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Anita Maulina
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JAMBIS : Jurnal Administrasi Bisnis
Published by Institut Ilmu Sosial dan Manajemen STIAMI
ISSN : -     EISSN : 27752615     DOI : 10.31334/jambis.v4i4
Core Subject : Economy, Humanities, Science, Social,
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences
JAMBIS: Jurnal Administrasi Bisnis adalah jurnal akademik yang didedikasikan untuk mempublikasikan hasil penelitian mahasiswa dalam bidang ilmu administrasi bisnis. Jurnal ini bertujuan untuk memberikan wadah bagi mahasiswa untuk menyebarluaskan temuan penelitian mereka kepada komunitas akademik, praktisi bisnis, dan masyarakat luas. Ruang Lingkup dan Fokus: JAMBIS menerima artikel penelitian yang mencakup berbagai aspek administrasi bisnis, termasuk namun tidak terbatas pada: - Pemasaran dan Perilaku Konsumen - Kewirausahaan dan Inovasi Bisnis - Manajemen Operasional dan Rantai Pasok - Sumber Daya Manusia dan Kepemimpinan - Strategi Bisnis dan Studi Kelayakan - Transformasi Digital dalam Bisnis - Tata Kelola Perusahaan dan Etika Bisnis Tujuan dan Manfaat: - Meningkatkan budaya akademik di kalangan mahasiswa dengan mendorong publikasi hasil penelitian mereka. - Menyediakan platform bagi mahasiswa untuk memperoleh pengalaman publikasi ilmiah sebelum melanjutkan ke jenjang yang lebih tinggi. - Memfasilitasi kolaborasi antara mahasiswa, dosen, dan praktisi dalam pengembangan ilmu administrasi bisnis. - Meningkatkan kualitas penelitian mahasiswa melalui proses peer-review yang ketat dan bimbingan dari editor serta reviewer berpengalaman.
Arjuna Subject : Bisnis, Menejemen, dan Akutansi (semua kategori) - Bisnis, Menejemen, dan Akutansi (Lain-Lain)
Articles 289 Documents
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Pengaruh Kredibilitas Konten Kreator Dr. Detektif Dan Review Produk Terhadap Keputusan Pembelian Konsumen Aplikasi Internasional TikTok Shop Pada Skin Care Glad2Glow Syifa Auliah; Nidaul Izzah
JAMBIS : Jurnal Administrasi Bisnis Vol. 6 No. 1: Februari 2026
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Abstract. The development of digital marketing through social media such as TikTok Shop has changed the way consumers make purchasing decisions. The phenomenon of the increasing influence of creator content and product reviews is one of the effective marketing strategies, especially in the skincare industry. This study aims to determine the effect of creator content credibility, especially the “Detective Doctor” account, and Product Reviews on TikTok Shop consumer purchasing decisions on the Glad2Glow skincare brand. The research method used is a quantitative approach with purposive sampling technique of 150 TikTok Shop user respondents. Data analysis techniques using multiple linear regression. Hypothesis testing techniques use pre-test and simultaneous test. The results of this study prove that there is a positive and significant effect of Creator Content Credibility and Product Reviews on purchasing decisions. Partially, Creator Content Credibility contributed 57.5% and Product Reviews contributed 71.9% to purchasing decisions. Creator content credibility and product reviews simultaneously influence purchasing decisions by 73.2%, and the remaining 26.8% is influenced by other variables. These findings reinforce the importance of choosing credible content creators and encouraging brands to actively manage consumer reviews. This research is expected to be a reference in developing effective digital marketing strategies in the e-commerce era. Keywords: Content Creator Credibility; Product Review; Purchase Decision.
Pengaruh Sikap Fanatisme, Brand Ambassador Dan Perilaku Konsumtif Terhadap Keputusan Pembelian Pada Produk Chatime X Jkt 48 Di Bekasi Puspita Sari Dewi; Nur Fitri Rahmawati
JAMBIS : Jurnal Administrasi Bisnis Vol. 6 No. 1: Februari 2026
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Abstract. The collaboration between Chatime and JKT48 is a marketing strategy that leverages the power of fan communities and emotional closeness to drive purchase decisions. This phenomenon shows that fan loyalty can be utilized through emotional and digital approaches to increase sales. This study aims to analyze the influence of Fanatic Attitude, Brand Ambassador, and Consumptive Behavior on Purchase Decisions of Chatime X JKT48 products in Bekasi. The research employed a quantitative method with a survey technique, where data were collected through questionnaires distributed to consumers who had purchased the collaboration products. The analysis was conducted using multiple linear regression. The results indicate that the three independent variables have a positive and significant influence, both partially and simultaneously. Brand Ambassador has the most dominant effect at 47.0%, followed by Consumptive Behavior at 42.0% and Fanatic Attitude at 39.1%. Collectively, the three variables contribute 57.7% to purchase decisions. Keywords:Fanaticism Attitude, Brand Ambassador, Consumer Behavior, Purchase Decision, Chatime X JKT48
Pengaruh Promosi Dan Brand Image Terhadap Keputusan Pembelian Handphone Iphone Pada Mahasiswa Program Studi Administrasi Bisnis Institut Stiami Holifah; Irfan Setiawan
JAMBIS : Jurnal Administrasi Bisnis Vol. 6 No. 1: Februari 2026
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Abstract. The use of iPhones among university students remains high despite the availability of many other smartphones offering similar features. This phenomenon suggests that promotion and brand image play a role in influencing purchasing decisions. Based on this, the research formulates three main research questions: (1) To what extent does promotion influence the decision to purchase an iPhone among students of the Business Administration Study Program at Institut STIAMI? (2) To what extent does brand image influence the decision to purchase an iPhone among these students? (3) To what extent do promotion and brand image jointly influence the decision to purchase an iPhone among these students? This research uses a quantitative method with a descriptive approach. The sample consists of 120 student respondents who either currently use or are interested in purchasing an iPhone. Data were collected through questionnaires and analyzed using multiple linear regression and SPSS software. The results indicate that both promotion and brand image have a positive and significant effect on iPhone purchase decisions. These findings highlight the importance of effective marketing strategies and a strong brand image in shaping consumer purchasing decisions, particularly among students. Keywords: Promotion, Brand Image, Purchase Decision.
Analisis Penggunaan Platform E-Commerce Dalam Meningkatkan Penjualan Produk Kuliner Nasi Kuning Ibu Yanti Umkm Di Kecamatan Pamulang Atia Putri Pratama; Lukman Nul’hakim
JAMBIS : Jurnal Administrasi Bisnis Vol. 6 No. 1: Februari 2026
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Abstract. This research aims to analyze the utilization of e-commerce platforms in increasing the sales of culinary products at the MSME Nasi Kuning Ibu Yanti in Pamulang District. The focus of the research includes the role of e-commerce platforms in supporting marketing, the digital strategies implemented, their impact on sales volume and revenue, and recommendations for optimizing platform utilization. This research employs a descriptive qualitative approach, with data collected through interviews, observations, and documentation. The findings reveal that the use of the GoFood platform has had a positive impact on increasing daily order volumes, expanding the market reach, and facilitating digital transactions. Promotional strategies such as discounts, bundling packages, and loyalty programs serve as supporting factors in attracting consumer interest. Nevertheless, operational challenges remain, including difficulties in securing drivers, price competition among merchants, service fee deductions, and limited technological proficiency among business owners. Overall, the utilization of e-commerce platforms has proven effective in increasing revenue and expanding market reach for culinary business operators in the digital era. Keywords: E-Commerce, MSME, GoFood, Culinary Sales, Digital Marketing
Pengaruh Electronic Word Of Mouth (E-Wom) Dan Affiliate Marketing Platform Tiktok Terhadap Minat Beli Konsumen Pada Produk Skincare Somethinc Cindi Widayanti; Muhammad Akbar
JAMBIS : Jurnal Administrasi Bisnis Vol. 6 No. 1: Februari 2026
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Abstract

Abstract. The increasing prevalence of social media as a communication tool has prompted companies to adopt digital marketing strategies, such as Electronic Word of Mouth (e-WOM) and affiliate marketing, to expand their reach and enhance consumer purchase intentions. Somethinc, a local skincare brand, actively promotes its products on TikTok by partnering with affiliates and harnessing the influence of user-generated reviews. This study aimed to explore the effect of e-WOM and affiliate marketing on consumer purchase intentions. It involved 100 respondents from the Millennial and Generation Z cohorts in Central Jakarta, all of whom are active TikTok users and have encountered promotional content related to Somethinc products. The research methodology applied Structural Equation Modeling (SEM) with a Partial Least Square (PLS) approach. The findings show that Electronic Word of Mouth (e-WOM) and Affiliate Marketing have a positive and significant effect on Consumer Purchase Intent, with a contribution of 63.2% as indicated by the R-Square value. The analysis was conducted using the Partial Least Square (PLS) method, which produced a significant positive relationship between the two independent variables and purchase intent. Keywords: Electronic Word of Mouth (e-WOM); Affiliate Marketing; TikTok; Purchase Intentions; Somethinc
Strategi Pemasaran Jasa Pendidikan Di SD Islam Al Azhar 5 Kemandoran Dalam Meningkatkan Jumlah Siswa 2025/2026 Khansa Aurellia Mantofani; Suparman
JAMBIS : Jurnal Administrasi Bisnis Vol. 6 No. 1: Februari 2026
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Abstract. The background of this study stems from the phenomenon of increasing competition among private elementary schools in the Jakarta area, as well as changes in parental behavior, which has become more selective and increasingly reliant on digital media such as Instagram, YouTube, and school websites when choosing educational institutions for their children. This phenomenon has prompted schools to not only focus on educational quality but also on marketing strategies that effectively highlight the school's strengths. This study used a descriptive qualitative approach, data collecting technique used such as in-depth interviews, observations, and documentation involving eight informants, including school principals, teachers, administrative staff, parents, and school committee members. This study aimed to analyze the educational service marketing strategies implemented by SD Islam Al Azhar 5 Kemandoran to increase the number of students in the 2025/2026 academic year. The results of the study indicated that the educational service marketing strategy using the 7P marketing mix approach (Product, Price, Place, Promotion, People, Process, Physical Evidence) has been well implemented by SD Islam Al Azhar 5 Kemandoran. These strategies included offering superior educational programs, utilizing social media as a promotional tool, providing communicative services, and managing facilities that support the learning process. The implementation of these strategies has had a positive impact on increasing the number of applicants and new students. The success indicators of this strategy can be seen in terms of educational quality, innovation in the learning process, the school's positive image in the community, the availability of facilities and infrastructure, as well as the professionalism of educators and educational staff. Keywords: Marketing Strategy, Educational Services, 7P Marketing Mix, SD Islam Al Azhar 5 Kemandoran
Pengaruh Inovasi Produk Dan Harga Terhadap Keputusan Pembelian Koleksi Jims Honey Pada Generasi Z Di Jakarta Timur Wisinta Jusi Manurung; Tri Waluyo Prehantio
JAMBIS : Jurnal Administrasi Bisnis Vol. 6 No. 1: Februari 2026
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Abstract. This research aimed to analyze the influence of product innovation and price on the purchasing decisions of Generation Z in East Jakarta regarding Jims Honey products. This research was descriptive correlational with a quantitative approach. The sample consisted of 100 respondents from Generation Z consumers in East Jakarta, which was determined by the non-probability sampling method, namely purposive sampling, calculated using the Lemeshow formula. The research instrument was a questionnaire consisting of 30 statements with a fivepoint Likert scale. Data analysis included descriptive statistics, instrument testing (validity and reliability), classical assumption testing (normality, multicollinearity, and heteroskedasticity), multiple linear regression, and hypothesis testing (t-test, F-test, and coefficient of determination). Data processing was carried out using SPSS version 25. The results showed that product innovation had a positive and significant influence on purchasing decisions, price had a positive but insignificant influence on purchasing decisions, and simultaneously, product innovation and price both influenced purchasing decisions by 20.9%, with the remaining 79.1% influenced by other variables not examined in this research. Keywords: Product Innovation, Price, and Purchase Decision
Pengaruh Harga Dan Loyalitas Terhadap Keputusan Pembelian Studi Kasus Pada Gratis Ongkir Lazada Di Kota Bekasi Nadia Intana Sari; Vigo Satrio
JAMBIS : Jurnal Administrasi Bisnis Vol. 6 No. 1: Februari 2026
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Abstract. The rapid growth of e-commerce encourages companies to implement effective marketing strategies through pricing and the enhancement of customer loyalty to influence purchasing decisions. Free shipping programs are one of the strategies used by Lazada to attract consumers. This study aims to analyze the effect of price and loyalty on purchasing decisions of Lazada consumers in Bekasi City. The method used is quantitative with a survey approach using questionnaires, and the data are analyzed through multiple linear regression with t-test, F-test, and coefficient of determination. The results show that price has a positive and significant effect on purchasing decisions with a t-value of 3.820, a significance value of 0.000, and a regression coefficient of 0.244. Loyalty also has a positive and significant effect with a t-value of 3.437, a significance value of 0.001, and a regression coefficient of 0.276. Simultaneously, price and loyalty have a significant effect on purchasing decisions with an F-value of 36.211 and a significance value of 0.000. The coefficient of determination (R²) of 0.516 indicates that 51.6% of purchasing decisions are influenced by price and loyalty, while the remaining percentage is influenced by other factors outside this study. Keywords: Price, Loyalty, Purchasing Decision, Free Shipping, Lazada
Pengaruh Harga Jual Dan Brand Image Terhadap Minat Beli Produk Ekspor Luxcrime Di Platform Tiktok Shop Andi Nabila Maharani; Rudianto Hermawan
JAMBIS : Jurnal Administrasi Bisnis Vol. 6 No. 1: Februari 2026
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Abstract. This research aime d to analyze the effect of selling price and brand image on the purchasing interest of Luxcrime brand cosmetic export products on the TikTok Shop platform. The phenomenon of increasing use of TikTok as a social media and e-commerce platform is an important background for companies to maximize their digital marketing strategies. The research method used was descriptive quantitative with data collection techniques through the distribution of questionnaires to 100 respondents who were TikTok Shop users and familiar with Luxcrime products. The independent variables in this research included selling price (X1) and brand image (X2), while the dependent variable was consumer purchasing interest (Y). The data was analyzed using multiple linear regression to test the hypothesis and determine the significance of the relationship between variables. The results of the analysis showed that both selling price and brand image had a positive and significant influence on consumer purchasing interest, both partially and simultaneously. This finding had strategic implications for businesses, particularly in the beauty industry, to maximize brand image and competitive pricing as an effective approach in increasing consumer appeal and purchase volume in the era of digital marketing. Keywords: Selling Price, Brand Image, Purchase Interest, TikTok Shop, Luxcrime Cosmetics

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