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All Journal Journal of Management and Bussines (JOMB) International Journal of Accounting, Management, Economics and Social Sciences (IJAMESC) Jurnal Manajemen, Akuntansi dan Rumpun Ilmu Ekonomi (MAR-Ekonomi)
Christin Imelda Girsang
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Humanities Economics, Econometrics & Finance Education Law, Crime, Criminology & Criminal Justice Library & Information Science Social Sciences

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The Influence of Price, Product Quality, and Discounts on Purchase Intention of Kopi Kenangan among Psychology Students at Universitas Prima Indonesia Mhd Farhan Rizki Lubis; Fenny Krisna Marpaung; Wahida Nur Humairoh; Angel Margaretha Hutasoit; Christin Imelda Girsang
MAR-Ekonomi: Jurnal Manajemen, Akuntansi Dan Rumpun Ilmu Ekonomi Vol. 4 No. 03 (2026): Jurnal Manajemen, Akuntansi dan Rumpun Ilmu Ekonomi (MAR-Ekonomi), 2026
Publisher : SEAN Institute

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Abstract

This study examines the influence of price, product quality, and discounts on purchase intention of Kopi Kenangan among Psychology students at Universitas Prima Indonesia. This research applied a quantitative approach with an associative and explanatory research design. The population consisted of Psychology students at Universitas Prima Indonesia who had purchased Kopi Kenangan products, while the sample included 100 respondents selected through purposive sampling. Data were collected using questionnaires and analyzed with IBM SPSS through validity testing, reliability testing, classical assumption testing, multiple linear regression analysis, t-test, F-test, and coefficient of determination. The results show that price has a positive and significant influence on purchase intention, with a t-value of 2.744 and a significance value of 0.007. Product quality also has a positive and significant influence on purchase intention, with a t-value of 4.769 and a significance value of 0.000. Discounts have a positive and significant influence on purchase intention, with a t-value of 3.604 and a significance value of 0.000. Simultaneously, price, product quality, and discounts significantly influence purchase intention, as indicated by an F-value of 80.490 and a significance value of 0.000. The Adjusted R Square value of 0.707 indicates that 70.7% of the variation in purchase intention can be explained by price, product quality, and discounts, while the remaining 29.3% is influenced by other factors outside the research model. These findings suggest that Kopi Kenangan should strengthen price suitability, maintain product quality consistency, and develop attractive discount programs to increase students’ purchase intention.
THE INFLUENCE OF INNOVATION, DIGITALIZATION, AND SERVICE QUALITY ON CUSTOMER SATISFACTION OF MSMES IN MEDAN CITY Vicella; Sarah Bintang Angelina; Sofiana Tampubolon; Ricko Lotama; Fenny Krisna Marpaung; Christin Imelda Girsang
International Journal of Accounting, Management, Economics and Social Sciences (IJAMESC) Vol. 4 No. 3 (2026): June
Publisher : ZILLZELL MEDIA PRIMA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61990/ijamesc.v4i3.782

Abstract

This study aims to examine and analyze the influence of Innovation, Digitalization, and Service Quality on Customer Satisfaction of MSMEs in Medan City. The research method used is a quantitative method with a descriptive quantitative approach, classified as explanatory research. The population of this study consists of mobile coffee shop MSME consumers in Medan City. The research sample includes 100 respondents selected using the accidental sampling technique. The data analysis method employed is multiple linear regression. The F-test results, with an F-calculated value of 381.717 > F-table of 2.70 and a significance level of < 0.05, indicate that Innovation, Digitalization, and Service Quality simultaneously have a significant influence on Customer Satisfaction of MSMEs in Medan City. The t-test results show that Innovation has a positive and significant influence on Customer Satisfaction, Digitalization has a positive and significant influence on Customer Satisfaction, and Service Quality has a positive and significant influence on Customer Satisfaction. The coefficient of determination analysis yielded an Adjusted R² value of 0.920, meaning that the variation in the variables of Innovation, Digitalization, and Service Quality explains 92.0% of Customer Satisfaction, while the remaining 8.0% is explained by other variables.
Brand Image, Lifestyle dan Prestige  terhadap Keputusan Pembelian Starbucks oleh Generasi Z Ericko, Ericko; Marpaung, Fenny Krisna; Natasya, Natasya; Wilson Wijaya; Sherren Cokro; Christin Imelda Girsang
Journal of Management and Bussines (JOMB) Vol. 8 No. 3 (2026): Journal of Management and Bussines (JOMB)
Publisher : IPM2KPE

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31539/qd9v1y02

Abstract

This study aims to analyze the influence of brand image, lifestyle, and prestige on Starbucks purchasing decisions by Generation Z. The research method used is quantitative research with an explanatory research approach. The population in this study were 1,229 students from the Faculty of Economics, Department of Management, Prima Indonesia University, in the 2019–2021 academic year, with a sample size of 93 respondents who consumed Starbucks. Data collection techniques were conducted through questionnaires, interviews, and documentation. Data analysis used multiple linear regression with the assistance of a statistical data processing program. The results showed that partially, brand image had a positive and significant effect on Starbucks purchasing decisions by Generation Z with a significance value of 0.001 < 0.05, lifestyle had a positive and significant effect on purchasing decisions with a significance value of 0.008 < 0.05, and prestige had a positive and significant effect on purchasing decisions with a significance value of 0.002 < 0.05. Simultaneously, brand image, lifestyle, and prestige had a positive and significant effect on Starbucks purchasing decisions by Generation Z with a significance value of 0.000 < 0.05. The conclusion of this study indicates that brand image, lifestyle, and prestige are factors that can increase Starbucks purchasing decisions among Generation Z.  Keywords: Brand Image, Generation Z, Purchasing Decisions, Lifestyle, Prestige  
Co-Authors Angel Margaretha Hutasoit Ericko, Ericko Marpaung, Fenny Krisna Mhd Farhan Rizki Lubis Natasya Natasya Ricko Lotama Sarah Bintang Angelina Sherren Cokro Sofiana Tampubolon Vicella Wahida Nur Humairoh Wilson Wijaya