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All Journal Jejak digital: Jurnal Ilmiah Multidisiplin
Al Ghazali Al Ghazali
Universitas Bina Sarana Informatika
Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Social Sciences Other

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Pengaruh Harga dan Kualitas Produk Terhadap Keputusan Pembelian Produk IT pada PT NQ Computer di Jakarta Irvan Dwi Cahyo; Al Ghazali Al Ghazali
Jejak digital: Jurnal Ilmiah Multidisiplin Vol. 2 No. 5 (2026): AGUSTUS-SEPTEMBER
Publisher : INDO PUBLISHING

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/3qxbnf44

Abstract

This study aims to analyze the influence of price and product quality on IT product purchase decisions at PT NQ Computer in Jakarta. The study was motivated by sales, profit, and customer numbers that have shown a tendency to fluctuate, making it necessary to identify the factors that influence purchase decisions. The theoretical framework draws on Indrasari’s concept of price, Kotler and Armstrong’s concept of product quality, Tjiptono’s theory of purchasing decisions, and a review of previous research. This study employs a quantitative approach using a saturation sampling technique involving 52 customers of PT NQ Computer. Data were collected through observation and a questionnaire using a Likert scale, then analyzed using validity and reliability tests, classical assumptions, multiple linear regression, t-tests, F-tests, and the coefficient of determination with the aid of SPSS. The results indicate that price does not have a positive and significant effect on purchasing decisions (t = 1.082; p < 0.05), product quality has a positive and significant effect (t = 6.557; p < 0.05), and these variables simultaneously have a significant effect on purchasing decisions (F = 116.071; p < 0.05) with a coefficient of determination of 81.9%. This study recommends that PT NQ Computer evaluate its pricing strategy to remain competitive, improve product reliability through quality control and after-sales service, and strengthen its loyalty program and marketing communications to encourage customers to choose PT NQ Computer when purchasing IT products.  
Pengaruh Brand Ambassador Treasure dan Brand Image terhadap Minat Beli Sosis FIESTA Ready To Go Tia Mutiara Putri; Al Ghazali Al Ghazali
Jejak digital: Jurnal Ilmiah Multidisiplin Vol. 2 No. 5 (2026): AGUSTUS-SEPTEMBER
Publisher : INDO PUBLISHING

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/kktg3043

Abstract

The Hallyu phenomenon has driven the widespread use of K-Pop idols as brand ambassadors in Indonesia’s food and beverage industry. One example is reflected in the decision of FIESTA Ready To Go Sausage to collaborate with the boy group TREASURE amid the declining trend of the brand’s Top Brand Index from 2021 to 2025. This study aims to analyze the influence of TREASURE as a Brand Ambassador and Brand Image on Purchase Intention, both partially and simultaneously. The theoretical framework includes the concept of brand ambassador based on the VisCAP model (Rossiter & Percy), brand image according to Alexander L. Biel with the dimensions of Corporate Image, User Image, and Product Image, and purchase intention according to Ferdinand. This study employed a quantitative method using a Likert-scale questionnaire distributed to 100 respondents who follow the official FIESTA Ready To Go Instagram account, selected through purposive sampling and the Slovin formula. Data were analyzed using multiple linear regression, t-test, F-test, and coefficient of determination. The results show that Brand Ambassador has a negative and significant partial effect (β = -0.140; Sig. = 0.020), Brand Image has a positive and significant effect (β = 0.978; Sig. = 0.000), and both variables have a significant simultaneous effect with a contribution of 75.6%. It can be concluded that Brand Image is the dominant predictor of Purchase Intention, while the effectiveness of the Brand Ambassador needs to be evaluated through improving the congruence between the ambassador’s image and the product’s positioning.  
Pengaruh Digital Marketing dan Kualitas Produk Terhadap Keputusan Pembelian Mie ABC di Kelurahan Lagoa, Jakarta Utara Riska Zaeni Putri; Al Ghazali Al Ghazali
Jejak digital: Jurnal Ilmiah Multidisiplin Vol. 2 No. 5 (2026): AGUSTUS-SEPTEMBER
Publisher : INDO PUBLISHING

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/g75mk609

Abstract

Increasingly fierce competition in the instant food industry is driving companies to implement effective digital Marketing strategies and maintain product quality in order to boost consumer purchasing decisions. This study aims to analyze the influence of digital Marketing and product quality on the purchase decision of ABC Noodles in Lagoa Subdistrict, North Jakarta. This study draws on theories of digital Marketing, product quality, and purchase decision-making. The method used is quantitative research with a sample of 100 respondents selected through purposive sampling. Data were collected through observation and questionnaires, then analyzed using IBM SPSS Statistics 24 via validity and reliability tests, classical assumptions, multiple linear regression, t-tests, F-tests, and the coefficient of determination. The results indicate that digital Marketing has a positive and significant effect on purchasing decisions, with a calculated t-value of 3.635 and a significance level of 0.000. Product quality also has a positive and significant effect on purchasing decisions, with a calculated t-value of 6.381 and a significance level of 0.000. Simultaneously, digital Marketing and product quality have a significant effect on purchasing decisions, with a calculated F-value of 734.339 and a significance level of 0.000. The coefficient of determination is  
Pengaruh Kualitas Produk dan Kualitas Pelayanan Terhadap Keputusan Pembelian Pelanggan pada Usaha UMKM A-Steak di Jakarta Timur Salsyabillah Gayatri Giri Anjani; Al Ghazali Al Ghazali
Jejak digital: Jurnal Ilmiah Multidisiplin Vol. 2 No. 5 (2026): AGUSTUS-SEPTEMBER
Publisher : INDO PUBLISHING

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/y6p3m019

Abstract

This study aims to analyze the influence of product quality and service quality on customers' purchasing decisions at A-Steak UMKM in East Jakarta. The decline in purchasing decisions, indicated by a decrease in monthly revenue and an increase in customer complaints submitted directly and through Google Reviews, served as the primary background of this study. This research employed a quantitative method with a causal associative approach. Data were collected through questionnaires distributed directly to customers of A-Steak in East Jakarta, who were selected using a purposive sampling technique, and were analyzed using multiple linear regression analysis. The partial results revealed that product quality had a positive and significant influence on purchasing decisions. Service quality was also found to have a positive and significant influence on purchasing decisions. Simultaneously, product quality and service quality had a significant influence on customers' purchasing decisions. It can be concluded that product quality and service quality are important factors influencing customers' purchasing decisions at A-Steak UMKM in East Jakarta. Therefore, A-Steak UMKM is recommended to maintain consistent product quality and continuously improve service quality to enhance customers' purchasing decisions. Future researchers are encouraged to include additional variables, such as price, promotion, or brand image, in order to obtain more comprehensive research findings.
Co-Authors Irvan Dwi Cahyo Riska Zaeni Putri Salsyabillah Gayatri Giri Anjani Tia Mutiara Putri