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This study aims to analyze the influence of price, product quality, and promotion on purchasing decisions of fashion products on the Shopee marketplace (Case Study: Students of STIE Dharma Putra Semarang). Data were collected using a questionnaire, with respondents selected through purposive sampling. The sample consisted of 50 students from STIE Dharma Putra Semarang who had previously purchased fashion products on Shopee. Based on hypothesis testing, the first hypothesis shows that price has a positive and significant effect on purchasing decisions (t = 2.638 > t-table = 1.678; regression coefficient β₁ = 0.252; significance = 0.011 < α = 0.05). The second hypothesis indicates that product quality has a positive and significant effect on purchasing decisions (t = 4.233 > t-table = 1.678; regression coefficient β₂ = 0.434; significance = 0.001 < α = 0.05). The third hypothesis reveals that promotion has a positive and significant effect on purchasing decisions (t = 3.924 > t-table = 1.678; regression coefficient β₃ = 0.341; significance = 0.001 < α = 0.05). Therefore, it can be concluded that the more competitive the price, the better the product quality, and the more attractive the promotions offered, the higher the purchasing decision for fashion products among students on the Shopee marketplace.

This study aims to determine the influence of product, price, distribution channels, and promotion on customers’ purchasing decisions of Sweety baby diapers at PT Hansel Duta Niaga Pratama Batam. This research uses a quantitative approach. The population in this study consists of all customers who purchased Sweety baby diapers at PT Hansel Duta Niaga Pratama Batam. The sampling technique employed was purposive sampling, with a total of 105 respondents. The results indicate that, partially, the product and promotion variables have a positive and significant effect on purchasing decisions, while price and distribution channels do not significantly influence purchasing decisions. Simultaneously, the variables of product, price, distribution channels, and promotion have a positive and significant effect on the purchasing decisions of Sweety baby diapers at PT Hansel Duta Niaga Pratama Batam. These findings are expected to serve as a useful reference for the company in developing more effective marketing strategies, particularly by focusing on improving product quality and promotional efforts to encourage consumer purchasing decisions.

This study aims to analyze the influence of product quality, price perception, and promotion on purchasing decisions for Panasonic brand electronic products at the Batam Electronics Store in Pekanbaru City. This study uses a quantitative approach with a survey method, where primary data is collected by distributing questionnaires to 45 consumers who have purchased Panasonic products. The sampling technique uses a purposive sampling method. The data obtained are analyzed using a structural equation model based on Partial Least Square (PLS) to test the relationship between research variables. The results of the analysis show that product quality has a positive and significant effect on purchasing decisions, indicating that product quality and reliability are important factors in consumer considerations. In addition, promotion is also proven to have a positive and significant influence on purchasing decisions, indicating the role of promotional strategies in attracting consumer interest. Price perception also has a significant influence, which means that the suitability of price with the benefits perceived by consumers can encourage purchasing decisions. The findings of this study confirm that improving product quality, setting prices that are in accordance with consumer perceptions, and implementing effective promotional strategies can strengthen purchasing decisions. Therefore, the results of this study are expected to be a reference for business actors in formulating marketing strategies for electronic products. Keywords: Product Quality, Price Perception, Promotion, Purchasing Decisions.

This study aims to determine the effect of price and promotion on purchasing decisions for Aguen brand Bottled Drinking Water (AMDK). The method used is quantitative descriptive research with SPSS 26 analysis of 96 respondents. The results of the study indicate that the price variable (X1) has a significant effect on purchasing decisions (Y), with a calculated t value of 9.360 and significance (0.00<0.05). Likewise, the promotion variable (X2) has a significant effect on purchasing decisions (Y) with a calculated t value of 6.085 and significance (0.00<0.05). Simultaneously, price (X1) and promotion (X2) also have a significant effect on purchasing decisions (Y), with a calculated F value of 107.470 and significance (0.00<0.05). The coefficient of determination (R²) value of 0.698 indicates that 69.8% of the variation in purchasing decisions can be explained by price and promotion factors, while the remaining 30.2% is influenced by other factors not examined in this study.

Penelitian ini bertujuan untuk menganalisis strategi pemasaran digital melalui Instagram dalam meningkatkan penjualan pada UMKM Kedai 2 Putri di Desa Sipodeceng, Kabupaten Sidenreng Rappang. Latar belakang penelitian didasari oleh fenomena meningkatnya penggunaan media sosial sebagai sarana promosi bisnis, khususnya di kalangan UMKM yang membutuhkan strategi efektif untuk menjangkau konsumen lebih luas. Penelitian ini menggunakan pendekatan kualitatif dengan metode deskriptif, di mana data dikumpulkan melalui wawancara, observasi, dan dokumentasi yang melibatkan pemilik, karyawan, serta pelanggan Kedai 2 Putri. Hasil penelitian menunjukkan bahwa strategi pemasaran digital yang diterapkan melalui Instagram meliputi empat indikator utama, yaitu pembuatan konten (content creation), berbagi konten (content sharing), membangun interaksi (connecting), dan pembangunan komunitas (community building). Dari keempat indikator tersebut, pembuatan konten menjadi faktor paling dominan dalam menarik minat konsumen dan memperkuat citra merek, karena visual produk yang menarik dan konsistensi unggahan terbukti mampu meningkatkan interaksi serta mendorong keputusan pembelian. Selain itu, strategi pemasaran digital juga diperkuat oleh elemen bauran pemasaran (7P) yang mencakup produk, harga, tempat, promosi, orang, proses, dan bukti fisik. Dengan demikian, penelitian ini menegaskan bahwa pemanfaatan Instagram secara optimal dapat meningkatkan visibilitas, keterlibatan pelanggan, serta penjualan UMKM.

This research aims to analyze the partial and simultaneous influence of four independent variables—Ticket Price (X_1), Service Quality (X_2), Customer Trust (X_3), and Promotion (X_4)—on Ship Ticket Purchase Decisions (Y) at PT. PELNI Semarang Branch. Utilizing an associative quantitative method with a sample of 100 passenger respondents (N=100), the data were analyzed using multiple linear regression (SPSS 22.0). The model demonstrated a strong explanatory power, accounting for 55.7% of the variation in purchase decisions (Adjusted\ R^2 = 0.557). The t-test results indicate that all independent variables have a positive and significant influence on Purchase Decisions (all t_{hitung} > 1.9853). The Promotion variable (X_4) showed the strongest individual influence (\beta = 0.282, t=4.777), highlighting the critical nature of effective information dissemination and communication strategies in attracting and guiding mass maritime consumers. Customer Trust (X_3) and Service Quality (X_2) also proved highly significant, affirming the essential role of State-Owned Enterprise (BUMN) integrity and service reliability in mitigating perceived maritime travel risks. Managerial implications suggest PT. PELNI prioritizes enhancing Promotion through digital media and maintaining the fairness of Price setting, which remains a key consideration for this market segment.

This study aims to determine the influence of affiliate marketing programs, price, and promotion on purchasing decisions for Mezuca perfume on TikTok Shop. As the digital era advances, social media platforms like TikTok serve not only as entertainment platforms but also as effective channels for marketing products through the TikTok Shop feature and affiliate programs. This strategy allows content creators to act as sales partners, directly influencing consumer decisions. This quantitative study utilizes primary data obtained through questionnaires distributed to 180 respondents who had purchased Mezuca perfume through Mamnun's TikTok Shop account. After a selection process using purposive sampling, 160 respondents met the criteria and were eligible for analysis. Data analysis was performed using SPSS software with various statistical tests, including descriptive statistics, validity and reliability tests, classical assumption tests, multiple linear regression analysis, t-tests, F-tests, and coefficients of determination (R²). The results indicate that affiliate marketing programs, price, and promotion simultaneously have a positive and significant effect on purchasing decisions. Partially, these three variables also show a significant positive influence on consumer decisions. These findings indicate that implementing effective digital marketing strategies, particularly through affiliate marketing, competitive pricing, and engaging promotions, plays a significant role in increasing consumer purchasing interest on social media platforms. This research offers practical implications for businesses in designing optimal and targeted digital marketing strategies.

This study aims to examine the influence of product quality, price, and promotion on consumer purchase decisions of Compass shoes through the Shopee application in South Jakarta. The research was motivated by the rapid growth of e-commerce in Indonesia, particularly among urban consumers who are digitally literate and highly responsive to marketing stimuli. A total of 100 respondents were selected using a non-probability sampling method with an accidental sampling technique. Data were collected through questionnaires measured on a Likert scale and analyzed using multiple linear regression with SPSS version 22. The findings reveal that product quality, price, and promotion each have a positive and significant effect on purchase decisions. Product quality was identified as a key determinant that enhances consumer trust through durability, comfort, and authentic design, while price competitiveness supports perceived fairness and affordability in a highly competitive digital marketplace. Promotion emerged as the strongest factor, demonstrating the effectiveness of creative digital campaigns, influencer collaborations, and flash sale programs in stimulating consumer interest and driving purchases. These results highlight the importance of integrating product excellence with strategic pricing and innovative promotional activities to influence purchase behavior, especially among Gen Z and millennial consumers. From a theoretical perspective, this study enriches the literature on digital marketing and consumer behavior in the context of local brands competing in online marketplaces. Practically, the findings provide valuable insights for Compass and other local SMEs to formulate effective marketing strategies that align with consumer expectations and strengthen competitiveness in the dynamic e-commerce ecosystem.

This study aims to determine the effect of promotion, price, and brand image on consumer purchasing decisions in the Cap Fajar Chips Home Industry. The study uses a quantitative approach with a survey method. The study population is consumers who have made purchases at the store, with a total of 150 respondents selected as a sample. The data collection method is carried out through distributing questionnaires, then the data is analyzed using multiple linear regression techniques to test the effect of each independent variable, both partially and simultaneously, on purchasing decisions. The results of the analysis show that the promotion variable (X1) does not have a partial significant effect on purchasing decisions, as evidenced by a significance value of 0.502 (> 0.05). This indicates that the intensity or form of promotion carried out is not enough to directly influence consumer purchasing decisions. In contrast to promotions, the price variable (X2) is proven to have a positive and significant effect on purchasing decisions. A significance value of 0.000 (< 0.05) indicates that competitive and affordable pricing is an important factor that encourages consumers to choose Cap Fajar chips products. Similarly, the brand image variable (X3) has a partial significant influence on purchasing decisions, with a significance value of 0.013 (<0.05). This indicates that consumers' positive perceptions of brand reputation and quality can strengthen the desire to purchase. Simultaneously, the three variables—promotion, price, and brand image—have a significant influence on consumer purchasing decisions. This finding is evidenced by a significance value of 0.001 (<0.05). Based on the results of the study, it can be concluded that price and brand image are the dominant elements that determine purchasing decisions for Cap Fajar chips, while promotions require a more effective strategy to provide a real impact.

This study aims to examine the influence of independent variables—Social Media, Pricing, and Promotion—on the dependent variable, Repurchase Decision, at Kedai Kopi Bersahaja. A quantitative research method was employed, utilizing multiple linear regression analysis with the assistance of SPSS 25 software. The population of the study consisted of 226 consumers, and a sample of 107 respondents was selected using incidental sampling techniques. Data were collected through questionnaires distributed to visitors who had made at least one purchase at the coffee shop. The results of the analysis indicate that each independent variable—Social Media, Pricing, and Promotion—has a positive and statistically significant partial influence on the Repurchase Decision. Additionally, the variables collectively demonstrate a strong simultaneous influence, suggesting that an integrated marketing approach is crucial for fostering customer retention and encouraging repeat purchases. Among the three, Social Media showed the most dominant influence, emphasizing the growing role of digital presence and online engagement in shaping consumer preferences and purchasing patterns. Based on these findings, it is recommended that Kedai Kopi Bersahaja maximize the use of social media platforms such as Instagram, TikTok, and Facebook by creating engaging, relevant, and interactive content that resonates with the target audience. Content strategies may include customer testimonials, behind-the-scenes videos, product highlights, and limited-time offers. Pricing should be evaluated periodically to remain affordable yet profitable, considering both market competition and perceived customer value. Meanwhile, promotion efforts can be diversified through the use of loyalty programs, bundle offers, student discounts, and digital coupons. The synergy between these three marketing factors—if consistently and strategically applied—is expected to enhance customer loyalty, strengthen brand image, and significantly increase the likelihood of repurchase decisions. These efforts are essential for building sustainable business growth in the competitive food and beverage industry.

This study aims to analyze the influence of Product Quality, Price, Sales Promotion, and Advertising on consumer purchasing decisions on the Bukalapak online store platform. This study used a quantitative approach with descriptive methods, aiming to illustrate the relationships between variables based on empirical data. Primary data were obtained by distributing questionnaires to 120 respondents who were active Bukalapak users in the West Medan District. The data analysis technique used was multiple linear regression with the aid of SPSS software to determine the effect of each independent variable on the dependent variable. The analysis results indicate that, partially, the variables Product Quality, Sales Promotion, and Advertising have a positive and significant influence on purchasing decisions. This means that the higher the product quality, the more effective the promotion, and the more attractive the advertisement, the greater the likelihood of consumers making a purchase. Conversely, the variable Price showed a negative and significant influence, indicating that inappropriate pricing can reduce purchase intention. Simultaneously, all four variables have a significant influence on purchasing decisions. The Adjusted R Square value of 70.4% indicates that this research model is able to explain 70.4% of the variation in purchasing decisions, while the dependent variable is influenced by factors outside the model. This study recommends that Bukalapak continue to improve product quality, develop competitive pricing strategies, strengthen promotions, and create creative advertising. Further research is recommended to consider additional variables such as product reviews, brand image, and service quality to enrich the analysis.

This study aims to determine the effect of price, promotion and service quality on purchasing decisions at the Eccindo cooperative. This study is a causal study using quantitative methods. The sampling technique used was accidental sampling with a total of 96 respondents who had purchased at the Eccindo cooperative. The data collection technique was by distributing questionnaires. The data analysis technique used Partial Least Square (PLS) using the Smart-PLS Version 3.0 program. The results of this study indicate that. (1) price affects purchasing decisions. (2) promotion affects purchasing decisions. (3) service quality affects purchasing decision.

Perilaku konsumen dalam pembelian ayam broiler dipengaruhi oleh berbagai faktor yang saling berkaitan. Penelitian ini bertujuan untuk menganalisis pengaruh perilaku konsumen dalam pembelian ayam broiler serta mengidentifikasi faktor utama yang menentukan keputusan pembelian. Metode yang digunakan dalam penelitian ini adalah Systematic Literature Review (SLR) dengan pendekatan PRISMA, yang melibatkan analisis terhadap 15 jurnal nasional maupun internasional yang dipublikasikan dalam rentang waktu 2020-2025. Setelah melalui proses seleksi, sebanyak 13 jurnal dinyatakan relevan dan digunakan dalam analisis lebih lanjut. Hasil penelitian menunjukan bahwa faktor pribadi memiliki pengaruh terbesar terhadap keputusan pembelian ayam broiler, dengan tingkat keterlibatan mencapai 100%. Faktor ini mencangkup aspek harga, kualitas produk, tampilan, kemasan, dan kebersihan. Selain itu, faktor budaya sebesar 15%, sosial, dan psikologis masing-masing memiliki pengaruh sebesar 23%. Temuan ini menunjukan bahwa pemahaman mendalam mengenai perilaku konsumen menjadi aspek krusial bagi pelaku usaha dalam menyusun strategi pemasaran yang lebih efektif. Dengan memahami faktor-faktor utama yang mempengaruhi keputusan pembelian, produsen dan pedagang ayam broiler dapat menyesuaikan produk, harga, serta strategi promosi agar lebih sesuai dengan kebutuhan dan preferensi konsumen.

The purpose of this study was to analyze the influence of service quality, price, promotion and consumer purchasing decisions. The population in this study were all consumers at PT. Citilink Semarang Branch in 2024, totaling 58,249 people, while the sample taken using the Slovin formula resulted in 100 people. Sampling using accidental sampling. The data analysis method used is multiple regression. The results of the analysis show that hypothesis 1 (H1) that service quality has a positive effect on consumer purchasing decisions is proven. This means that the higher the quality of service, the higher the tendency of consumers to make decisions to purchase airline tickets. Hypothesis 2 (H2) that price has a positive effect on consumer purchasing decisions is proven. This means that the more affordable the price offered, the higher the tendency of consumers to make decisions to purchase airline tickets. Hypothesis 3 (H3) that promotion has a positive effect on consumer purchasing decisions is proven. This means that the more intense the promotion from the company, the higher the tendency of consumers to make decisions to purchase airline tickets.

The growth of technology and the internet has significantly boosted the expansion of e-commerce in Indonesia, transforming how people fulfill their needs. As the number of e-commerce users continues to rise each year, marketing strategies in the digital marketplace have evolved. Price is a key factor that greatly impacts marketing strategies. Effective promotions can also motivate consumers to purchase products. Additionally, product quality serves as an added value that enhances a person’s desire to buy. This research aims to analyze the influence of price, promotion, and product quality on consumer decisions to make purchases through e-commerce. To achieve this, the study adopts a qualitative approach by conducting a literature review. The results of this research indicate that price, promotion, and product quality collectively have a positive impact on e-commerce purchasing decisions.

Penelitian ini bertujuan untuk menganalisis pengaruh persepsi harga dan citra merek terhadap keputusan pembelian produk skincare Hanasui di Shopee. Persepsi harga dinilai berdasarkan keterjangkauan, kesesuaian dengan kualitas, harga kompetitif, dan promosi, sementara citra merek meliputi asosiasi merek, kualitas yang dirasakan, kepercayaan, dan reputasi merek. Data dikumpulkan melalui kuesioner yang disebarkan kepada 100 responden yang pernah membeli produk Hanasui di Shopee. Analisis regresi linear berganda digunakan untuk menguji hubungan antara variabel independen dan dependen. Hasil penelitian menunjukkan bahwa baik persepsi harga maupun citra merek berpengaruh positif dan signifikan terhadap keputusan pembelian, dengan citra merek sebagai faktor yang lebih dominan. Temuan ini memberikan rekomendasi kepada Hanasui untuk mempertahankan harga yang kompetitif dan memperkuat citra mereknya guna bersaing di pasar e-commerce.

Consumer purchasing decisions are a process in consumer behavior where consumers have taken action to make a purchase after searching and understanding information. The increase in sales occurred at Mixue Ice Cream & Tea Nusukan, where this increase was one of the impacts of consumer decisions. This research purpose to analyze factors that influence purchasing decisions, including price, promotion and service quality at Mixue Ice Cream & Tea Nusukan. The population in this research are consumers who make purchases at Ice Cream & Tea Nusukan. The samples obtained were 100 people using Leedy technique calculations. The sampling technique used was accidental sampling with data collection techniques using questionnaires. Data analysis techniques in this research use validity tests, reliability tests, classical assumption tests, descriptive analysis, multiple linear regression analysis, t test, F test and coefficient of determination test. The results of the analysis stated that all questionnaire items as research instruments were valid and reliabel, as well as the classical assumption tests, including the multicollinearity test, autocorrelation test, heteroscedasticity test and normality test, all variabels were declared to have passed the classical assumption test. Multiple linear regression analysis obtained that all regression coefficients were positive with the equation Y= 3.809 + 0.134X1 + 0.365X2 + 0.230X3 + e which means that variabels X1 (price), X2 (promotion) and X3 (service quality) on Mixue Ice Cream & Tea Nusukan. Hypothesis testing shows that price has a significant effect on purchasing decisions at Mixue Ice Cream & Tea Nusukan. Promotions have a significant influence on purchasing decisions for Mixue Ice Cream & Tea Nusukan. Service quality has a significant influence on purchasing decisions at Mixue Ice Cream & Tea Nusukan. The F test states that the research model for the influence of the independent variabel on the dependent variabel is correct. The coefficient of determination test shows that price, promotion and service quality are able to explain purchasing decisions by 42.6%.

This research aims to analyze the significance of the influence of taste, price and promotion on purchasing decisions at Burjo Bro, Surakarta city. The types of data used are quantitative data and qualitative data. The data source in this research is primary data using a questionnaire distributed to respondents. The population in this research are all Burjo Bro consumers in Surakarta. The sampling method is purposive sampling or sampling with certain characteristics with a sample size of 100 people. The data analysis methods used are descriptive analysis, multiple linear regression analysis, t test, F test, and coefficient of determination test (R2). The results of this research using multiple linear regression analysis show that taste, price and promotion have a significant influence on purchasing decisions at Burjo Bro. The results of the F test calculation have an F count of 77.921 with a p-value of 0.000 < 0.05, so Ho is rejected and Ha is accepted, meaning the model is correct. The coefficient of determination (R2) for this model is 0.700, meaning that the contribution of the independent influence (taste), X2 (price) and X3 (promotion) to Y (purchasing decision) is 42.2%.

Micro, Small and Medium Enterprises (MSMEs) are companies that produce goods to meet the needs of local communities. To attract customers in the face of stiff competition, business owners must plan their prices and internet marketing tactics. The aim of this research is to find out whether discounts and internet sales influence customers' decisions to buy products at the Omah Bouquet Bendogerit shop, Blitar City. Omah Bouquet company customers who have made purchases are the subjects of this research, and questionnaires are used as a data collection tool. Respondents in this study totaled 124 people. A quantitative approach is the research method used. This research uses multiple linear regression analysis as the analysis method. At a significance level of 0.000<0.05, research findings show that “the price variable (X1) has a significant and positive effect on the purchasing choice variable (Y). At a significance level of 0.000<0.05, the online promotion variable (X2) has a significant and positive effect on the purchasing choice variable (Y). At the significance threshold of 0.000 < α 0.05, the price variables (X1) and online promotions (X2) jointly influence purchasing choices (Y).”      

Gojek is a company operating in the transportation sector, Gojek's head office is in Jakarta, Indonesia. Gojek was founded by Nadiem Makarim, an Indonesian citizen who graduated with a Master of Business Administration from Harvard Business School. The scope of this research was carried out on consumers who use Gojek services in the Surakarta area. The aim of this research is to analyze the significance of the influence of price, service and promotion on consumer purchasing decisions for Gojek customers in Surakarta. This research is a survey. This type of data uses quantitative data. The data source uses primary data. The population in this research are all consumers who use Gojek services in Surakarta. The number of samples used in this research was 110 people. The sampling technique uses purposive sampling. The data collection technique uses a questionnaire. Data analysis uses descriptive analysis, multiple linear regression test, t test, F test and coefficient of determination test. The research results show that price has no significant effect on consumer purchasing decisions for Gojek customers in Surakarta, service has a significant effect on purchasing decisions in Surakarta and promotions have a significant effect on purchasing decisions for Gojek customers in Surakarta.