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Journal : Indonesian Journal Of Business And Entrepreneurship Research

 1 
Service Quality, Promotions, and Product Prices on Consumer Purchasing Decisions in the Marketplace: The Mediating Role of Brand Image Nur Hikmah; Mustari; Muh Ihsan Said Ahmad; Nur Arisah; Wulan Purnamasari
Indonesian Journal of Business and Entrepreneurship Research Vol. 3 No. 1 (2025): Vol. 3, No. 1, January 2025: Indonesian Journal of Business and Entrepreneurshi
Publisher : Fakultas Ekonomi dan Bisnis Universitas Negeri Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62794/ijober.v3i1.7392

Abstract

In today's digital era, almost all activities can be carried out using the internet, making information access easier. This study aims to review and analyze existing problems to determine the extent of the influence of service quality, promotions, and product prices in the marketplace on consumers' purchasing decisions, with brand image acting as a mediating variable. The research subjects are students from eight study programs at the Faculty of Economics and Business, Makassar State University, from the 2021 and 2022 intakes, with a sample size of 348 respondents. Data analysis was conducted using the Partial Least Squares Structural Equation Model (PLS-SEM). Based on the problem formulation, the study results show that service quality, promotions, product prices, and brand image have a positive and significant influence on consumers' purchasing decisions. Additionally, brand image effectively mediates the relationship between these three variables and consumers' purchasing decisions.
Co-Authors Agus Syam Ahmad Murajid Ahmad, M. Ihsan Said Alwi, M. Rasdul Andi Aria Rahmat Andi Bau Mallarangeng Andi Dadi Mashuri Makmur Andi Hendra Syam Andi Herawati Andi Muh. Nabil Andi Rinda Oktariani Andi Tenri Ampa Andi Wahyuddin Nur Ardi ansyah Ariska Aryuniasari Astuti Susanti Auliana Rezky Widyaningsih AULYA RAHMA T Besse Muqita Dewi Besse Nurfatimah Bin Saiful Hafni, Izharulhak Darwis, Nirwana Desriana Maharani Dewi Wahyuni Mustafa Dinar, Muhammad Dzulvy Tri Sardi Fatanah Nurul Muflihah Fatur Rahmatullah Fiere Lapesa Kembara Firman Fuad, M. Fikri Nur Gusti Gustina Hasan Eldin Adimu Hasriani Hidayah, Resky Wira Ihsan Said Ahmad, Muhammad INANNA Ismail Ali Iswandar Judijanto, Loso Jumat, Gani Kadek Ade Wahyudi Kadek Ari Wahyudi Kangkuso Analuddin, Kangkuso Kasnadi, Andi Nabila Kurnia M. Ihsan Said Ahmad Mallajareng, Muhlis Marhawati, Marhawati Martono Muh Ihsan Said Ahmad Muhajira Nurul Lutfiya Muhammad Alif Chandra Muhammad Bayu Aprilian Chandra MUHAMMAD DINAR Muhammad Hasan Muhammad Hasan Muhammad Hasan MUHAMMAD IHSAN Muhammad Natsir Muhammad Rakib Muharawati Mustafa, Dewi Wahyuni Mustaring Mustaring Nahriana Najib, Marhawati Nasrul Latifi, Yulia Ning Ainiyyah Magfirah Novia Surahma Nur Arisah Nur Fadilah Ayu Sandira Nur Hikmah NUR ISMI Nurdiana NURFAUSIAH Nurjannah Nurwahyuni Putra, Agus Tri Rahman, Nur Delima Novita Rahmatullah Ramida Ratnah S Reski Aulia Safruddin, Andi Kurniawati SALAMUN PASDA SAMSYU RIJAL Saskia Dwi Anggaraeni Selfiana Sitti Hajerah Hasyim Sitti Nurkhaerah Sulaeman Syamsu Rijal Syamsu Rijal Syamsul Rijal Tadampali, Andi Caezar To Thamrin Tahir Tuti Supatminingsih Wulan Purnamasari WULAN PURNAMASARI, WULAN Yusnaini Yusnaini Yustiana