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All Journal EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis Journal of Economic, Bussines and Accounting (COSTING) Jurnal Pendidikan Ekonomi (JURKAMI) MANAJEMEN DEWANTARA Management Studies and Entrepreneurship Journal (MSEJ) RESLAJ: RELIGION EDUCATION SOCIAL LAA ROIBA JOURNAL Journal of Management and Bussines (JOMB) CENDEKIA : Jurnal Ilmu Pengetahuan KARYA: Jurnal Pengabdian Kepada Masyarakat Golden Ratio of Marketing and Applied Psychology of Business Jurnal Ekonomi dan Bisnis Digital (MINISTAL) East Asian Journal of Multidisciplinary Research (EAJMR) Indonesian Journal of Business Analytics (IJBA) International Journal of Economics (IJEC) Literasi: Jurnal Pengabdian Masyarakat dan Inovasi Jurnal Abdimas Indonesia IIJSE Jurnal Pengabdian Masyarakat dan Riset Pendidikan Journal of Innovative and Creativity Jurnal Pengabdian Masyarakat Indonesia Jurnal Ekonomi, Bisnis & Entrepreneurship (e-Journal)
Siti Aminah
Fakultas Ekonomi Dan Bisnis, Universitas Pembangunan Nasional “Veteran” Jawa Timur
Religion Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Public Health Social Sciences Other

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The Influence of Brand Image and Price Perception on Purchasing Decisions for Lux Bath Soap Product in Surabaya City Kharisma Nur Aisyah; Siti Aminah
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 9 No 2 (2026): Sharia Economics
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v9i2.8389

Abstract

The tight competition in the soap industry has caused Lux to experience a decline between 2020 and 2024 due to various factors. The purpose of this research is to examine the impact of Brand Image and Price Perception on consumers' choices when buying Lux brand soap products in Surabaya City. Employing a quantitative methodology, 110 participants were carefully chosen via a purposive sampling technique. The collected data underwent analysis using Structural Equation Modeling (SEM), specifically the Partial Least Square (PLS) approach. The study's outcomes demonstrate a notable positive effect of both Brand Image and Price Perception on the purchasing behavior for Lux soap products in Surabaya City.
Determinants of Purchasing Decisions for Kopi Janji Jiwa in Sidoarjo: The Role of Digital Marketing and e-WOM Noverta Sabela; Siti Aminah
Golden Ratio of Marketing and Applied Psychology of Business Vol. 6 No. 2 (2026): February - June
Publisher : Manunggal Halim Jaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52970/grmapb.v6i2.2278

Abstract

Advancements in digital technology have driven significant changes in marketing activities, particularly in the food and beverage sector. Digital marketing has become a strategic approach that enables companies to reach consumers more broadly and effectively, while electronic word-of-mouth (e-WOM) facilitates the exchange of information and consumer experiences that can influence purchasing decisions. This study aims to analyze the effect of digital marketing and E-WOM on the purchase decisions of Kopi Janji Jiwa in Sidoarjo, motivated by the phenomenon of declining Top Brand Index scores amid increasingly intense competition in the coffee shop industry. This study employed a quantitative approach using purposive sampling technique involving 110 respondents who had purchased Kopi Janji Jiwa more than once and were residents of Sidoarjo. Most respondents were consumers aged 17–22 years who actively used social media, making them more responsive to digital marketing activities and online information. Data were collected through questionnaires using a Likert scale and analyzed using structural equation modeling-partial least squares (SEM-PLS) with the assistance of the SmartPLS application. The results indicate that digital marketing and e-WOM have a positive and significant effect on the purchase decisions of Kopi Janji Jiwa in Sidoarjo. These findings suggest that effective digital marketing strategies and positive consumer reviews on digital platforms can enhance consumer trust and encourage purchasing decisions. This study provides an empirical contribution to enriching consumer behavior studies, particularly regarding the role of digital marketing and E-WOM in influencing purchasing decisions within the coffee shop industry in Indonesia. Furthermore, the findings can serve as input for companies to optimize digital marketing strategies and manage E-WOM effectively.
Green Marketing, Green Perceived Value, and Price Perception: Their Effects on Eco Bag Purchase Decisions at Alfamart Sidoarjo Alfi Rahmawati; Siti Aminah
Golden Ratio of Marketing and Applied Psychology of Business Vol. 6 No. 2 (2026): February - June
Publisher : Manunggal Halim Jaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52970/grmapb.v6i2.2286

Abstract

The increasing problem of plastic waste in Indonesia has encouraged retail industry players to introduce eco-friendly products such as eco bags as an alternative to single-use plastic bags. However, the declining sales of eco bags at Alfamart Sidoarjo during the 2023–2025 period indicates that the green marketing strategy implemented has not been fully effective in driving consumer purchasing decisions. This study aims to analyze the effect of green marketing, green perceived value, and price perception on the purchasing decision of eco bags at Alfamart Sidoarjo. This study employed a quantitative approach with purposive sampling technique involving 102 respondents, data collection through questionnaires, and data analysis using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 3 software. The results show that green marketing has a positive but insignificant effect on purchasing decisions, green perceived value has a positive and significant effect on purchasing decisions, and price perception has a positive and significant effect on purchasing decisions with the greatest contribution among the three variables examined.
Co-Authors Ahmad Riki Baihaqi Yusuf Aisyah Arialma Ajeng Dwipa Premesti Alfi Rahmawati Anargya Tia Novitasari Anis Nur Laili Aqilah Mahda Az Zuhra Ariescy, Reiga Ritomiea Aulia Afra Destrina Delly Nofiani Dhiah Permatasari Dian Ajeng Syarifa Al Kaunaini Fadilla Mulyasari Fahrul Ardani Gagas Pandu Khrisna Galvin Christian Lukyanto Hamdan Regatama Hisanah Atindriya Purnairawan I Putu Widhi Prabawa I Putu Widhi Prabawa Intan Sulistyowati Ira Wikartika Irfan Ramadhan Effendi Johana Dwi Ariwati Kharisma Nur Aisyah Laili Maghfiroh Lisa Maratus Solikhah Luqy Aizzatul Fakhiroh M. Fikri Abdurrohman M. Reza Maulana Mayhana Dwi Novitasari Mentari Clara Dewanti Muhamad Salas Putra Nabila Ayu Kristina Nafisa Dean Putri Aqila Nanik Hariyana Nina Zenitha Sekar Sari Noverta Sabela Poppy Avianti Putri Indah Lestari Radhiya Esa Fitriawati Raisha Dellania Widiyan Redina Restu Hapsari Rewanda Mutiara Az-Zahra Rahmadina Reziani Novendra Rr. Adira Mafaza Saniyatul Nadhiro Sella Riski Wulandari Shinta Nur Alfiyah Shofiyah Salsabila Sholihah, Dewi Deniaty Siti Hotiah B.S.B.D.S Sultan Maulana Yusuf Syanindita Aurelya A.W.S Tuhfatul Ahbab Wahyu Nurbayzura Yuda Susanto Zayyan Hisyam Pradana