Article Per Year (5 Year)
p-Index From 2021 - 2026
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All Journal Jurnal Penelitian dan Pengkajian Ilmiah Escalate : Economics and Business Journal
Mulyadi Suhardi
International Women University
Humanities Computer Science & IT Economics, Econometrics & Finance Environmental Science Public Health

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Pengaruh Brand Awareness dan Harga terhadap Keputusan Pembelian Parfum Scarlett di Shopee Siti Robiah Al Adawiah; Mulyadi Suhardi
CENDEKIA : Jurnal Penelitian dan Pengkajian Ilmiah Vol. 3 No. 1 (2026): CENDEKIA : Jurnal Penelitian dan Pengkajian Ilmiah, Januari 2026
Publisher : Lembaga Pendidikan dan Penelitian Manggala Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62335/cendekia.v3i1.2296

Abstract

The rapid growth of e-commerce in Indonesia has intensified competition among local perfume brands, particularly on marketplace platforms such as Shopee. In this competitive environment, brand awareness and price are considered strategic factors influencing consumers’ purchase decisions. This study aims to examine the effect of brand awareness and price on purchase decisions for Scarlett perfume products on Shopee, both partially and simultaneously. This research employs a quantitative approach using a survey method with 96 respondents who have previously purchased Scarlett perfume on Shopee. Data analysis was conducted using multiple linear regression, supported by classical assumption tests, t-tests, F-tests, and the coefficient of determination (R²). The results indicate that brand awareness has a positive and significant effect on purchase decisions. Price also shows a positive and significant influence on purchase decisions. Simultaneously, brand awareness and price significantly affect purchase decisions, with an R² value of 0.776. These findings highlight the importance of strengthening brand awareness alongside appropriate pricing strategies to enhance consumers’ purchase decisions for local perfume products in digital marketplace environments.
The Influence of Live Streaming Strategy and Consumer Behavior on Purchasing Decisions of Fashion Smes on Tiktok Shop Siti Aninditya; Mulyadi Suhardi
Escalate : Economics and Business Journal Vol. 4 No. 01 (2026): Escalate: Economics and Business Journal
Publisher : Takaza Innovatix Labs Ltd.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61536/escalate.v4i01.426

Abstract

TikTok Shop's live streaming drives fashion MSMEs amid Indonesia's social commerce surge. This study examines live streaming strategy and consumer behavior's impact on purchasing decisions using a quantitative survey of 104 purposive-sampled TikTok Shop users buying MSME fashion products. An online ordinal-scale questionnaire was analyzed via non-parametric tests (Spearman correlation, Kruskal-Wallis) and curve estimation. Results show moderate correlation for live streaming (rho=0.512, p=0.000), strong for consumer behavior (rho=0.668, p=0.000), with cubic models yielding R²=0.215 (X1-Y) and R²=0.396 (X2-Y); multicollinearity noted. Both factors synergistically influence decisions, with consumer behavior dominant; MSMEs should optimize interactions and behavioral insights..
Co-Authors Siti Aninditya Siti Robiah Al Adawiah