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All Journal Dinasti International Journal of Economics, Finance & Accounting (DIJEFA) Journal of Artificial Intelligence and Digital Business Jurnal Manuhara: Pusat Penelitian Ilmu Manajemen Dan Bisnis Ekopedia: Jurnal Ilmiah Ekonomi
Sumaryanto Sumaryanto
Universitas Slamet Riyadi
Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Electrical & Electronics Engineering Engineering

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Pengaruh Social Media Marketing, E-Word of Mouth dan Citra Merek Terhadap Keputusan Pembelian di Habaka Thrift Shop (Survei pada Generasi Z di Surakarta) Garned Sulton Ariesta; Sumaryanto Sumaryanto
Ekopedia: Jurnal Ilmiah Ekonomi Vol. 2 No. 2 (2026): APRIL-JUNI 2026
Publisher : Indo Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/g3at7d25

Abstract

This study aims to analyse the influence of social media marketing, e-word of mouth, and brand image on purchasing decisions at the Habaka business unit. Using a quantitative approach with primary data sources, data collection was carried out by distributing questionnaires to 100 respondents. The sample was selected using purposive sampling with specific criteria, namely Generation Z in Surakarta who have knowledge of Habaka ThriftShop’s social media. The collected data was then processed using a series of statistical analysis methods, including descriptive analysis, multiple linear regression, t-tests, F-tests to assess model fit, and analysis of the coefficient of determination (R²). Partial testing via t-tests revealed that all three independent variables made a significant contribution to consumer behaviour. The social media marketing variable was found to have a significant influence on purchasing decisions, with a p-value of 0.000 (p < 0.05). Similar findings were obtained for the e-word-of-mouth and brand image variables, which each demonstrated a significant influence on purchasing decisions at Habaka, with p-values of 0.003 and 0.000 respectively. Overall, the results of this study confirm that digital marketing strategies, electronic consumer-to-consumer communication, and brand perception are key determinants in influencing purchasing decisions among Generation Z.
Pengaruh kualitas Produk, Harga, dan Citra Merek terhadap Keputusan Pembelian Konsumen Cimory di Kecamatan Juwiring Klaten Mirna Bungasari; Sumaryanto Sumaryanto
Ekopedia: Jurnal Ilmiah Ekonomi Vol. 2 No. 3 (2026): JULI-SEPTEMBER
Publisher : Indo Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/byetvz79

Abstract

This study aims to analyze the effect of product quality, price, and brand image on consumers' purchasing decisions of Cimory products in Juwiring District, Klaten. This research employed a quantitative approach with primary data obtained directly from respondents through questionnaires. The sampling technique used was purposive sampling with a total of 100 respondents. Data analysis techniques included multiple linear regression, t-test, F-test, and coefficient of determination (R²). The regression equation obtained was Y = 0.731 + 0.567X₁ + 0.195X₂ + 0.215X₃ + e. The t-test results showed that product quality (t = 7.537; sig. 0.000), price (t = 2.570; sig. 0.012), and brand image (t = 3.404; sig. 0.001) each had a significant effect on purchasing decisions of Cimory consumers in Juwiring District, Klaten. The F-test results showed an F-value of 119.729 with a significance of 0.000 (< 0.05), indicating that the three variables simultaneously had a significant effect on purchasing decisions. The Adjusted R Square value of 0.783 indicated that product quality, price, and brand image explained 78.3% of the variation in purchasing decisions, while the remaining 21.7% was explained by other variables outside the research model, such as promotion.
Pengaruh Cita Rasa, Harga, Promosi terhadap Keputusan Pembelian di Burjo Bro Kota Surakarta Theopilus Dwi Prakoso; Sumaryanto Sumaryanto
Jurnal Manuhara : Pusat Penelitian Ilmu Manajemen dan Bisnis Vol. 2 No. 4 (2024): Oktober : Jurnal Manuhara : Pusat Penelitian Ilmu Manajemen dan Bisnis
Publisher : Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/manuhara.v2i4.1239

Abstract

This research aims to analyze the significance of the influence of taste, price and promotion on purchasing decisions at Burjo Bro, Surakarta city. The types of data used are quantitative data and qualitative data. The data source in this research is primary data using a questionnaire distributed to respondents. The population in this research are all Burjo Bro consumers in Surakarta. The sampling method is purposive sampling or sampling with certain characteristics with a sample size of 100 people. The data analysis methods used are descriptive analysis, multiple linear regression analysis, t test, F test, and coefficient of determination test (R2). The results of this research using multiple linear regression analysis show that taste, price and promotion have a significant influence on purchasing decisions at Burjo Bro. The results of the F test calculation have an F count of 77.921 with a p-value of 0.000 < 0.05, so Ho is rejected and Ha is accepted, meaning the model is correct. The coefficient of determination (R2) for this model is 0.700, meaning that the contribution of the independent influence (taste), X2 (price) and X3 (promotion) to Y (purchasing decision) is 42.2%.
The Implementation of Theory of Planned Behavior towards Intention of Using Quick Response Code Indonesian Standart among Students Mutya Paramita Pratita; Sumaryanto Sumaryanto; Nadiya Fikriyatuz Zakiyah
Dinasti International Journal of Economics, Finance & Accounting Vol. 6 No. 1 (2025): Dinasti International Journal of Economics, Finance & Accounting (March-April 2
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijefa.v6i1.4023

Abstract

Technology continues to evolve, demanding society to adapt to its advancements, particularly in payment methods where cashless transactions are increasingly prevalent. One such cashless payment method is QRIS (Quick Response Code Indonesian Standard), which aims to facilitate transactions between consumers and merchants for greater convenience. A primary target of this method is Generation Z, specifically university students. It is crucial for sellers to understand students' interest in adopting QRIS as a payment method. To achieve this goal, this study employed a questionnaire distributed randomly among a population of university students in Surakarta, with a sample size of 100 respondents. Data analysis was conducted using SmartPLS, and the results indicate that subjective norms have no effect on the intention to use QRIS, while other variables within the Theory of Planned Behavior (TPB) show a positive influence when mediated by trust in QRIS.
Pengaruh Kualitas Produk, Cita Rasa dan Harga terhadap Keputusan Pembelian Lumpia Beef Viral Cabang Mojosongo (Survei pada Konsumen di Kota Surakarta) Muhammad Iqbal Rasanta; Sumaryanto Sumaryanto
RIGGS: Journal of Artificial Intelligence and Digital Business Vol. 5 No. 2 (2026): Mei-Juli
Publisher : Prodi Bisnis Digital Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/riggs.v5i2.13957

Abstract

Perkembangan bisnis kuliner di Kota Surakarta mendorong persaingan yang semakin ketat sehingga pelaku usaha perlu memahami faktor-faktor yang memengaruhi keputusan pembelian konsumen. Kondisi penjualan Lumpia Beef Viral Cabang Mojosongo yang mengalami fluktuasi menunjukkan pentingnya perhatian terhadap kualitas produk, cita rasa, dan harga sebagai pertimbangan konsumen dalam melakukan pembelian. Penelitian ini bertujuan untuk menganalisis pengaruh kualitas produk, cita rasa, dan harga terhadap keputusan pembelian Lumpia Beef Viral Cabang Mojosongo di Kota Surakarta. Penelitian menggunakan pendekatan kuantitatif dengan metode survei. Sampel penelitian terdiri atas 100 konsumen yang dipilih menggunakan teknik purposive sampling. Data dikumpulkan melalui kuesioner dengan skala Likert dan dianalisis menggunakan uji validitas, uji reliabilitas, uji asumsi klasik, analisis regresi linier berganda, uji t, uji F, serta koefisien determinasi. Hasil penelitian menunjukkan bahwa kualitas produk berpengaruh positif dan signifikan terhadap keputusan pembelian dengan koefisien regresi sebesar 0,261 dan nilai signifikansi 0,001. Cita rasa berpengaruh positif dan signifikan dengan koefisien sebesar 0,376 dan nilai signifikansi <0,001, sedangkan harga berpengaruh positif dan signifikan dengan koefisien sebesar 0,298 dan nilai signifikansi <0,001. Model penelitian dinyatakan layak dengan nilai F sebesar 27,635 dan signifikansi <0,001, serta mampu menjelaskan 44,7% variasi keputusan pembelian. Penelitian ini menyimpulkan bahwa peningkatan kualitas produk, pemeliharaan cita rasa yang sesuai dengan selera konsumen, dan penetapan harga yang kompetitif dapat meningkatkan keputusan pembelian konsumen Lumpia Beef Viral Cabang Mojosongo.
Co-Authors Garned Sulton Ariesta Mirna Bungasari Muhammad Iqbal Rasanta Mutya Paramita Pratita Nadiya Fikriyatuz Zakiyah Theopilus Dwi Prakoso