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All Journal PENG: Jurnal Ekonomi dan Manajemen Ekopedia: Jurnal Ilmiah Ekonomi
Achmad Mansur Pauji
Universitas Muhammadiyah Bandung
Economics, Econometrics & Finance

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Pengaruh Influencer marketing dan Brand image Terhadap Keputusan Pembelian Produk Hand & Body Lotion: Studi pada Mahasiswa Manajemen Universitas Muhammadiyah Bandung Angkatan 2022 Achmad Mansur Pauji; 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: 10.63822/9dwsjs39

Abstract

The Indonesian beauty industry has experienced rapid growth alongside increasing awareness of body care. Hand and body lotion has become a daily necessity among students, leading to intensified brand competition. Marina, as a local brand, faces challenges in maintaining its market position, as reflected in fluctuations in the Top Brand Index from 2021 to 2025. This study aims to analyze the effect of influencer marketing and brand image on purchasing decisions of Marina UV White hand and body lotion. A quantitative approach was employed using a survey method involving Management students of Universitas Muhammadiyah Bandung class of 2022, selected through purposive sampling. Data were analyzed using multiple linear regression. The results indicate that influencer marketing and brand image have a positive and significant effect, both partially and simultaneously, on purchasing decisions.
Strategi dan Tantangan Ekspor Makanan Ringan Resep Cau ke Malaysia: Analisis Bisnis Internasional Hani Humaeriyah; Achmad Mansur Pauji; Annisa Pratiwi Sundari; Aufa Zulfikar Maulana; Fajar Yunawwirudin Haq; Muahammad Raka Alifian Firdaus; Wahidah Nazmi Lailia
PENG: Jurnal Ekonomi dan Manajemen Vol. 3 No. 1 (2026): Januari-maret, Circular Economy and Green Innovation for Sustainable Business D
Publisher : Teewan Journal Solutions

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62710/dn4ev198

Abstract

Exporting snacks based on traditional recipes, such as "Resep Cau" (made from bananas), has significant potential to penetrate the Malaysian market, which shares similar tastes with Indonesia. This study aims to examine effective strategies and key challenges in exporting Resep Cau snacks to Malaysia within an international business context. The methods used were a desk study and qualitative analysis of relevant trade data, regulations, and export practices. The results indicate that prioritized strategies include product adaptation to local preferences, halal certification from a recognized Malaysian body, and optimization of distribution through digital platforms. Significant challenges include strict food import regulations, competition from local and Chinese products, and other non-tariff barriers
Co-Authors Annisa Pratiwi Sundari Aufa Zulfikar Maulana Fajar Yunawwirudin Haq Halimah Zahrah Hani Humaeriyah Muahammad Raka Alifian Firdaus Wahidah Nazmi Lailia