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All Journal Jurnal Bisnis, Manajemen, dan Keuangan Jurnal Pendidikan Ekonomi, Perkantoran, dan Akuntansi
Manullang, Elia Berliana
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Economics, Econometrics & Finance Education Social Sciences Other

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EVALUATING THE IMPACT OF BRAND IMAGE, PRICE AND HALAL CERTIFICATION ON UNIVERSITY STUDENTS PURCHASE DECISIONS OF ORIFLAME MAKEUP Manullang, Elia Berliana; Puruwita, Dita; Fawaiq, Muhammad
Jurnal Pendidikan Ekonomi, Perkantoran, dan Akuntansi Vol. 5 No. 2 (2024): Jurnal Pendidikan Ekonomi, Perkantoran, dan Akuntansi
Publisher : Faculty of Economics and Business, Universitas Negeri Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21009/jpepa.0502.14

Abstract

The purpose of this study was to determine the effect of brand image, product price and halal label on purchasing decisions of Oriflame makeup products. This study uses quantitative research methods. Primary data were collected through a questionnaire with a Likert scale that reflects five points from strongly agree to strongly disagree. The sample selection technique used was purposive sampling. The sample criteria in this study were students of the State University of Jakarta who had purchased Oriflame products in the last six months, the sample in this study was 150 respondents and were between 18 and 34 years old. The data analysis technique in this study used SPSS 24 software. The results of this study indicate that brand image has a positive and significant effect on purchasing decisions, product prices have a positive and significant effect on purchasing decisions and product halal labels have a positive and significant effect on purchasing decisions.
Word-of-mouth Pelanggan Kedai Kopi Lokal: Bagaimana Peran Customer Satisfaction dan Product Involvement? Mualim, Adam; Prasetya, Argo Wiranata; Setiyawarso, Dwi; Manullang, Elia Berliana; Adzkia, Syifa; Suhud, Usep
Jurnal Bisnis, Manajemen, dan Keuangan Vol. 1 No. 1 (2020): Jurnal Bisnis, Manajemen, dan Keuangan
Publisher : Fakultas Ekonomi dan Bisnis Universitas Negeri Jakarta

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Abstract

Penelitian ini bertujuan untuk menguji faktor-faktor yang mempengaruhi word-of-mouth kedai kopi lokal. Ada empat variabel yang digunakan untuk mengukur, termasuk product involvement, brand image, revisit intention, customer satisfaction, dan word-of-mouth. Pengumpulan data dilakukan di Jakarta selama masa PSBB (Pembatasan Sosial Berskala Besar) di bulan April-Mei 2020. Data dikumpulkan menggunakan kuesioner daring dan responden dipilih dengan menggunakan teknik purposive sampling. Total responden dalam penelitian ini adalah 250 yang terdiri dari 150 orang laki-laki dan 100 orang perempuan. Data diolah dengan menggunakan exploratory factor analysis dan structural equation model. Hasilnya, variabel brand image dan revisit intention berpengaruh secara positif dan signifikan terhadap word of mouth. Sedangkan variabel customer satisfaction dan product involvement tidak memiliki pengaruh yang signifikan terhadap word-of-mouth.
Co-Authors Adzkia, Syifa Dita Puruwita, Dita Mualim, Adam Muhammad Fawaiq, Muhammad Prasetya, Argo Wiranata Setiyawarso, Dwi Usep Suhud