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Norchalicatin, Yuli
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Economics, Econometrics & Finance Electrical & Electronics Engineering Social Sciences

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MODERASI BRAND IMAGE DALAM MENENTUKAN KEPUTUSAN PEMBELIAN PADA TOKO THRIFT AW DI SITUBONDO Norchalicatin, Yuli; Fandiyanto, Randika; Praja, Yudha
Jurnal Mahasiswa Entrepreneurship (JME) Vol 3 No 5 (2024): MEI 2024
Publisher : Fakultas Ekonomi dan Bisnis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36841/jme.v3i5.4939

Abstract

A company in winning the competition is by carrying out marketing strategies for the products that have been produced. The advantage in competition in the business world is to form a brand image. Thrift AW Store is one of the stores that sells used imported clothing in Situbondo. The purpose of this study was to test and analyze the effect of Brand image in moderating product quality and price on purchasing decisions. The population in this study were consumers of Thrift AW Stores in Situbondo. The sampling technique determined using simple random sampling. Data analysis and hypothesis testing in this study used the Structural Equation Model - Partial Least Square (PLS-SEM). The results of direct influence hypothesis testing using the Smart PLS 3.0 application, show that product quality has a significant positive effect on purchasing decisions, price has a significant positive effect on purchasing decisions, brand image has a positive but insignificant effect in moderating the effect of product quality on purchasing decisions, brand image has a negative but insignificant effect in moderating the effect of price on purchasing decisions.
STRATEGI PEMASARAN MELALUI LIVE INSTAGRAM TERHADAP PENJUALAN PADA TOKO AW STORE SITUBONDO Maisaroh, Maisaroh; Rachman, Riza; Norchalicatin, Yuli; Anam, Muhammad Mishbahul; Indriani, Shafa Arina; Abaitunnisa, Fatima; Syaifurahman, Ahmad
Jurnal Mahasiswa Entrepreneurship (JME) Vol 1 No 12 (2022): DESEMBER 2022
Publisher : Fakultas Ekonomi dan Bisnis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36841/jme.v3i1.4229

Abstract

The AW store is a shop that operates in the thrift sector, where the shop sells various kinds of clothing such as shirts, trousers, and others. In marketing its products, the AW store carries out a marketing strategy, namely live Instagram. Live Instagram is a live broadcast activity on social media, especially Instagram. Where with live Instagram, sellers and buyers do not meet in person. Buyers can see what the AW store sells without having to come directly to the store.The research carried out was qualitative research, where data collection was obtained by means of interviews. The conclusion of this research is that the AW store carries out a marketing strategy for its store by means of live Instagram. This research shows that the live Instagram carried out by the AW store has had a big impact on increasing sales.
Co-Authors Abaitunnisa, Fatima Anam, Muhammad Mishbahul Fandiyanto, Randika Indriani, Shafa Arina Maisaroh Maisaroh Rachman, Riza Syaifurahman, Ahmad Yudha Praja, Yudha