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All Journal Journal of Indonesian Economy and Business Prosiding Seminar Nasional Darmajaya Jurdimas (Jurnal Pengabdian Kepada Masyarakat) Royal Jurnal Mandiri Jurnal Madani Economic Education and Entrepreneurship Journal Abdi Laksana : Jurnal Pengabdian Kepada Masyarakat International Journal of Education, Social Studies, And Management (IJESSM) Indonesian Journal of Business, Accounting and Management Asian Journal of Economics and Business Management Journal of Business Management and Economic Development Neraca: Jurnal Ekonomi, Manajemen dan Akuntansi PEDAGOGIC: Indonesian Journal of Science Education and Technology International Journal of Economics, Business and Innovation Research
Aida Sari
Universitas Lampung
Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Social Sciences Other

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The influence of brand image and electronic word of mouth (eWOM) on the purchase decision of Hanasui lipstick cosmetics products Burni, Annisa Nurjannah; Sari, Aida
Asian Journal of Economics and Business Management Vol. 4 No. 1 (2025): Asian Journal of Economics and Business Management (AJEBM)
Publisher : Lighthouse Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53402/ajebm.v3i3.467

Abstract

The cosmetics industry in Indonesia has experienced significant growth, particularly within the lipstick segment, marked by intense competition. Hanasui, a local lipstick brand, faces challenges in competing with prominent international brands such as Maybelline. This competitive landscape is evidenced by Hanasui's absence from the Top Brand Index in 2023. This study seeks to examine the impact of Brand Image and Electronic Word of Mouth (EWOM) on consumers' Purchase Decisions regarding Hanasui lipstick products in Bandar Lampung. Adopting a quantitative research approach, this study employs descriptive and verification analysis methods. Data were collected via online questionnaires distributed to 100 respondents in Bandar Lampung, selected through purposive sampling. The data were subsequently analyzed using the multiple linear regression method, facilitated by SPSS software. The findings reveal that both Brand Image and EWOM exert a positive and statistically significant influence on consumers' Purchase Decisions. Specifically, improvements in Brand Image and active management of EWOM significantly enhance consumer trust and decision-making regarding Hanasui products. The results underscore the importance of cultivating a strong brand image and leveraging positive electronic word-of-mouth to remain competitive in a highly saturated market. Based on these insights, it is recommended that Hanasui enhance its brand image through participation in promotional events, such as exhibitions, and engage professionally with online consumer reviews. These strategies are expected to build consumer confidence and foster higher purchase intentions, thereby improving Hanasui’s competitive position in the market.
Influence of eWOM and Brand Image on Purchase Decisions of Luxcrime Cosmetic Products in Bandar Lampung Safitri, Andela; Sari, Aida
Journal of Business Management and Economic Development Том 3 № 02 (2025): Journal of Business Management and Economic Development
Publisher : PT. Riset Press International

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59653/jbmed.v3i02.1578

Abstract

The growth of internet technology continues to increase, accompanied by the increasing population of Indonesia's young population, which encourages public awareness of the importance of maintaining appearance and skin health. The internet makes it easy for consumers to find information, reviews, and product images before buying Luxcrime cosmetic products. This allows companies to pay attention to the influence of electronic word of mouth and brand image on purchasing decisions for Luxcrime cosmetics. This study aims to determine the effect of electronic word of mouth and brand image on purchasing decisions for Luxcrime cosmetic products in Bandar Lampung. This study used a quantitative approach and a questionnaire to sample 110 respondents influenced by electronic word of mouth and brand image when purchasing Luxcrime cosmetics in Bandar Lampung. The results of data analysis using multiple linear regression show that positively and significantly, the electronic word of mouth variable and the brand image variable affect the decision to buy Luxcrime cosmetic products in Bandar Lampung.
Influence of Product Price and Shopping Convenience on Consumer Satisfaction Warni, Zahra Sukma; Sari, Aida; Ambarwati, Dwi Asri Siti
Journal of Business Management and Economic Development Том 3 № 02 (2025): Journal of Business Management and Economic Development
Publisher : PT. Riset Press International

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59653/jbmed.v3i02.1597

Abstract

Retail business competition is getting tighter, so understanding consumer satisfaction factors is very important. This study aims to determine the effect of product prices and shopping convenience on consumer satisfaction at Al Amin Multimart Store. Competitive product prices and shopping convenience are consumers’ main considerations when determining where to shop. This study uses a quantitative method with a causal associative approach. Data were collected by distributing questionnaires to 110 respondents who are consumers of Al Amin Multimart Store. The data analysis technique used is multiple linear regression to measure the effect of independent variables, namely product prices (X1) and shopping convenience (X2), on the dependent variable, namely consumer satisfaction (Y). The study results indicate that product prices and shopping convenience positively and significantly affect consumer satisfaction. This means that the more competitive the product price is and the more comfortable the shopping experience is, the more consumer satisfaction increases. Therefore, Al Amin Multimart Store is advised to maintain a competitive pricing strategy and improve facilities and services to create a better shopping experience.
The Influence of Celebrity Endorser and Brand Image on Purchase Intention of Whitelab Products in Bandar Lampung Rini, Desak Putu Ayu Setya; Sari, Aida
International Journal Of Education, Social Studies, And Management (IJESSM) Vol. 5 No. 2 (2025): The International Journal of Education, Social Studies, and Management (IJESSM)
Publisher : LPPPIPublishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52121/ijessm.v5i2.842

Abstract

In the digital era, social media has become an effective promotional tool to build brand image and reach consumers widely. Celebrity endorsers are used as a marketing strategy to increase the appeal and credibility of a product, while brand image reflects consumer perceptions of a brand that can influence purchasing decisions. The purpose of this study was to analyze the influence of celebrity endorsers and brand image on the intention to purchase Whitelab products in Bandar Lampung. This study uses a quantitative method with primary data collected through a questionnaire. The sample in this study was 130 respondents collected with the help of a questionnaire. The analysis methods used in this study are validity testing, reliability testing, and using multiple linear regression, and hypothesis testing, namely the t-test, and the F-test. The results of the study indicate that both celebrity endorsers and brand image have a significant influence on consumer purchase intentions. The credibility, appeal, and expertise of celebrity endorsers, as well as a strong brand reputation, have been shown to contribute to increasing consumer purchase intentions for Whitelab products.
The role of demographics to actual purchase decision in online shopping Safitri, Dina; Nabila, Nuzul Inas; Sari, Aida; Ramelan, Mudji Rahmat
Indonesian Journal of Business, Accounting and Management Vol. 7 No. 1 (2024)
Publisher : Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36406/ijbam.v7i01.1608

Abstract

Recovery Version (See for detail) This study looks at the factors that influence Indonesian customers' online buying behavior, with a focus on demographics like gender, age, occupation, income, and trust. Using a novel technique that treats demographics as independent variables, the study investigates their differential effects on actual purchases made using bank cards and cash-on-delivery (COD). According to hierarchical regression research, gender has a substantial influence on both bank card and COD purchases, with females having a lower propensity for online transactions. Age was not found to be a significant predictor of bank card purchases, but occupation had a positive relationship with COD transactions, showing that those in higher-status occupations are more inclined to use COD. Income did not significantly predict either manner of purchasing, and trust had only a minor impact on bank card transactions. The study emphasizes the importance of demographic considerations in understanding online shopping behavior, with implications for policymakers, industry practitioners, and academics looking to support long-term growth in Indonesia's e-commerce ecosystem. Article Information: Received 1/30/2023 / Revised 6/22/2024 / Accepted 6/23/2024 / Online First 6/30/2024
PENYULUHAN PENGELOLAAN SDM DAN FINANCIAL LITERASI BAGI PENGELOLA DAN ANGGOTA KOPERASI KREDIT GENTIARAS DI KECAMATAN PRINGSEWU KABUPATEN PRINGSEWU LAMPUNG Hasnawati, Sri; Yuningsih, Yuningsih; Sari, Aida; Nabila, Nuzul Inas
Abdi Laksana : Jurnal Pengabdian Kepada Masyarakat Vol 3 No 2 (2022): Abdi Laksana : Jurnal Pengabdian Kepada Masyarakat
Publisher : LPPM Universitas Pamulang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32493/al-jpkm.v3i2.20306

Abstract

Koperasi merupakah salah satu soko guru perekonomian Indonesia. Kontribusi koperasi dan UKM terhadap PDB (pendapatan domestik bruto) nasional mencapai 56,5%. Kemenkop UKM mencatat, sampai saat ini 99% pelaku perekonomian Indonesia berasal dari koperasi dengan jumlah 177.483 unit, dan UKM yang berjumlah 52,7 juta unit.  Keberlangsungan  koperasi tergantung pada Sumber Daya Manusia dan bagaimana Mengelola Keuangan . Pengelolaan sumber daya manusia yang baik tidak terlepas dari perencanaan SDM  bagi pengelola pada khususnya dan anggota pada umunya. Pengelolaan keuangan koperasi diperlukan agar setiap keputusan keuangan yang dilakukan koperasi mampu memberi nilai tambah bagi para stakeholdersnya. Selain bagi pengelola,  anggota koperasi harus memahami bagaimana mengelola keuangan dengan baik dan melek keuangan (financial literacy). Untuk tujuan ini diperlukan adanya suatu penyuluhan mengenai pengelolaan SDM pada koperasi dan penyuluhan tentang financial literasi bagi pengelola dan anggotanya. Penyuluhan ini diharapkan mampu menambah wawasan dan pemahaman yang baik pagi pengurus maupun anggota koperasi tentang SDM dan manajemen keuangan.  Pengabdian masyarakat yang dilakukan dengan  metode penyuluhan  tentang pengelolaan SDM dan financial literasi bagi pengurus dan anggota KopDit Gentiaras di Kecamatan Pringsewu, Lampung berhasil dengan baik dan berjalan lancer. Hal ini dapat dilihat dari peningkatan pemahaman tentang pengelolaan SDM dan  financial literasi dari hasil posttest yang diperoleh. Oleh karena itu diperlukan dukungan dan pendampingan bagi pengurus dan anggotanya supaya dapat berkembangan guna mendukung perekonomian  masyarakat sekitar  dan pengelolaan koperasi secara professional.Kata Kunci : SDM, Financial Literasi, dan Koperasi Kredit
PENYULUHAN BAURAN PEMASARAN PADA INDUSTRI RUMAH TANGGA DI DESA BERNUNG KECAMATAN GEDUNG TATAAN KABUPATEN PESAWARAN Sari, Aida; Nabila, Nuzul Inas; Rusdi, Zainnur M.; Ambarwati, Dwi Asri Siti
Abdi Laksana : Jurnal Pengabdian Kepada Masyarakat Vol 4 No 1 (2023): Abdi Laksana : Jurnal Pengabdian Kepada Masyarakat
Publisher : LPPM Universitas Pamulang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32493/abdilaksana.v4i1.28385

Abstract

Strategi pemasaran yang baik pada industri rumah tangga sangat penting agar industri rumah tangga tersebut dapat meningkatkan volume penjualan produknya dan bersaing dengan industri lainnya, tetapi masih banyak pelaku industri rumah tangga yang belum mengetahui bauran pemasaran yang efektif. Tujuan kegiatan pengabdian ini adalah memberikan pengetahuan kepada pelaku industri rumah tangga tentang pengetahuan bauran pemasaran yang meliputi produk, harga, promosi dan distribusi agar dapat tercapai kemampuan bersaing dengan pesaing lainnya sehingga dapat bertahan dalam kompetisi yang ada, meningkatkan penjualan, dan keberlangsungan dari industri rumah tangga produk emping melinjo di Desa Bernung, Kecamatan Gedung Tataan, Kabupaten Pesawaran. Pelaksanaan kegiatan ini menggunakan pendekatan partisipatif dengan melakukan kunjungan kerumah-rumah dan melibatkan pihak pelaku usaha rumah tangga emping melinjo tepatnya di Dusun Taman Rejo, Desa bernung. Hasil dari survei dan penyuluhan dapat dilihat dari hasil post-test yang dilakukan menunjukkan peningkatan pengetahuan dari para peserta tentang strategi bauran pemasaran. Hal ini memberikan optimisme dari tim pengabdian bawa para pelaku usaha dapat meningkatkan kualitas produksi, melakukan promosi yang akhirnya meningkatkan pendapatan pelaku usaha.Kata Kunci : Bauran Pemasaran, Produk, Harga, Promosi, Saluran Distribusi
The Effect of Product Quality, Website Quality, and Risk Perception on Purchasing Decisions on the Berrybenka Website Nazira, Nazira; Sari, Aida; Ambarwati, Dwi Asri Siti
Economic Education and Entrepreneurship Journal Vol 6, No 2 (2023): Economic Education and Entrepreneurship Journal (E3J)
Publisher : FKIP Universitas Lampung

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

The development of technology today makes many business actors start to appear. The number of business actors causes intense competition, requiring business actors to carry out various strategies to survive in market competition. Furthermore, the large number of internet users has changed the habits and behavior of the Indonesian people, namely changing conventional transactions to online buying and selling transactions. Indonesia has many E-commerce fashion sites that have been popular, and also has outlets in several places, one of which is Berrybenka. The purpose of this study is to determine the effect of product quality variables, website quality, and risk perception on purchasing decisions on the Berrybenka website in Bandar Lampung. The data used in this study are primary data obtained from the results of respondents' answers collected with the help of a questionnaire. The number of samples in this study were 115 respondents. The sample collection method uses purposive sampling, which is a technique used to determine the sample with criteria according to the researcher's determination. The analysis methods used in this study are validity test, reliability test, partial test (t-test), and coefficient of determination (R2). Then the analysis stage uses multiple linear regression analysis with the help of the SPSS 26 application. The results of this study indicate that product quality, website quality, and risk perception have a significant effect on purchasing decisions.Keywords: Product Quality, Website Quality, Purchase Decision, BerrybenkaDOI: http://dx.doi.org/10.23960/E3J/v6i2.207-215
PENGARUH HARGA, KUALITAS PELAYANAN, DAN PERSEPSI RESIKO PADA KEPUTUSAN PEMBELIAN DI E-COMMERCE TOKOPEDIA Salsabila, Tiffani Joty; Sari, Aida; Husna, Nurul
Neraca: Jurnal Ekonomi, Manajemen dan Akuntansi Vol. 2 No. 6 (2024): Neraca: Jurnal Ekonomi, Manajemen dan Akuntansi
Publisher : Neraca: Jurnal Ekonomi, Manajemen dan Akuntansi

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh harga, kualitas pelayanan, dan persepsi resiko terhadap Keputusan pembelian di e-commerce Tokopedia. Penelitian ini menggunakan metode pengambilan sampel non-probabilitas dengan teknik purposive sampling, yang dilakukan pada 100 responden. Teknik analisis data yang digunakan adalah uji kualitas data, uji asumsi klasik, analisis regresi linier berganda, dan uji hipotesis. Hasil penelitian menemukan bahwa variable Harga (X1) berpengaruh positif dan signifikan terhadap variable Keputusan pembelian (Y), sedangkan Kualitas Pelayanan (X2) berpengaruh negatif dan tidak signifikan terhadap Keputusan Pembelian (Y) sedangkan untuk Persepsi Resiko (X3) berpengaruh negatif dan tidak signifikan terhadap Keputusan Pembelian (Y).
Optimalisasi Pemasaran Media Sosial Tiktok Dan Pelatihan Tiktok Shop Di Desa Bernung Pesawaran Sari, Aida; Ramelan, Mudji Rachmat; Nabila, Nuzul Inas; Marvinita, Risda
Jurdimas (Jurnal Pengabdian Kepada Masyarakat) Royal Vol. 7 No. 1 (2024): Januari 2024
Publisher : STMIK Royal

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33330/jurdimas.v7i1.2734

Abstract

Emping is a sort of dish prepared from melinjo fruit, which is highly common in Indonesia due to its distinct flavor and ease of production. In Bernung Village, Pesawaran Regency, it is also a home industry. The potential for the emping snack business in Bernung Village is quite large, but this is not matched by the community's knowledge and skills in mastering technology and using the right information technology, particularly digital marketing, which truly helps home industries expand their marketing reach and increase their sales results. The strategy employs a participative approach through training partners. In order to optimize marketing, the stages of this program are based on field conditions in the emping melinjo house business in Bernung village, specifically in Taman Rejo hamlet. Material supply, mentoring, and development are among the steps. The educational results from the post-test results obtained that 70% of participants were able to answer questions correctly, were able to demonstrate operational applications using social media, and participants were already practicing the use of digital content on social media were said to be successful, as seen in the enthusiasm and motivation of the participating business actors to continue marketing online.            Keywords: emping melinjo; home industry; social media; tiktok content
Co-Authors A.A. Ketut Agung Cahyawan W Alviyandi, Muhammad Rizki Ambarwati, Dwi Asri Siti Azzahra, Nyimas Latifah Banuwa, Laili F Banuwa, Laili Fadhila Burni, Annisa Nurjannah Duta, Trio Arya Erlina, Rr Fathia, Syaharani N Isra Hayati Darman Keumala Hayati Marvinita, Risda Nazira Nazira Nurul Husna Nuzul Inas Nabila, Nuzul Inas Ramelan, Mudji Rachmat Ramelan, Mudji Rahmat Ribhan Ribhan, Ribhan Rini, Desak Putu Ayu Setya Ritonga, Saipuddin Rusdi, Zainnur M. Safitri, Andela Safitri, Dina Salsabila, Tiffani Joty Sri Hasnawati Syahirah Vedy, Hanifah Vedy, Hanifa Syahirah Warni, Zahra Sukma Yuningsih Yuningsih