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All Journal PENG: Jurnal Ekonomi dan Manajemen Cakrawala : Management Science Journal Ekopedia: Jurnal Ilmiah Ekonomi Indonesia Economic Journal
Halimah Zahrah
Universitas Muhammadiyah Bandung
Economics, Econometrics & Finance

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Pengaruh Harga Paket Internet dan Kualitas Layanan Terhadap Loyalitas Pelanggan Riezka Putri Imanda; Halimah Zahrah
Indonesia Economic Journal Vol. 2 No. 1 (2026): JANUARI-JUNI
Publisher : Indo Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/61ymk358

Abstract

The widespread increase in internet usage has driven progress in the telecommunications sector, especially among internet service providers. Price and service quality are important factors influencing customer loyalty. This study aims to analyze the effect of price and service quality on customer loyalty at R and R Cell Terusan Buah Batu. This study uses a quantitative approach with descriptive and verification methods. The research sample was obtained using the Accidental Sampling technique. Data were collected using a questionnaire with a Likert scale of 1-5 that has been tested for validity and reliability. The data analysis technique used multiple linear regression analysis with the help of SPSS version 25. The results of the study indicate that price has no positive and insignificant effect on customer loyalty. Service quality has a positive and significant effect on customer loyalty. Price and service quality simultaneously have a significant effect on customer loyalty. Service quality has a more dominant influence than price. It can be concluded that the combination of price and service quality has a substantial impact on customer loyalty. Suggestions in this study can formulate more effective marketing strategies based on an understanding of the factors that influence customer loyalty.
Pengaruh Pemasaran Influencer dan Strategi Penetapan Harga Terhadap Proses Keputusan Pembelian Air Minum Dalam Kemasan (AMDK) Afifa Nabila; Halimah Zahrah
Indonesia Economic Journal Vol. 2 No. 1 (2026): JANUARI-JUNI
Publisher : Indo Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/yea8e254

Abstract

The packaged drinking water (AMDK) industry in Indonesia is facing increasingly intense competition due to rapid urbanization, high mobility among Generation Z, and the dominance of major brands such as Le Minerale. This condition encourages companies to optimize marketing strategies, particularly influencer marketing and pricing strategies, to influence young consumers’ purchase decision processes. This study aims to analyze the effect of influencer marketing and pricing strategy on t he purchase decision process of AMDK among Faculty of Economics and Business students aged 19–23 years. This research adopts a quantitative approach with a causal design and a cross-sectional survey method. Data were collected through questionnaires from 150 respondents selected using stratified random sampling and analyzed using multiple linear regression. The results indicate that influencer marketing has a positive and significant effect and serves as the dominant factor influencing the AMDK purchase decision process. Pricing strategy also has a positive and significant effect, although it plays a complementary role. Simultaneously, influencer marketing and pricing strategy significantly affect the purchase decision process, with a contribution of 47.9%. The study concludes that the synergy between influencer credibility and competitive price perception strengthens the AMDK purchase decision process among Generation Z consumers. These findings contribute theoretically to digital marketing and consumer behavior literature and provide practical implications for companies in designing effective marketing strategies targeting young consumers.
Peran Digital Marketing dan Harga Terhadap Keputusan Pembelian Batu Alam Rizal Mustofa; Halimah Zahrah
Indonesia Economic Journal Vol. 2 No. 1 (2026): JANUARI-JUNI
Publisher : Indo Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/9x5ees93

Abstract

The rapid development of information and communication technology has led to significant changes in marketing strategies, particularly through the implementation of digital marketing. Digital marketing enables companies to reach consumers more widely, quickly, and efficiently, and plays an important role in influencing purchasing decisions. This study aims to analyze the effect of digital marketing and price on consumer purchasing decisions of natural stone products at Jibalstones. This research employs a quantitative approach, with data collected through questionnaires distributed to Jibalstones consumers. The data were analyzed using multiple linear regression analysis to examine the influence of each variable. The results indicate that digital marketing has a positive and significant effect on purchasing decisions, suggesting that effective utilization of digital platforms can increase consumer interest and trust. In addition, price also has a significant effect on purchasing decisions, where consumers tend to choose products with competitive prices that are proportional to the quality offered. Simultaneously, digital marketing and price have a significant influence on consumer purchasing decisions. These findings are expected to provide insights for companies in formulating effective digital marketing strategies and appropriate pricing policies to enhance competitiveness and increase sales of natural stone products.
Hubungan Kualitas Layanan Elektronik dan Promosi Penjualan dengan Keputusan Penggunan Platform Pesan Antar Makanan Online di Kota Bandung Nadila Elsa; Halimah Zahrah
Indonesia Economic Journal Vol. 2 No. 1 (2026): JANUARI-JUNI
Publisher : Indo Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/1degnp26

Abstract

This study aims to analyze the influence of E-Service Quality and sales promotion on consumers' usage decisions of GoFood services in Bandung City. Indonesia's food delivery service industry has experienced significant growth with transaction values reaching USD 5.5 billion in 2022 and projected to grow to USD 12.7 billion by 2025. Amid intense competition between GoFood, GrabFood, and ShopeeFood, understanding the factors influencing consumer decisions has become crucial. The research employs a quantitative approach with a causal design to examine cause-and-effect relationships between variables. Primary data were collected through questionnaires distributed to 100 GoFood users in Bandung City using nonprobability sampling with incidental sampling method. Data analysis was conducted using multiple linear regression with hypothesis testing through t-test, F-test, and coefficient of determination. The results indicate that E-Service Quality has a positive and significant effect on GoFood usage decisions, as does sales promotion. Simultaneously, both variables are proven to have a significant influence on GoFood service usage decisions. These findings provide practical implications for digital platforms to enhance electronic service quality and optimize sales promotion strategies in maintaining consumer loyalty in the digital economy era.
Analysis Of The Effect Of Social Security And Commission On Platform System Obscurity Among Student Drivers In Bandung City Ari Assrishan Sosh Mantoro; Halimah Zahrah; Nilam Meylani; Siti Azmi Nur Islami; Zaid Abdul Hamid
CAKRAWALA : Management Science Journal Vol. 2 No. 2 (2025): Cakrawala Management Science Journal - September
Publisher : Yayasan Edukasi Cakrawala Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63541/20wax419

Abstract

This study aims to examine the impact of the unclear applicator system on social security fairness and commission deductions for student online motorcycle taxi drivers in Bandung City. The research is motivated by ongoing demonstrations demanding transparency, fair working conditions, and protection for drivers, particularly concerning the partnership status and high commission cuts of 30% or more. Using a mixed methods approach with sequential exploratory design, the study began with qualitative interviews to explore key issues, followed by a quantitative survey involving 97 respondents. Regression analysis revealed that 60.1% of the perceived system obscurity is influenced by two main factors: the commission system and lack of social security. However, only the commission variable showed a significant partial effect. These findings emphasize the urgency of improving transparency in commission policies and fostering open, two-way communication between applicators and drivers to build a fairer and more sustainable partnership model in the digital transportation platform sector.
Pengaruh Citra Merk Dan Penerapan Harga Terhadap Keputusan Pembelian Mobil Komersial Pada PT Wicaksana Berlian Motor Cibiru Bandung Muhammad Gibran Siregar; Halimah Zahrah
Ekopedia: Jurnal Ilmiah Ekonomi Vol. 2 No. 1 (2026): JANUARI-MARET
Publisher : Indo Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/mgccpb78

Abstract

The automotive industry plays an important role in the national economy, however, the commercial vehicle segment has shown a decline in sales in recent years. This condition is influenced by economic slowdown, rising credit interest rates, and the depreciation of the rupiah. Mitsubishi, through PT Wicaksana Berlian Motor Cibiru, has also experienced a similar trend despite maintaining a positive brand image. Based on interviews and preliminary surveys, consumers perceive Mitsubishi vehicles as durable and high-quality, yet relatively expensive compared to competitors. This indicates that purchasing decisions are influenced by a combination of brand image and pricing strategy policy. This study aims to determine the effect of brand image and price on purchasing decisions of Mitsubishi commercial vehicles at PT Wicaksana Berlian Motor Cibiru.
Pengaruh Kebijakan Harga dan Kualitas Produk Terhadap Loyalitas Pelanggan pada Produk Kesehatan Hewan Octriliani Octriliani; Halimah Zahrah; Indra Sasangka
Ekopedia: Jurnal Ilmiah Ekonomi Vol. 2 No. 1 (2026): JANUARI-MARET
Publisher : Indo Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/q98txm46

Abstract

The pet care or pet shop industry in Indonesia is currently experiencing significant growth in line with increasing public awareness and the tendency to keep pets and consider them part of the family (pets as family), a phenomenon known as the pet economy. This is also accompanied by increased attention to the health and welfare of pets. This situation makes product quality the main foundation for building customer loyalty, as pet owners are becoming more critical and knowledgeable, seeking not only feed or care products but also the best products for the health and welfare of their beloved pets. This study aims to determine the extent of the influence of Clean'Nest's pricing policy and product quality on consumer loyalty at PT Hollycat Summarecon Bandung using a quantitative approach through a survey method of 32 customers selected using purposive sampling. Data collection was carried out using a 1–5 Likert scale questionnaire that had been tested for validity and reliability, and analyzed using multiple linear regression with the help of SPSS version 26. The results of the study indicate that simultaneously, pricing policy (X1) and product quality (X2) influence customer loyalty, but partially, only product quality has a significant effect, while pricing policy does not, with a coefficient of determination of 79.1%.
Pengaruh Kualitas Produk, Harga dan Promosi Terhadap Keputusan Pembelian pada Produk Konveksi Dthreee di Kota Bandung Dinda Hijriani; Halimah Zahrah; Indra Sasangka
Ekopedia: Jurnal Ilmiah Ekonomi Vol. 2 No. 1 (2026): JANUARI-MARET
Publisher : Indo Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/7z0pzx36

Abstract

Increasing competition in the convection industry encourages business actors to implement appropriate marketing strategies, in which product quality, price, and promotion are important factors influencing consumer purchasing decisions. This study aims to determine the effect of product quality, price, and promotion on purchasing decisions of DThreee convection products in Bandung City. The study employs a quantitative approach using a survey method and multiple linear regression analysis. The results show that partially, product quality, price, and promotion do not have a significant effect on purchasing decisions; however, simultaneously, these three variables have a significant effect on purchasing decisions. These findings indicate that consumer purchasing decisions are influenced by the combination of product quality, price, and promotion. Therefore, DThreee convection businesses are advised to integrate improvements in product quality with competitive pricing and effective promotional strategies.
Pengaruh Brand Image dan Harga Terhadap Keputusan Pembelian Produk Skincare di Subang Dita Nur Syifa; Halimah Zahrah; Indra Sasangka
Ekopedia: Jurnal Ilmiah Ekonomi Vol. 2 No. 1 (2026): JANUARI-MARET
Publisher : Indo Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/45bqm509

Abstract

Changes in consumer behavior encourage businesses to adjust their marketing strategies, with brand image and price becoming important factors in purchasing decisions. This study aims to determine the influence of brand image and price on consumer purchasing decisions at Toko Mega Berkah using a quantitative approach through surveys and multiple linear regression analysis. The results show that partially, brand image and price have no significant effect, but simultaneously, both have a significant effect on purchasing decisions. These findings indicate that purchasing decisions are influenced by a combination of brand image and price, so Toko Mega Berkah is advised to integrate brand image strategies with appropriate pricing.
Pengaruh Kualitas Produk dan Promosi Produk terhadap Keputusan Pembelian Fashion Lokal dan Produk Impor Thrifting di sekitaran Kota Bandung Dzaky Naufal Zhafran; Halimah Zahrah; Indra Sasangka
Ekopedia: Jurnal Ilmiah Ekonomi Vol. 2 No. 1 (2026): JANUARI-MARET
Publisher : Indo Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/1s3yjn52

Abstract

As one of the major fashion industry centers in Indonesia, Bandung has experienced significant growth in both local fashion brands and the imported thrifting market, creating an interesting competitive landscape in consumer preferences. This research employs a quantitative approach using descriptive and verificative methods. Data were collected through questionnaires distributed to 30 respondents aged 20–35 years who reside in Bandung City and have purchased local fashion or imported thrifting products within the last six months. The data were measured using a five-point Likert scale and analyzed through validity and reliability tests as well as statistical analysis to examine the partial and simultaneous effects of the variables. The results indicate that product quality and product promotion have a positive influence on consumer purchase decisions for both local fashion and imported thrifting products. Product quality plays a crucial role in building consumer trust, while promotion contributes to increasing purchase interest and encouraging buying actions. Simultaneously, product quality and product promotion have a significant effect on purchase decisions. This study is expected to serve as a reference for local fashion businesses and thrifting sellers in developing more effective quality improvement and promotional strategies.
Co-Authors Achmad Mansur Pauji Afifa Nabila Agisni Alawiyah Agree Dani Norrochman Ahmad Zhofaro Jawharul Fadl Aisyah Humayyrah Aisyah Yulia Citra Ali Rahman Fauji Alifa Raudhatul Nisa Amanda Helinkika Amelia Rahmadani Anastasya Salsabila Alika Putri Andyka Maulana Prayoga Annisa Desfia Annisa Zaida Rahman Ari Assrishan Sosh Mantoro Arya Haydar Zulfikar Asep Iwan Ridwan Nugraha Aulia Nur Fadila Aulia Rahadatulaisyi Aulia Silvana Auriel Putri Marlina Azmi Aufal Marom Bilal Arfiansyah Dea Kuni Fauziyah Dendi Nur Fadilah Dewi Resti Agustiani Dilif Faris Naufal Dimas Muhammad Ramdani Dinda Hijriani Dita Nur Syifa Dwi Julyansyah Dzaky Naufal Zhafran Dzilla Khoerunnisa Fahdah Athifah Haura Fadhilah Fahra Awalia Zahra Febi Tivani Amelia Putri Feisal Rahman Setiawan Fidelairna Daniswara Fiqi Ardi Abdurahman Masdar Fiqri Alief Fahrijal Hanifa Aulia Hasna Najwa Sabrina Haura Nurul Ilmi Ikhsan Tyo Dewanggara Imel Aura Agustin Indra Sasangka Indy Fauziah Hanifa Jasmine Hasna Rinjani Alifah Jaya Kusuma Karmelia Ravensky Lailafitri Pratiwi Maryo Putra Rahayu Mela Ratna Sari Mia Damayanti Mona Amir Mugni Nurul Ilmi Muhamad Pirdaus Muhammad Al Gifari Ramadhan Muhammad Gibran Siregar Muhammad Raihan N. M Muhammad Raihan Ramadhani Mutia Damayanti Nabila Syaharani Nadia Wangsa Kusumadiningrat Nadila Elsa Nahla Della Puspita Naila Dwi Ananti Naufal Fathi Athallah Naura Rahadhatul Aisy Nazhara Azmi Neng Lisda Saadah Nida Windatun Nilam Meylani Nindri Widianingsih Noval Wijaya Noviana Febriani Nur Fauziah Putri Nur Rafidah Karimah Nuri Nuraeni Octriliani Octriliani Putri Ayuningtyas Putri Dewi Renggani Putri Watini Rap Sanjani Rayhan Azhari Ilham Refansa Febriana Akbar Rhiza Villani Riezka Putri Imanda Rifzki Raihansah Rivaldy Al Faruqi Rizal Mustofa Rosiana Dewi Sadam Maulana Salsabila Fauziah Shahnaz Rahmadina Nurhidayat Shellvy Setiawan Silva Novianti Siti Azmi Nur Islami Siti Kamila Nurhasanah Siti Rahmawati Soffi Assifa Insani Syahira Rachmadina Syahla Mutia Aini Syakila Fasha Nurdin Tania Kirana Aprilia Tanti Amalia Tariza Mega Pratiwi Garini Tiara Apriani Umu Mahmudah Wafiyati Nur Amrina Wanda Aruniya Yoga Sampurna Yosef Cindi Septian Zafira Nurtadza Putri Zaid Abdul Hamid Zikra Muhamad Filah