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All Journal Indonesian Journal of Social Research (IJSR) Ilomata International Journal of Management Studi Akuntansi, Keuangan, dan Manajemen Law and Economics Jurnal Cendekia Ilmiah
Gultom, Masrina
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences

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Analysis of Price Perception, Service Quality, and Product Quality on Pur-chase Decisions at Mie Gacoan Gultom, Masrina; Asri, Wulandari; Nirmala, Yanti
Law and Economics Vol. 19 No. 1 (2025): February: Law and Economics
Publisher : Institute for Law and Economics Studies

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

This research aims to analyze the influence of price perception, service quality, and product quality on the purchasing decision of Mie Gacoan. The method used includes data collection through questionnaires distributed to Mie Gacoan consumers, focusing on the variables consid-ered to influence purchasing decisions. The analysis results show that product quality and service quality have a significant positive impact on purchasing decisions, while price perception has a negative and insignificant effect. The combined contribution of these three variables explains about 65.37% of the variation in purchasing decisions, indicating that these factors are highly relevant in determining consumer choices. These findings provide important insights for Mie Gacoan's
Word of Mouth Yang Dipengaruhi Kualitas Pelayanan, Servicescape, Dan Kepuasan Konsumen Di Coffeetamin Bonser Gultom, Masrina; Hasudungan, Revalino Tigor
J-CEKI : Jurnal Cendekia Ilmiah Vol. 4 No. 5: Agustus 2025
Publisher : CV. ULIL ALBAB CORP

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56799/jceki.v4i5.11338

Abstract

Tujuan dari studi ini untuk menguji pengaruh kualitas pelayanan, servicescape, dan kepuasan konsumen coffetamin terhadap word of mouth. Pada bulan Mei 2025, proses pengumpulan data dilakukan pada sebuah perusahaan yang bergerak di jasa layanan makanan dan minuman bernama Coffetamin. Jumlah sampel, peneliti teknik sampling “accidental sampling” sehingga diperoleh 100 responden utama. Selain itu, sebanyak 20 responden tambahan dilibatkan secara khusus untuk keperluan pengujian validitas dan reliabilitas instrumen penelitian. Penelitian ini menggunakan Analisis regresi linier berganda. Pengujian validitas, reliabilitas, serta asumsi klasik, serta uji regresi dilakukan menggunakan perangkat lunak IBM SPSS versi 26. Berdasarkan hasil dari olah data yang telah dilakukan dapat kami simpulkan sebagai berikut: secara simultan ketiga variabel bebas berpengaruh terhadap word of mouth, secara parsial, Kualitas pelayanan tidak terbukti berpengaruh terhadap word of mouth, servicescape berpengaruh terhadap word of mouth, kepuasan konsumen coffeetamin berpengaruh terhadap word of mouth.
Eco-Driven Desire: The Synergy of Brand Image and Emotion in Cultivating Loyal Consumers Pramadanti, Rindika; Gultom, Masrina; Sihombing, Rusman Effendi
Indonesian Journal of Social Research (IJSR) Vol 7 No 3 (2025): Indonesian Journal of Social Research (IJSR)
Publisher : Universitas Djuanda

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30997/ijsr.v7i3.661

Abstract

This study investigates the influence of green marketing, brand image, and emotional desire on customer satisfaction and loyalty within the context of McDonald's, a leading brand in the fast-food industry. In response to growing environmental awareness and intense market competition, companies are increasingly required not only to offer high-quality products but also to foster emotional connections and build strong, positive brand images in the minds of consumers. Employing a quantitative approach, this research uses a survey method targeting consumers of environmentally friendly products. The population comprised customers who had made at least two purchases at McDonald’s, and data were collected using a purposive sampling technique, yielding a total of 225 respondents. Questionnaires were distributed between February and April 2025, and data were analyzed using the SmartPLS software. The findings reveal that green marketing, brand image, and emotional desire significantly influence customer satisfaction. Moreover, brand image and emotional desire directly impact customer loyalty, while green marketing does not have a direct effect. Emotional desire also indirectly positively affects customer loyalty through the mediating role of customer satisfaction. However, green marketing and brand image do not exhibit significant indirect effects through customer satisfaction. This study contributes to understanding emotional and sustainability-related drivers of customer loyalty in the fast-food sector. It offers practical implications for marketers and business practitioners, emphasizing the need to integrate emotional engagement and environmentally responsible strategies to enhance customer loyalty.
How Product Quality Drives Consumers to Speak: A Study on Word of Mouth Gultom, Masrina; Asri, Wulandari; Pringgading, Elang
Ilomata International Journal of Management Vol. 7 No. 2 (2026): April 2026
Publisher : Yayasan Sinergi Kawula Muda

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61194/ijjm.v7i2.882

Abstract

This study aims to examine how product quality can encourage word of mouth (WOM) through purchase decisions and consumer satisfaction. In the context of increasingly complex business competition, understanding the effect chain from product quality to WOM is essential, especially for micro business actors such as local restaurants. This study uses a quantitative approach with accidental sampling techniques on 120 consumers of Mi Aceh Restaurant in Tebet, South Jakarta. The research instrument is in the form of a Likert scale questionnaire that measures four main variables: product quality, purchase decision, consumer satisfaction, and WOM. Data analysis was carried out using Path Analysis through SmartPLS 3 software. The results of the study show that product quality directly affects purchase decisions, purchase decisions affect consumer satisfaction, and consumer satisfaction affects word of mouth. The indirect influence of product quality affects word of mouth through purchasing decisions and consumer satisfaction. Maintaining and improving product quality is very important because it directly influences purchasing decisions, consumer satisfaction, and encourages positive word of mouth for restaurant businesses. Therefore, business actors need to ensure an easy and pleasant buying experience, as well as provide friendly and responsive services so that consumers feel satisfied and encouraged to recommend products voluntarily. The novelty of this research lies in identifying a serial mediation that links product quality, purchase decision, and consumer satisfaction to the emergence of positive word of mouth. In addition, this study was conducted within the context of traditional culinary micro‑businesses, specifically Mie Aceh, which has received limited academic attention, thereby offering new empirical contributions to the development of marketing strategies based on quality and consumer experience in the local culinary sector.
Consumer Loyalty: Influence of Servicescape, Service Quality, and Lifestyle through Consumer Satisfaction Hasudungan, Revalino Tigor; Khalid, Jamaludin; Gultom, Masrina
Studi Akuntansi, Keuangan, dan Manajemen Vol 5 No 3 (2026): January
Publisher : Penerbit Goodwood

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/sakman.v5i3.4522

Abstract

Purpose: This research analyses Consumer Loyalty Influenced by Servicecape, Service Quality, and Lifestyle Through Consumer Satisfaction in Koda Bar Jakarta. Methodology: This study involved 92 respondents as samples, with the Accidental Sampling technique used for sampling. We use the Path Analysis method to overcome this problem. This technique allows direct and indirect estimation with the help of the IBM SPSS application. Result: In Stucture 1, Servicescape, Service Quality, and Lifestyle simultaneouly impact Consumer Satisfaction. However, only Service Quality and Lifestyle have a significant partial effect on Consumer Satisfaction, whereas Servicescape does not. In Structure 2, Servicescape, Service Quality, Lifestyle, and Consumer Satisfaction collectively influence Consumer Loyalty. Yet, only Servicescape and Lifestyle significantly affect Consumer Loyalty, while Service Quality and Consumer Satisfaction do not. Additionally, Servicescape, Service Quality, and Lifestyle do not indirectly affect consumer loyalty through consumer satisfaction, as evidenced by the Sobel test results, which show no mediating effect. Conclusion: Service Quality and Lifestyle influence satisfaction, while loyalty is driven by Servicescape and Lifestyle. Satisfaction does not serve as a mediator. These findings highlight the importance of service quality, understanding customer lifestyles, and optimizing the bar’s physical environment. Limitations: This study is limited to one research object only, and has not considered other variables that may also affect consumer loyalty, such as price or promotion. Contribution: This study contributes to the understanding of how factors such as servicescape, service quality, and lifestyle can affect consumer satisfaction and loyalty in the entertainment and hospitality industry, and provides suggestions for entrepreneurs to design better consumer experiences.
Co-Authors Asri, Wulandari Hasudungan, Revalino Tigor Khalid, Jamaludin Nirmala, Yanti Pramadanti, Rindika Pringgading, Elang Sihombing, Rusman Effendi