Pengaruh Gaya Hidup dan Kualitas Produk Terhadap Keputusan Pembelian Smartphone Oppo di Fakultas Ekonomi Universitas Islam Riau

Wahyuni, Sri; Joesyiana, Kiki

doi:10.32877/eb.v4i1.216

Cited by 2 publications

(2 citation statements)

References 1 publication

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“…Visibility sangat penting dalam pembentukan kesadaran bagi konsumen, tentang produk" (Rossiter & Percy, 1996). Terdapat 3 indikator dalam mengukur visibilitas yaitu intensitas muncul dimedia, kepopuleran di media dan kekaguman (Artini, 2016).…”

Section: Pendahuluanunclassified

Visibilitas Dan Penetapan Harga Terhadap Pengalaman Pelanggan Ayam Geprek Sa’i Cabang Beji

Putri,

Sumartik,

Hariasih

2023

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In this era of rapid technological advancement, humans are constantly seeking and choosing various ways to do things quickly and easily, including when it comes to dining. Fast food restaurants have become common in many cities. The food industry in Indonesia is currently experiencing rapid development. Therefore, intense competition arises to create and fulfill the increasingly sophisticated and high demands of consumers. This study aims to analyze the impact of visibility and pricing on customer experience. The research utilizes a quantitative method, with a research design involving hypothesis testing. In this study, data is obtained from two sources, namely primary data and secondary data. An online questionnaire is distributed to customers of Beji Geprek Sa'i Fast Food Restaurant, Beji Branch, as research subjects to collect primary data. Data analysis will be conducted using SPSS software, with the research sample consisting of individuals who have visited Beji Geprek Sa'i Fast Food Restaurant, Beji Branch, more than once. The questionnaire will be distributed through Google Form. Based on the conducted research, it can be concluded that the factors of visibility and pricing contribute to or influence customer experience (Y). Keywords: Visibility, Pricing, Customer Experience.

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Section: Pendahuluanunclassified

Visibilitas Dan Penetapan Harga Terhadap Pengalaman Pelanggan Ayam Geprek Sa’i Cabang Beji

Putri,

Sumartik,

Hariasih

2023

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“…& Priscilla, that celebrity endorsers have no significant effect on purchasing decisions, so that celebrities do not directly influence product buying decisions. From the results of this study, it can be seen that when a celebrity introduces a product, it will not necessarily affect Generation Z consumers in purchasing the product[30][24][31].…”

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Celebrity Endorsers and Purchase Decisions for Generation Z: Brand Image of Loreal Products

Friscilla,

Yap

2023

JEM17

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The high demand for using beauty products and lots of competition make companies have to innovate in marketing strategies. The existence of the phenomenon in this study can be useful as material for consideration for marketing managers and entrepreneurs in marketing products. So consumers can understand more trending products and fulfill consumer desires in their buying behavior. This study aims to determine celebrity endorser's purchasing decisions for Generation Z which is mediated by brand image on L'Oreal products. The number of samples in this study were 100 respondents who had bought L'Oreal products. The data collection technique used a purposive sampling method with a questionnaire conducted on Z generation women at the Golden Kediri Supermarket. Data analysis of the results of this study: celebrity endorser has a positive and significant effect on brand image, and brand image has a positive and significant effect on purchasing decisions, then celebrity endorser has no direct significant effect on purchasing decisions. Testing the intervening variables shows that there is an indirect effect on purchasing decisions through the brand image variable. Keywords: Celebrity Endorser, Brand Image, Generation Z, Purchase Decision.

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Pengaruh Gaya Hidup dan Kualitas Produk Terhadap Keputusan Pembelian Smartphone Oppo di Fakultas Ekonomi Universitas Islam Riau

Cited by 2 publications

References 1 publication

Visibilitas Dan Penetapan Harga Terhadap Pengalaman Pelanggan Ayam Geprek Sa’i Cabang Beji

Visibilitas Dan Penetapan Harga Terhadap Pengalaman Pelanggan Ayam Geprek Sa’i Cabang Beji

Celebrity Endorsers and Purchase Decisions for Generation Z: Brand Image of Loreal Products

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