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All Journal Journal of Law, Poliitic and Humanities Cakrawala : Management Science Journal Ekopedia: Jurnal Ilmiah Ekonomi
Zahrah, Halimah
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Humanities Economics, Econometrics & Finance Law, Crime, Criminology & Criminal Justice Social Sciences

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Pengaruh Citra Merek, Elecronic Word of Mouth dan Kualitas Pelayanan Terhadap Keputusan Pembelian: Studi Kasus Konsomen Shopee di Kecamatan Malausma Amalia, Tanti; Zahrah, Halimah
Ekopedia: Jurnal Ilmiah Ekonomi Vol. 2 No. 1 (2026): JANUARI-MARET
Publisher : Indo Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/pxtrdw63

Abstract

The rapid growth of e-commerce has significantly transformed consumer behavior in purchase decision-making, particularly through the roles of brand image, electronic word of mouth, and service quality. Increasing market competition requires digital platforms to build consumer trust and deliver positive experiences in order to maintain business sustainability. This study aims to analyze the influence of brand image, electronic word of mouth, and service quality on the purchase decisions of Shopee consumers in Malausma District. The research employs a quantitative approach with a causal associative design. Data were collected through a survey of consumers who had previously made purchases on Shopee and were analyzed using multiple linear regression techniques. The findings indicate that brand image, electronic word of mouth, and service quality exert a positive influence on purchase decisions, both partially and simultaneously. A strong brand image is able to shape consumer perceptions and confidence, while electronic word of mouth serves as an important information source that affects consumer attitudes and purchase intentions. Meanwhile, high service quality enhances consumer trust and comfort in conducting transactions. These findings highlight the importance of integrated digital marketing strategies through brand strengthening, effective management of consumer reviews, and continuous improvement of service quality to encourage purchase decisions on e-commerce platforms.
Pengaruh Kualitas Produk dan Citra  Merek Terhadap Keputusan Pembelian Produk Skincare Apriani, Tiara; Zahrah, Halimah
Ekopedia: Jurnal Ilmiah Ekonomi Vol. 2 No. 1 (2026): JANUARI-MARET
Publisher : Indo Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/brdxnm62

Abstract

The growth of the beauty industry has changed the way consumers buy products. Product quality and brand image greatly influence purchasing decisions for skincare products. This study analyzes how product quality and brand image affect management students of the 2023 class at Muhammadiyah University Bandung. The method used is quantitative research with 126 respondents selected through purposive sampling. Data was collected through a questionnaire that had been tested for validity and reliability. The results showed that product quality had a positive and significant effect on purchasing decisions, as did brand image. Overall, both contributed greatly to purchasing decisions. The study concluded that good product quality and a strong brand image are important for increasing purchasing decisions. It is recommended to continue maintaining product quality and building a positive brand image.  
Analisis Promosi Digital dan Citra Merek dalam Mendorong Keputusan Pembelian Produk Fashion Lokal Septian, Yosef Cindi; Zahrah, Halimah
Ekopedia: Jurnal Ilmiah Ekonomi Vol. 2 No. 1 (2026): JANUARI-MARET
Publisher : Indo Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/3q3zs105

Abstract

The development of the local fashion industry encourages companies to utilize digital promotions and build brand image to influence consumer purchasing decisions. Increasingly fierce competition demands marketing strategies that not only increase exposure but also shape positive consumer perceptions of brands. This study aims to analyze the influence of digital promotions and brand image on purchasing decisions for local fashion products. The research method used a quantitative approach with a survey technique through the distribution of questionnaires to 80 respondents. Data were analyzed using multiple linear regression with the help of SPSS software. The results showed that digital promotions and brand image have a positive influence on purchasing decisions, but partially neither showed a significant influence. Simultaneously, digital promotions and brand image also did not have a significant influence on purchasing decisions. These findings indicate that purchasing decisions for local fashion products are not only influenced by digital promotions and brand image, but also by other factors outside the research model. The results of this study are expected to serve as an academic reference and input for local fashion entrepreneurs in formulating more comprehensive marketing strategies.
Pengaruh Live Streaming dan Review Product Terhadap Keputusan Pembelian di Marketplace Watini, Putri; Zahrah, Halimah
Ekopedia: Jurnal Ilmiah Ekonomi Vol. 2 No. 1 (2026): JANUARI-MARET
Publisher : Indo Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/zjggsg52

Abstract

The development of information technology has driven a shift in consumer shopping behavior from offline to online, particularly through e-commerce platforms like Shopee. One widely used digital marketing strategy is live streaming and the use of product reviews as a source of information and consumer trust. This study aims to analyze the influence of live streaming and product reviews on purchasing decisions for Freaky Official Shop products on Shopee. This study used a quantitative approach with a survey method. The study population was 4,396 Freaky Official Shop consumers in Bandung City in December 2025, with a sample of 368 respondents determined using the Slovin formula and purposive sampling technique. Data were collected through questionnaires and analyzed using multiple linear regression with the help of SPSS version 27. The results showed that live streaming partially had a positive and significant effect on purchasing decisions, while product reviews also had a positive and significant and dominant effect. Simultaneously, live streaming and product reviews significantly influenced purchasing decisions. The results of this study indicate that a marketing strategy through live streaming and effective product review management can improve consumer purchasing decisions on e-commerce platforms
Pengaruh Kualitas Pelayanan dan Digital Marketing Terhadap Loyalitas Pelanggan pada Aplikasi -Wallet (Studi pada Pengguna Dompet Digital di Cimincrang) Ramadhani , Muhammad Raihan; Zahrah, Halimah
Ekopedia: Jurnal Ilmiah Ekonomi Vol. 2 No. 1 (2026): JANUARI-MARET
Publisher : Indo Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/nt630855

Abstract

This study aims to analyze the effect of service quality and digital marketing on customer loyalty to the DANA e-wallet application in the Cimincrang RW 012 area. This study uses a quantitative approach with a survey method by distributing questionnaires to application users. The results show that service quality has a positive effect on customer loyalty, especially through the aspects of system reliability, transaction security, and service responsiveness. In addition, digital marketing also plays a role in increasing loyalty through digital promotions, intensive communication, and application-based marketing campaigns. Simultaneously, these two variables support each other in shaping e-wallet customer loyalty. This study suggests that e-wallet application managers continue to improve service quality and optimize digital marketing strategies on an ongoing basis in order to strengthen user loyalty amid competition in digital financial services.
Pengaruh Kualitas Produk dan Promosi Terhadap Keputusan Pembelian The Pucuk Harum pada Mahasiswa FEB Angkatan 2022 Universitas Muhammadiyah Bandung Pirdaus, Muhamad; Zahrah, Halimah
Ekopedia: Jurnal Ilmiah Ekonomi Vol. 2 No. 1 (2026): JANUARI-MARET
Publisher : Indo Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/17yf4t64

Abstract

This study aims to examine the effect of product quality and promotion on purchasing decisions of The Pucuk Harum among students of the Faculty of Economics and Business, Class of 2022, Universitas Muhammadiyah Bandung. This research employs a quantitative approach using a survey method. The data were collected through questionnaires distributed to respondents and analyzed using multiple linear regression analysis. The results show that product quality has a positive and significant effect on purchasing decisions. Promotion also has a positive and significant effect on purchasing decisions. Simultaneously, product quality and promotion significantly influence purchasing decisions of The Pucuk Harum. These findings indicate that improving product quality and implementing effective promotional strategies play an important role in encouraging consumers’ purchasing decisions.
Pengaruh Kualitas Produk dan Harga Terhadap Keputusan Pembelian Produk Fashion  E-Commerce Zahrah, Halimah; Azmi, Nazhara
Ekopedia: Jurnal Ilmiah Ekonomi Vol. 2 No. 1 (2026): JANUARI-MARET
Publisher : Indo Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/m7y76c63

Abstract

The rapid development of e-commerce in the fashion industry has intensified competition among brands, requiring companies to understand the factors influencing consumer purchase decisions. This study aims to analyze the effect of product quality and price on purchase decisions of fashion e-commerce products, specifically focusing on the Erigo brand. This research employs a quantitative approach using a survey method. Data were collected through an online questionnaire distributed to 138 respondents who are Management students at Universitas Muhammadiyah Bandung and have previously purchased Erigo products. Data analysis was conducted using multiple linear regression with the assistance of SPSS version 27. The results indicate that product quality has a positive and significant effect on purchase decisions with a regression coefficient. Price also has a positive and significant effect on purchase decisions with a regression coefficient. Simultaneously, product quality and price significantly influence purchase decisions with a contribution, while the remaining variance is influenced by other factors outside this study. These findings suggest that improving product quality accompanied by appropriate pricing strategies can enhance consumer purchase decisions in the fashion e-commerce sector
Pengaruh Pemasaran Digital dalam Meningkatkan Brand Awarnness dan Loyalitas Pelanggan pada Produk Kosmetik Karimah, Nur Rafidah; Zahrah, Halimah
Ekopedia: Jurnal Ilmiah Ekonomi Vol. 2 No. 1 (2026): JANUARI-MARET
Publisher : Indo Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/050h7947

Abstract

This study aims to analyze the influence of digital marketing on brand awareness and its impact on customer loyalty toward Hanasui cosmetic products. A quantitative causal research design was employed using a cross-sectional survey of 210 Hanasui consumers. Data were analyzed using multiple linear regression to examine both direct and indirect relationships among variables. The results indicate that digital marketing has a positive and significant effect on brand awareness. Brand awareness significantly influences customer loyalty. Simultaneously, digital marketing and brand awareness significantly enhance customer loyalty. These findings highlight the strategic role of digital marketing in strengthening brand recognition and building long-term customer relationships in the cosmetic industry.
Pengaruh Brand Image dan Kualitas Produk Terhadap  Keputusan Pembelian Produk Fashion Putri, Nur Fauziah; Zahrah, Halimah
Ekopedia: Jurnal Ilmiah Ekonomi Vol. 2 No. 1 (2026): JANUARI-MARET
Publisher : Indo Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/2h2prz62

Abstract

The rapid development of the sneaker shoe fashion industry encourages an increase in competition between brands in attracting consumer interest, especially among students. Brand image and product quality are important factors that affect purchasing decisions. This research aims to analyze the influence of brand image and product quality on the decision to buy sneakers in students of the Faculty of Economics and Business, Muhammadiyah University of Bandung, Class of 2023. The method used is quantitative research with purposive sampling technique on 149 respondents. Data is collected through questionnaires that have been tested for validity and reliability, then analyzed using multiple linear regression. Research results show that brand image and product quality have a positive and significant effect on purchasing decisions, both partially and simultaneously, with product quality having a more dominant influence. Overall, this study concludes that strengthening Brand Image and improving product quality is an important strategy in improving the decision to buy sneakers among students.  
Social Media Marketing, Brand Awareness, dan Keputusan Pembelian: Studi Kuantitatif pada Produk Skincare Pria Dewanggara, Ikhsan Tyo; Zahrah, Halimah
Ekopedia: Jurnal Ilmiah Ekonomi Vol. 2 No. 1 (2026): JANUARI-MARET
Publisher : Indo Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/1wr96q54

Abstract

The development of social media has changed consumer behavior in seeking information and making purchasing decisions, including for increasingly competitive men's skincare products. The high intensity of digital promotion gives consumers many brand choices, requiring companies to implement effective social media marketing strategies and build brand awareness to influence purchasing decisions. This study aims to analyze the influence of social media marketing and brand awareness on purchasing decisions for men's skincare products. This study uses a quantitative approach with a survey method. The research population consists of active social media users in Bandung who have used men's skincare products. The sampling technique uses purposive sampling with a sample size of 80 respondents. Data were collected through an online questionnaire using a five-point Likert scale and analyzed using multiple linear regression with the help of SPSS version 26. The results of the study indicate that social media marketing and brand awareness have a positive and significant effect on purchasing decisions, both partially and simultaneously, with brand awareness as the most dominant variable. This study concludes that optimizing marketing strategies through consistent and relevant social media can increase brand awareness and encourage consumer purchasing decisions.
Co-Authors Abdul Hamid, Zaid Agustin, Imel Aura Aini, Syahla Mutia Al Faruqi, Rivaldy Alifah, Jasmine Hasna Rinjani Amalia, Tanti Apriani, Tiara Arfiansyah, Bilal Asep Sapsudin Azmi, Nazhara Dewanggara, Ikhsan Tyo Dewi, Rosiana Fadl, Ahmad Zhofaro Jawharul Fahrijal, Fiqri Alief Febriani, Noviana Filah, Zikra Muhamad Gibran Siregar, Muhammad Hijriani, Dinda Karimah, Nur Rafidah Khoerunnisa, Dzilla Kusuma, Jaya Mantoro, Ari Assrishan Sosh Marlina , Auriel Putri Meylani, Nilam Naufal, Dilif Faris Nur Fadila, Aulia Nur Islami , Siti Azmi Nur Syifa, Dita Nuraeni, Nuri Octriliani, Octriliani Pauji, Achmad Mansur Pirdaus, Muhamad Putri, Nur Fauziah Putri, Zafira Nurtadza Ramadhan, Muhammad Al Gifari Ramadhani , Muhammad Raihan Ramdani, Dimas Muhammad Rubiyanti, Dora Sabrina, Hasna Najwa Sampurna, Yoga Sanjani, Rap Sari , Mela Ratna sasangka, indra Septian, Yosef Cindi Siti Rahmawati Watini, Putri Widianingsih, Nindri Wijaya, Noval Zhafran, Dzaky Naufal