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All Journal IIJSE Danadyaksa: Post Modern Economy Journal
Herni Justiana Astuti
Universitas Muhammadiyah Purwokerto, Purwokerto, Indonesia
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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The Influence of Perception, Motivation, Attitude, and Lifestyle on Purchasing Decisions at Salapan Coffee Enok Nuriah; Herni Justiana Astuti
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 9 No 1 (2026): Sharia Economics
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v9i1.10069

Abstract

This study aims to analyze the influence of perception, motivation, attitude, and lifestyle on purchasing decisions in Salapan Coffee. The method applied was a quantitative approach with a questionnaire of 130 selected respondents based on purposive sampling criteria where consumers who had visited and had bought food or beverage products at Salapan Coffee. Data measurement using a Likert scale of 1 to 5. The stages of data analysis include validity, reliability, classical assumptions, multiple linear regression, coefficient of determination, F-test, and t-test using SPSS 27. The results of the analysis staded that perception, motivation, attitude, and lifestyle have a positive and significant influence on purchasing decisions. The attitude variable was the dominant factor, with the research model explaining 83.4% of the variation in purchasing decisions, while the remaining 16.6% is was caused by other factors not included in the the research model. The conclusion of the study explains that an increase in purchasing decisions can be achieved by strengthening positive consumer attitudes through improvements in product quality, service, and marketing strategies that are aligned with the lifestyle of the target market in order to maintain competitiveness.
Marketing Performance in MSMEs Culinary Sector: The Effect of Market Orientation, Product Innovation, and Competitive Advantage Itaul Masaroh; Herni Justiana Astuti
Danadyaksa: Post Modern Economy Journal Vol. 4 No. 1 (2026): Post Modern Economy Journal
Publisher : Yayasan Pendidikan Islam Bustanul Ulum Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.69965/danadyaksa.v4i1.404

Abstract

This study aims to analyze the influence if market orientation, product innovation, and competitive advantage on marketing performance in culinary micro, small, and medium enterprises in Bukateja Diistriict, Purbaliingga Regency. This study employed a quantitative approach and purposive sampling, with 120 culinary business owners as respondents. The criteria for respondents in this study are MSMEs operating in Bukateja Diistriict, Purbaliingga Regency, that have conducted promotional activities or product innovations in their culinary businesses and have been operating for at least two years. Data were collected through online questionnaires using Likert-scale measures. The analysis technique used in this study is multiple linear regression analysis supported by the statistical software SPSS 27. The instruments in this study have passed the validity and reliability test, as well as the classical assumption test. The results of the study show that market orientation, product innovation, and competitive advantage have a positive and significant influence on marketing performance. These findings highlight the importance of strengthening market orientation, enhancing product innovation, and building a competitive advantage to improve marketing performance
Co-Authors Enok Nuriah Itaul Masaroh