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All Journal Jurnal Manajemen Bisnis Kewirausahaan International Journal of Economic Research and Financial Accounting Jurnal Ekonomi, Manajemen Pariwisata dan Perhotelan
Praida Hansyah
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Pengaruh Bauran Pemasaran dan Kualitas Produk terhadap Keputusan Pembelian Bawang Merah di Pasar Gelugur Kota Rantauprapat Kabupaten Labuhanbatu Tami Rahmantia; Rizki Syahputra; Praida Hansyah
JUMBIWIRA : Jurnal Manajemen Bisnis Kewirausahaan Vol. 4 No. 1 (2025): April : Jurnal Manajemen Bisnis Kewirausahaan
Publisher : BADAN PENERBIT STIEPARI PRESS

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56910/jumbiwira.v4i1.2045

Abstract

This study aims to determine the influence of marketing mix and product quality on purchase decisions of shallots at Gelugur Market, Rantauprapat City, Labuhanbatu Regency. This research is an associative study using a descriptive quantitative approach. Data were collected through questionnaires distributed to 96 respondents, who are consumers of shallots at the research location. The data collection techniques used were questionnaire distribution and observation, and the data were analyzed using SPSS version 20.The results of the study indicate that the marketing mix and product quality variables have a positive and significant influence, both partially and simultaneously, on purchase decisions. Thus, it can be concluded that the marketing mix and product quality collectively have a significant effect on consumer purchase decisions of shallots at Gelugur Market.
Pengaruh Brand Awareness, Brand Image, Promosi Digital dan Gaya Hidup Terhadap Keputusan Pembelian Iphone : Studi Kasus Mahasiswa FEB Universitas Labuhanbatu Suri Kholiza; Marlina Siregar; Praida Hansyah
Jurnal Ekonomi, Manajemen Pariwisata dan Perhotelan Vol. 4 No. 2 (2025): Jurnal Ekonomi, Manajemen Pariwisata Dan Perhotelan
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jempper.v4i2.4127

Abstract

This study aims to determine the effect of brand awareness (X1), brand image (X2), digital promotion (X3), and lifestyle (X4) on iPhone purchasing decisions (Y) case study of FEB Labuhanbatu University Students. The type of research used is descriptive research with a quantitative approach. The sample used was 91 respondents who were Labuhanbatu University Students using purposive sampling technique based on the slovin formula. Data collection was carried out by distributing questionnaires via google forms online to FEB Labuhanbatu University Students. The data analysis method was carried out through instrument testing, classical assumption testing, multiple regression analysis and hypothesis testing using the statistical package for the social sciences (SPSS). The results of this study indicate that the brand awareness variable has a positive and significant effect on iPhone purchasing decisions, brand image has a positive and significant effect on iPhone purchasing decisions, digital promotion has a positive and significant effect on iPhone purchasing decisions, lifestyle has a positive and significant effect on iPhone purchasing decisions.
Analysis Of The Influence Of Price, Quality Of Service, Halal Label And Location On Coffee Purchasing Decisions At Warkop Binaraga Intan Fadia; Bayu Eko Broto; Praida Hansyah
International Journal of Economic Research and Financial Accounting Vol 3 No 4 (2025): IJERFA JULY 2025
Publisher : CV. AFDIFAL MAJU BERKAH

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55227/ijerfa.v3i4.372

Abstract

This article is entitled "Analysis of the Influence of Price, Service Quality, Halal Label and Location on Purchasing Decisions and Coffee Sales Targets at Kopi Warkop Binaraga." This research was conducted by Intan Fadia as part of her final assignment to obtain a Bachelor of Economics degree in the Management Study Program, Faculty of Economics and Business, Labuhanbatu University. In an era of increasingly tight competition in the coffee industry, understanding the factors that influence consumer purchasing decisions is very important. This study aims to explore the influence of price, service quality, halal label, and location on coffee purchasing decisions at Warkop Binaraga. The proposed hypothesis includes the assumption that each of these factors has a positive effect on purchasing decisions, as well as the simultaneous influence between all variables on purchasing decisions.The research method used is descriptive with an explanatory survey approach, which allows researchers to understand the relationship between variables in a quantitative context. The research population consists of consumers who visit Warkop Binaraga within a certain period, with a sampling technique using simple random sampling or purposive sampling to select relevant respondents. Data were collected through a questionnaire that included questions about price, service quality, halal label, location, and purchasing decisions. Regression analysis is used to test the hypothesis and see the effect of each variable on purchasing decisions. The results of this study are expected to provide in-depth insights for Warkop Binaraga owners and other business actors in formulating more effective marketing strategies. By understanding the factors that influence purchasing decisions, it is expected to increase customer satisfaction and achieve the desired sales target. This study also contributes to the existing literature on consumer behavior in the coffee industry, as well as providing recommendations for further research.Overall, this article emphasizes the importance of a comprehensive analysis of the various factors that influence purchasing decisions, which not only focus on the taste of the product, but also on other elements that can increase the attractiveness and selling value of coffee products in a competitive market.
Co-Authors Bayu Eko Broto Intan Fadia Marlina Siregar Rizki Syahputra Suri Kholiza Tami Rahmantia