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All Journal Indonesia Berdaya Journal of Research in Social Science and Humanities Jurnal Fokus Manajemen Jurnal Akuntansi, Manajemen dan Bisnis Digital Jurnal Dehasen Untuk Negeri Jurnal Dehasen Mengabdi Journal of Management, Economic, and Accounting Jurnal Kewirausahaan dan Bisnis Jurnal Kewirausahaan dan Inovasi Multidisciplinary Journals Social Sciences Journal Jurnal Pusat Manajemen Jurnal Ekonomi, Manajemen, Akuntansi Jurnal Gotong Royong Jurnal Bisnis, Manajemen, dan Akuntansi Jurnal Pakar Manajemen Journal of Accounting and Management (JAM) Jurnal Ekonomi, Manajemen, Bisnis, dan Akuntansi Journal of Business Management Journal of Management, Economic, and Accounting Jurnal Ekonomi Islam, Akuntansi, dan Manajemen Jurnal Karya Nyata Pengabdian Jurnal Pengabdian Mandiri
Abi, Yudi Irawan
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The Effect Of Brand Equity, Price, And Product Quality On The Purchase Decision Of Iphone Smartphones Among Generation Z In Bengkulu City Armeni, Sinta Bela; Hanila, Siti; Abi, Yudi Irawan
Jurnal Ekonomi Islam, Akuntansi, dan Manajemen Vol. 2 No. 2 (2026): Februari
Publisher : Utami Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70963/jeiam.v2i2.463

Abstract

This study is titled “The effect of Brand Equity, Price, and Product Quality on Purchase Decision of iPhone Smartphones among Generation Z in Bengkulu City.” The purpose of this study is to determine the effect of these three variables on the purchase decisions of iPhone users. The regression analysis results show that Brand Equity, Price, and Product Quality have a positive and significant effect on Purchase Decisions, both partially and simultaneously. The significance value of each variable is 0.000 ≤ 0.05, proving that all variables have a real effect on purchase decisions of iPhone in Bengkulu City. The partial test (t-test) results show that the three independent variables have a significant effect on purchase decisions, with a significance value of 0.000 ≤ 0.05 for each variable. More specifically, the Brand Equity variable (X₁) has a significant effect on purchase decisions with a t-count of 4.513; the Price variable (X₂) also has a significant effect with a t-count of 6.531; and the Product Quality variable (X₃) has a significant effect with a t-count of 4.185. Meanwhile, the simultaneous test (F test) results show F count of 1041.083, which is greater than F table value of 2.67. Therefore, it can be concluded that the three variables together have a significant effect on purchase decision of iPhone among Generation Z in Bengkulu City. Based on the results of this study, it is recommended that Apple and iPhone distributors strengthen their brand image, adjust their pricing strategies to remain competitive without reducing the premium impression, and continue to maintain and improve product quality. Further research is recommended to add other variables such as customer loyalty or promotion to make the results more comprehensive.
Sampoerna Retail Community Strategy in Developing Grocery Stores (Case Study: Paguyuban Src Curup Bersatu) Pratama , Dedy Juniansyah; Abi, Yudi Irawan; Febliansyah, M. Rahman
Social Sciences Journal Vol. 3 No. 1 (2026): February
Publisher : Universitas Dehasen Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37676/sosj.v3i1.1141

Abstract

Partnership and MSME Development Program Linking Concrete Strategies Implemented by SRC. The existence of SRC (Sampoerna Retail Community), this association guides partnerships between Sampoerna and conventional retailers to develop their businesses and reach to attract customers. This study aims to identify and analyze the strategies implemented by Sampoerna Retail Community (SRC) in developing grocery store businesses within the Paguyuban SRC Curup Bersatu. The analytical method used is qualitative data analysis, conducted interactively and continuously until data saturation is achieved, through three main stages: Data Reduction, Data Presentation, and Conclusion Drawing. Based on the research findings, it is proven that the Sampoerna Retail Community (SRC) strategy in developing grocery store businesses in Paguyuban Curup is carried out by focusing on Business Performance (increasing sales, store arrangement based on RBT principles), Community Development (establishing connections among traders to mutually develop their businesses), and Technology (utilization of digital features). For the Sampoerna Retail Community (SRC) strategy in developing grocery store businesses in Paguyuban Curup Bersatu to run effectively, supporting factors must be considered, namely: cooperation among multiple parties, the willingness of grocery store owners to progress, and the presence of digital innovation. Meanwhile, factors hindering the development of Paguyuban SRC Curup Bersatu include the limited number of participants and the community's lack of knowledge regarding the Ayo Kelontong application, a digital innovation by Sampoerna Retail Community (SRC).
Co-Authors Abdul Rahman Abdullah , Hasan Agustin, Revalinda Ahmad Soleh Andini , Fira Juli ANGGARA, YOGI Anggreani , Wike Anisa Rahma, Anisa Aprilia, Cindy Aprilia, Izra Putri Ariantara, Yudi Ariska , Yesi Indian Armeni, Sinta Bela Atharrafly , Muhammad Azhari, Nirman Chandra, M. Jeffri Arlinandes Concesa, Maria Daniarti, Rahma Dary, Nadya Putri Wulan Desita, Ridha Tri Devi, Made Tiara Dona, Hesti Pestiko E. G., Ida Ayu Made Effendi, Yanto Elenri, Heni Fadhlurrahman, M. Thoriq Febliansyah, M. Rahman Fitriano, Yun Gayatri, Ida Ayu Made Er Meytha Gayatri, Ida Ayu Made Ermeytha Handayani, Sri Hanila , Siti Hanila, Siti Harwini, Dewi Herayanti, Pesi Herlina, Yeni Herry Novrianda Hidayati, Ismi Ida Anggriani Ilahi, Firman Rama Nur Irwanto , Tito Januarsih, Ayu Jefriansyah, Moehammad Juliana, Pinti Juniar, Intan Karona Cahya Susena Likasma, Fingkin Mahmudi, M. Ikhawan Marleza, Yozi Melinda, Tri Febrina Mikaresti, Pamela Muhammad Rahman Febliansa Mukmin, Suprian fikril MW , Rahmat Nurwahid Nasution, Suswati Neri Susanti Novita, Meta Ogriansyah, Gioni Patriasia, Eka Salsa Prananda , M. Akbar Pranata, Fheroansyah Ade Pratama , Dedy Juniansyah Pratama, Meylan Putra , Dwingki Marta Putra , Iswidana Utama Putra, Agung Pratama Putra, Dwingki Marta Putra, Jemi Putri, Dea Alesia Putri, Lydia Gustina Putri, Shofi Rahmadannia Rahaman, Abdul Rajaliu, Haqil Ramahdani, Dita Rasuma, Hafiz Agung Resti ulandari, Resti Riri, Alita Sanjaya, Dendi Saputra , Sandi Saputra , Wahyu Adi saputra, Arzil azizah Saputri, Yudisti Sari, Desti Rupita Sari, Pitriya Anggun Sepliana, Rike Suhendar, Cecep Syallaysyah, Jenny Dwi Syaputra, Erpan T, Oscar Julius Gamaliel Tanama, Roki Tarigan, Heskyel Pranata Teri Intaraga Tito Irwanto, Tito Utomo, M. Fredi Wahyudi, Ikbal Wijaya, Ermy Wulandari, Putri Eka YANTO YANTO Yodista, Yodista Yulita Sari Yulyanti, Oni