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All Journal Jurnal Ekonomi Bisnis, Manajemen dan Akuntansi (JEBMA) Bisnis Manajemen dan Keuangan
Sri Setya Handayani
Universitas Gunadarma
Humanities Economics, Econometrics & Finance Education Social Sciences Other

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THE INFLUENCE OF PRODUCT QUALITY PERCEPTIONS, BRAND IMAGE AND PRICE PERCEPTIONS ON PURCHASE INTEREST IN THE APPLE BRAND Anggy Feby Yola Yukasih; Sri Setya Handayani; Resha Mahendra Razaq
Bisnis Manajemen dan Keuangan Vol 1, No 1 (2024): BISMAKU - January 2024
Publisher : Universitas Gunadarma

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35760/bismaku.2024.v1i1.12424

Abstract

Apple is one of the large multinational companies in the technology field. Apple itself has innovated very well for the world of technology, especially satisfying consumer demand for its own products. This research aims to analyze and find out whether perceived product quality, brand image, and perceived price influence purchasing interest in the Apple brand. Data was collected by distributing questionnaires online with the help of Google Form services to 110 respondents. The analytical method used in this research is quantitative primary data with the testing tool used is SPSS. The test stages carried out were instrument testing (validity test and reliability test), classical assumption test (normality test, multicollinearity test, and heteroscedasticity test), multiple linear regression analysis, F test, t test, and coefficient of determination (KD) test. The sampling technique used was Purposive Sampling. The research results show that the variables of product quality perception, brand image, and price perception have a positive influence on purchase interest in the Apple brand.
Pengaruh Shopping lifestyle, Fashion involvement Dan Hedonic Shopping Motivation Terhadap Impulse Buying Melalui Positive Emotion Pada Konsumen Produk Fashion Di TikTok Shop Pradipta Cahyaningtyas; Sri Setya Handayani
Jurnal Ekonomi Bisnis, Manajemen dan Akuntansi (Jebma) Vol. 6 No. 3 (2026): Article Research November 2026
Publisher : Yayasan Cita Cendikiawan Al Khwarizmi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47709/jebma.v6i3.9485

Abstract

Perkembangan social commerce menjadikan TikTok Shop sebagai salah satu platform yang memberikan kemudahan bagi konsumen dalam melakukan aktivitas berbelanja sehingga mendorong terjadinya impulse buying. Tujuan penelitian ini adalah menganalisis pengaruh shopping lifestyle, fashion involvement, dan hedonic shopping motivation terhadap positive emotion dan impulse buying pada konsumen produk fashion di TikTok Shop, serta menganalisis peran positive emotion sebagai variabel mediasi. Penelitian ini menggunakan data primer yang diperoleh melalui penyebaran kuesioner online kepada 135 responden di Jabodetabek yang merupakan konsumen produk fashion di TikTok Shop. Pengambilan sampel dilakukan dengan teknik non-probability sampling melalui pendekatan purposive sampling. Analisis data dilakukan menggunakan metode Partial Least Squares-Structural Equation Modeling (PLS-SEM) dengan bantuan perangkat lunak SmartPLS 4. Hasil penelitian menunjukkan bahwa shopping lifestyle, fashion involvement, dan hedonic shopping motivation berpengaruh positif dan signifikan terhadap positive emotion serta impulse buying. Positive emotion juga berpengaruh positif dan signifikan terhadap impulse buying serta berperan sebagai variabel mediasi dalam hubungan antara shopping lifestyle, fashion involvement, dan hedonic shopping motivation terhadap impulse buying. Penelitian ini memberikan kontribusi terhadap pengembangan literatur perilaku konsumen pada platform social commerce, khususnya terkait pengaruh shopping lifestyle, fashion involvement, dan hedonic shopping motivation terhadap impulse buying melalui positive emotion, serta memberikan implikasi praktis bagi pelaku usaha produk fashion di TikTok Shop dalam meningkatkan kecenderungan pembelian impulsif melalui optimalisasi strategi pemasaran, penyediaan produk yang mengikuti tren dan berkualitas, pemanfaatan fitur live shopping, penyajian konten yang menarik, serta penciptaan pengalaman berbelanja yang mampu membangun positive emotion konsumen.
Co-Authors Anggy Feby Yola Yukasih Pradipta Cahyaningtyas Resha Mahendra Razaq