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All Journal JURNAL MANAJEMEN MOTIVASI Jambura Journal of Health Sciences and Research Jurnal Bisnis Terapan JURNAL MANAJEMEN Jurnal Abdimas Mandiri
Putri, Yuni Adinda
Sriwijaya University
Biochemistry, Genetics & Molecular Biology Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Health Professions Medicine & Pharmacology Nursing Public Health Social Sciences

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Journal : Jurnal Bisnis Terapan

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PENGARUH BAURAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PADA PT XL AXIATA TBK DI KOTA PALEMBANG Yuni Adinda Putri; Sulbahri Madjir
Jurnal Bisnis Terapan Vol. 6 No. 1 (2022): Jurnal Bisnis Terapan
Publisher : Politeknik Ubaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24123/jbt.v6i1.4790

Abstract

The competition of cellular operators in fighting over consumers in order to maintain market share will be expected to occur continuously in the future. In the era of globalization, many new industries have emerged, but many companies have closed. Therefore, to maintain its existence the company must have good marketing. Marketing is the most important factor to increase product sales. One of the strategies is to carry out promotional activities for their products. This mix is ​​the most appropriate way according to management will meet the needs of the target market as a whole. The promotion mix includes, advertising, personal selling, sales promotion, public relations, and direct marketing. The purpose of the study was to determine the effect of the promotion mix variable on purchasing decisions at PT XL Axiata Tbk in Palembang City. The method used is a quantitative method. Data collection was carried out by non-probability sampling technique with sampling technique, namely incidental sampling. The results obtained that the most dominant independent variable influencing the decision to use the XL card (Y) in the city of Palembang is the sales promotion variable (X3) seen by the largest regression coefficient value.
PERAN LABEL HALAL DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN PRODUK KOSMETIK WARDAH DI KOTA PALEMBANG Yuni Adinda Putri
Jurnal Bisnis Terapan Vol. 6 No. 2 (2022): Jurnal Bisnis Terapan
Publisher : Politeknik Ubaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24123/jbt.v6i2.5202

Abstract

Abstract The cosmetic product sector in Indonesia is overgrowing. The increasing popularity of halal cosmetics has an impact on increasing the need for cosmetic products. Thus, various manufacturers from various brands offer advantages in terms of quality and benefits and a halal assurance to provide a sense of safety for consumption. This can stimulate purchasing decisions for these products based on these considerations from the various cosmetic products available in the market. Wardah is one cosmetic product company that prioritizes the halal brand image. The sample in this study was 110 samples. Data analysis in this research used the SPSS version 25 program. The halal label has a positive and substantial impact on purchasing decisions. The hypothesis test has an absolute value of 0.030, or lower than 0.05 and a regression coefficient of 0.158 (positive). Brand image has a positive and substantial impact on purchasing decisions. Testing the hypothesis obtained an absolute value of 0.001, or lower than 0.05 and a regression coefficient of -0.341 (negative). The results of this study show that the halal label variable (X1) has a positive and substantial impact on purchasing decisions (Y) for Wardah products in Palembang City.
Co-Authors Agustina Hanafi Ardesy Melizah Kurniati Ari Martino Arifin, Firmansyah Fiona Widyasari Karolin Adhisty Martha Rianty Melia Frastuti Muchsin Saggaff Shihab Putri, Sarahdeaz Siti Fazzaura Rifani Akbar Sulbahri Sulbahri Madjir Yuni Rachmawati Yuni Rachmawati Zakaria Wahab