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Pengaruh Sales Promotion dan Store Atmosphere terhadap Keputusan Pembelian Nizma Sina Annisa; Ratih Tresnati; Yudha Dwi Nugraha
Bandung Conference Series: Business and Management Vol. 3 No. 2 (2023): Bandung Conference Series Business and Management
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcsbm.v3i2.8479

Abstract. One of the achievements of a company's success is to make purchasing decisions for consumers, because it will provide benefits to the company in the long term. This is also what Roemah Prestasi Restaurant wants to achieve, which has experienced a decline and increase in sales in a few months, due to the implementation of sales promotion and store atmosphere which has affected the number of consumers who make purchases. This study aims to find out how the description, as well as the influence of sales promotions and store atmosphere on purchasing decisions at Roemah Prestasi Restaurant. This research is a type of descriptive research with quantitative methods. The sampling technique used is nonprobability sampling, namely purposive sampling. The population in this study are consumers who live in Serang City and have visited Roemah Prestasi Restaurant. Obtained a sample of 230 people. Data analysis used is descriptive and verification analysis using multiple linear regression analysis, F test, t test, and coefficient of determination. The results of this study indicate that sales promotion partially has a significant effect on purchasing decisions and store atmosphere has a significant effect on purchasing decisions. Then simultaneously sales promotion and store atmosphere have a significant effect on purchasing decisions. For further research, it is expected to add other independent variables in order to further broaden the perspective of variables that influence purchasing decisions. Can be developed using other methods in researching purchasing decisions, for example through in-depth interviews with respondents, so that the information obtained can be more varied and can also use qualitative methods. Abstrak. Tercapainya keberhasilan suatu perusahaan salah satunya adalah menciptakan keputusan pembelian pada konsumen, karena akan memberikan keuntungan kepada perusahaan dalam jangka waktu yang panjang. Hal tersebut juga ingin dicapai oleh Restoran Roemah Prestasi yang pernah mengalami penurunan dan peningkatan penjualan di beberapa bulan, akibat penerapan sales promotion dan store atmosphere sehingga mempengaruhi jumlah konsumen yang melakukan pembelian. Penelitian ini bertujuan untuk mengetahui bagaimana gambaran, serta pengaruh sales promotion dan store atmosphere terhadap keputusan pembelian di Restoran Roemah Prestasi. Penelitian ini merupakan jenis penelitian deskriptif dengan metode kuantitatif. Teknik sampling yang digunakan adalah nonprobability sampling yaitu purposive sampling. Populasi pada penelitian ini adalah konsumen yang tinggal di Kota Serang dan pernah mengunjungi Restoran Roemah Prestasi. Didapatkan sampel sebanyak 230 orang. Analisis data yang digunakan adalah analisis deksriptif dan verifikatif menggunakan analisis regresi linier berganda, uji F, uji t, dan koefisien determinasi. Hasil penelitian ini menunjukkan bahwa sales promotion secara parsial berpengaruh signifikan terhadap keputusan pembelian dan store atmosphere berpengaruh signifikan terhadap keputusan pembelian. Lalu secara simultan sales promotion dan store atmosphere berpengaruh signifikan terhadap keputusan pembelian. Untuk penelitian selanjutnya, diharapkan untuk menambah variabel independen lain agar lebih memperluas sudut pandang variabel yang mempengaruhi Keputusan Pembelian. Dapat dikembangkan dengan menggunakan metode lain dalam meneliti keputusan pembelian, misalnya melalui wawancara mendalam terhadap responden, sehingga informasi yang diperoleh dapat lebih bervariasi dan dapat juga menggunakan metode kualitatif.

Pengaruh Electronic Word of Mouth, Electronic Service Quality, dan Electronic Trust terhadap Purchase Decision pada Pengguna Shopee di Kota Bandung Fatmawati, Fatmawati Nurhikmah; Dedy Ansari Harahap; Yudha Dwi Nugraha
Bandung Conference Series: Business and Management Vol. 3 No. 2 (2023): Bandung Conference Series Business and Management
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcsbm.v3i2.9147

Abstract. This research focuses on electronic word of mouth, electronic service quality, electronic trust, and purchasing decision variables. This study aims to find out how electronic word of mouth, electronic service quality, and electronic trust describe the purchasing decisions of Shopee users in the city of Bandung, as well as to examine and determine the effect of electronic word of mouth, electronic service quality, and electronic trust on purchasing decisions. This research is included in the type of descriptive and verification research with quantitative methods. The sampling technique used is non-probability sampling, namely purposive sampling. The data collection method used in this study was a survey method with a questionnaire as an instrument. The object of this research is the Shopee user community who are domiciled in Bandung City and have made transactions or shopped at Shopee in the last 6 months or 1 year with a total of 250 respondents who were narrowed down based on sampling criteria to 240 respondents. Data analysis used is descriptive analysis and verification, namely by using multiple linear regression analysis, T test, F test, and the coefficient of determination. The results of this study indicate that electronic word of mouth partially has a positive and significant effect on purchasing decisions, electronic service quality has a positive and significant effect on purchasing decisions, and electronic trust has a positive and significant effect on purchasing decisions. Then simultaneously electronic word of mouth, electronic service quality, and electronic trust have a positive effect on purchasing decisions. Abstrak. Penelitian ini berfokus kepada variabel electronic word of mouth, electronic service quality, electronic trust, dan purchase decision. Penelitian ini bertujuan untuk mengetahui bagaimana gambaran electronic word of mouth, electronic service quality, dan electronic trust terhadap purchase decision pada pengguna Shopee di Kota Bandung, serta untuk menguji dan mengetahui pengaruh electronic word of mouth, electronic service quality, dan electronic trust terhadap purchase decision. Penelitian ini termasuk ke dalam jenis penelitian deskriptif dan verifikatif dengan metode kuantitatif. Teknik sampling yang digunakan adalah nonprobability sampling yaitu purposive sampling. Metode pengumpulan data yang digunakan dalam penelitian ini yakni metode survei dengan instrumen kuesioner. Objek pada penelitian ini adalah masyarakat pengguna Shopee yang berdomisili di Kota Bandung dan pernah melakukan transaksi atau belanja di Shopee dalam 6 bulan atau 1 tahun terakhir dengan jumlah 250 responden yang dikerucutkan kembali berdasarkan kriteria sampling menjadi 240 responden. Analisis data yang digunakan adalah analisis deskriptif dan verifikatif yaitu dengan menggunakan analisis regresi linier berganda, uji T, uji F, dan koefisien determinasi. Hasil penelitian ini menunjukkan bahwa electronic word of mouth secara parsial berpengaruh positif dan signifikan terhadap purchase decision, electronic service quality berpengaruh positif dan signifikan terhadap purchase decision, dan electronic trust berpengaruh positif dan signifikan terhadap purchase decision. Lalu secara simultan electronic word of mouth, electronic service quality, dan electronic trust berpengaruh positif dan terhadap purchase decision.

Pengaruh Islamic Branding, Halal Label, dan Brand Image terhadap Purchase Intention Produk Wardah Kosmetik di Kota Bandung Melani Fitria Sani; Dedy Ansari Harahap; Yudha Dwi Nugraha
Bandung Conference Series: Business and Management Vol. 4 No. 1 (2024): Bandung Conference Series Business and Management
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcsbm.v4i1.10100

Abstract. This study aims to determine the effect of Islamic branding, Halal label and brand image on Wardah Cosmetics products in Bandung City, and analyze how much influence Islamic branding, Halal label and brand image have on purchase intention on Wardah Cosmetics products. This research is a type of descriptive and verification research with quantitative methods. The sampling technique used is nonprobability sampling, precisely using purposive sampling. The population in this study are people who live in the city of Bandung who are 13-65 years old and have never bought Wardah Kosmetik products, with 135 respondents. Then the data collection technique in this study was by distributing questionnaires. The results of this study can be concluded that partially and simultaneously Islamic branding, Halal label and brand image have a positive and significant effect on purchase intention on Wardah Cosmetics products. Keywords: Islamic Branding, Halal Label, Brand Image. Abstrak. Penelitian ini bertujuan untuk mengetahui pengaruh Islamic branding, Halal label dan brand image pada produk Wardah Kosmetik di Kota Bandung, serta menganalisis seberapa besar pengaruh Islamic branding, Halal label dan brand image terhadap purchase intention pada produk Wardah Kosmetik. Penelitian ini merupakan jenis penelitian deskriptif dan verifikatif dengan metode kuantitatif. Teknik sampling yang digunakan adalah nonprobability sampling, tepatnya menggunakan purposive sampling. Populasi pada penelitian ini adalah masyarakat yang berdomisili di Kota Bandung yang berusia 13-65 tahun dan belum pernah membeli produk Wardah Kosmetik, dengan jumlah responden sebanyak 135 responden. Lalu teknik pengumpulan data pada penelitian ini adalah dengan cara penyebaran kuesioner. Hasil dari penelitian ini dapat disimpulkan bahwa secara parsial dan simultan Islamic branding, Halal label dan brand image berpengaruh positif dan signifikan terhadap purchase intention pada produk Wardah Kosmetik.

Pengaruh Citra Merek terhadap Niat Beli Ulang dengan Kualitas Pelayanan sebagai Variabel Moderasi Pristia Putri Regiawati; Hendrati Dwi Mulyaningsih; Yudha Dwi Nugraha
Bandung Conference Series: Business and Management Vol. 4 No. 2 (2024): Bandung Conference Series: Business and Management
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcsbm.v4i2.13203

Abstract. This study focuses on the variables of brand image, repurchase intention, and service quality. The purpose of this study is to determine the effect of brand image and repurchase intention and the role of service quality as a moderating variable on offline customers of Mie Gacoan Dipatiukur Branch in Bandung City. The method used is the survey method with a questionnaire instrument as the data collection technique. The object of this research is offline customers at Mie Gacoan Dipatiukur Branch who live in Bandung City, totalling 180 respondents. The sampling technique in this study used nonprobability sampling with purposive sampling technique. There are two hypotheses in the study that were tested using simple linear regression and MRA (Moderated Regression Analysis) approaches. The results of this study indicate that there is a positive and significant influence between brand image on repurchase intention among offline customers at Mie Gacoan Dipatiukur Branch in Bandung City. Furthermore, service quality strengthens the relationship between brand image and repurchase intention among offline customers of Mie Gacoan Dipatiukur Branch in Bandung City. Abstrak. Penelitian ini berfokus kepada variabel citra merek, niat beli ulang, dan kualitas pelayanan. Tujuan dari penelitian ini ialah untuk mengetahui pengaruh citra merek dan niat beli ulang serta peran kualitas pelayanan sebagai variabel moderasi pada pelanggan offline Mie Gacoan Cabang Dipatiukur di Kota Bandung. Adapun metode yang digunakan ialah metode survei dengan instrumen kuesioner sebagai teknik pengumpulan datanya. Objek penelitian ini ialah pelanggan offline di Mie Gacoan Cabang Dipatiukur yang berdomisili di Kota Bandung berjumlah 180 responden. Teknik sampling dalam penelitian ini menggunakan nonprobability sampling dengan teknik purposive sampling. Terdapat dua hipotesis dalam penelitian yang diuji dengan menggunakan pendekatan regresi linear sederhana dan MRA (Moderated Regression Analysis). Hasil dari penelitian ini menunjukkan bahwa terdapat pengaruh positif dan signifikan antara citra merek terhadap niat beli ulang pada pelanggan offline di Mie Gacoan Cabang Dipatiukur di Kota Bandung. Selanjutnya, kualitas pelayananan memperkuat hubungan antara citra merek terhadap niat beli ulang pada pelanggan offline Mie Gacoan Cabang Dipatiukur di Kota Bandung.

Pengaruh Celebrity Endorser terhadap Purchase Intention dengan Brand Image sebagai Variabel Mediasi Destiana; Yudha Dwi Nugraha
Bandung Conference Series: Business and Management Vol. 4 No. 2 (2024): Bandung Conference Series: Business and Management
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcsbm.v4i2.14105

Abstract. This study focuses on celebrity endorsers, brand image, and purchase intention. The purpose of this study is to determine the relationship between celebrity endorsers and purchase intention and the role of brand image as a mediating variable on Scarlett Whitening products in Subang City. This study is included in descriptive and verification research using a quantitative approach. The method used in this study is a survey method with a questionnaire instrument. Scarlett Whitening is the object of this study. This study has a sample of 113 respondents using purposive sampling. The data analysis used is descriptive and verification analysis, namely using the T test, regression and Sobel test. The results of this study state that celebrity endorsers have a positive and significant effect on brand image, brand image has a positive and significant effect on purchase intention, celebrity endorsers have a positive and significant effect on purchase intention, and celebrity endorsers have a positive and significant effect on purchase intention mediated by brand image. Abstrak. Penelitian ini berfokus pada celebrity endorser, brand image, dan purchase intention. Tujuan dari penelitian ini ialah untuk mengetahui hubungan antara celebrity endorser dan purchase intention serta peran brand image sebagai variabel mediasi pada produk Scarlett Whitening di Kota Subang. Penelitian ini termasuk kedalam penelitian deskriptif dan verifikatif dengan menggunakan pendekatan kuantitatif. Metode yang digunakan pada penelitian ini yaitu metode survey dengan instrument kuesioner. Scarlett Whitening adalah Objek dari penelitian ini. Penelitian ini memiliki sampel yang berjumlah 113 responden dengan menggunakan purposive sampling. Analisis data yang digunakan adalah analisis deskriptif dan verivikatif yaitu menggunakan uji T, regresi dan uji sobel. Hasil dari penelitian ini menyatakan bahwa celebrity endorser berpengaruh positif dan signifikan terhadap brand image, brand image berpengaruh positif dan signifikan terhadap purchase intention,celebrity endorser berpengaruh positif dan signifikan terhadap purchase intention, dan celebrity endorser berpengaruh positif dan signifikan terhadap purchase intention yang dimediasi oleh brand image.

Pengaruh Hedonic Shopping Value terhadap E-Impulse Buying dengan Positive Emotion sebagai Variabel Mediasi pada Pengguna Aplikasi Shopee di Kota Bandung Dhiya Husna; Dede R. Oktini; Yudha Dwi Nugraha
Bandung Conference Series: Business and Management Vol. 4 No. 2 (2024): Bandung Conference Series: Business and Management
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcsbm.v4i2.14162

Abstract. This research focuses on the variables of hedonic shopping value, positive emotion, and e-impulse buying. The aim of this research is to determine the relationship between hedonic shopping value and e-impulse buying and the role of positive emotion as a mediating variable for Shopee application users in Bandung City. This research is included in descriptive and verification research using a quantitative approach. The sampling technique used is with a purposive sampling. The method used in this research is a survey method with a questionnaire instrument as the data collection technique. The object of this research is the Shopee user community who are domiciled in Bandung City and have made transactions or shopped at Shopee in the last 6 months or 1 year with total of 128 respondents who were narrowed down based on sampling criteria of 105 respondents. Data analysis used is descriptive analysis and verification, namely by using path analysis, T test, F test, and Sobel test. The result of this research show that hedonic shopping value has a significant effect on positive emotion, positive emotion has no effect on e-impulse buying, and hedonic shopping value have a significant effect on e-impulse buying. Then, hedonic shopping value has no effect on e-impulse buying with positive emotion as a mediating variable. Abstrak. Penelitian ini berfokus kepada variabel hedonic shopping value, positive emotion, dan e-impulse buying. Tujuan dari penelitian ini ialah untuk mengetahui hubungan antara hedonic shopping value dan e-impulse buying serta peran positive emotion sebagai variabel mediasi pada pengguna aplikasi Shopee di kota Bandung. Penelitian ini termasuk ke dalam jenis penelitian deskriptif dan verifikatif dengan menggunakan pendekatan kuantitatif. Teknik sampling yang digunakan yaitu purposive sampling. Metode yang digunakan pada penelitian ini ialah metode survei dengan instrumen kuesioner sebagai teknik pengumpulan datanya. Objek penelitian ini ialah masyarakat pengguna Shopee yang berdomisili di kota Bandung dan pernah melakukan transaksi atau belanja di Shopee dalam 6 bulan atau 1 tahun terakhir dengan jumlah 128 responden yang kemudian dikerucutkan kembali berdasarkan kriteria sampling menjadi 105 responden. Analisis data yang digunakan adalah analisis deskriptif dan verifikatif yaitu dengan menggunakan analisis jalur, uji T, uji F, dan uji sobel. Hasil penelitian ini menunjukkan bahwa hedonic shopping value berpengaruh signifikan terhadap positive emotion, positive emotion tidak berpengaruh terhadap e-impulse buying, dan hedonic shopping value berpengaruh signifikan terhadap e-impulse buying. Lalu, hedonic shopping value tidak berpengaruh terhadap e-impulse buying dengan positive emotion sebagai variabel mediasi.

A Community-Based Approach to Digital Marketing and Branding for Sustainable Entrepreneurship in MSMEs Nindya Saraswati; Indra Fajar Alamsyah; Yudha Dwi Nugraha; Nina Maharani
Engagement: Jurnal Pengabdian Kepada Masyarakat Vol 9 No 1 (2025): May 2025
Publisher : Asosiasi Dosen Pengembang Masyarajat (ADPEMAS) Forum Komunikasi Dosen Peneliti

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29062/engagement.v9i1.2014

Digital resources create opportunities for MSMEs to innovate, expand, and adopt more sustainable business models, yet many businesses in Citaman Village, Nagreg, West Java face challenges with digital marketing and branding knowledge. To address this, a community-based training program was implemented to strengthen these skills among local MSMEs. The program consisted of seven interactive sessions covering digital marketing strategies, social media content creation, and sustainable branding techniques. The training methodology combined theory, practical exercises, and individual mentoring to ensure effective learning outcomes . Twenty participants underwent pre and post-testing to evaluate the program's impact. Results demonstrated marked improvement in their understanding and capabilities. Additionally, the program achieved a 94% Customer Satisfaction Index (CSI), demonstrating that participants found the training highly beneficial and applicable to their business operations. This comprehensive approach successfully equipped local MSMEs with essential digital skills for modern business competition.

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