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All Journal Journal of Innovative and Creativity Horizon: Indonesian Journal of Multidisciplinary
Rini Martiwi
Universitas Siber Indonesia
Agriculture, Biological Sciences & Forestry Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Mathematics Social Sciences Other

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Jatuhnya Bisnis Tiongkok Di Indonesia: Determinasi Keputusan Pembelian Mixue Rini Martiwi; Aan Rahman; Nyoman Suardhita; Endah Mustika Asih; Aloysius Rangga Aditya Nalendra
Journal of Innovative and Creativity Vol. 5 No. 3 (2025)
Publisher : Fakultas Ilmu Pendidikan Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/joecy.v5i3.4344

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh harga, lokasi, dan promosi terhadap keputusan pembelian konsumen MIXUE di Jakarta Pusat. Fenomena penurunan minat beli MIXUE setelah periode viralitas menunjukkan perlunya evaluasi terhadap strategi bauran pemasaran. Penelitian menggunakan pendekatan kuantitatif dengan metode survei terhadap 384 responden yang pernah membeli produk MIXUE. Analisis data dilakukan dengan regresi linier berganda menggunakan SPSS. Hasil penelitian menunjukkan bahwa ketiga variabel independen, yaitu harga (X₁), lokasi (X₂), dan promosi (X₃), berpengaruh positif dan signifikan terhadap keputusan pembelian (Y). Nilai Adjusted R² sebesar 0.619 menunjukkan bahwa ketiga variabel tersebut menjelaskan 61,9% variasi keputusan pembelian, sedangkan 38,1% sisanya dipengaruhi faktor lain seperti kualitas produk dan tren sosial. Promosi memiliki pengaruh paling dominan dibandingkan harga dan lokasi. Temuan ini menegaskan pentingnya inovasi promosi digital dan strategi adaptif agar keberlanjutan merek dapat terjaga.
Analisis Faktor Penentu Keputusan Pembelian Konsumen pada Industri Fast Food: Peran E-WOM, Harga, dan Citra Rasa pada Almaz Chicken Rini Martiwi; Instianti Elyana; Nyoman Suardhita; Aan Rahman; Aloysius Rangga Aditya Nalendra
HORIZON: Indonesian Journal of Multidisciplinary Vol. 4 No. 3 (2026): HORIZON: Indonesian Journal of Multidisciplinary
Publisher : Lembaga Intelektual Muda (LIM) Maluku

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54373/hijm.v4i3.5676

Abstract

This study aims to analyze the influence of Electronic Word of Mouth (E-WOM), price, and taste perception on consumer purchase decisions at Almaz Chicken, as well as to explain the phenomenon of business performance decline marked by the closure of several outlets. This research employs a quantitative approach using explanatory research design. Data were collected through questionnaires distributed to 150 respondents selected using simple random sampling. data analysis was conducted using multiple linear regression with SPSS. The results show that partially, E-WOM, price, and taste perception have a positive and significant effect on purchase decisions. Taste Perception is Identified as the most dominant variable influencing consumer decisions. Simultaneously, all independent variables significantly affect purchase decisions, with an F-Value of 48.672 and a significance level of 0.000. The coefficient of determination (R Square) is 0.589, indicating that 58.9% of the variation in purchase decisions can be explained by the model. These findings suggest that in the culinary industry, consumption experience reflected through taste perception plays a crucial role in sustaining purchase decisions, while E-WOM and price act as supporting factors. The decline in Almaz Chicken’s performance is likely driven by inconsistencies in product quality, which trigger negative E-WOM and reduce perceived value among consumers. Therefore, maintaining consistent product quality is essential for business sustainability.
Co-Authors Aan Rahman ALOYSIUS RANGGA ADITYA NALENDRA, ALOYSIUS RANGGA Endah Mustika Asih Instianti Elyana Nyoman Suardhita