p-Index From 2021 - 2026
9.195
P-Index
Claim Missing Document
Check
Articles

Pengaruh Islamic Branding, Halal Label, dan Brand Image terhadap Purchase Intention Produk Wardah Kosmetik di Kota Bandung Melani Fitria Sani; Dedy Ansari Harahap; Yudha Dwi Nugraha
Bandung Conference Series: Business and Management Vol. 4 No. 1 (2024): Bandung Conference Series Business and Management
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcsbm.v4i1.10100

Abstract

Abstract. This study aims to determine the effect of Islamic branding, Halal label and brand image on Wardah Cosmetics products in Bandung City, and analyze how much influence Islamic branding, Halal label and brand image have on purchase intention on Wardah Cosmetics products. This research is a type of descriptive and verification research with quantitative methods. The sampling technique used is nonprobability sampling, precisely using purposive sampling. The population in this study are people who live in the city of Bandung who are 13-65 years old and have never bought Wardah Kosmetik products, with 135 respondents. Then the data collection technique in this study was by distributing questionnaires. The results of this study can be concluded that partially and simultaneously Islamic branding, Halal label and brand image have a positive and significant effect on purchase intention on Wardah Cosmetics products. Keywords: Islamic Branding, Halal Label, Brand Image. Abstrak. Penelitian ini bertujuan untuk mengetahui pengaruh Islamic branding, Halal label dan brand image pada produk Wardah Kosmetik di Kota Bandung, serta menganalisis seberapa besar pengaruh Islamic branding, Halal label dan brand image terhadap purchase intention pada produk Wardah Kosmetik. Penelitian ini merupakan jenis penelitian deskriptif dan verifikatif dengan metode kuantitatif. Teknik sampling yang digunakan adalah nonprobability sampling, tepatnya menggunakan purposive sampling. Populasi pada penelitian ini adalah masyarakat yang berdomisili di Kota Bandung yang berusia 13-65 tahun dan belum pernah membeli produk Wardah Kosmetik, dengan jumlah responden sebanyak 135 responden. Lalu teknik pengumpulan data pada penelitian ini adalah dengan cara penyebaran kuesioner. Hasil dari penelitian ini dapat disimpulkan bahwa secara parsial dan simultan Islamic branding, Halal label dan brand image berpengaruh positif dan signifikan terhadap purchase intention pada produk Wardah Kosmetik.
Pengaruh Promotion, Brand Awareness, dan Price Discount terhadap Purchase Decision Produk Raja Ngemil di E-Commerce TikTok Nisha Fadila; Mochamad Malik Akbar Rohandi; Dedy Ansari Harahap
Bandung Conference Series: Business and Management Vol. 4 No. 1 (2024): Bandung Conference Series Business and Management
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcsbm.v4i1.10180

Abstract

Abstract. This research was conducted based on the phenomenon that occurred, namely that there was a decline in sales of Raja Ngemil products on E-commerce Tiktok in the Promotion, Brand Awareness and Price Discount variables. So this research aims to determine the influence of Promotion, Brand Awareness, and Price Discount on Purchase Decisions for Raja Ngemil products in Tiktok E-commerce, as well as analyzing how big the influence of Promotion, Brand Awareness, and Price Discount are on Raja Ngemil products in Tiktok E-commerce. This research is a type of descriptive and verification research with quantitative methods. The sampling technique used is nonprobability sampling, namely purposive sampling. The population in this study were consumers who had purchased Raja Ngemil products on Tiktok e-commerce at least once and obtained a sample of 180 people. Then the data collection technique in this research is by distributing questionnaires. The results of this research can be concluded that: Simultaneously, there is a positive and significant influence between the variables Promotion, Brand Awareness, and Price Discounts on Purchase Decisions for Raja Ngemil products on E-commerce Tiktok. Abstrak. Penelitian ini dilakukan berdasarkan fenomena yang terjadi bahwa terdapat penurunan pada penjualan Produk Raja Ngemil di E-commerce Tiktok pada variabel Promotion, Brand Awareness, dan Price Discount. Sehingga penelitian ini bertujuan untuk mengetahui pengaruh Promotion, Brand Awareness, dan Price Discount terhadap Purchase Decision pada produk Raja Ngemil di E-commerce Tiktok, serta menganalisis seberapa besar pengaruh Promotion, Brand Awareness, dan Price Discount pada produk Raja Ngemil di E-commerce Tiktok. Penelitian ini merupakan jenis penelitian deskriptif dan verifikatif dengan metode kuantitatif. Teknik sampling yang digunakan adalah nonprobability sampling yaitu purposive sampling. Populasi pada penelitian ini adalah konsumen yang telah melakukan pembelian produk Raja Ngemil di e-commerce Tiktok minimal 1 kali dan didapatkan sampel sebanyak 180 orang. Lalu teknik pengumpulan data pada penelitian ini adalah dengan cara penyebaran kuesioner. Hasil dari penelitian ini dapat disimpulkan bahwa: Secara simultan, terdapat pengaruh positif dan signifikan antara variabel Promotion, Brand Awareness, dan Price Discount terhadap Purchase Decision pada produk Raja Ngemil di E-commerce Tiktok.
Pengaruh Celebrity Endorsement, E-Service Quality dan E-Trust terhadap User Interest Aplikasi E-Wallet Dana Muhammad Rafli; Dedy Ansari Harahap; Mochammad Malik Akbar Rohandi
Bandung Conference Series: Business and Management Vol. 4 No. 1 (2024): Bandung Conference Series Business and Management
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcsbm.v4i1.10510

Abstract

Abstract. The achievement of the success of a company, one of which is the achievement of the target User Interest in an application because it will provide benefits to the company in the long term. This is also to be achieved by the Dana application which has experienced a decrease and increase in application usage by the community in several months, due to celebrity endorsements that are not well known, the service quality provided does not make users of the Dana application feel satisfied and the loss of e-trust of application users thus affecting the number of people who use the Dana application. This study aims to determine how the description of celebrity endorsement, e-service quality, e-trust and user interest in users of the Dana e-wallet application in Bandung City. This research is a type of descriptive and verification research with quantitative methods. The sampling technique used is nonprobability sampling, namely purposive sampling. The population in this study were consumers who had downloaded the Dana application as many as 396 respondents. The data analysis used is descriptive and verification analysis using classical assumption analysis, multiple linear regression, F test, t test, and coefficient of determination. The results of this study indicate that celebrity endorsement partially has a significant effect on user interest, e-service quality partially has a significant effect on user interest and e-trust has a significant effect on user interest. Then simultaneously celebrity endorsement, e-service quality and e-trust have a significant effect on user interest. Abstrak. Tercapainya keberhasilan suatu perusahaan salah satunya adalah tercapainya target User Interest terhadap suatu aplikasi karena akan memberikan keuntungan kepada perusahaan dalam jangka waktu yang panjang. Hal tersebut juga ingin dicapai oleh aplikasi Dana yang pernah mengalami penurunan dan peningkatan pemakaian aplikasi yang dilakukan oleh masyarakat di beberapa bulan, akibat celebrity endorsement yang dirasa tidak terkenal, service quality yang diberikan tidak membuat para pemakai aplikasi Dana merasa puas dan hilangnya e-trust para pengguna aplikasi sehingga mempengaruhi jumlah orang-orang yang menggunakan aplikasi Dana. Penelitian ini bertujuan untuk mengetahui bagaimana gambaran celebrity endorsement, e-service quality, e-trust dan user interest pada pengguna aplikasi e-wallet Dana di Kota Bandung. Penelitian ini merupakan jenis penelitian deskriptif dan verifikatif dengan metode kuantitatif. Teknik sampling yang digunakan adalah nonprobability sampling yaitu purposive sampling. Populasi pada penelitian ini adalah konsumen yang sudah mendownload aplikasi Dana sebanyak 396 responden. Analisis data yang digunakan adalah analisis deksriptif dan verifikatif menggunakan analisis asumsi klasik, regresi linier berganda, uji F, uji t, dan koefisien determinasi. Hasil penelitian ini menunjukkan bahwa celebrity endorsement secara parsial berpengaruh signifikan terhadap user interest, e-service quality secara parsial berpengaruh signifikan terhadap user interest dan e-trust berpengaruh signifikan terhadap user ineterest. Lalu secara simultan celebrity endorsement, e-service quality dan e-trust berpengaruh signifikan terhadap user interest.
Pengaruh Sales Promotion, E-Recovery Service Quality dan Security terhadap E-Loyalty Arief Rahman; Ansari Harahap, Dedy; Akbar, Moch Malik
Bandung Conference Series: Business and Management Vol. 4 No. 1 (2024): Bandung Conference Series Business and Management
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcsbm.v4i1.11131

Abstract

Abstract. The research is based on the condition of the telecommunications industry business competition from time to time which is increasingly widespread, so companies must open new strategies in maintaining their business. This study aims to determine how the description of sales promotion, e-recovery service quality, security and e-loyalty on Telkomsel Customers in Bandung City, as well as how much influence sales promotion, e-recovery service quality, and security have on e-loyalty partially and simultaneously. This research is a type of descriptive and verification research using quantitative research methods, the sampling technique used in this study is purposive sampling, the population in this study are Telkomsel customers who live in the city of Bandung with a sample of 150 respondents. The data analysis used in this study is descriptive and verification analysis using multiple linear regression analysis with hypothesis testing using t-test and f-test analysis. The results of this study indicate that sales promotion partially has a significant effect on e-loyalty, e-recovery service quality partially has a significant effect on e-loyalty, security partially has a significant effect on e-loyalty, and sales promotion, e-recovery service quality and security simultaneously affect e-loyalty. Abstrak. Penelitian didasarkan pada kondisi persaingan bisnis industri telekomunikasi dari waktu ke waktu yang semakin meluas, sehingga perusahaan harus membuka strategi baru dalam mempertahankan bisnisnya. Penelitian ini bertujuan untuk mengetahui bagaimana gambaran sales promotion, e-recovery service quality, security dan e-loyalty pada Pelanggan Telkomsel di Kota Bandung, serta seberapa besar pengaruh sales promotion, e-recovery service quality, dan security terhadap e-loyalty secara parsial dan simultan. Penelitian ini merupakan jenis penelitian deskriptif dan verifikatif dengan menggunakan metode penelitian kuantitatif, Teknik sampling yang digunakan dalam penelitian ini yaitu purposive sampling, populasi dalam penelitian ini adalah pelanggan telkomsel yang berdomisili di kota Bandung dengan sampel sebanyak 150 responden. Analisis data yang digunakan dalam penelitian ini adalah analisis deskriptif dan verifikatif menggunakan analisis regresi linier berganda dengan pengujian hipotesis menggunakan analisis uji-t dan uji-f. Hasil penelitian ini menunjukan bahwa sales promotion secara parsial berpengaruh signifikan terhadap e-loyalty, e-recovery service quality secara parsial berpengaruh signifikan terhadap e-loyalty, security secara parsial berpengaruh signifikan terhadap e-loyalty, Serta sales promotion, e-recovery service quality dan security secara simultan berpengaruh terhadap e-loyalty.
Pengaruh Content Marketing, Influencer Marketing dan Electronic Word of Mouth terhadap Purchase Decision produk House of Smith Rifaldi, Moch Fikri; Dedy Ansari Harahap; Mochamad Malik Akbar Rohandi
Bandung Conference Series: Business and Management Vol. 4 No. 1 (2024): Bandung Conference Series Business and Management
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcsbm.v4i1.11893

Abstract

Abstract. With the increasing usage of social media among the community, coupled with the advancements in technology, it has led to a boost in digital marketing innovations adopted by every brand, including House of Smith. This has resulted in the growth of innovative approaches in digital marketing on social media, one of which is to understand the implementation of content marketing, Influencer marketing, and electronic word of mouth on purchase decisions. The aim of this research is to investigate the influence of content marketing, Influencer marketing, and electronic word of mouth on the purchase decision of House of Smith products in Bandung city. This research belongs to the type of descriptive and verification research with quantitative methods. The sampling technique used is non-probability sampling, namely purposive sampling. The population in this research consists of consumers who have made purchases of House of Smith products more than once, aged between 15 to 29 years old, and residing in the city of Bandung. The sample used in the study amounted to 401 respondents .Analysis of the data used is descriptive and statistical analysis by using multiple linear regression analysis, F test and T test. The results of this research indicate that content marketing partially has a significant effect on purchasedecisions, Influencer marketing partially has a significant effect on purchasedecisions, and electronic word of mouth has a significant effect on purchasedecisions. Furthermore, simultaneously, content marketing, Influencer marketing, and electronic word of mouth have a significant effect on purchase decisions. Abstrak. Dengan adanya pertumbuhan pengunaan media sosial dikalangan masyarakat dan disertai dengan perkembangan teknologi yang ada, hal ini dapat meningkatkan inovasi pemasaran digital yang di lakukan oleh setiap brand, yaitu House of Smith. Hal tersebut menyebabkan pertumbuhan inovasi di bidang pemasaran digital di media sosial, salah satunya untuk mengetahui penerapan content marketing, Influencer marketing dan electronic word of mouth terhadap purchase decision. Penelitian ini bertujuan untuk mengetahui pengaruh content marketing, Influencer marketing dan electronic word of mouth terhadap purchase decision produk House of Smith di Kota Bandung. Penelitian ini termasuk ke dalam jenis penelitian deskriptif dan verifikatif dengan metode kuantitatif. Teknik sampling yang digunakan adalah nonprobability sampling yaitu purposive sampling. Populasi pada penelitian ini adalah konsumen yang pernah melakukan pembelian produk House of Smith lebih dari satu kali dengan usia 15 -29 tahun yang berdomisili di Kota Bandung. Kemudian didapatkan sampel sebesar 401 orang. Analisis data yang digunakan adalah analisis deksriptif dan statistik yaitu dengan menggunakan analisis regresi linier berganda, uji F dan uji T.Hasil penelitian ini menunjukkan bahwa content marketing secara parsial berpengaruh signifikan terhadap purchase decision, Influencer marketing secara parsial berpengaruh signifikan terhadap purchase decision dan electronic word of mouth berpengaruh signifikan terhadap purchasedecision. Lalu secara simultan content marketing, Influencer marketing, dan electronic word of mouth berpengaruh signifikan terhadap purchase decision.
Behavior in Using Video Streaming Technology: Facilitating Conditions and Habits Amanah, Dita; Harahap, Dedy Ansari
Jurnal Ilmiah Poli Bisnis Vol 16 No 1 (2024): Volume 16 Nomor 1
Publisher : Politeknik Negeri Padang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30630/jipb.v16i1.1306

Abstract

The research was motivated by the phenomenon of active Twitch users in Indonesia, both as streamers and viewers, which had decreased from the previous few years. When compared to neighboring countries such as China, Japan and Korea, Indonesia has the lowest number of total users. The decrease in the number of users has an impact on Twitch's market penetration efforts into Indonesia and for streamers from Indonesia who are building their careers on the Twitch website. Research was conducted to obtain an overview of the level of acceptance of Twitch video streaming technology in Bandung. The use of the UTAUT2 model was implemented to obtain factors influencing the level of acceptance of Twitch usage. The research method uses quantitative, namely distributing online surveys from Google Form to the population and samples using the purposive sampling method. Distributing the questionnaire via social media then collecting the data in Microsoft Excel and SPSS for data processing. The research results show that the behavior of using Twitch video streaming is influenced by facilitating conditions and habits.
Analisis Berkunjung Kembali pada Kebun Binatang Bandung dari Perspektif Harga Tiket dan Kelengkapan Satwa Dita Amanah; B Lena Nuryanti; Ansari Harahap, Dedy
ISTIKHLAF: Jurnal Ekonomi, Perbankan dan Manajemen Syariah Vol. 7 No. 1 (2025): (Maret 2025)
Publisher : Institut Agama Islam Yasni Bungo Jambi, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51311/istikhlaf.v7i1.777

Abstract

This study aims to analyze the effect of ticket price and animal completeness on the decision to revisit Bandung Zoo. Involving 400 respondents from Bandung City, this study uses a quantitative approach through multiple linear regression analysis. The results show that both ticket price and animal completeness have a significant influence on visitors' decision to return. Ticket price factors tend to affect economic attractiveness, while animal completeness contributes to visitor experience and satisfaction. These findings provide strategic implications for Bandung Zoo managers in designing competitive pricing policies and ensuring the diversity of animal collections to increase visitor loyalty.
Program Pendampingan Usaha “Pendidikan Pengusaha” Dalam Sektor Bisnis Pendidikan Amanah, Dita; Nuryanti, B Lena; Aji, Andri Jayasadipa; Harahap, Dedy Ansari
Prioritas: Jurnal Pengabdian Kepada Masyarakat Vol. 7 No. 01 (2025): EDISI MARET 2025
Publisher : Universitas Harapan Medan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35447/prioritas.v7i01.1076

Abstract

Program pendampingan usaha “Pendidikan Pengusaha” yang berdiri sejak 2021, dirancang sebagai inisiatif strategis untuk mendukung pertumbuhan dan pengembangan sektor bisnis pendidikan melalui pemberdayaan komunitas lokal. Program ini bertujuan untuk membangun kapasitas kewirausahaan di kalangan pelaku usaha pendidikan, seperti lembaga bimbingan belajar, kursus, dan pelatihan vokasional, agar mampu beradaptasi dengan tantangan era digital dan persaingan global. Beberapa permasalahan ditemukan, seperti logo yang tidak ada, tidak memiliki halaman web sendiri, database pelanggan yang kosong, konten yang tidak original, hingga permasalahan dalam segi produk. Survei dilakukan dengan cara mengamati usaha hingga melakukan wawancara dengan pemilik usaha perusahaan tersebut. Dikarenakan usaha pada bidang pendidikan ini memiliki potensi yang sangat baik dalam jangka panjang oleh karena itu berbagai solusi diupayakan untuk dicari dari permasalahan-permasalahan yang ada agar harapannya dapat memajukan usaha ini hingga dapat memberikan lebih banyak dampak bagi calon pengusaha di Indonesia sesuai dengan visi dan misi perusahaan tersebut. Melalui pendekatan pendampingan, program ini diharapkan dapat meningkatkan daya saing usaha, menciptakan lapangan kerja baru, serta memberikan kontribusi nyata terhadap penguatan ekosistem pendidikan di Indonesia.
Website Quality and Social Media Influencers as Key Drivers of Online Purchase Intention in Thanksinsomnia Amanah, Dita; Harahap, Dedy Ansari
Klabat Journal of Management Vol. 6 No. 2 (2025): Klabat Journal of Management
Publisher : Faculty of Economics and Business, Universitas Klabat

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.60090/kjm.v6i2.1271.79-96

Abstract

Analyzing online purchase intention in Thanksinsomnia Indonesia is crucial as it provides critical insights into consumer behavior in an increasingly digital environment. Online purchase intention reflects a consumer’s likelihood to make a purchase, which ultimately has a direct impact on revenue and business growth. By understanding the factors that influence online purchase intention, such as website quality, user experience, and the influence of social media influencers, companies can optimize their digital marketing strategies. In addition, this analysis helps in identifying potential barriers that may prevent consumers from making a purchase, allowing companies to make necessary improvements to increase conversions. In the context of intense competition in the e-commerce market, a deep understanding of online purchase intention also allows Thanksinsomnia to remain relevant and competitive, while building long-term relationships with customers. This article examines the influence of website quality and social media influencers on online purchase intention. This study uses a quantitative approach with a survey method involving 200 respondents, who are active consumers of the brand. The data were analysed using multiple linear regression to test the relationship between the independent and dependent variables. The results showed that website quality has a significant and positive influence on online purchase intention, while the influence of social media influencers also contributes significantly to increasing online purchase intention. In conclusion, both website quality and social media influencers are important factors in shaping consumers' online purchase intentions. These findings provide practical implications for brand managers in optimizing their digital strategies to increase customer engagement and conversion.
Meningkatkan Daya Saing Melalui Pemasaran Online Bagi Usaha Makanan Rajanya Jajanan Koenyaheun Bandung Dita Amanah; B Lena Nuryanti; Clarissa Marza Zaidi; Dedy Ansari Harahap
Jurnal Pengabdian Masyarakat Waradin Vol. 5 No. 3 (2025): September : Jurnal Pengabdian Masyarakat Waradin
Publisher : Sekolah Tinggi Ilmu Ekonomi Pariwisata Indonesia Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56910/wrd.v5i3.662

Abstract

Koenyaheun is a small business in Bandung that sells food that has been established since 2010. Initial observation results indicate a need for online marketing assistance for this business. During the community service activities, several things were found including more online customers than customers who ordered directly from this business, word of mouth marketing and also the use of social media. Observations and interviews with business owners and employees were conducted to obtain information in this community service activity. Several problems were also found such as logos, product photos, packaging, marketing. Solutions to the problems have been conveyed to the business owner so that it is hoped that this business will gain greater profits and better future prospects. It is recommended to market products on various social media platforms such as Tokopedia, TikTok, Instagram, Facebook, YouTube, Twitter, WhatsApp or cooperation with food delivery service applications such as GrabFood, GoFood, ShopeeFood, so that they can reach a wider range of consumers.
Co-Authors Agung Dwi Cahyo Agung Riza Bahari Suryana Ahmad Abdul Aziz Ajeng Annisa Kurniawati Aji, Andri Jayasadipa Akbar, Moch Malik Aminuddin Irfani, Aminuddin Ananda Yuliasa Azhari Anisa Rahayu Annisa Novianty Arief Rahman Armaini Rambe Ayu Esti Maharani Ayu Fauziah Rahmat B Lena Nuryanti Budiarta, Kustoro Clarissa Marza Zaidi Cut Ermiati Cut Ermiati Cut Ermiati Cut Ermiati Cut Rianita Nurjannah Putri Dede R Oktini Detria Aliifah Rifdah Difa Aulia Dinda Septiana Widya Dita Amanah Dita Amanah Dita Amanah Dita Amanah Dita Amanah Dita Amanah Elsa Solia Putri Eva Santi Siregar Fatin Nadhira Fatmawati, Fatmawati Nurhikmah Fauzia Agustini Fikry Mochammad Dzaky Fitriani Tanjung Hafazhah, Zahra Shofiatul Hasna Ariani Putri Helen Heliani Hendrati Dwi Mulyaningsih Huriah Rachmah Khairul Umam Khoirul Umam Khoirul Umam May Elisa Debora Simarmata Melani Fitria Sani Moch Luthfan Sopianda Moch. Malik Akbar Rohandi Moch. Malik Akbar Rohandi Mochamad Irfan Fauzie Mochamad Malik Akbar Rohandi Mochammad Malik Akbar Rohandi Mochammad Noval Fadillah Mohamad Musa Abdullah Mohsin Shaikh Muhammad Rafli Muhardi Muji Gunarto Nida Azka Pauziyyah Niki Puja Pratini Nina Maharani Nindya Saraswati Nisha Fadila Novti Nurlaila Ramadhanti Nurnadia Suganda Nuryanti, B Lena Purwanto , Purwanto Purwanto Purwanto Purwanto Purwanto Purwanto Purwanto Purwanto Purwanto Putri, Cut Rianita Nurjannah Rafliansyah Irfandi Raihan Demitri Agraprana Ratih Tresnati Reytha Ulfa Nurqia Ginting Ridwan Maulana Rifaldi, Moch Fikri Rifaldo Taufik Hermawan Rizky Chilnadi Putra Pratama Rubayah Yakob Selly Utami sendi afrianto Septiana Ayu Esti Maharani Septiana Ayu Estri Mahani Sinta DANIAWATI F Siti Nur Fajrin Syafira Betari Tutuh Sapitri Widia Fatimah Yudha Dwi Nugraha