Mutiara Rahmah, Vitria Puri Rahayu, Noor Ellyawati

ANALISIS KEPUTUSAN PEMBELIAN PRODUK TAS JIMS HONEY DI KOTA SAMARINDA

Introduction

Analisis keputusan pembelian produk tas jims honey di kota samarinda. Analisis keputusan pembelian tas Jims Honey di Samarinda. Studi kuantitatif ini mengungkap tingginya keputusan pembelian produk, diukur dari pengenalan masalah hingga pascapembelian.

Abstract

Purchasing decisions are important for the sustainability of a business, this study aims to determine how purchasing decisions are made at the Jims Honey Store in Samarinda City. This study is a descriptive study with a quantitative approach, data collection using a questionnaire with a sample size of 30 people, while data analysis uses descriptive analysis. The results of the study showed that purchasing decisions at the Jims Honey store in Samarinda City were high with an average value of 4.11 which is categorized as high. This purchasing decision is measured by five indicators, namely problem recognition, information search, evaluation of various alternatives, purchasing decisions and post-purchase decisions, where the results of the study show that all of these indicators have high and very high values because they are responded positively by respondents. The indicator that is least lies in searching for information through friends, this is because various online platforms make it easier for consumers so they don't have to ask friends to get product information.

Review

This study, titled "ANALISIS KEPUTUSAN PEMBELIAN PRODUK TAS JIMS HONEY DI KOTA SAMARINDA," addresses a pertinent topic in marketing and business sustainability: consumer purchasing decisions. The research utilizes a descriptive quantitative approach to understand the mechanisms behind purchasing decisions for Jims Honey bags in Samarinda City. The abstract clearly states the core finding that purchasing decisions for this specific product are notably high, with an average value of 4.11, indicating a strong positive market response, which is a valuable insight for the business and for understanding regional consumer behavior. A strength of this study lies in its clear objective and the straightforward application of a descriptive methodology. The research provides a comprehensive breakdown of purchasing decisions into five key indicators: problem recognition, information search, evaluation of alternatives, purchasing decisions, and post-purchase behavior. The finding that all these indicators registered high to very high values, due to positive respondent feedback, offers a well-rounded view of the consumer journey for Jims Honey products. Particularly interesting is the observation that information search through friends is the least common method, which is astutely attributed to the rise of online platforms, highlighting a contemporary shift in consumer information-seeking habits. While the study provides a valuable descriptive overview, there are several areas for potential enhancement. The sample size of 30, though adequate for a preliminary descriptive snapshot, limits the generalizability and statistical power required for more robust inferential analysis, such as identifying correlations or causal relationships between factors influencing purchasing decisions. The abstract would also benefit from providing more context regarding the Jims Honey brand (e.g., its market position, target demographic) to fully contextualize the "high purchasing decisions" finding. Future research could expand upon this foundation by employing larger samples, exploring the specific impact of online platforms on information search, or utilizing inferential statistics to uncover deeper drivers of consumer purchase intent, thereby moving beyond purely descriptive analysis to offer more actionable recommendations.

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