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Pioner Pelawi
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Journal : Jurnal Ekonomi

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Impact Of Brand Identity, Halal Awareness On Purchasing Decisions With Promotional Interventions Suci Pertiwi; Nasrul Efendi; Tya Wildana Hapsari Lubis; Pioner Pelawi
Jurnal Ekonomi Vol. 29 No. 3 (2024): November 2024
Publisher : Fakultas Ekonom dan Bisnis, Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/je.v29i3.2318

Abstract

This research aims to determine the influence of brand identity and halal awareness on purchasing decisions, with promotion as an intervening variable. The population includes people who consume imported instant noodles. Using convenience sampling and the Lameshow formula, 96 respondents were surveyed. The hypothesis tests show that brand identity positively affects purchasing decisions, while halal awareness does not. Additionally, promotion does not impact purchasing decisions, but brand identity positively influences promotion. Indirectly, brand identity and halal awareness do not affect purchasing decisions through promotion. The adjusted R square value for purchasing decisions is 0.755, indicating that 75.500 per cent of the variation in purchasing decisions is explained by the independent variables, with 24.500 per cent influenced by other factors not studied.
Live Streaming, Content Marketing, Flash Sale In Online Shopping Decisions For E-Commerce Nasrul Efendi; Pioner Pelawi; Anto Tulim
Jurnal Ekonomi Vol. 29 No. 3 (2024): November 2024
Publisher : Fakultas Ekonom dan Bisnis, Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/je.v29i3.2521

Abstract

This study underscores the pressing need to support the growth and success of e-commerce platforms in addressing the challenges and seizing the opportunities of today's digital commerce landscape. The primary objective of the research is to assess the impact of live streaming, content marketing, and flash sales on the online shopping decisions of users on Tokopedia. The study employs a descriptive statistical analysis, combining qualitative methods with quantitative elements. The research population consists of Tokopedia users in Medan City, with purposive sampling used to select participants. A convenience sampling technique determined the sample size, which included 260 respondents. The results of the study show that content marketing has a significant and notable effect on online shopping decisions, whereas flash sales and live streaming have smaller effects and are not statistically significant.
Co-Authors Br. Ginting, Litka Tiadoraria Chairina Chairina, Chairina Cu, Kelly Axana Dina Hastalona Fanny Fanny Hanny Siagian Masitah, Tina Herianty Mbayak Ginting Mbayak Ginting Nasrul Efendi Perangin-angin, Naca Sherly Joe SITORUS, ERBIN Situmorang, Iskandar Muda Sriyanto, Darmawan Suci Pertiwi Sugianta Ovinus Ginting Suwianto, Suwianto Tarigan, Purnaya Sari Thetalia, Virgenia Tulim, Anto Tya Wildana Hapsari Lubis Vivi Syahriani Wahyuni, Rayu Sri Yusri Yusri