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Jurnal Manuhara: Pusat Penelitian Ilmu Manajemen Dan Bisnis
Published by Asosiasi Riset Ilmu Manajemen dan Bisnis Indonesia
ISSN : 29885043     EISSN : 29885035     DOI : 10.61132
Core Subject : Economy, Science,
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance
Human Resource Management, Financial Management, Marketing Management, Public Sector Management, Operations Management, Supply Chain Management, Corporate Governance, Business Ethics, Management Accounting and Capital Markets and Investment
Arjuna Subject : Bisnis, Menejemen, dan Akutansi (semua kategori) - Bisnis, Menejemen, dan Akutansi (Lain-Lain)
Articles 352 Documents
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Pengaruh Influencer Marketing dan Brand Awareness pada Tiktok Terhadap Keputusan Pembelian Produk Cushion Glad2Glow Yeni Nur Aisah; N. Neni Triana; Shandikha Arya Yudha Rahman
Jurnal Manuhara : Pusat Penelitian Ilmu Manajemen dan Bisnis Vol. 4 No. 2 (2026): April : Jurnal Manuhara : Pusat Penelitian Ilmu Manajemen dan Bisnis
Publisher : Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/manuhara.v4i2.2797

Abstract

This study seeks to investigate the impact of Glad2Glow Cushion brand awareness and TikTok influencer marketing on the purchasing decisions of beauty content viewers. Both elements have a major influence at the same time, according to the data, but brand awareness is the most important. While factors beyond the purview of this study explain the remaining variance in purchase decisions, influencer marketing and brand recognition do account for a substantial percentage of it. Consumers' trust and intent to buy can be boosted by influential people and high levels of brand awareness. It is advised to work with influencers who have similar traits to the target audience in order to increase recognition of the brand through fresh, pertinent material. From a theoretical standpoint, this study deepens our understanding of how digital marketing on TikTok is affected by brand awareness and influencer marketing. On a more practical note, it's a roadmap for social media marketers looking to influence customer purchases.
Pengaruh Kualitas Produk dan Promosi terhadap Keputusan Pembelian Kopi Fore di Karawang Monalisa, Adinda Tria; Triana, N. Neni; Rahman, Shandikha Arya Yudha
Jurnal Manuhara : Pusat Penelitian Ilmu Manajemen dan Bisnis Vol. 4 No. 2 (2026): April : Jurnal Manuhara : Pusat Penelitian Ilmu Manajemen dan Bisnis
Publisher : Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/manuhara.v4i2.2798

Abstract

This study aims to determine the effect of product quality and promotion on purchasing decisions at Kopi Fore Karawang. This research uses a quantitative approach with the goal of analyzing the relationship between the variables of product quality, promotion, and consumer purchasing decisions. The population in this study consists of all consumers who have made or will make purchases at Kopi Fore Karawang. The number of samples used was 96 respondents determined using the Lemeshow formula. Data collection was carried out through observation, distribution of questionnaires, and literature study as supporting data for the research. The data obtained were then analyzed to determine the influence of each variable both partially and simultaneously on the purchasing decision. The research results show that product quality has a positive and significant partial effect on purchasing decisions at Kopi Fore Karawang. Additionally, promotion also has a positive and significant partial effect on purchasing decisions. Simultaneously, product quality and promotion have been proven to have a positive and significant effect on consumer purchasing decisions at Kopi Fore Karawang. These findings indicate that improving product quality, supported by effective promotional strategies, can enhance consumer purchasing decisions.

Page 36 of 36 | Total Record : 352

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