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All Journal PENG: Jurnal Ekonomi dan Manajemen Ekopedia: Jurnal Ilmiah Ekonomi
Syahla Mutia Aini
Universitas Muhammadiyah Bandung
Economics, Econometrics & Finance

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Pengaruh Persepsi Harga dan Promosi Terhadap Keputusan Pembelian Paket Data Internet Syahla Mutia Aini; Halimah Zahrah
Ekopedia: Jurnal Ilmiah Ekonomi Vol. 2 No. 1 (2026): JANUARI-MARET
Publisher : Indo Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/42hspw93

Abstract

The rapid development of information technology has made the internet an essential need, resulting in increasingly intense competition among mobile data service providers. This study aims to analyze the influence of price perception and promotion on purchasing decisions of Telkomsel internet data packages among students of the Management Study Program, class of 2022, at Universitas Muhammadiyah Bandung. The research employs a quantitative method with a survey approach. The sample consists of students selected using purposive sampling techniques. Data were collected through a Likert-scale questionnaire and analyzed using multiple linear regression with SPSS. The findings indicate that price perception has a positive and significant effect on purchasing decisions, while promotion also shows a positive and significant influence. Simultaneously, price perception and promotion significantly affect purchasing decisions, with promotion demonstrating a more dominant influence compared to price perception. The results suggest that well-targeted promotional strategies and appropriate pricing aligned with perceived benefits play a crucial role in enhancing purchasing decisions for Telkomsel internet data packages among university students.
Penerapan Manajemen Strategis dalam Meningkatkan Daya Saing UMKM: Studi Kasus Cireng Seuhah Panyileukan Pina Aulia M; Syahla Mutia Aini; Mila Salbiyah; Asep Saepuloh; Fajar Yunawwirudin; Siti Mardiana
PENG: Jurnal Ekonomi dan Manajemen Vol. 2 No. 3 (2025): Juli-September, Education, Economic dan Social Studies
Publisher : Teewan Journal Solutions

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62710/hgs97975

Abstract

This study aims to analyze the implementation of strategic management to enhance the competitiveness of Micro, Small, and Medium Enterprises (MSMEs) through a case study of Cireng Seuhah Panyilekann, a local business specializing in traditional Sundanese snack food, cireng (fried tapioca cake). Despite its potential market, this MSME faces challenges related to product quality, distribution, and promotion. This research employs a qualitative approach using a case study method, interviews, and direct observation of the business owners and consumers. The findings reveal that product differentiation strategy, along with a strong focus on quality and innovation in flavor varieties, plays a key role in improving competitiveness. Additionally, effective marketing management through social media and partnerships with distribution agents significantly contribute to market expansion and product visibility. By implementing the right strategies, Cireng Seuhah Panyilekann has successfully improved its position in the local market and strengthened customer loyalty.
Co-Authors Asep Saepuloh Fajar Yunawwirudin Halimah Zahrah Mila Salbiyah Pina Aulia M Siti Mardiana