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All Journal Sains Natural: Journal of Biology and Chemistry International Journal of Social Science, Educational, Economics, Agriculture Research, and Technology (IJSET) Indonesian Journal of Chemical Engineering
Maryudi
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Agriculture, Biological Sciences & Forestry Humanities Biochemistry, Genetics & Molecular Biology Chemical Engineering, Chemistry & Bioengineering Chemistry Computer Science & IT Economics, Econometrics & Finance Education Engineering Materials Science & Nanotechnology

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THE INFLUENCE OF PRODUCT QUALITY, PROMOTION, BRAND IMAGE AND BRAND TRUST ON PURCHASING DECISIONS PURCHASE OF AQUA MINERAL WATER FOR MALIKUSSALEH UNIVERSITY STUDENTS Mita Darmayanti; Rahmaniar; Maryudi; Heriyana
International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET) Vol. 4 No. 7 (2025): JUNE
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/ijset.v4i7.784

Abstract

Abstract this research aims to test of product quality, promotion, brand image and brand trust on purchase decision. The data in this research was collected using questionnaires as the data collection instrument. The sample consisted of 130 respondents. This research used a quantitative approach with multiple linear regression analysis and was processed using SPSS (Statistical Package for the Social Sciences). The hypothesis was tested using SPSS version 25.0. The results of this study indicate that, partially, the product variable has a positive and significant effect on purchase decision of Aqua products,statistically 0.000 < 0.05, and has a t-value > t-table value of 4.713 > 1.657. The promotion variable does not affect and is not significant for purchase decision of Aqua products, statistically 0.947 > 0.05, and has a t-value < t-table value of 0.066 < 1.657. Meanwhile, the brand image variable has a positive and significant effect on purchase decision of Aqua products, statistically 0.002 < 0.05, and has a t-value > t-table value of 3.246 > 1.657. Additionally, the product brand trust has a positive and significant effect on purchase decision of Aqua products, statistically 0.004 < 0.05, and has a t-value > t-table value of 2.974> 1.657. The Adjusted R Square value of the independent variables, namely product quality, promotion, brand image and brand trust, shows that 41.2% of the variance is explained by these variables, while the remaining 58.8% is explained by other variables not included in this study.
THE EFFECT OF BRAND IMAGE, DISCOUNTS, CUSTOMER ADVOCATE, AND LOYALTY PROGRAMS ON CUSTOMER LOYALTY OF TELKOMSEL USERS IN LHOKSEUMAWE CITY Ananda Rizky; Adnan; Maryudi; Muchsin
International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET) Vol. 4 No. 12 (2025): NOVEMBER
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/ijset.v4i12.1172

Abstract

This study aims to determine the Influence of Brand Image, Discount, Customer Advocate and Loyalty Program on Customer Loyalty of My Telkomsel Users in Lhokseumawe City. The data in this study are primary data obtained from distributing questionnaires to users of the My Telkomsel application. The population in this study is unknown, and using the hair formula, 100 respondents were obtained. The instrument measurement tool in the study is a Likert scale. This study uses non-probability sampling because the population is not known for certain. The sampling method used is purposive sampling. Data analysis techniques in the study used multiple linear regression analysis, Classical Assumption Test, and hypothesis testing and determination coefficients were carried out using the SPSS version 26 program. and the results of the study showed that Brand Image has a positive and significant effect on Customer Loyalty, this is evidenced by the t count value> t table (3.302> 1984) and a significant value of 0.001 <0.05, Discount has a positive and significant effect on Customer Loyalty, this is evidenced by the t count value> t table (3.533> 1984) and a significant value of 0.001 <0.05, Customer Advocate has a positive and significant effect on Customer Loyalty, this is evidenced by the t count value> t table (3.769> 1984) and a significant value of 0.001 <0.05 and Loyalty Program has a positive and significant effect on Customer Loyalty, this is evidenced by the t count value> t table (3.922 > 1984) and a significant value of 0.002 < 0.05. For further research, it is possible to add existing samples and expand the research location and variables to obtain more accurate research results.
Co-Authors Adi Permadi Adnan Ananda Rizky Dhias Cahya Hakika Fatwa Zufar , Ahmad Heriyana Lee Wah Lim Lia Anggresani Lim , Lee Wah Mita Darmayanti MUCHSIN Rahayu, Aster Rahmaniar Sofyan Hadi Syamsuddin, Arief Veranica