Pengaruh Promosi dan Harga terhadap Keputusan Pembelian yang Berimplikasi pada Kepuasan Pelanggan: Studi pada Produk Gamis UMKM Shofy Collection dan Endomoda di Bandung The Effect of Promotion and Price on Purchase Decisions with Implications for Customer Satisfaction: A Study on Gamis Products of the Shofy Collection and Endomoda MSMEs in Bandung
Article Sidebar
Page Numbers:
1615-1631
Digital Object Identifier:
10.58578/alsys.v5i4.6654
Viewed: 173 times
Downloaded: 107 times
LYAS Publisher cordially invites qualified professionals to serve as Editors or Reviewers. Your expertise will make an important contribution to maintaining and strengthening the academic quality of our publications. Interested applicants are kindly requested to complete the application form at the following link: Editors & Reviewers
Please feel free to contact us if you need any further information about the submission process or if you have any additional questions.
Authors:
Yayah Sopiah1*, Somadi Somadi2 
Copyright :
Authors retain copyright and grant the journal right of first publication.
Main Article Content
Abstract
The gamis industry, as part of the Muslim fashion sector, has experienced rapid growth over the past decade but has faced significant pressure due to the pandemic and shifting consumer behavior. Amid increasing competition and declining revenue, business actors are required to develop effective promotional and pricing strategies to influence purchasing decisions and enhance customer satisfaction. This study aims to analyze the effects of promotion and price on purchasing decisions, as well as the effect of purchasing decisions on customer satisfaction for gamis products from two local MSMEs: Shofy Collection and Endomoda. A quantitative research method was employed using a survey approach, with 96 purposively selected respondents. Data were analyzed using SmartPLS version 4. The results show that promotion (β = 0.523) and price (β = 0.406) have a positive and significant influence on purchasing decisions, while purchasing decisions significantly affect customer satisfaction (β = 0.886). The research model demonstrates high predictive power, with R² values of 0.579 for purchasing decisions and 0.823 for customer satisfaction. These findings highlight the importance of optimizing digital promotional strategies, adaptively adjusting pricing, and enhancing post-purchase services as strategic efforts to build customer loyalty in the Muslim fashion market.
Downloads
Article Details
Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
References
Ainy, F. N., Miradji, M. A., Kusuma, A. D., & Mite, D. M. (2024). Analisis Rasio Keuangan Terhadap Laporan Keuangan Pada Pt Wismilak Inti Makmur Tbk Tahun 2020-2023. Jurnal Ekonomi Dan Keuangan, 9(3), 461–467. https://jurnal.ekonomi.keuangan/view/324
Budiono, A. (2020). Pengaruh kualitas pelayanan, harga, promosi, dan citra merek terhadap kepuasan pelanggan melalui keputusan pembelian. EQUILIBRIUM: Jurnal Ilmu Pendidikan Dan EKonomi, 17(2), 1. https://journal.uniku.ac.id/index.php/Equilibrium/article/view/2664
Dari, R. W., & Fitri, A. (2025). Pengaruh Perilaku Konsumen Terhadap Keputusan Pembelian Fashion Muslimah. Journal of Islamic Economics, Banking, and Social Finance, 1(1), 55. https://journal.sebi.ac.id/index.php/jiebsf/article/view/795
Farah, N. T., Amiwantoro, S., Nikmah, F., Ikaningtyas, M., & Anyar, G. (2024). Implementasi Strategi Pemasaran Digital Dalam Pengembangan Bisnis Di Era Digitalisasi. Jurnal Media Akademik (JMA), 2(4). https://jurnal.mediaakademik.com/view/1772
Hedynata, M. L., & Radianto, W. E. D. (2016). Strategi Promosi Dalam Meningkatkan Penjualan Luscious Chocolate Potato Snack. Performa, 1(1), 87–96. https://doi.org/10.37715/jp.v1i1.108
Herdian, A. R., Marlina, W., & Muchsin, S. S. (2023). Pengaruh Brand Image Dan Kualitas Pelayanan Terhadap Keputusan Pembelian Konsumen (Studi Kasus Pada Toko Roti Breadtalk Cabang Palembang Indah MALL) [Sriwijaya]. https://repository.unsri.ac.id/128937/
Identiti, I. (2021). Pengaruh Pengambilan Keputusan Konsumen Dalam Membeli Produk Busana Muslimah Di Kota Pekanbaru (Studi Kasus Industri Fashion Busana Muslimah Di Kota Pekanbaru ). Al-Istisqad, 17(1), 59. https://ejournal.uin-suska.ac.id/index.php/al-iqtishad/article/view/12719
Juwandi, R., Nurwahid, Y., & Lestari, A. (2019). Media sosial sebagai sarana pendidikan politik untuk mengembangkan literasi digital warga negara. Prosiding Seminar Nasional Pendidikan FKIP UNTIRTA, 2(1), 369. https://jurnal.untirta.ac.id/index.php/psnp/article/view/5636
Kotler, P., & Keller, K. L. (2016). Marketing Management. Pearson Education.
Kotler, P., & Keller, K. L. (2021). Manajemen Pemasaran (13th ed.). Pearson Education.
MD, U. W., & Achiria, S. (2020). Peran Trend dan Motif HijrahTerhadap Pembelian Busana Muslimah Di Kota Palu. Jurnal Ilmu Ekonomi Dan Bisnis Islam, 1(2), 1–17. https://doi.org/10.24239/jiebi.v1i2.9.1-17
Pranata, I. Y. I. (2022). Strategi Promosi Digital dalam Meningkatkan Keputusan Pembelian Produk Fashion. Jurnal Manajemen Dan Bisnis, 9(1), 45. https://doi.org/10.8734/jumis.v12i4.8944
Pratama, O. (2025). Pengaruh Globalisasi Budaya Korea terhadap Pengembangan Wisata di Bandung: Analisis Sosial dan Ekonomi. Al-DYAS, 4(2), 958–973. https://doi.org/10.58578/aldyas.v4i2.5494
Pratama, O., Narimawati, U., & Mulyadi. (2023). The Influence of Digital Changes on Media And Entertainment Business Models: A Case Study of Netflix and Spotify. Journal of Principles Management and Business, 2(02), 108–121. https://doi.org/10.55657/jpmb.v2i02.116
Rinaja, A. F., Udayana, I. B. N., & Maharani, B. D. (2022). Pengaruh Online Customer Review, Word of Mouth, and Price Consciousness Terhadap Minat Beli Di Shopee. Publik: Jurnal Manajemen Sumber Daya Manusia, Administrasi Dan Pelayanan Publik, 9(3), 435–448. https://doi.org/10.37606/publik.v9i3.345
Sinta Ferryal, S. A. (2022). Pengaruh Bauran Pemasaran terhadap Keputusan Pembelian dan Kepuasan Pelanggan Fashion Muslim. KALBISIANA: Jurnal Sains Bisnis Dan Teknologi, 10(2), 115. https://ojs.kalbis.ac.id/index.php/kalbisiana/article/view/1676
Supriyadi, S., Wiyani, W., & Nugraha, G. I. K. (2017). Pengaruh Kualitas Produk Dan Brand Image Terhadap Keputusan Pembelian. Jurnal Bisnis Dan Manajemen, 4(1), 119. https://doi.org/10.26905/jbm.v4i1.1714
Supriyanto, M., & Taali, M. (2022). Pengaruh Bauran Pemasaran (Marketing Mix) Terhadap Pengambilan Keputusan Menginap Di The Sun Hotel Madiun. Epicheirisi: Jurnal Manajemen, Administrasi, Pemasaran Dan Kesekretariatan, 2(2), 26–33. https://doi.org/10.32486/epicheirisi.v2i2.458
Tulung, L. (2018). Fungsi Promosi Dalam Meningkatkan Daya BTulung, Lingkan. “Fungsi Promosi Dalam Meningkatkan Daya Beli Gadget Samsung Di Kota Manado. E-Journal Acta Diurna, 4(5), 1–12. https://www.neliti.com/id/publications/92615/fungsi-promosi-dalam-meningkatkan-daya-beli-gadget-samsung-di-kota-manado
Widjaja, R., & Wildan. (2023). Strategi Pemasaran dan Implementasinya. Jurnal Bisnis Dan Pemasaran, 5(1), 13. https://penerbitgoodwood.com/index.php/jbpd