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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 Journal of Economics, Bussiness and Management Issues Human Capital Development Panorama Nusantara Jurnal Cendekia Ilmiah Jurnal Ekonomi, Manajemen, Akuntansi Eduturisma Journal of Social Science
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.
MENINGKATKAN KEPUASAN PELANGGAN MELALUI PERAN KUALITAS PELAYANAN: KEPUTUSAN PEMBELIAN SEBAGAI MEDIATOR:Riset Pelanggan Ammal Marwah Tour (Pembelian Tiket Maskapai Penerbangan) Nasrudin Laope; Darwin Raja Unggul Saragih
Eduturisma Vol 6 No 2 (2022): Eduturisma
Publisher : LPPM and Travel Operation Department Universitas Asa Indonesia

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Abstract

This research is entitled “Improving Customer Satisfaction Through the Role of Service Quality: Purchasing Decisions as Mediator: Ammal Marwah Tour Customer Research (Purchase of Airline Tickets). Aims to analyze the effect of service quality on satisfaction and is mediated by purchasing decisions. Collecting data by distributing questionnaires to Ammal Marwah Tour customers by applying purposive sampling criteria with the criteria of customers who have purchased airline tickets at least twice. Samples obtained from distributing questionnaires were 135 and those who passed the sample test for data processing were 117 and 20 were used as sampling. The data were processed with the Smart PLS program. It is concluded from the research results that service quality has an influence on purchasing decisions and customer satisfaction as well as purchasing decisions as a mediator.
Pengaruh Kualitas Produk, Influencer Marketing dan Fomo terhadap Keputusan Pembelian Madmilk Japanese Bakery Nadira Assyifa; Darwin Raja Unggul Saragih
Journal of Economics, Bussiness and Management Issues Vol. 3 No. 1 (2025): Desember
Publisher : Indonesian Journal Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47134/jebmi.v3i1.897

Abstract

This study aims to analyze the influence of product quality, influencer marketing, and the phenomenon of Fear of Missing Out (FOMO) on purchase decisions among consumers of Madmilk Japanese Bakery in the city of Casablanca. The research employs a quantitative approach with a survey method, involving 122 respondents selected using purposive sampling techniques. Data collection instruments utilized a questionnaire with a five-point Likert scale. Data analysis was conducted through classical assumption tests (normality, heteroscedasticity, autocorrelation, multicollinearity, and linearity) and multiple linear regression analysis to test the research hypotheses. The results indicate that product quality, influencer marketing, and FOMO significantly and positively affect consumer purchase decisions. These findings underscore the importance of strategies to enhance product quality, implement effective influencer marketing, and manage FOMO phenomena to increase purchase decisions in the food and beverage industry. The implications of this study suggest that business practitioners can adopt these findings to develop more effective marketing strategies that enhance consumer appeal and loyalty in today’s digital era.
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 Nadira Assyifa Nanini Diva Malinka Nasrudin Laope Niko Raihan Firdaus Nurul Zahra Reynaldi Andryan Ricky Talumantak Risky Septiani Rizky Ardhana Rully Arifiansyah Sofy Cahyaningrum