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All Journal Jurnal Informatika EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis Jurnal Mirai Management EQIEN - JURNAL EKONOMI DAN BISNIS Revenue: Jurnal Manajemen Bisnis Islam Jurnal Riset Entrepreneurship Jurnal Scientia Economics and Digital Business Review Nusantara Hasana Journal Buguh: Jurnal Pengabdian Kepada Masyarakat International Journal of Education, Social Studies, And Management (IJESSM) Jurnal Ekonomi Bisnis dan Akuntansi Jurnal Pengabdian Mandiri Jurnal Pemberdayaan Umat E-journal Field of Economics, Business and Entrepreneurship (EFEBE) Jurnal Indonesia Sosial Teknologi Innovative: Journal Of Social Science Research Jurnal Manajemen, Ekonomi, Hukum, Kewirausahaan, Kesehatan, Pendidikan dan Informatika (MANEKIN) Jurnal Pengabdian Masyarakat dan Riset Pendidikan Harmoni Sosial : Jurnal Pengabdian Dan Solidaritas Masyarakat Digital Innovation : International Journal Of Management International Journal of Business and Quality Research Dinamika Sosial: Jurnal Pengabdian Masyarakat Dan Transformasi Kesejahteraan Harmony Management: International Journal of Management Science and Business Journal Tafkirul Iqtishodiyyah BEGAWI: Jurnal Pengabdian Kepada Masyarakat Nemui Nyimah Jurnal Inovasi dan Pengabdian
Wiryawan, Driya
Fakultas Ekonomi Dan Bisnis, Managemen, Universitas Lampung, Bandar Lampung, Indonesia
Religion Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Engineering Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Nursing Public Health Social Sciences Other

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FAKTOR PENENTU KEPUTUSAN PEMBELIAN PADA PRODUK PRIVATE LABEL DI INDOMARET FRESH SPBU SULTAN AGUNG KEDATON BANDAR LAMPUNG Muhammad Zaini Saputra; Driya Wiryawan; Mudji Rachmat Ramelan
Nusantara Hasana Journal Vol. 6 No. 1 (2026): Nusantara Hasana Journal, June 2026
Publisher : Yayasan Nusantara Hasana Berdikari

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59003/nhj.v6i1.2214

Abstract

Private label products have become an alternative offered by modern retailers because they are relatively more affordable while maintaining quality that can compete with national branded products. Consumers' purchasing decisions regarding private label products are influenced by several factors, including Advertising, Distribution Intensity, Price, Store Image, and Store Location. Therefore, this study aims to analyze the influence of these five variables on purchasing decisions for private label products at Indomaret Fresh SPBU Sultan Agung Kedaton Bandar Lampung. This study employed a quantitative approach using a survey method. The research sample consisted of 100 respondents who were consumers of private label products at Indomaret Fresh SPBU Sultan Agung Kedaton Bandar Lampung. Data were collected through questionnaires and analyzed using multiple linear regression analysis. The results indicate that Advertising, Distribution Intensity, Price, Store Image, and Store Location have a positive and significant effect on purchasing decisions for private label products. Among these variables, Price was found to be the most dominant factor influencing consumers’ purchasing decisions. These findings suggest that improving advertising quality, ensuring product availability, setting appropriate prices, maintaining a positive store image, and selecting a strategic store location can significantly enhance consumers’ purchasing decisions toward private label products.
Pengaruh Daya Tarik Wisata, Lokasi Dan Promosi Terhadap Keputusan Kunjung Pada Taman Wisata Lembah Hijau Di Bandar Lampung Mutiara Verischa Putri; Driya Wiryawan
Economics and Digital Business Review Vol. 5 No. 1 (2024)
Publisher : STIE Amkop Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37531/ecotal.v5i1.1081

Abstract

Tujuan penelitian ini dilakukan untuk mengetahui seberapa pengaruhnya variabel daya tarik wisata, lokasi dan promosi terhadap keputusan kunjung wisatawan pada Taman Wisata Lembah Hijau di Bandar Lampung. Adapun teknik pengambilan data dilakukan melalui penyebaran kuesioner dengan populasi yang dipakai adalah wisatawan yang pernah mengunjungi Taman Wisata Lembah Hijau. Jumlah sampel dalam penelitian ini 125 responden. Metode pengambilan sampel dilakukan dengan non probability sampling dan dengan purposive sampling sebagai teknik penentuan sampelnya. Teknik pengujian data kuisoner yang di uji menggunakan uji reliabilitas dan uji validitas, untuk analisis data menggunakan regresi linier berganda karena variabel bebas (X) lebih dari satu. Data di uji dengan menggunakan uji–f (simultan) dan Uji–t (Parsial) dan Uji determinasi R2 (R Square). Hasil penelitian ini menunjukan bahwa Daya Tarik (X1) berpengaruh positif terhadap Keputusan Kunjung (Y). Lokasi (X2) berpengaruh positif terhadap Keputusan Kunjung (Y). Promosi (X3) berpengaruh positif terhadap Keputusan Kunjung (Y). Daya Tarik, Lokasi dan Promosi secara simultan berpengaruh kuat terhadap keputusan kunjung di objek wisata Taman Wisata Lembah Hijau
Pengaruh Harga, Label BPOM dan Promosi Terhadap Keputusan Pembelian Konsumen Pada Produk Scarlett Whitening (Studi Di Bandar Lampung) Ines Arnesti; Driya Wiryawan; Nuzul Inas Nabila
Economics and Digital Business Review Vol. 5 No. 2 (2024)
Publisher : STIE Amkop Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37531/ecotal.v5i2.1682

Abstract

Tujuan dalam penelitian ini dilakukan untuk mengetahui pengaruh Harga, Label BPOM dan Promosi Terhadap Keputusan Pembelian produk-produk Scarlett Whitening. Sampel penelitian ini sebanyak 136 responden diambil secara nonprobability sampling dengan kriteria responden yang telah menggunakan produk-produk Scarlett Whitening. Pengumpulan data menggunakan kuesioner, selanjutnya data dianalisis. Alat analisis data yang digunakan adalah analisis regresi linear berganda dengan menggunakan software SPSS, pengujian simultan (uji f), pengujian parsial (uji t) dan analisis determinasi (R2). penelitian R Square menunjukan kontribusi Harga (X1), Label BPOM (X2), dan Promosi (X3) dapat menerangkan Keputusan Pembelian (Y) sebesar 59,1%, dan diketahui hasil dari uji F, variabel Harga (X1), Label BPOM (X2) dan Promosi (X3) terhadap Kep utusan Pembelian (Y) dengan koefisien signifikansi sebesar 0,000. Hasil uji t diketahui bahwa Harga (X1), Label BPOM (X2), dan Promosi (X3) terhadap Keputusan Pembelian (Y) memiliki pengaruh positif. Hal ini berarti, indikator Harga (X1), Label BPOM (X2), dan Promosi (X3) berperan dalam mempengaruhi setiap variabel Keputusan Pembelian (Y).
Pemberdayaan UMKM Desa Wisata melalui Digital Marketing, Artificial Intelligence, `Literasi Hukum Bisnis, dan Green Business untuk Meningkatkan Daya Saing Usaha di Kabupaten Pesawaran, Provinsi Lampung Rinaldi Bursan; Dina Safitri; Aida Sari; Driya Wiryawan; Prakarsa Panjinegara; Faila Shofa; Ramadhani Sanjaya; Doni Sagitarian Warganegara; Dita Febrianto
Harmoni Sosial : Jurnal Pengabdian dan Solidaritas Masyarakat Vol. 3 No. 3 (2026): Juli: Harmoni Sosial : Jurnal Pengabdian dan Solidaritas Masyarakat
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62383/harmoni.v3i3.3458

Abstract

In tourist village regions, micro, small, and medium-sized enterprises (MSMEs) play an important role in strengthening the local economy and supporting sustainable tourism. However, MSME players in Pesawaran Regency, Lampung Province, still face challenges in utilizing digital technology, artificial intelligence (AI), and green business practices. This community service program aims to improve MSME capabilities through training and mentoring in digital marketing, AI, and green business implementation. Thirty MSME players from tourist villages participated through coaching, experiential learning, asset-based community development (ABCD), and participatory rural appraisal (PRA). Evaluation was conducted using pre-tests and post-tests. The results showed increased participant knowledge from 29.5% to 88.7%, AI utilization skills from 13.3% to 86.7%, and Google Business Profile ownership from 16.7% to 83.3%. Participants also adopted environmentally friendly packaging, developed brand identities, expanded digital promotion networks, and implemented digital marketing strategies. Participant satisfaction reached an average score of 4.79 out of 5. These results demonstrate that integrating digital marketing, AI, and green business practices can improve MSME capabilities, competitiveness, and sustainability in tourist villages
Co-Authors Adulai Sadjo Baldé Coordenador Aida Sari Aida Sari Aida Sari Alfarizi, Muhammad Zidan Alodia Salsabila Azzahra Andrian, Thomas Angga Febrian anggalia wibasuri Anissa, Julie Dwi Aryadi Aryadi Azmi Farhan Fauzian Bintang Abyan Dwi Anggoro Ciptawaty, Ukhti Deshinta Rachman Dina Safitri Dinda Tiara Luqman Dita Febrianto Dona Primasari, Dona Doni Sagitarian Warganegara Dwi Asri Sit Dwi Asri Siti A Dwi Asri Siti A Dwi Asri Siti Ambarwati Dwi Ayu Sularsih Dzakiansyah Ridho Sanggeriho Eivando Fanlikhin Faila Shofa Fajar Kholillulloh Faradiba Isra Miranda FEBRIAN, ANGGA Hafiizh, AK Raffli HERU WAHYUDI I Wayan Suparta . Imam Awaluddin Indah Listiana Ines Arnesti Irwan Adi Pribadi Karim, Mirwan Lego Waspodo Mahatir Muhammad Mahrinasari MS Maruf, Chasan Mila Fadila Moniyana, Resha Muhammad Husaini Muhammad Lungit Wicaksono Muhammad Zaini Saputra Muji Rahmat Ramelan Mutiara Verischa Putri Mutiasari Nur Wulan N.A. Regata Satya Dewi Nadia, Gita Nico Andreas Novriady Nurtanio, Ilham Nursiyanto Nurul Husna Nuzul Inas Nabila Nuzul Inas Nabila Nuzul Inas Nabila Nuzul Inas Nabila Nuzul Inas Nabila Nuzul Inas Nabila Ossy Dwi Endah Wulansari Ossy Dwi Endah Wulansari Prakarsa Panjinegara Prakarsa Panjinegara Pratama, Dafa Rafif Ramadhani Sanjaya Ramelan, Mudji Rachmat Rayhan Aliamin Rianadia Agustina Ricardiansyah, Mochammad Rifandi Rifky Bimo Prayoga Rinaldi Bursan Rinaldi Bursan Rini Widianingsih, Rini Riska Gusti Rahmani Rizyki Addin Ramadhan Rosi Tamara Roslina Roslina Rusdiansyah, Muhammad Sadam Husein Sherly Noveliza Sri Layla Wahyu Istanti T M Zaini T. M. Zaini T.M. Zaini Ulin Nuha, Achmad Usman , Moneyzar Yanti, Yuli Rahma Zulfa Emalia