Articles
<![CDATA[Pengaruh Pemasaran Digital dalam Meningkatkan Brand Awarnness dan Loyalitas Pelanggan pada Produk Kosmetik ]]>
<![CDATA[Nur Rafidah Karimah]]>;
<![CDATA[Halimah Zahrah]]>
<![CDATA[ Ekopedia: Jurnal Ilmiah Ekonomi Vol. 2 No. 1 (2026): JANUARI-MARET ]]>
Publisher : <![CDATA[Indo Publishing ]]>
Show Abstract
|
Download Original
|
Original Source
|
Check in Google Scholar
|
DOI: 10.63822/050h7947
<![CDATA[This study aims to analyze the influence of digital marketing on brand awareness and its impact on customer loyalty toward Hanasui cosmetic products. A quantitative causal research design was employed using a cross-sectional survey of 210 Hanasui consumers. Data were analyzed using multiple linear regression to examine both direct and indirect relationships among variables. The results indicate that digital marketing has a positive and significant effect on brand awareness. Brand awareness significantly influences customer loyalty. Simultaneously, digital marketing and brand awareness significantly enhance customer loyalty. These findings highlight the strategic role of digital marketing in strengthening brand recognition and building long-term customer relationships in the cosmetic industry.]]>
<![CDATA[Pengaruh Brand Image dan Kualitas Produk Terhadap Keputusan Pembelian Produk Fashion ]]>
<![CDATA[Nur Fauziah Putri]]>;
<![CDATA[Halimah Zahrah]]>
<![CDATA[ Ekopedia: Jurnal Ilmiah Ekonomi Vol. 2 No. 1 (2026): JANUARI-MARET ]]>
Publisher : <![CDATA[Indo Publishing ]]>
Show Abstract
|
Download Original
|
Original Source
|
Check in Google Scholar
|
DOI: 10.63822/2h2prz62
<![CDATA[The rapid development of the sneaker shoe fashion industry encourages an increase in competition between brands in attracting consumer interest, especially among students. Brand image and product quality are important factors that affect purchasing decisions. This research aims to analyze the influence of brand image and product quality on the decision to buy sneakers in students of the Faculty of Economics and Business, Muhammadiyah University of Bandung, Class of 2023. The method used is quantitative research with purposive sampling technique on 149 respondents. Data is collected through questionnaires that have been tested for validity and reliability, then analyzed using multiple linear regression. Research results show that brand image and product quality have a positive and significant effect on purchasing decisions, both partially and simultaneously, with product quality having a more dominant influence. Overall, this study concludes that strengthening Brand Image and improving product quality is an important strategy in improving the decision to buy sneakers among students. ]]>
<![CDATA[Social Media Marketing, Brand Awareness, dan Keputusan Pembelian: Studi Kuantitatif pada Produk Skincare Pria ]]>
<![CDATA[Ikhsan Tyo Dewanggara]]>;
<![CDATA[Halimah Zahrah]]>
<![CDATA[ Ekopedia: Jurnal Ilmiah Ekonomi Vol. 2 No. 1 (2026): JANUARI-MARET ]]>
Publisher : <![CDATA[Indo Publishing ]]>
Show Abstract
|
Download Original
|
Original Source
|
Check in Google Scholar
|
DOI: 10.63822/1wr96q54
<![CDATA[The development of social media has changed consumer behavior in seeking information and making purchasing decisions, including for increasingly competitive men's skincare products. The high intensity of digital promotion gives consumers many brand choices, requiring companies to implement effective social media marketing strategies and build brand awareness to influence purchasing decisions. This study aims to analyze the influence of social media marketing and brand awareness on purchasing decisions for men's skincare products. This study uses a quantitative approach with a survey method. The research population consists of active social media users in Bandung who have used men's skincare products. The sampling technique uses purposive sampling with a sample size of 80 respondents. Data were collected through an online questionnaire using a five-point Likert scale and analyzed using multiple linear regression with the help of SPSS version 26. The results of the study indicate that social media marketing and brand awareness have a positive and significant effect on purchasing decisions, both partially and simultaneously, with brand awareness as the most dominant variable. This study concludes that optimizing marketing strategies through consistent and relevant social media can increase brand awareness and encourage consumer purchasing decisions.]]>
<![CDATA[Pengaruh Konten Pemasaran dan Kualitas Produk Terhadap Minat Beli Konsuemen pada Suku Cadang Otomotif Di E-Commerce ]]>
<![CDATA[Imel Aura Agustin]]>;
<![CDATA[Halimah Zahrah]]>
<![CDATA[ Ekopedia: Jurnal Ilmiah Ekonomi Vol. 2 No. 1 (2026): JANUARI-MARET ]]>
Publisher : <![CDATA[Indo Publishing ]]>
Show Abstract
|
Download Original
|
Original Source
|
Check in Google Scholar
|
DOI: 10.63822/fx04gb68
<![CDATA[This study aims to analyze the effect of marketing content and product quality on consumers’ purchase intention of automotive spare parts in e-commerce. The rapid development of e-commerce and social media platforms, particularly TikTok, has significantly influenced consumer behavior in searching for information and making purchase decisions. However, the decline in sales performance, reduced effectiveness of marketing content, and consumer complaints regarding product quality indicate a decrease in purchase intention. This research employs a quantitative approach using a survey method. The sampling technique used was convenience sampling with 60 respondents who were followers of PT XYZ’s TikTok account and met the research criteria. Data were collected through Likert-scale questionnaires and analyzed using multiple linear regression with SPSS version 27. The results show that marketing content has a positive and significant effect on purchase intention. Product quality also has a positive and significant effect on purchase intention, with a more dominant influence compared to marketing content. Simultaneously, marketing content and product quality have a significant effect on consumers’purchase intention. These findings suggest that improving informative and engaging marketing content, along with maintaining consistent product quality, can enhance consumer trust and increase purchase intention in automotive spare parts e-commerce.]]>
<![CDATA[Promosi Digital dan Diferensiasi Produk Terhadap Keputsan Pembelian Seblak Panyileukan di Kota Bandung ]]>
<![CDATA[Mela Ratna Sari]]>;
<![CDATA[Halimah Zahrah]]>
<![CDATA[ Ekopedia: Jurnal Ilmiah Ekonomi Vol. 2 No. 1 (2026): JANUARI-MARET ]]>
Publisher : <![CDATA[Indo Publishing ]]>
Show Abstract
|
Download Original
|
Original Source
|
Check in Google Scholar
|
DOI: 10.63822/a21wy229
<![CDATA[This study aims to analyze the influence of digital promotion and product differentiation on purchasing decisions of Seblak Monmon in Panyileukan, Bandung City. The research method uses a quantitative approach with descriptive verification design. The research population consists of Management students from the class of 2022 at Universitas Muhammadiyah Bandung, with a sample determined using the Slovin formula. The sampling technique employed is stratified random sampling. Data collection uses a Likert scale questionnaire, analyzed using multiple linear regression with SPSS. Results indicate that digital promotion has a positive and significant effect on purchasing decisions, product differentiation has a positive and significant effect on purchasing decisions, and simultaneously digital promotion and product differentiation significantly influence purchasing decisions with a strong contribution. This research provides practical implications for culinary MSME actors to optimize digital promotion strategies through social media and enhance product differentiation to increase competitiveness and sales volume]]>
<![CDATA[Pengaruh Media Sosial dan Persepsi Risiko terhadap Kepercayaan Konsumen pada Produk Kosmetik ]]>
<![CDATA[Noviana Febriani]]>;
<![CDATA[Halimah Zahrah]]>
<![CDATA[ Ekopedia: Jurnal Ilmiah Ekonomi Vol. 2 No. 1 (2026): JANUARI-MARET ]]>
Publisher : <![CDATA[Indo Publishing ]]>
Show Abstract
|
Download Original
|
Original Source
|
Check in Google Scholar
|
DOI: 10.63822/deaxy258
<![CDATA[This study aims to analyze the effect of social media and perceived risk on consumer trust in cosmetic products. This research employed a quantitative method with a survey approach. Data were collected through questionnaires distributed to respondents, namely Management students of the 2022 cohort at Universitas Muhammadiyah Bandung, selected using purposive sampling. Data analysis was conducted using multiple linear regression, along with classical assumption tests, t-test, and coefficient of determination (R²). The results indicate that social media has a positive and significant effect on consumer trust, whereas perceived risk has a negative and significant effect on consumer trust. Simultaneously, social media and perceived risk significantly influence consumer trust. This research is expected to contribute theoretically to the development of consumer trust studies and practically to cosmetic industry practitioners in designing effective social media marketing strategies while managing perceived risks.]]>
<![CDATA[Pengaruh Harga dan Kualitas Pelayanan terhadap Kepuasan Pelanggan pada Layanan Expedisi ]]>
<![CDATA[Ahmad Zhofaro Jawharul Fadl]]>;
<![CDATA[Halimah Zahrah]]>
<![CDATA[ Ekopedia: Jurnal Ilmiah Ekonomi Vol. 2 No. 1 (2026): JANUARI-MARET ]]>
Publisher : <![CDATA[Indo Publishing ]]>
Show Abstract
|
Download Original
|
Original Source
|
Check in Google Scholar
|
DOI: 10.63822/0pyy0k91
<![CDATA[The growth of the logistics sector driven by the expansion of e-commerce has intensified competition in the delivery service industry. Under these conditions, price and service quality play an important role in shaping customer satisfaction. This study aims to examine the effect of price and service quality on customer satisfaction with the Special Express Mail service at the Bandung Post Office. A quantitative approach with a survey method was employed, involving users selected through purposive sampling. Data were collected using a validated and reliable Likert-scale questionnaire and analyzed using multiple linear regression. The findings indicate that price and service quality have a positive influence on customer satisfaction, both partially and simultaneously, with service quality playing a more dominant role. Therefore, continuous improvement in service quality and the implementation of fair and competitive pricing strategies are essential to enhance customer satisfaction and maintain competitiveness in the delivery service industry.]]>
<![CDATA[Kualitas Produk dan Pelayanan sebagai Determinan Kepuasan Pelanggan dalam Layanan Transaksi Digital ]]>
<![CDATA[Muhammad Al Gifari Ramadhan]]>;
<![CDATA[Halimah Zahrah]]>
<![CDATA[ Ekopedia: Jurnal Ilmiah Ekonomi Vol. 2 No. 1 (2026): JANUARI-MARET ]]>
Publisher : <![CDATA[Indo Publishing ]]>
Show Abstract
|
Download Original
|
Original Source
|
Check in Google Scholar
|
DOI: 10.63822/37fz9928
<![CDATA[The development of digital transaction services has made customer satisfaction a strategic indicator that is influenced not only by the final success of the transaction, but also by a comprehensive evaluation of the perceived value through product quality and service quality. Along with the increasing dependence of society on technological systems, the relationship between service quality and customer satisfaction has become increasingly complex. Therefore, this study aims to analyze the effect of product quality and service quality on customer satisfaction in digital transaction services. This research uses a quantitative approach with a survey method to obtain consumer perception data. The collected data were then analyzed using multiple linear regression to determine the direction and magnitude of the influence between variables. The results show that both product quality and service quality have a positive effect; however, this effect is not yet significant in directly shaping customer satisfaction. These findings indicate that customer satisfaction in digital transaction services is not only determined by product and service quality, but is also influenced by other supporting factors, such as the smooth functioning of application systems, transaction security, accuracy of service processes, and the ease with which customers use digital platforms. Thus, efforts to improve customer satisfaction in the digital transaction service ecosystem need to be carried out comprehensively, not only through improvements in product and service quality, but also through strengthening system reliability and ensuring consistency in the service experience perceived by customers]]>
<![CDATA[Pengaruh Promosi Melalui Media Sosial TikTok dan Kepercayaan Konsumen Terhadap Keputusan Pembelian Lozy Hijab ]]>
<![CDATA[Auriel Putri Marlina]]>;
<![CDATA[Halimah Zahrah]]>
<![CDATA[ Ekopedia: Jurnal Ilmiah Ekonomi Vol. 2 No. 1 (2026): JANUARI-MARET ]]>
Publisher : <![CDATA[Indo Publishing ]]>
Show Abstract
|
Download Original
|
Original Source
|
Check in Google Scholar
|
DOI: 10.63822/7qzbjr49
<![CDATA[The development of social media, particularly TikTok, has become an effective promotional tool in influencing consumer behavior in the digital era. According to Kotler and Keller, promotion is a marketing activity aimed at communicating product value to consumers, while consumer trust, as defined by Mowen and Minor, refers to consumers’ confidence in the reliability and integrity of a brand. This study aims to examine the influence of promotion through TikTok social media and consumer trust on purchasing decisions of Lozy Hijab products. This research employs a quantitative method, with data collected through questionnaires distributed to Lozy Hijab consumers who have been exposed to promotional content on TikTok. The data were analyzed using multiple linear regression analysis. The results indicate that promotion through TikTok social media has a positive and significant effect on purchasing decisions of Lozy Hijab. In addition, consumer trust also has a positive and significant effect on purchasing decisions. Simultaneously, promotion through TikTok social media and consumer trust have a significant influence on the purchasing decisions of Lozy Hijab.]]>
<![CDATA[Pengaruh Kualitas Produk dan Harga Terhadap Keputusan Pembelian Produk Face Wash ]]>
<![CDATA[Fiqri Alief Fahrijal]]>;
<![CDATA[Halimah Zahrah]]>
<![CDATA[ Ekopedia: Jurnal Ilmiah Ekonomi Vol. 2 No. 1 (2026): JANUARI-MARET ]]>
Publisher : <![CDATA[Indo Publishing ]]>
Show Abstract
|
Download Original
|
Original Source
|
Check in Google Scholar
|
DOI: 10.63822/yyn1gx57
<![CDATA[The increasingly intense competition in the facial skincare industry in Indonesia encour- ages consumers to be more selective in making purchasing decisions, particularly for face wash products such as Garnier. This study aims to analyze the effect of product quality and price on purchasing decisions of Garnier face wash. The research employs a quantitative approach with an explanatory design, using data collected through questionnaires distrib- uted to 100 respondents who are users of Garnier face wash, and analyzed using multiple linear regression. The results indicate that product quality has a positive and significant effect on purchasing decisions, while price also has a positive and significant effect as a supporting factor. Simultaneously, product quality and price are proven to influence con- sumers’ purchasing decisions. The conclusion of this study shows that consumers’ purchas- ing decisions are primarily driven by their perceptions of product quality, with price serv- ing as a reinforcing factor. Therefore, the findings of this study can be used as a consider- ation for companies in improving product quality and determining appropriate pricing strategies, as well as a reference for future research.]]>
