cover
Contact Name
Nyoman Ari Surya Darmawan
Contact Email
jebd@acityajournal.com
Phone
-
Journal Mail Official
jebd@acityajournal.com
Editorial Address
Jl. Bedugul No.25, Sidakarya, Denpasar Selatan, Kota Denpasar, Bali 80224
Location
Kota denpasar,
Bali
INDONESIA
Journal of Entrepreneurial and Business Diversity
ISSN : 29855365     EISSN : 29862132     DOI : 10.38142/jebd
Core Subject : Science,
The Journal of Entrepreneurship and Business Diversity discusses the role of diversity in increasing innovation and developing healthier entrepreneurial ecosystems under the auspices of PT Keberlanjutan Strategies Indonesia. The Journal of Entrepreneurship and Business Diversity aims to relate to current research the role of diversity in increasing innovation and developing healthier entrepreneurial ecosystems. The Journal of Entrepreneurship and Business Diversity published four (4) issues per year and published in January - February; March - April; May - June; July - August; September - October; November - December. The scope of the Journal of Entrepreneurship and Business Diversity includes: Theoretical perspectives on diversity and inclusion; Best practices for promoting diversity and inclusion in the workplace; The Role of Technology in diversity and inclusion; The impact of diversity on consumer behavior and market outcomes; The impact of diversity on international business and cross-cultural management; The intersectionality of diverse identities and experiences in the workplace; Business Development; Business Corporate Innovation; Entrepreneurial Strategy Entrepreneur case studies Entrepreneurial Analysis Startup entrepreneurship Entrepreneurship in technology Social entrepreneurship Entrepreneurship in creative fields Entrepreneurship in the service sector Entrepreneurship in industry Entrepreneurship in agribusiness;
Articles 52 Documents
The Influence of Packaging and Advertising Attractiveness on Purchasing Decisions for Gogotales Beauty Products on TikTok Shop MUHIBAN, Ayi; TIARA, Tiara
Journal of Entrepreneurial and Business Diversity Vol. 3 No. 3 (2025): Journal of Entrepreneurial and Business Diversity. (july-September)
Publisher : PT. Keberlanjutan Strategis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38142/jebd.v3i3.358

Abstract

Purpose:This research was conducted on Gogotales consumers in the TikTok Shop marketplace. The aim was to determine the influence of packaging and advertising appeal on purchasing decisions, both partially and simultaneously.Methodology:The research method used in this study is descriptive and associative. The unit of analysis is the individual, namely Gogotales consumers on the TikTok Shop marketplace. The sample size for this study was 99 respondents. The sampling technique used was based on specific considerations or criteria. The analysis method used was multiple linear regression analysis, and the validity and reliability of the research instrument were also tested.Findings:Based on the research results it shows that there is a partial and simultaneous influence on the packaging variables and advertising appeal on the purchasing decision variable.Implication:The influence of packaging on purchasing decisions is 65.3%, while the influence of advertising appeal on purchasing decisions is 12.9%. The influence of packaging and advertising appeal on purchasing decisions is 78.23%.
The Influence of Brand Image and Product Design on Purchase Decisions for Brodo Brand Shoes on the E-Commerce Shopee (Case Study: Students of the 2021-2025 Regular Morning Class of the Faculty of Economics, National University of Pasim) RAMDHANI, Dahlan; DANILIA, Friska
Journal of Entrepreneurial and Business Diversity Vol. 3 No. 3 (2025): Journal of Entrepreneurial and Business Diversity. (july-September)
Publisher : PT. Keberlanjutan Strategis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38142/jebd.v3i3.360

Abstract

Purpose:This research was conducted on students of Universitas Nasional Pasim Faculty of Economics Regular Morning Class of 2021. The purpose of this study was to determine how brand image and product design influence the purchasing decision of Brodo brand shoes in an e-commerce shop (Case Study of Students of Universitas Nasional Pasim Faculty of Economics Regular Morning Class of 2021).Methodology:The research method used in this study is descriptive and associative. The unit of analysis is the individual, namely the 2021 Regular Morning Students of the Faculty of Economics, National University of Pasim. The sample size was 95. The sampling technique used in this study was based on certain characteristics. The analytical method used was multiple linear regression analysis, and the validity and reliability of the research instrument were also tested.Findings:Based on the research results it shows that there is a partial and simultaneous influence of brand image and product design variables on purchasing decision variables.Implication:The influence of brand image on purchasing decisions is 33.9%, while product design on purchasing decisions is 48.9%. The influence of brand image and product design on purchasing decisions is 82.8%.