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Dedy Lazuardi
Sekolah Tinggi Ilmu Ekonomi Eka Prasetya, Medan, Indonesia
Economics, Econometrics & Finance

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THE INFLUENCE OF E-COMMERCE, BRAND IMAGE, PRODUCT QUALITY ON PURCHASING DECISIONS FOR PORTO SANDALS AT SHOPEE LASBIO FOOTWEAR Ihdina Gustina; Dedy Lazuardi; Azrina Amalia
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 8 No 2 (2025): Sharia Economics
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v8i2.7079

Abstract

This study aims to determine the effect of E-Commerce, Brand Image, and Product Quality on consumer purchasing decisions at the Lasbio Footwear online store on the Shopee platform. The research method used is quantitative with a survey approach. The research sample consisted of 100 respondents who were Lasbio Footwear consumers. The data analysis technique used is multiple linear regression with the help of SPSS software. The results showed that partially or simultaneously, the variables of E-Commerce, Brand Image, and Product Quality had a positive and significant effect on Purchasing Decisions. Among the three variables, Product Quality has the most dominant influence. The coefficient of determination (R²) value of 0.482 indicates that 48.2% of the variation in Purchasing Decisions can be explained by the three independent variables, while the rest is influenced by other factors not examined. Thus, this study concludes that the success of selling Lasbio Footwear products at Shopee is influenced by the effective use of e-commerce platforms, the strength of brand image, and the quality of products offered to consumers.
The Effect of Word-of-Mouth (WOM) and Atmosphere on Competitive Advantage at Rumah Makan Rasa Leluhur, Medan City Junaedi Caga; Dedy Lazuardi; Irvan Rolyesh Situmorang; Elisabeth Nainggolan; Idina Gustina
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 9 No 2 (2026): Sharia Economics
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

The culinary industry in Medan City is growing rapidly, with over 2,002 restaurants operating as of 2025, creating intense competition. Rumah Makan Rasa Leluhur, a traditional restaurant in Medan, faces challenges in maintaining its competitive advantage amid increasing rivalry. This study aims to analyze the effect of Word of Mouth (WOM) and store atmosphere on the competitive advantage of Rumah Makan Rasa Leluhur in Medan City, both partially and simultaneously. This research employed a quantitative associative approach. Data were collected through questionnaires distributed to 100 respondents selected using incidental sampling. The research variables include Word of Mouth (X₁), Store Atmosphere (X₂), and Competitive Advantage (Y). Data analysis was conducted using multiple linear regression, classical assumption tests, t-test, F-test, and coefficient of determination (R²). The results show that Word of Mouth has a positive and significant partial effect on competitive advantage (t = 4.695 > t-table = 1.661; sig. = 0.001) with a partial contribution of 15.5%. Store Atmosphere also has a positive and significant partial effect (t = 4.917 > t-table = 1.661; sig. = 0.001) with a partial contribution of 17.1%. Simultaneously, both variables significantly influence competitive advantage (F = 23.487 > F-table = 3.09; sig. < 0.001), explaining 32.6% of the variance (R² = 0.326). These findings suggest that improving positive word of mouth communication and enhancing the physical store atmosphere are key strategies for strengthening the competitive position of Rumah Makan Rasa Leluhur.
The Influence of Digital Marketing, Business Capital, and HR Competence on the Success of Fashion UMKM Businesses in the Medan Area District Jefry Holy; Dedy Lazuardi; Widalicin Januarty; Sri Rezeki; Brilian Moktar
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 9 No 2 (2026): Sharia Economics
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v9i2.10234

Abstract

This study aims to examine the effects of digital marketing, business capital, and human resource competencies on the business success of fashion MSMEs in Medan Area District. The research employs a quantitative approach using a survey method with 124 MSME actors as respondents. Data were collected through questionnaires and analyzed using multiple regression analysis to test the hypotheses. The findings reveal that digital marketing, business capital, and human resource competencies each significantly influence business success both individually and simultaneously. Specifically, digital marketing has the highest contribution to business success, followed by human resource competencies and business capital. The study also finds that these three variables collectively explain a substantial proportion of the variance in business success. This research contributes to the existing literature by emphasizing the importance of integrating digital strategies, adequate capital management, and competent human resources in achieving sustainable business performance. Furthermore, the findings provide practical insights for MSME actors to enhance their competitiveness through optimizing digital marketing, improving financial management, and developing human resource capabilities, while future studies are encouraged to explore additional factors such as innovation and market orientation.
Co-Authors Azrina Amalia Brilian Moktar Elisabeth Nainggolan Idina Gustina Ihdina Gustina Irvan Rolyesh Situmorang Jefry Holy Junaedi Caga Sri Rezeki Widalicin Januarty