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All Journal Jurnal MEBIS (Manajemen dan Bisnis) Aplikasi Administrasi: Media Analisa Masalah Administrasi
Noneng R. Sukatmadiredja
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Pengaruh Brand Image Terhadap Keputusan Pembelian Konsumen Produk Body Care Herborist di Sidoarjo Risqy Maudy Inayah; Dhinda Lintang Cahya Gumilang; Zahra Nur Annisa; Nindya Kartika Kusmayati; Noneng R. Sukatmadiredja
Aplikasi Administrasi: Media Analisa Masalah Administrasi Volume 27 Nomor 1
Publisher : Faculty of Social and Political Science

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30649/aamama.v27i1.230

Abstract

This study seeks to assess how the brand image of Herborist body care products impacts consumers' purchasing choices. Brand image encompasses perceptions of product quality, safety, cleanliness, and effectiveness, all of which are significant factors influencing consumer preferences. Employing a quantitative approach, this study collected data through online questionnaires distributed via Google Form, with a sample size of 43 respondents. The findings of this research were demonstrated to be valid and reliable, meeting assumptions of normality and being free from heteroscedasticity and autocollinearity. A simple linear model Y = -0.733 + 0.852X + e was derived from the data, indicating that brand image (X) significantly affects purchasing decisions. To maintain or enhance purchasing decisions, companies must continually refine their marketing strategies to ensure effectiveness and yield positive outcomes in influencing consumer behavior.
THE IMPACT OF PRICE AND PRODUCT QUALITY ON THE DECISION TO PURCHASE MIXUE PRODUCTS AMONG SURABAYA STUDENTS Nindya Kartika Kusmayati; Yuli Kurniawati; Safa’at; Noneng R. Sukatmadiredja
Jurnal Mebis Vol. 9 No. 1: July 2024
Publisher : UPN "Veteran" Jawa Timur

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33005/mebis.v9i1.529

Abstract

This research aims to evaluate whether price and product quality have an influence on purchasing decisions for Mixue products. The data analysis was carried out using the multiple linear regression method using SPSS software. This research involved 58 students as research samples. This sample was selected using a non-probability sampling technique with a saturated sampling approach. The findings of this research can be summarized as follows: First, price has a positive and significant effect on purchasing decisions for Mixue products. Second, product quality also has a positive and significant influence on the decision to purchase Mixue products. Third, both price and product quality, when considered simultaneously, have a significant influence on the decision to purchase Mixue products. Thus, the implication of this research is that both price and product quality can have a positive impact on prospective buyers' purchasing decisions for Mixue products.
Co-Authors Dhinda Lintang Cahya Gumilang Nindya Kartika Kusmayati Risqy Maudy Inayah Safa’at Yuli Kurniawati Zahra Nur Annisa