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All Journal MOTIVASI Jurnal Manajemen dan Bisnis Dinasti International Journal of Economics, Finance & Accounting (DIJEFA)
Wijaya, Fredric
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Pengaruh Citra Merek Dan Kualitas Produk Terhadap Keputusan Pembelian Pelanggan Terhadap PT Continental Industry Supply Wijaya, Fredric; Purba, Tiurniari
MOTIVASI Vol 5, No 2 (2020): MOTIVASI Jurnal Manajemen dan Bisnis
Publisher : Universitas Muhammadiyah Palembang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32502/mti.v5i2.2750

Abstract

ABSTRACT Purpose - Regarding marketing, brand image is a meaningful part so that it has a lot of impact on customers so they can buy because customer direction takes precedence on branded and achieved goods. But the brand image, product quality also gives a part thatinfluences the desire of the customer to buy when running a product, not  just looking  at  value  in the aspect of quality, or  the brand and quality still influences with the brand image that is closely related to a particular product. This study uses the influence of brand image and product quality on customer purchasing decisions on PT Continental Industry Supply.Design/methodology - Descriptive research design and quantitative approach along with data dissemination is data used by researchers to carry out a way of distributing questionnaires to respondents. Non-probability sampling and saturated sampling techniques are tools used by researchers to examine a sample of 130 respondents on a questionnaire to spread to respondents, To find out the results analyzed and linear regression analysis using research has used SPSS version 25 as a number calculation equipment program.Findings - Regarding the calculation results, it is known that brand image (X1) is partially similar and has a positive and significant influence on purchasing decisions (Y) with a significant value of 0,000<? 0.05. Product quality (X2) is similar to partial and positive and significant influence on purchasing decisions (Y) with a significant value of 0,000 <? 0.05. Brand Image (X1) and Product Quality (X2) simultaneously have positive and significant influence on purchasing decisions (Y) with a significant value of 0,000 <? 0.05.    
Does Influencer Credibility Directly Drive Purchases? Evidence from Indonesian Social Commerce Users Kurniawan, Anthony; Setiawan, Christian; Wijaya, Fredric; Sogodoran Hutabarat, Anthonius
Dinasti International Journal of Economics, Finance & Accounting Vol. 6 No. 4 (2025): Dinasti International Journal of Economics, Finance & Accounting (September - O
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijefa.v6i4.4767

Abstract

This paper discusses the effects of credibility of influencer and sales promotions on consumers' purchasing decisions within social commerce, particularly in the Indonesian market. It further analyzes how purchase intention mediates, offering guidance for optimizing marketing tactics in this expanding digital landscape. A quantitative approach was utilized through an empirical survey involving 150 active social commerce users to perform the research. The survey held across the Indonesian cities of Jakarta, Bogor, Depok, Tangerang, and Bekasi (Jabodetabek). Partial least squares structural equation modeling (PLS-SEM) and principal component analysis (PCA) were applied using SmartPLS software for structural model analysis and measurement. This paper reveals that both sales promotions and influencer credibility significantly enhance customers' purchase intentions, which subsequently drive their purchase decisions in social commerce. Sales promotions directly affect purchasing, while influencer credibility primarily boosts purchase intentions that indirectly lead to buying actions. This highlights the value of credible influencers and targeted promotions in increasing consumer engagement and conversions. This paper combined an analysis of influencer credibility and sales promotions on purchase decisions within social commerce, specifically in the Indonesian market. Unlike prior studies that examine these factors individually, this research integrates both elements with purchase intention as a mediating factor. This approach provides a more enhanced model for understanding consumer behavior in a social commerce environment.
Co-Authors Christian Setiawan Kurniawan, Anthony Purba, Tiurniari Sogodoran Hutabarat, Anthonius