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All Journal PROCEEDING INTERNATIONAL BUSINESS AND ECONOMICS CONFERENCE (IBEC)
Jupert Jasser Abellana
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Analyzing the Impact of TikTok-Video Content Marketing Strategy and Entrepreneur Personal Branding on Consumer Purchase Intention in the Used Car Market: A Case Study of Mestika Jaya Mobil Showroom: Menganalisis Dampak Strategi Pemasaran Konten Video TikTok dan Personal Branding Pelaku Usaha terhadap Minat Beli Konsumen di Pasar Mobil Bekas: Studi Kasus Showroom Mestika Jaya Mobil Wiranata, Wilson; Loo, Petrus; Jupert Jasser Abellana; Abdullah Sirad
PROCEEDING INTERNATIONAL BUSINESS AND ECONOMICS CONFERENCE (IBEC) Vol. 4 No. 1 (2025): Inspiring Change: Innovating Together for the Future of the Economy
Publisher : Sekolah Tinggi Ilmu Ekonomi Eka Prasetya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47663/ibec.v4i1.306

Abstract

The development of digital marketing has encouraged used car businesses to leverage social media, particularly TikTok. This study aims to analyze the influence of content marketing and personal branding on purchase intention for used cars at Mestika Jaya Mobil Showroom, Medan. The research design employed a descriptive quantitative approach with a sample of 100 respondents obtained through purposive sampling. Data were collected using a five-point Likert scale questionnaire and analyzed through multiple linear regression using SPSS, accompanied by validity and reliability tests, classical assumption tests, t-tests, F-tests, and the coefficient of determination. The findings reveal that content marketing and personal branding significantly affect purchase intention, both individually and simultaneously. The model explains 74.2% of the variance in purchase intention. These results highlight the effectiveness of content marketing strategy through TikTok and entrepreneurs’ personal branding in enhancing purchase intention in the used car market. This study offers practical insights for used car businesses to optimize their marketing strategies.
The Influence of Green Products and Green Marketing on Consumer Purchase Decisions in Medan Tembung Culinary MSMEs: Pengaruh Green Product dan Green Marketing terhadap Keputusan Pembelian konsumen pada UMKM Kuliner Medan Tembung Carine; Afrizal; Jupert Jasser Abellana; Jessa Labitad
PROCEEDING INTERNATIONAL BUSINESS AND ECONOMICS CONFERENCE (IBEC) Vol. 4 No. 1 (2025): Inspiring Change: Innovating Together for the Future of the Economy
Publisher : Sekolah Tinggi Ilmu Ekonomi Eka Prasetya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47663/ibec.v4i1.372

Abstract

This study aims to analyze the influence of green products and green marketing on consumer purchase decisions in culinary MSMEs in Medan Tembung District. The background of the research is based on the low understanding of MSME actors on the importance of implementing environmentally sound strategies in attracting consumers. The research method used a descriptive quantitative approach by distributing questionnaires to 305 respondents through incidental sampling techniques. The data were analyzed using validity, reliability, and multiple linear regression tests with the help of SPSS 25. The results of the study show that green products and green marketing have a positive and significant effect, both partially and simultaneously, on consumer purchase decisions. This emphasizes that the success of culinary MSMEs is not only determined by the quality of taste and price, but also by a commitment to sustainability practices. The practical implication of this study is the need for MSMEs to strengthen green product strategies through the use of local raw materials, environmentally friendly packaging, and emphasizing green marketing with effective communication on social media to increase competitiveness and consumer loyalty.
Co-Authors Abdullah Sirad Afrizal Carine Jessa Labitad Petrus Loo Wiranata, Wilson