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All Journal International Journal of Economics, Business and Accounting Research (IJEBAR) Jurnal Ilmiah Edunomika (JIE)
Sudarwati Sudarwati
Fakultas Ekonomi, Universitas Islam Batik Surakarta
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education

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KEPUTUSAN PEMBELIAN KONSUMEN DITINJAU DARI BRAND IMAGE, LIFE STYLE DAN MEDIA SOSIAL PADA VESPA METIC DI SURAKARTA Enggar Arifina; Sudarwati Sudarwati; Ratna Damayanti
JURNAL ILMIAH EDUNOMIKA Vol 5, No 1 (2021): EDUNOMIKA : Vol. 05, No. 01, 2021
Publisher : ITB AAS INDONESIA Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/jie.v5i1.1953

Abstract

The consumer's decision to buy a product starts from the awareness of fulfilling their needs, so in this study it is carried out because of the influence of the influence of brand image, lifestyle and social media on purchasing decisions at Vespa Metic in Surakarta, Vespa Metic users in Surakarta are the population in this study. Quantitative descriptive research, the sample obtained a number of 100 Vespa users, data obtained through questionnaires that have been distributed. Obtained from the analysis of the discussion, brand image, lifestyle and social media have a simultaneous and significant positive impact on purchasing decisions for Vespa Metic in Surakarta. Keywords: brand image, lifestyle and social media, purchasing decisions.
CONSUMER LOYALTY REVIEWED FROM BRAND IMAGE, SOCIAL MEDIA, LIFESTYLE AND PRODUCT INNOVATION (Study on iPhone Users in Solo ) Enggar Arifina; Sudarwati Sudarwati; Bambang Mursito; Dewi Hermawati Wahyuningsih
International Journal of Economics, Business and Accounting Research (IJEBAR) Vol 7, No 1 (2023): IJEBAR, VOL. 07 ISSUE 01, MARCH 2023
Publisher : LPPM ITB AAS INDONESIA (d.h STIE AAS Surakarta)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/ijebar.v7i1.5949

Abstract

The research was conducted with the aim of knowing and explaining the influence of Brand Image, Social Media, Lifestyle, and Product Innovation on Consumer Loyalty of iPhone Users in Solo City. The distribution of questionnaires and documentation of iPhone users in the city of Solo who agreed to be respondents was chosen to be the data collection technique in this study. The sample for this study was 125 respondents with convenience sampling. The results of this study are that the variables of Brand Image, Social Media, Lifestyle and Product Innovation together or simultaneously have a significant effect on Consumer Loyalty of iPhone Users in the City of Solo. Partially, each variable, namely Brand Image, Social Media, Lifestyle and Product Innovation, has a significant effect on Consumer Loyalty of iPhone Users in the City of Solo. Overall Variables of Consumer Loyalty Overall the variables of Brand Image, Social Media, Lifestyle and Product Innovation which are explained by the independent variables are 52.20% and the rest are obtained from other variables. Keywords: Social Media, Lifestyle and Product Innovation, Consumer Loyalty
KEPUTUSAN PEMBELIAN DITINJAU DARI CITRA MEREK, GAYA HIDUP, DAN KERAGAMAN PRODUK MEREK HANASUI DI SUKOHARJO Alifia Dhea Nur Insani; Sudarwati Sudarwati; Fithri Setya Marwati
JURNAL ILMIAH EDUNOMIKA Vol 7, No 2 (2023): EDUNOMIKA
Publisher : ITB AAS Indonesia Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/jie.v7i2.10294

Abstract

This research aimed to evaluate how factors like as brand image, lifestyle, and product diversity influence consumers’ decision to purchase Hanasui cosmetic in Sukoharjo. A quantitative strategy has been used in its research. The population used 636 customers of one of the agents in Sukoharjo, and the sampel size is set at 100 customers thanks to a non-probability, purposive sampling technique. In Sukoharjo, the variables of brand image, lifestyle, and product diversity all had a positive influence in purchase decision of Hanasui brand cosmetic items, and this influence is statistically significant as well. The modified R-Square value showed that 70,4%, which suggest that factors such as brand image, lifestyle, and product diversity play a role in the decision of whether or not to purchase Hanasui product in Sukoharjo. Another factors that are not include in this study was influenced 29,6%. Keywords : Brand Image, Lifestyle, Product Diversity, Purchasing Decisions
Co-Authors Alifia Dhea Nur Insani Bambang Mursito Dewi Hermawati Wahyuningsih Enggar Arifina Fithri Setya Marwati Ratna Damayanti