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Romdonny, Jefry
Swadaya Gunung Jati University, Cirebon
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The Influence of Digital Marketing, Product Quality, and Consumer Behavior on Purchase Decisions at Point Coffee Cirebon Maulana, Muhammad Farhan; Maulana, Yono; Romdonny, Jefry
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 8 No 3 (2025): Sharia Economics
Publisher : Sharia Economics Department Universitas KH. Abdul Chalim, Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v8i3.7969

Abstract

This study aims to analyze the influence of digital marketing, product quality, and consumer behavior on purchasing decisions at Point Coffee Cirebon. This study uses a quantitative approach with a survey method involving 150 respondents who are consumers of Point Coffee Cirebon. Data were collected through a questionnaire that measures consumer perceptions of digital marketing, product quality, and behavioral factors that influence their purchasing decisions. Data analysis was carried out using multiple regression methods to test the influence of each independent variable on purchasing decisions. The results of the study indicate that digital marketing, product quality, and consumer behavior significantly influence consumer purchasing decisions at Point Coffee Cirebon. Specifically, effective digital marketing through social media platforms has a major positive impact on purchasing decisions, followed by product quality which is the main factor in attracting consumers. These findings provide important implications for Point Coffee managers in formulating more targeted marketing strategies that are in accordance with consumer preferences. This study is expected to provide insight for coffee entrepreneurs in improving their business performance through the implementation of appropriate digital marketing strategies and improving product quality.
Product Quality and Price its Influence on the Decision to Purchase a Realme Handphone on Libra Cell Asyraf, Fadhil; Montazeri, Muhammad Haidar; Romdonny, Jefry
Indonesian Journal of Business Analytics Vol. 4 No. 2 (2024): April 2024
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/ijba.v4i2.8522

Abstract

Technology is currently developing increasingly rapidly. This applies to familiar communication tools, namely smartphones. With advances in technology, people are interested in enjoying technology so people often buy smartphones based on desire, not because of need. Therefore, this research aims to determine the influence of product quality and price on Realme smartphone purchasing decisions, empirical study; Libra Cell. The number of respondents was 100 people, with sample criteria; realme smartphone users and Libra Cell consumers. The sample used uses a non-probability sampling technique. The method used is purposive sampling, namely a sampling technique with certain considerations, so the samples selected are people who meet the criteria mentioned above. By using Structural Equation Modeling (SEM), the methods used include; validity and reliability analysis (smartPLS 4.0). The result is that product quality has a positive and significant effect on purchasing decisions and the price variable has a positive and significant effect on purchasing decisions. Realme needs to improve and develop product quality and smartphone prices so that the company can know what factors can motivate people to buy Realme smartphones. However, it should be noted that purchasing decisions are influenced by several other factors that are beyond the scope of this research.
Co-Authors Abbas, Muhammad Yasin Alfiansyah, Rifky Ardiansyah, Muhammad Nur Asyraf, Fadhil Bakhri, Saeful Barkah, Fajar Fikri Muhamad Sidiq Izza, Ahmad Mudrikul Khofifah Azzahra Maskarto Lucky Nara Rosmadi Maulana, Muhammad Farhan Maulana, Yono Maulana, Yono  Montazeri, Muhammad Haidar Otong Karyono Pamungkas, Rafly Abdi Pratama, Febry Ilham Rifki, Muhamad Rifki Oktaviali rosmadi, maskarto lucky nara Rosmadi, Maskarto Lucky Nara Supiandi, Rendi