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All Journal Journal of Management, Economic, and Accounting Jurnal Ekonomi, Manajemen, Bisnis, dan Akuntansi
Dennis Rydarto
Universitas Dehasen Bengkulu
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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The Influence Of Price And Physical Evidence On Purchase Decisions On Shopee E-Commerce In The City Of Bengkulu Husnul Nugroho; M Rahman Febliansa; Dennis Rydarto
Journal of Management, Economic, and Accounting Vol. 5 No. 1 (2026): January
Publisher : Universitas Dehasen Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37676/jmea.v5i1.1020

Abstract

This research is important to understand how much influence Price and Physical Evidence together in forming online consumer Purchasing Decisions in Bengkulu City This research aims to examine the influence of price and physical evidence on purchasing decisions on Shopee e-commerce in Bengkulu City. The focus of this research is to find out whether price and physical evidence influence purchasing decisions on Shopee e-commerce in Bengkulu City. The approach used is a quantitative approach with primary data. The sample in this study was the people of Bengkulu City, namely 130 people. The results of the linear regression analysis are Equation Y = 1.909 + 0.470 X1 + 0.459 X2 + e, this describes a positive regression direction, meaning that the price variable, physical evidence, has a positive influence on purchasing decisions on Shopee e-commerce in Bengkulu City. From the results of calculations using SPSS 25, it can be seen that the coefficient of determination R square is 0.758. This means that the value of Price (X1) and physical evidence (X2) influences the purchasing decision (Y) by 75.8% while the remaining 24.2% is influenced by other variables not examined in this study. The results of the t-test at a significance level <0.05 explain that partially Price (X1) and physical evidence (X2) have a significant influence on purchasing decisions on Shopee e-commerce in Bengkulu city. If the f test result is less than 0.000, then the variables Price (X1) and physical evidence (X2) have a significant influence on purchasing decisions (Y) on Shopee e-commerce in Bengkulu city.
The Effect Of Event Marketing And Sponsorship On Brand Awareness Of Noodle Products At PT. Indofood Sukses Makmur Tbk Bengkulu City Della Rahmadania; Ermy Wijaya; Dennis Rydarto
Jurnal Ekonomi, Manajemen, Bisnis dan Akuntansi Vol. 2 No. 3 (2026): April
Publisher : Utami Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70963/jemba.v2i3.425

Abstract

This study aims to determine the effect of event marketing and sponsorship on brand awareness of Indofood products in Bengkulu City. The research employs a quantitative approach using a survey method through a Likert-scale questionnaire distributed to Indofood consumers. Data were analyzed using multiple linear regression with the help of SPSS version 26.0. The results of the analysis indicate that event marketing and sponsorship have a positive effect on brand awareness, as shown by the regression equation Y = 5.092 + 0.394X1 + 0.494X2. The t-test results show that event marketing has a tvalue of 2.400 > ttable 1.659, and sponsorship has a tvalue of 2.961 > ttable 1.659, both indicating significant partial effects. Simultaneously, the F-test result shows an Fvalue of 856.177 > F-table 3.08 with a significance level of 0.05, meaning that both variables jointly have a significant influence. The coefficient of determination (R²) of 0.943 indicates that 94.3% of the variation in brand awareness is explained by these two variables, suggesting that Indofood’s promotional strategy is highly effective in enhancing brand recognition and image.
Co-Authors Della Rahmadania Husnul Nugroho Muhammad Rahman Febliansa Wijaya, Ermy