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All Journal FINANSIA : Jurnal Akuntansi dan Perbankan Syariah Escalate : Economics and Business Journal Ekopedia: Jurnal Ilmiah Ekonomi Indonesia Economic Journal Al-Iqtisodiyah : Jurnal Ilmu Ekonomi dan Ekonomi Islam
Fikri Rizki Utama
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Religion Economics, Econometrics & Finance Social Sciences

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Journal : Indonesia Economic Journal

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Pengaruh Persepsi dan Sikap Konsumen Terhadap Keputusan Pembelian Minuman Boba di Kota Metro Resa Salsabila; Renata Lestari; Fikri Rizki Utama
Indonesia Economic Journal Vol. 1 No. 2 (2025): DESEMBER
Publisher : Indo Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/0wtt3572

Abstract

This study aims to analyze consumer behavior toward boba drinks in Metro City by testing the influence of Consumer Perception (X1) and Consumer Attitude (X2) on the Purchase Decision (Y). This quantitative, causal-associative research utilized Multiple Linear Regression analysis on data collected from a sample of 100 boba consumers selected via Purposive Sampling.The partial test results (t-test) showed that Consumer Perception (X) has a significant and positive effect on the Purchase Decision (Y) (Sig. 0.000), indicating that a good perception of product quality and service is the primary driver. Conversely, Consumer Attitude (X2) was found to have no significant effect, Sig. 0.798. However, the simultaneous test (F-test) confirmed that both Perception and Attitude significantly influence the Purchase Decision (Sig. 0.000). The Coefficient of Determination (R2) was 0.254, explaining 25.4% of the Purchase Decision variation. This study concludes that reinforcing positive consumer perception through improvements in quality and service is the most effective strategy for contemporary beverage businesses.
Pengaruh Harga, Diskon dan Ulasan Produk Terhadap Keputusan Pembelian Konsumen di Marketplace Fitrotul Mukaromah; Herma Artika Putri; Jessica Valentina Darwis; Lulu Il Mufidah; Fikri Rizki Utama
Indonesia Economic Journal Vol. 1 No. 2 (2025): DESEMBER
Publisher : Indo Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/fke34c84

Abstract

The development of digital technology has shifted people's shopping behavior from conventional systems towards marketplace-based transactions. Competition among business actors emphasizes the importance of digital marketing strategies to attract consumer interest in the purchasing process. This study aims to analyze the influence of price, discounts, and product reviews on consumer purchasing decisions in the marketplace. The research method uses a quantitative approach with a survey technique through a questionnaire distributed to 100 respondents who actively shop on the Shopee, Tokopedia, Lazada, and TikTok Shop platforms. Data analysis was performed using multiple linear regression through IBM SPSS Statistics version 27. The results show that price and product reviews have a positive and significant influence on purchasing decisions, while discounts do not have a significant influence. Simultaneously, these three variables are proven to have a significant influence on purchasing decisions. These findings indicate that accurate digital information in the form of consumer reviews and competitive pricing are more decisive in purchasing decisions than discounts. This study provides implications for business actors and marketplace platforms to enhance the credibility of the review system and design pricing strategies that align with consumer preferences within the e-commerce ecosystem.
Faktor-Faktor Keputusan Pembelian dan Kepuasan Pelanggan (Literature Riview Manajemen Pemasaran) Fikri Rizki Utama; Alika Nuri Syahiroh; Alya Nafiza; Anisa Martha Sujiva; Annisa Adhelia Pratiwi; Hasrun Afandi UmpuSinga
Indonesia Economic Journal Vol. 1 No. 2 (2025): DESEMBER
Publisher : Indo Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/sfsdms40

Abstract

This study is a literature review that aims to analyze the factors that influence purchasing decisions and customer satisfaction in the context of marketing management. The focus of the study covers four main variables, namely product quality, service quality, price, and customer value. Analysis of various literature sources shows that product quality has a significant effect on purchasing decisions, while service quality, price, and customer value have a strong effect on customer satisfaction levels. In addition, previous studies have also revealed that other variables such as promotion, location, and service processes contribute to satisfaction and purchasing decisions. The findings of this literature review confirm that customer decisions and satisfaction are formed through a combination of interrelated marketing factors. Therefore, companies need to pay attention to all these aspects to increase competitiveness, retain customers, and encourage repeat purchases.
Pengaruh Influencer Media Sosial dan Iklan Digital Terhadap Motivasi Belanja Impulsif Gen Z Kunta Ramadhan Ridwan Putra; Iqsan Dinata; Marcello Armando; Fikri Rizki Utama
Indonesia Economic Journal Vol. 1 No. 2 (2025): DESEMBER
Publisher : Indo Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/8e52b530

Abstract

This study aims to analyze the influence of social media influencers and digital advertising on the impulsive buying motivation of Generation Z. A quantitative approach was applied, involving 80 respondents selected through purposive sampling. Data were collected using a questionnaire and analyzed with multiple linear regression. The results show that both social media influencers and digital advertising have a positive and significant effect on impulsive buying motivation, both partially and simultaneously. The coefficient of determination (R²) of 0.327 indicates that these variables explain 32.7% of impulsive buying motivation. This study highlights the strong role of digital marketing strategies in shaping impulsive buying behavior among Generation Z.
Co-Authors ahmad fakhri Ajeng Intania Alika Nuri Syahiroh Alya Nafiza Anisa Martha Sujiva Annisa Adhelia Pratiwi Dewi Maharani Eem Desri Fikri Abdussalam Fitrotul Mukaromah Hasrun Afandi UmpuSInga Herma Artika Putri Iqsan Dinata Jessica Valentina Darwis Johan Nurhidayat Kunta Ramadhan Ridwan Putra Kurniawan, Umarudin Lulu Il Mufidah Marcello Armando Meisya Umadi Putri Pinkan Ajeng Anggella Renata Lestari Resa Salsabila Satria Arya Pamungkas Satrio Setiawan Selfi Putri Lestianingrum Susan Amelia