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DEDE SUHENDI
STIE WIBAWA KARTA RAHARJA
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Pengaruh Inovasi Produk Dan Brand Image Terhadap Keputusan Pembelian Produk Kosmetik Lipstik Hanasui (Studi Kasus Pada Mahasiswa Stie Wikara) Utami, Indri Putri; Suhendi, Dede; Sulistyanto, Tri Hadi; Darmawan, Meimey; Rustina Dewi Werdiasih
DFAME Digital Financial Accounting Management Economics Journal Vol 3 No 4 (2025): November
Publisher : Awatara Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61434/dfame.v3i4.323

Abstract

This research is motivated by the rapid growth of the cosmetic industry in Indonesia, particularly in lipstick products which are an essential need for women. Although Hanasui is known for its affordable prices and unique product innovations such as the Mattedorable Lip Cream Matcha Latte Edition, in 2024 Hanasui did not release any new innovations, while its competitors continued to innovate. This gap indicates the need for an in-depth analysis of product innovation and brand image on purchase decisions. The main objective of this study is to analyze the influence of product innovation and brand image on the purchase decision of Hanasui lipstick among undergraduate students at STIE Wikara. This research used a quantitative approach with descriptive and causal designs, data collection through questionnaires distributed to undergraduate students at STIE Wikara, and data analysis using SmartPLS to test the measurement and structural models. The results showed that product innovation had a positive and significant effect on purchase decisions, while brand image did not have a significant partial effect. However, simultaneously, product innovation and brand image had a significant effect on purchase decisions. In conclusion, product innovations relevant to consumer trends and needs can increase the purchase decisions of Hanasui lipstick, while brand image needs to be strengthened to support the implemented innovations. This research contributes to the development of marketing management knowledge and provides practical applications for companies to enhance competitiveness through product innovation and brand image strengthening. 
PENGUATAN KETAHANAN PANGAN MASYARAKAT MELALUI SISTEM HIDROPONIK DAN AKUAPONIK SEDERHANA DESA SIRNAMANAH Nur Izzati; Eko Wiji Pamungkas; Dede Suhendi; Dini Fitriani; Irawati; Intan Ariyani
Setawar Abdimas Vol. 5 No. 1 (2026): Januari
Publisher : Universitas Muhammadiyah BengkuluUniversitas Muhammadiyah Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36085/sa.v5i1.9343

Abstract

Ketahanan pangan rumah tangga dapat ditingkatkan melalui inovasi budidaya tanaman dengan sistem hidroponik sederhana. Kegiatan ini dilaksanakan di Desa Sirnamanah dengan metode penyuluhan, diskusi, dan praktik langsung menggunakan aqua gelas bekas,rockwool, benih sayuran, serta galon berisi ikan lele. Hasil kegiatan menunjukkan antusiasme tinggi dari masyarakat, terutama ibu rumah tangga dan pemuda desa, yang mampu membuat instalasi hidroponik sederhana dengan baik. Penerapan sistem ini terbukti mudah dilakukan, bermanfaat bagi ketahanan pangan, serta berpotensi dikembangkan menjadi usaha kecil. Selain itu, kegiatan ini menunjukkan bahwa masyarakat mampu mengimplementasikan sistem hidroponik sederhana menggunakan bahan lokal seperti pipa paralon, botol bekas, dan nutrisi hidroponik AB Mix. Setelah tiga bulan pendampingan, tingkat keberhasilan pertumbuhan tanaman mencapai 90%, dan 75% peserta melanjutkan budidaya secara mandiri. Kegiatan ini berkontribusi terhadap peningkatan kesadaran masyarakat terhadap pentingnya pertanian urban, diversifikasi pangan, serta pemanfaatan teknologi pertanian sederhana di lingkungan rumah tangga.
Co-Authors Darmawan, Meimey Dini Fitriani Eko Wiji Pamungkas Indri Putri Utami Intan Ariyani Irawati Nur Izzati Rustina Dewi Werdiasih Sulistyanto, Tri Hadi