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All Journal JOURNAL OF BUSINESS AND ECONOMICS RESEARCH (JBE) ABDI MASSA: Jurnal Pengabdian Nasional PRAJA observer: Jurnal Penelitian Administrasi Publik Agroterap Jurnal Social Society IJAIFD International Journal of Artificial Intelligence for Digital Marketing
Sri Andayani
Universitas 17 Agustus 1945 Surabaya
Agriculture, Biological Sciences & Forestry Humanities Chemical Engineering, Chemistry & Bioengineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Engineering Environmental Science Industrial & Manufacturing Engineering Public Health Social Sciences Other

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THE INFLUENCE OF PRODUCT QUALITY AND BRAND TRUST ON THE DECISION TO PURCHASE WHEY PROTEIN EVOLENE PRODUCTS IN GYM MEMBERS IN GRESIK Fernando Bryan Baki Mandonsa; Sri Andayani; Agung Pujianto
International Journal of Artificial Intelligence for Digital Marketing Vol. 1 No. 2 (2024): International Journal of Artificial Intelligence for Digital Marketing
Publisher : PT ANTIS INTERNATIONAL PUBLISHER

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61796/ijaifd.v1i2.109

Abstract

In contemporary times, a significant number of individuals possess knowledge on the significance of physical activity and have incorporated it into their everyday routines. This significantly influences the growth of the sports industry. Due to the rapid expansion of the sports industry, particularly in the fitness sector, there has been significant growth in the whey protein market. Individuals who engage in regular physical activity, particularly those who are members of fitness centres, require whey protein as a supplementary source of nutrition to fulfil their daily protein requirements. The whey protein sector presents a lucrative market opportunity for whey protein producers and companies, particularly Evolene. The objective of this study is to assess the impact of Product Quality (X1) and Brand Trust (X2) on the Purchasing Decisions (Y) of Evolene Whey Protein Products. This research is a quantitative study that focuses on the community of male consumers who use evolene whey protein in gyms in Gresik. 97 consumers at Surya Gym Members completed a survey using Google Form, providing feedback on their use of evolene whey protein. The research employed validity and reliability tests to assess the instruments. This study employed traditional assumption testing, including linearity tests, normalcy tests, and Multicollinearity tests. The analysis in this research employs statistical tests such as the t-test, F-test, and coefficient of determination test (R2), using the data analysis technique of multiple linear regression. The analysis of product quality and brand trust variables indicates that both variables, Product Quality and Brand Trust, have a positive and significant impact on the Purchasing Decision of Evolene Whey Protein Products for Gym Members in Gresik.
Pengaruh Brand Image dan Celebrity Endorser terhadap Keputusan Pembelian (Produk Beautetox Body Scrub dikalangan Gen Z Surabaya) Nadyah Amelia Putri; Agung Pujianto; Sri Andayani
Journal Social Society Vol. 5 No. 1 (2025): Januari - Juni 2025
Publisher : Pustaka Digital Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54065/jss.5.1.2025.695

Abstract

Urgensi penelitian ini yaitu untuk mengevaluasi sejauh mana Brand Image dan Celebrity Endorser mempengaruhi keputusan pembelian konsumen Gen Z terkait produk Beautetox Body Scrub di Surabaya. Industri kecantikan yang terus berkembang mengharuskan perusahaan untuk lebih adaptif dalam memahami preferensi konsumen guna untuk mempertahankan keunggulan kompetitif mereka. Metode penelitian adalah metode kuantitatif dengan pendekatan diolah menggunakan metode statistic. Dengan menggunakan uji intrumen validitas dan uji realibel. Pengumpulan dan analisis data dalam bentuk angka. Penelitian kuantitatif merupakan penelitian yang didasarkan pada asumsi, kemudian variabel-variabel ditentukan, dan kemudian dianalisis dengan menggunakan metode-metode penelitian yang valid, khususnya dalam penelitian kuantitatif.dengan data yang dikumpulkan melalui survei online terhadap konsumen produk kecantikan di wilayah Surabaya. Hasil penelitian menunjukkan bahwa Hasil uji t menunjukkan bahwa Brand Image berpengaruh signifikan terhadap keputusan pembelian produk Beautetox Body Scrub. Nilai signifikansi sebesar 0,000 (< 0,05) dan t hitung 7,946 (> t tabel 1,988) membuktikan bahwa hipotesis nol (Ho) ditolak, dan hipotesis alternatif (Ha) diterima. Hasil uji t menunjukkan bahwa Celebrity Endorser memiliki pengaruh signifikan terhadap keputusan pembelian produk Beautetox Body Scrub. Dengan nilai signifikansi 0,002 (< 0,05) dan t hitung 3,207 (> t tabel 1,988), maka hipotesis nol (Ho) ditolak dan hipotesis alternatif (Ha) diterima. Hasil uji t menunjukkan bahwa Celebrity Endorser memiliki pengaruh signifikan terhadap keputusan pembelian produk Beautetox Body Scrub. Dengan nilai signifikansi 0,002 (< 0,05) dan t hitung 3,207 (> t tabel 1,988), maka hipotesis nol (Ho) ditolak dan hipotesis alternatif (Ha) diterima. baik Brand Image maupun Celebrity endorser memiliki dampak signifikan terhadap keputusan pembelian. Brand Image yang kuat dan keberadaan selebriti yang dikenal luas dapat meningkatkan kepercayaan konsumen dan minat beli. Temuan ini memberikan rekomendasi strategis bagi para pelaku industri kecantikan untuk mempertahankan konsistensi Brand Image dan memilih tokoh publik yang relevan guna memperkuat strategi pemasaran dan daya saing di pasar.
Pengaruh Sosial Media Marketing, Kualitas Pelayanan dan Kepercayaan terhadap Keputusan Pembelian pada Klinik Kecantikan Derma Expres Surabaya Siska Adelia Putri; Sri Andayani; Agung Pudjianto
Journal Social Society Vol. 5 No. 1 (2025): Januari - Juni 2025
Publisher : Pustaka Digital Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54065/jss.5.1.2025.709

Abstract

Urgensi penelitian ini terletak pada meningkatnya persaingan industri klinik kecantikan di Surabaya, yang menuntut strategi pemasaran, pelayanan, dan pembangunan kepercayaan konsumen yang lebih efektif untuk mempertahankan dan meningkatkan keputusan pembelian. Penelitian ini bertujuan untuk mengetahui pengaruh Sosial Media Marketing, Kualitas Pelayanan, dan Kepercayaan terhadap Keputusan Pembelian pada Klinik Kecantikan Derma Express di Surabaya. Fenomena meningkatnya jumlah klinik kecantikan di Indonesia, khususnya di Surabaya, telah menciptakan persaingan yang semakin ketat dalam industri ini. Metode penelitian yang digunakan dalam penelitian ini adalah kuantitatif. Jumlah sampel yg digunakan dalam penelitian adalah 96 orang. Pengambilan sampel Insidental. Metode analisis menggunakan analisis regresi linear berganda, selain itu juga dilakukan pengujian validitas dan reliabilitas instrument penelitian. Hasil perhitungan yang didapat dengan Uji t secara parsial terdapat pengaruh yang positif dan signifikan antara Variabel Sosial Media Marketing , Kualitas Pelayanan dan Kepercayaan terhadap Keputusan Pembelian.  Variabel X1, X2, X3 memiliki t- hitung > t-tabel yakni X1 yaitu 2.127 , X2 sejumlah 2.226 dan X3 yaitu 3.098 > 1,986 Ho ditolak dan Ha diterima. Uji F simultan menunjukan F-hitung sejumlah 22,657 > F-tabel 3,095 Ho ditolak dan Ha diterima. Maka dapat disimpulkan bahwa Sosial Media Marketing, Kualitas Pelayanan dan Kepercayaan  berpengaruh positif dan signifikan secara parsial maupun Simultan terhadap Keputusan Pembelian di Klinik Kecantikan Derma Expres Surabaya
THE INFLUENCE OF PRODUCT QUALITY AND BRAND TRUST ON THE DECISION TO PURCHASE WHEY PROTEIN EVOLENE PRODUCTS IN GYM MEMBERS IN GRESIK Fernando Bryan Baki Mandonsa; Sri Andayani; Agung Pujianto
International Journal of Artificial Intelligence for Digital Marketing Vol. 1 No. 2 (2024): International Journal of Artificial Intelligence for Digital Marketing
Publisher : PT ANTIS INTERNATIONAL PUBLISHER

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61796/ijaifd.v1i2.109

Abstract

In contemporary times, a significant number of individuals possess knowledge on the significance of physical activity and have incorporated it into their everyday routines. This significantly influences the growth of the sports industry. Due to the rapid expansion of the sports industry, particularly in the fitness sector, there has been significant growth in the whey protein market. Individuals who engage in regular physical activity, particularly those who are members of fitness centres, require whey protein as a supplementary source of nutrition to fulfil their daily protein requirements. The whey protein sector presents a lucrative market opportunity for whey protein producers and companies, particularly Evolene. The objective of this study is to assess the impact of Product Quality (X1) and Brand Trust (X2) on the Purchasing Decisions (Y) of Evolene Whey Protein Products. This research is a quantitative study that focuses on the community of male consumers who use evolene whey protein in gyms in Gresik. 97 consumers at Surya Gym Members completed a survey using Google Form, providing feedback on their use of evolene whey protein. The research employed validity and reliability tests to assess the instruments. This study employed traditional assumption testing, including linearity tests, normalcy tests, and Multicollinearity tests. The analysis in this research employs statistical tests such as the t-test, F-test, and coefficient of determination test (R2), using the data analysis technique of multiple linear regression. The analysis of product quality and brand trust variables indicates that both variables, Product Quality and Brand Trust, have a positive and significant impact on the Purchasing Decision of Evolene Whey Protein Products for Gym Members in Gresik.
Co-Authors Agung Pudjianto Agung Pujianto Anom Anom Awin Mulyati Bambang Kusbandrijo Devina Yulia Maharani Endang Indartuti Fernando Bryan Baki Mandonsa Indah Wahyu Prasetyo Isaam Fajar Maulana Kartika Putri Ardani M. Aminul Akbar Mulyati, Diana Juni Nadyah Amelia Putri Nekky Rahmiyati Pratiwi, Ni Made Ida Siska Adelia Putri Tariza Ramadhania Tsany Diana Assyifa