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All Journal Journal of Economics, Business, Management, Accounting And Social Sciences (JEBMASS)
Cucu Hayati
Sekolah Tinggi Ilmu Ekonomi Mahardhika Surabaya, Indonesia

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PENGARUH BAURAN PEMASARAN TERHADAP MINAT BELI KONSUMEN ES KRIM DI TOKO MOMOYO DRIYOREJO KECAMATAN GRESIK Leonita; Sofyan; Cucu Hayati
JOURNAL OF ECONOMICS, BUSINESS, MANAGEMENT, ACCOUNTING AND SOCIAL SCIENCES Vol. 4 No. 1 (2025): NOVEMBER 2025
Publisher : PUTRA JAWA PUBLISHER

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63200/jebmass.v4i1.232

Abstract

This study aims to examine the influence of the marketing mix, consisting of product, price, promotion, and place, on consumer purchase interest at Momoyo Store, Driyorejo District, Gresik. This research employs a quantitative approach with an associative design. Data were collected through questionnaires distributed to 86 respondents selected as research samples. The research instrument used a Likert scale that had been tested for validity and reliability. Data analysis included validity testing, reliability testing, classical assumption tests (normality, multicollinearity, and heteroscedasticity), t-test (partial), F-test (simultaneous), multiple linear regression analysis, and the coefficient of determination (R²) using SPSS version 23. The results revealed that product, price, and promotion variables did not significantly affect consumer purchase interest, while the place variable had a significant effect. Furthermore, the F-test results indicated that product, price, promotion, and place variables jointly had a significant influence on consumer purchase interest. The coefficient of determination (R²) value of 51.5% shows that promotion and store location are the main factors influencing consumer purchase interest at Momoyo Store Driyorejo, while the remaining 48.5% is influenced by other factors outside this study
Pengaruh Kualitas Produk, Harga, dan Pelayanan Terhadap Keputusan Pembelian Konsumen di Toko UNA Parfum Abdullah Thufail Fikri; Mohammad Ali; Cucu Hayati
JOURNAL OF ECONOMICS, BUSINESS, MANAGEMENT, ACCOUNTING AND SOCIAL SCIENCES Vol. 4 No. 1 (2025): NOVEMBER 2025
Publisher : PUTRA JAWA PUBLISHER

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63200/jebmass.v4i1.233

Abstract

This study aims to analyze the effect of product quality, price, and service on consumer purchasing decisions at Una Perfume Store. The background of this research is the increasingly intense competition in the perfume business, which requires a deeper understanding of the factors that influence consumers in making purchasing decisions.This research employs a quantitative approach with a survey method. The population consists of all consumers of Una Perfume Store, while the sample comprises 50 respondents selected using the Slovin formula. Data were collected through a questionnaire using a Likert scale and analyzed using multiple linear regression with the assistance of SPSS version 23.0.The results indicate that both partially and simultaneously, product quality, price, and service have a significant effect on consumer purchasing decisions. Superior product quality, competitive pricing, and satisfactory service have been proven to increase consumer purchase intention. Among these three variables, product quality has the most dominant influence on purchasing decisions.This study concludes that Una Perfume Store should maintain product quality, implement an appropriate pricing strategy, and continuously improve service quality to retain loyal customers and attract new ones. The findings of this research are expected to serve as a reference for perfume business owners in designing effective marketing strategies.
Co-Authors Abdullah Thufail Fikri Leonita Mohammad Ali Sofyan