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All Journal Journal of Managerial Sciences and Studies Ascendia: Journal of Economic and Business Advancement
I Gede Wiyasa
University 45 Surabaya
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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IMPACT OF BRAND, PACKAGING AND WARRANTY ON PURCHASE DECISION (Case Study of Pantene Shampoo Consumers in Sidoarjo) Mahjudin Mahjudin; David S; I Gede Wiyasa
Journal of Managerial Sciences and Studies Vol. 2 No. 3 (2024): Desember: Journal of Managerial Sciences and Studies
Publisher : PT. Mawadaku Sukses Solusindo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61160/jomss.v2i3.101

Abstract

The success of a company in carrying out its activities is largely determined by its ability to market its products. This shows that marketing is the spearhead for a company in achieving its goals. In order to win the competition in the current era of free trade, companies are required to implement the right strategy so that the marketing program implemented is truly on target so that the marketing of the company's products will be successful. Competition between companies that provide products with the best attributes for consumers, so that good product attributes can make a major contribution to consumer satisfaction, market share, and profitability both in price, shape or product design. Therefore, the company must be able to position its products according to the needs and desires of consumers appropriately, so that consumers can distinguish the products offered and the products stick in the minds of consumers. The data used in this study are primary data, namely data obtained through distributing questionnaires to consumers who consume Pantene Shampoo in Sidoarjo and secondary data, namely data obtained from companies that are used as research objects. The analysis technique used in this study is using multiple linear regression analysis. While the statistical test uses the F test and t test. The results of the study obtained the F count value (111.9358)> F table (2.70) which means that Brand, Packaging, and Guarantee simultaneously influence Purchasing Decisions. The brand variable has a significant effect on purchasing decisions with a t count value of 6.5062> from t table 1.9850. The packaging variable has a significant effect on purchasing decisions with a t count value of 3.9372> from t table 1.9850. The guarantee variable has a significant effect on purchasing decisions with a calculated t value of 4.9329 > from the t table of 1.9850.
Repercussion of Price and Promotion on Consumer Interest at CV. XYZ Business in Surabaya Achmad Daengs GS; Enny Istanti; I Gede Wiyasa
Journal of Economic and Business Advancement Vol. 1 No. 3 (2026): March: Ascendia: Journal of Economic and Business Advancement
Publisher : CV SCRIPTA INTELEKTUAL MANDIRI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.65310/24w4jt66

Abstract

This study aims to examine the influence of price and promotion on consumer interest at CV. XYZ  in its embroidery business activities. The current problem faced is that CV. XYZ, as a provider of embroidery art services, is not well known among individual or corporate customers. Meanwhile, competitors in the same industry aggressively carry out promotions and advertisements through print media such as newspaper inserts, tabloids, and electronic media. This has greatly impacted the lack of consumer interest in using embroidery services, leading to a decline in CV. XYZ sales volume and its inability to compete with competitors.A quantitative approach was used in this study. Primary data was obtained from 35 respondents. The research shows that there is a significant partial influence of the price and promotion variables on consumer interest at CV. XYZ  in the embroidery business. This is demonstrated by the t-test results using SPSS software, where the t-value for Price is 31.988, which is greater than the t-table value of 2.03011, and the t-value for Promotion is 38.815.Simultaneously, it was found that Price and Promotion variables together influence Consumer Interest at CV. XYZ  in the embroidery business, with an F-value of 3252.406, which is greater than the F-table value of 2.5. The R value is 0.998 and the simultaneous determination coefficient (R square) is 0.995, meaning that 99.5% of the variation in consumer interest is influenced by Price and Promotion, while the remaining 0.5% is influenced by other variables not studied.Furthermore, this test shows that Price is the most dominant variable influencing consumer interest, as evidenced by the standardized regression coefficient (β) of 0.515, which is higher than the coefficient values for other variables.
Co-Authors Achmad Daengs GS David S Enny Istanti Mahjudin Mahjudin