Article Per Year (5 Year)
p-Index From 2021 - 2026
0.444
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This Author published in this journals
All Journal Economics and Digital Business Review International Journal of Asian Business and Management (IJABM)
Nuzul Inas Nabila
Management Department, University of Lampung
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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The Influence of Brand Positioning, Brand Image, Price on the Purchase Decision of Jhonny Andrean Salon in Bandar Lampung Ayu Gusti Padira; Ayi Ahadiat; Nuzul Inas Nabila
International Journal of Asian Business and Management Vol. 2 No. 3 (2023): June, 2023
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/ijabm.v2i3.4848

Abstract

This study aims to determine the impact of brand positioning, brand image, and price on Bandar Lampung's Jhonny Andrean Salon's purchasing decisions. The population consists of every customer who has visited the Jhonny Andrean Salon in Bandar Lampung and made a purchase; the sample size is set at 160 individuals using the method of purposive sampling. The data collection is conducted through interviews using a questionnaire that has been subjected to tests of validity and reliability. Using the SPSS 26.0 software, the data were analyzed qualitatively and quantitatively using the coefficient of determination test and multiple linear regression. The results indicated that brand positioning, brand image, and price influenced purchasing decisions in part. Moreover, brand positioning, brand image, and price influenced Salon Jhonny Andrean Bandar Lampung purchase decisions simultaneously
The Influence of Entrepreneurial Characteristics and Digital Maturity on the Resilience of Micro, Small, and Medium Enterprises in Bandar Lampung, Indonesia Revando Bennedic Agusriyanto; Ayi Ahadiat; Nuzul Inas Nabila
Economics and Digital Business Review Vol. 6 No. 1 (2025)
Publisher : STIE Amkop Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37531/ecotal.v6i1.2272

Abstract

Micro, Small, and Medium Enterprises (MSMEs) play a crucial role in Indonesia’s economy; however, their resilience often faces numerous challenges. This study aims to analyze the influence of entrepreneurial characteristics and digital maturity on MSME resilience in Bandar Lampung. Using a quantitative approach, data were collected from 100 MSME owners through questionnaires and analyzed using multiple linear regression. The findings reveal that entrepreneurial characteristics positively influence business resilience, with a regression coefficient of 0.137 and a significance level of 0.061. Meanwhile, digital maturity has a more significant impact, with a regression coefficient of 0.729 and a significance level of 0.000. The R Square value of 0.668 indicates that 66.8% of the variation in business resilience can be explained by these two variables. These findings confirm that digital maturity plays a more dominant role than entrepreneurial characteristics in enhancing MSME resilience. Therefore, MSME owners are encouraged to adopt digital technology to strengthen their competitiveness and business resilience.
Co-Authors Ayi Ahadiat Ayu Gusti Padira Revando Bennedic Agusriyanto