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All Journal SEGMEN Jurnal Manajemen dan Bisnis Serat Acitya Stability: Journal of Management and Business Jurnal Ilmu Manajemen dan Akuntansi Terapan Jurnal Ilmiah ASET Jurnal Abdimas Bina Bangsa Jurnal Bingkai Ekonomi (JBE) Bima Journal : Business, Management and Accounting Journal Jurnal Cakrawala Informasi (JCI) Jurnal Ilmiah Ekonomika & Sains Jurnal Pengabdian Kepada Masyarakat Prosiding Seminar Nasional Manajemen dan Ekonomi Jurnal Kendali Akuntansi Manajemen Kreatif Jurnal Dharma Ekonomi Jurnal Ilmiah Dan Karya Mahasiswa Journal of Economics and Public Health E-Prosiding Seminar Nasional Manajemen dan Akuntansi STIE Semarang (SENMAS) Jurnal Ilmiah Bisnis, Manajemen, dan Akuntansi Pelayanan Unggulan: Jurnal Pengabdian Masyarakat Terapan Global Leadership Organizational Research in Management Prosiding Seminar Nasional Ilmu Manajemen Kewirausahaan dan Bisnis Jurnal Ilmiah Manajemen Dan Kewirausahaan Journal of New Trends in Sciences Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis Jurnal Manajemen Kreatif dan Inovasi Progress: Jurnal Manajemen dan Akuntansi
Ristanto, Hesti
ITB Semarang
Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Public Health Social Sciences Other

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Pengaruh Harga dan Citra Merek terhadap Keputusan Pembelian Batik di Benang Raja Salatiga Wahyu Arya Saputra; Riyono Riyono; Hesti Ristanto; Ihda Nor Rohmah
Jurnal Ilmiah Dan Karya Mahasiswa Vol. 4 No. 4 (2026): Agustus : JURNAL ILMIAH DAN KARYA MAHASISWA (JIKMA)
Publisher : Institut Teknologi dan Bisnis (ITB) Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54066/jikma.v4i4.4911

Abstract

This study examines the effect of price and brand image on purchase decisions for batik products at Benang Raja Salatiga, both partially and simultaneously. A quantitative approach with a causal-associative design was applied. Using the Lemeshow formula and simple random sampling, 96 respondents who had purchased batik at Benang Raja Salatiga were selected as the sample. Data were collected through an online questionnaire and analyzed using multiple linear regression with SPSS. The results show that price has a positive and significant effect on purchase decisions (t = 2.722; sig. = 0.008), and brand image also has a positive and significant effect (t = 6.911; sig. = 0.000). Simultaneously, price and brand image significantly affect purchase decisions (F = 159.314; sig. = 0.000), with a coefficient of determination (R²) of 0.774, indicating that price and brand image jointly explain 77.4% of the variation in purchase decisions, while the remaining 22.6% is explained by other factors outside the model. Based on the standardized beta values, brand image (0.651) has a more dominant influence than price (0.256). These findings imply that strengthening brand image should be prioritized alongside competitive pricing to enhance consumer purchase decisions.
Pengaruh Harga, Inovasi Produk, dan Strategi Pemasaran Endorsement Influencer di Media Sosial terhadap Keputusan Pembelian Produk UMKM Mochi Sweetybites Vania Putri, Belinda; Riyono Riyono; Ristanto, Hesti
Jurnal Ilmiah Manajemen dan Kewirausahaan Vol. 5 No. 3 (2026): September: Jurnal Ilmiah Manajemen dan Kewirausahaan
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jimak.v5i3.7993

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh harga, inovasi produk, dan strategi pemasaran dukungan influencer media sosial terhadap keputusan pembelian produk UMKM Mochi Sweetybites. Penelitian ini menggunakan pendekatan kuantitatif dengan data yang dikumpulkan melalui kuesioner yang didistribusikan kepada 100 responden yang dipilih menggunakan purposive sampling, yaitu pengguna aktif Instagram dan TikTok berusia 18 hingga 45 tahun yang telah membeli produk Mochi Sweetybites. Data dianalisis menggunakan analisis regresi linier berganda dengan SPSS. Hasil penelitian menunjukkan bahwa harga memiliki pengaruh positif dan signifikan terhadap keputusan pembelian (t = 4,193; sig. = 0,000), inovasi produk memiliki pengaruh positif dan signifikan (t = 3,291; sig. = 0,001), dan strategi pemasaran dukungan influencer memiliki pengaruh positif dan signifikan (t = 2,491; sig. = 0,014). Secara simultan, ketiga variabel tersebut memiliki pengaruh signifikan dengan nilai F sebesar 95,141 (sig. = 0,000) dan Adjusted R Square sebesar 0,740, yang berarti bahwa 74,0% variasi dalam keputusan pembelian dijelaskan oleh ketiga variabel tersebut. Harga merupakan variabel yang paling dominan (Beta = 0,381). Studi ini merekomendasikan agar Mochi Sweetybites memperkuat daya saing harga, mengkomunikasikan nilai tambah produknya, dan meningkatkan visibilitas konten promosi di media sosial.
Co-Authors Aditya Joshua K. Aditya, Galuh Ahmad Dwi Nurdianto Ahmad Handika Ardiyani Aji Priyambodo Amalia Nur Chasanah Andreas Tigor Oktaga, Andreas Antaseno, Faisal Astono, Ari Dwi Bambang Widjanarko Susilo Catur Catur Catur, Catur Chasna Azzaki Devi Enisa Dewi Sri Wahyuningsih Dwi Astutik Dwi Astutik Dwi Astutik Dwi Astutik Dwi Astutik Endro Pramono Galuh Aditya Galuh Aditya Haryanik, Dwi Heru Yulianto Ihda Nor Rohmah Ihda Nor Rohmah Ika Susanti Khalimatus Sa'diyah Krisnawati, Hani Kristiawan Nurdianto Kusmanto Kusmanto Kusmanto Kusmanto Maya Putri Amalia Mechael Anwar Ninik Dwi Atmini Nofi Puji Lestari Nurdiyanto, Ahmad Dwi Nuri Wulandari Pipiek Septianingrum Priyo Nugroho Adi Riestiana Purwaji Putri Riyono Riyono Riyono Riyono Riyono Riyono, Riyono Rubiyati Rubiyati Rubiyati Rubiyati, Rubiyati Safari, Teti Saiful Mujab Saiful Mujab, Saiful Saka Satria Sanniyah Apriyani Stanislaus Wahyu Eka Sudarman Sudarman Sukirman Sukirman Susilo Adi Vania Putri, Belinda Veni Feriyanti Wahyu Arya Saputra Widiyanti, Yuli Yuli Anisah Fitriyani Yuli Widiyanti