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All Journal Review of Management and Entrepreneurship Jurnal Ilmiah Wahana Pendidikan
Michel Vincencia
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Religion Economics, Econometrics & Finance Education Social Sciences Other

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The Effect of Product Quality, Price, and Promotion toward Students’ Purchase Decision for Telkomsel Products Michel Vincencia; Natalia Christiani
Review of Management and Entrepreneurship Vol. 5 No. 2 (2021): Review Of Management And Entrepreneurship
Publisher : International Business Management - Universitas Ciputra

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37715/rme.v5i2.1803

Abstract

This study aims to test the effect of product quality, price, and promotion on purchasing decisions. This research specifically focuses on Universitas Ciputra Surabaya students majoring in International Business Management (BMI). This study uses quantitative methods with a total response of 105 students collected from online questionnaires using a 5-point Likert scale measurement. Data were analyzed using SPSS software. The results of this study concluded that product quality did not have a significant effect on student purchasing decisions at Universitas Ciputra Surabaya. Meanwhile, price and promotion significantly influence student purchasing decisions at Universitas Ciputra Surabaya. The results of this research show that both Price (Sig. value = 0.006) and Promotion (Sig. value = 0.002) significantly affects purchase decision, while Product Quality (Sig. value = 0.058) does not have significant influence toward purchase decision. Moreover, the study found that there is a positive relationship between Product Quality, Price, and Promotion toward students' purchase decision for Telkomsel products with the degree of independent variable explaining the effect of Telkomsel product purchasing decisions by 47.3%.
Analysis of the Effect of Service Quality and Corporate Image on Customer Loyalty at Toko Graha Elektronik in Palembang City Mediated by Customer Satisfaction Michel Vincencia; Elia Ardyan
Jurnal Ilmiah Wahana Pendidikan Vol 9 No 10 (2023): Jurnal Ilmiah Wahana Pendidikan
Publisher : Peneliti.net

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.7988019

Abstract

The goal of this study is to investigate how customer satisfaction, a mediating variable, affects the relationship between service quality and corporate image and customer loyalty at Toko Graha Elektronik in Palembang City. Service quality (X1), company image (X2), customer happiness (M), and customer loyalty were the variables examined (Y). SEM-PLS is the analysis program used. With a sample size of 180 respondents, the population in this study consists of Toko Graha Elektronik customers who have made at least two purchases. The findings indicated that customer satisfaction has an impact on service quality, company image has an impact on customer satisfaction, service quality has no impact on customer loyalty, company image has no impact on customer loyalty, customer satisfaction has an impact on customer loyalty, service quality has an impact on customer loyalty through customer satisfaction as a mediating variable, and corporate image has no impact on customer loyalty through customer satisfaction.
Co-Authors Christiani, Natalia Elia Ardyan