Advertising Promotion, Price Sensitivity, and Brand Image as Determinants of Purchase Decisions at Bersamastore: A Fashion MSME on Tokopedia Bandung
DOI:
https://doi.org/10.38035/jimt.v8i1.9572Keywords:
advertising promotion, price sensitivity, brand image, purchase decision, MSMEAbstract
This study examines the effects of advertising promotion, price sensitivity, and brand image on consumer purchase decisions at Bersamastore, a fashion micro, small, and medium enterprise (MSME) operating on the Tokopedia e-commerce platform in Bandung, Indonesia. Prior research has tended to examine these variables separately or within broader multi-category B2C contexts; studies focusing on all three within a single-platform MSME setting remain relatively scarce. A quantitative approach was used, with data collected via structured Likert-scale questionnaires from 101 purposively sampled respondents who had made repeat purchases at Bersamastore more than twice in the preceding year. Multiple linear regression was applied for analysis. The majority of respondents were female (58.4%), aged 22–26 years (40.6%), and employed in the private sector (41.6%). Results indicate that advertising promotion (β = 0.467, t = 5.216, p < 0.001), price sensitivity (β = 0.284, t = 3.723, p < 0.001), and brand image (β = 0.225, t = 3.262, p = 0.002) each show a significant positive effect on purchase decisions. Together, the three variables account for 80.2% of the variance in purchase decisions (Adjusted R² = 0.802, F = 135.958, p < 0.001). The Glejser test confirmed no heteroscedasticity across predictors. A Harman single factor test yielded a first-factor variance of 55.54%, which exceeds the conventional 50% threshold and is acknowledged as a study limitation. Advertising promotion emerged as the strongest predictor. The findings carry practical implications for single-platform fashion MSMEs, particularly in allocating promotional resources and building brand recognition within competitive marketplace environments.
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Copyright (c) 2026 Khidhir Akbar Ghofar, Ghani Saepuloh, Entis Sutisna; Melsa Ulfie Wahyudianty; Kannisa Adjani
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