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All Journal Journal of Economics and Business UBS Asian Journal of Management Analytics Jurnal Pendidikan Indonesia (Japendi) El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Journal of Ekonomics, Finance, and Management Studies
Justiana Astuti, Herni
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Religion Agriculture, Biological Sciences & Forestry Civil Engineering, Building, Construction & Architecture Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences

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The Influence of Halal Labeling, Promotion, Product Quality, and Brand Image on Purchasing Decisions for Teh Pucuk Harum Wildan, Tafrikhul; Justiana Astuti, Herni; Widyaningtyas, Dian; Endratno, Hermin
Asian Journal of Management Analytics Vol. 4 No. 3 (2025): July 2025
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/ajma.v4i3.15017

Abstract

This study aims to identify the factors that affect the purchase decision of teh pucuk harum products. The research uses a quantitative method by collecting primary data through a survey of 108 respondents who are active students from UNSOED, UMP, and UIN Purwokerto. Data were analyzed using IBM SPSS Statistics 26. The results of the study show that halal labeling has a negative effect on purchase decisions, because consumers already consider the product halal without looking at the label. Promotion does not have a significant effect because the promotional strategy has not attracted enough interest from consumers. On the other hand, product quality and brand image have a positive effect, as consumers consider taste and brand reputation more in making purchasing decisions.
Pengaruh Content Marketing, Citra Merek, Kualitas Pelayanan dan Kepercayaan Konsumen terhadap Keputusan Pembelian pada E-Commerce Tokopedia: Studi pada Pengguna di Purwokerto Widyaningtyas, Dian; nurazizah, afifah; Justiana Astuti, Herni; Endratno, Hermin
El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Vol. 6 No. 9 (2025): El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/elmal.v6i9.9446

Abstract

        This study aims to analyze the influence of content marketing, brand image, service quality, and consumer trust on purchasing decisions of Tokopedia e-commerce users in Purwokerto. The research used a quantitative approach. The population in this study were Purwokerto residents who are Tokopedia users. The sampling method used was Purposive sampling, namely respondents based on criteria, in this case the selected respondents were Tokopedia users who live in Purwokerto, and have made transactions on Tokopedia at least once. A sample of 110 respondents was determined using the Lemeshow formula, data were collected through a questionnaire with a five-point Likert scale, and analyzed using multiple linear regression to test the influence of each independent variable on purchasing decisions. The study shows that all independent variables have a positive effect on purchasing decisions. This study confirms that an effective content marketing strategy, strengthening brand image, improving service quality, and building consumer trust are very important in increasing purchasing decisions on the Tokopedia e-commerce platform.
Pengaruh Content Marketing, Citra Merek, Kualitas Pelayanan dan Kepercayaan Konsumen terhadap Keputusan Pembelian pada E-Commerce Tokopedia: Studi pada Pengguna di Purwokerto Widyaningtyas, Dian; nurazizah, afifah; Justiana Astuti, Herni; Endratno, Hermin
El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Vol. 6 No. 9 (2025): El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/elmal.v6i9.9446

Abstract

        This study aims to analyze the influence of content marketing, brand image, service quality, and consumer trust on purchasing decisions of Tokopedia e-commerce users in Purwokerto. The research used a quantitative approach. The population in this study were Purwokerto residents who are Tokopedia users. The sampling method used was Purposive sampling, namely respondents based on criteria, in this case the selected respondents were Tokopedia users who live in Purwokerto, and have made transactions on Tokopedia at least once. A sample of 110 respondents was determined using the Lemeshow formula, data were collected through a questionnaire with a five-point Likert scale, and analyzed using multiple linear regression to test the influence of each independent variable on purchasing decisions. The study shows that all independent variables have a positive effect on purchasing decisions. This study confirms that an effective content marketing strategy, strengthening brand image, improving service quality, and building consumer trust are very important in increasing purchasing decisions on the Tokopedia e-commerce platform.
Pengaruh Persepsi Kemudahan Penggunaan dan Kepercayaan Terhadap Penggunaan E-Commerce Pada Website Halodoc dengan Persepsi Manfaat Sebagai Mediasi Rahma, Nandita; Justiana Astuti, Herni; Widyaningtyas, Dian; Fauziridwan, Meydy
Jurnal Pendidikan Indonesia Vol. 6 No. 2 (2025): Jurnal Pendidikan Indonesia
Publisher : Publikasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59141/japendi.v6i2.7294

Abstract

Penelitian bertujuan untuk menganalisis dan membahas pengaruh persepsi kemudahan penggunaan, kepercayaan, dan persepsi manfaat sebagai mediator terhadap penggunaan e-commerce. Sumber data dalam penelitian ini menggunakan data primer yang diperoleh dengan menyebarkan kuesioner menggunakan Google Form. Penelitian ini menggunakan metode SEM (Structural Equation Model) dengan pendekatan PLS (Partial Least Square) versi 3.0. Jumlah sampel yang diuji 102 responden dengan teknik pengumpulan sampel menggunakan purposive sampling. Temuan ini mengungkapkan bahwa persepsi kemudahan penggunaan, kepercayaan dan persepsi manfaat berpengaruh signifikan terhadap penggunaan e-commerce, kepercayaan berpengaruh signifikan terhadap persepsi manfaat, persepsi manfaat berpengaruh signifikan terhadap penggunaan e-commerce, persepsi manfaat memediasi hubungan kepercayaan terhadap penggunaan e-commerce, namun persepsi kemudahan penggunaan tidak berpengaruh signifikan terhadap persepsi manfaat dan persepsi manfaat tidak memediasi hubungan persepsi kemudahan penggunaan terhadap penggunaan e-commerce
Peran Keputusan Pembelian dalam Pengaruh Celebrity Endorsment dan Brand Image terhadap Kepuasan Konsumen Ayu Aradhea, Nissa; Justiana Astuti, Herni; Tubastuvi, Naelati; Hidayah, Arini
Journal of Economics and Business UBS Vol. 14 No. 3 (2025): Journal of Economics and Business UBS
Publisher : Cv. Syntax Corporation Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

Keputusan pembelian produk skintific dikalangan milenial dan Gen Z sangat pesat terlebih dengan adanya platform tiktok menjadikan pemasaran produk lebih efektif  dan tepat sasaran pada perkembangan teknologi saat ini. Tujuan Penelitian ini menganalisis pengaruh celebrity endorsement, brand image, dan keputusan pembelian terhadap kepuasan konsumen Skintific. Penelitian kuantitatif dengan metode survei pada 100 mahasiswa dari tiga universitas terbesar di Purwokerto. Studi menggunakkan analisis PLS. Hasilnya, Celebrtty Endorsment dan Brand Image berpengaruh positif dan signifikan terhadap keputusan pembelian, Celebrity Endorsment tidak berpengaruh terhadap kepuasan konsumen sedangkan Brand Image berpengaruh positif dan signifikan terhadap kepuasan konsumen. Namun keputusan pembelian berdampak positif dan signifikan pada kepuasan konsumen. Dan keputusan pembelian dapat memediasi celebrity endorsment pada kepuasan konsumen dan memediasi brand image pada kepuasan konsumen. Strategi pemasaran yang hanya berfokus pada celebrity endorsement tanpa didukung oleh kualitas produk dan brand image yang kuat mungkin hanya efektif untuk mendorong pembelian awal, tetapi kurang mampu menciptakan kepuasan dan loyalitas jangka panjang. Penting bagi pemasar untuk memahami bahwa celebrity endorsement berperan sebagai pendorong keputusan pembelian, yang kemudian harus diikuti oleh pengalaman positif dari produk untuk mencapai kepuasan konsumen.
Co-Authors Arini Hidayah, Arini Ayu Aradhea, Nissa Fauziridwan, Meydy Hermin Endratno Naelati Tubastuvi Nurazizah, Afifah Rahma, Nandita Widyaningtyas, Dian Wildan, Tafrikhul