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INDONESIA
Jurnal Nusa Manajemen
Published by Publika Citra Media
ISSN : 30467241     EISSN : 30467233     DOI : http://dx.doi.org/10.62237/explorejnm
Core Subject : Economy,
Economics, Econometrics & Finance
Jurnal Nusa Manajemen bertujuan untuk mempublikasikan penelitian di bidang manajemen yang berkaitan dengan manajemen sumber daya manusia, manajemen pemasaran, manajemen operasional dan manajemen keuangan dalam meningkatkan pengembangan ilmu pengetahuan melalui penelitian serta untuk mengetahui sumber referensi yang berkaitan dengan bidang manajemen. Kami berharap jurnal ini dapat menjadi sarana untuk meningkatkan minat penelitian, meningkatkan kualitas penelitian di bidang manajemen dan mencari sumber referensi di bidang manajemen.
Arjuna Subject : Bisnis, Menejemen, dan Akutansi (semua kategori) - Bisnis, Menejemen, dan Akutansi (Lain-Lain)
Articles 71 Documents
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PENGARUH INFLUENCER MARKETING, CONTENT MARKETING DAN ONLINE CUSTOMER REVIEW TERHADAP PURCHASE INTENTION PADA BRAND KOSMETIK MAKE OVER Salim, Devanya Azzura Andini; Yusrin, Nur Amalyna
Jurnal Nusa Manajemen Vol. 2 No. 2 (2025): Jurnal Nusa Manajemen Volume 2 Nomor 2 Juli Tahun 2025
Publisher : Publika Citra Media

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62237/jnm.v2i2.274

Abstract

The advancement of information technology, particularly the growth of e-commerce in Indonesia, has created intense competition across various business sectors, including the cosmetics industry, which has become one of the most promising sectors. This study aims to analyze the influence of influencer marketing, content marketing, and online customer reviews on purchase intention among consumers of the Make Over cosmetic brand in the Greater Jakarta area (Jabodetabek). The research adopts a quantitative approach using a non-probability sampling technique. Data were collected through an online questionnaire (Google Form), resulting in 235 respondents. The data analysis technique employed was Partial Least Squares Structural Equation Modeling (PLS-SEM) using SmartPLS 4.1 software. The findings indicate that influencer marketing, content marketing, and online customer reviews simultaneously have a significant effect on purchase intention. Specifically, influencer marketing strategies were found to be the primary factor influencing consumers' purchase intentions for Make Over products. These findings are expected to provide valuable insights for Make Over in enhancing the effectiveness of their marketing strategies, enabling them to drive purchase intentions through influencer marketing, content marketing, and credible online customer reviews.
KEPUTUSAN PEMBELIAN PRODUCT LIP CREAM HANASUI MELALUI CONTENT MARKETING, PERSEPSI HARGA DAN PACKAGING PRODUCT PADA MAHASISWA FAKULTAS EKONOMI BISNIS UNVIVERSITAS TEKNOLOGI SUMBAWA Khairunnas, Fadlun Husnul; Ananda, Nova Adhitya
Jurnal Nusa Manajemen Vol. 2 No. 2 (2025): Jurnal Nusa Manajemen Volume 2 Nomor 2 Juli Tahun 2025
Publisher : Publika Citra Media

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62237/jnm.v2i2.275

Abstract

This study aims to analyze the factors that determine the purchasing decision of Hanasui lip cream among students of the Faculty of Economics and Business at Sumbawa University of Technology. The examined factors include content marketing, price perception, and product packaging. This research employs a quantitative descriptive method with a purposive sampling technique. Data was collected through questionnaires distributed to 100 respondents. Data analysis was conducted using the Three Box Analysis method. The results indicate that content marketing plays a significant role in shaping purchasing decisions, followed by price perception and product packaging. Effective marketing strategies, affordable pricing, and attractive packaging contribute to increased student purchasing decisions.
PENGARUH INFLUENCER, DISCOUNT DAN ONLINE PRODUCT REVIEW TERHADAP IMPULSIVE BUYING: STUDI PADA MEREK SCARLETT WHITENING Sihombing, Geraldy Pesakhim; Widjaja, William
Jurnal Nusa Manajemen Vol. 2 No. 2 (2025): Jurnal Nusa Manajemen Volume 2 Nomor 2 Juli Tahun 2025
Publisher : Publika Citra Media

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62237/jnm.v2i2.276

Abstract

This study examines the influence of Influencers, discounts, and online product reviews on consumers’ impulsive buying behavior for the Scarlett Whitening brand. Data were collected through a quantitative survey of 385 Scarlett Whitening users on Shopee and analyzed using SEM-PLS. The results reveal that Influencers, discounts, and online product reviews significantly impact impulsive buying. Influencers drive purchases through trust and appeal, discounts through price reductions and promotion duration, and online product reviews through credibility and perceived usefulness. These findings offer strategic insights for beauty brand marketing to leverage these factors in promoting impulsive buying.
PENGARUH BRAND EQUITY, BRAND IMAGE DAN CONSUMER SATISFACTION TERHADAP REPURCHASE INTENTION BRAND X DI TANGERANG Chandra, Gillian Emery; Yusrin, Nur Amalyna
Jurnal Nusa Manajemen Vol. 2 No. 2 (2025): Jurnal Nusa Manajemen Volume 2 Nomor 2 Juli Tahun 2025
Publisher : Publika Citra Media

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62237/jnm.v2i2.277

Abstract

This study aims to analyze the influence of Brand Equity, Brand Image, and Consumer Satisfaction on Repurchase Intention. The research was conducted using a quantitative method, where data were collected through questionnaires distributed to respondents in Tangerang. The data analysis method used was Structural Equation Modeling (SEM) with SmartPLS 3.1 software. The results of this study found that Brand Equity, Brand Image, and Consumer Satisfaction collectively have a significant influence on Repurchase Intention. These findings indicate that an increase in brand equity, a positive brand image, and consumer satisfaction can drive customers' repurchase intention for Brand X products. The implications of this study highlight the importance of strategies to strengthen brand equity, improve brand image, and manage consumer satisfaction to ensure loyalty and sustain repurchase intentions.
PENGARUH HARGA, LOKASI DAN WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN PADA USAHA AYAM GEPREK BERKAH SUMBAWA Sabirah, Humayrah Iffah; Mandasari , Jayanti
Jurnal Nusa Manajemen Vol. 2 No. 2 (2025): Jurnal Nusa Manajemen Volume 2 Nomor 2 Juli Tahun 2025
Publisher : Publika Citra Media

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62237/jnm.v2i2.278

Abstract

This study aims to testing the effect of Price, Location and Word of Mouth on Purchasing Decisions at the Sumbawa Blessing Geprek Chicken business. This study uses an associative quantitative approach with 100 samples who are consumers of Ayam Geprek Berkah selected through purposive sampling technique then the sample is determined using the Pauleedy formula.. This research instrument is a questionnaire consisting of four variables, namely price, location, word of mouth and purchasing decisions which have been tested for validity and reliability. Data analysis using multiple linear regression with the results showed that the t value of the price variable table (3.470> 1.984) with a significance value (Sig.) of 0.001 <0.05, which means that the price variable has an effect on purchasing decisions. Then the results of the t table value of the location variable (1.483 < 1.984) with a significance value (Sig.) 0.141> 0.05, which means that the location variable has no effect on purchasing decisions. The results of the t table value of the word of mouth variable (2.805> 1.984) with a significance value (Sig.) of 0.006 <0.05 indicate that the word of mouth variable has an effect on purchasing decisions.
PENGARUH CONTENT MARKETING, PRICE DISCOUNT DAN LIVE STREAMING TERHADAP IMPULSIVE BUYING PADA TIKTOK SHOP (STUDI KASUS PADA AKUN LOUISSESCARLETT) Angelina, Jessica; wijaya, Shierli
Jurnal Nusa Manajemen Vol. 2 No. 2 (2025): Jurnal Nusa Manajemen Volume 2 Nomor 2 Juli Tahun 2025
Publisher : Publika Citra Media

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62237/jnm.v2i2.279

Abstract

In this digital era, TikTok Shop has become a strategic platform that stimulates impulsive buying behavior through its interactive features. The Louissescarlett account was chosen as the subject of this study due to its proven success in implementing effective marketing strategies, including engaging content creation, discount offers that create a sense of urgency, and interactive live streaming sessions. This research aims to examine the impact of Content Marketing, Price Discounts, and Live Streaming on impulsive buying behavior on TikTok Shop, using the Louissescarlett account as a case study.This study utilizes a quantitative approach with a survey method. Data were gathered through an online questionnaire from 160 respondents who met the specified criteria, namely active TikTok Shop users who had previously purchased from the Louissescarlett account. Multiple linear regression analysis was used to determine the effect of the independent variables on the dependent variable. The findings indicate that Content Marketing, Price Discounts, and Live Streaming significantly and positively influence impulsive buying behavior, both individually and collectively. The combination of these variables plays a crucial role in driving consumers to make spontaneous purchase decisions. These results offer practical insights for businesses to develop more effective marketing strategies on social media platforms and provide theoretical contributions to digital marketing and consumer behavior research.
PENGARUH LITERASI KEUANGAN, TOLERANSI RISIKO DAN OVERCONFIDENCE TERHADAP KEPUTUSAN PEMBELIAN CRYPTOCURRENCY Andreas, Jose; kiky, andreas
Jurnal Nusa Manajemen Vol. 2 No. 2 (2025): Jurnal Nusa Manajemen Volume 2 Nomor 2 Juli Tahun 2025
Publisher : Publika Citra Media

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62237/jnm.v2i2.280

Abstract

Cryptocurrency is a digital asset that has captured the attention of traders due to its high volatility, offering the potential for significant returns. This study contributes to behavioral finance by providing insights into psychological and cognitive factors that influence cryptocurrency purchasing decisions, as well as offering practical guidance for novice traders to reduce impulsive behavior and enhance their financial literacy. The findings reveal that financial literacy has a significant positive impact on purchasing decisions, emphasizing the importance of financial understanding in making intelligent investment choices. Risk tolerance also shows a significant positive influence, illustrating that individuals with a high tolerance for risk are more inclined to invest in highly volatile assets like cryptocurrency. Overconfidence demonstrates a significant positive effect on purchasing decisions, reflecting a psychological bias where individuals often overestimate their knowledge and abilities. This study enriches behavioral finance by deepening the understanding of psychological and cognitive influences on cryptocurrency purchasing decisions while providing actionable advice for beginner traders to improve their decision-making and financial acumen.
PENGARUH HARGA DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN SEPATU PADA CV YUANGZI SHOES DI KOTA BUMI TANGERANG Maimunah; Purwanti
Jurnal Nusa Manajemen Vol. 2 No. 2 (2025): Jurnal Nusa Manajemen Volume 2 Nomor 2 Juli Tahun 2025
Publisher : Publika Citra Media

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62237/jnm.v2i2.281

Abstract

The purpose of this study is to determine the influence between Price and Product Quality on Shoe Purchase Decisions at CV Yuangzi Shoes in Kota Bumi Tangerang, both partially and simultaneously. This research method uses a descriptive quantitative method with a sample of 94 respondents, the data analysis techniques used are: validity test, reality test, normality test, multicomality test, autocorrelation test, heteroscedasticity test, simple linear regression test, multiple linear regression test, simple correlation coefficient test, multiple correlation coefficient test, determination coefficient analysis test, t test and f test. Based on the results of the t-test, the t-count value is 20.831 > 1.662 and the significance value for the Price variable (X1) is 0.000, the significant value is smaller than the probability value of 0.05 or 0.000<0.05, meaning that the Price variable has a positive and significant effect on the Purchase Decision variable (Y). Based on the results of the t-test, the t-count value is 5.441 > 1.662 and the significance value for the Product Quality variable (X2) is 0.000, the significance value is smaller than probability value 0.05 or 0.000 < 0.05, meaning that the Product Quality variable has a positive and significant effect on the employee performance variable (Y). Based on the results of the f test, the results show that the Price (X1) and Product Quality (X2) variables simultaneously have a significant effect on the Purchase Decision (Y) as evidenced by the value of the f coefficient of 1921.105 > 3.095 with a significance value of 0.000 < 0.05. It can be concluded that Price (X1) and Product Quality (X2) simultaneously have a positive and significant influence on Purchase Decision (Y).
PENGARUH CURRENT RATIO (CR) DAN DEBT TO EQUITY RATIO (DER) TERHADAP RETURN ON ASSETS (ROA) PADA PT BLUEBIRD TBK PERIODE 2013 – 2023 Rahmawati, Mita; Sari, Widya Intan
Jurnal Nusa Manajemen Vol. 2 No. 2 (2025): Jurnal Nusa Manajemen Volume 2 Nomor 2 Juli Tahun 2025
Publisher : Publika Citra Media

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62237/jnm.v2i2.282

Abstract

This study aims to determine the effect of Current Ratio (CR) and Debt to Equity Ratio (DER) on Return on Assets (ROA) at PT Bluebird Tbk for the period 2013- 2023. In this study using quantitative methods and the data used is secondary data in the form of financial statements of PT Bluebird Tbk 2013-2023. In this analysis method used is descriptive analysis, classical assumption test, coeffcient of determination, multiple regression analysis, and hypothesis testing, namely the t test with the f test which is analyzed using SPP Version 27. From the results of this study partially (t test) that the obtained tcount value of the Current Ratio (CR) variable is 0,787 > ttabel 2,306 at a level of error worth 5% significant value of 0,454 > 0,05 so it can be concluded from the results of this study that the Current ratio (CR) variable has no significant effect on Return on Assets. Partially (t test) produces a tcount of 2,730 > 2,306 at the 5% error rate, a significant value of 0,026 < 0,05 so it can be concluded from the results of this study that the Debt to Equity Ratio (DER) variable has a significant effect on Return on Assets (ROA). While the test results simultaneously (Test f) resulted in fcount < ftabel (3,731 < 4,26) and a significant value of 0,072 > 0,05 so it can be concluded that the results of the study Current Ratio (CR) and Debt to Equity Ratio (DER) have no significant effect on Return on Assets (ROA).
PENGARUH DESAIN PRODUK, PERSEPSI HARGA DAN CONTENT MARKETING TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE OPPO DI KOTA SUMBAWA Astari, Navila Riski; Sugiarto, Aris
Jurnal Nusa Manajemen Vol. 2 No. 2 (2025): Jurnal Nusa Manajemen Volume 2 Nomor 2 Juli Tahun 2025
Publisher : Publika Citra Media

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62237/jnm.v2i2.283

Abstract

This study aims to test the influence of Product Design, Price Perception and Content Marketing on Oppo Smartphone Purchasing Decisions in Sumbawa City. This study uses a quantitative method with an associative approach. Determination of the sample using purposive sampling technique totaling 160 respondents who are people in Sumbawa City based on the Hair formula. Primary data processing using the Statistical Package for Social Science (SPSS) with the data analysis technique used is multiple linear regression. The results of this study obtained: Product Design has a significant positive effect on Oppo smartphone purchasing decisions in Sumbawa City. Price Perception has a significant positive effect on Oppo smartphone purchasing decisions in Sumbawa City. Content Marketing has a significant positive effect on Oppo smartphone purchasing decisions in Sumbawa City.

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