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All Journal Prosiding Seminar Nasional Pakar Community Development Journal: Jurnal Pengabdian Masyarakat Inisiatif: Jurnal Ekonomi, Akuntansi Dan Manajemen Jurnal Riset Akuntansi Lokawati: Jurnal Penelitian Manajemen dan Inovasi Riset Jurnal Projemen UNIPA Pusat Publikasi Ilmu Manajemen
Valeria Eldyn Gula
Universitas Nusa Nipa
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Health Professions Public Health

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Pengaruh Citra Merek Dan Promosi Terhadap Keputusan Pembelian Sepeda Motor Yamaha Merek Mio M3 Pada PT Hasjat Abadi Outlet Maumere Kornelia Selvi Todang; Yoseph Darius Purnama Rangga; Valeria Eldyn Gula
Projemen UNIPA Vol 13 No 2 (2026): Mei: Jurnal Projemen UNIPA
Publisher : Universitas Nusa Nipa Maumere

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59603/projemen.v13i2.1382

Abstract

This study aims to determine the influence of brand image and promotion on the purchasing decisions of Yamaha Mio M3 motorcycles at PT Hasjrat Abadi Outlet Maumere. This research employed a quantitative descriptive method with an associative approach. The population consisted of all Yamaha Mio M3 consumers at PT Hasjrat Abadi Outlet Maumere over the last three years, totaling 62 respondents. A saturated sampling technique was applied, in which all members of the population were used as the research sample. Data were collected through a literature review and questionnaires distributed using a Likert scale. Data analysis was conducted using validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, t-tests, F-tests, and the coefficient of determination (R²) with the assistance of IBM SPSS Statistics software. The results indicate that brand image and promotion partially have a significant effect on purchasing decisions. Simultaneously, brand image and promotion also have a significant effect on the purchasing decisions of Yamaha Mio M3 motorcycles at PT Hasjrat Abadi Outlet Maumere. The coefficient of determination (R²) shows that brand image and promotion contribute 67.6% to purchasing decisions, while the remaining 32.4% is influenced by other factors not examined in this study. Therefore, brand image and promotion play an important role in improving consumers’ purchasing decisions for Yamaha Mio M3 motorcycles.
Pengaruh Content Marketing Dan Kualitas Produk Terhadap Keputusan Pembelian Di Aldyan Store Veronica Aprilia Avista Deta; Yoseph Darius Purnama Rangga; Valeria Eldyn Gula
Projemen UNIPA Vol 13 No 2 (2026): Mei: Jurnal Projemen UNIPA
Publisher : Universitas Nusa Nipa Maumere

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59603/projemen.v13i2.1401

Abstract

This study aims to examine the influence of Content Marketing and Product Quality on Purchase Decisions among consumers of Aldyan Store. The research employed a quantitative method with a survey approach. The population consisted of Aldyan Store consumers, with a sample of 100 respondents selected using a sampling technique appropriate to the characteristics of the study. Data were collected through questionnaires and analyzed using validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, the coefficient of determination (R²), t-test, and F-test with the assistance of SPSS version 23. The results showed that, partially, Content Marketing had a positive and significant effect on Purchase Decisions, with a t-value of 2.544 and a significance level of 0.013 < 0.05. Product Quality also had a positive and significant effect on Purchase Decisions, with a t-value of 2.288 and a significance level of 0.024 < 0.05. Simultaneously, Content Marketing and Product Quality had a positive and significant effect on Purchase Decisions, with an F-value of 9.358 and a significance level of 0.000 < 0.05. The coefficient of determination (R²) was 0.162, indicating that Content Marketing and Product Quality explained 16.2% of the variance in Purchase Decisions, while the remaining 83.8% was influenced by other factors outside the research model. Based on the findings, it can be concluded that Content Marketing and Product Quality play an important role in improving consumers' Purchase Decisions at Aldyan Store. Therefore, Aldyan Store should continue to enhance the quality of its marketing content and maintain product quality to increase consumer trust and purchase intention.
Co-Authors Andreas Rengga Barbara Karin Witak Dimas Realino Gajong, Erwin Oktavianus Katharina Yuneti Kornelia Selvi Todang Maria Grasella Tunya Mauresia Pihok Peni Lengari Sofiana Jelita Sofiana Jelita Stefanus Genosius Selong Pareira Susi Dwi Mulyani Veronica Aprilia Avista Deta Wihelmina Maryetha Yulia Jaeng Yoseph D.Purnama Rangga Yoseph Darius Purnama Rangga