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All Journal Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) Jurnal Ilmiah Multidisiplin Indonesia
Mangasi Butar Butar
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Agriculture, Biological Sciences & Forestry Computer Science & IT Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Engineering Physics

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The Influence of Emotional Factors and Product Quality on Purchase Decisions PT. Kedaung Medan Industrial Ltd Kennedy, Kennedy; Yhessa Devies; Stevany, Stevany; Mangasi Butar Butar; Robinhot Gultom
Jurnal Ilmiah Multidisiplin Indonesia (JIM-ID) Vol. 4 No. 7 (2025): Jurnal Ilmiah Multidisplin Indonesia (JIM-ID), August 2025
Publisher : Sean Institute

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Abstract

The purpose of this study is to determine the partial and simultaneous impact of the variable factors of PT. Kedaung Medan Industrial Ltd. This type of research is a quantitative method. The object of research in this study is consumers at PT. Kedaung Medan Industrial Ltd, totaling 100 people. The data analysis technique used is multiple linear regression analysis. Partially, this study has succeeded in proving that emotional factors and product quality have an influence on purchasing decisions. Likewise, this study has succeeded in simultaneously proving that emotional factors and product quality have a significant influence on purchasing decisions at PT. Kedaung Medan Industrial Ltd.
PENGARUH HARGA, CITRA MEREK DAN KUALITAS LAYANAN TERHADAP LOYALITAS PEMILIHAN OJEK ONLINE PADA MAHASISWA UNIVERSITAS PRIMA INDONESIA Sindi Sahfitri Br Tarigan; Mangasi Butar Butar; Selvia Monica; Violina Violina; Robinhot Gultom
Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA) Vol 10 No 2 (2026): Edisi Mei - Agustus 2026
Publisher : LPPM STIE Muhammadiah Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31955/mea.v10i2.7570

Abstract

Online transportation is a digital-based service that allows users to make bookings, track rides, complete payments, and provide ratings within a single application, and it has expanded to include delivery services for goods and food. This service is widely favored by students because it is considered practical, safe, comfortable, and relatively affordable. In Indonesia, Gojek has become one of the most dominant platforms and has been consistently used over the past few years, influenced by factors such as price, brand image, and service quality. The high level of competition in this industry encourages service providers to continuously innovate and understand the factors that influence consumer preferences. This study uses a quantitative approach conducted at Universitas Prima Indonesia, Medan, during the period from January to December 2025. The population of this study consists of students who use online transportation services, with an unknown population size; therefore, the sample was determined using the Lemeshow formula with an 8% margin of error, resulting in 150 respondents. The results show that price has a negative effect on student loyalty, meaning that the higher the perceived price, the lower the level of loyalty. On the other hand, brand image and service quality have a positive effect on loyalty, indicating that improvements in these factors will increase loyalty. Overall, price, brand image, and service quality simultaneously have a significant influence on the loyalty of student users of online transportation services.
Co-Authors Kennedy, Kennedy Robinhot Gultom Selvia Monica Sindi Sahfitri Br Tarigan Stevany, Stevany Violina Violina Yhessa Devies