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Pengaruh Brand Ambassador, Brand Image, Word of Mouth dan Kualitas Produk terhadap Keputusan Pembelian Produk Mlaku Coffee Roni Caniago; Arini Hidayah; Tri Septin Muji; Alfato Yusnar Kharismasyah
El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Vol. 6 No. 10 (2025): El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/elmal.v6i10.9454

The purpose of this study was to analyze the effect of Brand Ambassador, Brand Image, Word of Mouth and Product Quality on Purchasing Decisions for Mlaku Coffee Products in Purwokerto.The sampling method in this study used non-probability sampling technique, namely purposive sampling. Based on the criteria, 100 respondents were obtained as a sample. The method used in this research is to use quantitative research with data collection using a questionnaire in the form of a 1-5 Likert scale to respondents who have purchased Mlaku Coffee products who live in Purwokerto. The data analyzed is primary data collected through questionnaires and processed using the SPSS version 26 program. The data analysis used in this study is multiple linear regression analysis test. Based on the results of the analysis, it shows that Brand Ambassador has a positive and significant effect on purchasing decisions. Brand Image has no positive effect on purchasing decisions. Word of Mouth has a positive and significant effect on purchasing decisions. Product quality has a positive and significant effect on purchasing decisions.

Pengaruh Promosi, Gaya Hidup, Persepsi Resiko, dan Electronic Word of Mouth Terhadap Minat Beli Motor Listrik di Purwokerto Evan Alesandro Wibowo; Tri Septin Muji; Dian Widyaningtyas; Purnadi
El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Vol. 6 No. 10 (2025): El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/elmal.v6i10.9479

Electric motorcycle are innovative vehicles whose charging does not depend on petroleum, making them more environmentally friendly. The purpose of this study was to analyze the influence of promotion, lifestyle, risk perception, and electronic word of mouth on the interest in purchasing electric motorcycles in Purwokerto through a questionnaire with a purposive sampling technique. Based on the criteria, 100 respondents were obtained. This study used the SPSS test tool, with the research method used multiple regression analysis. The results showed that promotion and risk perception had a positive effect on the interest in purchasing electric motorcycle in Purwokerto. Meanwhile, risk perception and electronic word of mouth did not affect the interest in purchasing electric motorcycle in Purwokerto.

Pengaruh Brand Ambassador, Brand Image, Word of Mouth dan Kualitas Produk terhadap Keputusan Pembelian Produk Mlaku Coffee Roni Caniago; Arini Hidayah; Tri Septin Muji; Alfato Yusnar Kharismasyah
El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Vol. 6 No. 10 (2025): El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/elmal.v6i10.9454

The purpose of this study was to analyze the effect of Brand Ambassador, Brand Image, Word of Mouth and Product Quality on Purchasing Decisions for Mlaku Coffee Products in Purwokerto.The sampling method in this study used non-probability sampling technique, namely purposive sampling. Based on the criteria, 100 respondents were obtained as a sample. The method used in this research is to use quantitative research with data collection using a questionnaire in the form of a 1-5 Likert scale to respondents who have purchased Mlaku Coffee products who live in Purwokerto. The data analyzed is primary data collected through questionnaires and processed using the SPSS version 26 program. The data analysis used in this study is multiple linear regression analysis test. Based on the results of the analysis, it shows that Brand Ambassador has a positive and significant effect on purchasing decisions. Brand Image has no positive effect on purchasing decisions. Word of Mouth has a positive and significant effect on purchasing decisions. Product quality has a positive and significant effect on purchasing decisions.

Pengaruh Promosi, Gaya Hidup, Persepsi Resiko, dan Electronic Word of Mouth Terhadap Minat Beli Motor Listrik di Purwokerto Evan Alesandro Wibowo; Tri Septin Muji; Dian Widyaningtyas; Purnadi
El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Vol. 6 No. 10 (2025): El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/elmal.v6i10.9479

Electric motorcycle are innovative vehicles whose charging does not depend on petroleum, making them more environmentally friendly. The purpose of this study was to analyze the influence of promotion, lifestyle, risk perception, and electronic word of mouth on the interest in purchasing electric motorcycles in Purwokerto through a questionnaire with a purposive sampling technique. Based on the criteria, 100 respondents were obtained. This study used the SPSS test tool, with the research method used multiple regression analysis. The results showed that promotion and risk perception had a positive effect on the interest in purchasing electric motorcycle in Purwokerto. Meanwhile, risk perception and electronic word of mouth did not affect the interest in purchasing electric motorcycle in Purwokerto.

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