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All Journal Jurnal Manajemen
Nobelson Nobelson
University of Pembangunan Nasional Veteran, Jakarta
Economics, Econometrics & Finance

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THE INFLUENCE OF PRODUCT QUALITY, BRAND IMAGE, AND ELECTRONIC WORD OF MOUTH ON PURCHASING DECISIONS (STUDY ON MIXUE PRODUCTS IN BOGOR CITY) Rafli Arjuna Kusumanegara; Nobelson Nobelson
Jurnal Manajemen Vol 11 No 4 (2023): Jurnal Manajemen
Publisher : Program Studi Manajemen Fakultas Ekonomi Universitas Palembang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36546/jm.v11i4.980

Abstract

Currently frozen beverage sales in Indonesia are indicated to change over time,fluctuating from year to year, besides that Indonesia is number one as a country thatconsumes the most frozen drinks and ice cream in Southeast Asia, This study is aquantitative study, conduct aims to find out whether the variable Purchasing decision isinfluenced by Product Quality variables, Brand Image, and Electronic Word of Mouth. Byusing non-probability sampling techniques and purposive sampling methods. Data collectionis carried out by distributing questionnaires online and offline to prospective respondents.The analysis tool used is SmartPLS 3.0.0. Furthermore, the results obtained from this studyshow that product quality variables and brand image have a significant influence onpurchasing decisions. Electronic Word of Mouth has no significant effect on purchasingdecisions.
ANALYSIS OF THE INFLUENCE OF MARKETING MIX ON THE DECISION TO PURCHASE KEBAGUSAN IV RESIDENCE Gamal Rahmatullah; Nobelson Nobelson
Jurnal Manajemen Vol 11 No 4 (2023): Jurnal Manajemen
Publisher : Program Studi Manajemen Fakultas Ekonomi Universitas Palembang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36546/jm.v11i4.981

Abstract

The purpose of this study was to analyze the influence of product, price, location and promotion variables on purchasing decisions at Kebagusan IV Residence. In this study, quantitative methods were used to determine and analyze the effect of product, price, location and promotion on purchasing decisions at Kebagusan IV Residence. This population & sample collection was taken from consumers who bought houses at Kebagusan IV Residence by distributing questionnaires to 35 respondents. Processing and analyzing the collected data, especially by using descriptive analysis techniques and inferential analysis, namely by using the SmartPLS application (V.4.0). The results of this study indicate that (1) Product has a positive and significant effect on purchasing decisions with a path coefficient of 0.512. (2) Price has a negative and significant effect on purchasing decisions with a path coefficient of -0.178. (3) Location has a positive and significant effect on purchasing decisions with a path coefficient of 0.232. (4) Promotion has a positive and significant effect on purchasing decisions with a path coefficient of 0.451. Product, price, location and promotion together influence 0.917 (91.7%) purchasing decisions, while the remaining 0.083 (8.3%) are influenced by other factors outside of the variables of this study such as economic, psychological, family and socio-cultural factors.
Co-Authors Gamal Rahmatullah Rafli Arjuna Kusumanegara