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All Journal Managament Insight: Jurnal Ilmiah Manajemen Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi)
Daulay, M Yasser Iqbal
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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PENGARUH BRAND IMAGE, PRICE DAN SOCIAL MEDIA MARKETING, TERHADAP PURCHASE DECISION PADA PRODUK SEPATU LOKAL DI KOTA BENGKULU Ramadhan, M Fikri Rizqi; Daulay, M Yasser Iqbal
Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA) Vol 8 No 1 (2024): Edisi Januari - April 2024
Publisher : LPPM STIE Muhammadiah Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31955/mea.v8i1.3857

Abstract

Indonesia merupakan salah satu dari empat negara produsen sepatu terbesar di dunia. Di sisi lain, merek sepatu luar negeri yang terkenal juga banyak di Indonesia. Ventela merupakan salah satu brand sepatu lokal ternama di Indonesia. Konsumen lokal mempunyai 4.444 preferensi mengenai negara asal produsen sepatu. Penduduk setempat lebih suka membeli sepatu bermerek lokal jika mereka memiliki selera yang berorientasi etnis dan menyukai merek lokal. Oleh karena itu, penelitian ini bertujuan untuk mengetahui "Pengaruh brand image, price, dan social media marketing, terhadap purchase decision pada produk sepatu lokal di kota bengkulu". Penelitian dilakukan dengan menggunakan kuesioner online, dan dikumpulkan 220 masyarakat kota Bengkulu. Penelitian ini menggunakan SmartPLS untuk menguji validitas, reaibilitas dan uji Hipotesis. Hasil penelitian ini menunjukan bahwa brand image, price, dan social media marketing berpengaruh terhadap purchase decision
PENGARUH SOCIAL MEDIA MARKETING, GAYAHIDUP, PENGETAHUAN PRODUK TERHADAP KEPUTUSAN PEMBELIANKOPI JANJI JIWA DENGAN NIAT BELI SEBAGAI VARIABEL MEDIASI Putri, Asri Qomariyati; Daulay, M Yasser Iqbal
Management Insight: Jurnal Ilmiah Manajemen Vol 21 No 1 (2026): Managament Insight: Jurnal Ilmiah Manajemen
Publisher : UNIB Press

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Abstract

Coffee is a drink that has a distinctive aroma, taste and popular with various groups. One of the best coffee shops is Kopi Janji Jiwa. One of them is in the city of Bengkulu, which is located on Jalan Sutoyo No 08 Tanah Patah, Ratu Agung District. This study aims to look at the influence of social media marketing, lifestyle and product knowledge on purchasing decisions for Janji Jiwa coffee in the city of Bengkulu. This study uses three independent variables, namely lifestyle, product knowledge, and social media marketing, one dependent variable, namely purchasing decisions and a mediating variable, namely purchase intention. This study uses quantitative methods, the type of data used is primary data. Data was collected through a questionnaire which was distributed online to 210 respondents who live in Bengkulu and have purchased a copy of Janji Jiwa in the city of Bengkulu. The results of this study indicate that lifestyle variables have no effect and are not significant on purchase intention. Lifestyle has no effect and is not signif icant on purchasing decisions. Purchase intention has significant influence on purchasing decisions. Product knowledge has significant and significant effect on purchase intention. Product knowledge has a significant and influential effect on purchasing decisions. Social media marketing has significant and significant effect on purchase intention. Social media marketing has an influence and is significant on purchasing decisions. Keywords: lifestyle, product knowledge, social media marketing, purchase intention, purchase decision
Co-Authors Putri, Asri Qomariyati Ramadhan, M Fikri Rizqi