International Economics and Business Proceedings

THE EFFECT OF CELEBRITY ENDORSEMENT AND BRAND IMAGE ON THE BUYING INTEREST OF SOMETHINC COSMETIC PRODUCTS (STUDY ON STUDENTS OF THE UNIVERSITY OF MATARAM)

Hayatun Hidayat — 2024-09-06

The study aims to determine the influence of celebrity endorsement and brand image on the
purchase intention of Somethinc cosmetic products student at the Mataram University. The
population of this study consists of all students at Mataram University who are aware of
Somethinc cosmetic products. The data collection method used in this study is a survey
research method.the data collection tehnique involves using questionnaires or online surveys
through Google Form as the data collection tool. The study utilizes a sample of 100
respondents, and the sampling method usedis purposive sampling. The research design us ed
in this research is causal associative. The results of this study indicate that celebrity
endorsement (X1) has a positive and significant effect of 29,2% on purchase intention (Y),
while brand image (X2) has a positive and significant effect of 47,9% on purchase intention
(Y). It is recommended, based on the findings of this study, that Somethinc brrand producers
continue to improve their promotional strategies and pay more attentiom to popular and wellknown
celebrities among the public so by implementing such strategies,consumers will be
iinterested, this generating purchase intention among them.

ANALYSIS OF THE INFLUENCE OF PRICE DISCOUNTS, BONUS PACKAGES AND LAYOUT ON THE BUYING IMPULSE OF INDOMARET JALAN SULTAN KAHARUDDIN SUMBAWA BESAR

Nila Septi Amalia` — 2024-09-06

This research examines whether price discounts, bonus packages, and store layouts can influence impulse buying. Research data was collected using a questionnaire distributed to 75 respondents addressed to Indomaret consumers on Jalan Sultan Kaharuddin using the Purposive Sampling method to determine the responses of each respondent. The data analysis technique used is Multiple Linear Regression to prove the research hypothesis. This research aims to determine whether or not price discounts, bonus packages, and store layouts influence impulse buying. The type of research used is causal associative research with a quantitative approach. The data collection method is a survey method using primary data collected through an online questionnaire. The population in this study consisted of Indomaret consumers of Jalan Sultan Kaharuddin, with a research sample of 75 people. The analytical tool used is multiple linear regression using SPSS version 25. The results of the analysis show that (1). Price discounts have a positive effect on impulse buying (2). Bonus packages have a significant effect on impulse buying (3). Store layout has a significant effect on impulse buying.

ANALYSIS OF THE INFLUENCE OF SERVICE QUALITY AND PRICES ON CONSUMER SATISFACTION (CASE STUDY OF SURF CAFE VISITORS IN BIMA CITY)

Haerunisah Haerunisah — 2024-09-06

This research examines the influence of service quality and price on consumer satisfaction at surf cafés in Bima. The type of research used is quantitative research. The population in this study were all visitors to the surf café in Bima City. Respondents were 100 people. The sample in this study used a survey sample. The data analysis technique this research uses is Structural Equation Modeling-Partial Least Square (SEM-PLS). The results of this research show that the variables of service quality and price have a positive and significant effect on consumer satisfaction. Research findings indicate that service quality is a factor that can increase consumer satisfaction. Moreover, price plays a vital role in supporting consumer satisfaction.

THE INFLUENCE OF ABILITY AND LEADERSHIP ON EMPLOYEE PERFORMANCE AT PT GILITRANS NUSANTARA

Liyliys Diana Dewik — 2024-09-06

This study aims to determine the influence of ability and leadership on the performance
of employees at PT Gilitrans Nusantara. This research employs an associative type of study
with a quantitative approach. The data collection method used is the census method. The
population and sample in this study consist of 53 employees of PT Gilitrans Nusantara. Data
processing is conducted using multiple linear regression analysis with SPSS version 26. The
results of the analysis indicate that: 1) Ability has a positive and significant effect on employee
performance. 2) Leadership has a significant effect on employee performance, with a more
dominant influence.

THE INFLUENCE OF LEADERSHIP SUPERVISION AND COMPENSATION ON EMPLOYEE WORK DISCIPLINE OF PT NARMADA AWET MUDA

Lely Yulistiani — 2024-09-06

This study examines "Leadership Supervision and Compensation on Employee Work Discipline of PT Narmada Awet Muda Lingsar Factory". This Research is a causal associative type. The population in this study was all employees of PT. Narmada Awet Muda Lingsar Factory has 167 employees. The sample in this study was 63 respondents who were taken using probability sampling techniques. The analytical tool used is multiple linear regression using SPSS 26. The results of the analysis show that: 1). leadership supervision variables have a positive and significant effect on employee discipline PT.Narmada Awet Muda Lingsar Factory, 2). The compensation variable has a positive and significant effect on the employee discipline of PT.Narmada Awet Muda Lingsar Factory