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All Journal Malacca: Journal of Management and Business Development
Mohamad Najmudin
Universitas Janabadra, Yogyakarta, Indonesia
Decision Sciences, Operations Research & Management

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The Effect of Price Perception, Product Quality, and Social Media on Purchase Decisions at Enaz Cake&Cookies Mohamad Najmudin; Rr. Eny Kurniawati
Malacca: Journal of Management and Business Development Vol. 1 No. 2 (2024): Management and Business Development
Publisher : Yayasan Pendidikan Islam Bustanul Ulum Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.69965/malacca.v1i2.923

Abstract

Intense competition in the homemade bakery industry requires business owners to understand what drives consumers to buy. This study aims to examine the effect of price perception, product quality, and social media on purchase decisions at Enaz Cake&Cookies, a premium homemade cake and cookies business in Kulon Progo, Yogyakarta. A quantitative survey was conducted using a five-point Likert questionnaire completed by 106 customers selected through incidental sampling. The data were examined using validity and reliability tests, classical assumption tests, multiple linear regression, and partial significance tests. The results show that price perception (coefficient = 0.284; p = 0.012) and social media (coefficient = 0.456; p < 0.001) have a positive and significant effect on purchase decisions, whereas product quality has no significant effect (coefficient = 0.184; p = 0.167). Together, the three variables explain 44.3% of the variation in purchase decisions. The study provides empirical evidence that, in a premium homemade bakery, prices that customers consider appropriate and active social media promotion, rather than product quality alone, are the factors that significantly shape purchase decisions. Business owners are advised to review their pricing, strengthen social media promotion, and align product positioning with the target market segment.
The Effect of Product Quality, Price Perception, and Promotion on Customer Satisfaction with Vivo Smartphones in Yogyakarta City Mohamad Najmudin; Armando Pangga Lewu
Malacca: Journal of Management and Business Development Vol. 2 No. 2 (2025): Management and Business Development
Publisher : Yayasan Pendidikan Islam Bustanul Ulum Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.69965/malacca.v2i2.924

Abstract

Intense competition in the smartphone market makes customer satisfaction a decisive factor for brand survival, yet evidence on which marketing factors drive satisfaction with a specific brand in a regional market remains inconsistent. This study aims to examine the effects of product quality, price perception, and promotion on customer satisfaction among users of Vivo smartphones in Yogyakarta City. A quantitative survey was carried out with a five-point Likert questionnaire distributed to 110 respondents selected through accidental sampling. The instrument was tested for validity and reliability, and the data were analyzed with multiple linear regression after the classical assumption tests were satisfied. The results show that product quality has a positive and significant effect on customer satisfaction, whereas price perception and promotion have no significant effect at the five percent level. Together, the three variables explain 48.3 percent of the variation in customer satisfaction after adjustment, and product quality is by far the dominant predictor. The study contributes brand-specific empirical evidence from a regional smartphone market that qualifies earlier findings of significant price and promotion effects in other product categories. For managers, the findings imply that maintaining and improving product quality should be the first priority for sustaining satisfaction, while pricing and promotional activities should be complemented by other satisfaction drivers.
Co-Authors Armando Pangga Lewu Rr. Eny Kurniawati