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All Journal Jurnal Siasat Bisnis Optimum : Jurnal Ekonomi dan Pembangunan JEJAK Journal of Economics, Business, & Accountancy Ventura The Indonesian Accounting Review JMM17: Jurnal Ilmu Ekonomi dan Manajemen DiE: Jurnal Ilmu Ekonomi dan Manajemen JPM17: Jurnal Pengabdian Masyarakat JOURNAL OF ECONOMIC SCIENCE JEB17 : Jurnal Ekonomi dan Bisnis Al Ishlah Jurnal Pendidikan Jurnal RESTI (Rekayasa Sistem dan Teknologi Informasi) Jurnal Studi Komunikasi Ekspektra: Jurnal Bisnis & Manajemen SINERGI: Jurnal Ilmiah Ilmu Manajemen Nyimak: Journal of Communication JURNAL MANAJEMEN INDUSTRI DAN LOGISTIK IJEBD (International Journal Of Entrepreneurship And Business Development) Berdikari: Jurnal Pengabdian Masyarakat Indonesia Media Mahardhika J-SAKTI (Jurnal Sains Komputer dan Informatika) IJISTECH (International Journal Of Information System & Technology) Jesya (Jurnal Ekonomi dan Ekonomi Syariah) Jurnal Sosial Ekonomi Kelautan dan Perikanan Buletin Ilmiah Marina : Sosial Ekonomi Kelautan dan Perikanan YUME : Journal of Management Jurnal Komunikasi Profesional EKUITAS (Jurnal Ekonomi dan Keuangan) Jurnal Aplikasi Akuntansi Jurnal Riset Akuntansi Aksioma Building of Informatics, Technology and Science Jurnal Pendidikan dan Konseling International Journal of Economics, Business and Accounting Research (IJEBAR) Community Development Journal: Jurnal Pengabdian Masyarakat Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences Jurasik (Jurnal Riset Sistem Informasi dan Teknik Informatika) IJISTECH JPM: JURNAL PENGABDIAN MASYARAKAT Jurnal Terapan Manajemen dan Bisnis J-SAKTI (Jurnal Sains Komputer dan Informatika) Jurnal Pengabdian Kepada Masyarakat Jurnal Ekonomi Bina Ekonomi: Majalah Ilmiah Fakultas Ekonomi Universitas Katolik Parahyangan EKONOMIKA45 Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis Jurnal Suara Pengabdian 45 The International Conference on Education, Social Sciences and Technology (ICESST) International Journal of Economics and Management Research Cakrawala: Jurnal Pengabdian Masyarakat Global Digital Bisnis: Jurnal Publikasi Ilmu Manajemen Dan E-commerce Jurnal Mahasiswa Manajemen dan Akuntansi Journal of Management and Creative Business Jurnal Pengabdian Masyarakat Seminar Nasional Teknologi dan Multidisiplin Ilmu Journal of Managerial Sciences and Studies Kesatria : Jurnal Penerapan Sistem Informasi (Komputer dan Manajemen) Journal of Fisheries & Marine International Journal of Economics, Commerce, and Management International Journal of Economics and Management Sciences Digital Innovation : International Journal Of Management Green Inflation: International Journal of Management And Strategic Business Leadership Journal Economic Business Innovation BISMA: Bimbingan Swadaya Masyarakat Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis International Journal of Economics and Management Research Jurnal Pengabdian Kepada Masyarakat Indonesia Ascendia: Journal of Economic and Business Advancement Global Economics: International Journal of Economic, Social and Development Sciences
GS , Achmad Daengs
Fakultas Ekonomi Universitas 45 Surabaya
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THE IMPACT OF BRAND IMAGE AND SELF-CONCEPT ON MOBILE PHONE PURCHASE DECISION I Gede Wiyasa; Arys Prada; Enny Istanti; Achmad Daengs GS
Journal of Managerial Sciences and Studies Vol. 3 No. 1 (2025): April: Journal of Managerial Sciences and Studies
Publisher : PT. Mawadaku Sukses Solusindo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61160/jomss.v3i1.74

Abstract

This research is motivated by the rapid development of technology, which has led to the emergence of various new products, particularly in the mobile phone category, intensifying market competition. Mobile phones have become essential items in daily life, making it increasingly difficult for mobile phone brands to stand out. As a result, companies strive to attract consumers by leveraging product features. The aim of this study is to determine the effect of brand image and self-concept on purchasing decisions. Data was collected using a questionnaire with purposive sampling technique on 89 respondents who use mobile phones. The population consists of male and female students at Universitas 45 Surabaya. The independent variables in this study are brand image, self-concept, and purchase decision. Hypothesis testing using multiple regression analysis shows that both independent variables significantly influence the dependent variable (purchase decision). The R-value of 0.718 indicates a strong relationship, close to 1, and the coefficient of determination (R²) is 0.515.
UPSHOT OF MARKETING MIX ON CONSUMER PURCHASE DECISIONS AT TRADING COMPANY “UD. ABC” IN SURABAYA Achmad Daengs GS; Enny Istanti
Journal of Managerial Sciences and Studies Vol. 4 No. 1 (2026): April: Journal of Managerial Sciences and Studies
Publisher : PT. Mawadaku Sukses Solusindo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61160/jomss.v4i1.114

Abstract

Companies that implement quality management systems are oriented toward organization, customers, and the market by combining fact-finding and problem-solving approaches. Companies should not merely focus on selling their products, but must also understand consumer needs and wants. Knowledge of consumer behavior is essential for effective marketing practices. Customer satisfaction in marketing should begin with an analysis of consumer behavior based on the evolving situation. This, at the very least, should encourage company managers to determine what marketing activities should be proposed, planned, and executed.Therefore, companies must have marketing tools, commonly referred to as the marketing mix, which includes product, price, place, and promotion. This research uses primary data obtained directly from respondents through questionnaires, and secondary data sourced from the company being studied. The analytical method used in this research is multiple linear regression analysis, with statistical testing using F-test and t-test.The research findings using SPSS software through multiple linear regression analysis show that the F-test result indicates a significant influence between independent variables and the dependent variable, with an F-count value of 22.573 > F-table value of 2.50. For the t-test, it is found that: The product variable (X1) significantly influences consumer purchase decisions (Y) with a t-count of 3.728 > t-table of 1.9944. The price variable (X2) significantly influences consumer purchase decisions (Y) with a t-count of 4.072 > t-table of 1.9944. The place variable (X3) significantly influences consumer purchase decisions (Y) with a t-count of 3.080 > t-table of 1.9944. The promotion variable (X4) significantly influences consumer purchase decisions (Y) with a t-count of 3.230 > t-table of 1.9944.
Co-Authors , Elfitra Desy Surya A Susanto Abdul Aziz Sholeh Abdul Jabarsyah Abdul Samad Arief Agnes Martalina Gasmi Agung Hermawan Febrianto Agus Indarjo Agus Indarjo Agus Indarjo Agus Syahrani Ahen Nikolas Banoet Ahmad Muflih Ahmad Rizani, Ahmad Aisya Faradilla Putri Alfiah Nofiana Ali Muhdor Amaliyah Amanda Putri Herman Boedhiarti Ana Sriekaningsih Andreansah Andreansah Andriani Andriani Ani Herna Sari Anis Yuli Astutik Anky Fibrianti ANNISA RAHMAWATI Annisa Rahmawati Annisa Rahmawati Annisa Rahmawati Anugrah Rossytasari Aridha Prasetya Aridha Prassetya Arifah Hidayati Arminarahmah, Nur Arys Prada Asfar, Dedy Ari Asmara Indahingwati Asriadi Asriadi Ayu Tri Fatma Ayu Tri Fatma Bambang Karnain Bambang Karnain Bambang Karnain Bambang Karnain P Benedictus Alexyagtus Wangge Bramastyo Kusumo Negoro Bramastyo Kusumonegor Bramastyo Kusumonegoro Chairil Effendy Chamariyah Chin, Jacky Dana, Tarisa Dani Feki Kris Koro Dawam Multazamy Rohmatulloh de Vera, Rosemarie Virginia M. Dedy Surahman Deki Qohhar Dema Erita Deviana Amanda Putri Dewi Putri Rahmawati Dewi, Rina Diana Zuhro Diana Zuhro Diana Zuhroh Diana Zuhroh Diana Zuhroh Dionisius Aldio Manuhutu Dita Indah Sari Dody Suhermawan Donny Antonius Saputra, Ignatius Dwi Krisnara Dwi Nisa Widhawati Dwi Prasetyo Edo Galih Permadi Eka Tupiana Ely Julianus Tiballa Enny Istanti Enny Istanti Enny Istanti Enny Istanti Enny Istanti Enny Istanti Enny Susanti Erida Nursiana Erwin Tri Kurniyanto Eva Desembrianita Fanisa, Fairuz Fery Riyanto Fidah Indrayanti Fikri Firdaus Fikri Firdaus Firmansyah, Moch. Rachmandany Fitri Anggraini Freddy Cahyadi Gazali Salim Gede Wiyasa Halim Soegeng Suprayitno Hariyadi Hariyadi Harsono Teguh Harsono Teguh S Harsono Teguh Santoso Heri Kusyanto Heri Toni Hendro P Hesti Pandu Widodo I Gd Wiyasa I Gde Wiyase I Gede Wiyasa I Gede Wiyasa Ida Ayu Putu Sri Widnyani Iklima Adilvi Artafilah Indrawati Indrawati Indriana Kritiawati Indriani Wuri Puspitasari Intan Febria Nita Intan Permata Sari Irma Hakim Jaya Tata Hardinata Jose Marco G. Reyes Karnain, Bambang Karolus Sonu, Karolus Kornelia Sarce Kristian Mangku Setyo Panjaitan Kristiawati, Indiana Kristiawati, Indriana Lapoliwa, Gerdha Erlinda Sari Lestari, Veronika Nugraheni Sri lestari, winda Lia Amalia Lubis, Mhd. Dicky Syahputra Mahjudin , Mahjudin Mahjudin . Mahjudin . Mahjudin Mahjudin Mahjudin Mahjudin Mahjudin Mahjudin Mahjudin, M Mahrusul Faizin Malik Hidayatullah Maria Yovita R Pandin Maria Yovita R Pandin Maria Yovita Yovita R Pandin Mashudah Hufron Mayang Puspita Amara Mhd Ali Hanafiah Moch Adam Fahmiansyah Moch Indrawan Moch Rizaldy Rahmansyah, Moch Rizaldy Moch. Rachmandany Firmansyah Moch. Rizaldy Rahmansyah Mochamad Indrawan Moh. Riskaedi Febriyan Morina Irma H.P Mufrida Zein Mufrida Zein Muhamad Azis Firdaus Muhammad Fajar Alvian Muhammad Firdaus Muhammad Firdaus Muhammad Yusuf Muhammad Yusuf Musriha Musriha Mutiara Fadhillah Nabila Nabila Nadia Natalia Syahfitri Nadya Vicky Nasrul Negoro, Bramstyo Kusumo Ngono Citra Zippora Ni Luh Wiwik Sri Rahayu Ginantra Niawati, Niawati Nisa Widhawati Nisfatul Lailah Nuah P. Tarigan, Nuah P. Nugraeni, Christine Dyta Nur Ahlina Febriyati Nur Arminarahmah Nurmawati Nurmawati Nurul Amien Rosadisyam Okky Novianto Okprana, Harly Padjrin Padjrin Pendi Tandi Bua Permana Ari Soejarwo Permana Ari Soejarwo Poningsih Poningsih, Poningsih Prakoso, Lukman Yudho Rachmansyah, Moch. Rizaldy Rachmat Susanto Rahmadani Wahalima Rosani Ramansyah Hidayat Ratih Tristianingsih Retno Susanti Retno Susanti Retno Susanti Rezkyana Rezkyana Ridwan Shabir Rihfenti Ernayani Rina Dew Rina Dewi Rina Dewi Rina Dewi Rini Yayuk Priyati Ririn Sulistyowati Rita Rita Rizky Khairunnisa Sormin RM Bramastyo KN RM BRAMASTYO KUSUMO NEGORO Robbi Rahim Roymon Panjaitan Ruchan Sanusi Ruhan Sanusi Rukisah, Rukisah Rulinawaty Rusli s sutiyono S. Sugiharto Saipul Al Sukri Samsul Aripin Sandoval, Marcos R. B. Sanusi, Ruchan Sara Surya Satrio Budiyanto Shahran Shahran Silfia Andini, Silfia Sirajuddin Siti Khotimah Siti Nurul Hidayah Slamet Imam Syafii Soemantri, Asep Iwa Sugiarto S Sugiharto Sugiharto Sugiharto Sugiharto Sugiharto Sujatmiko, Dedi Sujono Sujono Sulistyo Andarmoyo Suriyanti Suriyanti Sutini Sutini Sutini Sutini, Sutini Sutopo Sutopo Suzan Fhelda Febrina Syafi'i Syafi'i Teguh, Harsono Teuku Afriliansyah Theodorus Kristianto Thomas Stefanus Kaihatu Tiara Ratnaningrum Timotius, Elkana Tjandra Wasesa Tjandra Wasesa Tony, Heri Tries Ellia Sandari Vicky Ardiansyah Vinny Alfanencia Yoastita Vivi Puspita Anggraeni Vivilitan Vivilitan Wajdi, Muh Barid Nizarudin Wanto, Anjar Wasesa, Tjandra Widji Nurhayati Winanjaya, Riki Wiratna Wiratna Wiratna, Wiratna Wiyasa, I Gede Yen Thi Hong Pham Yuni Rachmawati Zainul Arifudin Zulia Almaida Siregar