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All Journal J-MAS (Jurnal Manajemen dan Sains) KEK (Kajian Ekonomi dan Keuangan) Cendekia Niaga BISMA (Bisnis dan Manajemen) Prosiding Seminar Nasional Pengabdian Kepada Masyarakat Jurnal Manajemen Bisnis dan Organisasi Neraca: Jurnal Ekonomi, Manajemen dan Akuntansi Jurnal Ekonomi dan Pembangunan Indonesia Jurnal Pendidikan Ekonomi, Perkantoran, dan Akuntansi LANCAH Jurnal Inovasi dan Tren Neraca: Jurnal Ekonomi, Manajemen dan Akuntansi
Muhammad Fawaiq, Muhammad
Pusat Kebijakan Kerjasama Perdagangan Internasional, Kementerian Perdagangan Indonesia
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Environmental Science Public Health Social Sciences Other

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Journal : Jurnal Pendidikan Ekonomi, Perkantoran, dan Akuntansi

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EVALUATING THE IMPACT OF BRAND IMAGE, PRICE AND HALAL CERTIFICATION ON UNIVERSITY STUDENTS PURCHASE DECISIONS OF ORIFLAME MAKEUP Manullang, Elia Berliana; Puruwita, Dita; Fawaiq, Muhammad
Jurnal Pendidikan Ekonomi, Perkantoran, dan Akuntansi Vol. 5 No. 2 (2024): Jurnal Pendidikan Ekonomi, Perkantoran, dan Akuntansi
Publisher : Faculty of Economics and Business, Universitas Negeri Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21009/jpepa.0502.14

Abstract

The purpose of this study was to determine the effect of brand image, product price and halal label on purchasing decisions of Oriflame makeup products. This study uses quantitative research methods. Primary data were collected through a questionnaire with a Likert scale that reflects five points from strongly agree to strongly disagree. The sample selection technique used was purposive sampling. The sample criteria in this study were students of the State University of Jakarta who had purchased Oriflame products in the last six months, the sample in this study was 150 respondents and were between 18 and 34 years old. The data analysis technique in this study used SPSS 24 software. The results of this study indicate that brand image has a positive and significant effect on purchasing decisions, product prices have a positive and significant effect on purchasing decisions and product halal labels have a positive and significant effect on purchasing decisions.
CELEBRITY ENDORSEMENT AND BRAND IMAGE: EFFECTIVE STRATEGIES TO INCREASE PURCHASE INTENTION OF FASHION PRODUCTS ON E-COMMERCE PLATFORMS Jubaidi, Muhammad Afif; Wolor, Christian Wiradendi; Fawaiq, Muhammad
Jurnal Pendidikan Ekonomi, Perkantoran, dan Akuntansi Vol. 5 No. 2 (2024): Jurnal Pendidikan Ekonomi, Perkantoran, dan Akuntansi
Publisher : Faculty of Economics and Business, Universitas Negeri Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21009/jpepa.0502.17

Abstract

Currently, fashion products are able to become a dream in e-commerce purchases, so that the fashion product business is currently very competitive, especially in Indonesia. The purpose of this study is to investigate how celebrity endorsement and brand image influence purchase intention of fashion brands in e-commerce. The research method used in this study is a quantitative method, and the data collected are primary data through surveys, with the sampling technique chosen being purposive sampling, this study involved 200 respondents. The data that has been collected is then processed using AMOS software in addition to Structural Equation Modeling (SEM) using CFA and hypothesis testing. The results of the study, celebrity endorsement significantly influences purchase intention, brand image significantly influences purchase intention, and celebrity endorsement significantly influences brand image.
Co-Authors Agung Dharmawan Buchdadi Alyandro, Bryan Amaliah, Bella Annisa Lutfia Christian Wiradendi Wolor Corry Yohana Dita Puruwita, Dita Eka Puspitawati Fadillah Fidhyallah, Nadya Farelluddien, Muhammad Herlina, Rina Hidayat, Nurdin Hilmiyah, Syarifah Ingot, Steven Raja Jati, Kumara Jubaidi, Muhammad Afif Manullang, Elia Berliana Mardiansyah, Arie Norjanah, Nika Fitri Osly Usman Prasetya, Budi Agung Rafli, Muhammad Rahmadhani, Safitri Dwi Rivai P, Agung Kresnamurti Sadat, Andi Muhammad Suparno Suparno Usep Suhud Widyastutik