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All Journal At-Tadbir : jurnal ilmiah manajemen
Jajang, Dede
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Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Languange, Linguistic, Communication & Media Social Sciences

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THE IMPACT OF PRICE, PRODUCT QUALITY, AND ELECTRONIC WORD OF MOUTH ON PURCHASE DECISIONS FOR BENING’S KINCARE PRODUCTS IN KARAWANG Sari, Yuniar; Jajang, Dede; Hersona, Sonny
At-Tadbir : jurnal ilmiah manajemen Vol 8, No 2 (2024): At-Tadbir: jurnal ilmiah manajemen
Publisher : Islamic University of Kalimantan MAB Banjarmasin

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31602/atd.v8i2.13820

Abstract

The objective of this study is to ascertain the impact of price, product quality, and electronic word of mouth on the purchasing decisions regarding Bening's skincare products in Karawang. Employing quantitative research with hypothesis testing, the research involved a sample of 105 consumers of Bening's Skincare products in Karawang.The analytical methods applied include multiple linear regression analysis, coefficient of determination (R2), partial correlation coefficient, t-test, F-test, and classical assumption tests using SPSS version 20 statistical software. Primary data for the study were obtained through a questionnaire. The findings of this research affirm that the price significantly influences the purchasing decisions for Bening's Skincare products in Karawang. Moreover, product quality plays a significant role in influencing the decision to purchase Bening's skincare products in Karawang. However, electronic word of mouth does not exhibit a significant impact on purchasing decisions for Bening's skincare products in Karawang. Additionally, the combined influence of price, product quality, and electronic word of mouth simultaneously affects the purchasing decisions for Bening's Skincare products in Karawang.
The Influence of Brand Image, Brand Awareness and Lifestyle on Intention In Buying Lanccelot Watch Products in Karawang Sunarya, Asep; Hersona, Sonny; Jajang, Dede
At-Tadbir : jurnal ilmiah manajemen Vol 9, No 1 (2025): At-Tadbir: jurnal ilmiah manajemen
Publisher : Islamic University of Kalimantan MAB Banjarmasin

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31602/atd.v9i1.13822

Abstract

This research aims to determine the influence of brand awareness, brand image and lifestyle on buying intention in Lanccelot watch products in Karawang. This research uses quantitative research with hypothesis testing. The sample used in this research was 100 Lanccelot watch consumers in Karawang. The analytical tools used in this research are multiple linear regression analysis, coefficient of determination (R2), partial correlation coefficient, t test, f test, and classical assumption test using SPSS version 20 statistical software. The main data in this research comes from a questionnaire. The results of this research prove that brand awareness influences intention in purchasing Lanccelot watch products in Karawang. Brand image influences intention in purchasing Lanccelot watch products in Karawang. Likewise, lifestyle influences intention in buying Lanccelot watch products in Karawang. Brand awareness, brand image and lifestyle simultaneously influence intention in purchasing Lanccelot watch products in Karawang.
Co-Authors Asep Sunarya Hersona, Sonny Sari, Yuniar