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All Journal INVEST : Jurnal Inovasi Bisnis dan Akuntansi International Journal of Advanced Multidisciplinary
Udin Ahidin
Universitas Pamulang Tangerang Selatan
Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Social Sciences

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Model of Customer Value and Purchase Decision Analysis Udin Ahidin; Wikrama Wardana; Rini Astuti; Lusiah Lusiah
INVEST : Jurnal Inovasi Bisnis dan Akuntansi Vol. 7 No. 1 (2026): INVEST : Jurnal Inovasi Bisnis dan Akuntansi
Publisher : Lembaga Riset dan Inovasi Al-Matani

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55583/invest.v7i1.2073

Abstract

This study investigates the relationships among product, distribution, promotion, customer value, and purchasing decisions in the lightweight brick industry in Jakarta, Indonesia. The research addresses a gap in the construction materials marketing literature by examining the mediating role of customer value in linking marketing mix variables to purchasing decisions. A descriptive and explanatory survey design was employed, involving 295 managers from construction and property companies selected from a population of 964 firms in DKI Jakarta. Data were analyzed using Structural Equation Modeling (SEM) with LISREL 8.70. The findings indicate that distribution and promotion significantly contribute to customer value and purchasing decisions, while customer value exerts a strong positive effect on purchasing decisions. The model explains 47% of the variance in customer value and 81% of the variance in purchasing decisions, demonstrating substantial explanatory power. Among the examined variables, customer value emerges as the most influential determinant of purchasing decisions, highlighting its strategic importance in the lightweight brick market. These findings suggest that firms should prioritize strategies that enhance customer value through effective distribution and promotional activities to strengthen market competitiveness and improve customer purchasing outcomes. This study contributes to the marketing literature by providing empirical evidence on the role of customer value as a key mechanism through which marketing activities influence purchasing decisions in the construction materials sector.
Model of Customer Value and Purchase Decision Analysis Udin Ahidin; Wikrama Wardana; Rini Astuti; Lusiah Lusiah
INVEST : Jurnal Inovasi Bisnis dan Akuntansi Vol. 7 No. 1 (2026): INVEST : Jurnal Inovasi Bisnis dan Akuntansi
Publisher : Lembaga Riset dan Inovasi Al-Matani

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55583/invest.v7i1.2073

Abstract

This study investigates the relationships among product, distribution, promotion, customer value, and purchasing decisions in the lightweight brick industry in Jakarta, Indonesia. The research addresses a gap in the construction materials marketing literature by examining the mediating role of customer value in linking marketing mix variables to purchasing decisions. A descriptive and explanatory survey design was employed, involving 295 managers from construction and property companies selected from a population of 964 firms in DKI Jakarta. Data were analyzed using Structural Equation Modeling (SEM) with LISREL 8.70. The findings indicate that distribution and promotion significantly contribute to customer value and purchasing decisions, while customer value exerts a strong positive effect on purchasing decisions. The model explains 47% of the variance in customer value and 81% of the variance in purchasing decisions, demonstrating substantial explanatory power. Among the examined variables, customer value emerges as the most influential determinant of purchasing decisions, highlighting its strategic importance in the lightweight brick market. These findings suggest that firms should prioritize strategies that enhance customer value through effective distribution and promotional activities to strengthen market competitiveness and improve customer purchasing outcomes. This study contributes to the marketing literature by providing empirical evidence on the role of customer value as a key mechanism through which marketing activities influence purchasing decisions in the construction materials sector.
The Model of Decision Making For Shopping At Factory Outlets Udin Ahidin; Lenggogeni Lenggogeni; Anwar Sulaiman; Anthon Tondo; Wikrama Wardana; Nandan Limakrisna
International Journal of Advanced Multidisciplinary Vol. 2 No. 1 (2023): International Journal of Advanced Multidisciplinary (April-June 2023)
Publisher : Greenation Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/ijam.v2i1.188

Abstract

Initially, Factory Outlet (FO) referred to stores selling high-quality export ready-to-wear at affordable prices. However, the concept has grown to include a variety of household needs. To excel in this service-oriented industry, emphasis on customer satisfaction is paramount. The surge in world oil prices has had a ripple effect on the cost of essential commodities, resulting in a drain on the purchasing power of many people. However, a gradual shift occurred as Factory Outlets regained popularity due to their reputation for selling quality export goods at lower prices. Indonesia's consumerist tendencies are further fueling demand for these outlets, fueled by attractive discounts and tempting offers. The authors' curiosity was piqued by the lack of similar research on the subject. This research, in particular, explores the influence of individual external and internal factors on the shopping choices of Factory Outlet consumers. In the assessment of Simple Linear Regression 1 X1 to Y, the coefficient of determination is calculated as 0.188 or 18.8%. These results indicate that external factors hold an influence of 18.8% on decision making, while 81.2% (100% - 18.8%) can be attributed to other factors. The results of Simple Linear Regression 2, especially X2 to Y, obtained a coefficient of determination of 0.079 or equivalent to 7.9%. This shows that decision making is strongly influenced by internal factors, while other factors provide an explanation of 92.1% (100% - 7.9%). Multiple Linear Regression Analysis reveals that when X1 and X2 are calculated with Y, the influence of external variables on the decision making variable is determined to be 48.7%. The influence of internal variables on decision-making variables was found to be 7.3%. The combined influence of external and internal variables on decision-making variables is measured at 19.1%. Other variables outside the path analysis model have an effect of 80.9%.
Co-Authors Anthon Tondo Anwar Sulaiman Lenggogeni Lenggogeni Lusiah Lusiah Nandan Limakrisna Rini Astuti Wikrama Wardana