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All Journal Sibatik Journal : Jurnal Ilmiah Bidang Sosial, Ekonomi, Budaya, Teknologi, Dan Pendidikan Jurnal Ekonomika Manajemen Dan Bisnis
Simbolon, Petra
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Arts Computer Science & IT Economics, Econometrics & Finance Education Social Sciences

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Pengaruh Persepsi Harga dan Citra Merek Terhadap Keputusan Pembelian Melalui Minat Beli Sebagai Variabel Intervening Pada Dealer Suzuki Motorcycle di Palangka Raya Rivandy, Riza; Sihombing, Salbeta; Wulandari, Kheizia; Simbolon, Petra; Imanuel Simanjuntak, Andrey Anggiat; Perangin Angin, Frederick Nicholas; Kristanto, Raymundus Alfredo
Jurnal Ekonomi Manajemen dan Bisnis (JEMB) Vol. 4 No. 2 (2025): Juli-Desember
Publisher : CV. ITTC INDONESIA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47233/jemb.v4i2.3078

Abstract

The automotive industry in Indonesia is experiencing rapid growth, especially in the motorcycle segment which is the main choice of the community. However, the high market potential is accompanied by challenges such as brand competition, changes in consumer preferences, and government regulations. This study aims to analyze the effect of price and brand image on purchasing decisions with purchase intention as an intermediary variable, a case study at a Suzuki motorcycle dealer in Palangka Raya. The method used is qualitative-associative with a causality approach. Primary data were collected through an online questionnaire to Suzuki motorcycle users, while secondary data were obtained from literature and other relevant sources. Data analysis was carried out using the Partial Least Square (PLS) method with the help of SmartPLS software. Based on the study, it can be seen that purchase intention has a significant positive impact from price perception and brand image. In addition, purchase decisions have a significant positive impact from purchase intention. However, both brand image and price perception have an indirect impact on purchasing decisions through the intermediary variable of purchase intention, not directly. Based on these results, Suzuki should focus its marketing efforts on increasing consumer interest in making purchases, especially by strengthening its reputation and offering competitive prices.
PENGARUH CONTENT MARKETING DAN SOCIAL MEDIA ENGAGEMENT TERHADAP KEPUTUSAN PEMBELIAN MELALUI BRAND IMAGE SEBAGAI VARIBEL MEDIASI PADA MOMOYO TIKTOK SHOP DI KOTA PALANGKA RAYA Simbolon, Petra; Tri Harinie, Luluk; Sukmani, Meylinda; Sintani, Lelo
SIBATIK JOURNAL: Jurnal Ilmiah Bidang Sosial, Ekonomi, Budaya, Teknologi, Dan Pendidikan Vol. 5 No. 2 (2026)
Publisher : Penerbit Lafadz Jaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/sibatik.v5i2.4413

Abstract

This study aims to examine the effect of content marketing and social media engagement on purchase decisions, with brand image as an intervening variable among Momoyo consumers on TikTok Shop in Palangka Raya City. The research employs a quantitative approach with an associative research design. Data were collected through an online questionnaire distributed to 100 respondents who had previously purchased Momoyo products via TikTok Shop. The collected data were analyzed using the Partial Least Square–Structural Equation Modeling (PLS-SEM) method with the assistance of SmartPLS version 3.0 software. The results indicate that content marketing and social media engagement have a significant effect on purchase decisions. In addition, both variables also show a significant influence on brand image. Brand image is proven to mediate the relationship between content marketing and purchase decisions as well as between social media engagement and purchase decisions. These findings suggest that relevant content presentation and high levels of consumer engagement on social media can help build a positive brand image and encourage purchasing decisions. This study is expected to provide practical insights for businesses in developing more effective digital marketing strategies through the TikTok Shop platform.
Co-Authors Imanuel Simanjuntak, Andrey Anggiat Kristanto, Raymundus Alfredo Lelo Sintani Perangin Angin, Frederick Nicholas Rivandy, Riza Sihombing, Salbeta Sukmani, Meylinda Tri Harinie, Luluk Wulandari, Kheizia