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Muryati
Universitas Graha Karya Muara Bulian

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The Influence Of Product Quality, Price, Product Design, And Influencers On Smartphone Purchase Decisions Of Transsion Products Dea Amelia; Muryati; Riman Abimayu
Preferensi : Journal of Marketing and Business Vol. 1 No. 1 (2026): Preferensi : Journal of Marketing and Business
Publisher : CV. Visionary Raya Sakti

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.67983/preferensi.v1i1.98

Abstract

Purpose: This study aims to analyze the effects of lifestyle and the thrifting phenomenon on students’ shopping decisions in the Management Study Program at Universitas Graha Karya Muara Bulian. Design/methodology/approach: This study employed a quantitative descriptive research design using multiple linear regression analysis. The independent variables were lifestyle (X1) and the thrifting phenomenon (X2), while students’ shopping decisions (Y) served as the dependent variable. Findings: The results indicate that lifestyle (X1) has a positive and significant effect on students’ shopping decisions, with a t-value of 3.103 and a significance level of 0.004 < 0.05. In contrast, the thrifting phenomenon (X2) does not have a significant effect on students’ shopping decisions, with a t-value of 0.960 and a significance level of 0.344 > 0.05. Simultaneously, lifestyle and the thrifting phenomenon significantly affect students’ shopping decisions, as indicated by an F-value of 10.573 > 3.26 and a significance level of 0.000 < 0.05. The adjusted coefficient of determination (Adjusted R²) of 0.335 indicates that lifestyle and the thrifting phenomenon jointly explain 33.5% of the variance in students’ shopping decisions, while the remaining 66.5% is explained by other factors outside the scope of this study. Research implications: This study suggests that students should make more prudent shopping decisions by considering their actual needs and the benefits of the products they purchase. For thrift business owners, the findings highlight the importance of leveraging students’ lifestyle trends and developing marketing strategies that align with the characteristics and preferences of young consumers to encourage more effective purchasing decisions
The Effects Of Advertising And Discounts On Purchase Decisions In The Shopee Application: A Study Of Management Students Wiwin Adriani; Muryati; Irfan Widyanto
Preferensi : Journal of Marketing and Business Vol. 1 No. 1 (2026): Preferensi : Journal of Marketing and Business
Publisher : CV. Visionary Raya Sakti

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.67983/preferensi.v1i1.99

Abstract

Purpose: This study aims to analyze the effects of advertising and discounts on purchase decisions on the Shopee application among Management students at Universitas Graha Karya Muara Bulian. Design/methodology/approach: This study employed a quantitative approach involving Management students at Universitas Graha Karya Muara Bulian as respondents. Data were collected through questionnaires and analyzed using SPSS version 20. The analysis included validity and reliability tests, t-test, F-test, and coefficient of determination. Findings: The results show that advertising and discount variables obtained mean index scores of 4.28 and 4.29, respectively, categorized as very attractive, while purchase decisions obtained a mean index score of 4.30, categorized as very good. Advertising has a positive and significant effect on purchase decisions (t = 3.372 > 2.02809), whereas discounts have no significant effect (t = 1.423 < 2.02809). Simultaneously, advertising and discounts significantly affect purchase decisions (F = 27.992 > 3.27). The Adjusted R² of 0.587 indicates that the two variables explain 58.7% of the variation in purchase decisions. Research implications: The findings indicate that advertising plays an important role in influencing students' purchase decisions on Shopee. Therefore, Shopee and its sellers should develop more attractive and relevant advertising strategies, while discount programs should be evaluated and integrated with other marketing factors to strengthen their effectiveness.
Co-Authors Dea Amelia Irfan Widyanto Riman Abimayu Wiwin Adriani