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Dian Wahyuni
Fakultas Ekonomi Universitas Asahan
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PENGARUH HARGA, KUALITAS PRODUK DAN CITRA MEREK TERHADAP MINAT BELI PRODUK GLAD2GLOW PADA GENERASI Z DI TIKTOK Indah Mayasari S; Dian Wahyuni
JOURNAL OF SCIENCE AND SOCIAL RESEARCH Vol. 9 No. 2 (2026): April 2026
Publisher : Smart Education

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54314/jssr.v9i2.6191

Abstract

Abstract: This study aims to determine the simultaneous and partial effects of price, product quality, and brand image of Glad2glow on the purchase intention of Generation Z TikTok users. This research is a descriptive quantitative study. Data analysis was conducted using multiple linear regression, with a sample determined through a non-probability sampling method utilizing the Lemeshow formula for populations of unknown size, resulting in 96 respondents. Validity and reliability tests were also performed on the respondents as the sample. The results of the multiple linear regression analysis are: Y = 5.293 + 0.118X1 + 0.270X2 + 0.222X3. The t-test results demonstrate that, partially, price has a significant effect on purchase intention with a t-count (3.895) > t-table (1.98580); product quality has a positive and significant effect on purchase intention with a t-count (4.043) > t-table (1.98580); and brand image has a positive and significant effect on purchase intention with a t-count (2.557) > t-table (1.98580). Based on the t-count values, it is proven that H1 is accepted and H0 is rejected, with the product quality variable being the most dominant factor influencing purchase intention. The F-test results prove that H2 is accepted and H0 is rejected, indicating that price, product quality, and brand image simultaneously influence purchase intention with an F-count (15.569) > F-table (2.70). The R2 test results show an adjusted R square value of 0.515, explaining that the extent of the influence exerted by price, product quality, and brand image on purchase intention is 51.5%, while the remaining 48.5% is influenced by other factors not included in this study.  Keywords: Price, Product Quality, Brand Image, Purchase Intention.   \Abstrak: Penelitian ini bertujuan untuk mengetahui pengaruh secara simultan dan parsial harga, kualitas produk, dan citra merek Glad2glow terhadap minat beli pada generasi z pengguna TikTok. Jenis penelitian deskriptif kuantitatif, analisis data menggunakan regresi linear berganda, sampel ditentukan dengan metode non-probability sampling melalui rumus Lemeshow untuk populasi yang tidak diketahui jumlahnya secara pasti sehingga berjumlah 96 responden. Uji validitas dan reliabilitas juga dilakukan terhadap responden sebagai sampel. Hasil analisis regresi linear berganda yaitu: Y = 5,293 + 0,118X1 + 0,270X2 + 0,222X3. Hasil uji t membuktikan bahwa secara parsial harga berpengaruh signifikan terhadap minat beli dengan nilai thitung (3,895) > ttabel (1,98580), kualitas produk berpengaruh positif dan signifikan terhadap minat beli dengan nilai thitung (4,043) > ttabel (1,98580), dan citra merek berpengaruh positif dan signifikan terhadap minat beli dengan nilai thitung (2,557) > ttabel (1,98580). Berdasarkan nilai thitung membuktikan bahwa H1 diterima dan H0 ditolak, variabel kualitas produk merupakan faktor yang paling dominan mempengaruhi minat beli. Hasil uji F membuktikan bahwa H2 diterima dan H0 ditolak, yaitu secara simultan harga, kualitas produk, dan citra merek berpengaruh terhadap minat beli dengan nilai Fhitung (15,569) > Ftabel (2,70). Hasil uji R2 membuktikan bahwa nilai adjusted R square yaitu 0,515, menjelaskan bahwa besarnya pengaruh yang dihasilkan harga, kualitas produk, dan citra merek terhadap minat beli adalah 51,5%, kemudian 48,5% selebihnya dipengaruhi oleh beberapa faktor lainnya yang tidak termasuk pada penelitian ini. Kata Kunci: Harga, Kualitas Produk, Citra Merek, Minat Beli.
PENGARUH KUALITAS PELAYANAN, RELATIONSHIP MARKETING DAN KEPERCAYAAN KONSUMEN TERHADAP KEPUASAN PELANGGAN KARNI SALON DI PULO BANDRING KISARAN Yenny Ramadiah NST; Dian Wahyuni
JOURNAL OF SCIENCE AND SOCIAL RESEARCH Vol. 9 No. 2 (2026): April 2026
Publisher : Smart Education

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54314/jssr.v9i2.6193

Abstract

Abstract: This study aims to determine the simultaneous and partial effects service quality, relationship marketing, and customer trust on customer satisfaction at Karni Salon in Pulo Bandring, Kisaran. This research uses a quantitative method with multiple linear regression analysis. The sample was determined using purposive sampling, consisting of 96 respondents. Validity and reliability tests were also conducted on the respondents as the research sample. The results of the multiple linear regression analysis are: Y = 1,386 + 0,223X1 + 0,376X2 + 0,592X3. The F-test results prove that H1 is accepted and H0 is rejected, indicating that service quality, relationship marketing, and customer trust simultaneously influence customer satisfaction with an Fcount (33.546) > Ftable (2.70). The t-test results prove that service partially influences customer satisfaction with a tcount (3.450) > ttable (1.985), relationship marketing influence customer satisfaction with a tcount (3.453) > ttable (1.985), and customer trust influence customer satisfaction with a tcount (6.339) > tcount (1.985). Based on the t-count values, customer trust variable is the most dominant factor influencing customer satisfaction. The R2 test results show an adjusted R-square value of 0.507, explaining that the influence of service quality, relationship marketing, and customer trust on customer satisfaction is 50.7%, while the remaining 49.3% is influenced by other factors not included in this study. Keywords: Service Quality, Relationship Marketing, Customer Trust, Customer Satisfaction.   Abstrak: Penelitian ini bertujuan untuk mengetahui pengaruh secara simultan dan parsial  kualitas pelayanan, relationship marketing dan kepercayaan konsumen terhadap kepuasan pelanggan Karni Salon di Pulo Bandring Kisaran. Jenis penelitian menggunakan metode penelitian kuantitatif, analisis data regresi linear berganda. Sampel ditentukan dengan metode purposive sampling sebanyak 96 responden. Uji validitas dan reliabilitas juga dilakukan terhadap responden sebagai sampel. Hasil analisis regresi linear berganda yaitu: Y = 1,386 + 0,223X1 + 0,376X2 + 0,592X3. Hasil uji F membuktikan bahwa H1 diterima dan H0 ditolak, yaitu secara simultan kualitas pelayanan, relationship marketing, dan kepercayaan konsumen terhadap kepuasan pelanggan dengan nilai Fhitung (33,546) > Ftabel (2,70). Hasil uji t membuktikan bahwa secara parsial kualitas pelayanan berpengaruh terhadap kepuasan pelanggan dengan nilai thitung (3,450) > ttabel (1,985), relationship marketing berpengaruh terhadap kepuasaan pelanggan dengan nilai thitung (3,453) > ttabel (1,985), dan kepercayaan konsumen berpengaruh terhadap kepuasan pelanggan dengan nilai thitung (6,339) > ttabel (1,985). Berdasarkan nilai thitung, variabel kepercayaan konsumen merupakan faktor yang paling dominan mempengaruhi kepuasan pelanggan. Hasil uji R2 membuktikan bahwa nilai adjusted R square yaitu 0,433, menjelaskan bahwa besarnya pengaruh yang dihasilkan  kualitas pelayanan, relationship marketing, dan kepercayaan konsumen terhadap kepuasan pelanggan 43,3%, kemudian 56,7% selebihnya dipengaruhi oleh beberapa faktor lainnya yang tidak termasuk pada penelitian ini. Kata Kunci: Kualitas Pelayanan, Relationship Marketing, Kepercayaan konsumen, Kepuasan Pelanggan
PENGARUH PRESEPSI HARGA LOKASI DAN VARIASI PRODUK TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN DI TOKO MUTIARA KERAMIK TANJUNG TIRAM Asmaini Usman; Dian Wahyuni
JOURNAL OF SCIENCE AND SOCIAL RESEARCH Vol. 9 No. 2 (2026): April 2026
Publisher : Smart Education

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54314/jssr.v9i2.6194

Abstract

Abstract: This study aims to determine the simultaneous and partial effects of price perception, location, and product variety on consumer purchase decisions at Toko Mutiara Keramik Tanjung Tiram. This research employs a descriptive quantitative method, with data analysis conducted through multiple linear regression. The sample was determined using a non-probability sampling method applying the Cochran formula for populations of unknown size, resulting in a total of 96 respondents. Validity and reliability tests were also performed on the respondents' data to ensure the accuracy of the research instrument. The results of the multiple linear regression analysis yielded the following equation:Y = 5.293 + 0.118X1 + 0.270X2 + 0.222X3 The t-test results demonstrate that, partially, price perception has a significant effect on purchase decisions with a tcount value of (3.895) > ttable (1.98580). Location has a positive and significant effect on purchase decisions with a tcount value of (4.043) > ttable (1.98580), and product variety has a positive and significant effect on purchase decisions with a tcount value of (2.557) > ttable (1.98580). Based on these tcount values, it is proven that H1 is accepted and H0 is rejected, with the location variable being the most dominant factor influencing consumer purchase decisions. The F-test results prove that H2 is accepted and H0 is rejected, indicating that price perception, location, and product variety simultaneously influence purchase decisions with an Fcount value of (15.569) > Ftable (2.70). The R2 test results show an adjusted R square value of 0.515, explaining that the magnitude of the influence exerted by price perception, location, and product variety on purchase decisions is 51.5%, while the remaining 48.5% is influenced by other factors not included in this study. Keywords: Price Perception, Location, Product Variety, Purchase Decision   Abstrak: Penelitian ini bertujuan untuk mengetahui pengaruh secara simultan dan parsial persepsi harga, lokasi, dan variasi produk terhadap keputusan pembelian konsumen pada Toko Mutiara Keramik Tanjung Tiram. Jenis penelitian ini adalah deskriptif kuantitatif dengan analisis data menggunakan regresi linear berganda. Sampel ditentukan dengan metode non-probability sampling melalui rumus Cochran untuk populasi yang tidak diketahui jumlahnya secara pasti sehingga berjumlah 96 responden. Uji validitas dan reliabilitas juga dilakukan terhadap responden sebagai sampel guna memastikan keakuratan instrumen penelitian. Hasil analisis regresi linear berganda diperoleh persamaan: Y = 5,293 + 0,118X1 + 0,270X2 + 0,222X3.Hasil uji t membuktikan bahwa secara parsial persepsi harga berpengaruh signifikan terhadap keputusan pembelian dengan nilai thitung (3,895) > ttabel (1,98580), lokasi berpengaruh positif dan signifikan terhadap keputusan pembelian dengan nilai thitung (4,043) > ttabel (1,98580), dan variasi produk berpengaruh positif dan signifikan terhadap keputusan pembelian dengan nilai thitung (2,557) > ttabel (1,98580). Berdasarkan nilai thitung tersebut, terbukti bahwa H1 diterima dan H0 ditolak, di mana variabel lokasi merupakan faktor yang paling dominan mempengaruhi keputusan pembelian konsumen.Hasil uji F membuktikan bahwa H2 diterima dan H0 ditolak, yaitu secara simultan persepsi harga, lokasi, dan variasi produk berpengaruh terhadap keputusan pembelian dengan nilai Fhitung (15,569) > Ftabel (2,70). Hasil uji R2 membuktikan bahwa nilai adjusted R square sebesar 0,515, yang menjelaskan bahwa besarnya pengaruh yang dihasilkan oleh persepsi harga, lokasi, dan variasi produk terhadap keputusan pembelian adalah sebesar 51,5%, sementara 48,5% sisanya dipengaruhi oleh beberapa faktor lainnya yang tidak termasuk dalam variabel penelitian ini. Kata Kunci: Persepsi Harga, Lokasi, Variasi Produk, Keputusan Pembelian
PENGARUH FLASH SALE PRESSURE, HARGA KOMPETITIF DAN KUALITAS ULASAN TERHADAP PEMBELIAN IMPULSIF GEN Z PADA TIKTOK SHOP Mutiara Novianti; Dian Wahyuni
JOURNAL OF SCIENCE AND SOCIAL RESEARCH Vol. 9 No. 3 (2026): June 2026
Publisher : Smart Education

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54314/jssr.v9i3.6409

Abstract

Abstract: This study aims to determine the simultaneous and partial effects of flash sale pressure, competitive pricing, and review quality on impulse buying behavior of Generation Z on TikTok Shop. The type of research used is quantitative research with a causal approach. Data analysis was conducted using multiple linear regression with the assistance of SPSS software, involving 96 respondents selected through non-probability sampling using purposive sampling method. Validity and reliability tests were also conducted on all research statement items. The results of multiple linear regression analysis produced the following equation: Y = 2,402 + 0,282 X1 + 0,287 X2 + 0,339 X3 + e.  The results of the F-test showed that H1 was accepted and H0 was rejected, meaning that flash sale pressure, competitive pricing, and review quality simultaneously have a significant effect on impulse buying behavior of Generation Z on TikTok Shop, with an Fcount value of 76.198 > Ftable 2.70 and a significance value of 0.000 < 0.05. The results of the t-test indicated that partially flash sale pressure significantly affects impulse buying with a tcount value of 2.076 > ttable 1.986 and a significance value of 0.041 < 0.05, competitive pricing significantly affects impulse buying with a tcount value of 2.150 > ttable 1.986 and a significance value of 0.034 < 0.05, and review quality significantly affects impulse buying with a tcount value of 3.402 > ttable 1.986 and a significance value of 0.000 < 0.05. Based on the highest tcount value, review quality is the most dominant variable influencing impulse buying. The coefficient of determination test (R²) showed an Adjusted R Square value of 0.704, meaning that flash sale pressure, competitive pricing, and review quality are able to explain 70.4% of impulse buying behavior, while the remaining 29.6% is influenced by other factors outside the scope of this research model. Keywords: Flash Sale Pressure, Competitive Pricing, Review Quality, Impulse Buying.   Abstrak: Penelitian ini bertujuan untuk mengetahui pengaruh secara simultan dan parsial flash sale pressure, harga kompetitif, dan kualitas ulasan terhadap pembelian impulsif Generasi Z pada TikTok Shop. Jenis penelitian yang digunakan adalah penelitian kuantitatif dengan pendekatan kausalitas. Analisis data menggunakan regresi linear berganda dengan bantuan aplikasi SPSS, dengan jumlah sampel sebanyak 96 responden yang ditentukan menggunakan teknik non-probability sampling melalui metode purposive sampling. Uji validitas dan reliabilitas juga dilakukan terhadap seluruh item pernyataan penelitian. Hasil analisis regresi linear berganda diperoleh persamaan yaitu: Y = 2,402 + 0,282 X1 + 0,287 X2 + 0,339 X3 + e.  Hasil uji F menunjukkan bahwa H1 diterima dan H0 ditolak, yaitu secara simultan flash sale pressure, harga kompetitif, dan kualitas ulasan berpengaruh terhadap pembelian impulsif Generasi Z pada TikTok Shop dengan nilai Fhitung (76,198) > Ftabel (2,70) dan signifikansi 0,000 < 0,05. Hasil uji t menunjukkan bahwa secara parsial flash sale pressure berpengaruh terhadap pembelian impulsif dengan nilai thitung (2,076) > ttabel (1,986) dan signifikansi 0,041 < 0,05, harga kompetitif berpengaruh terhadap pembelian impulsif dengan nilai thitung (2,150) > ttabel (1,986) dan signifikansi 0,034 < 0,05, serta kualitas ulasan berpengaruh terhadap pembelian impulsif dengan nilai thitung (3,402) > ttabel (1,986) dan signifikansi 0,000 < 0,05. Berdasarkan nilai thitung terbesar, variabel kualitas ulasan merupakan faktor yang paling dominan dalam memengaruhi pembelian impulsif. Hasil uji koefisien determinasi (R²) menunjukkan nilai Adjusted R Square sebesar 0,704, yang berarti bahwa flash sale pressure, harga kompetitif, dan kualitas ulasan mampu menjelaskan pembelian impulsif sebesar 70,4%, sedangkan sisanya sebesar 29,6% dipengaruhi oleh faktor lain di luar model penelitian ini. Kata kunci: Flash Sale Pressure, Harga Kompetitif, Kualitas Ulasan, Pembelian Impulsif.
PENGARUH CITRA TOKO KEPERCAYAAN KONSUMEN DAN WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN PAKET DATA INTERNET PADA PLANET PONSEL KISARAN Malika Humaira; Dian Wahyuni
JOURNAL OF SCIENCE AND SOCIAL RESEARCH Vol. 9 No. 3 (2026): June 2026
Publisher : Smart Education

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54314/jssr.v9i3.6410

Abstract

Abstract: This study aims to determine the simultaneous and partial effects of Store Image (X1), Consumer Trust (X2), and Word of Mouth (X3) on the Purchase Decision (Y) of internet data packages at Planet Ponsel Kisaran. The research design employed is descriptive quantitative, with data analysis conducted using multiple linear regression. The sampling technique utilized is incidental sampling, where the sample size was determined using the Wibisono formula due to the unknown population size, resulting in a sample of 96 respondents. Validity and reliability tests were also conducted to ensure the quality of the research instrument. The multiple linear regression analysis yielded the following equation: Y = a + 0.634 X1 + 0.512 X2 + 0.761 X3 + e. The findings indicate that, simultaneously (F-Test), Store Image, Consumer Trust, and Word of Mouth significantly influence purchase decisions, with an Fcount of 12.540 > Ftable 2.70 and a significance value of 0.001 < 0.05. Partially (t-Test), the results demonstrate a positive and significant influence for each variable: Store Image (X1) has a tcount of 6.094 > 1.98580, Consumer Trust (X2) has a tcount of 4.880 > 1.98580, and Word of Mouth (X3) has a tcount of 7.378 > 1.98580. Based on these values, Word of Mouth (X3) is identified as the most dominant variable influencing the purchase decision. The coefficient of determination (Adjusted R Square) of 0.546 indicates that the research model explains 54.6% of the purchase decision variable, while the remaining 45.4% is explained by other variables outside the scope of this study. Keywords: Store Image, Consumer Trust, Word of Mouth, Purchase Decision   Abstrak: Penelitian ini bertujuan untuk mengetahui pengaruh secara simultan dan parsial antara Citra Toko (X1), Kepercayaan Konsumen (X2), dan Word of Mouth (X3) terhadap Keputusan Pembelian (Y) paket data internet pada Planet Ponsel Kisaran. Jenis penelitian yang digunakan adalah deskriptif kuantitatif dengan analisis data menggunakan regresi linear berganda. Teknik pengambilan sampel yang digunakan adalah incidental sampling, di mana penentuan jumlah sampel dihitung menggunakan rumus Wibisono karena jumlah populasi tidak diketahui secara pasti, sehingga diperoleh sampel sebanyak 96 responden. Uji validitas dan reliabilitas juga dilakukan untuk memastikan kualitas instrumen penelitian. Hasil analisis regresi linear berganda diperoleh persamaan: Y = 19,927+ 0,119 X1 + 0,166 X2 +0,046 X3+ e. Hasil penelitian menunjukkan bahwa secara simultan (Uji F), variabel Citra Toko, Kepercayaan Konsumen, dan Word of Mouth berpengaruh signifikan terhadap keputusan pembelian dengan nilai Fhitung 12,540 > Ftabel 2,70 dan nilai signifikansi 0,001 < 0,05. Secara parsial (Uji t), hasil pengujian menunjukkan pengaruh positif dan signifikan pada setiap variabel: Citra Toko (X1) memiliki thitung 6,094 > 1,98580, Kepercayaan Konsumen (X2) memiliki thitung 4,880 > 1,98580, dan Word of Mouth (X3) memiliki thitung 7,378 > 1,98580. Berdasarkan nilai tersebut, variabel Word of Mouth (X3) merupakan variabel yang paling dominan mempengaruhi keputusan pembelian. Nilai koefisien determinasi (Adjusted R Square) sebesar 0,546 menunjukkan bahwa model penelitian ini mampu menjelaskan variabel keputusan pembelian sebesar 54,6%, sedangkan sisanya sebesar 45,4% dijelaskan oleh variabel lain di luar penelitian ini. Kata Kunci: Citra Toko, Kepercayaan Konsumen, Word of Mouth, Keputusan Pembelian
Co-Authors Abdul Khauf Pase Ade Amalia Adian Adelia Agil Novita Anggun Lestari Arif Arif Arinda Wiranti Arsy DwSafitri Asmaini Usman Ayu Adisti Dea Mutia Dini Armawati Ella Jasnita Emi Masyitah Hadi Suriono Halimatussaddiah Halimatussaddiah Hamida Sari Siregar Heri Prasuhanda Hilmiatu Sahla Indah Mayasari S Indah Sibuea Indah Sibuea Sibuea Jihan Nur Jawahir Juliwati Putri Batubara Jumiarsih Jumiarsih Khauf Pase Lia Ramayani M. Saleh Melawat Malika Humaira Mira Syapitri Muhammad Rinaldi Prawira Muhammad Sayuti Mutiara Novianti Neni Triastuti Nisfu Fhitri Normansyah Nur Abjizah Safarini Nurmawansyah Nurmawansyah Purwanto Purwanto Putri Sandini Qonita Sajidah Ridha Nurhuda Rumondang Rumondang Selvia Siska Sriwaningsih Galingging Suci Widya Sari TENGKU SYARIFAH Tri Andriani Yenny Ramadiah NST