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All Journal Jurnal Penelitian Ekonomi Manajemen dan Bisnis Jurnal Riset Manajemen dan Ekonomi Journal Economic Excellence Ibnu Sina
RA Nurlinda
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Pengaruh Utilitarian Value, Hedonic Value, Citra Merek Terhadap Keputusan Pembelian Muhammad Alfiansyah; RA Nurlinda
JURNAL RISET MANAJEMEN DAN EKONOMI (JRIME) Vol. 1 No. 4 (2023): OKTOBER: JURNAL RISET MANAJEMEN DAN EKONOMI
Publisher : Institut Teknologi dan Bisnis (ITB) Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54066/jrime-itb.v1i4.798

Abstract

This study examines and analyzes the effect of utilitarian value, hedonic value, brand image simultaneously and partially on purchasing decisions. And knowing which variable is the most dominant in influencing purchasing decisions. The research approach used in this research is quantitative research. The criteria for selecting the sample in this study were those aged 17 and over who had bought and used a Charles & Keith bag for more than 1 year and were in the Greater Jakarta area. Questionnaires were collected as many as 165 respondents, the data was then processed using multiple linear regression method. Based on the results of the analysis it is known that the variables utilitarian value, hedonic value, brand image simultaneously have a positive effect on purchasing decisions. Partially the utilitarian value, hedonic value, brand image variables have a positive effect on purchasing decisions. Furthermore, the results show that the brand image variable is the most dominant variable influencing purchase decision.
Pengaruh Healthy Lifestyle Dan Brand Ambassador Terhadap Keputusan Pembelian Dengan Niat Beli Sebagai Variabel Mediasi Putri Mega Utami; RA Nurlinda
JURNAL RISET MANAJEMEN DAN EKONOMI (JRIME) Vol. 1 No. 4 (2023): OKTOBER: JURNAL RISET MANAJEMEN DAN EKONOMI
Publisher : Institut Teknologi dan Bisnis (ITB) Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54066/jrime-itb.v1i4.907

Abstract

This study examines the direct effect of healthy lifestyle and brand ambassadors on purchasing decisions with purchase intention as a mediating variable. Primary data was collected using the survey method by distributing questionnaires to respondents who know NCT Dream as a brand ambassador and have bought and consumed Lemonilo instant noodles. Questionnaires were collected as many as 160 respondents using purposive sampling method. Furthermore, the data is then processed by the method of path analysis, it shows that a healthy lifestyle has an effect on purchase intentions, but brand ambassadors have no effect on purchase intentions. Meanwhile, healthy lifestyle and brand ambassadors influence purchasing decisions. The results also show that a healthy lifestyle influences purchase decisions through purchase intention, but purchase intention does not become a mediating variable between brand ambassadors and purchase decisions. The results of this study are expected to provide input to Lemonilo companies to utilize marketing strategies to increase consumer purchase intentions, as well as offer various promotions that can increase purchasing decisions for Lemonilo instant noodles.
Pengaruh Healthy Lifestyle Dan Brand Ambassador Terhadap Keputusan Pembelian Dengan Niat Beli Sebagai Variabel Mediasi Putri Mega Utami; RA Nurlinda
Jurnal Penelitian Ekonomi Manajemen dan Bisnis Vol. 2 No. 4 (2023): November : Jurnal Penelitian Ekonomi Manajemen dan Bisnis
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jekombis.v2i4.2574

Abstract

This study examines the direct effect of healthy lifestyle and brand ambassadors on purchasing decisions with purchase intention as a mediating variable. Primary data was collected using the survey method by distributing questionnaires to respondents who know NCT Dream as a brand ambassador and have bought and consumed Lemonilo instant noodles. Questionnaires were collected as many as 160 respondents using purposive sampling method. Furthermore, the data is then processed by the method of path analysis, it shows that a healthy lifestyle has an effect on purchase intentions, but brand ambassadors have no effect on purchase intentions. Meanwhile, healthy lifestyle and brand ambassadors influence purchasing decisions. The results also show that a healthy lifestyle influences purchase decisions through purchase intention, but purchase intention does not become a mediating variable between brand ambassadors and purchase decisions. The results of this study are expected to provide input to Lemonilo companies to utilize marketing strategies to increase consumer purchase intentions, as well as offer various promotions that can increase purchasing decisions for Lemonilo instant noodles.
Pengaruh Kualitas Produk dan Sosial Media Marketing terhadap Keputusan Pembelian Melalui Kepercayaan Merek pada J.Co Donut’s & Coffee di Jabodetabek Sintia Ratnaningsih; Ra Nurlinda
Journal Economic Excellence Ibnu Sina Vol. 2 No. 2 (2024): Juni : Journal Economic Excellence Ibnu Sina
Publisher : STIKes Ibnu Sina Ajibarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59841/excellence.v2i2.1356

Abstract

This research aims to determine the direct and indirect influence between product quality, social media marketing, brand trust on purchasing decisions among J.Co Donut's & Coffee consumers in Indonesia. The method used is Path analysis using a Structural Equation Modeling (SEM) approach with data collection using a questionnaire distributed online to 190 respondents who are active social media users and customers of J.Co Donut's & Coffee. The results of the analysis show that product quality and social media marketing have a direct positive influence on brand trust and purchasing decisions, while brand trust does not have a direct influence on purchasing decisions. Brand trust is not proven to be a mediating variable between product quality and social media marketing on purchasing decisions. These findings provide important insights for companies in developing marketing strategies and understanding the factors that influence consumer purchasing behavior, emphasizing the importance of product quality and marketing strategies via social media in building brand trust and influencing purchasing decisions.
Co-Authors Muhammad Alfiansyah Putri Mega Utami Sintia Ratnaningsih