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All Journal Jurnal Masharif al-Syariah: Jurnal Ekonomi dan Perbankan Syariah Jurnal Ekonomi International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) Journal Business Administration (JBA): Entrepreneurship and Creative Indutry
Haryaji Catur Putera Hasman
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Pengaruh Pengetahuan Halal dan Brand Awareness terhadap Keputusan Pembelian Produk Mixue di Aplikasi Gofood pada Mahasiswa Fakultas Pertanian Universitas Muhammadiyah Sumatera Utara Silvia Berta Lia Sianipar; Haryaji Catur Putera Hasman; Finta Aramita
Jurnal Masharif al-Syariah: Jurnal Ekonomi dan Perbankan Syariah Vol 8 No 3 (2023)
Publisher : Universitas Muhammadiyah Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30651/jms.v8i3.20608

Abstract

This research aims to know and analyze the influence of Halal Knowledge and Brand Awareness on the Purchasing Decision of Mixue Products in GoFood Application on students of Faculty of Agriculture, University of Muhammadiyah North Sumatra. This type of research is quantitative research with the type of data used being primary data and secondary data obtained from questionnaires. The population in this study was all students and students of the Faculty of Agriculture of the University of Muhammadiyah University of North Sumatra starting from 2019 to 2021 who are still actively studying at the University of Muhammadiyah North Sumatra who have shopped at least twice on the GoFood application. The sample in the study was 98 people. The sampling method uses nonprobability sampling methods with purposive sampling techniques and the data analysis method used is descriptive statistical analysis. The results showed that Halal Knowledge has a positive and significant effect on purchasing decisions. This is evidenced by the calculated t value of 2,799 > t table of 1,985, Brand Awareness has a positive and significant effect on purchasing decisions. This is evidenced by the t value of 2,916 > t table of 1,985, and there is a positive and significant bearing between the influence of Halal Knowledge and Brand Awareness on Purchasing Decisions. This is evidenced through the calculating F value of 8.628 > F table of 2.36.
The Relationship between Brand Personality and Brand Loyalty: An Empirical Literature Review Haryaji Catur Putera Hasman
Journal Business Administration: Entrepreneurship and Creative Industry Vol. 4 No. 2 (2025): Journal Business Administration: Entrepreneurship & Creative Industry
Publisher : Talenta Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32734/jba.v4i2.20860

Abstract

This study aims to examine the relationship between brand personality and brand loyalty based on empirical research published in the last five years. The review was conducted using a focused narrative literature review approach, analyzing ten scholarly articles obtained from accredited national and international journals. Inclusion criteria included articles published between 2019 and 2024, empirical studies based on primary data, full-text availability, and a clear focus on the relationship between brand personality and brand loyalty. The findings reveal that, in general, brand personality has a positive influence on brand loyalty, either directly or indirectly through mediating variables such as brand trust, brand satisfaction, brand equity, self-congruity, and customer brand identification. Several brand personality dimensions, such as sincerity, competence, and ruggedness, were found to have a stronger effect on brand loyalty compared to other dimensions. These results highlight the strategic importance of brand personality management in fostering customer loyalty. This review is expected to serve as a conceptual reference for researchers and marketing practitioners in understanding the dynamics between brand character and consumer loyalty in an increasingly competitive brand landscape.
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.
An Influence Of Live Streaming And Trust On Impulse Buying Among Shopee Users In Medan City Lovisca Stevany Sembiring; Haryaji Catur Putera Hasman; Yuni Syahputri
Jurnal Ekonomi Vol. 13 No. 02 (2024): Jurnal Ekonomi, Edition April - June 2024
Publisher : SEAN Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

This research aims to described the effect of live streaming and trust on impulse buying among Shopee application users in Medan City. This research uses quantitative and associative methods. The total population is 869,609 residents spread across 5 sub-districts as representatives of Medan City. In determining the sample, the author used Slovin's theory with a sample of 100 and the sample collection technique used was non-probability sampling and used snowball sampling to determine the sample. The data analysis technique uses multiple linear regression analysis. Based on the research results, it shows that (1) the live streaming variable has a significant effect on impulse buying among Shopee application users in Medan City, (2) the trust variable has a significant effect on impulse buying among Shopee application users in Medan City, (3) the live streaming variable, trust simultaneously has a significant effect on impulse buying among Shopee application users in Medan City.
Co-Authors Alfifto Finta Aramita Lovisca Stevany Sembiring Salqaura, Siti Alhamra Silvia Berta Lia Sianipar Wan Rizca Amelia Yuni Syahputri