Garuda - Garba Rujukan Digital

THE INFLUENCE OF SERVICE QUALITY, BRAND TRUST AND ADVERTISING ON PURCHASING DECISIONS FOR MAXIM TRANSPORTATION SERVICES IN BATAM CITY Karangora, Agnesia Ina Peni; Saputra, Asron
Dinamika: Jurnal Manajemen Sosial Ekonomi Vol. 5 No. 1 (2025): DINAMIKA : Jurnal Manajemen Sosial Ekonomi
Publisher : LPPM Sekolah Tinggi Ilmu Ekonomi - Studi Ekonomi Modern

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51903/h2e90s66

The aim of this research is to analyze the influence of service quality, brand trust and advertising on purchasing decisions for Maxim transportation services in Batam City. This research uses descriptive research with quantitative methods and the sample used is 385 respondents who have purchased Maxim transportation services. research This was analyzed using SPSS version 25 software. The partial test results from this research show that the independent variables, namely service quality, brand trust and advertising, have a positive and significant influence on purchasing decisions for Maxim Transportation Services in Batam City.

Pengaruh Kualitas Produk, Brand Image, dan Komunikasi Pemasaran Terhadap Keputusan Pembelian Rumah Glory Royal Residence di Kota Batam: Pengaruh Kualitas Produk, Brand Image, dan Komunikasi Pemasaran Terhadap Keputusan Pembelian Rumah Glory Royal Residence di Kota Batam Ratna Sari; Saputra, Asron
SCIENTIA JOURNAL Vol 7 No 3 (2025): Scientia Journal
Publisher : LPPM Universitas Putera Batam

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33884/scientiajournal.v7i3.9614

This study investigates the influence of product quality, brand image, and marketing communication on purchasing decisions for houses at Glory Royal Residence, Batam City. Using a quantitative approach, the research involved 110 respondents selected through simple random sampling based on the Slovin formula. Data were analyzed using descriptive statistical tests, data quality tests, classical assumption tests, multiple linear regression analysis, and hypothesis testing. Results show that product quality, brand image, and marketing communication collectively explain 70.6% of the variation in purchasing decisions, with brand image contributing the most significant effect (32.9%), followed by product quality (31.8%) and marketing communication (23.2%). Hypothesis testing confirms that all variables have a positive and significant impact on purchasing decisions, both partially and simultaneously. The findings emphasize the need to strengthen brand image, improve product quality, and enhance marketing communication strategies to boost consumer purchasing decisions effectively.

The Influence Of Celebrity Endorsers And The Attractiveness Of Advertising On The Purchase Decision Of Wardah Products On Tiktok Shop In Batam Sianipar, Monika Fitri Sari; Saputra, Asron
Primanomics : Jurnal Ekonomi & Bisnis Vol. 23 No. 2 (2025): Primanomics : Jurnal Ekonomi dan Bisnis
Publisher : Fakultas Bisnis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31253/pe.v23i2.3547

The more the digital world develops, the more diverse human needs become. The development of technology for the application of applications on smartphones is really efficient in meeting the needs of consumers. Tiktok as one of the most used applications around the world, takes advantage of this condition to be able to become a social e-commerce that can sell products through short videos. This convenience is experienced by consumers to buy goods, especially beauty products. Wardah is one of the beauty product brands that has a Halal label so that it attracts attention, especially Muslim women in Indonesia. The purpose of this study is to find out whether the variable Celebrity Endorser and attractiveness has an influence on the purchase decision of Wardah products on Tiktokshop in Batam. The method in this study uses a quantitative approach by examining as many as 204 respondents using the Non Probability Sampling and Purposive Sampling. Answers from respondents were received through a questionnaire that was distributed. The results of this study where the variable Celebrity Endorser exerts a significant influence on purchase decisions, attractiveness exerts a significant influence on purchase decisions. Celebrity endorsers and attraction have a significant influence simultaneously on purchasing decisions. Therefore, it can be concluded that celebrity endorsers and attractiveness have a significant positive influence on the decision to purchase Wardah products on the Tiktok Shop in Batam.

PENGARUH HARGA DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN KERIPIK IKAN DI KELURAHAN SUNGAI LANGKAI BATAM Evyanto, Winda; Saputra, Asron; Wasiman, Wasiman
JURSIMA Vol 12 No 3 (2025): Volume 12 Nomor 3 2025
Publisher : INSTITUT TEKNOLOGI DAN BISNIS INDOBARU NASIONAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47024/js.v12i3.1173

Penelitian ini bertujuan untuk mengetahui Pengaruh Harga dan Kualitas Produk terhadap Keputusan Pembelian Keripik Ikan di Kelurahan Sungai Langkai Kecamatan Sagulung Kota Batam. Jenis penelitian yang digunakan adalah penelitian kuantitatif eksplanatif. Data yang diolah adalah hasil penyebaran kuesioner kepada pelanggan. Metode penelitian yang digunakan adalah penelitian kuantitatif, sumber data adalah 100 konsumen keripik ikan di Kelurahan Sungai Langkai Kecamatan Sagulung Kota Batam. Pengumpulan data dengan cara observasi, wawancara dan dokumentasi, serta analisis data dengan analisis data domain. Hasil uji t (parsial) bahwa harga berpengaruh positif dan signifikan terhadap keputusan Pembelian dengan t hitung > t tabel dengan nilai signifikansi < 0,05 yaitu 2.127 > 1,656 dan nilai signifikansi 0,000 < 0,05, kualitas produk berpengaruh positif dan signifikan terhadap keputusan pembelian dengan t hitung > t tabel dengan nilai signifikansi < 0,05 yaitu 5,2.043 > 1,656 dan nilai signifikansi 0,000 < 0,05. Hal ini dibuktikan dari hasil uji F dimana f hitung > f tabel dengan nilai signifikansi < 0,05 yaitu 6.584 > 2,67 dan nilai signifikansi 0,000 < 0,05 yang menyatakan bahwa harga dan kualitas produk berpengaruh positif dan simultan signifikan terhadap keputusan pembelian keripik ikan di kelurahan sungai Langkai Kecamatan Sagulung Kota Batam. Kata Kunci: Harga, Kualitas Produk, Keputusan Pembelian

PENINGKATAN PENDAPATAN UMKM SEKUPANG MELALUI PENGEMBANGAN SDM DI ERA DIGITAL Haldy, Muhammad; Firiansyah, Iranda; Riswandi, Riswandi; Martiano, Vereki; Saputra, Asron
PUAN INDONESIA Vol. 7 No. 1 (2025): Jurnal PUAN Indonesia Vol. 7 No. 1 Juli 2025
Publisher : ASOSIASI IDEBAHASA KEPRI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37296/jpi.v7i1.446

This community service activity focuses on developing the role of human resources (HR) in MSMEs in the digital era to increase the income of micro-enterprises in Sekupang District, Batam City. The main objective of this activity is to improve the capacity and competency of MSMEs' HR so they can adapt to technological developments and increasingly dynamic market competition. Through a series of intensive training sessions and mentoring, participants will be equipped with practical skills in digital management, including digital marketing, social media management, e-commerce utilization, and digital financial literacy. This training is designed to be practical and contextual, tailored to the needs and characteristics of local MSMEs. After participating in this program, MSMEs are expected to be able to optimize digital technology to market their products, reach a wider consumer base, and manage their business finances efficiently. By improving the quality of human resources, business productivity and competitiveness will increase, ultimately impacting revenue growth and business sustainability. This activity also represents a tangible contribution from universities to fostering local community economic empowerment.

ANALISIS PROSES REKRUTMEN, SELEKSI KARYAWAN, DAN DISIPLIN KERJA TERHADAP KINERJA KARYAWAN PT. ANHONG MEDIA INTERNATIONAL Christon; Christon, Christon; Saputra, Asron
JEMI is managed and published by the Management Study Program, Faculty of Economics and Business, Kutai Kartanegara University. Institutional legality is reflected in the ISSN number: 1411-9560 published by LIPI in 2003 as a manifestation of the comm Vol 24 No 1 (2024)
Publisher : FAKULTAS EKONOMI DAN BISNIS UNIKARTA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53640/jemi.v24i1.1451

This study aims to investigate the influence of the recruitment process, employee selection, and work discipline on employee performance at PT. Anhong Media International in Kota Batam. Employing a quantitative approach, the research utilized a saturated sampling technique, involving the entire population of 107 individuals working at PT. Anhong Media International, located at Kompleks Pertokoan Gading Mas, Sungai Panas Kota Batam, Kepulauan Riau. Data collection was conducted through an online questionnaire employing a Likert scale. The collected data underwent comprehensive analysis using SPSS 26, encompassing descriptive statistical tests, data quality assessments, classical assumption tests, influence tests, and hypothesis testing. The multiple linear regression results revealed that the recruitment process (X1) holds a significant 25.8% impact on employee performance (Y1), employee selection (X2) influences employee performance (Y1) by 17.9%, and work discipline (X3) contributes to employee performance (Y1) by 25.5%. The combined effect of the recruitment process, employee selection, and work discipline on employee performance at PT. Anhong Media International is determined to be 25.8%, as indicated by the coefficient of determination (R2).

ANALISIS PROSES REKRUTMEN, SELEKSI KARYAWAN, DAN DISIPLIN KERJA TERHADAP KINERJA KARYAWAN PT. ANHONG MEDIA INTERNATIONAL Christon; Christon, Christon; Saputra, Asron
JEMI is managed and published by the Management Study Program, Faculty of Economics and Business, Kutai Kartanegara University. Institutional legality is reflected in the ISSN number: 1411-9560 published by LIPI in 2003 as a manifestation of the comm Vol 24 No 1 (2024)
Publisher : FAKULTAS EKONOMI DAN BISNIS UNIKARTA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53640/jemi.v24i1.1451

This study aims to investigate the influence of the recruitment process, employee selection, and work discipline on employee performance at PT. Anhong Media International in Kota Batam. Employing a quantitative approach, the research utilized a saturated sampling technique, involving the entire population of 107 individuals working at PT. Anhong Media International, located at Kompleks Pertokoan Gading Mas, Sungai Panas Kota Batam, Kepulauan Riau. Data collection was conducted through an online questionnaire employing a Likert scale. The collected data underwent comprehensive analysis using SPSS 26, encompassing descriptive statistical tests, data quality assessments, classical assumption tests, influence tests, and hypothesis testing. The multiple linear regression results revealed that the recruitment process (X1) holds a significant 25.8% impact on employee performance (Y1), employee selection (X2) influences employee performance (Y1) by 17.9%, and work discipline (X3) contributes to employee performance (Y1) by 25.5%. The combined effect of the recruitment process, employee selection, and work discipline on employee performance at PT. Anhong Media International is determined to be 25.8%, as indicated by the coefficient of determination (R2).

The Effect of Work Motivation, Work Discipline and Workload on Employee Performance at PT Batam Bahari Sejahtera Hermanto, Hermanto; Saputra, Asron
Primanomics : Jurnal Ekonomi & Bisnis Vol. 23 No. 3 (2025): Primanomics : Jurnal Ekonomi dan Bisnis
Publisher : Fakultas Bisnis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31253/pe.v23i3.3958

In today's era, competition between business actors is increasingly competitive, thus requiring every business actor to have quality resources in order to remain superior in facing challenges and competing with other competitors, changes in the business environment affect major companies in facing competition. This study aims to analyze the effect of work motivation, work discipline, and workload on employee performance at PT Batam Bahari Sejahtera. The population used is employees of PT Batam Bahari Sejahtera. This research uses a quantitative approach with sampling techniques based on saturated samples, with a total of 107 respondents. Data collection was carried out through the distribution of questionnaires and data analysis using data quality tests, such as validity tests, reliability tests, and classical assumption tests including normality tests, multicollinearity tests, and heteroscedasticity tests. The influence test involved multiple linear regression analysis and determinant coefficient analysis, while the hypothesis test involved the t-test. The results showed that work motivation had a positive and significant partial effect on employee performance, work discipline had a positive and significant partial effect on employee performance, workload had a positive and significant partial effect on employee performance, work motivation, work discipline and workload had a positive and significant simultaneous effect on employee performance.

Pengaruh Promosi Dan Kualitas Produk Terhadap Keputusan Pembelian Sepatu Bata Di Kota Batam Kenedi, Cindy Widya; Saputra, Asron
JURNAL ILMIAH FEASIBLE: Bisnis, Kewirausahaan dan Koperasi Vol 5 No 2 (2023): JURNAL ILMIAH FEASIBLE (JIF): Bisnis, Kewirausahaan dan Koperasi
Publisher : Universitas Pamulang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32493/fb.v5i2.2023.104-113.32322

Dewasa ini, permintaan sepatu di Indonesia melonjak signifikan, menandakan perlunya para pengusaha untuk terus berinovasi dan menciptakan produk dengan kualitas dan nilai yang luar biasa bagi konsumen. Lanskap kompetitif yang ada di antara produsen harus mengharuskan manajemen perusahaan berusaha semaksimal mungkin untuk tetap kompetitif di pasar yang dinamis dengan memperhatikan promosi dan kualitas produk. Penelitian ini merupakan penelitian deskriptif kuantitatif, Populasi dalam penelitian ini berjumlah 240 responden dengan melalui rumus slovin, didapatkan sampel sebanyak 150 orang yang kemudian datanya akan dianalisis menggunakan bantuan aplikasi SPSS versi 25. Hasil penelitian menunjukkan Promosi berpengaruh positif dan mempunyai pengaruh signifikan secara parsial terhadap keputusan pembelian sepatu bata di Dc Mall Kota Batam. Kualitas Produk berpengaruh positif dan memiliki pengaruh signifikan secara parsial terhadap keputusan pembelian sepatu bata di DC Mall Kota Batam. Lalu Promosi dan Kualitas produk berpengaruh positif dan memiliki pengaruh signifikan secara parsial terhadap keputusan pembelian sepatu bata di DC Mall Kota Batam. Kata kunci: Keputusan Pembelian; Kualias Produk; Promosi; Sepatu Bata Abstract Today, the demand for shoes in Indonesia has increased significantly, indicating the need for entrepreneurs to continue to innovate and create products with exceptional quality and value for consumers. The competitive landscape that exists among manufacturers should require that company management make every effort to stay competitive in a dynamic market with an eye on promotion and product quality. This research is a quantitative descriptive study. The population in this study was 240 respondents using the slovin formula, a sample of 150 people was obtained, and the data was analyzed using the SPSS version 25 application. buying Bata shoes at Dc Mall Batam City. Product quality has a positive and partially significant effect on purchasing decisions for bata shoes at Dc Mall Batam City. Then Promotion and Product Quality have a positive and partially significant influence on the decision to purchase Bata shoes at DC Mall Batam City. Keywords: Bata Shoe; Product Quality; Promotion; Purchase Decision

Pengaruh Kualitas Produk, Citra Merek dan Nilai Pelanggan terhadap Keputusan Pembelian Konsumen di E-Commerce Lazada Kota Batam Nazara, Infokavit; Saputra, Asron
Arus Jurnal Sosial dan Humaniora Vol 4 No 2: Agustus (2024)
Publisher : Arden Jaya Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57250/ajsh.v4i2.523

Pemasaran merupakan aktivitas utama yang harus dijalankan oleh perusahaan, baik yang bergerak di bidang barang maupun jasa, untuk menjaga keberlangsungan bisnisnya. Tujuan utama dari pemasaran adalah untuk meraih pertumbuhan bisnis, meningkatkan penjualan, dan memperkuat citra merek perusahaan. Salah satu pasar e-commerce yang dikenal di masyarakat adalah Lazada. Namun, Lazada menunjukkan grafik penjualan yang lebih rendah dibandingkan dengan e-commerce lainnya. Penyebab utama dari masalah ini adalah banyaknya keluhan pelanggan terhadap e-commerce tersebut, seperti kualitas produk, citra merek, dan nilai pelanggan yang tidak memuaskan. Kualitas produk berhubungan dengan kesesuaian antara produk yang ditawarkan dan produk yang diterima oleh konsumen. Citra merek adalah persepsi keseluruhan terhadap suatu merek, yang terbentuk dari informasi dan pengalaman masa lalu konsumen terhadap merek tersebut. Nilai pelanggan adalah penilaian konsumen terhadap produk berdasarkan persepsi mereka terhadap barang dan jasa yang diberikan. Keputusan pembelian di Lazada menunjukkan penurunan setiap tahunnya karena banyak pesaing yang menawarkan lebih banyak kenyamanan dan layanan yang lebih baik. Hal ini menyebabkan Lazada tertinggal dan banyak konsumen yang tidak lagi melakukan pembelian di platform tersebut. Kualitas produk memiliki pengaruh signifikan terhadap keputusan pembelian. Demikian pula, citra merek juga memiliki pengaruh signifikan terhadap keputusan pembelian. Nilai pelanggan berperan signifikan dalam keputusan pembelian. Secara keseluruhan, kualitas produk, citra merek, dan nilai pelanggan memiliki pengaruh positif dan signifikan terhadap keputusan pembelian konsumen e-commerce Lazada di Kota Batam.

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