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All Journal JURNAL RELASI STIE MANDALA JEMBER JABE (Journal of Applied Business and Economic) JIMEK : Jurnal Ilmiah Mahasiswa Ekonomi International Journal of Environmental, Sustainability, and Social Science Jurnal Publikasi Ekonomi dan Akuntansi Jurnal Pengabdian kepada Masyarakat Indonesia (JPKMI) Brilliant International Journal of Management and Tourism (BIJMT) Journal Of Human And Education (JAHE) Jurnal Ekonomika dan Manajemen Jurnal Ekonomi, Bisnis dan Manajemen Digital Bisnis: Jurnal Publikasi Ilmu Manajemen Dan E-commerce Jurnal Nusantara Berbakti Jurnal Multidisiplin Sahombu Jurnal Riset Manajemen International Journal of Management Research and Economics Relasi : Jurnal Ekonomi Maslahah: Jurnal Manajemen dan Ekonomi Syariah Jurnal Pengabdian Masyarakat dan Riset Pendidikan Jurnal Inovasi Manajemen, Kewirausahaan, Bisnis dan Digital Jurnal Ekonomi, Manajemen, Akuntansi Brilliant International Journal of Management and Tourism
Vildayanti, Rina Ayu
Universitas Budi Luhur Jakarta
Religion Arts Humanities Biochemistry, Genetics & Molecular Biology Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Mechanical Engineering Nursing Physics Public Health Social Sciences Other

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Pengaruh Harga, Promosi dan Kualitas Produk Terhadap Keputusan Pembelian pada Konsumen The Originote Hyalucera Moisturizer di Tik Tok Shop DKI Jakarta Melania Afra; Rina Ayu Vildayanti
EKOMA : Jurnal Ekonomi, Manajemen, Akuntansi Vol. 3 No. 6: September 2024
Publisher : CV. Ulil Albab Corp

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56799/ekoma.v3i6.5132

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh harga, promosi dan kualitas produk terhadap Keputusan pembelian. Jumlah sampel dalam penelitian ini sebanyak 100 responden konsumen The Originote Hyalucera Moisturizer di Tik Tok Shop DKI Jakarta, menggunakan metode Non-Probability Sampling dengan teknik Accidental Sampling. Pengumpulan data dilakukan dengan menyebarkan kuesioner dengan skala Likert. Metode analisis yang digunakan dalam penelitian ini adalah analisis regresi linear berganda dengan bantuan program SPSS versi 26. Metode yang digunakan dalam penelitian ini adalah metode kuantitatif. Hasil penelitian menunjukkan bahwa secara parsial variabel Harga tidak berpengaruh terhadap Keputusan Pembelian, sedangkan Promosi dan Kualitas Produk terdapat pengaruh signifikan terhadap Keputusan Pembelian. Selanjutnya, berdasarkan hasil perhitungan secara simultan menunjukkan bahwa Promosi, Harga dan Kualitas Produk The Originote Hyalucera Mousturuzer sebesar 62,9% dan sisanya 37,1% dipengaruhi oleh faktor lain.
Pengaruh Brand Awareness, Variasi Produk dan Promosi Terhadap Keputusan Pembelian Pada Pengguna Skincare Azarine di Dan+Dan Pasar Jombang Ciputat Kota Tangerang Selatan Novia Rahma Utami; Rina Ayu Vildayanti
EKOMA : Jurnal Ekonomi, Manajemen, Akuntansi Vol. 3 No. 6: September 2024
Publisher : CV. Ulil Albab Corp

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56799/ekoma.v3i6.5133

Abstract

Tujuan dari penelitian ini adalah untuk mengetahui pengaruh Brand Awareness, Variasi Produk, dan Promosi terhadap Keputusan Pembelian. Sampel dalam penelitian ini adalah 100 pengguna Skincare Azarine di Dan+Dan Pasar Jombang Ciputat Tangerang Selatan. Metode yang digunakan Non Probability Sampling dengan teknik Accidental Technique. Pengumpulan data dengan cara menyebarkan kuesioner. Instrumen penelitian berbentuk kuesioner dengan Skala Likert. Hasil jawaban responden atas kuesioner yang diberikan kemudian diolah menggunakan Software SPSS versi 26. Hasil penelitian menunjukkan bahwa variabel Variasi Produk dan Promosi terdapat pengaruh yang signifikan terhadap Keputusan Pembelian.
Pengaruh Segmenting, Targeting dan Positioning terhadap Keputusan Pembelian : (Studi pada Konsumen Aplikasi Online Shop Tokopedia di Jakarta) Fauzi Alfi Yassin; Rina Ayu Vildayanti
Digital Bisnis: Jurnal Publikasi Ilmu Manajemen dan E-Commerce Vol. 2 No. 3 (2023): September : Digital Bisnis : Jurnal Publikasi Ilmu Manajemen dan E-Commerce
Publisher : Universitas 45 Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30640/digital.v2i3.1561

Abstract

The purpose of this study is to know the effects of Segmenting, Targeting and Positioning of purchase decisions (study on the consumer of the online store store application in Jakarta). Samples used by as many as 95 respondents who have previously shoated on the online application for shop pedia by using a quantitative research method between the research variables through testing hypotersis. The variables in this study consist of purchasing decisions, and the independent variables of segmentation, isolation, and positioning. Testing of data and results in sports using a stastical package of social science (SPSS) analysis package. Studies have shown that no decisions can be made on purchase, absences can affect purchase decisions, and positioning effects will result in purchasing decisions. Segmenting, Targeting and Positioning simultaneously account for purchasing decisions.
Pelatihan Packaging untuk Meningkatkan Keamanan Produk Wallpaper di CV. Sunter Wallpaper, Tangerang Selatan : Penelitian Vildayanti, Rina Ayu; Bongsoikrama, Justin; Kuncoro, Aris Wahyu; Wijaya, Andreas; Kartini, Tri Mulyani; Atmaja, Dodi Ria; Ahmad, Ahmad; Hamidi, Dendi Zainuddin
Jurnal Pengabdian Masyarakat dan Riset Pendidikan Vol. 4 No. 1 (2025): Jurnal Pengabdian Masyarakat dan Riset Pendidikan Volume 4 Nomor 1 (Juli 2025 -
Publisher : Lembaga Penelitian dan Pengabdian Masyarakat

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Abstract

Pelatihan pengemasan produk merupakan langkah strategis untuk meningkatkan kualitas layanan dalam rantai distribusi e-commerce. Kegiatan ini dilaksanakan di CV. Sunter Wallpaper, Tangerang Selatan, guna meningkatkan keterampilan karyawan dalam mengemas produk wallpaper secara aman dan efisien. Metode pelatihan meliputi observasi awal terhadap permasalahan pengemasan, presentasi materi, serta praktik langsung oleh peserta. Hasil kegiatan menunjukkan adanya peningkatan signifikan dalam pemahaman teknis pengemasan, pengurangan tingkat kerusakan produk saat pengiriman, serta meningkatnya kesadaran akan pentingnya kepuasan pelanggan. Pelatihan ini juga berdampak pada perubahan sikap kerja yang lebih profesional, efisiensi biaya operasional, dan penguatan citra perusahaan. Temuan ini menegaskan bahwa pelatihan pengemasan tidak hanya berdampak teknis, tetapi juga berperan penting dalam mendukung keberlangsungan dan daya saing bisnis di era digital
The Influence of Product Quality, Price, and Service Quality on Customer Loyalty (A Study on Consumers of Klashica Cafe in South Tangerang) Malau, Junior; Vildayanti, Rina Ayu
Jurnal Multidisiplin Sahombu Vol. 5 No. 06 (2025): Jurnal Multidisiplin Sahombu, September - October (2025)
Publisher : Sean Institute

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Abstract

This study examines how product quality, price, and service quality shape customer loyalty in a café setting in BSD City. Grounded in relationship marketing and service quality theory, the research applies a quantitative, cross-sectional design using a structured questionnaire administered to café patrons. Reliability and validity were confirmed prior to estimating the model with multiple regression. Results show that product quality, price fairness, and service excellence each exert positive and significant influences on loyalty. Consistent taste and presentation, transparent pricing, and responsive, empathetic interactions strengthen repeat patronage and willingness to recommend. The study contributes by integrating product, price, and service drivers into a unified loyalty framework for an urban developing market. Managerially, owners should standardize product specifications, communicate clear price policies, and train frontline staff to deliver timely, courteous, and personalized service, thereby building durable loyalty and sustaining competitive advantage in a crowded café landscape, and foster positive word-of-mouth advocacy.
The Influence of Price, Brand Image, and Service Quality on Customer Satisfaction (A Study on Consumers of PT Gemilang Cipta Abadi in South Jakarta) Sukarno, Sukarno; Vildayanti, Rina Ayu
Jurnal Multidisiplin Sahombu Vol. 5 No. 06 (2025): Jurnal Multidisiplin Sahombu, September - October (2025)
Publisher : Sean Institute

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Abstract

This study investigates the influence of price, brand image, and service quality on customer satisfaction in the context of PT Gemilang Cipta Abadi located in South Jakarta. The research adopts a quantitative approach using a purposive sampling technique to capture perceptions of customers through structured questionnaires. The analysis applies multiple linear regression to evaluate the significance of each independent variable toward the dependent construct. Findings demonstrate that price, brand image, and service quality positively and significantly affect customer satisfaction both individually and collectively. The results underscore the importance of implementing competitive pricing strategies, strengthening brand equity, and enhancing service quality dimensions such as tangibles, reliability, responsiveness, assurance, and empathy. These elements are shown to be decisive in shaping customer loyalty and long-term relationships. The implications highlight the necessity for managers to align marketing strategies with customer expectations to secure sustainable competitiveness in a dynamic business environment.
The Influence of Product Assortment, Price Perception, and Service Quality on Purchase Decisions (A Study of M.G.S Collection Customers at Cipulir Market, South Jakarta) Marlina, Alia; Vildayanti, Rina Ayu
Jurnal Multidisiplin Sahombu Vol. 5 No. 06 (2025): Jurnal Multidisiplin Sahombu, September - October (2025)
Publisher : Sean Institute

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Abstract

This study examines how product assortment, price perception, and service quality shape purchase decisions in an apparel retail context. Using a survey of store customers, we test a conceptual model grounded in consumer value and service quality theory. Measurement reliability and validity were assessed, and assumptions for regression analysis were satisfied. The findings indicate that a broader and more coherent assortment enhances perceived choice and increases the likelihood of purchasing. Positive price perception, reflected in fairness and value, strengthens purchase intentions. Service quality, especially responsiveness and assurance, exerts a direct effect on decisions while also amplifying the roles of assortment and price. The integrated model explains a substantial share of decision variance and offers practical guidance: align assortment breadth with target segments, communicate transparent pricing, and standardize service routines. The study contributes contextual evidence from a traditional market setting and recommends future work on loyalty outcomes and digital touchpoints journeys.
The Influence of Price, Promotion, and Service Quality on Purchase Decisions (A Study on Consumers of Viar Mitraindo Dealer in Ciledug, Tangerang City) Supriatin, Ai Iis; Vildayanti, Rina Ayu
Jurnal Multidisiplin Sahombu Vol. 5 No. 06 (2025): Jurnal Multidisiplin Sahombu, September - October (2025)
Publisher : Sean Institute

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Abstract

This study aims to examine the influence of price, promotion, and service quality on consumer purchase decisions at Viar Mitraindo Dealer Ciledug. The research adopts a quantitative approach with data collected through structured questionnaires distributed to respondents who have made purchasing decisions at the dealer. Data analysis was conducted using statistical techniques to evaluate both partial and simultaneous effects of the independent variables on the dependent variable. The findings reveal that price and service quality significantly influence purchase decisions, while promotion does not demonstrate a strong individual effect. However, when considered together, all three variables collectively contribute to shaping consumer choices. These results highlight the importance of maintaining competitive pricing and ensuring service excellence as key strategies for enhancing customer decision making. The study provides managerial implications for strengthening marketing strategies in the highly competitive automotive sector.
Pengaruh Variasi Produk, Brand Image dan Co-Branding terhadap Keputusan Pembelian Produk Miniso: (Studi pada Konsumen Miniso Central Park di Jakarta Barat) Sarah Pirmauli Sinaga; Rina Ayu Vildayanti
Maslahah : Jurnal Manajemen dan Ekonomi Syariah Vol. 3 No. 4 (2025): Maslahah : Jurnal Manajemen dan Ekonomi Syariah
Publisher : STAI YPIQ BAUBAU, SULAWESI TENGGARA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59059/maslahah.v3i4.2758

Abstract

This study aims to examine the influence of Product Variation, Brand Image, and Co-Branding on Purchase Decisions among Miniso Central Park consumers in West Jakarta. The research was conducted using a quantitative approach with 100 respondents selected through non-probability sampling with an accidental sampling technique. Data were collected using questionnaires based on a Likert scale and analyzed using SPSS version 25 with multiple linear regression. The findings show that Product Variation does not significantly influence purchase decisions, indicating that the wide variety of Miniso products alone is not the primary factor driving consumer choices. In contrast, Brand Image demonstrates a strong and significant influence, highlighting that consumers’ trust and perception of Miniso’s brand identity play an important role in their purchasing behavior. Furthermore, Co-Branding also significantly affects purchase decisions, as collaborations with other well-known brands or icons enhance the appeal and perceived value of Miniso products. The combined effect of Brand Image and Co-Branding creates stronger consumer engagement, although Product Variation alone remains insufficient in driving decisions. This study contributes to the understanding of retail marketing strategies, particularly in the context of lifestyle-oriented retail businesses. It suggests that building a strong brand image and leveraging effective co-branding partnerships are more impactful than merely expanding product variety. The implications of this research can assist retail companies in optimizing their marketing mix strategies to strengthen competitiveness in Indonesia’s rapidly growing retail sector.
Pengaruh Kualitas Produk, Brand Image dan Brand Awareness terhadap Keputusan Pembelian Sepatu Dr. Martens (Studi pada Konsumen Sepatu Dr. Martens di Jakarta) Muhamad Reza Adhiwira; Rina Ayu Vildayanti
Maslahah : Jurnal Manajemen dan Ekonomi Syariah Vol. 3 No. 4 (2025): Maslahah : Jurnal Manajemen dan Ekonomi Syariah
Publisher : STAI YPIQ BAUBAU, SULAWESI TENGGARA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59059/maslahah.v3i4.2761

Abstract

The footwear industry has experienced significant growth, particularly in the fashion segment, where shoes are no longer considered solely as functional items but also as lifestyle products that reflect personal identity and social expression. Among various global brands, Dr. Martens has become one of the premium footwear products with a distinctive image and loyal consumer base. This study aims to examine the influence of Product Quality, Brand Image, and Brand Awareness on Purchasing Decisions of Dr. Martens shoes in Jakarta. The research employed a quantitative method with non-probability sampling, using the accidental sampling technique. The population consisted of consumers who had purchased Dr. Martens shoes, and a total of 100 respondents were collected through questionnaires distributed among university students. The instrument used was a Likert scale questionnaire, and the data were analyzed using multiple linear regression with SPSS version 22. The findings show that Product Quality and Brand Awareness have a positive and significant influence on Purchasing Decisions, while Brand Image does not show a significant effect. These results indicate that consumers are more influenced by tangible product attributes and the level of brand recognition than by brand perception alone. This highlights the importance for premium footwear companies to maintain consistent product quality and strengthen brand awareness strategies, especially through digital marketing channels, to influence purchase behavior. The study contributes to the literature on consumer behavior and provides practical insights for fashion industry players to formulate effective marketing strategies in a competitive market.
Co-Authors Adawiyah, Robiyatul Agus Sriyanto Agus Sriyanto Agus Sriyanto Ahmad, Ahmad Alief Farhan Fadillah Ana Yanovi Ananda Sabil Hussein Andayani, Lies Aris Wahyu Kuncoro Astrid Dita Meirina Hakim Azza Fadia Humayroh Bongsoikrama, Justin Budi Handrianto Dandi Maulana Bajuri Della Adelia Siregar Dendi Zainuddin Hamidi Elizabeth Erina Sovania Fauzi Alfi Yassin Hidayat, Ravindra Safitra Idris Idris Imanuel Rahul Intan Fitri Dwi Hardono Joko Sutrisno Kartini, Tri Mulyani LESTARI, Khofifa Dwi M. Sukarno Malau, Junior Marini . Marlina, Alia Melania Afra Muhamad Jusmansyah Muhamad Reza Adhiwira Naomi Diandra O. Butarbutar Noermijati Novia Rahma Utami Osi Ayudia Puji Astuti Rafli Khairullah Reynaldi Syahputra Ria Atmaja, Dodi SAID Said Said, Said Sarah Pirmauli Sinaga Shakiara Fadhilah Putri Siti Aisjah Sriyanto, Agus Suparmoko, Yuphi Handoko Supriatin, Ai Iis Syah, Muhammad Jusman Tju, Teja Endra Eng Wahyu Nugroho Wijaya, Andreas Yugi Setyarko Yugi Setyarko Yugi Setyarko Yuni Kasmawati