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All Journal JAMBIS : Jurnal Administrasi Bisnis
Irfan Setiawan
Institut Ilmu Sosial dan Manajemen STIAMI
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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PENGARUH PROMOSI ONLINE DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PADA TOKO ONLINE ZALORA (STUDI KASUS PADA MAHASISWA INSTITUT STIAMI KAMPUS BEKASI Irfan Setiawan; Rizki Fadillah
JAMBIS : Jurnal Administrasi Bisnis Vol 3, No 1: Februari 2023
Publisher : JAMBIS : Jurnal Administrasi Bisnis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31334/jambis.v3i1.3065

Abstract

The study aimed to investigate and analyze the effect of online promotion and price on buying decision on Zalora online store. The research method used was quantitative method. The data sampling technique used was questionnaire. The research population was the students of Institut STIAMI Kampus Bekasi Batch 2016. The sampling technique of the study was probability sampling with simple random sampling method. There were 63 samples. The study used analysis technique of multiple linear regression estimated using software SPSS version 24. The result of the study showed that online promotion and price had positive effect on buying decision. The price variable had the most significant effect and the online promotion variable had the smallest effect. The result of t-test showed that each independent variable had significant and positive effect on buying decision. The equation model had F value of 47.462 with significance level 0.000. The result of determination coefficient analysis showed that online promotion and price only explained 61.2% effect on buying decision. While the remaining 38.8% was explained by other variables not explained in the study
Pengaruh Promosi Dan Brand Image Terhadap Keputusan Pembelian Handphone Iphone Pada Mahasiswa Program Studi Administrasi Bisnis Institut Stiami Holifah; Irfan Setiawan
JAMBIS : Jurnal Administrasi Bisnis Vol. 6 No. 1: Februari 2026
Publisher : JAMBIS : Jurnal Administrasi Bisnis

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Abstract

Abstract. The use of iPhones among university students remains high despite the availability of many other smartphones offering similar features. This phenomenon suggests that promotion and brand image play a role in influencing purchasing decisions. Based on this, the research formulates three main research questions: (1) To what extent does promotion influence the decision to purchase an iPhone among students of the Business Administration Study Program at Institut STIAMI? (2) To what extent does brand image influence the decision to purchase an iPhone among these students? (3) To what extent do promotion and brand image jointly influence the decision to purchase an iPhone among these students? This research uses a quantitative method with a descriptive approach. The sample consists of 120 student respondents who either currently use or are interested in purchasing an iPhone. Data were collected through questionnaires and analyzed using multiple linear regression and SPSS software. The results indicate that both promotion and brand image have a positive and significant effect on iPhone purchase decisions. These findings highlight the importance of effective marketing strategies and a strong brand image in shaping consumer purchasing decisions, particularly among students. Keywords: Promotion, Brand Image, Purchase Decision.
Co-Authors Holifah Rizki Fadillah