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All Journal El-Arbah: Jurnal Ekonomi, Bisnis Dan Perbankan Syariah
S Sunarno
Universitas Islam As-Syafi’iyah, Jakarta
Humanities Economics, Econometrics & Finance Education

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PENGARUH HARGA DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN KURSUS ONLINE (Pada PT Kemitraan Kuliner Indonesia) C Chusnah; S Sunarno; Hamzah Fansuri Nambi
El-Arbah: Jurnal Ekonomi, Bisnis Dan Perbankan Syariah Vol 7 No 2 (2023): AL ARBAH JURNAL EKONOMI, BISNIS DAN PERBANKAN SYARIAH
Publisher : Program Studi Perbankan Syari'ah Fakultas Agama Islam Universitas Islam As-Syafi'iyah

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34005/elarbah.v7i2.3528

Abstract

The purpose of this study was to determine the effect of price and product quality on the purchasing decision to take an online course at PT Kemitraan Kuliner Indonesia. The population in this study are consumers who’s been buying the frozen food secret recipe online course in the last 2 years at PT Kemitraan Kuliner Indonesia. The sample in this study consisted of 100 respondents. The analysis methods used in this study are validity test and reliability test, normality test, multicollinearity test, heteroscedasticity test, multiple regression analysis and multiple correlation analysis, determination analysis, f test and t test using the SPSS 25 program. Based on the results of the price variable t test research can a concluded that price has a positive and significant effect on the purchasing decision to take the course. Product quality variable t test can be concluded that Product Quality has a positive and significant effect on the purchasing decision to take an online course at PT Kemitraan Kuliner Indonesia. Based on the results of the coefficient of determination (R2) of 0.859, it shows that the Price and Product Quality variables are able to partially explain 85.9% of the variation that occurs in Purchasing Decisions, while 14.1% is another factor.
PENGARUH IKLAN DAN CITRA MEREK TERHADAP MINAT BELI PRODUK KOSMETIK SOMETHINC (Studi Kasus Pada Mahasiswa FEB Universitas Islam Assyafiiyah) C Chusnah; S Sunarno; Badriyatun Nurul Khopipah
El-Arbah: Jurnal Ekonomi, Bisnis Dan Perbankan Syariah Vol 8 No 1 (2024): AL ARBAH JURNAL EKONOMI, BISNIS DAN PERBANKAN SYARIAH
Publisher : Program Studi Perbankan Syari'ah Fakultas Agama Islam Universitas Islam As-Syafi'iyah

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34005/elarbah.v8i1.3782

Abstract

This research aims to obtain empirical evidence regarding the influence of advertising and brand image on interest in purchasing Somethinc cosmetic products among FEB UIA students. Data was obtained from 100 students through questionnaires and analyzed using multiple regression, multiple correlation, and t and f hypothesis tests. The results of the analysis show that there is a positive and significant influence between advertising (X1) and brand image (X2) on purchasing interest (Y), with t- values of 14.092 and 13.733 respectively which exceed ttable 1.661. The Ftest of 127.681 exceeds the Ftable of 3.09, resulting in approval of Ho and acceptance of Ha, indicating the significant influence of advertising and brand image on purchasing interest. The coefficient of determination shows that the contribution of advertising and brand image is 72.5%, while other factors not explained in the research contribute 27.5%.
Co-Authors Badriyatun Nurul Khopipah C Chusnah c Chusnah Hamzah Fansuri Nambi