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All Journal Jurnal Sosiologi International Journal of Economics, Business and Innovation Research
Maya Mustika
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Religion Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Public Health Social Sciences

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ANALISIS FAKTOR PENENTU DALAM PEMILIHAN STRATEGI PROMOSI UNIVERSITAS PALANGKA RAYA Ahriyati; Erni Dwi Puji Setyowati; Maya Mustika; Nirena Ade Christy
Jurnal Sosiologi UPR Vol. 6 No. 2 (2023): FENOMENA PEMBERDAYAAN MASYARAKAT
Publisher : Prodi Sosiologi FISIP UPR

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59700/js.v14i2.13194

Abstract

Penelitian mengenai analisis faktor penentu dalam pemilihan strategi promosi Universitas Palangka Raya (UPR) bertujuan untuk mengetahui kelebihan, kekurangan, peluang, dan acaman melalui analisis SWOT sehingga diketahui strategi dalam meningkatkan promosi UPR. Metode penelitian yang digunakan adalah penelitian kualitatif deskriptif yang menggunakan metode analisis SWOT melalui survei terhadap 702 mahasiswa di UPR. Lokasi penelitian ini dilaksanakan di lingkungan UPR, Provinsi Kalimantan Tengah. Hasil dari penelitian ini yakni UPR memiliki kekuatan dalam pemanfaatan media sosial, kerjasama dengan sekolah, lokasi strategis, beragamnya jurusan, biaya kuliah terjangkau, dan diversifikasi jalur masuk. Untuk mengatasi kelemahan, UPR perlu mengurangi ketergantungan pada media sosial, meningkatkan kualitas pendidikan, dan memperluas pertimbangan calon mahasiswa. Peluang UPR dapat dioptimalkan melalui perbaikan website, promosi di sekolah-sekolah, peningkatan jalur beasiswa, dan sosialisasi alumni. Peralihan status ke BLU dapat meningkatkan branding dan kualitas kampus. Ancaman terbesar adalah penurunan minat mahasiswa jika promosi tidak ditingkatkan, sehingga strategi promosi lebih efektif, dengan peningkatan fasilitas, pengajaran, dan jalur beasiswa.
Analysis Of Consumer Behavior Towards Purchasing Decisions And Consumer Satisfaction Of"Harum Enaks" Powdered Pepper In Pangkalpinang City Artiani; Eni Karsiningsih; Maya Mustika; Hana Lamisa
International Journal of Economics, Business and Innovation Research Vol. 5 No. 01 (2026): December - January, International Journal of Economics, Business and Innovatio
Publisher : Cita konsultindo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63922/ijebir.v5i01.2675

Abstract

The Bangka Belitung Islands Province is a center of white pepper production in Indonesia, known for its Muntok White Pepper brand. Muntok White Pepper is generally sold in unprocessed granules, thus limiting its added value. Efforts to increase added value include converting granules into ground pepper. One such ground pepper produced in Bangka Belitung is the "Harum Enak" brand. This "Harum Enak" ground pepper is produced by PT Pelangi Nusantara Sehati, located in Sungailiat, Bangka. This study aims to 1) analyze the effect of price on purchasing decisions for "Harum Enak" ground pepper in Pangkalpinang City, 2) analyze the effect of product quality on purchasing decisions for "Harum Enak" ground pepper in Pangkalpinang City, 3) analyze the effect of price on consumer satisfaction for "Harum Enak" ground pepper in Pangkalpinang City, 4) analyze the effect of product quality on consumer satisfaction for "Harum Enak" ground pepper in Pangkalpinang City, 5) analyze the effect of purchasing decisions on consumer satisfaction for "Harum Enak" ground pepper in Pangkalpinang City, 6) analyze the effect of price on consumer satisfaction through decisions for "Harum Enak" ground pepper in Pangkalpinang City, and 7) analyze the effect of product quality on consumer satisfaction through decisions for "Harum Enak" ground pepper in Pangkalpinang City. The study used a survey method with accidental sampling to collect data from 100 respondents. Data were analyzed using Structural Equation Modeling (SEM) with SmartPLS 4. The study's direct-effect results show that price has a positive and significant effect on purchasing decisions for "Harum Enak" ground pepper in Pangkalpinang City. Still, it does not have a positive and significant effect on consumer satisfaction. Product quality has a positive and significant effect on purchasing decisions, but does not affect consumer satisfaction; purchasing decisions, in turn, have a positive effect on consumer satisfaction. In the indirect effect, price does not have a positive and significant effect on consumer satisfaction through purchasing decisions, whereas product quality does.
Co-Authors Ahriyati Artiani Eni Karsiningsih Erni Dwi Puji Setyowati Hana Lamisa Nirena Ade Christy