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All Journal Ekopedia: Jurnal Ilmiah Ekonomi Jejak digital: Jurnal Ilmiah Multidisiplin
Andrian Andrian
Universitas Bina Insani
Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Social Sciences Other

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Pengaruh Promosi, Kualitas Produk dan Harga Terhadap Minat Beli pada Dealer Honda Daya Motor Tambun Jihan Ghina Nur Azizah; Andrian Andrian
Ekopedia: Jurnal Ilmiah Ekonomi Vol. 2 No. 3 (2026): JULI-SEPTEMBER
Publisher : Indo Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/h3vye735

Abstract

The Indonesian motorcycle industry continues to grow along with rising public demand for personal vehicles. Honda dominates the national market with a share exceeding 70%, including through Honda Daya Motor Tambun Dealer in Bekasi; however, this dealer faces fluctuating sales that warrant further study. This study examines the influence of promotion, product quality, and price on consumer purchase intention for Honda motorcycles at Honda Daya Motor Tambun Dealer, both partially and simultaneously. A quantitative approach was employed, involving 100 respondents selected through purposive sampling. Data were collected via questionnaires and analyzed using multiple linear regression with SPSS. The results show that promotion, product quality, and price each have a positive and significant effect on purchase intention, with price as the most dominant factor. Simultaneously, the three variables significantly affect purchase intention and explain 40.8% of its variance. These findings indicate that consumers prioritize price competitiveness, so the dealer should set competitive prices while maintaining product quality and promotional effectiveness to stimulate purchase intention.  
Pengaruh Citra Merek, Pesan Kelangkaan dan Suasana Toko Terhadap Pembelian Impulsif pada Konsumen Miniso Summarecon Mall Bekasi Azka Zulfa Aulia; Andrian Andrian
Ekopedia: Jurnal Ilmiah Ekonomi Vol. 2 No. 3 (2026): JULI-SEPTEMBER
Publisher : Indo Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/ghfapp04

Abstract

This study aimed to examine the influence of brand image, scarcity messaging, and store atmosphere on impulsive purchasing among consumers at Miniso Summarecon Mall Bekasi. A quantitative approach was employed using questionnaires distributed to 105 respondents who had previously shopped at the store. Data were analyzed using IBM SPSS Statistics 27 through validity and reliability tests, classical assumption tests, multiple linear regression, t-tests, F-tests, and the coefficient of determination. The results showed that brand image had a positive but insignificant effect on impulsive purchasing (Sig. = 0.271), while scarcity messaging had a positive and significant effect (Sig. < 0.001) and emerged as the strongest predictor of impulse buying. Store atmosphere had a negative and insignificant effect (Sig. = 0.787). Simultaneously, the three independent variables significantly influenced impulsive purchasing (Sig. < 0.001). The coefficient of determination (R² = 0.360) indicated that the variables explained 36.0% of the variance in impulsive purchasing, while the remaining 64.0% was influenced by other factors outside the scope of this study. These findings suggest that scarcity messaging is an effective marketing strategy for encouraging impulse buying by creating a sense of urgency and limited availability. The study provides practical insights for retailers seeking to enhance consumer.
Pengaruh Brand Awareness, Influencer Marketing, dan Online Customer Review Terhadap Keputusan Pembelian (Studi Kasus pada Produk Bittersweet by Najla) Malya Destari; Andrian Andrian
Ekopedia: Jurnal Ilmiah Ekonomi Vol. 2 No. 3 (2026): JULI-SEPTEMBER
Publisher : Indo Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/hstc9e50

Abstract

This study aims to examine the influence of brand awareness, influencer marketing, and online customer reviews on purchasing decisions for Bittersweet by Najla products. The background of this research is based on the rapid development of digital marketing, which has significantly changed consumer behavior in making purchasing decisions. This study employed a quantitative research approach, with data collected through questionnaires distributed to 100 respondents selected using a purposive sampling technique. The data were analyzed using SPSS through validity and reliability tests, classical assumption tests, multiple linear regression analysis, t-test, F-test, and the coefficient of determination. The findings indicate that brand awareness and influencer marketing have a positive and significant effect on purchasing decisions. Meanwhile, online customer reviews have a positive influence but do not significantly affect purchasing decisions. Simultaneously, all three variables were found to have a significant effect on purchasing decisions. The results of this study are expected to serve as a reference for companies in developing more effective digital marketing strategies to continuously improve consumers' purchasing decisions.
Pengaruh Kualitas Produk, Citra Merek, dan Word of Mouth Terhadap Keputusan Pembelian BBM (Studi Kasus pada SPBU Vivo Tambun) Revaldo Dwi Nugraha; Andrian Andrian
Jejak digital: Jurnal Ilmiah Multidisiplin Vol. 2 No. 4 (2026): JUNI-JULI
Publisher : INDO PUBLISHING

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/8p40r766

Abstract

This study was conducted to analyze the influence of product quality, brand image, and word of mouth on purchasing decisions for petroleum products at the Vivo Tambun gas station. Rising demand and competition among petroleum product providers have prompted companies to better understand the factors that influence consumers’ decisions when choosing products. This study employed a quantitative method, with data collected through a questionnaire distributed to consumers at the Vivo Tambun gas station. The sampling technique used non-probability sampling with a sample size of 100 respondents. Data analysis was performed using validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, t-tests, and F-tests. The results indicate that product quality, brand image, and word-of-mouth have a positive and significant influence on purchasing decisions, both partially and simultaneously. Brand image is the most dominant factor influencing the decision because consumers consider the level of trust and the positive image of the Vivo gas station. Product quality contributes positively through good fuel performance that meets consumer needs. Additionally, positive word of mouth further reinforces consumers’ purchasing decisions. Collectively, these three variables explain 77.1% of the variation in purchasing decisions, while the remaining 22.9% is influenced by other factors. The Vivo Tambun gas station is expected to continue improving quality, strengthening its brand image, and optimizing its communication strategies to boost purchasing decisions and customer loyalty.
Co-Authors Azka Zulfa Aulia Jihan Ghina Nur Azizah Malya Destari Revaldo Dwi Nugraha