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All Journal Technology, Business and Entrepreneurship Jurnal Manajemen Bisnis dan Terapan
riawan, joni
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Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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The Effect of Product Quality, Brand Image, and Competitive Prices on Purchasing Decisions riawan, joni; Jonathan, Dyson
Technology, Business and Entrepreneurship Vol. 3 No. 1 (2025): Technology, Business and Entrepreneurship
Publisher : Lembaga Penelitian dan Pengabdian Masyarakat (LPPM) Institut Teknologi dan Bisnis Sabda Setia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61245/techbus.v3i1.30

Abstract

This study aims to examine and analyze the influence of product quality, brand image, and price on purchasing decisions at CW Coffee. The research employed a quantitative approach, with data collected through an online questionnaire distributed via Google Forms. The population in this study consisted of Indonesian consumers who had previously purchased CW Coffee products. The sample was selected using a convenience sampling technique, resulting in a total of 98 respondents. The findings indicate that product quality and price have a significant influence on purchasing decisions, while brand image does not show a significant effect. Based on these results, it is recommended that CW Coffee continue to improve product quality and maintain a competitive pricing strategy, as both factors play a crucial role in influencing consumer purchase decisions. Although brand image was not found to be a significant factor in this study, it is still advisable for CW Coffee to preserve and strengthen its brand identity to support long-term marketing efforts.
THE INFLUENCE OF THE SHOPEE PAY LATER FEATURE, LIVE STREAMING, AND LIFESTYLE (HEDONIC MOTIVATION) ON THE CONSUMER BEHAVIOR OF PEOPLE IN PONTIANAK IN ONLINE SHOPPING Riawan, Joni; -, Noviansius; Alvincia, Velissa; -, Vinsensius
Jurnal Manajemen Bisnis dan Terapan Vol. 3 No. 1 (2025): MEISTER January 2025
Publisher : This journal is published by the Vocational School of Universitas Sebelas Maret.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20961/meister.v3i1.2086

Abstract

Increasing online purchasing practices have driven the growth of E-commerce in Indonesia. Based on the popularity of Shopee in Indonesia, payment methods have been developed to facilitate the consumer transaction process. Later, with the increased use of live streaming features and payment methods such as Shopee PayLater, Indonesia's hedonistic lifestyle is increasingly dominating consumer behavior. Finally, a hedonistic lifestyle significantly impacts Indonesian people's consumer behavior, especially among the younger generation and the upper middle class. Hedonistic motivation drives individuals to consume based on functional needs and gain emotional satisfaction and social status. This study will discuss in more depth the causal relationship that can be caused by the Shopee Pay Later feature (X1), Live Streaming (X2), and Hedonism Motivation (X3) on consumer shopping behavior (Y) by using a research method based on the results of the multilinearity test. It is concluded that the live streaming feature and hedonistic lifestyle have significantly influenced the Pontianak community's consumer behavior. In contrast, the Shopee Pay Later feature is not significant. This can be proved by the T-Test score, which shows that the Shopee Pay Later feature obtained a Sig result of 0.680, which means it does not affect consumer behavior. Meanwhile, the Live Streaming feature obtained a Sig result of 0.005, and the hedonistic lifestyle shows a Sig result of 0.000, which means that these two variables have a significant effect in line with the research results. In addition, a hedonistic lifestyle strengthens the emotional drive to shop to achieve personal satisfaction.
Co-Authors -, Noviansius -, Vinsensius Alvincia, Velissa Jonathan, Dyson