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All Journal Mimbar Agribisnis: Jurnal Pemikiran Masyarakat Ilmiah Berwawasan Agribisnis International Journal of Education, Social Studies, And Management (IJESSM)
Fuadiyah, Alda
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Agriculture, Biological Sciences & Forestry Education Other

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Hubungan Pengetahuan Produk dan Gaya Hidup Sehat dengan Minat Beli Minyak Sacha Inchi di Kota Bandung Fuadiyah, Alda; Deliana, Yosini
Mimbar Agribisnis : Jurnal Pemikiran Masyarakat Ilmiah Berwawasan Agribisnis Vol 11, No 1 (2025): Januari 2025
Publisher : Universitas Galuh

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25157/ma.v11i1.15346

Abstract

Sacha inchi oil is a new product derived from the sacha inchi plant. Despite its numerous benefits, its sales in Indonesia remain low. This study aims to analyze the relationship between product knowledge and a healthy lifestyle on purchase interest in sacha inchi oil in Bandung City. The research method used is a survey by distributing online questionnaires to respondents who meet the criteria and reside in Bandung City. The data were analyzed descriptively and using Spearman's rank correlation to examine the relationship between product knowledge and a healthy lifestyle on purchase interest in sacha inchi oil. The results show a relationship between product knowledge and purchase interest in sacha inchi oil with a correlation coefficient of 0.528, indicating a strong relationship. Additionally, there is a relationship between a healthy lifestyle and purchase interest in sacha inchi oil with a correlation coefficient of 0.319, indicating a moderate or fairly strong relationship.
Evaluation of Consumer Purchase Decisions at Cafe on the Wheels: What is the Role of Social Media Marketing, Brand Image, and Product Quality? Fuadiyah, Alda; Suhud, Usep; Krissanya, Nofriska
International Journal Of Education, Social Studies, And Management (IJESSM) Vol. 5 No. 1 (2025): The International Journal of Education, Social Studies, and Management (IJESSM)
Publisher : LPPPIPublishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52121/ijessm.v5i1.589

Abstract

The purpose of this study was to determine the effect of social media marketing, brand image, product quality on purchase intention and purchase decision for consumers of café on the wheels Jago Coffee. The research method uses Quantitative with a survey approach. The sampling technique in this study used purposive sampling sampling with criteria. The criteria used are, have bought Jago Coffee at least once in the last 4 months, live in Jakarta City, know the existence of Instagram social media from Jago Coffee (@Jagoid) and have seen the content. The sample in this study were 303 respondents. The data analysis technique uses Structural Equation Modeling (SEM) through AMOS 23 software and SPSS version 25 to analyze and manage research data. The results of this study indicate that: first, social media marketing, brand image, product quality have a positive and significant effect on purchase intention. Second, social media marketing, brand image, product quality, and purchase intention have a positive and significant effect on purchase decisions.
Evaluation of Consumer Purchase Decisions at Cafe on the Wheels: What is the Role of Social Media Marketing, Brand Image, and Product Quality? Fuadiyah, Alda; Suhud, Usep; Krissanya, Nofriska
International Journal Of Education, Social Studies, And Management (IJESSM) Vol. 5 No. 1 (2025): The International Journal of Education, Social Studies, and Management (IJESSM)
Publisher : LPPPIPublishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52121/ijessm.v5i1.589

Abstract

The purpose of this study was to determine the effect of social media marketing, brand image, product quality on purchase intention and purchase decision for consumers of café on the wheels Jago Coffee. The research method uses Quantitative with a survey approach. The sampling technique in this study used purposive sampling sampling with criteria. The criteria used are, have bought Jago Coffee at least once in the last 4 months, live in Jakarta City, know the existence of Instagram social media from Jago Coffee (@Jagoid) and have seen the content. The sample in this study were 303 respondents. The data analysis technique uses Structural Equation Modeling (SEM) through AMOS 23 software and SPSS version 25 to analyze and manage research data. The results of this study indicate that: first, social media marketing, brand image, product quality have a positive and significant effect on purchase intention. Second, social media marketing, brand image, product quality, and purchase intention have a positive and significant effect on purchase decisions.
Co-Authors Krissanya, Nofriska Usep Suhud Yosini Deliana