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All Journal JURNAL PENDIDIKAN TAMBUSAI Enrichment : Journal of Management Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences Nusantara Hasana Journal Jurnal Manajemen dan Bisnis Jurnal Indonesia Sosial Sains Mimbar Administrasi Human Capital Development Panorama Nusantara J-CEKI Jurnal Ekonomi, Manajemen, Akuntansi
Darwin Raja Unggul Saragih
Universitas ASA Indonesia
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Astronomy Biochemistry, Genetics & Molecular Biology Chemistry Computer Science & IT Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Energy Environmental Science Immunology & microbiology Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Neuroscience Nursing Physics Social Sciences Other

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Pengaruh Citra Merek, Kualitas Produk dan Lokasi terhadap Keputusan Pembelian di Drumstairs : - Mochammad Khadafi; Darwin Raja Unggul Saragih
MANABIS: Jurnal Manajemen dan Bisnis Vol. 4 No. 2 (2025): Juni 2025
Publisher : Yayasan Pendidikan Penelitian Pengabdian Algero

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54259/manabis.v4i2.4357

Abstract

Abstract: This study aims to determine the effect of brand image, product quality, and location on purchasing decisions at the Drumstairs Restaurant. This study uses a quantitative approach with a survey method. The population in this study were all customers who came to the Drumstairs Restaurant, with a total of 104 respondents. The sampling technique used was purposive sampling, which is determining the sample based on certain criteria that are relevant to the research objectives. Data analysis was carried out using multiple linear regression through the assistance of SPSS software version 26. The results of the study showed that brand image had a positive and significant effect on purchasing decisions. However, product quality did not show a significant effect on purchasing decisions. Meanwhile, location was also found to have a positive and significant effect on purchasing decisions. Simultaneously, the brand image and location variables together had a positive and significant effect on purchasing decisions, while the product quality variable did not have a significant effect. These findings indicate that in the context of the Drumstairs Restaurant, aspects of brand image and ease of location access are more decisive in influencing consumer purchasing behavior than product quality. Therefore, restaurant management is advised to continue to strengthen brand image and choose strategic locations in order to improve customer purchasing decisions.
Pengaruh Kualitas Produk, Sosial Media, dan Citra Merek terhadap Keputusan Pembelian pada Produk Somethinc Sofy Cahyaningrum; Darwin Raja Unggul Saragih
MANABIS: Jurnal Manajemen dan Bisnis Vol. 4 No. 2 (2025): Juni 2025
Publisher : Yayasan Pendidikan Penelitian Pengabdian Algero

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54259/manabis.v4i2.4385

Abstract

Abstract: The skincare industry in Indonesia has experienced significant growth in recent years. This development is marked by the emergence of various local brands that actively compete to capture the domestic market, one of which is Somethinc. This brand has successfully gained consumer attention through product innovation, digital marketing strategies, and brand image reinforcement. This study aims to analyze the extent to which product quality, social media, and brand image influence consumers' purchasing decisions. A quantitative approach was employed using a survey method as the data collection tool. The sample consisted of 90 respondents selected through purposive sampling, with the criteria being consumers who had purchased Somethinc products through digital platforms. The data were analyzed using IBM SPSS version 25. The results show that product quality, social media, and brand image have a positive and significant influence on purchasing decisions. These findings indicate that consumers tend to consider product quality, engagement through social media, and brand perception before making purchasing decisions for skincare products.
Co-Authors Amelia Arni Handaja Dandy Alfiansyah Dzakya Ayu Widiastuti Farid Said Ignatius Stefanus Manogi Kevin Intan Karunia Ramadhan Julian Wisnu Putra Perdana Laras Wulandari Maylinda Riska Ayu Mochamad Erland Prawiratama Mochammad Khadafi Muhammad Rizky Fathoni Nanini Diva Malinka Niko Raihan Firdaus Nurul Zahra Reynaldi Andryan Ricky Talumantak Risky Septiani Rizky Ardhana Rully Arifiansyah Sofy Cahyaningrum