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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, Green Entrepreneurship and Sustainable Economic Empowerment in
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.
Strategi Ekspor Produk UMKM ke Pasar Internasional Dzilla Khoerunnisa; Layalia Auliaur Rahman; Mila Salbiyah; Pina Aulia Maharani; Syahla Mutia Aini
PENG: Jurnal Ekonomi dan Manajemen Vol. 2 No. 4 (2025): Oktober-Desember, Integrating Environmental Economics and Business Innovation f
Publisher : Teewan Journal Solutions

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62710/5md2t657

Abstract

Exporting is a crucial strategy for expanding market reach and enhancing the competitiveness of MSME products in the international arena. This study examines the export strategy implemented by Sahabat Putra Snack, a tempe chips producer from Bandung, in its effort to enter the Malaysian market. Using a qualitative descriptive method with a case study approach, the findings indicate that export success is driven not only by product quality but also by effective promotional strategies, intercultural communication, and the utilization of social media as an international marketing tool. Through the X platform (Twitter), the business successfully reached Malaysian consumers, promoted its products, and built trust through direct communication in English. Furthermore, efficient logistics, including affordable shipping services and secure packaging, supported the delivery process. This study provides a practical illustration that with digital and collaborative approaches, Indonesian MSMEs can independently and sustainably compete in global markets.
Co-Authors Asep Saepuloh Dzilla Khoerunnisa Fajar Yunawwirudin Halimah Zahrah Layalia Auliaur Rahman Mila Salbiyah Pina Aulia M Pina Aulia Maharani Siti Mardiana