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All Journal Indonesian Journal of Islamic Business and Economics (IJIBE) TSARWATICA (Islamic Economic, Accounting, and Management Journal)
Hidayati, Ashri
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Religion Economics, Econometrics & Finance Social Sciences

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The Influence Of Brand Image and Brand Ambassadors On Purchasing Decisions At Tokopedia In Purwakarta Marlina, Ropi; Hidayati, Ashri; Sari, Juliani Lisma; Firmansyah, Muhammad Irfan; Wahyudi, Robby; Novian, Mardani
Indonesian Journal of Islamic Business and Economics (IJIBE) Vol 5 No 2 (2023): IJIBE
Publisher : Islamic Economic Scholar Association and Faculty of Economics and Business Universitas Jenderal Soedirman

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32424/1.ijibe.2023.5.2.9765

Abstract

Keywords:Brand Image, Brand Ambassador, Purchasing Decision Abstract : This research was conducted with the aim of finding out the influence of brand image and brand ambassadors on purchasing decisions at Tokopedia in Purwakarta. The method used in this research is a descriptive method with a quantitative approach. The sampling technique used a non-probability sampling method with a purposive sampling technique with a total of 97 respondents. The data analysis used in this research is multiple linear regression analysis using IBM SPSS 25. The results of this research show that: 1) Brand Image has a positive and significant effect on purchasing decisions at Tokopedia; 2) Brand Ambassadors have a positive and significant influence on purchasing decisions at Tokopedia; 3) Brand Image and Brand Ambassador simultaneously influence purchasing decisions. Brand Image and Brand Ambassador have an influence of 78.
THE INFLUENCE OF CONFORMITY AND INSTAGRAM SOCIAL MEDIA AS PROMOTIONAL MEDIA ON CONSUMPTIVE BEHAVIOR IN PURCHASING ZOYA HIJAB IN PURWAKARTA Marlina, Ropi; Kusumadewi, Ade Nurhayati; Komariyah, Nur; Hidayati, Ashri
TSARWATICA (Islamic Economic, Accounting, and Management Journal) Vol 5 No 2 (2024)
Publisher : STIESA Press

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Abstract

The purpose of this study isto determine the effect of Conformity and Instagram Social Media as Promotional Media both partially and simultaneously on Consumptive Behavior in Purchasing Zoya's Hijab in Purwakarta. The method used in this study is a quantitative with descriptive verification method. The data analysis technique used is multiple linear regression with SPSS software version 25. The sampling method used is simple random sampling. The pollutation of this study is Zoya's Instagram social media followers in Purwakarta as many as 2,307. The sample uses the slovin formula with a total of 95.84 and rounded up to 96 respondents. . The results showed that partially conformity and Instagram social media have a positive and significant effect on consumptive behavior with a significance level of <0.05. Simultaneously conformity and Instagram social media have a positive and significant effect on consumptive behavior. It can be seen that by calculating the determination between conformity and Instagram social media, it influences consumptive behavior by 68.9% and the rest is influenced by other factors of 30.2% which are not explained in this study.
Co-Authors Ade Nurhayati Kusumadewi Firmansyah, Muhammad Irfan Novian, Mardani Nur Komariyah, Nur Ropi Marlina Sari, Juliani Lisma Wahyudi, Robby