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All Journal Fundamental Management Journal Dinasti International Journal of Economics, Finance & Accounting (DIJEFA)
Fenny B.N.L Tobing
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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The Influence of the Service Marketing Mix on the Purchase Decision of Feb Uki Services With Social Media as a Variable Moderation on Promotions Napoleon Sinaga; Iwan Kresna Setiadi; Maria Assumpta Wikantari; Fenny B.N.L Tobing
Dinasti International Journal of Economics, Finance & Accounting Vol. 6 No. 2 (2025): Dinasti International Journal of Economics, Finance & Accounting (May-June 2025
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijefa.v6i2.4236

Abstract

This study aims to investigate the influence of the service marketing mix on purchase decisions at the Faculty of Economics and Business at UKI, with social media as a moderation variable in promotion. Data were collected through surveys of students selecting programs at the faculty. Hypothesis testing results indicate that product, price, place, physical evidence, and administrative processes do not significantly influence purchase decisions. However, promotion and personal factors significantly affect purchase decisions, with promotion showing a significant positive path coefficient. Furthermore, social media, as a moderation variable in promotion, also significantly influences purchase decisions. The implications of these findings underscore the need for marketing strategies focused on promotion through social media to enhance attractiveness and positive influence on prospective students at FEB UKI. This study contributes to understanding the dynamics of service marketing in higher education contexts, utilizing social media as a primary tool to achieve marketing objectives.
PENGARUH HARGA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN JERSEY AWA SPORTS Yulfa Rizky; Fenny B.N.L Tobing; Nenny Anggraini
Fundamental Management Journal Vol. 11 No. 1 (2026): ISSN:2540 -9816 EDISI PRINT, APRIL 2026
Publisher : Universitas Kristen Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33541/fjm.v11i1.6765

Abstract

ABSTRACT Yulfa Rizky, The Influence of Price and Promotion on Purchase Decisions for AWA Sports Jerseys The process of weighing and choosing multiple options according to certain preferences, then deciding on the one deemed most advantageous, is the purchasing decision. Price and marketing are two of the many elements that affect the choice to buy. Fifty male and female members of Universitas Kristen Indonesia's UKOM football and futsal teams participate in this quantitative study. The purpose of this research is to understand how consumer decisions to purchase AWA Sports jerseys are determined by price and marketing. The questionnaire was used as a data collection instrument. To analyze the data, multiple regression analysis was employed.According to the study's findings, the price variable (X1) has a significance level of 0.001, which is less than 0.05, indicating that price significantly and positively suggests consumers' purchasing decisions. Conversely, the work discipline variable (X2) has a significance level of 0.017, which is less than 0.05, indicating that promotion significantly and positively suggests consumers' purchasing decisions.Price and promotion both have a positive and significant impact on purchasing decisions simultaneously, based on the calculated f-value of 14.185 and a significance value of 0.000, both less than 0.005. The modified R2 coefficient value of 0.893 (89.3%) indicates that price and promotion have an impact on consumer purchasing decisions.
Co-Authors Iwan Kresna Setiadi Maria Assumpta Wikantari Napoleon Sinaga Nenny Anggraini Yulfa Rizky