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All Journal Ekonomi Bisnis Jurnal Ilmiah Multidisiplin (JUKIM)
Lisnawati, Inge
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Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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PENGARUH HARGA, KUALITAS PRODUK DAN ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN PRODUK KOSMETIK EMINA Lisnawati, Inge; Julaeha, Lia
Jurnal Ilmiah Multidisiplin Vol. 3 No. 04 (2024): Juli: Jurnal Ilmiah Multidisiplin
Publisher : Asosiasi Dosen Muda Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56127/jukim.v3i04.1529

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh harga, kualitas produk, dan electronic word of mouth terhadap keputusan pembelian produk kosmetik Emina baik secara parsial maupun simultan. Populasi pada penelitian ini adalah konsumen produk kosmetik Emina dengan jumlah sampel yang digunakan sebanyak 100 responden. Jenis data yang digunakan dalam penelitian ini adalah data primer dan bantuan teknik pengumpulan data melalui kuesioner dengan media google form. Metode pengambilan sampel pada penelitian ini yaitu non probability sampling dengan teknik purposive sampling. Metode analisis yang digunakan adalah uji validitas, uji reliabilitas, uji asumsi klasik, analisis regresi linier berganda, dan uji hipotesis. Penelitian ini menggunakan alat bantu SPSS Versi 26 untuk mengolah data. Hasil penelitian menunjukan bahwa variabel harga, kualitas produk, dan electronic word of mouth berpengaruh secara parsial maupun simultan terhadap keputusan pembelian produk kosmetik Emina.
THE INFLUENCE OF BRAND AWARENESS, BRAND IMAGE AND E-SERVICE QUALITY ON PURCHASING DECISIONS IN LAZADA E-COMMERCE THROUGH PURCHASE INTENTION AS AN INTERVENING VARIABLE Lisnawati, Inge; Himawati, Ditiya; Ramadhani, Septi Mariani Tis’a
Jurnal Ilmiah Ekonomi Bisnis Vol. 30 No. 3 (2025)
Publisher : Universitas Gunadarma

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35760/eb.2025.v30i3.18

Abstract

The increasingly rapid advances in technology and the internet have influenced various human activities and activities, including electronic commerce or e-commerce transactions. This research aims to determine and analyze the direct and indirect influence of brand awareness, brand image, and e-service quality on decisions through purchasing intention in Lazada e-commerce. This research uses primary data obtained from an online questionnaire in the form of a Google form, which was distributed to 150 respondents. Respondents are Lazada e-commerce users who are over 17 years old and live in the Jabodetabek area. This research uses PLS-SEM analysis, which consists of a measurement model (outer model), a structural model (inner model), and a model goodness-of-fit test (model fit). The results of this research show that brand awareness, brand image, and e-service quality have a direct and indirect influence on purchasing decisions through purchase intention in Lazada e-commerce.
Co-Authors Himawati, Ditiya Julaeha, Lia Ramadhani, Septi Mariani Tis’a