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All Journal SENTRI: Jurnal Riset Ilmiah Law and Economics
Asri, Wulandari
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Aerospace Engineering Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance 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

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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
Pengaruh Brand Image UMKM (Naila Cookies) terhadap Keputusan Pembelian Konsumen Guna Meningkatkan Produk Nirmala, Yanti; Asri, Wulandari
SENTRI: Jurnal Riset Ilmiah Vol. 4 No. 8 (2025): SENTRI : Jurnal Riset Ilmiah, Agustus 2025
Publisher : LPPM Institut Pendidikan Nusantara Global

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55681/sentri.v4i8.4407

Abstract

This study aims to determine the effect of brand image on consumer purchasing decisions for Naila Cookies products. Brand image is one of the key factors in shaping consumer perceptions of product quality and credibility. The research uses a quantitative associative approach with a total of 30 respondents who are consumers of Naila Cookies. Data were collected through questionnaires and analyzed using simple linear regression with SPSS version 26. The results show that brand image has a positive and significant effect on consumer purchasing decisions, with a regression coefficient value of 0.816 and a significance level of 0.000 (p < 0.05). The R Square value of 0.490 indicates that brand image explains 49% of the variation in purchasing decisions. These findings suggest that the better a product’s brand image, the higher the likelihood of consumer purchases. Therefore, MSMEs like Naila Cookies need to strengthen their brand image to increase customer loyalty and buying interest.
Co-Authors Gultom, Masrina Nirmala, Yanti