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All Journal Bisma: Jurnal Bisnis dan Manajemen IKRA-ITH ABDIMAS IKRA-ITH EKONOMIKA Journal of Management and Leadership Jurnal Penelitian Ekonomi Akuntansi (JENSI) INTERNATIONAL JOURNAL OF SOCIAL, POLICY AND LAW (IJOSPL)
Azhari, Muhammad Zakky
Universitas Tanri Abeng
Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Law, Crime, Criminology & Criminal Justice Other

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Pengaruh Influencer Marketing , Kualitas Produk dan Brand Trust terhadap Keputusan Pembelian Produk Somethinc oleh Generasi Z Kota Pekanbaru Alya Qurratul Aini; Muhammad Zakky Azhari
IKRAITH-EKONOMIKA Vol. 9 No. 1 (2026): IKRAITH-EKONOMIKA Vol 9 No 1 Maret 2026
Publisher : Universitas Persada Indonesia YAI

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Abstract

Penelitian ini bertujuan menyelidiki pengaruh Influencer Marketing , kualitas produk, dan Brand Trust terhadap keputusan pembelian produk kosmetik Somethinc pada Generasi Z di Kota Pekanbaru. Metode penelitian yang digunakan adalah Partial Least Squares–Structural Equation Modeling (PLS-SEM) dengan bantuan SmartPLS 4.1. Data dikumpulkan dari 246 responden Generasi Z yang pernah membeli dan menggunakan produk Somethinc serta aktif di media sosial. Hasil penelitian menunjukkan bahwa Influencer Marketing berpengaruh signifikan terhadap keputusan pembelian dengan nilai t-statistik sebesar 6,898 > 1,96 dan nilai P-Values sebesar 0,000 < 0,05. Hasil pengujian uji parsial pada kualitas produk terhadap keputusan pembelian menunjukkan nilai t-statistik sebesar 5,642 > 1,96 dan nilai P-Values sebesar 0,000 < 0,05, yang berarti kualitas produk berpengaruh signifikan terhadap keputusan pembelian. Selanjutnya, hasil pengujian uji parsial pada Brand Trustterhadap keputusan pembelian diperoleh nilai t-statistik sebesar 6,160 > 1,96 dan nilai P-Values sebesar 0,000 < 0,05, sehingga dapat disimpulkan bahwa Brand Trustberpengaruh signifikan terhadap keputusan pembelian produk kosmetik Somethinc
THE EFFECT OF PRODUCT QUALITY, MENU VARIETY, AND PHYSICAL EVIDENCE ON PURCHASE DECISIONS AT SATE TAICHANOSAURUS SENAYAN Denny Indra; Adam Fiqri; Muhammad Zakky Azhari
Journal of Management and Leadership Vol. 9 No. 1 (2026): Vol. 9, No. 1, May 2026
Publisher : Management and Leadership Study Programme

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47970/jml.v9i1.1205

Abstract

Competition in the culinary sector, particularly among ready-to-eat food Micro, Small, and Medium Enterprises (MSMEs), requires business owners to attract consumer interest through effective strategies. Product quality, menu variety, and physical evidence are important factors influencing consumer purchasing decisions in MSMEs. This study aims to analyze the effect of product quality, menu variety, and physical evidence on purchasing decisions at Sate Taichanosaurus Senayan, a culinary MSME. The research sample consisted of 139 consumers selected using a purposive sampling technique. Data were collected through questionnaires and analyzed using Structural Equation Modeling (SEM) with SmartPLS 4.0 software. The results indicate that product quality, menu variety, and physical evidence have a positive and significant effect on purchasing decisions. These findings highlight the importance of maintaining product quality, providing diverse menu options, and offering attractive physical evidence to enhance consumer purchasing decisions in culinary MSMEs.
Co-Authors Adam Fiqri Ahmad Azmy Alya Qurratul Aini Aulia Hillar Setyani Denny Indra Diandra, Didip Fahri Haikal Finna Suci Oktaviani khusnul khotimah Muhammad Taufan Mustofa, Yusufi Arif Nabilah Olivia, Putri Sarah Septiana, Aditya Bagus Subakrie, Pitrayadi Sulistianto, Hario Temmy Setiawan, Temmy Yaya Sukarya, Yaya Yeni Oktavia