JURNAL ILMU MANAJEMEN DAN KEWIRAUSAHAAN (JIMK)

PENGARUH PRODUK DAN PROMOSI TERHADAP PENINGKATAN PENJUALAN PADA USAHA IBU-IBU DESA BAKARAN BATU, DELI SERDANG

Samuel Tenang Ukur Ardianta Ginting — 2024-12-30

ABSTRACT

Village development implementing self-reliance through mutual cooperation values is part of the uniqueness of village communities that remain sustainable. Bakaran Batu is a village located in North Sumatra Province, Deli Serdang Regency, Lubuk Pakam District, where mothers continue to strive to advance the village and empower the village community's economy by continuing to involve all major stakeholders in the village. Several problems arise from the high rate of economic growth, so that in every effort they must think about Products and Promotions in all fields according to the needs of the community, resulting in an increase in sales. The purpose of this study was to determine the effect of products and promotions on increasing sales in the businesses of mothers in Bakaran Batu Village, Deli Serdang. The independent variables (independent X) consist of Products, and Promotions, and the dependent variable (dependent Y) is Sales Increase, then find the dominant variable. Quantitative descriptive analysis is a method in this study. The results of the analysis of multiple regression show that Products (X1), Promotions (X2), each can affect Sales Increase by looking at the magnitude of the regression coefficient obtained. Quantitative research methods are used to emphasize testing the theory used with research variables measured, data analyzed using statistical procedures, with the help of SPSS Software Applications. From the results of the partial coefficient test (r) it will be obtained that the independent variable is more dominant than the dependent variable. The targeted output of this proposed research is to be published in a Research Journal that has the Journal Online System (OJS). Therefore, the researcher is interested in raising a research title "The Influence of Products and Promotions on Increasing Sales in the Business of Women in Bakaran Batu Village, Deli Serdang".

Keywords: Products, Promotions, Increasing Sales.

PENGARUH START-UP TERHADAP EKOSISTEM KEWIRAUSAHAAN

Majid Rahman Aziz — 2024-12-30

This article discusses the impact of startups on the entrepreneurial ecosystem in Indonesia, focusing on their role as a key driver of economic growth and innovation. This study uses the Systematic Literature Review (SLR) method to examine the impact of startups, through steps such as literature identification, study selection, and report preparation. From the search results, 200 articles were found, of which 47 articles met the established criteria, and 4 articles successfully passed for further analysis. The findings indicate that education and institutional support are very important in building a supportive entrepreneurial ecosystem, as well as attracting interaction between startups and creative economy actors. This study aims to provide new understanding of the dynamics that occur in the entrepreneurial ecosystem in Indonesia.

DAMPAK INOVASI DIGITAL TERHADAP KEWIRAUSAHAAN : SYSTEM LITERATUR REVIEW (SLR)

Tuti Nabila — 2024-12-30

Competitiveness by helping entrepreneurs optimize operational efficiency, expand market reach, and create products that better meet consumer needs. Furthermore, entrepreneurs’ ability to integrate this technology significantly supports the improvement of business performance, both in terms of productivity and long-term sustainability. This study uses the Systematic Literature Review (SLR) method, collecting and filtering relevant articles through Google Scholar. Of the approximately 40,000 articles found, 35 were considered relevant, and after further filtering, only 6 articles met the quality standards for in-depth analysis. The study also emphasizes that the long-term success of a business depends not only on digital innovation but also on the entrepreneurial skills and business experience of the entrepreneur. By combining digital innovation with strong entrepreneurial skills, businesses can grow faster, create new jobs, and improve product quality and market competitiveness. These findings offer valuable insights for entrepreneurs who want to thrive in the ever-evolving digital era

PENGARUH KUALITAS PELAYANAN DAN IMAGE PERUSAHAAN TERHADAP KEPUASAN PELANGGAN PADA CV. ADRIFAG JAYA, KAB. KUNINGAN, JAWA BARAT

Desy Irana Dewi Lubis — 2024-12-30

This study was conducted to see the extent of the impact of service quality and company image on customer satisfaction. the more responsive the company is in serving consumers, the higher the consumer's trust in the company which results in an increase in the company's image. when consumer trust increases, it will result in satisfaction for consumers when using products or services from the company. this research was conducted at CV. Adrifag Jaya which is engaged in the sale, maintenance and repair of products such as CCTV, Running Text, Digital Clocks and Cash Registers. Using a saturated sample of 40 customers. The results show that service quality has a positive and significant effect on customer satisfaction, company image affects customer satisfaction and service quality variables and customer satisfaction simultaneously affect customer satisfaction.

SYSTEMATIC LITERATURE RIVIEW: TRANSFORMASI STRATEGI WIRAUSAHA BERBASIS AI DALAM MENGHADAPI TANTANGAN DIGITAL MARKETING

Ely Nurhalizah Nst — 2024-12-30

The implementation of Artificial Intelligence (AI) in digital marketing strategies has become a key solution for entrepreneurs in the ever-evolving technological era. Digital marketing, which once relied on basic technologies like online ads, now requires AI integration to tackle increasingly complex market challenges. This research employs a Systematic Literature Review (SLR) methodology to analyze 49 relevant journals on AI-driven digital marketing transformation. The collected data is filtered through Covidence and visualized using VOSviewer. Out of the 49 journals reviewed, 10 studies were selected based on relevance and quality. The findings show that AI enhances marketing effectiveness by analyzing consumer data, personalizing campaigns, and automating customer interactions. Additionally, AI aids in predicting market trends and data-driven decision-making using techniques like Structural Equation Modeling (SEM). The integration of AI with social media and e-commerce strengthens brand image, increases competitiveness, and improves operational efficiency. Therefore, AI-based marketing transformation is crucial for entrepreneurs to stay competitive in the rapidly changing digital landscape and ensure sustainable business growth.

PENGARUH KNOWLEDGE PRODUCT, CITRA MEREK DAN KUALITAS PRODUK TERHADAP PURCHASE INTENTION YANG DIPENGARUHI OLEH POTONGAN HARGA PADA PRODUK JIMS HONEY DI KOTA SEMARANG

Hanifatus Sya'diyah — 2024-12-30

This research aims to determine the influence of product knowledge, brand image and product quality on purchase intention which is influenced by price discounts on Jims Honey products in the city of Semarang. This type of research uses quantitative research methods. The population of this research is all consumers of Jims Honey products in the city of Semarang with a sample size of 97 respondents. The sampling technique in this research is a purposive sampling technique with consumer criteria, namely having purchased Jims Honey products and being at least 17 years old. Data analysis uses the Partial Least Square (PLS) approach with SmartPLS 4.0 software calculations. The results of this research show that product knowledge has an effect on price discounts with a p-value (0.029). Brand image has no effect on price discounts with a p-value (0.229). Product quality influences price discounts with a p-value (0.000). Product knowledge has no effect on purchase intention with a p-value (0.110). Brand image has no effect on purchase intention with a p-value (0.415). Product quality influences purchase intention with a p-value (0.047). Price discounts influence purchase intention with a p-value (0.001). Product knowledge has no effect on purchase intention through price discounts with a p-value (0.051). Brand image has no effect on purchase intention through price discounts with a p-value (0.237). Product quality influences purchase intention through price discounts with a p-value (0.004).

EVALUASI PERAN BIG DATA DALAM MEMBENTUK STRATEGI KEWIRAUSAHAAN DAN PENGAMBILAN KEPUTUSAN: SYSTEMATIC LITERATURE REVIEW (SLR)

Defi Pebriyanti — 2024-12-30

This research is the result of a Systematic Literature Review (SLR) aimed at demonstrating how Big Data shapes business strategies and decisions. This study involves a literature review of 200 articles sourced from Google Scholar, Scopus, and IEEE. Patterns, trends, and relationships in the literature were identified using analytical tools such as Publish or Perish and VOSviewer. The findings show that VOSviewer is effective in visualizing bibliometric data analysis to gain a better understanding of re-search dynamics, particularly in specific geographical contexts. (Sutisna, 2024). The results reveal that Big Data contributes to enhancing the speed and accuracy of decision-making strategies. Com-panies can identify market trends, understand customer behavior, and optimize operations through in-depth data analysis. This study also highlights the challenges of implementing Big Data, such as the need for adequate technological infrastructure and attention to data privacy. The analysis shows that integrating Big Data into organizational strategies can improve operational efficiency and drive prod-uct and service innovation. This research provides valuable insights for business practitioners on lev-eraging Big Data to gain a competitive advantage in the modern era.

PENGARUH SELF-RELIANCE TERHADAP MINAT BERWIRAUSAHA SANTRI DI PESANTREN PERSIS TAROGONG

Hasan Firdaus — 2024-12-30

In the modern era, the role of entrepreneurship is crucial in driving the economic development of a country, especially through the small and medium scale business unit sector. The research conducted aims to analyze the self-reliance factors that affect the interest of pesantren students in entrepreneurship. With a quantitative approach, data were obtained through a survey involving 176 students of Pesantren Persis Tarogong, Garut, West Java. The analysis shows that self-reliance has a significant positive impact on students' entrepreneurial interest, with an R² value of 31.8%. This indicates a correlation between increased self-reliance and students' interest in entrepreneurship. The variance test also strengthens the significance of this effect (p < 0.001). Based on these results, boarding schools are advised to develop educational programs that focus on strengthening independence, including management and decision-making skills, to support students in starting a business. Further research is needed to explore other factors that may influence entrepreneurial interest in the pesantren environment.

PENGARUH PERSAINGAN, DISTRIBUSI DAN PROMOSI TERHADAP KINERJA PELAKU USAHA MIKRO KECIL DAN MENENGAH (UMKM) KERIPIK DI DESA KARANG ANYAR DELI SERDANG

Anggi Wansyah Prayogi — 2024-12-30

This study aims to analyze the Influence of Competition, Distribution and Promotion on the Performance of Micro, Small and Medium Enterprises (MSMEs) of Chips in Karang Anyar Village, Deli Serdang. The population in this study were all MSMEs of Chips in Karang Anyar Village, Deli Serdang, totaling 44. The sampling technique in this study applied the saturated sample method. Since the number of MSMEs of Chips in Karang Anyar Village, Deli Serdang was 44 MSMEs (less than 100), all MSMEs of Chips in Karang Anyar Village, Deli Serdang were taken as research objects. The use of analysis methods, namely Validity Test and Reliability Test, Classical Assumption Test, Multiple Regression Analysis, t-Test, F-Test and Determination Coefficient. The findings with partial show that competition has a real and positive influence on the performance of MSMEs of Chips in Karang Anyar Village, Deli Serdang. Distribution has a real influence on the performance of MSMEs of Chips in Karang Anyar Village, Deli Serdang. Promotion has a real influence on the performance of UMKM Keripik actors in the village. From the simultaneous results of the study, it is proven that competition, distribution and promotion on the performance of UMKM Keripik actors in the village. The relevant determination coefficient value (R Square) is 0.617 or 61.7% of the dependent variable can be described through the independent variable and the remaining results are described from other variables outside the variables being viewed

KINERJA PETUGAS DAMKAR DI DINAS PEMADAM KEBAKARAN DAN PENYELAMATAN KOTA PEKANBARU BERDASARKAN BEBAN KERJA, FASILITAS KERJA DAN KEPUASAN KERJA

Ami Atika Nabila Efni — 2024-12-30

The Pekanbaru City Fire Department must be able to optimize the performance of its employees, because the level of employee performance can affect the sustainability of an agency. The city of Pekanbaru is the center of the capital of Riau Province which has a high level of population density. This has an impact on the number of densely populated housing that has the potential to cause fires. DAMKAR Pekanbaru City in optimizing services to the community must improve the performance of its employees. This study aims to analyze the influence of workload, facilities and job satisfaction of DAMKAR officers in the Pekanbaru City Fire and Rescue Service. The method used in this study is a descriptive quantitative method with a population, namely all permanent employees (ASN) in the Pekanbaru City Fire and Rescue Service as many as 53 people. The sample in this study is the entire population to be used as a sample, so this research technique uses a saturated sampling technique. To analyze the data obtained, the researcher used the outer and inner model analysis methods. In data processing, the author uses smart PLS. The results of the hypothesis test conducted showed that the workload, work facilities and employee job satisfaction had a positive and significant effect on the performance of DAMKAR employees in Pekanbaru.

PENGARUH KUALITAS PRODUK DAN KUALITAS PELAYANAN TERHADAP KEPUASAN PELANGGAN PADA GHATHAF COFFEE PREMIUM TEUPIN PUNTI ACEH UTARA

Rahmi — 2024-12-30

This study aims to identify the influence of product quality and service quality on customer satisfaction at Ghathaf Coffee Premium, Teupin Punti, North Aceh. The research method used is quantitative with a survey approach. Data were collected through questionnaires distributed to 75 regular customers who have experience with Ghathaf Coffee Premium products and services, and the data were processed using SPSS 29. The results of regression analysis show that product quality has a positive and significant effect on customer satisfaction, with a regression coefficient value of 0.462 and a t-value of 5.159 > 1.666. Service quality also has a positive and significant effect on customer satisfaction, with a regression coefficient value of 0.223 and a t-value of 3.087 > 1.666 and a significance value of 0.000 < 0.05. Together, product quality and service quality have a positive and significant impact on customer satisfaction at Ghathaf Coffee Premium Teupin Punti, North Aceh. The implications of this study highlight the importance for Ghathaf Coffee Premium to continuously improve its product and service quality to maintain and enhance customer satisfaction and strengthen its market position.

ANALISIS PENGARUH WORK FAMILY CONFLICT, BURNOUT DAN DUKUNGAN SOSIAL TERHADAP KINERJA KARYAWAN WANITA (STUDI KASUS PADA PT. CHIA JIANN INDONESIA FURNITURE)

Indria Frenda Yunani — 2024-12-30

This study aims to analyze the influence of work-family conflict, burnout, and social support on
employee performance at PT Chia Jiann Furniture Indonesia. These three factors are considered
important in determining how well employees can function in their jobs, with work-family conflict and
burnout being able to decrease performance, while social support can increase performance. The
population and sample used are the same because the number of employees is not too many, namely
150 using a saturated sampling technique. Quantitative research methods were used with data
collection through questionnaires completed by 150 female employees. Data analysis was conducted
using simple linear regression to determine the relationship between the variables studied. The results
showed that work-family conflict has a positive and significant effect on employee performance.
Burnout also has a positive and significant effect on performance. Social support has a positive and
significant effect on employee performance. This study confirms that work-family conflict and burnout
have a significant negative impact on employee performance, while social support has a significant
positive impact. It is important for companies to manage work-family conflict and reduce burnout,
while strengthening social support to improve employee performance.

PENGARUH KEPEMIMPINAN DAN KOMPENSASI TERHADAP KINERJA KADER TBC YANG DIMEDIASI OLEH MOTIVASI KERJA PADA DINAS KESEHATAN KABUPATEN DELI SERDANG

Agus Hendra Lubis — 2024-12-30

The study examines the impact of leadership and compensation on the performance of tuberculosis (TBC) cadres, with work motivation serving as a mediating factor. It employs a descriptive survey research design with a quantitative approach, involving 64 respondents from the Deli Serdang District Health Office. Data were collected through interviews and questionnaires and analyzed using Partial Least Square (SmartPLS) to test seven hypotheses. The findings reveal that leadership and compensation both have a positive and significant effect on performance and motivation. Additionally, work motivation significantly mediates the relationship between leadership, compensation, and performance, indicating that motivation strengthens the impact of leadership and compensation on cadre performance.

PENGARUH PENEMPATAN KERJA, FASILITAS KERJA, DAN BEBAN KERJA TERHADAP PRESTASI KERJA KARYAWAN PADA PT. BANK RAKYAT INDONESIA (PERSERO) TBK KC. PEKANBARU SUDIRMAN

Tari Dwi Astuti — 2024-12-30

This research aims to determine the influence of job placement, work facilities and work load on employees work achievement at PT. Bank Rakyat Indonesia Branch Office Pekanbaru Sudirman. The population in this research were employees at Bank Rakyat Indonesia Branch Office Pekanbaru Sudirman, totaling of 108 employees. The sampling technique used in this research is purposive sampling, namely taking samples by determining the criteria for permanent employees as a sample, namely 60 permanent employees. The instrument testing related to the questionnaire was carried out with the IBM SPSS program, on 30 respondents outside the research sample. The analytical method used in this research is Structural Equation Modeling (SEM) which is processed using SmartPLS 4. The results of research on hypothesis testing show that job placement has a positive and significant effect on employees achievement. Work facilities has a positive and significant effect on employees achievement. And work load has a negative and insignificant on employees achievement.

PENGARUH IMPULSE BUYING DAN PROMOSI TERHADAP MINAT BELI ULANG AIR MINUM MASAK DI DEPOT AZAY

Agustin Nurhayati — 2024-12-30

The purpose of this research is to analyze the Azay Boiling Water Depot in Juang Bireuen City to find out how impulsive purchases and promotions influence customers' interest in purchasing boiled water. The research here is purely descriptive. Although 98 customers made up the sample, little is known about the population as a whole. Observation, interviews, questionnaires, and documentation studies were used to gather data. Smart PLS (Partial Least Square) 3.0 was used for the analysis of this research. The results indicated that both impulse buying and promotion had a positive and significant impact on consumers' buying interest. This is supported by the fact that the T-Statistics value was greater than 1.96 and the P-Value was less than 0.50, indicating that the hypothesis test in this study was accepted or valid. An R-Square value of 0.901 for the purchase intent variable is readily apparent. This indicates that a 90.1% relationship exists between the two variables, with impulsive purchases and promotions having the greatest impact on consumer interest.

PENGARUH EMPLOYEE ENGAGEMENT, KESEJAHTERAAN KARYAWAN AND LINGKUNGAN KERJA INTERNAL TERHADAP EMPLOYEE RETENTION DI PT. SELTECH UTAMA MANDIRI MEDAN

Puspita Hartini — 2024-12-30

ABSTRACT: This study's goal was to ascertain and evaluate the impact of employee engagement, employee welfare, internal work environment on employee retention at PT Seltech Utama Mandiri Medan. The research is of the quantitative kind. 175 workers of were the study's population of PT Seltech Utaman Mandiri Medan. 64 employees participated in the study overall as responders, with the sample being selected based on the Slovin formula. This study used questionnaires using a Likert scale data measurement scale, documentation, and observation as data gathering methods. Techniques for data analysis make use of tests for validity, reliability, and traditional assumptions. Using the SPSS software, the data analysis method applies multiple linear regression. The study's findings indicate, in part, that employee engagement have a genuine and advantageous effecton employee retention. Employee welfare have a genuine and advantageous effect on employee retention. The internal work environment have a genuine and advantageous effect on employee retention. The results of the simultaneous F test show that employee engagement, employee welfare, internal work environment simultaneously affect employee retention at PT. Seltech Utama Mandiri Medan.

Keywords: Employee Engagement, Employee Welfare, Internal Work Environment, Employee Retention.

PENGARUH DISIPLIN KERJA, MOTIVASI, DAN IKLIM KERJA TERHADAP KINERJA GURU DI SMK NEGERI X PEKANBARU

Lia Indriani — 2024-12-30

This study aims to see the Influence of Work Discipline, Motivation, and Work Climate on Teacher Performance at SMK Negeri X Pekanbaru. The population in this study were all civil servant teachers at SMK Negeri X Pekanbaru. The sampling technique used was saturated sampling, which is a sampling technique when all members of the population are used as samples. The sample used was 46 civil servant teachers at SMK Negeri X Pekanbaru. The data analysis method used was multiple linear regression analysis using the SPSS Version 26 program. The results of the study showed that 1) work discipline had a positive and significant effect on teacher performance, 2) motivation had a positive and significant effect on teacher performance, 3) work climate had a positive and significant effect on teacher performance, 4) work discipline, motivation, and work climate together had a positive and significant effect on teacher performance.

PENGARUH BRAND IMAGE DAN KUALITAS PRODUK TERHADAP LOYALITAS PELANGGAN DALAM INDUSTRI OTOMOTIF HONDA DENGAN KEPUASAN PELANGGAN SEBAGAI VARIABLE INTERVENING

Farhan Adi Wibowo — 2024-12-30

This research aims to determine the effect of brand image and product quality on customer loyalty in the Honda automotive industry with customer satisfaction as an intervening variable. This type of research uses quantitative research methods. The population of this study is Honda motorcycle users in the city of Semarang with a sample size of 125 respondents. The sampling technique for this study is a simple random sampling method without considering certain characteristics, each respondent is chosen freely, but uses Honda motorcycle products. Data analysis uses the structural equation model (SEM) approach with AMOS 24 software calculations. The results of this study indicate that brand image has an effect on customer satisfaction by showing a C.R. value of 2.241> 1.96 and a P-Value 0.025 <0.05. Product quality has an effect on customer satisfaction by showing a C.R. value of 3.261> 1.96 and a P-Value 0.000 <0.05. Customer satisfaction has an effect on customer loyalty by showing a C.R. value of 0.000 <0.05. 4.473>1.96 and P-Value 0.000<0.05. Brand image influences customer loyalty by showing C.R. value 4.583>1.96 and P-Value 0.000<0.05. Product quality influences customer loyalty by showing C.R. value 3.029>1.96 and P-Value 0.000<0.05. Brand image influences customer loyalty through customer satisfaction variable by showing t-count result 2.005> P-Value 0.044. Product quality influences customer loyalty through customer satisfaction variable by showing t-count value 2.636> P-Value 0.008.

PENERAPAN METODE BRANCH AND BOUND UNTUK MENINGKATKAN KEUNTUNGAN LAYANAN JASA LAUNDRY

Vina Maria Ompusunggu — 2024-12-30

Businesses, whether in commerce, industry, or services, must continue to optimize their operations in an attempt to gain market share due to the business world's rapid expansion. Laundry is one of the businesses in the service industry. A company that offers washing and ironing services is called Laundry. Finding the laundry business's greatest profit in Sudirejo I Village is the aim of this study. One strategy for resolving optimization issues, such as linear or integer programming issues, is the Branch and Bound method. This approach can be used to identify the best course of action when it comes to optimizing laundry service profitability. For instance, it can be used to determine the ideal mix of laundry services to maximize income while accounting for a number of current restrictions, including capacity, time, and other resources. There is currently a good allure to Sudirejo I Village's existence. In the neighborhood, there are roughly 19 laundry services. 53 kilogram suits, 32 kg dolls, 95 kg blankets, 105 kg bedcoverings, 91 kg curtains, and 805 kg clothing yield the best laundry profit results, which total Rp 4,027,000. The laundry owner's previous profit, estimated at Rp 4,000,000, represents a 0.7% gain.

DAMPAK KEHADIRAN PASAR MODERN TERHADAP PENURUNAN KECENDERUNGAN PELANGGAN PADA PASAR TRADISIONAL

Fitria Khoirunnisa — 2024-12-30

Traditional markets are markets where people carry out buying and selling transactions, this can be done by bargaining. Traditional markets are usually located on the side of the road or in residential villages. Meanwhile, in modern markets such as supermarkets or mini markets, the transaction process is usually carried out by bargaining when purchasing goods. Traditional markets contain various types of shophouses and shops owned by individuals. Currently, consumer interest in modern markets is higher than traditional markets. The purpose of this article is to see consumer interest in the impact of modern markets on traditional markets. The data was collected using literature study techniques, namely articles and journals related to the titles and topics that we will discuss in this article. The results of the literature review research show the condition of traditional markets. experienced a decline in operations after this modern market emerged. People tend to prefer modern markets to buy goods, because they look at the price and the location is very comfortable

PENGARUH PERSEPSI, MOTIVASI, MINAT DAN KEMAMPUAN TERHADAP PENGAMBILAN KEPUTUSAN MAHASISWA DALAM MEMILIH KONSENTRASI MANAJEMEN SUMBER DAYA MANUSIA DI UNIVERSITAS RIAU

Esra Helena Tindaon — 2024-12-31

The purpose of this study to determine the influence of perception, motivation, interest and ability on students' decisions making in choosing a concentration in human resource management at Riau University. This research was conducted at the Management Department, Faculty of Economics and Business, Riau University. The population in this study were management students class of 2020 with a concentration in human resource management, totaling 137 students (secondary data obtained from the Management Department). The sampling technique used in this research is probability sampling, namely simple random sampling which is then calculated using the Slovin formula with a sample of 58 students. The analytical method used in this research is Structural Equation Modeling (SEM) which is processed using SmartPLS 4 and SPSS (Statistical Product Service and Solution) 25. The results of research using hypothesis testing show that perception has a positive and significant effect on decision making. Motivation has a positive and significant effect on decision making. Interest has a positive and significant effect on decision making. Ability has a positive and significant effect on decision making.

PENGARUH CONTENT MARKETING, ONLINE CUSTEMER REVIEW, DAN VISUAL MERCHANDISING TERHADAP KEPUTUSAN PEMBELIAN SKINCARE AZARINE DI TIKTOK SHOP (STUDI KASUS PADA MASYRAKAT DI KOTA SEMARANG)

Khilyatus Syifa — 2024-12-31

This study aims to determine the effect of content marketing, online customer reviews, and visual merchandising on purchasing decisions for Azarine skincare at Tiktok Shop for the public in Semarang City. Data was collected through a survey with 100 respondents. Researchers used primary data obtained from distributing questionnaires via Google Form to Azarine consumers in Semarang City. The technique used in sampling is non-probability sampling with purposive sampling method. Respondents in this study are users of Azarine products. The results of this study are Content Marketing has a positive and significant influence on purchasing decisions for Azarine skincare products at tiktokshop in the community in Semarang City. Online customer review has a positive effect on the decision to purchase Azarine skincare products at tiktok shop in the community in Semarang City. Visual melrchandising has a polsitive and significant effect on the decision to purchase Azarinel products at tiktolksholp in the community in Semarang City.