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Ahmad Ashifuddin Aqham
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INDONESIA
Jurnal Manajemen dan Ekonomi Kreatif
Published by Universitas Kristen Indonesia Toraja
ISSN : 29641632     EISSN : 29641241     DOI : 10.59024
Core Subject : Science,
Decision Sciences, Operations Research & Management
Manajemen Sumberdaya Manusia , Manajemen Keuangan, Manajemen Pemasaran, Manajemen Sektor Publik, Manajemen Operasional, Manajemen Rantai Pasokan, Corporate Governance, Etika Bisnis, Akuntansi Manajemen dan Pasar Modal dan Investasi.
Arjuna Subject : Bisnis, Menejemen, dan Akutansi (semua kategori) - Bisnis, Menejemen, dan Akutansi (Lain-Lain)
Articles 222 Documents
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Pengaruh Harga, Kualitas Produk, dan Citra Merek terhadap Keputusan Pembelian Air Mineral Pristine pada Generasi Z di Kabupaten Tasikmalaya Siti Hilma Azizah; Herdiyanti Herdiyanti
Jurnal Manajemen dan Ekonomi Kreatif Vol. 4 No. 3 (2026): Juli: Jurnal Manajemen dan Ekonomi Kreatif
Publisher : Universitas Kristen Indonesia Toraja

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59024/jumek.v4i3.701

Abstract

This study aims to examine the influence of price, product quality, and brand image on the purchasing decisions of Pristine mineral water among Generation Z consumers in Tasikmalaya Regency. The research employed a quantitative survei method involving 160 respondents selected through purposive sampling based on specific criteria related to product familiarity and purchasing experience. Data analysis was conducted using SPSS software and included validity and reliability testing, classical assumption testing, and multiple linear regression analysis to measure the relationship among variables. The findings reveal that all research instruments are valid and reliable, with a Cronbach’s Alpha value of 0.957, indicating high internal consistency. Partially, price, product quality, and brand image each have a positive and significant effect on purchasing decisions, with significance values below 0.05. Simultaneously, the three variables also significantly affect purchasing decisions, as indicated by a significance value of 0.000. Furthermore, the coefficient of determination (R Square) of 0.618 demonstrates that 61.8% of purchasing decisions can be explained by the proposed model, while the remaining 38.2% is influenced by other variables outside the scope of this study.
Pengaruh Brand Image, Fear of Missing Out (FOMO) dan Price Discount terhadap Impulse Buying pada Produk Skincare di Platform E-Commerce Shopee Bunga Astha Rizky; Ni Ketut Yulia Agustini
Jurnal Manajemen dan Ekonomi Kreatif Vol. 4 No. 3 (2026): Juli: Jurnal Manajemen dan Ekonomi Kreatif
Publisher : Universitas Kristen Indonesia Toraja

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59024/jumek.v4i3.753

Abstract

This study aims to analyze the influence of Brand Image, Fear of Missing Out (FOMO), and Price Discount on impulse buying behavior for skincare products on the Shopee e-commerce platform. In the rapidly evolving digital era, consumer purchasing patterns have shifted toward online platforms, where psychological and promotional factors significantly drive unplanned purchases. This research employs a quantitative approach with data collected through questionnaires distributed to respondents who have purchased skincare products on Shopee. The sampling technique used is purposive sampling, and the data are analyzed using multiple linear regression. The results indicate that Brand Image, FOMO, and Price Discount simultaneously have a significant effect on impulse buying behavior. Partially, Brand Image has a positive and significant effect, indicating that a strong brand perception encourages spontaneous purchases. FOMO also shows a positive and significant influence, reflecting consumers’ tendency to make quick purchasing decisions due to fear of missing out on trends or limited offers. Meanwhile, Price Discount has a positive and significant impact, demonstrating that promotional pricing strategies effectively stimulate impulsive buying behavior. These findings suggest that psychological and marketing factors play an essential role in shaping consumer behavior in e-commerce environments.

Page 23 of 23 | Total Record : 222

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