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All Journal EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis Jurnal EMT KITA JURNAL MUQODDIMAH : Jurnal Ilmu Sosial, Politik dan Hummaniora JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis dan Inovasi Universitas Sam Ratulangi) Jesya (Jurnal Ekonomi dan Ekonomi Syariah) YUME : Journal of Management Journal Of Management Science (JMAS) Jurnal Suluh Pendidikan Dinasti International Journal of Economics, Finance & Accounting (DIJEFA) Economics and Digital Business Review Visi Sosial Humaniora Jurnal Ekonomi Bisnis, Manajemen dan Akuntansi (JEBMA) Jurnal Ilmu Ekonomi Manajemen dan Akuntansi Jurnal Fokus Manajemen ProBisnis : Jurnal Manajemen Margin Eco : Jurnal Ekonomi dan Perkembangan Bisnis Balance : Jurnal Akuntansi dan Manajemen Jurnal Pengabdian Masyarakat Bhinneka Golden Ratio of Data in Summary Economics and Business Journal Journal of Artificial Intelligence and Digital Business Innovative: Journal Of Social Science Research Jurnal Multidisiplin Sahombu Communautaire: Journal of Community Service Journal of Management, Economic, and Accounting Journal of International Multidisciplinary Research Jurnal Ekonomi, Manajemen, Akuntansi
Harefa, Idarni
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Pengaruh Branding Terhadap Loyalitas Konsumen Pada Depot Air Minum Isi Ulang Merek Kadoz Water Cabang Kota Gunungsitoli Zebua, Triwan Putra; Bate'e, Maria Magdalena; Gulo, Heniwati; Harefa, Idarni
Economics and Digital Business Review Vol. 7 No. 1 (2025): Agustus - Januari
Publisher : STIE Amkop Makassar

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

Abstract

Penelitian ini dilaksanakan pada depot air minum isi ulang merek Kadoz Water cabang Kota Gunungsitoli dengan tujuan untuk mengetahui pengaruh branding terhadap loyalitas konsumen dan seberapa besar pengaruh tersebut. Dalam penelitian ini menggunakan metode penelitian kuantatif dengan melakukan penyebaran angket kepada 30 responden yang merupakan konsumen Kadoz Water cabang Kota Gunungsitoli, yang selanjut di olah menggunakan program aplikasi IBM SPSS versi 26. Hasil penelitian menunjukan bahwa variabel Branding (X) berpengaruh positif dan signifikan terhadap variabel Loyalitas Konsumen (Y). Berdasarkan hasil uji regresi linier sederhana memperoleh persamaan Y = 40.430 + 0.535X, koefisien yang bernilai positif ini menandakan adanya pengaruh “positif” antara branding dan loyalitas konsumen. Pada hasil uji t memperoleh 3.373 (t-hitung) > 1.701 (t-tabel), dan nilai signifikansi (Sig.) sebesar 0.002 yang lebih kecil dari 0.05. Sementara pada hasil uji koefisien kolerasi memperoleh nilai korelasi 0.538, maka hubungan antara antar variabel berada pada kategori sedang. Sedangkan untuk hasil uji koefisien determinasi memperoleh nilai nilai R Square sebesar 0,389 atau variabel X memberikan kontribusi pengaruh sebesar 38,9% terhadap variabel Y. Dengan demikian, dalam penelitian ini Ho ditolak dan Ha diterima.
The Influence of Brand Image on Online Purchase Decisions for Scarlett Students of The Faculty of Economics, University of Nias Baene, Diana Novita; Harefa, Idarni; Waruwu, Meiman Hidayat; Hulu, Fatolosa
Economics and Business Journal (ECBIS) Vol. 4 No. 2 (2026): January
Publisher : PT. Maju Malaqbi Makkarana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47353/ecbis.v4i2.281

Abstract

This research aims to examine and analyze the influence of brand image on the purchasing decisions of students at the Faculty of Economics, Nias University, in the context of online shopping. The background of this study stems from the rapid growth of e-commerce in Indonesia, which has significantly changed consumer shopping behavior, particularly among students who are highly adaptive to digital technology. In online shopping situations, where consumers cannot physically assess the product, brand image becomes one of the main factors influencing consumer trust, perceived quality, and confidence in making purchasing decisions. The type of research employed is quantitative research with a survey approach. The study population consisted of 1,959 active students of the Faculty of Economics, Nias University, with a sample of 95 respondents determined using the Slovin formula. Data were collected using a Likert-scale questionnaire covering brand image indicators (strength, favorability, and uniqueness of brand association) as well as purchasing decision indicators (problem recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior). The data were analyzed using validity and reliability tests, simple linear regression analysis, t-test, and determination test with the aid of SPSS software. The results of the study indicate that brand image has a positive and significant effect on students' purchasing decisions in online shopping. This finding implies that the stronger the brand image, the higher the tendency of students to make online purchases. Therefore, companies or online businesses need to develop and strengthen their brand image through consistent marketing communication strategies, clear product information, and credible brand reputation to increase consumer loyalty and purchase intention.
Co-Authors Aceh, Masmunira Ayler Beniah Ndraha Baene, Diana Novita Bate'e, Maria Magdalena Bate'e, Nefirman Batee, Maria Magdalena Bate’, Maria M Bate’e , Maria Magdalena Bate’e, Maria Magdalena Bate’e, Putri Clarita Bawamenewi Bu'ulolo, Nanny Artatina Buulolo, Nanny A. Buulolo, Nanny Artatina Bu’ulolo, Nanny Bu’ulolo, Nanny A. Bu’ulolo, Nany Artatina Daeli, Seniati Duha, Tiarni ELIYUNUS WARUWU Faebuadodo Hulu, Perlindungan Fanaetu, Yuternalis Juniter Fatolosa Hulu Fredika Ade Pratama Agustiawan Gea, Alberman Ekarius Gea, Ester Kurniawati Gea, Herry Andrinata Gea, Jeliswan B.I.J Gea, Jeliswan Berkat Iman Jaya Gea, Mei Berkat Syukur Gea, Melianus Gea, Yosua Victorada Gulo, Boby Marthin Gulo, Erwinta Gulo, Heniwati Gulo, Pasti Kasih Gulo, Resman Gulo, Susimawati Gulo, Yenni Tri Yanti Halawa, Fanotona Halawa, Forman Halawa, Lidia Warisani Halawa, Odaligo Harefa, Feberni Harefa, Lican Nirmala Harefa, Ronand Sona Sowa’a Harefa, Sadari Haria, Reklis Putri Hia, Litani Yakini Hondo, Elgius Hulu, Antonius Julius Hulu, Denesti Hulu, Fatolosa Hulu, Juli Herdiman Hulu, Parlindungan F Hulu, Perlindungan Faebuadodo Hulu, Protection F. Hulu, Yolan Selviana Humendru, Hence Anycolony Kakisina, Sophia Molinda Lahagu, Feberlius Lahagu, Maret Iman Laia, Aluiwa'auri Laia, Otanius Laia, Veronika Fatina Laoli, Jeni Astuti Laoli, Meri Eka Lestari Laowo, Ridho Tri Aman Larosa, Sri Nibenia Larosa, Sweecth Lestari Lase, Febri Liani Putri Lase, Heseziduhu Lase, Kartini Lase, Kasiani Lase, Murniwati Lase, Nasrul Efendi Lase, Petrus Lase, Ramalan Wati Marulafau, Imadulhaq Meiman Hidayat Waruwu Mendrofa, Aftitin Desti Mendrofa, Martha Surya Dinata Mendrofa, Norbert Gabrielle Charasi Mendrofa, Sepriani Mendrofa, Soterman Fotendo Kristian Mendrofa, Syah Abadi Mendrofa, Yupiter Nazara, Delnovi Yanti Nazara, Setiaman Ndraha, Katharina Kaeni Wartey Jemefal Jens Ndraha, Oktaviani Ndruru, Bernada Ndruru, Efenis Odaligoziduhu Halawa Permana Harefa, Abdiwan Dixit Putra, Heri Melvin Sah S Zai, Kurniawan Saota, Imelda Wulansari Serniati Zebua Sophia Molinda Kakisina Tafonao, Sinta Ardiyanti Putri Telaumbanua, Aferiaman Telaumbanua, Daniel Anugrah Prima Telaumbanua, Ledi Triranto Telaumbanua, Otolius Telaumbanua, Sofyan Fran Wijaya Telaumbanua, Widya Fransiska Wansyah Putra Harefa, Ider Waruwu, Frisca Angela Waruwu, Jhon Ervin Waruwu, Meiman H. Waruwu, Mira Mista Waruwu, Putri Destari Waruwu, Walina Yuterlin Zalukhu Zai , Kurniawan Sarototonafo Zai, Happy Notatema Zai, Kurniawan S. Zai, Kurniawan Sarototonafo Zai, Vinsen April Linus Zalukhu, Dinda Juliyana Zalukhu, Risma Nelly Zalukhu, Sukur Puji Iman Zalukhu, Yuterlin Zamasi, Berkat Perlindungan Zebua, Adil Setia Zebua, Alfandi Zebua, Andri Krisman Zebua, Dedi Irawan Zebua, Emanuel Zebua, Fakta Solala Zebua, Fransiska Riang Hati Zebua, Idam Eltri Zebua, Indirwan Zebua, Silvan Solaso Zebua, Triwan Putra Zega, Binsar Jun Imer Zega, Dede Kurniawan Zega, Irfan Zega, Nurhayati Zega, Sadarman Zendrato, Hasrat Damai Aprilliaman Zendrato, Lois Ihcasia Zendrato, Sejoiman