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All Journal Jurnal EMT KITA Jurnal Ekonomi Manajemen Bisnis dan Akuntansi
Desfitriady
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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The Influence of Brand Image and Price Perceptions on Purchasing Decisions for Wardah Sunscreen Products (Study on Students in Bandung City) Desfitriady; Hardianti; Erpurini, Wala
Jurnal EMT KITA Vol 7 No 4 (2023): OCTOBER 2023
Publisher : Lembaga Otonom Lembaga Informasi dan Riset Indonesia (KITA INFO dan RISET) - Lembaga KITA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35870/emt.v7i4.1561

Abstract

This study aims to determine the brand image, price perceptions, and purchasing decisions, and to determine the extent to which brand image and price perceptions influence, both partially and simultaneously purchasing decisions for Wardah sunscreen products for college students in the city of Bandung. The research methods that will be used in this research are a descriptive method and an associative method. In this study, the unit of analysis was individuals, namely students in the city of Bandung who used and purchased Wardah sunscreen products. The sample in this study was 100 people. In this study, the sampling technique used was a non-probability technique with a purposive sampling approach. This study uses multiple analysis methods. From the results of this study, it was seen partially with the significance that there was no effect of brand image on purchasing decisions for Wardah sunscreen products for students in the city of Bandung with a significance value of 0.420 and a magnitude of influence of 2.69%. The price perception variable influences the decision to purchase Wardah sunscreen products for students in the city of Bandung with a significance value of 0.000 and a magnitude of influence of 21.2%. Furthermore, it is seen simultaneously with the significant results that there is an influence of brand image variables and price perceptions on the variable purchase decision of Wardah sunscreen products for students in the city of Bandung with a significance value of 0.000 and a magnitude of influence that is equal to 23.9%.
Pengaruh Kualitas Pelayanan dan Harga Terhadap Kepuasan Konsumen GoFood PT GoTo Desfitriady; Alivia, Alna Nur; Putri, Evilia Tri
Jurnal EMT KITA Vol 8 No 3 (2024): JULY 2024
Publisher : Lembaga Otonom Lembaga Informasi dan Riset Indonesia (KITA INFO dan RISET) - Lembaga KITA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35870/emt.v8i3.2789

Abstract

This study aims to analyze the impact of service quality and price on customer satisfaction of GoFood PT GoTo. The method used is a quantitative approach with descriptive and associative research design. Data were collected through questionnaires distributed to 112 respondents who are users of the GoFood application. The results of the study show that service quality and price have a significant impact on customer satisfaction. Multiple linear regression analysis indicates that the two independent variables, service quality and price, together contribute significantly to customer satisfaction. This study provides recommendations to improve service quality and adjust prices to be more affordable, to effectively and efficiently increase customer satisfaction.
Pengaruh Kualitas Produk dan Harga Terhadap Minat Beli Pada Aplikasi Layanan Top Up Game Codashop Desfitriady; Pramudya, Ananda Gilang; Rahma, Aditya Noer
Jurnal EMT KITA Vol 8 No 3 (2024): JULY 2024
Publisher : Lembaga Otonom Lembaga Informasi dan Riset Indonesia (KITA INFO dan RISET) - Lembaga KITA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35870/emt.v8i3.2840

Abstract

This study aims to analyze the effect of product quality and price on purchase intention in the Codashop game top-up service application. The research method used is a quantitative method with data collection through questionnaires distributed to Mobile Legends application users who interact via the Twitter/X account @mlbbfess. Data were analyzed using t-tests and F-tests to assess the partial and simultaneous effects between the independent variables (product quality and price) and the dependent variable (purchase intention). The results show that product quality and price have a significant influence on purchase intention. Partially, product quality contributes 85% to purchase intention, while price contributes 43.5%. Simultaneously, product quality and price have a significant effect on purchase intention with an F-value of 52.456, which is greater than the F-table value of 3.09 and significance of 0.000 < 0.05. These findings indicate that improving product quality and setting competitive prices can enhance consumer purchase intentions in the Codashop game top-up service application.
PENGARUH BRAND LOYALTY DAN DISKON TERHADAP KEPUTUSAN PEMBELIAN KOSMETIK WARDAH PADA PLATFORM E-COMMERCE SHOPEE Desfitriady; Desmaria Natalia Waruwu; Mursyidah, Desta Sulaesih
Jurnal Ekonomi Manajemen Bisnis Dan Akuntansi : EMBA Vol 4 No 1 (2025): JURNAL EKONOMI MANAJEMEN BISNIS dan AKUNTANSI : EMBA
Publisher : Pusat Penelitian dan Pengabdian pada Masyarakat (P3M) Politeknik Pajajaran ICB Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59820/emba.v4i1.426

Abstract

The rapid growth of e-commerce in Indonesia, especially through the Shopee platform, has intensified competition in the cosmetics sector and encouraged brands like Wardah to optimize their marketing strategies. Nonetheless, initial survey findings show that consumer loyalty remains relatively low and discount programs have yet to deliver maximum impact. This study investigates the effect of brand loyalty and discounts on purchasing decisions of Wardah cosmetics on Shopee. Using a quantitative survey method, data were collected from 96 consumers in Bandung and analyzed with multiple linear regression. The findings indicate that both brand loyalty and discounts significantly influence purchasing decisions. Brand loyalty was generally perceived positively, though some weaknesses were noted in consumers’ willingness to recommend the brand. Discounts were also viewed favorably, yet require improvement in providing more consistent direct benefits. The study concludes that strengthening brand loyalty and optimizing discount strategies in an integrated manner can more effectively enhance purchasing decisions on Shopee. Keywords: Brand Loyalty; Discount; Purchasing Decisions.
Co-Authors Alivia, Alna Nur Desmaria Natalia Waruwu Desta Sulaesih Mursyidah Desta Sulaesih Mursyidah Erpurini, Wala Hardianti Mirda Astuti Pramudya, Ananda Gilang Putri, Evilia Tri Raden Minda Kusumah Rahma, Aditya Noer Rd. Ratih Hanawidjaya