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All Journal Jurnal Manajemen Bisnis Eka Prasetya International Journal of Social Science, Educational, Economics, Agriculture Research, and Technology (IJSET)
Muh Syulhasbiullah
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Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Economics, Econometrics & Finance Education

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Pengaruh Penggunaan Live Streaming, Online Brand Trust Dan Promosi Dalam Social Commerce Terhadap Keputusan Pembelian Muh Syulhasbiullah; Muhammad Hidayat; Anshar Daud
Jurnal Manajemen Bisnis Eka Prasetya Vol 10 No 2 (2024): Edisi September
Publisher : LPPM STIE EKA PRASETYA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47663/jmbep.v10i2.431

Abstract

Penelitian ini bertujuan untuk menganalisis (1) hubungan antara variabel penggunaan live streaming, kepercayaan merek online, dan promosi terhadap keputusan pembelian, baik secara parsial maupun simultan, serta (2) faktor yang paling dominan mempengaruhi keputusan pembelian dalam social commerce. Penelitian ini menggunakan metode kuantitatif dengan sampel jenuh sebanyak 104 responden yang merupakan pengguna aktif social commerce di kota Makassar yang melakukan pembelian secara online. Data primer dikumpulkan melalui kuesioner online yang telah diuji kualitasnya, kemudian diuji menggunakan asumsi klasik untuk memvalidasi model regresi linear berganda yang digunakan dalam pengujian hipotesis. Hasil analisis menunjukkan bahwa dalam social commerce, kepercayaan merek online tidak memiliki pengaruh signifikan terhadap keputusan pembelian. Sebaliknya, penggunaan live streaming dan promosi memiliki pengaruh signifikan dan positif. Oleh karena itu, untuk meningkatkan keputusan pembelian konsumen, bisnis dalam social commerce sebaiknya fokus pada optimalisasi penggunaan live streaming dan strategi promosi yang efektif.
THE EFFECT OF PRODUCT QUALITY, PRICE, AND PROMOTION ON PURCHASING DECISIONS AT KOPI JANJI JIWA IN MAKASSAR Gabriele Gonardy; Klara Felicia Jonardi; Jennifer Wityono; Richard Laurenta; Bryan Maxwell Jong Ganing; Muh Syulhasbiullah
International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET) Vol. 5 No. 1 (2025): DECEMBER - ON PROGRESS
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/ijset.v5i1.1328

Abstract

Purchasing decisions are inherent in every customer’s behavior. The purpose of this study is to analyze the influence of product quality, price, and promotion on purchasing decisions at Kopi Janji Jiwa in Makassar. The research data were collected through the distribution of closed-ended questionnaires using a Likert scale. The analytical tools employed in this study include descriptive statistical analysis, data quality tests (validity and reliability tests), hypothesis testing, multiple linear regression, and classical assumption tests using SPSS version 26. The results indicate that product quality (X1) has no significant effect on purchasing decisions (Y), price (X2) also has no significant effect on purchasing decisions (Y), while promotion (X3) has a significant influence on purchasing decisions. It can be concluded that simultaneously, product quality, price, and promotion collectively affect purchasing decisions.
Co-Authors Anshar Daud Bryan Maxwell Jong Ganing Gabriele Gonardy Jennifer Wityono Klara Felicia Jonardi Muhammad Hidayat Richard Laurenta