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Hani Hasanah
Syekh Yusuf Islamic University

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AN EMPIRICAL ANALYSIS OF THE 7P MARKETING MIX AND CONSUMER BEHAVIOR REGARDING THE PERCEIVED VALUE OF KOPI KENANGAN Rahayu Widyaningsih; Hani Hasanah; Bella Suci Novitri
Jurnal Interprof Vol 12 No 2 (2026): Jurnal Interprof, Agustus
Publisher : LPPM UNIVERSITAS BINA INSAN

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32767/interprof.v12i2.3425

Abstract

Purpose: This study aims to examine the influence of the 7P marketing mix and consumer behavior on customers’ perceived value at the Kopi Kenangan Babakan outlet in Tangerang City, Indonesia, and to identify the relative contribution of each variable in shaping consumer value perceptions. Research Methodology: This study employed a quantitative associative research design. Data were collected from 100 customers of Kopi Kenangan Babakan using non-probability sampling and a structured five-point Likert-scale questionnaire. The data were analyzed using descriptive statistics, validity and reliability tests, classical assumption tests, multiple linear regression, t-tests, F-tests, and the coefficient of determination (Adjusted R²). Results: The findings reveal that both the 7P marketing mix (t=2.842, p=0.005, 15.26% contribution) and consumer behavior (t=5.438, p<0.001, 33.72% contribution) positively and significantly affect perceived value, jointly explaining 47.9% of its variance (F=46.541, p<0.001, Adjusted R²=0.479). Physical evidence and service process scored highest among marketing mix dimensions. Conclusions: Consumer behavior most strongly drives perceived value, followed by the 7P marketing mix. Maintaining quality physical facilities and efficient service, strengthening promotion, and facilitating consumers' information-seeking can enhance perceived value and strengthen Kopi Kenangan's competitive position. Limitations: This study is limited by its single outlet focus (Kopi Kenangan Babakan, Tangerang), restricting generalizability, its narrow scope to only the 7P marketing mix and consumer behavior, reliance on self-reported questionnaire data, and a cross-sectional design capturing perceptions at only one point in time. Contributions: This study examines how the 7P marketing mix and consumer behavior jointly shape perceived value in Indonesia's branded coffee shop industry, finding consumer behavior more influential. It offers managers evidence to prioritize consumer-oriented strategies alongside improving promotion, service processes, and physical evidence to strengthen perceived value and competitiveness.
HUMAN CAPITAL, COMPETITIVE ADVANTAGE, AND BUSINESS PERFORMANCE IN CONSTRUCTION MANAGEMENT Azheim Sulthanly; Hani Hasanah; Bella Suci Novitri; Ahmad; Teuku Fajar Shadiq
Jurnal Interprof Vol 12 No 2 (2026): Jurnal Interprof, Agustus
Publisher : LPPM UNIVERSITAS BINA INSAN

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32767/interprof.v12i2.3441

Abstract

Purpose: This study examines how human capital contributes to competitive advantage and business performance at Denni Construction Management & Associates Jakarta. Research Methodology: This study used a single qualitative case study design at Denni Construction Management & Associates, Jakarta, with five purposively selected informants (management, technical, operational, client). Data were collected through semi-structured in-depth interviews, observation, and organizational documentation, analyzed manually (condensation, display, verification), and validated through triangulation and member checking, using the Resource-Based View as the theoretical. Results: The findings indicate that technical competence, professional experience, communication, teamwork, adaptability, and problem-solving capabilities constitute important human capital resources. These resources are transformed through experiential learning, knowledge transfer, work evaluation, and cross-functional coordination into competitive advantages reflected in project quality, cost efficiency, timely completion, responsiveness, and professional client service. Conclusions: Human capital improves business performance when individual competencies are converted into collective organizational capabilities that strengthen client trust, reputation, and business continuity. Limitations: As a qualitative single-case study involving one construction management firm and five purposively selected informants, the findings are context-specific and are not statistically generalizable to the broader construction industry. The study also did not quantitatively estimate the magnitude of the relationships among human capital, organizational capability, competitive advantage, client trust and reputation, and business performance. Nevertheless, triangulation and member checking were employed to strengthen the credibility and contextual validity of the findings. Contributions: This study extends RBV application in construction management by identifying capability formation as the mechanism connecting human capital, competitive advantage, and business performance