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All Journal Dinasti International Journal of Management Science Jurnal Ilmiah Manajemen Kesatuan Jurnal Abdidas Dinasti International Journal of Economics, Finance & Accounting (DIJEFA) Jurnal Akuntansi, Manajemen, Bisnis dan Teknologi Kompleksitas: Jurnal Ilmiah Manajemen, Organisasi, dan Bisnis Jurnal Akuntansi dan Manajemen Bisnis (JAMAN) Jurnal Ilmiah Multidisiplin (JUKIM) Journal of Accounting and Finance Management (JAFM) e-Jurnal Apresiasi Ekonomi
Rahmadani Hidayat
STIE Mahaputra Riau
Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Health Professions Industrial & Manufacturing Engineering Mathematics Public Health Social Sciences Other

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PERAN STRATEGI PROMOSI DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN Muthia Zahra; Neyza Duwi Apriliani; Zahara Nengsi; Rahmadani Hidayat
KOMPLEKSITAS: JURNAL ILMIAH MANAJEMEN, ORGANISASI DAN BISNIS Vol 15, No 1 (2026): KOMPLEKSITAS EDISI JUNI 2026
Publisher : ITB Swadharma

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56486/kompleksitas.vol15no1.1112

Abstract

A promotional strategy is a series of communication efforts to inform, persuade, and remind consumers about a product or brand. Price, on the other hand, is the perception of value and financial sacrifice that are the primary considerations of consumers. The purpose of this study is to discuss the role of promotional strategy and price on consumer purchasing decisions. The method used is a library research approach that examines marketing theory and empirical findings from various previous studies. The results show that both variables have a positive and significant influence on purchasing decisions, both partially and simultaneously. The analysis confirms that effective promotions can increase awareness and preference, while competitive and fair pricing is the primary driver of transactions. The optimal combination of the two is a crucial determinant in winning market competition and driving sales conversions.Strategi promosi dipahami sebagai serangkaian upaya komunikasi untuk memberitahu, membujuk, dan mengingatkan konsumen tentang suatu produk atau merek. Harga, di sisi lain, merupakan persepsi nilai dan pengorbanan finansial yang menjadi pertimbangan utama konsumen. Tujuan penelitian ini membahas peran strategi promosi dan harga terhadap keputusan pembelian konsumen. Metode yang digunakan adalah pendekatan library research yang menelaah teori pemasaran dan temuan empiris dari berbagai penelitian terdahulu.. Hasil penelitian menunjukkan bahwa kedua variabel tersebut memiliki pengaruh positif dan signifikan terhadap keputusan pembelian, baik secara parsial maupun simultan. Analisis menegaskan bahwa promosi yang efektif mampu meningkatkan kesadaran dan preferensi, sementara penetapan harga yang kompetitif dan adil menjadi pemicu utama transaksi. Kombinasi optimal dari keduanya menjadi determinan krusial dalam memenangkan persaingan pasar dan mendorong konversi penjualan.
FAKTOR-FAKTOR YANG MENENTUKAN KEPUTUSAN PEMBELIAN: KUALITAS PELAYANAN, KUALITAS PRODUK DAN PROMOSI Romiana Br Sihombing; Nadya Putri; Nurmila Sari; Rahmadani Hidayat
KOMPLEKSITAS: JURNAL ILMIAH MANAJEMEN, ORGANISASI DAN BISNIS Vol 15, No 1 (2026): KOMPLEKSITAS EDISI JUNI 2026
Publisher : ITB Swadharma

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56486/kompleksitas.vol15no1.1114

Abstract

Service quality, product quality, and promotional effectiveness have been identified as key factors influencing consumer purchasing decisions. This study aims to analyze the influence of these three factors on purchasing decisions. The study used a qualitative, literature-based approach to examine the influence of service quality, product quality, and promotions on purchasing decisions. Data were collected from various relevant scientific sources, including national and international journals, reference books, academic articles, and prior research. The primary data sources included Google Scholar and ScienceDirect. The research framework was built on a problem formulation, a theoretical review, previous research, and a discussion of the influence of variables. The literature review indicates that service quality positively and significantly influences customer purchasing decisions. Good service quality creates customer satisfaction and loyalty, which in turn enhances purchasing decisions. Service quality dimensions such as reliability, responsiveness, assurance, empathy, and physical aspects contribute significantly to customer perceptions. In addition, product quality has been shown to have a positive, significant influence on purchasing decisions. Good product quality includes features, performance, reliability, and durability that meet or exceed customer expectations. This study found that service quality, product quality, and promotions simultaneously have a positive and significant influence on customer purchasing decisions. This concept is supported by the integrated marketing communications model, which emphasizes the importance of coordinating all marketing elements to create a consistent and impactful message for customers. The results of this study have practical implications for companies seeking to develop effective marketing strategies. Companies are advised to invest in improving service and product quality, as well as in promotions, to enhance customer purchasing decisions. Companies should adopt an integrated marketing approach to ensure that all marketing elements work together to achieve the same goal. In doing so, companies can increase their competitiveness and achieve long-term success in a competitive marketplace.Kualitas layanan, kualitas produk, dan efektivitas promosi telah diidentifikasi sebagai faktor kunci yang mempengaruhi keputusan pembelian konsumen. Penelitian ini bertujuan untuk menganalisis pengaruh ketiga faktor tersebut terhadap keputusan pembelian. Penelitian menggunakan metode kualitatif dengan pendekatan tinjauan literatur untuk memahami pengaruh kualitas layanan, kualitas produk, dan promosi terhadap keputusan pembelian. Data dikumpulkan dari berbagai sumber ilmiah yang relevan, termasuk jurnal nasional dan internasional, buku referensi, artikel akademik, dan hasil penelitian sebelumnya. Sumber data utama meliputi basis data seperti Google Scholar dan ScienceDirect. Kerangka penelitian dibangun berdasarkan formulasi masalah, tinjauan teoretis, penelitian sebelumnya, dan pembahasan pengaruh antara variabel. Hasil tinjauan literatur menunjukkan bahwa kualitas layanan memiliki pengaruh positif dan signifikan terhadap keputusan pembelian pelanggan. Kualitas layanan yang baik menciptakan kepuasan dan loyalitas pelanggan, yang pada gilirannya meningkatkan keputusan pembelian. Dimensi kualitas layanan seperti keandalan, responsivitas, jaminan, empati, dan aspek fisik berkontribusi secara signifikan terhadap persepsi pelanggan. Selain itu, kualitas produk juga telah terbukti memiliki pengaruh positif dan signifikan terhadap keputusan pembelian. Kualitas produk yang baik mencakup fitur, kinerja, keandalan, dan ketahanan yang memenuhi atau melebihi harapan pelanggan. Penelitian ini menemukan bahwa kualitas layanan, kualitas produk, dan promosi secara bersamaan memiliki pengaruh positif dan signifikan terhadap keputusan pembelian pelanggan. Konsep ini didukung oleh model komunikasi pemasaran terpadu, yang menekankan pentingnya mengoordinasikan semua elemen pemasaran untuk menciptakan pesan yang konsisten dan berdampak bagi pelanggan. Hasil penelitian ini memberikan implikasi praktis bagi perusahaan dalam mengembangkan strategi pemasaran yang efektif. Perusahaan disarankan untuk berinvestasi dalam meningkatkan kualitas layanan, kualitas produk, dan promosi guna meningkatkan keputusan pembelian pelanggan. Perusahaan harus mengadopsi pendekatan pemasaran terintegrasi untuk memastikan bahwa semua elemen pemasaran bekerja sama untuk mencapai tujuan yang sama. Dengan demikian, perusahaan dapat meningkatkan daya saing dan mencapai kesuksesan jangka panjang di pasar yang kompetitif
Determination Purchase Intention and Purchase Decision: Brand Image and Promotion Analysis (Marketing Management Literature Review) Rahmadani Hidayat; Menhard Menhard; Chintya Ones Charli; Ariyanto Masnum; Budi Hartoyo
Dinasti International Journal of Economics, Finance & Accounting Vol. 4 No. 1 (2023): Dinasti International Journal of Economics, Finance & Accounting (March-April 2
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijefa.v4i1.1749

Abstract

This literature survey article discusses the impact of brand image and advertising on purchase intent and decision making with the aim of generating research hypotheses about the effects between variables that can be used in further research. The method of writing this literature review is a library research method derived from online media such as Google Scholar, Mendeley, and other online media. The results of this literature search are: 1) Brand image influences purchase intention. 2) Advertising influences purchase intent. 3) Brand image influences purchasing decisions. 4) Advertising influences purchasing decisions. 5) Purchase intent influences purchase decisions. It is hoped that future researchers will be able to add or study other variables that influence interest and purchase decisions, such as price, product quality, service quality, brand ambassadors, and trust.
Pengaruh Motivasi Kerja, Lingkungan Kerja, Dan Disiplin Kerja Terhadap Kinerja Karyawan Di Pt Catur Sentosa Adiprana Tbk. Dimas Syah Putra; Menhard Menhard; Rahmadani Hidayat
Jurnal Akuntansi, Manajemen, Bisnis dan Teknologi Vol 6 No 1 (2026): Jurnal Akuntansi, Manajemen, Bisnis dan Teknologi Edisi Februari 2026
Publisher : Sekolah Tinggi Ilmu Ekonomi Mahaputra Riau

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56870/1rs8qn74

Abstract

This study aims to analyze the influence of work motivation, work environment, and work discipline on employee performance both partially and simultaneously at PT. Catur Sentosa Adiprana Tbk. The background of this study is based on the fluctuations in the company's sales realization during the 2020–2024 period which indicates employee performance problems. The research method used is a quantitative method with a survey approach. The population in this study amounted to 46 people who were all used as research samples. The type of data used is quantitative data with primary data sources obtained through distributing questionnaires and interviews. Data analysis was carried out using IBM SPSS software version 27 with stages of instrument testing, validity testing, reliability testing, classical assumption testing (normality testing and linearity testing), and hypothesis testing through t-test and F-test. The results of the study indicate that partially work motivation has a negative and significant influence on employee performance, while the work environment and work discipline have a positive and significant influence on employee performance. Simultaneously, work motivation, work environment, and work discipline have a positive and significant influence on employee performance at PT. Catur Sentosa Adiprana Tbk. Catur Sentosa Adiprana Tbk. These findings indicate that improving employee performance can be achieved through creating a conducive work environment and implementing consistent work discipline, while still paying attention to proper work motivation management.
Co-Authors Annisa Khairani Arfah Piliang Ariyanto M Budi Hartoyo Budi Hartoyo Charli, Chintya Ones Dimas Syah Putra Jefriyanto Jefriyanto Jonnedi Jonnedi MASRIL, MASRIL Menhard, Menhard Muhammad Yusuf Muthia Zahra Nadya Putri Neyza Duwi Apriliani Nurmila Sari Nusyirwan Nusyirwan Romiana Br Sihombing Rut Emelia Tarihoran Safrizal Safrizal Sari, Maya Rizki Sarjon Defit Sugianto Sugianto Widi Inggit Asmattea Yulasmi Yuni Asnita Zahara Nengsi Zubir Zubir