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All Journal Jurnal Harpodon Borneo PASAI Jurnal Aplikasi Bisnis dan Manajemen (JABM) E-Journal SEIKO : Journal of Management & Business EQIEN - JURNAL EKONOMI DAN BISNIS E-Mabis: Jurnal Ekonomi Manajemen dan Bisnis International Journal of Economics Development Research (IJEDR) Jurnal Ilmiah Manajemen Kesatuan Jurnal Aplikasi Manajemen dan Bisnis (JAMB) Journal of Fundamental and Applied Pharmaceutical Science International Journal of Educational Review, Law And Social Sciences (IJERLAS) Multidiciplinary Output Research for Actual and International Issue (Morfai Journal) International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) International Journal of Social Science, Educational, Economics, Agriculture Research, and Technology (IJSET) Sisfo: Jurnal Ilmiah Sistem Informasi Negotium: Jurnal Ilmu Administrasi Bisnis Visioner & Strategis Management Research and Behavior Journal International Review of Practical Innovation, Technology and Green Energy (IRPITAGE) International Journal of Community Service (IJCS) Jurnal Pengabdian Masyarakat dan Riset Pendidikan Jurnal Intelek Dan Cendikiawan Nusantara Jurnal Intelek Insan Cendikia Journal Serambi Engineering (JSE) Journal of Management Journal of Accounting Research, Utility Finance and Digital Assets (JARUDA)
Heriyana Heriyana
Faculty Of Economics And Business, Malikussaleh University
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THE EFFECT OF PRODUCT REVIEWS, TRUST, AND PRICE ON PURCHASE DECISIONS IN THE TIKTOKSHOP MARKETPLACE ON MALIKUSSALEH UNIVERSITY STUDENTS Rini Maulinda; Heriyana; Siti Maimunah; M. Subhan
International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET) Vol. 3 No. 11 (2024): OCTOBER
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/ijset.v3i11.593

Abstract

The purpose of this study was to determine how much influence product reviews, trust influence, price influence, on purchasing decisions in the TikTok marketplace. The method used is quantitative, the population is Malikussaleh University students from the 2018-2022 intake who have made purchasing decisions on TikTok, while the number of samples used is 174 respondents, so the data used is primary data from the results of the questionnaire, data analysis using multiple linear regression and hypothesis testing. The results of this study indicate that product reviews have a significant effect on purchasing decisions on TikTok, this is because the significance value is 4.180> 1.974. Trust has a significant effect on purchasing decisions on TikTok, this is because the significance value is 4.355> 1.974. Price has a significant effect on purchasing decisions on TikTok, this is because the significance value is -3.461 <-1.974. Product reviews, trust, and price have a significant effect on purchasing decisions, this is because the significance value is 67.173> 3.05.
THE INFLUENCE OF ENTREPRENEURIAL ORIENTATION AND INNOVATION CAPABILITY ON THE COMPETITIVENESS OF MSMEs AND ITS IMPACT ON MARKETING PERFORMANCE OF MSMEs IN LHOKSEUMAWE CITY Muhammad Hayani; Rusydi Abubakar; Heriyana; Ikramuddin; Darmawati; Nurainun
International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET) Vol. 3 No. 11 (2024): OCTOBER
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/ijset.v3i11.595

Abstract

This research examines the influence of entrepreneurial orientation and innovation capability on the competitiveness of MSMEs and their impact on the marketing performance of MSMEs in Lhokseumawe City. The sample in this study was 133 active MSMEs and business owners. Data collected through questionnaires were analyzed using a data analysis method using Structural Equation Modeling (SEM) which was operationalized with the Analysis of Moment Structure (AMOS) tool. The research results show that entrepreneurial orientation and innovation capability have a significant effect on competitiveness and marketing performance. And competitiveness has a direct effect on marketing performance. Then, in testing the indirect effect of competitiveness, it was found to act as a partial mediating variable in the relationship between entrepreneurial orientation and innovation capability on marketing performance. It is hoped that the results of this research will be important information for the government and MSME managers in Lhokseumawe City in order to create policies for the development of micro, small and medium enterprises.
INFLUENCE OF PRICE, PRODUCT DESIGN, PRODUCT QUALITY, AND BRAND IMAGE ON PURCHASING DECISIONS VENTELA SHOES FOR STUDENTS FACULTY OF ECONOMICS AND BUSINESS UNIVERSITAS MALIKUSSALEH Rabiatul Auliza; Hamdiah; Heriyana; Muchsin
International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET) Vol. 3 No. 12 (2024): NOVEMBER
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/ijset.v3i12.617

Abstract

This study aims to examine the impact of price, product design, product quality, and brand image on the purchase decisions of Ventela shoes among students of the Faculty of Economics and Business at Universitas Malikussaleh. The sampling method used was purposive sampling, with a total of 145 respondents. Primary data for this research was collected through questionnaires. The data analysis techniques employed include multiple linear regression analysis, classical assumption tests, instrument tests (validity and reliability), determination tests (R2), and hypothesis testing (1) using SPSS 26.0 software. The results of this study indicate that, partially, the price variable does not have a significant effect on purchase decisions, product design has a positive and significant effect on purchase decisions, product quality has a positive and significant effect on purchase decisions, and brand image has a positive and significant effect on purchase decisions
THE INFLUENCE OF CELEBRITY ENDORSERS, ADVERTISING AND CREATIVE SALES PROMOTION ON PURCHASE INTENTION IN E-COMMERCE Teuku Zulkarnaen; Yayang Tiara; Mariyudi; Heriyana
International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET) Vol. 4 No. 4 (2025): MARCH
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/ijset.v4i3.684

Abstract

The aim of this study is to understand consumer intentions to purchase, with the aim of predicting future consumer behavior in shopping online. The research results show that advertising has a positive and significant effect on purchase intentions in E-commerce in Lhokseumawe City. Advertising also has an important role in shaping consumer perceptions of the quality and reliability of products sold on Shopee. Creative sales promotion and Celebrity endorsement have a significant impact on purchasing intentions for e-commerce. It is also reflected in increased awareness, positive changes in attitudes towards the brand, increased consumer confidence, and ultimately, influence on purchasing decisions.
THE EFFECT OF PRODUCT QUALITY, PRICE AND BRAND IMAGE ON THE PURCHASE DECISION OF JINISO PRODUCTS ON STUDENTS OF UNIVERSITAS MALIKUSSALEH Tasya Ema Dwiyana; Heriyana; Syamsul Bahri; T.Edyansyah
International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET) Vol. 4 No. 4 (2025): MARCH
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/ijset.v4i3.705

Abstract

This research aims to analyze the influence of product quality, price and brand image on purchasing decisions for Jiniso products amongUniversitas Malikussaleh students. Jiniso, as a clothing brand that is popular among young people, needs to understand these factors to maintain its position in the market and attract consumers. The research method used is a quantitative approach with a sample collection technique using purposive sampling. Data was collected through a questionnaire distributed to 100 active student respondents at Universitas Malikussaleh who had ever purchased or used Jiniso products. Data analysis was carried out using multiple linear regression with the SPSS version 29.0 program. The variables studied include product quality, price and brand image, as well as how this third variable influences purchasing decisions. The results of this research show that product quality, price and brand image together have a positive and significant influence on the decision to purchase Jiniso products among Universitas Malikussaleh students. Product quality has a dominant influence, followed by brand image and price. These findings suggest that to improve purchasing decisions among students, Jiniso needs to focus on improving its product quality and brand image, while offering prices that match students' purchasing power. This research contributes to the development of effective marketing strategies to increase sales in the market and increase consumer satisfaction among Universitas Malikussaleh students.
THE EFFECT OF SENSATIONAL ADVERTISING, CELEBRITY ENDORSE, AFFILIATE MARKETING AND PRODUCT VARIATION ON CONSUMER BUYING INTEREST IN SCARLETT PRODUCTS (Case Study of Economics and Business Students of Universitas Malikussaleh) Ulan Tari; M. Subhan; Heriyana; T. Edyansyah
International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET) Vol. 4 No. 5 (2025): APRIL
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/ijset.v4i5.738

Abstract

This research aims to determine the influence of Sensational advertising, Celebrity Endorsement, Affiliate Marketing, and product variations on interest in purchasing Scarlett Skincare products among students at the Faculty of Economics and Business, Universitas Malikussaleh. The research method used in this research is a quantitative method. The instruments in this research use validity tests, reliability tests, classic assumption tests used, namely normality tests, multicollinearity tests and heteroscedasticity tests, determination tests (R2) and hypothesis tests (t). This research was conducted on economics and business students at Universitas Malikussaleh. In this research, the data used was primary data obtained by distributing questionnaires to 100 respondents. The data analysis technique used is multiple linear regression analysis with the help of the SPSS 26.0 program. The results of this research show that partially, each variable, namely, Sensational advertising has a significant effect on buying interest, Celebrity endorsement has a significant effect on buying interest, Affiliate Marketing has a positive and significant effect on buying interest and product variety has a positive and significant effect on buying interest.
THE INFLUENCE OF PRODUCT QUALITY, PROMOTION, BRAND IMAGE AND BRAND TRUST ON PURCHASING DECISIONS PURCHASE OF AQUA MINERAL WATER FOR MALIKUSSALEH UNIVERSITY STUDENTS Mita Darmayanti; Rahmaniar; Maryudi; Heriyana
International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET) Vol. 4 No. 7 (2025): JUNE
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/ijset.v4i7.784

Abstract

Abstract this research aims to test of product quality, promotion, brand image and brand trust on purchase decision. The data in this research was collected using questionnaires as the data collection instrument. The sample consisted of 130 respondents. This research used a quantitative approach with multiple linear regression analysis and was processed using SPSS (Statistical Package for the Social Sciences). The hypothesis was tested using SPSS version 25.0. The results of this study indicate that, partially, the product variable has a positive and significant effect on purchase decision of Aqua products,statistically 0.000 < 0.05, and has a t-value > t-table value of 4.713 > 1.657. The promotion variable does not affect and is not significant for purchase decision of Aqua products, statistically 0.947 > 0.05, and has a t-value < t-table value of 0.066 < 1.657. Meanwhile, the brand image variable has a positive and significant effect on purchase decision of Aqua products, statistically 0.002 < 0.05, and has a t-value > t-table value of 3.246 > 1.657. Additionally, the product brand trust has a positive and significant effect on purchase decision of Aqua products, statistically 0.004 < 0.05, and has a t-value > t-table value of 2.974> 1.657. The Adjusted R Square value of the independent variables, namely product quality, promotion, brand image and brand trust, shows that 41.2% of the variance is explained by these variables, while the remaining 58.8% is explained by other variables not included in this study.
THE INFLUENCE OF WORD OF MOUTH, PRODUCT QUALITY AND SALES PROMOTION ON THE PURCHASE DECISION OF BRAND SHAMPOO PRODUCTS HEAD & SHOULDERS BY THE COMMUNITY IN JEUMPA DISTRICT REGENCY BUREAUCRACY Nazifa Hafiza; T. Edyansyah; Chalirafi; Heriyana
International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET) Vol. 4 No. 12 (2025): NOVEMBER
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/ijset.v4i12.1118

Abstract

This study aims to review the impact of word-of-mouth communication, product quality, and sales promotion activities on the decision to buy Head & Shoulders brand shampoo by people in the Jeumpa area, Bireuen Regency. The research approach utilizes multiple linear regression analysis, including hypothesis testing using SPSS software. The respondent selection technique used the convenience sampling method, with 100 participants who had purchased Head & Shoulders shampoo at least once or twice. The type of information used is in the form of quantitative data, which is information in the form of numbers that measure one or more variables in the population or sample being studied, either through numerical values or statistical calculations. The source of information used is primary data obtained directly from participants or study locations. The findings showed that separate word-of-mouth communication had a positive or significant influence on purchasing decisions, product quality separately also had a positive or significant impact on purchasing decisions, while sales promotions separately had no or insignificant influence on the purchase decision of Head & Shoulders branded shampoos, while the rest were influenced by other variables.
THE EFFECT OF TRUST, SATISFACTION AND VALUE PERCEPTION ON CONSUMER LOYALTY IN PURCHASING ALFAMART PRODUCTS IN LHOKSEUMAWE CITY Ariana Hasibuan; Heriyana Heriyana; Jullimursyida Jullimursyida; Khairina AR
Jurnal Intelek Insan Cendikia Vol. 2 No. 9 (2025): September 2025
Publisher : PT. Intelek Cendikiawan Nusantara

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

Abstract

Abstract this research aims to determine the extent to which consumers in Lhokseumawe City influence consumer loyalty when choosing to purchase Alfamart products. The population in this study consists of consumers who have purchased products at Alfamart. The sample consists of 105 respondents. The primary data consists of questionnaire results distributed to the research respondents. This study uses a quantitative approach with multiple linear regression analysis and is processed using the SPSS (Statistical Package for the Social Sciences) software. The hypothesis was determined using SPSS version 25.0. The results of this study indicate that, partially, the Trust variable has a positive and significant effect on Customer Loyalty, statistically 0.000 < 0.04, and has a t-value > t-table, 2.912 > 1.660. The Satisfaction variable has a significant positive effect on Customer Loyalty, statistically 0.002 < 0.05, with a t-value > t-table, 2.985 > 1.660. Then, the Perceived Values variable has a positive and significant effect on Customer Loyalty, statistically 0.001 < 0.05, and has a t-value > t-table, namely 3.333 > 1.660. The adjusted R-square value for the independent variables—Trust, Satisfaction, and Perceived Value—indicates that 37.7% is explained by these variables, while the remaining 62.3% is explained by other variables not included in this study.
THE INFLUENCE BRAND IMAGE, PROMOTION, AND PRODUCT QUALITY INFLUENCE ON CUSTOMER SATISFACTION ON J.CO DONUTS IN THE CITY OF LHOKSEUMAWE Mulyanur Mulyanur; Heriyana Heriyana; Hamdiah Hamdiah; Rahmaniar Rahmaniar
Jurnal Intelek Insan Cendikia Vol. 2 No. 9 (2025): September 2025
Publisher : PT. Intelek Cendikiawan Nusantara

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

Abstract

This study aims to determine the effect of brand image, promotion, and product quality on customer satisfaction of J.CO donuts in Lhokseumawe City. The data used in this study is primary data. The population in this study consists of all consumers or customers of J.CO in Lhokseumawe, with a sample of 105 respondents selected using non-probability sampling. The method used is a quantitative approach by collecting data through questionnaires distributed to J.CO customers in Lhokseumawe. The data analysis technique used is linear regression. The results indicate that partially and simultaneously, all three independent variables have a positive and significant effect on customer satisfaction. These findings suggest that in the food and beverage industry, marketing strategies that integrate attractive brand image, effective promotions, and good product quality are key factors in increasing customer satisfaction and loyalty.
Co-Authors ., Samsul Bahri Abdillah , Fatimah Adinda Surgana Adnan Adnan Adnan ahmad yani Aina Shakila Aisa Putri Ariska Andita Andita Andri Ani Nur Andrian, Risa Anwar Ariana Hasibuan Bahri, Halida Chalirafi, Chalirafi Dara Shifa Darmawati Dian Pertiwi Erlina, Neti Fahrizal, Effan Faizah Syihab Farah Aidilla Farah Aidilla Fatimah Abdillah Fikri Gazali Lubis Fitrah Rahmadhani Gazali Salim Haidar Khawarizmi Hamdiah Hamdiah Hamdiah Hamdiah Hamdiah Hartati, Bella Hendri Setiadi Ikramuddin, Ikramuddin Ilyas Ilyas Intan Syafriani Irvan Iskandarsyah Jalil, Ivon Jullimursyida Khairina Khairina AR Kristofer Manalu Lizan, Saiful M Maimanah M. Subhan Maisyura Maisyura Malahayati Malahayati Manhasa Hira Nur'Asyi AL Utary Mariyudi Mariyudi Mariyudi Mariyudi Maryudi Masrifah, Ifah Melly Wahyundari Miftahul Jannah Mita Darmayanti Moch Heikal Mohd. Heikal MUCHSIN Muchsin Muchsin Muhammad Al Hafis Muhammad Fadli Hasballah Muhammad Firdaus Muhammad Furqan Muhammad Hayani Muhammad Nazar Muhammad Roni Mulyanur Mulyanur Munandar Nadia Fajri Naufal Bachri, Naufal Nazifa Hafiza Neti Erlina Nita Rusdiana S.Farm., M.Sc, Apt Nugrahaningsih , Hartanti Nur Faliza Nurainun Nurainun Nurainun Nurainun Nurainun Nurainun, Nurainun Nurainun Nurlaili Nurlaili Putri Mellita Sari, Cut Qurrata A'yun Rabiatul Auliza Rahmaniar Rahmaniar Rahmaniar Rasyimah Rasyimah Rasyimah, Rasyimah Rekno Sulandjari Rini Maulinda Rita Nengsih Rizkan Roro Shafira Rizka Amelia Rully Alamsyah, Rully rumbiati rumbiati Rusydi Rusydi Abubakar Rusydi Abubakar Rusydi Rusydi Rusydi Rusydi Sabitah Fina Sabrina Luvita Safrida, Safrida Safrida Saiful Lizan Samsul Bahri Sapna Biby Sarah Akila Sari Yulis Terfiadi Sari Yunus Siregar, Widyana Verawaty Siti Maimunah Siti Maimunah solehuddin, Moh Syafruddin Chan Syamsul Bahri Syamsul Bahri T. Edyansyah, T. Edyansyah Tasya Ema Dwiyana Teuku Zulkarnaen Ulan Tari Vena Mauliza Wahyu Hidayat Harahap Wirdatul Ahya Yana, Syaifuddin Yayang Tiara Yuliana Wardana Yusniar Yusniar Yusniar Yusniar Yusniar Yusniar* Yusniar, Yusniar Zahara Fonna Zenith Putri Dewiyanti Zulfan