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All Journal Ultima Management : Jurnal Ilmu Manajemen Kalbisocio: Jurnal Bisnis dan Komunikasi
Donant Alananto Iskandar
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Humanities Economics, Econometrics & Finance Languange, Linguistic, Communication & Media Social Sciences

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PENGARUH CITRA MEREK, PROMOSI PENJUALAN, SALURAN DISTRIBUSI TERHADAP KEPUTUSAN PEMBELIAN PRODUK KOSMETIK (STUDI PADA TOKO DAN+DAN DI DUTA HARAPAN) Olivia Yoestin Agriyang Gadi; Donant Alananto Iskandar
Ultima Management : Jurnal Ilmu Manajemen Vol 12 No 1 (2020): Ultima Management : Jurnal Ilmu Manajemen
Publisher : Universitas Multimedia Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (1242.587 KB) | DOI: 10.31937/manajemen.v12i1.1472

Abstract

Abstract- The purposes of the study were to know and to analyze the effect of brand image, sales promotion, and distribution channels partially and simultaneously to the purchase decision of cosmetic products in DAN+DAN stores in Duta Harapan Bekasi. The sample used in this study were 100 respondents and the sampling method was non-probability sampling which is purposive sampling.This research is a quantitative associative, associative research is a research that aims to determine the effect or also the relationship between two or more variables. That is brand image, sales promotion and distribution channels as independent variables and purchase decision as dependent variable.The result of this research indicates that brand image has significant effect to purchase decision. That is proven by the unstandardized coefficient value of 0.348, it means between brand image and purchase decision has a quite strong positive relationship.Whereas, sales promotion and distribution channels have also affected purchase decision, which is shown by the regression unstandardized coefficient value of 0.178 In addition, distribution channels variable has a positive relationship to purchase decision that is illustrated by the coefficient value of 0.198. Finally, between brand image, sales promotion, and distribution channels have 39.7 percent contribution in order to increase purchase decision of DAN+DAN STORE in Duta Harapan Bekasi, the remaining percentage was contributed by other variables which was not studied in this research. Keywords: Brand Image, Sales Promotion, Distribution Channels, Purchase Decision.
Pengaruh Corporate Social Responsibility dan Customer Retention terhadap Business Performance Melalui Business Continuity UMKM Pertamina Ali Fikryansyah Nuur; Donant Alananto Iskandar
KALBISOCIO Jurnal Bisnis dan Komunikasi Vol. 13 No. 1 (2026): KALBISOCIO Jurnal Bisnis dan Komunikasi
Publisher : Research and Community Service UNIVERSITAS KALBIS

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53008/ep98ee15

Abstract

This study aims to analyze the influence of Corporate Social Responsibility (CSR) and Customer Retention on Business Performance, with Business Continuity as an intervening variable, among MSMEs fostered by Pertamina in Jakarta. A quantitative approach was employed by distributing questionnaires to 160 respondents. Data were analyzed using multiple linear regression and path analysis with the help of SPSS software. The results show that CSR and Customer Retention have a positive and significant effect on Business Continuity. Both variables also have a direct impact on Business Performance. Business Continuity significantly mediates the relationship between Customer Retention and Business Performance, but does not significantly mediate the relationship between CSR and Business Performance. These findings indicate that the success of CSR programs and customer retention efforts contributes not only to short-term outcomes but also to sustaining MSME operations. This study provides practical implications for optimizing CSR strategies to enhance the competitiveness and sustainable growth of MSMEs.
Co-Authors Ali Fikryansyah Nuur Olivia Yoestin Agriyang Gadi