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All Journal Jurnal Ekonomi Integra Jurnal Samudra Ekonomi dan Bisnis Management Studies and Entrepreneurship Journal (MSEJ) Optima : Jurnal Ilmiah Agribisnis, Ekonomi dan Sosial Aspirasi : Jurnal Masalah-masalah Sosial Community Development Journal: Jurnal Pengabdian Masyarakat The Innovation of Social Studies Journal Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences International Journal Of Science, Technology & Management (IJSTM) Ekonomi Bisnis Manajemen dan Akuntansi (EBMA) Jurnal DinamikA JURNAL MANAJEMEN AKUNTANSI (JUMSI) Plusminus: Jurnal Pendidikan Matematika MUSHAF: Jurnal Tafsir Berwawasan Keindonesiaan ARRUS Journal of Social Sciences and Humanities Jurnal Bisnis Mahasiswa Jurnal Minfo Polgan (JMP) IKA BINA EN PABOLO : PENGABDIAN KEPADA MASYARAKAT Ulumul Qur'an: Jurnal Kajian Ilmu Al-Qur'an dan Tafsir Lensa Ilmiah: Jurnal Manajemen dan Sumberdaya Innovative: Journal Of Social Science Research Amkop Management Accounting Review (AMAR) IIJSE Journal of Bio-Creaducation
Pitriyani Pitriyani
Fakultas Ilmu Administrasi, Universitas Brawijaya, Malang
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The Effect Of Product Completeness, Price, And Promotion On Consumer Purchase Decisions At Sirandorung Fresh Fruit Shop Rantauprapat Widiani, Endang; Pitriyani, Pitriyani; Siregar, Usmala Dewi
Amkop Management Accounting Review (AMAR) Vol. 6 No. 1 (2026): January - June
Publisher : Sekolah Tinggi Ilmu Ekonomi Amkop Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37531/amar.v6i1.3699

Abstract

The rapid growth of the fruit retail industry requires researchers to understand the factors that can influence consumer purchasing decisions. Fruit sellers need to offer not only exceptional products, but also a wide selection, competitive prices, and effective marketing campaigns to stay relevant amidst changing consumer preferences. This study explores how product variations, prices, and promotional activities can influence consumer purchasing decisions at a Fresh Fruit Shop located in Sirandorung, Rantauprapat. A quantitative approach was taken through a survey, data collected by distributing questionnaires to customers of the Fresh Fruit Shop in Sirandorung. The analytical method applied is a multiple linear regression analysis, which evaluates the influence of each independent variable on the dependent variable. This research can provide insight into the key factors that influence consumers' final purchasing decisions. Practically, this research aims to provide business leaders with more efficient marketing strategies, while from an academic perspective, this research can contribute as a reference for future studies on consumer behavior in the fresh fruit retail sector.
The Influence of Promotion Strategies and Pricing on Consumer Purchase Decisions at Toko Grosir Sembako Jasa Niaga Marbau Labuhanbatu Utara Hasibuan, Juni Elisa Br; Pitriyani, Pitriyani; Nasution, Meisa Fitri
Amkop Management Accounting Review (AMAR) Vol. 6 No. 1 (2026): January - June
Publisher : Sekolah Tinggi Ilmu Ekonomi Amkop Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37531/amar.v6i1.3701

Abstract

The purpose of this study is to examine the impact of price and promotional tactics on consumer shopping choices at the Jasa Niaga Marbau Wholesale Store in North Labuhanbatu. Researchers in this study used a quantitative strategy based on survey data. A total of 75 participants who filled out the survey were selected using a purposive sampling method, and their answers became the main source of data. Data were analyzed using SPSS version 25, which includes reliability and validity tests as well as classical assumption tests, multiple linear regression analysis, t-test, F-test, and coefficient of determination (R³). With a calculated t-value of 2.374 and a significance threshold of 0.020, the findings show that, in part, promotional methods do not have a significant impact on purchasing choices. On the other hand, purchasing choices are positively and significantly influenced by price (t-value = 7.039, p = 0.000). The F-value is determined to be 346.425 at a significance level of 0.000, indicating that both price and promotional techniques have a substantial impact on buyer choices. With an R² of 0.906, we can see that price and promotional strategies account for 90.6% of the variance in purchasing choices, while other factors account for the remaining 9.4%. Research findings show that customers at the Marbau Commercial Services Wholesale Store in North Labuhanbatu mostly look at price when making purchases, and that the store's advertising approach is ineffective.
The Influence of Price, Brand Image, and Word of Mouth on Purchasing Decisions at Toksik Pinang Lombang Cafe Labuhanbatu Utara Lestari, Junita; Pitriyani, Pitriyani; Munthe, Abdillah Menri
Amkop Management Accounting Review (AMAR) Vol. 6 No. 1 (2026): January - June
Publisher : Sekolah Tinggi Ilmu Ekonomi Amkop Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37531/amar.v6i1.3703

Abstract

The cafe business in the modern era is growing rapidly along with changes in people's lifestyles, making it a place for social communication and entertainment. This study aims to examine how price, brand perception, and recommendations from others influence consumer purchasing choices at Cafe Toksik Pinang Lombang, North Labuhanbatu, which has been operating since September 2021, with a turnover increasing from IDR 96 million (2021-2022) to IDR 240 million (2024-2025). Using descriptive quantitative methods, the study involved 100 respondents aged 15-40 years through purposive sampling and Likert scale questionnaires. Conducting data analysis using SPSS, looking at the validity test (r count > r table), reliability (Cronbach's Alpha > 0.60), on classical assumptions (normality sig. 0.052, VIF <10, heteroscedasticity sig. >0.05), multiple linear regression (Y = -0.128 + 0.365X1 + 0.246X2 + 0.384X3), t test (price t = 5.683 p = 0.000; brand image t = 3.301 p = 0.001; WOM t = 4.724 p = 0.000), and F test (182.050 p = 0.000). The results showed that all three variables had a significant positive influence partially and simultaneously, with R²=0.851 (85.1% of the variation in purchasing decisions). Price had the strongest influence.
Co-Authors A Halim Amatullah, Raihani Salma Aminuddin Prahatama Putra Apri Wardana Ritonga Aprianda, Dimas Ayunda, Dea Gesti Broto, Bayu Eko Bunyamin Maftuh Cahnia, Murni Chairunnisa, Riza Daulay, Jelita Hati Desriliwa Ade Mela Edelweis, Edelweis Ela Sartika Elvina Elvina Ersis Warmansyah Abbas Evi Martaseli Fatmawaty, Aprilla Febrianti, Adinda Aulya Hakim, Akhmad Nur Hanif, Irsyad Farhan Hanum, Fauziah Harahap, Rifai Idris Hasibuan, Irwansyah Hasibuan, Juni Elisa Br Hery Fajeriadi Indra, Aulia IYAM MARYATI Jumriani, Jumriani Karim Suryadi Lestari, Junita Lubis, Junita Marsum Marsum Masrah Masrah Melia, Yona Muhammad Zaini Munthe, Abdillah Menri Nabila Aulia Nursalma Nadiya, Zulfa Nasution, Meisa Fitri Ningsih, Indria Nova Jayanti Harahap Nst, Alfazrin Nur'aini, Fatwa Nurmiati Nurmiati Nurmina Nurmina, Nurmina Rahman, Fazrur Rambe, Oki Gunawansah Rini Dianti Fauzi Rita Kurnia Rostina Sundayana Shella Agustin Siregar, Musannip Efendi Siregar, Nurintan Asyiah siregar, usmala dewi Sukmayadi, Qolbi Mujahidillah Adzimat Sulistiani Sulistiani, Sulistiani Syahputra, Rizki Tanshzil, Sri Wahyuni Tina Kartini Tri Astuti Triyono, Sigit Widiani, Endang Wilodati Yeni solfiah, Yeni Yudi Prayoga Zebua, Yuniman Zebua, Yuniman Zulkarnain Zulkarnain