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All Journal Jurnal Ekonomika Dan Bisnis
Novitasari, Meidi
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Economics, Econometrics & Finance

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Pengaruh Testimoni Dan Harga Terhadap Minat Beli Produk Kamura Bakery Bandar Lampung Novitasari, Meidi; Daud, Syahril
Jurnal Ekonomika Dan Bisnis (JEBS) Vol. 4 No. 6 (2024): November - Desember
Publisher : CV. ITTC INDONESIA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47233/jebs.v4i6.2414

Abstract

Nilai Minat beli memainkan peran penting dalam membangun hubungan yang erat antara Testimoni dan harga, Ketika pelanggan merasa yakin akan produk dan harga yang sesuai dengan kulitasnya mereka cenderung meningkatkan rasa minat beli yang tinggi. Penelitian ini bertujuan untuk menguji pengaruh testimoni dan harga terhadap minat pelanggan dalam membeli produk. Pada penelitian ini menggunakan metode kuantitatif dengan Teknik analisis yakni analisis regresi berganda. Sebelum melakukan uji regresi, akan melalui uji asumsi klasik terlebih dahulu. Pada penelitian ini menggunakan kamura bakery bandar lampung sebagai subjek dengan sebanyak 97 responden. Penelitian ini mengungkapkan bahwa terdapat pengaruh yang positif antara testimoni maupun harga secara bersama terhadap minat beli. Variabel harga memiliki pengaruh yang lebih besar dibandingkan testimoni dengan menunjukkan bahwa pelanggan lebih mempertimbangkan kesesuaian harga daripada testimonia tau penilaian dari pelanggan lain.
The Influence of Influencers, Live Streaming, EWOM, and Flash Sales on Purchasing Decisions through Jiera Consumer Satisfaction in TikTok Shop as an Intervening Variable (Case Study of FEB Students, Bandar Lampung University) Novitasari, Meidi; Barusman, Andala Rama Putra
Jurnal Ekonomika Dan Bisnis (JEBS) Vol. 5 No. 1 (2025): Januari - Februari
Publisher : CV. ITTC INDONESIA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47233/jebs.v5i1.2605

Abstract

This study attempts how influencers, live streaming, EWOM, and flash sales influence purchase decisions using customer satisfaction as an intervening variable. A quantitative approach was used, employing surveys and questionnaires from 280 respondents. Structural Equation Modeling (SEM) with a PLS approach revealed that influencers positively and significantly influence purchase decisions, as their credibility, attractiveness, and popularity enhance consumer trust. Conversely, live streaming, EWOM, and flash sales were found to have no significant effect on purchase decisions, indicating that real-time interactions, positive reviews, and large discounts fail to sufficiently drive consumer interest in Jiera's products. It has been demonstrated that the link between these factors and purchase decisions is mediated by customer satisfaction. Furthermore, customer satisfaction significantly impacts purchase decisions, with satisfied consumers demonstrating loyalty and willingness to recommend products. This study provides insights for businesses to prioritize strategies that enhance consumer shopping experiences.
Co-Authors Andala Rama Putra Barusman Syahril Daud