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All Journal International Journal of Environmental, Sustainability, and Social Science Bima Journal : Business, Management and Accounting Journal
Kustandi, Tedi
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Social Sciences

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The Influence of Product Innovation and Price Promotion on Consumer Purchase Interest in Banana Rolls MSMEs in Cirebon City ADIANSYAH, Aji; SAHARA, Sahara; KUSTANDI, Tedi
International Journal of Environmental, Sustainability, and Social Science Vol. 6 No. 5 (2025): International Journal of Environmental, Sustainability, and Social Science (Sep
Publisher : PT Keberlanjutan Strategis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38142/ijesss.v6i5.1586

Abstract

This study aims to analyze the influence of product innovation and price promotions on consumer purchasing interest in Banana Rolls Micro, Small, and Medium Enterprises (MSMEs) in Cirebon City. This study uses a quantitative research type with a survey approach. The quantitative method was chosen because it allows researchers to test predetermined hypotheses through numerical data collection and statistical analysis. Data were collected from 93 Banana Rolls consumer respondents through a questionnaire. Data analysis was conducted using multiple linear regression after undergoing validity, reliability, and classical assumption tests (normality, linearity, multicollinearity, and autocorrelation). The results show that product innovation and price promotions, both partially and simultaneously, have a positive and significant effect on consumer purchasing interest. Product innovation contributes more to increasing purchasing interest than price promotions. These findings underscore the importance of an integrated marketing strategy that prioritizes creative product development and attractive price offers to increase competitiveness and consumer loyalty in the culinary MSME sector.
Influence of Digital Marketing and Online Customer Reviews on Customer Satisfaction: A Case Study of Husna Frozen Mart Ferdiyanto, Rafli; Sahara, Sahara; Kustandi, Tedi
BIMA Journal (Business, Management, & Accounting Journal) Vol. 6 No. 2 (2025)
Publisher : Perkumpulan Dosen Muda (PDM) Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37638/bima.6.2.1387-1396

Abstract

Purpose: This study aims to examine the influence of digital marketing and online customer reviews on customer satisfaction with Husna Frozen Mart’s products, and to provide insights into factors that drive consumer loyalty through satisfaction. Methodology: The research employed a quantitative approach using a survey method, distributing questionnaires to Husna Frozen Mart customers. Data were analyzed through multiple linear regression, supported by validity and reliability tests, as well as t-tests, F-tests, and the coefficient of determination (R².. Results: The findings reveal that digital marketing has a positive and significant effect on customer satisfaction. Likewise, online customer reviews exert a positive impact, though at a different magnitude. When tested simultaneously, both independent variables significantly affect customer satisfaction. Findings: The study highlights that consistent digital marketing strategies combined with online customer reviews contribute to enhanced customer satisfaction, particularly in terms of information accessibility, product trustworthiness, and purchase decision-making. Novelty: This research addresses a gap in the literature by jointly analyzing digital marketing and online customer reviews within the context of a local frozen food MSME, a setting that has received limited scholarly attention, especially in Cirebon. Originality: Unlike prior studies that focused on large enterprises or online marketplaces, this study specifically investigates Husna Frozen Mart as a local MSME, offering a fresh perspective on the role of digital marketing and customer reviews in small business competitiveness. Conclusion The study concludes that effective digital marketing implementation and proactive management of online customer reviews significantly improve customer satisfaction. These findings serve as a practical foundation for MSMEs to strengthen their competitive position in the digital era. Type of Paper: Empirical research paper.
The Influence of Service Quality and Retail Innovation on Customer Satisfaction at Lequita Furniture sukma, gio elang; Sahara, Sahara; Kustandi, Tedi
BIMA Journal (Business, Management, & Accounting Journal) Vol. 6 No. 2 (2025)
Publisher : Perkumpulan Dosen Muda (PDM) Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37638/bima.6.2.1397-1406

Abstract

Purpose: This research aims to examine the influence of service quality and retail innovation on customer satisfaction. The study is important as it provides empirical evidence on how service and innovation contribute to customer perceptions and loyalty in the retail sector. The expected outcome is to identify the extent to which these variables determine customer satisfaction. Methodology: The study applied a quantitative approach using multiple linear regression analysis. Data were collected through a structured questionnaire distributed to customers, and analyzed using statistical techniques including the t-test, F-test, and coefficient of determination (R²).  Results: The findings show that both service quality and retail innovation significantly affect customer satisfaction. The F-test results indicate a simultaneous positive and significant influence, while the t-test demonstrates that each variable individually contributes to customer satisfaction. The coefficient of determination reveals that service quality and retail innovation account for 62.8% of the variance in customer satisfaction. Findings: The research highlights that enhancing service quality and adopting innovative retail practices are key strategies for improving customer satisfaction. Novelty: Unlike prior studies, this research combines service quality and retail innovation as predictors of customer satisfaction in a single model. Originality: The study offers a unique contribution by empirically validating the joint effect of these two variables in the retail sector. Conclusion: Service quality and retail innovation have both partial and simultaneous significant effects on customer satisfaction, confirming their strategic role in strengthening retail competitiveness. Type of Paper: Identifies Research Article).
Co-Authors ADIANSYAH, Aji Ferdiyanto, Rafli Sahara Sahara Sahara sukma, gio elang