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All Journal Jurnal Manajemen dan Agribisnis Jurnal Bisnis dan Manajemen JURNAL ILMIAH MANAJEMEN & BISNIS Maneggio: Jurnal Ilmiah Magister Manajemen Jesya (Jurnal Ekonomi dan Ekonomi Syariah) EKUITAS (Jurnal Ekonomi dan Keuangan) Jurnal Mantik Jurnal Manajemen Bisnis International Journal of Business Economics (IJBE) Enrichment : Journal of Management LEGAL BRIEF Indonesian Journal of Education, Social Sciences and Research (IJESSR) Jurnal AKMAMI (Akuntansi Manajemen Ekonomi) International Journal Of Science, Technology & Management (IJSTM) Jurnal Ekonomi Proceeding International Seminar of Islamic Studies International Journal of Applied Finance and Business Studies Journal of Student Development Informatics Management (JoSDIM) Jurnal SALMAN : Sosial dan Manajemen Jurnal Inspirasi Binsis dan Manajemen Journal of International Conference Proceedings Proceedings of The International Conference on Business and Economics International Journal of Accounting, Management, Economics and Social Sciences (IJAMESC) International Journal of Economic, Technology and Social Sciences (Injects) International Journal of Economics, Business and Innovation Research Journal of Business Integration Competitive New Economy Jurnal Inovasi dan Pengabdian
Satria Tirtayasa
Universitas Muhammadiyah Sumatera Utara
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Journal : Journal of Business Integration Competitive

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The influence of Brand Awareness on Purchase Decision Mediated by Purchase Interest on Cosmetic Products Online in Medan City Tirtayasa, Satria; Khair, Hazmanan; Tusakdiah, Halimah
Journal of Business Integration Competitive Vol. 1 No. 2 (2025): Journal of Business Integration Competitive
Publisher : Yayasan Bina Bisnis Nusantara Medan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.64276/jobic.v1i2.23

Abstract

This study aims to analyze and determine the effect of Brand Awareness and Online Customer Reviews on the purchasing decision of Maybelline lipstick products in online e-commerce among students in Medan. The study uses an associative approach with a sample of 386 students who use Maybelline lipstick. Data was collected through questionnaires, and the data was analyzed using quantitative analysis with Smart PLS (Partial Least Squares) for hypothesis testing and model evaluation. The findings show that Brand Awareness has a significant influence on the purchasing decision of Maybelline lipstick products in e-commerce. Online Customer Reviews also significantly affect the purchasing decision of Maybelline lipstick in e-commerce. Furthermore, Brand Awareness significantly influences the purchase interest in Maybelline lipstick, while Online Customer Reviews similarly affect purchase interest. Purchase interest, in turn, significantly influences the purchasing decision of Maybelline lipstick in e-commerce. The results also show that Brand Awareness affects purchasing decisions through purchase interest, as does Online Customer Reviews.
Reconstruction of Branding and Promotion Strategies to En-hance the Attractiveness of New Student Enrollment at Pri-vate Polytechnics in the City of Medan Ratih Amelia; Satria Tirtayasa; Zakia Fadila; Ahmad Fadli; Yochi Elanda
Journal of Business Integration Competitive Vol. 2 No. 2 (2026): Journal of Business Integration Competitive
Publisher : Yayasan Bina Bisnis Nusantara Medan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.64276/jobic.v2i2.79

Abstract

This study aims to analyze the influence of promotion, accreditation, and brand image on student attractiveness in private polytechnics in Medan City. The background of this study is driven by the declining number of student enrollments, which is associated with less effective promotional strategies, suboptimal accreditation quality, and weak institutional branding. This research employs a quantitative approach with an associative method. Data were collected through questionnaires using a Likert scale, supported by documentation and literature review. The data were analyzed using validity and reliability tests, descriptive analysis, classical assumption tests, and multiple linear regression analysis, followed by hypothesis testing through t-test and F-test. The results indicate that promotion, accreditation, and brand image partially have a positive and significant effect on student attractiveness. Simultaneously, these three variables also show a significant influence on student attractiveness. Among the variables, brand image is identified as the most dominant factor affecting student attractiveness. These findings suggest that increasing student enrollment cannot rely on a single factor, but requires an integrated approach involving effective promotional strategies, improvement of institutional quality through accreditation, and strengthening of institutional brand image. This study contributes to the development of marketing strategies in higher education institutions and provides practical insights for improving institutional competitiveness in an increasingly competitive educational environment
Co-Authors Ade Gunawan Afif Ahmad Afandi Ahmad Fadli Ainanur Ainanur Anggita Putri Lubis Anita Mura Islaini Arini Fauziah Beby Nofriza Biasna Br Bancin Candra Pranata Manihuruk Dian Setyorini Elida Olivia Pangaribuan Elisabet Tambunan Erni Manja Eva Trisna, Fadila Fajar Pasaribu Fajar Pradipto Utomo Febry Ramadhani Hasmanan Khair Hasmanan Khair Hasrudy Tanjung, Hasrudy Hazamanan Khair Hazmanan Kahir Hazmanan Khair Hazmanan Khair, Hazmanan Hermawan, Joko Hery Syahrial Hery Syahrial Imelda andayani Intan Julita Hartati Ira Nadra Irma Nina Fauziah Ritonga Januri Jaroddi Jaroddi Jufrizen Jufrizen Jufrizen Kartaatmaja, R.S. Lailan Safina Hasibuan M Randy Gunawan Maya Sari Maya Sari Mohammad Yusri Muammar Sajali Muhammad Fadli Muhammad Rahmat Muhammad Said Siregar Muhammad Yusron MUIS FAUZI RAMBE Mukmin Mukmin Munadia Istiqamah Myisha Nevianda Myisha Nevianda Tuzzahra N, Achmad Puariesthaufani Nadia Ika Purnama Nasib Owen De Pinto Simanjuntak Purba, Roberto Roy R.S. Kartaatmaja Ratih Amelia Rhilo Ahadi Rahman Ricky Kurniawan Sabrina, R Sandhi Fialy Harahap Siagian, Hendra Sakti Putra Sugeng Sukoco Suwito Suwito Syafrida Yani Harahap Tohap Parulian Tusakdiah, Halimah Utami Herawati Wimpi Siski Pirari Yeni Ardini Daulay Yochi Elanda Yuni Satria Yusri, Mohammad Zakia Fadila