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All Journal PENG: Jurnal Ekonomi dan Manajemen
Sumaryanto
Universitas Slamet Riyadi
Economics, Econometrics & Finance

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Pengaruh Digital Marketing, Harga dan Kualitas Produk Terhadap Keputusan Pembelian Pakaian Thrift Toko Kondang Sukoharjo Moch Nizar Maulana; Sumaryanto
PENG: Jurnal Ekonomi dan Manajemen Vol. 3 No. 1 (2026): Januari-maret, Circular Economy and Green Innovation for Sustainable Business D
Publisher : Teewan Journal Solutions

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62710/x17n3143

Abstract

This study aims to analyse the influence of digital marketing, price, and product quality on consumer purchasing decisions at Toko Kondang Sukoharjo, a reputable second-hand clothing store (thrift shop) in the Sukoharjo area. The research question is based on the need to understand the determining factors that shape purchasing decisions at this store, with the initial hypothesis that the three independent variables have a significant influence. This study is expected to provide an informative basis for consumers in their decision-making. The method used is a quantitative survey with primary data collected through questionnaires distributed to 101 respondents. The sampling technique used purposive sampling with specific criteria. The results of the data analysis show that partially (t-test), the variables of digital marketing, price, and product quality each have a statistically significant influence on purchasing decisions. Similarly, the results of the simultaneous test (F-test) confirm that these three variables together have a significant effect. The analysis of the coefficient of determination (Adjusted R2) produced a value of 0.741, indicating that 74.1% of the variation in purchasing decisions can be explained by the variables of digital marketing, price, and product quality.
Pengaruh Brand Ambassador, Harga dan Kualitas Produk Terhadap Keputusan Pembelian Chitato (Survei pada Komunitas Carat Solo) Putri Cahyani; Sumaryanto
PENG: Jurnal Ekonomi dan Manajemen Vol. 3 No. 1 (2026): Januari-maret, Circular Economy and Green Innovation for Sustainable Business D
Publisher : Teewan Journal Solutions

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62710/x1h56n14

Abstract

This study was designed to empirically test the significance of the influence of brand ambassadors (X₁), price (X₂), and product quality (X₃) on the purchase decision (Y) of Chitato products among the Carat community in Solo. The methodology used was a quantitative survey of 100 respondents selected using purposive sampling. The data were analysed using multiple linear regression after passing validity, reliability, and classical assumption tests. The results of the study concluded as follows: (1) The regression equation formed is Y = -1.935 + 0.258X₁ + 0.281X₂ + 0.394X₃ + e. (2) Partially, the t-test confirmed that brand ambassadors, price, and product quality had a significant effect on purchasing decisions. (3) Simultaneously, the F test shows that the regression model is significant. (4) The coefficient of determination (Adjusted R2) is 61.4%, which means that the simultaneous contribution of the three independent variables to the dependent variable is 61.4%, while the remaining 38.6% is influenced by other variables outside the model.
Co-Authors Moch Nizar Maulana Putri Cahyani