Skripsi Manajemen Tahun 2025 http://repository.kalbis.ac.id/handle/123456789/1668 2026-08-16T21:51:23Z 2026-08-16T21:51:23Z Haikal, Vicky http://repository.kalbis.ac.id/handle/123456789/1787 2026-08-10T01:50:26Z 2025-08-05T00:00:00Z

Title: Pengaruh Meta Ads Terhadap Purchase Intention Produk Sgrow Melalui Customer Engagement dan Brand Awareness Authors: Haikal, Vicky Abstract: This study aims to examine the influence of Meta Ads on the Purchase Intention of Sgrow products by considering the mediating roles of Customer Engagement and Brand Awareness. The research background is based on the growing use of Meta platforms (Facebook and Instagram) as digital marketing tools in Indonesia, and the importance of fostering customer involvement and brand recognition to drive consumer purchasing decisions. This study adopts a quantitative approach using a survey method. Primary data were collected through questionnaires distributed to 120 respondents who are active social media users exposed to Sgrow product advertisements via Meta Ads. The analysis technique employed is path analysis using SPSS version 27. The results reveal that Meta Ads significantly influence both Customer Engagement and Brand Awareness. Furthermore, both mediating variables show a significant effect on Purchase Intention. These findings highlight the crucial role of Meta Ads in enhancing consumer engagement and brand awareness, thereby increasing consumers’ purchase intention toward a product.

2025-08-05T00:00:00Z Yafi, Muhammad Sulthan Dhia http://repository.kalbis.ac.id/handle/123456789/1775 2026-08-10T02:15:48Z 2025-07-03T00:00:00Z

Title: Pengaruh Reference Group, Reasonable Price, dan Perceived Usefulness Terhadap Online Purchase Intention Authors: Yafi, Muhammad Sulthan Dhia Abstract: This study aims to analyze the influence of reference group, reasonable price, and perceived usefulness on online purchase intention on iPad products in Indonesia. Data collection was carried out using a closed questionnaire assisted by Google Forms with a target respondent of 165 iPad product users in Indonesia chosed by the purposive sampling technique. The data obtained were then processed with IBM SPSS 27 using multiple regression analysis tests including pre-test tests of validity, reliability, and classical assumptions, as well as main-test tests of descriptive analysis, hypothesis testing, and coefficient of determination tests. It was concluded that reference group, reasonable price, and perceived usefulness have a significant and positive impact on online purchase intention on iPad products in Indonesia, both partially and simultaneously.

2025-07-03T00:00:00Z Alvitasari, Amadhea Faustine http://repository.kalbis.ac.id/handle/123456789/1763 2026-08-03T09:22:55Z 2025-06-09T00:00:00Z

Title: Pengaruh Social Media Marketing, Brand Image, dan E-WOM Terhadap Keputusan Pembelian Produk The Body Shop Di Kota Bekasi Authors: Alvitasari, Amadhea Faustine Abstract: This study aims to explore the impact of social media marketing, brand image, and E-WOM on consumer purchasing decisions for The Body Shop products in Bekasi City. The methodology applied is a quantitative approach with descriptive and causal research designs. Data was collected through questionnaires distributed to 180 respondents who live in Bekasi City, have purchased The Body Shop products, and follow the brand's official social media accounts. Data analysis was conducted using IBM SPSS 27 statistical software, with validity, reliability, and classical assumption testing. The results showed that all independent variables simultaneously had a significant influence on purchasing decisions, with brand image as the most influential factor. The R² value of 0.543 indicates that 54.3% of the variation in purchasing decisions can be explained by this model, while the rest is influenced by other variables not examined in this study.

2025-06-09T00:00:00Z Syaffalutfi, Muhammad http://repository.kalbis.ac.id/handle/123456789/1726 2026-08-03T10:01:23Z 2025-07-18T00:00:00Z

Title: Pengaruh Rating, Online Customer Review, dan Harga Terhadap Keputusan Pembelian pada Official Store Xiaomi di Tokopedia Authors: Syaffalutfi, Muhammad Abstract: This study aims to examine the influence of rating, online customer review, and price on purchasing decisions at the Xiaomi Official Store on Tokopedia. The research uses a quantitative method with a sample of 200 respondents. The sample size was specifically considering the maximum number of arrows leading to a latent construct in the model. Data were collected using questionnaires distributed through an online survey, and analyzed using multiple linear regression. The sampling technique used was non-probability sampling with a purposive sampling approach. The results show that rating, online customer review, and price have a significant positive effect both partially and simultaneously on purchasing decisions. These findings indicate that improving product ratings, managing customer reviews, and offering competitive prices are important strategies to influence consumer buying behavior on e-commerce platforms.

2025-07-18T00:00:00Z