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All Journal Indonesian Journal of Economics, Social, and Humanities
Alvi Furwanti Alwie
Department of Management, Faculty of Economics and Business, University of Riau
Humanities Economics, Econometrics & Finance Law, Crime, Criminology & Criminal Justice

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Marketing Mix Analysis of Purchasing Decisions and Consumer Satisfaction of Palm Harvesting Equipment at PT. Carosteel Media Panen Cyntia Tiodora Silalahi; Alvi Furwanti Alwie; Raden Lestari Garnasih
Indonesian Journal of Economics, Social, and Humanities Vol 8 No 2 (2026)
Publisher : Lembaga Penelitian dan Pengabdian kepada Masyarakat Universitas Riau

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31258/ijesh.8.2.157-170

Abstract

This study aims to analyze the effect of product, price, location, and promotion on purchasing decisions and customer satisfaction at PT Carosteel Media Panen. This study uses a quantitative approach with a descriptive research design to assess the impact of the marketing mix on purchasing decisions and consumer satisfaction regarding oil palm harvesting tools at PT Carosteel Media Panen. The study was conducted in Pekanbaru starting in February 2024, with data collected through online questionnaires distributed to 45 client companies of PT Carosteel Media Panen. The data used consisted of primary data obtained directly from respondents and secondary data from other sources. Data analysis techniques include validity and reliability tests to ensure the quality of the instrument, as well as descriptive analysis to describe the data. Statistical analysis was conducted using structural equation modeling (SEM) to test the relationship between variables and measure the goodness-of-fit of the model. The hypothesis will be accepted if the significance value is below 0.05, which indicates a significant relationship between variables. The study results reveal that product, price, location, promotion, and purchasing decisions together have a significant influence on customer satisfaction, which in turn has an impact on purchasing decisions at PT. Carosteel Media Harvest.
Customer Purchasing Decision That Are Influenced by Online Customer Reviews, Online Customer Ratings, And Customer Trust in The Shopee E-Commerce in Pekanbaru Arrauda Dhiza; Alvi Furwanti Alwie; Syapsan Syapsan
Indonesian Journal of Economics, Social, and Humanities Vol 8 No 1 (2026)
Publisher : Lembaga Penelitian dan Pengabdian kepada Masyarakat Universitas Riau

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31258/ijesh.8.1.53-67

Abstract

This study aims to test and analyze test and analyze the influence of online customer reviews, online customer ratings, and customer trust on customer purchasing decisions on Shopee e-commerce. In the e-commerce system, buyers cannot try the product directly, so the existence of online customer reviews and online customer ratings will be a tool to measure product quality, delivery time, service, and others. Seeing the opportunity to develop this study, the researcher added a customer trust variable as a moderating variable that was not found in previous studies, the researcher believes that customer trust can strengthen or weaken online customer reviews and online customer ratings both directly and indirectly on purchasing decisions. The population in this study were Pekanbaru city residents who actively used the e-commerce shopee and were 20-40 years old because they were considered mature in purchasing decisions. The sample in this study was 166 people. The sample method used the purposive sampling method. The data used in this study were primary data and secondary data, while the data collection technique used a questionnaire. The model used in this study is a causality model or influence relationship. To test the hypothesis that will be proposed in this study, the analysis technique used is SEM or Structural Equation Modeling which is operated through the SmartPLS 3.2.8 program. The results of the study indicate that online customer reviews have an effect on purchasing decisions. Online customer ratings have an effect on purchasing decisions. This shows that online customer ratings have an important role in increasing purchasing decisions. Customer trust moderates the effect of online customer reviews on purchasing decisions. This shows that trust has an important role in strengthening the effect of online customer reviews on purchasing decisions. Customer trust moderates the effect of online customer ratings on purchasing decisions. This shows that trust has an important role in strengthening the effect of online customer ratings on purchasing decisions.
The Role of E-WOM & Instagram Marketing on Brand Image and Purchase Intention in NBS Products for Shopee Users in Pekanbaru Herlian Tegas Js; Alvi Furwanti Alwie; Kamaliah Kamaliah
Indonesian Journal of Economics, Social, and Humanities Vol. 8 No. 3 (2026)
Publisher : Lembaga Penelitian dan Pengabdian kepada Masyarakat Universitas Riau

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

The increasing of internet usage in Indonesia, reaching 213 million users by 2023, has encouraged e-commerce and social media to become key marketing channels. Local skincare products, such as Noni Beauty Skin (NBS), utilize e-WOM and Instagram marketing to attract consumers, driving them to e-commerce platforms such as Shopee. One of the flagship products of NBS, the Ultimate Skincare Package, won the local skincare category on Shopee in 2023, with benefits that gained consumers' attention. Pre-survey results in Pekanbaru show that the majority are familiar with NBS products.  The theory used was marketing management regarding Uses and Gratification Theory (UGT). The approach in this research was an electronic questionnaire with Google Forms to respondents of the Pekanbaru Community. This type of research was descriptive quantitative; the nature of the research was to obtain a description of a situation and problems and interpret it. The population in this study was the people of Pekanbaru City, whose numbers were unknown; the sample size of this study was 120 respondents. Hypothesis testing using structural equation modeling (SEM) analysis. In this study there are eight hypotheses that have been tested through SEM analysis. The results showed that: 1) e-WOM has a significant effect on purchase intention for Nony Beauty Skin (NBS) products; 2) Instagram marketing has a significant effect on purchase intention in Nony Beauty Skin (NBS) products; 3) brand image has a significant effect on purchase intention for Nony Beauty Skin (NBS) products; 4) e-WOM has a significant effect on purchase intention, with brand image functioning as mediation for Nony Beauty Skin (NBS) products; 5) Instagram marketing has a significant effect on purchase intention through brand image mediation for Nony Beauty Skin (NBS) products for Shopee users in Pekanbaru City.
Co-Authors Arrauda Dhiza Cyntia Tiodora Silalahi Herlian Tegas Js Kamaliah Kamaliah Raden Lestari Garnasih Syapsan Syapsan