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All Journal JURNAL MANAJEMEN MOTIVASI JOURNAL OF APPLIED BUSINESS ADMINISTRATION Abdimas Umtas : Jurnal Pengabdian kepada Masyarakat JURNAL PEMBELAJARAN DAN MATEMATIKA SIGMA (JPMS) Abdi Dosen : Jurnal Pengabdian Pada Masyarakat Jurnal Investasi Ekonomi Bisnis Manajemen dan Akuntansi (EBMA) JURNAL MANAJEMEN AKUNTANSI (JUMSI) International Journal of Community Service GOVERNANCE: Jurnal Ilmiah Kajian Politik Lokal dan Pembangunan Jurnal Ilmiah Mahasiswa Perbankan Syariah (JIMPA) Jurnal Bisnis Mahasiswa Innovative: Journal Of Social Science Research JBSI: Jurnal Bahasa dan Sastra Indonesia Amkop Management Accounting Review (AMAR) IIJSE Alamtana
Nasution, Meisa Fitri
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Religion Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Public Health Social Sciences Other

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The Influence of Promotion Strategies and Pricing on Consumer Purchase Decisions at Toko Grosir Sembako Jasa Niaga Marbau Labuhanbatu Utara Hasibuan, Juni Elisa Br; Pitriyani, Pitriyani; Nasution, Meisa Fitri
Amkop Management Accounting Review (AMAR) Vol. 6 No. 1 (2026): January - June
Publisher : Sekolah Tinggi Ilmu Ekonomi Amkop Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37531/amar.v6i1.3701

Abstract

The purpose of this study is to examine the impact of price and promotional tactics on consumer shopping choices at the Jasa Niaga Marbau Wholesale Store in North Labuhanbatu. Researchers in this study used a quantitative strategy based on survey data. A total of 75 participants who filled out the survey were selected using a purposive sampling method, and their answers became the main source of data. Data were analyzed using SPSS version 25, which includes reliability and validity tests as well as classical assumption tests, multiple linear regression analysis, t-test, F-test, and coefficient of determination (R³). With a calculated t-value of 2.374 and a significance threshold of 0.020, the findings show that, in part, promotional methods do not have a significant impact on purchasing choices. On the other hand, purchasing choices are positively and significantly influenced by price (t-value = 7.039, p = 0.000). The F-value is determined to be 346.425 at a significance level of 0.000, indicating that both price and promotional techniques have a substantial impact on buyer choices. With an R² of 0.906, we can see that price and promotional strategies account for 90.6% of the variance in purchasing choices, while other factors account for the remaining 9.4%. Research findings show that customers at the Marbau Commercial Services Wholesale Store in North Labuhanbatu mostly look at price when making purchases, and that the store's advertising approach is ineffective.
Analisis Strategi Pemasaran di Masa Pandemi Covid -19 Terhadap UMKM Kripik “KITA-KITA”Di Kabupaten Labuhanbatu Adeni, Suci; Nasution, Zulkarnain; Nasution, Meisa Fitri
JURNAL MANAJEMEN MOTIVASI Vol 18 No 1 (2022): Jurnal Manajemen Motivasi
Publisher : Universitas Muhammadiyah Pontianak

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29406/jmm.v18i1.3832

Abstract

Pembatasan sosial berskala besar (PSBB) menyebabkan pemasaran produk perusahaan secara konvensional menjadi terbatas. Tujuan dari penelitian ini adalah untuk menguji dampak dari pendekatan pemasaran dimasa pandemi Covid-19 terhadap kinerja UMKM dengan teknologi sebagai variabel moderator dengan subjek penelitian pelanggan UMKM Kripik “Kita-Kita”. UMKM pada saat pendemi harus dapat melakukan pemasaran produk dengan menggunakan aplikasi sosial media. Sampel sebanyak 100 responden menjadi sampel penelitian ini. Pendekatan pengumpulan data telah diuji validitas dan reliabilitasnya dengan pelaporan, wawancara, dan kuesioner. Hasil penelitian menunjukkan bahwa: (1) Dengan nilai 0,767 dan P-value 0,0033, pengaruh produksi terhadap kinerja UMKM adalah positif dan signifikan. (2) Dengan hasil 0,000<0,05, teknologi memoderasi dampak produksi terhadap kinerja UMKM secara positif dan signifikan. (3) Produksi terhadap kinerja UMKM positif dan signifikan dengan nilai 0,468 dan P-Value 0,042 (4) Positif dan signifikan distribusi terhadap kinerja UMKM yang dimoderasi oleh teknologi memperlihatkan hasil 0,030 <0,05 (5) Positif dan dignifikan antara pemasaran langsung terhadap kinerja UMKM dengan nilai 0,265 dan P-Value 0,000. (6) positif dan signifikan pengaruh pemasaran langsung terhadap kinerja UMKM yang dimoderasi oleh teknologi memperlihatkan hasil 0,000 <0,05.
Co-Authors A Halim Adeni, Suci Anjar, Agus Febriani, Budi Gulo, Nur’Ainun Halim, Abd Harahap, Ilham Hakiki Hasibuan, Habibur Rahman Hasibuan, Juni Elisa Br Hasibuan, Nur Holila Hasibuan, Syafrina Nugraheni Intan Maulina, Intan Manurung, Hotlina Agustina Mulia, Budi Nasution, Anggina Oktaviana Nasution, Novrihan Leily Nasution, Pepri Roma Doli Nasution, Siti Lam'ah Pitriyani Pitriyani Pristiyono Pristiyono, Pristiyono Sagala, Muhammad Feriansyah Saputra, Yogi Nanda Simanjorang, Elida Florentina Sinaga siregar, usmala dewi Sitepu, Rehulina Syahputra, Risky Vinny Tryandini Yeni Herawati, Yeni Zainal Abidin Pakpahan Zulkarnain Nasution