Study on Factors Influencing Mini Market Purchasing Decisions

Azar Wita Ferdian; Heri Prabowo; Hawik Ervina Indiworo

doi:10.59890/ijist.v4i3.290

Authors

Azar Wita Ferdian Universitas PGRI Semarang
Heri Prabowo Universitas PGRI Semarang
Hawik Ervina Indiworo Universitas PGRI Semarang

DOI:

https://doi.org/10.59890/ijist.v4i3.290

Keywords:

Brand Image, Brand Awareness, Brand Trust, Purchasing Decisions

Abstract

This study aims to analyse the factors that influence a person's purchasing decision at Alfamart in Semarang City. Increasingly fierce competition in modern retail requires companies to strengthen brand factors to retain customers. The method used is a quantitative approach. Data were collected through questionnaires distributed to Alfamart consumers in Semarang City using a purposive sampling technique. The results show that brand image, brand awareness, and brand trust each influence purchasing decisions, both partially and simultaneously. The influence of these three factors on purchasing decisions is 80.6%. This finding emphasizes the importance of strengthening brand image and trust in improving purchasing decisions.

References

Adrian, J.A., & zeplin, J. H. T. 2017. “Pengaruh Brand Image Dan Brand Trust Ter.” AGORA Jurnal Bisnis 5, no: 3: 3–4.

Ahyani, Ahyani. 2022. “Pengaruh Kualitas Produk Dan Kualitas Pelayanan Terhadap Kepuasan Konsumenpada Dapuruma Di Masjid Raya Bintaro Jaya Tangerang Selatan.” SCIENTIFIC JOURNAL OF REFLECTION : Economic, Accounting, Management and Business 5(3): 694–701.

Angelina, Nurul, and Supriyono Supriyono. 2024. “Pengaruh Customer Experience Dan Brand Trust Terhadap Repurchase Intention Pada Customer Cgv Di Surabaya.” Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA) 8(3): 1703–0715.

Cahyadi, universitas buddhi dharma. 2022. “Pengaruh Kualitas Produk Dan Harga Terhadap Keputusan Pembelian Baja Ringan Di Pt Arthanindo Cemerlang.” Ekonomi Dan Manajemen Bisnis 1: 60–73.

Calvianto, Silas., Batara. Mince, and Rundupadang. Helba. 2024. “Pengaruh Brand Image, Brand Trust, Dan Brand Awareness Terhadap Keputusan Pembelian Produk Smartphone OPPO Pada Mahasiswa Kristen Indonesia Toraja.” 08(02): 1–13.

Fadhlurrahman, Afdhal,Tarandhika, Tantra. 2023. “3175-Article Text-9040-1-10-20230718.” JIMEA | Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) 7(2): 1457–73.

Graciola, et al. 2020. “Brand Awareness Dan Pengaruhnya Terhadap Keputusan Pembelian.” Jurnal Pemasaran dan Manajemen 15(2): 90–105.

Kurnia, Umrio Dwi. 2023. “Pengaruh Brand Image, Brand Trust, Dan Electronic Word of Mouth Terhadap Keputusan Pembelian Erigo Di Gresik Oleh Generasi Z.” Master: Jurnal Manajemen dan Bisnis Terapan 3(1): 1.

Maghfiroh, A. Zainul Arifin Sunarti. 2016. “Pengaruh Citra Merek Terhadap Minat Beli Dan Keputusan Pembelian.” Jurnal Administrasi Bisnis (JAB) 40(1): 132–40.

Megasari Manik, Cindy, and Onan Marakali Siregar. 2022. “Pengaruh Brand Image Dan Brand Awareness Terhadap Keputusan Pembelian Pada Konsumen Starbucks Di Kota Medan.” Journal of Social Research 1(7): 694–707.

Mutya Afisa, and Muhajirin Muhajirin. 2024. “Pengaruh Brand Awareness Dan Brand Trust Terhadap Keputusan Pembelian Pada Produk Revlon.” Journal of Student Research 2(2): 210–20.

Nugroho, Iskan Aryo, I Made, and Bayu Dirgantara. 2021. “Pengaruh Kualitas Produk,Citra Merek Dan Pemasaran Online Terhadap Keputusan Pembelian (Studi Pada PT. Havindo Pakan Optima).” Diponegoro Journal of Management 10(1): 1–11. http://ejournal-s1.undip.ac.id/index.php/dbr.

Nurlita, Febi, and Annisa Wahyuni Arsyad. 2025. “Pengaruh Brand Awareness, Brand Image, Dan Brand Trust Terhadap Keputusan Pembelian.” Ekonomi, Keuangan, Investasi dan Syariah (EKUITAS) 6(3): 389–98.

Oscar, Bheben, M M Hilman, and Cahya Megantara. 2020. “Pengaruh Atribut Produk Terhadap Keputusan Pembelian Produk Muslim Army.” Jurnal Bisnis dan Pemasaran 10(1): 1–12. https://ejurnal.ulbi.ac.id/index.php/promark/article/view/717/523.

Pramesti, Dita Zulia, and Nyoman Sujana. 2022. “Pengaruh Brand Image, Brand Trust Dan Brand Ambassador Terhadap Keputusan Pembelian Smartphone Merek Vivo.” Skripsi thesis, Universitas Muhammadyah Surakarta. 11(April): 346–63.

Repositori, Cakrawala, and Imwi Volume. 2023. “Pengaruh Brand Awareness Dan Brand Image Terhadap Keputusan Pembelian E-Commerence Shopee Andra Niagara, Oktora Yogi Sari Universitas Widyatama Kota Bandung , Indonesia 1256.” 6(April): 1256–65.

Safitri, Farida, Barin Barlian, and Ai Kusmiati Asyiah. 2024. “Pengaruh Brand Image Dan Brand Awareness Terhadap Keputusan Pembelian Konsumen (Survei Pada Konsumen Lazatto UNSIL Di Kota Tasikmalaya).” Jurnal Multidisiplin Dehasen (MUDE) 3(4): 289–302.

Seng Hui, Alfendo Louis. 2023. “Pengaruh Harga,Kualitas Produk Dan Kualitas Pelayanan Terhadap Keputusan Pembelian Pada PT. Panca Asri Sentosa.” Jurnal Ekonomi Bisnis, Manajemen dan Akuntansi (JEBMA) 3(3): 817–24.

Sriwendiah, Sandra, and Wida Ningsih. 2022. “Pengaruh Brand Awareness Terhadap Keputusan Pembelian Lipcream Pixy (Survei Pada Konsumen Toko Kosmetik Cahaya Baru Purwakarta).” Jurnal Bisnis 10(1): 36–50.

Widi, Ichsan. 2017. “Pengaruh Brand Image, Brand Awareness, Dan Brand Trust Terhadap Brand Loyalty Pelanggan Online Shopping (Studi Kasus Karyawan Di BSI Pemuda).” Komunikasi VIII: 1–9. https://ejournal.bsi.ac.id/ejurnal/index.php/jkom/article/view/2327/1607.