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All Journal Electronic Journal of Education, Social Economics and Technology
Sumiyati Sumiyati
Faculty of Economics and Business, Universitas Muhammadiyah Pontianak, Pontianak, 78124
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Analysis of the Effect of Product and Price on Purchasing Decisions at Jaya Murni Gold Shop in Sintang Regency Romeo Anarchy Setyawan; Sumiyati Sumiyati
Electronic Journal of Education, Social Economics and Technology Vol 7, No 1 (2026)
Publisher : SAINTIS Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33122/ejeset.v7i1.1269

Abstract

This study aims to analyze the effect of product and price on purchasing decisions at Jaya Murni Gold Shop in Sintang Regency. The research uses a quantitative associative approach with a case study conducted at a single gold shop. Primary data were obtained through interviews with the owner and the distribution of Likert-scale questionnaires to 100 consumers selected using a purposive sampling technique. Secondary data include the number of gold shops in Sintang Regency, price lists per gram based on gold purity levels, and annual sales revenue data. Data analysis was carried out using validity tests, reliability tests, classical assumption tests, and multiple linear regression using SPSS. The results show that simultaneously, product and price have a significant effect on purchasing decisions (F count 8.511; sig. 0.000). Partially, price has a positive and significant effect on purchasing decisions, while product does not have a significant effect. The R² value of 0.149 indicates that the two variables only explain 14.9% of the variation in purchasing decisions, while 85.1% is influenced by other factors outside the model. These findings confirm that gold consumers at Jaya Murni Gold Shop are more sensitive to price aspects than product aspects. Practically, shop management needs to focus strategies on competitive and transparent pricing, accompanied by product management as a supporting factor. Future research is suggested to include variables such as store image, service quality, and trust, as well as to expand the object to several gold shops so that the depiction of gold purchasing behavior becomes broader and more in-depth.
The Effect of Service Quality and Promotion on Consumer Satisfaction and Repurchase Intention on Tokopedia E-Commerce in Pontianak City Uray Taruna Anasta; Sumiyati Sumiyati
Electronic Journal of Education, Social Economics and Technology Vol 7, No 1 (2026)
Publisher : SAINTIS Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33122/ejeset.v7i1.1270

Abstract

This study aims to analyze the effect of service quality and promotion on consumer satisfaction as well as the repurchase intention of Tokopedia users in Pontianak City. This study uses a quantitative associative approach with primary data collected through questionnaires distributed to 100 respondents who have made at least two transactions on Tokopedia. The variables examined include Service Quality (X1), Promotion (X2), Consumer Satisfaction (Y1), and Repurchase Intention (Y2). Data analysis was carried out using Structural Equation Modeling–Partial Least Squares (SEM–PLS) through SmartPLS. The results show that service quality and promotion are able to explain 67.3% of the variation in consumer satisfaction, indicating a strong explanatory power. Meanwhile, service quality, promotion, and consumer satisfaction explain 35.3% of the variation in repurchase intention, which falls into the moderate category. All direct effects of service quality and promotion on consumer satisfaction and repurchase intention, including the effect of consumer satisfaction on repurchase intention, are proven to be positive and significant. In addition, consumer satisfaction is proven to positively and significantly mediate the relationship between service quality and promotion and repurchase intention. These findings confirm that service quality and promotional strategies play an important role in building satisfaction and encouraging the sustainability of consumer purchasing behavior on e-commerce platforms. Suggestions for future research include adding other variables that may affect Repurchase Intention; this is intended so that the research results can provide a more comprehensive picture of the factors influencing consumer behavior in e-commerce and further contribute to prior e-commerce research.
Co-Authors Romeo Anarchy Setyawan Uray Taruna Anasta