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All Journal Jurnal Ilmu Ekonomi Manajemen dan Akuntansi
Mansur Sapparang
Universitas Mohammad Husni Thamrin
Economics, Econometrics & Finance

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The Influence of Service Quality, Price, and Trust on Purchasing Decisions in the Aircraft Charter Service Industry at PT Fourindo Trans Avia Mansur Sapparang; Evi Susanti
Ilmu Ekonomi Manajemen dan Akuntansi Vol. 7 No. 1 (2026): Jurnal Ilmu Ekonomi Manajemen dan Akuntansi
Publisher : Universitas Mohammad Husni Thamrin

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37012/ileka.v7i1.3749

Abstract

This examine ambitions to decide the impact of service first-class, rate and believe on shopping selections of PT. Fourindo Trans Avia both in part or concurrently using SPSS model 22.00 program. This studies uses quantitative techniques with qualitative method methods. This research turned into performed with the aid of searching for primary data through filling out a questionnaire with the aid of google form to respondents or clients of PT Fourindo Trans Avia. The range of samples obtained using the formula Slovin method is as many as 86 respondents. The information became processed by using statistical evaluation with validity and reliability tests, classical assumption test, a couple of regression evaluation, hypothesis testing thru t take a look at and F test, and evaluation of the coefficient of determination (R2). From the results of the evaluation, it's miles determined that for the multiple linear regression take a look at is Y = 2.312 + 0.086X1 + 0.407 X2 + 0.277X3 + e and for the F take a look at consequences, the consequences are that: (1) there may be a huge impact between service best variables on purchasing decisions, (2) there is a sizeable impact between the charge variables on buying choices, (3) there's a huge have an impact on between the consider variables on shopping choices, and (4) there may be a sizeable have an impact on at the service great, rate and believe variables on buying decisions.
The Influence of Digital Marketing and Marketing Capabilities on the Marketing Performance of Culinary MSMEs in Sukaraja through Competitive Advantage Tegar Pasha Akbari; Reni Febrianti; Mansur Sapparang
Ilmu Ekonomi Manajemen dan Akuntansi Vol. 7 No. 1 (2026): Jurnal Ilmu Ekonomi Manajemen dan Akuntansi
Publisher : Universitas Mohammad Husni Thamrin

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37012/ileka.v7i1.3784

Abstract

The rapid development of digital technology has encouraged culinary Micro, Small, and Medium Enterprises (MSMEs) to utilize digital marketing and marketing capability to enhance competitive advantage and marketing performance. This study aims to analyze the influence of digital marketing and marketing capability on the marketing performance of culinary MSMEs in Sukaraja District, Sukabumi Regency, with competitive advantage as a mediating variable. A quantitative causal-associative approach was employed through a Likert-scale questionnaire survey of 200 culinary MSME respondents selected using purposive sampling. Data were analyzed using Structural Equation Modeling-Partial Least Squares (SEM-PLS) with SmartPLS software. The results show that digital marketing has a positive and significant effect on both marketing performance and competitive advantage. Marketing capability has a positive and significant effect on competitive advantage but no significant direct effect on marketing performance. Competitive advantage shows a negative and significant effect on marketing performance and fails to significantly mediate the effect of digital marketing or marketing capability on marketing performance. These findings indicate that the improvement of culinary MSMEs' marketing performance is driven more directly by digital marketing than through competitive advantage. Culinary MSME actors are advised to optimize digital marketing and continue developing marketing capability to strengthen competitiveness amid increasingly competitive markets.
Co-Authors Evi Susanti Reni Febrianti Tegar Pasha Akbari