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Budiarti, Anindhtya
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Social Sciences Other

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PENGARUH BRAND IMAGE DAN PRODUCT QUALITY TERHADAP PURCHASE INTENTION DIMEDIASI PROMOSI PADA PRODUK KOSMETIK MAYBELLINE Hartanti, Puri Gita; Budiarti, Anindhtya
AT TARIIZ : Jurnal Ekonomi dan Bisnis Islam Vol 2 No 02 (2023): AT TARIIZ : JURNAL EKONOMI DAN BISNIS ISLAM
Publisher : Pusat Studi Ekonomi, Publikasi Ilmiah dan Pengembangan SDM

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62668/attariiz.v2i02.611

Abstract

This research aimed to aimed to find out whether Brand Image and Product Quality affected the purchase intention which was mediated by promotion. Moreover, the population was all the customers of Maybelline cosmetic products in Sidoarjo. Furthermore, there were 100 people as respondents. Moreover, the data analysis used path analysis with PLS. The data analysis technique used an inner model, outer model, hypothesis test, and mediate effect test. The result concluded that Brand Image did not affect promotion. However, product quality affected promotion. Additionally, brand image affected purchase intention. Likewise, product quality had affected purchase intention. In contrast, promotion did not affect the purchase intention. In addition, promotion was not able to mediate the relationship between brand image and purchase intention. Similarly, promotion was not able to mediate the relationship between product quality and purchase intention
PENGARUH EKUITAS MEREK DAN INOVASI TERHADAP KEPUTUSAN PEMBELIAN DIMEDIASI HARGA DI APLIKASI TOKOPEDIA Cahyo Nugroho, Azhar; Budiarti, Anindhtya
AT TARIIZ : Jurnal Ekonomi dan Bisnis Islam Vol 2 No 03 (2023): AT TARIIZ : JURNAL EKONOMI DAN BISNIS ISLAM
Publisher : Pusat Studi Ekonomi, Publikasi Ilmiah dan Pengembangan SDM

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62668/attariiz.v2i03.612

Abstract

This study is entitled brand equity and innovation have an influence on price-mediated purchasing decisions in the Tokopedia application for students of the Indonesian College of Economics (STIESIA) Surabaya class of 2019 morning class. This study aims to determine whether brand equity and innovation have an influence on price-mediated purchasing decisions in the Tokopedia application for students of the Indonesian College of Economics (STIESIA) Surabaya class of 2019 morning class. The type of research used in this study is quantitative. The sampling technique used in this study was the nonprobality sampling method which is a technique for selecting sample members by providing restrictions to respondents who meet the criteria. Data collection used through the distribution of questionnaires with a sample size of 80 respondents. The data analysis technique used in this study is the PLS (Partial Least Square) technique using supporting instruments, namely SmartPLS 3.0 software. The results of this study indicate that brand equity and innovation have a significant effect on purchasing decisions. Brand equity and innovation on purchasing decisions with price as an Intervening Variable have a significant effect
PENGARUH BRAND IMAGE DAN PRODUCT QUALITY TERHADAP PURCHASE INTENTION DIMEDIASI PROMOSI PADA PRODUK KOSMETIK MAYBELLINE Hartanti, Puri Gita; Budiarti, Anindhtya
AT TARIIZ : Jurnal Ekonomi dan Bisnis Islam Vol 2 No 02 (2023): AT TARIIZ : JURNAL EKONOMI DAN BISNIS ISLAM
Publisher : Pusat Studi Ekonomi, Publikasi Ilmiah dan Pengembangan SDM

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62668/attariiz.v2i02.611

Abstract

This research aimed to aimed to find out whether Brand Image and Product Quality affected the purchase intention which was mediated by promotion. Moreover, the population was all the customers of Maybelline cosmetic products in Sidoarjo. Furthermore, there were 100 people as respondents. Moreover, the data analysis used path analysis with PLS. The data analysis technique used an inner model, outer model, hypothesis test, and mediate effect test. The result concluded that Brand Image did not affect promotion. However, product quality affected promotion. Additionally, brand image affected purchase intention. Likewise, product quality had affected purchase intention. In contrast, promotion did not affect the purchase intention. In addition, promotion was not able to mediate the relationship between brand image and purchase intention. Similarly, promotion was not able to mediate the relationship between product quality and purchase intention
PENGARUH EKUITAS MEREK DAN INOVASI TERHADAP KEPUTUSAN PEMBELIAN DIMEDIASI HARGA DI APLIKASI TOKOPEDIA Cahyo Nugroho, Azhar; Budiarti, Anindhtya
AT TARIIZ : Jurnal Ekonomi dan Bisnis Islam Vol 2 No 03 (2023): AT TARIIZ : JURNAL EKONOMI DAN BISNIS ISLAM
Publisher : Pusat Studi Ekonomi, Publikasi Ilmiah dan Pengembangan SDM

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62668/attariiz.v2i03.612

Abstract

This study is entitled brand equity and innovation have an influence on price-mediated purchasing decisions in the Tokopedia application for students of the Indonesian College of Economics (STIESIA) Surabaya class of 2019 morning class. This study aims to determine whether brand equity and innovation have an influence on price-mediated purchasing decisions in the Tokopedia application for students of the Indonesian College of Economics (STIESIA) Surabaya class of 2019 morning class. The type of research used in this study is quantitative. The sampling technique used in this study was the nonprobality sampling method which is a technique for selecting sample members by providing restrictions to respondents who meet the criteria. Data collection used through the distribution of questionnaires with a sample size of 80 respondents. The data analysis technique used in this study is the PLS (Partial Least Square) technique using supporting instruments, namely SmartPLS 3.0 software. The results of this study indicate that brand equity and innovation have a significant effect on purchasing decisions. Brand equity and innovation on purchasing decisions with price as an Intervening Variable have a significant effect
Co-Authors Cahyo Nugroho, Azhar Hartanti, Puri Gita