Publication Search

The aim of this research is to determine and analyze the influence of Price and Promotion on Consumer Interest (Case Study at Hisana Fried Chicken Rajawali Medan. The research method used is exploratory research, where variables are measured using a Likert scale. Data collection methods are carried out by (interviews), with a list of questions (questionnaires) and documentation studies. The population in this study is all consumers on HFC Jalan Rajawali Medan.. totaling 100 people. Sample collection was carried out using the saturated sampling method or better known as census. In this study, the population was relatively small, namely 100 people. Data processing used SPSS version 23 software, with descriptive analysis and multiple regression hypothesis testing; (3) simultaneously there is a positive and significant influence between experimental marketing variables and customer satisfaction on experimental marketing and customer satisfaction on repurchase interest in HFC Jalan Rajawali Medan.

This study discusses the design of a promotional video for Tinctori by implementing marketing 5.0 to enhance the effectiveness of marketing sustainable products. Tinctori is a fashion company that utilizes natural dyes, supporting the concept of sustainable fashion and the Sustainable Development Goals (SDGs). However, its current promotional strategy has not been optimal in capturing the attention of its target audience, particularly the upper-middle-class consumers who are environmentally conscious. The findings indicate that applying cinematography in promotional videos can enhance visual appeal, audience engagement, and understanding of Tinctori’s sustainability values. The designed video showcases the natural dyeing process with artistic, transparent, and emotional visuals, strengthening brand identity and increasing consumer purchase interest. Evaluations from videography experts and the target audience confirm that the video effectively conveys the sustainability message and raises awareness of environmentally friendly fashion.

This research is motivated because self-confidence in using skincare products recommended by celebrity endorsers is also an important factor in purchasing decisions. The purpose of this study was to analyze the influence of celebrity endorser Tasya Farasya and Instagram social commerce on the purchase decision of the Originote skincare moisturizer on female students of the FPP UNP Makeup and Beauty Education Study Program. This type of research is Ex post Facto with a quantitative research method approach. The population of this study were female students of the 2020, 2021, 2022 and 2023 Makeup and Beauty Education Study Program, namely 365 people. The type of sampling used in this study was non-probability with a purposive sampling technique with a total of 78 people. Data were collected through observation methods and research questionnaires. The preparation of the instrument was carried out by sorting the Likert scale. Data were analyzed by descriptive analysis, normality tests and hypothesis tests. The results of the study obtained 1) Instagram social commerce partially has a significant effect on Moisturizer Purchase Interest in Female Students of the FPP UNP Makeup and Beauty Study Program. 2) Celebrity endorser Tasya Farasya partially has a significant effect on the Moisturizer Purchase Interest of Female Students of the Makeup and Beauty Study Program, FPP UNP. 3) Celebrity Endorser Tasya Farasya and Social Commerce Instagram simultaneously influence the purchase decision of the Originote skincare moisturizer for female students of the Makeup and Beauty Education Study Program, FPP UNP. Suggestions to increase insight into the material in the lesson for students, in increasing knowledge and information about the influence of celebrity endorser Tasya Farasya Instagram social media on the purchase decision of the Originote skincare moisturizer for female students of the Makeup and Beauty Education Study Program, FPP UNP.

The halal industry, particularly halal fashion, has become a global trend, including in Indonesia, which has the largest Muslim population. This study aims to analyze the impact of Lifestyle, Islamic Branding, and Social Media Marketing on the purchase interest of pashmina hijabs among students at the University of Trunojoyo Madura. The method used is descriptive quantitative with data collection through online questionnaires to 100 students. The results show that Lifestyle has a significant positive impact on purchase interest (coefficient 0.444), while Islamic Branding has a positive but not significant impact (coefficient 0.039). Social Media Marketing also has a positive and significant impact on purchase interest (coefficient 0.367). Simultaneously, the three variables significantly influence, with a contribution of 33,1%. These findings suggest that improving Lifestyle and Social Media Marketing can enhance purchase interest, while Islamic Branding does not have a significant impact.

This study aims to analyze the influence of service quality and location on consumer purchasing interest at Alfamart minimarkets in Aceh Barat Regency. The population in this study consists of all consumers shopping at Alfamart Regency, Aceh Barat. The sample selection was conducted using purposive sampling, with a total sample size of 134 respondents. The analytical method used in this study is quantitative descriptive analysis. The results of the study indicate that, partially, service quality has a significant effect on consumer purchasing interest at Alfamart minimarkets in Aceh Barat Regency. Additionally, location also has a significant effect on consumer purchasing interest at Alfamart minimarkets in Aceh Barat Regency. The hypothesis testing results show that, simultaneously, there is a significant influence between the service quality variable (X1) and the location variable (X2) on consumer purchasing interest (Y).

Packaged Drinking Water (PDW) has now become one of the most practical products dominating the market, offering a variety of advantages and benefits. The fierce competition among PDW producers drives consumers to be increasingly discerning and selective in making purchasing decisions. Consumer choices are often influenced by pressing needs, which have recently shifted toward a preference for more natural food and beverage products. However, amidst the fast-paced modern lifestyle, instant products remain a favored solution due to the convenience they offer. By leveraging store atmosphere strategies, this business has successfully stayed competitive and maintained its presence in the market. The relationship between store atmosphere and consumer purchase interest is significant, as first impressions often serve as a critical factor in consumer evaluations of a store. Elements such as exterior design, overall interior, store layout, and interior displays play a vital role in creating that appeal. This study aims to analyze the extent to which store atmosphere influences purchase interest in the Club brand bottled water. The research methodology involves distributing questionnaires to 100 respondents as the primary data source.

This study aims to analyze the influence of social media marketing and brand ambassadors on the purchase interest of Glad2Glow products on MissGlam. The development of digital technology has influenced the way companies market their products, especially through social media platforms. This study uses a quantitative approach with a survey method, where data is collected through questionnaires distributed to 100 respondents who are active social media users and MissGlam customers. Data analysis was carried out using multiple linear regression to test the influence of each independent variable on product purchase interest. The results of the study show that both social media marketing and brand ambassadors have a positive and significant influence on the purchase interest of Glad2Glow products. Social media marketing, with interesting content and promotion through digital platforms, has a strong impact on building awareness and purchase interest. In addition, the presence of brand ambassadors who have influence on the audience also plays an important role in increasing consumer purchasing decisions. These findings provide implications for companies to further maximize digital marketing strategies and choose the right brand ambassadors to increase product purchase interest in a competitive market.

In the increasingly fierce business competition, understanding the factors that influence consumer buying interest is crucial. This study analyzes the effect of product quality and price on consumer purchase intention of Tofu Baxo Ibu Pudji in Pamularsih, Semarang City. Using a quantitative survey method, data was collected from 50 respondents through questionnaires. The results showed that product quality and price have a strong and positive relationship with consumer buying interest. The correlation test shows that product quality has a calculated r value of 0.68 and price of 0.62, both of which are greater than r table (0.2787), indicating a significant relationship. Partial regression test (t-test) shows that product quality (t count = 38.83) and price (t count = 6.96) have a significant effect on purchase intention (t table = 2.01063). The simultaneous test (F-test) shows that product quality and price together have a significant effect on buying interest with an F value of 26.1168 (F table = 3.200). The coefficient of determination (R2) shows that product quality and price explain 52.63% of the variation in consumer buying interest, while 47.37% is influenced by other factors. The results of this study provide insight for business owners in improving quality and pricing strategies to increase competitiveness and sales volume.

The rise of digital media, particularly social media like Instagram, has transformed how beauty products are marketed and consumed. This research aims to investigate the influence of beauty tutorial video content on Instagram on the purchasing interest of cosmetic products among students in the Department of Beauty and Makeup Education at Universitas Negeri Padang. A quantitative methodology was employed, involving a sample of 31 respondents who completed a structured questionnaire. The findings revealed a significant positive correlation between the video content and purchase interest, indicating that engaging tutorial content effectively drives students' interest in buying cosmetic products. This study contributes to understanding the impact of social media marketing on consumer behavior in the beauty industry and suggests that brands leverage such platforms to enhance consumer engagement and sales. The implication of this research is to assess the extent to which beauty tutorial content on Instagram influences the purchasing interest in facial cosmetics among students in the Department of Beauty and Makeup Education at Universitas Negeri Padang. Therefore, it aims to provide insight into how significantly beauty tutorial content on Instagram affects the purchasing interest in facial cosmetics among students in the Department of Beauty and Makeup Education at Universitas Negeri Padang.

This Research to determine the influence of Celebrity Endorser, Brand Image, and Product Quality on the Purchase Intention of Wardah Cosmetics in Rimbo Bujang, Tebo Regency. The research population consists of all consumers of Wardah cosmetic products, which is an unlimited number, where a sample of 100 respondents was selected using the Purposive Sampling technique. (Sampel bertujuan). Based on the data processing results using SPSS, it was found that, partially, Celebrity Endorser has a positive and significant effect on the purchase interest in Wardah Cosmetics. Brand Image has a positive and significant effect on the purchase interest in Wardah Cosmetics, and Product Quality has a positive and significant effect on the purchase interest in Wardah Cosmetics. Simultaneously, Celebrity Endorser, Brand Image, and Product Quality together have a positive and significant effect on the purchase interest.

This study aims to examine the influence of Brand Awareness on the Purchase Intention of consumers of SilverQueen chocolate products in the Tangerang area. The method used in this study is a quantitative approach with survey techniques, involving 100 respondents from various demographic backgrounds. Data collection was conducted through questionnaires using a Likert scale and analyzed with SPSS software. The results of the validity test show that all indicators used to measure Brand Awareness and Purchase Intention are valid, with the calculated r value exceeding the table r value and significance below 0.05. The reliability test shows a Cronbach's Alpha value of 0.936, indicating that the questionnaire has very good consistency. The normality, multicollinearity, and heteroscedasticity tests indicate that the regression model meets the classical assumptions. The results of the coefficient of determination (R²) analysis indicate that Brand Awareness contributes 11.9% to Purchase Intention. The t-test shows that Brand Awareness has a significant positive effect on Purchase Intention, with a calculated t value of 3.630, greater than the t-table value, and a significance value of 0.000, which is less than 0.05. These findings confirm that the higher the level of Brand Awareness, the greater the likelihood that consumers will purchase SilverQueen products. This research provides valuable insights for the company in designing effective marketing strategies, emphasizing the importance of increasing Brand Awareness to boost consumer purchase interest.    

The development of the internet and technology has changed the marketing system, providing opportunities for business people to market their products through online media in promoting their products. Technological advances have created new forms of interaction and socialization, one of which is the innovation of communication technology in the form of social media. One of the most popular and trending social media today is Instagram. The use of Instagram is currently a form of online business communication strategy and Heelsaddict with the @Heelsaddict account, uses Instagram to run a business bag through the process of sending photos and sharing them widely. Heelsaddict is an online shop that sells and provides various collections of local bag products. This study aims to determine how much influence the social media account Instagram @heelsaddict has as an online business media on consumer buying interest. The concept used in this study is Instagram social media and consumer purchasing interest using the AIDA model. This study uses a quantitative method with a survey method approach, using Taro Yamane to obtain a sample of 100 respondents, Non Probability Sampling sampling technique, while the data collection technique uses questionnaires via googleform. The results of the study showed that there was a positive and significant influence between the influence of social media on buying interest with a strong level of influence.

This study aims to determine whether there is an influence of the Attraction of Advertisements on Social Media (Youtube) on Consumer Purchase Interest. The research method used is a quantitative method with a purposive sampling technique. The data collection technique was carried out using a questionnaire method by distributing questionnaires via Google Form. The population of the study was respondents who had watched the Pantene advertisement version of Miracles Hair Supplement with a total of 100 respondents from the calculation results using Rao Purba. The theory used in this study is the S-O-R theory (Stimulus, Organism, Response). The results of this study are the influence of the Attraction of Advertisements on Social Media (Youtube) on Consumer Purchase Interest with a significance value of 0.000 <0.05 and a calculated t value> t table of 3.889> 1.985. In accordance with the S-O-R Theory (Stimulus-Organism-Response) used, the Stimulus, namely the Attraction of the Pantene Advertisement version of Miracles Hair Supplement, has an Attraction so that the audience of the advertisement does Organism, namely attention, understanding, and acceptance. And finally, the audience will make a Response, namely a change in attitude to make a product purchase.

This study examines the role of social media in increasing consumer purchase interest in Skintific products in Indonesia, particularly in the beauty package category. Skintific successfully dominated the market by achieving sales of over IDR 70 billion in the first quarter of 2024. This success was largely driven by the effective use of digital marketing strategies on social media platforms such as TikTok and Instagram. These strategies involved creating relevant content, collaborating with influencers, and engaging directly with the audience to strengthen brand image. The findings indicate that the brand image built through social media significantly contributes to increased purchase interest and consumer loyalty. The highest sales were recorded in the 5-piece beauty package variant, highlighting consumer preference for comprehensive product offerings. Based on the study, social media is proven to be an effective channel for building a positive brand image and influencing consumer purchasing decisions in the beauty industry. 

The purpose of this study is to determine the literature review on Influencer marketing and product quality on the purchase intention of generation Z consumers. Advances in internet technology have led to shifts in human lifestyles, especially in purchasing patterns. In writing this article, literature review plays an important role in formulating research ideas, understanding previous findings related to the topic, and identifying gaps in existing knowledge.A systematic literature review (SLR) was conducted in two well-known databases, ScienceDirect and Scopus. After applying the inclusion and exclusion criteria, 1,498 out of 2,036 articles were assessed as relevant, after which these papers were carefully examined to produce an in-depth analysis of the subject. Ultimately, 13 papers were selected for in-depth examination in the study. Based on SLR data, the articles were written between 2021 and 2024. The research methodology used in this paper includes descriptive analysis and bibliographic analysis.The results of writing the article are known that Influencer marketing is one of the company's strategies in achieving their strategic goals by utilizing influencers as messengers for products or brands so that they can reach a wider market.Brand is the identity of a company, where companies build a good brand image so that potential consumers can remember the good image of a product and stick to potential consumers.The results of this study show that many factors influence consumer behavior, including the role of influencers, product quality, and social media marketing strategies.

URBN Kopi is one of the mobile coffee brands strategically located in front of the UPN Veteran Jatim campus, making it the main choice for students to enjoy coffee. This study identified three main factors that influence purchasing decisions, namely location, price, and product completeness. This study was conducted using an in-depth interview method with five informants consisting of active students at UPN “Veteran” Jatim. The findings of this study indicate that a strategic location in front of the campus is the main factor that facilitates student access to buy coffee, while affordable prices are an important consideration because they are in accordance with students' budgets. In addition, the completeness of the products offered by URBN Kopi also increases consumer interest in choosing this product. Based on these findings, it can be concluded that the combination of a strategic location and affordable prices play an important role in purchasing decisions, which in turn has the potential to increase consumer loyalty and repurchase interest among students.

The aim of this research is to see how price and product quality influence consumer buying interest at the Surya Mas Rinda Accessories Store which is located in the Medan City Market Center. The variables studied include price as (X1), product quality as (X2) and consumer purchasing interest as (Y). Data for this research was obtained through a survey with a sample of 77 people selected randomly. The technique used in this research uses multiple linear regression analysis with hypothesis testing, namely the t test and f test as well as the coefficient of determination using SPSS 26. The results of the t test show that price has no significant effect on consumer buying interest at the Surya Mas Rinda Accessories Shop, while product quality has a significant effect on consumer buying interest at the Surya Mas Rinda Accessories Store. The results of the f test show that price and product quality simultaneously influence consumer buying interest at the Surya Mas Rinda Accessories Store. The results of the coefficient of determination show that price and product quality influence consumer buying interest with a value of 37.7% and the remaining 62.3% is influenced by other variable factors outside this research. So it can be concluded that consumers are not sensitive to price as long as the product quality remains good.

The use of technology also plays an important role in selling companies and consumers to dig up information and provide positive or negative opinions about the desired product, which will affect consumer purchasing interest before buying the product. This study aims to analyze the influence of lifestyle, brand image, and e-wom on Unisba students' purchasing interest in Skintific skincare products. The population of this study was 150 management students. The data collection technique used was questionnaire distribution. The data analysis tool used was multiple linear regression. The results of this study indicate that lifestyle, brand image, and e-wom have an effect on Unisba students' purchasing interest in Skintific skincare products. Students feel that buying skincare is a lifestyle and necessity, as well as brand image, and e-wom built from Skintific products make consumers continue to use the product. Skintific itself already has a good brand image, uses good quality ingredients, and has a good opinion in the eyes of consumers so that this good product quality can increase purchasing interest.

The research aims to find out the influence of Price, Product Quality, and Brand Ambassador on Purchase Interest for fashion products on Shopee E-Commerce (study case of Shopee users among the operator workers in Muka Kuning area). In this quantitative method were used where the data were obtained from survey results and questionnaire data were processed based on statistical procedures. Based on the Lemeshow formula, the samples in this study are 96 respondents or rounded up to 100 respondents. In this study, the regression equation result is Y = 2.568 + 0.233X1 + 0.319 X2 + 0.090X3 + e. The price variable has an influence on purchase interest with a value of tcount (2.698) > ttable (1.984), the product quality variable has an influence on purchase interest with a value of tcount (4.868) > ttable (1.984), the brand ambassador variable has no influence on purchase interest as the tcount (0.936) < ttable (1.984) with a significant value of (0.351 > 0.050), and based on the F test results it shows that Fcount (44.910) > Ftable (2.70) with a sig value. < than 0.000. Meanwhile, the results of the analysis of the coefficient of determination with the R Square (R2) value are 0.584. So it can be concluded that the variables Price (X1), Product Quality (X2), and Brand Ambassador (X3) simultaneously have a significant effect on the Purchase Interest variable (Y) amounting to 58.4%, while the remaining 41.6% is influenced by other variables outside this research.

This study aims to determine the effect of segmenting, targeting and positioning on purchase intention at the Dadaha cell prime counter. The dependent variable in this study is purchase intention (Y) while the devendent variables include segmenting (X1), targeting (X2), positioning (X3). The method used in this research is quantitative method. The population in this study were consumers of the dadaha cell prime counter in the dadaha area of tasikmalaya city. The sampling technique in this study used random sampling so that a sample of 100 respondents was obtained. The data collection technique is to use a questionnaire distribution. The results of this study indicate that: 1) segmenting variables have a positive and significant effect on buyer interest. 2) targeting variables have a positive and insignificant effect on purchase intention. 3) positioning variables have a positive and significant effect on purchase intention. From the results of the f test it can be concluded that together or simulatan segmenting, targeting and positioning variables have a positive and significant effect on purchase intention.