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All Journal International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS)
Ferdinand Simanjuntak
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Economics, Econometrics & Finance

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THE INFLUENCE OF BRAND IMAGE AND LIFESTYLE ON THE DECISION TO PURCHASE BONIA BAGS AT THE LILI BONIA STORE IN KOTA TEBING TINGGI Rani Puspita; Irham Lubis; Ferdinand Simanjuntak; Cia Cai Cen; Aisyah Siregar
International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) Vol. 4 No. 6 (2024): December
Publisher : CV. Radja Publika

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/ijebas.v4i6.2195

Abstract

This research aims to determine the influence of brand image and lifestyle on purchasing decisions for Bonia bags at the Lili Bonia shop, Tebing Tinggi City. The research method used is a quantitative method using SPSS version 25.00 which was collected from the results of distributing questionnaires to Bonia Bag consumers at the Lili Bonia Shop, Tebing Tinggi City . The analytical method used in this research is using instrument tests, namely validity and reliability tests. Classic assumption tests, namely normality test, multicollinearity test, heteroscedasticity test, multiple linear regression analysis, analysis of the coefficient of determination (R2), hypothesis tests, namely T test and F test. The results of SPSS in this research are that brand image influences purchasing decisions, lifestyle has no effect on purchasing decisions, brand image and lifestyle simultaneously influence purchasing decisions.
INFLUENCE OF PRODUCT QUALITY,PRICE AND BRAND IMAGE ON PURCHASING DECISIONS FOR MS GLOW COSMETICS IN TEBING TINGGI CITY WITH LABELSHALAL AS A MODERATING VARIABLE Sarwoto; Ferdinand Simanjuntak; Rani Puspita Sari
International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) Vol. 4 No. 2 (2024): April
Publisher : CV. Radja Publika

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/ijebas.v4i3.1777

Abstract

This research seeks to examine the impact of product quality, pricing, and brand image on consumers' decisions to purchase Ms. Glow products in Tebing Tinggi, taking into account the moderating variable of a halal label. The study aims to ascertain whether these effects are direct or indirect in nature. It falls under the category of explanatory research, which elucidates the causal relationships among variables through hypothesis testing. The study involved a sample of 96 respondents, selected through accidental sampling, consisting of individuals who had previously purchased MS Glow products. Data analysis encompassed a Validity Test, Reliability Test, and Hypothesis Testing (t Test), and the data processing was carried out using SmartPLS version 3.0 software. The findings indicate that product quality does not exert a significant influence on purchasing decisions for Ms. Glow products in Tebing Tinggi. In contrast, pricing has a discernible impact on purchasing decisions for Ms. Glow products in the city. Furthermore, brand image plays a significant role in influencing consumers' decisions to purchase Ms. Glow products in Tebing Tinggi. However, it was observed that the presence of a halal label did not significantly affect purchasing decisions for Ms. Glow products in the city. Additionally, the halal label does not act as a moderator in influencing the relationship between product quality, pricing, and brand image on consumers' purchasing decisions for Ms. Glow products in Tebing Tinggi.
Co-Authors Aisyah Siregar Cai Cen, Cia Irham Lubis Rani Puspita Rani Puspita Sari Sarwoto