Keywords
location
brand equity
purchasing decision
price perception
How to Cite
Abstract
This study examines the combined impact of digital marketing, strategic location, brand equity, and price perception on consumer purchasing decisions in the furniture industry, specifically at Mebel Mandiri. By integrating digital transformation and behavioral economics, it provides insights into consumer decision-making dynamics. Using a quantitative associative approach, data was collected through online questionnaires from 33 respondents and analyzed with SPSS 20, including validity and reliability tests, classical assumption tests, multiple linear regression analysis, and F and T-tests. The findings reveal that digital marketing and price perception significantly influence purchasing decisions, while location and brand equity do not. Together, these variables account for 72.2% of purchasing decisions, with 27.8% influenced by other factors. This study emphasizes that digital marketing strategies and competitive pricing are critical for increasing consumer purchases. Businesses should enhance interactive and credible digital content while ensuring prices reflect product benefits. Additionally, this research highlights the importance of digital marketing and price perception in boosting SMEs' competitiveness, promoting digital transformation, and fostering fair pricing to build consumer trust. Strengthening these strategies expands market reach, enhances business resilience, and contributes to economic sustainability. The study suggests that companies invest in targeted digital campaigns and data-driven pricing strategies to attract and retain customers. By implementing these approaches, businesses can not only increase sales but also drive local economic growth, create job opportunities, and support long-term business sustainability. Ultimately, digital marketing and pricing strategies play a vital role in shaping the future of SMEs in the digital era.
References
Abd.Mukhid. (2021). Metodologi penelitian pendeketan kuantitatif. CV Jakad Media Publishing.
Achmad Jauhari,Devie Rosa Anamisa, F. A. M. (2023). Buku Ajar Metodologi Penelitian Pendekatan Informatika (1 ed.). Media Nusa Creative (MNC Publishing).
Agustin, N., & Amron, A. (2022). Pengaruh Influencer Marketing Dan Persepsi Harga Terhadap Minat Beli Skincare Pada Tiktok Shop. Kinerja, 5(01), 49–61. https://doi.org/10.34005/kinerja.v5i01.2243
Agustina Shinta. (2011). Manajemen Pemasaran (1 ed.). Universitas Brawijaya Press.
Alimin, E. (2022). Manajemen Pemasaran: Kajian Pengantar di Era Bisnis Modern. Seval Literindo Kreasi.
Alvisca, N., & Pradananta, G. (2023). Brand Image Sebagai Variabel Intervening Pengaruh Electronic Word Of Mouth, Sponsor-Program Congruence, Dan Product Placement Merek Kahi Pada Drama Korea Café Minamdang Terhadap Purchase Intention. Reinforce: Journal of Sharia Management, 2(2), 164-189. https://doi.org/10.21274/reinforce.v2i2.8409
Ananda, T. A., Dewi, N. K., & Saleh, M. Z. (2023). Fenomena Perubahan Strategi Pemasaran dalam Menghadapi Tantangan di Era Digital. Jurnal Publikasi Ilmu Manajemen (JUPIMAN), 2(4), 98–107.
Asep Hermawan. (2005). Penelitian Bisnis - Paragidma Kuantitatif (Jakarta). Grasindo.
Athala, D. I. (2023). Pengaruh Keragaman Produk, Persepsi Harga, Dan Point Of Purchase (POP) Display Terhadap Keputusan Pembelian Toko Cahaya Mebel Di Kota Semarang. Journal of Economic, Bussines and Accounting (COSTING), 6(2), 2301–2309. https://doi.org/10.31539/costing.v6i2.5475
Aulia, M. F., Mangole, R., Sofian, A., & Setiyowati, S. W. (2024). Penerapan Digital Marketing Untuk Optimalisasi Sistem Informasi Manajemen Pada Umkm Mebel Aneka Jaya Kota Malang. 2(7), 2842–2849.
Bagus Sumargo. (2020). Teknik Sampling (1 ed.). UNJ PRESS.
Berlilana, B., Utami, R., & Baihaqi, W. M. (2020). Pengaruh Teknologi Informasi Revolusi Industri 4.0 terhadap Perkembangan UMKM Sektor Industri Pengolahan. Matrix : Jurnal Manajemen Teknologi dan Informatika, 10(3), 87–93. https://doi.org/10.31940/matrix.v10i3.1930
Cynthia, D., Hermawan, H., & Izzudin, A. (2022). Terhadap Keputusan Pembelian. PUBLIK:jurnal manajemen sumber daya manusia, administrasi dan pelayanan publik, IX, 104–112.
Dikdik Harjadi. (2024). Marketing (Teori dan Konsep). PT Arr Rad Pratama.
Eka Giovana Asti, E. A. A. (2020). Pengaruh Kualitas Pelayanan, Kualitas Produk Dan Harga Terhadap Kepuasan Konsumen (Effect Of Service Quality, Product Quality And Price On Consumer Satisfaction). EKOMABIS : Jurnal Ekonomi Manajemen Bisnis, 01(01), 1–14.
Ekasari, R., & Putri, T. A. (2021). Pengaruh Kualitas Pelayanan, Persepsi Harga, Dan Lokasi Terhadap Keputusan Pembelian Konsumen. IQTISHAD equity jurnal MANAJEMEN, 3(2), 266. https://doi.org/10.51804/iej.v3i2.937
Erwin dkk, . (2024). Manajemen Pemasaran (Teori dan Strategi) (1 ed.). PT. Green Pustaka Indonesia.
Fansurizal, F., & Aprianti, K. (2022). Pengaruh harga, kualitas produk dan lokasi terhadap keputusan pembelian. Jurnal Manajemen, 14(2), 203–214. https://doi.org/10.30872/jmmn.v14i2.11210
Halomoan Hutajulu. (2024). Buku Ajar Ilmu Ekonomi dan Bisnis. PT. Sonpedia Publishing Indonesia.
Harahap, N. A. P., Al Qadri, F., Harahap, D. I. Y., Situmorang, M., & Wulandari, S. (2023). Analisis Perkkembangan Industri Manufaktur Indonesia. El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam, 4(5), 1444–1450. https://doi.org/10.47467/elmal.v4i5.2918
Hayati Ramadhani, N. A. (2023). Pengaruh Persepsi Harga, Brand Equity, Viral Marketing, Brand Ambassador, Review Produk, dan Customer Relationship, Terhadap Keputusan Pembelian Produk Skincare Skintific di Tiktok Shop. Jurnal Ekonomi, Manajemen dan Akuntansi “Mufakat,” 2(4), 703–717.
I Gede Golden Aditya, N. N. K. Y. (2024). Niat Beli Ulang : Persepsi Harga, Brand Image, dan Kualitas Produk (1 ed.). Media Pustaka Indo.
Kris Timotus. (2017). Pengantar Metodologi Penelitian. CV Andi Offset.
Marnoto. (2024). Digital Marketing. Penerbit NEM.
MOHAMAD DANDI NURSHOLIKIN. (2022). Analisis Pengaruh Kualitas Produk, Persepsi Harga dan Promosi terhadap Keputusan Pembelian Mebel pada UD Rimba Raya Pati [Universitas PGRI Semarang]. In Universitas PGRI Semarang (Nomor 8.5.2017). https://dataindonesia.id/sektor-riil/detail/angka-konsumsi-ikan-ri-naik-jadi-5648-kgkapita-pada-2022
Mujito, Hari Muharam, D. A. (2023a). Manajemen Pemasaran: Sebuah Pengantar Untuk Pemula (1 ed.). EDU PUBLISHER.
Mujito, Hari Muharam, D. A. (2023b). Manajemen Pemasaran: Sebuah Pengantar Untuk Pemula (1 ed.). EDU PUBLISHER.
Muzaki, H. (2021). Pengaruh Brand Equity, Persepsi Harga dan Kualitas Produk Terhadap Keputusan Pembelian Produk Smartphone Samsung di Kelurahan Pematang Pudu Kecamatan Mandau Kabupaten Bengkalis. Gastronomía ecuatoriana y turismo local., 1(69), 119.
Nur Kholidah, M. A. (2020). Faktor-faktor Pengambilan Keputusan Pembelian Kosmetik Berlabel Halal. Penerbit NEM.
Nyoman Dwika Ayu Amrita, . dkk. (2024). Digital Marketing : Teori, Implementasi dan Masa Depan Digital Marketing (1 ed.). PT. Green Pustaka Indonesia.
Pandiangan, K., Masiyono, M., & Dwi Atmogo, Y. (2021). Faktor-Faktor Yang Mempengaruhi Brand Equity: Brand Trust, Brand Image, Perceived Quality, & Brand Loyalty. Jurnal Ilmu Manajemen Terapan, 2(4), 471–484. https://doi.org/10.31933/jimt.v2i4.459
Priansa, D. J. (2017). Komunikasi Pemasaran Terpadu (1 ed.). Penerbit PUSTAKA SETIA.
Putri, P. M., & Marlien, R. . (2022). Pengaruh Digital Marketing terhadap Keputusan Pembelian Online. Jesya (Jurnal Ekonomi & Ekonomi Syariah), 5(1), 25–36. https://doi.org/10.36778/jesya.v5i1.510
Rusli Siri. (2022). Peningkatan Daya Saing Global Melalui Marketing. YUME : Journal of Management, 5(1), 235–237. https://doi.org/10.37531/yume.vxix.436
Sandu Siyoto dan Ali Sodik. (2015). Dasar Metodologi Penelitian (1 ed.). Literasi Media Publishing.
Sawlani, D. K. (2021). Keputusan Pembelian Online: Kualitas Website, Keamanan dan Kepercayaan (1 ed.). SCOPINDO MEDIA PUSTAKA.
Tegar Alfis Ramadhan, Frendika Yusuf Putra Nugraha, Fatin Navi Cahyati, Luwinda, S., Erinna Dian Rahmayanti, & Marjam Desma Rahadhini. (2023). Pengaruh Brand Equity Terhadap Keputusan Pembelian Iphone Pada Mahasiswa Solo. E-Bisnis : Jurnal Ilmiah Ekonomi dan Bisnis, 16(1), 229–237. https://doi.org/10.51903/e-bisnis.v16i1.1178
Ulya, M. (2024). Revitalisasi Strategi Inovasi Ekonomi Bisnis di Era Digital Berkelanjutan untuk Gen Z. Reinforce: Journal of Sharia Management, 3(2), 150-160. https://doi.org/10.21274/reinforce.v3i2.10214
Wijayanti, N., Budiman, A., Zaki, M., Ilham, M., Rozaq, A., Al, A., Gina, Q., Fahmi, M., Din, A., Piazul, B., Rauf, A. N., Rifqi, M., Ismail, N., Fauzy, A. A., Al, I., & Allaudi, H. (2024). Penerapan Digital Marketing Dalam Mendukung Ponorogo. 5(2), 3195–3200.
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.