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All Journal INVEST : Jurnal Inovasi Bisnis dan Akuntansi Luxury: Landscape of Business Administration Interconnection: An Economic Perspective Horizon Nexus Synergy: A Business Perspective
Amin, Amirudin M.
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Humanities Economics, Econometrics & Finance Social Sciences

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Journal : Interconnection: An Economic Perspective Horizon

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Brand Trust, Celebrity Endorser, and Product Bundling on Purchasing Interest and Its Impact on Decisions to Purchase Starbucks Drink at Pekanbaru Amin, Amirudin M.; Wijaya, Junardi
Interconnection: An Economic Perspective Horizon Vol. 1 No. 4 (2024): Interconnection: An Economic Perspective Horizon
Publisher : First Ciera Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61230/interconnection.v1i4.69

Abstract

This research aims to determine and analyze the influence of brand trust, celebrity endorsers and product bundling on purchasing interest and purchasing decisions for Starbucks drinks at Pekanbaru. The population in this study is all residents of the city of Pekanbaru in 2023, the number of which is unknown. Furthermore, with a sampling technique using the Roscoe Formula, a sample size of 100 respondents will be obtained and an accidental sampling technique will be used in sampling. Data analysis in this study used the second-generation multivariate data analysis method or SEM (Structural Equation Model) using PLS (Partial Least Square). Based on the research results, the results show that brand trust has a positive and significant effect on buying interest, celebrity endorsers have a positive and not significant effect on buying interest, product bundling has a positive and not significant effect on buying interest, brand trust has a positive and significant effect on purchasing decisions, celebrity endorsers has a negative and insignificant effect on purchasing decisions, product bundling has a positive and insignificant effect on purchasing decisions and purchase interest has a positive and significant effect on purchasing decisions for Starbucks drinks Pekanbaru.
Brand Equity, Product Variation, Social Influence, and Halal Labeling on the Interest in Buying Wardah Lipstick Cosmetics Among Women in Pekanbaru City Amin, Amirudin M.; Harahap, Dinda Rezki
Interconnection: An Economic Perspective Horizon Vol. 2 No. 1 (2024): Interconnection: An Economic Perspective Horizon
Publisher : First Ciera Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61230/interconnection.v2i1.82

Abstract

This research aims to determine and analyze the influence of brand equity, product variety, social influence, and halal labeling on interest in buying cosmetics. This research was conducted in Pekanbaru City. Determining the sample in this study used the Purposive Sampling method with 150 respondents. The population used is all consumers in Pekanbaru City. Data analysis using multiple linear regression. The results of the research show that there is no significant and negative influence between brand equity on purchasing interest, and there is a positive and significant influence between product variety on purchasing interest, and there is no significant and negative influence between social influence and halal labeling on purchasing interest.
Brand Image, Service Quality, and Online Customer Review on the Decision to Use Gojek Application Services in Pekanbaru Amin, Amirudin M.; Utari, Veren Veronica; Tjahjana, Dominicus Josephus Swanto; Syahputra, Hidayat; S, Maulana Rezfajri
Interconnection: An Economic Perspective Horizon Vol. 1 No. 2 (2023): Interconnection: An Economic Perspective Horizon
Publisher : First Ciera Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61230/interconnection.v1i2.34

Abstract

This study aims to determine and analyze the effect of brand image, service quality, and online customer reviews on purchasing decisions. The population of this study was students of the Pelita Indonesia Institute of Business and Technology, totaling 2,117 people with a sample size of 100 respondents. The sampling technique used was purposive sampling and proportionate stratified random sampling with the Slovin formula. The data analysis technique uses multiple linear regression analysis and hypothesis testing (t-test) with the help of the SPSS version 26 program. The results of this study indicate that brand image, service quality, and online customer review variables have a significant effect on the decision to use the Gojek application service in Pekanbaru (Case Study on Students of the Pelita Indonesia Institute of Business and Technology).
Co-Authors Harahap, Dinda Rezki Johansen Johansen Khairani, Nadya Rahmi Rusilawati, Ermina S, Maulana Rezfajri Sagala, Nova Elisa Syahputra, Hidayat Tjahjana, Dominicus Josephus Swanto Utari, Veren Veronica Wijaya, Junardi Zhuo, Seliana