Agroterap Jurnal Agroindustri dan Agribisnis

127 PENGARUH BRAND AMBASSADOR DAN KOREAN WAVE TERHADAP KEPUTUSAN PEMBELIAN PRODUK NATURE REPUBLIC PADA MASYARAKAT KOTA GRESIK

Tsany Diana Assyifa — 2024-05-27

The Korean wave has been spreading more and more over the last few years. The term "Korean Wave" refers to a number of South Korean products that are currently popular in Indonesia, including K-dramas, films, music (K-pop), fashion, food and cosmetics. K-Pop is currently quite popular among Indonesians of all ages, from teenagers to adults, women and men. The Korean Wave became widely adopted in Indonesia thanks in large part to K- pop. This study aims to ascertain how much influence Brand ambassadors and Korean Wave have on purchasing decisions for Nature Republic products in Gresik City Communities. To collect data, this research used a Google Form based questionnaire which was used as an instrument. The research sample consisted of 100 respondents. From the results of this t test, it shows that partially there is a positive and significant influence between the Brand Ambassador and Korean Wave variables on purchasing decisions for Nature Republic products for the people of Gresik City. As for the simultaneous f test, both also have a significant effect on the Purchase Decision of Nature Republic products in Gresik City Communities.

PENGARUH MOTIVASI INTRINSIK, KREATIVITAS DAN PENGETAHUAN TEKNOLOGI INFORMASI DAN KOMUNIKASI TERHADAP KESIAPAN DIGITALISASI UMKM DI KAVLING DPR SIDOARJO

Isaam Fajar Maulana — 2023-12-05

One of the impacts of the growth of digitalization is the expansion of business operations on ecommerce platforms, especially the growth and development of digital-based businesses that penetrate into wholesale and retail trade and other service industries such as transportation and warehousing. The purpose of this study is to ascertain the impact of Intrinsic Motivation, Creativity and Knowledge of Information and Communication Technology on the Readiness of Digitalization of MSMEs in the Sidoarjo DPR Lot and also for other MSME players so that they can appeal to how important Digitalization is at this time. For the government, which is expected to participate in the Digitalization process in MSMEs throughout Indonesia. This type of research uses a census research method with a sample of 45 MSME players in the Sidoarjo DPR Lot. The findings of this study indicate that partially the intrinsic motivation variable has a negative effect on the readiness of digitalization of MSMEs in the Sidoarjo Dpr Lot, while the creativity and information and communication technology variables have a positive and significant effect on the readiness of digitalization of MSMEs in the Sidoarjo Lot. Overall, the independent variables have a significant effect on the readiness of digitalization of MSMEs in the Sidoarjo Dpr Lot.

PENGARUH SOCIAL MEDIA MARKETING TERHADAP KEPUTUSAN PEMBELIAN PRODUK CAMILLE PADA GENERASI Z DI SURABAYA

Alifa Nurlaily — 2023-12-05

Internet quality improvement in Indonesia made Indonesian people used social media more frequently. One of the most used social media is Instagram. This is a chance for Indonesian business owner to do online marketing using Social Media Marketing. One brand that use social media marketing actively is Camille. Social media marketing are expected to improve communication between brand and consumer. Good brand communication will increase the brand purchase decision. Social media marketing process includes 3 main indicator that is Content Creation , Content Sharing, dan Connecting. The effectiveness of those 3 indicators will have significant impact on brand purchase decision. This study wants to test about the effect of social media marketing on purchase decision of Camille in Z generation in Surabaya. The data in this study are collected using google form with 100 total sample. Analysis Technique that used in this study are double linear regression, classic assumption test, F test, t test, and hypothesis test. Result shows that social media marketing has significant impact on purchase decision Camille product

PENGARUH WORD OF MOUTH DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PRODUK DI ENVIO STORE RUNGKUT SURABAYA

Fina Idamatussilmi — 2023-12-06

Tlhe purpollse of this research is to find out and anallyze the effect of word of mouth and prilce on product purchasing decisions at Envio Store Rungkut Surabaya. This research method uses quantitative reselarch methods with non-probability sampling telchniques in the forml of purposive sampling. The poplulation in this study were people who had bought prlodul cts at the Envio Store Rungkut Surabaya, with a totl al sample of 96 respondents. The method of data analysl is in this study was to use multiple regression analysis tests, validity tests, multicollinearity tests, heteroscedasticity tests and hypothesis testing consisting of t tests, determination tests, r tests wlith the help of the IBM SPSS version 25 for window prlogram. The results and conclusions of this study indicate that word of mouth and price have a positive and signlificant effect both palrtially and simultal neously on prodluct purchasing declisions at Envio Store Rungkut Surabaya.

PENGARUH MOTIVASI WIRAUSAHA, KEMANDIRIAN PRIBADI, DAN PENGETAHUAN KEWIRAUSAHAAN TERHADAP KEBERHASILAN USAHA DI SENTRAL WISATA KULINER BRATANG BINANGUN SURABAYA

Kartika Putri Ardani — 2023-12-06

Currently, the Surabaya city government has provided spaces for micro, small, and medium enterprises (UMKM) or street vendors to sell their products. With the establishment of a central culinary tourism area by the government, it is expected to help the local community, especially the people of Surabaya. Research has been conducted to identify potential problems, such as the influence of entrepreneurial motivation, personal independence, and entrepreneurial knowledge on business success. Unequal competition contributes to uneven business success among the vendors. The lack of entrepreneurial motivation, personal independence, and supported entrepreneurial knowledge can lead to unequal business success in the culinary tourism center of Bratang Binangun, Surabaya.This study utilized a quantitative research method and employed a census method. A questionnaire was distributed to the vendors as the research instrument. The sample size consisted of 32 respondents, determined through a census method. Data analysis was performed using the Independent Sample Test. The research findings indicate a significant influence (0.000 < 0.05) of entrepreneurial motivation, personal independence, and entrepreneurial knowledge on business success in the culinary tourism center of Bratang Binangun, Surabaya.