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Jurnal Manajemen Bisnis Eka Prasetya
Published by Sekolah Tinggi Ilmu Ekonomi Eka Prasetya
ISSN : 24776718     EISSN : 27163393     DOI : https://doi.org/10.47663/jmbep.v8i1.225
Core Subject : Economy, Humanities,
Humanities Economics, Econometrics & Finance
This Management Journal accepts writing about the results of studies in the fields of marketing management, financial management, human resource management, and entrepreneurial management, including (but not limited to) the following topics: Human Resource Management Financial management Marketing Management Strategic Management Organizational behavior Operation management Entrepreneurship E-Business Capital market
Arjuna Subject : Bisnis, Menejemen, dan Akutansi (semua kategori) - Perilaku Organisasi dan Menejemen Sumber Daya Manusia
Articles 234 Documents
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MEMBANGUN KEPERCAYAAN MEREK MELALUI CONTENT MARKETING, CELEBRITY ENDORSMENT, DAN BRAND IMAGE PADA PRODUK SKINTIFIC DI KOTA MAKASSAR Azlan Azhari; Hasnidar
Jurnal Manajemen Bisnis Eka Prasetya Vol 11 No 2 (2025): Edisi September 2025
Publisher : LPPM STIE EKA PRASETYA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47663/jmbep.v11i2.762

Abstract

Penelitian ini bertujuan menganalisis pengaruh Content Marketing, Celebrity Endorsement, dan Brand Image terhadap Kepercayaan Merek (Brand Trust) pada produk Skintific di Kota Makassar. Penelitian kuantitatif ini dilaksanakan Juni–Juli 2025 dengan metode regresi linier berganda. Sampel berjumlah 85 responden yang dipilih melalui accidental sampling, dengan kriteria konsumen yang telah membeli produk Skintific di Kota Makassar dalam satu tahun terakhir. Data dikumpulkan menggunakan kuesioner skala Likert lima poin yang telah diuji validitas dan reliabilitasnya. Hasil analisis menunjukkan ketiga variabel independent Content Marketing, Celebrity Endorsement, dan Brand Image secara parsial berpengaruh positif dan signifikan terhadap Kepercayaan Merek (Brand Trust). Selanjutnya variabel independent Content Marketing, Celebrity Endorsement, dan Brand Image secara simultan berpengaruh positif dan signifikan terhadap Kepercayaan Merek (Brand Trust) Di antara ketiganya, Brand Image memiliki pengaruh paling dominan dengan koefisien regresi tertinggi, menegaskan pentingnya citra merek yang kuat, kredibel, dan konsisten dalam membangun kepercayaan konsumen. Temuan ini memberikan kontribusi teoritis bagi kajian perilaku konsumen dan pemasaran kosmetik, khususnya dalam konteks isu keamanan produk dan regulasi di pasar lokal. Implikasi praktis menekankan pentingnya peningkatan kualitas content marketing yang edukatif, seleksi celebrity endorser yang kredibel, dan penguatan brand image berbasis sains dan nilai lokal untuk memperkuat kepercayaan merek dan mempertahankan daya saing Skintific di industri kosmetik yang semakin kompetitif.
PENGARUH PHYSICAL EVIDENCE DAN PERSEPSI HARGA TERHADAP KEPUASAN KONSUMEN PADA CAFE AMBAI MEDAN Rajagukguk, Narda; Indriani, Riza
Jurnal Manajemen Bisnis Eka Prasetya Vol 11 No 2 (2025): Edisi September 2025
Publisher : LPPM STIE EKA PRASETYA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47663/jmbep.v11i2.747

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh bukti fisik dan persepsi harga terhadap kepuasan pelanggan di Café Ambai Medan. Penelitian ini menggunakan metode kuantitatif dengan purposive sampling menggunakan rumus Rambut. Pengumpulan data menggunakan kuesioner dengan pengukuran skala likert dan analisis statistik menggunakan regresi berganda. Pengujian hipotesis meliputi uji-t, uji-F, dan koefisien determinasi (R2). Data sebelumnya diuji dengan menggunakan uji validitas, reliabilitas, dan uji hipotesis klasik. Pengolahan data menggunakan SPSS 26.0 for Windows. Hasil penelitian menunjukkan bahwa bukti fisik secara parsial berpengaruh positif dan signifikan terhadap kepuasan pelanggan, sedangkan persepsi harga berpengaruh positif dan signifikan terhadap kepuasan pelanggan. Hasil tersebut menunjukkan bahwa bukti fisik dan persepsi harga secara simultan berpengaruh terhadap kepuasan pelanggan. Hal ini terbukti dari nilai F hitung > F tabel, dimana 25,008 > 3,08 dan nilai signifikansi 0,000 < 0,05. Uji koefisien determinasi (R2) menunjukkan nilai sebesar 0,319 yang berarti bahwa Bukti Fisik dan Persepsi Harga secara simultan berpengaruh terhadap Kepuasan Pelanggan sebesar 31,9% sedangkan sisanya dipengaruhi oleh variabel di luar penelitian.
THE EFFECT OF GREEN MARKETING AND GAMIFICATION ON PURCHASE DECISIONS WITH BRAND IMAGE AS A MODERATING VARIABLE (CASE STUDY ON FORE COFFEE PRODUCTS IN PEKANBARU) Rajunaini Hulda; Tengku Firli Musfar; Agnes Alvionita3
Jurnal Manajemen Bisnis Eka Prasetya Vol 11 No 2 (2025): Edisi September 2025
Publisher : LPPM STIE EKA PRASETYA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47663/jmbep.v11i2.752

Abstract

This study seeks to examine the influence of Green Marketing and Gamification on Purchase Decision with Brand Image as a moderating variable among Fore Coffee consumers in Pekanbaru. The research employed a quantitative approach using a survey method, with data collected from 140 respondents who had previously purchased Fore Coffee products. Data were analyzed using Structural Equation Modeling-Partial Least Squares (SEM-PLS) with the assistance of SmartPLS 4 software. The results indicate that both Green Marketing and Gamification have a positive and significant effect on Purchase Decision. However, Brand Image does not significantly moderate the relationship between Green Marketing or Gamification and Purchase Decision. This suggests that although sustainable marketing strategies and Gamification elements can drive consumer Purchase Decisions, the Brand Image of Fore Coffee is not yet strong enough to enhance these effects. This research provides practical implications for companies in designing more effective marketing strategies, while also highlighting the importance of strengthening Brand Image to support the success of marketing campaigns
ANALYSIS OF THE INFLUENCE OF PRODUCT AVAILABILITY, PRICE, AND DISCOUNTS ON CUSTOMER LOYALTY AT VAPE STORES IN SUKOHARJO Johan Surya Prayoga; Erni Widiastuti
Jurnal Manajemen Bisnis Eka Prasetya Vol 11 No 2 (2025): Edisi September 2025
Publisher : LPPM STIE EKA PRASETYA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47663/jmbep.v11i2.758

Abstract

This study aims to analyze the effect of product availability, price, and discount on customer loyalty at vape stores in the Sukoharjo area periode of year 2025. A quantitative approach was used with a survey method. The sampling technique applied was purposive sampling, involving 100 respondents who are customers of vape stores in the region. Data were collected through questionnaires and analyzed using SPSS version 30. The data analysis techniques included validity testing, reliability testing, classical assumption tests (normality, multicollinearity, and heteroscedasticity), F-test, t-test, multiple linear regression, and determination coefficient ( ). The results showed that product availability, price, and discount have a significant influence on customer loyalty, both simultaneously and partially. These findings suggest that vape store owners should ensure consistent product availability, implement competitive pricing strategies, and offer attractive discounts to enhance customer loyalty.

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