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All Journal Bandung Conference Series: Business and Management
Dedy Ansari Harahap
Fakultas Ekonomi dan Bisnis Universitas Islam Bandung
Economics, Econometrics & Finance

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Pengaruh Advertising, Brand Ambassador dan Product Bundling terhadap Purchase Decision pada Produk Scarlett Whitening Ayu Fauziah Rahmat; Dedy Ansari Harahap; Nindya Saraswati
Bandung Conference Series: Business and Management Vol. 3 No. 2 (2023): Bandung Conference Series Business and Management
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcsbm.v3i2.8010

Abstract

Abstract. As competition in the skincare and bodycare business grows, many companies are taking advantage of opportunities to create new changes for their business including the role of Advertising, Brand Ambassador, and Product Bundling which influence consumers to make purchases. This research aims to find out how the description and influence of advertising, brand ambassador and product bundling on purchase decision on Scarlett Whitening product. This research is a type of descriptive research with quantitative methods. The sampling technique was used nonprobability sampling, namely purposive sampling. The population in this research were college students in the city of Bandung, namely users or knowing Scarlett Whitening products and a sample of 225 people were obtained. Furthermore, the data analysis was used descriptive and statistical analysis by using multiple linear regression analysis, F-test, t-test and the coefficient of determination. The results of this research indicated that advertising partially had a positive and significant effect on purchase decision, brand ambassadors partially had a positive and significant effect on purchase decision, product bundling partially had a positive and Wsignificant effect on purchase decision. Then simultaneously advertising, brand ambassadors, and product bundling have had a positive and significant effect on purchase decisions. Abstrak. Seiring berkembangnya persaingan bisnis perawatan kulit (skincare) dan tubuh (body care), perusahaan memanfaatkan peluang untuk menciptakan perubahan baru untuk bisnisnya diantaranya dengan peran Advertising, Brand Ambassador, dan Product Bundling yang mempengaruhi konsumen untuk melakukan pembelian. Penelitian ini bertujuan untuk mengetahui bagaimana gambaran serta pengaruh advertising, brand ambassador dan product bundling terhadap purchase decision pada produk Scarlett Whitening. Penelitian ini merupakan jenis penelitian deskriptif dengan metode kuantitatif. Teknik sampling yang digunakan adalah nonprobability sampling yaitu purposive sampling. Populasi pada penelitian ini adalah mahasiswa/i di Kota Bandung yaitu pengguna atau mengetahui produk Scarlett Whitening dan didapatkan sampel sebanyak 225 orang. Selanjutnya, analisis data yang digunakan adalah analisis deskriptif dan statistik yaitu dengan menggunakan analisis regresi linier berganda, uji F, uji t dan koefisien determinasi. Hasil penelitian ini menunjukkan bahwa advertising secara parsial berpengaruh positif dan signifikan terhadap purchase decision, brand ambassador secara parsial berpengaruh positif dan signifikan terhadap purchase decision, product bundling secara parsial berpengaruh positif dan signifikan terhadap purchase decision. Lalu secara simultan advertising, brand ambassador, dan product bundling berpengaruh positif dan signifikan terhadap purchase decision.
Pengaruh Product Quality, Online Customer Review, dan Price Discount terhadap Impulse Buying pada Marketplace Shopee Reytha Ulfa Nurqia Ginting; Dedy Ansari Harahap; Mochamad Malik Akbar Rohandi
Bandung Conference Series: Business and Management Vol. 3 No. 2 (2023): Bandung Conference Series Business and Management
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcsbm.v3i2.8031

Abstract

Abstract. With the presence of e-commerce among the public in buying and selling products to meet their daily needs easily, consumers experience a change in behavior from shopping directly to conventional stores to shopping through e-commerce. This has led to the growth of online shopping and an increase in impulse buying with some indications that product quality, online customer reviews and price discounts will be factors in consumers making impulse buying. So this study aims to find out how product quality is described, online customer reviews and price discounts at Shopee and to determine the effect of product quality, online customer reviews and price discounts on Shopee. This research is a type of research with quantitative methods. The sampling technique used is non-probability sampling, namely purposive sampling. The population in this study were consumers who had made a purchase at least once and obtained a sample of 220 people. The data analysis used is descriptive analysis using multiple linear regression analysis. The results of this study indicate that product quality partially has a significant effect on impulsive purchases, online customer reviews partially have a significant effect on impulse purchases, and price discounts partially have a significant effect on impulse buying. And simultaneously product quality, online customer reviews and price discounts have a significant effect on impulse buying. Abstrak. Dengan adanya e-commerce dikalangan masyarakat dalam menjual dan membeli produk untuk memenuhi kebutuhan sehari-hari secara mudah, membuat konsumen mengalami perubahan perilaku dari berbelanja secara langsung ke toko konvensional menjadi berbelanja melalui e-commerce. Hal tersebut menyebabkan pertumbuhan belanja online dan peningkatan pembelian impulsif dengan beberapa indikasi bahwa product quality, online customer review dan price discount akan menjadi faktor konsumen melakukan pembelian impulsif. Penelitian ini bertujuan untuk mengetahui bagaimana gambaran product quality, online customer review dan price discount pada Shopee serta untuk mengetahui pengaruh product quality, online customer review dan price discount pada Shopee. Penelitian ini merupakan jenis penelitian dengan metode kuantitatif. Teknik sampling yang digunakan adalah nonprobability sampling yaitu purposive sampling. Populasi pada penelitian ini adalah konsumen yang telah melakukan pembelian minimal 1 kali dan didapatkan sampel sebanyak 220 orang. Analisis data yang digunakan adalah analisis deskriptif menggunakan analisis regresi linear berganda. Hasil penelitian ini menunjukkan bahwa product quality secara parsial berpengaruh signifikan terhadap impulse buying, online customer review secara parsial berpengaruh signifikan terhadap impulse buying, dan price discount secara parsial berpengaruh signifikan terhadap impulse buying. Serta secara simultan product quality, online customer review dan price discount berpengaruh signifikan terhadap impulse buying.
Pengaruh Pemasaran Relasional dan Kualitas Produk terhadap Kepuasan Konsumen pada Toko Toko di Bandung Electronic Center Rizky Chilnadi Putra Pratama; Dedy Ansari Harahap
Bandung Conference Series: Business and Management Vol. 3 No. 2 (2023): Bandung Conference Series Business and Management
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcsbm.v3i2.8298

Abstract

Abstract. his research was conducted to determine the description of relational marketing, product quality and consumer satisfaction Bandung Electronic Center, Knowing the effect of relational marketing on Consumer Satisfaction Bandung Electronic Center, Knowing the effect of product quality on Consumer Satisfaction Bandung Electronic Center, Knowing the Effect of Relationship Marketing and Product Quality on Consumer Satisfaction Bandung Electronic Center. Quantitative research methods are used to examine certain populations or samples, sampling techniques are carried out randomly, data collection uses research instruments with the aim of testing the hypotheses that have been set. So it can be concluded that Relational Marketing and Product Quality, Results This study shows that relational marketing partially has a significant effect on customer satisfaction, product quality partially has a significant effect on customer satisfaction. Then simultaneously relational marketing and product quality have a significant effect on customer satisfaction. Abstrak. Penelitian ini dilakukan untuk mengetahui gambaran pemasaran relasional, kualitas produk dan kepuasan konsumen Bandung Electronic Center, Mengetahui pengaruh pemasaran relasional terhadap Kepuasan Konsumen Bandung Electronic Center, Mengetahui pengaruh kualitas produk terhadap Kepuasan Konsumen Bandung Electronic Center, Mengetahui Pengaruh Pemasaran Relasional Dan Kualitas Produk Terhadap Kepuasan Konsumen Bandung Electronic Center. Metode penelitian kuantitatif, digunakan untuk meneliti pada populasi atau sampel tertentu, teknik pengambilan sampel dilakukan secara random, pengumpulan data menggunakan instrument penelitian dengan tujuan untuk menguji hipotesis yang telah ditetapkan. Maka dapat disimpulkan bahwa Pemasaran Relasional dan Kualitas Produk, secara simultan berperan signifikan terhadap variabel Kepuasan Konsumen pada Pelanggan Bandung Electronic Center (BEC). Hasil penelitian ini menjunjukan bahwa pemasaran relasional secara parsial berpengaruh signifikan terhadap kepuasan konsumen, kualitas produk secara parsial berpengaruh sigifikan terhadap kepuasan konsumen. Lalu secara simultan pemasaran relasional dan kualitas produk berpengaruh signifikan terhadap kepuasan konsumen.
Co-Authors Ayu Fauziah Rahmat Mochamad Malik Akbar Rohandi Nindya Saraswati Reytha Ulfa Nurqia Ginting Rizky Chilnadi Putra Pratama