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All Journal Binus Business Review EQUILIBIRIA BENING PROCEEDING OF INTERNATIONAL CONFERENCE ON BUSINESS MANAGEMENT AND ACCOUNTING
Tibrani Tibrani
Universitas Riau Kepulauan
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences Other

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THE INFLUENCE OF PRICE, PROMOTION, LOCATION, AND BRAND IMAGE ON PURCHASE DECISIONS Dini Anggraini; Ridho Saputra; Lukmanul Hakim; Rona Tanjung; Tibrani Tibrani; Arnesih Arnesih
International Conference on Business Management and Accounting Vol 1 No 1 (2022): Proceeding of International Conference on Business Management and Accounting (Nov
Publisher : Institut Bisnis dan Teknologi Pelita Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35145/icobima.v1i1.2852

Abstract

This study aims to test and analyze the influence of price, promotion, location, and brand image on purchase decision and to test and analyze the influence of price, promotion, location, and brand image simultaneously on purchase decision. The applied research type is a correlation study with quantitative methods. The population of this study was consumers of rumah makan “Warung Bude”. The research sample consisted of 50 people, taken with a accidental sampling technique. Data obtained by distributing questionnaires then analyzed using multiple linear regression and hypothesis testing using SPSS version 25. The results of this study are: (1) price partially has an influence on purchase decision, (2) promotion partially has no influence on purchase decision, (3) location partially has an influence on purchase decision, (4) brand image partially has an influence on purchase decision, (5) price, promotion, location, and brand image simultaneously have a influence on purchase decision.
An Analysis of the Relationship between Prices, Shopping Habits, Promotions, and Fashion Involvements in Impulsive Buying Decisions Tibrani Tibrani; Shafie Mohamed Zabri; Lukmanul Hakim
Binus Business Review Vol. 15 No. 3 (2024): Binus Business Review
Publisher : Bina Nusantara University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21512/bbr.v15i3.11001

Abstract

The research aimed to evaluate the direct and mediating association between impulsive buying behavior and the impact of several elements, such as costs, shopping lifestyle, promotion, and fashion engagement. Quantitative research was conducted by questionnaires to 100 participants, encompassing individuals from diverse age groups, jobs, and genders. However, only 88 questions were deemed legitimate and met the criteria for evaluation. In the interim, a total of 12 surveys were deemed unsuccessful due to their failure to fulfill the established criteria or the presence of incomplete responses provided by the participants. Researchers tested the relevance of the effect of each variable indicator that affected impulsive purchase using SmartPLS software. The findings indicate that among the factors examined, only one variable has a positive direction and a significant impact on impulsive buying through the intervening channel, as seen by a p-value of 0.010. Conversely, the remaining variables exhibit a lack of meaningful influence and display a negative direction. The result stipulates that the price is the primary criterion for individuals who make impulsive purchases to satisfy their fashion wants. These findings have the potential to address the idea that impulsive buying behavior is only determined by the intricate interplay of factors such as price, promotion, shopping lifestyle, and fashion engagement. Hence, it is necessary to employ alternative methodologies to benchmark various indicator variables to discover fresh findings on impulsive purchase attitudes on digital platforms in the modern day.
Co-Authors A.A. Ketut Agung Cahyawan W Ade Parlaungan Nasution ariyati, Yannik Arnesih Arnesih Daryadi D Dendi Prawira Dhenny Asmarazisa Dini Anggraini Fannisa Carlyna Tamrin Ferry Muliadi Manalu hajry arief wahyudi, hajry arief Ida Lora Laely Ma’rufah Lukmanul Hakim Mirwan M Nila Krisnawati Nur Aye Ramon Zamora Ridho Saputra Riduward Siahaan Shafie Mohamed Zabri Sriwati Sriwati Tanjung, Rona Weki Lido Putra