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All Journal Indonesian Journal of Business and Entrepreneurship (IJBE) Bunayya : Jurnal Pendidikan Anak Journal of Economic, Bussines and Accounting (COSTING) Primanomics : Jurnal Ekonomi & Bisnis NUSANTARA : Jurnal Ilmu Pengetahuan Sosial International Journal of Supply Chain Management Journal of Economic, Management, Accounting and Technology (JEMATech) Jesya (Jurnal Ekonomi dan Ekonomi Syariah) YUME : Journal of Management eCo-Buss Community Engagement and Emergence Journal (CEEJ) Target : Jurnal Manajemen Bisnis Journal of Management and Bussines (JOMB) Economics and Digital Business Review Jurnal Disrupsi Bisnis Jurnal Ekonomi dan Manajemen Indonesia JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi) AKADEMIK: Jurnal Mahasiswa Ekonomi & Bisnis Journal of Artificial Intelligence and Digital Business Indonesian Journal of Contemporary Multidisciplinary Research Jurnal Riset Rumpun Ilmu Ekonomi (JURRIE) JIM: Jurnal Ilmiah Mahasiswa Pendidikan Sejarah El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Journal of Ekonomics, Finance, and Management Studies SCIENTIA JOURNAL : Jurnal Ilmiah Mahasiswa Prosiding Seminar Nasional Ilmu Sosial dan Teknologi (SNISTEK) International Journal of Education Management and Religion
Sukati, Inda
Universitas Putera Batam
Religion Agriculture, Biological Sciences & Forestry Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Law, Crime, Criminology & Criminal Justice Social Sciences Transportation Other

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Pengaruh Word Of Mouth, Nilai Pelanggan, Dan Kualitas Produk Terhadap Produk Makeup Emina Di Kota Batam Erwanti, Fidia; Sukati, Inda
Community Engagement and Emergence Journal (CEEJ) Vol. 7 No. 3 (2026): Community Engagement & Emergence Journal (CEEJ)
Publisher : Yayasan Riset dan Pengembangan Intelektual

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37385/ceej.v7i3.10278

Abstract

Tujuan penelitian ini adalah untuk menyelidiki bagaimana nilai konsumen, kualitas produk, dan word-of-mouth memengaruhi keinginan warga Kota Batam untuk membeli kosmetik Emina. Penelitian ini dilakukan dengan menggunakan desain penelitian deskriptif dan metodologi kuantitatif. Pelanggan kosmetik Emina di Kota Batam pada tahun 2025 menjadi subjek penelitian ukuran populasi yang tepat tidak diketahui. Rumus Jacob Cohen digunakan untuk menentukan ukuran sampel, dan 120 responden dipilih menggunakan teknik purposive sampling berdasarkan kriteria yang telah ditentukan. Pengujian kualitas data, pengujian asumsi tradisional, analisis asosiasi variabel, dan pengujian hipotesis termasuk di antara teknik yang digunakan dalam analisis data. Hasil penelitian menunjukkan bahwa fluktuasi minat beli dapat dijelaskan oleh word-of-mouth, nilai pelanggan, dan kualitas produk secara bersamaan sebesar 79,7%, dengan sisanya dipengaruhi oleh faktor-faktor yang tidak termasuk dalam model penelitian. Selain itu, hasil uji t dan uji F menunjukkan bahwa kualitas produk, nilai pelanggan, dan word-of-mouth semuanya memiliki dampak yang menguntungkan dan signifikan terhadap keinginan warga Kota Batam untuk membeli produk kecantikan Emina.
PENGARUH CITRA MEREK, KEPERCAYAAN, DAN PERSEPSI MANFAAT TERHADAP KEPUTUSAN PEMBELIAN PRODUK LAZADA DI KOTA BATAM Lissa, Lissa Maria; Sukati, Inda
SCIENTIA JOURNAL Vol 8 No 1 (2026): Scientia Journal
Publisher : LPPM Universitas Putera Batam

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33884/scientiajournal.v8i1.11106

Abstract

This research aims to analyze the effect of Brand Image, Trust, and Perceived Usefulness on Purchase Decisions of Lazada products in Batam City. This study employs a quantitative approach using a survey method, with data collected through questionnaires distributed to 196 Lazada users. The data were analyzed using SPSS version 26 through multiple linear regression analysis and hypothesis testing. The results show that Brand Image, Trust, and Perceived Usefulness have a significant effect on Purchase Decisions both partially and simultaneously. The coefficient of determination indicates that 93.3% of Purchase Decisions are explained by these variables, while the remaining percentage is influenced by other factors outside this study. These findings suggest that a strong brand image, high consumer trust, and perceived usefulness play a crucial role in influencing consumers’ purchase decisions on Lazada in Batam City
PENGARUH CITRA MEREK, KUALITAS PRODUK DAN INOVASI PRODUK TERHADAP KEPUTUSAN PEMBELIAN SIKAT GIGI CIPTADENT DI KOTA BATAM KHO, Deviren Serena; Sukati, Inda
SCIENTIA JOURNAL Vol 8 No 1 (2026): Scientia Journal
Publisher : LPPM Universitas Putera Batam

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33884/scientiajournal.v8i1.11134

Abstract

The increasingly intense competition in the personal care product industry requires companies to better understand the factors influencing consumer purchase decisions. This study aims to analyze the effect of brand image, product quality, and product innovation on purchasing decisions of Ciptadent toothbrushes in Batam City. This research employs a quantitative approach using a survey method. Primary data were collected through questionnaires distributed to consumers who use Ciptadent toothbrushes in Batam City, with the sampling technique using non-probability sampling. Data analysis was conducted using multiple linear regression analysis, supported by validity tests, reliability tests, and classical assumption tests. The results indicate that brand image, product quality, and product innovation partially have an effect on purchasing decisions. Furthermore, simultaneously, brand image, product quality, and product innovation have a significant influence on purchasing decisions of Ciptadent toothbrushes in Batam City.
PENGARUH CITRA MEREK, KUALITAS PRODUK, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN KOPI BUBUK INSTANT NESCAFE DI BATAM Kheren, Kheren; Sukati, Inda
SCIENTIA JOURNAL Vol 8 No 1 (2026): Scientia Journal
Publisher : LPPM Universitas Putera Batam

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33884/scientiajournal.v8i1.11156

Abstract

This research aims to examine the influence of brand image, product quality, and promotion on purchase decisions of Nescafe instant coffee in Batam City. This study uses a quantitative research method. The research sample consisted of 120 respondents who have consumed Nescafe instant coffee in Batam City. The data collection method used was primary data obtained through questionnaires. Data processing was carried out using the SPSS Version 26 program. Based on the data and analysis that have been conducted, the results show that brand image does not have a significant effect on purchase decisions of Nescafe instant coffee in Batam City. In addition, product quality also does not have a significant effect on purchase decisions. Meanwhile, promotion has a positive and significant influence on purchase decisions of Nescafe instant coffee in Batam City. Simultaneously, brand image, product quality, and promotion have a significant effect on purchase decisions of Nescafe instant coffee in Batam City.
PENGARUH BRAND IMAGE, E-WOM, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN AIR MINUM MINDY DI KOTA BATAM Juniarta, Juniarta; Sukati, Inda
SCIENTIA JOURNAL Vol 8 No 1 (2026): Scientia Journal
Publisher : LPPM Universitas Putera Batam

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33884/scientiajournal.v8i1.11159

Abstract

This study aims to examine the effect of brand image, Electronic Word of Mouth (e-WoM), and product quality on purchasing decisions of MINDY drinking water in Batam City. This research employs a quantitative approach using a survey method. Primary data were collected through the distribution of questionnaires to 120 respondents who are consumers of MINDY drinking water in Batam City, using a purposive sampling technique. Data analysis was conducted using multiple linear regression with the assistance of SPSS version 26 software. The results indicate that brand image, Electronic Word of Mouth (e-WoM), and product quality have a positive and significant effect on purchasing decisions for MINDY drinking water, both partially and simultaneously. Among the three variables, e-WoM and product quality have a more dominant influence compared to brand image. The coefficient of determination (R²) value of 0.861 indicates that 86.1% of the variation in purchasing decisions can be explained by these three variables, while the remaining portion is influenced by other factors outside the research model. Keywords: Brand Image, E-WOM, Product Quality and Purchasing Decisions
Pengaruh Kualitas Produk, Citra Merek, dan Kesadaran Merek Terhadap Keputusan Pembelian Produk Scarlett Whitening Pada TikTok Shop di Kota Batam Sunarti Sunarti; Inda Sukati
eCo-Buss Vol. 8 No. 3 (2026): eCo-Buss
Publisher : Komunitas Dosen Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32877/eb.v8i3.3544

Abstract

This study investigates the effects of product quality, brand image, and brand awareness on consumers’ purchasing decisions for Scarlett Whitening products on TikTok Shop in Batam City. The research is motivated by the increasing number of negative consumer reviews related to the physical quality of the products, even though Scarlett Whitening continues to hold a substantial market share. A quantitative research approach with a survey design was applied, and primary data were collected through questionnaires distributed to 204 TikTok users in Batam City who had previously purchased Scarlett Whitening products. Respondents were selected using a purposive sampling technique, while data analysis was conducted using multiple linear regression. The results reveal that product quality, brand image, and brand awareness each exert a positive and significant influence on purchasing decisions. Furthermore, these three variables jointly explain 71.8% of the variance in consumer purchasing behavior. Overall, the findings indicate that maintaining superior product quality, fostering a strong brand image, and enhancing brand awareness are crucial determinants in strengthening consumer purchase decisions and improving sales performance on the TikTok Shop platform.
Pengaruh Brand Image, Atribut Produk, dan Persepsi Kualitas Terhadap Keputusan Pembelian Es Krim Mixue di Nagoya Thamrin Batam Meiliana Meiliana; Inda Sukati
JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi) Vol. 12 No. 2 (2026): April 2026
Publisher : Sekretariat Pusat Lembaga Komunitas Informasi Teknologi Aceh

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35870/jemsi.v12i2.6240

Abstract

This study aims to analyze the influence of brand image, product attributes, and perceived quality on purchasing decisions for Mixue ice cream in the Nagoya Thamrin area, Batam City. This study uses a quantitative approach with a descriptive research type. The population in this study were consumers who had purchased Mixue ice cream in Nagoya Thamrin Batam, with a sample size of 100 respondents determined through purposive sampling techniques and considering the Lemeshow approach to ensure the adequacy of the sample size. Data collection was carried out using a structured questionnaire, then analyzed through several stages of testing, including validity and reliability tests, classical assumption tests, multiple linear regression analysis, and hypothesis testing. The results showed that the brand image variable had an influence on purchasing decisions, namely 14.8%, followed by product attributes with a contribution of 2.9%, and perceived quality contributed 30.3%. Simultaneously, the three independent variables were able to explain 14.3% of the variation in purchasing decisions based on the coefficient of determination (R²) value. Thus, the results of the study indicate that brand image and product attributes partially have no significant effect, while perceived quality partially has a significant effect on the purchase decision for Mixue ice cream. The results of the study simultaneously indicate that brand image, product attributes, and perceived quality collectively have a significant effect on the purchase decision for Mixue ice cream.
Pengaruh Citra Merek, E-WOM dan Customer Rating terhadap Keputusan Pembelian Skincare Glad2Glow di Kota Batam Fina, Syahrinda; Sukati, Inda
AKADEMIK: Jurnal Mahasiswa Ekonomi & Bisnis Vol. 6 No. 2 (2026): AKADEMIK: Jurnal Mahasiswa Ekonomi & Bisnis
Publisher : Perhimpunan Sarjana Ekonomi dan Bisnis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37481/jmeb.v6i2.1870

Abstract

The rapid growth of digital platforms has significantly transformed consumer behavior in the skincare industry, particularly in urban areas such as Batam City. Consumers increasingly rely on brand perception, online information, and collective evaluations before making purchasing decisions. This study aims to examine the influence of brand image, electronic word of mouth (E-WOM), and customer rating on purchasing decisions of Glad2Glow skincare products in Batam City. A quantitative explanatory approach was employed using purposive sampling, involving 100 respondents who met specific criteria as active skincare consumers. Data were collected through structured questionnaires and analyzed using multiple linear regression after passing validity, reliability, and classical assumption tests. The results indicate that brand image, E-WOM, and customer rating each have a positive and statistically significant effect on purchasing decisions. Among the three variables, customer rating demonstrates the strongest influence, followed by brand image and E-WOM. Simultaneously, the three independent variables show a high explanatory power in predicting consumer purchasing decisions. These findings highlight the importance of strengthening brand perception, managing digital consumer communication, and maintaining credible customer ratings to enhance purchasing decisions in the competitive skincare market.
Pengaruh Kualitas Layanan, Citra Merek, Kualitas Produk Terhadap Keputusan Pembelian Pelembab Wajah Merek Sariayu Dikota Batam Daeli, Magdalena Leony Fabila; Sukati, Inda
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.v5i1.5788

Abstract

Penelitian ini dilatarbelakangi oleh persaingan pasar kosmetik yang semakin ketat, khususnya di kota strategis seperti Batam, yang membuat pemahaman mengenai perilaku konsumen menjadi sangat krusial. Tujuan dari penelitian ini adalah untuk menganalisis secara mendalam dan komprehensif pengaruh tiga variabel utama—kualitas layanan, citra merek, dan kualitas produk—terhadap keputusan pembelian produk pelembab wajah merek Sariayu. Populasi dalam penelitian ini mencakup seluruh konsumen yang pernah membeli produk tersebut, yang jumlahnya besar dan tidak terbatas sehingga sulit diidentifikasi satu per satu. Oleh karena itu, metode purposive sampling dipilih secara sengaja untuk memastikan bahwa data yang dikumpulkan benar-benar berasal dari sasaran yang tepat, yaitu mereka yang telah memiliki pengalaman langsung dalam melakukan pembelian. Melalui sebaran kuisioner, penelitian berhasil mengumpulkan data primer dari 204 responden yang memenuhi kriteria. Data ini selanjutnya dianalisis menggunakan teknik analisis regresi linear berganda, sebuah alat statistik yang andal untuk mengukur sejauh mana variabel-variabel bebas secara bersama-sama (simultan) maupun secara terpisah (parsial) memengaruhi variabel terikat. Hasil penelitian secara meyakinkan menunjukkan bahwa kualitas layanan, citra merek, dan kualitas produk secara konsisten menunjukkan pengaruh positif yang signifikan terhadap keputusan pembelian konsumen. Tematan ini membawa implikasi strategis bahwa upaya peningkatan penjualan tidak bisa hanya mengandalkan satu aspek semata. Dari hasil tersebut, dapat disimpulkan bahwa untuk memenangkan pasar di Batam, Sariayu harus menerapkan strategi holistik: menyajikan layanan pelanggan yang prima, membangun citra merek yang positif dan terpercaya, serta menjaga komitmen terhadap produk berkualitas tinggi. Sinergi dari ketiga elemen ini merupakan kunci fundamental untuk mendorong dan meningkatkan keputusan pembelian secara berkelanjutan.
The Influence of Promotion, Brand Image, and Product Quality on Purchase Decisions at Star-Rated Hotel Restaurants in Batam Putri Nur Alin; Inda Sukati
El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Vol. 7 No. 2 (2026): El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/elmal.v7i2.11110

Abstract

The hotel industry in Batam continues to grow alongside the development of tourism and business sectors. Five-star hotel restaurants play an essential role in attracting consumers, particularly millennials and Generation Z, who prioritize experiential dining. This study aims to analyze the influence of promotion, brand image, and product quality on purchasing decisions at five-star hotel restaurants in Batam. This research applies a quantitative approach with an associative causal research design. A total of 100 respondents were selected using a nonprobability sampling technique with a convenience sampling approach. Data were collected through a Likert-scale questionnaire and analyzed using SPSS version 25, including validity testing, reliability testing, classical assumption testing, and multiple regression analysis. The findings indicate that promotion, brand image, and product quality have a positive and significant effect both partially and simultaneously on purchasing decisions. Product quality is identified as the most influential factor in purchasing decisions. The coefficient of determination (R²) value of 0.635 shows that the three variables explain 63.5% of the variance in purchase decisions. The study concludes that integrated marketing strategies supported by strong brand image and consistent product quality are essential to enhance consumer purchasing decisions in five-star hotel restaurants in Batam.
Co-Authors Afendi, Afendi Ali Mohsin Ba Awaain Awaain, Ali Mohsin Ba Ayu Ratna Sari Azizah Azizah Daeli, Magdalena Leony Fabila David Humala Sitorus Deska Fitrianika Desri Yeni Sinaga Dhinata, Teddy Dika Oktavia Sihombing Eric, Michael Erwanti, Fidia Fang Fang* Fang*, Fang Feby Permata Sari Fenilia Fenilia Fidia Erwanti Fina, Syahrinda Halimah Vebiola Simamora Iztikha Raiqah Salsabela Jackson Jackson, Jackson Juniarta, Juniarta Kheren, Kheren KHO, Deviren Serena Lissa, Lissa Maria M Khoiri Mauli Siagian Meiliana Meiliana Meliyani Nainggolan, Sri Yuliana Br Novita Dewi, Nur Affifah Nur Affifah Novita Dewi Nur Alin, Putri Nur Oktaviani Purba, Windriyani Putri Nur Alin Ramadhan, Daffa Raphael Romeo Lenardo Ratri Perwinta Nengsi Renaldy, Renaldy Richo Affrista Riedwindi Riedwindi Riedwindi, Riedwindi Rizka Rahmadhannul Putri Rosaman Taponao Sanyal, Shouvik Serli Ratih Shouvik Sanyal Siburian, Anjelita Novita Sari SITEPU, RINALDO Stephanie Suhardi Sulistyowati, Tussi Sunarti Sunarti Toji, Emili Martines Triana Ananda Rustam Vebiola Simamora, Halimah Yvonne, Alicia