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All Journal Jurnal Wacana Ekonomi Al-Iqtishod : Jurnal Ekonomi Syariah
Deby Nofriansyah
Universitas Islam Negeri Sumatera Utara
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Analisis Sekuritas: Analisis Fundamental dan Teknikal Terhadap Harga Saham pada Perusahaan Utilitas dan Transportasi Elsa Zulfita; Deby Nofriansyah; Siti Hazrah; M. Ikhsan Harahap
Al-Iqtishod : Jurnal Ekonomi Syariah Vol. 4 No. 1 (2022): Al-Iqtishod: Jurnal Ekonomi Syariah
Publisher : Program Studi Ekonomi Syariah Institut Agama Islam Sunan Kalijogo Malang

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Abstract

Penelitian ini bertujuan untuk mengetahui apakah faktor fundamental dan teknikal memiliki pengaruh terhadap harga saham. Adapun faktor fundamental yang digunakan adalah current ratio, DER dan ROA sedangkan faktor teknikal yang digunakan adalah IHSG dan volume perdagangan. Populasi sebanyak 72 perusahaan sedangkan sampel yang dipilih sebanyak 18 perusahaan. Regresi yang digunakan adalah berganda karena variabel independen sebanyak 5. Berdasarkan hasil uji secara parsial hanya DER dan ROA yang memiliki pengaruh signifikan secara positif terhadap harga saham sisanya tidak memiliki pengaruh terhadap harga saham. Secara serempak kelima variabel menunjukkan pengaruh terhadap harga saham dengan hasil adjusted r square sebesar 29,1% dari variasi harga saham dijelaskan oleh variabel CR, DER, ROA, IHSG dan volume perdagangan dimana sisanya 70,9% dipengaruhi oleh variabel lainnya yaitu perputaran total aset, price earning ratio dan price book value.
Digital Marketing Strategy and Purchase Intention: A 7P Marketing Mix Approach to Enhancing Sales Performance of Bang Zack’s Chips MSME Deby Nofriansyah; Muhammad Irwan Padli Nasution; Nurbaiti Nurbaiti
Jurnal Wacana Ekonomi Vol 25 No 02 (2026): Jurnal Wacana Ekonomi
Publisher : Fakultas Ekonomi Universitas Garut

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52434/jwe.v25i02.43641

Abstract

The rapid growth of digital technology has fundamentally changed consumer purchasing behavior in the Indonesian snack food industry, creating both opportunities and challenges for micro, small, and medium enterprises (MSMEs). This study aims to analyze the implementation of digital marketing strategies based on the 7P Marketing Mix framework (Booms & Bitner, 1981) and its impact on purchase intention and sales performance of Kripik Bang Zack, an MSME producing chips. This study uses a qualitative descriptive method with in-depth interviews with 5 key informants, consisting of the business owner, 2 employees, and 2 loyal customers, selected through purposive sampling. Data were analyzed using the Miles and Huberman interactive model, which includes data reduction, data display, and conclusion drawing. The findings show three main contributions: (1) Instagram and TikTok-based content marketing, as the most influential digital strategy, drove an approximately 73% increase in online sales over 12 months (from 300 to 520 units/month); (2) active customer engagement through social media strengthened brand loyalty and extended market reach beyond the local area, as evidenced by a growing proportion of non-local buyers; and (3) the integrated application of all 7P elements particularly the Promotion and Process dimensions was identified as the most critical factor in sustaining purchase intention among digitally active consumers. This study contributes to the limited literature on the implementation of digital marketing among Indonesian food MSMEs, offering a replicable strategic framework for similar small businesses looking to improve their digital sales performance.
Co-Authors Elsa Zulfita M. Ikhsan Harahap Nasution, Muhammad Irwan Padli Nurbaiti Nurbaiti Siti Hazrah