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eProceedings of Management
Published by Universitas Telkom
ISSN : 23559357     EISSN : -     DOI : https://doi.org/10.34818/eoe
Core Subject : Economy, Science,
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance
merupakan media publikasi karya ilmiah lulusan Universitas Telkom yang berisi tentang kajian management. Karya Tulis ilmiah yang diunggah akan melalui prosedur pemeriksaan (reviewer) dan approval pembimbing terkait.
Arjuna Subject : Bisnis, Menejemen, dan Akutansi (semua kategori) - Bisnis, Menejemen, dan Akutansi (Lain-Lain)
Articles 1,862 Documents
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Komunikasi Persuasi Brand Emina Dalam Kampanye Maximum Airy Protection Kusuma, Martina; Nugrahani, Rah Utami; Pradana, Yoka
eProceedings of Management Vol. 11 No. 4 (2024): Agustus 2024
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Abstract

The Emina brand educates the public about the use of sunscreen through the Maximum Airy Protection campaign.This campaign was carried out due to the low awareness of teenagers to use sunscreen to protect themselves from UVrays. Persuasive communication in campaign practice has elements of persuasive communication which are to invite.This research aims to analyze persuasive communication in the Maximum Airy Protection campaign for the Eminabrand, specifically in the logical aspects of message design and communicator selection. The method used in thisresearch is qualitative with a case study approach. The research results show that the persuasive communication ofthe Emina Cosmetics brand in the Maximum Airy Protection campaign uses expressive logic and rhetorical logic.Expressive logic can be seen in the campaign message which focuses on the benefits of Sun Battle Emina Cosmeticsproducts, such as products that can protect the skin from UV rays optimally. Meanwhile, rhetorical logic can be seenin the rational preparation of messages using data and facts to show the benefits of Sun Battle Emina Cosmeticsproducts for teenagers. This research also found that in maintaining its credibility, Emina Cosmetics chosecommunicators by considering authority, credibility and attractiveness. The communicators consist of doctorinfluencers, beauty influencers, Nada Tarina, and Reality Club. Through the logic of message design andcommunicator selection, it shows that there is a connection in the Maximum Airy Protection campaign. Messagedesign logic that uses strong rhetorical logic needs to be supported by the selection of strong communicators toincrease validation of the persuasive communication carried out. Keywords-persuasive communication, message design logic, communicator credibility, sunscreen education.
Pengaruh Kampanye #onegreenstep Garnier Di Media Sosial Instagram Terhadap Sikap Gen Z Tentang Mendaur Ulang Sampah Narano, Deo; Abdullah, Nisa Nurmauliddiana
eProceedings of Management Vol. 11 No. 4 (2024): Agustus 2024
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Abstract

From 2021 to July 2022 the number of cosmetics companies increased by 20.6 percent, with an increase from 819businesses to 913 businesses (Febrinastri, 2022). With the increase in the cosmetics industry, the waste produced bycosmetics companies also increases. This made the Garnier brand create an online campaign to increase publicawareness about the state of the environment and encourage people to take concrete action to support environmentalconservation. This research aims to determine the influence and magnitude of the influence of Garnier's#OneGreenStep campaign on Instagram with the dimensions of message content, message structure, message frameon Gen Z's attitudes about recycling waste with cognitive, affective and conative dimensions. This research uses acausal quantitative approach. Data collection was carried out by distributing questionnaires to 400 respondents witha population of Instagram followers @garnierindonesia. The data collection technique in this research uses a nonprobability sampling technique, namely purposive sampling. The research results show that Garnier's #OneGreenStepcampaign has a significant influence on the attitudes of Gen Z with a coefficient value of 0.633. Meanwhile, the resultsof the coefficient of determination of the influence of Garnier's #OneGreenStep campaign on Gen Z's attitudesobtained results of 40%, the remaining 40% were influenced by other factors outside this research. Keywords- campaigns, attitudes,gen Z, social media.
Pengaruh Physical Evidence Terhadap Keputusan Pembelian Konsumen Pada Warkop Sri Pandita Ashari, Aprilia Suci; Jamiat, Nuslih
eProceedings of Management Vol. 11 No. 4 (2024): Agustus 2024
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Abstract

This study aims to determine how the influence of Physical Evidence on consumer purchasing decisions at WarkopSri Pandita. This research uses quantitative research with descriptive research type and sampling using NonProbability Sampling technique using Purposive Sampling method with a total of 100 respondents of Warkop SriPandita consumers. With simple linear regression data analysis techniques using IBM SPSS Statistics 25 software.The results of partial testing (t test) the Physical Evidence variable has a significant effect with a Thitung of 8.024>Ttable 1988 and a significance level of 0.000 <0.05. Based on the coefficient of determination that Physical Evidencehas an influence on purchasing decisions by 39.6%, while the remaining 60.4% is influenced by other variables notexamined.Keywords-physical evidence, purchase decision, consumer
Pengaruh Komunikasi Keluarga Terhadap Motivasi Belajar Mahasiswa Generasi Z Universitas Telkom Dhanisa, Andhira Surya; Aprianti, Agus
eProceedings of Management Vol. 11 No. 4 (2024): Agustus 2024
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Abstract

This research is taken from the phenomenon that Generation Z is in a transition phase, when parents still want tohave authority over their children, while children grow up wanting their own autonomy. All these changes affect thechild's self-worth and mood which has an impact on the interaction process with the family. Meanwhile, the familyhas an important role in forming values and norms in children. Then the indication of the problem found is thatGeneration Z has the characteristic of being lazy about learning because of digital distractions. This research aimsto find out whether there is an influence of family communication on the learning motivation of Generation Z studentsat Telkom University. This research uses quantitative methods by collecting 400 respondents from active studentsfrom the 2020 - 2023 class at Telkom University using an online questionnaire (google form). After carrying outcalculations, it was found that there was a significance value of 0.000 <0.05. From the results of the familycommunication hypothesis test, conversation orientation, t count 11,439 > t table 1,965. It can be concluded that H1is accepted and H0 is rejected, so there is a positive influence of conversation orientation patterns on the learningmotivation of Generation Z students at Telkom University. The conformity orientation communication patternobtained the hypothesis test results t count 11.507 > t table 1.965. So, it is concluded that H2 is accepted that there isan influence on conformity orientation family communication on the learning motivation of Generation Z students.From the percentage results calculated on the coefficient of determination, family communication influences thelearning motivation of Generation Z students at Telkom University by 47.3% while the remaining 52, 7% is influencedby other variables not included in this study. Keywords-family communication, conversation orientation, conformity orientation, learning motivation, generation z.
Pengaruh Social Media Marketing Pada Akun Tiktok @boboholokal Terhadap Brand Engagement Disney+ Hotstar Hanifa, Hazna Mutia; Arifputri, Aiza Nabilla
eProceedings of Management Vol. 11 No. 4 (2024): Agustus 2024
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Abstract

Korean Dramas are very popular in Indonesia, from the storyline, characters, soundtrack, and culture, to becomingpopular shows in various countries. According to Databoks in August 2022, a digital survey by Telkomsel showedthat Disney+ Hotstar was the most used streaming service in Indonesia. Disney+ Hotstar is a streaming service thatutilizes TikTok as a tool for social media marketing activities (Yadav and Rahman, 2018). One of the accounts thatmarkets through TikTok is Alex Simanjuntak, a content creator, owner of the TikTok account @boboholokal, whichfocuses on Korean dramas. This study aims to examine the extent of the influence of social media marketing on theTikTok account @boboholokal, with 2 million followers as of January 8, 2024, on the brand engagement (Hollebeek,2014) of Disney+ Hotstar. The research method used is descriptive quantitative with non-probability samplingtechniques to 400 respondents. The research results indicate that variable X, which is social media marketing, has asignificant positive impact on variable Y, which is brand engagement. The social media marketing variable on theTikTok account @boboholokal has a 54.5% influence on the brand engagement of Disney+ Hotstar, while theremaining 45.5% is due to factors not examined in this study. Keywords-brand engagement, disney+ hotstar, korean drama, social media marketing, tiktok.
Pengaruh Price Fairness Dan Perceived Service Quality Terhadap Customer Satisfaction Pada Jasa Grabcar Di Kota Bandung De Silva, Muh.Janward Sawanawadu; Rubiyanti, R. Nurafni
eProceedings of Management Vol. 11 No. 4 (2024): Agustus 2024
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Abstract

Ride-hailing has become one of the fastest-growing transportation services in Indonesia, making it an increasinglypopular and widely used transportation alternative, with its use predicted to continue increasing. One of thecompanies offering its services in the online transportation sector in Indonesia is Grab. The purpose of this researchis to determine the effect of price fairness and perceived service quality on customer satisfaction with GrabCarservices. The research used a descriptive quantitative method. The sample for the study consists of 150 individuals,collected through a Google Forms questionnaire. The research sample was obtained using non-probability samplingwith a purposive sampling technique. The analysis technique used is multiple linear regression. The results of thestudy show that price fairness and perceived service quality, both partially and simultaneously, have a significanteffect on customer satisfaction, accounting for 85.1%, while the remaining 14.9% is influenced by other variables notincluded in the study.Keywords-price fairness, perceived service quality, consumer satisfaction
Pengaruh Social Media Tiktok Terhadap Minat Beli Konsumen Pada Brand Akun @aerostreet Alamsyah, Ramadhani; Ismail, Oki Achmad
eProceedings of Management Vol. 11 No. 4 (2024): Agustus 2024
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Abstract

Business in Indonesia, especially the fashion sector, is growing rapidly with increasingly fiercecompetition, encouraging managers to move forward and meet market needs. Business success dependsnot only on profits, but also on effective promotion and understanding consumer needs. Social media isbecoming an important tool in marketing, with April 2023 data showing 61% of Indonesia's populationuses online entertainment. Platforms like TikTok, with user engagement of 70.8%, offer greatopportunities for product promotion. The COVID-19 pandemic accelerated the shift to online shopping,increasing digital transactions by 300%. TikTok, popular among the younger generation, plays animportant role in digital marketing and influences consumer behavior with features such as the yellowbasket. This research uses a quantitative method based on positivism, descriptive in nature with a causalcorrelation method to analyze the relationship between the independent variable (TikTok) and thedependent variable (Purchase interest). The normality test results show that the data can be used becausethe residuals are normally distributed. Social media is effective for marketing due to its widespread andregular use, facilitating the online purchasing experience. TikTok, with its short video duration, createsinterest in the audience, encouraging them to search for more information about the product. Researchshows that TikTok has a moderate relationship to Aero Street buying interest, with a 1% increase in TikTokincreasing buying interest by 0.468. Statistical tests show a significant influence of TikTok on purchaseintention with a coefficient of determination of 35.1%, while 64.9% is influenced by other variables not discussed. TikTok social media has a positive and significant relationship with purchasing interest, withthe entertainment dimension having an influence of 83.2% and exploration interest 79.6%. Keywords-Tiktok, interest in buying, Aerostreet.
Pengaruh Promosi Dan Physical Evidence Terhadap Keputusan Pembelian Pada Coffee Swic Of Paradise Kabupaten Bandung Trianingsih, Komang Reni; Jamiat, Nuslih
eProceedings of Management Vol. 11 No. 4 (2024): Agustus 2024
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Abstract

The development of times in the current era of globalization has a huge impact on many fields that are increasinglyrapid in the business sector in Indonesia. One of them is the culinary business which is currently on the rise, namelyCoffee shop. One of the Coffee business actors in Bandung Regency, namely Coffee Swic of Paradise, is a coffee shopthat provides a variety of menus ranging from coffee or non-coffee menus to food that serves western and orientalstyles. In the sales of Coffee Swic of Paradise Bandung Regency, There are problems with inappropriate purchasingdecisions, so that sales targets are not achieved. Based on the results of the pre-survey of respondents, purchasingdecisions were influenced by promotions and physical evidence. This research aims to find out how much influencepromotions and physical evidence have on purchasing decisions at Coffee Swic of Paradise, Bandung Regency. Themethod used in this research is quantitative method with descriptive research type. The population used in this studyis the people of Bandung Regency who have visited Coffee Swic of Paradise Bandung Regency and respondents whohave made purchases at Coffee Swic of Paradise Bandung Regency at least 2 times with a sample of 160 respondents.The sampling used in this study was nonprobability sampling with purposive sampling technique. Based on the resultsof research using descriptive analysis with the help of SPSS 26 software for Windows, the Promotion and PhysicalEvidence variables are included in the good category and have a significant influence both simultaneously andpartially on purchasing decision at Coffee Swic of Paradise Bandung Regency.Keywords-promotion, physical evidence, purchase decision
Penggunaan Media Sosial Instagram Pandawara Group (@pandawaragroup) Sebagai Media Komunikasi Program Kerja Ajaraksa Pada Siswa SMPN 13 Bandung Manurung, Normanela Tassel Epaphras; Wijaksono, Dimas Satrio
eProceedings of Management Vol. 11 No. 4 (2024): Agustus 2024
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This research aims to look at the use of the Pandawara Group Instagram social media (@pandawaragroup) as acommunication medium for the Ajaraksa work program for SMPN 13 Bandung students. There are two views held byPierre Levy, namely the view of social interaction and social integration. This research was conducted using aqualitative approach method where there were subjects as informants, namely four key informants, one supportinginformant, and one expert informant. The data collection method will be in the form of interviews with informants inthe form of subjects, observations, and also followed by documentation in interview activities and also observations.The validity of the data depends on the source triangulation technique. The research results show that the view ofsocial interaction using social media Instagram @pandawaragroup is quite effective but can add information fromuploaded videos. Meanwhile, from a social integration perspective, the use of Instagram social media is quite effective. Keywords-Pandawara Group, Ajaraksa, Instagram, social interaction, social integration.
Pengaruh Religiositas Dan Pengetahuan Halal Sepatu Berbahan Dasar Kulit Babi Terhadap Keputusan Pembelian: (Studi Pada Pengguna New Balance) Astuti, Farrah Diva; Artadita, Sherly
eProceedings of Management Vol. 11 No. 4 (2024): Agustus 2024
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In modern times, one of the fastest growing industries is the shoe industry. New Balance ranks third in the TOP BrandIndex 2023. However, there are differences in understanding between fellow users of New Balance shoes on socialmedia about the use of pigskin-based ingredients in New Balance shoes. Therefore, this study aims to determine andanalyze the effect of religiosity and halal knowledge of pork skin-based shoes on purchasing decisions of New Balanceshoe users. The population used in this study are all Muslim consumers and have purchased New Balance shoes. Datacollection was carried out using a non-probability method with purposive sampling technique and collected as manyas 100 respondents in filling out the questionnaire. The results of this research, there is a positive and significantinfluence between the religiosity of pigskin-based shoes on the purchasing decisions of New balance shoe users withtcount 2.541 and there is a significant and positive influence between halal knowledge of pigskin-based shoes on thepurchasing decisions of New balance shoe users with tcount 5.308. Then religiosity and halal knowledge of pork skinbased shoes simultaneously have a significant effect on the purchasing decisions of New balance shoe users withfcount 44.683. The contribution of the influence of the independent variables of religiosity and halal knowledge onthe dependent variable of purchasing decisions is 47.8% and the remaining 52.2% is influenced by other variablesnot examined in this research. Keywords-religiosity, halal knowledge, purchase decisions

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