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All Journal Danadyaksa: Post Modern Economy Journal
Ahmad Hafas Rasyidi
STKIP PGRI Situbondo, Situbondo, Indonesia
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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The Influence of Digital Marketing, Product Innovation, and Brand Image on Consumer Purchasing Decisions for Ayam Geprek Cendrawasih in Situbondo Abdurahman; Dassucik; Ahmad Hafas Rasyidi
Danadyaksa: Post Modern Economy Journal Vol. 4 No. 1 (2026): Post Modern Economy Journal
Publisher : Yayasan Pendidikan Islam Bustanul Ulum Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.69965/danadyaksa.v4i1.687

Abstract

This study aims to examine the influence of digital marketing, product innovation, and brand image on consumers' purchasing decisions. The study adopted a quantitative approach using a Likert scale measurement. The population consisted of all consumers who had purchased and dined at Ayam Geprek Cendrawasih in Situbondo, although the exact population size was unknown. Data were collected through questionnaires measured using a Likert scale and analyzed with SPSS version 23. Based on the results of the F-test, the calculated F-value (F = 46.439) was greater than the F-table value (df1 = k − 1 = 4 − 1 = 3; df2 = n − k = 100 − 4 = 96; F-table = 2.699), indicating that Fcalculated > Ftable. Furthermore, the significance probability was lower than 0.05 (0.000 < 0.05). Therefore, H4 was accepted, indicating that digital marketing (X1), product innovation (X2), and brand image (X3) simultaneously have a positive and significant effect on consumers' purchasing decisions (Y). The results also showed that the calculated test statistic (46.493) exceeded the critical value (2.70), confirming that digital marketing, product innovation, and brand image significantly influence consumers' purchasing decisions. The adjusted R-square value was 0.579 (57.9%), indicating that digital marketing, product innovation, and brand image collectively explained 57.9% of the variance in consumers' purchasing decisions. The remaining 42.1% was influenced by other factors that were not examined in this study.
The Influence of Market Orientation and Product Innovation on the Competitiveness of "Mie Jebew" MSMEs at the Situbondo Car-Free Day Nindi Kamila Indawati; Dassucik; Ahmad Hafas Rasyidi
Danadyaksa: Post Modern Economy Journal Vol. 4 No. 1 (2026): Post Modern Economy Journal
Publisher : Yayasan Pendidikan Islam Bustanul Ulum Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.69965/danadyaksa.v4i1.689

Abstract

Micro, Small, and Medium Enterprises (MSMEs) are one of the key pillars of regional economies, as they play a significant role in creating employment opportunities, increasing community income, and promoting local economic growth. Competitiveness is a crucial factor in ensuring the sustainability of MSMEs amid increasingly intense market competition. This study aims to examine the influence of market orientation and product innovation on the competitiveness of Mie Jebew MSMEs at the Car Free Day (CFD) market in Situbondo. This research employed a quantitative approach using a survey method. The population consisted of 117 consumers, and the sample size was determined using the Slovin formula, resulting in 53 respondents selected from the population. The results of the t-test indicate that the calculated t-value for the market orientation variable was 3.907, which is greater than the t-table value of 2.000, while the product innovation variable obtained a calculated t-value of 2.189, also exceeding the t-table value of 2.000, with significance values (p < 0.05), indicating that both variables significantly affect competitiveness. The F-test results also demonstrate that market orientation (Sig. = 0.000 < 0.05) and product innovation (Sig. = 0.033 < 0.05) simultaneously have a positive and significant effect on competitiveness. Furthermore, the adjusted coefficient of determination (Adjusted R Square) was 0.467, indicating that 46.7% of the variance in competitiveness can be explained by market orientation and product innovation, while the remaining 53.3% is influenced by other factors not examined in this study.
Co-Authors Abdurahman Dassucik Nindi Kamila Indawati