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All Journal Jurnal Penelitian dan Pengabdian Masyarakat
Zahraini Zahraini
Almuslim University, Bireuen
Humanities Economics, Econometrics & Finance Environmental Science Social Sciences Other

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Pengaruh Variasi Produk Dan Trend Fashion Terhadap Minat Beli Konsumen Pada Toko Happy Tuhfah Kecamatan Gandapura Nadhila Fitria; Zahraini Zahraini; Yusrawati Yusrawati; Al Mahfud Saputra
Jurnal Penelitian dan Pengabdian Masyarakat Vol. 4 No. 2 (2026): May 2026 In Press
Publisher : Yayasan Pondok Pesantren Sunan Bonang Tuban

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61231/cj0a3848

Abstract

The rapid growth of the fashion industry has encouraged retail businesses to better understand the factors influencing consumer purchase intention. Product variety and the ability to follow fashion trends have become important strategies in increasing product attractiveness amid increasingly competitive market conditions. This study aims to analyze the effect of product variety and fashion trends on consumer purchase intention at Happy Tuhfah Store in Gandapura District. This study employed a quantitative approach with an associative research design. The sample consisted of 67 respondents selected using simple random sampling. Data were collected through questionnaires using a Likert scale and analyzed using multiple linear regression with the assistance of SPSS software. The results indicate that product variety and fashion trends have a positive and significant effect on consumer purchase intention, both partially and simultaneously. Product variety was found to be the most dominant variable with a regression coefficient of 0.885, while fashion trends had a coefficient of 0.509. Furthermore, the coefficient of determination of 0.892 indicates that 89.2% of the variation in consumer purchase intention can be explained by these two variables, while the remaining portion is influenced by other factors outside this study. The findings suggest that product diversity and the ability to adapt to current fashion trends are important factors in increasing consumer purchase intention in local fashion retail businesses.
Pengaruh Strategi Pemasaran Media Sosial Terhadap Citra Merek Produk Kuliner di Kabupaten Bireuen Alia Balqis; Zahraini Zahraini; Yusrawati Yusrawati; Al Mahfud Saputra
Jurnal Penelitian dan Pengabdian Masyarakat Vol. 4 No. 2 (2026): May 2026 In Press
Publisher : Yayasan Pondok Pesantren Sunan Bonang Tuban

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61231/mkhzmx70

Abstract

This study aims to analyze the effect of social media marketing strategy on brand image at Kue Bingkang Kak Jumi in Kuala District, Bireuen Regency. Data were collected through questionnaires using a Likert scale, while data analysis was conducted using SPSS through validity, reliability, normality, simple linear regression, t-test, and coefficient of determination analyses. The results showed that all research indicators were valid and reliable. The normality test indicated that the data were normally distributed with a significance value of 0.094 (>0.05). The regression analysis revealed that social media marketing strategy had a positive and significant effect on brand image with a significance value of 0.000 (<0.05). The coefficient of determination value of 0.531 indicated that social media marketing strategy explained 53.1% of the variation in brand image, while the remaining 46.9% was influenced by other factors outside the study. This study confirms that social media marketing is an important strategy in improving the brand image of traditional culinary MSMEs in the digital era.
Co-Authors Al Mahfud Saputra Alia Balqis Nadhila Fitria Yusrawati Yusrawati