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All Journal Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) International Journal of Scientific Multidisciplinary Research (IJSMR)
Andri Asoka Sidantara Rosadi
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Law, Crime, Criminology & Criminal Justice Mechanical Engineering Social Sciences

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The Influence of Discount and Free Shipping Tagline at Purchasing Decisions for Wardah Products on Undergraduate Management Students at Regular C, Pasim National University Andri Asoka Sidantara Rosadi; Annisa Aulia Ramadhan; Andini Aprilianti
International Journal of Scientific Multidisciplinary Research Vol. 2 No. 7 (2024): July 2024
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/ijsmr.v2i7.10210

Abstract

This study, involving Undergraduate Management Regular Class C students, examines the impact of discounts and free shipping tagline on Wardah product purchasing decisions. It employs descriptive and associative    research    methods,         focusing         on individual students as the unit of analysis. The sample comprises 63 respondents selected using a census method. Data analysis utilizes multiple linear regression to assess the influence of these variables. The research instrument, a questionnaire, underwent validity and reliability testing. Findings indicate a significant influence of both independent variables, individually and collectively, on the purchasing decisions of the students involved in using Wardah products
PENGARUH CITRA MEREK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN KOPI KAPAL API DI BANDUNG BARAT Dahlan Ramdhani; Asep Sutisna; Andri Asoka Sidantara Rosadi; Yudiyanto Joko Purnomo
Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA) Vol 10 No 2 (2026): Edisi Mei - Agustus 2026
Publisher : LPPM STIE Muhammadiah Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31955/mea.v10i2.7737

Abstract

This study aims to analyze the influence of brand image and price on purchasing decisions at Kapal Api Pure coffee in West Bandung. The research method used a quantitative approach with a questionnaire survey. The study population consisted of Horeka customers. The sampling technique used was purposive sampling with 68 respondents. The research instrument was a questionnaire with a Likert scale of 1-5, which was tested for validity and reliability. Data analysis was conducted using multiple linear regression analysis to test the hypothesis. The results showed that brand image and price had a positive and significant effect on purchasing decisions, both partially and simultaneously. The implications of this study contribute to the development of coffee marketing strategies to increase sales and customer loyalty.
Co-Authors Andini Aprilianti Annisa Aulia Ramadhan Asep Sutisna Dahlan Ramdhani Yudiyanto Joko Purnomo