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All Journal eCo-Buss International Journal of Digital Entrepreneurship and Business (IDEB)
Evien
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Social Sciences Other

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The Effect of Product Diversification and Brand Equity on Purchase Decisions With Promotion Strategy as a Moderator Oliver Ignatius Tarunay; Yudha Sapta Pratama; Evien
eCo-Buss Vol. 6 No. 3 (2024): eCo-Buss
Publisher : Komunitas Dosen Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32877/eb.v6i3.1170

Abstract

Product diversification and brand equity are two critical factors that can influence consumer purchasing decisions. Product diversification can expand the range of products and services available to consumers, while brand equity can create trust and consumer loyalty. Promotion strategies can also serve as a moderator in the relationship between product diversification and brand equity with purchasing decisions. This research aims to analyze the impact of product diversification, brand equity, and promotion strategies on purchasing decisions. This study uses the Structural Equation Modeling (SEM) method with the assistance of Smart PLS software. The Hair method is used to determine the sample size, resulting in 140 respondents. The research results show that product diversification and brand equity have a positive influence on purchasing decisions. Promotion strategies play a moderating role that strengthens the influence of product diversification and brand equity on purchasing decisions, with the coefficient of determination analysis showing a figure of 72.6%, while the remaining 27.4% is influenced by other unexamined factors. Implications for companies indicate that companies aiming to enhance consumer purchasing decisions need to pay attention to two aspects: product diversification and brand equity. Product diversification can be achieved by offering a variety of products that can meet the diverse needs and desires of consumers. Brand equity can be built by creating trust and consumer loyalty. Furthermore, companies also need to use appropriate promotion strategies to enhance consumer purchasing decisions. Promotion strategies can be used to influence consumer perceptions of the products or services offered.
Membongkar Potensi Investasi Tenaga Kerja dan Modal: Bagaimana Mempengaruhi Produktivitas di Sektor UMKM Indonesia? Wicaksono, Baghas Budi; Hermawan, Aditiya; Evien
International Journal of Digital Entrepreneurship and Business Vol 5 No 1 (2024): International Journal of Digital Entrepreneurship and Business (IDEB)
Publisher : Universitas Jakarta Internasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52238/ideb.v5i1.149

Abstract

This study investigates the impact of labor and capital investments on productivity within the Micro, Small, and Medium Enterprises (MSME) sector in Indonesia, utilizing data from 2016 to 2020. The analysis assesses MSME productivity and the proportion of MSME product exports relative to total exports. The findings reveal that labor and capital investments significantly and positively influence MSME productivity and export ratios. These results suggest that increased labor and capital investments in the MSME sector can enhance its contribution to the national economy. Consequently, policymakers should focus on strategies to boost investment and training in the MSME sector and facilitate access to export markets. This research contributes to the existing literature on MSME economics and economic growth, providing a foundation for further studies on additional factors influencing MSME performance, such as technology and innovation. The insights gained from this study not only guide policymakers but also support inclusive and sustainable economic development in Indonesia. By understanding the dynamics of labor and capital investment in the MSME sector, policymakers can formulate more effective policies to promote growth and resilience in this vital segment of the economy, ultimately fostering broader economic development and prosperity.
Co-Authors Aditiya Hermawan Oliver Ignatius Tarunay Wicaksono, Baghas Budi Yudha Sapta Pratama