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All Journal Multidiciplinary Output Research for Actual and International Issue (Morfai Journal) International Journal of Social Science, Educational, Economics, Agriculture Research, and Technology (IJSET) Journal of Accounting Research, Utility Finance and Digital Assets (JARUDA) Jurnal Intelek Dan Cendikiawan Nusantara Jurnal Intelek Insan Cendikia
Khairina AR
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Religion Agriculture, Biological Sciences & Forestry Arts Humanities Chemical Engineering, Chemistry & Bioengineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Social Sciences Other

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The Influence of Celebrity Endorsement, Product Knowledge, and Brand Image on Purchase Decisions of Luxcrime Products Among Students of the Faculty of Economics and Business, Universitas Malikussaleh Nadia Nadia; Rahmaniar Rahmaniar; Naufal Bachri; Khairina AR
Jurnal Intelek Dan Cendikiawan Nusantara Vol. 2 No. 3 (2025): JUNI-JULI 2025
Publisher : PT. Intelek Cendikiawan Nusantara

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh celebrity endorsement, product knowledge, dan brand image terhadap keputusan pembelian produk Luxcrime di kalangan mahasiswa Fakultas Ekonomi dan Bisnis Universitas Malikussaleh. Penelitian ini menggunakan metode kuantitatif dengan pendekatan purposive sampling sebagai teknik pengambilan sampel. Data dikumpulkan melalui penyebaran kuesioner kepada responden yang pernah melakukan pembelian produk Luxcrime. Analisis data dilakukan dengan menggunakan regresi linear berganda untuk menguji pengaruh masing-masing variabel independen terhadap variabel dependen. Hasil penelitian menunjukkan bahwa celebrity endorsement dan product knowledge berpengaruh positif dan signifikan terhadap keputusan pembelian, yang berarti semakin tinggi kepercayaan terhadap figur publik dan pengetahuan konsumen terhadap produk, maka semakin besar kemungkinan terjadinya keputusan pembelian. Namun, brand image justru berpengaruh negatif dan signifikan terhadap keputusan pembelian, yang mengindikasikan bahwa persepsi yang terlalu tinggi terhadap citra merek dapat menurunkan minat beli, kemungkinan karena adanya ekspektasi yang tidak sesuai. Temuan ini memberikan kontribusi terhadap strategi pemasaran khususnya pada produk kosmetik lokal dengan menekankan pentingnya pemilihan endorser yang tepat dan peningkatan edukasi produk kepada konsumen.
THE INFLUENCE OF GREEN MARKETING MIX ON CONSUMER PURCHASING DECISIONS ON TUPPERWARE PRODUCTS BY THE PEOPLE OF LHOKSEUMAWE CITY Cut Intan Julia; T. Edyansyah; Mariyudi; Khairina AR
International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET) Vol. 3 No. 1 (2023): DECEMBER
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/ijset.v3i1.317

Abstract

Issues regarding the environment have become a problem for the wider community and have resulted in changes in consumer preferences to become more inclined to use environmentally friendly products. This is an opportunity for companies to make environmentally friendly products and use more environmentally friendly raw materials. The aim of this research is to analyze and determine the influence of green products, green place, green price and green promotion on purchasing decisions for Tupperware products by the people of Lhokseumawe City. This type of research is quantitative research with a consumer population in Lhokseumawe City. There were 100 respondents, taken using purposive sampling technique. The data source comes from primary data obtained through distributing questionnaires. The data analysis techniques used are descriptive analysis methods and multiple linear regression analysis, classical assumption testing, instrument testing (validity and reliability), hypothesis testing and coefficient of determination and correlation testing and analyzed with the help of the SPSS version 26 application program. The results of this research show that simultaneously green product, green price, green place and green promotion have a positive and significant effect on consumer purchasing decisions for Tupperware products by the people of Lhokseumawe City. Meanwhile, partially the green product variable does not have a significant effect on purchasing decisions. However, the variables green price, green place and green promotion have a significant influence on consumer purchasing decisions for Tupperware products by the people of Lhokseumawe City. Green promotion is the most dominant variable that influences consumer purchasing decisions with a t value of 6.467.
INFLUENCE CELEBRITY ENDORSEMENT AND HALAL PRODUCT IMAGE ON BRAND LOYALTY OF HANASUI COSMETICS IN LHOKSEUMAWE CITY Khairina AR; Teuku Zulkarnaen; Munandar; Zahara Husna
International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET) Vol. 3 No. 9 (2024): AUGUST
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/ijset.v3i9.537

Abstract

This study was conducted to examine the effect of celebrity endorsement and halal product image on Hanasui cosmetic brand loyalty in Lhokseumawe City. The population in this study were women over 18 years of age who had used Hanasui products. While the number of samples in this study were 96 respondents using non-probability sampling technique, namely purposive sampling. The data used in this study are primary data obtained by distributing questionnaires. The data analysis method used is multiple linear regression analysis techniques using SPSS 25. Data analysis uses the classical assumption test, partial test (t), simultaneous test (f) and the coefficient of determination test. The results showed that celebrity endorsement and halal product image had a positive and significant effect on Hanasui cosmetic brand loyalty in Lhokseumawe City.
THE INFLUENCE OF PRICES, PROMOTIONS AND SECURITY ON SHOPEE ONLINE STORE PURCHASING DECISIONS (Case Study of Management Students at Universitas Malikussaleh) Sabitah Fina; Khairina AR; Heriyana; Siti Maimunah
International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET) Vol. 3 No. 10 (2024): SEPTEMBER
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/ijset.v3i10.555

Abstract

Current technological developments support e-commerce or business activities through electronic media. Shopee is an online marketplace for buying and selling online easily and quickly. Shopee offers a variety of products ranging from fashion to daily necessities. This research was conducted to determine the influence of price, promotion and security on online shopee purchasing decisions at Malikussaleh University. The population in this study was men and women. Meanwhile, the number of samples used in this research was 93 respondents. This research uses a quantitative type with a sampling technique in the form of purposive sampling which is then carried out by distributing questionnaires to respondents who shop at the Shopee online store. The data analysis method used is multiple linear regression analysis using SPSS 25 and also hypothesis testing. Data analysis uses the classical assumption test, partial test (t), simultaneous test (f) and coefficient of determination test. The results of the research show that: (1) Price has a significant effect on online Shopee purchasing decisions for Malikussaleh University Management students (2) Promotion has no significant effect on Shopee online purchasing decisions for Malikussaleh University Management students (3) Security has a significant effect on Shopee online purchasing decisions for Malikussaleh University Management students. Malikussaleh University Management students and (4) Price, promotion and security have a significant influence on online shopee purchasing decisions among Malikussaleh University Management students.
THE INFLUENCE OF SERVICE QUALITY, CUSTOMER PERCEPTIONS, AND CUSTOMER INVOLVEMENT ON LOYALTY CUSTOMER WITH SATISFACTIONAN INTERVENING VARIABLE IN INDOMARET LHOKSEUMAWE CITY T. Erna Setianingsih; Mohd. Heikal; Mariyudi; Khairina AR
International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET) Vol. 3 No. 10 (2024): SEPTEMBER
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/ijset.v3i10.559

Abstract

This study aims to determine the influence of service quality, customer perception, and customer involvement on customer loyalty with customer satisfaction as an intervening variable at Indomaret, Lhokseumawe City. This research is categorized as quantitative. The population for this study consists of customer who have made more than one purchased at Indomaret, Lhokseumawe City. The sampling technique used is nonprobability sampling, specially convience sampling with a sample size of 125 respondents. The study involves three types of variables: the dependent variable (Y), the independent variable (X), and the intervening variable (Z). The dependent variable in this study is customer loyalty. The independent variables are service quality, customer perception, and customer involvement, while the intervening variable is customer satisfaction. The analysis methods employed include validity and reliability tests, classical assumption tests, simple and multiple linear regression analysis, path analysis, and sobel tests, with data performed using SPSS 29.0. The results show that service quality, customer perception, and customer involvement each have a positive and significant effect on customer loyalty. Additionally, customer satisfaction mediates the relationships between service quality and customer loyalty, customer perception and customer loyalty, and customer involvement and customer loyalty.
THE INFLUENCE OF PRICE, PRODUCT QUALITY AND WORD OF MOUTH ON THE DECISION PURCHASE OF COFFEE PIE PRODUCTS AT TAKENGON CENTRAL ACEH Rahma Yanti Br Damanik; Mariyudi; Adnan; Khairina AR
International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET) Vol. 3 No. 10 (2024): SEPTEMBER
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/ijset.v3i10.561

Abstract

With diverse consumer lifestyles, including consumers in each region have their own unique cultural and culinary heritage. So prioritizing customer satisfaction is the ultimate goal for entrepreneurs, facing this situation every entrepreneur must adapt and recognize environmental conditions that are in accordance with current developments. This study aims to determine the effect of price, product quality and word of mouth on purchasing decisions for Takengon coffee pie products. The data in this study are primary data collected using a questionnaire method with a sample size of 105. The data in this study were analyzed using multiple linear regression methods. Research instrument tests, classical assumption tests and hypothesis tests were carried out with the SPSS 25.0 application tool. The results of the study showed that the price variable partially had a significant effect on purchasing decisions for Takengon coffee pie products. Furthermore, the price variable partially had a significant effect on purchasing decisions for Takengon coffee pie products. While the word of mouth variable did not have a significant effect on purchasing decisions for Takengon coffee pie products. Furthermore, simultaneously the price, product quality and word of mouth variables had a significant effect on purchasing decisions for Takengon coffee pie products. Therefore, it is important for business owners to provide prices and product quality that are in accordance with consumer expectations. In this way, consumers will feel satisfied, so they can provide positive reviews to decide to buy a product.
THE EFFECT OF SHOPEE LIVE FEATURES AND INFORMATION QUALITY ON ONLINE IMPULSIVE BUYING OF FASHION PRODUCTS (CASE STUDY ON STUDENTS AS E-COMMERCE CUSTOMERS SHOPEE AT THE FACULTY OF ECONOMICS AND BUSINESS) Syahrul Hidayat; Khairina AR; Jullimursyida; Halida Bahri
International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET) Vol. 3 No. 11 (2024): OCTOBER
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/ijset.v3i11.598

Abstract

This study aims to analyze the influence of Shopee Live Features and Information Quality on Online Impulse Buying on Fashion Products, with a case study ofShopee Shopee Ecommercecustomer students at the Faculty of Economics and Business, Universitas Malikussaleh. This study used a quantitative method with purposive sampling, involving 108 respondents. Data were collected through questionnaires and analyzed using descriptive analysis, multiple linear regression, and validity and reliability tests. The results show that the Shopee Live Feature and Information Quality significantly affect Online Impulse Buying of Fashion Product, with the Shopee Live Feature having the greatest influence. An Adjusted R Square of 0.473 indicates that 47.3% of the Online Impulsive Buying variation is explained by an independent variable and 52.7 is influenced by other variables that were not studied in this study.
THE INFLUENCE OF STORE ATMOSPHERE SERVICE QUALITY AND PRICES ON CONSUMER SATISFACTION AT KENZIE SUPERMARKET IN SELESAI SUBDISTRICT LANGKAT REGENCY Fayza Yovania Br Sembiring; Rahmaniar; Ikramuddin; Khairina AR
International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET) Vol. 3 No. 12 (2024): NOVEMBER
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/ijset.v3i12.602

Abstract

This study aims to determine the effect to store atmosphere, service quality, and price on consumer satisfaction at the Kenzie Supermarket Store, Selesai Subdistrict, Langkat Regency. The method used in sample research in non-probability sampling with a propotional approach with 138 respondents. Primary data are obtained by survey and distributing questionsnaires, and secondary data from journals and internet media. The data analysis techniques used are the multiple liniear regression analysis methods, classical assumption testing. Instrument testing (validity and realiability), and hypothesis testing using the SPSS (Statiscal Package For The Social Science) program version 22.0. The simultaneous test results indicate that service quality, store atmosphere, and price affect consumer satisfaction at kenzie supermarkets. In particular,service quality, store atmosphere and price positively and significantly affect consumer satisfaction at kenzie supermarkets in selesai subdistrict, Langkat district.
THE INFLUENCE OF DIGITAL MARKETING, SOCIAL MEDIA INFLUENCERS, AND DISCOUNTS ON PURCHASE INTENTION OF FASHION PRODUCTS ON THE TIKTOK SHOP PLATFORM AMONG GENERATION Z STUDENTS OF THE FACULTY OF ECONOMICS AND BUSINESS, MALIKUSSALEH UNIVERSITY Ikramuddin; Leli Anita; Khairina AR; T. Edyansyah
International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET) Vol. 4 No. 5 (2025): APRIL
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/ijset.v4i5.934

Abstract

This study aims to determine the effect of digital marketing, social media influencers, and discounts on purchase intentions for fashion products on the TikTok Shop platform among Generation Z, especially students of the Faculty of Economics and Business, Malikussaleh University. The increasing trend of online shopping among the digital generation has encouraged the need to understand the factors that influence consumer decisions in shopping, especially on rapidly growing social media platforms such as TikTok Shop. This study uses a quantitative approach with a survey method by distributing questionnaires to 108 respondents selected by purposive sampling. Data were analyzed using multiple linear regression to test the effect of each independent variable on the dependent variable. The results showed that the three variables, namely digital marketing, social media influencers, and discounts, have a positive and significant effect on purchase intentions for fashion products on TikTok Shop. Digital marketing facilitates access to product information, influencers play a role in forming positive perceptions, and discounts attract consumers' interest in making purchases. The implications of this study provide insight for fashion entrepreneurs and digital marketers to design effective marketing strategies in attracting Gen Z consumers' buying interest through social media, especially TikTok.
THE EFFECT OF ELECTRONIC WORD OF MOUTH (E-WOM), PRICE AND PRODUCT QUALITY ON THE PURCHASE DECISION OF URBAN LIP CREAM MATTE IMPLORA PRODUCTS AMONG UNIVERSITAS MALIKUSSALEH STUDENTS Fidya Amira Nasution; Khairina AR; Jullimursyida; Rahmaniar
International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET) Vol. 4 No. 12 (2025): NOVEMBER
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/ijset.v4i12.1162

Abstract

This study aims to determine the effect of electronic word of mouth (ewom), price and product quality on purchasing decisions for Implora matte urban lip cream products among students of the Faculty of Economics and Business at Universitas Malikussaleh. The research method used by this study is a quantitative method with multiple linear regression analysis techniques. The population in this study were all active students of the Faculty of Economics and Business at Universitas Malikussaleh totaling 3426 students. To obtain a sample that can represent the population, the Hair formula was used in determining the sample. The number of respondents obtained was 110 respondents. The results of this study indicate that electronic word of mouth has no significant effect, while price and product quality significantly influence purchasing decisions for Implora matte urban lip cream products.
Co-Authors Adnan Ariana Hasibuan Bahri, Halida Chalirafi Cut Intan Julia Farah Anissa Fayza Yovania Br Sembiring Fidya Amira Nasution Hamdiah Heriyana Heriyana Heriyana Ikramuddin, Ikramuddin Irvan Saputra Isna Apriliza Aisyah Jullimursyida Leli Anita Likdanawati M. Syariful Alam M.Subhan Mariyudi Mohd. Heikal Munandar Nadia Nadia Naufal Bachri, Naufal Nisa Humaira Nurainun Rahma Yanti Br Damanik Rahmaniar Rahmaniar Rahmaniar Sabitah Fina Said Abdillah Siti Maimunah Sofatun Nisa Suci Mulyana Sutriani Syahrul Hidayat T. Edyansyah, T. Edyansyah T. Erna Setianingsih Teuku Zulkarnaen Widyana Verawaty Siregar Zahara Husna