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Pengaruh Green Marketing terhadap Green Buying Behavior Melalui Environmental Knowledge: Studi pada Unilever Indonesia 绿色营销通过环境知识对绿色购买行为的影响:印度尼西亚联合利华研究
Pub Date : 2024-01-20 DOI: 10.47467/alkharaj.v6i3.6208
Gilang Alrizki, Citra Kusuma Dewi
In resolving the issues looked by the world and the sustainability of life, including climate change, a shared commitment has been formulated in the form of the Sustainable Development Goals (SDGs). One of the companies in Indonesia contributing to the SDGs is Unilever. Unilever has been focused on launching the Unilever Sustainable Living Plan (USLP) since 2010. The reason for this study is to decide the impact of Green Promotion on Green Purchasing Behavior through Ecological Information on Unilever products in Indonesia. Eco-Labeling, Green Advertising, and Green Branding are the three dimensions used in Ali's previous research (2021) to describe environmentally friendly marketing strategies. Eco-Marking is an external confirmation carried out by an organization, taking actions to preserve the climate, and is also included in the eco-label category. Environmental-friendly promotion intends to urge shoppers to utilize harmless to the ecosystem items fully intent on working on ecological security. In the concept of the green marketing, labeling becomes the core of the advertising system in the contemporary business world. This exploration employs a quantitative strategy through various tests, such as legitimacy tests, dependency tests, model fairness tests, speculation tests with intervention factors, and descriptive tests. Based on the results of the mediation analysis, the environmental knowledge variable doesn't intercede the connection  between the eco-labeling variable and green buying behavior. The environmental knowledge variable completely intercede the connection between the green advertising variable and green buying behavior. The environmental knowledge variable completely intercede the connection between the green branding variable and green buying behavior.
为了解决世界面临的问题和生命的可持续性,包括气候变化,我们以可持续发展目标(SDGs)的形式做出了共同承诺。联合利华是印度尼西亚为可持续发展目标做出贡献的公司之一。自 2010 年以来,联合利华一直致力于推出 "联合利华可持续生活计划"(USLP)。本研究旨在通过印尼联合利华产品的生态信息,确定绿色促销对绿色购买行为的影响。生态标识、绿色广告和绿色品牌是阿里之前的研究(2021 年)中用来描述环境友好型营销策略的三个维度。生态标志是一个组织采取保护气候行动的外部确认,也属于生态标签的范畴。环境友好型促销旨在促使购物者使用对生态系统无害的物品,充分致力于生态安全。在绿色营销的概念中,标签成为当代商业世界广告系统的核心。本次探索采用定量策略,通过各种检验,如合法性检验、依赖性检验、模型公平性检验、干预因素推测检验和描述性检验。根据中介分析的结果,环境知识变量并没有干预生态标签变量与绿色购买行为之间的联系。环保知识变量完全干预了绿色广告变量与绿色购买行为之间的联系。环保知识变量完全干预了绿色品牌变量与绿色购买行为之间的联系。
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引用次数: 0
Pengaruh Digital Marketing, Persepsi Harga, dan Brand Trust terhadap Keputusan Pembelian pada Produk Bittersweet By Najla 数字营销、价格感知和品牌信任对购买苦艾酒决策的影响 By Najla Products
Pub Date : 2024-01-12 DOI: 10.47467/alkharaj.v6i3.6152
Sella Deby Saphira, Ariati Anomsari
The aim of this research is to determine the influence of digital marketing, price perception and brand trust on purchasing decisions for BitterSweet Najla products. This survey was conducted to all consumers who purchased BitterSweet by Najla products and to all consumers who purchased and consumed BitterSweet by Najla. Sampling was determined from a sampling method of 110 customers. The data used in this research is primary data using the data collection method of distributing questionnaires. The experiment used SPSS 25 software to analyze respondent data, test instruments, and data analysis methods such as classic hypothesis testing, multiple linear regression, t test, f test, and decision coefficients. The research results show that digital marketing has a positive and insignificant effect on the decision to purchase BitterSweet of Najla products, while price perception has a positive and significant effect on the decision to purchase BitterSweet of Najla products, and consumer trust. the brand is positive. and has a significant effect on purchasing decisions for BitterSweet Najla products. Najla Products Verdict on BitterSweet.
本研究旨在确定数字营销、价格感知和品牌信任对 BitterSweet Najla 产品购买决策的影响。本次调查的对象是所有购买过 BitterSweet by Najla 产品的消费者,以及所有购买并消费过 BitterSweet by Najla 的消费者。抽样方法是从 110 名顾客中抽样确定的。本研究使用的数据是原始数据,使用的数据收集方法是发放调查问卷。实验使用 SPSS 25 软件分析受访者数据、测试工具和数据分析方法,如经典假设检验、多元线性回归、t 检验、f 检验和判定系数。研究结果表明,数字营销对购买纳杰拉苦丁茶产品的决策有正向影响,且影响不显著;价格感知对购买纳杰拉苦丁茶产品的决策有正向影响,且影响显著;消费者对品牌的信任度为正,对购买纳杰拉苦丁茶产品的决策有显著影响。Najla 产品对 BitterSweet 的评价。
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引用次数: 0
Laporan Evaluasi Keuangan Perusahaan Subsektor Transportasi Udara 航空运输分部门公司财务评估报告
Pub Date : 2024-01-11 DOI: 10.47467/alkharaj.v6i3.6120
Steven Stevu Denito, Helmy Hendra Kusuma, Kenny Giovany, Ronald Carlo, Jenjen M Safari, Yanuar Ramadhan
The area generally impacted by versatility limitations because of the Coronavirus pandemic is transportation. This exploration was directed to assess organization funds for 3 transportation organizations. Descriptive, quantitative research methods are utilized in this study. The examples utilized in this exploration were 3 transportation organizations, to be specific PT. Garuda Indonesia Tbk. ( GIAA), PT. Air Asia Indonesia Tbk. ( CMPP), and PT. Jaya Trishindo Tbk. ( HELI). Information is utilized to examine the degree of information on organization monetary assessments utilizing proportion investigation, normal size examination, pattern investigation and record investigation. The findings of the study demonstrate that PT's profitability ratio and liquidity ratio value Indonesia Tbk. Garuda GIAA) and PT. Air Asia Indonesia Tbk. encountered a decrease in 2021, yet expanded in 2022. In the interim, the organization PT. Jaya Trishindo Tbk. from 2020 to 2022 the benefit proportion keeps on declining. PT movement proportion esteem. Garuda Indonesia Tbk. from 2020 to 2022 there will in general be an increment, while PT. Tbk. Air Asia Indonesia and PT. Jaya Trishindo Tbk. tends to go down in 2021, but it will go up in 2022. The influence proportion upsides of the three organizations will generally vacillate or go all over from 2020 to 2022. In light of the normal size computation, it very well may be reasoned that PT. Garuda Indonesia Tbk. and PT. Air Asia Indonesia Tbk. suffered losses in 2020 and 2021, but will gradually improve and grow in 2022. In the interim the organization PT. Trishindo Tbk, Jaya as a matter of fact created a gain in 2020 and 2021, while in 2022 it really encountered a misfortune. In view of pattern estimations it very well may be presumed that PT. Garuda Indonesia Tbk., PT. Air Asia Indonesia Tbk., and PT. Jaya Trishindo Tbk. experienced misfortunes in 2021 and 2022. In light of the file estimation it tends to be presumed that PT. Indonesia Tbk. Garuda and PT. Jaya Trishindo Tbk. it made a profit in 2020 and 2021, but it lost money in 2022. In the interim the organization PT. Air Asia Indonesia Tbk. actually made money between 2020 and 2022.
因冠状病毒大流行而普遍受到通用性限制影响的领域是交通。本研究旨在对 3 家运输机构的组织资金进行评估。本研究采用了描述性定量研究方法。本研究中使用的实例是 3 家运输机构,具体是 PT.Garuda Indonesia Tbk. ( GIAA), PT.( CMPP) 和 PT.Jaya Trishindo Tbk. ( HELI)。利用比例调查、正常规模调查、模式调查和记录调查等方法,对组织货币评估的信息程度进行了研究。研究结果表明,PT's profitability ratio and liquidity ratio value Indonesia Tbk.Garuda GIAA)和 PT.亚洲航空印尼公司(Air Asia Indonesia Tbk.在此期间,PT.Jaya Trishindo Tbk.从2020年到2022年的效益比例持续下降。PT movement proportion esteem.Garuda Indonesia Tbk.从 2020 年到 2022 年一般会有增长,而 PT.Tbk.Air Asia Indonesia and PT.Jaya Trishindo Tbk.在2021年趋于下降,但在2022年将上升。从 2020 年到 2022 年,这三家公司的影响比例上升趋势一般都会摇摆不定或一去不复返。根据正常规模计算,PT.Garuda Indonesia Tbk.在 2020 年和 2021 年蒙受损失,但在 2022 年将逐步改善和增长。在此期间,PT.Trishindo Tbk, Jaya事实上在2020年和2021年创造了收益,而在2022年确实遇到了不幸。根据模式估算,可以推测PT.Garuda Indonesia Tbk.Air Asia Indonesia Tbk.Jaya Trishindo Tbk.在2021年和2022年遭遇不幸。根据文件估计,PT.Indonesia Tbk.Garuda 和 PT.Jaya Trishindo Tbk.在 2020 年和 2021 年盈利,但在 2022 年亏损。在此期间,PT.Air Asia Indonesia Tbk.
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引用次数: 0
Pengaruh Love Of Money, Religiusitas, dan Time Budget Pressure terhadap Persepsi Etis Auditor 爱财、宗教信仰和时间预算压力对审计师道德观念的影响
Pub Date : 2023-11-23 DOI: 10.47467/alkharaj.v6i3.5551
Erin Kristi, Susanto Salim
Ethics is still a polemic in the world of auditors, especially with the increasing number of ethical cases involving auditors. Many factors can compromise an auditor's ethical perception. This research was conducted to empirically test the influence of love of money and religiosity on auditors, as well as time budget pressure during audit assignments on auditors' ethical perceptions. This research took the population and a sample of 31 respondents in the form of auditors working at Public Accounting Firms in DKI Jakarta using the questionnaire method as the data collection method. In this research, the data analysis technique used is multiple linear regression analysis via SPSS. This research provides results that the love of money variable has a positive influence on auditors' ethical perceptions. These results explain that the higher the love of money an auditor has, the more it will influence the auditor's ethics. The religiosity variable in this study has a positive effect on auditors' ethical perceptions, where these results show that the higher the auditor's level of religiosity, the more ethical the auditor will behave in carrying out his work. The research results for the time budget pressure variable explain that time budget pressure has no influence on auditors' ethical perceptions. These results indicate that pressure on the time budget during an audit engagement does not affect the auditor's ethical behavior in his work. Even though auditors have a limited time budget, they can carry out their work in audit engagements in accordance with a professional code of ethics honestly and with integrity.
在审计师的世界里,职业道德仍然是一个争论不休的话题,尤其是在涉及审计师的职业道德案件越来越多的情况下。许多因素都会影响审计师的道德观念。本研究旨在实证检验审计师对金钱的热爱和宗教信仰以及审计任务中的时间预算压力对审计师道德认知的影响。本研究采用问卷调查法作为数据收集方法,以在雅加达 DKI 公共会计师事务所工作的审计师为调查对象和样本,共 31 人。本研究使用的数据分析技术是通过 SPSS 进行的多元线性回归分析。研究结果表明,"爱钱 "变量对审计师的道德认知有积极影响。这些结果说明,审计师对金钱的热爱程度越高,对审计师职业道德的影响就越大。本研究中的宗教信仰变量对审计师的道德认知有积极影响,这些结果表明,审计师的宗教信仰水平越高,审计师在开展工作时就会表现得越道德。时间预算压力变量的研究结果表明,时间预算压力对审计师的道德认知没有影响。这些结果表明,审计业务期间的时间预算压力不会影响审计师在工作中的道德行为。即使审计师的时间预算有限,他们也可以按照职业道德规范诚实、正直地开展审计工作。
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引用次数: 0
Pengaruh Akuntabilitas, Transparansi, Partisipasi Masyarakat Terhadap Pengelolaan Dana Desa (Studi Kasus Pada Pemerintah Desa Kecamatan Nasal Kabupaten Kaur Provinsi Bengkulu) 问责制、透明度和社区参与对村级基金管理的影响(明古鲁省考尔县纳萨尔区村级政府案例研究)
Pub Date : 2023-11-23 DOI: 10.47467/alkharaj.v6i3.5593
Alya Fitri Shagita, R. Indriani
Penelitian ini dilakukan untuk mengetahui apakah akuntabilitas, transparansi dan partisipasi masyarakat memiliki pengaruh terhadap Pengelolaan Dana Desa pada Pemerintah Desa Kecamatan Nasal 2023. Alat analisis pada penelitan ini menggunakan bantuan program software SmartPLS versi 4.0 yang terdiri dari evaluasi outer model dan inner model. Penelitian ini termasuk kedalam penelitian deskriptif dan bersifat klausal. Populasi pada penelitian ini adalah Pemerintah Desa Sekecamatan Nasal. Pengambilan sampel dalam penelitian ini menggunakan teknik Nonprobability sampling dengan metode sampling jenuh sehingga didapatkan 85 responden dari seluruh aparat desa pada Pemerintah Desa Kecamatan Nasal. Hasil penelitian menujukkan bahwa akuntabilitas berpengaruh signifikan dengan arah positif terhadap pengelolaan dana desa pada Pemerintah Desa Kecamatan Nasal Kabupaten Kaur pada Tahun 2023. Transparansi berpengaruh signifikan dengan arah positif terhadap pengelolaan dana desa pada Pemerintah Desa Kecamatan Nasal Kabupaten Kaur pada Tahun 2023. Partisipasi masyarakat berpengaruh signifikan dengan arah positif terhadap pengelolaan dana desa pada Pemerintah Desa Kecamatan Nasal Kabupaten Kaur pada Tahun 2023.
本研究旨在确定问责制、透明度和社区参与是否会对 2023 年纳萨尔区村级政府的村级基金管理产生影响。本研究的分析工具是 SmartPLS 4.0 版软件程序,包括外部模型和内部模型的评估。本研究包括描述性研究和分析性研究。研究对象是纳萨尔区的村政府。本研究采用非概率抽样技术和饱和抽样方法,从纳萨尔区乡政府的所有村干部中抽取了 85 名受访者。结果表明,问责制对 2023 年考尔摄政区纳萨尔区村级政府的村级资金管理具有显著的正向影响。透明度对 2023 年 Kaur 摄政区 Nasal 地区村级政府的村级资金管理具有积极的显着影响。社区参与对 2023 年 Kaur 摄政区 Nasal 县村级政府的村级资金管理有积极影响。
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引用次数: 0
Analisis Analisis Persepsi Pelaku Usaha Mikro Kecil dan Menengah tentang Proses Sertifikasi Halal Melalui BPJPH 通过 BPJPH 分析微型、小型和中型企业对清真认证程序的看法
Pub Date : 2023-11-23 DOI: 10.47467/alkharaj.v6i3.5547
Abrista Devi, Arum Mutoharoh
Indonesia has a population with the largerst Muslim majoritym the number of Muslim residents in Indonesia is 240,62 million people as of 2023. Making Indonesia one of the Asian countries that has great potential as a producer of halal products. Apart from that, the government also requires halal sertifiction for food and beverage products starting in 2024. The halal sertification process in the new era currently involves three components that are in synergy with each other. Namely, through the Halal Product Guarantee Organizing Agency (HPGOA), The Indonesian Ulema Council (IUC) and the Halal Inspection Institution (HII). This research aims to determine the perceptions of micro, small and medium enterprises regarding the halal sertification process through HPGOA in Bogor. The Research method used in this research is a descriptive quantitative research method, in which the data research process involves distributing closed and open combination questionnaires. The research result show that business actors in Bogor have a good Perception of the halal certification process, they have high awareness as produsers, will be halal remember many consumer muslim of course, it requires official validation in the form of halal label. However, for some business actors, especially small ones, they have limitations such as costs and lack of information, so that there are still many business actors in Bogor who have not registered for halal certification. However, the government still requires a halal certification policy for business actors by providing halal supervisors and a free halal registration program through the Religious Affairs Office (RAO) as well as the cooperative service as has been implemented by Micro, Small, and Medium Enterprises (MSMEs) in Tonjong Village Bogor Regency accompanied by education and assistance.
印尼是穆斯林人口最多的国家,截至 2023 年,印尼穆斯林居民人数为 2.4062 亿。这使得印尼成为亚洲极具潜力的清真产品生产国之一。除此之外,政府还要求食品和饮料产品从 2024 年开始获得清真认证。新时期的清真认证程序目前包括三个相互协同的组成部分。即,通过清真产品保障组织机构(HPGOA)、印度尼西亚乌里玛理事会(IUC)和清真检查机构(HII)。本研究旨在确定茂物微型、小型和中型企业对通过 HPGOA 进行清真认证过程的看法。本研究采用的研究方法是描述性定量研究方法,数据研究过程包括发放封闭式和开放式组合问卷。研究结果表明,茂物的商业参与者对清真认证程序有良好的认知,他们作为生产者有很高的意识,许多穆斯林消费者当然会记得清真食品需要以清真标签的形式进行官方验证。然而,对于一些企业,尤其是小企业来说,他们受到成本和信息缺乏等方面的限制,因此茂物仍有许多企业尚未注册清真认证。然而,政府仍然要求企业行为者执行清真认证政策,通过宗教事务办公室(RAO)提供清真监督员和免费清真注册计划,以及在茂物县 Tonjong 村的微型、小型和中型企业(MSMEs)实施的合作服务,同时提供教育和援助。
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引用次数: 0
Pengaruh Kualitas Produk, Harga, Promosi dan Citra Merek terhadap Keputusan Pembelian Pakaian Wanita di Online Shop 产品质量、价格、促销和品牌形象对网店女装购买决策的影响
Pub Date : 2023-11-23 DOI: 10.47467/alkharaj.v6i3.5539
Prasintia Prasetya, Totok Sugiharto
The advancement in technology has led to economic development and transformed the business world on the internet. Due to the growing prevalence of the internet and its easy accessibility, sellers have seized the opportunity to engage in online sales, commonly known as online shopping. This research aims to examine and analyze the influence of product quality, price, promotion, and brand image on the purchasing decisions of women's clothing in online shops. This study utilizes a modified research model from previous studies, with the expectation of providing empirical research results regarding purchasing decisions. Primary data for this study were collected from 153 respondents, women's clothing consumers in Jabodetabek, who made purchases from online shops within the last year. The study employed purposive sampling techniques. Statistical analysis was conducted using the SPSS software, employing multiple linear regression analysis. The research findings indicate that product quality, partially, has a positive influence on purchasing decisions. Price, partially, does not have a positive impact on purchasing decisions. Promotion, partially, has a positive influence on purchasing decisions. Brand image, partially, has a positive impact on purchasing decisions. Furthermore, product quality, price, promotion, and brand image, collectively, have a positive influence on purchasing decisions. It is hoped that this model can also be utilized by women's clothing businesses in online shops to formulate marketing strategies to enhance consumer purchasing decisions.
技术进步带来了经济发展,也改变了互联网上的商业世界。由于互联网的日益普及及其便捷性,卖家们纷纷抓住机遇从事网上销售,也就是俗称的网上购物。本研究旨在考察和分析产品质量、价格、促销和品牌形象对网店女装购买决策的影响。本研究采用了对以往研究进行修改后的研究模型,期望提供有关购买决策的实证研究成果。本研究的原始数据收集自 153 名受访者,他们都是贾博德塔贝克的女装消费者,在过去一年中曾在网店购买过服装。研究采用了目的性抽样技术。使用 SPSS 软件进行了统计分析,并采用了多元线性回归分析。研究结果表明,产品质量对购买决策有部分积极影响。价格对购买决策没有积极影响。促销对购买决策有部分积极影响。品牌形象对购买决策有部分积极影响。此外,产品质量、价格、促销和品牌形象共同对购买决策产生积极影响。希望网店女装企业也能利用这一模型来制定营销策略,以提高消费者的购买决策。
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引用次数: 0
Kesiapan Kerja Mahasiswa Akuntansi Di Era Disrupsi Teknologi Digital: Peran Keahlian Akuntansi, Literasi Digital, Literasi Manusia, Dan Adaptabilitas Karir 数字技术颠覆时代会计专业学生的就业准备:会计专业知识、数字素养、人文素养和职业适应能力的作用
Pub Date : 2023-11-23 DOI: 10.47467/alkharaj.v6i3.5592
Silvia Ratily Pakpahan, Nikmah Nikmah
Dalam menghadapi era disrupsi teknologi digital mahasiswa akuntansi harus mempersiapkan diri dan memiliki kemampuan pada bidang profesi akuntan untuk mencapai kesuksesannya. Penelitian ini bertujuan untuk menguji pengaruh keahlian akuntansi, literasi digital, literasi manusia, dan adaptabilitas karir terhadap kesiapan kerja. Sumber data yang digunakan yaitu data primer dilakukan secara online melalui google forms dengan menerapkan metode purposive sampling. Populasi penelitian ini mengambil sampel sebanyak 325 responden yaitu mahasiswa aktif sarjana akuntansi di Pulau Sumatera. Teknik penelitian menggunakan metode Structural Equation Modeling (SEM) dengan berbasis alat analisis Partial Least Square (PLS) versi 4.0. Hasil penelitian mengindikasikan bahwa variabel keahlian akuntansi, variabel literasi digital, variabel literasi manusia, dan variabel adaptabilitas karir memiliki pengaruh positif dan signifikan terhadap kesiapan kerja di era disrupsi teknologi digital. Dengan demikian, hasil penelitian ini dapat menunjukan bahwa mahasiswa akuntansi di Pulau Sumatera akan lebih siap pada kesiapan kerjanya jika didukung dengan pemahaman dan kemampuan yang dimiliki mahasiswa tersebut.
面对数字技术颠覆的时代,会计专业学生必须做好准备,具备从事会计职业的能力,才能取得成功。本研究旨在探讨会计专业知识、数字素养、人文素养和职业适应能力对工作准备的影响。采用的数据来源是通过谷歌表格进行的在线原始数据,并应用了目的性抽样方法。本研究的调查对象为 325 名受访者,即苏门答腊岛上在读的会计专业本科生。研究技术采用了基于偏最小平方(PLS)4.0 版分析工具的结构方程建模(SEM)方法。结果表明,会计专业知识变量、数字素养变量、人文素养变量和职业适应性变量对数字技术颠覆时代的工作准备度具有积极而显著的影响。因此,本研究的结果可以表明,如果得到苏门答腊岛上会计专业学生的理解和能力支持,这些学生将为工作准备做好更充分的准备。
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引用次数: 0
Analisis Kinerja Keuangan PT. Sepatu Bata Indonesia Tbk dengan Menggunakan Metode Du Pont System Sebelum dan Selama Pandemi Covid-19 使用杜邦系统法分析 PT Sepatu Bata Indonesia Tbk 在 Covid-19 大流行之前和期间的财务业绩
Pub Date : 2023-11-23 DOI: 10.47467/alkharaj.v6i3.5522
R. Triandhini, Nanik Kustiningsih
This study was conducted with the aim of being able to test whether there is a comparison of financial performance before the pandemic (2018-2019) and during the covid-19 pandemic (2020-2021) through the use of the Du Pont System approach at PT Sepatu Bata Indonesia Tbk. The indicators used include Net Profit Margin (NPM), Return on Asset (ROA), and leverage factors. These three indicators will determine the company's Return on Equity (ROE). From the test results, it is known that the financial performance of PT Sepatu Bata Indonesia Tbk from 2018 to 2021 analyzed using the Du Pont System is in a bad condition. The Covid-19 pandemic has had an impact on the company's financial performance, as seen from the declining Return on Equity (ROE) value. The results obtained from the research have shown that the value of Net Profit Margin (NPM), Return on Asset (ROA), Equity Multiplier, Return on Investment (ROI) and Return on Equity are quite influential before and during the pandemic.
本研究旨在通过使用杜邦系统方法,检验 PT Sepatu Bata Indonesia Tbk 公司在大流行前(2018-2019 年)和大流行期间(2020-2021 年)的财务业绩是否存在比较。使用的指标包括净利润率(NPM)、资产回报率(ROA)和杠杆系数。这三个指标将决定公司的净资产收益率(ROE)。从测试结果可知,使用杜邦系统分析的 PT Sepatu Bata Indonesia Tbk 公司 2018 年至 2021 年的财务业绩状况不佳。从净资产收益率(ROE)值的下降可以看出,Covid-19大流行对该公司的财务业绩产生了影响。研究结果表明,在大流行之前和期间,净利润率(NPM)、资产回报率(ROA)、权益乘数、投资回报率(ROI)和净资产收益率的值都有相当大的影响。
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引用次数: 0
Pengaruh Kualitas Produk, Harga, dan Citra Merek terhadap Niat Beli Handphone Samsung 产品质量、价格和品牌形象对三星手机购买意向的影响
Pub Date : 2023-11-23 DOI: 10.47467/alkharaj.v6i3.5474
Elva Nurmala, Edy Purwo Saputro
The purpose of this study was to determine the effect of product quality, price, and brand image on purchase intention of Samsung cellphones. The method used in this research is quantitative method. The population and samples in this study were consumers who had never made a purchase on a Samsung mobile phone that met the requirements and the number of respondent sampled in this study were 100 respondents. The data source in this study in this study is primary data with the measurement scale used is 5 likert scale. Data analysis using SmartPLS 3 software. The results of the analysis in this study indicate that product quality and price have a positive and significant effect on purchase intention, while brand image has a negative and insignificant effect on purchase intention.
本研究旨在确定产品质量、价格和品牌形象对三星手机购买意向的影响。本研究采用的方法是定量法。本研究的研究对象和样本是从未购买过符合要求的三星手机的消费者,受访者人数为 100 人。本研究的数据来源为原始数据,使用的测量量表为 5 级李克特量表。使用 SmartPLS 3 软件进行数据分析。本研究的分析结果表明,产品质量和价格对购买意向有积极而显著的影响,而品牌形象对购买意向有消极而不显著的影响。
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Al-Kharaj : Jurnal Ekonomi, Keuangan & Bisnis Syariah
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