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All Journal JKBM (JURNAL KONSEP BISNIS DAN MANAJEMEN) Jurnal Bisnis Dan Kajian Strategi Manajemen Pelita Masyarakat BUDGETING : Journal of Business, Management and Accounting Economics, Business and Management Science Journal International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) International Journal of Social Science, Educational, Economics, Agriculture Research, and Technology (IJSET) Jurnal Ilmiah Manajemen dan Bisnis (JIMBI) Jurnal Ilmiah Manajemen, Bisnis dan Kewirausahaan JURNAL BISNIS ADMINISTRASI DAN MANAJEMEN Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) Dharmawangsa: International Journal of the Social Sciences, Education and Humanitis Journal of Artificial Intelligence and Digital Business Journal of Critical Realism in Socio-Economic (JOCRISE) IRA Jurnal Pengabdian Kepada Masyarakat International Journal of Economic Research and Financial Accounting Asian Journal of Management, Entrepreneurship and Social Science
Wan Rizca Amelia
Universitas Medan Area (UMA), Indonesia
Religion Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Energy Engineering Environmental Science Industrial & Manufacturing Engineering Mechanical Engineering Medicine & Pharmacology Physics Public Health Social Sciences Transportation Other

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ANALYSIS OF PURCHASING DECISIONS FOR ADIDAS SPORTSWEAR BASED ON CELEBRITY ENDORSERS AND BRAND IMAGE Alfifto; Siti Alhamra Salqaura; Wan Rizca Amelia; Haryaji Catur Putera Hasman
International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) Vol. 3 No. 4 (2023): August
Publisher : CV. Radja Publika

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/ijebas.v3i4.984

Abstract

The purpose of this study was to determine and analyze the influence of Celebrity Endorser and Brand Image on the Purchasing Decision Adidas Sportswear at Students of the Faculty of Economics and Business, University of Sumatera Utara and also to find out and analyze the most dominant factors affecting purchasing decision. This research was conducted at the Students of the Faculty of Economics and Business, University of Sumatera Utara. The population in this study were students of the Faculty of Economics and Business, University of Sumatera Utara. The sampling technique in this study was accidental sampling. The sample in this study is 81 students. The analytical method used is descriptive analysis method and multiple linear regression analysis method. This type of research is associative research and the data used are primary data and secondary data obtained through the study of documentation and a list of questions whose measurements use a Likert scale. Data is processed statistically using the SPSS, namely the t test model, f test and determinant coefficient (R2). The results of this study indicate that simultaneously Celebrity Endorser and Brand Image have a significant effect on Purchasing Decisions. Partially, the Celebrity Endorser and Brand Image have a positive and significant effect on Purchasing Decisions. Celebrity endorsers have the most dominant influence in influencing purchasing decisions.
FACTORS INFLUENCING GEN Z’S E-LOYALTY IN SHOPPING ON E-COMMERCE Haryaji Catur Putera Hasman; Wan Rizca Amelia; Alfifto; Siti Alhamra Salqaura
International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) Vol. 3 No. 4 (2023): August
Publisher : CV. Radja Publika

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/ijebas.v3i4.1002

Abstract

This study aims to analyze the factors that influencing Gen Z’s e-loyalty in shopping on e-commerce. The population in this study are residents of Medan city who belong to Gen Z who have shopped at least twice on the e-commerce platform. The sample in this study were 96 respondents, and used incidental sampling techniques. The data was analyzed using multiple linear regression with hypothesis proving through t-test and F-test. The results show that e-WOM has a positive and significant influence on e-loyalty, e-servqual has a positive and significant influence on e-loyalty, and e-satisfaction has a positive and significant influence on e-loyalty. And simultaneously e-WOM, e-servqual, and e-satisfaction have a positive and significant influence on e-loyalty.
Co-Authors Adawiyah, Rohimah Adelina Lubis Afrida, Desri Ahmad Prayudi Ahmad Rafiki Alfifto Amaliyah, Amaliyah Amelia, Dhea Ananda Anggraini, Widya Fitri Ardana, Arya Dimas Arif Muluk Rahman Ayu Lisnawati Chandra Sembiring Dahrul Siregar Damrus, Damrus Deanti Indira Eka Dewi Setia Tarigan Elisa Fitri Era Purike Fadli Adnin Nasution Faras Cattleya Febrizaldy Fitriani Tobing Ginting, Ia Ninta Karina Br Ginting, Ica Veronica Br. Ginting, Maretta Habibi, Mhd Harahap, Uun Novalia Haryaji Catur Putera Hasman Hery Syahrial Hesti Sabrina Hutagaol, Adrian Michel H Ida Royani Ihsan Effendi Ilham Syuhada Indawati Lestari Iriantini, Dwi Bhakti Irwansyah Putra Iswandi Iswandi Jesica Eninta Sinulingga kesumah, priatna Kezia Karina Perangin Angin Khairunnisak Khairunnisak, Khairunnisak Lubis, Sri Megawati M. Yamin Siregar Miftahuddin, Miftahuddin Muhammad Idris Mustakim , Istiqfar Muthya Rahmi Darmansyah Nindya Yunita Nur Azizah Oriza Silva Wijaya Patar Marbun Pratama, Ikbar Pribadi , Teddy Putra, Irwansyah Putri Ezramia Pasaribu Putri Novyenni Widyarosa Tarigan Rahman, Arif Muluk Rida Bella Putri Cindi Hutabarat Riza Fanny Meutia Rizna Nur Ayyuna Safina, Wan Dian Sibarani, Annisa Raudhatul Jannah Sijabat, Yeni Anggriani Simamora, Tania Maria Agatha Br Sinta Marito Elisabet Siti Alhamra Salqaura Sorta Ida Sianipar Sri Maylani Pratiwi Sri Ramadhani Br. Ginting Sri Wahyuni Stevani Oktaviani Pandiangan Sugito Sugito Syafitri Wahyuni Syahreza, M. Syahvira, Ayu Lia Teddi Pribadi Tendel, Loy Yesanidio Suka Wafiq, Wafiqotul Azizah Wan Suryani Yudha Maulana Putra Yuni Syahputri Zulham Zulham