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All Journal Jurnal Manajemen dan Bisnis (Performa) Syntax Literate: Jurnal Ilmiah Indonesia Journal Sampurasun : Interdisciplinary Studies for Cultural Heritage Jurnal Riset Manajemen dan Bisnis Bandung Conference Series: Business and Management International Journal of Entrepreneurship and Sustainability Studies MIMBAR : Jurnal Sosial dan Pembangunan Journal of Information System, Technology and Engineering International Journal of Economics, Commerce, and Management Amwaluna: Jurnal Ekonomi dan Keuangan Syariah
Dede R Oktini
Universitas Islam Bandung
Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Industrial & Manufacturing Engineering Law, Crime, Criminology & Criminal Justice Social Sciences Other

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Pengaruh Brand Association dan Price Terhadap Purchase Decision Nikita Lutfhi Annisa Faratika; Dede R. Oktini; Yudha Dwi Nugraha
Jurnal Riset Manajemen dan Bisnis Volume 3, No. 2, Desember 2023 Jurnal Riset Manajemen dan Bisnis (JRMB)
Publisher : UPT Publikasi Ilmiah Unisba

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/jrmb.v3i2.2875

Abstract

Abstrak. Penelitian ini berfokus kepada variabel brand association, price, dan keputusan pembelian. Tujuan dari penelitian ini ialah untuk mengetahui pengaruh antara brand association, price, serta peran keputusan pembelian sebagai variabel dependen pada Hijab Khawla di Cibiru Bandung. Metode yang digunakan pada penelitian ini ialah metode survei dengan instrumen kuesioner sebagai teknik pengumpulan datanya. Objek penelitian ini ialah konsumen Hijab Khawla di Bandung berjumlah 100 orang yang dikerucutkan kembali berdasarkan kriteria sampling menjadi 91 orang. Teknik sampling dalam penelitian ini menggunakan purposive sampling. Analisis data yang digunakan dalam penelitian ini adalah analisis deskriptif dan verifikatif menggunakan analisis regresi linier berganda, Uji f, Uji t, dan koefisien determinasi. Hasil penelitian ini menunjukkan bahwa brand association secara parsial berpengaruh signifikan terhadap keputusan pembelian, dan price secara parsial berpengaruh signifikan terhadap keputusan pembelian. Lalu secara simultan brand association dan price, berpengaruh signifikan terhadap keputusan pembelian Abstract. Abstract (Indonesian and English. Consists of 200-250 words. Made in one paragraph, consisting of: background, research objectives, theoretical assumptions, methodology and research results). (gunakan Style The research focuses on variables such as brand association, price, and purchase decisions. The aim of this research is to know the influence between brand association, price, as well as the role of purchasing decisions as a variable dependent on Hijab Khawla in Cibiru Bandung. The method used in this research is a survey method with a questionnaire instrument as a data collection technique. The object of this study was a Hijab Khawla consumer in Bandung with a total of 100 people who were reclassified based on sampling criteria to 91 people. Sampling techniques in this study use purposive sampling. The data analysis used in this study is descriptive and verification analysis using double linear regression analysis, test f, test t, and determination coefficient. The results of this study showed that brand associations partially have a significant influence on purchasing decisions, and price partially has a significant impact on purchase decisions. At the same time, brand association and price have a significant influence on the purchase decision.
The Effect of Eco-Friendly Packaging on Purchase Intention with Consumer Perception as an Intervening Variable Esvandiari, Megia; Susan, Marcellia; Mulyaningsih, Hendrati Dwi; Muhardi; Oktini, Dede R; Nurhayati, Nunung
International Journal of Entrepreneurship and Sustainability Studies Vol. 3 No. 2 (2023): December 2023
Publisher : Research Synergy Foundation

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31098/ijeass.v3i2.1818

Abstract

The increasing use of plastic water bottles has exacerbated the global plastic waste crisis. Eco-friendly packaging is the concept of reducing and recycling plastic packaging waste. AQUA carried out this concept with Danone, who launched the AQUA Life product. This study aimed to determine the direct and indirect effects of eco-friendly packaging on the purchase intention of AQUA Life products through consumer perception and to analyze descriptively how eco-friendly packaging, consumer perception, and purchase intention of AQUA Life products. The analysis technique in this study uses Path Analysis to determine the role of consumer perception in mediating eco-friendly packaging on the purchase intention of AQUA Life products. The results showed that descriptive analysis for eco-friendly packaging, consumer perception, and purchase intention for AQUA Life products received good responses. \]And it was found that the magnitude of the indirect effect of eco-friendly packaging on purchase intention was more significant than the direct effect. This means that consumer perception as an intervening variable significantly influences eco-friendly packaging on purchase intention. The research results are expected to help the company add other features, such as the reuse idea for consumers, and reconsider product selling prices. To directly increase purchase intention, the company should pay attention to factors that influence consumer purchasing intentions, such as increasing the popularity of products.
Co-Authors Adhi Dwinata Adwiyah, Rabiatul Agita Rifdah NabilahJaya Alena Aenusiffa Salsabil Alfurqaan Annamusul Akbar Allya Roosalyn Alya Fathia Ikhwani Amalia, Ima Amelia Khoerunnisa Arasyd Agus Nurhadi Arifah Sahla Zafira Arvi Iskandar Asri Destriani Dani Ihsandin Daris Prawira Dedy Ansari Harahap Dewi Rahmi Dhiya Husna Dwi Rama Oktafian Elin Nurfitriani Esti Fitriana Esvandiari, Megia Fadhil Ukhrowi Nurhono Farhan Shofi Atha Faturrahman Panji Perman Firman Alamsyah Firman Budyanto Firsty Raissa Azzahra Taufiq Ghani Nugraha Soemantri Gina Destiviani Gisyel Gabriena Putri Hardy Hutahaean Hendrati Dwi Mulyaningsih Ilham Mardani Ilham Sujana Izni Nur Indrawati Maulani Khalid Fadhil Yahdiyan M. Malik Akbar R Marcellia Susan Moch. Malik Akbar Rohandi Moch. Malik Akbar Rohandi Mochamad Malik A R Mochamad Malik Akbar R Mochamad Malik Akbar Rohadi Mochamad Malik Akbar Rohandi Mochamad Raffy Dwi Septiyana Mohamad Musa Abdullah Muhamad Wahid Ramadhani Muhardi Muhardi Muhardi Mulyaningsih, Hendrati Dwi Nabila Ayu Khairunnisa Nadila Ruhiana Nadira Ramadhani Juhana Nikita Lutfhi Annisa Faratika Nina Maharani Nindya Saraswati Nunung Nurhayati Nurdin Nurdin Nurul Hasanah Permana, Rezi Muhamad Taufik R Dachlan Muchlis Rafli Adhi Pramana Rahmat Effendi Ratih Tresnati Ratih Tresnati Reza Rizqi Novitasari Rezi Muhamad Taufik Permana Rezi Muhamad Taufik Permana Rezi Muhamad Taufik Permana Rissa Arvianti Roosalyn, Allya Salsa Agnia Salsa Agnia Sani Santika Septiana Ayu Estri Septiana Ayu Estri Mahani Septiana Ayu Estri Mahani Septiana Ayu Estri Mahani, S.E., M.M. Septiana Ayu Mahani Shinta Ajeng Pratiwi Sri Suwarsi Syafik Fauzi Indra Nurjaman Tantri Tiara Ramadhan Nabiila Al-Faatihah Tiara Setiawati Titik Respati Vivi Diah Permatasari Widiyanti, Maria Wulan Rivanda Early Yuda Prasetya Palupi Yudha Dwi Nughara Yudha Dwi Nugraha Yudha Dwi Nugraha Yudha Dwi Nugraha Zaky Zardani Askarulloh