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Syaiko Rosyidi
Prodi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas YPPI Rembang, Jawa Tengah
Economics, Econometrics & Finance

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PENGARUH CITA RASA, LABEL HALAL, PENETAPAN HARGA DAN IKLAN TERHADAP KEPUTUSAN PEMBELIAN MIE SAMYANG PADA MAHASISWA FAKULTAS EKONOMI DAN BISNIS UNIVERSITAS YPPI REMBANG Karina Emelinda Octavian; Syaiko Rosyidi
Jurnal Kompetitif Vol 12 No 1 (2023): Jurnal Kompetitif
Publisher : Fakultas Ekonomi Universitas Tridinanti Palembang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52333/kompetitif.v12i1.81

Abstract

The purpose of this study was to prove the effect of taste, halal labeling, pricing and advertising on purchasing decisions for Samyang Noodles for students of the Faculty of Economics and Business, YPPI University, Rembang. The research population was FEB UYR students who had purchased, consumed or seen Samyang Noodle advertisements. The sampling technique uses quota sampling with a sample of 100 respondents. The data analysis technique used multiple linear regression analysis with the SPSS 24 tool. The results of the study proved that the variables of taste and pricing partially had a significant positive effect on purchasing decisions for Samyang Noodles on FEB UYR students, while the halal label and advertising variables had a partial positive effect not significant effect on purchasing decisions of Samyang Noodles among FEB UYR students. The results of the determination test showed that the variable taste, halal label, pricing and advertising were only able to influence purchasing decisions by 44.7% while the remaining 55.3% were influenced by other variables outside of this study. Abstrak Tujuan dari penelitian ini adalah untuk membuktikan pengaruh cita rasa, label halal, penetapan harga dan iklan terhadap keputusan pembelian Mie Samyang pada mahasiswa Fakultas Ekonomi dan Bisnis Universitas YPPI Rembang. Populasi penelitian adalah mahasiswa FEB UYR yang pernah melakukan pembelian, mengkonsumsi atau melihat iklan Mie Samyang. Teknik pengambilan sampel dengan menggunakan quota sampling dengan sampel sebanyak 100 responden. Teknik analisis data menggunakan analisis regresi linier bergandan dengan alat bantu SPSS 24. Hasil penelitian membuktikan bahwa variabel cita rasa dan penetapan harga secara parsial berpengaruh positif signifikan terhadap keputusan pembelian Mie Samyang pada mahasiswa FEB UYR, sedangkan variabel label halal dan iklan secara parsial berpengaruh positif tidak signifikan terhadap keputusan pembelian Mie Samyang pada mahasiswa FEB UYR. Hasil uji determinasi menunjukkan bahwa variabel cita rasa, label halal, penetapan harga dan iklan hanya mampu mempengaruhi keputusan pembelian sebesar 44,7% sedangkan sisanya yaitu 55,3% dipengaruhi oleh variabel lain diluar penelitian ini.
PENGARUH PERSEPSI HARGA, CUSTOMER REVIEW, CUSTOMER RATING DAN PROMOSI FLASH SALE TERHADAP KEPUTUSAN PEMBELIAN DI SHOPEE Siti Noor Aisyah; Syaiko Rosyidi
Jurnal Kompetitif Vol 12 No 1 (2023): Jurnal Kompetitif
Publisher : Fakultas Ekonomi Universitas Tridinanti Palembang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52333/kompetitif.v12i1.83

Abstract

The purpose of this research is to prove the effect of price perceptions, customer reviews, customer ratings and flash sale promotions on Shopee purchasing decisions in Rembang Regency. The research population is the people of Rembang Regency who use Shopee. The sampling technique used convenience sampling technique with a sample of 100 respondents. The analysis technique used is multiple linear regression analysis. The test results and analysis show; 1) price perception and customer review variables individually have a significant positive effect on Shopee purchasing decisions in Rembang Regency, 2) customer rating variables have no significant negative effect on Shopee purchasing decisions in Rembang Regency, 3) flash sale promotion variable has a positive but not significant effect on decisions Shopee purchases in Rembang Regency. The results of the determination test showed that the four independent variables in this study were only able to explain 31.7% of the dependent variable, while the other 68.3% was explained by other factors outside this research model. Abstrak Guna penelitian ini untuk membuktikan pengaruh persepsi harga, customer review, customer rating dan promosi flash sale terhadap keputusan pembelian Shopee di Kabupaten Rembang. Populasi penelitian merupakan masyarakat Kabupaten Rembang yang menggunakan Shopee. Teknik pengambilan sampel menggunakan teknik convienience sampling dengan sampel sebanyak 100 responden. Teknik analisis yang digunakan  yaitu analisis regresi linier berganda. Hasil pengujian dan analisis menunjukkan; 1) variabel persepsi harga dan customer review secara individu berpengaruh positif signifikan terhadap keputusan pembelian Shopee di Kabupaten Rembang, 2) variabel customer rating berprngaruh negatif tidak signifikan terhadap keputusan pembelian Shopee di Kabupaten Rembang, 3) variabel promosi flash sale berpengaruh positif tidak signifikan terhadap keputusan pembelian Shopee di Kabupaten Rembang. Hasil uji determinasi menunjukkan bahwa keempat variabel independen dalam penelitian ini hanya mampu menjelaskan sebesar 31,7% pada variabel dependen, sedangkan lainnya 68,3% dijelesakan oleh faktor lain di luar model penelitian ini.
Co-Authors Karina Emelinda Octavian Siti Noor Aisyah