DAMPAK MEDIA IKLAN DAN PROMOSI PENJUALAN TERHADAP KEPUTUSAN PEMBELIAN PRODUK BEDAK MUKA PADAT WARDAH KOSMETIK PT.PARAGON TECHNOLOGY AND INNOVATION (Studi kasus pada konsumen di Toko Angel Kosmetik Pasar Cileungsi) (original) (raw)
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2018
Abstrak Perkembangan ekonomi dan teknologi semakin canggih. Hal tersebut berdampak pada dunia usaha yang bekembang drastis. Adanya permintaan konsumen yang banyak menyebabkan munculnya perusahaan-perusahaan baru dibidang yang sama, sehingga membuat persaingan semakin ketat antar pebisnis. PT Soka Cipta Niaga merupakan salah satu produsen kaos kaki di Indonesia dengan merek dagang Soka, untuk mempertahankan pangsa pasar perusahaan melakukan promosi pada produk yang dikeluarkan, dengan adanya banyak varian dan telah dinyatakan sebagai kaos kaki halal yang dimiliki Soka membuat konsumen untuk memasukkan kaos kaki Soka dalam daftar pemilihan produk. Penelitian ini betujuan untuk mengetahui adakah pengaruh bauran promosi terhadap keputusan pembelian konsumen. Penelitian ini dilakukan dengan menggunakan metode kuantitatif dengan skala likert melalui media kuesioner dari populasi konsumen kaos kaki Soka yang diambil sampel 100 responden dengan menggunakan teknik insidential sampling. Adapu...
This study aims to identify the Influence of Promotion Through Social Media Against Consumer Purchase Decision Process in PD. Astiga Leather Garut Jacket The research method used in this research is descriptive research method and survey technique analysis. The sampling technique used in this research is using non propability sampling technique with the total population of 190 people, while the number of respondents is 66 respondents ie PD customers. Astiga Leather Garut Jacket. Based on the results of data processing obtained correlation which shows there is a strong relationship between Promotion Through Social Media Against Consumer Purchase Decision Process in PD. Astiga Leather Garut Jacket. While from the results of hypothesis testing obtained that the variable Promotion Through Social Media has a positive and significant impact on consumer purchasing decision Decision in PD. Astiga Leather Garut Jacket. Based on the calculation of coefficient of determination obtained. This. implies that the change in the variable value of the Purchase Decision process. Explained by the variable of Promotion Through social media influenced by other variables not examined.
MABIS: Jurnal Manajemen Bisnis Syariah, 2021
The purpose of this study was to determine how much influence the product, price, place, promotion, service had on purchasing decisions. Using quantitative methods with the t test and f test. The results of the research partially show that there is a significant influence between the product and the purchase decision, there is a significant influence between the price and the purchase decision, there is a significant influence between the place and the purchase decision, there is a significant influence between promotion and purchasing decisions and there is a significant influence between service and purchasing decisions. . Simultaneously, product, price, place, promotion and service have a significant effect on purchasing decisions, product variables, price, place, promotion and service simultaneously or simultaneously affect consumer purchasing decisions. The conclusion that can be drawn from this research is that all the variables tested, namely product, price, place, promotion,...
2022
Penelitian ini bertujuan mengetahui, menganalisis dan menjelaskan pengaruh brand ambassador dan viral marketing terhadap keputusan pembelian. Pendekatan yang digunakan penelitian ini menggunakan penelitian eksplanasi atau explanatory research. Penelitian yang dimaksudkan untuk menjelaskan kedudukan variabel-variabel yang diteliti serta pengaruh antara variabel satu dengan variabel lainnya. Penelitian ini menggunakan metode kuantitatif, yaitu metode yang menggunakan sejumlah sampel dan data-data numerik. Populasi pada penelitian ini adalah konsumen Scarlett Whitening x Song Joong Ki di kota Jombang, dengan sampel berjumlah 100 responden yang diambil dengan menggunakan teknik Accidental Sampling. Teknik pengumpulan data menggunakan angket. Metode analisis data dalam penelitian ini menggunakan analisis regresi linier berganda dan pengujian hipotesis serta koefisien determinasi. Berdasarkan hasil penelitian menunjukkan bahwa brand ambassador dan viral marketing berpengaruh secara signifikan terhadap keputusan pembelian. Dengan demikian dapat disampaikan bahwa brand ambassador dan viral marketing berpengaruh terhadap keputusan pembelian.
The increasing sales of cosmetics product in Indonesia nowadays is better than last few years, and Wardah as on of the cosmetics manufacturer can penetrate the national market as on of top five Indonesian cosmetics brand. Based on the predescessor study shows that brand image of a cosmetics brand merek and the consumer knowledge about cosmetics that is marketed through green campaign is higly affecting the consumer buying decision. This study is made with purpose to analyze the influence of green marketing mix and consumer knowledge on Wardah cosmetics product buying decision in Bandar Lampung with brand image as the intervening variable. This study is conducted using quantitative method and analyze using structural equation modelling. The data that is used in this study is primary data that collected from Wardah Bandar Lampung. The findings from this study, shows that green marketing mix and consumer knowledge have positive influence on Wardah cosmetics product buying decision with brand image as the intervening variable. This study also showing green marketing mix, consumer knowledge and brand image have a positive influence on buying decision but not significantly. The goodness of fit test (R2), shows that the structural model that used to describe Wardah cosmetics product buying decision can be assumed fit. The conclusion of this study is showing green marketing mix, consumer knowledge and brand image have a positive influence on Wardah Bandar Lampung cosmetics buying decision. Based on the study findings, the researcher offer a suggestion for the next researcher to use better instrument and suggestion for PT PTI as Wardah cosmetics manufacturer to maintain and increase the the marketing system that already been used to be convince the consumer better on buying Wardah cosmetics products.
Increasing public awareness in the running of living according Islamic religious rules, this affects consumer buying behavior. Consumers become selective in buying non food and food products with regards halal label. Promotion strategies are applied producers of halal products for positive impact of advertising messages can be delivered is primarily to use celebrities who have religious impression on her. The objective of this study is to analyze and explain the effect of halal label and celebrity endroses toward Purchase Decision. The research belongs to explanatory research. The samples are taken by using systematic random sampling. The size of samples determined 30 people. Population in this study is customers wardah who studied Muhammadiyah University of Ponorogo. Empirical data was collected through survey methodology. Data has been analyzed through Generalized Structured Component Analysis (GSCA). The findings of the study show: 1) Halal label significantly effect on Purchase Decision 2) Celebrity Endorser significantly effect on Purchase Decision. Limitations: The data for the study has been collected through one cluster only. However for the purpose of generalization insights from other significant clusters should be collected. The study should be replicated in other cities of the country to have more indiscriminate findings.
SIGMA: Journal of Economic and Business
Penelitian ini bertujuan untuk mengetahui pengaruh label halal dan digital marketing terhadap keputusan pembelian produk kosmetik wardah pada mahasiswi program studi manajemen sekolah tinggi ilmu ekonomi enam enam kendari. Penelitian ini merupakan penelitian deskriptif kuantitatif. Data penelitian ini diperleh melalui observasi, wawancara dan kuisioner. Metode analisis data yang digunakan adalah analisis deskriptif dengan cara mengolah data hasil kuisioner melalui SPSS. Berdasarkan hasil penelitian tentang pengaruh label halal dan digital marketing terhadap keputusan pembelian produk kosmetik wardah dapat disimpulkan bahwa artinya kedua variabel yaitu label halal (XI) dan digital marketing (X2) secara bersama-sama (simultan) berpengaruh positif dan signifikan terhadap variabel Keputusan pembelian (Y) pada mahasiswi program studi manajemen sekolah tinggi ilmu ekonomi enam enam kendari. Berdasarkan hasil uji pada variabel label halal secara parsial berpengaruh positif dan signifikan t...
2021
The first study aims to analyze the Effect of Brand Image, Price, Promotion and Electronic Word of Mouth on Wardah Solid Powder Product Purchase Decisions at the Faculty of Economics STIE Graha Karya Muara Bulian Jambi simultaneously and the second is to determine the effect of Brand Image, Price, Promotion and Electronic Word of Mouth on Wardah Solid Powder Product Purchase Decisions at the Faculty of Economics STIE Graha Karya Muara Bulian Jambi Partially. The research methodology used is, the researcher uses a design using descriptive methods and quantitative methods. The data used are secondary data and primary data. The population in this study were 150 economic students at STIE Graha Karya Muara Bulian Jambi. The sample in this study was 60 respondents to the students of the Faculty of Economics STIE Graha Karya Muara Bulian Jambi. The results of multiple linear regression obtained Y = - 0.386 + 0.667 X1 + 0.221 X2 + 0.458 X3 - 0.163 X4 + e, Based on the coefficient of determi...