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INDONESIA
Jurnal Ekonomika Dan Bisnis
Published by CV. Information Technology Training Center - Indonesia
ISSN : -     EISSN : 28078438     DOI : https://doi.org/10.47233/jebs
Core Subject : Economy,
Economics, Econometrics & Finance
JEBS : Jurnal Ekonomika Dan Bisnis Merupakan Jurnal Penelitian dan Kajian Ilmiah yang diterbitkan CV.ITTC - INDONESIA dan dikelola langsung oleh Webinar.Gratis dan Even. Penyunting menerima kiriman naskah hasil kajian dan penelitian untuk bidang ekonomi ,bisnis, manajemen, akuntansi, auditing, perpajakan, kewirausahaan, serta ilmu yang berkaitan dengan perbankan konvensional maupun syariah. Jurnal ini diterbitkan sebanyak 2 kali dalam setahun, yaitu januari dan juli diterbitkan secara daring.
Arjuna Subject : Ilmu Ekonomi, Ekonometrika dan Keuangan (semua kategori) - Ilmu Ekonomi, Ekonometrika dan Keuangan (Lain-Lain)
Articles 622 Documents
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Pengaruh advertising dan promosi sebagai strategi brand building terhadap brand awareness (studi pada tokopedia) kristian, Rana rachmatul; Aulia Sari, Shinta Dewi; Abdul Muid, Muhammad; Rochman, M,Cholilur; Ridho, Mohammad Ali; Za’fan Ispriadi, Rahmat Riko
Jurnal Ekonomika Dan Bisnis (JEBS) Vol. 6 No. 1 (2026): Januari - Februari
Publisher : CV. ITTC INDONESIA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47233/jebs.v6i1.4159

Abstract

The increasingly intense competition among digital marketplaces requires companies to implement effective marketing strategies in order to build and maintain brand awareness in consumers’ minds. Advertising and promotion are essential components of brand building strategies that are believed to influence consumers’ brand awareness. This study aims to analyze the effect of advertising and promotion as brand building strategies on brand awareness at Tokopedia.This study employs a quantitative approach with an associative research design and a survey method. The population of this study consists of Tokopedia users, with a sample of 50 respondents selected using purposive sampling techniques. Data were collected through a structured questionnaire using a five-point Likert scale and analyzed using validity tests, reliability tests, and multiple linear regression analysis.The results show that the correlation coefficient (R) is 0.649 and the coefficient of determination (R²) is 0.422. These findings indicate that advertising and promotion simultaneously explain 42.2% of the variation in brand awareness, while the remaining 57.8% is influenced by other variables outside the research model. The simultaneous test results reveal that advertising and promotion have a significant effect on brand awareness. However, the partial test results indicate that each variable does not have a significant individual effect at the 5% significance level.In conclusion, the combination of advertising and promotion strategies plays an important role in building Tokopedia’s brand awareness. Therefore, companies are encouraged to manage these strategies in an integrated manner to enhance competitiveness in the digital marketplace.
Pengutamaan Nilai Religiusitas Dalam Usaha (Studi Atas Pengusaha Madura) ., Iskandar; Asiah, Khoirul
Jurnal Ekonomika Dan Bisnis (JEBS) Vol. 6 No. 1 (2026): Januari - Februari
Publisher : CV. ITTC INDONESIA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47233/jebs.v6i1.4218

Abstract

This study aims to describe the phenomenon of prioritizing religious values in business and entrepreneurial practices among Madurese entrepreneurs, as well as to identify the driving factors underlying this prioritization. This research employs a descriptive-analytical design with a qualitative approach. The data were obtained through an in-depth analysis of empirical phenomena occurring in the field, using both structured and unstructured interviews, supported by observation and documentation to strengthen data validity. The findings reveal that the prioritization of religious values by Madurese entrepreneurs in the business sector constitutes a unique and factual phenomenon that is relatively rarely found among other ethnic communities. Religious values are not merely positioned as personal beliefs but are internalized in work ethics, business decision-making, and socio-economic relations. The driving factors behind the prioritization of religious values include strong religious conviction, the dominance of Islamic teachings in social life, deeply rooted religious traditions and culture, a strong work ethic, Madurese local wisdom, a religious social environment, the application of Islamic business ethics, and the perception of business activities as preparation for the afterlife. Overall, this phenomenon originates from a harmonious integration of Islamic teachings and local wisdom that has been deeply embedded in Madurese culture.

Page 63 of 63 | Total Record : 622

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