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All Journal Journal of Economic, Bussines and Accounting (COSTING) JURNAL LENTERA BISNIS Buana Ilmu Management Studies and Entrepreneurship Journal (MSEJ) Journal of Management and Bussines (JOMB) Service Management Triangle : Jurnal Manajemen Jasa Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis
Netti Nurlenawati
Universitas Buana Perjuangan Karawang
Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Law, Crime, Criminology & Criminal Justice Social Sciences

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Journal : JURNAL LENTERA BISNIS

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PENGARUH BRAND IMAGE DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN LEMARI ES DI PERUMAHAN MUSTIKA PRAKARSA KARAWANG Riani Wulandari; Netti Nurlenawati; Dexi Triadinda
JURNAL LENTERA BISNIS Vol. 13 No. 2 (2024): JURNAL LENTERA BISNIS, Mei 2024
Publisher : POLITEKNIK LP3I JAKARTA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34127/jrlab.v13i2.1094

Abstract

The goal of this study is to determine how price and brand perception affect consumers' decisions to buy products. Businesses in the electronics industry have the chance to satisfy consumer preferences because of the increased demand and necessity for refrigerator electronics. In an effort to grab consumers' interest and attention, they work to enhance their brand image. The sample strategy was purposeful sampling, which is a nonprobability sampling method. A sample of ninety-six respondents who resided in the Mustika Prakarsa Housing area and had two-door refrigerators was taken. Google forms are utilized to support techniques for gathering data. The techniques used to handle and evaluate data include tests of validity, partial t, simultaneous F, multicollinearity, heteroscedasticity, regression equation coefficient, and coefficient of determination. Version 29.0 of IBM SPSS was used to gather the data for the following data processing step. The results of the test indicate that price and brand perception both considerably and favorably affect consumers' decisions to buy, sometimes at the same time. Price and brand perception work together to influence decisions to buy by 30.7%. Keywords: Purchase Decision, Price, Brand Image.
PENGARUH FEAR OF MISSING OUT (FOMO) TERHADAP KEPUTUSAN PEMBELIAN PRODUK SKINCARE DENGAN KONTEN MEDIA SOSIAL TIKTOK SEBAGAI VARIABEL MODERASI Fitri Fauziah; Netti Nurlenawati; Dexi Triadinda
JURNAL LENTERA BISNIS Vol. 14 No. 2 (2025): JURNAL LENTERA BISNIS, MEI 2025
Publisher : POLITEKNIK LP3I JAKARTA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34127/jrlab.v14i2.1478

Abstract

Technological advances make it easier for people to access various information, in terms of shopping, including in the increasingly growing skincare industry. One of the elements that influences consumer behavior in making skincare purchases is the Fear of Missing Out (FoMo) which triggers the fear of missing the opportunity to get the latest products or follow popular trends. Through user reviews, influencer recommendations, and product reviews, social media contributes significantly to the rapid spread of information about skincare products. By using social media content as a moderating variable, this study tries to find out how FoMo influences the purchase of skincare products. The methodology of this study is a quantitative approach that combines a purposive sampling approach on social media users who also use skincare products. Determination of the number of samples using the Hair formula which produces 100 respondents. The collected data was transformed using MSI then analyzed using the classical assumption test and moderation regression with the SPSS analysis tool. The study findings show that social media and FoMo content influence consumer decisions to purchase significantly and positively, and the interaction between FoMo and social media content has a negative effect although it remains significant. Overall, FoMo and social media content have been shown to influence consumer purchasing decisions.
PENGARUH SCARCITY TERHADAP IMPULSE BUYING PADA PRODUK FASHION DALAM LIVE STREAMING TIKTOK MELALUI AROUSAL SEBAGAI VARIABEL INTERVENING Erna Diana Yanti; Netti Nurlenawati; Dexi Triadinda
JURNAL LENTERA BISNIS Vol. 14 No. 2 (2025): JURNAL LENTERA BISNIS, MEI 2025
Publisher : POLITEKNIK LP3I JAKARTA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34127/jrlab.v14i2.1500

Abstract

This study aims to explore the impact of implementing scarcity strategies on impulse buying behavior on TikTok live streaming, with the role of arousal as a mediating variable. The research method used is a quantitative approach with a survey design, which collects data from 97 TikTok users who actively purchase fashion products through live streaming. The data analysis techniques applied include path test and Sobel test to test the role of mediation. The research findings revealed that scarcity strategies exert a significant influence on emotional arousal and impulse buying, both directly and through the mediating role of arousal. Time and quantity scarcity strategies increase consumers' emotional arousal, which further drives impulse buying behavior. This study provides practical implications for marketers to effectively utilize scarcity strategies to increase consumer purchase decisions during live streaming, while providing insight into the role of arousal in the decision-making process. Future research is recommended to include additional variables, such as consumer trust or perceived value, to broaden the understanding of the factors that influence impulse purchases on other e-commerce platforms.
Co-Authors Adrian Rizky Alfin Raka Pradana Annisa Febriyanti Annisa Fitri Muhaemin Chika Wulandari Citra Savitri Dexi Triadinda Djuliana Fathurrohman Erna Diana Yanti Fitri Fauziah Flora Patricia Anggela Heni Sumiati Karthika Dwi Jayanti Martani Aji Maulana Sanderson Pasaribu N Neni Triana Neni Sumarni Octha Farras Robih Riani Wulandari Rieke Retnosary Silviana Rohman Syifa Pramudita Faddila Uus Mohammad Darul Fadli