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All Journal International Journal of Economic Integration and Regional Competitiveness
Muhammad Yani
Muhammadiyah University of Sidoarjo

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EFFECTIVE STRATEGIES FOR BEBEK CAROK SIDOARJO RESTAURANT: ANALYZING BRAND IMAGE, PRODUCT QUALITY AND PRICE PERCEPTIONS INFLUENCING CONSUMER PURCHASING DECISIONS Syahrul Afandi; Muhammad Yani; Misti Hariasih
International Journal of Economic Integration and Regional Competitiveness Vol. 1 No. 10 (2024): Journals International Journal of Economic Integration and Regional Competitiv
Publisher : Antis Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61796/ijeirc.v1i10.221

Abstract

General Background: Traditional Indonesian culinary culture faces challenges as modern food products increasingly dominate consumer preferences. To preserve and promote traditional cuisine, some entrepreneurs and influencers have introduced strategies to enhance brand image, maintain product quality, and offer competitive prices. Specific Background: One such example is Bebek Carok Restaurant, owned by influencer Tretan Muslim in Sidoarjo, which aims to attract more consumers by highlighting traditional Indonesian dishes. Knowledge Gap: However, limited research exists on the impact of brand image, product quality, and price perception on consumer purchasing decisions in traditional food restaurants. Aims: This study aims to analyze the influence of brand image, product quality, and price perception on purchasing decisions at Bebek Carok Restaurant in Sidoarjo. Results: Using a quantitative approach and a sample of 96 respondents, the findings reveal that brand image, product quality, and price perception each have a positive and significant effect on purchasing decisions at the restaurant. Novelty: This research provides insights into the role of brand image and quality perceptions in driving consumer behavior in traditional culinary markets, a relatively underexplored area in Indonesia. Implications: The results offer valuable guidance for traditional food entrepreneurs, demonstrating the importance of maintaining strong brand image and product quality, alongside competitive pricing, to enhance consumer engagement and boost sales.
ANALYSIS OF E-PROMOTION, PRODUCT QUALITY, AND PRODUCT INNOVATION ON SOMETHINC PRODUCT PURCHASE DECISIONS (CASE STUDY OF SOMETHINCOFFICIAL CONSUMERS OR INSTAGRAM FOLLOWERS) Rizqi Qurrota A’yun Burhanuddin; Muhammad Yani; Tofan Tri Nugroho
International Journal of Economic Integration and Regional Competitiveness Vol. 1 No. 10 (2024): Journals International Journal of Economic Integration and Regional Competitiv
Publisher : Antis Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61796/ijeirc.v1i10.222

Abstract

Background: The increasing role of e-promotion, product quality, and innovation in influencing consumer purchasing decisions has become paramount in the digital marketplace, particularly for brands like Somethinc targeting younger generations on social media platforms. Specific Background: Despite the growing relevance of Instagram as a promotional tool, there is a limited understanding of how these factors specifically impact purchasing decisions among Somethinc’s Instagram followers. Knowledge Gap: Previous studies have inadequately explored the interplay between e-promotion, product quality, and product innovation in the context of consumer behavior on social media, particularly for beauty products among Generation Z and Millennials. Aims: This research aims to examine the effects of e-promotion, product quality, and product innovation on purchasing decisions for Somethinc products, using a sample of 103 followers of the @somethincofficial Instagram account. Results: Utilizing a quantitative approach and the Partial Least Square (PLS) method for data analysis, the findings reveal that e-promotion, product quality, and product innovation all have significant positive effects on purchasing decisions. Novelty: The study contributes new insights into the specific impact of digital marketing strategies on consumer behavior within the beauty industry, particularly among younger demographics. Implications: The results suggest that Somethinc should enhance its electronic promotion efforts, maintain high product quality, and focus on continuous product innovation to foster consumer satisfaction and drive purchasing decisions. The research also highlights the need for further investigation into additional platforms like TikTok and Shopee to broaden understanding of consumer behavior across various social media channels.
Co-Authors Misti Hariasih Rizqi Qurrota A’yun Burhanuddin Syahrul Afandi Tofan Tri Nugroho