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All Journal PENG: Jurnal Ekonomi dan Manajemen Ekopedia: Jurnal Ilmiah Ekonomi
Dzilla Khoerunnisa
Universitas Muhammadiyah Bandung
Economics, Econometrics & Finance

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Pengaruh Brand Image dan Kualitas Produk Terhadap Keputusan Pembelian Produk Lip Tint Dzilla Khoerunnisa; Halimah Zahrah
Ekopedia: Jurnal Ilmiah Ekonomi Vol. 2 No. 1 (2026): JANUARI-MARET
Publisher : Indo Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/q3yqgw45

Abstract

The growth of the cosmetic industry in Indonesia has intensified brand competition, particularly in lip tint products that are increasingly popular among university students. This study aims to analyze the influence of brand image and product quality on purchasing decisions of Barenbliss lip tint among Management Study Program students of the Muhammadiyah University of Bandung. This research employs a quantitative method with a survey approach. Data were collected through questionnaires using a Likert scale and analyzed using multiple linear regression with statistical software. The results indicate that brand image has a positive and significant effect on purchasing decisions. Product quality also shows a positive and significant influence on purchasing decisions and is found to be more dominant than brand image. Simultaneously, brand image and product quality significantly affect purchasing decisions for Barenbliss lip tint. These findings suggest that students’ purchasing decisions are strongly influenced by their perceptions of product quality and brand image. Therefore, companies are encouraged to continuously improve product quality and strengthen brand image to enhance consumer purchasing decisions, particularly among students.
Strategi Ekspor Produk UMKM ke Pasar Internasional Dzilla Khoerunnisa; Layalia Auliaur Rahman; Mila Salbiyah; Pina Aulia Maharani; Syahla Mutia Aini
PENG: Jurnal Ekonomi dan Manajemen Vol. 2 No. 4 (2025): Oktober-Desember, Integrating Environmental Economics and Business Innovation f
Publisher : Teewan Journal Solutions

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62710/5md2t657

Abstract

Exporting is a crucial strategy for expanding market reach and enhancing the competitiveness of MSME products in the international arena. This study examines the export strategy implemented by Sahabat Putra Snack, a tempe chips producer from Bandung, in its effort to enter the Malaysian market. Using a qualitative descriptive method with a case study approach, the findings indicate that export success is driven not only by product quality but also by effective promotional strategies, intercultural communication, and the utilization of social media as an international marketing tool. Through the X platform (Twitter), the business successfully reached Malaysian consumers, promoted its products, and built trust through direct communication in English. Furthermore, efficient logistics, including affordable shipping services and secure packaging, supported the delivery process. This study provides a practical illustration that with digital and collaborative approaches, Indonesian MSMEs can independently and sustainably compete in global markets.
Co-Authors Halimah Zahrah Layalia Auliaur Rahman Mila Salbiyah Pina Aulia Maharani Syahla Mutia Aini