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All Journal Business Management Research
Sunaryati Hardiani
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Mengungkap Keterkaitan Brand Image dan Cash on Delivery dengan Keputusan Pembelian dan Fungsi Pemediasi Media Sosial Pudjo Sugito; Anindia Eka Pratiwi; Sunaryati Hardiani
Business Management Research Vol 2, No 1 (2023)
Publisher : University of Merdeka Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26905/bismar.v2i1.8677

Abstract

This study aims to determine the function of social media on the influence of brand image and COD on purchasing decisions of skincare products. This study uses a quantitative descriptive approach. The population of this research is students in Malang City. The sample of this study uses a non-probability technique, namely incidental sampling technique or sampling technique based on chance to interact with researchers and is suitable as a data source. Data collection techniques through questtionnaires that have been tested for validity and reliability. The data analysis used in this research is the Structural Equation Model (SEM) method with the Partial Least Square (PLS) alternative method. The results of this study are that there is a positive and significant effect of brand image on purchasing decisions of skincare products. There is a positive and significant influence of brand image on social media, there is a positive and significant effect of COD on purchasing decisions of skincare products, there is no positive and insignificant effect of COD on the media. Social media, there is a positive and significant influence of social media on purchasing decisions od skincare products, social media is able to mediate brand image on purchasing decisions of skincare products, social media is not able to mediate COD on purchasing decisions of skincare products.
Pengaruh Green Product dan Green Marketing Terhadap Keputusan Pembelian Produk the Body Shop Nur Aini Iftinia Aprilia; Diah Widiawati; Sunaryati Hardiani
Business Management Research Vol 2, No 2 (2023)
Publisher : University of Merdeka Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26905/bismar.v2i2.10025

Abstract

The purpose of this study is to examine how the influence of green products influences purchasing decisions, how the influence of green marketing influences purchasing decisions, the simultaneous influence of green products and green marketing on purchasing decisions, and which of the green products and green marketing has a greater influence on purchasing decisions using a sample of 100 people. Respondents were drawn from the female population of Malang who had purchased items from The Body Shop. Random sampling technique is used for sampling. Multiple linear regression analysis is used in data analysis to test hypotheses and produce green product has a positive and significant impact on purchasing decisions, green marketing has a positive and significant impact on purchasing decisions, green product and green marketing both have a positive and significant impact on purchasing decisions, green product and green marketing both have a positive and significant impact on purchasing decisions, and green marketing has a dominant influence on purchasing decisions.
Co-Authors Anindia Eka Pratiwi Diah Widiawati Nur Aini Iftinia Aprilia Pudjo Sugito