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All Journal E-JRM International Journal of Asian Business and Management (IJABM)
Chicha Fahriana
Unknown Affiliation
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Pengaruh Harga, Kualitas Produk, Dan Kualitas Pelayanan Terhadap Keputusan Pembelian Pada E-Commerce Shopee (Pada Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Islam Malang) Chicha Fahriana; Hadi Sunaryo; M. Khoirul ABS
E-JRM : Elektronik Jurnal Riset Manajemen eJrm Vol. 11 No. 22 Februari 2022
Publisher : UNIVERSITAS ISLAM MALANG

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (356.896 KB)

Abstract

Abstract This study aims to analyze and describe the effect of price, product quality, and service quality on purchasing decisions on e-commerce shopee (study of 2018 class of economic and business faculty students). The population in this study were undergraduate students of the Faculty of Economics and Business, Islamic University of Malang Batch 2018 both from the Management study program as many as 518 students, Accounting as many as 275 students, and Sharia Banking as many as 106 with a total of 899 people. Then 90 people were taken from this number using the slovin formula. The variables used in this research are purchasing decision variables (dependent variable), while the independent variables are price, product quality, and service quality.The results of this study conclude that there is a positive and significant influence between price, product quality, and service quality variables on purchasing decisions and simultaneously concludes that there is an influence between price, product quality, and service quality variables on purchasing decisions. Keywords: Purchase Decision, Price, Product Quality, Service Quality
The Role of Celebrity Endorsement and Brand Awareness in Forming Purchase Intention: The Influence of Brand Image as an Intervening Variable Chicha Fahriana; Heri Pratikto; Titis Shinta Dhewi
International Journal of Asian Business and Management Vol. 3 No. 6 (2024): December 2024
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/ijabm.v3i6.12858

Abstract

This study aims to explore the influence of celebrity endorsement and brand awareness on consumers' purchase intentions, with brand image acting as a mediating variable. The importance of this research stems from addressing a gap identified in existing literature. A quantitative approach was employed, utilizing purposive sampling as the non-probability technique for participant selection. Data were collected through surveys using a 5-point Likert scale, and the final sample included 385 respondents. The data analysis was conducted with the SmartPLS (Partial Least Squares) method. The results indicate that both celebrity endorsement and brand awareness positively and significantly affect purchase intention. Additionally, both factors also positively influence brand image. However, brand image does not act as a mediator between celebrity endorsement, brand awareness, and purchase intention, contrary to the initial hypothesis
Co-Authors ABS, M Khoirul Hadi Sunaryo Heri Pratikto Titis Shinta Dhewi, Titis