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All Journal SOCA: Jurnal Sosial Ekonomi Pertanian Agrifor : Jurnal Ilmu Pertanian dan Kehutanan Saliha : Jurnal Pendidikan dan Agama Islam JURNAL AGRIBISNIS DAN KOMUNIKASI PERTANIAN (Journal of Agribusiness and Agricultural Communication) Jurnal Ilmiah Ekonomi dan Manajemen Master Manajemen Jurnal Media Akademik (JMA) JURNAL ILMIAH EKONOMI, MANAJEMEN, BISNIS DAN AKUNTANSI PENG: Jurnal Ekonomi dan Manajemen Jurnal Pengabdian Kepada Masyarakat Ekopedia: Jurnal Ilmiah Ekonomi Indonesia Economic Journal
Achmad Zaini
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Religion Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences Other

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Journal : JURNAL ILMIAH EKONOMI, MANAJEMEN, BISNIS DAN AKUNTANSI

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PENGARUH ELECTRONIC WORD OF MOUTH (E-WOM) DI SOSIAL MEDIA DAN DAYA TARIK IKLAN TERHADAP MINAT BELI PRODUK AVOSKIN (Studi Pada Mahasiwa D-III dan D-IV Politeknik Negeri Malang) Syafira Endy Adzhani; Achmad Zaini; Asminah Rachmi
JURNAL ILMIAH EKONOMI, MANAJEMEN, BISNIS DAN AKUNTANSI Vol. 2 No. 5 (2025): September
Publisher : CV. KAMPUSA AKADEMIK PUBLISING

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61722/jemba.v2i5.1303

Abstract

Pertumbuhan industri kecantikan di era globalisasi saat ini terlihat signifikan dari tahun ke tahun yang dipicu oleh kesadaran masyarakat akan pentingnya perawatan wajah. Avoskin adalah salah satu brand skincare lokal yang saat ini digemari oleh masyarakat. Penelitian ini bertujuan untuk menganalisis pengaruh electronic word of mouth (E-WOM) dan daya tarik iklan terhadap minat beli produk Avoskin pada mahasiswa D-III dan D-IV Politeknik Negeri Malang. Penelitian ini merupakan penelitian explanatory research dengan metode penelitian kuantitatif. Pengumpulan data dilakukan melalui kuesioner, kemudian dianalisis menggunakan regresi linier berganda, uji t, uji F, dan koefisien determinasi. Hasil analisis diketahui bahwa variabel independen yaitu Electronic Word of Mouth (E-WOM) dan daya tarik iklan secara parsial dan simultan memiliki pengaruh yang positif serta signifikan terhadap minat beli produk Avoskin pada mahasiswa D-III dan D-IV Politeknik Negeri Malang.
Pengaruh Persepsi Kualitas dan Kesadaran Merek terhadap Minat Beli Konsumen pada Merek Fashion Lokal Colorbox (Studi pada Mahasiswa di Kota Malang) Aurinisa, Nadiandisa Candara; Eko Boedhi Santoso; Achmad Zaini
JURNAL ILMIAH EKONOMI, MANAJEMEN, BISNIS DAN AKUNTANSI Vol. 2 No. 5 (2025): September
Publisher : CV. KAMPUSA AKADEMIK PUBLISING

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61722/jemba.v2i5.1324

Abstract

The fashion industry in Indonesia has been growing rapidly and significantly. It is because clothing fashion has become a part of lifestyle that cannot be separated form daily use. The perceived quality and brand awareness are the things that companies need to focus on to see the intensity of the consumer purchase intention. The perceived quality influences consumers perception about the quality of product or brand that they first see. Meanwhile, the brand awareness sees how far consumers know the brand. This research aims to analyze the influence of perceived quality and brand awareness on purchase intention in local fashion brand, Colorbox (study on college students in Malang City). The research approach was quantitative with an explanatory research design through a survey. The research showed a positive and significant effect on purchase intention. Then the hypothesis testing result that perceived quality and brand awareness had a positive and significant effect on purchase intention.
Co-Authors Ajeng Puspita Maharani Asminah Rachmi Aulia Musfirotur Rokhim Aurinisa, Nadiandisa Candara Ayu Sulasari Eko Boedhi Santoso Farihatun Nafisah Fatimah Zahrotul Aminah Fiernaningsih, Nilawati Mahmudatul Himma Marda Mellinia Islami MUHAMMAD ABDUL AZIS JAILANI Musthofa Hadi Muwidha, Muhammad Nazila Mumtaza Zamhariroh Poenamawati, Diana Rafilah Putri Adibah Rahardi Adnan Ardiansyah Rizka Ziadatul Ilmi Syafira Endy Adzhani Tri Yulistyawati Evelina