https://ijabo.a3i.or.id/index.php/ijabo/issue/feed 2025-04-09T14:25:11+00:00 Prof. Dr. Harmon Chaniago, M.Si muhammadharmon@gmail.com Open Journal Systems <p>Contains scientific papers on management, including:</p> <p>Business administration, organization behavior, marketing, retail, small business, finance, entrepreneurship, human resource management, public administration, education administration, public policy, and organization.</p> <p>E-ISSN:&nbsp;2721-5652</p> https://ijabo.a3i.or.id/index.php/ijabo/article/view/289 2025-04-09T14:25:11+00:00 Anisa Samrotul Fu'adah anisa.samrotul.abs420@polban.ac.id

<p>The purpose of this research is to find out and analyze how social media marketing can influence or not influence online purchase decisions made by shopee consumers to students in the city of Bandung. Data collection was obtained by distributing questionnaires online via the Google Form link to 120 respondents. The data analysis technique used in this study is simple linear regression analysis. The results of this study indicate that social media marketing has a positive and significant effect on purchasing decisions. Social media marketing contributes 60.2% to purchasing decisions, while 39.8% is influenced by other variables.</p>

2025-04-09T14:25:11+00:00 Copyright (c) 2023 Anisa Samrotul Fu'adah https://ijabo.a3i.or.id/index.php/ijabo/article/view/288 2025-04-09T14:02:10+00:00 Lulu Hasna Luthfiani luluhasna55@gmail.com

<p><em>In this era of globalization, promoting product sales by using advertisements on social media is mostly done by business people. Based on this, the purpose of this study was to determine the effect of advertising from one of the social media, namely Youtube, on the purchase intention of Polban students. This study uses a quantitative approach and a descriptive survey. The data collection technique used by researchers here consists of two types of data, namely primary data taken from respondents' answers to the questionnaire and secondary data taken from literature studies. The analytical method used is to use research statistics in the form of a simple regression analysis regarding the influence of YouTube Advertisements (X) on the Purchase Intention (Y) of Polban students. The result of this analysis is that Youtube Advertisement (X) have an influence on Purchase Intention (Y) in amount of 54.8%.</em></p> <p><strong><em>Keywords</em></strong><em>: Advertising, Youtube, Purchase Intention</em></p>

2025-04-09T14:02:10+00:00 Copyright (c) 2023 Lulu Hasna Luthfiani https://ijabo.a3i.or.id/index.php/ijabo/article/view/290 2025-04-09T13:40:59+00:00 Ayun Anindita Rizqullah ayun.anindita.abs420@polban.ac.id

<p><em>The purpose of this study is to investigate the effect of Instagram feeds on the buying interest of students in the city of Bandung. This study uses a quantitative description method. Data collection was carried out by distributing questionnaires to students in the city of Bandung with a total of 110 respondents. The analytical method used is simple linear regression analysis with the aim of knowing the effect of the x variable (Instagram Feed) on the y variable (bandung city students). The results of this analysis are that the appearance of the Instagram feed has an influence of 66.6% on the buying interest of students in the city of Bandung</em></p>

2025-04-09T13:40:59+00:00 Copyright (c) 2023 Ayun Anindita Rizqullah https://ijabo.a3i.or.id/index.php/ijabo/article/view/287 2025-04-09T13:23:30+00:00 Irfan Azhar Pratama irfan.azhar.abs420@polban.ac.id

<p><em>The purpose of this study is to find the effect of promo vouchers on purchasing decisions on online food delivery services among Bandung City students. This research uses quantitative descriptive research. The data collection technique used a questionnaire with a total of 102 respondents. The analytical method used is simple linear regression analysis which aims to find the effect of variable x (promo vouchers) on variable y (purchasing decisions). The results of the analysis from each table are that the variable x (promo voucher) has an influence on the variable y (purchasing decision) of 57.4%. </em></p>

2025-04-09T13:23:30+00:00 Copyright (c) 2023 Irfan Azhar Pratama https://ijabo.a3i.or.id/index.php/ijabo/article/view/286 2025-04-08T15:50:02+00:00 Khaerany Aulia khaeranyaulia22@gmail.com

<p>The purpose of this study is to test and empirically prove the influence of an impulsive shopping lifestyle on students at the Bandung State Polytechnic, especially at Shopee. The object of this study was students of the Bandung State Polytechnic with a sample of 105 respondents. The methods used consist of validity tests, reliability tests, descriptive analysis, regression analysis, and correlation test analysis. Data collection is done by filling out a questionnaire on a google form. Shopping lifestyle has an influence of 19.8% on impulse purchases of Bandung State Polytechnic students. Meanwhile, the other 80.2% were influenced by other variables outside the study.he purpose of this study</p>

2025-04-08T15:15:25+00:00 Copyright (c) 2023 Khaerany Aulia