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Oktora Yogi Sari
Universitas Widyatama Kota Bandung, Indonesia
Economics, Econometrics & Finance

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Pengaruh Inovasi Produk dan Citra Merek Terhadap Keputusan Pembelian Skincare Lokal Produk Serum Scarlett Whitening Rifa Taufiqah; Oktora Yogi Sari
Cakrawala Repositori IMWI Vol. 6 No. 1 (2023): Cakrawala Repositori IMWI
Publisher : Institut Manajemen Wiyata Indonesia & Asosiasi Peneliti Manajemen Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52851/cakrawala.v6i1.248

Abstract

This study aims to analyze the effect of product innovation (X1) and brand image (X2) simultaneously and partially on purchasing decisions (Y) for Scarlett Whitening serum products. The sample in this study were 150 consumers who purchased Scarlett Whitening serum products. The sampling technique used in this study was non-probability sampling. The type of non-probability sampling used in this study was purposive sampling. The data analysis method used is multiple linear regression analysis, by going through the stages of the instrument test and the classical assumption test. Testing using the SPSS program version 25 for windows. The results of the study with the F test showed that Product Innovation (X1) and Brand Image (X2) simultaneously had a significant effect on Purchase Decision (Y) for Scarlett Whitening serum products. The results of the t test showed that partially product innovation (X1) and brand image (X2) each had a positive and significant effect on purchasing decisions (Y) for Scarlett Whitening serum products. With a coefficient of determination R Square (R2) of 0.697, which means that the purchase decision variable can be explained by the two independent variables of 69.7% while the remaining 30.3% is explained by other factors not examined in this study.
Pengaruh Brand Awareness dan Brand Image terhadap Keputusan Pembelian E-Commerence Shopee Andra Niagara; Oktora Yogi Sari
Cakrawala Repositori IMWI Vol. 6 No. 2 (2023): Cakrawala Repositori IMWI
Publisher : Institut Manajemen Wiyata Indonesia & Asosiasi Peneliti Manajemen Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52851/cakrawala.v6i2.309

Abstract

Tujuan dari penelitian ini adalah untuk mengetahui bagaimana pengaruh brand awareness dan brand image terhadap keputusan pembelian konsumen Shopee secara parsial maupun simultan. Populasi dari penelitian ini adalah seluruh konsumen Shopee di Kota Bandung dengan jumlah sampel 100 responden. Penelitian ini menggunakan teknik non probability sampling yaitu dengan metode Accidental Sampling. Hasil analisis regresi data menunjukan persamaan sebagai berikut Y = 8,684 + 0,261 X1 + 0,442 X2. Brand awareness dan brand image berpengaruh secara parsial dan simultan terhadap keputusan pembelian pada Shopee. Simpulan penelitian ini adalah keputusan pembelian pada Shopee mampu dijelaskan oleh variabel brand awareness dan brand image sebesar 17,2 % dan sisanya sebesai 82,8% dijelaskan oleh variabel lain yang tidak di teliti dalam penelitian ini.
Pengaruh Inovasi Produk dan Citra Merek Terhadap Keputusan Pembelian Skincare Lokal Produk Serum Scarlett Whitening Rifa Taufiqah; Oktora Yogi Sari
Cakrawala Repositori IMWI Vol. 6 No. 1 (2023): Cakrawala Repositori IMWI
Publisher : Institut Manajemen Wiyata Indonesia & Asosiasi Peneliti Manajemen Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52851/cakrawala.v6i1.248

Abstract

This study aims to analyze the effect of product innovation (X1) and brand image (X2) simultaneously and partially on purchasing decisions (Y) for Scarlett Whitening serum products. The sample in this study were 150 consumers who purchased Scarlett Whitening serum products. The sampling technique used in this study was non-probability sampling. The type of non-probability sampling used in this study was purposive sampling. The data analysis method used is multiple linear regression analysis, by going through the stages of the instrument test and the classical assumption test. Testing using the SPSS program version 25 for windows. The results of the study with the F test showed that Product Innovation (X1) and Brand Image (X2) simultaneously had a significant effect on Purchase Decision (Y) for Scarlett Whitening serum products. The results of the t test showed that partially product innovation (X1) and brand image (X2) each had a positive and significant effect on purchasing decisions (Y) for Scarlett Whitening serum products. With a coefficient of determination R Square (R2) of 0.697, which means that the purchase decision variable can be explained by the two independent variables of 69.7% while the remaining 30.3% is explained by other factors not examined in this study.
Pengaruh Brand Awareness dan Brand Image terhadap Keputusan Pembelian E-Commerence Shopee Andra Niagara; Oktora Yogi Sari
Cakrawala Repositori IMWI Vol. 6 No. 2 (2023): Cakrawala Repositori IMWI
Publisher : Institut Manajemen Wiyata Indonesia & Asosiasi Peneliti Manajemen Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52851/cakrawala.v6i2.309

Abstract

Tujuan dari penelitian ini adalah untuk mengetahui bagaimana pengaruh brand awareness dan brand image terhadap keputusan pembelian konsumen Shopee secara parsial maupun simultan. Populasi dari penelitian ini adalah seluruh konsumen Shopee di Kota Bandung dengan jumlah sampel 100 responden. Penelitian ini menggunakan teknik non probability sampling yaitu dengan metode Accidental Sampling. Hasil analisis regresi data menunjukan persamaan sebagai berikut Y = 8,684 + 0,261 X1 + 0,442 X2. Brand awareness dan brand image berpengaruh secara parsial dan simultan terhadap keputusan pembelian pada Shopee. Simpulan penelitian ini adalah keputusan pembelian pada Shopee mampu dijelaskan oleh variabel brand awareness dan brand image sebesar 17,2 % dan sisanya sebesai 82,8% dijelaskan oleh variabel lain yang tidak di teliti dalam penelitian ini.
Co-Authors Andra Niagara Rifa Taufiqah