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All Journal Excellent JURNAL PEMASARAN KOMPETITIF JURNAL SeMaRaK Abdi Laksana : Jurnal Pengabdian Kepada Masyarakat Jurnal Ilmiah Publika International Journal Of Science, Technology & Management (IJSTM) JURNAL ABDIMAS TRIDHARMA MANAJEMEN International Journal of Social and Management Studies (IJOSMAS) Journal of Artificial Intelligence and Digital Business Journal of Social Science and Business Studies TEKNOBIS : Jurnal Teknologi, Bisnis dan Pendidikan AMANAH : Jurnal Ilmiah Ilmu Manajemen Amanah Mengabdi Journal Socio Humanities Review
Munarsih, Munarsih
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The Influence of Product Quality and Price on Purchasing Decisions at Tanjung Fashion Stores in West Jakarta Jannah, Ramadhaniatun; Munarsih, Munarsih
Journal of Social Science and Business Studies Vol. 4 No. 1 (2026): JSSBS
Publisher : Yayasan Gema Bina Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61487/jssbs.v4i1.278

Abstract

This study aims to analyze the effect of product quality and price on purchasing decisions at Tanjung Fashion Store in West Jakarta. The increasing competition in the retail fashion industry requires business to understand consumer preferences, particularly regarding product quality and pricing strategies. This research uses a quantitative associative approach with a sample of 99 consumers selected using simple random sampling. Data were collected through questionnaires and analyzed using multiple linear regression. The results show that product quality and price have a positive and significant effect on purchasing decisions. Product quality contributes 79% to purchasing decisions, while price contributes 75,6%. Simultaneously, product quality and price have a significant influence with a contribution of 85,4%. These findings indicate that consumers tend to consider both quality and price when making purchasing decisions. This study contributes to the development of marketing management, especially in understanding consumer purchasing behavior. Practically, the results provide recommendations for business owners to improve product quality and adjust pricing strategies to enhance consumer purchasing decisions.  
Implementasi Strategi Bauran Pemasaran (7P) Untuk Meningkatkan Penjualan Kendaraan Mitsubishi Menggunakan Analisis SWOT Pada PT. Dwindo Berlian Samjaya Di Bintaro Tangerang Selatan Yasir, Muhammad Rizki; Munarsih, Munarsih
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.v5i1.6953

Abstract

Penelitian ini bertujuan untuk menganalisis implementasi strategi bauran pemasaran (7P) dalam meningkatkan penjualan kendaraan Mitsubishi pada PT Dwindo Berlian Samjaya di Bintaro, Tangerang Selatan, serta mengidentifikasi faktor internal dan eksternal melalui analisis SWOT. Metode penelitian yang digunakan adalah kualitatif deskriptif dengan teknik pengumpulan data melalui observasi, dokumentasi, serta wawancara mendalam dengan informan kunci dari pihak manajemen dan informan pendukung dari konsumen. Hasil penelitian menunjukkan bahwa PT Dwindo Berlian Samjaya memiliki posisi internal yang kuat dengan skor IFAS 3,10 dan respon eksternal yang sangat baik dengan skor EFAS 3,10. Berdasarkan diagram Cartesius SWOT, perusahaan berada pada Kuadran I (Agresif) dengan titik koordinat (1,70 ; 0,30). Posisi ini menandakan bahwa perusahaan berada dalam kondisi yang sangat menguntungkan, di mana kekuatan internal dapat dimanfaatkan secara maksimal untuk meraih peluang pasar. Strategi utama yang direkomendasikan adalah Growth Oriented Strategy, yaitu mengoptimalkan promosi digital melalui platform TikTok, mempertahankan program bunga 0% untuk menarik minat konsumen, serta melakukan digitalisasi layanan purna jual. Digitalisasi ini diharapkan mampu mengatasi kendala antrean servis sekaligus meningkatkan loyalitas pelanggan. Dengan strategi tersebut, PT Dwindo Berlian Samjaya diharapkan dapat memperkuat daya saingnya, khususnya dalam menghadapi tren persaingan kendaraan listrik (EV) yang semakin ketat di pasar otomotif Indonesia.Kata kunci: Work-Life Balance, Tantangan dan Solusi, Sumber Daya Manusia, Studi Kualitatif, Bengkel Mobil
Co-Authors Agus Sudarsono Ahidin, Udin Akbar, Mada Faisal Ariyanto, Aris Azzahra, Adinda Aulia Dede Abdurohman, Dede Harsono, Yhonanda Hikayat, Ahmad Ima Amaliah Indra, Welly Ivantan, Ivantan Jannah, Ramadhaniatun Jumhana, R. Chepi Safei Lutviani, Indri Maulinda, Maulinda Nunung Nurhayati Nurmin Arianto, Nurmin Permada, Dewi Nari Ratih Putren, Irenne R. Oktini, Dede Rachmawan, Ade Rukmana, Indra Januar Safa, Teza Bany Savitri, Shela Indah Shanjaya, Ivania Alma Sudaryana, Yayan Suyono Suyono Tasya Aspiranti Viana, Heras Fatin Noveiana Waryu, Waryu Wilandari, Devi Fitria Yasir, Muhammad Rizki Zakaria Zakaria