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All Journal Maeswara: Jurnal Riset Ilmu Manajemen dan Kewirausahaan
Oktafianis Oktafianis
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Pengaruh Brand Image, Presepsi Harga, Dan Promosi Terhadap Keputusan Pembelian Produk Mie Gacoan Di Wilayah Solo Restu Putri Permatasari; Oktafianis Oktafianis; Rayhan Gunaningrat
Maeswara : Jurnal Riset Ilmu Manajemen dan Kewirausahaan Vol. 2 No. 1 (2024): Februari : Maeswara
Publisher : Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/maeswara.v2i1.624

Abstract

This research aims to determine the influence of brand image, price perception, and promotion on the purchasing decisions of Mie Gacoan products in the Solo region. The study utilizes a quantitative approach, employing primary data obtained through distributing written instruments or questionnaires and receiving responses from 100 samples. Smart PLS (Partial Least Square) analysis is used to evaluate the hypotheses in this research, which is a quantitative approach. Based on the results of the Smart PLS analysis conducted, it shows that purchasing decisions are positively (significantly) influenced by brand image, price perception, and promotion.
Peran Self Control dalam Memoderasi Pengaruh Shopping Lifestyle dan Discount terhadap Impulse Buying Oktafianis Oktafianis; Esti Dwi Rahmawati; Khabib Alia Akhmad
Maeswara : Jurnal Riset Ilmu Manajemen dan Kewirausahaan Vol. 2 No. 4 (2024): AGUSTUS : Maeswara
Publisher : Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/maeswara.v2i4.1129

Abstract

This research aims to determine the influence of shopping lifestyle and discounts on impulse buying among Shopee users in the Solo Raya area through the moderating variable self-control. This research uses quantitative methods. The population in this study were Shopee users in Solo Raya and had made purchases at Shopee in the last 3 months. The sampling technique in this research used purposive sampling with 97 samples. Data collection is carried out online via Google Forms. Data analysis in this research used SEM (Structural Equation Modeling) via SmartPLS 4.0 software. The results of this research show that shopping lifestyle and discounts have a significant effect on impulse buying. The results of the self-control moderation analysis are able to moderate (strengthen) the influence of lifestyle shopping and discounts on impulse buying among Shopee users in the Greater Solo area.
Co-Authors Esti Dwi Rahmawati KHABIB ALIA AKHMAD Rayhan Gunaningrat Restu Putri Permatasari