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All Journal ProBisnis : Jurnal Manajemen Advances in Management & Financial Reporting
M. Ikhwan Mansyuri
Sekolah Tinggi Ilmu Ekonomi Yapis, Dompu, Indonesia
Humanities Computer Science & IT Economics, Econometrics & Finance Industrial & Manufacturing Engineering Social Sciences

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Pengaruh Persepsi Harga dan Citra Merek terhadap Keputusan Pembelian Indomie Goreng pada Masyarakat Kelurahan Simpasai-Dompu Nurul Fitratul Ramdani; M. Ikhwan Mansyuri; Risca Ariska Ramadhan
ProBisnis : Jurnal Manajemen Vol. 17 No. 03 (2026): June: Management Science
Publisher : Lembaga Riset, Publikasi dan Konsultasi JONHARIONO

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Abstract

This study was conducted to analyze the influence of price perception and brand image on purchasing decisions of Indomie Goreng products among the people of Simpasai Village. This study applied a quantitative method, with data collection techniques comprising observation, documentation, and questionnaire distribution. The sample consisted of 100 respondents selected using the incidental sampling technique. Data analysis was carried out through validity testing, reliability testing, classical assumption testing, multiple linear regression analysis, t-test, F-test, and coefficient of determination testing using the SPSS application. The results showed that price perception partially had a positive and significant effect on purchasing decisions with a significance value of 0.043 < 0.05. Brand image also partially had a positive and significant effect on purchasing decisions with a significance value of 0.000 < 0.05. Simultaneously, price perception and brand image significantly influenced purchasing decisions. The coefficient of determination ($R^2$) was 0.169 or 16.9%, while the remaining 83.1% was explained by other variables outside this study
Utilitarian Motivation and Promotions on Purchase Decisions: Perceived Value as a Mediating Variable Among TikTok Shop Users in Indonesia Naila Salsabila; M. Ikhwan Mansyuri; Risca Ariska Ramadhan
Advances in Management & Financial Reporting Vol. 4 No. 2 (2026): February - May
Publisher : Yayasan Pendidikan Bukhari Dwi Muslim

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.60079/amfr.v4i2.782

Abstract

Purpose: This study examines the effects of utilitarian motivation and promotions on purchase decisions and tests the mediating role of perceived value among TikTok Shop social commerce users in Indonesia. Research Method: This research used an explanatory quantitative design. Data were collected from 91 STIE Yapis Dompu students who actively use TikTok Shop. The sample size was determined using the rule of 5–10 times the number of observed indicators. The variables analyzed were utilitarian motivation, promotions, perceived value, and purchase decisions. Data were processed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS v3. Results and Discussion: The findings show that utilitarian motivation and promotions have positive and significant effects on perceived value and purchase decisions. Perceived value also positively and significantly affects purchase decisions. However, perceived value does not significantly mediate the effects of utilitarian motivation and promotions on purchase decisions, although the indirect effects are positive. This indicates that TikTok Shop users tend to respond directly to practical benefits and promotional offers without extensive evaluation of value. Implications: TikTok Shop businesses should emphasize promotional strategies that encourage quick purchases, such as flash sales and live discounts, while improving transaction convenience.
Co-Authors Naila Salsabila Nurul Fitratul Ramdani Risca Ariska Ramadhan