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All Journal Jurnal Ilmu Ekonomi dan Pembangunan Journal of Management and Business Insight
Gatri, Betasari Ulfa
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Purchase decision: The role of brand image, product quality, and price Gatri, Betasari Ulfa; Waeno, Mahamadaree
Journal of Management and Business Insight Vol. 3 No. 1 (2025)
Publisher : Universitas Ahmad Dahlan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.12928/jombi.v3i1.1634

Abstract

Purpose-Changes in consumer preferences from simply considering price to paying attention to quality, brand image, and product perception have become an important concern for companies, especially in the beauty industry. In this context, body lotion is one product that consumers consider not only based on price but also quality and brand image. Based on this, this study aims to analyze the influence of brand image, product quality, and price on the purchase decision of Marina body lotion in the Yogyakarta, Indonesia. Design/Methodology/Approach- This study analyzes the factors that influence the decision to purchase Marina brand body lotion products. The sampling technique used was purposive sampling and having purchased Marina products. The number of respondents in this study was 105 people, with data collection using an online questionnaire. The data were analyzed using multiple linear regression with the help of SPSS software version 25. Findings-The results show that brand image, product quality, and price have a positive and significant effect on purchasing decisions. Among the three, product quality has the most dominant effect on consumer purchasing decisions regarding Marina body lotion. Research limitations/implications-The limitations of this study lie in the limited number of samples and their uneven distribution, as they are dominated by certain areas in Yogyakarta, Indonesia. In addition, the research objects are limited to Marina brand body lotion products, so the results cannot be generalized to similar products or other brands. Originality/value-This study focuses on one brand of lotion (Marina) and one region (Yogyakarta, Indonesia). This study has not been conducted before, making it interesting for further research.
DETERMINANTS OF SAVINGS BEHAVIOR AMONG INDONESIAN MIGRANT WORKERS FROM KULON PROGO, YOGYAKARTA Gatri, Betasari Ulfa; Mafruhah, Izza
Jurnal Ilmu Ekonomi dan Pembangunan Vol 23, No 1 (2023): Jurnal Ilmu Ekonomi dan Pembangunan
Publisher : EP FEB UNS

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20961/jiep.v23i1.52687

Abstract

This research aims to determine the influence of age, length of work, formal education, income, remittances, number of dependents, marital status, determinants of money use, employment sector, informal education, and gender on the savings of Indonesian Migrant Workers (PMI) both partially and simultaneously. This quantitative study uses primary data collected through interviews and questionnaires, with a sample of 100 post-placement PMI individuals from Kulon Progo Regency. Multiple linear regression analysis was employed to evaluate the data. The t-test results indicate that age and income have a positive and significant effect on PMI savings, whereas length of work and remittances show a negative and significant impact. Formal education and the number of dependents exhibit a positive but insignificant relationship with PMI savings. Furthermore, the dummy variables for marital status, determinants of money use, employment sector, informal education, and gender do not significantly affect PMI savings, indicating no difference between the dummy categories. The F test reveals that all variables combined—age, length of work, formal education, income, remittances, number of dependents, marital status, determinants of money use, employment sector, informal education, and gender—significantly impact PMI savings.
Co-Authors Mafruhah, Izza Waeno, Mahamadaree