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Program Studi Manajemen - Fakultas Ekonomi Universitas Simalungun (USI) Jl. Sisingamangaraja No 1 Pematangsiaantar
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Manajemen : Jurnal Ekonomi
Published by Universitas Simalungun
ISSN : -     EISSN : 23025964     DOI : https://doi.org/10.36985
Core Subject : Economy,
Economics, Econometrics & Finance
Manajemen : Jurnal Ekonomi (EISSN: 2302-5964), adalah jurnal online nasional dengan sistem peer-review, yang diterbitkan oleh Fakultas Ekonomi Universitas Simalungun, Indonesia. Ruang lingkup jurnal ini meliputi bidang Ekonomi, Bisnis dan Kewirausahaan. Manajemen : jurnal Ekonomi telah terdaftar di LIPI sejak tahun 2012, SK no.005.096/JI.3.2/SK.ISSN/2012. 10-25 2012. Namun dalam perkembangan nya terjadi masalah teknis sehingga tidak pernah ada publikasi jurnal. Pada tahun 2019 Manjemen : Jurnal Ekonomi telah aktif kembali
Arjuna Subject : Bisnis, Menejemen, dan Akutansi (semua kategori) - Bisnis, Menejemen, dan Akutansi (Lain-Lain)
Articles 382 Documents
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Price, Product Quality, and Brand Image on Purchase Intention of Fashion Thrifting Products Sihite, Fifi; Marbun, Sondang Nibulan; Rajagukguk, Tiur; Saragih, Rintan
Manajemen: Jurnal Ekonomi Vol. 8 No. 1 (2026): Manajemen: Jurnal Ekonomi Vol 8 No 1 Maret 2026
Publisher : Fakultas Ekonomi Universitas Simalungun

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36985/n27apy42

Abstract

This study investigates the effects of price, product quality, and brand image on the purchase intention of fashion thrifting products among Management Study Program students (Class of 2023) at Universitas Methodist Indonesia. A quantitative descriptive approach was employed, with a population of 250 students and a sample of 154 respondents selected using the Slovin formula. Data were gathered through Likert-scale questionnaires and analyzed using multiple linear regression, t-test, F-test, and the coefficient of determination. Findings reveal that price does not significantly influence purchase intention (sig. 0.266 > 0.05), whereas product quality exerts a positive and significant effect (sig. 0.003 < 0.05), and brand image demonstrates the strongest influence (sig. 0.000 < 0.05). Simultaneously, all three variables significantly predict purchase intention, yielding an F-value of 78.599 and an Adjusted R² of 60.3%. Brand image and product quality are identified as the primary drivers of student purchase intention toward fashion thrifting
The Influence of Product Innovation, Marketing Capabilities, and Brand Equity on The Competitiveness of Herbal Products at PT Keloria Moringa Jaya, Medan Sihotang, Arif Jonathan P; Marbun, Sondang Nibulan; Panggabean, Toman
Manajemen: Jurnal Ekonomi Vol. 8 No. 1 (2026): Manajemen: Jurnal Ekonomi Vol 8 No 1 Maret 2026
Publisher : Fakultas Ekonomi Universitas Simalungun

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36985/ydjgjf46

Abstract

This study aims to determine and analyze the effect of Product Innovation, Marketing Capability, and Brand Equity on the Competitiveness of Herbal Products at PT Keloria Moringa Jaya, Medan. The research method used in this study is a quantitative descriptive research method. The number of samples in this study was 70 respondents, calculated using a formula with a 10% margin of error. Based on the results of the t-test hypothesis, it can be concluded that product innovation partially has a positive and significant effect on product competitiveness, marketing capabilities partially do not have a significant effect on product competitiveness, and brand equity partially has a positive and significant effect on product competitiveness. Based on the results of the F hypothesis test, it can be concluded that product innovation, marketing capabilities, and brand equity together or simultaneously have a significant effect on product competitiveness. Based on the results of the coefficient of determination analysis, it is known that the coefficient of determination (adjusted R-square) value is 0.671. Based on this value, product innovation, marketing capabilities, and brand equity are able to influence purchasing decisions by 67.1%, with the remaining 32.9% explained by other variables or factors

Page 39 of 39 | Total Record : 382

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