Browsing by Author "Setiawan, Alfan Fathan"

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    THE INFLUENCE OF DIGITAL MARKETING, BRAND IMAGE, AND BRAND AWARENESS ON THE INTEREST IN USING BUKALAPAK APP
    (Solid State Technology, 2020) Sukma, Andhi; Abdiawan, Afi; Setiawan, Alfan Fathan; Rivaldy, Gerry; Nabhan, Restu Fauzan
    Data from iPrice Group shows that the average monthly visitor of Bukalapak decreased from 116 million in 2018 to 37.63 million visitors at the beginning of 2020. Some of the factors that influence are brand awareness, digital marketing, and brand image. The research aims to quantify these factors to determine their influence on the interest in the use of Bukalapak application. The method used is a survey method that is carried out by distributing intervalscale questionnaires. The questionnaire was filled out by 100 respondents from various circles who are users of e-commerce applications. The collected data were analyzed using verificative and descriptive analysis methods, with the help of SPSS 20. Based on verificative analysis obtained the value of the coefficient of determination from brand awareness, digital marketing, and brand image Bukalapak is 61.9%. The figure indicates brand awareness, digital marketing, and brand image significantly influence the interest in using the app.
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    THE INFLUENCE OF DIGITAL MARKETING, BRAND IMAGE, AND BRAND AWARENESS ON THE INTEREST IN USING BUKALAPAK APP
    (Solid State Technology Volume: 63 Issue: 4, 2020) Sukma, Andhi; Abdiawan, Afi; Setiawan, Alfan Fathan; Rivaldy, Gerry; Nabhan, Restu Fauzan
    Data from iPrice Group shows that the average monthly visitor of Bukalapak decreased from 116 million in 2018 to 37.63 million visitors at the beginning of 2020. Some of the factors that influence are brand awareness, digital marketing, and brand image. The research aims to quantify these factors to determine their influence on the interest in the use of Bukalapak application. The method used is a survey method that is carried out by distributing intervalscale questionnaires. The questionnaire was filled out by 100 respondents from various circles who are users of e-commerce applications. The collected data were analyzed using verificative and descriptive analysis methods, with the help of SPSS 20. Based on verificative analysis obtained the value of the coefficient of determination from brand awareness, digital marketing, and brand image Bukalapak is 61.9%. The figure indicates brand awareness, digital marketing, and brand image significantly influence the interest in using the app.
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    THE INFLUENCE OF DIGITAL MARKETING, BRAND IMAGE, AND BRAND AWARENESS ON THE INTEREST IN USING BUKALAPAK APP
    (Solid State Technology, 2020) Sukma, Andhi; Abdiawan, Afi; Setiawan, Alfan Fathan; Rivaldy, Gerry; Nabhan, Restu Fauzan
    Data from iPrice Group shows that the average monthly visitor of Bukalapak decreased from 116 million in 2018 to 37.63 million visitors at the beginning of 2020. Some of the factors that influence are brand awareness, digital marketing, and brand image. The research aims to quantify these factors to determine their influence on the interest in the use of Bukalapak application. The method used is a survey method that is carried out by distributing intervalscale questionnaires. The questionnaire was filled out by 100 respondents from various circles who are users of e-commerce applications. The collected data were analyzed using verificative and descriptive analysis methods, with the help of SPSS 20. Based on verificative analysis obtained the value of the coefficient of determination from brand awareness, digital marketing, and brand image Bukalapak is 61.9%. The figure indicates brand awareness, digital marketing, and brand image significantly influence the interest in using the app.
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    PENGARUH PEMASARAN DIGITAL, CITRA MEREK DAN KESADARAN MEREK PADA MINAT PENGGUNAAN APLIKASI BUKALAPAK
    (Program Studi Manejemen S1, Universitas Widyatama, 2021) Abdiawan, Afi; Setiawan, Alfan Fathan; Nugraha, Gerry Rivaldy; Nabhan, Restu Fauzan
    Data dari iPrice Group menunjukkan rata rata pengunjung bulanan Bukalapak mengalami penurunan dari 116 juta di tahun 2018 menjadi 37,63 juta pengunjung di awal tahun 2020. Beberapa faktor yang mempengaruhi adalah: brand awareness, digital marketing, dan brand image. Penelitian bertujuan untuk mengkuantifikasi faktor-faktor tersebut untuk mengetahui pengaruhnya terhadap minat penggunaan aplikasi Bukalapak. Metode yang digunakan adalah metode survey yang dilakukan dengan menyebar kuesioner berskala interval. Kuesioner tersebut diisi oleh 100 responden dari berbagai kalangan yang merupakan pengguna aplikasi e-commerce. Data yang terkumpul dianalisis menggunakan metode analisis verifikatif dan deskriptif, dengan bantuan SPSS 20. Berdasarkan analisis verifikatif didapatkan nilai koefisien determinasi dari: brand awareness, digital marketing, dan brand image Bukalapak adalah 61,9%. Angka tersebut mengindikasikan brand awareness, digital marketing, dan brand image mempengaruhi minat penggunaan aplikasi secara signifikan.