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All Journal Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Jurnal Bisnis Indonesia KARYA: Jurnal Pengabdian Kepada Masyarakat Journal of Management and Business KREATIF: Jurnal Pengabdian Masyarakat Nusantara Jurnal Pengabdian Masyarakat Nusantara Journal Publicuho Nanggroe: Journal Of Scholarly Service Jurnal Abdimas Indonesia Jurnal Pelayanan Hubungan Masyarakat Nanggroe: Journal of Scholarly Service IIJSE Jurnal Insan Pengabdian Indonesia KREATIF: Jurnal Pengabdian Masyarakat Nusantara
Maharani Ikaningtyas
Universitas Pembangunan Nasional “Veteran” Jawa Timur, Jl. Rungkut Madya No.1, Gn. Anyar, Gn. Anyar, Kota Surabaya, Jawa Timur
Religion Agriculture, Biological Sciences & Forestry Humanities Chemical Engineering, Chemistry & Bioengineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Medicine & Pharmacology Neuroscience Nursing Public Health Social Sciences Other

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Journal : IIJSE

 1 
The Effect of Brand Image, Price, and Marketing Content on Buying Interest of Erigo Products in Surabaya Bagas Branahda Putra Agung; Maharani Ikaningtyas
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 8 No 3 (2025): Sharia Economics
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v8i3.7265

Abstract

In the increasingly competitive fashion industry, companies need to develop appropriate strategies to increase product appeal and encourage consumer purchasing interest. Brand image, price, and marketing content are important factors that can influence consumer behavior in making purchasing decisions. This study aims to analyze the influence of brand image, price, and marketing content on purchasing interest in Erigo products in Surabaya. This study uses a quantitative approach with a survey method. The population in this study was consumers who have purchased or are familiar with Erigo products in Surabaya. The sampling technique used was a purposive sampling method with 156 respondents. Data collection was carried out through the distribution of online questionnaires. The data analysis technique used was multiple linear regression to determine the effect of each independent variable on the dependent variable. The results of the study indicate that brand image, price, and marketing content partially and simultaneously have a positive and significant effect on purchasing interest in Erigo products in Surabaya. This finding reinforces the importance of managing a comprehensive marketing strategy in increasing the competitiveness of local brands amidst the dynamic competition in the fashion market.
The Influence of Brand Image, Price, and Product Quality on Purchasing Decisions on Samsung Brand Smartphone Products (A Study on Students of UPN "Veteran" East Java) Zhusuf Falhamdany; Maharani Ikaningtyas
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 8 No 3 (2025): Sharia Economics
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v8i3.7358

Abstract

This study contains the influence of brand image, price, and product quality on purchasing decisions on Samsung brand smartphone products (a study on students of UPN "Veteran" East Java). This study aims to determine the influence of brand image, price, and product quality on purchasing decisions. The type of research used is quantitative, with a survey method that assesses Samsung Smartphone products in a questionnaire with a specific assessment. The questionnaire data in this study was processed using SPSS software. The population in this study, namely users who buy/use Samsung Smartphones among UPN "Veteran" East Java students, totaling 22.976 students. The sample used was 156 respondents. Meanwhile, the sampling technique in this study uses a nonrandom side/nonprobability sampling technique with several sample criteria for respondents used for the study, namely students of UPN "Veteran" East Java and have bought/used Samsung Smartphone products with data collection through the distribution of Google Forms. The results of the analysis in this study, namely Brand Image (X1), have a positive and significant effect on Purchase Decision (Y) on Samsung brand smartphone products in the study of UPN “Veteran” East Java students. Price (X2) has a positive and significant effect on Purchase Decision (Y) on Samsung brand smartphone products in the study of UPN “Veteran” East Java students. Product Quality (X3) has a positive and significant effect on Purchase Decision (Y) on Samsung brand smartphone products in the study of UPN “Veteran” East Java students. Brand Image, Price, and Product Quality (X1, X2, and X3) simultaneously have a positive and significant effect on Purchase Decision (Y) on Samsung brand smartphone products in the study of UPN “Veteran” East Java students.
Co-Authors Aghisyna Dwi Inayah Fikamalina Aldo Nahason Pasca Alfina Rahma Nazilal Mubarok Andarini, Sonja Annisa Cindy Maurina Aufa Izzuddin Baihaqi Azizah, Farikhah Nur Bagas Branahda Putra Agung Cynarawita Firjatullah Devira Elsa Mei Shella Dewi Candra Wulan Dhea Fitri Puspitayani Faridah Nur Azizah Fira Rosida Hafidhuddin, Muhammad Azam Iasa Nur Firdausi Ilham Asta Pangestu Indria Ikhtia Zahra Insania, Nichlata Izzuddin, Aufa Jazilah, Fauzah Ainun Kurniawan, Syahrul Dwi Laila Annisa M. Afif Zaky Akmal Meisha Farah Widyaningrum Moh. Iqbal Prasetyo Ritonga Mohammad Vavian Baharudinsyah Muhammad Hafizh Naulir Ridho Mujib, Wahyu Abdul Pramesti, Vania Amanda Pranata, Dandy Dimas Pratama, Krisna Rahmadani RA. Bulan Anugrah Prastyaningrum Renanda Auresty Faradita Robby Aditya Rudi J Silitonga Rusdi Hidayat N Rusdi Hidayat Nugroho Syahwa Ramadhan Thalita Firdaus Theodora Oktavia Trimono, Trimono Widayawati, Eny Yosi Ananda Zhela Maritsya Zhusuf Falhamdany Zulyanto, Agus