Decoding Consumer Behavior: The Role of Pricing, Branding, and Social Media in Market Choices
Menguraikan Perilaku Konsumen: Peran Penetapan Harga, Branding, dan Media Sosial dalam Pilihan Pasar
-
(1) * Mukhammad Yusuf Ridwan
Universitas Muhammadiyah Sidoarjo
Indonesia
(2) Lilik Indayani Universitas Muhammadiyah Sidoarjo
Indonesia
(3) Misti Hariasih Universitas Muhammadiyah Sidoarjo
Indonesia
(*) Corresponding Author
Abstract
This study explores the impact of price, brand, and social media on consumer purchasing decisions within a regional textile market, employing a quantitative methodology. Data was collected through questionnaires and analyzed using multiple linear regression. Findings reveal that each factor significantly influences consumer behavior, suggesting that a holistic marketing strategy incorporating these elements is crucial for enhancing consumer engagement and retention. This research highlights the importance of synchronized marketing efforts in maximizing the effectiveness of pricing, branding, and digital engagement in regional markets.
Highlights :
- Price, Brand, and Social Media Impact: Each factor significantly affects consumer purchasing decisions, emphasizing their critical role in marketing strategies.
- Holistic Marketing Approach: Integrating price, brand, and social media strategies is vital for enhancing market penetration and customer loyalty.
- Quantitative Analysis Validation: The use of multiple linear regression confirms the strong influence of these variables on consumer choices, supporting targeted marketing tactics.
Keywords : Consumer Behavior, Pricing Strategy, Brand Influence, Social Media Marketing, Textile Industry
Downloads
References
A. P. Adi and Z. Arifin, "Pengaruh Merek dan Kebijakan Harga Terhadap Keputusan Pembelian, Survei pada Pembeli dengan Diskon di Izzul Sport Kediri," Jurnal Administrasi Bisnis (JAB), vol. 57, no. 1, 2018.
R. Dwi and M. Z. Zuhri, "Analisis Pengaruh Iklan dan Harga Terhadap Keputusan Pembelian Minuman Teh Pucuk Harum pada Konsumen De Nala Foodcourt Jombang," Ejournal Eksis, vol. 12, no. 1, 2017.
D. Zarella, The Social Media Marketing Book, Sebastopol: O'Reilly Media, Inc., 2011.
M. Batubara et al., "Pengaruh Promosi, Kualitas Produk dan Harga Terhadap Keputusan Pembelian Konsumen Produk Scarlett Whitening: Studi Kasus pada Mahasiswi FEBI UIN Sumatera Utara," Jurnal Ekonomi, Keuangan & Bisnis Syariah, vol. 4, no. 5, 2022.
S. Triadi, Y. Rahayu, and D. Kusnanto, "Pengaruh Gaya Hidup dan Harga Terhadap Keputusan Pembelian Handphone," Jurnal Manajemen, vol. 13, no. 2, 2021.
A. Asrizal et al., "Analisis Pengaruh Harga, Promosi, Kepercayaan dan Karakteristik Konsumen Terhadap Keputusan Pembelian Konsumen Pada 212 Mart di Kota Medan," Jurnal Ekonomi Dan Bisnis, vol. 1, no. 1, 2019.
U. Sumarwan, Perilaku Konsumen, 2nd ed., Bogor: Penerbit Ghalia Indonesia, 2015.
Fera and C. A. Pramudith, "Pengaruh Kualitas Produk, Harga, Promosi, Citra Merek Terhadap Keputusan Pembelian Handphone Xiaomi di Kota Palembang," Jurnal Ekonomi dan Bisnis, vol. 3, no. 1, 2021.
N. L. Khumaira and K. T. Kasim, "Pengaruh Citra Merek, dan Harga Terhadap Keputusan Pembelian Kopi Kapal Api di Lumajang," Jurnal Ekonomi, vol. 1, no. 1, 2018.
D. I. Dewi and R. H. Lubis, "Pengaruh Citra Merek dan Harga Terhadap Keputusan Pembelian pada Sekolah Tinggi Ilmu Manajemen Sukma Medan," Jurnal Ilman, vol. 5, no. 1, 2017.
R. Nasrullah, Media Sosial Perspektif Komunikasi, Budaya dan Sosioteknologi, Bandung: Simbiosa Rekatama Media, 2015.
M. B. Magdalena, "Pengaruh Media Sosial Terhadap Keputusan Pembelian di Toko Kaos Nias Gunungsitoli," Jurnal Ekonomi & Ekonomi Syariah, vol. 2, no. 2, 2019.
I. E. Christanto and E. Brotojoyo, "Kajian Model Empiris: Pengaruh Media Sosial Terhadap Life Style Dan Keputusan Pembelian," Jurnal Nasional Geotik, vol. 1, no. 1, 2017.
A. W. Muslim, "Pengaruh Media Sosial, E-Service Quality dan Harga Terhadap Keputusan Pembelian yang di Mediasi Oleh Gaya Hidup," Jurnal Riset Bisnis dan Manajemen, vol. 6, no. 2, 2018.
E. Siregar, Riset dan Seminar Sumber Daya Manusia, 1st ed., Bandung: Widina Media Utama, 2022.
Sugiyono, Metode Penelitian Kuantitatif, Kualitatif dan R&D, Jakarta: Penerbit Alfabeta, 2017.
I. Ghozali, Aplikasi Analisis Multivariate dengan Program IBM SPSS, Yogyakarta: Penerbit Universitas Dipenegoro, 2012.
P. Kotler and K. L. Keller, Marketing Management 15th Global Edition, England: Pearson Education Limited, 2016.
Fera and C. A. Pramudith, "Pengaruh Kualitas Produk, Harga, Promosi, Citra Merek Terhadap Keputusan Pembelian Handphone Xiaomi di Kota Palembang," Jurnal Ekonomi dan Bisnis, vol. 3, no. 1, 2021.
T. Shofwan, L. Aryani, and H. Nastiti, "Pengaruh Harga, Kualitas Produk, dan Citra Merek Terhadap Keputusan Pembelian Motor Honda Beat," Jurnal Nasional Ekonomi, Manajemen, dan Akuntansi, vol. 2, 2021.
R. N. Shadrina and Y. Sulistyanto, "Analisis Pengaruh Content Marketing, Influencer, Dan Media Sosial Terhadap Keputusan Pembelian Konsumen (Studi pada Pengguna Instagram dan Tiktok di Kota Magelang)," Journal Of Manajemen, vol. 11, no. 1, 2022.
Copyright (c) 2024 Mukhammad Yusuf Ridwan, Lilik Indayani, Misti Hariasih
This work is licensed under a Creative Commons Attribution 4.0 International License.
