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p-Index From 2021 - 2026
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All Journal Journal of Social Research International Journal of Management, Economic and Accounting
Tsania Salsabilla
Universitas Sumatera Utara
Humanities Computer Science & IT Economics, Econometrics & Finance Education Social Sciences

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Analisis Penjualan Online Melalui Merchant Grab-Food Terhadap Peningkatan Omzet (Studi pada Foresthree Kota Baru, Kota Jambi) Tsania Salsabilla; Onan Marakali Siregar
Journal of Social Research Vol. 1 No. 7 (2022): Journal Of Social Research
Publisher : International Journal Labs

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (212.994 KB) | DOI: 10.55324/josr.v1i7.146

Abstract

Latar Belakang : Pada era globalisasi ini persaingan bisnis menjadi sangat tajam baik di pasar domestik maupun pasar internasional global. Siap tidak siap seluruh bangsa di dunia akan memasuki era revolusi 4.0. Pihak perusahaan harus mampu membuat strategi pemasaran yang mampu bersaing dengan cafe-cafe lain, di antaranya bisa memanfaat teknologi yakni memasarkan secara online melalui jasa pengiriman pesanan kepada konsumen. Tujuan : Tujuan dari penelitian ini adalah untuk menganalisis peningkatan omzet pada Foresthree di Kota Jambi saat bermitra dengan Grab-Food. Penelitian ini juga akan melihat apakah strategi yang dilakukan Foresthree Kota Baru sudah benar-benar tepat. Metode : Bentuk penelitian yang digunakan penulis dalam penelitian ini adalah analisis deskriptif dengan menggunakan pendekatan kualitatif yang didukung dengan data kuantitatif. Hasil : Penelitian ini bermaksud menggambarkan kejadian atau fakta yang terdapat pada suatu objek penelitian dengan cara melakukan wawancara yang dibandingkan dengan data pendukung yang didapatkan dengan cara penyebaran kueisioner. Kesimpulan : Penjualan online yang dilakukan Foresthree Kota Baru melalui merchant Grab-food dinilai berhasil meningkatkan omzet dan membantu Foresthree untuk mencapai target penjualan kurang lebih sebesar 20%. Target penjualan yang ditetapkan Foresthree sendiri sebesar Rp. 150.000.000 perbulan dan penjualan yang didapat dari merchant Grab-food saja bisa mencapai Rp. 12.000.000 perbulan dan disetiap bulan meningkat.
Consumer Perception in Brand-Driven Purchase Decisions for Heated Tobacco Products Tsania Salsabilla; Endang Sulistya Rini; Fadli
International Journal of Management, Economic and Accounting Vol. 4 No. 3 (2026): June 2026
Publisher : Yayasan Multidimensi Kreatif

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

Abstract

The heated tobacco market has become increasingly competitive, requiring companies to strengthen their brands and better understand consumer behavior to influence purchase decisions. As a premium heated tobacco product, IQOS offers an alternative smoking experience through its heat-not-burn technology. However, preliminary observations indicated that consumer awareness, brand associations, perceptions, and purchase decisions toward IQOS in Medan City were still relatively low. This study aims to analyze the influence of brand awareness and brand association on purchase decisions, with consumer perception serving as an intervening variable. A quantitative research approach was employed using a survey of 160 respondents consisting of active smokers aged 21 years and above who had used or were familiar with IQOS products in Medan City. Data were analyzed using Structural Equation Modeling based on Partial Least Squares (SEM-PLS). The results reveal that brand awareness, brand association, and consumer perception have positive and significant effects on purchase decisions. Furthermore, brand awareness and brand association significantly influence consumer perception. Consumer perception was also found to partially mediate the relationships between brand awareness and purchase decisions as well as between brand association and purchase decisions. These findings indicate that stronger brand recognition and favorable brand associations contribute to more positive consumer perceptions, which in turn enhance the likelihood of purchase. The study contributes to the brand equity and consumer behavior literature by providing empirical evidence that consumer perception serves as an important mechanism linking brand-related factors to purchase decisions in the context of heated tobacco products, particularly IQOS in Medan City.
Co-Authors Endang Sulistya Rini Fadli Siregar, Onan Marakali