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MUKHDASIR
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Economics, Econometrics & Finance

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Pengaruh Kualitas Produk dan Brand Image Terhadap Keputusan Pembelian Produk Mobil Toyota Innova Pada Masyarakat Kota Banda Aceh Saiful Amri; Maksalmina, Maksalmina; Mukhdasir
JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi) Vol. 10 No. 2 (2024): April 2024
Publisher : Sekretariat Pusat Lembaga Komunitas Informasi Teknologi Aceh

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35870/jemsi.v10i2.2375

Abstract

Tujuan penelitian ini adalah untuk mengetahui pengaruh kualitas produk dan brand image terhadap keputusan pembelian produk mobil toyota Innova pada masyarakat Kota Banda Aceh. Populasi penelitian ini berjumlah 100 orang responden, dan metode penarikan sampel menggunakan metode non probability sampling dengan teknik penarikan sampel penelitian ini menggunakan convenience sampling sehingga yang menjadi sampel dalam penelitian ini sebanyak sebanyak 100 konsumen yang mengunjungi dealer-dealer Mobil Toyota di kota Banda Aceh. Sumber data dalam penelitian ini menggunakan data primer. Peralatan analisis data dalam penelitian ini menggunakan analisis regresi linier berganda. Hasil penelitian menunjukkan bahwa hasil uji secara parsial dimana variabel kualitas produk secara parsial berpengaruh terhadap keputusan pembelian produk mobil toyota Innova pada masyarakat Kota Banda Aceh sebesar 0,973, artinya bahwa setiap 100% perubahan kualitas produk secara relatif akan meningkatkan keputusan pembelian konsumen sebesar 97,3%. sedangkan variabel brand image secara parsial berpengaruh terhadap keputusan pembelian produk mobil toyota Innova pada masyarakat Kota Banda Aceh sebesar 0,246, artinya bahwa setiap 100% perubahan brand image secara relatif akan meningkatkan keputusan pembelian konsumen sebesar 24,6%. Selanjutnya dari nilai koefisien determinasi (R2) yang diperoleh sebesar ,872 menjelaskan, peran variabel kualitas produk dan brand image dalam mempengaruhi keputusan pembelian produk mobil toyota Innova pada masyarakat Kota Banda Aceh adalah sebesar 0,872 (87,2%). Sementara selebihnya 0,128 (12,8%) dipengaruhi oleh variabel lainnya yang tidak dilibatkan dalam penelitian ini.
Dampak Citra TikTok Shop dan E-WOM terhadap Perilaku Belanja Online Gen-Z Saputra, Al Mahfud; Fakhrurrazi; Mukhdasir
JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi) Vol. 11 No. 2 (2025): April 2025
Publisher : Sekretariat Pusat Lembaga Komunitas Informasi Teknologi Aceh

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35870/jemsi.v11i2.3977

Abstract

This study aims to examine the influence of brand image and Electronic Word Of Mouth (e-WOM) on the attitudes and purchase intentions of Generation Z in Aceh when shopping at TikTok Shop. In this study, an online questionnaire was used to obtain the required information. Quota sampling was used to determine a sample of 200 consumers. Analysis with SmartPLS software through Structural Equation Modeling (SEM) was used to assess the measurement and structural models. The results of the study found that brand image, e-WOM, and consumer attitudes directly impact consumer intentions to shop online. Especially when the e-WOM obtained is positive. The attitude itself is directly influenced by brand image and e-WOM. However, consumer attitudes cannot mediate the relationship between brand image and e-WOM that affects purchase intentions. This study can contribute to online retailers in Aceh, significantly improving consumer attitudes at TikTok Shop by aligning products sold and purchased by consumers to minimize negative comments.
Dampak Citra TikTok Shop dan E-WOM terhadap Perilaku Belanja Online Gen-Z Saputra, Al Mahfud; Fakhrurrazi; Mukhdasir
JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi) Vol. 11 No. 2 (2025): April 2025
Publisher : Sekretariat Pusat Lembaga Komunitas Informasi Teknologi Aceh

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35870/jemsi.v11i2.3977

Abstract

This study aims to examine the influence of brand image and Electronic Word Of Mouth (e-WOM) on the attitudes and purchase intentions of Generation Z in Aceh when shopping at TikTok Shop. In this study, an online questionnaire was used to obtain the required information. Quota sampling was used to determine a sample of 200 consumers. Analysis with SmartPLS software through Structural Equation Modeling (SEM) was used to assess the measurement and structural models. The results of the study found that brand image, e-WOM, and consumer attitudes directly impact consumer intentions to shop online. Especially when the e-WOM obtained is positive. The attitude itself is directly influenced by brand image and e-WOM. However, consumer attitudes cannot mediate the relationship between brand image and e-WOM that affects purchase intentions. This study can contribute to online retailers in Aceh, significantly improving consumer attitudes at TikTok Shop by aligning products sold and purchased by consumers to minimize negative comments.
Co-Authors Fakhrurrazi Fakhrurrazi Maksalmina, Maksalmina Mochammad Imron Awalludin Saiful Amri Saputra, Al Mahfud