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All Journal Jurnal Economica: Media Komunikasi ISEI Riau Fortunate Business Review
Suchita, Natasya Baby
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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ANALISIS KUALITAS PRODUK, CITRA MEREK DAN VARIASI PRODUK TERHADAP MINAT BELI DAN KEPUTUSAN PEMBELIAN PADA KONSUMEN BRAND SKINCARE SOMETHINC DI KOTA PEKANBARU Suchita, Natasya Baby; Zulkarnain, Zulkarnain; Halim, Edyanus Herman
JURNAL ECONOMICA: Media Komunikasi ISEI Riau Vol. 12 No. 1 (2024)
Publisher : Ikatan Sarjana Ekonomi Indonesia Cabang Pekanbaru

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46750/economica.v12i1.268

Abstract

The beauty industry in Indonesia is growing very rapidly. This has resulted in increasingly fierce competition in the cosmetics business, especially skincare cosmetics. One type of skincare product that is popular and much favored by women in Indonesia is serum. Somethinc is one of the many brands that produce serum type skincare products. This study aims to analyze the effect of Product Quality, Brand Image and Product Variety on Purchase Intention and Purchase Decision of Somethinc Skincare Brand in Pekanbaru City, both direct influence and indirect influence. The population in this study are consumers of skincare brand Somethinc serum type who have bought these products and have used Somethinc skincare products serum type in Pekanbaru city. The sampling technique used is the Non-Probability Sampling method with Purposive Sampling, obtained a sample size of 213 respondents, namely consumers of skincare brand Somethinc serum type who live in Pekanbaru City as respondents in this study. This study uses Structural Equation Modeling (SEM) data analysis techniques using SmartPLS software assistance. With Descriptive Statistical Analysis of Measurement Model Evaluation (Outer Model) & (Inner Model) and hypothesis testing. The results of this study indicate that Product Quality, Brand Image, Product Variety and Purchase Intention have a direct influence on Purchasing Decisions. The sobel test results show that there is an indirect effect on Product Quality, Brand Image and Product Variety on Purchasing Decisions through Purchase Intention.
PENGUNAAN AI DALAM MEMBANGUN BISNIS BERKELANJUTAN DAN MENINGKATKAN LOYALITAS KONSUMEN DI ERA PERSAINGAN GLOBAL Suchita, Natasya Baby; Lay, Eillin; Kristina, Dian; Angelin; Prestille, Melli; Celline, Hellen Lavinia
Fortunate Business Review Vol. 5 No. 1 (2025): Fortunate Business Review
Publisher : Lembaga Penelitian dan Pengabdian kepada Masyarakat - Universitas Universal.

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Abstract

Penelitian ini bertujuan untuk mengkaji pengaruh keberlanjutan bisnis, loyalitas konsumen,persaingan global dan strategi bisnis terhadap adopsi kecerdasan buatan (AI) dalam praktikbisnis di era digital dan globalisasi. Melalui analisis regresi linier berganda, hasil penelitianmenunjukkan bahwa dari keempat variabel yang diteliti, hanya keberlanjutan bisnis yangmemiliki pengaruh positif dan signifikan terhadap pemanfaatan AI. Sementara itu, loyalitaskonsumen, persaingan global dan strategi bisnis meskipun menunjukkan hubungan positif,tidak memberikan pengaruh yang signifikan secara statistik. Temuan ini menegaskan bahwaperusahaan yang memprioritaskan keberlanjutan lebih terdorong untuk mengadopsi AI gunameningkatkan efisiensi operasional, optimalisasi sumber daya, dan ketahanan jangka panjang.Di sisi lain, tantangan seperti keterbatasan akses teknologi, kesiapan digital yang belummerata, dan pemanfaatan AI yang belum optimal masih menghambat adopsi secara luas,khususnya di sektor usaha kecil dan menengah. Studi ini memberikan wawasan penting bagipraktisi dan pembuat kebijakan bahwa integrasi AI perlu ditopang oleh kesiapan internal,budaya organisasi, dan dukungan manajerial yang kuat. Untuk memperdalam pemahaman,penelitian lanjutan disarankan menggunakan pendekatan kualitatif atau metode campuranguna mengeksplorasi persepsi praktisi, serta meneliti dampak kausal AI terhadapkeberlanjutan bisnis, loyalitas konsumen, dan keunggulan kompetitif dalam lanskap bisnisyang semakin kompetitif dan terdigitalisasi.
Co-Authors A Halim Angelin Celline, Hellen Lavinia Kristina, Dian Lay, Eillin Prestille, Melli Zulkarnain Zulkarnain