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All Journal Indonesian Journal of Law and Economics Review Jurnal Ekonomi Efektif Journal Pemberdayaan Ekonomi dan Masyarakat
Hariasih , Misti
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Law, Crime, Criminology & Criminal Justice Social Sciences Other

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Peranan Desain Kemasan, Variasi Produk, dan Harga dalam Keputusan Pembelian Konsumen Atho'urrohman, Wildan; Hariasih , Misti
Jurnal Pemberdayaan Ekonomi dan Masyarakat Vol. 1 No. 2 (2024): April
Publisher : Indonesian Journal Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47134/jpem.v1i2.255

Abstract

Penelitian ini bertujuan untuk mengetahui dan menjelaskan pengaruh desain kemasan, variasi produk, dan harga terhadap keputusan pembelian Pia Mahen Gempol Pasuruan. Dalam penelitian ini menggunakan jenis penelitian kuantitatif dengan pengujian hipotesis. Populasinya adalah seluruh konsumen Pia Mahen Gempol Pasuruan. Penelitian ini menggunakan metode non-probability sampling dengan teknik purposive sampling dengan jumlah responden sebanyak 96 orang, dengan kriteria konsumen yang pernah membeli Pia Mahen Gempol Pasuruan minimal satu kali dan konsumen yang berusia minimal 20 tahun. Hasil penelitian membuktikan bahwa variabel desain kemasan, variasi produk, dan harga secara parsial berpengaruh signifikan terhadap keputusan pembelian Pia Mahen Gempol Pasuruan.
Brand Ambassador and Price Shape Consumer Purchasing Decisions Muttaqien, Habibil; Hariasih , Misti
Indonesian Journal of Law and Economics Review Vol. 20 No. 2 (2025): May
Publisher : Universitas Muhammadiyah Sidoarjo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21070/ijler.v20i2.1373

Abstract

General Background: The bottled drinking water (AMDK) industry in Indonesia continues to grow rapidly, supported by increased public awareness of clean and safe water consumption. Specific Background: Within this competitive market, Le Minerale strives to strengthen consumer purchase intentions through marketing variables such as brand ambassadors, product design, and price. Knowledge Gap: Previous studies have shown inconsistent results regarding the relationship between these variables and consumer purchasing decisions, necessitating further empirical validation. Aims: This study aims to analyze the roles of brand ambassadors, product design, and price in shaping consumer purchasing decisions for Le Minerale products in Sidoarjo. Results: Using a quantitative method with 100 respondents and multiple linear regression analysis, findings reveal that brand ambassadors and price significantly and positively affect purchasing decisions, while product design has no significant effect. Novelty: This study integrates consumer perception theory with marketing mix analysis in a specific local market, providing an updated empirical perspective. Implications: The results suggest that effective marketing strategies should prioritize credible brand ambassadors and affordable pricing to enhance purchase intentions in the bottled water industry. Highlights: Brand ambassadors and price significantly influence purchasing decisions. Product design shows no significant relationship with consumer choice. Marketing strategy should focus on credibility and pricing competitiveness. Keywords: Brand Ambassador, Product Design, Price, Purchasing Decision, Marketing Management
Pengaruh Live Streaming Shopping, Price Flash Sale, dan Hedonic Motivation Shopping terhadap Purchase Decision S-Commerce Tiktok Shop Produk Skincare Zahira, Anggita Zam; Hariasih , Misti
Jurnal Ekonomi Efektif Vol. 7 No. 3 (2025): JURNAL EKONOMI EFEKTIF
Publisher : Universitas Pamulang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32493/JEE.v7i3.48595

Abstract

Penelitian ini mengkaji pengaruh live streaming shopping, price flash sale, dan hedonic motivation shopping terhadap purchase decision s-commerce pada produk skincare di TikTok Shop. Metode yang digunakan adalah pendekatan kuantitatif kausal dengan teknik purposive sampling pada 160 responden pengguna TikTok. Data dikumpulkan melalui kuesioner dengan skala likert dan dianalisis menggunakan PLS-SEM melalui SmartPlus 4.1.0.9. Hasil penelitian menunjukkan bahwa ketiga variabel independen berpengaruh positif dan signifikan terhadap purchase decision. Temuan ini dapat menjadi rekomendasi strategi pemasaran produk skincare di TikTok. Namun, volume promosi yang berlebihan dapat berdampak negatif pada purchase decision.
Co-Authors Atho'urrohman, Wildan Muttaqien, Habibil Zahira, Anggita Zam