Article Per Year (5 Year)
p-Index From 2021 - 2026
0.444
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All Journal Admisi dan Bisnis Commercium: Journal of Business and Management
Fariz Muhammad Abiyyu
Politeknik Negeri Semarang
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Other

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Influence of Brand Image and Perceived Health Benefits on Purchase Decisions for Organic Coconut Sugar Among End Consumers of CV Realsa Fariz Muhammad Abiyyu; Nur Rini; Dika Vivi Widyanti
Admisi dan Bisnis Vol. 26 No. 3 (2025): OKTOBER 2025
Publisher : Politeknik Negeri Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32497/ab.v26i3.6747

Abstract

Public awareness of healthy lifestyles and organic food consumption in Indonesia continues to grow. However, CV Realsa experiences a consistent decline in domestic sales of organic coconut sugar from 2021 to 2024. This contradiction highlights a gap between rising health consciousness and actual consumer purchasing behavior. This study aims to analyze the influence of brand image and perceived health benefits on the purchase decision of organic coconut sugar among end consumers of CV Realsa, both partially and simultaneously. Data are collected from 100 respondents through a validated and reliable questionnaire using a 5-point Likert scale, and analyzed using multiple linear regression. The findings indicate that both brand image and perceived health benefits have a positive and significant effect on purchase decision.   Kesadaran masyarakat terhadap gaya hidup sehat dan konsumsi makanan organik di Indonesia terus meningkat dalam beberapa tahun terakhir. Namun, CV Realsa justru mengalami penurunan penjualan domestik gula kelapa organik secara konsisten dari tahun 2021 hingga 2024. Kontradiksi ini menunjukkan adanya kesenjangan antara meningkatnya kesadaran akan kesehatan dan perilaku pembelian konsumen yang sesungguhnya. Penelitian ini bertujuan untuk menganalisis pengaruh citra merek dan persepsi manfaat kesehatan terhadap keputusan pembelian gula kelapa organik pada konsumen akhir CV Realsa, baik secara parsial maupun simultan. Data diperoleh dari 100 responden melalui kuesioner yang telah divalidasi dan reliabel dengan skala Likert 5 poin, kemudian dianalisis menggunakan regresi linier berganda. Temuan penelitian menunjukkan bahwa citra merek dan persepsi manfaat kesehatan berpengaruh positif dan signifikan terhadap keputusan pembelian.
Enhancing Student Satisfaction Through Academic Service Quality: Evidence from a Polytechnic Business Department Dika Vivi Widyanti; Dody setyadi; M Nahar; Sugiyanta; Misbakhul Arrezqi; Fariz Muhammad Abiyyu
Commercium : Journal of Business and Management Vol. 4 No. 3 (2026): August 2026
Publisher : Indonesian Scientific Publication

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61978/commercium.v4i3.1217

Abstract

This study examines the effect of academic service quality on student satisfaction within the Business Administration Department of Politeknik Negeri Semarang, positioning student satisfaction as a key performance indicator in vocational higher education. This study is novel because it utilizes longitudinal institutional data spanning five semesters to conduct a micro-level SERVQUAL analysis within a vocational polytechnic setting, thereby integrating institution-specific system improvements often overlooked in broader higher education research. Through a quantitative descriptive approach analyzing 5,815 student responses via simple linear regression, the results demonstrate a statistically significant positive relationship (p < 0.001, R² = 0.890) between service quality and satisfaction. While tangible dimensions scored highest, the findings highlight a critical need for strategic improvements in responsiveness and empathy, despite a consistent upward trend in overall satisfaction that validates the effectiveness of continuous institutional efforts. Ultimately, this research provides empirical insights for higher education policymakers to enhance student-centered service delivery by prioritizing responsiveness and personalized administrative interactions within vocational settings.
Co-Authors Dika Vivi Widyanti Dody - Setyadi, Dody - M Nahar Misbakhul Arrezqi Nur - Rini Sugiyanta