Perkembangan trend fashion yang semakin meningkat, menyebabkan kebutuhan manusia akan barang dan jasa pada bidang fashion semakin meningkat dan bervariasi. Para pelaku bisnis dituntut untuk menyediakan berbagai fashion yang menjadi selera konsumen. Dengan memerhatikan aspek shopping lifestyle dan fashion involvement para pelaku bisnis dapat menarik daya tarik konsumen dalam melakukan impulse buying behavior. Penelitian ini bertujuan untuk mengetahui shopping lifestyle dan fashion involvement terhadap impulse buying behavior pada masyarakat Kota Bandung. Pengambilan sampel dilakukan dengan teknik non-probability sampling dengan tipe sampling incidental yaitu teknik penentuan sampel berdasarkan kebetulan, yaitu siapa saja yang secara kebetulan bertemu dengan peneliti dengan jumlah responden sebanyak 400 responden. Teknik analisis yang digunakan yaitu analisis deskriptif dan analisis linear berganda.Berdasarkan hasil uji hipotesis secara parsial, shopping lifestyle dan fashion involvement terbukti berpengaruh secara signifikan terhadap impulse buying behavior, dan berdasarkan hasil uji hipotesis secara simultan shopping lifestyle dan fashion involvement berpengaruh secara simultan terhadap impulse buying behavior. Berdasarkan koefisien determinasi dapat disimpulkan bahwa besarnya pengaruh shopping lifestyle dan fashion involvement adalah sebesar 55,7%, sisanya sebesar 44,3% merupakan kontribusi dari variabel lain selain shopping lifestyle dan fashion involvement yang tidak diteliti dalam penelitian ini. Kata kunci: fashion involvement, impulse buying behavior, shopping lifestyle

Penelitian ini bertujuan untuk mengetahui pengaruh pengetahuan kewirausahaan, motivasi berwirausaha, dan lingkungan keluarga terhadap minat berwirausaha mahasiswa Fakultas Komunikasi dan Bisnis Universitas Telkom. Penelitian ini menggunakan metode kuantitatif dengan jenis penelitian deskriptif dan kausal. Teknik pengumpulan data dalam penelitian ini adalah teknik probability sampling dengan simple random sampling dengan jumlah sampel sebanyak 400 berupa kuesioner. Teknik analisis yang digunakan adalah analisis deskriptif dan analisis regresi linier berganda. Berdasarkan hasil penelitian dan pembahasan, variabel pengetahuan kewirausahaan, motivasi berwirausaha dan lingkungan keluarga termasuk dalam kategori sangat baik sebesar 42,7%.  

The purpose of this study is to analyze the customer perception of smartphone iPhone 12 in Bandung City on Product Quality and Product Price on Purchase Decisions partially and simultaneously. The method that is used in this study is descriptive quantitative method. Sampling was carried out using a non-probability sampling method with a purposive sampling sample. The sample of this research was iPhone 12 users who live in Bandung City, with a total of 100 respondents. The analysis data technique that was used in this research was multiple linear regression. Based on the results of the T-test in this research, product quality and price variable have a significant influence on purchasing decisions partially on iPhone 12 smartphone users in Bandung City. Furthermore, based on the results of the F-test in this study, product quality and product price variables have a significant influence on purchasing decisions simultaneously on iPhone 12 smartphone users in Bandung City. Therefore, based on the result of the coefficient determination, the R Square has a score of 0.696, which means that the independent variables, product quality and product price affect the purchasing decisions by 69.6% while the remaining 30.4% is the contribution of the influence of other variables outside this study.

This study was aimed to find out the effectiveness of Telkomsel SMS advertising using EPIC Model, and to find out the influence of SMS advertising to perception and purchasing interest partially and simultaneously. The method used was descriptive verification with purposive sampling technique. Then the data was analyzed using path analysis. The results showed that the effectiveness of Telkomsel SMS advertising using EPIC model has 3.58 EPIC rate. Meanwhile, the influence of SMS advertising to customer perception was 40.6%, customer perception to purchasing interest was 25.6%, and SMS advertising to purchasing interest of Telkomsel sim card users was 19.4%.

As the capital city, Jakarta has become a city of traffic jams due to its dense and productive population. Private motorbike or motorcycle taxi is an alternative choice to deal with traffic jams. Gojek appears and becomes a solution for complaints against conventional motorcycle taxis. Many companies, including Gojek, are competing to do promotions to attract the attention of consumers. Gojek uses storytelling marketing strategies in creating advertisements and content in their social media. This research was conducted to determine the effect of storytelling marketing (X) on purchasing decisions (Y) through brand equity (Z) as an intervening variable. The analysis technique in this study uses quantitative methods with the type of exploratory research. Non-probability used as sampling method with the type of purposive sampling. The population size in this study was unknown and the sample used was 100 respondents. Based on descriptive analysis of storytelling marketing variables (X), brand equity (Z) and purchasing decisions (Y) are in the good category. While the results of the PLS analysis found that storytelling marketing influences purchasing decisions through brand equity as an intervening variable

This study aims to determine the effect of Product Quality, Service Quality and Price on Interest in Buying Scarlett Whitening Skincare at the Scarlett Whitening Official Store at Shopee simultaneously and partially. Collecting data in this study through the distribution of questionnaires and using descriptive quantitative data analysis. Sampling was done by non-probability sampling method, namely by purposive sampling technique. The sample used in this study were consumers who had visited the Scarlett Whitening official store at Shopee, with a total of 100 respondents. The method of analysis in this study is multiple regression analysis test. Based on the results of the F test in this study, it shows that the variables of product quality, service quality and price have a simultaneous effect on buying interest skincare Whitening official store at Shopee by 79%. Furthermore, based on the t-test that product quality partially affects buying interest with a percentage of 33.9%, service quality partially affects buying interest with a percentage of 23% and price partially affects buying interest with a percentage of 22.1%.

There Warunk UpNormal uses a variety of promotional strategies, including through social media. Warung UpNormal target market is the millennial segment, which is the largest segment in Indonesia's current demographic structure. Therefore, through social media, Warunk UpNormal establishes intense marketing communication with its target market. The purpose of this paper is to examine the effects of social media marketing and electronic word of mouth on a purchase decision process in Warunk UpNormal. A quantitative research methodology was used for the purpose of this research, and the data were collected from 400 customers of Warunk UpNormal who have seen social media and read reviews provided by Warunk Upnormal. The study finds that customers responded positively to Warunk UpNormal social media content, and they have engagement with Warunk UpNormal through social media. Contrary to expectation, the findings showed that both social media marketing and electronic word of mouth has positives but insignificant effect on the purchase decision process. The finding of this study contributes to an understanding of the selected factors in affecting the customer decision process in Warunk UpNormal.

Setiap perusahaan membutuhkan sumber daya manusia yang mampu bertahan dan berperan aktif dalam mendukung keberhasilan suatu perusahaan. Oleh sebab itu, perusahaan membutuhkan karyawan yang memiliki tingkat kinerja yang tinggi untuk mengetahui berhasil tidaknya tujuan perusahaan. Harapan atas kinerja karyawan yang tinggi tak lepas juga dari bagaimana kondisi stres kerja karyawan seperti halnya pada PT. Bank Central Asia Tbk. Kantor Cabang Subang. Penelitian ini betujuan untuk mengetahui pengaruh stres kerja terhadap kinerja karyawan di   PT Bank Central Asia Tbk. Kantor Cabang Subang Variabel yang digunakan dalam penelitian ini yaitu stres kerja (X) dan kinerja karyawan (Y) Jenis penelitian ini adalah deskriptif dengan pendekatan kausal dan menggunakan metode kuantitatif, dengan 91 karyawan sebagain sampel jenuh. Pengambilan sampel dilakukan dengan metode non-probability sampling. Analisis data yang digunakan adalah analisis dekriptif dan analisis regresi linier sederhana. Berdasarkan hasil penelitian, dapat disimpulkan bahwa stres kerja berada pada kategori tinggi dan kinerja karyawan tergolong dalam kategori baik. Berdasarkan hasil koefisien determinasi bahwa pengaruh stress kerja terhadap kinerja karyawan adalah sebesar 46,3% sedangkan sisanya 53,7% dipengaruhi oleh faktor lain yang tidak diteliti dalam penelitian ini. Dan juga Uji t menunjukan bahwa stres kerja berpengaruh signifikan terhadap kinerja karyawan.