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All Journal Sketsa Bisnis Journal Of Informatics And Busisnes JEBD Harmony Management: International Journal of Management Science and Business
Andry Herawati
Universitas Dr. Soetomo Surabaya
Computer Science & IT Economics, Econometrics & Finance Engineering Social Sciences

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Analyzing the Influence of Price, Promotion, and Trust on Consumer Purchase Decisions: A Study of Mr. Frozen Food on the Shopee Marketplace Fedianty Augustinah; Ambarwati Octaviani; Dian Ferriswara; Andry Herawati; Liling Listyawati

Publisher : Universitas Yudharta Pasuruan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35891/jsb.v11i02.5522

Abstract

AbstractThis research investigates the impact of price, promotion, and trust on consumer purchasing decisions for Mr. Frozen Food through the Shopee platform. Applying a quantitative approach with a sample of 100 respondents, the study reveals that both price and trust significantly and positively influence purchasing decisions, while promotion has a significant negative effect. The regression analysis shows that all three variables collectively influence purchasing decisions, with an adjusted R square of 98.8%. These results highlight that competitive pricing and consumer trust are key drivers of purchasing behavior, whereas promotional strategies may require reassessment. The study offers valuable insights for shaping marketing strategies within the e-commerce sector. AbstrakStudi ini meneliti dampak harga, promosi, dan kepercayaan terhadap keputusan pembelian konsumen Mr. Frozen Food di platform Shopee. Dengan pendekatan kuantitatif yang melibatkan 100 partisipan, penelitian ini menemukan bahwa harga dan kepercayaan konsumen memiliki pengaruh positif signifikan terhadap keputusan pembelian, sementara promosi berdampak negatif signifikan. Hasil analisis regresi menunjukkan bahwa ketiga variabel tersebut secara simultan memengaruhi keputusan pembelian, dengan nilai adjusted R square sebesar 98,8%. Temuan ini menegaskan pentingnya harga yang kompetitif dan kepercayaan dalam meningkatkan keputusan pembelian konsumen, sementara efektivitas promosi memerlukan evaluasi lebih lanjut. Penelitian ini memberikan kontribusi bagi pengembangan strategi pemasaran di industri e-commerce.
The Influence The Influence of Price Perception, Electronic word of mouth (e-WOM), and Product Quality on Purchasing Decisions for Culinary MSME Products in Generation Z in Bangkalan liling listyawati; Alfariza Ramdini Rahmawati; andry herawati
Journal Of Informatics And Busisnes Vol. 4 No. 2 (2026): Juli - September
Publisher : CV. ITTC INDONESIA

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Abstract

The primary objective of this study is to analyze the contributions of price perception, electronic word-of-mouth (e-WOM), and product quality to the purchasing decisions regarding culinary MSME products among Generation Z in Bangkalan Regency. The study employs a descriptive quantitative approach using a survey method with a sample of 100 Generation Z respondents selected via purposive sampling. Data were collected using a 20-item questionnaire covering four operational variables and analyzed through multiple linear regression. Instrument testing confirmed the validity of all items, with calculated r-coefficients (0.785–0.897) consistently exceeding the critical r-table value (0.197). Internal consistency was also established, with Cronbach’s Alpha values ​​ranging from 0.907 to 0.921. Partial regression results indicate that price perception has a positive and significant impact on purchasing decisions (B=0.283; t=4.166; p<0.001). Similarly, e-WOM (B=0.342; t=4.581; p<0.001) and product quality (B=0.434; t=5.619; p<0.001) were found to exert positive and significant influences. Simultaneously, the combination of these three predictors significantly influenced the dependent variable (F=72.005; p<0.001). The Adjusted R-Square value of 0.683 indicates that 68.3% of the variation in purchasing decisions is explained by the independent variables under study, while the remaining 31.7% is attributed to external factors outside the model. Product quality emerged as the most dominant determinant.
The Influence of Online Customer Reviews and Product Quality Perception on Skintific Purchase Decisions on Tiktok Shop Ayu Nabila Fransiska; Liling Listyawati; Andry Herawati; Damajanti Sri Lestari
Harmony Management: International Journal of Management Science and Business Vol. 2 No. 4 (2025): International Journal of Management Science and Business
Publisher : International Forum of Researchers and Lecturers

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70062/harmonymanagement.v2i4.493

Abstract

This study is intended to identify the impact of Online Customer Reviews and Product Quality Perceptions on Skintific Purchase Decisions on TikTok Shop. This study applies a quantitative approach through causal methods. Involving 96 respondents who have purchased and used Skintific products on the platform. Data analysis was carried out through the stages of classical assumption tests (normality, multicollinearity, and heteroscedasticity), and used multiple linear regression to test the research hypothesis. The findings show that online customer reviews and product quality perceptions have a positive and significant influence on purchase decisions, both when tested individually and together. The adjusted coefficient of determination (Adjusted R²) reaches 0.875, which means that 87.5% of the variation in purchase decisions can be explained by the two independent variables, while the remaining 12.5% is influenced by external elements outside of this model. Among the two variables studied, Online Customer Reviews were proven to have a dominant influence on Purchase Decisions, with a higher Beta value than Product Quality Perception. This conclusion emphasizes that positive reviews from customers and a good view of product quality are the main drivers for consumers to purchase Skintific products on TikTok Shop. Thus, companies are advised to maintain product reputation through consistent quality as well as optimize digital communication strategies based on customer reviews to improve consumer purchasing decisions.
Pengaruh Promosi dan Marketing Communication terhadap Keputusan Berkunjung pada Kegiatan Kesenian di Taman Budaya Cak Durasim Surabaya Lidya Febriyanti; Fedianty Augustinah; Andry Herawati; Mochammad Arfani
Jurnal Ekonomi dan Bisnis Digital Vol. 3 No. 2 (2025): Oktober - Desember
Publisher : CV. ITTC INDONESIA

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh promosi dan komunikasi pemasaran terhadap keputusan berkunjung pada kegiatan kesenian di Taman Budaya Cak Durasim Surabaya. Penelitian ini menggunakan pendekatan kuantitatif dengan jenis penelitian eksplanatori. Data dikumpulkan melalui penyebaran kuesioner kepada 96 responden yang merupakan pengunjung kegiatan kesenian di Taman Budaya Cak Durasim Surabaya dengan teknik accidental sampling. Analisis data dilakukan menggunakan regresi linier berganda dengan bantuan perangkat lunak SPSS. Hasil penelitian menunjukkan bahwa secara parsial promosi berpengaruh positif dan signifikan terhadap keputusan berkunjung, demikian pula komunikasi pemasaran yang memiliki pengaruh positif dan signifikan serta menjadi variabel paling dominan. Secara simultan, promosi dan komunikasi pemasaran berpengaruh positif dan signifikan terhadap keputusan berkunjung. Nilai koefisien determinasi (R²) sebesar 0,830 menunjukkan bahwa 83% variasi keputusan berkunjung dapat dijelaskan oleh promosi dan komunikasi pemasaran, sedangkan sisanya dipengaruhi oleh faktor lain di luar model penelitian. Hasil penelitian ini diharapkan dapat menjadi bahan pertimbangan bagi pengelola destinasi seni budaya dalam merancang strategi promosi dan komunikasi pemasaran yang lebih efektif untuk meningkatkan minat kunjung masyarakat.
Co-Authors Alfariza Ramdini Rahmawati Ambarwati Octaviani Ayu Nabila Fransiska Damajanti Sri Lestari Fedianty Augustinah Fedianty Augustinah Lidya Febriyanti Liling Listyawati Mochammad Arfani