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All Journal Jurnal Ilmiah Ekonomi Global Masa Kini Jemasi Jurnal Ekonomi Manajemen dan Akuntansi EAJ (ECONOMICS AND ACCOUNTING JOURNAL) Jurnal Fokus Manajemen Surplus: Jurnal Riset Mahasiswa Ekonomi, Manajemen, dan Akuntansi Jurnal Akuntansi, Manajemen dan Bisnis Digital Journal of Management, Economic, and Accounting
Naruliza, Esty
Fakultas Ekonomi Universitas IBA
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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PENGARUH PEMBERIAN PROMOSI DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN DI SHOWROOM EIGER PALEMBANG SQUARE MALL Wiranda Wiranda; Esty naruliza; Rahmi Aryanti
Surplus: Jurnal Riset Mahasiswa Ekonomi, Manajemen, dan Akuntansi Vol 2 No 1 (2022): SURPLUS: Jurnal Riset Mahasiswa Ekonomi, Manajemen, dan Akuntansi
Publisher : Fakultas Ekonomi Universitas IBA Palembang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35449/surplus.v2i1.586

Abstract

Keputusan pembelian merupakan tolak ukur keberhasilan atau kegagalan suatu perusahaan. Salah satu upaya yang dapat dilakukan oleh perusahaan untuk meningkatkan keputusan pembelian adalah melalui promosi dan harga. Tujuan penelitian ini adalah untuk mengetahui bagaimana pengaruh promosi dan harga terhadap keputusan pembelian pada showroom Mall Eiger Palembang Square. Objek penelitian ini adalah Konsumen Eiger PS MALL. Metode pengambilan sampel yang digunakan adalah teknik non-probability sampling. Sampel dalam penelitian ini berjumlah 233 responden konsumen. Metode yang dipilih menggunakan convenience sampling. Pengujian yang dilakukan adalah uji validitas, uji reliabilitas, uji asumsi klasik dan uji hipotesis. Hasil penelitian ini menunjukkan terdapat pengaruh positif variabel promosi dan harga terhadap keputusan pembelian produk Eiger di Palembang Square, baik secara parsial maupun simultan dengan Fhitung 8,054 dengan signifikansi 0,000 < 0,05.
BRAND AWARENESS, LOYALTY, DAN INSTAGRAM DALAM PEMBELIAN REXONA DI PALEMBANG Mayangkara, Maura; Naruliza, Esty; Ermeila, Sri
Surplus: Jurnal Riset Mahasiswa Ekonomi, Manajemen, dan Akuntansi Vol 4 No 1 (2024): Surplus: Jurnal Riset Mahasiswa Ekonomi, Manajemen dan Akuntansi
Publisher : Fakultas Ekonomi Universitas IBA Palembang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35449/surplus.v4i1.791

Abstract

Brand Awareness dan Brand Loyalty merupakan faktor yang cukup penting dalam menentukan keputusan pembelian, dalam penelitian ini adalah produk deodorant Rexona di Kota Palembang. Persentasi didapat dari iklan deodorant Rexona di media sosial Youtube dan Instagram sebesar 54% dari responden yang sangat setuju untuk membeli produk deodorant Rexona setelah melihat iklan dari Youtube dan Instagram. Penelitian ini dibuat untuk menganalisis pengaruh dari Brand Awareness dan Brand Loyalty terhadap Keputusan Pembelian. Pada penelitian ini menggunakan analisis regresi linier berganda. Populasi mencakup seluruh konsumen perempuan maupun laki-laki dari umur 12 sampai 50 tahun yang memutuskan untuk menggunakan produk deodorant Rexona di Kota Palembang. Besaran sampel yang diambil adalah sebanyak 272 orang dikarenakan populasi tidak terhingga, dengan error level 10% atau 0,1. Dalam pengujian hipotesis yang dilakukan baik secara simultan maupun parsial Brand Awareness berpengaruh secara signifikan terhadap keputusan pembelian. Hasil penelitian ini menunjukkan bahwa nilai koefisien determinasi (R2) sebesar 0,788 atau 78,8% dan sisanya 21,2% dipengaruhi oleh variabel lain. Hasil penelitian ini menunjukkan bahwa 78,8% keputusan pembelian dapat dijelaskan oleh variabel Brand Awareness dan Brand Loyalty. Sedangkan 21,2% dari dua variabel, variabel Brand Awareness (X1) sebesar 7,8% dan variabel Brand Loyalty (X2) sebesar 71,0%.
Analysis Of The Impact Of Reverse Stock Split On Stock Trading Activity Of Pt. Bina Buana Raya National Shipping, Tbk And Pt. Bank Banten, Tbk Wirawan, M Ananda Teri; Harahap, Lily Rahmawati; Aryanti, Rahmi; Naruliza, Esty
Jurnal Fokus Manajemen Vol 4 No 2 (2024): November
Publisher : LPPJPHKI Universitas Dehasen Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37676/jfm.v4i2.8788

Abstract

Reverse stock split is a way for a company to increase the nominal value of shares by reducing the number of shares outstanding, this is usually done by companies that are experiencing problems and the stock price continues to fall which if left unchecked will result in delisting of shares in the capital market, this action in the eyes of investors can be interpreted as good news because it is considered an initial step to improve the company's fundamentals but this action is also sometimes interpreted as bad news because the company's management is considered to have failed to improve the company's fundamentals to the point of having to do a reverse stock split to maintain shares in the capital market. This study aims to determine the significance of the impact of reverse stock splits on stock prices and stock trading volume activity at PT.. Pelayaran Nasional Bina Buana Raya, Tbk and PT. Bank Banten, Tbk using the Trading Volume Activity method. This type of research is quantitative research. The data used in this study are secondary data using purposive sampling techniques. The results of the study using the Trading Volume Activity method show that stock mergers do not have a significant effect on stock trading volume activity, both from PT. Pelayaran Nasional Bina Buana Raya Tbk and PT. Bank Banten Tbk.. Because the companies that carry out stock mergers are companies that are experiencing difficulties in business and investors are less responsive if the information does not contain economic value.
The Influence Of Leadership Style And Organizational Culture On Employee Performance At Pt Laras Karya Kahuripan Pali District Saputri, Ranti; Naruliza, Esty; Aryanti, Rahmi; Effendi, RY.
Jurnal Fokus Manajemen Vol 4 No 2 (2024): November
Publisher : LPPJPHKI Universitas Dehasen Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37676/jfm.v4i2.8790

Abstract

This study aims to evaluate the influence of leadership style and organizational culture on employee performance at PT Laras Karya Kahuripan, located in PALI Regency. A quantitative approach was used, with data collected through surveys and interviews. The researcher visited the site directly to distribute questionnaires to 171 respondents and conducted an interview with one of the company's employees. The collected data were analyzed using multiple linear regression methods. The results showed that leadership style and organizational culture simultaneously have a significant effect on employee performance, contributing 31.7%, while the remaining 63.3% is influenced by other factors outside the studied variablesThe Fcount value is 40.455>Ftable 2.33 and the significance level is 0.000<0.10 so that the hypothesis H0=is rejected and H1=accepted.
The Influence Of Tangibel, Empathy, Responsiveness, Reliability, Assurance On Customer Satisfaction (Case Study Faruqalkan Wedding Organizer) Suryani, Irma; Naruliza, Esty; Ermeila, Sri
Jurnal Fokus Manajemen Vol 4 No 2 (2024): November
Publisher : LPPJPHKI Universitas Dehasen Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37676/jfm.v4i2.8791

Abstract

This study aims to analyze the effect of Tangible, Empathy, Responsiveness, Reliability, and Assurance variables on the level of customer satisfaction at FaruqAlkan Wedding Organizer located in Palembang City, this type of research is qualitative analysis, the sample used in this study was 24 people with saturated side taking, The data analysis technique used in this study is multiple linear regression analysis, and the results of this study use a validity test which is declared valid because each question RHitung above RTabel (0.4404). The reliability test is declared reliable because each question Crobach's alpha is above 0.60. The t test (partial) stated that the variables Tangible, Empathy, Responsiveness, Reliability, and Assurance have a significant effect on the Consumer Satisfaction variable. The F test (simultaneous) states that the variables Tangible, Empathy, Responsiveness, Reliability, and Assurance together or simultaneously have a significant effect on Customer Satisfaction.The results of the analysis indicate the influence of the variables Tangible, Empathy, Responsiveness, Reliability, and Assurance which are able to explain consumer satisfaction by 86.8%. Meanwhile, the remaining 13.2% is influenced by other factors outside the variables studied, such as Product Quality, Price, and Emotional Factors.
The Influence Of Online Marketing And Packaging On Purchasing Decisions For Sagarurung Sika Awan Fish In Pali District Peryemi, Peryemi; Naruliza, Esty; Ermeila, Sri
Jurnal Fokus Manajemen Vol 5 No 2 (2025): May
Publisher : LPPJPHKI Universitas Dehasen Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37676/jfm.v5i2.8875

Abstract

This study aims to analyze the influence of digital marketing and product packaging on consumer purchasing decisions, both partially and simultaneously. The object of the study was the Sagarurung Sika Awan Fish UMKM located in Penukal Abab Lematang Ilir (PALI) Regency, with 201 respondents. The data obtained were analyzed through a series of statistical tests. The results of the validity test showed that all statement items in the questionnaire were declared valid, because the r-count value was greater than the r-table which was 0.164. The reliability test showed that the research instrument had good internal consistency, with a Cronbach's Alpha value exceeding 0.6. The normality test showed that the data was normally distributed. In addition, the results of the heteroscedasticity test carried out using a scatterplot did not identify a clear pattern, so it can be concluded that there were no symptoms of heteroscedasticity. The multicollinearity test also showed adequate results, with a Variance Inflation Factor (VIF) value of 2.343, which was below the threshold of 10, so there was no indication of multicollinearity. The results of the simultaneous regression analysis (F test) show that digital marketing and packaging variables have a significant influence on purchasing decisions, as reflected in the F-count value of 452.076 which is greater than the F-table of 2.33. Partially, the results of the t-test indicate that digital marketing has a significant influence on purchasing decisions, with a t-count value of 7.301, exceeding the t-table of 1.286, and a significance value of 0.000 which is smaller than 0.05. Likewise, packaging is also proven to have a significant influence with a t-count value of 13.530 and a significance value of 0.000 which is smaller than 0.05. Based on the contribution analysis, digital marketing contributes 33.6% to purchasing decisions, while packaging contributes 48.4%. The coefficient of determination (R²) value obtained of 0.820 indicates that 82% of the variation in purchasing decisions can be explained by the two independent variables. Meanwhile, the remaining 18% is influenced by other variables not covered in this study, such as competition factors, pricing policies, and economic conditions.
The Influence Of Social Media Usage And Brand Awareness On Purchasing Decisions For Skincare Brand Skintific For Students In Palembang City Maryani, Tarwiyah; Naruliza, Esty; Mario, Asma
Journal of Management, Economic, and Accounting Vol. 3 No. 2 (2024): Juli-Desember
Publisher : Universitas Dehasen Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37676/jmea.v3i2.725

Abstract

The increasing trend of using social media as a means of promotion and product information, as well as the importance of brand awareness in influencing purchase decisions, there are skintific skincare products under the Skintific brand for students in the city of Palembang. This study was made to determine the influence of social media use and brand awareness on the purchase decision of Skintific brand skincare in students in the city of Palembang both simultaneously and partially. This study uses a quantitative descriptive approach with the accidental sampling method, where data is collected through the distribution of questionnaires to 272 student respondents who have known or used Skintific products. With an error level of 10% or 0.1. The test is carried out in three stages, namely validity and reliability test, classical assumption test, and hypothesis test. The analysis technique used is multiple linear regression to test the influence of each independent variable on the dependent variable. In hypothesis testing, both simultaneously and partially have a significant effect on the purchase decision. The results showed that the value of the determination coefficient (R2) of 0.601 or 60.1% of the variation in the dependent variable can be explained by the independent variable. The remaining 39.9% were explained by other factors not included in this study. These findings suggest that marketing strategies through social media and increased brand awareness are essential to drive consumer purchasing decisions, particularly among college students.
The Influence Of Creative Content And Influencers On Consumer Buying Interest (Case Study Of Bobby Syaputra Influencer On Instagram Application) Akbar, Fikri; Naruliza, Esty; Emeila, Sri
Journal of Management, Economic, and Accounting Vol. 4 No. 1 (2025): Januari- Juni
Publisher : Universitas Dehasen Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37676/jmea.v4i1.748

Abstract

Bobby Syaputra is a public figure on the Instagram platform who consistently shares promotional content for various products and brands. The primary objective of this study is to examine the impact of creatively designed content and Bobby’s personal influence as an Instagram influencer on consumer purchase intention—both simultaneously and individually. This study involved 272 participants selected from the followers of Bobby Syaputra's Instagram account, with a margin of error set at 10% or 0.1. The data collected is primary in nature, obtained through the distribution of digital questionnaires via Google Forms to followers who have been exposed to his promotional content. Data analysis was carried out using SPSS version 26, employing a series of tests including validity and reliability testing, classical assumption testing, and hypothesis testing. The findings reveal that the coefficient of determination (R²) is 0.535 or 53.5%, indicating that more than half of the variance in consumer purchase intention can be explained by the two main variables: creative content and influencer effect, while the remaining 46.5% is influenced by other variables not examined in this study. More specifically, creative content contributes 21.1%, while Bobby’s influence as an Instagram figure contributes 25.4% to consumer purchase intention. Thus, it can be concluded that both jointly and individually, engaging content and the presence of a trusted influencer have a significant and measurable effect on consumers’ intentions to make a purchase through Bobby Syaputra’s Instagram account. These results support the validity of the research hypotheses previously proposed. It has been proven that there is a positive correlation between creative content and influencer credibility in increasing consumer motivation to purchase promoted products.
The Influence Of Human Resource Development On Human And Organizational Culture On Employee Performance Wyndham Opi Hotel Palembang Iraawan, Rikky; Naruliza, Esty; Mario, Asma
Jurnal Akuntansi, Manajemen dan Bisnis Digital Vol 4 No 1 (2025): Januari
Publisher : LPPJPHKI Universitas Dehasen Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37676/jambd.v4i1.8867

Abstract

This study focuses on the analysis of the influence of organizational culture and human resource development on employee performance, both partially and simultaneously. The location of the study was at Wyndham Opi Hotel Palembang involving 78 employees as samples. Based on the results of the study, all statement items were declared valid because the calculated r value was greater than the r table of 0.1876. The research instrument was also proven reliable with a Cronbach's alpha value ≥ 0.6. The normality test showed that the data were normally distributed. The heteroscedasticity test through scatterplot indicated no symptoms of heteroscedasticity, marked by random distribution of points without a particular pattern. The multicollinearity test showed that no symptoms of multicollinearity were found because the VIF value of 4,250 was still below the threshold of 10. The F test (simultaneous) showed that the variables of human resource development and organizational culture together had a significant effect on employee performance, with a calculated F value of 98,142 greater than the F table of 2.37. The t-test (partial) also showed significant results, namely human resource development with a t count of 3.246 > 1.293 and a significance of 0.002 < 0.05, and organizational culture with a t count of 3.772 > 1.293 and a significance of 0.000 < 0.05. Human resource development contributed 32.5% to employee performance, while organizational culture contributed 39.9%. The coefficient of determination (R²) of 0.724 indicates that 72.4% of the variation in employee performance can be explained by these two variables, while the remaining 27.6% is influenced by other factors outside the model, such as leadership style and training.
The Influence of Word of Mouth and Price on the Decision to Purchase a Used Car at the Giat Motor Palembang Showroom Wulandary, Ayu; Naruliza, Esty; Aryanti, Rahmi
Journal of Management, Economic, and Accounting Vol. 4 No. 2 (2025): Juli-Desember
Publisher : Universitas Dehasen Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37676/jmea.v4i2.886

Abstract

Car sales in Indonesia continue to increase, including at the Giat Motor Palembang Showroom. One of the factors influencing consumer purchasing decisions is word of mouth and price. Word of mouth is a form of indirect promotion through consumer recommendations, while price is the value paid to obtain a product or service. This study aims to analyze the simultaneous and partial effects of word of mouth and price on car purchasing decisions. This study uses a quantitative method with multiple linear regression analysis. The population in this study consists of consumers who have purchased cars at the Giat Motor Palembang Showroom, with a sample of 88 respondents obtained through the distribution of questionnaires. The testing was conducted through validity and reliability tests, classical assumption tests, and hypothesis testing. The results of the study indicate that word of mouth and price simultaneously have a significant influence on the decision to purchase a used car. The coefficient of determination shows that 48.9% of purchasing decisions can be explained by these two variables, while the remainder is influenced by other factors. Partially, both also have a positive and significant influence on purchasing decisions. Thus, the hypotheses in this study are accepted.
Co-Authors Aryanti, Rahmi Aryanti, Rahmi Asma Mario Dewi Purnama Sari Dwi Eka Novianty Effendi, RY. Emeila, Sri Ermeila, Sri Harahap, Lily Rahmawati Iraawan, Rikky Irma Suryani Laleno, Elsye Afrincia Mario, Asma Maryani, Tarwiyah Mayangkara, Maura Napa Urbach Naruliza, Esty Ningsih, Endang Kusdiah Novianty, Dwi Eka Peryemi, Peryemi Purwaningsih, Faradillah Sandhy Ramadhani, Karmelia Putri Saputri, Ranti Sri Ermeila Suseno, Rico Thoyib, Ellys Triyani, Sri evi Wiranda Wiranda Wirawan, M Ananda Teri wulandary, ayu Yani, Ria Astri Yundari, Yundari