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All Journal Multidiciplinary Output Research for Actual and International Issue (Morfai Journal) International Journal of Social Science, Educational, Economics, Agriculture Research, and Technology (IJSET) Jurnal Solusi Masyarakat Dikara Journal of Accounting Research, Utility Finance and Digital Assets (JARUDA)
Khairina AR
Universitas Malikussaleh
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Chemical Engineering, Chemistry & Bioengineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Social Sciences Other

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THE EFFECT OF BRAND IMAGE, PRODUCT QUALITY AND PRICE ON HONDA SCOOPY PURCHASE DECISIONS AT THE FACULTY OF ECONOMICS AND BUSINESS, MALIKUSSALEH UNIVERSITY Siti Rahmawati Zahra; Rahmaniar; Mariyudi; Khairina AR
Journal of Accounting Research, Utility Finance and Digital Assets Vol. 5 No. 3 (2027): January - ON PROGRESS
Publisher : PT. Radja Intercontinental Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.22727178

Abstract

The abstract serves as a concise summary of your research paper, highlighting the essential components that provide readers with an overview of your work. It should effectively capture the key issues addressed, the primary objectives of the study, the methods utilized, and the significant results achieved. This summary must be written in a single cohesive paragraph, limited to a maximum of 200 words. Ensure to follow the formatting specifications: use Times New Roman font, size 11, with single spacing, and present it in italics. The goal is to engage the reader while succinctly conveying the importance and impact of your findings. This study aims toanalyze the effect of Brand Image, Product Quality, and Price on the Purchasing Decision of Honda Scoopy motorcycles among students of the Faculty of Economics and Business, Universitas Malikussaleh. The results indicate that Brand Image has a positive and significant effect on Purchasing Decision, with a significance value of 0.001 < 0.05 and a t-value of 3.447. Product Quality has a negative and significant effect on Purchasing Decision, with a significance value of 0.000 < 0.05 and a t-value of -3.611. Price has a positive and significant effect on Purchasing Decision, with a significance value of 0.000<0.05 and a t-value of 14.574. Simultaneously, Brand Image, Product Quality, and Price have a significant effect on Purchasing Decision, with an F-value of 97.990 and a significance value of 0.000. The Adjusted R Square value of 0.718 indicates that 71.8% of the variation in Purchasing Decision can be explained by the three independent variables, while the remaining 28.2% is influenced by other variables that were not examined in this study.
THE EFFECT OF BRAND IMAGE, BRAND TRUST, AND ELECTRONIC WORD OF MOUTH ON THE PURCHASE DECISIONS OF FEB STUDENTS OF UNIVERSITAS MALIKUSSALEH ON SHOPEE Raihan Fazila; Rahmaniar; Naufal Bachri; Khairina AR
Journal of Accounting Research, Utility Finance and Digital Assets Vol. 5 No. 3 (2027): January - ON PROGRESS
Publisher : PT. Radja Intercontinental Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.22727119

Abstract

This study aims to analyze the influence of Brand Image, Brand Trust, and Electronic Word of Mouth on purchase decisions at Shopee among students of the Faculty of Economics and Business, Malikussaleh University. The study employed a quantitative approach using primary data collected through questionnaires from 100 respondents selected by purposive sampling. The data were analyzed using multiple linear regression with the Statistical Package for the Social Sciences (SPSS). Instrument testing showed that all questionnaire items were valid and reliable. The classical assumption tests indicated that the regression model met the requirements of normality, multicollinearity, and heteroscedasticity testing used in the study. The findings show that Brand Image has a positive and significant effect on purchase decisions, Brand Trust has a positive and significant effect on purchase decisions, and Electronic Word of Mouth also has a positive and significant effect on purchase decisions. Therefore, strengthening brand image, maintaining brand trust, and encouraging positive electronic word of mouth are relevant to purchase decisions among Shopee users in the studied student population
THE INFLUENCE OF SOCIAL MEDIA MARKETING, PRICE, AND FACILITIES ON STUDENTS’ DECISIONS TO RENT BOARDING HOUSES IN MUARA SATU DISTRICT, LHOKSEUMAWE CITY Emaliana; Siti Maimunah; Mohd. Haekal; Khairina AR
Journal of Accounting Research, Utility Finance and Digital Assets Vol. 5 No. 2 (2026): October
Publisher : PT. Radja Intercontinental Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

This study aims to analyze the effect of social media marketing, price, and facilities on the decision of students at the Faculty of Economics and Business, Universitas Malikussaleh, to rent boarding houses (indekos) in Muara Satu District, Lhokseumawe City. The rapid growth of boarding house businesses around the campus has encouraged owners to promote through social media alongside pricing strategies and facility completeness, making it important to examine which factors truly determine students’ housing decisions. A quantitative research design was used with a survey method involving 102 respondents selected through proportional purposive sampling. Primary data were collected through questionnaires distributed directly and via Google Form, tested for validity and reliability, and analyzed using multiple linear regression with SPSS version 27. Classical assumption tests (normality, heteroscedasticity, and multicollinearity) confirmed that the regression model met the feasibility requirements. The results show that price and facilities have a positive and significant effect on students’ decisions to rent boarding houses, while social media marketing has no significant effect. The coefficient of determination (R²) of 0.671 indicates that the three variables jointly explain 67.1% of the variation in purchase decisions, with facilities being the most dominant variable. These findings confirm that students prioritize price suitability and the completeness of actual facilities over social media promotion alone when deciding to rent a boarding house. This study recommends that boarding house owners prioritize fair pricing and improved facility quality while maintaining transparency in social media promotional content.
THE EFFECT OF PRODUCT QUALITY, PRICE, CONSUMER TRUST, AND TIKTOK LIVE SHOPPING FEATURES ON PURCHASE DECISIONS FOR TAZZI SKINCARE PRODUCTS IN KRUENG MANE, NORTH ACEH Rahmatul Ulia; Khairina AR; Rusydi; Halida Bahri
Journal of Accounting Research, Utility Finance and Digital Assets Vol. 5 No. 3 (2027): January - ON PROGRESS
Publisher : PT. Radja Intercontinental Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

This study is motivated by the rapid growth of the beauty industry and digital marketing, particularly the use of the live shopping feature on the TikTok platform, which enables real-time interaction between sellers and consumers. It aims to examine the partial and simultaneous effects of product quality, price, consumer trust, and the TikTok live shopping feature on purchase decisions for Tazzi skincare products in Krueng Mane, North Aceh. Primary data were collected through a questionnaire distributed to 140 respondents who had purchased Tazzi skincare products, using a purposive sampling technique. The research instrument was tested for validity and reliability using Cronbach's Alpha, while the classical assumption tests covered multicollinearity, heteroscedasticity, and normality. Data were analyzed using multiple linear regression, the coefficient of determination (R²), the t-test, and the F-test with SPSS. The results show that product quality (t = 2.534; sig. = 0.012), price (t = 2.442; sig. = 0.016), consumer trust (t = 2.580; sig. = 0.011), and the live shopping feature (t = 2.483; sig. = 0.014) each have a positive and significant partial effect on purchase decisions. Simultaneously, the four variables significantly affect purchase decisions (F = 15.432; sig. = 0.001 < 0.05). These findings confirm that product quality, price, consumer trust, and the live shopping feature, both partially and simultaneously, positively and significantly influence purchase decisions for Tazzi skincare products in Krueng Mane, North Aceh.
Co-Authors Adnan Adnan Afifah Nurjannah Bahri, Halida Chalirafi, Chalirafi Emaliana Farah Anissa Hamdiah Hamdiah Heriyana Heriyana Ikramuddin, Ikramuddin Isna Apriliza Aisyah Jullimursyida M Subhan M. Syariful Alam Mariyudi Mariyudi Mohd. Haekal Muchsin Muchsin Muhammad Roni Naufal Bachri, Naufal Nisa Humaira Nurainun Rahmaniar Rahmatul Ulia Raihan Fazila Rico Nur Ilham Riska Yulia Putri Rusydi Said Abdillah Siti Maimunah Siti Rahmawati Zahra Suci Mulyana T. Edyansyah, T. Edyansyah Wiza Ulfa Fibarzi Yohana Dian Putri