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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 Influencer Marketing dan Kepercayaan Konsumen terhadap Keputusan Pembelian Produk Fashion Dilif Faris Naufal; 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/wsnwvx40

Abstract

This study aims to analyze the influence of Influencer Marketing and Consumer Trust on purchasing decisions for fashion products in e-commerce. The research method used is an associative quantitative approach. Data were collected through questionnaires distributed to 30 millennial respondents who actively use social media. Data analysis was conducted using Multiple Linear Regression with the help of EViews 12 software. The results showed that Influencer Marketing has a positive and significant effect on purchasing decisions. In addition, Consumer Trust was also proven to have a positive and significant effect on purchasing decisions. Simultaneously, the two independent variables contributed 94.94% of the influence on purchasing decisions. These findings indicate that the combination of authentic visual promotions from influencers and a strong foundation of trust is the main key to successful sales of fashion products in the digital era.  
Pengaruh Promosi dan Citra Merek terhadap Keputusan Pembelian Sabun Mandi Rosiana Dewi; 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/bn763844

Abstract

This study aims to analyze the effect of promotion and brand image on the decision to purchase Lux brand soap among female Management students of the 2022 class at Muhammadiyah University Bandung. This study uses a quantitative method with a descriptive and verificative approach. The research sample consisted of 52 users of Lux brand soap who were selected using purposive sampling. Data were collected using a questionnaire with a 1-5 Likert scale that had been tested for validity and reliability. Data analysis techniques used multiple linear regression analysis with the help of SPSS version 26. The results showed that promotion had a positive and significant effect on purchasing decisions. Brand image also has a positive and significant effect on purchasing decisions. Simultaneously, promotion and brand image have a significant effect on purchasing decisions with a contribution. Brand image has a stronger influence on increasing the purchase decision of Lux brand soap. The suggestion in this study is to integrate digital promotion strategies with sustainable branding strategies to create strong synergy for stakeholders.
Pengaruh Kualitas dan Harga Terhadap Minat Beli Konsumen pada UMKM Kripik Piksun Desa Nagrak Kecamatan Pacet, Kabupaten Bandung Siti Rahmawati; 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/ge6trb22

Abstract

This study aims to determine the influence of price and word of mouth (WOM) on consumer purchase intention at the Keripik Piksun MSME in Nagrak Village, Pacet District, Bandung Regency. The research method used was quantitative, with data collection through questionnaires and interviews. The sample size was 222 respondents, determined using the Slovin formula with a 5% margin of error. Data analysis was conducted using multiple linear regression analysis, validity tests, reliability tests, normality tests, multicollinearity tests, t-tests, and the coefficient of determination (R²). The results showed that price had a positive and significant effect on consumer purchase intention, and word of mouth also had a positive and significant effect on consumer purchase intention. Simultaneously, price and word of mouth had a significant effect on consumer purchase intention, with a coefficient of determination of 57.9%. The remaining influence was influenced by other variables outside the study. Word of mouth had a more dominant influence than price. This research is expected to provide considerations for MSMEs in setting appropriate prices and improving word of mouth strategies to increase consumer purchase intention
Pengaruh Citra Merek, Elecronic Word of Mouth dan Kualitas Pelayanan Terhadap Keputusan Pembelian: Studi Kasus Konsomen Shopee di Kecamatan Malausma Tanti Amalia; 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/pxtrdw63

Abstract

The rapid growth of e-commerce has significantly transformed consumer behavior in purchase decision-making, particularly through the roles of brand image, electronic word of mouth, and service quality. Increasing market competition requires digital platforms to build consumer trust and deliver positive experiences in order to maintain business sustainability. This study aims to analyze the influence of brand image, electronic word of mouth, and service quality on the purchase decisions of Shopee consumers in Malausma District. The research employs a quantitative approach with a causal associative design. Data were collected through a survey of consumers who had previously made purchases on Shopee and were analyzed using multiple linear regression techniques. The findings indicate that brand image, electronic word of mouth, and service quality exert a positive influence on purchase decisions, both partially and simultaneously. A strong brand image is able to shape consumer perceptions and confidence, while electronic word of mouth serves as an important information source that affects consumer attitudes and purchase intentions. Meanwhile, high service quality enhances consumer trust and comfort in conducting transactions. These findings highlight the importance of integrated digital marketing strategies through brand strengthening, effective management of consumer reviews, and continuous improvement of service quality to encourage purchase decisions on e-commerce platforms.
Pengaruh Kualitas Produk dan Citra  Merek Terhadap Keputusan Pembelian Produk Skincare Tiara Apriani; 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/brdxnm62

Abstract

The growth of the beauty industry has changed the way consumers buy products. Product quality and brand image greatly influence purchasing decisions for skincare products. This study analyzes how product quality and brand image affect management students of the 2023 class at Muhammadiyah University Bandung. The method used is quantitative research with 126 respondents selected through purposive sampling. Data was collected through a questionnaire that had been tested for validity and reliability. The results showed that product quality had a positive and significant effect on purchasing decisions, as did brand image. Overall, both contributed greatly to purchasing decisions. The study concluded that good product quality and a strong brand image are important for increasing purchasing decisions. It is recommended to continue maintaining product quality and building a positive brand image.  
Analisis Promosi Digital dan Citra Merek dalam Mendorong Keputusan Pembelian Produk Fashion Lokal Yosef Cindi Septian; 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: 10.63822/3q3zs105

Abstract

The development of the local fashion industry encourages companies to utilize digital promotions and build brand image to influence consumer purchasing decisions. Increasingly fierce competition demands marketing strategies that not only increase exposure but also shape positive consumer perceptions of brands. This study aims to analyze the influence of digital promotions and brand image on purchasing decisions for local fashion products. The research method used a quantitative approach with a survey technique through the distribution of questionnaires to 80 respondents. Data were analyzed using multiple linear regression with the help of SPSS software. The results showed that digital promotions and brand image have a positive influence on purchasing decisions, but partially neither showed a significant influence. Simultaneously, digital promotions and brand image also did not have a significant influence on purchasing decisions. These findings indicate that purchasing decisions for local fashion products are not only influenced by digital promotions and brand image, but also by other factors outside the research model. The results of this study are expected to serve as an academic reference and input for local fashion entrepreneurs in formulating more comprehensive marketing strategies.
Pengaruh Live Streaming dan Review Product Terhadap Keputusan Pembelian di Marketplace Putri Watini; 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/zjggsg52

Abstract

The development of information technology has driven a shift in consumer shopping behavior from offline to online, particularly through e-commerce platforms like Shopee. One widely used digital marketing strategy is live streaming and the use of product reviews as a source of information and consumer trust. This study aims to analyze the influence of live streaming and product reviews on purchasing decisions for Freaky Official Shop products on Shopee. This study used a quantitative approach with a survey method. The study population was 4,396 Freaky Official Shop consumers in Bandung City in December 2025, with a sample of 368 respondents determined using the Slovin formula and purposive sampling technique. Data were collected through questionnaires and analyzed using multiple linear regression with the help of SPSS version 27. The results showed that live streaming partially had a positive and significant effect on purchasing decisions, while product reviews also had a positive and significant and dominant effect. Simultaneously, live streaming and product reviews significantly influenced purchasing decisions. The results of this study indicate that a marketing strategy through live streaming and effective product review management can improve consumer purchasing decisions on e-commerce platforms
Pengaruh Kualitas Pelayanan dan Digital Marketing Terhadap Loyalitas Pelanggan pada Aplikasi -Wallet (Studi pada Pengguna Dompet Digital di Cimincrang) Muhammad Raihan Ramadhani; 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/nt630855

Abstract

This study aims to analyze the effect of service quality and digital marketing on customer loyalty to the DANA e-wallet application in the Cimincrang RW 012 area. This study uses a quantitative approach with a survey method by distributing questionnaires to application users. The results show that service quality has a positive effect on customer loyalty, especially through the aspects of system reliability, transaction security, and service responsiveness. In addition, digital marketing also plays a role in increasing loyalty through digital promotions, intensive communication, and application-based marketing campaigns. Simultaneously, these two variables support each other in shaping e-wallet customer loyalty. This study suggests that e-wallet application managers continue to improve service quality and optimize digital marketing strategies on an ongoing basis in order to strengthen user loyalty amid competition in digital financial services.
Pengaruh Kualitas Produk dan Promosi Terhadap Keputusan Pembelian The Pucuk Harum pada Mahasiswa FEB Angkatan 2022 Universitas Muhammadiyah Bandung Muhamad Pirdaus; 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: 10.63822/17yf4t64

Abstract

This study aims to examine the effect of product quality and promotion on purchasing decisions of The Pucuk Harum among students of the Faculty of Economics and Business, Class of 2022, Universitas Muhammadiyah Bandung. This research employs a quantitative approach using a survey method. The data were collected through questionnaires distributed to respondents and analyzed using multiple linear regression analysis. The results show that product quality has a positive and significant effect on purchasing decisions. Promotion also has a positive and significant effect on purchasing decisions. Simultaneously, product quality and promotion significantly influence purchasing decisions of The Pucuk Harum. These findings indicate that improving product quality and implementing effective promotional strategies play an important role in encouraging consumers’ purchasing decisions.
Pengaruh Kualitas Produk dan Harga Terhadap Keputusan Pembelian Produk Fashion  E-Commerce Halimah Zahrah; Nazhara Azmi
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/m7y76c63

Abstract

The rapid development of e-commerce in the fashion industry has intensified competition among brands, requiring companies to understand the factors influencing consumer purchase decisions. This study aims to analyze the effect of product quality and price on purchase decisions of fashion e-commerce products, specifically focusing on the Erigo brand. This research employs a quantitative approach using a survey method. Data were collected through an online questionnaire distributed to 138 respondents who are Management students at Universitas Muhammadiyah Bandung and have previously purchased Erigo products. Data analysis was conducted using multiple linear regression with the assistance of SPSS version 27. The results indicate that product quality has a positive and significant effect on purchase decisions with a regression coefficient. Price also has a positive and significant effect on purchase decisions with a regression coefficient. Simultaneously, product quality and price significantly influence purchase decisions with a contribution, while the remaining variance is influenced by other factors outside this study. These findings suggest that improving product quality accompanied by appropriate pricing strategies can enhance consumer purchase decisions in the fashion e-commerce sector
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