Article Per Year (5 Year)
p-Index From 2019 - 2024
0.408
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This Author published in this journals
All Journal International Journal of Economics, Business and Innovation Research
Eko Nurhadi
Program Studi Agribisnis, Fakultas Pertanian, UPN “Veteran” Jawa Timur
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Consumer Perception of Product Quality, Price, Brand and Celebrity Endorser in Making Decisions to Purchase “EsTeh Indonesia” Rima Shobiroh; Nuriah Yuliati; Eko Nurhadi
International Journal of Economics, Business and Innovation Research Vol. 3 No. 04 (2024): July, International Journal of Economics, Business and Innovation Research (IJ
Publisher : Cita konsultindo

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Abstract

This research investigates how Indonesian consumers decide to purchase EsTeh Indonesia beverages. It focuses on four factors: product quality, price, brand image, and the influence of celebrity endorsements. The study employs a combination of descriptive analysis and Structural Equation Modeling (SEM) to understand how these factors relate to buying decisions. The results reveal that consumers prefer to buy EsTeh Indonesia at physical outlets due to the inviting atmosphere and convenience. More importantly, the study finds that both product quality and price significantly influence purchasing decisions. Brand image also has a positive impact, but interestingly, celebrity endorsements have no significant effect. Overall, the research model demonstrates a good fit and provides strong evidence for the importance of product quality and price in driving consumer choices. This offers valuable insights for EsTeh Indonesia to strengthen its market position and build a loyal customer base by focusing on these key factors.
E-Marketplace Adoption of MSMEs Agro-Industry Fishery Products in Kalanganyar Village, Sidoarjo: a UTAUT Model Approach Alivia Firda Halimatul Jannah; Eko Nurhadi; Prasmita Dian Wijayati
International Journal of Economics, Business and Innovation Research Vol. 3 No. 04 (2024): July, International Journal of Economics, Business and Innovation Research (IJ
Publisher : Cita konsultindo

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

This study analyzes the factors influencing the adoption of e-marketplace by fishery product agro-industry MSMEs in Kalanganyar Village using the UTAUT (Unified Theory of Acceptance and Use of Technology) model. The research method used is Structural Equation Modeling with a Partial Least Square (SEM-PLS) approach, involving observations and interviews with 50 MSMEs. The results showed that Effort Expectancy and Social Influence had a positive and significant effect on Behavioral Intention, while Performance Expectancy had no significant effect. Facilitating Conditions have a positive and significant effect on e-marketplace adoption, but Behavioral Intention has no significant effect on adoption. The R-Square value shows that the variables studied affect 31.4% of Behavioral Intention and 47% of adoption. The Predictive Relevance (Q²) value of 0.6364 indicates a fairly good model. This study emphasizes the importance of the availability of information, assistance, and training to improve the utilization of e-marketplaces by MSMEs, especially for housewives who have difficulty understanding technology.
Co-Authors Alivia Firda Halimatul Jannah Nuriah Yuliati Prasmita Dian Wijayati Rima Shobiroh