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All Journal EQIEN - JURNAL EKONOMI DAN BISNIS Kelola: Jurnal Manajemen Pendidikan
Munawar, Muhammad Meki
Program Studi Manajemen, STIE DR. KHEZ Muttaqien, Indonesia
Decision Sciences, Operations Research & Management Education Mathematics Other

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ANALISIS EPIC MODEL TERHADAP EFEKTIVITAS IKLAN ONLINE SEBAGAI MEDIA PROMOSI DI YOUTUBE TERHADAP KEPUTUSAN PEMBELIAN POCARI SWEAT Ade Nurhayati; Meki Munawar; Isna Biduri Urfa
Eqien - Jurnal Ekonomi dan Bisnis Vol 9 No 2 (2022): EQIEN - JURNAL EKONOMI DAN BISNIS
Publisher : Sekolah Tinggi Ilmu Ekonomi Dr Kh Ez Mutaqien

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (325.643 KB) | DOI: 10.34308/eqien.v9i2.380

Abstract

This study aims to determine the Effect of Online Advertising Effectiveness as a Promotional Media for Pocari Sweat on YouTube on Purchase Decisions. The research method used is quantitative with an associative approach. Sampling was done through purposive sampling technique by distributing questionnaires to 97 respondents who are YouTube users in the Purwakarta Regency area. The data analysis method used is validity test, reliability test, classical assumption test, multiple linear regression test, and hypothesis testing. The data was processed with the help of the IBM SPSS version 25 program. This study used the EPIC Model as a method of calculating the effectiveness and Multiple Linear Regression as a method to determine the effect of the EPIC dimension on purchasing decisions. The results of this study prove that Pocari Sweat advertising is considered effective with a value of 4.12, and also the EPIC dimension influences purchasing decisions either partially or simultaneously. The dimension of EPIC affects purchasing decisions by 40.8%, while the remaining 59.2% is influenced by variables outside the research variables.
Marketing Strategy for Higher Education Institution Based On Marketing Stimuli (Case Study at Politeknik Pos Indonesia) Senny Handayani Suarsa; Muhammad Meki Munawar
Kelola: Jurnal Manajemen Pendidikan Vol. 7 No. 1 (2020)
Publisher : Universitas Kristen Satya Wacana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24246/j.jk.2020.v7.i1.p25-32

Abstract

The purpose of this study is to examine whether marketing strategies based on the marketing stimuli of higher education services influence the selection of the Politeknik Pos Indonesia as higher education institution to continue their studies, as well as which of these marketing mix factors is most influential. The data collection was carried out by an independent survey involving 356 Politeknik Pos Indonesia students. The results showed that all variables had a significant influence on the decision making of the Politeknik Pos Indonesia by prospective students. Hence, the first and second hypotheses are proven by the most influential factor is the product.
Pengaruh Servicecsape Dan Kualitas Pelayanan Terhadap Kepuasan Konsumen Di Cangkir Pertama Coffee Kota Purwakarta amna mawardi; M Meki Munawar; Dewi Rahayu
Eqien - Jurnal Ekonomi dan Bisnis Vol 13 No 01 (2024): Eqien Journal Of Economics and Business
Publisher : Sekolah Tinggi Ilmu Ekonomi DR KH EZ Mutaqien

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34308/eqien.v13i01.1717

Abstract

This study aims to determine the effect of servicescape and service quality on customer satisfaction at the First Cup of Coffee, Purwakarta City. The research method used is descriptive quantitative. Sampling used a non-probability sampling method by distributing questionnaires to 97 respondents who were consumers at the First Cup of Coffee Purwakarta. Data analysis methods used are validity test, reliability test, normality test, linearity test, multiple regression analysis, correlation coefficient, coefficient of determination, hypothesis test, partial test (t test), and simultaneous test (F test). The data were processed using IBM SPSS version 24. The results showed that the two independent variables had an effect on the dependent variable, servicescape had a positive and significant effect on customer satisfaction at the First Cup of Coffee Purwakarta. Service quality has a positive and significant effect on customer satisfaction at the First Cup of Coffee Purwakarta. Simultaneously servicescape and service quality have a positive and significant effect on customer satisfaction at the First Cup of Coffee Purwakarta.
Promosi dan Brand Image Serta Dampaknya Terhadap Minat Beli Fashion di Situs E-Commerce Tokopedia Irham Khofia; Puspo Dewi Dirgantari; Meki Munawar
Eqien - Jurnal Ekonomi dan Bisnis Vol 13 No 03 (2024): Eqien Journal Of Economics and Business
Publisher : Sekolah Tinggi Ilmu Ekonomi DR KH EZ Mutaqien

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34308/eqien.v13i03.1857

Abstract

This research was conducted to find out what factors influence buying interest. In this research, promotion and brand image are used as dependent variables. Primary data collection using a non-probability sampling technique, namely a sampling technique that does not provide the same opportunity/opportunity for every member of the population to be a sample. The data analysis method used in this research is multiple linear regression with the help of SPSS 22 software. And the overall dependent variable has a stimulant effect on Buying Interest with a calculated F value of 171,596 with a significance level of 0.000 <0.5. And the value of R square shows the results of 0.785, which means that the entire dependent variable has a simultaneous effect of 78.5%.
PENGARUH KOLABOSARI PENCIPTAAN NILAI DAN ORIENTASI KEWIRAUSAHAAN TERHADAP INOVASI PRODUK Munawar, Muhammad Meki; Suarsa, Senny Handayani
Eqien - Jurnal Ekonomi dan Bisnis Vol 7 No 1 (2020): JURNAL EKONOMI DAN BISNIS “E-QIEN”
Publisher : Fakultas Ekonomi dan Bisnis Universitas Islam DR KH EZ Mutaqien

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (271.563 KB) | DOI: 10.34308/eqien.v7i1.116

Abstract

A culinary business in West Java is totally famous, especially for some cites: Bandung, Bogor, Purwakarta, Cirebon, Sumedang, Sukabumi and others. This culinary can attract not only local consumers but also domestic tourists to come and consume products that owners offer. To make the business sustain, the owners have to innovate their products. This research is present to examine and analyze the impact of co-creation value (CCV) and entrepreneurship orientation (EO) on product innovation. The samples of this study are the sixty owners of the culinary business in West Java, taken by the purposive sampling method. Furthermore, the data are collected by the survey method and analyzed by the variance-based structural equation model. After investigating and discussing the two proposed hypotheses, this research sum ups that co-creation value (CCV) and entrepreneurship orientation (EO) possess a positive impact on product innovation.
Co-Authors Amna Mawardi Dewi Rahayu Irham Khofia Isna Biduri Urfa MARIA BINTANG Puspo Dewi Dirgantari Suarsa, Senny Handayani