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All Journal Journal of Economics, Business, & Accountancy Ventura Primanomics : Jurnal Ekonomi & Bisnis SEIKO : Journal of Management & Business YUME : Journal of Management Journal Of Management Science (JMAS) Jurnal Sains dan Teknologi Economics and Digital Business Review Jurnal Disrupsi Bisnis Jurnal Ilmiah Wahana Pendidikan Jurnal Ekonomi dan Manajemen Indonesia ALEXANDRIA: Journal of Economics, Business, and Entrepreneurship AKADEMIK: Jurnal Mahasiswa Ekonomi & Bisnis JUPADAI : Jurnal Pengabdian Kepada Masyarakat Postgraduate Management Journal Journal of Artificial Intelligence and Digital Business Jurnal Profita : Akuntansi dan Manajemen Jurnal Sistem Informasi dan Manajemen ManBiz: Journal of Management and Business Jurnal Ilmu Multidisiplin SCIENTIA JOURNAL : Jurnal Ilmiah Mahasiswa
Nainggolan, Nora Pitri
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Religion Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Physics Social Sciences Other

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Pengaruh Citra Merek, Kualitas Produk, dan Advertising Terhadap Keputusan Pembelian Lipstik Pixy Di Kota Batam Kartika, Bella; Nainggolan, Nora Pitri
RIGGS: Journal of Artificial Intelligence and Digital Business Vol. 5 No. 1 (2026): Februari - April
Publisher : Prodi Bisnis Digital Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/riggs.v5i1.5652

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh citra merek, kualitas produk, dan advertising terhadap keputusan pembelian lipstik Pixy di Kota Batam. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei. Populasi penelitian adalah konsumen di Kota Batam yang pernah membeli dan menggunakan lipstik Pixy. Teknik pengambilan sampel yang digunakan adalah purposive sampling dengan jumlah responden sebanyak 100 orang. Pengumpulan data dilakukan melalui penyebaran kuesioner yang disusun berdasarkan indikator masing-masing variabel penelitian. Data yang diperoleh selanjutnya dianalisis menggunakan analisis regresi linier berganda dengan bantuan program SPSS versi 27. Hasil penelitian menunjukkan bahwa citra merek berpengaruh positif dan signifikan terhadap keputusan pembelian, yang mengindikasikan bahwa persepsi konsumen terhadap merek Pixy berperan penting dalam mendorong minat beli. Selain itu, kualitas produk juga berpengaruh positif dan signifikan terhadap keputusan pembelian, yang menunjukkan bahwa kesesuaian produk dengan harapan konsumen, seperti tekstur, daya tahan, dan kenyamanan penggunaan, menjadi pertimbangan utama dalam memilih produk. Advertising terbukti memiliki pengaruh positif dan signifikan terhadap keputusan pembelian, yang menandakan bahwa iklan yang menarik, informatif, dan persuasif mampu meningkatkan ketertarikan konsumen terhadap produk. Secara simultan, citra merek, kualitas produk, dan advertising berpengaruh signifikan terhadap keputusan pembelian lipstik Pixy di Kota Batam. Temuan ini diharapkan dapat menjadi bahan pertimbangan bagi perusahaan dalam merumuskan strategi pemasaran yang lebih efektif dan berkelanjutan.
Pengaruh Digital Marketing, Kualitas Produk, dan Citra Merek Terhadap Keputusan Pembelian Produk Vicenza Pasticcino Anre; Nainggolan, Nora Pitri
ALEXANDRIA (Journal of Economics, Business, & Entrepreneurship) Vol. 7 No. 1 (2026): April (PROCESS)
Publisher : Postgraduate, University of Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29303/alexandria.v7i1.1497

Abstract

This study aims to analyze the effect of digital marketing, product quality, and brand image on purchasing decisions for Vicenza Pasticcino products. The research adopts a quantitative approach with an explanatory research design. Data were collected from 100 respondents who are consumers of Vicenza Pasticcino, selected using a purposive sampling technique. Data collection was conducted through a Likert-scale questionnaire and analyzed using multiple linear regression with the assistance of SPSS software. Prior to hypothesis testing, the data were examined through validity and reliability tests, as well as classical assumption tests, including normality, multicollinearity, and heteroscedasticity tests. The results indicate that digital marketing, product quality, and brand image have a positive and significant effect on purchasing decisions. Partially, digital marketing has the most dominant influence on purchasing decisions, followed by product quality and brand image. Simultaneously, the three independent variables explain 70% of the variance in consumer purchasing decisions. These findings indicate that effective digital marketing strategies, consistent product quality that meets consumer expectations, and a positive and trustworthy brand image play an important role in increasing purchase intention, consumer satisfaction, and loyalty toward Vicenza Pasticcino products.
Pengaruh Kualitas Produk, Beauty Vlogger, dan Citra Merek terhadap Keputusan Pembelian Produk Skincare Skintific di Kota Batam Puteri, Alya Afifah; Nainggolan, Nora Pitri
ManBiz: Journal of Management and Business Vol. 5 No. 1 (2026): ManBiz: Journal of Management and Business
Publisher : Institut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

The purpose of this study is to examine how product quality, beauty vloggers, and brand image affect purchasing decisions for Skintific skincare products in Batam City, while quality and brand image are important factors influencing customers' decisions to buy the products. This study uses a quantitative methodology and descriptive analysis. This study employs multiple linear regression to analyze data collected through questionnaires distributed to 100 participants.The results of the multiple linear regression analysis showed that beauty vloggers influence purchasing decisions by 10.8%, product quality by 18.8%, and brand image by 35.3%. These three variables together can account for 76.2% of the variation in purchasing decisions, according to the coefficient of determination( R2). The t-test results indicate that beauty vloggers do not have a significant effect on the decision to purchase something, but product quality and brand image have a significant effect on the decision to purchase something. These findings help businesses create sustainable and effective skincare marketing strategies.
Co-Authors Alice Anre Camus, Camus Eban, Hendrika Noviana Lengi Erni Yanti Natalia, Erni Yanti Figo, Yon Hendri Fitriadi, Risan Gultom, Christina Gultom, Ranika Hastuti, Sherly Heryenzus, Heryenzus Heryitno, Ayit Indriyani Indriyani Intan Utna Sari Jenni, Jenni Johan Johan Johanes, Vincen Joiwi, Joiwi Julianto, Leonard Kartika, Bella Kelvin Kelvin L. Tobing, Vargo Christian learns, micheal Limbong, Ayu Neni Lestari Merrisa, Merrisa Ningsih, Desrini Nur Aisyah Nurhabsyina, Nurhabsyina Pramana, Ryan Purba, Mortigor Afrizal Purba, Tiurniari Puteri, Alya Afifah Putri Mahing, Ruma Isyah Putri, Tiya Aliya Rahmadani, Indah Alvia Retno Purwani Setyaningrum Saragih, Pandapotan Saragih Sari, Intan Utna Sarumaha, Desni Setyorini, Eka Kartika Siregar, Febi Pangain Tua Situmorang, Robert Suhardi Suhardi Suswati, Liza Suyanti, Royandi Tivano, Nico Wahid, Sopian Wu, Vannisa Yulianti, Bella Yunita Yunita