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All Journal Horizon: Indonesian Journal of Multidisciplinary Fundamental and Applied Management Journal
Soemarno Hidayatullah. S
Universitas Patompo
Agriculture, Biological Sciences & Forestry Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Languange, Linguistic, Communication & Media Social Sciences Other

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Does Brand Image affect the Purchase Decision of the ASUS Brand Laptop among Students? Indah Wati; Soemarno Hidayatullah. S; Muhlis; Eva Yuniarti Utami; Ilma Wulansari Hasdiansa
Fundamental and Applied Management Journal Vol. 1 No. 2 (2023): December
Publisher : Global Research Collaboration

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Abstract

This research aims to find out whether brand image among students influences the decision to purchase Asus brand laptops. The sample in this research was consumers using Asus laptops, namely 96 people who were accidentally met by the researchers and deemed suitable as respondents, so the accidental sampling method was used. Data collection was carried out using questionnaires, interviews, and documentation methods. The data analysis technique used is multiple linear regression analysis using Statistical Product and Service Solution (SPSS) v.20 and hypothesis testing using the t test and F test. The results of the research show that partially the product image has a positive and significant influence on purchasing decisions regarding Asus laptops among students. Brand image consisting of company image, user image and product image simultaneously has a positive and significant influence on the decision to purchase Asus laptops among students. This means that the brand image of Asus laptops is one of the factors in consumer purchasing decisions.
Determinan Resiliensi Keuangan pada UMKM di Indonesia: Peran Manajemen Modal Kerja, Perencanaan Keuangan, dan Alat Keuangan Digital Soemarno Hidayatullah. S; Muhammad Husni; Anto Andreawan
HORIZON: Indonesian Journal of Multidisciplinary Vol. 4 No. 3 (2026): HORIZON: Indonesian Journal of Multidisciplinary
Publisher : Lembaga Intelektual Muda (LIM) Maluku

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54373/hijm.v4i3.5497

Abstract

This study aims to analyze the influence of working capital management, financial planning, and digital financial tools on the financial resilience of micro, small, and medium enterprises (MSMEs) in Indonesia. MSMEs play a strategic role in the national economy, but remain vulnerable to financial pressures due to limited liquidity, weak financial planning, and low utilization of digital financial technology. This study used a quantitative approach with an explanatory survey design. Primary data were collected through questionnaires distributed to MSMEs using a purposive sampling technique, then analyzed using multiple linear regression to test the partial and simultaneous effects between variables. The results show that working capital management and financial planning have a positive and significant effect on MSME financial resilience. Digital financial tools also have a positive and significant effect and are the most dominant variable. Simultaneously, these three variables contribute significantly to improving MSME financial resilience. These findings confirm that strengthening MSME financial resilience requires effective working capital management, structured financial planning, and optimal utilization of digital financial technology.  
Co-Authors Anto Andreawan Eva Yuniarti Utami Ilma Wulansari Hasdiansa Indah Wati Muhammad Husni Muhlis