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All Journal JURNAL SAINS PEMASARAN INDONESIA Jurnal Ilmiah Ekonomi Islam SULUH: Jurnal Abdimas Dinasti International Journal of Management Science Jurnal Manajemen Kewirausahaan Jurnal Komunitas: Jurnal Pengabidian Kepada Masyarakat Jurnal Ilmiah Manajemen Kesatuan Aliansi : Jurnal Manajemen dan Bisnis Dinasti International Journal of Economics, Finance & Accounting (DIJEFA) Jurnal Kajian Ilmiah JURNAL ILMIAH AKUNTANSI DAN MANAJEMEN East Asian Journal of Multidisciplinary Research (EAJMR) Jurnal Ekonomi dan Manajemen (JEKMA) CEMERLANG :Jurnal Manajemen dan Ekonomi Bisnis SENTRI: Jurnal Riset Ilmiah Digital Bisnis: Jurnal Publikasi Ilmu Manajemen Dan E-commerce Jurnal Penelitian Ekonomi Manajemen dan Bisnis Trending: Jurnal Manajemen dan Ekonomi Jurnal Riset Manajemen dan Ekonomi Maeswara: Jurnal Riset Ilmu Manajemen dan Kewirausahaan Neraca: Jurnal Ekonomi, Manajemen dan Akuntansi Jurnal Ilmiah Ekonomi dan Manajemen Maslahah: Jurnal Manajemen dan Ekonomi Syariah Neraca Manajemen, Akuntansi, dan Ekonomi Jurnal Riset Ilmiah Indonesian Journal of Economics and Strategic Management Jurnal Portofolio: Jurnal Manajemen dan Bisnis TECHNOVATE
Handayani, Milda
Universitas Bhayangkara Jakarta Raya
Religion Aerospace Engineering Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Industrial & Manufacturing Engineering Law, Crime, Criminology & Criminal Justice Library & Information Science Public Health Social Sciences Other

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The Influence of Personal Branding, Brand Image, and Price on Purchase Decisions on Mother of Pearl Cosmetics Brand Vashelda, Ardhelia Denis; Wijayaningsih, Rini; Handayani, Milda
TECHNOVATE: Journal of Information Technology and Strategic Innovation Management Vol. 2 No. 3 (2025): July 2025
Publisher : PT.KARYA GEMAH RIPAH

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52432/technovate.2.3.2025.148-155

Abstract

This research aims to examine the influence of personal branding, brand image and price on purchasing decisions for the mother of Pearl cosmetic brand. The population in this study were all consumers who had purchased Mother of Pearl cosmetic products at the Sociolla outlet, Summarecon Mall Bekasi. The variables used in this research are Personal Branding, Brand Image, and Price as independent variables; and Purchasing Decisions as the dependent variable. The sampling technique used is the survey method and uses a questionnaire instrument. The analytical methods used are Descriptive Statistical Analysis, Data Quality Test, Classical Assumption Test, Multiple Linear Regression Analysis, and Hypothesis Testing. The results of this research show that partially the variables Personal Branding, Brand Image and Price have a significant and positive influence on purchasing decisions for Mother of Pearl cosmetic products at Sociolla Summarecon Mall Bekasi. The research results from 100 respondents also indicate that, simultaneously, the variables Personal Branding, Brand Image, and Price collectively have a significant and positive influence on Purchase Decision for Mother of Pearl cosmetic products at Sociolla Summarecon Mall Bekasi. This is evidenced by the F-test results, which show a significant value of 0.000 < 0.05 and an F-value of 14.871 > 2.70, meaning that H4 is accepted and H04 is rejected. The conclusion is that Price, Brand Image, and Personal Branding simultaneously influence the purchase decision of Mother of Pearl cosmetic products.
The Influence of Product Quality, Brand Image and E-Wom on Makeup Product Purchase Decisions By Lizzie Parra (BLP) Fadilah, Nayla Nur; Wijayaningsih, Rini; Handayani, Milda
TECHNOVATE: Journal of Information Technology and Strategic Innovation Management Vol. 2 No. 3 (2025): July 2025
Publisher : PT.KARYA GEMAH RIPAH

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52432/technovate.2.3.2025.156-162

Abstract

This study aims to determine the influence of product quality, brand image, and e-WOM on purchase decisions of makeup By Lizzie Parra (BLP) products (case study of BLP customers at Summarecon Mall Bekasi). This research is a quantitative study using primary data collected through questionnaires distributed directly to customers who have purchased and experienced BLP products at Summarecon Mall Bekasi. A total of 100 questionnaires were distributed. Based on statistical tests, the results show that Product Quality has a significant value (sig.) of 0.000, which is less than 0.05, and a t-count value of 4.231, which is greater than the t-table value of 1.98498, with a positive sign. Thus, hypothesis H1 is accepted, indicating that Product Quality has a positive influence on Purchase Decisions. Brand image has a significance value (sig.) of 0.010, which is less than 0.05, and a t-count value of 2.615, which is greater than the t-table value of 1.98498, with a positive sign. Thus, hypothesis H2 is accepted, indicating that Brand image has a positive influence on Purchase Decisions. e-WOM has a significant value (sig.) of 0.039, which is less than 0.05, and a t-count value of 2.097, which is greater than the t-table value of 1.98498, with a positive sign. Thus, hypothesis H3 is accepted, indicating that e-WOM has a positive influence on Purchase Decisions. For the simultaneous test, Product Quality, Brand image, and e-WOM have a significant value (sig.) of 0.000, which is less than 0.05. Therefore, hypothesis H4 is accepted, indicating that these three variables simultaneously have a significant influence on Purchase Decisions.
Co-Authors AA Sudharmawan, AA Achmad Fauzi Agus Dharmanto Agus Dharmanto Alfian Saputra Angel Maharani Annisa Azahra Aulia Ari Sulistyowati Ari Sulistyowati Ari Sulistyowati, Ari Ashraff Rizky Setyawan Astuti Yulianingrum Augusty Tae Ferdinand Bukhari, Eri Cahyadi Husadha Cinka Amalia Putri Cristiana Vicensia Aritonang Della Widya Ayu Devianti, Faysa Firli Dewi Puspaningtyas Dewi Sri Woelandari Dewi Sri Wulandari DODY KURNIAWAN Endang Hutabarat Ernita Shafa Nur Fadhilah Fadilah, Nayla Nur Ferawaty Puspitorini Fifi Talia Fikri , Adi Wibowo Noor Gunawan, Nabila Alifiyah Harfanly Bramley Munte Haryono Umar Hasanuddin Hasanuddin Hutabarat, Zoel Istianingsih Sastrodiharjo, Istianingsih Justine Tanuwijaya Kardinah Indrianna Meutia Kardinah Indrianna Meutia Kefas Kristian Telaumbanua Laurence, Michael Linda Wati M. Fadhli Nursal Maidani, Maidani Makruf, Muhammad Nafis Musyaffa, Arif Narpati, Bintang NOVIA RAHMAWATI Nursal, M.Fadhli Peter Narotama Sunardi Pitoyo, Bayu Seno Prayuda Putra Ariansyah Puspita, Ayu Diah putri setyawati Rahmaliya Pratiwi Rianto, Muhammad Richo Ricca Handayani Ridwan Fadhilah Rini Tresnawati Rizqia Naurah Zulfahra Sabrina Setyakinasti Safira Tamiya Sari, Rycha Kuwara Sudirman, Muzakki Sugiono Sugiono Supriyanto Supriyanto Supriyanto Supriyanto Tamiya, Safira Untari, Dhian Tyas Vashelda, Ardhelia Denis Wibowo, Wahyu Tri Widi Winarso Widi Winarso, Widi Widjanarko, Wirawan Wijayaningsih, Rini Wijayanti, Murti Wirata Yasa Kencana Wisnu Wibisono Woelandari Pantjolo Giningroem, Dewi Sri Woestho, Choiroel Yoganingsih, Tutiek Yunita, Tyna