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All Journal Journal of Economic, Bussines and Accounting (COSTING) Management Studies and Entrepreneurship Journal (MSEJ)
Alimuddin Rizal Riva'i
Universitas Stikubank
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Pengaruh Konsumsi Hedonis, Promosi Penjualan, Citra Merek dan Diskon Harga Terhadap Pembelian Impulsif Di Marketplace Tokopedia Rhenata Alfina Priyani; Alimuddin Rizal Riva'i
Management Studies and Entrepreneurship Journal (MSEJ) Vol. 4 No. 2 (2023): Management Studies and Entrepreneurship Journal (MSEJ)
Publisher : Yayasan Pendidikan Riset dan Pengembangan Intelektual (YRPI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37385/msej.v4i3.1487

Abstract

Tujuan dari penelitian ini adalah untuk mengidentifikasi dan menganalisis dampak konsumsi hedonis, promosi, brand image dan diskon terhadap pembelian impulsif di kalangan pengguna marketplace Tokopedia. Sampel yang digunakan dalam survei ini terdiri dari 95 responden. Peneliti menggunakan teknik pengambilan sampel yang disebut sampling bertarget. Metode analisis yang digunakan dalam penelitian ini adalah analisis regresi berganda dengan menggunakan program SPSS 26, dan kuesioner pilihan jawaban skala likert lima (5) digunakan untuk pengumpulan data. Kami menemukan bahwa tiga variabel independen, konsumsi hedonis, citra merek, dan penurunan harga, memiliki dampak positif yang besar terhadap pembelian impulsif. Variabel promosi memiliki dampak negatif yang besar terhadap pembelian impulsif.
Pengaruh Persepsi Harga, Citra Merek Dan Positif (Wom) Terhadap Keputusan Pembelian Lampu Led Dan Onderdil LED (Studi Pada CV. Fiotron Pijar Jaya) Rohmat Doni Arto; Alimuddin Rizal Riva'i
Journal of Economic, Bussines and Accounting (COSTING) Vol 7 No 3 (2024): Journal of Economic, Bussines and Accounting (COSTING)
Publisher : Institut Penelitian Matematika, Komputer, Keperawatan, Pendidikan dan Ekonomi (IPM2KPE)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31539/costing.v7i3.9134

Abstract

This research was shown to identify what is the influence vof price perception, brand image, positive WOM with decision purchase LED lights and LED spare parts at CV.Fiotron Pijar Jaya, in the era of competition caused by the many new brands of LED lights and spare parts at various prices. Quantitative methods are used in research. Data were taken from questionnaires that were distributed manually using statement sheets to respondents and purposive sampling methods were applied here. Multiple linear regression analysis became the model adopted to test the hypothesis. SPSS statistical software version 23 is used as a means to process data. The targeted population is potential consumers and consumers who have the potential to buy LED products CV.Fiotron Pijar Jaya. This study proves the influence of price perception, brand image, positive (WOM) at CV.Fiotron Pijar Jaya customers' purchasing decisions significantly and positively. Keywords: price, brand, WOM, purchase decission
Co-Authors Rhenata Alfina Priyani Rohmat Doni Arto