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All Journal Takuana: Jurnal Pendidikan, Sains, dan Humaniora JURNAL EKONOMI BISNIS DAN MANAJEMEN (EKO-BISMA)
Aldy Santo Hegiarto
Universitas Teknologi Digital
Arts Humanities Economics, Econometrics & Finance Education Social Sciences

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Pengaruh Harga dan Kualitas Produk terhadap Keputusan Pembelian pada Dapur ‘02 Cimareme Aldy Santo Hegiarto; Sri Ayuni
Takuana: Jurnal Pendidikan, Sains, dan Humaniora Vol. 5 No. 2 (2026): Takuana (July-September)
Publisher : MAN 4 Kota Pekanbaru

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56113/takuana.v5i2.586

Abstract

This study examines the effect of price and product quality on purchasing decisions at Dapur ‘02 Cimareme. The research was driven by the growing importance of pricing strategies and product quality in influencing consumer behavior within the increasingly competitive culinary industry. A quantitative approach with a descriptive-verificative design was employed. Data were collected through questionnaires administered to 100 respondents and analyzed using multiple linear regression. The descriptive analysis results indicate that both the price and product quality variables were categorized as good. The results further show that price has a positive and significant effect on purchasing decisions, whereas product quality does not have a significant effect when examined individually. Nevertheless, both variables jointly exert a significant influence on purchasing decisions. In addition, the coefficient of determination reveals that price and product quality explain 58.3% of the variance in purchasing decisions, while the remaining 41.7% is attributable to other factors beyond the scope of this study.
PENGARUH BRAND TRUST DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN AIR MINERAL AQUA (Studi Kasus di Kecamatan Padalarang) Nita Triana; Aldy Santo Hegiarto
JURNAL EKONOMI BISNIS DAN MANAJEMEN (EKO-BISMA) Vol 4 No 2 (2025): JURNAL EKONOMI BISNIS DAN MANAJEMEN (EKO-BISMA)
Publisher : PUBLISHER ABISATYA DINAMIKA ISWARA PUBLISHING

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58268/eb.v4i2.188

Abstract

This study aims to examine the influence of brand trust and price on consumers' purchasing decisions of Aqua bottled water in the Padalarang District. The research was motivated by a decline in Aqua’s market share in recent years, driven by growing competition and social issues that have shaped consumer perceptions. A quantitative method with a case study approach was employed, involving 100 respondents selected through purposive sampling. Data were collected using questionnaires and analyzed using multiple linear regression with the help of SPSS version 30. The results indicate that both brand trust and price significantly affect purchasing decisions, both partially and simultaneously. Brand trust had a positive effect with a coefficient of 0.182, while price showed a stronger influence with a coefficient of 0.342. The correlation coefficient revealed a strong relationship between the independent and dependent variables. Therefore, the company should enhance brand trust and implement competitive pricing strategies to maintain consumer loyalty amid intense market competition.
Pengaruh Kepercayaan dan Ulasan Online terhadap Keputusan Pembelian Kahf Face Wash pada Mahasiswa Universitas Teknologi Digital Aldy Santo Hegiarto; Salman Anshori
Takuana: Jurnal Pendidikan, Sains, dan Humaniora Vol. 5 No. 2 (2026): Takuana (July-September)
Publisher : MAN 4 Kota Pekanbaru

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56113/takuana.v5i2.632

Abstract

This paper investigates the simultaneous and partial effects of online testimonials and trust on customer buying decisions for Kahf face wash via Shopee. A quantitative approach with an associative-causal research framework was utilized to conduct the study. The study’s population involved students at Digital Technology University who had purchased Kahf Face Wash products from the Kahf Official Store on Shopee. Data were collected through questionnaires administered to 100 respondents, Data analysis was performed using multiple linear regression, supplemented by t-tests and F-tests to assess significance, alongside the coefficient of determination to measure model fit. The results indicate that trust (0.423; p = 0.017) and digital online testimonials (t = 6.085; p = 0.000) exerted a positive and significant influence on customers buying decisions. Concurrently, both independent variables demonstrated a substantial joint effect (F = 52.948; p = 0.000), explaining 53.2% of the variance in customer buying decisions. These findings suggest that strengthening consumer trust and effectively managing positive online testimonials can enhance consumers' purchasing decisions on digital marketplaces.
Co-Authors Nita Triana Salman Anshori Sri Ayuni