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All Journal Jurnal EMT KITA Neraca Keuangan : Jurnal Ilmiah Akuntansi dan Keuangan
Mulia, Agus Prana
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Economics, Econometrics & Finance

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Pengaruh Kualitas Produk, Fitur Produk dan Promosi Terhadap Keputusan Pembelian Daihatsu Gran Max dengan Brand Image Sebagai Variabel Moderasi Muharom, Mumuh; Yulia, Iis Anisa; Mulia, Agus Prana
Jurnal EMT KITA Vol 8 No 2 (2024): APRIL 2024
Publisher : Lembaga Otonom Lembaga Informasi dan Riset Indonesia (KITA INFO dan RISET) - Lembaga KITA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35870/emt.v8i2.2058

Abstract

This research aims to analyze the influence of product quality, product features and promotion on purchasing decisions for the Daihatsu Gran Max with brand image as a moderating variable. The sample used in this research was 200 respondents. Data was collected using a purposive sampling method and hypothesis testing using Moderated Regression Analysis (MRA). The results of this research show that Product Quality has a significant influence on Purchasing Decisions, Product Features have a significant influence on Purchasing Decisions and Promotion has a significant influence on Purchasing Decisions, Brand Image can moderate the influence of Product Quality, Product Features and Promotion on Purchasing Decisions.
Does Perceived Value Moderate the Influence of Brand Image and Hedonic Lifestyle on Purchasing Decisions? Case: Starbucks Brand Coffee Consumer Fauzi, Ahmad; Mutmainah, Isbandriyati; Mulia, Agus Prana
Neraca Keuangan : Jurnal Ilmiah Akuntansi dan Keuangan Vol. 19 No. 1 (2024): APRIL
Publisher : Fakultas Ekonomi dan Bisnis Universitas Ibn Khaldun Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32832/neraca.v19i1.16705

Abstract

This study aimed to analyze the effect of brand image and hedonic lifestyle on purchasing decisions with perceived value as a moderating variable for Starbucks coffee consumers in Bogor City. The population of this study was all Starbucks Coffee consumers living in Bogor City, while the research sample was part of the population, which was collected using the convenience sampling method. Data was collected by distributing questionnaires online via the Google form to the respondents who were selected as samples. The dependent variable in this study is a purchasing decision, while the independent variables are brand image and hedonic lifestyle. The perceived value variable was chosen to be a variable that is thought to be able to moderate the effect of brand image and hedonic lifestyle on purchasing decisions. Moderated Regression Analysis method, with the help of SPSS 22 software. Using 127 respondents, the results of this study indicate that brand image and hedonic lifestyle partially have a positive and significant effect on purchasing decisions. The results with MRA show that the perceived value variable can moderate the effect of brand image and hedonic lifestyle on purchasing decisions of Starbucks Coffee brand coffee. The results of the F test simultaneously show that brand image and hedonic lifestyle have a positive and significant effect on purchasing decisions for Starbucks brand coffee.
Pengaruh Perceived Quality, Perceived Value, dan Ekuitas Merek terhadap Loyalitas Pelanggan McDonald’s dengan Kepuasan Pelanggan sebagai Variabel Moderasi Hababa, Nabhan Rusmani; Mutmainah, Isbandriyati; Mulia, Agus Prana
Jurnal EMT KITA Vol 9 No 4 (2025): OCTOBER 2025
Publisher : Lembaga Otonom Lembaga Informasi dan Riset Indonesia (KITA INFO dan RISET) - Lembaga KITA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35870/emt.v9i4.4184

Abstract

This study aims to examine the impact of perceived quality, perceived value, and brand equity on consumer loyalty, with satisfaction serving as a moderating variable among McDonald’s patrons in Bogor City. The population of this study consists of all McDonald's consumers in Bogor City, while the research sample is a subset of this population, obtained through the accidental sampling method. Data were collected by distributing online questionnaires through Google Forms to selected respondents. The study’s dependent variable is loyalty, whereas the independent variables include perceived quality, perceived value, and brand equity. The satisfaction variable was selected as the suspected moderator of the effects of perceived quality, perceived value, and brand equity on loyalty. The Moderated Regression Analysis (MRA) technique was employed utilising SPSS 25 software. With 150 respondents, the results of this study indicate that perceived quality, perceived value, and brand equity have a positive and significant partial effect on loyalty. The MRA test results indicate that the satisfaction variable effectively moderates the impact of perceived quality, perceived value, and brand equity on loyalty to McDonald’s. The F-test results indicate that perceived quality, perceived value, and brand equity simultaneously have a positive and significant effect on loyalty.
Co-Authors Fauzi Ahmad Muda Hababa, Nabhan Rusmani Isbandriyati Mutmainah Mumuh Muharom, Mumuh Yulia, Iis Anisa