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All Journal Bisnis Net : Jurnal Ekonomi dan Bisnis
Wardani, Rina Umi
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Economics, Econometrics & Finance

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PENGARUH MEDIA SOSIAL, KUALITAS PRODUK, DAN HARGA TERHADAP MINAT BELI SEPEDA LISTRIK MEREK U-WINFLY DI KUDUS Wardani, Rina Umi; Aqliya, Jauharotun Sholha; Rasyida, Ana Mar’atur; Andni, Riyan; Candra, Eki
Bisnis-Net Vol 8, No 1: JUNI 2025
Publisher : Universitas Dharmawangsa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46576/bn.v8i1.6298

Abstract

Abstract This study examines the influence of social media, product quality, and price on the purchase intention of U-WINFLY electric bicycles in Kudus. This study uses a quantitative approach, utilizing normality tests to ensure that the data distribution is suitable for analysis. The results show that all social media, product quality, and price variables are normally distributed, with skewness and kurtosis values in the acceptable range, confirming the reliability of the data for further analysis. This study consisted of 112 people, who were selected beyond the purposive sampling system by analyzing the data using the Econometric Views 8 (E-views 8) program. The literature review highlights the importance of social media as a marketing tool, emphasizing its efficiency in promoting products and maintaining customer relationships at low cost compared to traditional sales methods. In addition, it discusses the role of product quality in shaping consumer trust and purchasing behavior, showing that consumer perceptions of quality directly affect their purchasing decisions.
PENGARUH INOVASI PRODUK, EKUITAS MEREK, DAN LIFESTYLE TERHADAP KEPUTUSAN PEMBELIAN IPHONE DI KALANGAN GEN Z Wardani, Rina Umi; Rizkina, Fanisa; Melani, Wiwik; Kusrini, Eni
Bisnis-Net Vol 8, No 2: DESEMBER 2025
Publisher : Universitas Dharmawangsa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46576/bn.v8i2.6884

Abstract

This study aims to analyze the influence of product innovation, brand equity, and lifestyle on iPhone purchasing decisions among Gen Z. The method used is a quantitative approach with multiple linear regression techniques. Data were obtained by distributing questionnaires to Gen Z who had purchased and used an iPhone. The results of the study indicate that partially product innovation, brand equity, and lifestyle each have a positive and significant effect on purchasing decisions. In addition, simultaneously the three variables also have a positive and significant effect on iPhone purchasing decisions among Gen Z. This finding indicates that companies need to continue to innovate products, build strong brand equity, and adjust marketing strategies to consumer lifestyles to improve purchasing decisions. 
Co-Authors Andni, Riyan Aqliya, Jauharotun Sholha Candra, Eki Eni Kusrini, Eni Melani, Wiwik Rasyida, Ana Mar’atur Rizkina, Fanisa