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All Journal Formosa Journal of Applied Sciences (FJAS) Simangunsong Journal of Business Administration, Management, Economic and Accounting
Feby Aulia Safrin
Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Sumatera Utara
Religion Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Industrial & Manufacturing Engineering Social Sciences

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THE EFFECT OF REFERENCE GROUP AND PERCEIVED PRICE ON BRAND SWITCHING E-COMMERCE SHOPEE IN MEDAN Natria R. A. Purba; Feby Aulia Safrin
Simangunsong : Journal of Business Administration, Management, Economic And Accounting Vol. 1 No. 02 (2023): Simangunsong Journal of Business Administration, Management, Economic and Acco
Publisher : Cattleya Darmaya Fortuna

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54209/simangunsong.v1i02.11

Abstract

ABSTRACT Every e-commerce in Indonesia creates innovations and shopping promos that can attract consumers to use their platform. They also offers a lot of similar goods which makes consumers more selective in choosing the goods they want to buy and are vulnerable to brand switching behavior in product purchases. This study aims to determine how the influence of reference groups and price perceptions on brand switching to Shopee e-commerce in Medan, either partially or simultaneously. The type of research is quantitative research with an associative approach. The sampling technique is purposive sampling which collects 100 respondents. The data analysis technique used is validity test, reliability test, classical assumption test, multiple linear regression test, T test, F test and coefficient of determination test. The results showed that the reference group and the perceived price had a positive and significant effect on brand switching e-commerce Shopee's partially and simultaneously. The correlation coefficient value is 0.657 which shows a direct correlation between reference group, perceived price to brand switching. The value of R Square is 0.432, means that reference group and perceived price simultaneously have an effect of 43.2% on brand switching, while the effect on other variables not examined in this study.
The Influence of Self-Efficacy and Tolerance for Risk on the Interest in Entrepreneurship of Students of the in Medan City Sasmita Angreini Marpaung; Feby Aulia Safrin
Formosa Journal of Applied Sciences Vol. 3 No. 3 (2024): March 2024
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/fjas.v3i3.8213

Abstract

Self-Efficacy and Tolerance for Risk are important factors that influence students' excellence in business ventures. This research aims to partially and simultaneously measure the influence of SeIf-Efficacy and ToIerance for Risk on students' entrepreneurial interest in the city of Medan. This research uses a form of quantitative research with an associative approach. The research results were obtained based on several tests, namely validity and reliability tests, classical assumption tests, multiple linear regression analysis, and hypothesis tests processed with IBM SPSS V.26. The results of this research are that partially and simultaneously the variables Self-Efficacy and Tolerance for Risk have a positive and significant influence on students' entrepreneurial interest in the city of Medan.
Co-Authors Natria R. A. Purba Sasmita Angreini Marpaung