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All Journal IJIBE (International Journal of Islamic Business Ethics) Jurnal Orientasi Bisnis dan Entrepreneurship Innovative: Journal Of Social Science Research Research of Business and Management Journal of Entrepreneurship and Community Innovations Research of Economics and Business Entrepreneurship and Community Development Research of Islamic Economics (RIE) Marketing and Business Strategy JPEMAS: Jurnal Pengabdian Kepada Masyarakat
Budiman, Andika Nuraga
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Humanities Computer Science & IT Economics, Econometrics & Finance Law, Crime, Criminology & Criminal Justice Public Health Other

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Journal : Research of Business and Management

 1 
The Influence of Price, Promotion, Product Quality, and Consumer Satisfaction on Purchasing Decisions of HAUS! Assidiki, Zaid; Budiman, Andika Nuraga
Research of Business and Management Vol. 1 No. 1 (2023): FEBRUARY 2023
Publisher : SAN Scientific

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58777/rbm.v1i1.20

Abstract

This study aims to examine the effect of price, promotion, product quality and consumer satisfaction on purchasing decisions. The sampling technique used was purposive sampling. The number of samples used was 120 respondents. The sample used in this study is the people of the DKI Jakarta area who have bought the HAUS! beverage product. Data was collected using a survey method with a questionnaire instrument. The data analysis method used is Partial Least Square Structural Equation Modeling analysis. The results showed that (1) price had a positive and significant effect on purchase intention (p-value 0.025) (2) promotion had a positive and significant effect on purchase intention (p-value 0.005) (3) product quality had a positive and significant effect on purchase intention (p-value <0.001) (4) consumer satisfaction has a positive and significant effect on purchase intention (p-value 0.009).
Determinants of Purchase Intention Toward MS Glow: The Moderating Role of Price Discounts Juniasi, Amelia; Budiman, Andika Nuraga
Research of Business and Management Vol. 4 No. 1 (2026): FEBRUARY, 2026
Publisher : SAN Scientific

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58777/rbm.v4i1.404

Abstract

This study aims to determine the effects of brand image, product knowledge, and celebrity endorsement on purchase interest in MS Glow products, with price discount as a moderator. Data was collected using a questionnaire. Data analysis using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method. The results of the study indicate that brand image, product knowledge, and celebrity endorsement can serve as a model that influences purchase interest, with price discounts as a moderate variable. Brand image and product knowledge positively affect purchase interest. Celebrity endorsement positively affects purchase interest. Price discounts can moderate, but not weaken, the influence of brand image and product knowledge relative to the original sample value. Price discounts can moderate and strengthen the influence of celebrity endorsement on the original sample value. The managerial implications of this study highlight the importance of building a strong brand image, enhancing consumer product knowledge, and strategically utilizing celebrity endorsements to increase purchase interest. Businesses should invest in consistent brand positioning and reputation management to create a positive perception among consumers.
Co-Authors Assidiki, Zaid Juniasi, Amelia Kadafi, Fadil Muharam Ma’sum, Ali Muslikh Muslikh Nurhayati, Ely Nurisma, Firra Putra, Yoan Ananda Putri Lestari, Putri Rofi’i, Muhammad Shabrina Zusryn, Alyta Subing, Hesty Juni Tambuati Subing, Hesty Tambuati Suyana, Hilma Suyana, SE. MM., Hilma Yugaswara, Heri