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All Journal Jurnal Ilmiah Universitas Batanghari Jambi International Journal of Economics (IJEC)
Ugy Soebiantoro
UPN Veteran Jawa Timur
Agriculture, Biological Sciences & Forestry Civil Engineering, Building, Construction & Architecture Economics, Econometrics & Finance Education Law, Crime, Criminology & Criminal Justice

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Pengaruh Citra Merek dan Kualitas Produk terhadap Keputusan Pembelian pada Produk Mi Instan Sarimi (Studi pada Mahasiswa yang Sedang Kuliah di Surabaya) Khoirunnisa' Islamiyah; Ugy Soebiantoro
Jurnal Ilmiah Universitas Batanghari Jambi Vol 22, No 3 (2022): Oktober
Publisher : Universitas Batanghari Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33087/jiubj.v22i3.2579

Abstract

This study aims to determine the effect of beauty influencers and product quality on purchasing decisions for Instant noodles are one of the most popular food businesses in Indonesia because it favored by many people. This condition makes instant noodles companies in Indonesia increasingly vying to win the market competition, such as Sarimi. This study aims to analyze the effect of brand image and product quality on purchase decisions. The variables in this study consisted of brand image (X1), product quality (X2), and purchase decisions (Y). This research aimed at college students who are currently studying in Surabaya with a total sample of 96 respondents. The sampling technique in this study is a non-probability sampling technique with a purposive sampling approach. The data analysis technique used is Partial Least Square (PLS) and processed with SmartPLS 3.0 software. The results indicate that brand image has a positive and significant effect on purchase decisions, and product quality has a positive and significant effect on purchase decisions.
The Effect of Electronic Word of Mouth (E-WOM) and Price Perception on Purchase Decisions of MIXUE Products in the City of Surabaya Luthfi Ali Akbar; Ugy Soebiantoro; Egan Evanzha Yudha Amriel
International Journal of Economics (IJEC) Vol. 2 No. 2 (2023): July-December
Publisher : PT Inovasi Pratama Internasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55299/ijec.v2i2.477

Abstract

This study aims to determine the effect of E-WOM on Mixue Products in Surabaya and the influence of Price perceptions on Purchase Decisions of Mixue Products in Surabaya. The population in this study are consumers of Mixue products in Surabaya. The sample in this study used the slovin formula and found the results of 100 respondents. The method used in this study uses the GForm form. The analysis technique in this study uses PLS (Partial Least Square). The results of this study indicate that the E-WOM indicator variable that has the highest percentage is I often collect review information from consumers online before I buy Mixue products (X1). From the results of the study, it can be concluded that E-WOM contributes to Mixue Purchase Decisions in the City of Surabaya. The more intensity and reviews that mention Mixue products can encourage purchasing decisions about what Mixue Surabaya has provided.
Co-Authors Amriel, Egan Evanzha Yudha Khoirunnisa' Islamiyah Luthfi Ali Akbar