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All Journal Universal Business and Management Review
Ayu Nurafni Octavia
Faculty of Economics, University of Semarang, Indonesia
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Can Brand Image, Price Perception, and Product Quality Improve Purchase Decisions? A Study of Students’ Perceptions Maura Adriandini Bialista; Ayu Nurafni Octavia
Universal Business and Management Review Vol 2 No 1 (2025): June 2025: Universal Business and Management Review
Publisher : Faculty of Economics and Business, Universitas Wahid Hasyim

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31942/50nw3n61

Abstract

The rapid development of technology has made people need smartphones to carry out all their activities. Xiaomi is one of the 4th largest smartphone manufacturers in the world, but have not been successful and have not been able to maintain competition in terms of recognizing consumer needs and desires compared to similar companies. This study aims to determine the effect of brand image, price perception, and product quality on purchasing decisions for Xiaomi smartphones at the Faculty of Economics, Semarang University. The method used for data collection is a questionnaire with a Likert scale, with a total of 96 respondents. The type used a quantitative descriptive study. The sampling technique employs a non-probability sampling approach, specifically a purposive sampling method., The data analyzed using SPSS 26. The data analysis test used validity tests, reliability tests, multiple linear regression analysis, hypothesis testing through t-tests, F-tests, and coefficients of determination. The results show that the brand image variable does not have a significant effect on purchasing decisions. Furthermore, the price perception variable has a positive and significant effect on purchasing decisions. The study concludes that the product quality variable has a positive and significant effect on purchasing decisions.
Analysis of Factors Influencing Online Purchasing Decisions for Fashion Products on Shopee Mita Hadi Wijayanti; Ayu Nurafni Octavia
Universal Business and Management Review Vol 2 No 2 (2025): December 2025: Universal Business and Management Review
Publisher : Faculty of Economics and Business, Universitas Wahid Hasyim

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31942/271wdb41

Abstract

This study aims to analyze the factors that influence online purchasing decisions for fashion products on Shopee, a case study among the people of Semarang City. The factors examined in this study are price, product reviews, and promotions. The population of this study was the people of Semarang City who had purchased fashion products on Shopee. The sampling technique used purposive sampling, a sampling technique with certain criteria. The criteria used were people of Semarang City aged 17 years and over who had purchased fashion products on the Shopee marketplace. The determination of the number of samples refers to the Cochran formula of 97 respondents. The data collection method used a questionnaire, and data analysis used SPSS which included validity tests, reliability tests, classical assumption tests, multiple linear regression, and hypothesis tests. The results of this study indicate that the variables of price, product reviews, and promotions influence purchasing decisions. The better the consumer's perception of the price offered, the higher the purchasing decision, the better the product reviews, the higher the purchasing decision, and the higher the promotion, the higher the purchasing decision.
Co-Authors Maura Adriandini Bialista Mita Hadi Wijayanti