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All Journal JURNAL LENTERA BISNIS Journal of Economics, Business, Management, Accounting And Social Sciences (JEBMASS)
Rio Sudirman
Universitas 17 Agustus 1945 Banyuwangi
Economics, Econometrics & Finance Social Sciences

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PENGARUH HARGA, CITRA MEREK DAN DIGITAL MARKETING TERHADAP KEPUTUSAN PEMBELIAN PADA MULIA PRINT Abyyu Nur Fahmi; Rio Sudirman; Rifka Arinda Noviasari
JURNAL LENTERA BISNIS Vol. 13 No. 2 (2024): JURNAL LENTERA BISNIS, Mei 2024
Publisher : POLITEKNIK LP3I JAKARTA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34127/jrlab.v13i2.1059

Abstract

This research aims to examine and analyze the Influence of Price, Brand Image, and Digital Marketing on Purchase Decisions at Mulia Print. The study was conducted at Jl. Mh. Thamrin No. 150A, Banyuwangi, with consumers of Mulia Print as the research sample. The sampling technique employed in this research is probability sampling, with a total of 40 samples. The method used in this study is quantitative, employing the distribution of questionnaires. Data analysis methods include instrument testing, multiple linear regression analysis, hypothesis testing, coefficient of determination testing, and classical assumption testing. Based on the analysis results, it was found that the calculated F value is greater than the tabulated F value (38.864 > 2.866), indicating that simultaneously, price (X1), brand image (X2), and digital marketing (X3) collectively influence purchase decisions (Y). In terms of individual variable analysis (t-test), the price variable showed a t value greater than the tabulated t value (4.501 > 2.028), leading to the conclusion that price influences purchase decisions. On the other hand, for the brand image variable, the t value was less than the tabulated t value (2.758 > 2.028), suggesting that brand image influences purchase decisions. Regarding the digital marketing variable, the t value was greater than the tabulated t value (1.926 > 2.028), leading to the conclusion that digital marketing does not significantly influence purchase decisions Key words: Price, Brand Image, Digital Marketing, Purchase Decisions
Strategi Digital Marketing, Kualitas Pelayanan dan Inovasi Terhadap Pengambilan Keputusan Pembelian : (Studi Kasus Erenka Cafe and Space Glenmore) Roy Subhan Tri Handika; Rio Sudirman; Teguh Purnomo
JOURNAL OF ECONOMICS, BUSINESS, MANAGEMENT, ACCOUNTING AND SOCIAL SCIENCES Vol. 1 No. 3 (2023): MARCH 2023
Publisher : PUTRA JAWA PUBLISHER

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63200/jebmass.v1i3.26

Abstract

This study aims to examine digital marketing strategies, service quality and innovation on purchasing decisions at Erenka café & space Glenmore. Based on the chosen research method, which is quantitative in nature, the findings shed light on the influence of variables on purchasing decisions at Erenka Café & Space Glenmore. Specifically, the results reveal that the Digital Marketing Strategy variable has a partial impact on customers' purchasing decisions in this establishment. On the other hand, the research findings also indicate that the Innovation variable does not significantly affect customers' purchasing decisions at Erenka Café & Space Glenmore. Simultaneously, Digital Marketing Strategy, Service Quality, and Innovation influence purchasing decisions at Erenka café & space Glenmore.
PENGARUH GREEN MARKETING, GREEN TRUST DAN GREEN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN PRODUK TUPPERWARE DI KOTA BANYUWANGI Rena Aviolina Fernanda; Rio Sudirman; Teguh Purnomo
JOURNAL OF ECONOMICS, BUSINESS, MANAGEMENT, ACCOUNTING AND SOCIAL SCIENCES Vol. 1 No. 5 (2023): JULY 2023
Publisher : PUTRA JAWA PUBLISHER

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63200/jebmass.v1i5.92

Abstract

The purpose of this study is to see whether Green Marketing, Green Trust and Green Brand image influence purchasing decisions. This research is quantitative using purposive sampling method with a sample size of 72 respondents. The results of hypothesis testing show the findings of purchasing decisions partially influenced by Green Marketing and Green Trust variables regardless of the green brand variable, but simultaneously the Green Marketing, Green Trust Green Brand image variables affect product purchasing decisions.
Co-Authors Abyyu Nur Fahmi Indah Wahyu Ferawati Rena Aviolina Fernanda Rifka Arinda Noviasari Roy Subhan Tri Handika Shania Eka Sholeh Dwi Teguh Purnomo