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All Journal J-MAS (Jurnal Manajemen dan Sains) JURNAL INOVASI EDUKASI Jurnal Ilmu Manajemen Terapan (JIMT) International Journal of Economics and Management Research Jurnal bintang manajemen Journal of Management and Creative Business Jurnal Riset Manajemen Jurnal Nuansa: Publikasi Ilmu Manajemen dan Ekonomi Syariah Jurnal Manajemen Bisnis Era Digital Jurnal Transformasi Bisnis Digital
Sigit Indrawijaya
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences

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Pengaruh Pemasaran Kewirausahaan dan Citra Merek terhadap Keunggulan Bersaing Batik Rindani di Kota Jambi Indah Putri E; Dahmiri Dahmiri; Sigit Indrawijaya
Journal of Management and Creative Business Vol. 2 No. 2 (2024): April : Journal of Management and Creative Business
Publisher : Universitas 45 Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30640/jmcbus.v2i2.2266

Abstract

This research aims to determine the influence of entrepreneurial marketing and brand image on the competitive advantage of batik rindani in the city of Jambi. The population in this study is consumers of Batik Rindani in the city of Jambi, with a sample size calculated based on the Hair formula, totaling 80 respondents. The data collection technique used is a questionnaire in the form of a Google Form. The sampling technique used is nonprobability sampling, specifically purposive sampling. Data analysis methods used are descriptive method and quantitative method, specifically multiple linear regression analysis using SPSS version 26. The results of this study indicate that (1) entrepreneurial marketing and brand image have a positive and significant effect on the competitive advantage of Batik Rindani in the city of Jambi. (2) Brand image has the most dominant influence on the competitive advantage of Batik Rindani in the city of Jambi.
Pengaruh Kualitas Produk dan Harga terhadap Keputusan Pembelian Moisturizer Originote di Kalangan Gen Z Kota Jambi Putri Nadia Isnaini; Sigit Indrawijaya; Husni Hasbullah
Jurnal Bintang Manajemen Vol. 3 No. 1 (2025): Jurnal Bintang Manajemen (JUBIMA)
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jubima.v3i1.3822

Abstract

This research aims to analyze the influence of product quality and price on the purchase decision of Originote moisturizer among Gen Z Jambi City. The independent variables in this study are product quality and price, while the dependent variable is the purchase decision. The research method used is quantitative with the type of associative research. Data was collected through a questionnaire distributed to 97 respondents who are Gen Z in Jambi City. Data analysis using multiple linear regression. Research results show that product quality and price simultaneously have a significant effect on the purchase decision of Originote moisturizer. Partially, product quality has a positive and significant effect on purchasing decisions, and price also has a positive and significant effect on purchasing decisions. Variations in purchasing decisions can be explained by product quality and price.
Co-Authors Dahmiri Edward Edward Edward F. Husni Hasbullah, F. Husni Fitriaty, Fitriaty Indah Putri E Kasmir Rahim Maksum Maksum musnaini musnaini Nazariah, Nazariah Nita Safitri NOVITA EKASARI Nur Vironika Nurhasanah Nurhasanah Nurlianna Manik Putri Aulia Laillatul Isnainy Putri Nadia Isnaini Rista Aldilla Syafri Safrudin Dwi Apriyanto Sri Rosita