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All Journal JURNAL PEMASARAN KOMPETITIF RESLAJ: RELIGION EDUCATION SOCIAL LAA ROIBA JOURNAL
Annisa Widilia Rahmawati
Universitas Sarjanawiyata Tamansiswa
Religion Humanities Economics, Econometrics & Finance Education Social Sciences

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Pengaruh Kualitas Produk Dan Harga Terhadap Keputusan Pembelian Produk Bakpia Sonder 543 Agus Dwi Cahya; Annisa Widilia Rahmawati; Arista Fajar Ningsih
Jurnal Pemasaran Kompetitif Vol 5, No 1 (2021): Jurnal Pemasaran Kompetitif
Publisher : Universitas Pamulang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32493/jpkpk.v5i1.11055

Abstract

Tujuan analisis ini untuk mencari pengaruh harga terhadap keunggulan produksi untuk mencari keputusan pembelian kepada UMKM Bakpia Sonder 543 di Yogyakarta. Analisis ini dijalankan dengan menyebarkan kusioner atau kuantitatif dengan menyebarkan kepada 50 orang dengan purposive sampling.Regresi berganda dapat diuji dengan asumsi klasik agar bisa membuktikan bentuk analisis yang tepat. Selanjutnya data diolah dengan menmakai regresi linier campuran dan hasil pengolahan data uji t menunjukkan variabel kualitas produksi (X1) bersifat positif  kepada variabel keputusan pembelian (Y) dengan hasil 0,000, variabel harga (X2) berdampak positif  untuk keputusan pembelian (Y)  dengan hasil 0,000. Lalu uji F diketahui angka signifikansi adalah sebesar 0,000 sehingga dinyatakan bahwa ada pengaruh positif pada kualitas produksi dan harga kepada ketentuan pembelian konsumen.
Pengaruh Celebrity Endorser, Brand Image, Online Customer Review  Dan E-Trust Terhadap Keputusan Pembelian pada Marketplace Shopee Annisa Widilia Rahmawati; IBN Udayana; Bernadetta Diansepti Maharani
Reslaj : Religion Education Social Laa Roiba Journal Vol 4 No 4 (2022): Reslaj: Religion Education Social Laa Roiba Journal
Publisher : LPPM Institut Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (1043.431 KB) | DOI: 10.47467/reslaj.v4i4.1055

Abstract

This study aims to determine (1) the influence of Celebrity Endorser on purchasing decisions (2) the effect of Brand Image on purchasing decisions (3) the influence of reviews on purchasing decisions (4) the effect of e-trust on purchasing decisions. The sample in this study amounted to 210 Generation Z respondents in D.I Yogyakarta who use the Shopee application. Data collection method using a questionnaire method using a sampling technique, namely non-probability sampling with purposive sampling technique. The reason for using the purposive sampling technique is because each sample has its own criteria that are in accordance with the phenomenon to be studied. The results showed (1) Partially Celebrity endorsers have no significant effect on purchasing decisions in the Shopee market place. (2) partially Brand Image has a significant effect on purchasing decisions in the Shopee market place. (3) partially Online customer reviews have no significant effect on purchasing decisions on the Shopee market place. (4) partially E-Trust has a significant effect on purchasing decisions on the Shopee market place. Keywords: Celebrity endorser, Brand Image, Online customer review, E-Trust, Shopee
Co-Authors Agus Dwi Cahya Arista Fajar Ningsih Bernadetta Diansepti Maharani Ida Bagus Nyoman Udayana