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All Journal Healthy Tadulako Journal (Jurnal Kesehatan Tadulako) Commodities, Journal of Economic and Business
Ratih, Dian
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Dentistry Economics, Econometrics & Finance Health Professions Medicine & Pharmacology Nursing Public Health

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PENGARUH PROMOSI ABOVE THE LINE DAN KESADARAN MERK TERHADAP KEPUTUSAN PEMBELIAN PRODUK MADU TJ Citra, Eufemia; Sampurno, Sampurno; Andayani, Nurita; Ratih, Dian
Healthy Tadulako Journal (Jurnal Kesehatan Tadulako) Vol. 5 No. 3 (2019)
Publisher : Universitas Tadulako

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (447.106 KB) | DOI: 10.22487/htj.v5i3.134

Abstract

Saat ini vitamin, supplemen dan obat tradisional menjadi pilihan dalam upaya mempertahankan kesehatan. Salah satunya adalah Madu TJ. Pada periode penelitian BMI (Business Monitor International), total penjualan produk makanan dan minuman diperkirakan tumbuh 10,2% pada 2018. Kelas menengah Indonesia tumbuh pesat dengan pendapatan per rumah tangga berkembang rata – rata 9,6% pertahun antara 2017 dan 2021. Namun demikian berdasarkan Top Brand Survey pada Fase 2 tahun 2017 dan 2018 terdapat penurunan Top Brand Index produk Madu TJ hingga 13,6%. Hal ini berbanding terbalik dengan upaya yang telah dilakukan Ultra Sakti dengan persentase budget promosi Above the Line mencapai 60% sedangkan budget strategi promosi Below the Line sebesar 40%. Tujuan penelitian ini adalah mengetahui pengaruh strategi promosi above the line dan kesadaran merk terhadap keputusan pembelian produk Madu TJ. Kuesioner dan wawancara digunakan sebagai instrumen penelitian, dan sebanyak 196 responden menjadi sampel dalam penelitian. Metode SEM (Structural Equation Modeling) digunakan sebagai teknik analisis data dan Lisrel 10.0 digunakan untuk menganalisis data yang didapakan setelah penelitian. Penelitian ini menunjukkan bahwa Strategi promosi Above the Line tidak berpengaruh signifikan terhadap keputusan pembelian produk dengan nilai t hitung sebesar 0,34 yang lebih kecil dari t-value 1,96. Kesadaran merk tidak berpengaruh signifikan terhadap keputusan pembelian produk dengan nilai t hitung sebesar 1,04 yang lebih kecil dari t-value 1,96. Strategi promosi Above the Line memiliki hubungan yang positif dan signifikan terhadap kesadaran merk. Diketahui dari nilai t hitung sebesar 2,80 yang lebih besar dari t-value 1,96.
PENGARUH TINGKAT INFLASI, DEBT TO EQUITY RATIO DAN RETURN ON EQUITY TERHADAP HARGA SAHAM Astriana, Chusnul; Widodo, Eko; Wardana, Guntur Kusuma; Ratih, Dian
Commodities, Journal of Economic and Business Vol 3 No 3 (2023): January 2023
Publisher : FKDP (Forum Komunikasi Dosen Peneliti)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59689/commo.v3i3.879

Abstract

This thesis aims to determine the effect of inflation rate, debt to equity ratio, return on equity to stock prices of property services sector property and real estate. The study was conducted at IDIS Investment Gallery of UNISKA by using secondary data. The population in this study as many as 48 companies then set sample in this study as many as 7 companies Property and Real Estate listed on the BEI period 2014-2016 which has been selected using purposive sampling method by using several criteria in taking samples. The data analysis technique used in this research is classical assumption test consisting of normality test, multicolinearity test, heteroscedasticity test and autocorrelation test, then test multiple linier regression analysis and use hypothesis test consisting of coefficient of determination test, t-test test ( partially), F-test (collectively). The result of research stated that with regression equation that Y = 7,821,482-1,735,657X1 + 1,176,411X2 + 532,696X3 can be concluded partially inflation rate have negative and significant effect to stock price with t value equal to -2,429 and significance value <0, 05 equal to 0,027, debt to equity ratio partially positive and not significant to stock price with t value equal to 0,3999 and significance value> 0,05 equal to 0,695 and return on equity partially have positive and significant effect to share price with value t count of 4.257 and significance value <0.05 of 0.001. Together the rate of inflation, debt to equity ratio and return on equity effect on stock prices with F arithmetic of 8.160 and significance value <0.05 of 0.001.
PENGARUH TINGKAT INFLASI, DEBT TO EQUITY RATIO DAN RETURN ON EQUITY TERHADAP HARGA SAHAM Astriana, Chusnul; Widodo, Eko; Wardana, Guntur Kusuma; Ratih, Dian
Commodities, Journal of Economic and Business Vol. 3 No. 3 (2023): January 2023
Publisher : FKDP (Forum Komunikasi Dosen Peneliti)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59689/commo.v3i3.879

Abstract

This thesis aims to determine the effect of inflation rate, debt to equity ratio, return on equity to stock prices of property services sector property and real estate. The study was conducted at IDIS Investment Gallery of UNISKA by using secondary data. The population in this study as many as 48 companies then set sample in this study as many as 7 companies Property and Real Estate listed on the BEI period 2014-2016 which has been selected using purposive sampling method by using several criteria in taking samples. The data analysis technique used in this research is classical assumption test consisting of normality test, multicolinearity test, heteroscedasticity test and autocorrelation test, then test multiple linier regression analysis and use hypothesis test consisting of coefficient of determination test, t-test test ( partially), F-test (collectively). The result of research stated that with regression equation that Y = 7,821,482-1,735,657X1 + 1,176,411X2 + 532,696X3 can be concluded partially inflation rate have negative and significant effect to stock price with t value equal to -2,429 and significance value <0, 05 equal to 0,027, debt to equity ratio partially positive and not significant to stock price with t value equal to 0,3999 and significance value> 0,05 equal to 0,695 and return on equity partially have positive and significant effect to share price with value t count of 4.257 and significance value <0.05 of 0.001. Together the rate of inflation, debt to equity ratio and return on equity effect on stock prices with F arithmetic of 8.160 and significance value <0.05 of 0.001.
Co-Authors Andayani, Nurita Astriana, Chusnul Citra, Eufemia Eko Widodo Guntur Kusuma Wardana Sampurno Sampurno