Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal Indonesian Journal of Law and Economics Review
Fiviana, Kiki Bela
Unknown Affiliation
Economics, Econometrics & Finance Law, Crime, Criminology & Criminal Justice

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
Product Quality, Brand Awareness, and Price in Purchasing Decisions: Pengetahuan Pajak, Insentif Keuangan, dan Pasar Tenaga Kerja terhadap Pilihan Karier Fiviana, Kiki Bela; Supardi
Indonesian Journal of Law and Economics Review Vol. 20 No. 1 (2025): February
Publisher : Universitas Muhammadiyah Sidoarjo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21070/ijler.v20i1.1417

Abstract

General Background: Purchasing decisions in UMKM often depend on marketing and product perception. Specific Background: Kedai Sukidayo faces competition that requires understanding how consumers respond to product quality, brand awareness, and pricing. Knowledge Gap: Limited empirical evidence explains how these variables jointly shape consumer decisions in local UMKM contexts. Aims: This study examines the relationships among product quality, brand awareness, price, and purchasing decisions. Results: Using proportional stratified random sampling and regression analysis, the study shows that product quality significantly contributes to purchasing decisions, brand awareness strengthens consumer confidence toward the product, and price plays a supportive role in shaping buyer preference. Novelty: The study integrates these three variables simultaneously within a specific UMKM food business. Implications: Findings highlight the need for UMKM to prioritize consistent product quality, maintain strong brand recognition, and set prices aligned with consumer perceptions. Highlights:• The study identifies key determinants of consumer purchase decisions.• Brand awareness strengthens consumer confidence in local UMKM.• Product quality emerges as the strongest purchasing driver. Keywords: Product Quality, Brand Awareness, Price, Purchasing Decision, UMKM
Co-Authors Supardi