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All Journal Sultra Journal of Economic and Business
Hamyat, Hasby
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Economics, Econometrics & Finance

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THE EFFECT OF BRAND IMAGE AND PRODUCT QUALITY ON PURCHASING DECISIONS OF NEW ERA BRAND SHOE PRODUCTS Hamyat, Hasby; ., Suharlian; ., Sutini
Sultra Journal of Economic and Business Vol 1 No 1 (2020): Edisi April 2020
Publisher : Fakultas Ekonomi Dan Bisnis Universitas Sulawesi Tenggara

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (237.596 KB) | DOI: 10.54297/sjeb.Vol1.Iss1.127

Abstract

This study aims to determine the effect of brand image and product quality on product purchasing decisions for New Era brand shoes (Study at the Mandonga Blessing Shoe Shop). The sample in this study were 30 respondents who were taken accidentally who had used and bought New Era brand shoes. This study uses multiple linear regression analysis tools.The study results found that simultaneously brand image and product quality had a positive and significant effect on purchasing decisions. Partially, brand image and product quality have positive and significant influence on purchasing decisions.
ANALYSIS OF DAIHATSU XENIA'S CAR MARKETING MIX STRATEGY IN INCREASING SALES VOLUME AT PT. KHARISMA SENTOSA IN KENDARI CITY Hamyat, Hasby; ., Suharlian; Sugandi, Ilham
Sultra Journal of Economic and Business Vol 1 No 2 (2020): Edisi Oktober 2020
Publisher : Fakultas Ekonomi Dan Bisnis Universitas Sulawesi Tenggara

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (354.087 KB) | DOI: 10.54297/sjeb.Vol1.Iss2.132

Abstract

The purpose of this research is to find out whether the marketing strategy is the marketing mix which consists of products, prices, promotions, places, people, processes and physical evidence applied by PT. Kharisma Sentosa Kendari can increase the sales volume of Daihatsu Xenia cars. This research is a qualitative study using a phenomenological approach, data collection using observation interview techniques with samples of employees and customers of PT. Kharisma Sentosa Kendari Branch. The results showed that the marketing strategy adopted by PT. Kharisma Sentosa Kendari in the form of a marketing mix which consists of products, prices, promotion of places, people, processes, and physical evidence has an impact on increasing Daihatsu Xenia's sales. For PT. Kharisma Sentosa Kendari, you should pay more attention to the existing HR resources that are friendly and agile in offering products to customers will provide additional value so that customers are affected to buy Daihatsu Xenia cars at PT. Kharisma Sentosa Kendari Branch.
PENGARUH PEMILIHAN LOKASI TERHADAP USAHA DAGANG RITEL DI KECAMATAN BARUGA KOTA KENDARI ., Hartati .; Hamyat, Hasby; Djauhar, Asri
Sultra Journal of Economic and Business Vol 2 No 1 (2021): Edisi April 2021
Publisher : Fakultas Ekonomi Dan Bisnis Universitas Sulawesi Tenggara

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (244.332 KB) | DOI: 10.54297/sjeb.v2i1.149

Abstract

Ada beberapa hal yang perlu diperhatikan pelaku usaha dalam memulai usahanya yakni menerapkan konsep marketing mix berupa Product, Price, Place dan Promotion (4P). Perencanaan dengan konsep tersebut memudahkan pelaku bisnis pemula (start up) dalam mengembangkan bisnisnya. Kotler (2009) berpendapat bahwa place atau tempat menentukan arti penting dari kegiatan bisnis untuk membuat produk dengan mudah diketahui dan diperoleh oleh seorang pelanggan dan tentunya selalu tersedia untuk pelanggan. Tujuan penelitian ini untuk mengetahui apakah pengaruh pemilihan lokasi berpengaruh positif dan signifikan terhadap usaha dagang ritel di Kecamatan Baruga Kota Kendari. Dengan teknik analisis data regresi linear sederhana dengan menggunakan program SPSS versi 20.0 for windows.Penentuan jumlah sampel melalui teknik Purposive sampling , sebanyak 30 responen. Hasil analisis menunjukan pemilihan lokasi berdampak positif dan signifikan terhadap usaha dagang ritel di Kecamatan Baruga Kota Kendari.
Co-Authors ., Hartati . ., Suharlian ., Sutini Djauhar, Asri Sugandi, Ilham