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All Journal Economic: Journal Economic and Business
Pane, Sari Aparpan
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Analysis of the Influence of Product Innovation, Product Price, and Product Quality on Consumer Purchasing Decisions for Medan Pancing Mie Gacoan Pane, Sari Aparpan; Syahreza, Dina Sarah; Yumni, Raihanah; Simanjuntak, Stephen; Marpaung, Jeremy; Prabowo, Stevanus Wahyudianto
Economic: Journal Economic and Business Vol. 3 No. 3 (2024): ECONOMIC: Journal Economic and Business
Publisher : Lembaga Riset Mutiara Akbar (LARISMA)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56495/ejeb.v3i3.607

Abstract

The fastfood culinary industry in Indonesia is experiencing rapid growth, offering a variety of attractive food options for the community. One of the popular types of food is instant noodles, especially fried instant noodles made by the Mie Gacoan brand. This study aims to analyze the relationship between Product Innovation, Product Price, and Product Quality on Purchase Decisions for Mie Gacoan Medan Pancing. The research method used is quantitative, with data collection techniques through surveys. Data were analyzed using multiple linear regression. The results show that product innovation, product price, and product quality have a positive and significant effect on purchase decisions. Additionally, product innovation, product price, and product quality also have a simultaneous effect on purchase decisions. This study provides important implications for Mie Gacoan Medan Pancing, where Mie Gacoan Medan Pancing must continuously innovate by introducing new and attractive high-quality products for consumers, and also consider their product prices to remain competitive and affordable for consumers.
The Influence of Price and Co-Branding on Purchase Decisions of Azarine Products with Consumer Satisfaction as a Mediating Variable at Underprice Skincare Stores in Medan Pane, Sari Aparpan; Hutasuhut, Saidun
Economic: Journal Economic and Business Vol. 4 No. 3 (2025): ECONOMIC: Journal Economic and Business
Publisher : Lembaga Riset Mutiara Akbar (LARISMA)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56495/ejeb.v4i3.1098

Abstract

This study aims to examine the influence of price and co-branding on purchase decisions of Azarine products, with customer satisfaction acting as a mediating variable between price and purchase decision. The research method used is a quantitative approach by distributing questionnaires to consumers who have purchased Azarine products and Azarine co-branded products at Underprice Skincare Store Medan. The data analysis technique used in this study is SEM-PLS to test the relationship between variables. The results show that price, co-branding, and customer satisfaction have a positive and significant influence on purchase decisions. Furthermore, customer satisfaction is proven to mediate the relationship between price and purchase decisions of Azarine products at Underprice Skincare Store Medan. These findings indicate that while affordable pricing is an important factor in consumer decision-making, an effective co-branding strategy and high customer satisfaction can serve as key drivers in encouraging purchase decisions.
Co-Authors Marpaung, Jeremy Prabowo, Stevanus Wahyudianto Saidun Hutasuhut Simanjuntak, Stephen Syahreza, Dina Sarah Yumni, Raihanah