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All Journal Jurnal Ekonomi Jurnal Online Mahasiswa (JOM) Bidang Ilmu Ekonomi IT JOURNAL RESEARCH AND DEVELOPMENT YUME : Journal of Management Jurnal Abdi Insani Bahtera Inovasi Sibatik Journal : Jurnal Ilmiah Bidang Sosial, Ekonomi, Budaya, Teknologi, Dan Pendidikan Jurnal Bisnis Mahasiswa Jurnal Manajemen Pemasaran dan Perilaku Konsumen QISTINA: Jurnal Multidisiplin Indonesia Journal of Artificial Intelligence and Digital Business Nanggroe: Journal Of Scholarly Service Jurnal Pengabdian Masyarakat Bangsa West Science Business and Management West Science Interdisciplinary Studies West Science Interdisciplinary Studies Nanggroe: Journal of Scholarly Service
Henni Noviasari
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The Impact of Celebrity Endorsers, Price, and Product Quality on Purchase Decision of Yamaha Maxi Motorcycles in Pekanbaru City: An Exploratory Study Wahyudi, Beny; Noviasari, Henni; Musfar, Tengku Firli; Siregar, Prima Andreas
West Science Interdisciplinary Studies Vol. 1 No. 10 (2023): West Science Interdisciplinary Studies
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsis.v1i10.262

Abstract

This research aims to examine the influence of celebrity endorsers, price and product quality on purchasing decisions for Yamaha Maxi motorbikes in the city of Pekanbaru. The type of data used in the research is quantitative. The population in this study includes all Yamaha Maxi motorbike consumers in Pekanbaru City. The sampling technique used a non-probability sampling method which was purposive sampling, totaling 128 respondents. Data was collected with the help of a questionnaire and then the data was processed using multiple linear regression analysis with the help of SPSS version 22 software. The research results showed that: 1) Celebrity Endorser had a significant positive effect on Purchase Decisions for Yamaha Maxi motorbike products in the city of Pekanbaru. 2) Price has a significant positive effect on purchasing decisions for Yamaha Maxi motorbike products in the city of Pekanbaru. 3) Product quality has a significant positive effect on purchasing decisions for Yamaha Maxi motorbike products in the city of Pekanbaru. 4) Celebrity Endorser, Price and Product Quality simultaneously have a significant positive effect on Purchase Decisions for Yamaha Maxi motorbike products in the city of Pekanbaru.
The Impact of Hedonic Shopping Value and Shopping Lifestyle on Impulsive Buying Mediated by Positive Emotion among Online Marketplace Users in Pekanbaru Anggita, Adelia Dwi; Noviasari, Henni; Wildah, Sri Wahyuni; Siregar, Prima Andreas
West Science Interdisciplinary Studies Vol. 1 No. 10 (2023): West Science Interdisciplinary Studies
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsis.v1i10.287

Abstract

This study examined the influ ence of hedonic shopping value and shopping lifestyle on impulsive buying among online marketplace users in Pekanbaru, Indonesia. The study used path analysis to analyse data from 112 respondents and found that hedonic shopping value had no significant effect on impulsive buying, while shopping lifestyle had a positive and significant relationship with impulsive buying. Additionally, hedonic shopping value had a positive and significant effect on positive emotions. The results suggest that to decrease impulsive buying, it is important to focus on creating a positive shopping experience and consider the shopping lifestyle of consumers.
Omnichannel Marketing in the Digital Age: Effective Strategies to Reach Multichannel Consumers in Indonesia Sehani, Sehani; Wijayanto, Gatot; Novandalina, Arini; Rivai, Yutiandry; Noviasari, Henni
West Science Interdisciplinary Studies Vol. 1 No. 09 (2023): West Science Interdisciplinary Studies
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsis.v1i09.242

Abstract

A transformational era of consumer behavior has begun with the advent of the digital age, where multichannel brand involvement is the standard. Businesses are progressively implementing omnichannel marketing tactics in Indonesia's dynamic economy to effectively navigate this intricate terrain. In order to find out how well omnichannel marketing techniques work in Indonesia, this study used a mixed-methods approach that included quantitative surveys, qualitative interviews, and content analysis. The results show that omnichannel marketing techniques do, in fact, work, since they significantly influence purchase decisions and generate a high degree of consumer involvement. Customized offers and recommendations strike a powerful chord with Indonesian customers, indicating that personalization is a major success factor. Although omnichannel marketing is generally viewed favorably, worries over data privacy highlight how crucial it is for companies to have open and honest data procedures. Practical suggestions are given for Indonesian businesses to maximize their omnichannel marketing endeavors in light of these findings. This study adds significant understanding to the ever-changing omnichannel marketing scene in Indonesia and provides direction for companies looking to prosper in the digital era while preserving customer confidence and data protection.
The Impact of Celebrity Endorsement, Product Quality, and Brand Image on Purchasing Decisions and Customer Satisfaction of MS Glow Products in Pekanbaru City: A Formal Analysis Noviani, Rima; Nursanti, Aida; Noviasari, Henni; Siregar, Prima Andreas
West Science Interdisciplinary Studies Vol. 1 No. 10 (2023): West Science Interdisciplinary Studies
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsis.v1i10.256

Abstract

This study aims to determine how much influence celebrity endorsers, product quality and brand image have on purchasing decisions and customer satisfaction for MS Glow products in Pekanbaru city. The population of this study are all consumers who have bought and used ms glow products. This study used 147 respondents with non-probability sampling technique with purposive sampling method. This research analysis method uses path analysis with data processing using SPSS (Statistical Program Society Science) version 23 for windows. The results of this study indicate that (1) Celebrity endorser has a positive and significant effect on purchasing decisions; (2) Product quality has a positive and significant effect on purchasing decisions; (3) Brand image has a positive and significant effect on purchasing decisions; (4) Purchasing decisions have a positive and significant effect on customer satisfaction; (5) Celebrity endorser has a positive and significant effect on customer satisfaction through purchasing decisions; (6) Product quality has a positive and significant effect on customer satisfaction through purchasing decisions; (7) Brand image has a positive and significant effect on customer satisfaction through purchasing decisions.
The Impact of Celebrity Endorsers, Price, and Product Quality on Purchase Decision of Yamaha Maxi Motorcycles in Pekanbaru City: An Exploratory Study Wahyudi, Beny; Noviasari, Henni; Musfar, Tengku Firli; Siregar, Prima Andreas
West Science Interdisciplinary Studies Vol. 1 No. 10 (2023): West Science Interdisciplinary Studies
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsis.v1i10.262

Abstract

This research aims to examine the influence of celebrity endorsers, price and product quality on purchasing decisions for Yamaha Maxi motorbikes in the city of Pekanbaru. The type of data used in the research is quantitative. The population in this study includes all Yamaha Maxi motorbike consumers in Pekanbaru City. The sampling technique used a non-probability sampling method which was purposive sampling, totaling 128 respondents. Data was collected with the help of a questionnaire and then the data was processed using multiple linear regression analysis with the help of SPSS version 22 software. The research results showed that: 1) Celebrity Endorser had a significant positive effect on Purchase Decisions for Yamaha Maxi motorbike products in the city of Pekanbaru. 2) Price has a significant positive effect on purchasing decisions for Yamaha Maxi motorbike products in the city of Pekanbaru. 3) Product quality has a significant positive effect on purchasing decisions for Yamaha Maxi motorbike products in the city of Pekanbaru. 4) Celebrity Endorser, Price and Product Quality simultaneously have a significant positive effect on Purchase Decisions for Yamaha Maxi motorbike products in the city of Pekanbaru.
The Impact of Hedonic Shopping Value and Shopping Lifestyle on Impulsive Buying Mediated by Positive Emotion among Online Marketplace Users in Pekanbaru Anggita, Adelia Dwi; Noviasari, Henni; Wildah, Sri Wahyuni; Siregar, Prima Andreas
West Science Interdisciplinary Studies Vol. 1 No. 10 (2023): West Science Interdisciplinary Studies
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsis.v1i10.287

Abstract

This study examined the influ ence of hedonic shopping value and shopping lifestyle on impulsive buying among online marketplace users in Pekanbaru, Indonesia. The study used path analysis to analyse data from 112 respondents and found that hedonic shopping value had no significant effect on impulsive buying, while shopping lifestyle had a positive and significant relationship with impulsive buying. Additionally, hedonic shopping value had a positive and significant effect on positive emotions. The results suggest that to decrease impulsive buying, it is important to focus on creating a positive shopping experience and consider the shopping lifestyle of consumers.
Consumer Satisfaction and Loyalty Towards Chatime Beverage Products: Evidence from Pekanbaru, Indonesia Noviasari, Henni; Junaidi, Andi; Wildah, Sri Wahyuni; Azmi, Fauzan; Ishadi, Ishadi; Siregar, Prima Andreas
West Science Business and Management Vol. 2 No. 01 (2024): West Science Business and Management
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsbm.v2i01.691

Abstract

This study examines the influence of taste, price, and service quality on consumer satisfaction and loyalty towards Chatime beverage products in Pekanbaru, Indonesia. Understanding consumer behavior is crucial for sustaining business growth in the rapidly growing food and beverage industry. By leveraging theories of consumer satisfaction and loyalty, this study adopts a quantitative approach through multiple regression analysis of data collected from 108 respondents. The findings revealed that taste, price, and service quality significantly affect consumer satisfaction and loyalty. Interestingly, while satisfaction significantly fosters loyalty, it does not mediate the relationship between price and loyalty, suggesting price sensitivity among students’ demographics. Despite perceiving Chatime's products as relatively expensive, their willingness to recommend the brand indicates recognition of quality. This study contributes to a nuanced understanding of the factors driving consumer loyalty in the competitive beverage industry, emphasizing the need for strategic pricing and quality enhancement to foster consumer satisfaction and loyalty.
The Influence of Brand Image, Product Quality, and Social Media Promotion on Customer Satisfaction through Purchase Decisions at Viera Cake House in Pekanbaru City Rihandhika, Bagas Marcellino; Jushermi, Jushermi; Noviasari, Henni
West Science Business and Management Vol. 2 No. 03 (2024): West Science Business and Management
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsbm.v2i03.1160

Abstract

One of the cake shops in Pekanbaru is Viera Cake House. There is a phenomenon related to the decline in the level of customer satisfaction at Viera Cake House. Low customer satisfaction will have an impact on decreasing purchasing decisions at Viera Cake House. This research aims to see the influence of brand image, product quality, and social media promotion on customer satisfaction through purchasing decisions at Viera Cake House in Pekanbaru City. The number of samples taken in the research was determined using the Lameshow formula and a sample of 100 consumers was obtained. The data analysis method used is Structural Equation Model (SEM) using SmartPLS software. The test results showed that brand image, product quality and social media promotion had a positive and significant effect on purchasing decisions. Purchasing decisions have a positive and significant effect on customer satisfaction. Product quality and social media promotion have a positive and significant effect on customer satisfaction through purchasing decisions. Brand image does not have a significant effect on customer satisfaction through purchasing decisions.
The Impact of Service Quality and Ease of Use on Customer Loyalty for BRILink in Pekanbaru City with Customer Satisfaction as a Mediating Variable Alfath, Sauli; Jushermi, Jushermi; Noviasari, Henni
West Science Business and Management Vol. 2 No. 03 (2024): West Science Business and Management
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsbm.v2i03.1184

Abstract

This research aims to determine the effect of service quality and ease of use on customer loyalty using BRILink services in Pekanbaru city with customer satisfaction as a mediating variable. The research population is customers at BRILink agents in Pekanbaru City who have made transactions more than once at the same outlet in Pekanbaru City, the number of which is unknown with a sample size of 120 respondents. Sampling used probability sampling techniques. Research data was collected using questionnaires. In terms of data analysis, this research used Structural Equation Modeling (SEM) analysis with Smart Partial Least Squares (SPLS) Version 3.0. The research results show that service quality and ease of use have a positive and significant effect on customer satisfaction, service quality and ease of use have a positive and significant effect on customer loyalty, customer satisfaction has a positive effect on customer loyalty, service quality and ease of use have a positive and significant effect on customer loyalty which is mediated by customer satisfaction among BRILink users in the city of Pekanbaru.
The Influence of Content Marketing, Brand Ambassadors and Product Reviews on Purchasing Decisions for Scarlett Whitening Consumers in Pekanbaru City Putri, Yolanda Harmila; Alvi Furwanti Alwie; Henni Noviasari
West Science Business and Management Vol. 2 No. 03 (2024): West Science Business and Management
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsbm.v2i03.1191

Abstract

This study was conducted to determine the effect of content marketing, brand ambassadors, and product reviews on purchasing decisions for Scarlett Whitening consumers in Pekanbaru City. With 190 responders the population in examination was Scarlett Whitening in Pekanbaru City. Purposive and non-probability sampling techniques are used in sample dedicating. Multiple linear regression analysis is the analytical technique utilized in this research, and SPSS V.25 helpline to process the data. Research findings indicate that content marketing has a partial effect on purchasing decisions, brand ambassadors has a partial effect on purchasing decisions, product reviews has a partial effect on purchasing decisions. In addition, there is a simultaneous relationship betweeen content marketing, brand ambassadors, and product reviews and purchasing decisions
Co-Authors ', Marhadi ', Taufiqurrahman Abd. Rasyid Syamsuri Agus Dian Pramana Putra Aida Nursanti Alfath, Sauli Alvi Furwanti Alwie Alvionita, Agnes Alwina, Febri Amri, Taqiyuddin Andreas Siregar, Prima Anggita, Adelia Dwi Anggraini, Dian Resti Arini Novandalina Aufa, M. Zulkhoiri Azahra, Mutiara Azmi, Fauzan Azra, Nadella Azrico ' Azzahra, Citra Faizah Benny Siboro Desmiyawati Desmiyawati, Desmiyawati Dian Pratiwi Dinda, Ulfa Dinda Dini, Suci Sartika Rahma Edi Erwan Eko Saputra Eza Aprilia Sari Fadillah, Tiara Adifa Febrina Harianja Fendri, Fendri Firli Musfar, Tengku Firmansyah, Rezza Fitri, Nur Anisa Gatot Wijayanto Hasna, Zafira Husniawan, Adamsyah Hutapea, Evita Romaito Ikhsan, Fairuz Ilham Wahyudi Ishadi Ishadi James Hellyward Jayanti, Eka Fajri Junaidi, Andi Jusherm Jusherm Jushermi ' Jushermi Jushermi Jushermi Jushermi, Jushermi Juwita, Anggraini Kartika Indra Bella Kuncoro, Sadam Satyo Abdie Lestari, Tri Puji Endang Luthfi, Muhammad Mahmuda, Nanda Marhadi ' Maya Regina Maylista, Sylvia Melinda, Lisa Mita Jayanti Muhammad Jamil Hazfa Munzaro’ah, Munzaro’ah Nadhilatullidya , Maida Nainggolan, Gohanna Esha Aprianti Noviani, Rima Nugrah, Ummu Nur Azlina Nurhidayah, Andini Nursyamsi Ayu Nurul Hanifah Oktasia Nasution, Hafiza Pratama, Alfiq Resya Prayoga, Agus Prima Andreas Siregar Putri Lestari, Putri Putri, Aprila Putri, Nazwa Aqiila Putri, Yolanda Harmila Raesela, Raesela Ramadani, Arfina Rianda, Rianda Rihandhika, Bagas Marcellino Rindiani, Rindiani Roni Afrian Pane Rutmaira Sitinjak Sagala, Shuizella BR Salhazan Nasution Saniah, Badriati Sari, Hanifa Sehani Sehani Selfitri, Selfitri shabri, Amirul Siburian, Agus Santoso Siska, Erisa Putri Dwi Sitompul, Andri Hasudungan Sri Rahmi Murni Sri Restuti Sri Wahyuni Wildah Srimaulani ' Susi Hendriani Syahriva, Fellia Rahmi T. Firli Musfar Taufiqurrahman ' Tengku Firli Musfar Trisnawati, Eva Dwi Nur Tyas, Rara Claudia Kusumaning Ufi Mitsaqy Utari, Annisa wahyudi, beny Widiyasari, Devi Yananta Sari, Debyta Yutiandry Rivai Z, Searly Luvianti Zatra, Vini Siti Zulkarnain Zulkarnain