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All Journal Multidisciplinary Indonesian Center Journal Jurnal Manajemen FE-UB
Hendri Rudiawan
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Religion Humanities Decision Sciences, Operations Research & Management Earth & Planetary Sciences Education Other

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ANALYSIS OF BRAND IMAGE ON CONSUMER DECISIONS TO BUY FASHION PRODUCT ONLINE IN E-COMMERCE OF GENERATION Z AT BANDAR LAMPUNG CITY Aprilia Tri Asifa; Hendri Rudiawan; Jhon Nasyaroeka
Multidisciplinary Indonesian Center Journal (MICJO) Vol. 2 No. 2 (2025): Vol. 2 No. 2 Edisi April 2025
Publisher : PT. Jurnal Center Indonesia Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62567/micjo.v2i2.696

Abstract

This study aims to determine whether there is an influence between product image, user image, brand ambassador, promotion, price and product quality on consumer decisions to buy fashion product online in e-commerce of generation z at Bandar Lampung city. This study uses quantitative methods with multiple linear regression analysis. The number of samples in this study was 500. The method of collecting data is by distributing questionnaires using google forms as a medium. The results of the t test show that the product image variable has significant effect on purchasing decisions for buy fashion product with a tcount value greater than ttable (4,163 > 1,965), the user image variable has significant negative effect on purchasing decisions for buy fashion product with a tcount value greater than ttable (4,356 > 1,965), the brand ambassador variable has significant negative effect on purchasing decisions for buy fashion product with a tcount value greater than ttable (3,664 > 1,965), the promotion variable has significant effect on purchasing decisions for buy fashion product with a tcount value greater than ttable (5,255 > 1,965), the price variable has significant effect on purchasing decisions for buy fashion product with a tcount value greater than ttable (8,966 > 1,965), and product quality variables have a significant effect on purchasing decisions for buy fashion product products with a tcount value greater than ttable (11,077 > 1,965). Product image, user image, brand ambassador, promotion, price and product quality variables simultaneously affect the purchasing decisions for buy fashion product online in e-commerce of generation z at Bandar Lampung city.
Peranan Manajemen Produksi dalam Menyelaraskan Kinerja Perusahaan Hendri Rudiawan
Jurnal Manajemen FE-UB Vol. 9 No. 2 (2021): Jurnal Manajemen FE-UB
Publisher : Fakultas Ekonomi Universitas Borobudur

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Abstract

Kajian paper ini berkaitan dengan peranan manajemen produksi dan fungsinya dalam prosesproduksi di perusahaan. Fungsi manajemen produksi hingga saat ini selalu melekat pada setiapkegiatan perusahaan maupun kegiatan industri manufaktur. Dalam paper ini dijelaskan fungsifungsi penting dalam manajemen produksi untuk meningkatkan kinerja perusahaan. Paper inijuga memberi pandangan sekilas tentang sumber daya manusia dan bagaimana merekaberinteraksi dalam kegiatan manajemen produksi. Hal ini juga menegaskan bahwa ketersediaanpekerjaan dan peningkatan individu dalam perusahaan menjadi bagian penting dari manajemenproduksi. Dengan mengeksplorasi lebih jauh peranan manajemen produksi maka akan terlihatbahwa manajemen produksi memberikan solusi berbagai masalah yang terjadi dalam kegiatanproduksi di suatu perusahaan.Kata Kunci: Manajemen Produksi
Co-Authors Aprilia Tri Asifa Jhon Nasyaroeka