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All Journal JURNAL ABDIMAS PLJ Growth: Journal Management and Business
Harry Jundrio
Politeknik Tempo
Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Social Sciences Other

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PENGUATAN KARAKTER KEWIRAUSAHAAN MELALUI OUTBOUND TRAINING DALAM MEWUJUDKAN DESA WISATA TUGU SELATAN SEBAGAI DESTINASI UNGGULAN Inna Hanarti; Dingot Hamonangan Ismail; Aditya Burhan; Rahmi Utami; Harry Jundrio
JURNAL ABDIMAS PLJ Vol. 5 No. 2 (2025): JURNAL ABDIMAS PLJ, DESEMBER 2025
Publisher : POLITEKNIK LP3I JAKARTA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34127/japlj.v5i2.2017

Abstract

Tugu Selatan Village has great potential as a leading tourist destination in Puncak, West Java. However, the main challenge lies in the mental readiness and character of MSMEs in facing global competition. This article discusses the Community Service (PkM) program, a collaborative effort between six universities and a Village-Owned Enterprise (BUMDes). One innovative method used is outbound training to hone teamwork, leadership, and mental toughness. The results show that the experiential learning approach effectively increases the motivation and collaborative character of entrepreneurs in Kampung Koboi and Kampung Susu.
Do All Marketing Mix Elements Matter Equally? Purchase Decisions and Customer Satisfaction among Generation Z iPhone Consumers in Greater Jakarta Harry Jundrio; Indira Tribhuwana Tungga Dewi; Assyifa Rachma Nabela; Ardiansyah Ardiansyah; Rahmi Utami; Shalfi Andri
Growth: Journal Management and Business Vol. 4 No. 01 (2026): June 2026
Publisher : Lentera Ilmu Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59422/growth.v4i01.1503

Abstract

This study investigates the effects of the marketing mix dimensions, namely product, price, promotion, and place, on purchase decisions and customer satisfaction. A quantitative research approach was employed using a survey method, involving Generation Z iPhone consumers residing in the Greater Jakarta metropolitan area, Indonesia. Respondents were selected using non-probability purposive sampling, with the principal inclusion criteria being individuals born between 1997 and 2012, residing in Greater Jakarta, and having purchased an iPhone at least once. The study involved 225 respondents. The collected data were analyzed using multiple linear regression with IBM SPSS version 27 to examine the influence of each independent variable on purchase decisions and customer satisfaction. The findings indicate that product, price, promotion, and place have positive and significant effects on customer satisfaction. However, with respect to purchase decisions, only product and price exhibit positive and significant effects, whereas promotion and place do not significantly influence consumers' purchase decisions. Product emerges as the most influential determinant of customer satisfaction and also exerts the strongest influence on purchase decisions among all independent variables. These findings suggest that product quality and appropriate pricing constitute the primary considerations influencing consumers' satisfaction and purchasing decisions. Accordingly, firms should prioritize product value and appropriate pricing while strategically utilizing promotion and distribution to strengthen customer satisfaction.
Co-Authors Aditya Burhan Ardiansyah Ardiansyah Assyifa Rachma Nabela Dingot Hamonangan Ismail Indira Tribhuwana Tungga Dewi Inna Hanarti Rahmi Utami Shalfi Andri