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All Journal International Journal of Economics Development Research (IJEDR) Jurnal Ekonomi
Dede Mulyana
Universitas Pelita Bangsa
Economics, Econometrics & Finance Social Sciences

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THE EFFECT OF BRAND IMAGE AND PRODUCT QUALITY ON CONSUMER PURCHASE DECISIONS ON 'SKINCARE INE' COSMETIC PRODUCTS AT THE CIKARANG SKIN CENTER MEDIATED BY WORD OF MOUTH Indra Setiawan; Dede Mulyana; Agus Prianto; Melati Desi; Retno Purwani Setyaningrum
Jurnal Ekonomi Vol. 12 No. 3 (2023): Jurnal Ekonomi, 2023, September
Publisher : SEAN Institute

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Abstract

In the current era of globalization, competition in the cosmetics business is getting tougher and requires the right marketing strategy to attract consumers. One of the factors that can influence consumer decisions in buying cosmetic products is brand image and product quality. The purpose of this study was to find out whether the brand image and product quality variables affect the decision to buy INE skincare products, the method used in this study uses a scientific approach by collecting and analyzing quantitative data, namely data that can be measured using numbers and statistics, with conducting research on a portion of the population in Cikarang and its surroundings, it is hoped that the results of this study are able to describe the population concerned. The sample of this research is 72 respondents and the data analysis method used is Structural Equation Modeling (SEM) with Partial Least Square (PLS) approach. The results of this respondent's data processing show that brand image (X1) has no significant effect with a result of 0.829 > 0.05, then the influence of product quality (X2) has a significant effect with a result of 0.000 <0.05, then the influence of word of mouth promotion (Z) has a significant effect with a result of 0.000 <0.05, on the decision to buy (Y) for INE skincare products.
The Effect of Accessibility and Tourist Attraction on The Decision to Visit Meikarta Central Park Mediated by Electronic Word of Mouth (E-Wom) Dede Mulyana; Adibah Yahya; Sunita Dasman
International Journal of Economics Development Research (IJEDR) Vol. 5 No. 1 (2024): International Journal of Economics Development Research (IJEDR)
Publisher : Yayasan Riset dan Pengembangan Intelektual

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37385/ijedr.v5i3.5632

Abstract

Abstract The needs of tourists are now increasingly diverse and demand the renewal of the products provided. This is done so that tourists do not feel bored with monotonous products. One of them is in Cikarang which currently has more and more tourist attractions such as waterboom, djamoe village, saung ranggon, sehati park and one of the latest tourist attractions, namely Central Park Meikarta. This study investigates The Effect of Accessibility and Tourist Attraction on the Decision to Visit Meikarta Central Park Mediated by Electronic Word Of Mouth (E-WOM) using a quantitative approach analyzed through SmartPLS. The research examines how accessibility and tourist attraction influence visitor decisions at Meikarta Central Park, and how Electronic Word Of Mouth (E-WOM) mediates these relationships. Data were collected from visitors using questionnaires, and analysis using SmartPLS 3.0 confirmed significant direct and mediated effects. The findings underscore the importance of enhancing accessibility, improving tourist attractions, and leveraging E-WOM in attracting and retaining visitors to the park.
Co-Authors Agus Prianto Indra Setiawan Melati Desi Retno Purwani Setyaningrum Sunita Dasman Yahya, Adibah