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All Journal Jurnal Riset Inspirasi Manajemen dan Kewirausahaan Margin Eco : Jurnal Ekonomi dan Perkembangan Bisnis
Goenadhi, Lydia
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Pengaruh Brand Image, Brand Awareness, dan Electronic Word of Mouth terhadap Keputusan Pembelian Sunscreen Azarine di Kota Banjarmasin Diharjo, Bryan Agusto; Goenadhi, Lydia
Jurnal Riset Inspirasi Manajemen dan Kewirausahaan Vol. 9 No. 2 (2025): Jurnal Riset Inspirasi Manajemen dan Kewirausahaan
Publisher : Sekolah Tinggi Ilmu Manajemen Indonesia (STIMI) Banjarmasin

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35130/x2vhcs41

Abstract

This study investigates the impact of brand image, brand awareness, and electronic word- of-mouth (e-WOM) on purchase decisions for Azarine sunscreen products in Banjarmasin City, Indonesia. The research aims to determine whether these variables collectively and individually influence consumers’ choices when selecting Azarine sunscreen. Adopting a quantitative approach, data were collected via structured questionnaires distributed to 150 purposively sampled respondents who had purchased Azarine sunscreen. The hypotheses were tested using multiple linear regression analysis with SPSS. The results reveal that brand image, brand awareness, and e-WOM collectively exhibit a statistically significant influence on purchase decisions (F-value = 0.000, p < 0.05). However, partial analysis demonstrates that only e-WOM has a positive and significant effect (β =0.000, p < 0.05), while brand image and brand awareness show no significant individual impact (p > 0.05). The model explains 30.1% of the variance in purchase decisions (R² = 0.301), indicating that 69.9% of influencing factors—such as pricing, promotions, or personal preferences—remain unexamined. These findings highlight the critical role of e-WOM in driving consumer choices for skincare products in Banjarmasin City, suggesting that marketers should prioritize digital engagement and user-generated content strategies. Further research should explore additional variables to account for the unexplained variance.
Pengaruh Keamanan, Kepercayaan dan Gaya Hidup Terhadap Loyalitas Pengguna e-Wallet di Kota Banjarmasin Ananda, Salsadila Zahra; Yulianti, Fadma; Daud, Ibrahim; Goenadhi, Lydia
Margin Eco : Jurnal Ekonomi dan Perkembangan Bisnis Vol. 10 No. 1 (2026): Margin Eco: Jurnal Ekonomi dan Perkembangan Bisnis
Publisher : LPPM Universitas KH A. Wahab Hasbullah

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32764/margineco.v10i1.7113

Abstract

This research focuses on how security, trust, and lifestyle relate to the loyalty of DANA e-wallet users in Banjarmasin City. A quantitative approach was applied by distributing a survey of 68 DANA users selected based on domicile, age, and usage intensity criteria. Responses were collected using questionnaires and then tested through a multiple linear regression model with SPSS version 25. The analysis found that security has not become a significant factor in maintaining user  loyalty. In contrast, trust and lifestyle have significant effects. Overall, the simultaneous test shows that the three variables still contribute significantly to user loyalty. These results indicate that loyalty is not sufficiently explained by security aspects alone, but also by users’ confidence in the service and the suitability of application features with daily activity patterns. These findings place trust and service relevance as important elements in maintaining DANA user loyalty. However, these findings should be read by considering the characteristics of the respondents who were dominated by young users, so generalization to all DANA users in Banjarmasin City needs to be carried out carefully.
Co-Authors Ananda, Salsadila Zahra Daud, Ibrahim Diharjo, Bryan Agusto Yulianti, Fadma