Pub Date : 2021-09-30DOI: 10.29303/alexandria.v2i2.74
H. Hamidi, A. Jufri, I. Karta
This research aim to determine the effect of performance on teachers satisfaction in Public Senior High Schools in Lombok, Indonesia. This study is a quantitative study was conducted in Lombok with a population of 580 teachers. The total sample of 85 teachers was obtained by a proportional random sampling technique. Data analysis was performed by regression. The results showed that performance has an impact on teacher satisfaction. The teachers of public senior high school in Lombok will be satisfied if their performance is very good. It was concluded that one way to maintain teacher satisfaction is by improving performance
{"title":"Teacher Performance: The effect on Teacher Satisfaction in Public Senior High Schools","authors":"H. Hamidi, A. Jufri, I. Karta","doi":"10.29303/alexandria.v2i2.74","DOIUrl":"https://doi.org/10.29303/alexandria.v2i2.74","url":null,"abstract":"This research aim to determine the effect of performance on teachers satisfaction in Public Senior High Schools in Lombok, Indonesia. This study is a quantitative study was conducted in Lombok with a population of 580 teachers. The total sample of 85 teachers was obtained by a proportional random sampling technique. Data analysis was performed by regression. The results showed that performance has an impact on teacher satisfaction. The teachers of public senior high school in Lombok will be satisfied if their performance is very good. It was concluded that one way to maintain teacher satisfaction is by improving performance","PeriodicalId":442651,"journal":{"name":"ALEXANDRIA (Journal of Economics, Business, & Entrepreneurship)","volume":"56 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2021-09-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"129862461","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-09-30DOI: 10.29303/alexandria.v2i2.72
Wulan Sari, L. M. Furkan, Handry Sudiartha Athar
The purpose of this study was to find out the influence of Brand Image on HP Vivo Products at the Faculty of Economics and Business of Mataram University and to find out the influence of Online Advertaising on Brand Image on HP Vivo Products at the Faculty of Economics and Business of Mataram University. This research is an associative research with a research approach using quantitative approaches. This research was conducted in the Faculty of Economics and Business of Mataram University. The data collection method used in this study is a sample survey. The population in this study was consumers who shopped for Vivo mobile products. A study sample of 98 respondents was determined by a non probability sampling technique, a purposive sampling method. Collecting the necessary data and information, the study used interview and questionnaire techniques. The data collection tool used in the study was a questionnaire. Data analysis techniques are performed using multiple linear regressions. The results showed that (1) variable e-wom had a significant influence on brand image and buying interest in vivo products in the city of Mataram; (2) Online Advertising variables have a positive and significant influence on the decision to purchase vivo products in the city of Mataram
{"title":"Pengaruh e-Wom dan Online Advertising dalam Membangun Brand Image Pada Produk HP Vivo","authors":"Wulan Sari, L. M. Furkan, Handry Sudiartha Athar","doi":"10.29303/alexandria.v2i2.72","DOIUrl":"https://doi.org/10.29303/alexandria.v2i2.72","url":null,"abstract":"The purpose of this study was to find out the influence of Brand Image on HP Vivo Products at the Faculty of Economics and Business of Mataram University and to find out the influence of Online Advertaising on Brand Image on HP Vivo Products at the Faculty of Economics and Business of Mataram University. This research is an associative research with a research approach using quantitative approaches. This research was conducted in the Faculty of Economics and Business of Mataram University. The data collection method used in this study is a sample survey. The population in this study was consumers who shopped for Vivo mobile products. A study sample of 98 respondents was determined by a non probability sampling technique, a purposive sampling method. Collecting the necessary data and information, the study used interview and questionnaire techniques. The data collection tool used in the study was a questionnaire. Data analysis techniques are performed using multiple linear regressions. The results showed that (1) variable e-wom had a significant influence on brand image and buying interest in vivo products in the city of Mataram; (2) Online Advertising variables have a positive and significant influence on the decision to purchase vivo products in the city of Mataram","PeriodicalId":442651,"journal":{"name":"ALEXANDRIA (Journal of Economics, Business, & Entrepreneurship)","volume":"8 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2021-09-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"127782238","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-09-30DOI: 10.29303/alexandria.v2i2.73
Lalu Ardhi Kusuma
This research aims to find and find out the factors that affect customers saving at Bank BRI Praya Branch, these factors include Products, Interest Rates, Places, Promotions, Processes, physical, employees and services. This type of research is descriptive research at Bank BRI Praya Branch, Jalan Gajah Mada No. 128 Praya Central Lombok. This research method is a sample survey, determining respondents using Simple Random Sampling. The analysis model used is qualitative using the Likert scale and quantitative using table anlisa and factor analysis. Based on the calculation of factor analysis results, six variables affect customer saving decisions, including Product Variables, Places, Processes, Physical, Employees, and Services. The six variables form the two factors that most affect the arena has an eigenvalue of more than 1.0 and loading factors above 0.4. Factor 1 has an eigenvalue of 1,914, and factor 2 has an eigenvalue of 1,587. The other two variables do not participate in the influence, namely for variable interest rates and promotions. The interest rate does not enter into because it has an MSA of less than 0.5. At the same time, the advertisement does not affect it because it has a loading factor of less than 0.4. Therefore, Bank BRI Praya Branch must pay attention to factors that influence customers by improving their quality and improving variables that do not affect to attract people to save more optimally in the future
本研究旨在找出并找出影响客户在银行BRI Praya分行储蓄的因素，这些因素包括产品，利率，地点，促销，流程，物理，员工和服务。这种类型的研究是描述性研究在银行BRI普拉亚分行，Jalan Gajah Mada No. 128普拉亚中央龙目岛。本研究方法为抽样调查，采用简单随机抽样法确定调查对象。使用的分析模型是定性的使用李克特量表，定量的使用表格分析和因子分析。根据因子分析结果的计算，有六个变量影响客户的节约决策，包括产品变量、地点、过程、物理、员工和服务。对场馆影响最大的两个因素组成的6个变量特征值均大于1.0，加载因子均大于0.4。因子1的特征值为1914，因子2的特征值为1587。另外两个变量不参与影响，即可变利率和促销。由于MSA小于0.5，因此不计入利率。同时，广告不影响它，因为它的加载系数小于0.4。因此，银行BRI Praya分行必须关注影响客户的因素，通过提高质量和改善不影响的变量，以吸引人们在未来更优化地储蓄
{"title":"Analisis Faktor-Faktor Yang Mempengaruhi Keputusan Nasabah Menabung Pada Bank BRI Cabang Praya Lombok Tengah","authors":"Lalu Ardhi Kusuma","doi":"10.29303/alexandria.v2i2.73","DOIUrl":"https://doi.org/10.29303/alexandria.v2i2.73","url":null,"abstract":"This research aims to find and find out the factors that affect customers saving at Bank BRI Praya Branch, these factors include Products, Interest Rates, Places, Promotions, Processes, physical, employees and services. This type of research is descriptive research at Bank BRI Praya Branch, Jalan Gajah Mada No. 128 Praya Central Lombok. This research method is a sample survey, determining respondents using Simple Random Sampling. The analysis model used is qualitative using the Likert scale and quantitative using table anlisa and factor analysis. Based on the calculation of factor analysis results, six variables affect customer saving decisions, including Product Variables, Places, Processes, Physical, Employees, and Services. The six variables form the two factors that most affect the arena has an eigenvalue of more than 1.0 and loading factors above 0.4. Factor 1 has an eigenvalue of 1,914, and factor 2 has an eigenvalue of 1,587. The other two variables do not participate in the influence, namely for variable interest rates and promotions. The interest rate does not enter into because it has an MSA of less than 0.5. At the same time, the advertisement does not affect it because it has a loading factor of less than 0.4. Therefore, Bank BRI Praya Branch must pay attention to factors that influence customers by improving their quality and improving variables that do not affect to attract people to save more optimally in the future","PeriodicalId":442651,"journal":{"name":"ALEXANDRIA (Journal of Economics, Business, & Entrepreneurship)","volume":"8 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2021-09-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"126664257","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-09-29DOI: 10.29303/alexandria.v2i2.13
Mustahyi Mustahyi, J. Rohkmat, F. Fahruddin
This study aims to examine the effect of principal leadership, academic supervision, and work motivation on teacher performance. The method used is a survey method with a quantitative correlational approach. The research sample consisted of 136 teachers (86 male teachers and 50 female teachers) from 4 State Senior High Schools in East Lombok Regency, namely SMA Negeri 1 Aikmel, SMA Negeri 1 Wanasaba, SMA Negeri 1 Pringgabaya, and SMA Negeri 1 Suela. The research instrument in the form of a questionnaire was given to respondents directly after testing the validity and reliability. The data analysis technique used a simple regression test and multiple regression tests followed by a correlation test. Data analysis results based on the coefficient of determination for each research variable on teacher performance obtained the coefficient of determination of work motivation of 47.8%, academic supervision of 45.5%, and the variable of principal leadership of 44.4%. While the results of the coefficient of determination collectively were 53.8%. Thus, it can be concluded that both individually and collectively, the principal's leadership, academic supervision, and work motivation affect teacher performance.
本研究旨在探讨校长领导、学业督导、工作动机对教师绩效的影响。所使用的方法是一种定量相关方法的调查方法。研究样本包括东龙目县4所国立高中的136名教师(86名男教师和50名女教师)，分别是SMA Negeri 1 Aikmel, SMA Negeri 1 Wanasaba, SMA Negeri 1 Pringgabaya和SMA Negeri 1 Suela。研究工具以问卷的形式，在测试了效度和信度后直接发给受访者。数据分析技术使用简单回归测试和多重回归测试，然后进行相关测试。根据各研究变量对教师绩效的决定系数进行数据分析，得出工作动机的决定系数为47.8%，学业监督的决定系数为45.5%，校长领导的决定系数为44.4%。总体判定系数为53.8%。综上所述，校长领导、学业监督和工作动机对教师绩效的影响是个体和集体的。
{"title":"The Effect of School Leadership, Academic Supervision, and Work Motivation on Teacher Performance","authors":"Mustahyi Mustahyi, J. Rohkmat, F. Fahruddin","doi":"10.29303/alexandria.v2i2.13","DOIUrl":"https://doi.org/10.29303/alexandria.v2i2.13","url":null,"abstract":"This study aims to examine the effect of principal leadership, academic supervision, and work motivation on teacher performance. The method used is a survey method with a quantitative correlational approach. The research sample consisted of 136 teachers (86 male teachers and 50 female teachers) from 4 State Senior High Schools in East Lombok Regency, namely SMA Negeri 1 Aikmel, SMA Negeri 1 Wanasaba, SMA Negeri 1 Pringgabaya, and SMA Negeri 1 Suela. The research instrument in the form of a questionnaire was given to respondents directly after testing the validity and reliability. The data analysis technique used a simple regression test and multiple regression tests followed by a correlation test. Data analysis results based on the coefficient of determination for each research variable on teacher performance obtained the coefficient of determination of work motivation of 47.8%, academic supervision of 45.5%, and the variable of principal leadership of 44.4%. While the results of the coefficient of determination collectively were 53.8%. Thus, it can be concluded that both individually and collectively, the principal's leadership, academic supervision, and work motivation affect teacher performance.","PeriodicalId":442651,"journal":{"name":"ALEXANDRIA (Journal of Economics, Business, & Entrepreneurship)","volume":"31 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2021-09-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"128254155","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-04-30DOI: 10.29303/alexandria.v2i1.31
Nana Sopiana
The purpose of this study is to prove the significance of the influence of the marketing mix both simultaneously and partially on the sale of coffee products and prove the marketing mix that has a dominant influence on the sale of coffee products in coffee companies and convection "Aneka Busana" Kediri West Lombok. The type of research used to examine the above problems is descriptive research with case study method. The analytical tools used in this study are multiple linear regression analysis, hypothesis test (f test), hypothesis test (t test), and classic assumption test processed through SPSS program. The results showed that: (1) For the F test hypothesis test, that together product variables, prices, promotions, distributions influenced sales so that Ho was rejected and Ha accepted; (2) For the test hypothesis test t , which does not have a significant influence on sales is a variable promotion and distribution channel; (3) Of the four variables that have a dominant influence on sales is the price variable
{"title":"Analisis Pengaruh Bauran Pemasaran terhadap Penjualan","authors":"Nana Sopiana","doi":"10.29303/alexandria.v2i1.31","DOIUrl":"https://doi.org/10.29303/alexandria.v2i1.31","url":null,"abstract":"The purpose of this study is to prove the significance of the influence of the marketing mix both simultaneously and partially on the sale of coffee products and prove the marketing mix that has a dominant influence on the sale of coffee products in coffee companies and convection \"Aneka Busana\" Kediri West Lombok. The type of research used to examine the above problems is descriptive research with case study method. The analytical tools used in this study are multiple linear regression analysis, hypothesis test (f test), hypothesis test (t test), and classic assumption test processed through SPSS program. The results showed that: (1) For the F test hypothesis test, that together product variables, prices, promotions, distributions influenced sales so that Ho was rejected and Ha accepted; (2) For the test hypothesis test t , which does not have a significant influence on sales is a variable promotion and distribution channel; (3) Of the four variables that have a dominant influence on sales is the price variable","PeriodicalId":442651,"journal":{"name":"ALEXANDRIA (Journal of Economics, Business, & Entrepreneurship)","volume":"5 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2021-04-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"125457857","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-04-26DOI: 10.29303/alexandria.v2i1.26
Baiq Lani Septia Lestari, Emilia Septiani
This study aims to analyze the effect of brand image and product quality on iPhone smartphone purchasing decisions among students at the University of Mataram. This type of research used in this research is associative with a quantitative approach. The sampling technique was determined by purposive sampling method with a total of 100 respondents. The data collection tools used a questionnaire and google form which had been tested for validity and reliability. The data analysis technique used is multiple linear regression. The results of this study indicate that: (1) There is a positive and significant influence of brand image variables on purchasing decisions, (2) There is a positive and significant influence on product quality variables on iPhone smartphone purchasing decisions among students at the University of Mataram
{"title":"Pengaruh Citra Merek dan Kualitas Produk terhadap Keputusan Pembelian Smartphone Iphone Pada Mahasiswa di Universitas Mataram","authors":"Baiq Lani Septia Lestari, Emilia Septiani","doi":"10.29303/alexandria.v2i1.26","DOIUrl":"https://doi.org/10.29303/alexandria.v2i1.26","url":null,"abstract":"This study aims to analyze the effect of brand image and product quality on iPhone smartphone purchasing decisions among students at the University of Mataram. This type of research used in this research is associative with a quantitative approach. The sampling technique was determined by purposive sampling method with a total of 100 respondents. The data collection tools used a questionnaire and google form which had been tested for validity and reliability. The data analysis technique used is multiple linear regression. The results of this study indicate that: (1) There is a positive and significant influence of brand image variables on purchasing decisions, (2) There is a positive and significant influence on product quality variables on iPhone smartphone purchasing decisions among students at the University of Mataram","PeriodicalId":442651,"journal":{"name":"ALEXANDRIA (Journal of Economics, Business, & Entrepreneurship)","volume":"2 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2021-04-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"125045355","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-04-25DOI: 10.29303/ALEXANDRIA.V2I1.28.G19
Muhammad Fauzi Amrullah
This study aims to examine the influence of the variables Celebrity Endorser, Brand Image, and Electronic Word of Mouth on Purchasing Decisions among Shopee e-commerce users in Indonesia. This research is a causal quantitative research and data collection tools using a closed questionnairevia google form. The population in this study were Indonesians who shop using Shopee and the number of samples in this study were 80 people. The sampling technique used in this reseach isnon-probability sampling with purposive sampling method. The analysis used is multiple linear regression test. The data analysis technique uses the IBM SPSS version 21 program.The results of the analysis show that the variables of Celebrity Endorser, Brand Image, and Electronic Word of Mouth have a positive and significant effect on Purchasing Decisions on Shopee e-commerce users in Indonesia and the coefficient of determination (R2) by 0.603 or 60.3%.
本研究旨在探讨名人代言、品牌形象和电子口碑对印尼Shopee电商用户购买决策的影响。本研究是一个因果定量研究和数据收集工具，使用封闭的问卷调查，通过谷歌的形式。本研究的人群是使用Shopee购物的印尼人，本研究的样本数量为80人。本研究采用的抽样技术为目的抽样法的非概率抽样。分析采用多元线性回归检验。数据分析技术采用IBM SPSS version 21程序。分析结果显示，Celebrity Endorser、Brand Image和Electronic Word of Mouth这三个变量对Shopee印尼电商用户的购买决策有正向显著的影响，决定系数(R2)分别为0.603或60.3%。
{"title":"Pengaruh Celebrity Endorser, Brand Image, dan Elektronic Word of Mouth terhadap Pembelian Pada Pengguna E-Commerce Shopee di Indonesia","authors":"Muhammad Fauzi Amrullah","doi":"10.29303/ALEXANDRIA.V2I1.28.G19","DOIUrl":"https://doi.org/10.29303/ALEXANDRIA.V2I1.28.G19","url":null,"abstract":"This study aims to examine the influence of the variables Celebrity Endorser, Brand Image, and Electronic Word of Mouth on Purchasing Decisions among Shopee e-commerce users in Indonesia. This research is a causal quantitative research and data collection tools using a closed questionnairevia google form. The population in this study were Indonesians who shop using Shopee and the number of samples in this study were 80 people. The sampling technique used in this reseach isnon-probability sampling with purposive sampling method. The analysis used is multiple linear regression test. The data analysis technique uses the IBM SPSS version 21 program.The results of the analysis show that the variables of Celebrity Endorser, Brand Image, and Electronic Word of Mouth have a positive and significant effect on Purchasing Decisions on Shopee e-commerce users in Indonesia and the coefficient of determination (R2) by 0.603 or 60.3%.","PeriodicalId":442651,"journal":{"name":"ALEXANDRIA (Journal of Economics, Business, & Entrepreneurship)","volume":"50 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2021-04-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"129453251","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
This aims to determine the effect of competitiveness, price and service quality on business continuity at the UD Kembang Ternak fish feed shop. In this study using an Associative with a quantitative approach. The sampling technique used purposive sampling, in order to obtain the number of respondents as many as 100 people. The data analysis technique used is multiple linear regression. The results of this study indicate that the competitiveness variable has a positive effect but does not have a significant effect on business continuity at UD Kembang Ternak. With a t value of 1.717 <1.98 and a significant value of 0.089> 0.05. Price variables have a positive effect but there is no significant effect on the sustainability of the business at the UD Kembang Ternak fish feed shop. With a t value of 0.020<1.98 and a significant value of 0.984> 0.05. Service quality variables have a positive and significant effect on the sustainability of the business at UD Kembang Ternak fish feed shop. With a t value of 15.711> 1.98 and a significant value of the Research Methods of 0.000 <0.05
这旨在确定竞争力、价格和服务质量对UD Kembang Ternak鱼饲料店业务连续性的影响。本研究采用联想与定量的方法。抽样技术采用有目的抽样，以获得的受访者人数多达100人。使用的数据分析技术是多元线性回归。本研究结果表明，竞争力变量对肯邦泰纳克公司的业务连续性有正向影响，但没有显著影响。t值为1.717 0.05。价格变量有积极影响，但对UD Kembang Ternak鱼饲料店的业务可持续性没有显著影响。t值为0.020 0.05。服务质量变量对UD Kembang Ternak鱼饲料店业务的可持续性有显著的正向影响。t值为15.711> 1.98，研究方法显著值为0.000 <0.05
{"title":"Pengaruh Daya Saing, Harga, dan Kualitas Pelayanan terhadap Keberlangsungan Usaha","authors":"Khairil Anwardin, Akhmad Saufi, Handry Sudiartha Athar","doi":"10.29303/alexandria.v2i1.29","DOIUrl":"https://doi.org/10.29303/alexandria.v2i1.29","url":null,"abstract":"This aims to determine the effect of competitiveness, price and service quality on business continuity at the UD Kembang Ternak fish feed shop. In this study using an Associative with a quantitative approach. The sampling technique used purposive sampling, in order to obtain the number of respondents as many as 100 people. The data analysis technique used is multiple linear regression. The results of this study indicate that the competitiveness variable has a positive effect but does not have a significant effect on business continuity at UD Kembang Ternak. With a t value of 1.717 <1.98 and a significant value of 0.089> 0.05. Price variables have a positive effect but there is no significant effect on the sustainability of the business at the UD Kembang Ternak fish feed shop. With a t value of 0.020<1.98 and a significant value of 0.984> 0.05. Service quality variables have a positive and significant effect on the sustainability of the business at UD Kembang Ternak fish feed shop. With a t value of 15.711> 1.98 and a significant value of the Research Methods of 0.000 <0.05","PeriodicalId":442651,"journal":{"name":"ALEXANDRIA (Journal of Economics, Business, & Entrepreneurship)","volume":"1088 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2021-04-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"122905111","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2020-11-30DOI: 10.29303/ALEXANDRIA.V1I1.12
Devi Nilakandi
The purpose of this study was to determine the significance of the effect of brand equity (brand awareness, quality impression, brand association, brand loyalty) of Oriflame cosmetic products on consumer purchases in Mataram City. The population of this study are consumers who make real purchases and consumers who have tried through a demo conducted by personal selling Oriflame cosmetic products. Sampling of 50 consumers really fulfills the requirements for a representative sample. The data collection techniques used were interview techniques and documentation techniques. This analysis is used because in this study there is more than one independent variable. This analysis is used to determine the influence of brand equity (brand awareness, quality impression, brand association, and brand loyalty) on consumer purchase desires (decisions). The results showed that: 1) Brand awareness and perceived quality factors have a significant influence to form an image and influence consumer decisions in purchasing oriflame products; 2) The factors of brand association and consumer loyalty do not have a meaningful influence on purchasing decisions for Oriflame products. This means that brand association and brand loyalty are not the dominant factors that influence consumers to use Oriflame products even though these factors have an influence but the effect is small; and 3) Brand equity has a strong influence on consumer decisions in purchasing Oriflame products. This means that the stimuli attached to the oriflame product create a special attraction that attracts consumers to buy and use oriflame products.
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