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All Journal Tadbiruna: Jurnal Manajemen Pendidikan Islam JEBD Journal of Management
Haifa
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Religion Economics, Econometrics & Finance Education Engineering

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Pengaruh Bauran Pemasaran 7p Terhadap Keputusan Pembelian Konsumen Rumah Pandora 88 Jember Rizky Pramana Putra; Haifa; Ahmad Sauqi3
Jurnal Ekonomi dan Bisnis Digital Vol. 3 No. 1 (2025): Juli - September
Publisher : CV. ITTC INDONESIA

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Abstract

This study aims to test the effect of Product Quality, Service Quality, Price, Promotion, Location, and Store Atmosphere on Purchasing Decisions at Pandora 88 Jember Restaurant. The data for this study were obtained from distributing questionnaires to research objects with purposive sampling techniques. This type of research is Quantitative. Respondents were seventy respondents. Data analysis in this study used Validity Test, Reliability Test, Normality Test, Multicollinearity Test, Heteroscedasticity Test, multiple linear regression analysis test, Determination Test (R2), t Test, F Test. The results of this study indicate that product quality and price variables have a significant effect on purchasing decisions, while Service Quality, Promotion, Location and Store Atmosphere do not have a significant effect on purchasing decisions. The value (Adjusted R2) is twenty seven point one percent
Pengaruh Brand Image, Harga, Lokasi, Kualitas Produk Dan Word Of Mouth Terhadap Keputusan Pembelian Es Teh Poci Di Tempurejo Jember Maya Ursila; M. Dimyati; Haifa
Jurnal Ekonomi dan Bisnis Digital Vol. 3 No. 1 (2025): Juli - September
Publisher : CV. ITTC INDONESIA

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This study aims to analyze the influence of Brand Image, Price, Location, Product Quality, and Word Of Mouth on the purchasing decision of Es Teh Poci in Tempurejo Jember. This research is a type of quantitative research. The population in this study is Consumers of Es Teh Poci in Tempurejo Jember. The sample used was 60 respondents. The sampling technique used was Purposive sampling. The data analysis method used multiple linear regression with the help of IBM SPSS Statistics 20. The tests used were data instrument tests (validity tests and reliability tests), classical assumption tests (normality tests, multicollinearity tests, heteroscedasticity tests), t tests and F tests. the results of this study indicate that Brand Image, Product Quality, and Word Of Mouth partially have no significant influence on Purchasing Decisions, while Price and Location partially have a significant influence on Purchasing Decisions. Simultaneously, Brand Image, Price, Location, Product Quality, and Word Of Mouth have a significant influence on Purchasing Decisions of Es Teh Poci in Tempurejo Jember.
Co-Authors Ahmad Sauqi3 Alam, Moch. Misbahul Handayani, Meli Hayatul Maspufah Khairunnisa, Syabilananta Lucky Ambarwati M. Dimyati Mardiyah Maya Ursila Muhdar Rizky Pramana Putra Stevanus Rojer Alvando