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All Journal Indonesian Journal of Business Analytics (IJBA) International Journal of Asian Business and Management (IJABM) Journal of Community Service (JCOS)
Supriyono
Universitas Pembangunan Nasional “Veteran” Jawa Timur
Religion Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Public Health

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Implementasi Digital Marketing sebagai Strategi dalam Meningkatkan Pemasaran UMKM Madu Lebah Klanceng Anandah Amirah; Supriyono
Journal of Community Service (JCOS) Vol. 1 No. 3 (2023): Juli
Publisher : EDUPEDIA Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56855/jcos.v1i3.532

Abstract

Perkembangan teknologi berkembang begitu cepat, sehingga masyarakat tidak ingin harus mengikuti perkembangan teknologi, jika tidak, mereka tidak akan tertinggal. Bagi pemilik bisnis, teknologi informasi kini sedang digunakan dalam pemasaran digital. Media sosial merupakan salah satu instrumen pemasaran digital. Penggunaan media sosial oleh pemilik usaha untuk memasarkan dan menjual barang, salah satunya adalah UMKM. Permasalahan yang dihadapi para pelaku UMKM khususnya UMKM Madu Lebah Klanceng yang berada di Kelurahan Talang Kecamatan Rejoso yang melakukan promosi dengan cara konvensional dengan cara penyebaran brosur, mengikuti bazar, membuka lapak, promosi dari mulut ke mulut dan hanya menggunakan facebook serta whatsapp. Hal ini berdampak pada jumlah pengeluaran operasional untuk promosi produk dan penjualan serta pendapatan yang tidak meningkat, jumlah barang yang dijual tidak meluas, dan jangkauan area pemasaran tidak luas. Dengan latihan untuk UMKM, Honey Bees Klanceng nantinya akan dapat menggunakan media sosial sebagai alat pemasaran digital, memperluas jangkauan daerah promosi dan membantu penjualan produk.
Analysis of Brand Image, Brand Trust, and Brand Awareness of Brand Loyalty for Sweetened Condensed Milk Products Frisian Flag in Surabaya City Siti Nur Laras Ati; Reiga Ritomiea Ariescy; Supriyono
Indonesian Journal of Business Analytics Vol. 3 No. 4 (2023): August 2023
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/ijba.v3i4.5196

Abstract

The increasingly fierce competition encourages companies to spark a good brand image through goods that are aligned with the guidelines so that consumers will trust and effectively remember the brand from the experience of buying goods. This research is expected to be able to dissect the influence of brand image, brand trust, and brand awareness of sweetened condensed milk products on Frisian Flag brand loyalty in the city of Surabaya. The distribution of online questionnaires is a way of collecting data. This data collection strategy is quantitative with a sample of 119 respondents using an accidental sampling technique. The sample is composed of respondents who have purchased Frisian Flag sweetened condensed milk products at least 2 (two) times, are domiciled in the city of Surabaya and are around 17 years old. Primary and secondary data are the sources of data used. The analysis technique applied is PLS with validity test, reliability test, and hypothesis testing. From the results of the study, it can be concluded that brand image, brand trust, and brand awareness have a positive and significant effect on brand loyalty variables.
The Influence of Product Difference, Price Determination, and Brand Image on the Purchase Decision of KFC Fast Food (Kentucky Fried Chicken) in Surabaya City Desy Windi Prawita; Wilma Cordelia Izaak; Supriyono
Indonesian Journal of Business Analytics Vol. 3 No. 4 (2023): August 2023
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/ijba.v3i4.5197

Abstract

Lifestyle changes can occur as a result of people becoming more pragmatic and instant in their thinking as a result of technological advances. The purpose of this study is to dissect the ways in which consumers in Surabaya City, Indonesia make judgments about whether or not to buy fast food from KFC (Kentucky Fried Chicken). Customers who have purchased and eaten at KFC restaurants in Surabaya City are included in the sample population. Purposive sampling was used, resulting in a total of 108 responses. A questionnaire or Likert scale was distributed as a tool to collect data. Quantitative methods and primary and secondary sources of information are used in this kind of study. PLS was the method used to analyze the data. Purchasing decisions were found to be positively and significantly influenced by factors including product differentiation, pricing, and brand image.
Positive Emotional Attachment Influences Hedonic Shopping Motivation and Celebrity Endorsement on Impulse Purchase of Fashion Products on E-commerce in Java Island Intan Sri Lestari; Supriyono; Reiga Ritomiea Ariescy
Indonesian Journal of Business Analytics Vol. 3 No. 4 (2023): August 2023
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/ijba.v3i4.5223

Abstract

Many factors can lead to impulsive buying actions. This study aims to analyze the effect of hedonic shopping motivation and celebrity endorsement on impulse buying with positive emotional attachment.This study uses primary data obtained from respondents' answers, namely consumers of fashion products in e-commerce on the island of Java. All existing respondents are stratified based on the region which includes: Banten, DKI Jakarta, D.I.Yogyakrta, West Java, Central Java, East Java. To fulfill the research objectives, the hypothesis was tested with SEM PLS. From the SEM PLS test, it can be concluded that: (1) Hedonic Shopping Motivation contributes to Impulse Buying, (2) Celebrity Endorsement contributes to Impulse Buying, (3) Hedonic Shopping Motivation generates positive emotions that contribute to Impulse Buying, (4) Celebrity Endorsement does not generate positive emotions that do not contribute to Impulse Buying, (5) Positive Emotions contribute to Impulse Buying.
The Influence of Price Perception and Product Quality on Luxcrime Cosmetics Purchase Decisions Post-Covid-19 Pandemic Nabila Maharani Santika; Supriyono
International Journal of Asian Business and Management Vol. 2 No. 4 (2023): August, 2023
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/ijabm.v2i4.4734

Abstract

Using of cosmetics is very important to support people's appearance even in the post-COVID-19 pandemic era. This study aims to find out the effect of price perceptions and product quality on purchasing decisions for Luxcrime cosmetic products after the Covid-19 pandemic. The population in this study are consumers who have bought and used Luxcrime cosmetics since the new normal era with a minimum age of 17 years. The technique used in sampling is non-probability sampling with purposive sampling method with a sample size of 108 respondents. The analysis method uses Smart PLS software with Structural Equation Modeling (SEM) Techniques. The results of this study showed that: (1) Price perception has a significant positive effect of 0.427 on purchasing decisions; (2) Product quality has a significant positive effect of 0.417 on purchasing decisions
Co-Authors Anandah Amirah Desy Windi Prawita Intan Sri Lestari Izaak, Wilma Cordelia Nabila Maharani Santika Reiga Ritomiea Ariescy Siti Nur Laras Ati