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Sumiati, Siti
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Pengaruh Strategi Promosi dan Harga Terhadap Keputusan Pembelian Konsumen Melalui Brand Awareness Sebagai Variabel Intervening Pada Cv. Raksa Stone Abdillah, Rahman Karunia Sandi; Sumiati, Siti
RIGGS: Journal of Artificial Intelligence and Digital Business Vol. 5 No. 1 (2026): Februari - April
Publisher : Prodi Bisnis Digital Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/riggs.v5i1.5257

Abstract

This study investigates the effects of promotion strategy and price on consumer purchase decisions, with brand awareness as an intervening variable at CV Raksa Stone. An explanatory quantitative approach was employed. Data were collected through questionnaires distributed to 160 consumers who had purchased natural stone products between 2022 and 2024, using purposive sampling. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4.0.The results indicate that promotion strategy has a positive and significant effect on both brand awareness and purchase decisions. Price also shows a positive and significant effect on brand awareness and purchase decisions. Furthermore, brand awareness has a significant influence on consumer purchase decisions. Mediation analysis reveals that brand awareness successfully mediates the relationship between promotion strategy and purchase decisions, but does not mediate the relationship between price and purchase decisions.These findings suggest that promotion strategy plays a key role in enhancing brand awareness, which in turn drives consumer purchasing decisions. In contrast, price tends to influence purchase decisions directly rather than indirectly through brand awareness. This implies that while competitive pricing remains important, promotional efforts are more effective in building brand awareness and shaping long-term consumer decision-making.The study offers practical implications for management, highlighting the importance of optimizing promotional strategies to strengthen brand awareness while maintaining competitive pricing to support stable purchase decisions in the natural stone industry.
Peningkatan Kinerja Sumber Daya Manusia melalui Lingkungan Kerja dan Budaya Service Excellence dengan Motivasi sebagai Variabel Intervening (Studi Kasus pada Tanatap Coffee) Taufik, Yuga; Sumiati, Siti
ARZUSIN Vol 6 No 4 (2026): AGUSTUS
Publisher : Lembaga Yasin AlSys

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58578/arzusin.v6i4.9996

Abstract

Improving human resource performance is an important aspect in the increasingly competitive food and beverage industry, particularly at Tanatap Coffee. The main problem in this context lies in the suboptimal systematic implementation of the work environment and service excellence culture, as well as the lack of structured management of employee motivation. This study aimed to analyze the effect of the work environment and service excellence culture on human resource performance, with motivation as a mediating variable. This study used a quantitative approach with a survey method through the distribution of questionnaires to 94 Tanatap Coffee employees. Data were analyzed using Structural Equation Modeling-Partial Least Squares (SEM-PLS) with the assistance of SmartPLS. The results showed that the work environment and service excellence culture had positive effects on employees’ work motivation. In addition, the work environment and service excellence culture also had positive effects on human resource performance. Motivation was proven to mediate the effects of the work environment and service excellence culture on employee performance. The conclusion of this study emphasizes that employee performance improvement can be achieved through the creation of a comfortable work environment, the consistent implementation of a service excellence culture, and the continuous strengthening of work motivation. These findings imply the importance of managing the work environment, service culture, and motivation as an integrated strategy for improving human resource performance in the food and beverage industry.
Pengaruh Gaya Kepemimpinan Berorientasi Tugas terhadap Kinerja Karyawan melalui Efisiensi Kerja dan Efektivitas Kerja sebagai Variabel Intervening (Studi Kasus pada PT. Polygroup Manufaktur Indonesia) Hidayat, Mukhamad Andrean Rahmat; Sumiati, Siti
ARZUSIN Vol 6 No 4 (2026): AGUSTUS
Publisher : Lembaga Yasin AlSys

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58578/arzusin.v6i4.10034

Abstract

This study was motivated by the importance of improving employee performance in manufacturing companies through the application of an appropriate leadership style, particularly in addressing issues related to production target achievement, resource-use efficiency, and employee work effectiveness at PT Polygroup Manufaktur Indonesia. This study aimed to analyze the effect of task-oriented leadership style on employee performance through work efficiency and work effectiveness as intervening variables. This study used a quantitative approach with a survey method. Data were obtained through the distribution of questionnaires to 100 employees of PT Polygroup Manufaktur Indonesia selected using purposive sampling. Data analysis was conducted using the Partial Least Squares-based Structural Equation Modeling (SEM-PLS) method with the assistance of SmartPLS software. The results showed that task-oriented leadership style had a positive and significant effect on work efficiency, work effectiveness, and employee performance. Work efficiency and work effectiveness were also proven to have a positive and significant effect on employee performance. These findings indicate that structured, clear, and target-oriented leadership can improve work efficiency and effectiveness, thereby affecting the improvement of employee performance. Thus, this study affirms that task-oriented leadership style is an important factor in supporting the operational success of manufacturing companies, particularly through strengthening employee work efficiency and effectiveness.
Co-Authors Abdillah, Rahman Karunia Sandi Anggriani, Anggriani Asep Ardiyanto Caroline Eppy Yuliani, Eppy Falah, Najmi Hidayat, Mukhamad Andrean Rahmat Imam Hanafi Khoirul Fuad, Khoirul Muhammad Fauzil Adhim Noer, Zeni Muhamad Nugraha, Anggit Waskita Putri Amalia Supriyono Supriyono Suyitno Suyitno Swastika, Adelia Taufik, Yuga Trisolvena, Muhammad Nana Werdi Apriyanti, Hani Wulandari, Meilani