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Sanita Dhakirah
politeknik negeri malang
Religion Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences Other

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Pengaruh Kemasan dan Inovasi Produk terhadap Keputusan Pembelian Water Base Ink Pada Industri Percetakan Fleksibel Packaging di PT Samudera Warna Internasional Abigail Lituhayu; Sanita Dhakirah; Lina Budiarti
Ekopedia: Jurnal Ilmiah Ekonomi Vol. 2 No. 3 (2026): JULI-SEPTEMBER
Publisher : Indo Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/8cm35238

Abstract

This study aims to analyze the effect of product packaging and product innovation on purchasing decisions for water-based ink in the flexible packaging industry at PT Samudera Warna Internasional. The research is motivated by the gap between the high market potential for eco-friendly inks and the company's fluctuating sales realization. This quantitative study utilizes an explanatory research method. The sample consisted of 60 active consumer companies drawn from a population of 150 companies (January–March 2026 period) using a simple random sampling technique (10% margin of error). Data were collected through Likert-scale questionnaires, observation, and documentation. The data analysis included instrument feasibility tests, classical assumption tests, multiple linear regression, and hypothesis testing (t-test and F-test). The results prove that, both partially and simultaneously, product packaging and product innovation have a positive and significant effect on purchasing decisions. Specific findings indicate that product packaging has a more dominant influence than product innovation. In conclusion, consumer purchasing decisions heavily depend on the quality of visual communication through packaging and the adaptability of product innovation. Therefore, the company is advised to continuously improve packaging design to be more informative and consistently conduct Research and Development (R&D). This research provides a theoretical contribution to marketing management literature regarding consumer behavior toward eco-friendly industrial products.
Pengaruh Brand Image Dan Promosi Media Digital Terhadap Minat Sewa Di Malang Creative Center Laila Nur Azzizzah; Sanita Dhakirah; Rizky Kurniawan Murtiyanto
Jurnal Ekonomi dan Bisnis Digital Vol. 2 No. 3 (2025): Januari - Maret
Publisher : CV. ITTC INDONESIA

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

Advances in information technology have brought significant changes in the way people communicate, conduct business and access information. Therefore, having a good brand image is a must for companies and institutions in order to gain trust from the public. This study aims to analyze the effect of brand image and promotion through digital media on rental interest in Malang Creative Center. This study uses a quantitative approach with brand image and digital media promotion as independent variables, while rental interest acts as the dependent variable. Data were collected by distributing questionnaires to 30 objects who are regular users of Malang Creative Center, with saturated sample selection technique. Data were analyzed using multiple linear regression and hypothesis testing. The findings of this study indicate that brand image and promotion through digital platforms have a positive and significant impact on rental interest in Malang Creative Center. Simultaneous tests also confirmed that both independent variables simultaneously influence rental interest. Based on these findings, it can be concluded that both separately and simultaneously, brand image and promotion through digital media have a positive and significant influence on rental interest in Malang Creative Center. Therefore, it is expected that Malang Creative Center continues to maintain and improve the quality of its brand image and digital promotion strategy to be more optimal.
Pengaruh Social Media Marketing dan Electronic Word of Mouth terhadap Keputusan Pembelian pada Mie Gacoan di Kota Malang Gigih Putranda; Sanita Dhakirah; Arni Utamaningsih
Ekopedia: Jurnal Ilmiah Ekonomi Vol. 2 No. 3 (2026): JULI-SEPTEMBER
Publisher : Indo Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/sjh0xa65

Abstract

In the digital era, social media has become an essential marketing tool for the Indonesian culinary industry, including Mie Gacoan, which utilizes Instagram to boost brand awareness and sales. Social media marketing and electronic word of mouth (e-WOM) strategies play a significant role in influencing consumer purchasing decisions by building trust and audience engagement. This study aims to analyze the influence of these two factors on consumer purchasing decisions at Mie Gacoan's Sukun branch in Malang City, an area with substantial market potential that remains underexplored. Using a quantitative approach with the variables Social Media Marketing, Electronic Word of Mouth, and Purchasing Decision, data were collected through an online questionnaire distributed to 100 respondents who are Mie Gacoan consumers, using nonprobability sampling with a purposive sampling technique, and analyzed through multiple linear regression and hypothesis testing. Descriptive analysis showed that respondents generally agreed with the questionnaire statements, and the classical assumption tests confirmed that the data met the required criteria. The coefficient of determination was 0.42 (42%), with the remaining 58% explained by other variables. The findings indicate that Social Media Marketing and Electronic Word of Mouth have both partial and simultaneous effects on Purchasing Decisions at Mie Gacoan's Sukun branch in Malang City. Therefore, Mie Gacoan's Sukun branch is advised to consider these two strategies as key components in attracting and retaining customers.
Pengaruh Flash Sale  dan Live Streaming Terhadap Impulse Buying pada Konsumen Penginapan Murah Malang Qarina Chuzaimah Al – Hilaliyah; Sanita Dhakirah; Mohammad Maskan
Ekopedia: Jurnal Ilmiah Ekonomi Vol. 2 No. 3 (2026): JULI-SEPTEMBER
Publisher : Indo Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/ntva9s13

Abstract

The rapid advancement of digital technology has transformed consumer behavior, particularly by increasing the prevalence of impulsive buying through social media platforms such as TikTok. Flash sales and live streaming have become common strategies adopted by businesses, including Penginapan Murah Malang through its TikTok account @penginapanmurahmalang. However, the implementation of these strategies has not been followed by optimal results, as indicated by a decline in guest occupancy rates from a peak of 19% in August 2025 to 10% in December 2025. This study aims to examine the effect of flash sales and live streaming on impulsive buying behavior among consumers of Penginapan Murah Malang. A quantitative descriptive approach was employed, involving 100 respondents selected using purposive sampling, namely those who had watched the account's live streaming sessions and had made a booking. Data were analyzed using multiple linear regression, accompanied by validity, reliability, and classical assumption tests, as well as t-tests and F-tests. The results show that flash sales and live streaming have a positive and statistically significant effect on impulsive buying, both partially and simultaneously, with the two variables contributing an (Adjusted R²) of 0.386. Live streaming was found to have a more dominant influence than flash sales. Based on these findings, it is recommended to increase the frequency of flash sales and strengthen consumer trust in streamers in order to optimize consumers' impulsive buying behavior
Pengaruh Transformasi Digital Layanan dan Kualitas Pelayanan terhadap Kepuasan Pelanggan Perumda Tirta Kanjuruhan Kabupaten Malang Shella Rila Octavianti; Sanita Dhakirah; Yosi Afandi
Jejak digital: Jurnal Ilmiah Multidisiplin Vol. 2 No. 5 (2026): AGUSTUS-SEPTEMBER
Publisher : INDO PUBLISHING

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/rbcy8e66

Abstract

Digital service transformation and service quality improvements are the primary strategies of Perumda Tirta Kanjuruhan, Malang Regency, to enhance customer satisfaction. However, satisfaction growth has slowed down, creating a gap between efforts and results. This study aims to analyze the effect of digital service transformation and service quality on customer satisfaction, both partially and simultaneously. This research utilizes a quantitative method with an explanatory research approach involving 100 respondents. The sample was determined using a purposive sampling technique, targeting active customers for at least the last six months. Data were collected through a Likert scale questionnaire and analyzed using multiple linear regression, t-test, F-test, and coefficient of determination analysis. The results indicate that the coefficient of determination is 48.8%, while the remaining 51.2% is influenced by other variables outside this study. Empirically, the research proves that digital service transformation and service quality, both partially and simultaneously, have a positive and significant effect on customer satisfaction. Service quality is proven to have the most dominant influence compared to digital transformation. Therefore, Perumda Tirta Kanjuruhan is advised to continuously improve the standards of direct employee service quality and further optimize the functionality of digital service features to ensure sustainable customer satisfaction.
THE EFFECT OF FACILITIES AND SERVICE QUALITY ON VISITOR SATISFACTION AT MOG MALL, MALANG CITY Chofifah Laila Wulandari; Sanita Dhakirah; Lina Budiarti
Jurnal Manajemen Vol 6, No 1 (2026): Februari
Publisher : Universitas Negeri Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26858/jm.v6i1.76466

Abstract

Abstract: The rapid development of the service sector has led to the emergence of various modern shopping centers, including the MOG Mall in Malang City, which is one of the malls with the highest number of visitors and reviews. However, some facilities are still considered inadequate by visitors. MOG Mall in Malang City is the object of this study, which aims to analyze the influence of facilities and service quality on visitor satisfaction. 100 respondents were randomly selected using a purposive sampling technique, and quantitative research methods were applied along with explanatory research methods. Data analysis was conducted using multiple linear regression, including partial and simultaneous hypothesis testing. The study findings show that visitor satisfaction is positively and significantly influenced by high-quality facilities and services. Therefore, improving comfortable facilities and responsive service needs to be a priority to increase visitor satisfaction.Keywords: Facilities, Service Quality, Visitor Satisfaction
Co-Authors Abdul Muqit Abigail Lituhayu Annisa Taufika Firdausi Arni Utamaningsih Ayu Febriyanti Puspitasari Batubulan, Kadek Suarjuna Becik Gathi Anjari Becik Gati Anjari Cahyani, Hilda Chofifah Laila Wulandari Erlangga Andi Sukma Fahmi Muhammad Azzuhri Farida Akbarina Gigih Putranda Isnaini Nur Safitri Joni Dwi Pribadi Khrisna Hadiwinata Kun Mustain Laila Nur Azzizzah Lalu Muhammad Reza Wardhana Lilies Nur Aini LINA BUDIARTI Maskur, M Mohammad Maskan Musthofa Hadi Novitasari Nurfauziah, Suci Nurtjahjani, Fullchis Nurul Hidayatinnisa Nurul Hidayatinnisa' Prima Beauty Kartikasari Qarina Chuzaimah Al – Hilaliyah Rena Feri Wijayanti Riska Ayu Setiawati, Riska Ayu Rizky Kurniawan Murtiyanto Rubianto, Aisyah Vanadia Shella Rila Octavianti Shohib Muslim Tri Yulistyawati Evelina Win Narasuci Yosi Afandi