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All Journal International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) Jurnal Pengabdian Kepada Masyarakat JAKBS JURNAL RUMPUN MANAJEMEN DAN EKONOMI JURNAL ILMIAH EKONOMI, MANAJEMEN, BISNIS DAN AKUNTANSI PENG: Jurnal Ekonomi dan Manajemen Journal of Business Economics and Management Ekopedia: Jurnal Ilmiah Ekonomi Jejak digital: Jurnal Ilmiah Multidisiplin
Asminah Rachmi
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Chemistry Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Mathematics Social Sciences Other

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Pengaruh Brand Trust dan Brand Experience Terhadap Brand Loyalty pada Wardah Cosmetic  di Kota Malang Fatimah Zahrotul Aminah; Achmad Zaini; Asminah Rachmi
PENG: Jurnal Ekonomi dan Manajemen Vol. 3 No. 1 (2026): JANUARI
Publisher : Teewan Journal Solutions

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62710/39qttd75

Abstract

cosmetics industry in Indonesia is experiencing rapid growth along with the increasing trend of facial care for both women and men. Wardah Cosmetic as a local halal brand competes with local and global brands amidst a tight market, but still faces challenges in maintaining consistent brand loyalty. This study aims to analyze the influence of brand trust and brand experience on Wardah Cosmetic brand loyalty in Malang City. A quantitative approach was used involving 100 respondents selected through purposive sampling, with the criteria of having used Wardah products at least twice and shopping at the Wardah Official Store Malang. Data were collected through questionnaires and analyzed using questionnaire tests, descriptive analysis, classical assumption tests, multiple linear regression, coefficient of determination, and hypothesis tests. The results of partial tests indicate that brand trust has a negative effect on brand loyalty, while brand experience has a positive effect. Simultaneous tests show that both variables have a significant effect on brand loyalty. These findings confirm that brand experience has a dominant role in building loyalty, while brand trust needs to be strengthened through differentiation and expansion of the brand experience. Wardah is advised to optimize its experience-based marketing strategy and improve communication regarding product advantages to build long-term loyalty.
Pengaruh Persepsi Konsumen Dan Brand Positioning Terhadap Keputusan Pembelian Produk Kopi Kapal Api Di Toko Tujuh Empat Kota Malang Ramadhani, Rafi Achmad; Asminah Rachmi
Journal of Business Economics and Management | E-ISSN : 3063-8968 Vol. 2 No. 1 (2025): Juli - September
Publisher : GLOBAL SCIENTS PUBLISHER

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Abstract

Consumer perception is a process in the senses owned by consumers until a certain impression is formed subjectively. Each consumer has a unique perception value and is different from one another. In addition to consumer perception factors, companies also need to consider brand positioning to increase the buying decision. Brand positioning is the extent to which a brand is perceived to occupy a beneficial, different, unique, and credible position in the minds of consumers. Kapal Api was established to provide various types of coffee consumed by the community. Toko Tujuh Empat is one of the stores that provide products from Kopi Kapal Api. This study aims to find out how much influence consumer perception and brand positioning have on buying decision in Kapal Api Coffee products at Toko Tujuh Empat Malang City. This study used quantitative research with consumer perception variables. brand positioning, and buying decision. The purposive sampling technique was used as a data collection technique through a questionnaire and as many as 100 people as respondents. Meanwhile, the data analysis method used multiple linear regression analysis with classical assumption test, hypothesis test, and determination coefficient analysis. Based on the results of hypothesis testing both proportionally and simultaneously, it showed that consumer perception and brand positioning have a positive and significant influence on the buying interest of Kapal Api Coffee products at the Tujuh Empat store in Malang City. Based on the results of the research, it can be concluded that consumer perception and brand positioning are one of the reasons to influence purchasing decisions. Good consumer perception and brand positioning will improve purchasing decisions. Therefore, it is recommended that Kopi Kapal Api continue to improve the quality of its products in order to create purchasing decisions from consumers.
Pengaruh Kualitas Produk dan Viral Marketing Terhadap Keputusan Pembelian pada Produk  Cushion Instaperfect di Yuna Cosmetics Annisa Khurotul Mayyasari; Yulis Nurul Aini; Asminah Rachmi
Ekopedia: Jurnal Ilmiah Ekonomi Vol. 1 No. 4 (2025): OKTOBER-DESEMBER
Publisher : Indo Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/prkqpf82

Abstract

The development of digital marketing in the modern era encourages business actors in the beauty industry to utilize social media as an effective and efficient promotional tool. Instaperfect, as a local cosmetic brand, has experienced increased sales due to the combination of superior product quality and well-targeted viral marketing strategies. This study aims to determine the influence of product quality and viral marketing on the purchase decision of Instaperfect cushion products at Yuna Cosmetics. This research is a quantitative study. Data collection was conducted through the distribution of questionnaires to 84 respondents who had purchased and used the Instaperfect Cushion product. The sampling technique used was purposive sampling, and the analysis tool employed was multiple linear regression with the help of SPSS software.The results of the analysis show that the product quality variable has a t-count > t-table (4.994 > 1.6589), indicating a positive and significant effect on purchase decisions. Similarly, the viral marketing variable also has a t-count > t-table (4.642 > 1.6589), indicating that viral marketing also has a positive and significant effect. The F-test results show that both variables simultaneously have a significant effect on purchase decisions with an F-count > F-table (64.008 > 3.08). The coefficient of determination (R²) is 0.736, meaning that 73.6% of purchase decisions are influenced by the two independent variables, while the remaining 26.4% is influenced by other factors outside the scope of this research. Based on these results, it can be concluded that product quality and viral marketing, both partially and simultaneously, have a significant influence on purchase decisions. Therefore, it is recommended that Instaperfect continue to maintain and improve product quality while also strengthening its viral marketing strategies in order to increase consumer purchase decisions at Yuna Cosmetics.
Co-Authors Achmad Zaini Ade Ismail Ajeng Puspita Maharani Annisa Khurotul Mayyasari Ayla Nadratul Widad Bambang Soepeno Baroroh Lestari Cahya Fayyaza Dwi Sudjanarti Fatimah Zahrotul Aminah Galih Putra Riatma Gita Andini Gladies Citra Mahardika Joy Gabriel Elaine Sambo Mashita Sekar Dewi Mohammad Maskan Mohammad Maskan Musthofa Hadi Nurtjahjani, Fullchis Priatma, Yulinda Ramadhani, Rafi Achmad Suyono, Achmad Syafira Endy Adzhani Tri Istining Wardani Umi Khabibah Yulis Nurul Aini