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All Journal Jurnal Pembangunan Wilayah dan Kota Jurnal Administrasi Bisnis Ekonomi Bisnis Gadjah Mada International Journal of Business JURNAL ILMU PEMERINTAHAN Jurnal Manajemen Pelayanan Publik Jurnal Maneksi (Management Ekonomi Dan Akuntansi) AdBispreneur Liquidity: Jurnal Riset Akuntansi dan Manajemen JURNAL MANAJEMEN MOTIVASI MBR (Management and Business Review) JEPA (Jurnal Ekonomi Pertanian dan Agribisnis) Scientific Journal of Reflection : Economic, Accounting, Management and Business Owner : Riset dan Jurnal Akuntansi Moderat JURNAL LENTERA BISNIS Kumawula: Jurnal Pengabdian Kepada Masyarakat Jurnal Pendidikan dan Konseling PERSPEKTIF Dinasti International Journal of Education Management and Social Science Responsive: Jurnal Pemikiran dan Penelitian Administrasi, Sosial, Humaniora dan Kebijakan Publik Kebijakan: Jurnal Ilmu Administrasi MODERAT: Jurnal Ilmiah Ilmu Pemerintahan Ilomata International Journal of Management Bahtera Inovasi Multidiciplinary Output Research for Actual and International Issue (Morfai Journal) Reviu Akuntansi, Manajemen, dan Bisnis Jurnal Perspektif Pembiayaan dan Pembangunan Daerah Journal of Sumatera Sociological Indicators Indonesian Journal Economic Review (IJER) Jurnal Ilmiah Pengabdian Masyarakat Bidang Kesehatan JANE (Jurnal Administrasi Negara) Jurnal Penelitian Pendidikan Indonesia JURNAL MANAJEMEN DAN BISNIS INDONESIA Proceedings of The International Indonesia Conference on Interdisciplinary Studies
R. Anang Muftiadi
Universitas Padjadjaran
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Chemical Engineering, Chemistry & Bioengineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Dentistry Economics, Econometrics & Finance Education Energy Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Mathematics Medicine & Pharmacology Nursing Public Health Social Sciences Transportation Other

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The Effect Of Brand Equity On Purchasing Decisions (Study at PT. X in 2025) Nathania Rendyasti Cahyaningtyas; Anang Muftiadi; Zaenal Muttaqin
Indonesian Journal Economic Review (IJER) Vol. 6 No. 3 (2026): September
Publisher : Divisi Riset, Lembaga Mitra Solusi Teknologi Informasi (L-MSTI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59431/ijer.v6i3.948

Abstract

The increasing competition in the gold jewelry industry encourages companies to establish strong brand equity to influence consumers’ purchasing decisions. PT. X has implemented various brand equity enhancement strategies through improving brand awareness, brand association, perceived quality, and brand loyalty. Therefore, it is important to examine the extent to which these factors are associated with consumers’ purchasing decisions. This study aims to analyze the effect of brand equity on the purchasing decisions of PT. X products in 2025. This research employed a quantitative cross-sectional survey design. Primary data were collected through a Likert-scale questionnaire distributed to 100 respondents who had purchased PT. X products in 2025 using a purposive sampling technique. The data were analyzed using descriptive statistics, classical assumption tests, simple linear regression, the coefficient of determination, and the t-test. The results indicate that both brand equity and purchasing decisions are categorized as high. Furthermore, brand equity has a positive and statistically significant relationship with all dimensions of purchasing decisions (brand choice, distribution channel selection, purchase quantity, purchase timing, and payment method selection), with coefficients of determination (R²) ranging from 10.9% to 21.4% (the highest variance explained being payment method selection at 21.4%). These findings suggest that brand equity plays a meaningful role in supporting consumers’ purchasing decisions. Accordingly, the company is recommended to continuously strengthen its brand equity to maintain competitiveness and support sustainable purchasing behavior.
Digital Marketing Applications in the Retail Sector: A Systematic Mapping Study Dini Indiani; Ria Arifianti; Anang Muftiadi
Ilomata International Journal of Management Vol. 5 No. 2 (2024): April 2024
Publisher : Yayasan Sinergi Kawula Muda

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61194/ijjm.v5i2.1168

Abstract

This study investigates the trends, methods, research types, and focus areas of digital marketing applications in retail from 2018 to 2022. Through a systematic mapping of fifty articles, the study aims to identify key contributions by country, prevalent research methods, types, and focal areas. The analysis reveals an overall increase in publications over the period, with a notable decline in 2022. In 2021, the United States and the United Kingdom emerged as the leading contributors to research in this field. Quantitative methods and Validation Research were found to be predominant, with Solution Papers following. A significant focus of recent research has been on Social Media Marketing and Emerging Technologies. The study provides a thorough review of recent developments in digital retail marketing, laying the groundwork for future research advancements
Co-Authors Abdullah Togar Siagian Achsanul Qosasi Adhadian Akbar Ahmad Buchari Ajeng Putri Hanifah Alamsah, Untung Alfatiha, Raja Ainaya Amalia Saniy Soeprapti, Rizki Arbi Abdul Kahfi Arianis Chan Arifianti, ⁠Ria Avia, Muhammad Dusthin Putra Ayu Permata Pekerti Azwar Bintarsih Sekarningrum Cece Mulyadi Daniel Dhifan Fadhilah Rizky Nurhadi Dian Fordian Dini Indiani Dio Wibowo Dwiputra, Muhammad Faishal Akbar Dyana, Dyana Egar Surya Eka Nurcahya Eka Nurcahya Eka Nurcahya Eka Putri, Zeni Ellissa Priyanka Emma Rochima Erna Maulina Erwin Permana Fat'chatus Chanifa Jikhan Fauziah, Syifa Aulia Fifian Girda Aulia Rishyadi Hasan Farisi Healthy Nirmalasari Heru Ryanto Indiani, Dini Iwan Sukoco Lina Auliana M. Benny Alexandri M. Rizal Margo Purnomo Mariana Marselina, Mariana Mas Rasmini Meliniarta Nadhiva Mia Meliani Mohammad Benny Alexandri Muhamad Alvi Irpansyah Muhamad Rizal Muhamad Rizal Musyaffa, M Aqila Nathania Rendyasti Cahyaningtyas Nunung Runiawati, Nunung Pandi Pardian Pekerti, Ayu Permata Priyanka, Ellissa Raharjo, Vania Sekarayodya Raja Ainaya Alfatiha Ria Arifianti Rivani . Rivani, Rivani - Salwa Nurfaiziya Sam'un Jaja Raharja Sapulette, Militcyano Samuel Suwandi, Imam Teguh Santoso Teguh Santoso Tetty Herawaty Tradiga Nur Aziz Aziz Trimo Pamudji Al Djono Al Djono Ulyses Sitompul Untung Alamsah Yoga Putut Afandi Yosef Leu Maing Deni Kurniadi Sunjaya Supriyati Zaenal Muttaqin