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Sudarsono
Universitas Bina Mandiri Gorontalo, Indonesia
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Library & Information Science Social Sciences Other

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THE EFFECT OF BRAND PRICE AND PRODUCT QUALITY ON SMARTPHONE PURCHASE DECISIONS AT KIRANA SMARTPHONE STORE Yusuf Rayan Mada; Sudarsono; Siskawaty Yahya
Jurnal Ilmu Manajemen dan Bisnis Vol. 12 No. 2 (2024): Jurnal Ilmu Manajemen dan Bisnis (JIMB)
Publisher : LP2M Universitas Bina Mandiri Gorontalo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47918/jimb.v12i2.1535

Abstract

This study aims to explore how factors such as price, brand, and product quality can influence smartphone purchasing decisions. The method used in this study is a quantitative method. This study conducted a survey with a sample of users or consumers who purchased smartphones at the Kirana Smartphone Store. Data were collected through a questionnaire that assessed consumer perceptions of price, brand, and product quality that influence smartphone purchasing decisions. The results of the study showed that price had a negative and significant effect on purchasing decisions. Based on the results of the t-test and significance value, it is known that the Price Variable (X1) is indicated by a calculated t-value of -3.499> t-table - 1.998 and a significance value of 0.001 <0.05. In addition, based on the results of the t-test and significance value, it is known that the Brand Variable (X2) is indicated by a calculated t value of 2.245> t-table 1.998 and a significance value of 0.002 <0.05. So it can be concluded that the brand variable has a positive and significant effect on purchasing decisions. Meanwhile, the product quality variable cannot influence consumer purchasing decisions. This is based on the results of the t-test and the significance value is known that the Product Quality Variable (X3) is indicated by a calculated t value of 0.689 < t-table 1.998 and a significance value of 0.000 > 0.05. Thus, the Product Quality variable is stated to have no influence on Purchasing Decisions.
PENGARUH PROMOSI DAN IMPLUSE BUYING TERHADAP KEPUTUSAN PEMBELIAN DI TIKTOK SHOP (STUDI KASUS PADA MAHASISWA UNIVERSITAS BINA MANDIRI GORONTALO) Sulistiawati Pamolango; Sudarsono; Ghoriqna Wahdah
Jurnal Ilmu Manajemen dan Bisnis Vol. 14 No. 2 (2026): Jurnal Ilmu Manajemen dan Bisnis (JIMB)
Publisher : LP2M Universitas Bina Mandiri Gorontalo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47918/jimb.v14i2.1855

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh parsial promosi digital dan impulse buying terhadap keputusan pembelian pada platform TikTok Shop di kalangan mahasiswa Universitas Bina Mandiri Gorontalo. Penelitian menggunakan pendekatan kuantitatif dengan desain asosiatif kausal. Data dikumpulkan melalui kuesioner dari pengguna aktif TikTok Shop dan dianalisis menggunakan Structural Equation Modeling (SEM) berbasis varian melalui perangkat lunak SmartPLS 4. Temuan penelitian menunjukkan bahwa: (1) Promosi (X1) tidak memiliki pengaruh signifikan terhadap keputusan pembelian (Y) dengan nilai T-statistik 1,160 dan P-Value 0,246, yang mengindikasikan adanya kejenuhan iklan (ad fatigue) dan skeptisisme konsumen. (2) Impulse Buying (X2) memiliki pengaruh positif dan signifikan yang dominan terhadap keputusan pembelian (Y) dengan nilai T-statistik 3,939 dan P-Value 0,000. Hasil ini memperkuat kerangka teori Stimulus-Organism-Response (SOR) bahwa dorongan emosional dan interaksi imersif lebih menentukan keputusan beli pada ekosistem social commerce dibandingkan strategi promosi konvensional.
Co-Authors Ghoriqna Wahdah Sulistiawati Pamolango Yahya, Siskawaty Yusuf Rayan Mada