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All Journal Indonesian Journal Of Business And Economics
Hendrawan, Diky Angga
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Economics, Econometrics & Finance

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THE INFLUENCE OF BRAND IMAGE AND PRODUCT DESIGN ON PURCHASE DECISIONS FOR BUAHVITA THROUGH PRODUCT QUALITY Hardianti, Adisty Riska; Hendrawan, Diky Angga; Ramadhan, Muhammad Bagus; Bahar, Moch. Fachrudin; Putro, Dita Riyanto
Indonesian Journal Of Business And Economics Vol 7 No 2 (2024)
Publisher : Universitas Kuningan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25134/ijbe.v7i2.11005

Abstract

Through product quality, this study examines how brand perception and product design affect consumers' decisions to buy Buahvita. The purchase decision is the study's dependent variable, and brand image and product design are its independent factors. On the other hand, product quality serves as a moderating factor. One hundred questionnaires from residents of one of Kediri City's housing complexes were gathered and processed. Using the convenience sampling approach, which selects people who are available and in place throughout the research period, the researcher selects the closest person to serve as a research sample until the target sample size is reached. This study was carried out in phases. Finding hypotheses in the literature or by employing descriptive statistics and gathering information from the items under study is the first step. The second stage is to test the feasibility of the data using the Validity Test and Reliability Test. The third stage is the hypothesis testing stage both partially and simultaneously. Furthermore, the adjusted determination coefficient and regression equation from the research data are calculated. The results of this study indicate that product design has a significant effect on purchasing decisions, brand image has a significant effect on purchasing decisions. Product design and brand image together have a significant influence on purchasing decisions. Product quality as a moderating variable is not able to strengthen (weaken) product design on purchasing decisions
THE EFFECTIVENESS OF VIRAL MARKETING ON PURCHASE DECISIONS THROUGH CUSTOMER TRUST ON THE TOKOPEDIA PLATFORM Hendrawan, Diky Angga; Nabilah, Anisah; Hamiduddin, Ahmad Yahya; Harto, Harto
Indonesian Journal Of Business And Economics Vol 7 No 2 (2024)
Publisher : Universitas Kuningan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25134/ijbe.v7i2.11009

Abstract

Viral Marketing is a type of marketing that is low-cost because it relies on social media to spread information. The phenomenon of online shopping is increasingly becoming the choice of many people, because shopping online can save time without having to go to a physical location to shop. There are several factors that consumers need to consider before making a purchasing decision, such as trust, where in making online transactions it is important to have certainty, ease in finding the desired product, and clear information about the product and how to buy. This study was conducted using descriptive and verification methods, which then produced conclusions and suggestions. Samples were collected using the Incidental Sampling method, with a total of 205 respondents. Based on the analysis that has been done, this study proves that Viral Marketing has a significant influence on Customer Trust. Furthermore, Customer Trust also has a significant influence on Purchasing Decisions. In addition, Viral Marketing has a significant influence on Purchasing Decisions.
Co-Authors Bahar, Moch. Fachrudin Hamiduddin, Ahmad Yahya Hardianti, Adisty Riska Harto, Harto Nabilah, Anisah Putro, Dita Riyanto Ramadhan, Muhammad Bagus