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Wirawan, Soni
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Economics, Econometrics & Finance

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Journal : Jurnal Ekonomi dan Bisnis GROWTH (JEBG)

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DETERMINASI BRAND EQUITY DAN IMPULSE BUYING TERHADAP KEPUTUSAN PEMBELIAN PADA BISNIS DIGITAL E-COMMERCE Wirawan, Soni; Syahputra, Hendra
Growth Vol 22 No 2 (2024): NOVEMBER
Publisher : Relawan Jurnal Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36841/growth-journal.v22i2.6063

Abstract

This study aims to identify the influence of brand equity and impulse buying on purchasing decisions in the context of e-commerce, and explore the synergistic use of these two factors to improve business performance. Focusing on Shopee application users in Bondowoso and Situbondo, totaling 22,550, this study adopted the proportional random sampling method and used the Slovin formula to determine a sample of 131 users. Path analysis was conducted using the IBM AMOS program after the data was tested for validity and reliability with SPSS. The results showed that brand equity has a positive and significant influence on purchasing decisions. Likewise, impulse buying shows a positive and significant influence on purchasing decisions. This study opens up opportunities to explore the impact of these two factors on different consumer segments, such as age and digital literacy levels. These findings are expected to provide practical insights for e-commerce business actors in designing attractive and sustainable marketing strategies, and emphasize the importance of building strong brand equity in facing increasingly tight e-commerce industry competition.
PENTINGNYA MANAJEMEN STRATEGI DAN BRAND AWARENESS TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN MELALUI TITIK PENJUALAN UNIK PADA PLATFORM E-COMMERCE MARKETPLACE SHOPEE, TOKOPEDIA DAN LAZADA DI BANYUWANGI, JEMBER, SITUBONDO DAN BONDOWOSO Wirawan, Soni; Syahputra, Hendra; Minullah, Minullah
Growth Vol 23 No 1 (2025): MEI
Publisher : Relawan Jurnal Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36841/growth-journal.v23i1.6859

Abstract

This study aims to analyze the influence of strategic management and brand awareness on purchasing decisions directly and indirectly through unique selling points in the context of e-commerce. By focusing on users of several marketplace applications in the former Besuki Residency which includes the regencies of Banyuwangi, Bondowoso, Jember and Situbondo. This study adopts a non-probability sampling method with a quota sampling technique to determine a sample of 200 users. Path analysis was carried out using the IBM AMOS program after the data was tested for validity and reliability with SPSS. The results of the study indicate that both strategic management and brand awareness have a positive and significant influence on unique selling points and purchasing decisions, in addition, unit selling points have an indirect effect on strategic management and brand awareness on purchasing decisions. These findings are expected to provide practical insights for e-commerce business actors in designing attractive and sustainable marketing strategies, and emphasize the importance of building strong brand recognition in the face of increasingly tight e-commerce industry competition
Co-Authors Hendra Syahputra Ida Ayu Putu Sri Widnyani Minullah, Minullah