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All Journal Jurnal EKOBIS (Kajian Ekonomi dan Bisnis)
Laili Dimyati
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Pengaruh Citra Merek (Brand Image) Dan Gaya Hidup Terhadap Keputusan Pembelian Smartphone Merek I-phone Dalam Perspektif Islam Zulaiha; Nurlela; Laili Dimyati; Febriansyah
JURNAL EKOBIS Kajian Ekonomi dan Bisnis Vol. 7 No. 2 (2024): Jurnal EKOBIS Kajian Ekonomi dan Bisnis Vol 7 No 2 (Juni 2024)
Publisher : JURNAL EKOBIS Kajian Ekonomi dan Bisnis

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Abstract

This research aims to find out how brand image influences the decision to purchase an I-Phone brand smartphone from an Islamic perspective, a case study of management study program students at ITBis Lembah Dempo. The data analysis used is quantitative analysis, namely data analysis that can be described using numbers. This research focuses on Brand Image (X1), Lifestyle (X2), and Purchase Decisions (Y). Based on simultaneous testing or F test, the Sig value has a significant effect on Purchase Decision (Y) which is 0,000 < 0,05 and the result of F-obtained was 18,19 and F- table was 3,10. It can be concluded that H3 is accepted. It means there is a significant effect between Brand Image (X1), Lifestyle (X2) on the Purchasing Decisions (Y) simultaneously.
Pengaruh Kepercayaan Dan Kemudahan Terhadap Keputusan Pembelian Secara Online Di Aplikasi Lazada Laili Dimyati; Venny Mellandhia Shandy; Gita Cahayani
JURNAL EKOBIS Kajian Ekonomi dan Bisnis Vol. 8 No. 1 (2024): Jurnal EKOBIS Kajian Ekonomi dan Bisnis Vol 8 No 1 (Desember 2024)
Publisher : JURNAL EKOBIS Kajian Ekonomi dan Bisnis

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Abstract

This study aims to determine the influence of trust and convenience on online purchasing decisions in the Lazada application. The research method used is an associative research type. Primary data was obtained from questionnaires distributed to 51 respondents who shopped on the Lazada application or who had the Lazada application. The indicators used were obtained from research, namely the dimensions of Trust (X1), Ease (X2) and Purchase Decision (Y). From the results of multiple linear regression analysis obtained from the variable Trust (X1) of 0.555 and Ease (X2) of 0.408. This shows that all variables X (Trust and Convenience) havea unidirectional influence on variable Y (Purchasing Decisions). From the results of the hypothesis test, namely the influence of the variables Trust (X1) and Convenience (X2) on Purchase Decisions (Y), the value is sig = 0.000, because the sig value = 0.000 <0.05 means that there is an influence of trust and convenience on online purchasing decisions in the Lazada application. Based on this statement means that Ha can be accepted.
Co-Authors Febriansyah Gita Cahayani Nurlela Venny Mellandhia Shandy Zulaiha