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<![CDATA[Pengaruh Influencer marketing dan Brand image Terhadap Keputusan Pembelian Produk Hand & Body Lotion: Studi pada Mahasiswa Manajemen Universitas Muhammadiyah Bandung Angkatan 2022 ]]>
<![CDATA[Achmad Mansur Pauji]]>;
<![CDATA[Halimah Zahrah]]>
<![CDATA[ Ekopedia: Jurnal Ilmiah Ekonomi Vol. 2 No. 1 (2026): JANUARI-MARET ]]>
Publisher : <![CDATA[Indo Publishing ]]>
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DOI: 10.63822/9dwsjs39
<![CDATA[The Indonesian beauty industry has experienced rapid growth alongside increasing awareness of body care. Hand and body lotion has become a daily necessity among students, leading to intensified brand competition. Marina, as a local brand, faces challenges in maintaining its market position, as reflected in fluctuations in the Top Brand Index from 2021 to 2025. This study aims to analyze the effect of influencer marketing and brand image on purchasing decisions of Marina UV White hand and body lotion. A quantitative approach was employed using a survey method involving Management students of Universitas Muhammadiyah Bandung class of 2022, selected through purposive sampling. Data were analyzed using multiple linear regression. The results indicate that influencer marketing and brand image have a positive and significant effect, both partially and simultaneously, on purchasing decisions.]]>
<![CDATA[Pengaruh Word of Mouth dan Brand Image Terhadap Keputusan Pembelian ]]>
<![CDATA[Bilal Arfiansyah]]>;
<![CDATA[Halimah Zahrah]]>
<![CDATA[ Ekopedia: Jurnal Ilmiah Ekonomi Vol. 2 No. 1 (2026): JANUARI-MARET ]]>
Publisher : <![CDATA[Indo Publishing ]]>
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DOI: 10.63822/410wpq80
<![CDATA[The increasingly tight competition in the automotive industry, especially in the dirt bike and supermoto segments, requires companies to understand the factors that influence consumer purchasing interest. This study aims to analyze the influence of Word of Mouth and Brand Image on Consumer Purchase Intention of Honda CRF 150 motorcycles in Bandung City, with a study on the Bandung Supermoto Community. The research method used is a quantitative approach with descriptive and verification research types. Data collection techniques were carried out by distributing questionnaires to respondents who met the research criteria. The data obtained were analyzed using multiple linear regression analysis, t-test, F-test, and coefficient of determination. The results of the study indicate that Word of Mouth has a positive and significant effect on Purchase Intention, as well as Brand Image has a positive and significant effect on Purchase Intention. Simultaneously, Word of Mouth and Brand Image have a significant effect on Consumer Purchase Intention. These findings indicate that positive communication between consumers and a strong brand image play an important role in increasing purchase interest in the Honda CRF 150 motorcycle.]]>
<![CDATA[Hubungan Kualitas Produk dan Citra Merek dengan Keputusan Pembelian pada Brand Fashion Lokal ]]>
<![CDATA[Jaya Kusuma]]>;
<![CDATA[Halimah Zahrah]]>
<![CDATA[ Ekopedia: Jurnal Ilmiah Ekonomi Vol. 2 No. 1 (2026): JANUARI-MARET ]]>
Publisher : <![CDATA[Indo Publishing ]]>
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DOI: 10.63822/taf2es14
<![CDATA[The local fashion industry faces increasingly intense competition driven by changes in young consumers’ lifestyles. Screamous, a Bandung-based streetwear brand, has experienced declining market share and sales, indicating weakened purchase decisions. This study aims to analyze the effects of product quality and brand image on consumers’ purchase decisions toward Screamous. A quantitative causal approach was applied using a survey of 100 followers of the Instagram account @jayaaksmaa. The results show that product quality and brand image have positive and significant effects, both partially and simultaneously, on purchase decisions. The study concludes that strengthening product quality and brand image is essential to enhance competitiveness and contributes to the marketing literature on local fashion brands. ]]>
<![CDATA[Hubungan Citra Merek dan Kesesuaian Harga dengan Keputusan Pembelian pada Brand Streetwear Lokal ]]>
<![CDATA[Nindri Widianingsih]]>;
<![CDATA[Halimah Zahrah]]>
<![CDATA[ Ekopedia: Jurnal Ilmiah Ekonomi Vol. 2 No. 1 (2026): JANUARI-MARET ]]>
Publisher : <![CDATA[Indo Publishing ]]>
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DOI: 10.63822/p2xbxq35
<![CDATA[The development of the fashion industry in Indonesia, especially in Bandung, is very rapid every year, many fashion brands are emerging. One strategy to maintain its existence is by paying attention to brand image and price. This study aims to analyze the influence of brand image and price on purchasing decisions for WHSTL Official products in Bandung. The research method used is quantitative with data collected through questionnaires to 150 respondents who have purchased the product. The data analysis technique used multiple linear regression with the help of SPSS 27. The results showed that price has a positive and significant effect on purchasing decisions. Conversely, brand image has a negative and significant effect, which indicates that current brand perceptions do not support purchase intentions. Simultaneously, brand image and price have a significant effect on purchasing. This study suggests that WHSTL Official should focus its strategy on competitive pricing and reevaluate brand management to change consumer perceptions into positive purchasing behavior. ]]>
<![CDATA[Analisis Kualitas Produk dan Gaya Hidup dalam Membentuk Keputusan Pembelian Produk Sunscreen ]]>
<![CDATA[Noval Wijaya]]>;
<![CDATA[Halimah Zahrah]]>
<![CDATA[ Ekopedia: Jurnal Ilmiah Ekonomi Vol. 2 No. 1 (2026): JANUARI-MARET ]]>
Publisher : <![CDATA[Indo Publishing ]]>
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DOI: 10.63822/prgp3p42
<![CDATA[The skincare industry in Indonesia is experiencing rapid growth as public awareness of the importance of skin protection increases. Wardah, as a popular local brand, faces intense competition, making product quality and consumer lifestyle important factors influencing sunscreen purchasing decisions. This study aims to analyze the influence of product quality and lifestyle on Wardah sunscreen purchasing decisions. The research method used a quantitative approach through distributing questionnaires to Wardah sunscreen users. Data were analyzed using multiple linear regression to test the partial and simultaneous effects between variables. The results showed that product quality and lifestyle had a positive and significant effect, both partially and simultaneously, on Wardah sunscreen purchasing decisions. This finding underscores the importance of improving formulation quality and adapting marketing strategies to consumer lifestyles to increase purchasing interest. Practically, these findings can be used by companies to design product quality improvement strategies and marketing approaches that align with the lifestyles of young consumers, particularly college students.]]>
<![CDATA[Implementasi Pemasaran Digital dan Kualitas Produk dalam Menarik dan Menjangkau Konsumen ]]>
<![CDATA[Yoga Sampurna]]>;
<![CDATA[Halimah Zahrah]]>
<![CDATA[ Ekopedia: Jurnal Ilmiah Ekonomi Vol. 2 No. 1 (2026): JANUARI-MARET ]]>
Publisher : <![CDATA[Indo Publishing ]]>
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DOI: 10.63822/n9s3d163
<![CDATA[The development of digital technology has encouraged business actors to adopt more adaptive marketing strategies in response to increasing market competition. Digital marketing has become an important tool for attracting and reaching consumers, while product quality remains a key factor in building consumer trust and loyalty. This study aims to analyze the implementation of digital marketing and product quality in attracting and reaching consumers. This research employs a qualitative approach with a descriptive method. The study was conducted in Jl. Raya Derwati, Rancasari District, Bandung City, West Java. Data were collected through in-depth interviews, observation, and documentation involving business actors and consumers selected using purposive sampling. Data analysis was carried out through data reduction, data presentation, and conclusion drawing, with data validity ensured through source and technique triangulation. The findings indicate that digital marketing plays a significant role in expanding consumer reach and increasing consumer interest, while product quality serves as a determining factor in consumer satisfaction and trust. The integration of effective digital marketing strategies with consistent product quality can enhance business competitiveness in the digital era.]]>
<![CDATA[Model Pengaruh Influencer Endorsment dan Testimoni Pelanggan Terhadap Keputusan Pembelian pada Produk Fashion Lokal di Kota Bandung ]]>
<![CDATA[Zikra Muhamad Filah]]>;
<![CDATA[Halimah Zahrah]]>
<![CDATA[ Ekopedia: Jurnal Ilmiah Ekonomi Vol. 2 No. 1 (2026): JANUARI-MARET ]]>
Publisher : <![CDATA[Indo Publishing ]]>
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DOI: 10.63822/z2v3pr06
<![CDATA[The development of social media has driven changes in marketing strategies, particularly through the use of influencer endorsements and customer testimonials as a means of building consumer trust in the local fashion industry. Although these strategies are increasingly implemented, previous studies have shown inconsistent findings regarding their influence on consumers’ purchasing decisions. Therefore, this study aims to analyze the effect of influencer endorsements and customer testimonials on purchasing decisions for local fashion products in Bandung City. This study employs a quantitative approach with a causal research design, involving a sample of 154 respondents selected using purposive sampling. Data were collected through an online questionnaire using a Likert scale and analyzed using multiple linear regression with the assistance of SPSS version 26. The results indicate that influencer endorsements and customer testimonials have a positive and significant effect on purchasing decisions, both partially and simultaneously. These findings provide practical implications for local fashion businesses in designing more effective social media–based digital marketing strategies]]>
<![CDATA[Pengaruh Strategi Promosi dan Kualitas Pelayanan terhadap Minat Konsumen dalam Pemilihan Produk Asuransi ]]>
<![CDATA[Dimas Muhammad Ramdani]]>;
<![CDATA[Halimah Zahrah]]>
<![CDATA[ Ekopedia: Jurnal Ilmiah Ekonomi Vol. 2 No. 1 (2026): JANUARI-MARET ]]>
Publisher : <![CDATA[Indo Publishing ]]>
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DOI: 10.63822/prahqm69
<![CDATA[The development of the financial services industry requires insurance companies to improve their promotional strategies and service quality to attract consumer interest. This study aims to analyze the influence of promotional strategies and service quality on consumer interest in choosing AXA Mandiri insurance products at Bank Mandiri Rancaekek Branch. The study used a quantitative method with a survey approach. Data were collected through a Likert scale questionnaire and analyzed using multiple linear regression. The results showed that promotional strategies and service quality had a positive and significant effect on consumer interest, both partially and simultaneously. Service quality had a more dominant influence than promotional strategies. It was concluded that increasing consumer interest in AXA Mandiri insurance products requires effective promotions as well as professional and reliable service]]>
<![CDATA[Analisis Strategi Etika Bisnis Agensi Hiburan Korea Selatan dalam Menghadapi Fenomena Cancel Culture ]]>
<![CDATA[Tariza Mega Pratiwi Garini]]>;
<![CDATA[Halimah Zahrah]]>;
<![CDATA[Aulia Silvana]]>;
<![CDATA[Haura Nurul Ilmi]]>;
<![CDATA[Naura Rahadhatul Aisy]]>
<![CDATA[ PENG: Jurnal Ekonomi dan Manajemen Vol. 2 No. 4 (2025): Oktober-Desember, Humanities, Economic and Social Issues ]]>
Publisher : <![CDATA[Teewan Journal Solutions ]]>
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DOI: 10.62710/w4avmh15
<![CDATA[This study explores the ethical business strategies of South Korean entertainment agencies in responding to the growing challenge of cancel culture within the entertainment industry. In a landscape highly sensitive to public morality, the reputations of both artist and agencies can collapse under intense ethical scrutiny. Using a qualitative case study approach, the research collects data from official agency statements, media reports, and public reactions. Findings reveal that agencies often prioritize the company’s and group’s image over individual artists, especially in cases involving legal or moral violations. Speed, transparency, and sincerity in responses can worsen the crisis. The study analyzes notable cases such as B.I’s (Kim Hanbin) drug allegations, bullying controversies involving Kim Garam and Jimin , and scandals linked to Kim Seon-ho and Kim Sae-ron. Results indicate that although the impact on artists’ careers can be severe and long-term, rehabilitation remains possible-as seen in Kim Seon-ho’s case. This research provides valuable insights into reputation management dynamics and ethical pressures within South Korea’s highly public and competitive entertainment culture.]]>
<![CDATA[Analisis Etika Bisnis Industrial Hak Keamanan Pekerja Khususnya pada Karyawati ]]>
<![CDATA[Wafiyati Nur Amrina]]>;
<![CDATA[Halimah Zahrah]]>;
<![CDATA[Lailafitri Pratiwi]]>;
<![CDATA[Alifa Raudhatul Nisa]]>;
<![CDATA[Naila Dwi Ananti]]>
<![CDATA[ PENG: Jurnal Ekonomi dan Manajemen Vol. 2 No. 4 (2025): Oktober-Desember, Humanities, Economic and Social Issues ]]>
Publisher : <![CDATA[Teewan Journal Solutions ]]>
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DOI: 10.62710/6bvaaq06
<![CDATA[This research examines business ethics of employee rights in industry, with a case study of PT Alpen Food Industry (AICE), a company engaged in ice cream production. Through a qualitative approach, the main focus of this research is the violation of law and business ethics against gender injustice, lack of protection of reproductive rights, and lack of access to justice in the workplace. Using a qualitative approach and analysis of business ethics and human rights theories, this research shows that the company's practices contradict the Labor Law and principles of social responsibility. The research provides policy recommendations to improve protection for women workers in the industrial sector.]]>
