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All Journal Gemilang: Jurnal Manajemen dan Akuntansi Jurnal Sains Student Research Cidea Journal
Akbar NPD Wahana
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Pengaruh Citra Merek, Kualitas Produk dan Customer Value terhadap Keputusan Pembelian Sampo Clear : (Studi Kasus pada Mahasiswa UMUS) Citra Mega Suara; Siti Anah Fadhillah; Hendri Sucipto; Akbar NPD Wahana; Amelia Sholeha
GEMILANG: Jurnal Manajemen dan Akuntansi Vol. 3 No. 4 (2023): Oktober : Jurnal Manajemen dan Akuntansi
Publisher : BADAN PENERBIT STIEPARI PRESS

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56910/gemilang.v3i4.1308

Abstract

This study aims to analyze the influence of brand image, product quality, and customer value on the purchase decision of Clear Shampoo among Muhadi Setiabudi University students. The study population was 520 students, a sample of 84 respondents was selected by a simple random sampling method. Survey instruments in the form of questionnaires are used to collect the necessary data. Multiple regression analysis will be used to evaluate the influence between the independent variable (brand image, product quality, and customer value) and the dependent variable (purchase decision). This research is expected to provide a deeper understanding of the preferences and factors that influence students in choosing Clear Shampoo as their hair care product. The results showed that all variables and questions in the questionnaire have been proven valid and reliable based on those made on the purchase decision of Clear Shampoo products in students. The implications of these findings are expected to provide valuable insights for manufacturers and marketers in improving their marketing strategies, especially in understanding how brand image, product quality, and customer value influence buying behavior in this particular target market.  
Pengaruh Citra Merek, Kualitas Produk, Harga, Serta Celebrity Endorser Terhadap Keputusan Pembelian Pada Produk Scarlet Di Yogya Mall Brebes Sulisti Zulia Aprilianti; Yumna Nada Salsabila; Slamet Bambang Riono; Hendri Sucipto; Akbar NPD Wahana
CiDEA Journal Vol. 2 No. 2 (2023): Desember : CiDEA Journal
Publisher : Universitas 17 Agustus 1945 Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56444/cideajournal.v2i2.1370

Abstract

This research aims to explore the consequences of brand image, product quality, price, and celebrity endorsers on consumers' tendency to buy Scarlet Whitening Body Lotion products again. Survey participants included consumers who bought and used Scarlet Whitening Body Lotion products from Yogya Mall Brebes, with a total of 464 people. The research sample was taken as much as 25% of the population, namely 116 respondents, with the implementation of random selection procedures. The information collection equipment used is a questionnaire that has been tested for validity, reliability, and meets the assumptions of classical responses. The data were tested by multiple regression analysis, t test, F test, as well as coefficient of determination. The results show that brand image has a positive and significant influence on purchasing decisions. Product variables have no effect on purchasing decisions, price and celebrity endorsers have no effect on purchasing decisions. In totality, brand image, product quality, price, and celebrity endorsers have an influence on the purchase decision of Scarlet Whitening Body Lotion products.
Pengaruh Kemampuan Literasi Digital Marketing Dan Strategi E-commerce Advertising Terhadap Peningkatan Volume Penjualan Pada Umkm : (Study Kasus Usaha Jamu Tradisional Ibu Melydel) Drajat Himawan; Nur Aisyah; Akbar NPD Wahana
JOURNAL SAINS STUDENT RESEARCH Vol. 2 No. 4 (2024): Agustus : Jurnal Sains Student Research
Publisher : CV. KAMPUS AKADEMIK PUBLISING

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61722/jssr.v2i4.2005

Abstract

As time goes by, the role of digital media has become very important in the business world, therefore business actors must have the ability and strategy to utilize digital media to increase their sales volume. This research aims to determine the influence of digital marketing literacy skills on sales volume, the influence of e-commerce advertising strategies on sales volume, as well as the influence of digital marketing literacy skills and e-commerce advertising strategies simultaneously on sales volume. The population in this study is all resellers and employees from Mrs. Melydel's Traditional Herbal Medicine business, Cikandang Village, Kersana District, Brebes Regency, totaling 70 people and the entire population in this study was used as a sample. Data collection methods were carried out by observation, interviews and distributing questionnaires to resellers and business employees. Mrs. Melydel's Traditional Herbal Medicine using the online method via (google form). The research variables used as the focus of the research are digital marketing literacy skills (X1), e-commerce advertising strategy (X2), sales volume (Y). The data analysis technique used is multiple regression analysis using SPSS. According to the results of research using SPSS, it starts with validity and reliability tests and continues with classic assumption tests such as normality tests, multicollinearity tests, heteroscedasticity tests, followed by hypothesis tests, namely partial statistical tests (t tests) and simultaneous significant tests (f tests). and the results of simultaneous hypothesis testing produce a significant value of 0.000 < 0.05 and a calculated f value of 32.256 > t table value of 3.984. So it can be said that there is a simultaneous influence on the variables of digital marketing literacy ability (X1), e-commerce advertising strategy (X2) on sales volume (Y).
Pengaruh Citra Merek, Kualitas Produk, Harga, Serta Celebrity Endorser Terhadap Keputusan Pembelian Pada Produk Scarlet Di Yogya Mall Brebes Sulisti Zulia Aprilianti; Yumna Nada Salsabila; Slamet Bambang Riono; Hendri Sucipto; Akbar NPD Wahana
CiDEA Journal Vol. 2 No. 2 (2023): CiDEA Journal
Publisher : Universitas 17 Agustus 1945 Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56444/cideajournal.v2i2.1370

Abstract

This research aims to explore the consequences of brand image, product quality, price, and celebrity endorsers on consumers' tendency to buy Scarlet Whitening Body Lotion products again. Survey participants included consumers who bought and used Scarlet Whitening Body Lotion products from Yogya Mall Brebes, with a total of 464 people. The research sample was taken as much as 25% of the population, namely 116 respondents, with the implementation of random selection procedures. The information collection equipment used is a questionnaire that has been tested for validity, reliability, and meets the assumptions of classical responses. The data were tested by multiple regression analysis, t test, F test, as well as coefficient of determination. The results show that brand image has a positive and significant influence on purchasing decisions. Product variables have no effect on purchasing decisions, price and celebrity endorsers have no effect on purchasing decisions. In totality, brand image, product quality, price, and celebrity endorsers have an influence on the purchase decision of Scarlet Whitening Body Lotion products.
Co-Authors Amelia Sholeha Citra Mega Suara Drajat Himawan Hendri Sucipto Nur Aisyah Riono, Slamet Bambang Siti Anah Fadhillah Sulisti Zulia Aprilianti Yumna Nada Salsabila