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All Journal Economic Education and Entrepreneurship Journal Abdi Laksana : Jurnal Pengabdian Kepada Masyarakat Economics and Digital Business Review International Journal of Education, Social Studies, And Management (IJESSM) Jurnal Pemberdayaan Ekonomi Asian Journal of Applied Business and Management (AJABM) Journal of Business Management and Economic Development InJEBA : International Journal of Economics, Business and Accounting International Journal of Economics, Business and Innovation Research
Ambarwati, Dwi Asri Siti
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Industrial & Manufacturing Engineering Law, Crime, Criminology & Criminal Justice Social Sciences Other

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The Influence of Brand Image, Price, and Product Quality on the Purchase Decision of Stella Room Fresheners in Bandar Lampung Endriyani, Fina; Ambarwati, Dwi Asri Siti; Nabila, Nuzul Inas
International Journal Of Education, Social Studies, And Management (IJESSM) Vol. 5 No. 2 (2025): The International Journal of Education, Social Studies, and Management (IJESSM)
Publisher : LPPPIPublishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52121/ijessm.v5i2.766

Abstract

This study was conducted to determine the influence of brand image, price, and product quality on the purchase decision of Stella room freshener in Bandar Lampung City. The sample of this study was 160 respondents who were taken by nonprobability sampling with the criteria of respondents who intended to buy Stella room freshener in Bandar Lampung City. Data collection used primary data, namely the distribution of questionnaires to students and the community of Bandar Lampung City and interviews with PT Catur Sentosa Anugerah (PT CSAN) as the official distribution of PT Godrej Indonesia, while secondary data were literature, journals of previous researchers, which were then analyzed. Data analysis tools using SPSS software version 27 are multiple linear analysis, partial testing (t), simultaneous testing (f), validity testing, reliability testing and coefficient of determination analysis (R2). R Square research shows that brand image (X1), price (X2), and product quality (X3) influence purchasing decisions (Y) by 52.1%. The results of the t test of brand image (X1), price (X2), and product quality (X3) influence purchasing decisions (Y). The results of the f test of brand image (X1), price (X2), and product quality (X3) of 0.000 mean that simultaneously there is an influence on purchasing decisions (Y).
The Influence of Service Quality Dimensions on Customer Satisfaction in Mr. Geprek MSME Pratama, Muhammad Arkana Alzair; Ambarwati, Dwi Asri Siti
International Journal Of Education, Social Studies, And Management (IJESSM) Vol. 5 No. 2 (2025): The International Journal of Education, Social Studies, and Management (IJESSM)
Publisher : LPPPIPublishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52121/ijessm.v5i2.812

Abstract

This study investigates how service quality dimensions influence customer satisfaction at Mr. Geprek, a culinary Micro, Small, and Medium Enterprise (MSME) at Lampung University. Small and Medium Enterprises significantly contribute to Indonesia's GDP and employment but face challenges in competitiveness, particularly regarding customer satisfaction. Service quality, encompassing tangibles, reliability, responsiveness, assurance, and empathy (SERVQUAL model), is crucial for business success. While previous research often focused on larger firms, this study specifically examines a student-run MSME and incorporates the impact of technology. Employing a quantitative research approach with an explanatory and descriptive design, the study collected primary data from 100 Mr. Geprek customers at Lampung University using Google Forms surveys and a 5-point Likert scale. Data analysis was performed using IBM SPSS Statistics 27, including descriptive analysis, multiple linear regression, F-tests, and t-tests.
PENYULUHAN BAURAN PEMASARAN PADA INDUSTRI RUMAH TANGGA DI DESA BERNUNG KECAMATAN GEDUNG TATAAN KABUPATEN PESAWARAN Sari, Aida; Nabila, Nuzul Inas; Rusdi, Zainnur M.; Ambarwati, Dwi Asri Siti
Abdi Laksana : Jurnal Pengabdian Kepada Masyarakat Vol 4 No 1 (2023): Abdi Laksana : Jurnal Pengabdian Kepada Masyarakat
Publisher : LPPM Universitas Pamulang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32493/abdilaksana.v4i1.28385

Abstract

Strategi pemasaran yang baik pada industri rumah tangga sangat penting agar industri rumah tangga tersebut dapat meningkatkan volume penjualan produknya dan bersaing dengan industri lainnya, tetapi masih banyak pelaku industri rumah tangga yang belum mengetahui bauran pemasaran yang efektif. Tujuan kegiatan pengabdian ini adalah memberikan pengetahuan kepada pelaku industri rumah tangga tentang pengetahuan bauran pemasaran yang meliputi produk, harga, promosi dan distribusi agar dapat tercapai kemampuan bersaing dengan pesaing lainnya sehingga dapat bertahan dalam kompetisi yang ada, meningkatkan penjualan, dan keberlangsungan dari industri rumah tangga produk emping melinjo di Desa Bernung, Kecamatan Gedung Tataan, Kabupaten Pesawaran. Pelaksanaan kegiatan ini menggunakan pendekatan partisipatif dengan melakukan kunjungan kerumah-rumah dan melibatkan pihak pelaku usaha rumah tangga emping melinjo tepatnya di Dusun Taman Rejo, Desa bernung. Hasil dari survei dan penyuluhan dapat dilihat dari hasil post-test yang dilakukan menunjukkan peningkatan pengetahuan dari para peserta tentang strategi bauran pemasaran. Hal ini memberikan optimisme dari tim pengabdian bawa para pelaku usaha dapat meningkatkan kualitas produksi, melakukan promosi yang akhirnya meningkatkan pendapatan pelaku usaha.Kata Kunci : Bauran Pemasaran, Produk, Harga, Promosi, Saluran Distribusi
The Effect of Product Quality, Website Quality, and Risk Perception on Purchasing Decisions on the Berrybenka Website Nazira, Nazira; Sari, Aida; Ambarwati, Dwi Asri Siti
Economic Education and Entrepreneurship Journal Vol 6, No 2 (2023): Economic Education and Entrepreneurship Journal (E3J)
Publisher : FKIP Universitas Lampung

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

The development of technology today makes many business actors start to appear. The number of business actors causes intense competition, requiring business actors to carry out various strategies to survive in market competition. Furthermore, the large number of internet users has changed the habits and behavior of the Indonesian people, namely changing conventional transactions to online buying and selling transactions. Indonesia has many E-commerce fashion sites that have been popular, and also has outlets in several places, one of which is Berrybenka. The purpose of this study is to determine the effect of product quality variables, website quality, and risk perception on purchasing decisions on the Berrybenka website in Bandar Lampung. The data used in this study are primary data obtained from the results of respondents' answers collected with the help of a questionnaire. The number of samples in this study were 115 respondents. The sample collection method uses purposive sampling, which is a technique used to determine the sample with criteria according to the researcher's determination. The analysis methods used in this study are validity test, reliability test, partial test (t-test), and coefficient of determination (R2). Then the analysis stage uses multiple linear regression analysis with the help of the SPSS 26 application. The results of this study indicate that product quality, website quality, and risk perception have a significant effect on purchasing decisions.Keywords: Product Quality, Website Quality, Purchase Decision, BerrybenkaDOI: http://dx.doi.org/10.23960/E3J/v6i2.207-215
Analysis of Business Strategy Utilizing an Integrated Swot and Balanced Scorecard Approach Putri, Arviza Ika Permata; Ribhan; Ambarwati, Dwi Asri Siti
Asian Journal of Applied Business and Management Vol. 3 No. 2 (2024): May 2024
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/ajabm.v3i2.9191

Abstract

The purpose of the research was to identify internal factors and external factors that affect the business of PT ASSA Rent Lampung based on the four perspectives of the balanced scorecard. This research uses mixed methods, namely qualitative methods for data collection and quantitative methods for processing data. Data collection was carried out from September 2023 to December 2023 by interview and observation. There are 3 respondents in this study, namely the branch manager, the head of the marketing department, and the head of the finance department. The results of this study indicate that the financial perspective is the most influential component of the company's internal and external factors judging from the score obtained and shows that the company's position is in cell II which is a grow and build condition indicating that the company needs an intensive and integrative strategy in the form of market penetration.
Analysis of the Production Area Planning of Ground Fish at CV Hadori in East Lampung District Azzahra, Amalya Almira; Rr. Erlina; Ambarwati, Dwi Asri Siti
Asian Journal of Applied Business and Management Vol. 3 No. 3 (2024): August 2024
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/ajabm.v3i3.10571

Abstract

This study investigates production scale planning at CV Hadori, a fish processing company, using Break-Even Point (BEP) analysis and linear trend forecasting. The company faces significant overproduction of minced fish, leading to excess inventory and reduced profits. The research employs a descriptive quantitative approach, analyzing historical production and sales data through trend analysis and BEP calculations. Findings indicate that CV Hadori must produce and sell over 405,436 kg of processed fish in 2026 to achieve profitability. Recommendations include optimizing production and sales strategies, investing in appropriate machinery, and continuously monitoring market conditions to adjust forecasts. Effective production planning will help minimize surplus, enhance profitability, and ensure long-term sustainability.
Co-Authors Adzaky, Muhammad Rafi Aida Sari Anggraini, Lilie Azzahra, Amalya Almira Duta, Trio Arya Endriyani, Fina Erlina, Rr. Fashiyamu F, Ajeng Huzaimah, RA. Fiska Nazira Nazira Nuzul Inas Nabila, Nuzul Inas Pratama, Muhammad Arkana Alzair Putra, Joni Putri, Arviza Ika Permata Putri, Lidya Ayuni Ribhan Ribhan, Ribhan Rr. Erlina Rusdi, Zainnur M. Warni, Zahra Sukma Wibowo, Agung Eko Yuniarti Fihartini