Investigating the drivers of consumer purchase decision: evidence from the stationery industry
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Abstract
The domestic stationery manufacturers in Indonesia faces challenges from dynamic business environments, such as intense competition, shifting consumer behaviors, and the influx of imported products, which necessitate strategic efforts to sustain business performance. This study investigates the critical determinants of consumer purchasing decisions within the stationery industry, focusing on perceived value, price perception, and product quality as suggested by existing literatur. Data were collected from 100 individuals who had previously purchased stationery products. The results revealed that perceived value, price perception, and product quality significantly and positively influence purchasing decisions. These findings underscore the pivotal role of strategic pricing, quality improvements, and perceived value in shaping consumer behavior in the stationery industry. The study contributes to existing literature and provides actionable insights for industry practitioners to enhance consumer purchasing decisions which may led to a sustain performance
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How to Cite
Deasty, T. G., & Darmawan, B. A. (2024). Investigating the drivers of consumer purchase decision: evidence from the stationery industry. Enrichment : Journal of Management, 14(5), 839-845. https://doi.org/10.35335/enrichment.v14i5.2121
References
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Chaerudin, S. M., & Syafarudin, A. (2021). The Effect Of Product Quality, Service Quality, Price On Product Purchasing Decisions On Consumer Satisfaction. Ilomata International Journal of Tax & Accounting, 2(1), 61–70.
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Hadi, A., Cahyani, R. R., & Mutiasari, A. I. (2024). The influence of promotion, service quality, and pricing on purchase decisions at Assalaam hypermarket. Journal of Management Science, 7(3), 552-557.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate Data Analysis (8th ed.). Cengage Learning.
Hride, F. T., Ferdousi, F., & Jasimuddin, S. M. (2022). Linking perceived price fairness, customer satisfaction, trust, and loyalty: A structural equation modeling of Facebook‐based e‐commerce in Bangladesh. Global Business and Organizational Excellence, 41(3), 41–54. https://doi.org/10.1002/joe.22146
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Nguyen, X. H., Nguyen, T. T., Anh Dang, T. H., Dat Ngo, T., Nguyen, T. M., & Anh Vu, T. K. (2024). The influence of electronic word of mouth and perceived value on green purchase intention in Vietnam. Cogent Business & Management, 11(1), 2292797.
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Rosanti, N., Salam, K. N., & Panus, P. (2021). The Effects of Brand Image and Product Quality on Purchase Decisions. Quantitative Economics and Management Studies, 2(6), 365–375.
Rosillo-Díaz, E., Blanco-Encomienda, F. J., & Crespo-Almendros, E. (2019). A cross-cultural analysis of perceived product quality, perceived risk and purchase intention in e-commerce platforms. Journal of Enterprise Information Management, 33(1), 139–160. https://doi.org/10.1108/JEIM-06-2019-0150
Satriawan, K. A., & Setiawan, P. Y. (2020). The role of purchase intention in mediating the effect of perceived price and perceived quality on purchase decision. International Research Journal of Management, IT and Social Sciences, 7(3), 38–49. https://doi.org/10.21744/irjmis.v7n3.887
Sekaran, U., & Bougie, R. (2016). Research Methods for Business: A Skill-Building Approach (7th ed.). Wiley & Sons.
Suhud, U., Allan, M., Rahayu, S., & Prihandono, D. (2022). When brand image, perceived price, and perceived quality interplay in predicting purchase intention: Developing a rhombus model. Academic Journal of Interdisciplinary Studies, 11(1), 232–245.
Suhud, U., & Willson, G. (2019). Low-Cost Green Car Purchase Intention: Measuring the Role of Brand Image on Perceived Price and Quality. International Journal of Economics and Business Administration, 7(3), 238–249.
Tirtayasa, S., Sinta, F., Azhara, Y., & Prasetya, A. (2022). The Effect Of Product Quality And Price On Consumer Satisfaction With Purchase Decisions As An Intervening Variable (Case Study Of Nazwa Assorted Cakes). Jurnal Mantik, 6(1), 657–664.
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2–22.
Ali, A., & Bhasin, J. (2019). Understanding customer repurchase intention in e-commerce: Role of perceived price, delivery quality, and perceived value. Jindal Journal of Business Research, 8(2), 142–157.
Anggraeni, A. R., & Soliha, E. (2020). Kualitas produk, citra merek dan persepsi harga terhadap keputusan pembelian (Studi pada konsumen Kopi Lain Hati Lamper Kota Semarang). Al Tijarah, 6(3), 96–107.
bangkitperkasa.com. (2024, July 30). Persaingan dalam Bisnis Alat Tulis Kantor (ATK): Strategi dan Cara Menghadapinya. Bangkitperkasa. https://bangkitperkasa.com/artikel/stationery/persaingan-dalam-bisnis-alat-tulis-kantor-atk-strategi-dan-cara-menghadapinya/
Bernarto, I., Purwanto, A., & Masman, R. R. (2022). The Effect of Perceived Risk, Brand Image and Perceived Price Fairness on Customer Satisfaction. Jurnal Manajemen, 26(1), 35–50. https://doi.org/10.24912/jm.v26i1.836
Cakici, A. C., Akgunduz, Y., & Yildirim, O. (2019). The impact of perceived price justice and satisfaction on loyalty: the mediating effect of revisit intention. Tourism Review, 74(3), 443–462.
Chaerudin, S. M., & Syafarudin, A. (2021). The Effect Of Product Quality, Service Quality, Price On Product Purchasing Decisions On Consumer Satisfaction. Ilomata International Journal of Tax & Accounting, 2(1), 61–70.
Dzulkharnain, E. (2019). Pengaruh Persepsi Harga, Citra Merek Dan Kualitas Produk Terhadap Keputusan Pembelian. IQTISHADequity Jurnal MANAJEMEN, 1(2).
Hadi, A., Cahyani, R. R., & Mutiasari, A. I. (2024). The influence of promotion, service quality, and pricing on purchase decisions at Assalaam hypermarket. Journal of Management Science, 7(3), 552-557.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate Data Analysis (8th ed.). Cengage Learning.
Hride, F. T., Ferdousi, F., & Jasimuddin, S. M. (2022). Linking perceived price fairness, customer satisfaction, trust, and loyalty: A structural equation modeling of Facebook‐based e‐commerce in Bangladesh. Global Business and Organizational Excellence, 41(3), 41–54. https://doi.org/10.1002/joe.22146
Khayah, B. Z., & Marpaung, N. N. (2022). Pengaruh Kualitas Produk dan Persepsi Nilai Terhadap Keputusan Pembelian pada Produk Scarlett Whitening (Studi Kasus Daerah Cikarang Kabupaten Bekasi). Jurnal Parameter, 7(1), 141–154.
Kisdiantoro, K. (2024). Strategi Toko ATK MK Hadaaf Hadapi Persaingan, Fokus Tanah Liat, Siap Antar dan Diskon Istimewa. Tribunnews. https://jabar.tribunnews.com/2024/03/07/strategi-toko-atk-hk-hadaaf-hadapi-persaingan-fokus-tanah-liat-siap-antar-dan-diskon-istimewa.
Luo, B., Li, L., & Sun, Y. (2022). Understanding the Influence of Consumers’ Perceived Value on Energy-Saving Products Purchase Intention. Frontiers in Psychology, 12, 640376. https://doi.org/10.3389/fpsyg.2021.640376
Marcela, T., & Zawawi, Z. (2024). The Impact of Price Perception and Service Quality on Consumer Purchase Interest in Biznet Home Internet Services in Kediri. Indonesian Interdisciplinary Journal of Sharia Economics, 8(1), 359–376.
Nguyen, X. H., Nguyen, T. T., Anh Dang, T. H., Dat Ngo, T., Nguyen, T. M., & Anh Vu, T. K. (2024). The influence of electronic word of mouth and perceived value on green purchase intention in Vietnam. Cogent Business & Management, 11(1), 2292797.
Phan Tan, L., & Le, T. (2023). THE INFLUENCE OF PERCEIVED PRICE AND QUALITY OF DELIVERY ON ONLINE REPEAT PURCHASE INTENTION: THE EVIDENCE FROM VIETNAMESE PURCHASERS. Cogent Business & Management, 10(1). https://doi.org/10.1080/23311975.2023.2173838
Prasad, S., Garg, A., & Prasad, S. (2019). Purchase decision of generation Y in an online environment. Marketing Intelligence & Planning, 37(4), 372–385. https://doi.org/10.1108/MIP-02-2018-0070
Rosanti, N., Salam, K. N., & Panus, P. (2021). The Effects of Brand Image and Product Quality on Purchase Decisions. Quantitative Economics and Management Studies, 2(6), 365–375.
Rosillo-Díaz, E., Blanco-Encomienda, F. J., & Crespo-Almendros, E. (2019). A cross-cultural analysis of perceived product quality, perceived risk and purchase intention in e-commerce platforms. Journal of Enterprise Information Management, 33(1), 139–160. https://doi.org/10.1108/JEIM-06-2019-0150
Satriawan, K. A., & Setiawan, P. Y. (2020). The role of purchase intention in mediating the effect of perceived price and perceived quality on purchase decision. International Research Journal of Management, IT and Social Sciences, 7(3), 38–49. https://doi.org/10.21744/irjmis.v7n3.887
Sekaran, U., & Bougie, R. (2016). Research Methods for Business: A Skill-Building Approach (7th ed.). Wiley & Sons.
Suhud, U., Allan, M., Rahayu, S., & Prihandono, D. (2022). When brand image, perceived price, and perceived quality interplay in predicting purchase intention: Developing a rhombus model. Academic Journal of Interdisciplinary Studies, 11(1), 232–245.
Suhud, U., & Willson, G. (2019). Low-Cost Green Car Purchase Intention: Measuring the Role of Brand Image on Perceived Price and Quality. International Journal of Economics and Business Administration, 7(3), 238–249.
Tirtayasa, S., Sinta, F., Azhara, Y., & Prasetya, A. (2022). The Effect Of Product Quality And Price On Consumer Satisfaction With Purchase Decisions As An Intervening Variable (Case Study Of Nazwa Assorted Cakes). Jurnal Mantik, 6(1), 657–664.
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2–22.