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All Journal Referensi : Jurnal Ilmu Manajemen dan Akuntansi Benchmark
Kusairi, Heri
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Social Sciences

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PENGARUH BRAND IMAGE, LIFESTYLE, DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN DI KLINIK DNY SKINCARE KAVLING DPR SIDOARJO Abdillah, Olivia Sandra; Siswati, Endang; Kusairi, Heri
Referensi : Jurnal Ilmu Manajemen dan Akuntansi Vol 12, No 2 (2024)
Publisher : Unitri Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33366/ref.v12i2.5919

Abstract

This research aims to analyze the simultaneous and partial influence of brand image, lifestyle and price variables on purchasing decisions. Apart from that, another aim of this research is to find out which variable is the most dominant variable in influencing purchasing decisions. The location of this research is the DNY Skincare Clinic Kavling DPR Sidoarjo. The sampling technique is Accidental Sampling. The respondents in this research were DNY skincare clinic consumers. This research involved 97 respondents and used a quantitative descriptive approach method. Data analysis in this research uses descriptive statistics and multiple linear regression. The results of this research are (1) Brand Image has a significant positive influence on Purchase Decisions. (2) Lifestyle does not have a significant influence on purchasing decisions. (3) Price has a significant positive influence on purchasing decisions. (4) Brand Image, Lifestyle, and Price simultaneously influence Purchase Decisions. (5) Brand image has a dominant influence in influencing purchasing decisions.
Efektifitas Program Digitalisasi untuk UMKM Pesantren dan Umum Kusairi, Heri; Abady, Chusnul
Benchmark Vol. 5 No. 1: September 2024
Publisher : Universitas Bhayangkara Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46821/benchmark.v5i1.525

Abstract

Penelitian ini dilaksanakan untuk menganalisis efektivitas program digitalisasi yang diterapkan pada sektor Usaha Mikro, Kecil, dan Menengah (UMKM), baik di lingkungan pesantren maupun di masyarakat umum sekitar wilayah Jombang, dalam meningkatkan kinerja usaha. Program digitalisasi ini mengintegrasikan strategi pemasaran daring untuk memperluas jangkauan produk lokal sehingga produk dapat dikenal lebih luas oleh masyarakat. Penelitian ini menggunakan metode kualitatif dengan pendekatan deskriptif, di mana pengumpulan data dilakukan melalui wawancara mendalam dan observasi langsung terhadap UMKM yang terlibat. Hasil penelitian menunjukkan bahwa program digitalisasi ini efektif dalam mendukung pertumbuhan dan performa UMKM, baik di pesantren maupun di kalangan umum, khususnya pada periode 2023-2024.
Co-Authors Abady, Chusnul Abdillah, Olivia Sandra Siswati, Endang