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All Journal Jurnal Media Agribisnis (MeA) Al Qalam: Jurnal Ilmiah Keagamaan dan Kemasyarakatan Jurnal Bisnis Tani International Journal of Social Science, Educational, Economics, Agriculture Research, and Technology (IJSET) Jurnal Multidisiplin Dehasen (MUDE) Jurnal Ilmiah SOSIO AGRIBIS Jurnal Pengabdian Mandiri Postgraduate Management Journal Cakrawala: Jurnal Pengabdian Masyarakat Global Indo-Fintech Intellectuals: Journal of Economics and Business Journal of Socio Economics on Tropical Agriculture (Jurnal Sosial Ekonomi Pertanian Tropis) (JOSETA) Jurnal Media Akademik (JMA) PENG: Jurnal Ekonomi dan Manajemen Jurnal Agrisep LANCAH Jurnal Inovasi dan Tren Jurnal Bisnis Digital
Nova Suryani
Universitas Syiah Kuala
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THE INFLUENCE OF THE MARKETING MIX (7P) ON CONSUMER PURCHASING DECISIONS (CASE STUDY KUTARADJA FRIED CHICKEN DARUSSALAM) Linda Santri; Nova Suryani
International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET) Vol. 4 No. 8 (2025): JULY
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/ijset.v4i8.1002

Abstract

This study analyzes how the 7P marketing mix (product, price, place, promotion, people, process, and physical evidence) influences purchasing decisions at Kutaradja Fried Chicken Darussalam. Using a quantitative approach, data were collected from 100 customers via questionnaires and analyzed through regression and hypothesis testing. Results showed that price, promotion, and physical evidence individually affected purchasing decisions (p < 0.05), while product, place, people, and process did not. However, all seven factors together significantly influenced decisions, explaining 66.4% of the variation (R² = 0.664). The findings suggest that competitive pricing, strong promotions, and appealing physical evidence are crucial for attracting customers. Although some elements lacked individual impact, their combined effect highlights the need for an integrated strategy. Kutaradja Fried Chicken should prioritize pricing, promotions, and store ambiance while maintaining balance across all 7Ps. This study offers practical insights for local fast-food businesses to strengthen marketing effectiveness.
ANALYSIS OF THE READINESS AND ACCEPTANCE OF TECHNOLOGY BY ACEH PATCHOULI FARMERS IN AGRIBUSINESS DEVELOPMENT USING THE "MYNILAM" ERP WITH THE TRAM MODEL IN PATCHOULI FARMING GROUPS IN ACEH Adinda Gusti Vonna; Nova Suryani
International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET) Vol. 4 No. 11 (2025): OCTOBER
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/ijset.v4i11.1178

Abstract

The "MyNilam" ERP system was developed as an integrated digital solution to improve the efficiency and transparency of patchouli commodity management in Aceh. However, its successful implementation is highly dependent on user readiness and acceptance. This study aims to analyze the readiness of patchouli farmers and industry players to use the "MyNilam" ERP using the Technology Readiness and Acceptance Model (TRAM). This literature study highlights previous research related to ERP technology readiness in the last 5 years and provides a theoretical basis for future field studies. Findings from the literature indicate that discomfort and perceived ease of use are the key variables that most influence ERP adoption in various industrial sectors in Indonesia.
Co-Authors Adinda Gusti Vonna Agustina Arida Allia Nabila Anwar, Aswaldi Auzar Syarif Barkhia Yunas Budiman, Cipta Cut Faradilla Defri Rahman Desi Rosalina Dewi, Riska Kurnia Fachri, Ahmad Fajri Fajri Fikriando, Eko Fuady, Vaudhan Ilham, Muhamad Irfan Suliansyah Juli Adevia Linda Santri Linda Santri, Linda Lukman Hakim Monalisa Monalisa Muhammad Farrasky Delas Putra Muhammad Satia Siregar Napitupulu, Tia Sofiani Oktia Verinda Oza syafriani Qalsum, Ummy Qamarani, Jasmine Mardhina RAMADHI RAMADHI Relifra Rian Hidayat Sultani Wiwik Handayani Yozi Putri Sakinah