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Pengaruh Celebrity Endorser dan Citra Merek terhadap Keputusan Pembelian pada Kosmetik Skincare Merek Azarine Febriyanti, Kharisma; Tresnati, Ratih; Saraswati, Nindya
Bandung Conference Series: Business and Management Vol. 3 No. 2 (2023): Bandung Conference Series Business and Management
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcsbm.v3i2.9436

Abstract. This study aims to determine Celebrity endorser and Brand Image on Azarine Brand Skincare Cosmetics in Bandung City and to find out respondents' responses regarding Celebrity endorser and Brand Image and to find out how much influence Celebrity endorser and Brand Image have on Purchasing Decisions on Azarine Brand Skincare Cosmetics in Bandung City. This type of research uses descriptive and verification methods, uses a quantitative approach by operating the calculations using the IBM SPSS V26 program and the sampling technique uses probability sampling to be precise using simple random sampling. Then get a sample of 100 people from the existing population. The population in this study were consumers who had purchased Azarine Brand Skincare Cosmetics. The data analysis method in this study uses multiple linear regression analysis with the aim of knowing the direction of the relationship between the Celebrity endorser (X1) and Brand Image (X2) variables with the Purchase Decision variable (Y). Thus the result is that the Celebrity endorser variable partially has a significant effect on Purchasing Decisions. Then Brand Image partially has a significant effect on Purchasing Decisions. As well as the Celebrity endorser and Brand Image variables simultaneously have a significant effect on the Purchase Decision of Azarine Skincare Brand Cosmetics in the City of Bandung. Abstrak. Penelitian ini bertujuan untuk mengetahui Celebrity endorser dan Citra Merek pada Kosmetik Skincare Merek Azarine di Kota Bandung dan untuk mengetahui tanggapan responden mengenai Celebrity endorser dan Citra Merek serta mencari seberapa pengaruh antara Celebrity endorser dan Citra Merek terhadap Keputusan Pembelian pada Kosmetik Skincare Merek Azarine di Kota Bandung. Jenis penelitian ini menggunakan metode deskriptif dan verifikatif, dengan menggunakan pendekatan kuantitatif dengan mengoperasikan perhitungannya menggunakan program IBM SPSS V26 dan teknik penarikan sampel menggunakan probability sampling tepatnya menggunakan simple random sampling. Kemudian di dapat sampel sebanyak 100 orang dari populasi yang ada. Populasi dalam penelitian ini adalah konsumen yang pernah melakukan pembelian Kosmetik Skincare Merek Azarine. Metode analisis data dalam penelitian ini menggunakan analisis regresi linier berganda dengan tujuan untuk mengetahui arah hubungan antara variabel Celebrity endorser (X1) dan Citra Merek (X2) dengan variabel Keputusan Pembelian (Y). Dengan demikian didapat hasil bahwa variabel Celebrity endorser secara parsial berpengaruh signifikan terhadap Keputusan Pembelian. Kemudian Citra Merek secara parsial berpengaruh signifikan terhadap Keputusan Pembelian. Serta variabel Celebrity endorser dan Citra Merek secara simultan berpengaruh signifikan terhadap Keputusan Pembelian Kosmetik Skincare Merek Azarine di Kota Bandung.

Pengaruh Brand Image terhadap Purchase Intention yang Dimoderasi oleh Influencer Marketing Natasya Rheina Fitri; Permana, Rezi Muhamad Taufik; Saraswati, Nindya
Bandung Conference Series: Business and Management Vol. 4 No. 2 (2024): Bandung Conference Series: Business and Management
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcsbm.v4i2.13487

Abstract. The fashion industry is growing rapidly each year, especially in Indonesia. Fashion products are among those that constantly follow trends, almost every year, month, and even day. This is supported by data from the Central Statistics Agency (2023), which shows that the creative economy grew by 4.9% in 2023. Companies operating in the creative industry, particularly in fashion, need to continuously study consumer preferences to boost sales. One area of growth within the creative industry is fashion products, specifically handbags. The aim of this study is to examine the effect of brand image on purchase intention, moderated by influencer marketing. This research uses a quantitative method with a descriptive-verification approach. The study population consists of residents in Bandung City. Sampling was done using purposive sampling with the criteria of individuals who are aware of the We_Mad brand on Instagram but have never purchased We_Mad products. The sample size was 100 respondents. There are two hypotheses tested in this study. To test these hypotheses, data analysis was conducted using simple linear regression and moderated regression analysis (MRA). The results indicate that brand image significantly affects purchase intention for the We_Mad fashion brand on Instagram. The moderated analysis results show that influencer marketing has a strong effect on the relationship between brand image and purchase intention for the We_Mad fashion brand on Instagram. Abstrak. Perkembangan industri fashion sangat berkembang cukup pesat setiap tahunnya, terutama di Indonesia. Produk fashion adalah salah satu yang selalu mengikuti perkembangan tren, hampir setiap tahun bahkan setiap bulan dan setiap hari. Hal ini didukung oleh data dari Badan Pusat Statistika (2023) pertumbuhan ekonomi kreatif pada tahun 2023 meningkat sebesar 4,9%. Perusahaan yang bergerak di industri kreatif dalam bidang fashion harus terus mempelajari selera konsumen untuk menaikkan penjualan. Salah satu yang berkembang di industri kreatif adalah industri fashion yaitu produk fashion tas. Tujuan penelitian ini adalah untuk mengetahui pengaruh brand image terhadap purchase intention yang dimoderasi oleh influencer marketing. Metode penelitian ini menggunakan metode kuantitatif dengan jenis penelitian deskriptif verifikarif, populasi penelitian ini adalah masyarakat di Kota Bandung. Teknik penarikan sampel menggunakan purposive sampling dengan kriteria masyarakat yang mengetahui brand We_Mad di media sosial instagram namun belum pernah berbelanja produk We_Mad dengan jumlah sampel adalah sebanyak 100 responden. Terdapat dua hipotesis yang ada dalam penelitian ini. Untuk menguji hipotesis, teknik analisis data dilakukan melalui analisis regresi linier sederhana dan moderate regression analysis (MRA). Hasil penelitian menunjukkan bahwa brand image berpengaruh signifikan terhadap purschase intention pada brand fashion We_Mad di Sosial Media Instagram. Hasil uji analisis moderasi menunjukkan bahwa influencer marketing berpengaruh kuat terhadap hubungan brand image dengan purchase intention pada brand fashion We_Mad di Sosial Media Instagram.

Pengaruh Kualitas Produk dan Harga terhadap Keputusan Pembelian Konsumen Mutiara Nurazizah Rahayu; Estri Mahani, Septiana Ayu; Saraswati, Nindya
Bandung Conference Series: Business and Management Vol. 4 No. 2 (2024): Bandung Conference Series: Business and Management
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcsbm.v4i2.13894

Abstract. This research is based on the development of technology and the internet, which have brought positive impacts on various aspects of life, including in the commercial and economic fields. The internet has transformed the way transactions are conducted, from being exclusively face-to-face to being online. With the increasing number of internet users, e-commerce has also grown rapidly. One popular e-commerce platform is Shopee. On this platform, the Playwithpattero brand has become a consumer choice for fashion products. The purpose of this research is to determine the Product Quality, Price, and Purchase Decision of the Playwithpattero brand on the Shopee platform, and to understand the extent of the influence of Product Quality and Price on Consumer Purchase Decisions. This research uses a quantitative method with data collection techniques through questionnaires. The sampling technique used is non-probability sampling with purposive sampling. The population of this research is consumers who use or have purchased Playwithpattero brand products on the Shopee platform, with a sample of 150 respondents. The data analysis used includes descriptive and verification analysis as well as statistics using multiple linear regression analysis, t-test, f-test, and the coefficient of determination. The results of this study indicate that the Product Quality variable partially has a significant influence on purchase decisions, Price partially has a significant influence on purchase decisions, and both Product Quality and Price simultaneously have a significant influence on Purchase Decisions of the Playwithpattero brand on the Shopee platform. Abstrak. Penelitian ini didasarkan pada perkembangan teknologi dan internet yang membawa dampak positif pada berbagai aspek kehidupan, termasuk dalam bidang komersial dan ekonomi. Internet telah mengubah cara transaksi dari yang sebelumnya hanya secara langsung menjadi secara online. Dengan meningkatnya jumlah pengguna internet, e-commerce juga berkembang pesat. Salah satu platform e-commerce yang populer adalah Shopee. Di Platform ini, Brand Playwithpattero menjadi salah satu pilihan konsumen untuk produk fashion. Tujuan penelitian ini adalah untuk mengetahui Kualitas produk, Harga, dan Keputusan Pembelian pada Brand Playwithpattero di Platform Shopee, serta untuk mengetahui seberapa besar pengaruh Kualitas Produk dan Harga terhadap Keputusan Pembelian Konsumen. Penelitian ini menggunakan metode kuantitatif dengan teknik pengumpulan data melalui kuesioner. Teknik sampling yang digunakan adalah non-probability sampling dengan purposive sampling. Populasi penelitian ini adalah konsumen yang menggunakan atau pernah membeli produk Brand Playwithpattero di Platform Shopee, dengan sampel sebanyak 150 responden. Analisis data yang digunakan meliputi analisis deskriptif dan verifikatif serta statistik dengan menggunakan analisis regresi linier berganda, uji t, uji f, dan koefisien determinasi. Hasil dari penelitian ini menunjukkan bahwa variabel Kualitas Produk secara parsial berpengaruh signifikan terhadap keputusan pembelian, Harga secara parsial berpengaruh signifikan terhadap keputusan pembelian, serta Kualitas Produk dan Harga secara simultan berpengaruh signifikan terhadap Keputusan Pembelian Brand Playwithpattero di Platform Shopee.

Pengaruh Digital Marketing Mobile Application dan Service Quality terhadap Purchase Decision Pelanggan Transportasi Online Indrive Putri Fatimah , Nadhifa Amelia; Saraswati, Septiana Ayu Estri Mahani, Nindya; Saraswati, Nindya
Bandung Conference Series: Business and Management Vol. 4 No. 2 (2024): Bandung Conference Series: Business and Management
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcsbm.v4i2.14609

Abstract. The Institute for Development of Economics and Finance (INDEF) survey results show that the service quality and digital marketing of Indrive's online transportation services are still low compared to other competitors. This can have an impact on customer purchasing decisions about the service. The purpose of this study is to ensure that Indrive's online transportation services work well and meet customer expectations and desires. This study uses a quantitative survey method to collect data from a defined population and sample. This is done using primary data and structured research instruments to test the hypothesis that has been set. There is an insignificant and negative influence between Digital Marketing Mobile Application and Purchase Decision. Meanwhile, in the Service Quality variable on Purchase Decision there is a positive and significant influence. And Digital Marketing Mobile Application and Service Quality simultaneously (together) affect Purchase Decision. From the research results, it is better for the Indrive company to improve in terms of digital marketing, both in terms of informative applications and various features, and in terms of services, to continue to improve the ability to provide the best and maximum service possible for its customers. so that it can create a sense of interest and user trust when going to use the services of Indrive. Abstrak. Hasil survei Institute for Development of Economics and Finance (INDEF) menunjukkan bahwa kualitas layanan dan pemasaran digital layanan transportasi online Indrive masih rendah dibandingkan dengan kompetitor lainnya. Ini dapat berdampak pada keputusan pembelian pelanggan tentang layanan tersebut. Tujuan dari penelitian ini adalah untuk memastikan bahwa layanan transportasi online Indrive bekerja dengan baik dan memenuhi harapan dan keinginan pelanggan. Studi ini menggunakan metode kuantitatif survei untuk mengumpulkan data dari populasi dan sampel yang ditentukan. Ini dilakukan dengan menggunakan data primer dan instrumen penelitian yang sudah terstruktur untuk menguji hipotesis yang telah ditetapkan. Terdapat pengaruh yang tidak signifikan dan negatif antara Digital Marketing Mobile Application dengan Purchase Decision. Sedangkan, pada variabel Service Quality terhadap Purchase Decision terdapat pengaruh yang positif dan signifikan. Dan Digital Marketing Mobile Application dan Service Quality secara simultan (bersama-sama) berpengaruh terhadap Purchase Decision. Dari hasil penelitian, ada baiknya perusahaan Indrive meningkat dalam hal digital marketing-nya baik secara aplikasi yang informatif maupun fitur yang beragam, dan dari segi layanannya, untuk meningkatkan terus kemampuan memberikan layanan yang terbaik dan semaksimal mungkin bagi para pelanggannya. sehingga dapat menciptakan rasa ketertarikan dan kepercayaan pengguna ketika akan menggunakan layanan dari Indrive.

Optimalisasi Market De'Ring melalui Strategi Pemasaran Digital untuk Meningkatkan Brand Awareness Alfian Raga Mulya; Estri Mahani, Septiana Ayu; Saraswati, Nindya
Bandung Conference Series: Business and Management Vol. 4 No. 2 (2024): Bandung Conference Series: Business and Management
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcsbm.v4i2.14628

Abstract. The food and beverage industry in Indonesia, especially the snack segment, is experiencing rapid growth driven by factors such as changing consumer preferences towards online purchases. Business actors who want to remain relevant and competitive, must be able to adapt to these changes. Of course, De'Ring must face this phenomenon by doing one of the ways such as marketing through digital platforms. This final report presents the results of De'Ring's business project which aims to optimize the market through digital marketing strategies. The final report concludes that optimizing digital marketing through social media and marketplaces is one of the effective strategies for De'Ring to compete in the market and increase brand awareness and attract new customers in this era of digital advancement. Abstract. Dalam industri makanan dan minuman di Indonesia, terutama segmen makanan ringan, mengalami pertumbuhan pesat yang didorong oleh faktor seperti perubahan preferensi konsumen ke pembelian online. Para pelaku usaha yang ingin tetap relevan dan bersaing, harus bisa beradaptasi dengan perubahan ini. Tentunya, De’Ring harus menghadapi fenomena ini dengan melakukan salah satu cara seperti melakukan pemasaran melalui platform digital. Laporan akhir ini menyajikan hasil dari proyek bisnis De’Ring yang bertujuan untuk mengoptimalisasi market melalui strategi pemasaran digital. Laporan akhir usaha ini menyimpulkan bahwa dengan melakukan optimalisasi pemasaran digital melalui media sosial dan marketplace merupakan salah satu strategi efektif bagi De’Ring untuk bersaing di pasar dan meningkatkan kesadaran merek serta menarik pelanggan baru pada era kemajuan digital ini.

Evaluasi Hubungan Mitra Strategis dalam Perkembangan Bisnis DK Studio Konveksi Muhammad Rifqi Risqullah; Muhammad Taufik Permana, Rezi; Saraswati, Nindya
Bandung Conference Series: Business and Management Vol. 4 No. 2 (2024): Bandung Conference Series: Business and Management
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcsbm.v4i2.15512

Abstract. This final business report research aims to evaluate strategic partner relationships in the development of DK Studio Konveksi's business. This study uses a qualitative analysis method with data obtained through interviews and direct observation in the field. The results show that DK Studio Konveksi has successfully established strong partnerships with various suppliers and other business partners, which contribute significantly to the company's stability and growth. Although faced with challenges such as fluctuating raw material prices and intense competition, DK Studio Konveksi can overcome these problems by implementing the right strategies. Product innovation and adaptation to market changes are key to the company's success. Investments in modern production equipment and employee training improve productivity and product quality. Utilization of social media platforms, marketplaces, online advertising, and websites help increase audience reach and sales. DK Studio Konveksi has a long-term development plan, including increased production capacity, product diversification, and market expansion. The next five-year timeline shows the company's commitment to continuously grow and adapt to market dynamics. Suggestions include diversifying suppliers, investing in production technology, strengthening online promotion, integrating financial systems, and improving customer relations Abstrak. Penelitian laporan akhir bisnis ini bertujuan untuk mengevaluasi hubungan mitra strategis dalam perkembangan bisnis DK Studio Konveksi. Studi ini menggunakan metode analisis kualitatif dengan data yang diperoleh melalui wawancara dan observasi langsung di lapangan. Hasil penelitian menunjukkan bahwa DK Studio Konveksi telah berhasil menjalin kemitraan yang kuat dengan berbagai pemasok dan mitra bisnis lainnya, yang berkontribusi signifikan terhadap stabilitas dan pertumbuhan perusahaan. Meskipun dihadapkan pada tantangan seperti fluktuasi harga bahan baku dan persaingan yang ketat, DK Studio Konveksi mampu mengatasi masalah tersebut dengan menerapkan strategi yang tepat. Inovasi produk dan adaptasi terhadap perubahan pasar menjadi kunci keberhasilan perusahaan. Investasi dalam peralatan produksi modern dan pelatihan karyawan meningkatkan produktivitas dan kualitas produk. Pemanfaatan platform media sosial, marketplace, iklan online, dan website membantu meningkatkan jangkauan audiens dan penjualan. DK Studio Konveksi memiliki rencana pengembangan jangka panjang, termasuk peningkatan kapasitas produksi, diversifikasi produk, dan ekspansi pasar. Timeline lima tahun ke depan menunjukkan komitmen perusahaan untuk terus berkembang dan beradaptasi dengan dinamika pasar. Saran yang diberikan meliputi diversifikasi pemasok, investasi dalam teknologi produksi, penguatan promosi online, pengintegrasian sistem keuangan, dan peningkatan hubungan dengan pelanggan.

Indonesian Halal Beauty Consumers’ Impulse Buying: Credibility, Awareness, and FoMO Explained Saraswati, Nindya; Permana, Rezi Muhamad Taufik; Gumelar, Eka Tresna
MIMBAR : Jurnal Sosial dan Pembangunan Volume 41, No. 1, (Juni 2025) [Accredited Sinta 3, No 79/E/KPT/2023]
Publisher : UPT Publikasi Ilmiah (Universitas Islam Bandung)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/mimbar.v41i1.4941

Indonesia has a large and growing Muslim population, making it a significant market for halal beauty products. Consumers with high halal awareness are more discerning in their product choices, while credible influencers can effectively sway impulsive buying decisions. This empirical study aims to uncover how halal awareness and influencers credibility impact impulsive buying behaviour of halal beauty products and to explore how the fear of missing out (FoMO) moderates the relationships. This research is quantitative, which involves survey to 209 respondents and data analysis to quantify the relationships using SmartPLS4. The findings reveal significant positive correlation between halal awareness, influencer credibility and impulsive buying. Although FoMO shows a positive correlation with impulsive buying, its effect is not statistically significant. The moderating effect of FoMO role does not significantly show in the relationships. This research contributes to enrich liiterature, provide actionable insights for businesses and marketers in developing targeted marketing strategies that can encourage innovation and meet market demand.

Does Country of Origin Matter? Exploring Its Effect on Purchase Decisions Mediated by Perceived Quality Mulyaningsih, Hendrati Dwi; Sufian, Muhammad Fathoni; Saraswati, Nindya
Indonesian Journal of Social Research (IJSR) Vol 7 No 1 (2025): Indonesian Journal of Social Research (IJSR)
Publisher : Universitas Djuanda

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30997/ijsr.v7i1.623

This research explores whether a product’s country of origin (COO) influences consumer purchasing decisions through the mediating role of perceived quality. The study is grounded in consumer behavior and brand perception theories, focusing on Adidas users in Bandung as a case. Using a quantitative method and Structural Equation Modeling (SEM) via SmartPLS, data were collected from 110 respondents through a structured questionnaire. The analysis confirmed that COO has a significant positive influence on perceived quality and, subsequently, on purchase decisions. However, the COO does not directly influence purchasing decisions without the mediation of perceived quality. These findings highlight the importance of perceived product quality in bridging the consumer's perception of a brand's origin and purchasing behavior. This study contributes to marketing and branding strategies by emphasizing the need for companies to enhance the perceived quality of their products when leveraging their country of origin in brand positioning.

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