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All Journal Journal of Business Management Education (JBME) Jurnal Bisnis dan Manajemen (JBM)
Saffanah Salma
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Economics, Econometrics & Finance Education Social Sciences

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Srategi Pemanfaatan Instagram Sebagai Media Periklanan Saffanah Salma; Cecep Safa'atul Barkah; Tetty Herawaty; Lina Auliana
Jurnal Bisnis dan Manajemen (JBM) JBM Vol 17 (2021): Issue 2
Publisher : Faculty of Economics and Business University of Lampung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23960/jbm.v17i2.235

Abstract

This research aims to find out the right strategy in using Instagram as an advertising medium for MSMEs in Amoira using descriptive qualitative methods. The data is taken by doing two ways, namely interviews and also observations. The data obtained is processed by several methods such as internal resources analysis, Sustainable Competitive Advantage (SCA) analysis, VRIO framework, and also TOWS analysis. Then the researchers conducted a content analysis to propose strategies for using Instagram. In this study, generate strategies that can be carried out based on the analysis conducted on Amoira. Keywords: instagram utilization strategy, advertising media, impression Abstrak Penelitian ini bertujuan untuk mengatahui apa strategi yang tepat dalam pemanfaatan Instagram sebagai media periklanan pada UMKM Amoira menggunakan metode kualitatif deskriptif, data diambil dengan melakukan 2 cara yaitu wawancara dan juga observasi. Data yang diperoleh diolah dengan sejumlah metode seperti analisis internal resources, analisis Sustainable Competitive Advantage (SCA), framework VRIO dan juga analisis TOWS. Kemudian peneliti melakukan analisis konten untuk mengusulkan strategi pemanfaatan Instagram. Pada penelitian ini, menghasilkan strategi-strategi yang bisa dilakukan berdasarkan analisis yang dilakukan pada Amoira. Kata kunci: strategi pemanfaat instagram, media periklanan, impression
Analysis of Factors Influencing Consumer Decision to Purchase Le Minerale in Depok Saffanah Salma
Journal of Business Management Education (JBME) Vol 7, No 1 (2022)
Publisher : Business Education Program of Universitas Pendidikan Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.17509/jbme.v7i1.41476

Abstract

This purpose of this research is to know what factors that influencing consumers decision to purchase Le Minerale in Depok.  The type of this research is a quantitative descriptive study. The population of this research is the residents DepokAge 16 – 24 years old (Gen Z). Sampling using purposive sampling which is included in the type of nonprobability sampling technique with a minimum sampling size determined using the iteration formula (n: 117). Data collection techniques through questionnaires and Forum Group Discussion (FGD). The questionnaire was tested by using Pearson product moment validity test and reliability test using Alpha Cronbach formula. The results showed that residents of Depok price is the most influential factor in making purchasing decisions for Le Minerale,, and for the results of the product analysis, it has an influence in making purchasing decisions, last but not least is promotion, we know that promotion is also a factor that influences decisions purchase Le Minerale.
Co-Authors Cecep Safa'atul Barkah Lina Auliana Tetty Herawaty