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All Journal Interdisciplinary Social Studies
Sri Astuti Pratminingsih
Universitas Widyatama, Indonesia
Environmental Science Languange, Linguistic, Communication & Media Public Health Social Sciences

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Meningkatkan Costumer Engagement Dengan Brand Experience Berdasarkan Visual Brand Communication Dan Electronic Word Of Mout (Survei Pada Pengguna Scarlett Whitening di Kota Bandung Jawa Barat) Reyhan Maulana; Sri Astuti Pratminingsih
Interdisciplinary Social Studies Vol. 4 No. 4 (2025): Regular Issue: July-September 2025
Publisher : International Journal Labs

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55324/iss.v4i4.890

Abstract

Masalah yang muncul dari keterlibatan pelanggan adalah bahwa masih banyak pesaing lain yang bersaing dengan Scarlett, misalnya mereka yang saat ini mempengaruhi daya tarik konsumen. Studi ini mengamati dan menganalisis menggunakan pendekatan kuantitatif deskriptif. Studi ini memiliki sifat “ex-post de facto”, studi variabel eksogen atau variabel yang mengurangi peristiwa dan fenomena yang telah terjadi di masa lalu. Berdasarkan hasil dan pembahasan dapat disimpulkan bahwa Visual Brand Communication, Electronic Word of Mouth (E-WOM), Brand Experience dan Customer Engagement menunjukan tanggapan yang baik dari responden. Visual brand communication memilki pengaruh positif dan signifikan secara langsung terhadap brand experience. Electronic Word of Mouth memilki pengaruh positif dan signifikan secara langsung terhadap brand experience. Visual brand communication memilki pengaruh positif dan signifikan terhadap customer engagement. Electronic Word of Mouth memilki pengaruh positif dan signifikan terhadap customer engagement. Brand Experience berpengaruh negatif dan tidak signifikan terhadap customer engagement.
The Effect of Product Quality and Price on Purchase Decisions of Thrift Shop Products at Cimol Market, Gedebage, Bandung City Febbiolla Tamara Putri; Sri Astuti Pratminingsih
Interdisciplinary Social Studies Vol. 5 No. 2 (2026): Interdisciplinary Social Studies
Publisher : International Journal Labs

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55324/iss.v5i2.1036

Abstract

This study aims to analyze the influence of product quality and price on purchase decisions for thrift shop products at Cimol Gedebage Market, Bandung City. The research method used is a quantitative approach with survey methods and an associative descriptive research design. The research sample amounted to 316 consumers who made purchases at Cimol Gedebage Market, selected through convenience sampling techniques. Data were collected through questionnaires and analyzed using multiple linear regression. The results showed that product quality had a regression coefficient of 0.294 with a significance value of 0.00 () and -count of 8.111 > -table of 1.97, which indicates that product quality has a positive and significant effect on purchase decisions. Price had a regression coefficient of 0.424 with a significance value of 0.00 () and -calculated value of 11.556 > -table of 1.97, which indicates that price has a positive and significant effect on purchase decisions. Simultaneously, product quality and price had an -value of 69.256 > -table of 3.027 with a significance of 0.000 (), which indicates that the two variables together have a significant effect on purchase decisions. The coefficient of determination () showed that 30.2% of purchase decisions could be explained by product quality and price, while 69.8% were explained by other variables not included in the study. These findings provide actionable recommendations for thrift shop entrepreneurs to optimize their value proposition and inform government policies on balancing consumer protection with industry sustainability.
Co-Authors Febbiolla Tamara Putri Reyhan Maulana