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Gugyh Susandy
STIE Sutaatmadja
Economics, Econometrics & Finance

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THE INFLUENCE OF SOCIAL MEDIA MARKETING AND ONLINE CONSUMER BEHAVIOR IN THE CITY OF SUBANG ON THE BRAND STORY OF THE INSTANT MESSENGER LINE APPLICATION Nunik Ratnasari; Gugyh Susandy; Devy Widya Apriandi
DIMENSIA (Diskursus Ilmu Manajemen STIESA) Vol. 16 No. 2 (2019): September
Publisher : STIESA Press

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The purpose of this study was to determine the effect of social media marketing and online consumer behavior to brand story on instant messenger Line application. The research method is explanatory survey. The sample selection is done by purposive sampling with the number of samples study were 100 respondents. The data used are interval data. The statistic method used for the test data performed using SPSS 20 for Windows. The survey results revealed that social media marketing have a significant effect on brand story. Online consumer behavior have a significant effect on brand story. As well as social media marketing and online consumer behavior simultaneously have a significant effect on brand story. The coefficient of determination of 42% means that social media marketing and online consumer behavior affect a brand story by 42% and 58% were influenced by other factors.
THE INFLUENCE OF SELF-CONGRUITY AND MOBILE MARKETING ON BRAND LOYALTY AT FAST FOOD RESTAURANTS CALIFORNIA CHICKEN IN SUBANG CITY Didi Junaedi; Gugyh Susandy; Devy Widya Apriandi
DIMENSIA (Diskursus Ilmu Manajemen STIESA) Vol. 16 No. 2 (2019): September
Publisher : STIESA Press

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The purpose of this research is to know Self-Congruity and Mobile Marketing at fast food restaurant California Fried Chicken. And to know the influence of each variable either partially or simultaneously, Self-Congruity (X1) and Mobile Marketing (X2) to Brand Loyalty (Y).The method in this research using descriptive method of analysis. With sample number 100 respondents with sampling using purposive sampling technique. The data obtained from this research is the interval scale with the analysis method using multiple linear regression analysis. Based on the results say that Self-Congruity has a positive and significant effect on Brand Loyalty, Mobile Marketing have a positive and significant impact on Brand Loyalty. And Self-Congruity and Mobile Marketing influence as much as of Brand Loyalty.
THE INFLUENCE OF VIRAL MARKETING AND PRICE DISCOUNTS THROUGH SOCIAL MEDIA INSTAGRAM TO PURCHASE DECISION ON MARKETPLACE SHOPEE Teguh Maulana; Gugyh Susandy
DIMENSIA (Diskursus Ilmu Manajemen STIESA) Vol. 16 No. 2 (2019): September
Publisher : STIESA Press

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The rapidly evolving communications, media and informatics technologies and the widespread development of the global information infrastructure have influenced the ways and patterns of business activities in the trade, social and political governance industries. One of the technologies used by people, organizations and companies is the internet. With the growing use of the internet in Indonesia is a potential for business people in Indonesia, where as increasing internet users then this will also encourage the growth of e-commerce in Indonesia. E-commerce activities in Indonesia penetrate various activities from small-scale industry to large industries. Small-scale e-commerce activities are now developing all over Indonesia, because of the availability of various way of kind to transaction online with ease. Such as marketplace which is a combination of several online stores that sell in one place.The purpose of this research is to know the influence of Viral Marketing and Discount Price through social media instagram of Purchase Decision on Shope marketplace. The research method used is descriptive method and explanatory survey. The sample selection was done by using purposive sampling technique with the number of samples of 100 respondents. The data used is interval data. Statistical method for data test using SPSS 22 for windows program. By using multiple linear regression analysis obtained equation Y = 16.632 + 0,274X1 + 0,219 X2 + e. From the results of the research note that Viral Marketing partially influence on the Purchase Decision but not for Discounts price, and Viral Marketing and Price discounts simultaneously affect the Purchase Decision.
Co-Authors Devy Widya Apriandi Didi Junaedi Nunik Ratnasari Teguh Maulana