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Hidayati, Arifah
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ANALISIS PENGARUH BRAND CHARACTERISTIC DAN EMOTIONAL BRANDING TERHADAP KEPUTUSAN PEMBELIAN DI PENTOL NONA BENGKULU Ramadan, Muhammad Fajar; Hidayati, Arifah; Lakoni, Idham
Jurnal Signaling Vol 13, No 2 (2024): Jurnal Signaling
Publisher : STMIK Pringsewu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56327/signaling.v13i2.1725

Abstract

To find out how much influence physical evidence has on impulse buying. To find out the influence of brand characteristics on purchasing decisions at Pentol Nona Bengkulu, to find out the influence of emotional branding on purchasing decisions at Pentol Nona Bengkulu, to find out the influence of brand characteristics and emotional branding on purchasing decisions at Pentol Nona Bengkulu. This research method is exploratory. Exploratory research, or also called exploratory research, is a research approach that aims to find information about a topic/problem that is not yet fully understood by a researcher. Exploratory research does not require a specific hypothesis or theory. The researcher only prepared several questions as a guide to obtain primary data in the form of information, information, as the initial data needed. Based on the results, there is an influence of brand characteristic (X1) on the purchasing decision (Y) of Nona Pentol with a value of tsig α (0.000 0.05) and the value of tcount ttable (5.749 1.65882) thus Ho is rejected and Ha is accepted. From the significance value obtained, variable X1 has a positive effect on purchasing decisions (Y). There is an influence of emotional branding (X2) on the purchase decision (Y) of Pentol Nona with a value of tsig α (0.000 0.05) and a value of tcount ttable (4.346 1.65882), thus Ho is rejected and Ha is accepted. From the significance value obtained, the variable X2 has a positive effect on purchasing decisions (Y). The value of Fsig α 0.05 and Fcount F table (9.4873.08) so it can be concluded that together the independent variables have a positive effect on the dependent variable.
ANALISIS PENGARUH STRATEGI BAURAN PEMASARAN TERHADAP VOLUME PENJUALAN AIR MINUM DALAM KEMASAN PADA CV BIO ITE SUI Sipahutar, Mia Aprianita; Syofian, Syofian; Hidayati, Arifah
Jurnal Signaling Vol 13, No 2 (2024): Jurnal Signaling
Publisher : STMIK Pringsewu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56327/signaling.v13i2.1717

Abstract

This study aims to determine the effect of marketing mix on the sales volume of bottled drinking water of CV Bio Ite Sui. The method used in this research is quantitative method with data collection techniques in the form of questionnaires, documentation and observation. The results of this study are 1) Based on the results of the t test between X1 (Product) on Y (Sales Volume) has a significant value of 0.003, therefore 0.003 ≤ 0.05, so there is a significant influence between Products on Sales Volume of bottled drinking water at CV Bio Karya Ite. And based on the results of the Determination Coefficient test between Variable X1 on Y. has a value of R Square value of 729, meaning that there is a strong influence between products on sales volume.2) Based on the results of the t test between Variable X2 (Price) on Y (Sales Volume) has a significant value of 0.000, therefore 0.000 ≤ 0.05, so there is a significant influence between price on Sales Volume of bottled drinking water at CV Bio Karya Ite, and based on the results of the Determination test of Variable X2 (Price) on Y (Sales Volume) has a value of R Square value of 813, which means that there is a very strong influence between price and sales volume.3) Based on the results of the t test between Variable X3 (Promotion) on Y (Sales Volume) has a significant value of 0.002, therefore 0.002 ≤ 0.05, so there is a significant influence between Promotion on Sales Volume of bottled drinking water at CV Bio Karya Ite. And based on the results of the determination test of Variable X3 (promotion) against Y (Sales Volume) has a value of R Square value of 561, which means that there is a strong enough influence between promotion on sales volume.4) Based on the results of the t test between Variable X4 (Place) against Y (Sales Volume) has a significant value of 0.000, therefore 0.000 ≤ 0.05, this means that X4 on Y has a significant influence so that there is a significant influence between Place on Sales Volume of bottled drinking water at CV Bio Karya Ite. And based on the results of the determination test, variable X4 (place) on Y (Sales Volume) has an R Square value of 775, which means that there is a strong influence between Promotion on Sales Volume. 5) Based on the results of the F test, the significant value is ≤ 0.05.  From the table above, it can be seen that the significant value of the F test results between variables X1, X2, X3 and X4 (Product, Price, Promotion and Place) on Y (Sales Volume) has a significant value of 0.000, therefore 0.000 ≤ 0.05, this means that X1, X2, X3 and X4 on Y simultaneously have a significant effect. So that the results of the hypothesis in this study are that there is a significant influence between Product, Price, Promotion and Place on the sales volume of bottled drinking water CV Bio Karya Ite.
Pengaruh Promosi, Kemudahan Dan Keamanan Terhadap Keputusan Menggunakan Gopay Pada Generasi Z Di Kota Bengkulu Lutfia, Anisya Lutfia; Hidayati, Arifah; Syofian, Syofian
JMB : Jurnal Manajemen dan Bisnis Vol 13, No 2 (2024): JMB : Jurnal Manajemen dan Bisnis
Publisher : Universitas Muhammadiyah Tangerang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31000/jmb.v13i2.11916

Abstract

This research aims to determine the influence of promotion, convenience and security on the decision to use Gopay among generation Z in the city of Bengkulu. The nature of this research is associative. The type of data used in this research is quantitative data. The population generation Z from Bengkulu City who have used GoPay at least twice in the last 6 months, totaling 518,189 people. The number of samples set was 100 people. In the data collection process, researchers used the questionnaire method. The method used to analyze the data in this research is a data processing program or data software, namely SPSS version 25. The results of the research state that promotion has a positive and significant effect on the decision to use as evidenced by the t-count value for the promotion variable of 3.216 > t-table of 0.676 and the sig value is 0.002 < 0.05, which means that if promotion increased, will increase. Convenience positive and significant effect on the decision as evidenced by the t-count value for the promotion variable of 3.303>t-table of 0.676 and a sig value of 0.000<0.05 which means that if convenience is further increased, the decision increase. Security has a positive and significant effect evidenced by the t-count value for the promotion variable of 5.274>t-table of 0.676 and a sig value of 0.000<0.05 which means if security is further improved, the decision to use will increase. Together Promotion, Convenience and Security have a positive and significant influence on the Decision to evidenced by the Fcount > Ftable value of 227.219 > 3.94 with a significance of 0.000 < 0.05, with this the Fcount value is greater than Ftable and the significance is below 0.05, which means that if promotion, convenience and security are improved simultaneously, then the decision to use will increase.
Co-Authors Ahmad Jamalong, Ahmad Ambarwati Ardian Arifin Evi Susanti Fauzan . Ginting, Dafid Idham Lakoni Janusi Waliamin Juliani, Enti Lutfia, Anisya Lutfia Nurjanie, Ahmad Yoga Putri, Sarah Sephia Ramadan, Muhammad Fajar Rani Rahayu, Rani Restu, Muhammad Sintia Safrianti Sipahutar, Mia Aprianita Susetio, Alvin Suwanto, Witri Syaputra, Rivaldo Yogi Syofian, Syofian