MABNY : Journal of Sharia Management and Business Vol.
1 No.
1 April 2021 The Digital Shift In The Mebel Market: How Marketing Strategies.
Brand Equity.
Location and Price Perception Influence Consumer Decisions Tegar.
Citra Mulya Sari.
UIN Sayyid Ali Rahmatullah Tulungagung.
Indonesia Corresponding author: tegar3836@gmail.
Abstract:
This study examines the impact of digital marketing, strategic location, brand equity, and price perception on consumer purchase decisions in the furniture industry, focusing on Mebel Mandiri.
Integrating digital transformation and behavioral economics, it offers a fresh perspective on consumer decision-making.
Using a quantitative associative approach, data from 33 respondents was analyzed with SPSS 20, employing validity and reliability tests, classical assumption tests, multiple linear regression, and F and T-tests.
The results indicate that digital marketing and price perception significantly influence purchasing decisions, while location and brand equity do not.
However, collectively, these variables account for 2% (RA = 0.
of consumer purchasing decisions, with 27.
8% influenced by other The study highlights that effective digital marketing strategies and competitive pricing are essential for enhancing consumer decisions.
Businesses should focus on interactive and credible digital content while aligning pricing with product value.
Additionally, digital marketing and price perception play a crucial role in strengthening SMEs, driving digital transformation, and fostering consumer trust.
These strategies expand market reach, improve business resilience, and contribute to economic growth, job creation, and sustainable development.
Keywords: Digital Marketing.
Location.
Brand Equity.
Price Perception.
Purchasing Decision Abstrak:
Penelitian ini mengkaji dampak digital marketing, lokasi strategis, ekuitas merek, dan persepsi harga terhadap keputusan pembelian konsumen dalam industri mebel, dengan fokus pada Mebel Mandiri.
Dengan mengintegrasikan transformasi digital dan ekonomi perilaku, penelitian ini menawarkan perspektif baru dalam pengambilan keputusan Menggunakan pendekatan asosiatif kuantitatif, data dari 33 responden dianalisis menggunakan SPSS 20, melalui uji validitas dan reliabilitas, uji asumsi klasik, regresi linear berganda, serta uji F dan T.
Hasil penelitian menunjukkan bahwa digital marketing dan persepsi harga berpengaruh signifikan terhadap keputusan pembelian, sedangkan lokasi dan ekuitas merek tidak berpengaruh signifikan.
Namun, secara simultan, keempat variabel tersebut berkontribusi sebesar 72,2% (RA = 0,.
terhadap keputusan pembelian konsumen, dengan 27,8% dipengaruhi oleh faktor lain yang tidak diteliti.
Penelitian ini menekankan bahwa strategi digital marketing yang efektif dan persepsi harga yang kompetitif sangat penting dalam meningkatkan keputusan pembelian konsumen.
Bisnis perlu fokus pada konten digital yang interaktif dan kredibel serta penetapan harga yang sesuai dengan nilai produk.
Selain itu, digital marketing dan persepsi harga berperan dalam memperkuat daya saing UMKM, mendorong transformasi digital, serta membangun kepercayaan konsumen.
Strategi ini memperluas jangkauan pasar, meningkatkan ketahanan bisnis, serta berkontribusi pada pertumbuhan ekonomi, penciptaan lapangan kerja, dan pembangunan berkelanjutan.
Kata Kunci: Pemasaran Digital.
Lokasi.
Ekuitas Merek.
Persepsi Harga The Digital Shift In The Mebel Market: How Marketing Strategies.
Brand Equity.
Location and Price Perception Influence Consumer Decisions INTRODUCTION The rapid economic growth in Indonesia has created an increasingly competitive business environment.
Tight competition demands that companies continuously adapt to market changes and develop innovative strategies to retain and attract new customers.
In this increasingly open business environment, a deep understanding of consumer needs and satisfaction is crucial in building long-term relationships.
Companies must not only maintain the loyalty of existing customers but also create added value that sets them apart from 1 The advancement of digital technology has brought significant changes to the marketing world.
Digitalization enables companies to reach consumers more easily through various online platforms such as social media, websites, and e-commerce applications.
Datadriven marketing has become a key factor in understanding consumer preferences and By utilizing digital technology effectively, businesses can develop more efficient marketing strategies to capture consumer attention and maintain their interest in the products offered.
In the purchasing decision-making process, various factors influence consumers in choosing a product or service.
Some key considerations include effective digital marketing, a strategic business location, strong brand equity, and price perception that aligns with the product's value.
Engaging digital marketing can enhance consumer interaction, while an easily accessible business location adds to its appeal.
Meanwhile, strong brand equity builds consumer trust in a brand, and competitive price perception makes a product more attractive in the market.
Although digitalization presents numerous opportunities for businesses, companies still face various challenges in attracting and retaining consumers.
The success of digital marketing depends heavily on the credibility of the content presented and how well the strategy creates a positive consumer experience.
Additionally, a business location that is not strategically placed can hinder customer growth.
Brand strength must also be reinforced to remain competitive amidst a wide selection of similar products.
Price is another crucial factor influencing purchasing decisions, especially when consumers compare products with those of 4 This study aims to analyze the extent to which digital marketing, location, brand equity, and price perception influence consumer purchasing decisions.
By identifying the key factors that play a significant role in purchasing decisions, the findings of this study are expected to provide insights for business owners in developing more effective marketing Furthermore, this research can contribute to the advancement of marketing theory and consumer behavior studies, particularly in the growing furniture industry.
With increasing business competition, this research is highly relevant in helping companies understand the factors influencing purchasing decisions.
Through this study, it is expected that optimal strategies can be identified for managing digital marketing, selecting a Eka Avianti Ayuningtyas Eka Giovana Asti.
AuPENGARUH KUALITAS PELAYANAN.
KUALITAS
PRODUK DAN HARGA TERHADAP KEPUASAN KONSUMEN (EFFECT OF SERVICE QUALITY,
PRODUCT QUALITY AND PRICE ON CONSUMER SATISFACTION),Ay E K O M A B I S : J u r n a l E k o n o m i M a n a j e m e n B i s n i s 01, no.
: 1Ae14.
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: 98Ae107.
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: 235Ae37, https://doi.
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Berlilana Berlilana.
Rinda Utami, dan Wiga Maulana Baihaqi.
AuPengaruh Teknologi Informasi Revolusi Industri 4.
0 terhadap Perkembangan UMKM Sektor Industri Pengolahan,Ay Matrix : Jurnal Manajemen Teknologi dan Informatika 10, no.
: 87Ae93, https://doi.
org/10.
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Nabila Ananda Putri Harahap et al.
AuAnalisis Perkkembangan Industri Manufaktur Indonesia,Ay El-Mal:
Jurnal Kajian Ekonomi & Bisnis Islam 4, no.
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Tegar.
Citra Mulya Sari strategic business location, building strong brand equity, and setting prices that align with the value offered to consumers.
Consequently, companies can enhance their competitiveness and sustain their presence in the market.
Based on these discussions, this research focuses on Mebel Mandiri as the subject of Although it has established a good reputation.
Mebel Mandiri still faces various marketing challenges, particularly in optimizing digital marketing, overcoming location limitations, strengthening brand equity, and aligning price perception with consumer Therefore, this study is expected to provide valuable recommendations for Mebel Mandiri in improving its competitiveness and maintaining its position in the highly competitive furniture industry.
Based on the previous explanation regarding digital marketing, location, brand equity, and price perception, this serves as the foundation for the researcher to conduct a study titled The Digital Shift In The Mebel Market: How Marketing Strategies.
Brand Equity.
Location.
And Price Perception Influence Consumer Decisions.
RESEARCH METHODS
The research method used in this study is a quantitative approach with an associative research type,7 conducted at Mebel Mandiri Wajak Lor.
Boyolangu.
Tulungagung.
This study aims to analyze the influence of digital marketing, location, brand equity, and price perception on consumer purchasing decisions.
The population consists of 33 consumers of Mebel Mandiri who have made at least one purchase, and the sampling technique used is saturated sampling, meaning the entire population is included as the research sample.
The study utilizes both primary and secondary data.
Primary data was gathered through structured questionnaires distributed to the respondents, while secondary data was obtained from relevant literature, journals, and company records.
9 To measure variables, a Likert scale .
was used, where respondents rated their perceptions of digital marketing, location, brand equity, price perception, and purchasing decisions based on defined The collected data was processed and analyzed using SPSS 20 software.
Several statistical tests were conducted, including validity and reliability tests to ensure the accuracy and consistency of the research instrument.
11 Additionally, classical assumption tests were performed, covering the normality test to assess data distribution, the multicollinearity test to check correlations between independent variables, the heteroscedasticity test to detect variance inconsistencies in residual values, and the autocorrelation test to examine serial correlation in regression residuals.
The study employed multiple linear regression analysis to determine the influence of independent variables on the dependent variable.
Furthermore, hypothesis testing was conducted using the F-test .
imultaneous tes.
to evaluate the collective impact of all independent variables on purchasing decisions, the T-test .
artial tes.
to analyze individual effects, and the coefficient of determination (RA tes.
to measure the proportion of variation in consumer purchasing decisions explained by the independent Dasmansyah Adyas Mujito.
Hari Muharam.
MANAJEMEN PEMASARAN: Sebuah Pengantar Untuk Pemula, 1 ed.
(Tasikmalaya: EDU PUBLISHER, 2.
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The Digital Shift In The Mebel Market: How Marketing Strategies.
Brand Equity.
Location and Price Perception Influence Consumer Decisions RESULTS AND DISCUSSION The variables used in this study are Digital Marketing.
Strategic Location.
Brand Equity, and Price Perception, which influence Consumer Purchase Decisions in the furniture industry.
The following are the results of the research and Instrument Test Results Test Data Validity Variables Statement Consumer Purchasing Decisions (Y) Digital Marketing (X.
Brand Equity (X.
Table 1 Validity Test Pearson Correlation X1.
X1.
X1.
X1.
X1.
X1.
X1.
X1.
X1.
X1.
X1.
X1.
X2.
X2.
R table Information Valid Valid Valid Tegar.
Citra Mulya Sari Variables Statement X2.
Location (X.
Price Perception (X.
Pearson Correlation X2.
X2.
X2.
X2.
X2.
X2.
X2.
X2.
X2.
X2.
X2.
X3.
X3.
X3.
X3.
X3.
X3.
X3.
X3.
X3.
X4.
X4.
X4.
X4.
X4.
X4.
X4.
X4.
R table Information Valid Valid The Digital Shift In The Mebel Market: How Marketing Strategies.
Brand Equity.
Location and Price Perception Influence Consumer Decisions Variables Statement X4.
Pearson Correlation X4.
R table Information Source: Processed Primary Data, 2025 Based on Table 1, all statement items for each variable have a Pearson correlation value greater than r-table, indicating that all questionnaire statements are valid.
Data Reliability Test Table 2 Reliability Test Variables Consumer Purchasing Decisions (Y) Digital Marketing (X.
Brand Equity (X.
Cronbach Alpha Information Reliable Reliable Reliable Location (X.
Reliable Price Perception (X.
Reliable Multicollinearity The tolerance test results for the four independent variables showed a value greater 10 and a VIF value < 10 .
ee Table .
These results indicate that the regression model does not show signs of multicollinearity or that the assumption of non-multicollinearity is Thus, the analysis of the four independent variables is valid, and the results can be interpreted to explain the contribution of each variable independently to consumer purchase Table 3.
Multicollinearity Test Result Variables Consumer Purchasing Decisions (Y) Digital Marketing (X.
Location (X.
Brand Equity (X.
Price Perception (X.
Tolerance VIF Source: Processed Primary Data, 2025 Classical Assumption Test Heteroscedasticity Tegar.
Citra Mulya Sari Heteroscedasticity refers to the unequal variance of residuals from one observation to The test results support the assumption of non-heteroscedasticity, as the significance values (Sig.
) of all independent variables in the Glejser test are greater than 0.
> 0.
ee Table .
This indicates that the regression model does not suffer from heteroscedasticity issues, meaning the variance of residuals is homogeneous or constant across the entire range of independent variable values.
This finding is significant because it demonstrates that the regression model effectively analyzes the impact of the four independent variables on consumer purchase decisions.
Table 4.
Heteroscedasticity Test Variables Digital Marketing (X.
Location (X.
Brand Equity (X.
Price Perception (X.
Significance Value .
Source: Processed Primary Data, 2025 Autocorrelation Autocorrelation refers to the correlation of residuals from one observation with those from previous observations.
The test results confirm the absence of autocorrelation, as the Durbin-Watson (DW) value is 1.
922, which falls between the upper limit .
U) of 1.
7298 and 4-dU .
ee Table .
This indicates that the regression model does not suffer from autocorrelation issues, fulfilling the assumption of independence of residuals.
This finding is significant because it demonstrates that the regression model effectively analyzes the impact of the four independent variables on consumer purchase decisions.
Table 5.
Autocorrelation Test Variables Digital Marketing (X.
Location (X.
Brand Equity (X.
Price Perception (X.
Durbin Watson Source: Processed Primary Data, 2025 Normality The results of the one-sample Kolmogorov-Smirnov test indicate a p-value of 0.
which exceeds the significance level of = 0.
ee Table .
This suggests that the residuals meet the assumption of normal distribution.
Consequently, this assumption supports the reliability of the regression analysis in determining the overall effect of independent variables on consumer purchase decisions, thereby facilitating valid conclusions.
Table 6.
Normality Test Indication Residual The Digital Shift In The Mebel Market: How Marketing Strategies.
Brand Equity.
Location and Price Perception Influence Consumer Decisions Significance of Kolmogorov-Smirnov Z Source: Processed Primary Data, 2025 Multiple Linear Regression The results of the multiple linear regression test indicate that the regression equation is as Y = 11.
332XCA - 0.
084XCC 0.
067XCE 0.
241XCE A
These findings suggest the following:
The constant value of 11.
849 indicates that if all independent variables (Digital Marketing.
Location.
Brand Equity, and Price Perceptio.
remain constant, consumer purchase decisions would be 11.
The regression coefficient for Digital Marketing (XCA) is 0.
332, meaning that for every one-unit increase, assuming other variables remain constant, consumer purchase decisions increase by 0.
332 units.
The regression coefficient for Location (XCC) is -0.
084, indicating that for every oneunit increase, assuming other variables remain constant, consumer purchase decisions decrease by 0.
084 units.
The regression coefficient for Brand Equity (XCE) is 0.
067, meaning that for every oneunit increase, assuming other variables remain constant, consumer purchase decisions increase by 0.
067 units.
The regression coefficient for Price Perception (XCE) is 0.
241, meaning that for every one-unit increase, assuming other variables remain constant, consumer purchase decisions increase by 0.
241 units.
These results confirm that Digital Marketing.
Brand Equity, and Price Perception have a positive effect on consumer purchase decisions, whereas Location has a negative effect.
Table 7.
Normality Test Variables (Constan.
Digital Marketing (X.
Location (X.
Brand Equity (X.
Price Perception (X.
Unstandardized Coefficients Source: Processed Primary Data, 2025 Hypotheses Testing F-Test (Simultaneou.
Tegar.
Citra Mulya Sari The results of the F-test .
imultaneous tes.
indicate an F-value of 123.
920 with a significance level of 0.
ee Table .
Given that the significance value is less than 0.
05 and F-value .
is greater than F-table .
, it can be concluded that H1 is accepted and H0 is rejected.
This confirms that the independent variables Digital Marketing.
Location.
Brand Equity, and Price Perception simultaneously have a positive and significant effect on consumer purchase decisions.
Table 8.
F Test Model Regression Sig.
Source: Processed Primary Data, 2025 T-Test (Partia.
The results of the t-test .
artial tes.
indicate the following findings .
ee Table .
Digital Marketing (X.
has a t-value of 2.
896 with a significance level of 0.
Since the significance value is less than 0.
05 and t-value .
is greater than t-table .
, it can be concluded that H2 is accepted and H0 is rejected, meaning that Digital Marketing has a positive and significant effect on consumer purchase Location (X.
has a t-value of -1.
856 with a significance level of 0.
Since the significance value is greater than 0.
05 and t-value (-1.
is less than t-table .
it can be concluded that H3 is rejected and H0 is accepted, meaning that Location does not have a significant effect on consumer purchase decisions.
Brand Equity (X.
has a t-value of 1.
730 with a significance level of 0.
Since the significance value is greater than 0.
05 and t-value .
is less than t-table .
it can be concluded that H4 is rejected and H0 is accepted, meaning that Brand Equity does not have a significant effect on consumer purchase decisions.
Price Perception (X.
has a t-value of 4.
284 with a significance level of 0.
Since the significance value is less than 0.
05 and t-value .
is greater than t-table .
, it can be concluded that H5 is accepted and H0 is rejected, meaning that Price Perception has a positive and significant effect on consumer purchase decisions.
Table 9.
T Test Variables Digital Marketing (X.
Lokasi (X.
Brand Equity (X.
Persepsi Harga (X.
Sig.
Source: Processed Primary Data, 2025 The Digital Shift In The Mebel Market: How Marketing Strategies.
Brand Equity.
Location and Price Perception Influence Consumer Decisions Coefficient of Determination (RA) The coefficient of determination (Adjusted R Squar.
test results indicate an Adjusted R Square value of 0.
ee Table .
This means that 72.
2% of the variability in consumer purchase decisions can be explained by the independent variables: Digital Marketing.
Location.
Brand Equity, and Price Perception.
The remaining 27.
8% is influenced by factors outside the research model.
These results demonstrate that the regression model has a strong explanatory power in describing the relationship between the independent and dependent variables.
Table 10.
Coefficient of Determination Test Model Adjusted R Square Source: Processed Primary Data, 2025 Discussion The Influence of Digital Marketing (X.
Location (X.
Brand Equity (X.
, and Price Perception (X.
on Consumer Purchase Decisions at Mebel Mandiri Wajak Lor.
Boyolangu.
Tulungagung.
The simultaneous hypothesis test results show that digital marketing, location, brand equity, and price perception significantly influence consumer purchasing decisions, leading to H0 rejection and H1 acceptance.
This indicates that Mebel Mandiri consumers are influenced by external factors, particularly intensive digital marketing and social media promotions, which effectively drive purchasing behavior.
Social media exposure plays a key role in shaping consumer perceptions, creating a sense of urgency to buy trending or widely used products.
This often leads to impulsive purchasing decisions, reflecting the broader phenomenon of consumers seeking to stay relevant with market trends.
These findings support Philip Kotler's marketing management theory, which explains how individuals, groups, and organizations make purchasing decisions based on their needs and wants.
13 Consumer purchasing decisions at Mebel Mandiri are influenced by digital marketing, location, brand equity, and price perception, alongside broader factors such as demographics, psychology, economy, and technology.
These findings align with previous research by Hayati Ramadhani and Nova Anggrainie, which highlights the impact of price perception, brand equity, viral marketing, brand ambassadors, product reviews, and customer relationships on purchasing decisions, particularly for Skintific skincare products on TikTok Shop.
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Tegar.
Citra Mulya Sari Another study by Hafizh Muzakki also found that, simultaneously, brand equity, price perception, and product quality influence purchasing decisions.
In conclusion, although there are variations in the influence of each variable, overall, digital marketing, location, brand equity, and price perception significantly contribute to consumer purchasing decisions at Mebel Mandiri.
This indicates the need for the company to optimize these strategies holistically to boost sales.
The Influence of Digital Marketing (X.
on Consumer Purchase Decisions at Mebel Mandiri Wajak Lor.
Boyolangu.
Tulungagung The partial hypothesis test confirms that digital marketing has a positive and significant effect on consumer purchase decisions, leading to H2 acceptance and H0 rejection.
This highlights the importance of optimizing social media platforms like Instagram.
WhatsApp, and Facebook, creating engaging content, and implementing consistent online Effective digital marketing enhances consumer access to product information, improves brand perception, and fosters interactive experiences, ultimately driving higher purchase decisions.
Digital marketing itself plays a crucial role in influencing consumer purchase decisions, making its indicators valid and impactful.
The results of this study align with NoviantiAos theory, as cited in Prisma Miardi Putri and R.
Marlien, which states that the better the digital marketing strategy, the higher the likelihood of increasing consumer purchase decisions.
This research aligns with Neri Wijayanti et al.
, who found that digital marketing enhances the competitiveness of furniture MSMEs in Kunti Village, contributing to local economic growth.
Similarly.
Meisa Faiza Aulia et al.
concluded that adopting an Information Management System (SIM) and optimizing digital marketing strategies significantly increased sales turnover for Aneka Jaya Furniture MSMEs.
To enhance digital marketing effectiveness, companies can expand marketing reach, create consumer-oriented content, use targeted paid ads, and apply SEO techniques.
These strategies help boost consumer purchase decisions and strengthen Mebel MandiriAos market The Influence of Location (X.
on Consumer Purchase Decisions at Mebel Mandiri Wajak Lor.
Boyolangu.
Tulungagung The partial hypothesis test shows that location (X.
does not significantly influence consumer purchase decisions, leading to H3 rejection and H0 acceptance.
The shift toward online shopping has reduced the impact of physical accessibility.
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The Digital Shift In The Mebel Market: How Marketing Strategies.
Brand Equity.
Location and Price Perception Influence Consumer Decisions To adapt.
Mebel Mandiri should prioritize digital marketing, improve product quality, ensure competitive pricing, and enhance the online shopping experience to expand its market reach despite location limitations.
Respondent analysis confirms that location does not significantly affect purchasing decisions, as consumers prioritize product quality over physical accessibility.
This finding contradicts Belch & BelchAos theory, which emphasizes the role of direct interactions in influencing purchases.
Supporting this conclusion.
Ratna Ekasari & Triliana Aprilia Putri found that location had no significant effect on purchase decisions at UD.
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Debby Cynthia.
Haris Hermawan, and Ahmad Izzudin confirmed that location is not a crucial factor in consumer buying behavior.
In this case, although Mebel Mandiri is located in a narrow alley that may limit accessibility for some consumers, this factor does not substantially impact their purchasing Instead, other elements such as digital marketing and product quality hold greater importance in attracting customers.
The Influence of Brand Equity (X.
on Consumer Purchase Decisions at Mebel Mandiri Wajak Lor.
Boyolangu.
Tulungagung The partial hypothesis test confirms that brand equity (X.
does not significantly influence consumer purchase decisions, leading to H4 rejection and H0 acceptance.
Respondent analysis shows that brand equity indicators, such as brand association, have little impact on purchasing decisions at Mebel Mandiri.
Consumers prioritize competitive pricing and product quality over brand reputation, making brand equity less relevant in their decision-making process.
This finding contradicts AakerAos theory, which suggests that strong brand equity influences consumer preferences, loyalty, and willingness to pay premium prices.
However, it aligns with Tegar Alfis Ramadhan et al.
, who found that brand equity did not significantly impact iPhone purchases in Solo Raya.
Similarly.
Supranto and Limakrisna, as cited by Kasman Pandiangan et al.
, also concluded that brand equity does not influence purchase While brand equity supports brand reputation, it is not a key factor in Mebel Mandiri's consumer purchases.
Consumers prioritize product quality, pricing, and purchasing Therefore.
Mebel Mandiri should strengthen brand equity while focusing on product quality, customer service, and attractive promotions to boost purchase decisions.
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Tegar.
Citra Mulya Sari The Influence of Price Perception (X.
on Consumer Purchase Decisions at Mebel Mandiri Wajak Lor.
Boyolangu.
Tulungagung The partial hypothesis test confirms that price perception (X.
has a positive and significant effect on consumer purchase decisions, leading to H5 acceptance and H0 rejection.
Consumers are more likely to purchase when they perceive the price as fair and aligned with product quality and benefits.
A well-perceived price enhances consumer confidence and encourages purchasing decisions.
This study supports Schiffman and KanukAos theory, as cited by I Gede Golden Aditya and Ni Nyoman Kerti Yasa, which states that price perception enhances purchase intentions, perceived value, and repeat purchases.
Similarly.
Daffa Iddo Athala and Ali Maskur found that price perception significantly influenced purchase decisions at Cahaya Mebel Semarang.
Additionally.
Mohamad Dandi Nursholikin confirmed that price perception plays a crucial role in purchasing behavior.
These results highlight the importance of balancing price and product quality.
Competitive pricing that reflects product value can strengthen consumer confidence and drive purchases.
Therefore.
Mebel Mandiri should maintain a transparent and fair pricing strategy while continuously improving product quality to enhance consumer purchase CONCLUSION This study aims to determine the influence of digital marketing, location, brand equity, and price perception on consumer purchase decisions, both partially and simultaneously, among consumers of Mebel Mandiri in Wajak Lor.
Boyolangu.
Tulungagung, with a sample of 33 respondents.
The analysis used in this study is multiple linear regression, processed using SPSS 20.
Based on the research findings, it can be concluded that simultaneously, the four independent variables have a significant effect on consumer purchase decisions.
However, partially, only digital marketing and price perception have a significant influence, while location and brand equity do not show a significant impact.
This indicates that in the digital era, interactive digital marketing strategies and well-perceived pricing play a more crucial role in shaping consumer purchasing decisions compared to physical location and brand strength.
Therefore, businesses need to prioritize the optimization of digital marketing and implement competitive pricing strategies to enhance consumer decision-making and strengthen market competitiveness.
Based on the findings, the following recommendations are proposed:
Future researchers are encouraged to include additional variables that may affect consumer purchasing decisions, such as product quality, brand trust, and online customer experience.
Business owners, particularly Mebel Mandiri, are advised to improve the quality of their digital content and ensure pricing strategies align with product value to foster consumer trust and expand market reach.
Ni Nyoman Kerti Yasa I Gede Golden Aditya.
NIAT BELI ULANG : PERSEPSI HARGA.
BRAND IMAGE.
DAN KUALITAS PRODUK, 1 ed.
(Cilacap: Media Pustaka Indo, 2.
Daffa Iddo Athala.
AuPengaruh Keragaman Produk.
Persepsi Harga.
Dan Point Of Purchase (POP) Display Terhadap Keputusan Pembelian Toko Cahaya Mebel Di Kota Semarang,Ay Journal of Economic.
Bussines and Accounting (COSTING) 6, no.
: 2301Ae9, https://doi.
org/10.
31539/costing.
MOHAMAD DANDI NURSHOLIKIN.
AuANALISIS PENGARUH KUALITAS PRODUK.
PERSEPSI
HARGA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN MEBEL PADA UD RIMBA RAYA
PATI,Ay UNIVERSITAS PGRI SEMARANG (UNIVERSITAS PGRI SEMARANG, 2.
, https://dataindonesia.
id/sektor-riil/detail/angka-konsumsi-ikan-ri-naik-jadi-5648-kgkapita-pada-2022.
The Digital Shift In The Mebel Market: How Marketing Strategies.
Brand Equity.
Location and Price Perception Influence Consumer Decisions Companies are also expected to reduce dependence on physical location by strengthening digital-based marketing strategies and enhancing brand competitiveness through product innovation and excellent customer service.
REFERENCE