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All Journal Jurnal Computech & Bisnis (e-Journal) International Journal of Quantitative Research and Modeling Kontigensi: Jurnal Ilmiah Manajemen Acman: Accounting and Management Journal Journal of Economics, Management, and Entrepreneurship Jurnal Ekonomi, Bisnis & Entrepreneurship (e-Journal) Majalah Bisnis & IPTEK Journal of Economics, Management, and Entrepreneurship IJSS: International Journal of Social
Dudung Juhana
STIE Pasundan, Bandung.
Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Industrial & Manufacturing Engineering Law, Crime, Criminology & Criminal Justice Library & Information Science Physics Social Sciences

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The Influence of Price and Product Quality on Cosmetic Purchasing Decisions in a Marketplace Lestari, Desi; Juhana, Dudung
Jurnal Computech & Bisnis (e-journal) Vol. 18 No. 1 (2024): Jurnal Computech & Bisnis (e-Journal)
Publisher : LPPM STMIK Mardira Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56447/y7d3gf48

Abstract

This study aims to examine the impact of price and product quality on consumer choices while purchasing cosmetics in a particular market. The research methodology entails conducting an online survey targeting 100 active users of a marketplace company who have purchased beauty products. The findings indicate that the combination of price and product quality substantially influences purchase choices, accounting for a total contribution of 87.4%. These data suggest that these elements are significant contributors to acquiring cosmetics online. The research suggests that Maybelline's management should prioritize the value dimensions of price and product quality in their marketing tactics. They should focus on techniques that uphold or improve product quality while ensuring competitive prices. This result offers valuable insights for cosmetic companies in navigating the growing competition in the e-commerce market.
Assessing How Product Quality and Price Affect Buying Behavior at Retail Sector Hidayat, Hendi Hendian; Juhana, Dudung; Suzanto, Boy; Damanik, Firmansyah
Journal of Economics, Management, and Entrepreneurship Vol. 3 No. 2 (2025): Journal of Economics, Management, and Entrepreneurship
Publisher : P3M, STIE Pasundan, Bandung, Indonesia.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55208/jeme.v3i2.08

Abstract

This research highlights the main issue related to the intensifying competition in the market, which requires producers to be more sensitive to changes across various aspects. The primary aim of this study is to analyze consumer behavior in purchasing decisions and how this influences the company’s marketing strategy. The research employs both qualitative and quantitative analysis based on sales data and consumer surveys. The findings indicate that consumer purchasing decisions are affected by product quality and pricing, with a noted decline in purchases due to these issues. The novelty of this research emphasizes the importance of understanding consumer behavior for formulating more effective marketing strategies. The implications of this study suggest that companies should adapt to market demands and enhance product quality and pricing to meet consumer expectations and maintain their market position.
Determinants of Purchase Decisions and Customer Satisfaction Based on Consumer Psychology and Brand Image in an Automotive Community irmal, Irmal; Suteja, Jaja; Juhana, Dudung
International Journal of Social Sciences Vol. 2 No. 1 (2026): IJSS: International Journal of Social Sciences
Publisher : STEBIS Bina Mandiri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51805/ijss.v2i1.481

Abstract

This study investigates the influence of consumer psychology, product innovation, and brand image on purchase decisions and their impact on customer satisfaction within the Indonesian motorcycle industry, focusing on members of Yamaha NMAX Club Indonesia Chapter Jabodetabek. Despite Yamaha NMAX's strong market presence, fluctuating sales performance raises concerns about the behavioral and perceptual factors driving purchasing decisions. Addressing a research gap in prior studies that examine these variables separately, this research develops a structural model positioning purchase decisions as a mediating variable linking psychological and marketing factors to customer satisfaction. Using a quantitative explanatory approach with purposive sampling, data were collected through structured questionnaires and analyzed using SEM-PLS. The findings reveal that consumer psychology, product innovation, and brand image significantly and positively influence purchase decisions, which in turn significantly affect customer satisfaction and mediate the relationship between exogenous variables and satisfaction outcomes. The study concludes that integrating psychological engagement, continuous innovation, and strong brand image development enhances purchasing behavior and long-term satisfaction. The key takeaway is that purchase decisions function as a strategic bridge connecting marketing drivers to sustainable customer satisfaction and competitive advantage.
Co-Authors Ali Mulyawan Ali Mulyawan Boy Suzanto Cendikia, Ranny Maulani Damanik, Firmansyah Daniel Yahya Desi Lestari, Desi Desi Rismawati Dessy Riyani Ester Manik Ester Manik Haryati Haryati Haryati Haryati Hidayat, Hendi Hendian Horas Djulius Irena Larashati Irmal, Irmal Jaja Suteja Kadir, Kadir Kadir, Kadir Kusuma, Alvina Faradila Larashati, Irena Larashati, Irena Megawati, Imelda Mulyawan, Ali Nurul Oktaviani Putri Purana, R. Deni Putri, Nurul Oktaviani Reni Ambarsari Septiarini, Eka Sipa Sopiani Sipa Sopiani Suswanto, Djadjat Titi, Titi Zulfikar, Vicky Achmad