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All Journal JIPTEK : Jurnal Ilmiah Pendidikan Teknik dan Kejuruan Jurnal Manajemen dan Kewirausahaan (JMDK) Martabe : Jurnal Pengabdian Kepada Masyarakat Jurnal Mantik JTIM : Jurnal Teknologi Informasi dan Multimedia Jurnal Industri Kreatif dan Kewirausahaan Enrichment : Journal of Management Economics and Digital Business Review Indonesian Journal of Digital Business CEMERLANG :Jurnal Manajemen dan Ekonomi Bisnis JILPI Jurnal Ilmiah Pengabdian dan Inovasi Jurnal Pengabdian Nasional (JPN) Indonesia kawanad
Btari Mariska Purwaamijaya
Universitas Pendidikan Indonesia
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Journal : Indonesian Journal of Digital Business

 1 
The Influence of Turbo Marketing and Brand Image on Mixue Ice Cream Purchase Decision In Tasikmalaya Rattu Syahada Fauziyah Darwis; Adam Hermawan; Btari Mariska Purwaamijaya
Indonesian Journal of Digital Business Vol 4, No 2 (2024): Indonesian Journal of Digital Business
Publisher : Universitas Pendidikan Indonesia (UPI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.17509/ijdb.v4i2.59603

Abstract

In the current era of economic recession, Indonesia has even experienced an increase in the economy, quoted to Katadata, one of the main sectors that have become the largest contribution to increasing the economy in Indonesia is the Food and Beverage (FnB) business sector and one of the rapidly growing FnB business sectors is Mixue, which is a Chinese ice cream maker franchise that has entered Indonesia since 2020, Mixue is the largest franchise store in Southeast Asia, However, Mixue has recently been discussed on various social media because it does not yet have halal labeling on its products, but Mixue is quick to respond to the phenomenon that occurs by providing clarification in various media it has, and making digital marketing to maintain the company's brand image to remain good among the public. This study used descriptive quantitative methods, with a total of 110 respondents, the sampling technique used, namely the NonProbability sampling approach with purposive sampling, hypothesis testing was carried out by using SPSS 25 software, As for the hypothetical results of this study, there is a positive and significant influence between turbo marketing variables and purchase decisions, there is a positive and significant influence between brand image variables and purchase decisions, and there is a simultaneous influence between turbo marketing variables and brand image on purchase decisions.
The Impact of Informativeness of Live Streaming in TikTok Live Shop Based on SOR Framework Andrian Wijaya; Btari Mariska Purwaamijaya; Rangga Gelar Guntara
Indonesian Journal of Digital Business Vol 4, No 1 (2024): Indonesian Journal of Digital Business
Publisher : Universitas Pendidikan Indonesia (UPI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.17509/ijdb.v4i1.59456

Abstract

This research can be used as information related to digital marketing and provide awareness that the importance of informativeness can be crucial in increasing consumer purchase intentions through live streaming promotions on TikTok. Data analysis was performed by adopting Structural Equation Modelling (SEM) and testing the conceptual model using the Smart-PLS (v. 3.2.9) application. This method is suitable for analysing complex models with small sample sizes, such as exploring moderator and mediator effects in business and marketing. Stimulus (informativeness) has a strong role in influencing the formation of consumer attitudes towards influencers. Consumer attitudes towards influencers are said to support purchase intention. The influence is said to be sufficient to influence someone’s purchase intention. However, the stimulus (informativeness) does not have an influence on purchase intention if mediated by consumer attitudes towards influencers. The suggestion from this study is the need for research with focused subjects such as the content category to be studied, such as food, electronics, fashion, and others. Then respondents whose area is reduced, such as a regional part (province, city, district). It would also be interesting to research platforms other than TikTok Live Shop, such as YouTube Live Streaming, Twitch live streaming platform, and other platforms.
The Effect of Digital Campaign on Purchase Decisions through Consumer Purchase Intention for GrabFood Application Aulia Marhamah; Btari Mariska Purwaamijaya; Rusani Jaelani
Indonesian Journal of Digital Business Vol 4, No 1 (2024): Indonesian Journal of Digital Business
Publisher : Universitas Pendidikan Indonesia (UPI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.17509/ijdb.v4i1.59250

Abstract

The post-pandemic economic recovery is inseparable from the influence of digitalization, the phenomenon of digitalization has an impact on the behavior of consumers who want something quickly, efficiently and flexibly. This also has an impact on consumer behavior patterns in consuming food where people use food delivery services through applications. The fact is that Indonesian people use the delivery service at least once a week. Indonesia is also the largest market share for food delivery services in Southeast Asia. Food delivery service providers in Indonesia are GoFood, GrabFood and ShopeeFood. GrabFood dominates the competition for food delivery services in Southeast Asia but not in Indonesia. This can be a threat to GrabFood because it cannot control the highest market share in Southeast Asia. consumer buying interest. This study used a quantitative method with nonprobability sampling and sample selection was taken with special criteria as many as 90 respondents who were users of the GrabFood application. Data collection used an online questionnaire which was distributed via the Google form link to the respondents. The analytical method used is path analysis to see the mediating effect of buying interest variables with the help of the IBM SPSS 25 program. positive effect on purchasing decisions. Then buying interest is proven to be able to mediate the influence of digital campaigns on purchasing decisions.
The Effect Of Social Media Marketing Instagram and Price On Purchasing Decisions @Rumahbatik.Palbatu Aldrich Atha Rheza Hariyanto; Btari Mariska Purwaamijaya; Adam Hermawan
Indonesian Journal of Digital Business Vol 4, No 1 (2024): Indonesian Journal of Digital Business
Publisher : Universitas Pendidikan Indonesia (UPI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.17509/ijdb.v4i1.59423

Abstract

This study examined the influence of marketing through Instagram social media and price on consumer purchasing decisions at Rumah Batik Palbatu. In the context of the local batik business in Indonesia, especially facing price competition with Chinese batik imports, Rumah Batik Palbatu faces the challenge of significant sales fluctuations. Therefore, this study aims to provide in-depth insight into how marketing through Instagram social media and product prices can influence consumer purchasing decisions. This study uses a descriptive method with a quantitative approach. The data sampling technique used is probability sampling with a simple random sampling technique, and the data obtained are processed using multiple linear regression analysis techniques. The results of this study include: (1) SPSS analysis shows that social media marketing has no significant effect on purchasing decisions at Rumah Batik Palbatu, with a partial test value of 0.400 and a significance probability of 0.690, rejecting H1 and accepting H0; (2) Price has a positive and significant influence on purchasing decisions at Rumah Batik Palbatu based on the results of the analysis using SPSS 27, with a t-value of 4.029 and a significance probability of 0.00, which indicates that the alternative hypothesis (H2) is accepted, and the null hypothesis (H0) is rejected; (H3) Social media marketing and price simultaneously have a positive and significant influence on purchasing decisions at Rumah Batik Palbatu MSMEs, which is supported by the results of the F test with a simultaneous test value of 31.276 and a significance probability of 0.001.
The Effect of Electronic Word of Mouth (ewom) and Halal Label on Purchase Decisions for Mixue Products Anisa Sekar Ningrum; Btari Mariska Purwaamijaya; Adi Prehanto
Indonesian Journal of Digital Business Vol 3, No 2 (2023): Indonesian Journal of Digital Business
Publisher : Universitas Pendidikan Indonesia (UPI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.17509/ijdb.v3i2.57012

Abstract

Currently, various types of food are widely circulated in the market, making consumers must be selective in choosing food. One of the trends is the Mixue ice cream brand. Mixue is a franchise brand from China that the public favors because of its affordable prices and many menu variants. Mixue is utilizing social media as a promotional medium. News about the halal status of Mixue which is a trend of conversation in the community on social media can result in a decrease in consumer purchase decisions, this is one of the impacts of electronic word of mouth (ewom). This study aims to analyze the effect of ewom and halal labels on purchase decisions for Mixue products. This research uses quantitative methods with an associative approach. The number of samples in this study were 60 respondents with a non-probability sampling technique of purposive sampling type. The results of the study stated: 1) ewom has a positive and significant effect on purchase decisions. 2) halal labeling has a positive and insignificant effect on purchase decisions. 3) ewom and halal label simultaneously positively and significantly affect purchase decisions. The implication of this research is that ewom can be used as a marketing medium and make it easier for consumers to search for product information, and the halal label will add value to a product that can increase consumer confidence to buy and consume products.
Co-Authors Adam Hermawan Adam Hermawan Adi Prehanto Agra Fadhiila Tamara Aldrich Atha Rheza Hariyanto Alifia Fatimatun Nazya Andrian Wijaya Anisa Sekar Ningrum Asep Nuryadin Aulia Marhamah Donny Karunia Pratama Erif Ramadansyah Fadhilah Fadhilah Hafizh Arkaan Ramadhan Hani Pertiwi Herdiana, Oding Indra Satria Nugraha Irma Widianingsih Iskandar Muda Purwaamijaya Iskandar Muda Purwaamijaya Maesaroh, Syti Sarah Muhammad Dito Marcelino Muhammad Dzikri Ar Ridlo Mutiara Putri Utami Nadiyah Husniyah Namira Arafah Rangga Gelar Guntara Rattu Syahada Fauziyah Darwis Rina Marina Masri Rina Marina Masri, Rina Marina Rizka Wahyudi Rusani Jaelani Syifa Nurul Aulia Yogi Prasetyo yogi prasetyo