a type of descriptive and verification research that uses quantitative methods, with a sampling technique involving 100 consumer respondents who have purchased at the Suis Butcher Setiabudhi restaurant. Data analysis was carried out using descriptive analysis and multiple linear regression with T-test and F-test. And the results of this research show that Social Media Marketing partially has a significant effect on purchasing decisions. Product quality partially has a significant effect on purchasing decisions. Then Social Media Marketing and Product Quality simultaneously influence purchasing decisions. Abstrak. Saat ini restoran dituntut untuk lebih meningkatkan kunjungan serta pendapatan melalui penjualan untuk mempertahankan dan meningkatkan persaingan dengan para pesaingnya melalui informasi yang diberikan melalui sosial media, serta memberikan bahan baku yang baik untuk menghasilkan kualitas produk yang dapat mempengaruhi keputusan pembelian konsumen. Penelitian ini bertujuan untuk memahami bagaimana Social Media Marketing, Kualitas Produk, dan Keputusan Pembelian di restoran Suis Butcher Setiabudhi, serta seberapa besar pengaruh Social Media Marketing, Kualitas Produk terhadap Keputusan Pembelian secara parsial dan simultan. Penelitian ini merupakan jenis penelitian deskriptif dan verifikatif yang menggunakan metode kuantitatif, dengan teknik sampling yang melibatkan 100 responden konsumen yang pernah membeli di restoran Suis Butcher Setiabudhi. Analisis data dilakukan menggunakan analisis deskriptif serta regresi linier berganda dengan pengujian uji-T dan uji-F. Serta hasil penelitian ini menunjukan Social Media Marketing secara parsial berpengaruh signifikan terhadap Keputusan Pembelian. Kualitas Produk secara parsial berpengaruh signifikan terhadap Keputusan Pembelian. Kemudian Social Media Marketing dan Kualitas Produk secara simultan berpengaruh terhadap Keputusan Pembelian.

Pengaruh Kualitas Produk dan Harga terhadap Keputusan Pembelian Konsumen Mutiara Nurazizah Rahayu; Estri Mahani, Septiana Ayu; Saraswati, Nindya
Bandung Conference Series: Business and Management Vol. 4 No. 2 (2024): Bandung Conference Series: Business and Management
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcsbm.v4i2.13894

Abstract. This research is based on the development of technology and the internet, which have brought positive impacts on various aspects of life, including in the commercial and economic fields. The internet has transformed the way transactions are conducted, from being exclusively face-to-face to being online. With the increasing number of internet users, e-commerce has also grown rapidly. One popular e-commerce platform is Shopee. On this platform, the Playwithpattero brand has become a consumer choice for fashion products. The purpose of this research is to determine the Product Quality, Price, and Purchase Decision of the Playwithpattero brand on the Shopee platform, and to understand the extent of the influence of Product Quality and Price on Consumer Purchase Decisions. This research uses a quantitative method with data collection techniques through questionnaires. The sampling technique used is non-probability sampling with purposive sampling. The population of this research is consumers who use or have purchased Playwithpattero brand products on the Shopee platform, with a sample of 150 respondents. The data analysis used includes descriptive and verification analysis as well as statistics using multiple linear regression analysis, t-test, f-test, and the coefficient of determination. The results of this study indicate that the Product Quality variable partially has a significant influence on purchase decisions, Price partially has a significant influence on purchase decisions, and both Product Quality and Price simultaneously have a significant influence on Purchase Decisions of the Playwithpattero brand on the Shopee platform. Abstrak. Penelitian ini didasarkan pada perkembangan teknologi dan internet yang membawa dampak positif pada berbagai aspek kehidupan, termasuk dalam bidang komersial dan ekonomi. Internet telah mengubah cara transaksi dari yang sebelumnya hanya secara langsung menjadi secara online. Dengan meningkatnya jumlah pengguna internet, e-commerce juga berkembang pesat. Salah satu platform e-commerce yang populer adalah Shopee. Di Platform ini, Brand Playwithpattero menjadi salah satu pilihan konsumen untuk produk fashion. Tujuan penelitian ini adalah untuk mengetahui Kualitas produk, Harga, dan Keputusan Pembelian pada Brand Playwithpattero di Platform Shopee, serta untuk mengetahui seberapa besar pengaruh Kualitas Produk dan Harga terhadap Keputusan Pembelian Konsumen. Penelitian ini menggunakan metode kuantitatif dengan teknik pengumpulan data melalui kuesioner. Teknik sampling yang digunakan adalah non-probability sampling dengan purposive sampling. Populasi penelitian ini adalah konsumen yang menggunakan atau pernah membeli produk Brand Playwithpattero di Platform Shopee, dengan sampel sebanyak 150 responden. Analisis data yang digunakan meliputi analisis deskriptif dan verifikatif serta statistik dengan menggunakan analisis regresi linier berganda, uji t, uji f, dan koefisien determinasi. Hasil dari penelitian ini menunjukkan bahwa variabel Kualitas Produk secara parsial berpengaruh signifikan terhadap keputusan pembelian, Harga secara parsial berpengaruh signifikan terhadap keputusan pembelian, serta Kualitas Produk dan Harga secara simultan berpengaruh signifikan terhadap Keputusan Pembelian Brand Playwithpattero di Platform Shopee.

Pengaruh Store Atmosphere dan Kualitas Pelayanan terhadap Kepuasan Konsumen Farsya Aulia Anbari; Septiana Ayu Estri Mahani; Nindya Saraswati
Bandung Conference Series: Business and Management Vol. 4 No. 2 (2024): Bandung Conference Series: Business and Management
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcsbm.v4i2.14355

Abstract. This research aims to examine the influence of store atmosphere and service quality on consumer satisfaction at Café Unos Giri Dago. In the midst of rapid business development due to globalization, the lifestyle of the people of West Java is experiencing changes, one of which is marked by the increasing habit of eating outside the home. This has led to an increase in the number of restaurants and cafes. Entrepreneurs are required to adapt to intense competition by improving company performance in order to maintain business sustainability. To achieve profits, companies need to create a comfortable and attractive atmosphere and improve service quality, which is an important factor in maintaining business success. This research uses a descriptive and verification approach with quantitative methods. The population studied was 5,900 visitors to Café Unos Giri Dago from August 2023 to April 2024, and a sample of 100 people was taken using non-probability sampling techniques. Data was collected through questionnaires and analyzed using multiple linear regression analysis with the help of SPSS 25 software. Hypothesis testing was carried out through T Test and F Test. The results of the study showed that partially, both store atmosphere (X1) and service quality (X2) had an influence on satisfaction. consumer (Y). Simultaneously, these two independent variables also influence consumer satisfaction at Café Unos Giri Dago. Abstrak. Penelitian ini bertujuan untuk mengkaji pengaruh antara store atmosphere dan kualitas pelayanan terhadap kepuasan konsumen di Café Unos Giri Dago. Di tengah pesatnya perkembangan bisnis akibat globalisasi, gaya hidup masyarakat Jawa Barat mengalami perubahan, salah satunya ditandai dengan meningkatnya kebiasaan makan di luar rumah. Hal ini menyebabkan bertambahnya jumlah restoran dan kafe. Para pengusaha dituntut untuk beradaptasi dengan persaingan yang ketat dengan meningkatkan performa perusahaan guna mempertahankan keberlanjutan bisnis. Untuk mencapai keuntungan, perusahaan perlu menciptakan suasana yang nyaman dan menarik serta meningkatkan kualitas pelayanan, yang menjadi faktor penting dalam mempertahankan kesuksesan bisnis. Penelitian ini menggunakan pendekatan deskriptif dan verifikatif dengan metode kuantitatif. Populasi yang diteliti adalah 5.900 pengunjung Café Unos Giri Dago dari Agustus 2023 hingga April 2024, dan sampel yang diambil sebanyak 100 orang dengan menggunakan teknik non probability sampling. Data dikumpulkan melalui kuesioner dan dianalisis menggunakan analisis regresi linear berganda dengan bantuan software SPSS 25. Pengujian hipotesis dilakukan melalui Uji T dan Uji F. Hasil penelitian menunjukkan bahwa secara parsial, baik store atmosphere (X1) maupun kualitas pelayanan (X2) memiliki pengaruh terhadap kepuasan konsumen (Y). Secara simultan, kedua variabel independen tersebut juga berpengaruh terhadap kepuasan konsumen di Café Unos Giri Dago.

Pengaruh Product Quality terhadap Buying Decision melalui Electronic Word of Mouth (EWOM) Bella Denisya; Estri Mahani , Septiana Ayu
Bandung Conference Series: Business and Management Vol. 4 No. 2 (2024): Bandung Conference Series: Business and Management
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcsbm.v4i2.14383

Abstract. This study focuses on Product Quality, Buying Decision, and Electronic Word Of Mouth (E-WOM). The purpose of the study is to determine the relationship between product quality, Buying decision, electronic word of mouth (e-wom) at Mixue Cihampelas, Bandung City. This study uses descriptive and verification research with a quantitative approach with a purposive sampling technique. The population in this study were consumers who had made purchases at Mixue Cihampelas, Bandung City. The sample used was 150 respondents. Data analysis in this study was descriptive analysis using simple linear regression analysis and hypothesis testing using T-test analysis. The results showed that product quality has a positive and significant effect on buying decisions, and E-WOM also has a positive effect on buying decisions. In addition, Product Quality has a positive effect on E-WOM, indicating that consumers who are satisfied with Product Quality tend to give positive reviews. Further analysis shows that E-WOM mediates the relationship between Product Quality and buying decisions, strengthening the influence of Product Quality on buying decisions. In conclusion, improving Product Quality and managing E-WOM is very important to drive consumer buying decisions, providing practical insights for brand managers in designing effective marketing strategies in the food and beverage industry. Abstrak. Penelitian ini berfokus pada Product Quality, Buying Decision, dan Electronic Word Of Mouth (E-WOM). Tujuan dari penelitian ialah untuk mengetahui Hubungan antara product quality, Buying decision, electronic word of mouth (e-wom) pada mixue Cihampelas Kota Bandung. Penelitian ini menggunakan Penelitian deskriptif dan Verifikatif dengan pendekatan kuantitatif dengan teknik purposive sampling. Populasi pada penelitian ini ialah konsumen yang pernah melakukan pembelian pada Mixue Cihampelas kota Bandung. Sampel yang digunakan 150 responden. Analisis data pada penelitian ini ialah analisis deskriptif menggunakan analisis regresi liner sederhana serta pengujian hipotesis menggunakan analisis uji T. Hasil penelitian menunjukkan bahwa product quality memiliki pengaruh positif dan signifikan terhadap buying decision, dan E-WOM juga berpengaruh positif terhadap buying decision. Selain itu, Product Quality berpengaruh positif terhadap E-WOM, menunjukkan bahwa konsumen yang puas dengan Product Quality cenderung memberikan ulasan positif. Analisis lebih lanjut menunjukkan bahwa E-WOM memediasi hubungan antara Product Quality dan buying decision, memperkuat pengaruh Product Quality terhadap buying decision. Kesimpulannya, peningkatan Product Quality dan pengelolaan E-WOM sangat penting untuk mendorong buying decision konsumen, memberikan wawasan praktis bagi pengelola merek dalam merancang strategi pemasaran yang efektif di industri makanan dan minuman.

Strategi Pengembangan Pasar Produk Coffee Drip Bag Asia Coffee melalui Sistem Pemasaran Digital Media Sosial Instagram Mochamad Fauzan Ghagana Putra; Estri Mahani, Septiana Ayu; Saraswati , Nindya
Bandung Conference Series: Business and Management Vol. 4 No. 2 (2024): Bandung Conference Series: Business and Management
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcsbm.v4i2.14627

Abstract. The final report of this business project focuses on the product market development strategy through the Instagram social media digital marketing system for Asia Coffee, a trademark name since 2023 engaged in the beverage business. A competition and problems will definitely occur in running a business. Asia Coffee uses several analysis methods such as using SWOT analysis, five forces porter, balanced scorecard, SMART analysis, and boston consulting group matrix to determine the problems that occur. In addition, the analysis method also Asia Coffee gets a solution in solving its problems with product market development through the Instagram social media digital marketing system. In this final business report, Asia Coffee has written several developments in its business since its inception such as business legality registration to business activities that have been carried out. Thus, this strategy contributes significantly to the development of the Asia Coffee market to achieve sustainable growth and increase competitiveness in the market. Abstrak. Laporan akhir proyek bisnis ini berfokus pada strategi pengembangan pasar produk melalui sistem pemasaran digital media sosial instagram untuk Asia Coffee, merupakan sebuah nama merek dagang sejak tahun 2023 yang bergerak pada bisnis dibidang minuman. Sebuah persaingan dan permasalahan pasti akan terjadi dalam menjalankan sebuah bisnis. Asia Coffee menggunakan beberapa metode analisis seperti menggunakan SWOT analysis, five forces porter, balanced scorecard, SMART analysis, dan boston consulting group matrix untuk mengetahui permasalahan yang terjadi. Selain itu pada metode analisis tersebut juga Asia Coffee mendapatkan solusi dalam memecahkan permasalahannya dengan pengembangan pasar produk melalui sistem pemasaran digital media sosial instagram. Pada laporan akhir bisnis ini juga, Asia Coffee telah menuliskan beberapa perkembangan dalam usahanya sejak awal didirikan seperti pendaftaran legalitas usaha hingga aktivitas-aktivitas bisnis yang telah dilaksanakan. Dengan demikian, strategi ini memberikan kontribusi signifikan terhadap pengembangan pasar Asia Coffee untuk mencapai pertumbuhan yang berkelanjutan dan meningkatkan daya saing di pasar.

Optimalisasi Market De'Ring melalui Strategi Pemasaran Digital untuk Meningkatkan Brand Awareness Alfian Raga Mulya; Estri Mahani, Septiana Ayu; Saraswati, Nindya
Bandung Conference Series: Business and Management Vol. 4 No. 2 (2024): Bandung Conference Series: Business and Management
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcsbm.v4i2.14628

Abstract. The food and beverage industry in Indonesia, especially the snack segment, is experiencing rapid growth driven by factors such as changing consumer preferences towards online purchases. Business actors who want to remain relevant and competitive, must be able to adapt to these changes. Of course, De'Ring must face this phenomenon by doing one of the ways such as marketing through digital platforms. This final report presents the results of De'Ring's business project which aims to optimize the market through digital marketing strategies. The final report concludes that optimizing digital marketing through social media and marketplaces is one of the effective strategies for De'Ring to compete in the market and increase brand awareness and attract new customers in this era of digital advancement. Abstract. Dalam industri makanan dan minuman di Indonesia, terutama segmen makanan ringan, mengalami pertumbuhan pesat yang didorong oleh faktor seperti perubahan preferensi konsumen ke pembelian online. Para pelaku usaha yang ingin tetap relevan dan bersaing, harus bisa beradaptasi dengan perubahan ini. Tentunya, De’Ring harus menghadapi fenomena ini dengan melakukan salah satu cara seperti melakukan pemasaran melalui platform digital. Laporan akhir ini menyajikan hasil dari proyek bisnis De’Ring yang bertujuan untuk mengoptimalisasi market melalui strategi pemasaran digital. Laporan akhir usaha ini menyimpulkan bahwa dengan melakukan optimalisasi pemasaran digital melalui media sosial dan marketplace merupakan salah satu strategi efektif bagi De’Ring untuk bersaing di pasar dan meningkatkan kesadaran merek serta menarik pelanggan baru pada era kemajuan digital ini.

Pengembangan Strategi Pemasaran Berbasis Digital Marketing pada Usaha Thurst Production Ichsanul Hakim; Rohandi, Mochamad Malik Akbar; Mahani, Septiana Ayu Estri
Bandung Conference Series: Business and Management Vol. 4 No. 2 (2024): Bandung Conference Series: Business and Management
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcsbm.v4i2.15207

Abstract. The increase in e-commerce every year in Indonesia has made many MSMEs switch to selling their products from offline to online. Therefore, seeing the increasing trend of online shopping, digital marketing is highly chosen by business people to market their products, thus requiring product photos. However, adequate ability and skills are needed to produce attractive photos. In addition, photography equipment is generally quite expensive, making it difficult for the lower middle class to afford. This is a challenge for MSMEs in creating photos of their products. Therefore, Thurst Production comes as a professional product photography service business by offering affordable prices for MSME players. Thurst Production faces the challenge of expanding market share and increasing sales through continuous service innovation and business performance evaluation. Abstrak. Meningkatnya e-commerce pada setiap tahunnya di Indonesia menjadikan banyak UMKM yang beralih menjual produknya dari offline ke online. Oleh karena itu, melihat tren belanja online semakin meningkat, pemasaran digital sangat dipilih oleh para pelaku usaha untuk memasarkan produknya sehingga membutuhkan foto produk. Akan tetapi, dibutuhkan kemampuan dan keterampilan yang memadai untuk menghasilkan foto yang menarik. Selain itu, peralatan fotografi umumnya cukup mahal, sehingga sulit dijangkau oleh kalangan menengah ke bawah. Hal ini menjadi tantangan bagi UMKM dalam membuat foto produk mereka. Oleh karena itu, Thurst Production hadir sebagai usaha jasa fotografi produk profesional dengan menawarkan harga terjangkau bagi pelaku UMKM. Thurst Production menghadapi tantangan dalam memperluas pangsa pasar dan meningkatkan penjualan melalui inovasi layanan jasa berkelanjutan dan evaluasi performa bisnis.

Peningkatan Kapasitas Bisnis Usaha Mikro Kuliner di Sekitar Kampus Universitas Islam Bandung melalui Penyusunan Model Bisnis Hijrah Tool Sebayang, Asnita Frida; Rahmi, Dewi; Mahani, Septiana Estri Ayu; Al Rifah, Cecep Fauzan
Jurnal SOLMA Vol. 14 No. 1 (2025)
Publisher : Universitas Muhammadiyah Prof. DR. Hamka (UHAMKA Press)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22236/solma.v14i1.17849

Background: The campus has a strategic role in enhancing community capacity through the tridharma of higher education, particularly community service. In the context of local economic development, the role of universities is believed to bring changes to the community's economy through the transfer of knowledge and concrete actions. This program aims to improve the competence of culinary business actors in managing their businesses, thereby contributing to long-term welfare improvement. Method: The method used is participatory action research. The community service team conducted an assessment of the needs of micro-business actors in the culinary sector around Universitas Islam Bandung in Tamansari, Bandung City, West Java Province. One of the basic assessments is guiding the actors to recognize and create simple business models after being provided with an understanding of several managerial contexts, including marketing. Results: The results of this program show that business actors can elaborate on 13 business indicators in detail, including strengths, potentials, operational methods, and business development strategies. This program also successfully identified obstacles such as business registration and halal certification, which were assisted by Universitas Islam Bandung. Conclusion: This program is considered successful in enhancing the ability of culinary micro-business actors to develop strategic business models while identifying business development challenges to be addressed. The ability of business actors to create business models is a strategic step to identify business behaviors and will be the key to future business development to become a sustainable source of income by utilizing their resources.

Pengaruh Electronic Word of Mouth, Live Streaming, dan Content Marketing terhadap Keputusan Pembelian Ira Aulia Puspitasari; Septiana Ayu Estri Mahani; Mochamad Malik Akbar Rohandi
Jurnal Riset Manajemen dan Bisnis Volume 5, No. 1, Juli 2025 Jurnal Riset Manajemen dan Bisnis (JRMB)
Publisher : UPT Publikasi Ilmiah Unisba

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/jrmb.v5i1.6639

Abstract. The use of this digital media uses the internet because it is used online. The internet helps in facilitating marketing activities, especially in conveying information that continues to develop which ultimately determines in making purchasing decisions. This study aims to determine how the influence of Electronic Word of Mouth, Live Streaming, Content Marketing and Purchasing Decisions for The Originote products at TikTok Shop in Bandung, as well as how much influence Electronic Word of Mouth, Live Streaming, and Content Marketing have on Purchasing Decisions partially and simultaneously. This research uses quantitative methods. The sampling technique used is nonprobability sampling, namely purposive sampling. The data collection method used in this research is a survey method with a questionnaire instrument. The object of this research is consumers who have purchased The Originote products at TikTok Shop in Bandung with a total of 100 respondents. The data analysis used is descriptive and verification analysis. Based on the results of the hypothesis testing, it shows that Electronic Word of Mouth, Live Streaming, Content Marketing partially and simultaneously have a positive and significant effect on purchasing decision. Abstrak. Penggunaan media digital menggunakan internet karena penggunaannya secara online atau daring. Internet membantu dalam mempermudah kegiatan marketing terutama dalam menyampaikan informasi yang terus berkembang yang pada akhirnya menentukan dalam membuat keputusan pembelian. Penelitian ini bertujuan untuk mengetahui bagaimana Pengaruh Electronic Word of Mouth, Live Streaming, Content Marketing dan Keputusan Pembelian produk The Originote pada TikTok Shop di kota Bandung, serta seberapa besar pengaruh Pengaruh Electronic Word of Mouth, Live Streaming, dan Content Marketing terhadap Keputusan Pembelian secara parsial dan simultan. Penelitian ini menggunakan metode kuantitatif. Teknik sampling yang digunakan adalah nonprobability sampling yaitu purposive sampling. Metode pengumpulan data yang digunakan dalam penelitian ini yaitu metode survei dengan instrumen kuesioner. Objek pada penelitian ini adalah konsumen yang pernah melakukan pembelian produk The Originote pada TikTok Shop di kota Bandung dengan jumlah 100 responden. Analisis data yang digunakan yaitu analisis deksriptif dan verifikatif menggunakan analisis regresi linier berganda, uji F, uji T, dan koefisien determinasi. Berdasarkan hasil pengujian hipotesis menunjukan bahwa Electronic Word of Mouth, Live Streaming, Content Marketing secara parsial dan simultan berpengaruh positif dan signifikan terhadap keputusan pembelian.

Title

Found 34 Documents
Search

Abstract

Abstract

Abstract

Abstract

Abstract

Abstract

Abstract

Abstract

Abstract

Abstract

Title Search

Found 34 Documents Search

Abstract

Abstract

Abstract

Abstract

Abstract

Abstract

Abstract

Abstract

Abstract

Abstract

Title

Found 34 Documents
Search