The Influence of Brand Ambassador and Price Discount on  Consumer Purchase Intention in E-Commerce Shopee  (Case Study on Shopee Users in Bandung City)

Maghfiroh, Rahma Ulfa; Sudarmiatin, Sudarmiatin; Hermawan, Agus

doi:10.52728/ijjm.v4i1.672

Cited by 3 publications

(3 citation statements)

References 27 publications

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“…Aiming at halal certification is also less effective if the halal awareness of consumers formed by Make Over is not successful. The findings of this research strengthen previous research where halal certification had no effect on purchase intention (Putra et al, 2023). However, this contradicts research by Aprilia & Saraswati (2021), which concluded that halal certification has a significant and positive effect on purchase intention.…”

Section: Discussionsupporting

confidence: 58%

The Influence of Halal Certification, Halal Awareness and Product Quality on Buying Interest in Halal Cosmetic Products for the Local Brand Make Over

Ayunda,

Harsoyo

2024

JIMKES

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Analyzing the influence of halal certification, halal awareness and product quality on interest in purchasing halal cosmetic products from the local brand Make Over as the aim of this research. The sample used was 100 Muslim female consumers who were aware of Make Over cosmetics but had never purchased or used the brand. The survey method using a questionnaire is the technique used to collect data for this research. The instrument test results prove that all the data in this study are valid and reliable. From the results of the classical assumption test, it is shown that the data in this study is normally distributed, does not contain multicollinearity and heteroscedasticity. The research results show: (1) halal certification has no effect on interest in buying halal cosmetic products from the local brand Make Over (2) halal awareness has a positive and significant effect on interest in buying halal cosmetic products from the local brand Make Over (3) product quality has a positive and significant effect on interested in buying halal cosmetic products from the local brand Make Over. The resulting theoretical implications support and provide evidence for previous findings, namely the successful testing of the influence of halal awareness and product quality on purchasing interest as well as providing support for previous research regarding the absence of the influence of halal certification on purchasing interest. The managerial implication is provide input to Make Over's marketing department to demonstrate halal certification so that it can have an influence on purchasing interest.

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Section: Discussionsupporting

confidence: 58%

The Influence of Halal Certification, Halal Awareness and Product Quality on Buying Interest in Halal Cosmetic Products for the Local Brand Make Over

Ayunda,

Harsoyo

2024

JIMKES

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“…Keputusan pembelian adalah tindakan dari konsumen untuk membeli atau tidak membeli produk [7]. Ada berbagai faktor yang dapat mempengaruhi keputusan pembelian konsumen, diantaranya adalah kualitas produk, citra merek dan faktor harga [8].…”

Section: Pendahuluanunclassified

Pengaruh Kualitas Produk, Citra Merek dan Harga terhadap Keputusan Pembelian Monitor Aoc 24g2e

Mega,

Susan

2023

INFEB

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The increasing demand from gamers for top-notch monitors is fueling rapid growth and intense competition in the monitor industry. According to data released by the International Data Corporation (IDC), Admiral Overseas Corporation AOC has emerged as a global leader in gaming monitor popularity. This achievement can be attributed to AOC's design strategy, which focuses on continuous product development and incorporates feedback from professional gaming enthusiasts. For companies, consumer purchasing decisions play a pivotal role as they contribute to revenue generation and help maintain competitive positions in the market. Several factors influence consumer purchasing decisions, including product quality, brand image, and price. This research aims to examine the characteristics and impact of product quality, brand image, price, and purchase decisions specifically related to the AOC 24G2E Monitor. The research employs a quantitative approach, utilizing descriptive analysis and multiple linear regression analysis as the analytical techniques. Primary data from 100 consumers of the AOC 24G2E Monitor were collected through a questionnaire, employing purposive sampling. The analysis results indicate that product quality, brand image, and price significantly influence the purchase decisions for the AOC 24G2E Monitor, with a coefficient of determination of 89.3%.

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“…One of the factors that can attract consumers to make purchasing decisions is the company's ability to communicate its brand (branding) or promotion (promotion) and brand image. One method that is currently popular for brand building, and is used in various business fields including by marketplace companies is by introducing products through brand ambassadors, and the promotion method used so that it has an impact on brand image and purchasing decisions (Faritzal et al, 2023;Hartati et al, 2022;Jayusman et al, 2023).…”

Section: Introductionmentioning

confidence: 99%

The Influence of Brand Ambassadors and Promotions on Purchase Decisions Through Brand Image as an Intervening Variable in Tokopedia E-Marketplace in East Java

Mauludi AC,

Haryanti,

Putri

2023

IJSSB

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This research was motivated by the rapid growth of e-commerce in Indonesia in 2019, which placed the country as the leader with 78% growth, followed by Mexico with 59%. In this context, several factors are of concern, including the role of brand ambassadors, promotion, and brand image. The main purpose of this study is to measure the direct and indirect influence of brand ambassadors and promotions on purchasing decisions through intervening variables, namely brand image, especially on the Tokopedia e-marketplace platform in East Java, Indonesia. This research is a type of comparative causal research with a quantitative approach. The population in this study is users of the Tokopedia e-marketplace application in the East Java region, with a sample of 100 respondents. The primary data collection method was carried out through the distribution of questionnaires through various social media. The collected data is then analyzed using multiple linear regression methods. The main results of the study show that brand ambassadors and promotions have a significant influence on consumer purchasing decisions through brand image on the Tokopedia e-marketplace platform. Brand ambassadors who have strong credibility and influence can help build positive consumer perceptions of the brand and products it represents. Meanwhile, promotions also play an important role in influencing consumers' purchasing decisions by providing special offers and other incentives. The results of this study provide new insights for e-commerce companies in developing effective marketing strategies to increase consumer satisfaction and business growth in today's digital era.

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The Influence of Brand Ambassador and Price Discount on Consumer Purchase Intention in E-Commerce Shopee (Case Study on Shopee Users in Bandung City)

Cited by 3 publications

References 27 publications

The Influence of Halal Certification, Halal Awareness and Product Quality on Buying Interest in Halal Cosmetic Products for the Local Brand Make Over

The Influence of Halal Certification, Halal Awareness and Product Quality on Buying Interest in Halal Cosmetic Products for the Local Brand Make Over

Pengaruh Kualitas Produk, Citra Merek dan Harga terhadap Keputusan Pembelian Monitor Aoc 24g2e

The Influence of Brand Ambassadors and Promotions on Purchase Decisions Through Brand Image as an Intervening Variable in Tokopedia E-Marketplace in East Java

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