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All Journal Economic: Journal Economic and Business Jurnal Ekonomi, Manajemen, Akuntansi
Simanjuntak, Stephen
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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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 Brand Awareness and Brand Image on ASUS Laptop Purchasing Decisions of Management Students at Medan State University Simanjuntak, Stephen; Marpaung, Jeremy Partogi; Simalango, Nora Florentina; Tarigan, Nimia Eliani Br; Sitindaon , Natanael; Siregar, Zulkarnain
Economic: Journal Economic and Business Vol. 2 No. 3 (2023): 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.v2i3.683

Abstract

Asus branded laptops have played a significant role among students. As the most widely used laptop brand by Indonesian consumers, a survey by the Katadata Insight Center (KIC) 2023 showed that 23.3% of respondents used Asus brand laptops in the last year. The type of research used in this research is quantitative research. The sample was used by 32 consumer respondents who purchased the Asus brand laptop. The test results showed that brand awareness did not have a significant influence on ASUS laptop purchasing decisions among the students of State University of Medan Management. The test result of the brand image hypothesis on Asus laptop purchase decisions showed an interesting finding. The brand image test results have a positive and significant impact on the purchase decision of Asus laptops. The results of the hypothetical test showed the brand Awareness does not significantly influence the purchase decisions of ASUS laptops among the student of State College of Medan. However, the interesting results also found that brand image has a positive, significant effect on the purchasing decision of the laptop ASUS. Brand awareness is not always a major determinant in purchasing decisions, especially in specific market segments such as students. Therefore, marketing strategies need to be more holistic and integrated with a focus not only on brand awareness but also on other factors relevant to consumer needs and preferences.
Pengaruh Viral Marketing, Brand Image, Dan Persepsi Harga Terhadap Minat Beli Kopi Kenangan (Studi Kasus Pada Kalangan Mahasiswa Fakultas Ekonomi Universitas Negeri Medan) Simanjuntak, Stephen; Siregar, Zulkarnain
EKOMA : Jurnal Ekonomi, Manajemen, Akuntansi Vol. 4 No. 6: September 2025
Publisher : CV. Ulil Albab Corp

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56799/ekoma.v4i6.9984

Abstract

Penelitian ini bertujuan untuk menguji pengaruh Viral Marketing, Brand Image, dan Price Perception terhadap Purchase Interest pada Kopi Kenangan. Populasi dalam penelitian ini adalah mahasiswa Fakultas Ekonomi Universitas Negeri Medan angkatan 2021–2023 yang telah mengonsumsi Kopi Kenangan sebanyak 1.630 orang. Responden yang terpilih sebanyak 130 orang dengan menggunakan rumus Hair. Pengumpulan data menggunakan kuesioner dengan skala Likert dan analisis data menggunakan Multiple Linear Regression dengan program SPSS 27.0 for Windows. Hasil penelitian menunjukkan bahwa secara simultan Viral Marketing, Brand Image, dan Price Perception berpengaruh signifikan terhadap Purchase Interest, ditunjukkan dengan nilai F-hitung sebesar 79,700 > F-tabel 2,68 dan taraf signifikansi 0,001 < 0,05. Koefisien determinasi (R²) sebesar 0,647 yang berarti sebesar 64,7% variasi Purchase Interest dipengaruhi oleh ketiga variabel bebas tersebut, sedangkan sisanya sebesar 35,3% dipengaruhi oleh faktor lain yang tidak diteliti. Secara parsial, Pemasaran Viral (nilai T = 3,272) dan Persepsi Harga (nilai T = 15,047) berpengaruh signifikan terhadap Minat Beli. Namun, Citra Merek (nilai T = 0,338 < T tabel 1,657) tidak berpengaruh signifikan. Dengan demikian, dapat disimpulkan bahwa Pemasaran Viral dan Persepsi Harga berpengaruh positif terhadap Minat Beli Kopi Kenangan di kalangan mahasiswa, sedangkan Citra Merek tidak berpengaruh.
Co-Authors Marpaung, Jeremy Marpaung, Jeremy Partogi Pane, Sari Aparpan Prabowo, Stevanus Wahyudianto Simalango, Nora Florentina Siregar, Zulkarnain Sitindaon , Natanael Syahreza, Dina Sarah Tarigan, Nimia Eliani Br Yumni, Raihanah