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All Journal Journal of Economic, Bussines and Accounting (COSTING) International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS)
Hengki Mangiring Parulian Simarmata
Universitas Prima Indonesia
Economics, Econometrics & Finance

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PENGARUH PERSEPSI HARGA DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN DENGAN MINAT BELI SEBAGAI VARIABEL INTERVENING PADA KONSUMEN TOKO PERALATAN RUMAH TANGGA DI MEDAN MELALUI MEDIA SOSIAL TIKTOK Herbert Gozali; Demak Claudia Yosephine Simanjuntak; Ferry Gunawan; Ademanra Haloho; Hengki Mangiring Parulian Simarmata
Journal of Economic, Bussines and Accounting (COSTING) Vol. 9 No. 2 (2026): Journal of Economic, Bussines and Accounting (COSTING)
Publisher : Institut Penelitian Matematika, Komputer, Keperawatan, Pendidikan dan Ekonomi (IPM2KPE)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31539/nttvrn45

Abstract

Untuk berhasil di pasar barang rumah tangga yang sangat kompetitif, Anda perlu memahami apa yang membuat orang membeli barang-barang seperti peralatan dapur, dekorasi, dan alat-alat rumah tangga. Dengan minat pembelian sebagai variabel perantara, studi bermaksud guna menyelidiki dampak harga produk dan persepsi kualitas terhadap pilihan pembelian barang rumah tangga. Karena sifat kuantitatif studi ini, diperlukan 96 peserta untuk menghitung ukuran sampel menggunakan metode Cochran, mengasumsikan populasi tak terbatas, margin kesalahan 10%, serta tingkat kepercayaan 95%. Peserta studi ini dipilih secara acak dari penduduk Medan yang menggunakan produk Wiego Houseware.  SEM mempergunakan SmartPLS 4.0, yang berbasis varians, dipergunakan mengkaji data. Hasil uji validitas memperlihatkan faktor dengan beban >0,7 serta nilai AVE >0,5 dianggap valid; temuan tes reliabilitas memperlihatkan  reliabilitas komposit serta nilai Cronbach's alpha > 0,7 dianggap reliabel. Dari hasil uji t, simpulanya  ada hubungan negatif dan secara statistik signifikan Harga (X1) serta Keputusan Pembelian (Y), serta hubungan positif secara signifikan dari harga (X1) atas minat beli (Z). Demikian pula, Kualitas Produk (X2) ada efek positif serta secara statistik signifikan atas Keputusan Pembelian (Y), tetapi hanya ada hubungan lemah beserta minat Pembelian (Z). Terakhir, Keputusan Pembelian (Y) dipengaruhi secara negatif serta tak signifikan secara statistik minat Pembelian (Z).
THE INFLUENCE OF CONTENT MARKETING AND INFLUENCER MARKETING ON PURCHASE DECISIONS FOR KENANGAN COFFEE IN MEDAN CITY WITH CONTENT CREATION AS AN INTERVENING VARIABLE Charles Landy; Demak Claudia Yosephine Simanjuntak; Jefferson Kangra; Sugiharto; Hengki Mangiring Parulian Simarmata
International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) Vol. 6 No. 2 (2026): April
Publisher : CV. Radja Publika

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

This study aims to analyze the effect of content marketing and influencer marketing on purchasing decisions of Kopi Kenangan in Medan City, with content creation as an intervening variable. This research uses a quantitative approach with a sample size of 75 respondents who are consumers of Kopi Kenangan. The data analysis technique employs SmartPLS version 4 through outer model and inner model testing. The results show that content marketing has a positive and significant effect on purchasing decisions, while influencer marketing has a negative and significant effect on purchasing decisions. Content marketing and influencer marketing have a positive and significant effect on content creation. Content creation also has a positive and significant effect on purchasing decisions. In addition, content creation is proven to significantly mediate the effect of content marketing and influencer marketing on purchasing decisions. The findings of this study emphasize that content quality plays an important role in increasing consumer purchase intention, while the selection of influencers must be more selective to align with the brand persona.
Co-Authors Ademanra Haloho Charles Landy Ferry Gunawan Herbert Gozali Jefferson Kangra Simanjuntak, Demak Claudia Yosephine Sugiharto