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All Journal E-JRM International Journal of Economics, Business and Innovation Research
Ulum, Fahrul
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Pengaruh Experiential Marketing, Perceived Quality, Dan Kualitas Layanan , Terhadap Keputusan Pembelian Konsumen (Studi Kasus Pada Pengguna Aplikasi Maxim Kota Malang) Ulum, Fahrul; Basalamah, Muhammad Ridwan; Wahono, Budi
E-JRM : Elektronik Jurnal Riset Manajemen E-JRM : Elektronik Jurnal Riset Manajemen Vol. 13 No. 01
Publisher : UNIVERSITAS ISLAM MALANG

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Abstract

Abstract This research aims to analyze the influence of experiential marketing, perceived quality, and service quality on consumer purchasing decisions for Maxim application users in the city of Malang. The research was conducted using a survey method of 90 respondents using purposive sampling. The data analysis method used in this research was quantitative data analysis using multiple linear regression analysis. The data test used is partial hypothesis testing (t test). The research results show that experiential marketing, perceived quality, and service quality have a significant positive effect on consumer purchasing decisions. In conclusion, increasing experiential marketing, perceived quality and service quality can improve consumer purchasing decisions for Maxim application users in the city of Malang. Keywords : Experiential Marketing, Perceived Quality, Service Quality, And Consumer Purchasing Decisions
The Role of Purchase Intention in Mediating the Influence of Price and Product Quality on Consumer Purchasing Decisions of Kopi Lingkar Malang Ulum, Fahrul
International Journal of Economics, Business and Innovation Research Vol. 3 No. 04 (2024): June - July, International Journal of Economics, Business and Innovation Resea
Publisher : Cita konsultindo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63922/ijebir.v3i04.2437

Abstract

Coffee shops have become a popular gathering place in the community. The coffee industry in Indonesia is experiencing rapid growth. Competition is also getting tighter. This study aims to examine and analyze the role of purchase intention in mediating the influence of price and product quality on purchasing decisions of consumers at Kopi Lingkar Malang. Kopi Lingkar Malang is one of the coffee shops located in Malang City. The research data used is primary data, obtained through distributing questionnaires to samples. The sample in this study consisted of 80 respondents. The type of research conducted in this study is explanatory research with a quantitative approach. The data gathering instrument used in this study is a questionnaire. The data analysis method used in this study is Partial Least Squares (PLS). The results obtained from this study conclude that the price variable does not affect purchase intention and purchasing decisions of consumers at Kopi Lingkar Malang. Product quality and purchase intention influence purchasing decisions. Product quality also influences consumer purchase intention. Furthermore, the price variable in this study did not influence purchasing decisions among consumers at Kopi Lingkar Malang, mediated by purchase intention. Furthermore, product quality in this study influenced consumer purchase decisions, mediated by purchase intention.
Co-Authors Basalamah, Muhammad Ridwan