Article Per Year (5 Year)
p-Index From 2021 - 2026
0.408
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This Author published in this journals
All Journal Escalate : Economics and Business Journal
Asep Zulkifli Achmad
International Women University
Economics, Econometrics & Finance

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The Influence of Online Promotion Strategy and Consumer Behavior on Purchase Interest at the Bandung City Employees Cooperative (KPKB Mart) in Bandung City Sahrul Hidayat; Asep Zulkifli Achmad
Escalate : Economics and Business Journal Vol. 3 No. 01: Intelligent Marketing and Behavioral Insights: Redefining Institutional and Organizat
Publisher : Takaza Innovatix Labs Ltd.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61536/escalate.v3i01.418

Abstract

Amid intense retail competition near Bandung City Hall, KPKB Mart faces challenges in digital promotion effectiveness despite high purchase intention among consumers. This study aims to analyze the influence of online promotional strategies and consumer behavior on purchase intention at KPKB Mart. A quantitative associative approach was employed with primary data from online questionnaires distributed to 95 consumers (convenience sampling from a 2000 population, September-November 2025). Data analysis included classical assumption tests, multiple linear regression, correlation, coefficient of determination (R²), and hypothesis testing (t-test, F-test) using SPSS. Results reveal a regression equation MB = 40.356 + 0.613SPO + 0.286PK, with strong correlations (r_SPO-MB = 0.820, r_PK-MB = 0.410), simultaneous effect (F = 78.738, p < 0.001, R² = 0.631), and partial effects (t_SPO = -12.181, t_PK = 4.634, both p < 0.001). Online promotions and consumer behavior significantly influence purchase intention, explaining 63.1% of variance. In conclusion, enhancing targeted digital promotions and understanding consumer patterns can optimize KPKB Mart's market position.
The Effect of Product Innovation and Service Quality on Customer Satisfaction at Jajanan Lembur Shop Hilma Jakiyah; Asep Zulkifli Achmad
Escalate : Economics and Business Journal Vol. 3 No. 02: Strategic Innovation and Governance in Modern Business Systems: Integrating Technolog
Publisher : Takaza Innovatix Labs Ltd.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61536/escalate.v3i02.419

Abstract

Micro, Small, and Medium Enterprises (MSMEs) in the culinary sector face increasingly fierce competition, requiring business actors to continuously innovate products and improve service quality to maintain customer satisfaction. Kedai Jajanan Lembur, one of the culinary MSMEs in Sukaresmi Village, Garut Regency, experiences fluctuations in the number of customer visits, which is suspected to be influenced by product innovation and suboptimal service quality. This study aims to analyze the effect of product innovation and service quality on customer satisfaction, both partially and simultaneously. The research method used is a quantitative method with a descriptive and verification approach. Data were collected by distributing questionnaires to 100 Kedai Jajanan Lembur customer respondents selected using accidental sampling techniques. Data analysis was carried out using classical assumption tests, multiple linear regression analysis, and hypothesis testing using t-tests and F-tests. The results of the study indicate that product innovation and service quality have a positive and significant effect on customer satisfaction, both partially and simultaneously. In conclusion, increasing creative and trend-relevant product innovations and fast, friendly, and professional service quality can significantly increase Kedai Jajanan Lembur customer satisfaction. It is hoped that these findings can be used as consideration for MSMEs in formulating strategies to increase customer satisfaction.
Co-Authors Hilma Jakiyah Sahrul Hidayat