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All Journal EKONOMIS : Journal of Economics and Business Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Herni Justiana Astuti
Fakultas Ekonomi dan Bisnis Universitas Muhammadiyah Purwokerto
Agriculture, Biological Sciences & Forestry Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Industrial & Manufacturing Engineering Social Sciences

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Pengaruh Social Media Marketing, Consumer Engagement dan Kualitas Pelayanan Terhadap Keputusan Pembelian Produk di Gudang Kosmetik Purwokerto Nadzirotus Salmah; Meydy Fauzriridwan; Herni Justiana Astuti; Fatmah Bagis
Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Vol. 8 No. 6 (2026): Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/alkharaj.v8i6.11266

Abstract

The purpose of this research is to determine the influence of social media marketing, consumer engagement, and service quality on the purchase decisions for products at Gudang Kosmetik Purwokerto. The population in this study is the customers of Gudang Kosmetik Purwokerto (GKP). The sample in this study consists of 118 respondents who are customers of Gudang Kosmetik Purwokerto. The sampling technique used in this study is purposive sampling, with the criteria of having purchased at Gudang Kosmetik Purwokerto (GKP) more than two times. The data analysis used is Smart-PLS 3.0. The results of this study show that 1) Social media marketing has a positive and significant effect on purchase decisions for products at Gudang Kosmetik Purwokerto, 2) Consumer engagement has no effect on purchase decisions for products at Gudang Kosmetik Purwokerto, and 3) Service quality has no effect on purchase decisions for products at Gudang Kosmetik Purwokerto. The implication for Gudang Kosmetik Purwokerto is that management must prioritize improving service quality and the effectiveness of social media content as the main drivers of purchase decisions.
Pengaruh Kualitas Produk, Kualitas Pelayanan, Promosi, dan Citra Merek terhadap Keputusan Pembelian Sepeda Motor Honda di Kabupaten Banyumas Didiet Sugit Priantoro; Erny Rachmawati; Herni Justiana Astuti; Hermin Endratno
Ekonomis: Journal of Economics and Business Vol 10, No 2 (2026): September
Publisher : Universitas Batanghari Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33087/ekonomis.v10i2.2919

Abstract

This study aims to analyze the influence of product quality, service quality, promotion, and brand image on purchasing decisions for Honda motorcycles in Banyumas Regency. A quantitative approach was employed, utilizing primary data collected via questionnaires from 130 respondents selected through purposive sampling. The research instrument utilized a 5-point Likert scale, and the data were analyzed using multiple linear regression. The results reveal that product quality has a positive and significant effect on purchasing decisions. However, service quality, promotion, and brand image do not significantly influence purchasing decisions, despite showing a positive trend. This indicates that consumers prioritize functional aspects and product performance, making product quality the dominant factor influencing the decision to purchase Honda motorcycles in Banyumas Regency.
Co-Authors Didiet Sugit Priantoro Erny Rachmawati Fatmah Bagis Hermin Endratno Meydy Fauzriridwan Nadzirotus Salmah