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All Journal Binus Business Review Asia-Pacific Management and Business Application Journal of Economic, Bussines and Accounting (COSTING) Procuratio : Jurnal Ilmiah Manajemen Kurs : Jurnal Akuntansi, Kewirausahaan dan Bisnis Journal of Research in Business, Economics, and Education Journal of Applied Business and Technology PROCEEDING OF INTERNATIONAL CONFERENCE ON BUSINESS MANAGEMENT AND ACCOUNTING
Evelyn Wijaya
Institut Bisnis dan Teknologi Pelita Indonesia
Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences

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Journal : Procuratio : Jurnal Ilmiah Manajemen

 1 
GAYA HIDUP, INOVASI PRODUK, HARGA, DAN CITRA MEREK: DAMPAKNYA TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE SAMSUNG Evelyn Wijaya; Layla Hafni; Stefani Chandra
Procuratio : Jurnal Ilmiah Manajemen Vol 9 No 3 (2021): Procuratio : Jurnal Ilmiah Manajemen
Publisher : Institut Bisnis dan Teknologi Pelita Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35145/procuratio.v9i3.1306

Abstract

The need for smartphone has become part of the primary needs that are considered important for most of today's modern society, especially in line with the development of the digital era. This phenomenon supports the emergence of many smartphones that offer their products as effort to fulfill people's needs for communication technology. The purpose of this research was to analyze the influence of lifestyle, product innovation, price, and brand image on purchasing decisions for Samsung smartphone in Pekanbaru City. Population of this research was consumers who have purchased Samsung smartphone. The research sample used was 150 respondents using accidental sampling technique. The technique for data analysis used was multiple regression analysis assisted by SPSS. The research findings showed that lifestyle, product innovation, price and brand image had a positive and significant effect on purchasing decisions. Lifestyle and brand image becomes the dominant variable in consumer purchasing decisions. Kebutuhan akan smartphone telah menjadi bagian dari kebutuhan primer yang dianggap penting bagi sebagian besar masyarakat modern saat ini terutama seiring dengan perkembangan era digital. Fenomena ini mendukung munculnya banyak smartphone yang menawarkan produknya sebagai upaya memenuhi kebutuhan masyarakat akan teknologi komunikasi. Tujuan penelitian ini adalah untuk menganalisa pengaruh gaya hidup, inovasi produk, harga, dan citra merek terhadap keputusan pembelian smartphone Samsungdi Kota Pekanbaru. Populasi penelitian adalah konsumen yang pernah membeli smartphone Samsung. Sampel penelitian yang digunakan sebanyak 150 responden dengan menggunakan teknik accidental sampling. Teknik analisa data menggunakan analisa regresi linear berganda dengan menggunakan bantuan program SPSS. Hasil penelitian memperlihatkan bahwa gaya hidup, inovasi produk, harga dan citra merek berpengaruh positif dan signifikan terhadap keputusan pembelian. Gaya hidup dan citra merek menjadi variabel yang dominan dalam pengambilan keputusan pembelian konsumen.
DAMPAK HARGA, ULASAN ONLINE, DAN RATING TERHADAP KEPUTUSAN PEMBELIAN PADA E-COMMERCE TOKOPEDIA Evelyn Wijaya; Sherly The; Pamuji Hari Santoso; Jennifer Chandra; Suyono Suyono
Procuratio : Jurnal Ilmiah Manajemen Vol 11 No 2 (2023): Procuratio : Jurnal Ilmiah Manajemen
Publisher : Institut Bisnis dan Teknologi Pelita Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35145/procuratio.v11i2.3461

Abstract

E-commerce development in Indonesia has increased significantly with percentage of 78% where e-commerce transaction reached 435 trillion on November 2022. This condition encourages competition of each e-commerce is getting tougher. Purpose of this research was to analyze the impact of price, online review and rating to purchase decision on Tokopedia e-commerce. The population in this research are customers who have made purchases on Tokopedia e-commerce. The sampling technique used accidental sampling with the number of samples as much as 150 respondents. Data analysis used multiple regression analysis. The results show that price has positive significantly effect on purchase decision while online review and rating have no significant effect on purchase decision. Perkembangan e-commerce di Indonesia mengalami peningkatan yang signifikan dengan persentase mencapai 78% dimana nilai transaksi e-commerce mencapai 435 triliun pada November 2022. Kondisi ini mendorong tingkat persaingan antar e-commerce semakin tajam. Tujuan dari penelitian adalah untuk menganalisa pengaruh harga, ulasan online dan rating terhadap keputusan pembelian pada e-commerce Tokopedia. Populasi penelitian adalah konsumen yang telah melaksanakan pembelian pada e-commerce Tokopedia. Teknik pengambilan sampel menggunakan accidental sampling dengan jumlah sampel sebanyak 150 responden. Teknik analisa data menggunakan analisa regresi berganda. Hasil penelitian menunjukkan bahwa Harga berpengaruh signifikan positif terhadap keputusan pembelian sedangkan ulasan online dan rating berpengaruh negatif dan tidak signifikan terhadap keputusan pembelian.
Co-Authors Achmad Tavip Junaedi Adi Suryadiningrat Agus Hocky Chandra, Stefani Fadrul Fadrul Jennifer Chandra Layla Hafni Maydelyn Goh Mimelientesa Irman Nancy Valentine Nur Fadjrih Asyik Onny Setyawan Pamuji Hari Santoso Putu Rani Susanthi Santhomas Pinso Sherly The Silvilia Iman Sari Stevany Stevany Suyono Teddy Chandra Yenny Wati Yusnita Octafilia Theresia A Yesu Infante