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All Journal Masip: Jurnal Manajemen Administrasi Bisnis dan Publik Terapan Triwikrama: Jurnal Ilmu Sosial Dinamika Publik: Jurnal Manajemen dan Administrasi Bisnis Neraca Manajemen, Akuntansi, dan Ekonomi Jurnal Manajemen Bisnis Era Digital Jurnal Pemimpin Bisnis Inovatif Jukerdi: Jurnal Kewirausahaan Cerdas Dan Digital
Ute Chairuz M. Nasution
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Law, Crime, Criminology & Criminal Justice Social Sciences

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Journal : Masip: Jurnal Manajemen Administrasi Bisnis dan Publik Terapan

 1 
Pengaruh Kualitas Produk dan Gaya Hidup terhadap Keputusan Pembelian Iphone dengan Personal Branding sebagai Variabel Moderat Mahasiswa Universitas Terbuka Surabaya Arina Larasati Amalia; Agung Pujianto; Ute Chairuz M. Nasution
Masip: Jurnal Manajemen Administrasi Bisnis dan Publik Terapan Vol. 3 No. 2 (2025): Juni: MASIP: Jurnal Manajemen Administrasi Bisnis dan Publik Terapan
Publisher : Politeknik Kampar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59061/masip.v3i2.1034

Abstract

Everything must continue to progress with the times, including product quality and lifestyle. Although it looks simple, product quality must continue to be developed to suit lifestyles in order to attract buyers, especially in purchasing iPhones among students at Universitas Terbuka Surabaya. The phenomenon of increasing iPhone use among UT students shows that there is encouragement from aspects of product quality, digital lifestyle, and the need to build self-image through personal branding. This study includes quantitative research using the Google form filling method. The analysis technique used is Moderated Regression Analysis (MRA). The results of the study indicate that product quality and lifestyle have a significant influence on iPhone purchasing decisions. In addition, personal branding is proven to moderate the influence of product quality and lifestyle on purchasing decisions. These findings indicate that UT students not only consider the features and design of the iPhone, but also make it part of their identity that supports their professional image in academic and work environments.
Pengaruh Varian Menu dan E-Service Quality terhadap Keputusan Pembelian Mie Gacoan Cabang Lamongan Mirah Sandika; Ni Made Ida Pratiwi; Ute Chairuz M. Nasution
Masip: Jurnal Manajemen Administrasi Bisnis dan Publik Terapan Vol. 3 No. 2 (2025): Juni: MASIP: Jurnal Manajemen Administrasi Bisnis dan Publik Terapan
Publisher : Politeknik Kampar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59061/masip.v3i2.1046

Abstract

This study aims to determine the effect of menu variants and e-service quality on consumer purchasing decisions at Mie Gacoan, Lamongan branch. The research approach used is quantitative associative with a survey method through an online questionnaire. The sample size was 100 respondents who were taken using purposive sampling technique. Data analysis using multiple linear regression with classical assumption tests. The results showed that both menu variants and e-service quality had a significant effect on purchasing decisions, both partially and simultaneously. These findings indicate that menu innovation and digital service optimization have an important contribution to consumer behavior in choosing and buying culinary products.
Co-Authors Agung Pujianto Anastasya Pramono Arina Larasati Amalia Awin Mulyati Ayun Maduwinarti Devina Jovianti Diana Juli Mulyati Dini Septiningtyas Elyana Nur Faiza Fanni Nur Erika Farisha Irwahyuni HUSNUL KHOTIMAH Mirah Sandika Mulyati, Diana Juni Naafi Nurasni Putri Nafaricha Putri Qurbawati Nanda Suma Wardani Pratiwi, Ni Made Ida Shevilla Chourulbia Silvi Auliya Mega Amanda