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This Author published in this journals
All Journal Journal of Economic, Bussines and Accounting (COSTING) Journal of Humanities and Social Studies
Zumrotul Fitriyah
UPN "Veteran" Jawa Timur
Arts Humanities Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Social Sciences

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Pengaruh Brand Image Dan Celebrity Endorser Terhadap Keputusan Pembelian Compact Powder Pixy (Studi Kasus Pada Mahasiswa Aktif Yang Ada di Surabaya) Yuzy Febriyanti Ardi; Zumrotul Fitriyah
Journal of Economic, Bussines and Accounting (COSTING) Vol 7 No 1 (2023): COSTING : Journal of Economic, Bussines and Accounting
Publisher : Institut Penelitian Matematika, Komputer, Keperawatan, Pendidikan dan Ekonomi (IPM2KPE)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31539/costing.v7i1.7396

Abstract

Penelitian tersebut mempunyai tujuan guna memahami dampak brand image dan celebrity endorser bagi keputusan dalam membeli bedak Pixy di kalangan mahasiswa aktif di Surabaya. Penelitian tersebut menerapkan metode kuantitatif dengan mengambil responden sebanyak 110 responden yang diidentifikasi menerapkan teknik sampling berbasis pedoman Ghozali. Populasi penelitian tersebut adalah mahasiswa aktif di Surabaya. Teknik pengumpulan informasi yang dipergunakan dalam penelitian tersebut ialah non-probability sampling dengan purposive sampling. Sampelnya adalah orang-orang yang membeli dan menggunakan produk bedak padat Pixy secara online maupun offline. Penelitian tersebut mempergunakan data primer dan sekunder. Penelitian tersebut menerapkan teknik analisa yakni (PLS) dengan uji validitas, uji reliabilitas dan uji hipotesis. Hasilnya menunjukkan bahwasanya brand image memiliki dampak positif yang signifikan bagi keputusan pembelian. Celebrity endorser memiliki dampak positif yang signifikan bagi keputusan pembelian.
Consumer Behavior In Digital Banking Among Gen Z In Surabaya Fiana Dwi Wiyanti; Zumrotul Fitriyah; Wilma Cordelia Izaak
JHSS (JOURNAL OF HUMANITIES AND SOCIAL STUDIES) Vol 8, No 3 (2024): JHSS (Journal of Humanities and Social Studies)
Publisher : UNIVERSITAS PAKUAN

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33751/jhss.v8i3..10849

Abstract

The development of technology is an essential part of various aspects of life, including the economy. This also encouraged the transition from using physical to digital payment, which has positively impacted the banking industry. BLU by BCA Digital is a digital bank to answer necessity of digital era. That makes ease of use perception a crucial aspect, with contribution from BLU by BCA Digital’s brand image as part of the BCA Group. This research examines the contribution of perceived ease of use on the intention to use through brand image as an intervening variable of BLU by BCA Digital in Surabaya. By using quantitative and statistical data analysis descriptive with SEM-PLS, this research is limited to the research population, which is M-BCA customers in Surabaya. The sample in this study is 100 M-BCA customers aged 17-27 years who are part of Generation Z and familiar with BLU by BCA Digital. The results show that Perceived Ease Of Use (X) and Brand Image (Z) have a contribution to Intention To Use (Y), Perceived Ease Of Use (X) has a contribution to Brand Image (Z), and Brand Image (Z) able to strengthen the contribution in the midst of Perceived Ease Of Use (X) and Intention To Use (Y) BLU by BCA Digital in Surabaya as an indirect effect.
Co-Authors Fiana Dwi Wiyanti Izaak, Wilma Cordelia Yuzy Febriyanti Ardi