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All Journal Golden Ratio of Marketing and Applied Psychology of Business Golden Ratio of Auditing Research
I. Ishak, I.
Center for Isotopes and Radiation Application, National Nuclear Energy Agency, Jl. Lebak Bulus Raya No. 49, Jakarta 12440, Indonesia.
Economics, Econometrics & Finance Social Sciences

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The Influence of Product Quality and Price on Purchasing Decisions through Purchase Intention as a Mediating Variable Nurkhotimah, Siti; Puspitasari , Intan; Ishak, I.
Golden Ratio of Marketing and Applied Psychology of Business Vol. 6 No. 1 (2026): July - January
Publisher : Manunggal Halim Jaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52970/grmapb.v6i1.1344

Abstract

This study examines the effect of product quality and price on purchasing decisions, with purchase intention mediating variable among La Tulipe cosmetic consumers in Purworejo, Indonesia. The research addresses the growing competitiveness in the cosmetics industry, where consumers prioritize value and quality. A quantitative method was used with 100 respondents selected through purposive sampling. Data were collected using a Likert-scale questionnaire and analyzed through multiple linear regression, t-test, F-test, and Sobel test using SPSS. The results show that price significantly influences both purchase intention and purchase decision, while product quality affects purchase decision but not purchase intention. Purchase intention mediates the effect of price on purchase decision, but not the effect of product quality. These findings suggest that pricing plays a key role in shaping both interest and actual buying behavior, while product quality influences consumers more directly during the decision stage. This study offers practical insights for local cosmetic brands in developing effective marketing strategies that align with consumer expectations.
Financial Literacy as A Moderating Variable in Influencing Individual Income, Cashless Use, and Love of Money on Financial Behavior of STIEM Bongaya Students Asapa, Andi Rachmat Fiqra; Alam, Syamsul; Ishak, I.
Golden Ratio of Auditing Research Vol. 6 No. 1 (2026): July - January
Publisher : Manunggal Halim Jaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52970/grar.v6i1.1873

Abstract

This study aims to explore the impact of individual income, cashless payment system utilization, and love of money on college students' financial behavior, with financial literacy as a variable strengthening this relationship. The respondents in this study were students from STIEM Bongaya. The analysis method used was Partial Least Squares (PLS) with a measurement model and structural model approach. The findings from the test indicate that individual income and financial literacy have a significant positive impact on college students' financial behavior. Conversely, cashless use and love of money do not show a significant influence on financial behavior. Furthermore, financial literacy does not function as a moderating variable in the relationship between individual income, cashless use, and love of money on financial behavior. The R-square value of 0.662 indicates that the independent and moderating variables can explain 66.2% of financial behavior, while the Q-square value of 0.541 indicates that this model has good predictive relevance. The implications of this study indicate the need to improve financial literacy among university students through well-designed educational programs to foster prudent and responsible financial attitudes. Future research is recommended to incorporate other variables, such as psychological and social factors, or the use of financial technology (fintech) to predict financial behavior.
Co-Authors Asapa, Andi Rachmat Fiqra Nurkhotimah, Siti Puspitasari , Intan Syamsul Alam, Syamsul