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All Journal Scientific Journal of Reflection : Economic, Accounting, Management and Business JEBD
Dharma, Eka Adi
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Economics, Econometrics & Finance Engineering

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Pengaruh Harga dan Kualitas Produk terhadap Keputusan Pembelian Produk Es Teh Solo oleh Konsumen Mahasiswa Fakultas Ekonomi Universitas Pamulang Dharma, Eka Adi; Bastian, M. Ibnu; Perdana, Adrinata; Yulianto, Yulianto
SCIENTIFIC JOURNAL OF REFLECTION : Economic, Accounting, Management and Business Vol. 8 No. 1 (2025): SCIENTIFIC JOURNAL OF REFLECTION: Economic, Accounting, Management, & Business
Publisher : Sekolah Menengah Kejuruan (SMK) Pustek

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37481/sjr.v8i1.1009

Abstract

This Study aims to test and prove the influence of price and product quality on purchasing decisions for Solo iced tea products. The population in this study were students from the economics and business faculty at Pamulang University, management study program. This research used a sample of 51 respondents. The research method used is nonprobability sampling with purposive sampling technique. The results of the research show that the relationship between the independent variables, namely consumer perception and promotion, has a relationship with the dependent variable, namely purchasing decisions. From partial testing, the T test shows that price has no positive effect on purchasing decisions and the product quality variable shows a positive and significant effect on purchasing decisions. It can be concluded that the price variable has no effect and product quality has an effect on purchasing decisions. The coefficient of determination (R Square) is 0.374. Purchasing decisions can be explained by the price and quality of the product by 37.4%, while another 64.6% can be explained by other factors not examined in this research.
Pengaruh Brand Image dan Relationship Marketing terhadap Kepuasan Pelanggan PT Sun Express Dharma, Eka Adi; ., Ahyani
Jurnal Ekonomi dan Bisnis Digital Vol. 3 No. 3 (2026): Januari - Maret
Publisher : CV. ITTC INDONESIA

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Abstract

This study aims to analyze the effect of brand image and relationship marketing on customer satisfaction in the air freight services of PT Sun Express at Soekarno–Hatta International Airport, both partially and simultaneously. The research employed a quantitative associative approach with a population of 946 customers and a sample of 90 respondents determined using the Slovin formula. Data were collected through questionnaires and analyzed using multiple linear regression with SPSS. The results indicate that brand image has a positive and significant effect on customer satisfaction (t = 7.928; sig. = 0.000), as does relationship marketing (t = 9.634; sig. = 0.000). Simultaneously, both variables significantly influence customer satisfaction (F = 130.342; sig. = 0.000). The R Square value of 0.750 shows that 75% of the variation in customer satisfaction is explained by these two variables
Co-Authors ., Ahyani Bastian, M. Ibnu Perdana, Adrinata Yulianto Yulianto