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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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Hubungan Citra Merek dan Kesesuaian Harga dengan Keputusan Pembelian pada Brand Streetwear Lokal Widianingsih, Nindri; 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/p2xbxq35

Abstract

The development of the fashion industry in Indonesia, especially in Bandung, is very rapid every year, many fashion brands are emerging. One strategy to maintain its existence is by paying attention to brand image and price. This study aims to analyze the influence of brand image and price on purchasing decisions for WHSTL Official products in Bandung. The research method used is quantitative with data collected through questionnaires to 150 respondents who have purchased the product. The data analysis technique used multiple linear regression with the help of SPSS 27. The results showed that price has a positive and significant effect on purchasing decisions. Conversely, brand image has a negative and significant effect, which indicates that current brand perceptions do not support purchase intentions. Simultaneously, brand image and price have a significant effect on purchasing. This study suggests that WHSTL Official should focus its strategy on competitive pricing and reevaluate brand management to change consumer perceptions into positive purchasing behavior.  
Analisis Kualitas Produk dan Gaya Hidup dalam Membentuk Keputusan Pembelian Produk Sunscreen Wijaya, Noval; 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/prgp3p42

Abstract

The skincare industry in Indonesia is experiencing rapid growth as public awareness of the importance of skin protection increases. Wardah, as a popular local brand, faces intense competition, making product quality and consumer lifestyle important factors influencing sunscreen purchasing decisions. This study aims to analyze the influence of product quality and lifestyle on Wardah sunscreen purchasing decisions. The research method used a quantitative approach through distributing questionnaires to Wardah sunscreen users. Data were analyzed using multiple linear regression to test the partial and simultaneous effects between variables. The results showed that product quality and lifestyle had a positive and significant effect, both partially and simultaneously, on Wardah sunscreen purchasing decisions. This finding underscores the importance of improving formulation quality and adapting marketing strategies to consumer lifestyles to increase purchasing interest. Practically, these findings can be used by companies to design product quality improvement strategies and marketing approaches that align with the lifestyles of young consumers, particularly college students.
Implementasi Pemasaran Digital dan Kualitas Produk dalam Menarik dan Menjangkau Konsumen Sampurna, Yoga; 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/n9s3d163

Abstract

The development of digital technology has encouraged business actors to adopt more adaptive marketing strategies in response to increasing market competition. Digital marketing has become an important tool for attracting and reaching consumers, while product quality remains a key factor in building consumer trust and loyalty. This study aims to analyze the implementation of digital marketing and product quality in attracting and reaching consumers. This research employs a qualitative approach with a descriptive method. The study was conducted in Jl. Raya Derwati, Rancasari District, Bandung City, West Java. Data were collected through in-depth interviews, observation, and documentation involving business actors and consumers selected using purposive sampling. Data analysis was carried out through data reduction, data presentation, and conclusion drawing, with data validity ensured through source and technique triangulation. The findings indicate that digital marketing plays a significant role in expanding consumer reach and increasing consumer interest, while product quality serves as a determining factor in consumer satisfaction and trust. The integration of effective digital marketing strategies with consistent product quality can enhance business competitiveness in the digital era.
Model Pengaruh Influencer Endorsment dan Testimoni Pelanggan Terhadap Keputusan Pembelian pada Produk Fashion Lokal di Kota Bandung Filah, Zikra 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/z2v3pr06

Abstract

The development of social media has driven changes in marketing strategies, particularly through the use of influencer endorsements and customer testimonials as a means of building consumer trust in the local fashion industry. Although these strategies are increasingly implemented, previous studies have shown inconsistent findings regarding their influence on consumers’ purchasing decisions. Therefore, this study aims to analyze the effect of influencer endorsements and customer testimonials on purchasing decisions for local fashion products in Bandung City. This study employs a quantitative approach with a causal research design, involving a sample of 154 respondents selected using purposive sampling. Data were collected through an online questionnaire using a Likert scale and analyzed using multiple linear regression with the assistance of SPSS version 26. The results indicate that influencer endorsements and customer testimonials have a positive and significant effect on purchasing decisions, both partially and simultaneously. These findings provide practical implications for local fashion businesses in designing more effective social media–based digital marketing strategies
Pengaruh Strategi Promosi dan Kualitas Pelayanan terhadap Minat Konsumen dalam Pemilihan Produk Asuransi Ramdani, Dimas Muhammad; 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/prahqm69

Abstract

The development of the financial services industry requires insurance companies to improve their promotional strategies and service quality to attract consumer interest. This study aims to analyze the influence of promotional strategies and service quality on consumer interest in choosing AXA Mandiri insurance products at Bank Mandiri Rancaekek Branch. The study used a quantitative method with a survey approach. Data were collected through a Likert scale questionnaire and analyzed using multiple linear regression. The results showed that promotional strategies and service quality had a positive and significant effect on consumer interest, both partially and simultaneously. Service quality had a more dominant influence than promotional strategies. It was concluded that increasing consumer interest in AXA Mandiri insurance products requires effective promotions as well as professional and reliable service
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