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All Journal Husnayain Business Review Asean International Journal of Business
Bayu Pasupati
Warmadewa University
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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The Influence of Price, Endorser, and Location on Navi Wear Purchase Decisions Luh Putu Nomy Cahyani; Made Setini; Bayu Pasupati
Asean International Journal of Business Vol. 5 No. 2 (2026)
Publisher : Asosiasi Dosen Peneliti Ilmu Ekonomi dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54099/aijb.v5i2.1739

Abstract

ABSTRACT This study aims to analyze the influence of price, celebrity endorser, and location on consumer purchase decisions at Navi Wear Clothing Store in Denpasar. This research is motivated by sales fluctuations and high competition in the fashion business in Denpasar City. The research method used was a quantitative approach with survey techniques through the distribution of questionnaires to 100 respondents who were selected using the purposive sampling method. The data obtained was analyzed using multiple linear regression with the help of the SPSS program. The results of the study show that partially price, celebrity endorser, and location have a positive and significant effect on consumer purchase decisions. In addition, simultaneously these three variables also have a positive and significant effect on consumer purchase decisions at Navi Wear Clothing Stores in Denpasar. The findings of this study show that the right pricing strategy, effective use of celebrity endorser, and strategic business location selection play an important role in improving consumer purchasing decisions.
Service Quality, Price, and Brand Image Influencing Consumer Purchase Intention I Gusti Bagus Agastya Putra; Made Setini; Bayu Pasupati
Husnayain Business Review Vol. 6 No. 1 (2026)
Publisher : Asosiasi Dosen Peneliti Ilmu Ekonomi dan Bisnis Indonesia (ADPEBI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54099/hbr.v6i1.1741

Abstract

This study examines the influence of service quality, price, and brand image on consumer purchase intention at M. Aboe Talib Coffee Shop in East Denpasar. The research is motivated by inconsistencies in previous findings and a decline in visitor numbers, indicating the need to better understand factors affecting consumer interest. A quantitative approach was employed using a survey method. Data were collected through questionnaires distributed to 100 respondents, selected using the Slovin formula and purposive sampling technique. The collected data were analyzed using multiple linear regression, supported by t-tests and F-tests to examine partial and simultaneous effects among variables. The results show that service quality, price, and brand image simultaneously have a positive and significant effect on consumer purchase intention. Partially, each variable also demonstrates a positive and significant influence on purchase intention. These findings indicate that improving service performance, offering competitive and value-based pricing, and strengthening brand image are essential strategies for increasing consumer interest in the coffee shop industry. This study contributes empirically by highlighting the importance of integrating service quality, price perception, and brand image to enhance consumer purchase intention, particularly for traditional coffee shops facing intense competition from modern coffee shop trends. The results provide practical implications for business owners in developing effective marketing strategies to attract and retain customers.
Co-Authors I Gusti Bagus Agastya Putra Luh Putu Nomy Cahyani Setini, Made