Article Per Year (5 Year)
p-Index From 2021 - 2026
6.49
P-Index
This Author published in this journals
All Journal Edumatsains JURNAL EDUCATION AND DEVELOPMENT Jurnal Ilmiah Aquinas Aksara: Jurnal Ilmu Pendidikan Nonformal International Journal of Educational Research and Social Sciences (IJERSC) Jurnal Ilmu Ekonomi Manajemen dan Akuntansi Arus Jurnal Sosial dan Humaniora KOMMAS: Jurnal Pengabdian Kepada Masyarakat Haga: Jurnal Pengabdian Kepada Masyarakat AFORE: Jurnal Pendidikan Matematika CIVIC SOCIETY RESEARCH and EDUCATION: Jurnal Pendidikan Pancasila dan Kewarganegaraan Curve Elasticity: Jurnal Pendidikan Ekonomi Economics and Business Journal Innovative: Journal Of Social Science Research Amkop Management Accounting Review (AMAR) Jurnal Ilmiah Ekotrans & Erudisi (JIEE) Jurnal Ekonomi, Manajemen, Akuntansi
Hulu, Fatolosa
Universitas Nias Raya
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Biochemistry, Genetics & Molecular Biology Chemistry Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Immunology & microbiology Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Physics Public Health Social Sciences Other

Published : 48 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search
Journal : Economics and Business Journal

 1 
The Influence of Brand Image on Online Purchase Decisions for Scarlett Students of The Faculty of Economics, University of Nias Baene, Diana Novita; Harefa, Idarni; Waruwu, Meiman Hidayat; Hulu, Fatolosa
Economics and Business Journal (ECBIS) Vol. 4 No. 2 (2026): January
Publisher : PT. Maju Malaqbi Makkarana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47353/ecbis.v4i2.281

Abstract

This research aims to examine and analyze the influence of brand image on the purchasing decisions of students at the Faculty of Economics, Nias University, in the context of online shopping. The background of this study stems from the rapid growth of e-commerce in Indonesia, which has significantly changed consumer shopping behavior, particularly among students who are highly adaptive to digital technology. In online shopping situations, where consumers cannot physically assess the product, brand image becomes one of the main factors influencing consumer trust, perceived quality, and confidence in making purchasing decisions. The type of research employed is quantitative research with a survey approach. The study population consisted of 1,959 active students of the Faculty of Economics, Nias University, with a sample of 95 respondents determined using the Slovin formula. Data were collected using a Likert-scale questionnaire covering brand image indicators (strength, favorability, and uniqueness of brand association) as well as purchasing decision indicators (problem recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior). The data were analyzed using validity and reliability tests, simple linear regression analysis, t-test, and determination test with the aid of SPSS software. The results of the study indicate that brand image has a positive and significant effect on students' purchasing decisions in online shopping. This finding implies that the stronger the brand image, the higher the tendency of students to make online purchases. Therefore, companies or online businesses need to develop and strengthen their brand image through consistent marketing communication strategies, clear product information, and credible brand reputation to increase consumer loyalty and purchase intention.
Co-Authors Adam Smith Bago Adilah Laia Amaano Fau Anita Zagoto Arisman Leo Lase Arisman Zebua, Daniel Elviden Ayler Beniah Ndraha Baene, Diana Novita Bago, Intania Baspuri Luahambowo Batee, Maria Magdalena Bate’e, Maria Magdalena Baziduhu Laia Bestari Laia Buulolo, Nanny Cardinal Pranatal Mendrofa Dakhi, Agustin Sukses Dao, Totona Zanolo Desriani waruwu Dohona, Im’mortel Dorisvan A. Hondro DUHA, AGUSTINUS Duha, Maria Magdalena Ediman Hulu Efrata Ge’e Eliagus Telaumbanua EMANUEL ZEBUA Ernalias Laia Fau, Yohanna Theresia Venty Febertina Zebua Fonambowo Ndruru Gea, Arman Hikmat Damai Gea, Nov Elhan Gee, Efrata Giawa, Petri Gulo, Farisman Jaya Gulo, Iwannda Vortatema HAREFA, ARIANUS Harefa, Darmawan Harefa, Idarni Harefa, Sepryance Cahyani Harefa, Trisman Hemat Zagoto Iwarman Tafonao Junyaman Gari Jurisman Waruwu Kakisin, Sophia Molinda Kaminudin Telaumbanua Kristiurman Jaya Mendrofa Laia , Askarman Laia, Adilah Lase , Indah Permata Sari Lase, Delipiter Lase, Heseziduhu Lase, Kesia Lase, ndah Permata Sari Lies Dian Marsa Ndraha Maria Magdalena Batee Mastawati Ndruru Mastawati Ndruru Mawahida Hulu Meiman Hidayat Waruwu Mendrofa, Magdalena Mendrofa, Martha Surya Dinata Mendrofa, Syah Abadi Mendrofa, Yupiter Murnihati Sarumaha Nanny Artatina Buulolo Ndruru, Mastawati Ndururu, Kalvintinus Niat Hati Zebua Nofita Tafonao Novialdi, Andrian Odaligoziduhu Halawa Palindungan Lahagu Petrus Herbin Lature Robin Markus Putra Waruwu Selfi Yanti Bali Sesilianus Fau Sesuaikan Sarumaha Sri Florina Laurence Zagoto Tafonao, Aluiwaauri Tatema Telambanua Tatema Telambanua Telambanua, Kaminudin Telaumbanu, Tatema Telaumbanua, Junius Telaumbanua, Otoriaman Telaumbanua, Tatema Totona Zanolo Dao Ukurai Laia Waruwu, Cianto Waruwu, Emanueli Waruwu, Meiman H. Waruwu, Perianus Waruwu, Suka'aro Waruwu, Suka’aro Welli Siswanti Yamolala Zega Yan Piter Basman Ziraluo Yonathan Sebastian Laowo Yurmanius Waruwu Zagoto, Impiani Zalukhu, Yuterlin Zebua, Emanuel Zebua, Irfan Zebua, Maria Febrina Zebua, Sabar Gunawan Zega, Yamolala Ziraluo, Merdina