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All Journal Adi Widya : Jurnal Pengabdian Masyarakat Primanomics : Jurnal Ekonomi & Bisnis STATERA: Jurnal Akuntansi dan Keuangan eCo-Buss eCo-Fin Global Accounting : Jurnal Akuntansi EMaBi: Ekonomi Dan Manajemen Bisnis NEAR: Jurnal Pengabdian kepada Masyarakat Svarga Pena: Jurnal Pengabdian Kepada Masyarakat
Eso Hernawan
Universitas Buddhi Dharma
Agriculture, Biological Sciences & Forestry Humanities Chemistry Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Library & Information Science Nursing Public Health Social Sciences Transportation Other

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Marketing Strategies For Increased Product Sales MSMEs Sari Boga Ayu Matrijeron Village, Matrijeron District, Yogyakarta City Fx. Pudjo Wibowo; Eso Hernawan
Primanomics : Jurnal Ekonomi & Bisnis Vol. 23 No. 1 (2025): Primanomics : Jurnal Ekonomi dan Bisnis
Publisher : LPPM Universitas Buddhi Dharma

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31253/pe.v23i1.3204

Abstract

Marketing Strategies For Increasing Product Sales to find out the influence both individually and jointly between independent variables on dependent variables. The research was conducted in Sari Boga Ayu MSMEs, Matrijeron Village, Matrijeron District, Yogyakarta City, distributing a questionnaire of questions while the research sample was randomly sampling. R2 87.9% contribution of independent variables to the dependent variable of MSMEs Sari Boga Ayu Matrijeron Village, Matrijeron District, Yogyakarta City is 87.9% 12.1% the rest excluding other factors of independent variables., F count 172,359 sig= 0.000 and F table 3.87 F count > F table 172,359 > 3.87 probability values 0.000 < 0.05, stated that the independent variables simultaneously had a close potential relationship and had a significant effect on the dependent variable of MSMEs Sari Boga Ayu Matrijeron Village, Matrijeron District, Yogyakarta City and Product b1 = 0, .531, t count 6,369 > t table 1.65 and sig. 0000 < 0.05,  price b2= 0, .548, t count 3.559 > t table 1.65 and .sig.0001 < 0.05, distribution b3= 0, 613, t count 5.904 > t table 1.65 and . sig. 0000 < 0.05 and promotion b4= 0, 329, t count 4.648 > t table 1.65 and sig. 0000 < 0.05 This independent variable has a close potential relationship and has a significant effect on the dependent variable of MSMEs Sari Boga Ayu Matrijeron Village, Matrijeron District, Yogyakarta City.
Comparative Analysis of Strengthening Factors Intergenerational Purchasing Decisions in Jabodetabek Agus Kusnawan; Diana Silaswara; Eso Hernawan
Primanomics : Jurnal Ekonomi & Bisnis Vol. 23 No. 2 (2025): Primanomics : Jurnal Ekonomi dan Bisnis
Publisher : LPPM Universitas Buddhi Dharma

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31253/pe.v23i2.3437

Abstract

Every person's purchasing decisions will always be different according to their individual characteristics. Consumer behaviour and purchasing behaviour of each generation are very different. Based on this, this research was carried out to determine the differences in factors that strengthen purchasing decisions in each generation studied, namely generations X, Y, and Z, which are the most numerous and productive currently.  This research is quantitative in nature, and the research analysis method uses causal descriptive and SPSS (multiple regression) analysis tools. Initially, the number of respondents needed was calculated, after knowing that the population of Jabodetabek was around 30.2 million people. Using Slovin calculations with a value of E = 10%, with minimum sample of 100 respondents was obtained. Based on data from 308 valid questionnaires obtained from the Jabodetabek population (30.2 million people), it is known that service quality most important thing is for generations X and  Y, the difference lies in the order after that which is for generations and discounts, meanwhile for generation Y there is a sequence of lifestyle, product quality, n and discounts (by (Ramdhani, n.d.) which states that generation Y works to support their lifestyle). In contrast to the previous two generations, Gen Z prioritizes service quality after product quality.
Factors Influencing Consumer Purchasing Decision-Making (Case Study of the MSME Craft Industry in Yogyakarta City, Special Region of Yogyakarta Province) Fx. Pudjo Wibowo; Eso Hernawan; Gregorius Widiyanto
Primanomics : Jurnal Ekonomi & Bisnis Vol. 23 No. 3 (2025): Primanomics : Jurnal Ekonomi dan Bisnis
Publisher : LPPM Universitas Buddhi Dharma

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31253/pe.v23i3.4024

Abstract

The purpose of this study was to use a simple random sampling method to distribute questionnaires to consumers of small and medium-scale handicraft industries in Yogyakarta, Yogyakarta Special Region, to determine the influence of price, location, promotion, and service on their purchasing decisions. Price, location, promotion, and service are independent factors in this study, while consumer purchasing decisions in the MSME handicraft industry in Yogyakarta City are the dependent variables. We conducted a survey of micro, small, and medium enterprise (MSME) customers in Yogyakarta City, Yogyakarta Special Region, by sending questionnaires directly to them. Using SPSS Version 25.00 and consumer data from Yogyakarta City, Yogyakarta Special Region This study uses multiple regression analysis, coefficient of determination analysis, F test, and t test for analysis. The adjusted R2 value in this study means that the variance in decision making can be explained by price, location, promotion and service through a model of 84.4% and the remaining 15.6% comes from other variables outside the price, location, promotion and service variables. The t test shows that price (X1), location (X2), promotion (X3) and service (X4) partially have a positive and significant effect on consumer purchasing decision making in the MSME Craft Industry in Yogyakarta City, Special Region of Yogyakarta, where the calculated t value of price is 2.602. > t table 1.65 and .0011 < 0.05, the calculated t value of location is 2.111 > t table 1.65 and .0037 < 0.05, the calculated t value of promotion is 6.101. > ttable 1.65 and .0000 < 0.05 and the calculated t value of service 6.648 > ttable 1.65 and .0000 < 0.05 The F test shows a simultaneous (together) influence between price, location, promotion and service, on (consumer purchasing decision making) in the MSME Craft Industry in Yogyakarta City, Special Region of Yogyakarta, obtained the calculated F value > F table or 128,419 > 3.87 or a significance level (sig) of 0.000 <0.05.
Factors Influencing Employee Productivity (Case Study of the Craft Industry of MSMEs in Yogyakarta City, Special Region of Yogyakarta Province) FX. Pudjo Wibowo; Eso Hernawan; Gregorius Widiyanto
Primanomics : Jurnal Ekonomi & Bisnis Vol. 24 No. 2 (2026): Primanomics : Jurnal Ekonomi dan Bisnis
Publisher : LPPM Universitas Buddhi Dharma

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31253/pe.v24i2.4461

Abstract

The purpose of this study was to use a simple random sampling method to distribute questionnaires to employees of MSMEs in Yogyakarta City, Yogyakarta Special Region, to determine the influence of work, promotions, coworkers, superiors, and the work environment on employee productivity. Work, promotions, coworkers, superiors, and the work environment are independent factors in this study, while employee productivity in the MSME craft industry in Yogyakarta City is the dependent variable. We conducted a survey of employees of micro, small, and medium enterprises (MSMEs) in Yogyakarta City, Yogyakarta Special Region, by sending questionnaires directly to them. Using SPSS Version 25.00 and employee data from Yogyakarta City, Yogyakarta Special Region, this study employed multiple regression analysis, coefficient of determination analysis, F-test, and t-test. The adjusted R2 value in this study indicates that 78.1% of the variance in employee productivity can be explained by work, promotions, coworkers, superiors, and the work environment through the model, with the remaining 21.9% coming from other variables excluding price, location, promotion, and service.
Co-Authors Adinata Wijaya Agus Kusnawan Andy Andy Atichasari, Anna Sofia Baghas Budi Wicaksono Baghas Budi Wicaksono Budi Diana Silaswara Farid Addy Sumantri Fransisca A Gatha FX. Pudjo Wibowo FX. Pudjo Wibowo Gregorius Widiyanto Heri Satrianto Indra Gunawan Jesica Jania Jhon Lihardo Limajatini Limajatini Malvin Nathanael Marvin Suhardi Ni’matullah Ni’matullah Patricia Regina Vernandi Peng Wi Pudjo Wibowo Pujiarti Pujiarti Rina Sulistiyowati Rinintha Parameswari Rr. Dian Anggraeni Shella Oktaviani Suryadi Winata Temmy Setiawan, Temmy Toni Yoyo Willi Fatimaleha Yopie Chandra