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Jurnal Manajemen Stratejik dan Simulasi Bisnis
Published by Universitas Andalas
ISSN : -     EISSN : 27466868     DOI : https://doi.org/10.25077/mssb.2.1.1-21.2021
Core Subject : Economy, Science,
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance
Jurnal Manajemen Strategi dan Simulasi Bisnis (JMASSBI) is a journal that publishes academic articles from academics who conduct empirical research and literature review issues of strategic management, business simulation, entrepreneurship, organization, marketing, finance, human resource management, business ethics and other management issues. The JMASSBI is intended to be the journal for publishing articles reporting the results of research on business. The GamaIJB invites manuscripts in the areas: Strategic Management Business Simulation Management and Organization Entrepreneurship Financial management Marketing Management Human Resource Management Operation management Business Ethics
Arjuna Subject : Bisnis, Menejemen, dan Akutansi (semua kategori) - Bisnis, Menejemen, dan Akutansi (Lain-Lain)
Articles 98 Documents
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Analisis Implementasi Pemasaran dan Digital Marketing pada Koperasi Kopi di Yogyakarta dalam Upaya Meningkatkan Volume Penjualan Putririzqiasih, Aulia; Nurpadi, Dady; Firohmatillah, Agrivinie Rainy
Jurnal Manajemen Stratejik dan Simulasi Bisnis Vol. 5 No. 2 (2024): Jurnal Manajemen Stratejik dan Simulasi Bisnis
Publisher : Fakultas Ekonomi Universitas Andalas

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25077/mssb.5.2.88-99.2024

Abstract

This study aims to analyze the implementation of marketing and digital marketing in increasing sales volume at Koperasi Kebun Makmur "Kopi Merapi" Yogyakarta. The cooperative has faced challenges with online sales performance, as data shows that sales on Shopee from 2021-2023 reached only 0.18%, 0.28%, and 0.22%, respectively, far below the 20% target. Using a case study method with a descriptive qualitative approach, data were collected through interviews, questionnaires, and secondary data analysis. Results indicate low consumer engagement, inadequate promotional, and suboptimal use of digital platforms. Recommendations include enhancing promotional campaigns, leveraging influencer collaborations, improving digital content, and diversifying sales platforms. By addressing these issues, the cooperative is expected to increase its sales volume and strengthen its position in the competitive coffee market. Abstrak Penelitian ini bertujuan untuk menganalisis implementasi pemasaran dan digital marketing dalam meningkatkan volume penjualan pada Koperasi Kebun Makmur "Kopi Merapi" Yogyakarta. Koperasi menghadapi tantangan kinerja penjualan daring yang rendah, di mana data menunjukkan penjualan melalui Shopee dari 2021-2023 hanya mencapai 0,18%, 0,28%, dan 0,22%, jauh di bawah target 20%. Dengan metode studi kasus dan pendekatan deskriptif kualitatif, data dikumpulkan melalui wawancara, kuesioner, dan analisis data sekunder. Hasil penelitian menunjukkan keterlibatan konsumen yang rendah, promosi yang belum efektif, dan pemanfaatan platform digital yang belum optimal. Rekomendasi meliputi peningkatan kampanye promosi, kolaborasi dengan influencer, optimalisasi konten digital, dan diversifikasi platform penjualan. Dengan perbaikan ini, koperasi diharapkan mampu meningkatkan volume penjualan dan memperkuat posisinya di pasar kopi yang kompetitif. Kata Kunci: Pemasaran Digital, Volume Penjualan, Koperasi, Kopi Merapi
Faktor-Faktor Yang Mempengaruhi Niat Konsumen Untuk Membeli Mobil SUV Di Kota Padang (Studi Pada Mobil Merek Pajero Sport & Fortuner) Krismont, Munia; Lenggogeni, Sari; Syafrizal, Syafrizal
Jurnal Manajemen Stratejik dan Simulasi Bisnis 2025: Just Accepted Manuscript and Article In Press 2025
Publisher : Fakultas Ekonomi Universitas Andalas

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

According to the 2023 report from the Central Statistics Agency (BPS) of Padang, the income of Padang residents increased by 4.62%, leading to a rise in consumer spending on luxury products and cars each year. The most notable aspects of SUV purchases and usage in Padang are the brand image and the perceived value of these luxury vehicles. This underscores the importance of research related to SUV purchase decisions in the city. This study aims to determine the influence of brand image, motivation to buy, and product value on the decision to purchase SUVs. Additionally, it seeks to explore the impact of brand image, motivation to buy, and product value on purchasing decisions for specific SUV models (Pajero and Fortuner). The research employs a quantitative survey method, involving 195 respondents surveyed through both online and printed questionnaires. The survey procedure consists of five stages: questionnaire distribution, data verification, structural correlation analysis, effect presentation, and predictive analysis. Questionnaires are distributed using online and printed methods, with participants volunteering to participate and informed of their right to withdraw at any time. The findings indicate that the variables of brand image, emotional value, and social value have a positive and significant influence on purchase intention. Conversely, the variables of motivation to buy, functional value, and economic value do not significantly affect purchase intention, suggesting that these factors are less relevant for respondents in this study regarding SUV purchase intentions for Pajero Sport and Fortuner. The collected data will be analyzed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method. Practically, this research provides guidance for companies on strategies to promote SUV products such as Pajero Sport and Fortuner to enhance sales performance. ABSTRAK Berdasarkan laporan Badan Pusat Statistik (BPS) Padang tahun 2023, pendapatan masyarakat Padang mengalami peningkatan sebesar 4,62%, yang menyebabkan kenaikan pengeluaran konsumen untuk produk-produk mewah dan mobil setiap tahunnya. Aspek paling menarik dari pembelian dan penggunaan mobil SUV di kota Padang adalah citra merek dan nilai produk dari kendaraan mewah tersebut. Hal ini menyoroti pentingnya penelitian terkait keputusan pembelian mobil SUV di kota Padang. Penelitian ini bertujuan untuk menentukan pengaruh citra merek, motivasi untuk membeli, dan nilai produk terhadap keputusan pembelian mobil SUV. Selain itu, penelitian ini juga bertujuan untuk mengeksplorasi pengaruh citra merek, motivasi untuk membeli, dan nilai produk terhadap keputusan pembelian mobil SUV (Pajero dan Fortuner). Studi ini menggunakan metode survei kuantitatif dengan melibatkan 195 responden yang akan disurvei melalui kuesioner berbasis online dan cetak. Prosedur survei mencakup lima tahap: pengumpulan kuesioner, verifikasi data, analisis korelasi struktural, penampilan efek, dan analisis prediktif. Kuesioner akan didistribusikan dengan metode berbasis cetak dan online, dan peserta akan berpartisipasi secara sukarela dengan informasi bahwa mereka dapat berhenti menjawab kapan saja. Hasil penelitian menunjukkan bahwa variabel brand image, emotional value dan social value memiliki pengaruh positif dan signifikan terhadap purchase intention, sebaliknya variabel motivation to buy, functional value dan economic value tidak berpengaruh terhadap purchase intention yang mengindikasikan bahwa untuk responden penelitian ini variabel tersebut tidak begitu berpengaruh terhadap purchse intention mobil SUV pajero sport dan fortuner. Data yang dikumpulkan akan dianalisis menggunakan metode Partial Least Squares Structural Equation Modeling (PLS-SEM). Secara praktis penelitian ini memberikan pedoman bagi perusahaan untuk melakukan strategi apa yang akan digunakan untuk promosi produk mobil SUV pajero sport dan fortuner untuk meningkatkan penjualan.
Pengaruh CAR, DER, dan DAR terhadap ROA pada Perusahaan Perbankan yang Terdaftar di BEI Periode 2019–2023 Christina; Ariesa, Yeni; Cia, Grace; Aruan, Nurmaya Sopia; Fahlevi, Mochammad
Jurnal Manajemen Stratejik dan Simulasi Bisnis Vol. 6 No. 1 (2025): Jurnal Manajemen Stratejik dan Simulasi Bisnis
Publisher : Fakultas Ekonomi Universitas Andalas

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25077/mssb.6.1.15-29.2025

Abstract

We conducted this research with the aim of better understanding the effect of CAR (Capital Adequacy Ratio), DER (Debt to Equity Ratio), and DAR (Debt to Asset Ratio) on ROA (Return On Asset), either simultaneously or partially, in banking business entities listed on the Indonesia Stock Exchange (IDX) in the period 2019-2023. The study applies a quantitative approach of quantitative descriptive research type which has an explanatory characteristic. Observational data covers 104 business entities in the financial sector that are listed on the IDX, and can be accessed at www.idx.co.id and the website of each business entity. The research period runs from December 2019 to December 2023. Purposive sampling is the method used to take samples, resulting in 215 data taken from 43 business entities over 5 years. Data was collected using documentation techniques and secondary data. Researchers applied multiple linear regression methods for data analysis. The results showed that CAR and DER have a positive and significant effect on ROA, while DAR has no effect on ROA. Simultaneously, CAR, DER, and DAR are proven to affect ROA in banking companies listed on the IDX during the research period. Abstrak Riset ini kami lakukan dengan tujuan agar dapat lebih memahami pengaruh CAR (Capital Adequacy Ratio), DER (Debt to Equity Ratio), dan DAR (Debt to Asset Ratio) terhadap ROA (Return On Asset), baik secara simultan ataupun parsial, dalam badan usaha perbankan yang tercatat di Bursa Efek Indonesia (BEI) dalam jangka waktu tahun 2019–2023. Studi menerapkan pendekatan kuantitatif berjenis penelitian deskriptif kuantitatif yang memiliki sifat explanatory. Data observasi mencakup 104 badan usaha di bidang keuangan yang terdata di BEI, serta bisa diakses di www.idx.co.id dan laman masing-masing badan usaha. Periode riset berlangsung dari Desember 2019 hingga Desember 2023. Purposive sampling ialah metode yang dimanfaatkan untuk mengambil sampel, kemudian menghasilkan 215 data yang diambil dari 43 badan usaha sepanjang 5 tahun. Data dikumpulkan dari teknik dokumentasi dan menggunakan data sekunder. Peneliti menerapkan metode regresi linier berganda untuk analisis data. Hasil riset menunjukkan CAR dan DER berpengaruh positif dan signifikan terhadap ROA, sementara DAR tidak memiliki pengaruh terhadap ROA. Secara simultan, CAR, DER, dan DAR terbukti memengaruhi ROA pada perusahaan perbankan yang terdaftar di BEI selama periode penelitian. Kata kunci : Return On Asset; Capital Adequacy Ratio; Debt to Equity Ratio; Debt to Asset Ratio
Peran Kredibilitas Influencer dan Content Marketing Terhadap Keputusan Pembelian Sunscreen Azarine Ginayatunnisa, Nur Alfiyanti; Savitri, Citra; Faddila, Syifa Pramudita
Jurnal Manajemen Stratejik dan Simulasi Bisnis Vol. 6 No. 1 (2025): Jurnal Manajemen Stratejik dan Simulasi Bisnis
Publisher : Fakultas Ekonomi Universitas Andalas

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25077/mssb.6.1.105-119.2025

Abstract

The purpose of this research is to examine how Azarine sunscreen purchase choices are impacted by influencer credibility and content marketing tactics. Using a descriptive verification technique, a quantitative methodology is used. 110 active TikTok social media users who had bought Azarine sunscreen were given the questionnaire. Non-probability selection techniques, particularly the purposive sampling approach, were used to choose the research sample. SmartPLS-3.0 was used for data analysis, using Structural Equation Modeling (SEM). The findings demonstrated the favorable and considerable impact of influencer credibility on purchase choices, highlighting the significance of influencer trust, knowledge, and beauty in swaying customers. The lack of a major impact of content marketing on purchase choices, on the other hand, suggests that the material offered needs to be more convincing and relevant. Overall, 64.8% of the variance in purchase choices can be explained by these variables, with other factors influencing the remaining portion. This research has significant ramifications for Azarine in terms of enhancing influencer partnerships and content marketing quality to promote wiser purchase choices. Astrak Tujuan studi ini guna menganalisis pengaruh kredibilitas influencer dan strategi content marketing terhadap keputusan pembelian sunscreen Azarine. Menggunakan teknik verifikasi deskriptif, metodologi kuantitatif digunakan. 110 pengguna media sosial TikTok aktif yang telah membeli tabir surya Azarine diberikan kuesioner. Teknik pemilihan non-probabilitas, khususnya pendekatan purposive sampling, digunakan untuk memilih sampel penelitian. SmartPLS-3.0 digunakan untuk analisis data, menggunakan Structural Equation Model (SEM) berbasis Partial Least Square (PLS). Temuan studi membuktikan jika kredibilitas influencer berpengaruh positif dan signifikan terhadap keputusan pembelian, mencerminkan pentingnya kepercayaan, keahlian, dan daya tarik influencer dalam memengaruhi konsumen. Sebaliknya, content marketing tidak menunjukkan pengaruh signifikan terhadap keputusan pembelian, yang mengindikasikan perlunya peningkatan relevansi dan elemen persuasif dalam konten yang disajikan. Secara keseluruhan, kedua variabel menjelaskan 64,8% variasi keputusan pembelian, sementara sisanya dipengaruhi oleh faktor lain. Studi ini memberikan implikasi penting bagi Azarine dalam memperkuat kolaborasi dengan influencer dan meningkatkan kualitas content marketing untuk mendorong keputusan pembelian yang lebih efektif.
The Impact of Stratrgic Planning and Strategic Thinking on Crisis Management: An Analytical Study on Governmental and Non-governmental Organizations in the KRI Saeed, Sarkar Ahmed; Azam, Kosar Othman; Faraj, Shahen Mohammed; Mustafa, Nian Abubakir; Osman, Lanya Namiq
Jurnal Manajemen Stratejik dan Simulasi Bisnis Vol. 6 No. 1 (2025): Jurnal Manajemen Stratejik dan Simulasi Bisnis
Publisher : Fakultas Ekonomi Universitas Andalas

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25077/mssb.6.1.45-58.2025

Abstract

Crises of organizational misdeeds arise when management takes certain decisions knowing the harmful consequences of the same towards the stakeholders and external parties. The purpose of this study is to determine the impact of strategic planning and strategic thinking on crisis management. The importance of our research is that crisis management, A timely and accurate response to any critical incident is critical to mitigating impacts, a successful crisis management plan can prevent delays, and strategic thinking helps you identify opportunities for change, and take advantage of them. It also helps staff anticipate crises that may occur in the future. The study was conducted through Google Form. A survey of Kurdistan Regional Government residents aged 20 to over 60 years and residents of Halabja, Suleimani and surrounding areas, through a simple Random sample. Approximately 120 respondents were recruited who were recruited through an adaptive questionnaire. After analyzing the data through SPSS and its Correlation and regression models. Finally, strategic thinking and strategic planning play a crucial role in effective crisis management. By anticipating potential crises, developing proactive strategies and implementing structured plans, organizations can better navigate uncertain and challenging situations. Overall, integrating strategic thinking and planning into crisis management processes can enhance an organization’s ability to mitigate risks, respond quickly, and recover quickly from crises.
The Impact of Financial Rewards, Conflict of Management, Promotion, Flexibility of Working Hours, and Working Environment on Employees’ Productivity in Somalia Mohamud, Hassan Mohamed
Jurnal Manajemen Stratejik dan Simulasi Bisnis Vol. 6 No. 1 (2025): Jurnal Manajemen Stratejik dan Simulasi Bisnis
Publisher : Fakultas Ekonomi Universitas Andalas

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25077/mssb.6.1.30-44.2025

Abstract

This study investigated the impact of financial rewards, conflict of management, promotion, flexibility of working hours, and working environment on employees’ productivity. This study employed a quantitative research design to examine the impact of financial rewards, conflict management, promotion opportunities, flexible working hours, and the working environment on employees’ productivity. Data were collected using a structured questionnaire distributed to a sample of 425 respondents, ensuring adequate representation for statistical analysis. The questionnaire was designed to capture both personal profile information and variables related to the study constructs. For the analysis of demographic and personal profile data, the software Jamovi was utilized due to its user-friendly interface and effectiveness in handling descriptive statistics. To assess the relationships among financial rewards, conflict management, promotions, flexible working hours, the working environment, and employee productivity, Structural Equation Modeling (SEM) was conducted using SmartPLS 4. This software was chosen for its suitability in analyzing complex models and measuring correlations among latent variables. The collected data were screened for completeness and accuracy before analysis. Ethical considerations were upheld throughout the study by ensuring respondent confidentiality and voluntary participation. The analysis revealed that financial rewards and flexibility of working hours have a positive effect on productivity. While conflicts of management, promotion and working of environment have a negative impact on employees' productivity.
Analisis Kinerja Keuangan terhadap Nilai Perusahaan dengan Struktur Modal Sebagai Variabel Mediasi pada Perusahaan Sektor Pertambangan di Bursa Efek Indonesia Periode 2019-2023 Khajen; Simanjuntak , Dahnil Anzar; Ariesa , Yeni
Jurnal Manajemen Stratejik dan Simulasi Bisnis Vol. 6 No. 1 (2025): Jurnal Manajemen Stratejik dan Simulasi Bisnis
Publisher : Fakultas Ekonomi Universitas Andalas

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25077/mssb.6.1.59-71.2025

Abstract

The capital structure of mining companies listed on the Indonesia Stock Exchange is used as a mediating variable to analyze their financial performance and business value. This study uses a quantitative approach. One hundred and ten mining companies were analyzed, with thirty-three observations and twenty-six samples. Purposive sampling was used. Data were analyzed using path analysis. This study found that capital structure is not affected by liquidity, profitability is negatively affected by liquidity, solvency is positively affected by capital structure, liquidity is negatively affected by firm value, profitability is positively affected by firm value, capital structure is negatively affected by liquidity, and capital structure cannot mediate the effect of liquidity on firm value. Abstrak Struktur modal bisnis pertambangan yang terdaftar di Bursa Efek Indonesia digunakan sebagai variabel mediasi untuk menganalisis kinerja keuangan dan nilai bisnis mereka. Penelitian ini menggunakan pendekatan kuantitatif. Ada seratus sepuluh perusahaan pertambangan yang dianalisis, dengan tiga puluh tiga observasi dan dua puluh enam sampel. Pengambilan sampel secara purposif digunakan. Menganalisis data menggunakan analisis jalur. Dalam penelitian ini, ditemukan bahwa struktur modal tidak dipengaruhi oleh likuiditas, profitabilitas dipengaruhi secara negatif oleh likuiditas, solvabilitas dipengaruhi secara positif oleh struktur modal, likuiditas secara negatif oleh nilai perusahaan, profitabilitas secara positif oleh nilai perusahaan, struktur modal secara negatif oleh likuiditas, dan struktur modal tidak dapat memediasi pengaruh likuiditas terhadap nilai perusahaan
Socioeconomic Determinants of Health Status; Evidence from Nusa Tenggara Barat – Indonesia Sari, Delfia Tanjung; Susetiawan, Muhammad Dani
Jurnal Manajemen Stratejik dan Simulasi Bisnis Vol. 6 No. 1 (2025): Jurnal Manajemen Stratejik dan Simulasi Bisnis
Publisher : Fakultas Ekonomi Universitas Andalas

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25077/mssb.6.1.72-88.2025

Abstract

Health is a vital component of human capital, influencing long-term economic productivity and social well-being. In developing regions such as Nusa Tenggara Barat (NTB), Indonesia - where poverty, limited education, and underdeveloped health infrastructure persist - understanding the socioeconomic drivers of health is crucial for inclusive development. This study examines the impact of socioeconomic and demographic factors on indivual health status using data from the 2019 National Socioeconomic Survey (SUSENAS) and a logistic regression approach. The results show that individuals with higher education, stable employment, greater household expenditure, and health insurance coverage are significantly more likely to have good health. Conversely, older individuals and women are less likely to do so. The study finds that income, residential location, education, age, marital status, and gender significantly affect health outcomes in NTB, while employment status does not. Higher income and urban residence improve health, but unexpectedly, higher education is linked to poorer short-term health, likely due to reporting bias, stress, or lifestyle factors. These results support human capital theory while revealing context-specific dynamics, underscoring the need for targeted poverty reduction, rural healthcare expansion, gender-sensitive interventions, and comprehensive health promotion across all education levels. Abstract Kesehatan merupakan komponen penting dari modal manusia, yang memengaruhi produktivitas ekonomi jangka panjang dan kesejahteraan sosial. Di wilayah berkembang seperti Nusa Tenggara Barat (NTB), Indonesia - di mana kemiskinan, pendidikan yang terbatas, dan infrastruktur kesehatan yang belum berkembang masih menjadi masalah - memahami faktor-faktor sosioekonomi yang memengaruhi kesehatan sangat penting untuk pembangunan inklusif. Studi ini menganalisis dampak faktor-faktor sosioekonomi dan demografis terhadap kesehatan yang dilaporkan sendiri menggunakan data dari Survei Sosioekonomi Nasional (SUSENAS) 2019 dan pendekatan regresi logistik. Hasil menunjukkan bahwa individu dengan pendidikan lebih tinggi, pekerjaan stabil, pengeluaran rumah tangga lebih besar, dan memiliki jaminan Kesehatan cenderung lebih sehat. Sebaliknya, individu yang lebih tua dan perempuan cenderung kurang sehat. Studi ini menemukan bahwa pendapatan, lokasi tempat tinggal, pendidikan, usia, status perkawinan, dan jenis kelamin secara signifikan mempengaruhi kesehatan di NTB, sementara status pekerjaan tidak. Pendapatan yang lebih tinggi dan tempat tinggal di perkotaan meningkatkan kesehatan, tetapi secara tak terduga, pendidikan yang lebih tinggi terkait dengan kesehatan yang lebih buruk, kemungkinan disebabkan oleh bias pelaporan, stres, atau faktor gaya hidup. Hasil ini mendukung teori modal manusia sambil mengungkap dinamika spesifik konteks, menyoroti kebutuhan akan pengurangan kemiskinan yang ditargetkan, perluasan layanan kesehatan di pedesaan, intervensi yang sensitif terhadap gender, dan promosi kesehatan komprehensif di semua tingkat pendidikan.
Analisis Perbandingan Kinerja Keuangan Sebelum Dan Sesudah Initial Public Offering (IPO) Pada PT. Bukalapak Tbk Melenia, Annisa; Amallia, Chairun; Putri, Yuliarni
Jurnal Manajemen Stratejik dan Simulasi Bisnis Vol. 4 No. 1 (2023): Jurnal Manajemen Stratejik dan Simulasi Bisnis
Publisher : Fakultas Ekonomi Universitas Andalas

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25077/mssb.4.1.12-23.2023

Abstract

This study aims to determine the comparison of the financial performance of liquidity, solvency, activity and profitability before and after being designated as an initial public offering. This research is classified as quantitative research. The object in this research is PT. Bukalapak Tbk. The type of data used in this research is secondary data. The analytical method used is comparative analysis. To test the hypothesis using the paired sample t-test and the Wilcoxon test. The results of this study conclude (1) There is no significant difference in financial performance in terms of liquidity indicators before and after being designated as an initial public offering. (2) There is no significant difference in financial performance seen from the solvency indicators before and after being determined as an initial public offering. (3) There is no significant difference in financial performance seen from the activity indicators before and after being determined as an initial public offering. (4) There is a significant difference in financial performance seen from the profitability indicators before and after being determined as an initial public offering.
Analysis Of The Influence Of Brand Awareness, Brand Associations, And Lifestyle On Purchase Decision Process iPhone (Consumer Survey in Padang City) Aswin, Ullya Rahmi; Hidayat, Danny; Gustina, Leni
Jurnal Manajemen Stratejik dan Simulasi Bisnis Vol. 4 No. 1 (2023): Jurnal Manajemen Stratejik dan Simulasi Bisnis
Publisher : Fakultas Ekonomi Universitas Andalas

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25077/mssb.4.1.33-40.2023

Abstract

This study aims to determine the influence of Brand Awareness, Brand Association, and Lifestyle in the iPhone Purchase Decision Process in Padang City. The data analysis method used is Validity Test, Reliability Test, Multiple Regression Analysis, Hypothesis Test consists of Partial Test (t Statistical Test), Simultaneous Test (F Statistical Test), and Determination Coefficient Test (R2). The work was carried out using SPSS 17. The data used are primary data and secondary data. This study used a sample of 100 research respondents. The results of this study indicate that data analysis using the multiple linear regression analysis method shows that Brand Association and Lifestyle have a positive and significant effect on consumers' decision to buy an iPhone, while Brand Awareness has a positive but not significant effect on the consumer's decision process in buying an iPhone. Based on the t-test that the three most dominant variables influencing the decision process to purchase the hijab are Lifestyle (X3) with a t value of 0.532. Adjusted analysis of the coefficient of determination obtained an R2 value of 39.7%, which means that the dependent variable, namely the purchase decision process, can be explained by the independent variables, namely Brand Awareness, Brand Association and Lifestyle and the remaining 60.3% is not influenced by other variables. included in this research.

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