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Tengku Syarifah
Department Of Management, Faculty Of Economics, Universitas Asahan
Religion Humanities Economics, Econometrics & Finance Education Environmental Science Law, Crime, Criminology & Criminal Justice Social Sciences

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The effect of online customer review, electronic word of mouth, and product quality on purchase decisions for Galeri 24 precious-metal products at Pegadaian UPC Kartini Kisaran Erika Fadilah; Tengku Syarifah
Priviet Social Sciences Journal Vol. 6 No. 6 (2026): June 2026
Publisher : Privietlab

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55942/pssj.v6i6.2020

Abstract

The accelerating digitalization of retail gold investment has made consumer-generated online information an increasingly visible part of the purchase environment; however, its role in high-involvement, standardized products such as certified precious metals remains under-examined. This study investigates the predictive relationships between online customer reviews, electronic Word-of-Mouth (e-WOM), and product quality with the purchase decision for Galeri 24 precious-metal products at Pegadaian UPC Kartini Kisaran, Indonesia. A quantitative associative cross-sectional survey design was employed. Primary data were collected using a five-point Likert questionnaire administered to 96 customers who purchased Galeri 24 gold, selected by purposive sampling with the sample size determined using the Cochran formula for an unknown population. The respondent profile was dominated by women (79.2%), respondents aged 31-50 years (51.0%), and employees or self-employed respondents. Data were analyzed using multiple linear regression after validity, reliability, classical assumption, common method, and correlation checks. The three predictors jointly explained 54.3% of the variance in purchase decisions, F(3, 92) = 36.426, p < .001. However, the partial pattern was more nuanced: product quality showed a strong and statistically significant positive relationship (β = .489, p < .001), whereas online customer reviews (β = .180, p = .058) and e-WOM (β = .166, p = .071) showed positive but statistically non-significant relationships at the 5% level. Therefore, the results should be interpreted as perceived/predictive associations, not as strict causal effects. The theoretical and managerial implications for Pegadaian and digital gold-investment marketing are discussed.
The Effect of Digital Marketing, Brand Image, and Service Quality on Customer Satisfaction with Gold Investment among Generation Z at Pegadaian Kisaran Wahyu Triono Putra; Tengku Syarifah
Priviet Social Sciences Journal Vol. 6 No. 6 (2026): June 2026
Publisher : Privietlab

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55942/pssj.v6i6.2024

Abstract

The migration of retail gold investment onto digital platforms has reshaped how young, digitally native consumers form expectations and judge their experiences, yet the relative weight of digital and interpersonal cues in driving their satisfaction remains poorly understood. This study examines the simultaneous and partial effects of digital marketing, brand image, and service quality on customer satisfaction with gold investment among Generation Z customers of Pegadaian Cabang Kisaran, Indonesia. A quantitative associative survey design was employed. Primary data were collected through a five-point Likert questionnaire administered to 96 Generation Z customers who had transacted in gold investment at the branch, selected by accidental sampling with the sample size determined using the Lemeshow formula for an unknown population. Data were analysed using multiple linear regression after validity, reliability, and classical-assumption testing. The three predictors jointly explained 61.6% of the variance in customer satisfaction, F(3, 92) = 49.13, p < .001. The partial pattern, however, was uneven: service quality exerted a strong, dominant, statistically significant positive effect (β = .609, p < .001) and digital marketing a smaller but significant positive effect (β = .220, p = .027), whereas brand image showed an essentially null, non-significant effect (β = −.005, p = .943). The findings indicate that, even for Generation Z, the quality of face-to-face service remains the decisive satisfaction driver, with digital marketing a meaningful secondary contributor and an already-trusted institutional brand adding no further differentiation. Theoretical and managerial implications for Pegadaian and digital gold-investment marketing are discussed.
Pengaruh Kualitas Produk, Harga, dan Word of Mouth Terhadap Keputusan Pembelian Hijab Paris pada Gen Z di Ecommerce Shopee Desika Kesuma; Tengku Syarifah
ULIL ALBAB : Jurnal Ilmiah Multidisiplin Vol. 5 No. 7: Juni 2026
Publisher : CV. Ulil Albab Corp

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56799/jim.v5i7.17279

Abstract

Perkembangan perdagangan elektronik (e-commerce) telah mengubah perilaku konsumen, khususnya Generasi Z, dalam melakukan keputusan pembelian produk fesyen. Dalam lingkungan digital yang kompetitif, faktor-faktor seperti kualitas produk, harga, dan Word of Mouth menjadi pertimbangan penting yang dapat memengaruhi keputusan konsumen. Penelitian ini bertujuan untuk menganalisis pengaruh kualitas produk, harga, dan Word of Mouth terhadap keputusan pembelian hijab Paris pada Generasi Z pengguna Shopee. Penelitian menggunakan pendekatan kuantitatif dengan sampel sebanyak sembilan puluh enam responden yang dipilih dari konsumen Generasi Z pengguna Shopee. Data dianalisis menggunakan regresi linier berganda dengan bantuan IBM SPSS Statistics. Hasil penelitian menunjukkan bahwa secara parsial kualitas produk tidak berpengaruh signifikan terhadap keputusan pembelian. Sebaliknya, harga dan Word of Mouth terbukti berpengaruh positif dan signifikan terhadap keputusan pembelian. Secara simultan, kualitas produk, harga, dan Word of Mouth berpengaruh signifikan terhadap keputusan pembelian hijab Paris. Temuan ini mengindikasikan bahwa dalam konteks pembelian produk fesyen melalui e-commerce, konsumen Generasi Z lebih mempertimbangkan keterjangkauan harga dan rekomendasi atau informasi yang diperoleh dari lingkungan sosial dibandingkan persepsi terhadap kualitas produk semata. Penelitian ini memberikan implikasi bagi pelaku usaha untuk mengoptimalkan strategi penetapan harga dan memperkuat komunikasi pemasaran berbasis Word of Mouth guna meningkatkan keputusan pembelian konsumen.
Pengaruh Customer Experience dan Kualitas Pelayanan terhadap Kepuasan Konsumen pada PT. Pos Indonesia (Persero) Unit Tanjung Tiram Kabupaten Batu Bara Asma Yuni; Tengku Syarifah
ULIL ALBAB : Jurnal Ilmiah Multidisiplin Vol. 5 No. 7: Juni 2026
Publisher : CV. Ulil Albab Corp

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56799/jim.v5i7.17380

Abstract

Kepuasan konsumen merupakan indikator penting yang mencerminkan keberhasilan perusahaan dalam memenuhi kebutuhan dan harapan pelanggan. Dalam lingkungan bisnis yang semakin kompetitif, customer experience dan kualitas pelayanan menjadi faktor strategis yang dapat memengaruhi tingkat kepuasan konsumen. Penelitian ini bertujuan untuk menganalisis pengaruh customer experience dan kualitas pelayanan terhadap kepuasan konsumen, baik secara parsial maupun simultan. Penelitian menggunakan pendekatan deskriptif kuantitatif dengan teknik convenience sampling yang melibatkan 96 responden. Data dikumpulkan melalui kuesioner dan dianalisis menggunakan regresi linier berganda. Hasil penelitian menunjukkan bahwa customer experience berpengaruh positif dan signifikan terhadap kepuasan konsumen. Kualitas pelayanan juga terbukti berpengaruh positif dan signifikan terhadap kepuasan konsumen. Secara simultan, kedua variabel tersebut memiliki pengaruh yang signifikan terhadap kepuasan konsumen. Hasil koefisien determinasi menunjukkan bahwa customer experience dan kualitas pelayanan mampu menjelaskan sebagian besar variasi kepuasan konsumen, sedangkan sisanya dipengaruhi oleh faktor lain yang tidak dianalisis dalam penelitian ini. Temuan ini mengindikasikan bahwa peningkatan pengalaman pelanggan dan kualitas pelayanan secara berkelanjutan merupakan strategi yang efektif untuk meningkatkan kepuasan konsumen serta memperkuat daya saing organisasi dalam jangka panjang.
Brand image, scooter lifestyle orientation, product quality, and purchase decisions among Honda automatic scooter buyers Nurul Auliannisa; Tengku Syarifah
Priviet Social Sciences Journal Vol. 6 No. 9 (2026): September, 2026
Publisher : Privietlab

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55942/pssj.v6i9.2257

Abstract

This study examines whether product quality, brand image, and scooter lifestyle orientation are associated with purchase-decision evaluations among 84 customers who had bought Honda automatic scooters at one authorised dealership in Kisaran, North Sumatra. The three-item scooter lifestyle orientation scale combines daily-use relevance, interest in new scooter models, and perceived practicality of automatic transmission; it does not directly measure self-congruity. Ordinary least squares regression explained 74.9% of the observed variance, R² = .749, adjusted R² = .740, F(3, 80) = 79.67, p < .001. Scooter lifestyle orientation was positively associated with purchase decisions, B = 1.088, 95% CI [0.855, 1.321], β = .672, ΔR² = .271, f² = 1.082. Brand image also showed a positive association, B = 0.290, 95% CI [0.083, 0.497], β = .253, ΔR² = .024, f² = .097. Product quality was not significantly associated with the outcome, B = 0.027, 95% CI [−0.154, 0.208], β = .023, ΔR² < .001, f² = .001. Because all variables were self-reported after purchase, distributions were ceiling-concentrated, and conventional OLS inference was used despite non-normal residuals, the estimates should be treated as sample-specific. The product-quality result does not establish competitive quality parity, and the lifestyle-orientation result does not directly test self-congruity. Multi-brand, prospective studies with validated measures and robust or bootstrap inference are needed.
Co-Authors Asma Yuni Desika Kesuma Erika Fadilah Nurul Auliannisa Wahyu Triono Putra