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FAKULTAS ILMU SOSIAL DAN HUMANIORA UNIVERSITAS PUTERA BATAM (Manajemen, Akuntansi, Ilmu Hukum, Administrasi Negara, Ilmu Komunikasi dan Sastra) Jl. R. Soeprapto – Tembesi – Batam – Kepulauan Riau
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SCIENTIA JOURNAL : Jurnal Ilmiah Mahasiswa
Published by Universitas Putera Batam
ISSN : -     EISSN : 2714593X     DOI : -
Core Subject : Economy, Humanities, Social,
Humanities Economics, Econometrics & Finance Environmental Science Law, Crime, Criminology & Criminal Justice
SCIENTIA JOURNAL Merupakan Jurnal Mahasiswa Universitas Putera Batam Fakultas Ilmu Sosial dan Humaniora. Jurnal ini untuk mewadahi makalah hasil penelitian mahasiswa Pada Bidang Ilmu Manajemen, Akuntansi, Ilmu Hukum, Administrasi Negara, Ilmu Komunikasi dan Sastra. Diharapkan dengan adanya SCIENTIA JOURNAL ini dapat meningkatkan kualitas makalah hasil penelitian mahasiswa dan mengimplementasikan keilmuan mahasiswa. SCIENTIA JOURNAL terbit sebanyak 6 kali periode dalam satu tahun.
Arjuna Subject : Bisnis, Menejemen, dan Akutansi (semua kategori) - Bisnis, Menejemen, dan Akutansi (Lain-Lain)
Articles 1,023 Documents
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PENGARUH CITRA MEREK, KUALITAS PRODUK, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN KOPI BUBUK INSTANT NESCAFE DI BATAM Kheren, Kheren; Sukati, Inda
SCIENTIA JOURNAL Vol 8 No 1 (2026): Scientia Journal
Publisher : LPPM Universitas Putera Batam

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33884/scientiajournal.v8i1.11156

Abstract

This research aims to examine the influence of brand image, product quality, and promotion on purchase decisions of Nescafe instant coffee in Batam City. This study uses a quantitative research method. The research sample consisted of 120 respondents who have consumed Nescafe instant coffee in Batam City. The data collection method used was primary data obtained through questionnaires. Data processing was carried out using the SPSS Version 26 program. Based on the data and analysis that have been conducted, the results show that brand image does not have a significant effect on purchase decisions of Nescafe instant coffee in Batam City. In addition, product quality also does not have a significant effect on purchase decisions. Meanwhile, promotion has a positive and significant influence on purchase decisions of Nescafe instant coffee in Batam City. Simultaneously, brand image, product quality, and promotion have a significant effect on purchase decisions of Nescafe instant coffee in Batam City.
PENGARUH BRAND IMAGE, E-WOM, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN AIR MINUM MINDY DI KOTA BATAM Juniarta, Juniarta; Sukati, Inda
SCIENTIA JOURNAL Vol 8 No 1 (2026): Scientia Journal
Publisher : LPPM Universitas Putera Batam

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33884/scientiajournal.v8i1.11159

Abstract

This study aims to examine the effect of brand image, Electronic Word of Mouth (e-WoM), and product quality on purchasing decisions of MINDY drinking water in Batam City. This research employs a quantitative approach using a survey method. Primary data were collected through the distribution of questionnaires to 120 respondents who are consumers of MINDY drinking water in Batam City, using a purposive sampling technique. Data analysis was conducted using multiple linear regression with the assistance of SPSS version 26 software. The results indicate that brand image, Electronic Word of Mouth (e-WoM), and product quality have a positive and significant effect on purchasing decisions for MINDY drinking water, both partially and simultaneously. Among the three variables, e-WoM and product quality have a more dominant influence compared to brand image. The coefficient of determination (R²) value of 0.861 indicates that 86.1% of the variation in purchasing decisions can be explained by these three variables, while the remaining portion is influenced by other factors outside the research model. Keywords: Brand Image, E-WOM, Product Quality and Purchasing Decisions
PENGARUH BRAND IMAGE, BRAND LOYALTY DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN SANFORD DI KOTA BATAM Nani, Nani; Purba, Tiurniari
SCIENTIA JOURNAL Vol 8 No 1 (2026): Scientia Journal
Publisher : LPPM Universitas Putera Batam

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33884/scientiajournal.v8i1.11164

Abstract

The development of the globalization era is characterized by the dynamics of increasing business competition, companies are required to be able to maintain their business continuity through the implementation of integrated marketing strategies and oriented to consumer needs. This study aims to analyze the influence of brand image, brand loyalty, and product quality on Sanford purchasing decisions in Batam City. This study uses a quantitative approach using questionnaires distributed to 96 respondents in Batam City. Data were analyzed using validity and reliability tests, classical assumption tests, multiple linear regression analysis, coefficient of determination, and hypothesis testing. The results of the study indicate that brand image has a positive and significant effect on Sanford product purchasing decisions in Batam City. Brand loyalty has a positive and significant effect on Sanford product purchasing decisions in Batam City. Product quality has a positive and significant effect on Sanford product purchasing decisions in Batam City. Brand image, brand loyalty, and product quality simultaneously have a significant effect on Sanford product purchasing decisions in Batam City.

Page 103 of 103 | Total Record : 1023

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