The purpose of this study was to determine the effect of marketing mix and consumer behavior after COVID-19, both partially and simultaneously, on impulse buying decisions at the Miniso Mall Ciputra Jakarta Branch. The research method used is a quantitative descriptive method, namely research that describes the characteristics of an actual situation. The results of this study state that the partial test can be concluded that the marketing mix (marketing mix) partially has a significant effect on impulsive buying decisions, and consumer behavior after Covid 19 partially also has a significant effect on impulse buying decisions by consumers at Miniso Mall Ciputra Branch Jakarta, simultaneous test results, it can be concluded that simultaneously, namely the marketing mix (marketing mix), and consumer behavior after Covid 19 jointly have a significant effect on impulse buying decisions by consumers at Miniso Mall Ciputra Jakarta Branch, analysis results determination found that the role of the marketing mix (marketing mix) and consumer behavior after covid 19 contributed 51.3% to impulse buying decisions by consumers at Miniso Mall Ciputra Jakarta Branch and the remaining 48.7% was influenced by factors another factor that not careful writer, for example price, service, business competition, and quality of human resources.
This research aims to analyze the quality of the service and the effectiveness of Ecommerce. This research uses a quantitative approach. Data analysis using the pras test test validity and reliability as well as a test of normality. At this stage of the analysis of data with calculations e-servqual will get the service quality level e-Commerce and the calculation of e-Commerce It can also analyze the priority of each service attribute that needs to be fixed or not. The questionnaire will be filled is given to respondents with Nonprobability Sampling technique. This study use 46 participant. The Total value of Electronic Service Quality (TESQ) obtained from the results of the calculation of the gap between perception and expectation is positive, the results obtained are 0226. This means that the customer’s expectations of the service e-Commerce in larger AUY Publisher from the Ministry obtained this time, so that the service provided is still not satisfying customers and has not been effective (X2 ).
: This research are conducted to analyze the factors that berpengarauh for consumers in making purchasing decisions. The independent variable consisted Price (X1), Brand Image (X2), Product Attribute (X3) and Variable Overall (X4). The dependent variable is the Purchasing Decisions Mobile or Android Smartphone Samsung type in ITC Kuningan Jakarta. Sample of 100 respondenn taken using Snowball Sampling technique. The analysis used is multiple regression analysis results are as follows: Y = 6224 + 0277 X1 - X2 0004 + 0232 + 0277 X3 X4. The independent variables that most influence the dependent variable is a variable price (0277) followed by a variable whole (0277). then the variable product attributes (0232) and then the negative elements of variable brand image (-0004). Deteminasinya coefficient (adjusted R2) of 0840, or 84 per cent means that the model coefficient of determination nice. Price and overall variables are important factors that influence consumer purchase decisions. Abstrak : Penelitian ini dilaksankan untuk menganalisis faktor-faktor yang berpengarauh bagi konsumen dalam membuat keputusan pembelian. Variabel independent terdiri Harga (X1), Brand Image (X2), Atribut Produk (X3) dan Variabel Keseluruhan (X4). Variabel dependent adalah Keputusan Pembelian Handphone atau Smartphone Samsung Jenis Android di ITC Kuningan Jakarta. Sampel berjumlah 100 respondenn yang diambil dengan menggunakan teknik Snowball Sampling. Analisis yang digunakan adalah analisis regresi berganda hasilnya yaitu : Y = 6.224 + 0.277 X1 - 0.004 X2 + 0.232 X3 + 0.277 X4. Variabel independen yang paling besar berpengaruh terhadap variabel dependen adalah variabel harga (0.277) diikuti oleh variabel keseluruhan (0.277). kemudian variabel atribut produk (0.232) kemudian adanya unsur negative dari variabel citra merek (-0.004). Koefisien deteminasinya (adjusted R2) sebesar 0.840 atau 84 persen artinya model koefisien determinasi bagus. Harga dan variabel keseluruhan adalah faktor penting yang mempengaruhi keputusan pembelian konsumen.
Penelitian tentang peran influencer digital dalam strategi pemasaran sedang dalam pengembangan berkelanjutan. Penelitian ini mengeksplorasi peran pemasaran influencer digital terhadap niat beli konsumen dalam produk fashion. Tujuannya adalah untuk menyelidiki hubungan langsung dan tidak langsung dari kepercayaan, keahlian, kualitas konten, kesamaan, interaksi para-sosial, dan sikap terhadap posting yang disponsori pada niat membeli. Pendekatan metode campuran dilakukan menggabungkan wawancara dengan lima influencer digital dan survei berbasis konsumen dengan sampel 206 konsumen mode, di antaranya 96,1% adalah wanita dan 51,5% berusia antara 18 dan 31 tahun. Hasil penelitian menunjukkan bahwa kualitas konten blog dan interaksi para-sosial (PSI) berpengaruh positif terhadap niat membeli pada brand fashion. Selain itu, kualitas konten blog memainkan peran mediasi antara kepercayaan dan niat membeli. Selain itu, sikap konsumen terhadap posting yang disponsori mempengaruhi niat beli secara langsung dan positif dan memediasi hubungan antara kepercayaan dan niat membeli. Sikap konsumen terhadap posting yang disponsori juga ditemukan untuk memediasi hubungan antara keahlian dan niat membeli. Studi ini menyoroti karakteristik pemasaran influencer digital, yang mempengaruhi niat pembelian konsumen fashion, memperkaya penelitian di bidang ini dan memberikan rekomendasi untuk penyelidikan lebih lanjut. Hasilnya juga menyoroti pentingnya menyelaraskan strategi komunikasi merek fesyen dengan gaya hidup influencer.
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