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All Journal Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Ade Rishna Hidayah Shafira Buchori
Universitas Airlangga
Agriculture, Biological Sciences & Forestry Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Industrial & Manufacturing Engineering Social Sciences

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Pengaruh Kualitas Produk, Citra Merek, dan Persepsi Hargaterhadap Keputusan Pembelian Konsumen di Kota Surabaya Pada Produk Viva Cosmetics Izah Bana Murtazah; Ade Rishna Hidayah Shafira Buchori
Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Vol. 8 No. 5 (2026): Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/alkharaj.v8i5.11725

Abstract

This study aims to analyze the influence of product quality, brand image, and price perception on purchasing decisions for Viva Cosmetics products in Surabaya. The background of this study is based on the increasingly fierce competition in the cosmetics industry and fluctuations in the Viva Cosmetics Top Brand Index, necessitating appropriate strategies to improve consumer purchasing decisions. This study used a quantitative method with a causal associative approach. The population in this study were consumers residing in Surabaya who had purchased Viva Cosmetics products, with a sample of 30 respondents selected using a purposive sampling technique. Data were collected through a Likert-based questionnaire and analyzed using multiple linear regression with SPSS 23. The results showed that product quality, brand image, and price perception, both partially and simultaneously, had a positive and significant influence on purchasing decisions. Partially, product quality had a significance value of 0.015, brand image 0.001, and price perception 0.004 (p < 0.05). Brand image was the variable with the most dominant influence on purchasing decisions. The coefficient of determination (R²) of 0.787 indicates that 78.7% of the variation in purchasing decisions can be explained by the three independent variables, while the remaining 21.3% is influenced by other variables outside the study. Therefore, improving product quality, strengthening a more modern brand image, and setting prices that align with consumer value perceptions can encourage increased purchasing decisions for Viva Cosmetics products in Surabaya.
Pengaruh Shopping Lifestyle, Online Store Beliefs, dan Flash Sale Terhadap Impulse Buying Produk Skintific pada Pengguna Shopee di Surabaya Ade Rishna Hidayah Shafira Buchori; Izah Bana Murtazah
Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Vol. 8 No. 5 (2026): Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/alkharaj.v8i5.11729

Abstract

Impulse buying is a form of quick reaction without any planning to decide to shop. This study aims to determine the effect of Shopping Lifestyle, Online Store Beliefs, and Flash Sales on impulse buying. Sampling used a purposive sampling method. Data collection was carried out through a questionnaire measured with a Likert scale. The data analysis test used in this study refers to the multiple linear regression test. Based on the results of the research that has been conducted, it can be concluded that the three variables simultaneously have a significant effect on Impulse Buying. The Shopping Lifestyle and Flash Sale variables partially have a significant positive effect on impulse buying, while the Online Store Beliefs variable partially has no significant effect on Impulse Buying.
Co-Authors Izah Bana Murtazah