Universitas Putera Batam (UPB): Open Journal Systems
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PENGARUH WORD OF MOUTH, BRAND AWARENESS DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN PRODUK NATURAL HONEY DI KOTA BATAM
Full text linkTujuan riset adalah untuk menguji pengaruh “word of mouth,” brand awareness” dan brand image” terhadapkeputusan pembelian produk Natural Honey di Kota Batam. Penelitian ini bersifat deskriptif denganpendekatan kuantitatif. Populasi yang diteliti adalah pengguna atau pembeli dari produk Natural Honey di KotaBatam yang tidak diketahui secara pasti jumlahnya. Penentuan sampel dilakukan dengan menggunakanrumus Jacob Cohen yang menghasilkan sebanyak 204 responden ditarik didasari purposive sampling.Temuan analisis regresi linier berganda “word of mouth” berpengaruh terhadap keputusan pembelian sebesar32%. brand awareness berpengaruh terhadap keputusan pembelian sebesar 27,6% brand image berpengaruhsebesar 40,4%.terhadap keputusan pembelian. Analisis koefisien determinasi (R2) menunjukkan bahwavariasi variabeel (Y) dapat dijelaskan oleh kombinasi word of mouth (X1), brand awareness (X2), dan brandimage (X3) sebesar 59,6%. Hasil uji t dan uji f menunjukkan bahwa word of mouth (X1), brand awareness(X2), dan brand image (X3) mempunyai pengaruh positif dan signifikan baik secara parsial maupun simultanABSTRACT
Tujuan riset adalah untuk menguji pengaruh “word of mouth,” brand awareness” dan brand image” terhadap keputusan pembelian produk Natural Honey di Kota Batam. Penelitian ini bersifat deskriptif dengan pendekatan kuantitatif. Populasi yang diteliti adalah pengguna atau pembeli dari produk Natural Honey di Kota Batam yang tidak diketahui secara pasti jumlahnya. Penentuan sampel dilakukan dengan menggunakan rumus Jacob Cohen yang menghasilkan sebanyak 204 responden ditarik didasari purposive sampling. Temuan analisis regresi linier berganda “word of mouth” berpengaruh terhadap keputusan pembelian sebesar 32%. brand awareness berpengaruh terhadap keputusan pembelian sebesar 27,6% brand image berpengaruh sebesar 40,4%.terhadap keputusan pembelian. Analisis koefisien determinasi (R2) menunjukkan bahwa variasi variabeel (Y) dapat dijelaskan oleh kombinasi word of mouth (X1), brand awareness (X2), dan brand image (X3) sebesar 59,6%. Hasil uji t dan uji f menunjukkan bahwa word of mouth (X1), brand awareness (X2), dan brand image (X3) mempunyai pengaruh positif dan signifikan baik secara parsial maupun simultan.
Keywords: Word of Mouth, Brand Awareness, Brand Image, Keputusan Pembelian
ANALISIS PENGAKUAN PENDAPATAN DAN BEBAN PADA PT. BANK PEREKONOMIAN RAKYAT SEJAHTERA BATAM
Full text linkRural Banks (Bank Perekonomian Rakyat) are a type of financial institution that operates within Indonesia’s banking sector. This study was conducted to analyze the income statement of PT Bank Perekonomian Rakyat Sejahtera Batam over the past five years, as well as to examine the process of revenue and expense recognition. The research employs a descriptive qualitative approach. The objective is to identify and understand revenue and expense recognition in the bank’s operational activities and to explore various challenges associated with this recognition process. The findings of this study may influence corporate decision-making and are expected to provide valuable insights for readers
PENGARUH BRAND TRUST, BRAND AWARENESS DAN CUSTOMER REVIEW TERHADAP KEPUTUSAN PEMBELIAN PADA LAZADA DI KOTA BATAM.
Full text linkThis study aims to determine Brand Trust, Brand Awareness and Customer Review on Purchasing Decisions on Lazada in Batam City. This study used quantitative techniques. The sampling technique used the lemeshow formula totaling 100 respondents with Purposive Sampling technique. Data collection was done by distributing questionnaires via Google Form. Descriptive statistical tests, data quality tests, classical assumption tests, influence tests, and hypothesis tests were carried out using the SPSS 29 program. The results of multiple linear analysis on the Brand Trust variable have an influence on Purchasing Decisions. The Brand Awareness variable has an influence on Purchasing Decisions. and the Customer Review variable has an influence on Purchasing Decisions. The coefficient of determination (R2) shows that Brand Trust, Brand Awareness, and Customer Review together can explain Purchasing Decisions. The t-test shows that Brand Trust, Brand Awareness, and Customer Reviews have an influence on Purchasing DecisionsThis study aims to determine Brand Trust, Brand Awareness and Customer Review on Purchasing Decisions on Lazada in Batam City. This study used quantitative techniques. The sampling technique used the lemeshow formula totaling 100 respondents with Purposive Sampling technique. Data collection was done by distributing questionnaires via Google Form. Descriptive statistical tests, data quality tests, classical assumption tests, influence tests, and hypothesis tests were carried out using the SPSS 29 program. The results of multiple linear analysis on the Brand Trust variable have an influence on Purchasing Decisions. The Brand Awareness variable has an influence on Purchasing Decisions. and the Customer Review variable has an influence on Purchasing Decisions. The coefficient of determination (R2) shows that Brand Trust, Brand Awareness, and Customer Review together can explain Purchasing Decisions. The t-test shows that Brand Trust, Brand Awareness, and Customer Reviews have an influence on Purchasing Decisions
Transformasi Signifikan Literasi AI Siswa SMK melalui Pendekatan Pelatihan Berbasis Praktik
No full textPerkembangan kecerdasan buatan (Artificial Intelligence/AI) menuntut siswa sekolah menengah kejuruan (SMK) memiliki literasi teknologi yang memadai agar siap menghadapi dunia kerja di era digital. Namun, pemanfaatan AI dalam pembelajaran masih belum optimal dan keterampilan siswa dalam menggunakan tools AI relatif terbatas. Kegiatan Pengabdian kepada Masyarakat (PKM) ini bertujuan meningkatkan literasi teknologi berbasis AI sebagai pendukung belajar siswa SMKN 1 Jabon melalui pelatihan berbasis praktik. Metode pelaksanaan menggunakan desain pre-survey dan post-survey dengan pendekatan hands-on workshop selama enam sesi pelatihan, melibatkan siswa kelas XI jurusan Desain Komunikasi Visual. Pelatihan mencakup penggunaan berbagai tools AI seperti ChatGPT, Suno AI, NotebookLM, dan Nano Banana. Hasil kegiatan menunjukkan adanya peningkatan pemahaman siswa terhadap konsep dan penggunaan tools AI, meningkatnya kepercayaan diri dalam memanfaatkan teknologi, serta persepsi positif terhadap AI sebagai pendukung pembelajaran. Program ini efektif dalam memperkuat literasi AI siswa SMK.Perkembangan kecerdasan buatan (Artificial Intelligence/AI) menuntut siswa sekolah menengah kejuruan (SMK) memiliki literasi teknologi yang memadai agar siap menghadapi dunia kerja di era digital. Namun, pemanfaatan AI dalam pembelajaran masih belum optimal dan keterampilan siswa dalam menggunakan toolsAI relatif terbatas. Kegiatan Pengabdian kepada Masyarakat (PKM) ini bertujuan meningkatkan literasi teknologi berbasis AI sebagai pendukung belajar siswa SMKN 1 Jabon melalui pelatihan berbasis praktik. Metode pelaksanaan menggunakan desain pre-survey dan post-survey dengan pendekatan hands-on workshop selama enam sesi pelatihan, melibatkan siswa kelas XI jurusan Desain Komunikasi Visual. Pelatihan mencakup penggunaan berbagai tools AI seperti ChatGPT, Suno AI, NotebookLM, dan Nano Banana. Hasil kegiatan menunjukkan adanya peningkatan pemahaman siswa terhadap konsep dan penggunaan tools AI, meningkatnya kepercayaan diri dalam memanfaatkan teknologi, serta persepsi positif terhadap AI sebagai pendukung pembelajaran. Program ini efektif dalam memperkuat literasi AI siswa SMK
Subordinasi Perempuan dalam Budaya Patriarki Pada Film Kim Jiyoung, Born 1982 (2019)
No full textWomens subordination remains a form of gender inequality’s that is structural in nature and deeply rooted in patriarchal culture. This form of subordination occurs not only in everyday social life but is also represented through various media, including film. The film Kim Jiyoung, Born 1982 (2019) portrays the life experiences of South Korean women who face gender inequality across different spheres of life. This study aims to analyze how women’s subordination within patriarchal culture is represented through scenes and narratives in the film. The research employs a qualitative method using Charles Sanders Peirce’s semiotic approach. The research data consist of scenes, dialogues, and visual elements in the film, which are analyzed using the concepts of representamen, object, and interpretant. The analysis is further reinforced by Sylvia Walby’s theory of patriarchy to identify structural forms of women’s subordination and Stuart Hall’s theory of representation to understand the process of meaning construction in media. The findings reveal that women’s subordination is systematically represented in the domestic sphere, education, employment, and public space. Women are portrayed as experiencing role limitations, domestication, unequal access to opportunities, and marginalization in decision-making processes. These representations illustrate how patriarchal ideology operates subtly through social norms, power relations, and cultural practices that are normalized within society. This study concludes that Kim Jiyoung, Born 1982 functions not only as a reflection of social reality but also as a medium that constructs, reinforces, and critiques patriarchal structures that position women in subordinate roles within social life
ANALISIS PENGARUH PENGELOLAAN KEUANGAN, PENGGUNAAN FINTECH DAN LITERASI KEUANGAN TERHADAP KINERJA USAHA
Full text linkThis study aims to analyze the effect of financial management, the use of fintech, and financial literacy on business performance in MSMEs in Batu Aji District, Batam City. The background of this research is based on the strategic role of MSMEs in the national economy, but they still face various obstacles in financial management, utilization of financial technology, and low levels of financial literacy. This research uses a quantitative method with a sample size of 131 respondents taken using the Slovin formula. Data were collected through questionnaires and analyzed using multiple linear regression. The results showed that partially, financial management, use of fintech, and financial literacy had a positive and significant effect on business performance. Simultaneously, these three independent variables also have a significant effect on MSME business performance. These findings indicate the importance of improving financial management skills, fintech utilization, and financial literacy in improving the competitiveness and sustainability of MSME businesses in Batu Aji sub-district
Strategi Komunikasi Pemasaran Digital dalam Meningkatkan Brand Awareness Hotel AP Premier Batam Pasca Rebranding
No full textThe increasingly competitive hotel industry in Batam City prompted AP Premier Batam Hotel, formerly Travelodge Batam, to undertake a rebranding initiative in 2023 to strengthen its brand image and market competitiveness. This study examines the digital marketing communication strategy implemented through Instagram to enhance brand awareness after rebranding, as well as the supporting and inhibiting factors influencing its implementation. Using a qualitative descriptive approach, data were collected through interviews, observation, and documentation involving parties responsible for managing the hotel’s digital marketing activities. The analysis was conducted by relating the findings to the concepts of digital marketing communication, New Media theory, brand awareness, and the AISAS model (Attention, Interest, Search, Action, and Share). The results show that the Instagram-based digital marketing strategy focuses on consistent visual content, optimization of platform features such as Feeds, Stories, and Reels, and active audience engagement, which contributes to increased brand awareness, particularly at the brand recognition level. Supporting factors include content quality, audience engagement, and effective use of Instagram analytics, while inhibiting factors consist of limited resources, algorithm changes, and intense competition on social media.
 
Analisis Keterbukaan Diri Dalam Komunikasi Interpersonal Antara Santriwati Dan Ustadzah Dalam Pembentukan Karakter Santri Di Pondok Pesantren Modern Daarul Arqom Tulung
No full textAbstract
Interpersonal communication plays an important role in the character building process of students at the Daarul Arqom Modern Islamic School in Tulung which occurs through the relationship between teachers and students. The approach used is a case study with descriptive qualitative analysis. Data processing follows the guideliness of Miles and Hubermans’s 1994 Interactive Analysis Model. The steps in this model include observation, interviews, and documentation. Several factors, including the psychological characteristics and personalities of students, hierarchical rules in Islamic Boarding school, snd limited time, contribute to the low level of self disclosure among these students According to Altman and Taylor’s Social Penetration Theory (1973), which describes how relationships develop through stags of self- disclosure, interpersonal communication generally takes place in a formal manner and does not touch on emotional aspects. The success of this program depend on the mental readiness of the students snd the empathy skills of the teacher. However, the SEMEDI (One Night at the Ma’had) program initiative actually creates opportunities to build closer relationships. In order to optimize student character development, this study emphasizes the need to strengrhen a dialogical and supportive communication strategy approach
Keywords: : Interpersonal Communication, Self-Disclosure, Students and Female Teacher
PENGARUH BRAND IMAGE, BRAND AWARENESS, DAN PERCEIVED QUALITY TERHADAP KEPUTUSAN PEMBELIAN PRODUK CIPTADENT DI KOTA BATAM
Full text linkIn everyday life, people are expected to pay attention to their health and appearance, especially their dental and oral health. This study aims to determine the influence of brand image, brand awareness, and perceived quality on purchase decision for Ciptadent products in Batam City. Using quantitative methods, this study sampled 385 respondents with purposive sampling, with the criteria of people who have purchased Ciptadent products. The data collection was carried out by distributing questionnaires accessed through Google Forms. Data analysis includes validity test, reliability test, classical assumption test including normality tests, multicollinearity test and heteroscedasticity test, as well as multiple linear regression test, determinant coefficient analysis, t-test, and F-test. The results of the study indicate that each variable, such as brand image, brand awareness, and perceived quality, has a partial effect on purchase decision, and they also simultaneously influence purchase decision.Dalam kehidupan sehari-hari, masyarakat diharapkan memperhatikan kesehatan dan penampilannya, terutama kesehatan gigi dan mulut. Penelitian ini bertujuan untuk mengetahui pengaruh brand image, brand awareness dan perceived quality terhadap keputusan pembelian produk Ciptadent di Kota Batam. Menggunakan metode kuantitatif, penelitian ini mengambil sampel sebanyak 385 responden secara purposive sampling, dengan kriteria masyarakat yang pernah membeli produk Ciptadent. Pengumpulan data dilakukan dengan menyebarkan kuesioner yang diakses melalui Google Forms. Analisis data meliputi uji validitas, uji reliabilitas, uji asumsi klasik meliputi uji normalitas, uji multikolinearitas dan uji heteroskedastisitas, serta uji regresi linier berganda, analisis koefisien determinan, uji-t, dan uji-F. Hasil penelitian menunjukkan bahwa masing-masing variabel yaitu brand image, brand awareness dan perceived quality berpengaruh secara parsial terhadap keputusan pembelian, dan secara simultan berpengaruh juga terhadap keputusan pembelian
PENGARUH KUALITAS PRODUK, BRAND IMAGE DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PRODUK PADA YEO'S GREEN TEA DI KOTA BATAMm.
Full text linkIn a highly competitive business world, marketing management is one of the key aspects that determines the success of a company. Marketing management encompasses various activities aimed at understanding and fulfilling consumer needs and desires. This process involves creating, communicating, and delivering value to consumers through products or services offered by the company. This study aims to determine the effect of product quality, brand image, and promotion on purchasing decisions. The method used in this study is a quantitative method with data collection through a questionnaire. The results show that hypothesis testing was carried out with the aim of providing an overview of the relationship between each independent variable, namely product quality, brand image, and promotion, affecting the dependent variable, namely purchasing decisions. The results show that product quality, brand image, and promotion have a positive and significant influence, both partially and simultaneously, on purchasing decisions for Yeo's Green Tea products in Batam CityDalam dunia bisnis yang sangat kompetitif, manajemen pemasaran merupakan salah satu aspek kunci yang menentukan keberhasilan suatu perusahaan. Manajemen pemasaran mencakup berbagai kegiatan yang bertujuan untuk memahami dan memenuhi kebutuhan serta keinginan konsumen. Proses ini melibatkan penciptaan, pengomunikasian, dan penyampaian nilai kepada konsumen melalui produk atau jasa yang ditawarkan oleh perusahaan. Penelitian ini bertujuan untuk mengetahui pengaruh kualitas produk, citra merek, dan promosi terhadap keputusan pembelian. Metode yang digunakan dalam penelitian ini adalah metode kuantitatif dengan pengumpulan data melalui kuesioner. Hasil penelitian menunjukkan bahwa pengujian hipotesis dilakukan dengan tujuan untuk memberikan gambaran tentang hubungan antara masing-masing variabel bebas yaitu kualitas produk, citra merek, dan promosi, terhadap variabel terikat yaitu keputusan pembelian. Hasil penelitian menunjukkan bahwa kualitas produk, citra merek, dan promosi memiliki pengaruh positif dan signifikan baik secara parsial maupun simultan terhadap keputusan pembelian produk Teh Hijau Yeo's di Kota Batam