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All Journal Journal of Business Economics and Management
Puti Embun Sari
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Economics, Econometrics & Finance

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Pengaruh Gaya Hidup Dan Lokasi Terhadap Minat Beli Coffe Shop Kopi Kita Cabang Jati Padang Muhammad Ridho; Puti Embun Sari
Journal of Business Economics and Management | E-ISSN : 3063-8968 Vol. 1 No. 3 (2025): Januari - Maret
Publisher : GLOBAL SCIENTS PUBLISHER

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This study analyzes the influence of lifestyle on consumer purchasing decisions in fashion thrifting, with purchase intention as an intervening variable using a quantitative method. The research aims to determine the effect of lifestyle on consumer purchasing decisions in fashion thrifting, with purchase intention as an intervening variable. This study employs a survey method with a quantitative approach, where data was collected from 96 respondents who are thrifting consumers. The population in this study consists of all consumers who purchase fashion thrifting in Padang City, with an unknown exact number, and the research sample was selected using purposive sampling. Data collection was conducted through questionnaires distributed to all respondents, which were then analyzed using SEM-PLS (Structural Equation Modeling – Least Square). The results show that lifestyle has a direct and significant effect on purchasing decisions, although this effect becomes stronger when mediated by purchase intention. The intervening variable test indicates that purchase intention strengthens the relationship between lifestyle and purchasing decisions. Thus, purchase intention serves as a significant intervening variable in this study.
Pengaruh Social Media Marketing, Discount Dan Brand Awareness Terhadap Keputusan Pembelian Produk Kosmetik Barenbliss Di Shopee Adinda Frisilla; Puti Embun Sari
Journal of Business Economics and Management | E-ISSN : 3063-8968 Vol. 2 No. 1 (2025): Juli - September
Publisher : GLOBAL SCIENTS PUBLISHER

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This research aims to analyze the effect of social media marketing, discounts, and brand awareness on purchase decisions for Barenbliss cosmetic products on Shopee. The study uses a quantitative approach with data collected from 100 respondents through a structured questionnaire. The analysis employed multiple linear regression to determine the partial and simultaneous influence of the variables. The results show that social media marketing, discounts, and brand awareness significantly influence purchasing decisions, both individually and simultaneously. These findings suggest that strengthening digital marketing strategies and brand engagement can enhance consumer purchasing behavior.
Pengaruh Celebrity Endorser, Citra Merek Dan Kepercayaan Konsumen Terhadap Keputusan Pembelian Produk Skincare Azarine Di Shopee Shinta Ulfa; Puti Embun Sari
Journal of Business Economics and Management | E-ISSN : 3063-8968 Vol. 2 No. 1 (2025): Juli - September
Publisher : GLOBAL SCIENTS PUBLISHER

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Abstract

This study aims to determine the influence of Celebrity Endorser, Brand Image, and Consumer Trust on purchasing decisions for Azarine skincare products on Shopee. The data used are quantitative data obtained from questionnaires. The sampling technique used non-probability sampling with a total of 100 respondents. Data processing was carried out using SPSS 25 through validity, reliability, classical assumption tests, and multiple linear regression analysis. The results of the study indicate that partially, Celebrity Endorser has a positive but insignificant effect on purchasing decisions. Brand Image has a positive and significant effect on purchasing decisions. Consumer Trust also has a positive and significant effect on purchasing decisions. Simultaneously, these three variables influence purchasing decisions for Azarine skincare products on Shopee.
Co-Authors Adinda Frisilla Muhammad Ridho Shinta Ulfa