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All Journal Jurnal Kewirausahaan, Akuntansi, dan Manajemen TRI BISNIS Sekolah Tinggi Ilmu Ekonomi Tri Bhakti
Nurmulya, Fitrasyah
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Economics, Econometrics & Finance

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Brand Image, Price Perception and Product Quality Factors That Influence The Iphone Purchase Decision of STIE Tri Bhakti’s Students Nurmulya, Fitrasyah; Yuniar, Irene
JURNAL KEWIRAUSAHAAN, AKUNTANSI DAN MANAJEMEN TRI BISNIS Vol 7 No 1a (2025): Jurnal Kewirausahaan, Akuntansi, dan Manajemen (Special Issue)
Publisher : STIE Tri Bhakti

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59806/jkamtb.v7i1a.702

Abstract

The contradiction between students' financial capabilities and their purchasing decisions for premium products such as iPhones shows that there are strong psychological and perceptual factors. The purpose of this study is to determine the influence of brand image, price perception, and product quality on iPhone smartphone purchasing decisions among students at STIE Tri Bhakti Bekasi City. This study uses quantitative research methods. The sampling technique uses purposive sampling. The criteria for selecting respondents are those who have used and are active users of iPhone smartphones. This study is supported by SPSS software version 26 to obtain research results. The results of this study determine that 1. Brand image partially has a positive and significant effect on purchasing decisions; the t-value is 8.164. t-table 1.664, the significance level is 0.000 < 0.005, so hypothesis one is accepted. 2. Price perception partially has a positive and significant effect on purchasing decisions; the t-value is 3.214. t-table 1.664, the significance level is 0.002 < 0.005, so hypothesis two is accepted. 3. Product quality partially has a positive and significant effect on purchasing decisions; the calculated t value is 6.721 > t table 1.664, and the significant level is 0.000 < 0.005, so the third hypothesis is accepted. 4. Brand image, price perception, and product quality simultaneously have a positive and significant effect on purchasing decisions; the calculated f value is 134.855 > ft table 2.72, and the significant level is f 0.000 < 0.05, so the fourth hypothesis is accepted. The coefficient of determination (R²) has an R-square value of 0.829, or 82.9%, which means that the independent variables, namely brand image, price perception, and product quality, can explain purchasing decisions by 82.9%, while the remaining 17.1% is explained by other variables
Marketing Influencer, Price, and Product Quality Factors That Influence The Purchase Decision Of G2G (Glad2glow) Products on Tiktok Shop (A Study on Tiktok Shop Glad2glow_indo Followers) Naibaho, Esrawati; Nurmulya, Fitrasyah
JURNAL KEWIRAUSAHAAN, AKUNTANSI DAN MANAJEMEN TRI BISNIS Vol 7 No 2 (2025): Jurnal Kewirausahaan, Akuntansi dan Manajemen
Publisher : STIE Tri Bhakti

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59806/jkamtb.v7i2.619

Abstract

This study aims to analyze the influence of marketing influencer, price, and product quality towards the purchase decision of G2G (Glad2Glow) products on the TikTok platform. The method used is quantitative with a survey approach to 100 respondents who are followers of the Glad2Glow_Indo TikTok shop account. Data was collected through questionnaires and analyzed using multiple linear regression with the assistance of SPSS V.25. The results of this study indicate that influencer marketing, price, and product quality have a positive and significant influence on purchasing decisions. The results of this study indicate that influencer marketing has a positive and significant influence on purchasing decisions with a coefficient of 0.167 and a Sig. value of 0.009. Price has a positive and significant influence on purchasing decisions with a coefficient of 0.297 and a significance value of 0.001. Product quality has a positive and significant influence on purchasing decisions with a coefficient of 0.193 and a significance value of 0.015. Simultaneously, all three variables have a significant influence on purchasing decisions. With an F value of 37.725 and a significance level of 0.000, which is less than 0.05.
Pengaruh Promosi Dan Kualitas Pelayanan Terhadap Minat Beli Konsumen Es Teh Poci Sofiah , Shella; Nurmulya, Fitrasyah
JURNAL MANAJEMEN BISNIS TRI BHAKTI Vol 3 No 1 (2024): Jurnal Manajemen Bisnis
Publisher : Prodi Manajemen STIE Tri Bhakti

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

Buying interest in Dukuh Zamrud Poci Ice Tea can be influenced by promotions and good service quality, where good promotions can influence consumers' buying interest. As for good service quality, it will affect promotions, so that consumer buying interest increases. The purpose of this study was to identify, explain and analyze the effect of promotion and service quality on consumer buying interest in Dukuh Zamrud Poci Ice Tea. The sampling technique used in this research is purposive sampling technique. Samples taken as many as 100 customers. The analysis used in this study is multiple regression analysis along with the classical assumption test. The results of this study prove that there is a positive and significant influence between promotions on consumer buying interest, as well as a positive and significant influence between service quality and consumer buying interest at Dukuh Zamrud Poci Es Tea. In this study, it states that there is a partial effect of promotion on consumer buying interest. The results of the coefficient of determination show that the R Square result is 0.684 which means that Promotion and Service Quality contribute 68.4% in influencing Consumer Purchase Interest in Dukuh Zamrud Es Tea Poci, and the remaining 31.6% is influenced by other variables outside this research.
Co-Authors Irene Yuniar, Irene Naibaho, Esrawati Sofiah , Shella