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p-Index From 2021 - 2026
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All Journal EKONOMIS : Journal of Economics and Business
Faizal Mulia Z
Fakultas Ilmu Sosial, Universitas Muhammadiyah Sukabumi
Economics, Econometrics & Finance

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Analisis Brand Ambassador dan Brand Image terhadap Minat Beli pada Smartphone di Kota Sukabumi (Survey Kepada Masyarakat yang Belum Menggunakan Iphone di Kota Sukabumi) Riki Subagja; Asep Muhammad Ramdan; Faizal Mulia Z
Ekonomis: Journal of Economics and Business Vol 10, No 2 (2026): September
Publisher : Universitas Batanghari Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33087/ekonomis.v10i2.2395

Abstract

The purpose of this study was to examine how brand ambassadors and brand image influence the purchase intention of individuals who currently do not own an iPhone in Sukabumi City. This study used a quantitative approach with descriptive methods. Information was collected using a survey. This study focused on individuals who do not use an iPhone in Sukabumi City. This study used probability sampling to select 165 participants, the number of which was determined based on the theory of Hair et al. (2022), namely multiplying the number of indicators by 5. Data analysis used multiple linear regression using SPSS 30 software. The research findings indicate that Brand Ambassadors and Brand Image have a strong and positive influence on consumer interest in purchasing products. The analysis of the Coefficient of Determination shows that some of the variance in Purchase Intention can be accounted for by these two independent variables, although there are other factors not considered in this study.
Pengaruh Quality Product dan Perceived Service Quality terhadap Costumer Satisfaction (Survey pada Pelanggan Perumda Air Minum Tirta Bumi Wibawa di Kota Sukabumi) Rafli Setya Cesar; Kokom Komariah; Faizal Mulia Z
Ekonomis: Journal of Economics and Business Vol 10, No 2 (2026): September
Publisher : Universitas Batanghari Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33087/ekonomis.v10i2.2393

Abstract

The purpose of this study was to examine how product quality and perceived service quality influence customer satisfaction at Perumda Air Minum Tirta Bumi Wibawa, Sukabumi City. This study involved 100 participants who were customers of Perumda Air Minum Tirta Bumi Wibawa, Sukabumi City. This study used a quantitative methodology with a descriptive and associative approach. This study was conducted by conducting a normality test, as well as simultaneous statistical tests (F test) and partial tests (t test). The results of this study indicate a positive and significant influence between product quality and perceived service quality on customer satisfaction at Perumda Air Minum Tirta Bumi Wibawa in Sukabumi City.
Co-Authors Asep Muhammad Ramdan Kokom Komariah Rafli Setya Cesar Riki Subagja