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All Journal El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam RESLAJ: Religion Education Social Laa Roiba Journal Journal of Ekonomics, Finance, and Management Studies
Muhammad Hasan Lubis
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Religion Agriculture, Biological Sciences & Forestry Civil Engineering, Building, Construction & Architecture Economics, Econometrics & Finance Education Environmental Science Industrial & Manufacturing Engineering Social Sciences

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The Influence of Brand Ambassador on Brand Image with Online Customer Review as Moderation Variable Nurhikmah; Retno Dewi Wijiastuti; Muhammad Hasan Lubis; Sriwanti Belani; Rini Hadiyati
Reslaj: Religion Education Social Laa Roiba Journal Vol. 7 No. 5 (2025): RESLAJ: Religion Education Social Laa Roiba Journal
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/reslaj.v7i5.8118

Abstract

This research is a quantitative study with an explanatory approach, namely an approach that relies on the four studies mentioned above as the main material to be studied so as to produce novelty and new hypotheses that are slightly different from previous studies. The data used in this study are primary data that researchers obtained from Hokben employees spread throughout Indonesia. The data obtained were analyzed using the smart PLS 4.0 analysis tool. The conclusion in this article show that all hypotheses used in this study, both the first and second, can be accepted and proven. The first hypothesis in this study is that the Brand Ambassador variable can have a positive relationship and a significant influence on Brand Image. This hypothesis can be accepted because the P-Values ​​are positive and below the significance level of 0.05, namely 0.007. These results indicate that the better the Brand Ambassador used by a company in marketing its products, the better the company's Brand Image will be. The second hypothesis used in this study is that the Online Customer Review variable can moderate the influence of the Brand Ambassador variable on the Brand Image variable. From the results of the third table above, it can be shown that the hypothesis can be accepted because the P-Values ​​are positive and are below the significance level of 0.05, namely 0.000, which is more significant than direct testing of 0.007. Thus, it can be concluded that the first and second hypotheses in this study can be accepted and proven
Pengaruh Kemudahan dan Harga Terhadap Keputusan Pembelian Mahasiswa Secara Online dengan Diskon sebagai Moderasi Frans Sudirjo; Ikbal; Muhammad Hasan Lubis; Laksono Edhi Lukito; Saddam Hussaen
El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Vol. 5 No. 8 (2024): El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/elmal.v5i8.4612

Abstract

With the increasing development of technology, buying and selling businesses also follow technological development trends by using the internet network. Business people must always understand customer needs in order to attract customers' interest in buying, one of which is always following changes and rapid developments in business tastes. This type of research is quantitative research. This research aims to determine the effect of convenience and price on students' online purchasing decisions with discounts as moderation. The sampling technique in quantitative research is carried out randomly, data collection uses research instruments, statistical data analysis with the aim of testing predetermined hypotheses. The population in this study were students who had shopped online, consisting of 160 respondents. The results of this research found that convenience and price influence students' online purchasing decisions. Discounts as moderation are able to moderate the influence of convenience and price on students' online purchasing decisions.
Pengaruh Kemudahan dan Harga Terhadap Keputusan Pembelian Mahasiswa Secara Online dengan Diskon sebagai Moderasi Frans Sudirjo; Ikbal; Muhammad Hasan Lubis; Laksono Edhi Lukito; Saddam Hussaen
El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Vol. 5 No. 8 (2024): El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/elmal.v5i8.4612

Abstract

With the increasing development of technology, buying and selling businesses also follow technological development trends by using the internet network. Business people must always understand customer needs in order to attract customers' interest in buying, one of which is always following changes and rapid developments in business tastes. This type of research is quantitative research. This research aims to determine the effect of convenience and price on students' online purchasing decisions with discounts as moderation. The sampling technique in quantitative research is carried out randomly, data collection uses research instruments, statistical data analysis with the aim of testing predetermined hypotheses. The population in this study were students who had shopped online, consisting of 160 respondents. The results of this research found that convenience and price influence students' online purchasing decisions. Discounts as moderation are able to moderate the influence of convenience and price on students' online purchasing decisions.
Co-Authors Frans Sudirjo Ikbal Laksono Edhi Lukito Nurhikmah Rini Hadiyati Saddam Hussaen Sriwanti Belani Wijiastuti, Retno Dewi