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Nely Supeni
Management Departemen, Fakultas Ekonomi dan Bisnis, Institut Teknologi dan Sains Mandala
Economics, Econometrics & Finance Engineering

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Pengaruh Strategi Penjualan, Hubungan Dengan Pelanggan, Inovasi Produk, Adaptasi Teknologi Dan Dukungan Pemerintah Terhadap Kemampuan Bertahan Pedagang Di Pasar Tanjung Jember Angga Pramudya Romadhon; Nely Supeni; Ahmad Sauqi
Jurnal Ekonomi dan Bisnis Digital Vol. 4 No. 1 (2026): Juli - September
Publisher : CV. ITTC INDONESIA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62379/jebd.v4i1.4924

Abstract

The purpose of this study is to find out the influence of sales strategies, customer relations, product innovation, technological adaptation, and government support on traders' ability to survive.The population of this study is traders in the Tanjung Jember Market. The sample used was 60 respondents who were traders at the Tanjung Jember Market. The analysis method used multiple linear regression analysis. The tests used were data instrument tests (validity test and reliability test), classical assumption test (normality, multicolony, and heteroscedasticity test), multiple linear regression analysis, detrmination coefficient (R²), hypothesis test (t test and F test).The results show that some sales strategies have no significant effect on traders' ability to survive, some relationships with customers have no significant effect on traders' ability to survive, some product innovations have a significant effect on traders' ability to survive, some technological adaptations have no significant effect on traders' ability to survive, and some government support does not have a significant effect on traders' ability to survive. has a significant effect on the ability of traders to survive, and at the same time sales strategies, relationships with customers, product innovation, technological adaptation, and government support have a significant effect on the ability of traders to survive in the Tanjung Jember Market.
Pengaruh Harga, Kualitas Produk, Citra Merek, Promosi, Dan Ketersedian Produk Terhadap Keputusan Pembelian Konsumen Pada PT. Millennium Pharmacon International TBK. Cabang Jember Ahmad Andrianto; Nely Supeni; Ahmad Sauqi
Jurnal Ekonomi dan Bisnis Digital Vol. 4 No. 1 (2026): Juli - September
Publisher : CV. ITTC INDONESIA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62379/jebd.v4i1.4937

Abstract

This study aims to analyze the influence of price, product quality, brand image, promotion, and product availability on consumers' purchasing decisions at PT Millennium Pharmacon International Tbk, Jember Branch. The study employed a quantitative research approach with a sample of 60 respondents. Data were collected through observation and questionnaires, while multiple linear regression analysis was used to examine the relationships among the variables. The sample was selected using a purposive sampling technique, and the data were analyzed using the Statistical Package for the Social Sciences (SPSS). The results indicate that product quality has a positive and significant effect on consumers' purchasing decisions. Meanwhile, price, brand image, promotion, and product availability do not have a significant effect on purchasing decisions. This study concludes that product quality is the most influential factor in enhancing consumers' purchasing decisions at PT Millennium Pharmacon International Tbk, Jember Branch
Co-Authors Ahmad Sauqi Angga Pramudya Romadhon