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PENGARUH KUALITAS PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN MELALUI MINAT BELI PRODUK COSMETICS JAFRA PADA PT. JAFRA COSMETICS INDONESIA Bella Hartati
Jurnal Manajemen Terapan dan Keuangan Vol. 10 No. 01 (2021): Jurnal Manajemen Terapan dan Keuangan
Publisher : Program Studi Manajemen Pemerintahan dan Keuangan Daerah Fakultas Ekonomi dan Bisnis Universitas Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22437/jmk.v10i01.12653

Penelitian ini bertujuan menganalisis pengaruh kualitas produk dan harga terhadap keputusan pembelian produk kosmetik JAFRA melalui minat beli dan menganalisis variabel yang berpengaruh paling dominan terhadap keputusan pembelian. Populasi dalam penelitian ini adalah konsumen yang menggunakan atau pernah menggunakan kosmetik JAFRA, Teknik pengambilan sampel dalam penelitian ini menggunakan purposive sampling dengan mengambil 97 responden berdasarkan kriteria. Metode pengumpulan data menggunakan studi lapangan dalam bentuk kuesioner oline. Alat analisis data dalam penelitian ini menggunakan uji validitas, uji reabilitas, uji asumsi klasik dan patrial least square versi 3,2 for windows. Hasil penelitian menunjukkan bahwa kualitas produk dikategorikan baik, harga tergolong tinggi, minat beli setuju, dan keputusan pembelian sangat setuju memiliki produk kosmetik JAFRA dan variabel yang paling dominan berpengaruh terhadap keputusan pembelian yaitu variabel minat beli

Pengaruh Kualitas Produk Dan Harga Terhadap Keputusan Pembelian Produk Kosmetik Jafra Pada Pt Jafra Cosmeticts Indonesia (Studi Kasus Konsumen Konsultan Fortuna Mazka di Kota Jambi) Bella Hartati
JUMANJI (JURNAL MANAJEMEN JAMBI) Vol. 6 No. 1 (2023): JUMANJI (JURNAL MANAJEMEN JAMBI)
Publisher : LPPM Universitas Adiwangsa Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35141/jmj.v6i1.814

This research consist of independent variable that is product quality and price, and dependent variable that is purchasing decision. The formulation of the problem how the influence of independent variables to the dependent variable simultaneously and partially. In this study the method used is quantitative descriptive method. The analytical tool used is statistical analysis consisting of multiple linear regression equations, determination coefficients, classical assumption tests, and hypothesis testing. The object in this study was PT JAFRA Cometics Indonesia. Brief histori of JAFRA was founded in 1956 in Malibu, California when Jan and Frank Day gave brith to mission to help women achieve personal freedom by becoming an independent businessman. Based on the results of the study assisted by SPSS 20 software, the regression equation Y = 0.262 + 0.393 + 0.534 + e. Simultaneously the independent variables have a significant effect on the dependent variable which is indicated by fcount> ftabel and partially the product quality variable and price variable have a positive effect on purchasing decisions. R square 84,7% and the rest 15,3% explain other variable outside research model. Conclusion Product quality and price variables have a significant and simultaneous effect on purchasing decision variables and product quality and price variables have a partial positive effect on purchasing decision variables.

Influencer Authenticity: Unraveling The Impact On Modern Marketing Agnes Dini Mardani; Evrina Evrina; Bella Hartati
Journal of Economic, Bussines and Accounting (COSTING) Vol 7 No 3 (2024): Journal of Economic, Bussines and Accounting (COSTING)
Publisher : Institut Penelitian Matematika, Komputer, Keperawatan, Pendidikan dan Ekonomi (IPM2KPE)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31539/costing.v7i3.9824

This research investigates the dynamics of influencer authenticity and marketing effectiveness on consumer engagement and trust within PT. Unilever Indonesia, Tbk - Depo Makassar. Utilizing a quantitative research design with a sample of 130 consumers, path analysis using Smart PLS software was conducted to examine the direct and indirect effects of influencer authenticity and marketing effectiveness on consumer engagement and trust. The results reveal significant positive relationships between influencer authenticity and both consumer engagement and trust, highlighting the importance of genuine influencer engagements in fostering consumer connections and confidence in brands. However, while marketing effectiveness positively influences consumer engagement, its impact on consumer trust is not statistically mediated by engagement. These findings underscore the necessity for Unilever to prioritize authentic influencer partnerships and refine marketing strategies tailored to the unique characteristics of the Makassar market to enhance consumer trust and drive long-term brand loyalty and success. Keywords : Influencer Authenticity, Marketing Effectiveness, Consumer Engagement, Consumer Trust

Pengaruh Kualitas Produk Dan Harga Terhadap Keputusan Pembelian Produk Kosmetik Jafra Pada Pt Jafra Cosmeticts Indonesia (Studi Kasus Konsumen Konsultan Fortuna Mazka di Kota Jambi) Bella Hartati
JUMANJI (JURNAL MANAJEMEN JAMBI) Vol. 6 No. 1 (2023): JUMANJI (JURNAL MANAJEMEN JAMBI)
Publisher : LPPM Universitas Adiwangsa Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar

This research consist of independent variable that is product quality and price, and dependent variable that is purchasing decision. The formulation of the problem how the influence of independent variables to the dependent variable simultaneously and partially. In this study the method used is quantitative descriptive method. The analytical tool used is statistical analysis consisting of multiple linear regression equations, determination coefficients, classical assumption tests, and hypothesis testing. The object in this study was PT JAFRA Cometics Indonesia. Brief histori of JAFRA was founded in 1956 in Malibu, California when Jan and Frank Day gave brith to mission to help women achieve personal freedom by becoming an independent businessman. Based on the results of the study assisted by SPSS 20 software, the regression equation Y = 0.262 + 0.393 + 0.534 + e. Simultaneously the independent variables have a significant effect on the dependent variable which is indicated by fcount> ftabel and partially the product quality variable and price variable have a positive effect on purchasing decisions. R square 84,7% and the rest 15,3% explain other variable outside research model. Conclusion Product quality and price variables have a significant and simultaneous effect on purchasing decision variables and product quality and price variables have a partial positive effect on purchasing decision variables.

Gamification in Marketing: Leveraging Interactive Experiences for Higher Consumer Engagement Andre Ilyas; Ahmad Vajri Rahman; Bella Hartati
International Journal of Economics and Management Research Vol. 4 No. 1 (2025): April : International Journal of Economics and Management Research
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/ijemr.v4i1.489

This study explores the role of gamification in enhancing consumer engagement within digital marketing environments by examining the mediating influence of interactive experience. Although gamified marketing systems are increasingly adopted across various industries, their effectiveness often varies due to insufficient understanding of how game elements lead to meaningful user engagement. This research addresses that gap by focusing on how interactive features such as personalization, user control, and sensory feedback transform gamification mechanics into immersive consumer experiences. Employing a qualitative methodology, the study gathered data through in depth interviews with digital marketing professionals and UX/UI designers, complemented by a systematic literature review. Thematic analysis revealed that interactive experience plays a critical role in translating game elements into cognitive, emotional, and behavioral engagement. The findings indicate that successful gamification strategies must be designed with a strong focus on the user experience, aligning game mechanics with the specific motivations and preferences of the target audience. By integrating perspectives from Self Determination Theory and Experiential Marketing Theory, the study offers a conceptual foundation for designing more effective digital engagement strategies. These insights are valuable for marketers aiming to create compelling, user centered digital experiences that foster long term consumer loyalty.

The Influence of Green Brand Authenticity on Consumer Purchase Intention: Mediating Role of Environmental Commitment Ghia Subagja; Bella Hartati; Evrina Evrina
Brilliant International Journal Of Management And Tourism Vol. 5 No. 3 (2025): October: Brilliant International Journal Of Management And Tourism
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/bijmt.v5i3.5980

The rising demand for credible sustainability practices has positioned green brand authenticity as a critical factor influencing consumer evaluation and behavior. However, existing studies show inconsistent results regarding the direct impact of authenticity on purchase intention and provide limited insight into the psychological mechanisms underlying this relationship. This research addresses these gaps by investigating the influence of green brand authenticity on consumer purchase intention and examining the mediating role of environmental commitment. A quantitative survey was conducted with 150 respondents who had experience purchasing environmentally friendly products. Data were analyzed using multiple regression and mediation testing through a three-equation model supported by Sobel analysis. The results show that green brand authenticity significantly and positively influences both environmental commitment and consumer purchase intention. Furthermore, environmental commitment was found to partially mediate the rela-tionship, indicating that authenticity not only enhances consumers’ cognitive trust in a brand’s envi-ronmental claims but also strengthens their moral engagement with ecological values, which in turn in-creases their likelihood of purchasing green products. These findings contribute to sustainability research by demonstrating the importance of internal psychological factors in shaping consumer responses to authentic environmental initiatives. The study concludes that authentic green branding strategies can foster deeper environmental commitment and more consistent purchasing behavior. Limitations include the cross-sectional design and the use of purposive sampling, suggesting that future research should consider longitudinal and cross-cultural approaches to validate the robustness of these findings.

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