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THE INFLUENCE OF BRAND PLACEMENT PRODUCT HAND BODY SCARLETT WHITENING IN KOREA TODAY'S WEBTOON ON BRAND AWARENESS AND PURCHASE INTENTION PRODUCT HAND BODY SCARLETT WHITENING Balqis Aurora Ariani; Nurainun; Muchsin; M. Subhan
International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET) Vol. 3 No. 11 (2024): OCTOBER
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/ijset.v3i11.588

Abstract

This study aims to identify the influence of brand placement (independent) consisting of visual placement, auditory placement, and plot connection on the intention to buy Scarlett brand hand body lotion products. In addition, this study also identified brand awareness (mediation) variables consisting of brand recognition and brand recall as variables that mediate the relationship between brand placement and purchase intention (dependent). The design used in this study is a quantitative design using an online data collection method using a google form. However, before filling out the questionnaire, respondents will be directed to watch snippets of Korean dramas contained in the google form. Sampling was carried out in a convinience & purposive manner. The number of samples used was 120 respondents. Data analysis using PLS-SEM with the WARP PLS application version 7.0. From the results of the study that tested the influence of brand placement on purchase intention with brand reconation and brand recall as mediation variables, it can be concluded that even though the medasi variable is used, only a few variables have an effect when the mediation variable is used, these variables are visual placement and plot connection.
THE INFLUENCE OF BRAND EQUITY ON DECISIONS PURCHASE OPPO BRAND SMARTPHONE BY COMMUNITIES IN BIREUEN DISTRICT Fina Wahyuni; T. Edyansyah; Halida Bahri; Muchsin
International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET) Vol. 3 No. 11 (2024): OCTOBER
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/ijset.v3i11.589

Abstract

This study examines the effect of brand awareness, perceived quality, brand association, and brand loyalty on the decision of the community in Bireuen Regency to purchase Oppo brand smartphones. This study uses primary data obtained by distributing questionnaires to 100 respondents who are Oppo brand smartphone users in the community of Bireuen Regency. The sample collection used is non-probability sampling techniques. The data analysis method used is the multiple linear regression method with the help of SPSS. The results partially show that brand awareness has a positive and significant effect on purchase decision of OPPO brand smartphones by the community in Bireuen Regency, Perception of quality has a positive and significant impact on purchase decisions of OPPO brand smartphones by the community in Bireuen Regency, Brand association has a positive and significant effect purchase decisions of OPPO brand smartphones by the community in Bireuen Regency, and Brand loyalty has a positive and significant impact on purchase decisions of OPPO brand smartphones by the community in Bireuen Regency. Simultaneously, brand awareness, perceived quality, brand association, and brand loyalty significantly affect the purchase decision of the community in Bireuen Regency to purchase OPPO brand smartphones. It is recommended for further researchers to conduct research using other variables that are indicated to influence the purchase decisions of smartphones with other brands such as Xiaomi, Realme, Infinix, and so on.
THE INFLUENCE OF STORE ATMOSPHERE, LOCATION AND SERVICE QUALITY TO CUSTOMER SATISFACTION OF GRIYA KUPI LHOKSEUMAWE CITY Sakinah Tul Marhamah Harahap; T Edyansyah; Muchsin; Ikramuddin
International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET) Vol. 3 No. 11 (2024): OCTOBER
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/ijset.v3i11.590

Abstract

This study examined the influence of store atmosphere, location, and service quality on customer satisfaction at Griya Kupi. Primary data were collected through questionnaires distributed to 114 respondents, selected using purposive sampling. The data were analyzed using multiple linear regression with the assistance of SPSS software. The partial results indicated that store atmosphere, location, and service quality significantly affected customer satisfaction at Griya Kupi. Simultaneously, store atmosphere, location, and service quality significantly affected customer satisfaction at Griya Kupi. It is recommended that Griya Kupi continue to enhance service quality to ensure customer satisfaction and foster loyalty. Furthermore, future researchers are encouraged to explore additional variables to gain deeper insights into their relationship with customer satisfaction at Griya Kupi.
THE INFLUENCE OF BRAND AMBASADOR, BRAND IMAGE AND COUNTRY OF ORIGIN ON PURCHASE INTENTION OF CLOTHING PRODUCTS SPORTS ON E-COMMERCE PLATFORMS ON COMMUNITY IN LHOKSEUMAWE CITY Aulia Ul Mursalin; Muchsin; Sapna Biby; Munandar
International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET) Vol. 3 No. 12 (2024): NOVEMBER
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/ijset.v3i12.608

Abstract

This study aims to analyze the Influence of Brand Ambassador, Brand Image and Country of Origin on Purchase Intention of Sportswear Products on E-Commerce Platforms in Lhokseumawe City Society. Data for this study were collected through a survey method using a questionnaire as a data collection instrument. Respondents in this study were 105 consumers. This study uses a quantitative approach with multiple linear regression analysis using SPSS (Statistical Package for the Social Sciences) software. The results of the study indicate that partially Brand Ambassador has a positive and significant effect on Purchase Intention of Sportswear Products on the E-Commerce Platform in the Community in Lhokseumawe City, Brand image has a positive and significant effect on Purchase Intention of Sportswear Products on the E-Commerce Platform in the Community in Lhokseumawe City, Country Of Origin has a positive and significant effect on Purchase Intention of Sportswear Products on the E-Commerce Platform in the Community in Lhokseumawe City. Simultaneously brand ambassador, Brand image and country of origin have a positive and significant effect on Purchase Intention of Sportswear Products on the E-Commerce Platform in the Community in Lhokseumawe City.
INFLUENCE OF PRICE, PRODUCT DESIGN, PRODUCT QUALITY, AND BRAND IMAGE ON PURCHASING DECISIONS VENTELA SHOES FOR STUDENTS FACULTY OF ECONOMICS AND BUSINESS UNIVERSITAS MALIKUSSALEH Rabiatul Auliza; Hamdiah; Heriyana; Muchsin
International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET) Vol. 3 No. 12 (2024): NOVEMBER
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/ijset.v3i12.617

Abstract

This study aims to examine the impact of price, product design, product quality, and brand image on the purchase decisions of Ventela shoes among students of the Faculty of Economics and Business at Universitas Malikussaleh. The sampling method used was purposive sampling, with a total of 145 respondents. Primary data for this research was collected through questionnaires. The data analysis techniques employed include multiple linear regression analysis, classical assumption tests, instrument tests (validity and reliability), determination tests (R2), and hypothesis testing (1) using SPSS 26.0 software. The results of this study indicate that, partially, the price variable does not have a significant effect on purchase decisions, product design has a positive and significant effect on purchase decisions, product quality has a positive and significant effect on purchase decisions, and brand image has a positive and significant effect on purchase decisions
THE INFLUENCE OF SEGMENTING, TARGETING, AND POSITIONING ON CONSUMER PURCHASE DECISIONS AT MALIKA BAKERY & CAKE SHOP IN LHOKSEUMAWE CITY Saleha; T. Edyansyah; Sapna Biby; Muchsin
International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET) Vol. 4 No. 12 (2025): NOVEMBER
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/ijset.v4i12.1121

Abstract

This study aims to analyze the effect of Segmenting, Targeting, and Positioning (STP) on consumer purchase decisions at Malika Bakery & Cake Shop in Lhokseumawe City. A quantitative approach with a survey method was employed, using structured questionnaires distributed to 115 respondents selected through purposive sampling. The collected data were analyzed using multiple linear regression with the help of SPSS software. The results show that all three independent variables—Segmenting, Targeting, and Positioning—have a positive and significant influence on purchase decisions, both partially and simultaneously. The coefficient of determination (R²) value of 55.2% indicates that consumer purchase decisions are largely influenced by the STP model, while the remaining 44.8% is explained by other external factors. These findings confirm that an effective implementation of STP strategies can enhance consumer interest and loyalty and serve as a strategic reference for MSMEs in developing more targeted marketing efforts.
THE EFFECT OF BRAND IMAGE, DISCOUNTS, CUSTOMER ADVOCATE, AND LOYALTY PROGRAMS ON CUSTOMER LOYALTY OF TELKOMSEL USERS IN LHOKSEUMAWE CITY Ananda Rizky; Adnan; Maryudi; Muchsin
International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET) Vol. 4 No. 12 (2025): NOVEMBER
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/ijset.v4i12.1172

Abstract

This study aims to determine the Influence of Brand Image, Discount, Customer Advocate and Loyalty Program on Customer Loyalty of My Telkomsel Users in Lhokseumawe City. The data in this study are primary data obtained from distributing questionnaires to users of the My Telkomsel application. The population in this study is unknown, and using the hair formula, 100 respondents were obtained. The instrument measurement tool in the study is a Likert scale. This study uses non-probability sampling because the population is not known for certain. The sampling method used is purposive sampling. Data analysis techniques in the study used multiple linear regression analysis, Classical Assumption Test, and hypothesis testing and determination coefficients were carried out using the SPSS version 26 program. and the results of the study showed that Brand Image has a positive and significant effect on Customer Loyalty, this is evidenced by the t count value> t table (3.302> 1984) and a significant value of 0.001 <0.05, Discount has a positive and significant effect on Customer Loyalty, this is evidenced by the t count value> t table (3.533> 1984) and a significant value of 0.001 <0.05, Customer Advocate has a positive and significant effect on Customer Loyalty, this is evidenced by the t count value> t table (3.769> 1984) and a significant value of 0.001 <0.05 and Loyalty Program has a positive and significant effect on Customer Loyalty, this is evidenced by the t count value> t table (3.922 > 1984) and a significant value of 0.002 < 0.05. For further research, it is possible to add existing samples and expand the research location and variables to obtain more accurate research results.
ANALYSIS OF PRODUCT QUALITY, DIGITAL MARKETING, BRAND IMAGE AND INNOVATION ON PURCHASE DECISIONS FOR SKINTIFIC COSMETIC PRODUCTS IN LHOKSEUMAWE CITY Nurmafuzah; Mohd.Heikal; Ikramuddin; Muchsin
International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET) Vol. 4 No. 10 (2025): SEPTEMBER
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/ijset.v4i10.1226

Abstract

This study aims to analyze the influence of product quality, digital marketing, brand image, and innovation on purchasing decisions of Skintific cosmetic products in Lhokseumawe City. This study uses a quantitative method with data collection techniques through questionnaires distributed to 170 respondents who use Skintific products. The data analysis technique used is multiple linear regression with the help of the SPSS program. The results of the study indicate that the four independent variables, namely product quality, digital marketing, brand image, and innovation have a significant effect on purchasing decisions. Partially, product quality has a significance value of 0.004 with a positive coefficient of 0.229, digital marketing has a significance value of 0.008 with a coefficient of 0.255, brand image has a significance value of 0.003 with a coefficient of 0.186, and innovation has a significance value of 0.000 with a coefficient of 0.281. Thus, all proposed hypotheses are accepted. These findings indicate that improving product quality, effective digital marketing strategies, positive brand image, and continuous innovation can encourage consumers to purchase Skintific products.
THE INFLUENCE OF ADVERTISING, BRAND IMAGE, AND PRICE ON CONSUMER LOYALTY OF HM SAMPOERNA CIGARETTES IN THE PEOPLE OF LHOKSEUMAWE Muhammad Yani Fadhil; Halida Bahri; Rusydi Abubakar; Muchsin
International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET) Vol. 5 No. 1 (2025): DECEMBER - ON PROGRESS
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/ijset.v5i1.1333

Abstract

This research aims to determine the influence of advertising, brand image and price on consumer loyalty for HM Sampoerna cigarettes in the people of Lhokseumawe City. The research method used is a quantitative method with a survey approach. This research was conducted on all consumers who consumed HM Sampoerna cigarettes in the city of Lhokseumawe, totaling 100 consumers. The data used in this research is primary data obtained by distributing questionnaires directly to 100 respondents. The data analysis technique used is multiple linear regression analysis using the Statistical Program for Product and Service Solution (SPSS) software. Where all these variables will be used using a Likert scale. The research results show that advertising, brand image and price together have a positive and significant effect on consumer loyalty for HM Sampoerna cigarettes. With an advertising regression value of 0.728 and a significant value of 0.000. This shows that advertising has a positive and significant effect on consumer loyalty, so the more attractive and effective the advertising for HM Sampoerna cigarettes, the higher the consumer loyalty to the brand. Brand image has a regression value of 0.269 with a significance value of 0.041. This shows that brand image has a positive and significant effect on consumer loyalty, so a good brand image can increase consumer loyalty. Price has a regression value of 0.478 with a significance value of 0.000. This shows that price has a positive and significant effect on consumer loyalty, so the price given by HM Sampoerna is in accordance with the product quality that consumers receive, which can increase consumer loyalty.
Co-Authors Adinda Surgana Adnan Agustinawati Ananda Rizky Anhar Mubarak Aulia Ul Mursalin Azzarkasyi, Muhammad Bahri, Halida Balqis Aurora Ariani Djuhrijjani Fina Wahyuni Haidar Khawarizmi Hamdiah Henny Irawati Heriyana Iin Inayah Ikramuddin, Ikramuddin JuliMursyida Jullimursyida Khairina M. Subhan Mahfuza Mariyudi Maryudi Mohd. Heikal Mohd.Heikal Muhammad Yani Fadhil Munandar Nadia Shalaty Nadya Restianda Naufal Bachri, Naufal NIZLA ROHAYA Nurainun Nurmafuzah Qurrata A'yun Rabiatul Auliza Radha Chitta Vritti Rahmaniar Riski Rahmadani Rusydi Rusydi Abubakar Sakinah Tul Marhamah Harahap Saleha Samsul Bahri Sapna Biby Siti Nur Balqis Qhomaini Sri Sauzi Amalia Syamsul Rizal Syfa Ayu Ningrum T. Edyansyah, T. Edyansyah Teuku Zulkarnaen Uli Artha Manullang Widyana Verawati Siregar WINDA Zakaria