Jurnal Bisnis, Manajemen, dan Ekonomi

Pengaruh Brand Image, Kualitas Produk Dan Brand Ambassador Terhadap Keputusan Pembelian

Made Dita Pramesti Sandradewi — 2024-01-29

This research tests and analyzes the influence of brand image, product quality, and brand ambassador simultaneously and partially on purchasing decisions to determine the dominant variables that influence purchasing decisions. This research uses quantitative data with primary data obtained through distributing questionnaires using Google Forms. This research used a sample of 200 respondents with the criteria of having purchased. It used Nike shoes, having seen Kevin Durant as a brand ambassador, aged > 17 years, residing in the Jabodetabek area. The collected questionnaires will be measured using the three-box method and tested for suitability using validity and reliability tests. The data analysis technique used is the multiple linear regression test. Based on the analysis results, it is known that the variables brand image, product quality, and brand ambassador simultaneously and partially have a positive effect on purchasing decisions. Furthermore, the results show that brand image is the most dominant variable influencing purchasing decisions. It is hoped that the results of this research can be a reference for the Nike company to strengthen the brand image of its products. A strong brand image can increase the program’s success in attracting or re-engaging new consumers.

Strategi Manajemen Menggunakan Analisis SWOT Pada Usaha UMKM (Studi Usaha Angkringan Sedulur)

Reizy Farhan — 2024-01-20

Angkringan businesses are widespread and attract many customers because of their wide market reach. Marketing strategies are used to determine business products to get the desired results. Actions that can be taken are SWOT analysis. This research aims to determine strategic management SWOT analysis with strategic management using Porter's Five Force theory. Qualitative methodology is used in the research process. Data collection techniques include interviews and observation. Based on the research results and discussion of marketing strategies using SWOT analysis on angkringan sedulur, including strengths (strengths) by providing games, free wifi and spacious parking and an online marketing system or social media. The weakness is that if it rains, there are only a few seats for shelter and many other angkringan competitors at that location. Opportunities are a strategic location in the middle of the city and next to hotels and the trendy Angkringan style, which is a busy place to hang out. Based on Porter's Five Forces theory, the strategies carried out are building a brand image, increasing product differentiation, choosing quality raw materials, offering games, free WiFi and a large parking area, maintaining the products’ quality, and charging cheaper rates than competitors.

Okun’s Law: Analisis Tingkat Pengangguran Terbuka Kabupaten Banjar Ditinjau dari Perspektif Laju Pertumbuhan Ekonomi

Muhammad Raihan Rafli — 2024-01-20

Unemployment is one of the main problems that is very influential and is also affected by several factors that are interrelated with each other and have a close relationship with the unemployment rate; this is because the working population contributes to the production of goods and services. Based on data obtained from the Central Bureau of Statistics, it was found that in the 2018-2021 period, there was a positive relationship between economic growth and open unemployment, and there were doubts due to the rejection of previous research results, so it is possible to analyze the level of open unemployment in Banjar Regency in terms of the rate of economic growth in 2017-2022 using the Okun's Law theory approach. This research uses a quantitative method with time series analysis using simple linear regression analysis to obtain Okun's coefficient. The results found that economic growth has no significant negative effect on the unemployment rate. In addition, the insignificant value of Okun's coefficient indicates a negatively unresponsive unemployment rate in Kabupaten Banjar, and there is an insignificant negative relationship between economic growth and the open unemployment rate. Therefore, Okun's law theory is proven not to apply in the economy of Kabupaten Banjar.

Efek Penolakan Perubahan Terhadap Niat Menggunakan Aplikasi Apotek K24klik

Ariefah Yulandari — 2024-01-20

This study examines the effect of resistance to change in the digitalization of pharmacy services on the intention to use the K24Klik application. The low intention to use the K24Klik application is caused by resistance to change, which is influenced by technological anxiety, security, and dispositional resistance. Data was obtained through questionnaires distributed to people who had never used the K24Klik application with a total sample size of 189—hypothesis testing using SEM (Structural Equation Modeling) with path analysis method. The results of this study show that security and dispositional resistance affect resistance to change, and technology anxiety has no effect on resistance to change, causing low intention to use the K24Klik application.

A Pengaruh Rasio Profitabilitas terhadap Price to Book Value (PBV) Pada Industri Tekstil dan Garmen di BEI Tahun 2020-2022

Lestari Lestari — 2024-01-20

This research examines the influence of Return on Assets (ROA) and Return On Equity (ROE) on the Price to Book Ratio with the research object of the textile and garment industry on the IDX in 2020-2022. The total population of this industry is 19 companies, and researchers used a saturated sampling technique so that a member of the population became the sample. The analysis technique used is multiple linear regression with the help of the SPSS statistical program. The research results show that return on assets (ROA) and return on equity (ROE) have a significant influence on price-to-book value (PBV). Meanwhile, partial Return on Assets (ROA) and Return On Equity (ROE) have a significant influence on Price to Book Value (PBV).