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THE INFLUENCE OF BRAND IMAGE AND TASTE ON PRICE PERCEPTION AND ITS IMPLICATIONS ON CUSTOMER LOYALTY AT INDIA RESTAURANT, TEBING TINGGI Alfina Yusra; Hanna Sajidah Sinaga; Sarwoto; Imelda Mardayanti
International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET) Vol. 4 No. 8 (2025): JULY
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/ijset.v4i8.845

Abstract

This study aims to analyze the effect of Brand Image (X1) and Taste (X2) on Customer Loyalty (Y), both directly and through Price Perception (Z) as a mediating variable, on Indian restaurant customers. This study was conducted for 2 months starting from February-April 2025. The method used in this study is a quantitative approach with path analysis techniques. Primary data were collected by distributing questionnaires to Indian Restaurant customers, with a total of 80 respondents, which were obtained using the Slovin formula with a margin of error of 5%. Data collection using a questionnaire using a google form. Based on the results of the calculation using bootstapping, the R2 value of the price perception variable is 0.518, which means that price perception is influenced by brand image and taste by 51.8% or in other words, the contribution of brand image and taste is 51.8% while the remaining 48.2% is the contribution of other variables not discussed in this study such as price references, product quality, brand trust and others. then it is known that the R2 value of the customer loyalty variable is 0.174 which means that customer loyalty is influenced by brand image and taste by 17.4% or in other words the contribution of brand image and taste is 17.4% while the remaining 82.6% is the contribution of other variables.
THE INFLUENCE OF ADVERTISING AND BRAND REPUTATION ON BRAND IMAGE AND ITS IMPLICATIONS ON HANBODY MARINA PURCHASE DECISIONS (AT THE NUSANTARA SHOP, TEBING TINGGI) Indriani Nainggolan; Putri Ramadhani; Fitrianingsih; Imelda Mardayanti
International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET) Vol. 4 No. 6 (2025): MAY
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/ijset.v4i6.765

Abstract

This study analyzes the influence of advertising and brand reputation on brand image and its implications on Hanbody Marina purchasing decisions. (at the Nusantara Tebing Tinggi store). Using a quantitative method with a sample of 96 respondents using the Cochran formula, data were collected through questionnaires and analyzed with SMART PLS 3.0. The results showed that advertising had a significant effect on the brand image of Marina handbody products at the Nusantara Tebing Tinggi Store. Brand reputation has a significant influence on the brand image of Marina handbody products at Toko Nusantara Tebing Tinggi. Advertisements do not influence the purchasing decision for Marina handbody products at the Nusantara Tebing Tinggi Store. Brand reputation has a significant influence on purchasing decisions for Marina handbody products at Toko Nusantara Tebing Tinggi. Brand image has a significant influence on purchasing decisions for Marina handbody products at the Nusantara Tebing Tinggi Store. Advertisement influences the purchasing decision of Marina handbody products through brand image as an intervening variable at Toko Nusantara Tebing Tinggi. Brand reputation influences the purchasing decision of Marina handbody products through brand image as an intervening variable at Toko Nusantara Tebing Tinggi.
THE INFLUENCE OF LIFESTYLE AND WORK ON PERCEPTION OF QUALITY AND ITS IMPLICATIONS ON PEARLY STORE PURCHASE DECISIONS Citra Saffanah; Eka Elvira Br. Sinaga; Fitrianingsih; Imelda Mardayanti
International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET) Vol. 4 No. 7 (2025): JUNE
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/ijset.v4i7.771

Abstract

This study aims to analyze the influence of lifestyle and occupation on the perception of quality and its impact on consumer purchasing decisions at the Pearly Store in Tebing Tinggi City. In an era of increasingly tight retail competition, understanding the psychological and social factors of consumers is important for business actors. This study uses a quantitative approach with a survey method of 96 female consumer respondents who have shopped at the Pearly Store. The data analysis technique was carried out using Partial Least Square (PLS) with the help of SmartPLS 3.0 software. The results of the study indicate that lifestyle has a positive and significant effect on the perception of quality and purchasing decisions. Occupation has a significant effect on the perception of quality, but does not have a direct effect on purchasing decisions. Perception of quality is proven to have a significant effect on purchasing decisions, and acts as an intervening variable that mediates the relationship between occupation and lifestyle on purchasing decisions. These findings provide important implications for marketing strategies, especially in designing messages and products that are in accordance with the lifestyle and occupational background of the target market.