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All Journal EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis El-Mujtama: Jurnal Pengabdian Masyarakat
Restiatin Restiatin
Universitas Pembangunan Nasional “Veteran” Jawa Timur
Religion Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Social Sciences Other

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Pengaruh Brand Awareness dan Desain Produk terhadap Minat Beli Konsumen pada Produk Emas Acep Samsudin; Rusdi Hidayat; Zefania Mikha Manurung; Aisyah Widya Ayu; Meidya Ayu Prameswari; Restiatin Restiatin
El-Mujtama: Jurnal Pengabdian Masyarakat Vol 3 No 2 (2023): El-Mujtama: Jurnal Pengabdian Masyarakat
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (285.126 KB) | DOI: 10.47467/elmujtama.v3i2.2847

Abstract

In the gold jewelry industry, more and more entrepreneurs are offering a variety of brands and designs, and the role of brand awareness and design innovation is important for gold companies, to attract consumers to their products. The purpose of this study was to identify, analyze, and respond to the impact of brand awareness and product design on consumer purchasing decisions for gold products. This makes brand awareness and product design have a positive and significant effect on consumer purchasing decisions on gold products. Keywords: Brand Awareness, Product Design, Purchase Decision.
The Influence Of Celebrity Endorser, Perceived Quality, And Testimonials On Purchase Intention Of Hanasui Products In Surabaya Restiatin Restiatin; R. Yuniardi Rusdianto
EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis Vol 13 No 3 (2025): Juli
Publisher : UNIVED Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37676/ekombis.v13i3.7924

Abstract

The focus of this research is to analyze the partial and simultaneous effects of celebrity Endorser Variables, Perceived Quality, and Testimonials on Purchase Intention of Hanasui local brand products among Surabaya City consumers. The sample consisted of 205 respondents selected through purposive sampling method with the criteria of knowing Hanasui products, at least 17 years old, and domiciled in Surabaya. The data analysis technique was carried out with multiple linear regression analysis tests with the help of SPSS version 26 software. The findings showed that simultaneously and partially, Celebrity Endorsers, Perceived Quality, and Testimonials had a positive and significant impact on Purchase Intention.
Co-Authors Acep Samsudin Aisyah Widya Ayu Hidayat, Rusdi Meidya Ayu Prameswari R. Yuniardi Rusdianto Zefania Mikha Manurung