JAMBIS : Jurnal Administrasi Bisnis adalah publikasi ilmiah yang dikhususkan untuk mengembangkan wawasan dan diskusi dalam bidang Administrasi Bisnis dan Manajemen. Jurnal ini memuat artikel hasil penelitian tugas akhir mahasiswa Program Studi Administrasi Bisnis dan Manajemen. Jurnal ini menjadi wadah bagi para akademisi, peneliti, dan praktisi untuk mempublikasikan hasil penelitian orisinal mereka. Fokus dan ruang lingkup JAMBIS meliputi berbagai aspek fungsional dalam pengelolaan bisnis dan organisasi, seperti: Manajemen Pemasaran & Strategi Bisnis, Sumber Daya Manusia & Perilaku Organisasi, Keuangan & Perbankan, Kewirausahaan & UMKM, Manajemen Operasi & Rantai Pasok, Sistem Informasi Bisnis & Digitalisasi, Manajemen Strategik & Kepemimpinan. JAMBIS bertujuan untuk menjembatani teori di ruang kuliah dengan aplikasi praktis di dunia bisnis yang dinamis. Terbit enam kali dalam setahun, yaitu setiap bulan Februari, April, Juni, Agustus, Oktober dan Desember ISSN : 2775-2615 Email : jambisjournal@stiami.ac.id / Website: https://ojs.stiami.ac.id/index.php/JUMABI
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Pengaruh Label Halal dan Keamanan Produk Terhadap Keputusan Pembelian Produk Mie Samyang (Studi Kasus Pada Pembeli Di kota Jakarta Utara Daerah Warakas)
Abstract. Social media plays a significant role in influencing purchasing decisions. This research aims to determine the influence of Halal Label and Product Safety on the Purchasing Decisions of Samyang Noodle products, both partially and simultaneously. The research uses a quantitative approach, with data collected through questionnaires distributed to 110 respondents. Data analysis was conducted using SPSS version 25 through validity tests, reliability tests, multiple linear regression analysis, ttests, F-tests, and the coefficient of determination. The findings show that the Halal Label (X1) has a positive and significant effect on Purchasing Decisions (Y), with a significance value of 0.000 < 0.05 and a t-count of 3.705 > ttable of 1.98238. Product Safety (X2) also has a positive and significant effect, with a significance value of 0.008 < 0.05 and a t-count of 11.582 > ttable of 1.982. Simultaneously, both variables have a significant effect on Purchasing Decisions, as evidenced by an F-count of 130.395 > F-table of 3.081 and a significance value of 0.000 < 0.05. The Adjusted R Square value is 0.704, indicating that the influence of the Halal Label (X1) and Product Safety (X2) in this research accounts for 70.4%, while the remaining 29.6% is influenced by other variables or factors which were not examined in this research. Keywords: Brand Image; Product Quality; Purchase Decision.
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Pengaruh Citra Merek dan Kualitas Produk Terhadap Minat Beli Konsumen Pada Brand Wardah (Studi Kasus Sentral Grosir Cikarang )
Abstract. his study aims to determine and analyze the influence of brand image and product quality on consumer purchase intention for the Wardah brand. The approach used in this study was quantitative with an associative survey method. The population in this study was all consumers who had used or were familiar with Wardah products, with respondents aged at least 17 years and willing to complete a questionnaire. Data collection was conducted through questionnaires. Data analysis used instrument testing, classical assumption testing, and hypothesis testing with regression analysis. The results are expected to provide an overview of the extent of influence of brand image (X1) and product quality (X2), either partially or simultaneously, on consumer purchase intention (Y) for Wardah products. The benefits of this study are expected to provide input for Wardah in improving its marketing strategy and for academics as a reference for further research. Keywords: Brand Image, Product Quality, Consumer Purchase, Interest, Wardah
Pengaruh Persepsi Kegunaan dan Kemudahan Penggunaan Terhadap Minat Menggunakan E-commerce Tokopedia di Jakarta
Abstract. The rapid growth of e-commerce in Indonesia has encouraged companies to enhance the usefulness and ease of use of their applications to increase users' intention to use. This study aims to examine the influence of Perceived Usefulness and Perceived Ease of Use on Behavioral Intention to Use the Tokopedia application. This research employed a quantitative approach with an associative research design using a purposive sampling technique involving 120 respondents. Data were collected through questionnaires and analyzed using SPSS version 26, including validity, reliability, classical assumption, multiple linear regression, t-test, F-test, and coefficient of determination analyses. The results indicate that Perceived Usefulness and Perceived Ease of Use have a positive and significant effect on Behavioral Intention to Use, both partially and simultaneously. Simultaneously, the analysis produced an F-value of 87.286 with a significance value of 0.000 (< 0.05) and an Adjusted R Square of 0.592, indicating that both independent variables explain 59.2% of the variance in Behavioral Intention to Use, while the remaining 40.8% is explained by other factors beyond the scope of this study. Keywords: Perceived Usefulness, Perceived Ease Of Use, Behavioral Intention to Use, ECommerce, Tokopedia
Pengaruh Kualitas Produk dan Citra Merek Terhadap Keputusan Pembelian Pada Produk Kopi Kapal Api Di Wilayah Johar Baru
Abstract. This study aims to analyze the influence of product quality and brand image on purchasing decisions for Kopi Kapal Api products. The study employed a quantitative research method with a survey approach involving 140 respondents. Data were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) with SmartPLS version 4.1.1.2. The results indicate that product quality and brand image explain 65.8% of the variance in purchasing decisions. Product quality has a positive and significant effect on purchasing decisions (T-Statistics = 2.717; P-Values = 0.007), while brand image also has a positive and significant effect on purchasing decisions (T-Statistics = 11.116; P-Values = 0.000). Simultaneously, both variables have a positive and significant effect on purchasing decisions (T-Statistics = 27.233; P-Values = 0.000). Based on the findings, it can be concluded that product quality and brand image play an important role in improving consumers' purchasing decisions for Kopi Kapal Api products. Therefore, the company should maintain product quality and strengthen its brand image to enhance consumers' purchasing decisions. Keywords: Product Quality, Brand Image, Purchasing Decision, Kopi Kapal Api
Analisis Implementasi Kebijakan Komunikasi Tentang Pengawasan Barang Impor Dalam Meningkatkan Kepatuhan Kepabeanan Pada Kantor Pelayanan Utama Bea dan Cukai Tipe A Tanjung Priok Tahun 2024
Abstract. This study employed a qualitative approach using a descriptive research design. Data were collected through indepth interviews, observation, documentation, and literaturereview. Informants were selected using a purposive sampling technique, involving Custom and Excise officers, customs service users, and academics. Data were analyzed using the interactive model developed by Miles and Huberman, consisting of data reduction, data display, and conclusion drawing and verification. The findings indicate that the implementation of the imported goods supervision policy at the Tanjung Priok Type A Main Customs and Excise Service Office is influenced by four key factors, namely communication, resources, disposition, and bureaucratic structure. Communication is carried out through socialization programs and the dissemination of information regarding customs regulations to service users. The available resources, including human resources, facilities, and supervisory technology, are considered adequate to support the implementation of imported goods supervision. The disposition of Customs officers demonstrates a strong commitment to carrying out supervisory functions and providing customs services. Furthermore, a well-organized bureaucratic structure supports effective coordination among organizational units in implementing supervision activities. The primary challenges identified include the high volume of import activities, the limited number of human resources relative to the supervisory workload, the relatively low level of understanding and compliance among certain customs service users with customs regulations, as well as technical constraints within the supervision system. Efforts undertaken to address these challenges include enhancing employee competencies, optimizing the utilization of information technology, strengthening interagency coordination, and increasing socialization and educational programs for customs service users.This study is expected to provide valuable input to the Directorate General of Customs and Excise in enhancing the effectiveness of the implementation of imported goods supervision policies in order to achieve a higher level of customs compliance. Keywords: Policy Implementations, Imported Goods Supervision, Customs Compliance, Custom and Excise, Custom Supervisions.
Pengaruh Brand Image Dan Kualitas Produk Terhadap Keputusan Pembelian Timephoria Steller Dust Lip Stain ( Studi Kasus pada Kalangan Remaja di Kelurahan Ketapang Cipondoh Tangerang )
Abstract. Abstract. This study aims to examine the influence of brand image and product quality on the purchase decision of Timephoria Stellar Dust Lip Stain among adolescents in Ketapang Urban Village, Cipondoh District, Tangerang City. A quantitative descriptive approach was employed, with data collected through questionnaires administered to 170 respondents selected using purposive sampling. The data were analysed using validity and reliability tests, classical assumption tests, multiple linear regression analysis, partial and simultaneous significance tests, and the coefficient of determination (R²). The findings reveal that brand image and product quality have positive and significant effects on purchase decisions, both individually and simultaneously. Brand image was identified as the more influential variable. Furthermore, the coefficient of determination (R²) of 0.831 indicates that the two independent variables explain 83.1% of the variance in purchase decisions, while the remaining 16.9% is explained by other factors outside the scope of this study. Keywords: Brand Image; Product Quality; Purchase Decision.
Pengaruh Komunikasi Interpersonal Dan Kualitas Pelayanan Terhadap Kepuasan Masyarakat Di Kelurahan Palmeriam Jakarta Timur
Abstract. This study aims to analyze the influence of interpersonal communication and service quality on public satisfaction at Palmeriam Urban Village, East Jakarta. The study employed a quantitative approach with a causal associative method. The sample consisted of 99 respondents selected through accidental sampling. The results indicate that interpersonal communication has a positive and significant effect on public satisfaction with a contribution of 10.1%. Service quality also has a positive and significant effect with a contribution of 8.2%. Simultaneously, interpersonal communication and service quality significantly influence public satisfaction with a contribution of 14.7%. Keywords: Interpersonal Communication, Service Quality, Public Satisfaction, Public Service
Pengaruh Antara Implusive Attitude Dan Novelty-Fashion Attitude Dengan Pemanfaatan Rekomendasi Sosial Pengguna Aplikasi Traveloka Pada Generasi Z
Abstract. This study aimed to analyze the influence of impulsive attitude and novelty-fashion attitude on the use of social recommendations on the Traveloka app by Generation Z. A quantitative approach with a survey method was used to collect data through a questionnaire developed based on relevant theoretical frameworks. Partial Least Squares Structural Equation Modeling (PLS-SEM) analysis technique was applied using the SmartPLS 3 software. Reliability tests showed that all variables have high reliability, allowing the data to be used for further analysis. Multiple linear regression analysis was employed to examine the effects of both independent variables on the dependent variable. The results indicated that both impulsive attitude and novelty-fashion attitude have a positive and significant effect on the utilization of social recommendations in the context of Traveloka platform usage, both simultaneously and partially. These findings contributed to the understanding of Generation Z's consumer behavior in decision-making based on social recommendations and provide strategic implications for the development of more effective digital marketing. Keywords: Social Recommendations, Traveloka, Consumer Psychographics
Strategi Bersaing Bisnis Di Bidang Digitalisasi Pengarsipan Dokumen (Studi Kasus Pada PT. Expert Indonesia)
Abstract. Advances in information and communication technology have encouraged the digitalization of documents which offers accuracy, fast access, time efficiency and security of company data. PT Expert Indonesia, which started document digitization services in 2010, helps companies manage documents with cutting-edge technology and an experienced team. However, competition with companies such as PT Permata Graha Nusantara demands that PT Expert Indonesia to implement the right business strategy to remain competitive. This research uses a descriptive qualitative approach. The data analysis technique used is SWOT analysis, by identifying the company's strengths, weaknesses, and opportunities and threats so that it can produce alternative strategies to increase competitiveness. The research results show that PT Expert Indonesia has implemented a competitive strategy well, although there are still aspects that need to be improved. Obstacles faced include difficulties in obtaining ANRI certification, large volumes of work, damaged documents, and the unpopularity of digitalization services among companies. Various efforts have been made to overcome these obstacles, such as quick follow-up of problems, compliance with procedures and regulations, and market education about the importance of document digitization. PT Expert Indonesia can carry out more in-depth competitor analysis, intensive market education, and expand services through collaboration with governments other than BUMN and private companies in various sectors. Keywords: BusinessCompetitive Strategy, Document digitalization
Pengaruh Kemudahan Transaksi QRIS dan Harga Terhadap Keputusan Pembelian pada UMKM (Studi Kasus Kedai Bakso Laladana) di Cikarang Utara
Abstract. The development of digital technology has encouraged changes in payment system across business sectors, including Micro, Small, and Medium Enterprises (MSMEs). One of the digital payment innovations widely used is the Quick Response Code Indonesian Standard (QRIS). In addition to transaction convenience, price is also an important factor considered by consumers when making purchasing decisions. However, in practice, some consumers still prefer other payment methods and have various considerations regarding the prices offered. These conditions may influence consumer purchasing decisions. This study aims to determine the effect of QRIS Transaction Ease and Price on Purchaing Decisions at Kedai Bakso Laladana in North Cikarang. This study employed a quantitative approach with descriptive research methods. The population consisted off all consumers of Kedai Bakso Laladana. The sample was selected using a no-probability sampling technique with a purposive sampling method involving 96 respondents. Data were analyzed using multiple liniear regression with IBM SPSS statistics 27. The result indicate that QRIS Transaction Ease has a positive and significant effect on Purchasing Decisions by 43,4%, while price has a positive and significant effect on Purchasing Decisions by 47, 4%. Simultaneosly , QRIS Transaction Ease and Price have a positive and significant effect on Purchasing Decision by 52%, qhilw the remaining 48% is influenced by other variables not exaimined in this study. Keywords: QRIS Transaction Ease, Price, Purchasing Decisions.
Pengaruh Pelayanan Cleaning Service dan Keterbatasan Bahan Baku Permakanan yang Dilaksanakan Oleh PT. Pelita Indonesia Djaya Terhadap Kepuasan Penumpang Kapal PT. PELNI
Abstract. PT. Pelita Indonesia Djaya handles imports and exports, and plays a vital role in meeting the needs of ship passengers through the provision of food supplies and cleaning services. The purpose of this study is to analyze the influence of cleaning service and the availability of food supplies on passenger satisfaction on PELNI ships. Quantitative methods were used to evaluate the influence of cleaning service and the availability of supplies on passenger satisfaction. Using the Slovin formula, the research sample consisted of 98 people. The results indicate that cleaning service and availability of supplies on passenger satisfaction. The availability of food supplies and cleaning services simultaneously have a positive and significant impact on passenger satisfaction. According to the multiple linear regression analysis, the combination of these variables contributes to passenger satisfaction. The results show that improving service quality and raw material availability is very important to increase passenger satisfaction. Keywords: Availability, Passenger Satisfaction, Service
Pengaruh Kualitas Pelayanan Dan Harga Terhadap Keputusan Pembelian di Toko Mahw Store Pada Platform Itemku
Abstract. This study aims to determine the influence of service quality and price on consumer purchasing decisions at MAHW Store, a digital store based on the Itemku e-commerce platform. The study used a quantitative approach with a survey method. Data were obtained through questionnaires distributed to 112 respondents, who were MAHW Store customers. The data analysis technique used was multiple linear regression analysis, performed using SPSS. The results showed that service quality had a positive and significant effect on purchasing decisions, while price also had a positive and significant effect. Simultaneously, both variables significantly influenced purchasing decisions, with a coefficient of determination of 80.2%. This indicates that MAHW Store has successfully developed a service and pricing strategy that aligns with consumer preferences. The implication of this study is the importance of managing service quality and setting competitive prices as key strategies in maintaining and increasing customer loyalty on the Itemku platform. Keywords: Service Quality, Price, Purchasing Decision, MAHW Store, E-Commerce
Pengaruh QRIS Dalam Peningkatan UMKM Sektor Kriya di Kota Bekasi
Abstract. This research analyzes the effectiveness of the Quick Response Code Indonesian Standard (QRIS) in enhancing Micro, Small, and Medium Enterprises (MSMEs), specifically in the craft sector in Bekasi City. Using a qualitative descriptive approach, this study collects data through in-depth interviews, observations, and documentation. The analysis is based on the Technology Acceptance Model (TAM), highlighting perceived usefulness, satisfaction, and risks. The findings show QRIS improves transaction efficiency and market reach, while satisfaction sustains its usage. However, constraints such as network instability and MDR fees hinder optimal adoption. The study concludes QRIS is effective, but requires ongoing education and support. Keywords: Bekasi City, Craft Sector, Digital Payment, QRIS, TAM, UMKM
Pengaruh Brand Awareness dan Word Of Mouth Terhadap Keputusan Pembelian Produk Royco Pada Konsumen Rumah Tangga di Kota Bekasi
Abstract. This study aimed to examine the influence of brand awareness and word of mouth on the purchasing decisions of Royco products among household consumers in Bekasi City. A quantitative approach was employed using a survey method by distributing questionnaires to 110 respondents, all of whom were household consumers in Bekasi. The results indicated that, partially, brand awareness has a positive and significant influence on purchasing decisions, with a significance value of 0.010. Word of mouth also had a positive and significant influence on purchasing decisions, with a significance value of 0.000. Simultaneously, both variables significantly influenced purchasing decisions, with an F-statistic value of 27.866 and a significance value of 0.000. The coefficient of determination (R Square) was 0.342, indicating that 34.2% of the variation in purchasing decisions can be explained by brand awareness and word of mouth. It can therefore be concluded that both brand awareness and word of mouth play a significant role in influencing consumer purchasing decisions for Royco products. Keywords: Brand Awareness, Word Of Mouth, Purchasing Decisions, Consumers, Households
Pengaruh Strategi Pemasaran dan Kepuasan Pelanggan Terhadap Keputusan Pembelian Kopi Tomoro Di Outlet Grand Batavia Kab. Tangerang Tahun 2024-2025
Abstract. This study aimed to determine the effect of marketing strategy and customer satisfaction on purchasing decisions at Kopi Tomoro at the Grand Batavia Outlet in Tangerang Regency. The research method used was a quantitative method with an associative approach. Data collection techniques were carried out by distributing questionnaires to 100 respondents. Data analysis used multiple linear regression tests, t-tests (partial), f-tests (simultaneous), and coefficients of determination. The results of the study indicated that partially marketing strategies did not have a significant effect on purchasing decisions, with a t-count value of 0.381 smaller than the t-table of 1.98472 and a significance value of 0.704 &gt; 0.05. Meanwhile, customer satisfaction had a positive and significant effect on purchasing decisions with a t-count value of 13.435 greater than the t-table of 1.98472 and a significance value of 0.000 < 0.05. Simultaneously, marketing strategy and customer satisfaction significantly influenced purchasing decisions, with a calculated f-value of 588.298, greater than the f-table of 3.090, and a significance value of 0.000 < 0.05. The coefficient of determination indicates that both independent variables were able to explain purchasing decisions by 92.2%. This research was expected to be a consideration for companies in improving marketing strategies and service quality to improve customer purchasing decisions. Keywords: Marketinf Strategy, Customer Satisfaction, Purchasing Decisions.
Analisis Strategi Bauran Pemasaran Aplikasi Online Klik Indomaret Dalam Meningkatkan Penjualan di Era Global Bisnis
Abstract. This research aims to analyze the Marketing Mix Strategy of the Klik Indomaret Online Application in increasing sales in the global business era and the obstacles encountered in the implementation of the digital marketing strategy at Indomaret Telaga Murni. This research employs a qualitative descriptive method. Data were collected through documentation, interviews, and observation. The findings show that the marketing strategy of the Klik Indomaret online application at Telaga Murni is carried out using the 7P marketing mix approach (product, price, promotion, place, people, process, and physical evidence). Over the past three years (2022–2025), sales through the Klik Indomaret Telaga Murni application have declined.This decline is influenced by various obstacles, particularly technical issues in application performance, such as slow access, frequent errors, reduced promotional activities on the application, and a suboptimal user experience. To overcome these challenges, several strategic solutions are required, including strengthening servers and networks, simplifying the application interface to be more user-friendly, adding interactive features to enhance communication withconsumers, and providing digital training for store teams to improve service quality. With the implementation of these solutions, the marketing strategy through the online application is expected to be more optimalized in increasing sales. Keywords: Perception of Convenience; Perception of Benefits, Interest In Use
Pengaruh Persepsi Kemudahan dan Persepsi Manfaat Terhadap Minat Penggunaan E-Payment QRIS (Studi Kasus Pada Pengguna E-Payment QRIS Bank BCA di Kota Bekasi Timur)
Abstract. This study aims to determine how much influence the perception of convenience and perception of benefits have on the interest in using Bank BCA QRIS E-Payment IN East Bekasi City. This study uses a quantitative method approach. Data collection techniques were used in the form of questionnaires and literature. The sample in this study were people who had used the QRIS Bank BCA service as a payment method in transactions, especially respondents who live in East Bekasi City with a sample size of 110 people. The sampling technique used was the Purposive Sampling. The results of the data analysis of this study used the coefficient of determination of the R Square value which showed that the perception of convenience (X1) and the perception of benefits (X2) had a joint contribution of 74,9% to the interest in use (Y), while the remaining 25.1% was influenced by othe factors outside this study. Thus, thw perception of convenience and the perception of benefits have a dignificant effect on the interest in using QRIS E-Payment od Bank BCA in East Bekasi City. Keywords: Perception of Convenience; Perception of Benefits, Interest In Use
Pengaruh Harga Dan Inflasi Terhadap Ekspor Pada Produk Kopi Ke Amerika Serikat
Abstract. Coffee is one of Indonesia's main export commodities. The United States is the largest market for coffee exports. This study aims to analyze the effect of price and inflation on exports of coffee products to the United States. This research is a type of explanatory research with a quantitative approach. The variables used in this study are price, inflation and exports. The data used is multiple linear regression analysis with time series data in 2015-2023. Secondary data obtained from the Central Statistics Agency (BPS) and the International Coffee Organization (ICO). The results showed that price has a negative and significant effect on exports of coffee products, while inflation also has the same effect, which is negative and significant. Recommendations for future research include analyzing other factors such as trade policies and climatic conditions that may affect Indonesian coffee exports. Keywords: Export, Price, Inflation
Pengaruh Harga Jual Dan Brand Image Terhadap Minat Beli Produk Ekspor Luxcrime Di Platform Tiktok Shop
Abstract. This research aime d to analyze the effect of selling price and brand image on the purchasing interest of Luxcrime brand cosmetic export products on the TikTok Shop platform. The phenomenon of increasing use of TikTok as a social media and e-commerce platform is an important background for companies to maximize their digital marketing strategies. The research method used was descriptive quantitative with data collection techniques through the distribution of questionnaires to 100 respondents who were TikTok Shop users and familiar with Luxcrime products. The independent variables in this research included selling price (X1) and brand image (X2), while the dependent variable was consumer purchasing interest (Y). The data was analyzed using multiple linear regression to test the hypothesis and determine the significance of the relationship between variables. The results of the analysis showed that both selling price and brand image had a positive and significant influence on consumer purchasing interest, both partially and simultaneously. This finding had strategic implications for businesses, particularly in the beauty industry, to maximize brand image and competitive pricing as an effective approach in increasing consumer appeal and purchase volume in the era of digital marketing. Keywords: Selling Price, Brand Image, Purchase Interest, TikTok Shop, Luxcrime Cosmetics
Pengaruh Harga Dan Loyalitas Terhadap Keputusan Pembelian Studi Kasus Pada Gratis Ongkir Lazada Di Kota Bekasi
Abstract. The rapid growth of e-commerce encourages companies to implement effective marketing strategies through pricing and the enhancement of customer loyalty to influence purchasing decisions. Free shipping programs are one of the strategies used by Lazada to attract consumers. This study aims to analyze the effect of price and loyalty on purchasing decisions of Lazada consumers in Bekasi City. The method used is quantitative with a survey approach using questionnaires, and the data are analyzed through multiple linear regression with t-test, F-test, and coefficient of determination. The results show that price has a positive and significant effect on purchasing decisions with a t-value of 3.820, a significance value of 0.000, and a regression coefficient of 0.244. Loyalty also has a positive and significant effect with a t-value of 3.437, a significance value of 0.001, and a regression coefficient of 0.276. Simultaneously, price and loyalty have a significant effect on purchasing decisions with an F-value of 36.211 and a significance value of 0.000. The coefficient of determination (R²) of 0.516 indicates that 51.6% of purchasing decisions are influenced by price and loyalty, while the remaining percentage is influenced by other factors outside this study. Keywords: Price, Loyalty, Purchasing Decision, Free Shipping, Lazada
Pengaruh Inovasi Produk Dan Harga Terhadap Keputusan Pembelian Koleksi Jims Honey Pada Generasi Z Di Jakarta Timur
Abstract. This research aimed to analyze the influence of product innovation and price on the purchasing decisions of Generation Z in East Jakarta regarding Jims Honey products. This research was descriptive correlational with a quantitative approach. The sample consisted of 100 respondents from Generation Z consumers in East Jakarta, which was determined by the non-probability sampling method, namely purposive sampling, calculated using the Lemeshow formula. The research instrument was a questionnaire consisting of 30 statements with a fivepoint Likert scale. Data analysis included descriptive statistics, instrument testing (validity and reliability), classical assumption testing (normality, multicollinearity, and heteroskedasticity), multiple linear regression, and hypothesis testing (t-test, F-test, and coefficient of determination). Data processing was carried out using SPSS version 25. The results showed that product innovation had a positive and significant influence on purchasing decisions, price had a positive but insignificant influence on purchasing decisions, and simultaneously, product innovation and price both influenced purchasing decisions by 20.9%, with the remaining 79.1% influenced by other variables not examined in this research. Keywords: Product Innovation, Price, and Purchase Decision
Strategi Pemasaran Jasa Pendidikan Di SD Islam Al Azhar 5 Kemandoran Dalam Meningkatkan Jumlah Siswa 2025/2026
Abstract. The background of this study stems from the phenomenon of increasing competition among private elementary schools in the Jakarta area, as well as changes in parental behavior, which has become more selective and increasingly reliant on digital media such as Instagram, YouTube, and school websites when choosing educational institutions for their children. This phenomenon has prompted schools to not only focus on educational quality but also on marketing strategies that effectively highlight the school's strengths. This study used a descriptive qualitative approach, data collecting technique used such as in-depth interviews, observations, and documentation involving eight informants, including school principals, teachers, administrative staff, parents, and school committee members. This study aimed to analyze the educational service marketing strategies implemented by SD Islam Al Azhar 5 Kemandoran to increase the number of students in the 2025/2026 academic year. The results of the study indicated that the educational service marketing strategy using the 7P marketing mix approach (Product, Price, Place, Promotion, People, Process, Physical Evidence) has been well implemented by SD Islam Al Azhar 5 Kemandoran. These strategies included offering superior educational programs, utilizing social media as a promotional tool, providing communicative services, and managing facilities that support the learning process. The implementation of these strategies has had a positive impact on increasing the number of applicants and new students. The success indicators of this strategy can be seen in terms of educational quality, innovation in the learning process, the school's positive image in the community, the availability of facilities and infrastructure, as well as the professionalism of educators and educational staff. Keywords: Marketing Strategy, Educational Services, 7P Marketing Mix, SD Islam Al Azhar 5 Kemandoran
Pengaruh Electronic Word Of Mouth (E-Wom) Dan Affiliate Marketing Platform Tiktok Terhadap Minat Beli Konsumen Pada Produk Skincare Somethinc
Abstract. The increasing prevalence of social media as a communication tool has prompted companies to adopt digital marketing strategies, such as Electronic Word of Mouth (e-WOM) and affiliate marketing, to expand their reach and enhance consumer purchase intentions. Somethinc, a local skincare brand, actively promotes its products on TikTok by partnering with affiliates and harnessing the influence of user-generated reviews. This study aimed to explore the effect of e-WOM and affiliate marketing on consumer purchase intentions. It involved 100 respondents from the Millennial and Generation Z cohorts in Central Jakarta, all of whom are active TikTok users and have encountered promotional content related to Somethinc products. The research methodology applied Structural Equation Modeling (SEM) with a Partial Least Square (PLS) approach. The findings show that Electronic Word of Mouth (e-WOM) and Affiliate Marketing have a positive and significant effect on Consumer Purchase Intent, with a contribution of 63.2% as indicated by the R-Square value. The analysis was conducted using the Partial Least Square (PLS) method, which produced a significant positive relationship between the two independent variables and purchase intent. Keywords: Electronic Word of Mouth (e-WOM); Affiliate Marketing; TikTok; Purchase Intentions; Somethinc
Analisis Penggunaan Platform E-Commerce Dalam Meningkatkan Penjualan Produk Kuliner Nasi Kuning Ibu Yanti Umkm Di Kecamatan Pamulang
Abstract. This research aims to analyze the utilization of e-commerce platforms in increasing the sales of culinary products at the MSME Nasi Kuning Ibu Yanti in Pamulang District. The focus of the research includes the role of e-commerce platforms in supporting marketing, the digital strategies implemented, their impact on sales volume and revenue, and recommendations for optimizing platform utilization. This research employs a descriptive qualitative approach, with data collected through interviews, observations, and documentation. The findings reveal that the use of the GoFood platform has had a positive impact on increasing daily order volumes, expanding the market reach, and facilitating digital transactions. Promotional strategies such as discounts, bundling packages, and loyalty programs serve as supporting factors in attracting consumer interest. Nevertheless, operational challenges remain, including difficulties in securing drivers, price competition among merchants, service fee deductions, and limited technological proficiency among business owners. Overall, the utilization of e-commerce platforms has proven effective in increasing revenue and expanding market reach for culinary business operators in the digital era. Keywords: E-Commerce, MSME, GoFood, Culinary Sales, Digital Marketing
Pengaruh Promosi Dan Brand Image Terhadap Keputusan Pembelian Handphone Iphone Pada Mahasiswa Program Studi Administrasi Bisnis Institut Stiami
Abstract. The use of iPhones among university students remains high despite the availability of many other smartphones offering similar features. This phenomenon suggests that promotion and brand image play a role in influencing purchasing decisions. Based on this, the research formulates three main research questions: (1) To what extent does promotion influence the decision to purchase an iPhone among students of the Business Administration Study Program at Institut STIAMI? (2) To what extent does brand image influence the decision to purchase an iPhone among these students? (3) To what extent do promotion and brand image jointly influence the decision to purchase an iPhone among these students? This research uses a quantitative method with a descriptive approach. The sample consists of 120 student respondents who either currently use or are interested in purchasing an iPhone. Data were collected through questionnaires and analyzed using multiple linear regression and SPSS software. The results indicate that both promotion and brand image have a positive and significant effect on iPhone purchase decisions. These findings highlight the importance of effective marketing strategies and a strong brand image in shaping consumer purchasing decisions, particularly among students. Keywords: Promotion, Brand Image, Purchase Decision.
Pengaruh Kredibilitas Konten Kreator Dr. Detektif Dan Review Produk Terhadap Keputusan Pembelian Konsumen Aplikasi Internasional TikTok Shop Pada Skin Care Glad2Glow
Abstract. The development of digital marketing through social media such as TikTok Shop has changed the way consumers make purchasing decisions. The phenomenon of the increasing influence of creator content and product reviews is one of the effective marketing strategies, especially in the skincare industry. This study aims to determine the effect of creator content credibility, especially the “Detective Doctor” account, and Product Reviews on TikTok Shop consumer purchasing decisions on the Glad2Glow skincare brand. The research method used is a quantitative approach with purposive sampling technique of 150 TikTok Shop user respondents. Data analysis techniques using multiple linear regression. Hypothesis testing techniques use pre-test and simultaneous test. The results of this study prove that there is a positive and significant effect of Creator Content Credibility and Product Reviews on purchasing decisions. Partially, Creator Content Credibility contributed 57.5% and Product Reviews contributed 71.9% to purchasing decisions. Creator content credibility and product reviews simultaneously influence purchasing decisions by 73.2%, and the remaining 26.8% is influenced by other variables. These findings reinforce the importance of choosing credible content creators and encouraging brands to actively manage consumer reviews. This research is expected to be a reference in developing effective digital marketing strategies in the e-commerce era. Keywords: Content Creator Credibility; Product Review; Purchase Decision.
Pengaruh Sikap Fanatisme, Brand Ambassador Dan Perilaku Konsumtif Terhadap Keputusan Pembelian Pada Produk Chatime X Jkt 48 Di Bekasi
Abstract. The collaboration between Chatime and JKT48 is a marketing strategy that leverages the power of fan communities and emotional closeness to drive purchase decisions. This phenomenon shows that fan loyalty can be utilized through emotional and digital approaches to increase sales. This study aims to analyze the influence of Fanatic Attitude, Brand Ambassador, and Consumptive Behavior on Purchase Decisions of Chatime X JKT48 products in Bekasi. The research employed a quantitative method with a survey technique, where data were collected through questionnaires distributed to consumers who had purchased the collaboration products. The analysis was conducted using multiple linear regression. The results indicate that the three independent variables have a positive and significant influence, both partially and simultaneously. Brand Ambassador has the most dominant effect at 47.0%, followed by Consumptive Behavior at 42.0% and Fanatic Attitude at 39.1%. Collectively, the three variables contribute 57.7% to purchase decisions. Keywords:Fanaticism Attitude, Brand Ambassador, Consumer Behavior, Purchase Decision, Chatime X JKT48
Pengaruh Promosi Digital Melalui Media Sosial TikTok Dan Kualitas Produk Terhadap Keputusan Pembelian Konsumen Pada Akun Media Sosial TikTok GD Jeans Store Di Jakarta Utara
Abstract. This study aims to analyze the influence of digital promotion (X1) through TikTok and product quality (X2) on purchasing decisions (Y) at the GP Jeans Store TikTok account in North Jakarta. Digital promotion (X1) through TikTok is currently an effective marketing strategy, especially for young consumers from the millennial and Gen Z generations. Furthermore, product quality (X2) is also a key consideration in purchasing decisions (Y). This study used a quantitative approach with a survey method, using a questionnaire administered to 180 respondents who were active TikTok users. Data analysis was conducted using multiple linear regression to determine the simultaneous and partial effects of the two independent variables on the dependent variable. The results showed that digital promotion (X1) through TikTok and product quality (X2) had a positive and significant effect, both partially and simultaneously, on consumer purchasing decisions (Y). Therefore, the integration of digital promotion strategies (X1) and improved product quality (X2) can be key to improving consumer purchasing decisions (Y) in today's digital era. Keywords: Digital Promotion, TikTok, Product Quality, Purchasing Decision, GP Jeans Store, North Jakarta
Pengaruh Pembayaran Digital (Qris) Dan Inovasi Produk Terhadap Peningkatan Pendapatan UMKM Kuliner Di Jalan Pangkalan Asem Raya Jakarta
Abstract. This research examined the crucial role of digital payments, particularly through QRIS, and product innovation in increasing the revenue of culinary Micro, Small and Medium Enterprises (MSMEs) on Jalan Pangkalan Asem Raya, Jakarta. MSMEs contributed significantly to the Indonesian economy but still faced challenges in adopting digital technology and implementing innovation effectively. This research aimed to analyze how much impact digital payment and product innovation, both partially and simultaneously, had on increasing MSME income. Using a quantitative approach, this research involved the variables of digital payment (X1), product innovation (X2), and increased MSMEs income (Y). Data were collected and analyzed using methods such as analysis of the average respondents’ responses, data quality tests (validity and reliability), hypothesis testing, correlation and determination coefficient analysis, and partial (T-test) and simultaneous (F-test) significance tests. The results showed that digital payments and product innovation significantly influenced the increase in MSMEs’ income. Digital payments, particularly QRIS, were proven to ease transactions and expand market reach, creating a foundation for efficient operations. MSMEs also showed high adaptive capabilities in innovating, especially in responding to market tastes. Simultaneously, these two variables had a strong influence, where 74.7% of the variation in MSMEs’ income increase could be explained by digital payments and product innovation, while the remaining 25.3% was influenced by other factors outside the model. Nonetheless, challenges related to budget allocation and time for research and innovation development still need to be improved for long-term sustainability. In conclusion, the synergy between advances in payment technology and the spirit of product innovation was key to the growth strategy of MSMEs in urban areas such as on Jalan Pangkalan Asem Raya Jakarta. This research recommended the optimization of digital transaction recording, special budget allocation for product innovation, and improved income target planning strategies to promote sustainable growth. Keywords: Digital Payment (QRIS), Product Innovation, Revenue Increase, MSME, Jakarta.
Pengaruh Harga dan Kualitas Produk Terhadap Keputusan Pembelian Kopi Kenangan Pada Cabang Cilincing Landak Jakarta Utara
Abstract. This study aims to determine the extent to which price and product quality influence consumer purchasing decisions at Kopi Kenangan, Cilincing Landak branch, North Jakarta. Using a descriptive quantitative method and questionnaires distributed to 100 respondents, the data were analyzed through validity and reliability tests, multiple linear regression, and hypothesis testing using SPSS. The results show that both price and product quality have a positive and significant influence on purchasing decisions. Consumers consider price affordability and product quality aspects such as reliability and durability. It is recommended that the company maintain a balance between price and quality to sustain consumer interest amid market competition. Keywords: Import Ban Policy, Policy Impact, Second-Hand Clothing, Tangerang City, Thirft Business