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This Author published in this journals
All Journal Pinisi Journal of Entrepreneurship Review Fundamental and Applied Management Journal
Muhlis
Universitas Patompo
Economics, Econometrics & Finance

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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): FAMJ, December 2023
Publisher : PT. Lontara Digitech Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61220/famj.v1i2.202309

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.
How do Innovation and Entrepreneurial Orientation affect Competitive Advantage through Product Quality of Culinary Sector MSMEs? Eva Yuniarti Utami; Rina Destiana; Rawi; Tri Neliana; Muhlis
Pinisi Journal of Entrepreneurship Review Vol. 1 No. 3 (2023): Pinisi Journal of Entrepreneurship Review (November 2023)
Publisher : Universitas Negeri Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62794/pjer.v1i3.1078

Abstract

This study aims to analyze the influence of innovation and entrepreneurial orientation on competitive advantage through product quality in Micro, Small and Medium Enterprises (MSMEs) in the culinary sector in Makassar City. Data was collected from culinary MSMEs through questionnaire distribution surveys, and then analyzed using statistical methods. The research population is culinary MSMEs in the city of Makassar which amounts to 1500 MSMEs. While the sampling technique uses the Proportional Random Sampling technique, which is calculated using from Slovin with a sample result of 102 respondents or 22% of the population. These results show the importance of innovation, entrepreneurial orientation, and focus on improving product quality as a strategy to increase the competitive advantage of culinary MSMEs in Makassar City. The practical implication of this research is the importance of culinary MSMEs to continue to encourage innovation and entrepreneurial orientation and improve the quality of their products to win the competition in a competitive market.
Co-Authors Eva Yuniarti Utami Ilma Wulansari Hasdiansa Indah Wati Rawi Rina Destiana Soemarno Hidayatullah. S Tri Neliana