Purchase Decision Variable Research Articles

The Implementation of Service Quality, Perception of Price, Location Towards Purchasing Decisions (Case Study of Coffee Shops in North Bekasi)

The purpose of this study is to ascertain how price perception, location, and service quality affect customers' decisions to buy from Identiq Coffee Shop. This kind of study is quantitative in nature. This study's population is unknown. Purposive sampling combined with non-probability sampling is a sampling strategy. There were 96 responders in the study's sample. methods for gathering data by sending out surveys with Google Form. Multiple Linear Regression analysis was used in this work to test hypotheses. A number of coffee shops in North Bekasi are the topic of the study. The study's findings show that the factors of location, price perception, and service quality all significantly and concurrently positively affect the purchasing decision variable.

The Influence of Influencer Marketing, Content Marketing, and Online Advertising on Skincare Product Purchase Decisions on the Tiktok Application (Case Study on Palembang City Students)

This study aims to analyze the influence of Influencer Marketing, Content Marketing, and Online Advertising on the purchase decision of skincare products on the TikTok application, with a focus on students in the city of Palembang. Using quantitative methods and accidental sampling techniques from a population of 80 people, the data was collected through questionnaires and analyzed using SEM-Smart-PLS 3.0 for Windows. The findings of the study show that Influencer Marketing has a positive but insignificant effect, while Content Marketing and Online Advertising have a positive and significant influence on purchase decisions. Simultaneously, these three variables influenced the purchase decision with an R Square value of 0.841, indicating that 84.1% of the purchase decision variables could be explained by these three factors.

The Influence of e-WOM, Brand Image and Bandwagon Effect on Decisions to Purchase Korean Street Food Family Mart Products

This research aims to determine the influence of the variables E-WOM, Brand Image, and Bandwagon Effect on purchasing decision variables for Korean Street Food FamilyMart products. The analysis and testing method used in this research is multiple linear regression analysis. The data used in this research is primary data collected through questionnaires distributed to 114 respondents who are the sample for this research whose criteria are STIAMI students who have purchased Korean Street Food FamilyMart products. The assessment scale in the questionnaire uses a Likert scale with a score range of 1 to 5. Data processing is assisted by the Stata application version 17. The results of this research are: 1). E-WOM does not have a positive and significant effect on purchasing decisions for Korean Street Food products at FamilyMart, 2). Brand Image does not have a positive and significant effect on the decision to purchase Korean Street Food products at FamilyMart, 3) the bandwagon effect has a positive and significant effect on the decision to purchase Korean Street Food products at FamilyMart.

Pengaruh Influencer Marketing terhadap Keputusan Pembelian (Survei pada Konsumen Ms Glow di Sumedang)

This research aims to find out how big the effect of influencer marketing is on purchasing decisions for MS Glow products in Sumedang. This research used a descriptive quantitative approach with a population of 1,458 people and a sample of 94 people using the Slovin formula. Data was collected using an online survey using a Likert scale. Data analysis uses simple regression. The research results show that there is a significant influence between the influencer marketing variable on the purchasing decision variable.

The Effect of Product Differentiation and Positioning on Purchasing Decisions for Honda Vario 160 Motorbikes in North Cikarang

Purchasing decisions are the stage where consumers make purchases after considering various alternatives. This study aims to determine the effect of product differentiation (X1) and positioning (X2) on purchasing decisions (Y) Honda Vario 160 motorbikes in North Cikarang District. Quantitative research method with an associative approach. The number of samples in this study were 97 using Cocran's formula and the sampling technique used was Non Probability sampling, namely Incidental Sampling. Data collection techniques using questionnaires. The data analysis technique uses multiple linear regression analysis with the help of SPSS Version 25. The results of the multiple linear regression equation are Y = 26.569 + 0.218 X1 + 0.382 X2 + e. The results of testing the differentiation variable parcially. The results of testing the differentiation variable partially affect the purchase decision Positioning partially affects the decision Simultaneous testing of the F value count 57.994> F table 3.09 with a significance of 0.00 <0.05 means that the independent variables of differentiation and positioning simultaneously have a significant effect on the purchasing decision variable. The coefficient of determination shows that the two variables contribute 55.8% to purchasing decisions, while the remaining 44.2% of other variables not examined in this study.

The Effect of Personal Selling, Social Media Advertising and Sales Promotion on Purchasing Decision

Telkomsel Orbit is a product that provides an internet network that can be used anytime and anywhere, thereby attracting consumer interest. The company continues to market and develop this product so that it can continue to compete with other similar products, including by implementing several marketing methods which will be studied in this research. This study seeks to examine the impact of the independent variables, namely (X1) Personal Selling, (X2) Social Media Marketing and (X3) Sales Promotion on the dependent variable (Y1) Purchasing Decisions. This study uses quantitative data collected based on filling out questionnaires carried out by 330 respondents who are users of Telkomsel Orbit products in the Central Sumatra Region. Sampling was carried out by purposive sampling. Data analysis was conducted using Structural Equation Modeling (SEM) techniques via the SmartPLS application. Statistical results show that the independent variables, such specifically as (X1) Personal Selling, (X2) Social Media Marketing and (X3) Sales Promotion have a positive and substantial effect on the dependent variable (Y1) Purchase Decision resulting in an R-Square featuring the value of 0.267 or 26.7%. The Telkomsel Orbit marketing team is expected to continue to improve and evaluate the application of personal selling, social media marketing and sales promotions to influence consumer decisions in choosing Telkomsel Orbit products. The application of personal selling is considered the most effective in this research, so it is hoped that optimization of human resources and abilities in forming relationships with consumers will continue to be carried out. Likewise, sales promotions must be carried out more massively to be able to continue to compete with other competitors, because the best and most attractive price offers or sales promotion methods will be superior in influencing purchasing decisions. Meanwhile, social media marketing continues to be optimized, especially facing the digital world, where information is disseminated via the internet or social media, so content is needed with information content that can attract consumer interest in products.

E-Marketing and Product Reviews on Purchasing Decisions in the Culinary Creative Industry (Case Study: Chili Derivative Business)

The aim of this research is to determine the influence of E-Marketing and Product Reviews on Product Purchasing Decisions in Chili Derivative Businesses in Lubuk Cuik Village. The approach used in this research is a quantitative approach. The data used in this research is primary data sourced from questionnaires. The analysis techniques used are classical assumption tests (normality test, multicollinearity test and heteroscedasticity test), multiple linear regression, and hypothesis testing (F statistical test, and t statistical test, as well as the coefficient of determination (R2) test). The results of this research are based on the results of a simultaneous test (f test), it can be seen that the E-Marketing and Product Review variables have a significant effect together (simultaneously) on the Purchasing Decision variable. Based on the partial test, the E-Marketing variable has a positive and significant effect on product purchasing decisions at chili derivative businesses in Lubuk Cuik Village and the Product Review variable has a positive and significant effect on product purchasing decisions at chili derivative businesses in Lubuk Cuik Village.

Faktor yang Mempengaruhi Keputusan Pembelian Konsumen Skincare Melaui E-Commerce pada Remaja Muslim di Kabupaten Brebes

The aim of this research was to examine the impact of infⅼuencer support, and saⅼes advertising materiaⅼ on the purchase choices. The hypothesis posited in this research is that infⅼuencers, and advertising materiaⅼ have a favorabⅼe impact on customer purchase choices skincare products. The research incⅼuded a totaⅼ of 87 respondents who were seⅼected via purposive sampⅼing, specificaⅼⅼy purposive sampⅼing. The data coⅼⅼecting approach invoⅼves the use of questionnaires and the anaⅼysis of data using SPSS. This anaⅼysis incⅼudes doing vaⅼidity tests, reⅼiabiⅼity tests, cⅼassicaⅼ assumption tests, muⅼtipⅼe ⅼinear regression anaⅼysis, and hypothesis testing using t tests, F tests, and R2. The research findings indicate that the independent variabⅼes, nameⅼy Infⅼuencers, have a favorabⅼe impact on purchase choices. Advertising materiaⅼ has a beneficiaⅼ infⅼuence on buying choices. The test resuⅼts indicate that the adjusted R-squared vaⅼue for the independent variabⅼes infⅼuencer, and advertising content on purchasing decisions is 0.577. This suggests that 57.7% of the variation in the purchasing decision variabⅼe can be expⅼained by the independent variabⅼes infⅼuencer, and advertising content. However, 42.3% of the outcome is affected by other factors, such as the quaⅼity of the goods, its ⅼocation, brand, and trust.

Faktor Yang Mempengaruhi Keputusan Pembelian Konsumen Skincare Melaui E-Commerce Pada Remaja Musⅼim di Kabupaten Brebes

The aim of this research was to examine the impact of infⅼuencer support, and saⅼes advertising materiaⅼ on the purchase choices. The hypothesis posited in this research is that infⅼuencers, and advertising materiaⅼ have a favorabⅼe impact on customer purchase choices skincare products. The research incⅼuded a totaⅼ of 87 respondents who were seⅼected via purposive sampⅼing, specificaⅼⅼy purposive sampⅼing. The data coⅼⅼecting approach invoⅼves the use of questionnaires and the anaⅼysis of data using SPSS. This anaⅼysis incⅼudes doing vaⅼidity tests, reⅼiabiⅼity tests, cⅼassicaⅼ assumption tests, muⅼtipⅼe ⅼinear regression anaⅼysis, and hypothesis testing using t tests, F tests, and R2. The research findings indicate that the independent variabⅼes, nameⅼy Infⅼuencers, have a favorabⅼe impact on purchase choices. Advertising materiaⅼ has a beneficiaⅼ infⅼuence on buying choices. The test resuⅼts indicate that the adjusted R-squared vaⅼue for the independent variabⅼes infⅼuencer, and advertising content on purchasing decisions is 0.577. This suggests that 57.7% of the variation in the purchasing decision variabⅼe can be expⅼained by the independent variabⅼes infⅼuencer, and advertising content. However, 42.3% of the outcome is affected by other factors, such as the quaⅼity of the goods, its ⅼocation, brand, and trust.

The Mediating Role of Perceived Value on Purchase Decisions In Ecommerce

This research aims to find out whether brand image and digital marketing variables influence purchasing decisions on the Lazada application with perceived value as a mediating variable. This research took samples from consumers in Indonesia. The sampling method is non-probability, and the sampling technique uses purposive sampling. Data collection was carried out via messages with questionnaires sent via WhatsApp. The number of respondents processed was 112 respondents and the data was analyzed using SPSS. The results of the t test research show that the brand image variable has a significant effect on purchasing decisions with a significance value of 0.013 <0.05; The digital marketing variable has no influence and is not significant on purchasing decisions with a significance value of 0.072 > 0.05; The perceived value variable has a significant effect on purchasing decisions with a significance value of 0.000 <0.05; The brand image variable has a significant effect on perceived value with a significance value of 0.002 <0.05; The digital marketing variable has a significant effect on perceived value with a significance value of 0.002 < 0.05. Based on the results of the F test, the variables brand image, digital marketing, and perceived value have a simultaneous influence on the purchasing decision variable, because the significance value is 0.000 < 0.05; The brand image and digital marketing variables have a simultaneous effect on perceived value, because the significance value is 0.000 <0.05.

Pengaruh Kualitas Produk, Harga Dan Promosi Terhadap Keputusan Pembelian Barang Di PT ACE Hardware Dumai

This research aims to determine whether product quality, price, and promotion have an influence on purchasing decisions at PT ACE HARDWARE Branch Dumai. The study is conducted among the employees of PT ACE HARDWARE Branch Dumai, with a population of 100 individuals. Due to the limited population size, the sampling technique employed is quota sampling, with a sample size of 100 individuals. Data collection involves both primary data in the form of questionnaires and secondary data obtained through documentation studies. The data analysis technique utilizes quantitative data processed with Smart PLS Version 3.0, involving inner model and outer model testing.The results of this research indicate:1) appositive influence between product quality and purchasing decision variables, 2) a positive impact of price on purchasing decision variables, and 3) a positive effect of promotion on purchasing decision variables

Pengaruh Online Customer Review dan Brand Image Terhadap Keputusan Pembelian Produk Somethinc di Kota Bekasi

This study was conducted to determine the effect of online customer reviews and brand image on consumer purchasing decisions of Somethinc products. This study is a quantitative research using a non-probability sampling method with an accidental sampling/incidental sampling technique. In this study, primary data in the form of questionnaires through Google Forms was used. The number of samples used in this study was 96 respondents who were people domiciled in Bekasi City. The analysis technique used in this study uses multiple linear regression analysis with the help of SPSS 26 software. Based on the results of the data processing carried out, the results of this study showed that the Online Customer Review variable has a positive and significant effect on Purchasing Decisions, the Brand Image variable has a positive and significant effect on Purchasing Decisions. The Online Customer Review and Brand Image variables simultaneously have a significant influence on the Purchasing Decision variable.

The Influence Of Product Differentiation And Price Discounts On Purchasing Decisions At PT. Hindo Medan

This study aims to determine and analyze the effect of product differentiation and price discounts on purchasing decisions at PT Hindo Medan. There are still people who think that this store is quite expensive for the price of each product. The product differentiation found in the company is considered to be less effective with other companies and does not have a significant difference. Price Discounts provided are still relatively low compared to discounts from other competing products and consumers cannot decide to shop at this store. This study uses quantitative data types and multiple regression analysis to obtain answers to the research hypothesis, the sample size is 71 respondents, with the sampling technique being a saturated sample. The results of the t test analysis show that there is an effect of product differentiation on purchasing decisions at PT. Hindo Medan can be seen from tcount> ttabel (2.384> 1.667) with a significance of 0.000 <0.05. Price Discount on Purchasing Decisions at PT Hindo Medan can be seen from tcount> ttabel (3,865>1,667) with a significance of 0.001 <0.05 F test together between the Effect of Product Differentiation and Price Discount on Purchasing Decisions at PT Hindo Medan. obtained the value of Fcount> Ftabel (13.365> 3.13) which shows simultaneously the Effect of Product Differentiation and Price Discount on Purchasing Decisions at PT. Hindo Medan It can be seen from the R-square result of 0.282 or 28.2% which indicates that around 28.2 Purchasing Decision variables (Y) can be explained by the Product Differentiation variables (X1 ) and Price Discount (X ).2

The Influence of Viral Marketing, Price Perceptions, and Product Quality on Consumer Purchasing Decisions at Richeese Factory

This research aims to analyze the effect of Viral Marketing, price perceptions, and product quality on consumer purchasing decisions at Richeese Factory. The population used in this study are consumers who are at least 17 years old and have made purchases at Richeese Factory Rungkut Madya. The sample used was 112 respondents with a nonprobability sampling method using purposive sampling technique. The data collection method in this study used a questionnaire or Likert scale by distributing questionnaires via google form, then analyzed with Partial Least Square (PLS). The results showed that Viral Marketing and product quality variables had a positive effect on purchasing decision variables. Meanwhile, the price perception variable does not have a positive effect on the purchasing decision variable.

The Influence of Green Marketing and Brand Image on Repeat Purchase Decisions of Mc Donald's Consumers

Currently, the increasing amount of waste from industrial development which originates from unsustainable public consumption waste can cause damage to the environment. With damage to the environment, this becomes a challenge and opportunity for every company to attract consumers to make repeat purchases and expand market share. The strategy that can be carried out by the company is to carry out a Green Marketing strategy. The purpose of this research is to determine the influence of Green Marketing and Brand Image on repeat purchase decisions. This research uses quantitative descriptive analysis methods and data collection techniques using questionnaires with a 1-5 Likert scale. where the population in this study are consumers who come to McDonald's Kediri Mall outlets aged 17 years and over who have made more than one purchase. The sampling technique used is a non-probability technique, namely a purposive sampling technique. The sample used in this research was 96 respondents. By using multiple linear regression analysis of data using the IBM SPSS Statistics statistical data analysis tool. The results of this research show that partially Green Marketing has a positive and insignificant influence on repeat purchase decisions and Brand Image partially has a positive and significant influence on repeat purchase decisions and simultaneously Green Marketing and Brand Image have a positive and significant influence together. the same (simultaneous) on the repeat purchase decision variable

Pengaruh Strategi Promosi Melalui Media Sosial, Kualitas Pelayanan dan Word Of Mouth Terhadap Keputusan Pembelian HP OPPO di Kota Medan

This study aims to determine the influence of promotional strategies through social media service quality and word of mouth on the decision to buy oppo cellphones in medan city. This research uses quantitative descriptive research methods. Data analysis techniques use classical assumption tests, multiple linear regression analysis, f tests, t tests and coefficients of determination. The population used was taken from OPPO HP users in the city of Medan, while the sample used was taken from the formula of Hairs et al, namely the sample size specified was 21 x 5, which is 105, then the sample used was 105. The results showed that partially the promotion strategy through social media service quality and word of mouth influenced simultaneous purchasing decisions that promotion strategies through social media, service quality and word of mouth influenced purchasing decisions. The magnitude of the coefficient of determination of 0.539 means that the ability of the promotion strategy variable through social media, service quality and word of mouth explains its effect on the purchase decision variable of 53.9%. While the remaining 46.1% are other free variables that were not studied in this study such as price, brand image, consumer satisfaction and others.

The Influence of Marketing Activities of Companies on Social Networks on the Purchase Decisions of Students

The study in this paper sought to assess how the company's marketing initiatives influence the purchasing choices of students. By surveying 230 students from the Faculty of Economics in Belgrade and analysing their responses, the researchers evaluated various aspects of the company's marketing strategies and the students' buying behaviour. Descriptive statistics revealed that the variables related to updating content on social media and utilising sponsored advertisements had the most significant impact, along with the variable of making purchasing decisions. The results of the regression and correlation analysis established the existence of statistically significant relationships and the influence of the variables of the company's marketing activity on the variables of students' purchase decisions. Based on the regression model of influence, it was determined that the variables of the company's marketing activities had the greatest impact on the variable of making purchase decisions, with the variables of sponsored ads and updating content on social networks making the greatest individual contribution. A two-component solution was obtained by factor analysis, where the first component gathered all the variables of the company's marketing activities and the purchasing decision variable, while the second component gathered the other variables of the students' purchasing decisions. Between these two components, increasingly high correlation values were found, which only indicates that there is a certain degree of variability between the company's marketing activities and students' purchasing decisions. The research conducted in this study aimed to determine the extent to which social media marketing is beneficial for students in finding products and services they need, as well as how influential it is in their purchasing decisions. It underscores the importance for companies to integrate social media marketing activities and determine the most suitable types of social media marketing strategies.

The Influence of Product Quality, Service Quality, and Store Atmosphere on Shopping Decisions at Warung Uma Manis Penebel Tabanan

Companies must have the right marketing strategy in marketing their products. This study aims to analyze the Effect of Product Quality, Service Quality, and Warung Atmosphere on Purchasing Decisions at Warung Uma Manis Penebel Tabanan. Data collection techniques by conducting surveys and documentation. Sampling using the purposive sampling method, namely consumers who have shopped at least 2 times at Warung Uma Manis Penebel Tabanan with an age range of 17-70 years and a sample of 100 respondents. The variables used are product quality variables (X1) and service quality (X2), and store atmosphere (X3) and purchase decision variables (Y). The research method uses multiple linear regression analysis, namely the t test with the help of SPSS version 24 for windows. Based on the results of the study, the regression equation obtained Y = 8.571 + 0.136 X1 + 0.151X2 + 0.338X3. A hypothetical decision was obtained stating that partially the variables of product quality, service quality, and stall atmosphere had a positive and significant effect on purchasing decisions at Warung Uma Manis Penebel Tabanan. Keywords: Product Quality (X1), Service Quality (X2), Store Atmosphere (X3), Purchasing Decision (Y).

Brand Awareness Mediation: Analysis of Online Customer Reviews and Influencer Marketing on Local Perfume Purchase Decisions in E-Commerce

This research aims to determine the influence of online customer reviews and influencer marketing mediated by brand awareness on purchasing decisions for local perfumes in e-commerce. Quantitative methods were used in this research with a sampling technique using a purposive sampling method. The population in this study involved Gen Z and millennials with an age range of 17-40 years who were perfume customers in the city and district of Cirebon. The sample used was 150 respondents who met the research sample criteria. Data analysis in the research was processed using structural equation modeling (SEM-PLS) using the SmartPLS 4.1.0 application. Based on the results of the analysis of validity tests, reliability tests, discriminant validity, r-square tests, and path coefficients, results were obtained which stated that there was a positive and significant influence of each exogenous variable, namely Online Customer Reviews, Influencer Marketing on purchasing decisions. Furthermore, Brand Awareness can be a positive mediator in the correlation between Online Customer Reviews and Influencer Marketing which simultaneously influences Purchase Decision variables for local perfume products in e-commerce.

Pengaruh Persepsi Harga dan Inovasi Produk Terhadap Keputusan Pembelian Hijab Rabbani di Kota Salatiga dengan Religiusitas Sebagai Variabel Pemoderasi

The large Muslim population in Indonesia creates opportunities for entrepreneurs to develop and market their products, especially in the field of Muslim fashion. The aim of this research is to find out how much influence price perceptions and product innovation have on purchasing decisions with religiosity as a moderating variable at the Rabbani company in Salatiga City, especially in the hijab product category. This research is a descriptive quantitative research with primary data obtained from the method of distributing questionnaires to 130 respondents who had purchased hijab products at the Rabbani shop in Salatiga City via Google Form using a purposive sampling technique. Based on the T test and MRA test, it shows that there is a positive and significant influence from the price perception variable on the purchasing decision variable, product innovation on purchasing decisions. There are also positive and significant results from the interaction between price perceptions and religiosity on purchasing decisions and significant positive results from product innovation on purchasing decisions. Therefore, it is important for the Rabbani company to continue to pay attention and maintain consumer satisfaction so that it can continue to compete with similar products.