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All Journal IIJSE Danadyaksa: Post Modern Economy Journal
Indah Respati Kusumasari
Universitas Pembangunan Nasional "Veteran" Jawa Timur, Surabaya, Indonesia
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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The Influence of Brand Image, Product Quality, and Electronic Word of Mouth on Purchase Decision on Cargloss Helmet Products (Study on Cargloss Helmet Product Users in Surabaya) Erniz Regi Nobelyta Zuniyanto; Indah Respati Kusumasari
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.v9i1.7260

Abstract

This study aims to determine the significant influence of brand image, product quality, and electronic word of mouth both simultaneously and partially on purchase decisions on Cargloss helmet products in Surabaya. This type of research is associative research with a quantitative approach. Measurement of variables using a Likert scale with criteria strongly disagree to strongly agree. This sampling technique uses a non-probability sampling method by applying a purposive sampling approach. In this study, the population used was residents of Surabaya City with a sample of 100 respondents who were Cargloss helmet users. The data collection method uses a questionnaire distributed to respondents who match the criteria. Data analysis techniques using the SPSS version 26 programme. This study states that the variables Brand Image, Product Quality, and Electronic Word of Mouth simultaneously have a significant effect on Purchase Decision on Cargloss helmet products in Surabaya. The results also show that there is a significant effect of Brand Image, Product Quality, and Electronic Word of Mouth partially on Purchase Decision on Cargloss helmet products in Surabaya.
The Influence of Fashion Lifestyle, Promotion, and Service Quality on Purchase Intention Among Consumers of the Giyomi Fashion Brand in Surabaya Savira Az Zahro; Indah Respati Kusumasari
Danadyaksa: Post Modern Economy Journal Vol. 4 No. 1 (2026): Post Modern Economy Journal
Publisher : Yayasan Pendidikan Islam Bustanul Ulum Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.69965/danadyaksa.v4i1.394

Abstract

This study aims to analyze the influence of fashion lifestyle, promotion, and service quality on purchase intention among consumers of Giyomi Fashion Brand Surabaya. This research employed a quantitative approach with an associative research design. The sampling technique used purposive sampling with a total of 112 respondents who were consumers of Giyomi Surabaya. Data were collected through questionnaires using a Likert scale and analyzed using multiple linear regression with SPSS. The results revealed that fashion lifestyle, promotion, and service quality simultaneously had a significant effect on purchase intention. Partially, fashion lifestyle had a positive and significant effect on purchase intention with a significance value of 0.005, promotion had a positive and significant effect with a significance value of 0.000, and service quality had a positive and significant effect with a significance value of 0.002. Among the independent variables, promotion was identified as the most dominant factor influencing consumers’ purchase intention. This study contributes to the development of consumer behavior studies in the local fashion industry, particularly regarding the role of fashion lifestyle, promotion, and service quality in influencing consumers’ purchase intention.
Co-Authors Erniz Regi Nobelyta Zuniyanto Savira Az Zahro