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All Journal Jurnal Ekonomi dan Kewirausahaan Jurnal Ilmiah Edunomika (JIE)
Erni Widiastuti
Fakultas Ekonomi Universitas Surakarta
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences

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ANALISIS PENGARUH FAKTOR PSIKOLOGIS, SOSIAL, DAN SITUASIONAL TERHADAP CARA PANDANG KONSUMEN DALAM PENGAMBILAN KEPUTUSAN PEMBELIAN DI PASAR TRADISIONAL Ir. SOEKARNO SUKOHARJO Erni Widiastuti
JURNAL EKONOMI DAN KEWIRAUSAHAAN Vol. 20 No. 2 (2020): Jurnal Ekonomi dan Kewirausahaan : Juny
Publisher : Universitas Slamet Riyadi

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (416.151 KB)

Abstract

The purpose of this study was to determine and measure the influence of psychological factors, social factors, and situational factors, both partially and simultaneously on the consumer's perspective in making purchasing decisions in the traditional market, Ir. Soekarno Sukoharjo. The hypotheses in this study are: It is suspected that psychological factors, social factors, and situational factors have a significant effect both partially and simultaneously on the perspective of consumers in making purchasing decisions in traditional markets .Ir. Soekarno Sukoharjo. The data needed in this study are primary data obtained by the questionnaire method from a sample of 100 respondents. Analysis of the data used in this study is a multiple linear regression test, t test, F test and the coefficient of determination test. The results of data analysis in this study can be concluded that psychological factors, social factors, and situational factors have a significant positive effect both partially and simultaneously on the consumer's perspective in making purchasing decisions in traditional markets. Ir. Soekarno Sukoharjo. Judging from the magnitude of the coefficient of determination (adjusted R square) which has a positive value of 0,843, shows that the consumer's perspective in making purchasing decisions in traditional markets Ir. Soekarno Sukoharjo explained by psychological factors, social factors, and situational factors of 84,3% and the remaining 15,7% illustrates the existence of other free variations not observed in this study.
Analisis Pengaruh Inovasi Produk, Citra Merek, dan Strategi Digital Terhadap Keputusan Pembelian Konsumen Lab Milk Di Sukoharjo Erni Widiastuti; Doni Mardiyanto
JURNAL ILMIAH EDUNOMIKA Vol 8, No 1 (2024): EDUNOMIKA
Publisher : ITB AAS Indonesia Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/jie.v8i1.12453

Abstract

In this research, the author aims to determine the influence of product innovation, brand image and digital strategy on the purchasing decisions of Lab Milk consumers in Sukoharjo. The research method used is a quantitative research method using primary data and secondary data. The population used in this research is Lab Milk consumers in Sukoharjo whose number cannot be known with certainty. Because the population size is unknown, the number of respondents in this study was determined using the Paul Leedy formula and the number of respondents was 100 people. The sampling technique is using random sampling technique. The data collection method used in this research is by distributing questionnaires to respondents taken as samples. The data analysis techniques used in this research are instrument tests, multiple linear regression tests, t tests, F tests and coefficient of determination tests. The results of data analysis in this research can be concluded that product innovation, brand image and digital strategy have a significant influence on the purchasing decisions of Lab Milk consumers in Sukoharjo. Keywords : product innovation, brand image, digital strategy, and purchasing decisions
Co-Authors Mardiyanto, Doni