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All Journal Sigma : Journal of Economic and Business
La Ode Hamida
STIE Enam Enam Kendari
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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PENGARUH LABEL HALAL DAN DIGITAL MARKETING TERHADAP KEPUTUSAN PEMBELIAN PRODUK KOSMETIK WARDAH Regita Cahyani; David C.E Lisapaly; La Ode Hamida
Sigma: Journal of Economic and Business Vol 5 No 1 (2022): Sigma : Journal of Economic and Business
Publisher : STIE ENAM ENAM KENDARI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.60009/3ftatc08

Abstract

This research aims to know the impact of halal labels and digital marketing on purchasing decisions for Wardah cosmetic products in students of the management study program of sekolah tinggi ilmu ekonomi enam enam kendari. This research is quantitative descriptive. The data of this study were obtained through observation, interviews and questionnaires. The data analysis method used is descriptive analysis by processing the data from the questionnaire through SPSS. Based on the results of research on the effect of halal labels and digital marketing on purchasing decisions for Wardah cosmetic products, it can be concluded that it means that the two variables, namely the halal label (XI) and digital marketing (X2) together (simultaneously) have a positive and significant effect on the purchasing decision variable ( Y) in students of the management study program at sekolah tinggi ilmu ekonomi enam enam kendari. Based on the test results on the halal label variable, it partially has a positive and significant effect on the purchasing decision variables in the management study program of sekolah tinggi ilmu ekonomi enam enam kendari and based on the test results on the digital marketing variable, it partially has a positive and significant effect on purchasing decisions for the student of the study program management of sekolah tinggi ilmu ekonomi enam enam kendari.
PENGARUH SELERA KONSUMEN DAN DIFERENSIASI PRODUK TERHADAP KEPUTUSAN PEMBELIAN CAT NIPPON PADA TOKO ERA BANGUNAN Sri Ayu Ningtias; Nofal Supriaddin; La Ode Hamida
Sigma: Journal of Economic and Business Vol 5 No 2 (2022): Sigma : Journal of Economic and Business
Publisher : STIE ENAM ENAM KENDARI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.60009/gps7wr67

Abstract

This study aims to determine the effect of consumer tastes and product differentiation on purchasing decisions in the Building Era. The population in this study amounted to 96 obtained by accidental sampling technique. The type of data used in this research is quantitative data. Based on the research conducted, the research results show that simultaneously the variables of consumer taste and product differentiation have a positive and significant effect on purchasing decisions. Partially, consumer tastes have a positive effect on purchasing decisions and partially product differentiation has a positive and significant effect on purchasing decisions in the Building Era.
Co-Authors Agustinus Tangalayuk Baharuddin Indrawan David C.E Lisapaly Mahmudin A. Sabilalo Regita Cahyani Sri Ayu Ningtias Supriaddin, Nofal Zulfikar Tridarmawan