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N. Rachma
Universitas Islam Malang
Economics, Econometrics & Finance Social Sciences

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Pengaruh Pembayaran Cash On Delivery Dan Online Customer Rating Terhadap Keputusan Pembelian Di Shoope (Studi Kasus Pada Mahasiswa FEB UNISMA Angkatan Tahun 2022) Ahmad Miftahul Ulum; N. Rachma; Restu Millaningtyas
E-JRM : Elektronik Jurnal Riset Manajemen E-JRM : Elektronik Jurnal Riset Manajemen Vol. 15 No. 01
Publisher : UNIVERSITAS ISLAM MALANG

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Abstract This study aims to analyze the effect of cash on delivery  payment and online customer rating on purchasing decisions on the Shopee e-commerce platform. This research employed a quantitative approach using a survey method by distributing questionnaires to 105 students of the Faculty of Economics and Business, Universitas Islam Malang, class of 2022. Data were analyzed using multiple linear regression with SPSS. The results show that simultaneously cash on delivery and online customer rating have a positive and significant effect on purchasing decisions. Partially, cash on delivery has a positive and significant effect on purchasing decisions, and online customer rating also has a positive and significant effect. These findings indicate that transaction security and social information from customer ratings are important factors in enhancing consumer purchasing decisions. Keywords: Cash On Delivery, Online Customer Rating, Purchasing Decision, Shopee
Pengaruh Brand awareness Ricky Harun di Instagram, Brand awareness, dan Harga Promo Terhadap Keputusan Pembelian Brand Kahf (Studi Kasus Pada Mahasiswa FEB Unisma) Althaf Ariq Luthfi Noufal; N. Rachma; Fahrurrozi Rahman
E-JRM : Elektronik Jurnal Riset Manajemen E-JRM : Elektronik Jurnal Riset Manajemen Vol. 15 No. 01
Publisher : UNIVERSITAS ISLAM MALANG

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Abstract This study investigates how brand awareness  endorsement, brand awareness, and promotional pricing influence purchasing decisions toward Kahf grooming products among university students. A quantitative explanatory approach was employed using survey data collected from 105 male students of the Faculty of Economics and Business at Universitas Islam Malang. Data were analyzed using multiple linear regression to examine both partial and simultaneous effects. The findings demonstrate that brand awareness  credibility and attractiveness, strong brand awareness, and competitive promotional pricing significantly affect purchasing decisions. Among the variables tested, brand awareness shows the strongest predictive power. The results highlight the importance of integrating brand awareness  marketing strategies with consistent brand-building and value-oriented promotional pricing to strengthen consumer decision-making. This research contributes to digital marketing literature by providing empirical evidence from an emerging market context. Keywords: Brand awareness  Marketing, Brand Awareness, Promotional Strategy, Consumer Behavior, Purchasing Decision
Ulasan Pelanggan Memediasi Brand Ambassador Dan Kualitas Produk Terhadap Keputusan Pembelian Produk Kecantikan Scarlett Whitening Pada Mahasiswi Universitas Islam Malang Angkatan 2022 Nimas Fahdiatur Riza; N. Rachma; Sulton Sholehuddin
E-JRM : Elektronik Jurnal Riset Manajemen E-JRM : Elektronik Jurnal Riset Manajemen Vol. 15 No. 01
Publisher : UNIVERSITAS ISLAM MALANG

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Abstract This study was conducted to examine the mediating role of customer reviews in the relationship between brand ambassador and product quality on purchase decisions of Scarlett Whitening beauty products among students of Universitas Islam Malang, class of 2022. The research employed an explanatory design, utilizing primary data collected through Likert-scale questionnaires distributed to 135 respondents selected via purposive sampling, as well as secondary data obtained from relevant scientific literature. Data analysis was carried out using Structural Equation Modeling (SEM) with a Partial Least Square (PLS) approach. The findings reveal that brand ambassador, product quality, and customer reviews have a positive and significant effect on purchase decisions, while brand ambassador and product quality also positively influence customer reviews. Furthermore, customer reviews were found to play a significant mediating role, strengthening the influence of brand ambassador and product quality on purchase decisions. The implications of this study indicate that customer reviews serve as social validation and provide practical insights for companies to enhance the appeal of local beauty products. Keywords: Brand Ambassador, Product Quality, Customer Reviews, Purchase Decision, Scarlett Whitening
Co-Authors Aditya Firmansyah Dimas Riyadi Ahmad Fahmil Fithriyansyah Ahmad Miftahul Ulum Ahmad Rizqi Al Aisar Aleria Irma Hatneny Alfian Budi Primanto Althaf Ariq Luthfi Noufal Andi Normaladewi Anggun Serly M. Aulia Rakhma Sari Dela Yumei S. Dina Fauzia N. Edwin Dilla S Eka Sukmawati Fahrurrozi Rahman Fajjar Mustofa Indri Febrilianti S. Jayanto Tri Shac Seno Khalikussabir, Khalikussabir M. Khoirul Anwarudin Broto Suharto M. Zainal Moh. Fathur Rozi Nanda Aris P. Nimas Fahdiatur Riza Nurul Fitri Rahmawati Rahmawati Restu Millaningtyas Sulton Sholehuddin, Sulton Tri Sry Rejeky Sembiring Wahyu Aerico Berliando