D4 Administrasi Bisnis Terapan I

Permanent URI for this collectionhttps://repository.polibatam.ac.id/handle/PL029/1755

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Analisis The Influence of Product Quality, Consumer Perspective, And Brand Image on Purchasing Decisions for Thrifting in Batam City
(2025-08-13) Putra, Fadil Qalama; Septiana, Maryani
This astudy qaims wto analyze wthe influence of wProduct wQuality, Consumer Perspective, wand wBrand wImage on Purchase wDecisions for thrifting products win Batam City. An extensive comprehension of the elements that influence customers' decision-making processes is anticipated from the results of this study. Data analysis in this study used Structural Equation Modeling, Partial Least Squares (SEM-PLS), as part of a descriptive quantitative methodology. The study population consisted of buyers of thrifting products in Batam City, employing a purposive sampling technique based on predetermined criteria and a sample size of one hundred respondents calculated using the Lemeshow formula. To make sure the questionnaire was consistent, we utilized composite reliability. To make sure the data was valid, we used convergent and discriminant validity. The model was evaluated through R-Square, F-Square, and t-statistics analysis to identify significant relationships between variables. The results state that Product Quality, Consumer Perspective, and Brand Image have a positive and significant effect on Purchase Decisions for thrifting products. Among these variables, Consumer Perspective was found to have the most edominant einfluence eon epurchasing edecisions. These findings suggest that consumers’ positive perceptions and beliefs toward thrifting, followed by product quality and brand image, are factors driving purchase interest in thrifting products in Batam City. The study adds to our knowledge of what drives people to buy used products by identifying the main aspects, particularly in the thrifting market of Batam City.
Pengaruh Brand Image dan Strategi Bundling terhadap Keputusan Pembelian dengan Affiliate Marketing sebagai Variabel Intervening (Studi Pembelian Kosmetik Wardah melalui Shop Tokopedia)
(2025-09-18) Marini, Faradila Dwi; Mulyaningtyas, Dian
Perkembangan teknologi digital dan integrasi antara media sosial dengan e-commerce telah menciptakan peluang baru dalam strategi pemasaran, salah satunya melalui program affiliate marketing. Shop Tokopedia, hasil akuisisi Tiktok terhadap Tokopedia, memanfaatkan strategi ini untuk meningkatkan penjualan, termasuk produk kosmetik. Di sisi lain, meningkatnya kesadaran masyarakat akan kecantikan turut mendorong pertumbuhan pasar kosmetik, sehingga menjadi peluang sekaligus tantangan bagi merek lokal seperti Wardah untuk mempertahankan pangsa pasarnya. Penelitian ini bertujuan untuk mengetahui pengaruh brand image dan strategi bundling terhadap keputusan pembelian produk kosmetik Wardah di Shop Tokopedia dengan affiliate marketing sebagai variabel intervening. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei melalui kuesioner kepada 100 responden yang pernah membeli produk bundling Wardah di Shop Tokopedia. Analisis data dilakukan dengan teknik Path Analysis menggunakan software SmartPLS 4.0. Hasil penelitian menunjukkan bahwa brand image berpengaruh positif dan signifikan terhadap affiliate marketing, H1 diterima. Strategi bundling berpengaruh positif dan signifikan terhadap affiliate marketing, H2 diterima. Brand image berpengaruh positif dan signifikan terhadap keputusan pembelian, H3 diterima. Strategi bundling berpengaruh positif dan signifikan terhadap keputusan pembelian, H4 diterima. Namun, affiliate marketing tidak memiliki pengaruh signifikan terhadap keputusan pembelian, maka H5 ditolak dan tidak mampu menjadi variabel mediasi dalam hubungan antara brand image maupun strategi bundling terhadap keputusan pembelian. Temuan ini mengindikasikan bahwa brand image dan strategi bundling lebih dominan memengaruhi keputusan pembelian secara langsung dibandingkan melalui affiliate marketing
The Influence of Celebrity Endorsements, Brand Image, and Social Media Marketing on Purchasing Decisions for Skintific Products on the TikTok App
(Politeknik Negeri Batam, 2025-09-10) Christiana, Fransiska Elsa; Kartikasari, Dwi
This study aims to understand the influence of celebrity endorsements on purchasing decisions for Skintific products on TikTok, brand image on purchasing decisions for Skintific products on TikTok, and social media marketing on purchasing decisions for Skintific products on TikTok. The research method used is quantitative. The sample was obtained using a non-probability methodology with a purposive sampling method, consisting of 114 respondents. The data used in this study came from a questionnaire. Data analysis was performed using SPSS 31. The data analysis used included respondent characteristics analysis, validity testing, reliability testing, classical assumption testing, multiple linear regression analysis, and hypothesis testing. The results showed that celebrity endorsement had a positive and significant effect on purchasing decisions. Brand image did not have a significant effect on purchasing decisions. Social media marketing had a positive and significant effect and was the most dominant factor in influencing purchasing decisions. Celebrity endorsement, brand image, and social media marketing simultaneously had a significant effect on purchasing decisions.
THE INFLUENCE OF CELEBRITY ENDORSERS, BRAND IMAGE, AND CONSUMER TRUST ON THE PURCHASE DECISIONS OF SOMETHINC PRODUCTS AMONG GEN Z IN BATAM
(Journal of Applied Business Administration, 2025-08-01) Adelina, Elisabet; Naldi, Syafri; Naldi, Syafri
This study was conducted to determine the influence of celebrity endorsers, brand image, and consumer trust on the purchase decision of Somethinc among Gen Z in Batam. A quantitative approach was used with a survey technique involving 100 respondents. Data were analyzed using validity tests, reliability tests, classical assumption tests, multiple linear regression, and hypothesis testing using SPSS version 27. The results indicate that all three variables significantly influence purchasing decisions simultaneously. However, when analyzed individually, only celebrity endorsers and brand image have a significant influence, while consumer trust does not. Theoretically, these results enrich the literature on digital generation consumer behavior and highlight the need for the development of new conceptual models that are more contextual to the characteristics of Gen Z. This study contributes to formulating relevant marketing approaches for local cosmetic companies, particularly in building strategies based on brand identity and influencers. Practical implications suggest that companies should focus on strengthening brand image and selecting endorsers aligned with Gen Z characteristics.