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All Journal Jurnal STEI Ekonomi Jurnal Ekonomi Journal of Accounting, Management, Economics, and Business
Arya Darmawan
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Economics, Econometrics & Finance Social Sciences

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Pengaruh Keragaman Produk, Persepsi Harga, dan Kualitas Pelayanan Terhadap Keputusan Pembelian Konsumen Yusuf Suhardi; Achmad Syachroni; Agustian Burda; Arya Darmawan
Jurnal Ekonomi Vol 29 No 02 (2020): [Jurnal STEI Ekonomi - JEMI] Vol. 29 No. 02 (Desember - 2020)
Publisher : Bagian Pengelolaan Jurnal dan Penerbitan - Sekolah Tinggi Ilmu Ekonomi Indonesia (BPJP - STIE)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36406/jemi.v29i2.340

Abstract

The purpose of this study was to determine the effect of product diversity, price perceptions and service quality on consumer purchasing decisions. This research was conducted at the Ardevon Supermarket, Rawamanagun Branch, Jakarta. The research strategy carried out in this study is a casual research strategy. namely research that aims to determine the effect of at least two or more variables and look for cause and effect. The research method used in this research is multiple regression analysis method. The number of samples is 97 people. The sampling method used in this research is purposive sampling. Based on the results of the calculation, the regression obtained a constant of 0.415, b1 0.344, b2 0.243 b3 0.404 in the determinant coefficient (KD) obtained R2 (R Square) of 0.608 or (60.8%). While the remaining 39.2% is influenced by other variables. From the results of the hypothesis test partial t test obtained X1 and Y t count > t table (3.688 > 1.985) then Ho is rejected or Ha is accepted, X2 and Y t arithmetic > t table (3.907> 1.985) then Ho is rejected or Ha is accepted, X3 and Y value t count > t table ( 5.781 > 1.985 ) then Ho is rejected or Ha is accepted with of 5% , in the simultaneous F test between product diversity, price perception and service quality it can be concluded that the F arithmetic value > F table (48.035 > 2 ,70 ) the conclusion is then Ho is rejected or Ha is accepted that, partially and simultaneously there is a positive and significant effect.
Pengaruh Word of Mouth, Lokasi, dan Kualitas Produk terhadap Keputusan Pembelian pada Bakso Enak Rawamangun Suhardi, Yusuf; Bayu Pratama; Arya Darmawan; Ali Akhmadi; Florianna
Journal of Accounting, Management, Economics, and Business (ANALYSIS) Vol. 2 No. 3 (2024)
Publisher : Edupedia Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56855/analysis.v2i3.1204

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh word of mouth, lokasi, dan kualitas produk terhadap keputusan pembelian pada Bakso Enak Rawamangun. Penelitian ini menggunakan metode penelitian asosiatif dengan pendekatan kuantitatif dengan penyebaran kuesioner dan memiliki sampel sebanyak 97 responden dari populasi konsumen Bakso Enak Rawamangun. Pengolahan data menggunakan software statistik SPSS versi 23.0. Pengujian hipotesis menggunakan uji t. Hasil penelitian ini menyatakan bahwa secara parsial word of mouth berpengaruh positif dan signifikan terhadap keputusan pembelian, lokasi tidak berpengaruh signifikan terhadap keputusan pembelian, dan kualitas produk berpengaruh positif dan signifikan terhadap keputusan pembelian pada Bakso Enak Rawamangun.
Analysis Of The Influence Of Celebrity Endorsement On Purchase Intention With Brand Image As A Mediating Variable Arya Darmawan; Ihawan Susila
Jurnal Ekonomi Vol. 13 No. 02 (2024): Jurnal Ekonomi, Edition April - June 2024
Publisher : SEAN Institute

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Abstract

The aim of this research is to analyze and discuss the influence of celebrity attractiveness and credibility on purchase intention with the mediating variable of brand image of Samsung smartphones in the city of Surakarta. This study employs a quantitative approach using questionnaires for data collection. The study requires at least 50 respondents due to its two independent variables, but Chi-Square SEM testing suggests a sample size of 100 to 200 for optimal sensitivity. Therefore, the ideal number of respondents falls within the range of 100 to 200 individuals to meet the criteria. Non-probability sampling is utilized, targeting Samsung smartphone users aged approximately 17-35 in the Solo Raya area. Hypothesis testing and data analysis are carried out using Partial Least Square (PLS) with assistance from the SmartPLS 4 software tool. This study reveals several significant relationships: firstly, celebrity attractiveness has a considerable influence on brand image. Secondly, celebrity credibility also holds significant sway over brand image. Thirdly, brand image significantly affects purchase intention. Fourthly, celebrity attractiveness significantly impacts purchase intention. Fifthly, celebrity credibility positively affects purchase intention. Sixthly, attractiveness has a positive effect on purchase intention mediated by brand image. Seventhly, credibility similarly has a positive influence on purchase intention mediated by brand image.
Co-Authors Achmad Syachroni Agustian Burda Ali Akhmadi Bayu Pratama Florianna Ihawan Susila Suhardi, Yusuf Yusuf Suhardi