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All Journal YUME : Journal of Management Inisiatif: Jurnal Ekonomi, Akuntansi Dan Manajemen Neraca Manajemen, Akuntansi, dan Ekonomi Revenue Manuscript Jurnal Ekonomi Manajemen Dan Bisnis (JEMB) Proceeding of The International Conference on Management, Entrepreneurship, and Business
Hari Wahyuni
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Health Professions Social Sciences

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Analisis Pengaruh Green Marketing dan Brand Ambassador Terhadap Keputusan Pembelian Produk Wardah Pada Konsumen Di Pasuruan Raya Dengan Brand Image sebagai Variabel Intervening Hari Wahyuni
Inisiatif: Jurnal Ekonomi, Akuntansi dan Manajemen Vol. 2 No. 3 (2023): Juli : Inisiatif: Jurnal Ekonomi, Akuntansi dan Manajemen
Publisher : Universitas 45 Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30640/inisiatif.v2i3.1101

Abstract

The business world is growing very rapidly, especially the cosmetic industry. One of the companies experiencing competition in marketing their products is Wardah cosmetic products. The purpose of this study is to find out about the influence of green marketing and brand ambassadors on purchasing decisions for Wardah products for consumers in Pasuruan Raya with brand image as an intervening variable. This research is a quantitative study with a sampling technique using purposive sampling method. The population in this study are women who use Wardah products in Pasuruan Raya. Instrument testing used validity and reliability tests, with data analysis techniques using descriptive analysis, multiple linear regression analysis, t test, f test, determinant coefficient and sobel test. The results of the Sub Structural I t test results (Lifestyle and Brand Ambassador on Brand Image) had a positive and significant effect. 2). The results of the Sub Structural t Test II (Lifestyle, Brand Ambassador and Brand Image on Purchasing Decisions) have a positive and significant effect. Based on the Sobel test, the results of equation I show that brand image can mediate green marketing with purchasing decisions. This means that brand image functions as an intervening variable. While the Sobel test, the results of equation II, brand image can mediate brand ambassadors with purchasing decisions. This means that the brand image variable serves as mediating the intervening variable brand image.
PENGARUH FITUR PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN HANDPHONE SAMSUNG DI NABILA CELL KOTA PASURUAN M. Asqini Ghaisan; Yufenti Oktafiah; Hari Wahyuni
Jurnal Ekonomi Manajemen Dan Bisnis (JEMB) Vol. 3 No. 1 (2025): September
Publisher : Publikasi Inspirasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62017/jemb.v3i1.5843

Abstract

Perkembangan teknologi mendorong meningkatnya kebutuhan masyarakat terhadap smartphone, termasuk merek Samsung yang memiliki keunggulan inovasi dan kualitas produk. Namun, harga yang relatif tinggi dan keterbatasan fitur pada beberapa seri berdampak pada penurunan penjualan, seperti yang terjadi di Nabila Cell Kota Pasuruan. Penelitian ini bertujuan untuk menganalisis pengaruh fitur produk dan harga terhadap keputusan pembelian handphone Samsung. Jenis penelitian ini adalah kuantitatif dengan pendekatan deskriptif dan asosiatif. Populasi penelitian adalah konsumen yang membeli Samsung di Nabila Cell, dengan sampel 50 responden yang dipilih secara purposive. Data dikumpulkan melalui kuesioner dan dianalisis menggunakan regresi linear berganda, uji F, uji t, serta koefisien determinasi. Hasil penelitian menunjukkan bahwa fitur produk dan harga secara simultan berpengaruh signifikan terhadap keputusan pembelian dengan kontribusi sebesar 63,5%. Secara parsial, fitur produk (t hitung 5,543; sig. 0,000) dan harga (t hitung 7,498; sig. 0,000) berpengaruh positif signifikan terhadap keputusan pembelian. Temuan ini mengindikasikan bahwa peningkatan kualitas fitur dan penetapan harga yang kompetitif dapat mendorong konsumen untuk memilih Samsung dibandingkan produk pesaing. Penelitian ini diharapkan menjadi masukan bagi perusahaan dalam merumuskan strategi pemasaran yang efektif.
Product Label Perception, Product Quality On Purchasing Decisions Of UMKM Culinary Products Through Trust As An Intervening Variable In Pasuruan City. Eni Erwantiningsih; Hari Wahyuni
Proceeding of the International Conference on Management, Entrepreneurship, and Business Vol. 1 No. 1 (2024): June : Proceeding of the International Conference on Management, Entrepreneursh
Publisher : Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/icmeb.v1i1.127

Abstract

This study aims to analyze the effect of product label perception and product quality on purchasing decisions of UMKM (Micro, Small, and Medium Enterprises) culinary products, with trust acting as an intervening variable in Pasuruan City. The research employs a quantitative approach with a survey method to gather data from culinary product consumers. The study investigates how consumers' perceptions of product labels and the quality of culinary products influence their purchasing decisions. Furthermore, it explores the role of trust in mediating these relationships. The results of this study are expected to provide valuable insights for UMKM businesses in Pasuruan to improve their marketing strategies, product offerings, and customer engagement by focusing on enhancing product labels, product quality, and building trust with consumers.
Co-Authors Adrian Putra Mahardika Agnes Ratna Pudyaningsih Alan Maulana Farabi Amang Joyo Wiyono Bambang Sutikno Christiani, Frischi Amanda Dinda Nur Aulia Eni Erwantiningsih INDANA ZULFA Krisfia Alfa Fiatin M. Asqini Ghaisan M. Dicky Ermawan Mokh. Amirul Mu’minin Nurul Akramiah Sri Hastari Vita Fibriyani Yufenti Oktafiah Yufenti Oktavia Yufenti Oktaviah