Claim Missing Document
Check
Articles

Service Quality, Promotions, and Product Prices on Consumer Purchasing Decisions in the Marketplace: The Mediating Role of Brand Image Hikmah, Nur; Mustari, Mustari; Said Ahmad, Muh Ihsan; Arisah, Nur; Purnamasari, Wulan
Indonesian Journal of Business and Entrepreneurship Research Vol. 3 No. 1 (2025): Vol. 3, No. 1, January 2025: Indonesian Journal of Business and Entrepreneurshi
Publisher : Department of Business and Entrepreneurship, Faculty of Economics and Business, Universitas Negeri Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

In today's digital era, almost all activities can be carried out using the internet, making information access easier. This study aims to review and analyze existing problems to determine the extent of the influence of service quality, promotions, and product prices in the marketplace on consumers' purchasing decisions, with brand image acting as a mediating variable. The research subjects are students from eight study programs at the Faculty of Economics and Business, Makassar State University, from the 2021 and 2022 intakes, with a sample size of 348 respondents. Data analysis was conducted using the Partial Least Squares Structural Equation Model (PLS-SEM). Based on the problem formulation, the study results show that service quality, promotions, product prices, and brand image have a positive and significant influence on consumers' purchasing decisions. Additionally, brand image effectively mediates the relationship between these three variables and consumers' purchasing decisions.
Co-Authors Adiningsih S, Sri Hutami Adyningsih, Sri Hutami Agusnaya, Nurrahmah Alif, Andi Muhammad Andi Sawe Ri Esso Andi Tenri Ampa Anggraeni, Naufa Julia Anita Candra Dewi Ardhiyani, Ika Widya Arif, Donny As Syukri, Khoirul Anam Asti Nur Aryanti Candraningrat, C. Candraningrat Dani Rizana Darno, Darno Diansyah, Refor Didik Setiawan Ekasari, Ratna Firdaus, Nurwahidah Fittriya, Nurul Laili gina dewi sonia Hamsar, Israwaty Herlianingrat, Ratu Stevanny Hidayah, Resky Wira Hifza, Hifza I Wayan Swandi Ihsan Said Ahmad, Muhammad Indriani, Tari Jonimar, Jonimar Juniardi Juniardi K, Amiruddin Labusab, Labusab Lesmanawati, Dewi Mallajareng, Muhlis Marina MD Arifin, Khadijah binti MENDY HOSANA M., MENDY HOSANA Moh Sabri AR Muhamad Parhan Muhammad Hasan Muhlis Muhlis Muslimah Muslimah MUSLIMIN Muslimin Kara MUSTARI Mustari Mustari Najib, Marhawati Nani Triana Ngibad, Khoirul Nia Rahmawati, Nia Nirmala, Fatra Lena NIRMALA, PUTRI Nur Ainun Nur Arisah Nur Hikmah Nur Indah Sari Nurwahida Nurwahida, Nurwahida Palupi Permata Rahmi Putra, Purniadi Rahmadani, Riya Rahman Ambo Masse Rahmatullah Rahmatullah Ramli, Hartini Refor Diansyah Resvan Resvan, Resvan Rosidah Rosidah Rosidin, Mochammad Khoirul Said Ahmad, Muh Ihsan Savitri Primasari, Niken Septiandi, Indra Dwi Cahya Siti Aminah Sri Wahyuni Subur, Hikmayani suhaeb, Sutarsi Sukamto, Ika Sumiyarsi Suwandi S. Sangadji Syamsu Rijal Syukron Wahyudi Tadampali, Andi Caezar To Tari Indriani Taufik Kurrohman Wahyudhi, Syukron WAHYUDI Wahyudi Wahyudi Wahyudin Nor Wasik, Zainul Windi Afdal, Windi Wisudawaty, Ika Yucha, Nikma Zulistnayarti, Andi