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All Journal Journal of Management, Economic, and Accounting Tractare: Jurnal Ekonomi-Manajemen
Annisa Rahma Putri
Universitas Dehasen Bengkulu
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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The Role Of Marketing Strategy In Improving Consumer Purchase Decisions On Employee Performance At Labbaik Chicken Kampung Bali Evi Herlyaminda; Annisa Rahma Putri
Journal of Management, Economic, and Accounting Vol. 5 No. 1 (2026): January
Publisher : Universitas Dehasen Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37676/jmea.v5i1.1156

Abstract

This study aims to analyze the role of marketing strategies in increasing consumer purchasing decisions and their impact on employee performance at Labbaik Chicken Kampung Bali. Effective marketing strategies are believed not only to attract consumer interest but also to contribute to increased sales volume, ultimately influencing employee motivation and performance. This research employs a quantitative approach using surveys targeting consumers and observations of employee performance at Labbaik Chicken Kampung Bali. Data were collected through questionnaires distributed to 200 active consumer respondents, as well as in-depth interviews with employees and relevant management. Data analysis techniques used multiple linear regression and hypothesis testing to examine the influence of marketing strategy variabels (including product, price, promotion, and place) on employee performance, as well as the relationship between purchasing decisions and employee performance. The research findings indicate that marketing strategies have a significant negative effect on employee performance. However, conversely, an increase in purchasing decisions positively impacts employee performance, particularly regarding productivity, job satisfaction, and loyalty toward the company. This study provides managerial implications for Labbaik Chicken Kampung Bali to continuously optimize its marketing strategies as an integral part of human resorce development and business sutainability.
The Influence of Lifestyle and Saving Habits on Students' Personal Financial Management in Bengkulu Dwi Nova Adjie; Annisa Rahma Putri
Tractare: Jurnal Ekonomi-Manajemen Vol 9 No 1 (2026): TRACTARE : Jurnal Ekonomi dan Manajemen
Publisher : Sekolah Tinggi Ilmu Ekonomi Bentara Persada

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62820/trt.v9i1.202

Abstract

This study aims to analyze the influence of lifestyle and saving habits on the personal financial management of university students in Bengkulu City. A consumptive lifestyle may affect students' spending patterns, while saving habits can encourage more planned and responsible financial behavior. This research employed a quantitative method with an explanatory research approach. The population consisted of active students from the Faculty of Economics and Business at Dehasen University Bengkulu, Bengkulu University, and Muhammadiyah University of Bengkulu. The sample was selected using stratified random sampling. Data were collected through questionnaires and analyzed using multiple linear regression with the assistance of SPSS software. Instrument testing was conducted through validity and reliability tests, while hypothesis testing was carried out using t-tests, F-tests, and the coefficient of determination. The results indicate that lifestyle and saving habits influence students' personal financial management. Simultaneously, both variables contribute to explaining variations in students' personal financial management in Bengkulu City. These findings highlight the importance of developing a more prudent lifestyle and strengthening saving habits to improve students' financial management capabilities.
Co-Authors Dwi Nova Adjie Evi Herlyaminda