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All Journal Bisman (Bisnis dan Manajemen): The Journal of Business and Management
Shofia Maulida, Indira
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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PENGARUH DIFERENSIASI PRODUK, WORD OF MOUTH DAN BRAND AWARENESS TERHADAP KEPUTUSAN PEMBELIAN (Studi Pada CV. Eka Karunia Motor Lamongan): (Studi pada CV. Eka Karunia Motor Lamongan) Ilham Ramadhani, Awaliansyah; Shofia Maulida, Indira; Susanti, Ike; Sutinem
Bisman (Bisnis dan Manajemen): The Journal of Business and Management Vol. 7 No. 1 (2024): Februari 2024
Publisher : Program Studi Manajemen, Fakultas Ekonomi, Universitas Islam Majapahit, Jawa Timur, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36815/bisman.v7i1.3197

Abstract

This study aims to analyze and test the effect of product differentiation, word of mouth and brand awareness on purchasing decisions for Honda motorbikes at CV. Eka Karunia Motor Lamongan. This research uses quantitative methods. The population in this study were consumers of CV. Eka Karunia Motor. The sampling method used in this study was purposive sampling of 100 respondents. The data analysis method used in this study is multiple linear regression analysis, with the help of SPSS version 23. The results of this study indicate that the variables of product differentiation, word of mouth and brand awareness partially have a positive and significant effect on purchasing decisions. And the variables of product differentiation, word of mouth and brand awareness simultaneously have a positive and significant effect on purchasing decisions. And the product differentiation variable has the most dominant effect on purchasing decisions for Honda motorbikes at CV. Eka Karunia Motor Lamongan.
PENGARUH CONTENT MARKETING DAN INFLUENCER MARKETING TERHADAP INTERAKSI KONSUMEN MELALUI MEDIA SOSIAL INSTAGRAM ( Studi Kasus Pada Konsumen Produk Scarlett Whitening di Kabupaten Lamongan): (Studi Kasus pada Konsumen Produk Scarlett Whitening di Kabupaten Lamongan) Zyadatul Inayah, Adinda; Shofia Maulida, Indira; Susanti, Ike; Efendi, Yuhronur
Bisman (Bisnis dan Manajemen): The Journal of Business and Management Vol. 7 No. 1 (2024): Februari 2024
Publisher : Program Studi Manajemen, Fakultas Ekonomi, Universitas Islam Majapahit, Jawa Timur, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36815/bisman.v7i1.3199

Abstract

This research aims to analyze the influence of Content Marketing and Influencer Marketing on Consumer Interaction with Scarlett Whitening Products via Instagram social media. The type of research used is descriptive quantitative research. The population in this study was 5,500,000 taken from Scarlet Whitening Instagram followers in general with a sample size of 100 consumers who are consumers of Scarlett Whitening products in Lamongan Regency. Data collection techniques by distributing questionnaires to respondents. The data analysis used is SMART PLS. This research begins in November 2023 to March 2024. From the results of this research it can be concluded that the Content Marketing Variable partially has a significant effect on Consumer Interaction for Scarlett Whitening products via Instagram Social Media with an Original Sample value (coefficient) of 0.134 > 0.000. T-Statistic (1.665) > T Table (1.64). P Value (0.045 < 0.05). The Influencer Marketing variable partially has a significant effect on Consumer Interaction for Scarlett Whitening products via Instagram Social Media with an Original Sample value (coefficient) of 0.168 > 0.000. T-Statistic (1.777) > T Table (1.64). P Value (0.038 < 0.05). It was concluded from the results of the R Square test that the joint influence of Content Marketing and Influencer Marketing on consumer interaction was 0.586 with an Adjusted R Square value of 0.573. The most dominant variable was Content Marketing on Consumer Interaction with a value of 0.392.
Pengaruh Food Vlogger Sebagai Social Media Influencer Terhadap Minat Beli Produk Makanan Di Kalangan Followers Gen Z Di Lamongan (Studi Kasus Korean Food di Kabupaten Lamongan): (Studi Kasus Korean Food di Kabupaten Lamongan) Zurotul Jannah, Mita; Shofia Maulida, Indira; Susanti, Ike; Ruswaji
Bisman (Bisnis dan Manajemen): The Journal of Business and Management Vol. 7 No. 2 (2024): Juli 2024
Publisher : Program Studi Manajemen, Fakultas Ekonomi, Universitas Islam Majapahit, Jawa Timur, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36815/bisman.v7i2.3210

Abstract

In the city of Lamongan there is currently a proliferation of food vloggers/influencers on the social media Instagram who provide reviews about good food or drinks. from outside or from Lamongan itself. The purpose of this research is to determine the influence of Argument Quality, Credibility, Attractiveness on Intention to Buy food products among Gen Z followers in Lamongan Regency, simultaneously and partially, which coincides with Boboho Korean Street Food Lamongan. In this study the author used Gen Z Followers as the population. The sample in this study consisted of 100 respondents who were calculated using the Slovin method. This research is classified as using a quantitative method with a sample size of 100 respondents. By using a direct survey method through distributing questionnaires as a way to obtain data. The method used to analyze this research data was SPSS version 26. The respondents in this research were Gen Z Followers in Lamongan Regency. The test results in this study show that the T Test of the argument quality variable Tcount > Ttable with a value of 3,572 > 1.984, the Credibility variable Tcount > Ttable with a value of 5,362 > 1.984, the attractiveness variable Ttable > Tcount with a value of 5,573 > 1,984. and the Multiple Linear Regression Test Y = 1.119 + 0.213X1 + 0.205X2 + 0.424X3, it can be interpreted that the most dominant value is the Attractiveness variable of 0.424. The results of this research show that the Attractiveness variable is the most dominant variable in buying interest in food products among Gen Z followers in Lamongan Regency.
Pengaruh Promosi Dan Harga Di Media Sosial Terhadap Keputusan Pembelian Rumah Subsidi Di Tikung Planet Green Tiara (Tikung Alam Raya) Riswanda Imawan, Vikhi; Shofia Maulida, Indira; Susanti, Ike; Ruswaji
Bisman (Bisnis dan Manajemen): The Journal of Business and Management Vol. 7 No. 2 (2024): Juli 2024
Publisher : Program Studi Manajemen, Fakultas Ekonomi, Universitas Islam Majapahit, Jawa Timur, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36815/bisman.v7i2.3213

Abstract

Population growth, especially in Indonesia, is increasingly rapid every year. With the increase in population, the need for land for residence also increases, resulting in intense competition in the subsidized housing industry in Indonesia. In this case, promotions and prices play an important role in shaping purchasing decisions, especially on social media. This research aims to determine the influence of promotions and prices on social media on purchasing decisions for subsidized housing in Tikung Planet Green Tiara, Lamongan. This type of research uses a quantitative approach, with promotion and price as independent variables, while purchasing decisions as the dependent variable. The population in this research is all consumers who live in subsidized houses on Planet Green Tiara, totaling 505 consumers, with the number of samples taken being 100 respondents. Data collection methods use survey methods, observation and distribution of questionnaires. Then the data analysis technique uses a multiple correlation test, namely the T test and F test with the help of SPSS version 26. The test results show that the T test for the Promotion variable on purchasing decisions obtained Tcount (4.992) > Ttable (1.984), which means there is an influence of promotion on partial and significant purchasing decisions. The price variable on purchasing decisions is obtained by Tcount (7.777) > Ttable (1.984), meaning that there is a partial and significant influence of price on purchasing decisions. Then from the multiple linear regression testY= 1.534+0.378X1+0.717X2, it can be concluded that the price variable has the most dominant influence on purchasing decisions.
Co-Authors Efendi, Yuhronur Ike Susanti Ilham Ramadhani, Awaliansyah Riswanda Imawan, Vikhi Ruswaji Sutinem Zurotul Jannah, Mita Zyadatul Inayah, Adinda