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All Journal Jurnal Ilmu Manajemen (JIM) International Journal of Economics, Management, Business, and Social Science
Yudhistira Rangga Paksi
Universitas Negeri Surabaya
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences

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Peran Sales Promotion dan Brand Equity dalam Memengaruhi Re-purchase Intention Produk Fashion di Marketplace Yudhistira Rangga Paksi; Tias Andarini Indarwati
Jurnal Ilmu Manajemen Vol 9 No 4 (2021)
Publisher : UNESA In Collaboration With APSMBI (Aliansi Program Studi dan Bisnis Indonesia)

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (479 KB) | DOI: 10.26740/jim.v9n4.p1582-1591

Abstract

Indonesia's e-commerce growth in 2020 has increased quite a lot compared to 2019. Fashion is rising and safe to shop online at Indonesian e-commerce and Shopee as one of the largest E-commerce in Indonesia. Erigo, as a local Indonesian brand, competes with competitors to get customers repurchase intentions. The article examines the impact of sales promotion and brand equity on customer intention to repurchase Erigo local brand products by studying the Shopee marketplace. The sample of this research is respondents who have purchased Erigo products at Shopee. This primary data was collected by questionnaire and observation. Data analysis with multiple linear regression and sample used was 121 respondents. The sampling method used nonprobability sampling, and the sampling technique was judgmental sampling. The results showed that Sales Promotion and Brand Equity had a significant influence on the repurchase intention of Erigo products. This study recommends Erigo to maintain brand equity. Erigo also must keep their unique promotions, such as low prices at the end of the month and get free items for the purchase. Erigo can also use the findings for its brand evaluation.
Characteristics of Instagram Advertising and Intensity of Followers Viewing Advertising Content or Instagram Posts on Purchase Intentions Tias Indarwati; Yudhistira Rangga Paksi; Mohc Velian Muhajir; Agatha Christy Avega
INTERNATIONAL JOURNAL OF ECONOMICS, MANAGEMENT, BUSINESS, AND SOCIAL SCIENCE (IJEMBIS) Vol. 1 No. 3 (2021): September
Publisher : CV ODIS

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Abstract

The purpose of this study is to determine the chracacteristics of instagram between advertising and intensity of followers viewing advertising content or instagram posts on buying intentions of Kaos polos Surabaya. This study used a sample of 85 respondents. Multiple linear regression in SPSS software was used to analyze the collected data. The results of the study are to show there is a positive and significant chracacteristics of instagram between advertising and intensity of followers viewing advertising content or instagram posts on purcahse intentions of Kaos polos Surabaya..
Co-Authors Agatha Christy Avega Mohc Velian Muhajir Tias Andarini Indarwati Tias Indarwati