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All Journal International Journal of Economics, Business and Accounting Research (IJEBAR) Bandung Conference Series: Business and Management MIMBAR : Jurnal Sosial dan Pembangunan
Nindya Saraswati
UNIVERSITAS ISLAM BANDUNG
Economics, Econometrics & Finance Education Environmental Science Social Sciences Other

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Pengaruh Advertising, Brand Ambassador dan Product Bundling terhadap Purchase Decision pada Produk Scarlett Whitening Ayu Fauziah Rahmat; Dedy Ansari Harahap; Nindya Saraswati
Bandung Conference Series: Business and Management Vol. 3 No. 2 (2023): Bandung Conference Series Business and Management
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcsbm.v3i2.8010

Abstract

Abstract. As competition in the skincare and bodycare business grows, many companies are taking advantage of opportunities to create new changes for their business including the role of Advertising, Brand Ambassador, and Product Bundling which influence consumers to make purchases. This research aims to find out how the description and influence of advertising, brand ambassador and product bundling on purchase decision on Scarlett Whitening product. This research is a type of descriptive research with quantitative methods. The sampling technique was used nonprobability sampling, namely purposive sampling. The population in this research were college students in the city of Bandung, namely users or knowing Scarlett Whitening products and a sample of 225 people were obtained. Furthermore, the data analysis was used descriptive and statistical analysis by using multiple linear regression analysis, F-test, t-test and the coefficient of determination. The results of this research indicated that advertising partially had a positive and significant effect on purchase decision, brand ambassadors partially had a positive and significant effect on purchase decision, product bundling partially had a positive and Wsignificant effect on purchase decision. Then simultaneously advertising, brand ambassadors, and product bundling have had a positive and significant effect on purchase decisions. Abstrak. Seiring berkembangnya persaingan bisnis perawatan kulit (skincare) dan tubuh (body care), perusahaan memanfaatkan peluang untuk menciptakan perubahan baru untuk bisnisnya diantaranya dengan peran Advertising, Brand Ambassador, dan Product Bundling yang mempengaruhi konsumen untuk melakukan pembelian. Penelitian ini bertujuan untuk mengetahui bagaimana gambaran serta pengaruh advertising, brand ambassador dan product bundling terhadap purchase decision pada produk Scarlett Whitening. Penelitian ini merupakan jenis penelitian deskriptif dengan metode kuantitatif. Teknik sampling yang digunakan adalah nonprobability sampling yaitu purposive sampling. Populasi pada penelitian ini adalah mahasiswa/i di Kota Bandung yaitu pengguna atau mengetahui produk Scarlett Whitening dan didapatkan sampel sebanyak 225 orang. Selanjutnya, analisis data yang digunakan adalah analisis deskriptif dan statistik yaitu dengan menggunakan analisis regresi linier berganda, uji F, uji t dan koefisien determinasi. Hasil penelitian ini menunjukkan bahwa advertising secara parsial berpengaruh positif dan signifikan terhadap purchase decision, brand ambassador secara parsial berpengaruh positif dan signifikan terhadap purchase decision, product bundling secara parsial berpengaruh positif dan signifikan terhadap purchase decision. Lalu secara simultan advertising, brand ambassador, dan product bundling berpengaruh positif dan signifikan terhadap purchase decision.
Pengaruh Celebrity Endorser dan Citra Merek terhadap Keputusan Pembelian pada Kosmetik Skincare Merek Azarine Kharisma Febriyanti; Ratih Tresnati; Nindya Saraswati
Bandung Conference Series: Business and Management Vol. 3 No. 2 (2023): Bandung Conference Series Business and Management
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcsbm.v3i2.9436

Abstract

Abstract. This study aims to determine Celebrity endorser and Brand Image on Azarine Brand Skincare Cosmetics in Bandung City and to find out respondents' responses regarding Celebrity endorser and Brand Image and to find out how much influence Celebrity endorser and Brand Image have on Purchasing Decisions on Azarine Brand Skincare Cosmetics in Bandung City. This type of research uses descriptive and verification methods, uses a quantitative approach by operating the calculations using the IBM SPSS V26 program and the sampling technique uses probability sampling to be precise using simple random sampling. Then get a sample of 100 people from the existing population. The population in this study were consumers who had purchased Azarine Brand Skincare Cosmetics. The data analysis method in this study uses multiple linear regression analysis with the aim of knowing the direction of the relationship between the Celebrity endorser (X1) and Brand Image (X2) variables with the Purchase Decision variable (Y). Thus the result is that the Celebrity endorser variable partially has a significant effect on Purchasing Decisions. Then Brand Image partially has a significant effect on Purchasing Decisions. As well as the Celebrity endorser and Brand Image variables simultaneously have a significant effect on the Purchase Decision of Azarine Skincare Brand Cosmetics in the City of Bandung. Abstrak. Penelitian ini bertujuan untuk mengetahui Celebrity endorser dan Citra Merek pada Kosmetik Skincare Merek Azarine di Kota Bandung dan untuk mengetahui tanggapan responden mengenai Celebrity endorser dan Citra Merek serta mencari seberapa pengaruh antara Celebrity endorser dan Citra Merek terhadap Keputusan Pembelian pada Kosmetik Skincare Merek Azarine di Kota Bandung. Jenis penelitian ini menggunakan metode deskriptif dan verifikatif, dengan menggunakan pendekatan kuantitatif dengan mengoperasikan perhitungannya menggunakan program IBM SPSS V26 dan teknik penarikan sampel menggunakan probability sampling tepatnya menggunakan simple random sampling. Kemudian di dapat sampel sebanyak 100 orang dari populasi yang ada. Populasi dalam penelitian ini adalah konsumen yang pernah melakukan pembelian Kosmetik Skincare Merek Azarine. Metode analisis data dalam penelitian ini menggunakan analisis regresi linier berganda dengan tujuan untuk mengetahui arah hubungan antara variabel Celebrity endorser (X1) dan Citra Merek (X2) dengan variabel Keputusan Pembelian (Y). Dengan demikian didapat hasil bahwa variabel Celebrity endorser secara parsial berpengaruh signifikan terhadap Keputusan Pembelian. Kemudian Citra Merek secara parsial berpengaruh signifikan terhadap Keputusan Pembelian. Serta variabel Celebrity endorser dan Citra Merek secara simultan berpengaruh signifikan terhadap Keputusan Pembelian Kosmetik Skincare Merek Azarine di Kota Bandung.
The Effect Fears of Missing Out (Fomo) on Women Muslims Consumer Rezi Muhamad Taufik Permana; Eka Tresna Gumelar; Nindya Saraswati
MIMBAR : Jurnal Sosial dan Pembangunan Volume 39, No. 2, (Desember 2023) [Accredited Sinta 3] No 79/E/KPT/2023
Publisher : UPT Publikasi Ilmiah (Universitas Islam Bandung)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/mimbar.v39i2.2964

Abstract

The phenomenon of fear of missing out (FoMO) among the current generation Z has become a quite unique phenomenon from the perspective of consumer behavior. The FoMO phenomenon of cosmetic products is very interesting to see what factors can influence this. the emergence of FoMO behavior that has an impact on consumer behavior. This study uses a quantitative approach with non-probability sampling techniques because researchers do not know for sure the actual number of the study population. Purposive sampling was used in sampling in this research where respondent criteria were required to achieve the objectives of this research. Meanwhile, data analysis on this research uses structural equation modeling with SmartPLS software. The results show that the factors that influence FoMO arise significantly from the influence of Influencer Marketing and Social Media Marketing, where FoMO has a positive effect on changes in consumer behavior
SUSTAINABILITY MARKETING MIX ON PURCHASE DECISION THROUGH CONSUMER’S GREEN ATTITUDE AS THE MODERATING VARIABLE Nindya Saraswati; Aditia Wirayudha
International Journal of Economics, Business and Accounting Research (IJEBAR) Vol 6, No 3 (2022): IJEBAR, Vol. 6 Issue 3, September 2022
Publisher : LPPM ITB AAS INDONESIA (d.h STIE AAS Surakarta)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/ijebar.v6i3.6354

Abstract

Today, the importance of sustainability is increasing as environmental issues have become a concern for both businesses and consumers. Companies must swiftly comprehend the idea of sustainability and begin to assess themselves as businesses need to make a profit to survive, but to be sustainable, they need to balance the other two priorities, namely people and the planet. Hence, the idea of sustainable marketing has emerged. It focuses on the need to practice sustainability as well as to meet the needs, without harming future generations, by having green movement as core business goals. This study aims to identify the influence of sustainability marketing mix in purchasing decisions towards green personal care products, The Body Shop, in the Indonesian context and to reveal the role of consumer’s green attitudes as moderating variable. This is a quantitative research. Meanwhile, the data analysis technique consists of testing the validity and reliability, simple linear regression, hypothesis testing and moderated regression analysis. The findings show that the sustainability marketing mix has a positive and significant effect on purchasing decisions for green products in Indonesia, moderated by consumer’s green attitude.
Co-Authors Aditia Wirayudha Ayu Fauziah Rahmat Dedy Ansari Harahap Eka Tresna Gumelar Kharisma Febriyanti Ratih Tresnati Rezi Muhamad Taufik Permana