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All Journal PENG: Jurnal Ekonomi dan Manajemen Ekopedia: Jurnal Ilmiah Ekonomi
Nur Fauziah Putri
Universitas Muhammadiyah Bandung
Economics, Econometrics & Finance

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Pengaruh Brand Image dan Kualitas Produk Terhadap  Keputusan Pembelian Produk Fashion Nur Fauziah Putri; 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: 10.63822/2h2prz62

Abstract

The rapid development of the sneaker shoe fashion industry encourages an increase in competition between brands in attracting consumer interest, especially among students. Brand image and product quality are important factors that affect purchasing decisions. This research aims to analyze the influence of brand image and product quality on the decision to buy sneakers in students of the Faculty of Economics and Business, Muhammadiyah University of Bandung, Class of 2023. The method used is quantitative research with purposive sampling technique on 149 respondents. Data is collected through questionnaires that have been tested for validity and reliability, then analyzed using multiple linear regression. Research results show that brand image and product quality have a positive and significant effect on purchasing decisions, both partially and simultaneously, with product quality having a more dominant influence. Overall, this study concludes that strengthening Brand Image and improving product quality is an important strategy in improving the decision to buy sneakers among students.  
Analisis Faktor Eksternal dan Internal Sebagai Dasar Strategi Pengembangan UMKM Kebab Sultan Panyileukan Nur Fauziah Putri; M Raihan Ramadhani; Annisa Pratiwi Sundari; Satria Adi Putra; Fadlillah Ramadhan; Siti Mardiana
PENG: Jurnal Ekonomi dan Manajemen Vol. 2 No. 3 (2025): Juli-September, Education, Economic dan Social Studies
Publisher : Teewan Journal Solutions

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62710/xh01y125

Abstract

This study aims to analyze internal and external factors that affect the sustainability of the Kebab Sultan MSME business in Panyileukan, and to develop appropriate development strategies based on these conditions. The research method used is descriptive qualitative with data collection techniques through semi-structured interviews with MSME owners and employees. Data analysis was carried out using the SWOT (Strengths, Weaknesses, Opportunities, Threats) approach to identify the strengths, weaknesses, opportunities, and threats faced by the Kebab Sultan MSME. The results of the study show that MSMEs have several strengths such as distinctive product tastes and strategic locations, but also face weaknesses in terms of marketing management. From the external side, the opportunities are wide open with the increasing public interest in fast food, but there are threats from similar business competition around the Panyileukan area. Based on the results of the SWOT analysis, development strategies that can be applied include increasing digital promotion, increasing brand awareness, and more efficient operational management. This research is expected to be the basis for strategic considerations for MSME actors in developing their businesses sustainably.  
Analisis Strategi Pengiriman Internasional Produk Kecantikan oleh UMKM: Studi Kasus Kuku Palsu Imel Aura Agustin; Nadila Elsa; Nur Fauziah Putri; Asep Saepuloh; Yoga Sampurna
PENG: Jurnal Ekonomi dan Manajemen Vol. 2 No. 4 (2025): Oktober-Desember, Humanities, Economic and Social Issues
Publisher : Teewan Journal Solutions

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62710/t89z9a15

Abstract

Studi ini bertujuan untuk mengeksplorasi strategi pengiriman internasional yang diterapkan oleh Aurra Beauty Bar, sebuah usaha mikro yang mengekspor produk kuku palsu dengan merek Aurra Nailss ke Malaysia. Penelitian ini memanfaatkan metode deskriptif kualitatif dengan pendekatan studi kasus. Fokus utama dari kajian ini meliputi proses komunikasi, sistem transaksi, pengelolaan logistik, dan tantangan yang dihadapi dalam proses pengiriman lintas batas. Pengumpulan data dilakukan melalui observasi, dokumentasi, dan wawancara. Temuan menunjukkan bahwa meskipun beroperasi dalam skala mikro, Aurra Beauty Bar mampu berhasil dalam pengiriman internasional dengan memanfaatkan jaringan pribadi, menggunakan layanan logistik yang terpercaya (Lion Parcel), dan mengadopsi solusi pembayaran yang fleksibel seperti Wise. Tantangan terkait akses terbatas pada sistem pembayaran internasional dan hambatan komunikasi dengan pembeli berhasil diatasi melalui strategi yang adaptif. Kesimpulan dari penelitian ini menyatakan bahwa usaha kecil memiliki potensi untuk meraih pasar internasional dengan perencanaan yang matang, adaptasi strategis, dan optimalisasi sumber daya.
Co-Authors Annisa Pratiwi Sundari Asep Saepuloh Fadlillah Ramadhan Halimah Zahrah Imel Aura Agustin M Raihan Ramadhani Nadila Elsa Satria Adi Putra Siti Mardiana Yoga Sampurna