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All Journal International Journal of Public Health Science (IJPHS) Media Ekonomi dan Manajemen Pelita : Jurnal Penelitian dan Karya Ilmiah EKONOMI BISNIS Pusat Publikasi Ilmu Manajemen Master Manajemen Jurnal Media Akademik (JMA) Jurnal Ekonomi, Manajemen, Akuntansi
Bastian, Asep Ferry
Universitas Islam Syekh-Yusuf
Religion Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences Other

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Pengaruh Diskon dan Kualitas Produk terhadap Keputusan Pembelian Produk Somethinc di Marketplace Shopee dengan Ulasan Produk Sebagai Variabel Moderasi Muhibah Muhibah; Asep Ferry Bastian; Bagus Manunggal
PPIMAN Pusat Publikasi Ilmu Manajemen Vol. 3 No. 3 (2025): Juli : Pusat Publikasi Ilmu Manajemen
Publisher : Fakultas Ekonomi & Bisnis, Universitas Nusa Nipa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59603/ppiman.v3i3.984

Abstract

This study aims to analyze and determine the extent to which discounts and product quality influence purchasing decisions for Somethinc products, with product reviews as a moderating variable. The background of this study is based on the increasingly fierce competition in the cosmetics industry, which encourages manufacturers to implement effective marketing strategies, one of which is through providing discounts, improving product quality, and utilizing consumer reviews. The type of research used is quantitative with a causal approach. The data used is primary data obtained through the distribution of online questionnaires to respondents who meet the criteria. The study population is Somethinc product users who make purchases through the Shopee e-commerce platform. The sampling technique used the convenience sampling method with a sample size of 160 respondents. Data analysis was carried out using the Partial Least Square (PLS) method with the help of SmartPLS 3.0 software. The results of the study indicate that discounts have a positive and significant effect on purchasing decisions, indicating that the more attractive the discount offered, the more likely consumers are to make a purchase. Similarly, product quality has a positive and significant effect on purchasing decisions, meaning that the better the product quality perceived by consumers, the higher the tendency to buy. However, the results of the moderation effect test revealed that product reviews were unable to moderate the relationship between discounts and product quality on purchase decisions. This indicates that while product reviews can be a factor in consumer considerations, their influence is not strong enough to strengthen or weaken the relationship between these two independent variables and purchase decisions. This finding has implications for cosmetics businesses, particularly Somethinc, to focus more on pricing strategies and improving product quality as key factors in driving consumer purchase decisions.  
Pengaruh Atmosfer Toko dan Kualitas Pelayanan Terhadap Keputusan Pembelian dengan Variasi Produk Sebagai Variabel Moderasi : Studi Kasus Toko Baju 3 Saudara di Kabupaten Tangerang Astri Hamidatul Asma; Asep Ferry Bastian; Bagus Manunggal
Master Manajemen Vol. 3 No. 3 (2025): Master Manajemen
Publisher : Fakultas Ekonomi & Bisnis, Universitas Nusa Nipa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59603/masman.v3i3.985

Abstract

The current business world is developing in a fast and dynamic global economic environment, creating new challenges for business actors. In the marketing sector, this condition is characterized by increasingly fierce competition. Companies are required to adapt to diverse consumer preferences and needs. In the marketing process, several factors influence purchasing decisions, including store atmosphere, service quality, and product variety. This study aims to analyze the influence of store atmosphere and service quality on purchasing decisions, with product variety as a moderating variable. This study was conducted at the 3 Saudara Clothing Store in Tangerang Regency. The research population was all store visitors, with a sample of 155 respondents obtained using non-probability sampling techniques, specifically accidental sampling. Data collection was carried out through questionnaires, while data analysis used SmartPLS software version 4.0. The results of the study show: (1) Store atmosphere has a significant effect on purchasing decisions; (2) Service quality has a significant effect on purchasing decisions; (3) Product variety moderates the relationship between store atmosphere and purchasing decisions; and (4) Product variety moderates the relationship between service quality and purchasing decisions. These findings indicate that store atmosphere and service quality play a significant role in driving purchasing decisions, and this influence can be amplified through product diversity. Therefore, maintaining a comfortable and attractive store environment, improving service quality, and providing a wide product variety are important strategies for retail stores in facing increasingly competitive markets.
Co-Authors Aghata, Tessa Brillian Agustina, Bella Astri Hamidatul Asma BAGUS MANUNGGAL Bambang Mardi Sentosa Davina Prameswari Adrianti Putri Hudaya Latuconsina Khusaini, Khusaini Muhibah Muhibah Nursaidah, Mutia Nurul Vivi Apiyanti Pratama, Rommy Qori, Fitra Kalfi Ruhiyat Taufik Setiawati, Fitri Sukaesih, Imas Windi Widiawati